SkeletonSlide12_2010Fall_MGMT324

SkeletonSlide12_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Sections 5 & 6 Oct 18, 2009
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Topics for Today Introduction of “The Marketing Game!”
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Overview ± You take over marketing management responsibilities for your firm. ± Your firm currently develops and markets a new type of VRD (voice recognition device) that has advanced capabilities for controlling computer applications based on “natural language” spoken commands. ± Must satisfy customers and earn profits ± Focus is on marketing strategy planning. ± Special attention must be paid to ± Integration/Consistency of all 4 P decisions ± Competitive reaction ± Short term and long term perspectives
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Process Company reports returned to firms Next Decision period Analysis of market situation/opportunities Planning and budgeting Make marketing plan DECISIONS!!! Submit plan decisions The Marketing Game! simulation
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Guidelines ± Reading The Marketing Game! Book will help you perform better than your competitors ± Chapter 2 (p.7~p.28) provides general ideas about the market and decisions you are about to make ± Chapter 3 (p29~p42) explains each of the marketing decisions and their financial implications in detail ± You will be playing Level 1 and making exactly the same kind of decisions each time based on the feedback from the market ± Each team starts at the same position ± p.48-p.51 describes your starting position ± Total budget you team has for the 1 st real run (and also the 1 st test run) is $984,000 (p.48) ± Create a TMG file using TMGPlan ± Use Proforma to check your profit. This profit is only a projection
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This document was uploaded on 03/03/2012.

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SkeletonSlide12_2010Fall_MGMT324 - MGMT 324 Marketing...

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