The Marketing Game! (with student CD ROM) - Softcover

Mason, Charlotte; Perreault, Jr., William

Softcover

ISBN 10: 0072513802 ISBN 13: 9780072513806

Publisher: McGraw-Hill Education, 2001

Synopsis

The Marketing Game is a competitive marketing strategy simulation that allows students the opportunity to apply their marketing knowledge in a fun and interesting way. The Marketing Game is applicable for all areas of Marketing and all levels because the game is not based on just one simulation. Rather it is based on several simulations with one integrated framework. The instructor can decide the level of complexity by selecting the number of decision areas a student is forced to consider, thus making the game equally applicable for a first year Principles student and a Graduate student. The instructor can also “set up” or adjust the marketing environments in the simulation to meet specific learning or teaching objections, and can decide if students will compete in groups against each other, or simply against themselves. The Marketing Game is based on realistic marketing and realistic marketing relationships, and allows for maximum flexibility.

About this title

From the Publisher:

Refinements to the Underlying Simulation Model'Improvements have been made to allow a more accurate matching of marketing tactics and target markets. For example, customers are now more price sensitive making marketing plans that take that into consideration more successful in this simulation.
A New PowerPoint Electronic Slide Presentation'This makes it easy for the instructor to introduce the game to the class.
The Marketing Game is an exceptional teaching and learning tool for Principles of Marketing, Marketing Management or Marketing Strategy courses at both Undergraduate and Graduate levels. It can be adapted to different levels of play and works well in both large and small classes. Professors who might be interested in The Marketing Game are typically instructors who are looking for a creative ways to show the applicability and hands-on nature of the coursework in their Marketing courses, and/or those who express interest in competitive or one-on-one marketing simulations.
A Simple, Flexible, and Powerful New Facility'The Marketing Game is now Windows-based, allowing for great familiarity with the user interface and maximum flexibility
A Dynamic Market in the Growth Stage provides Multiple Opportunities to Succeed-Students are regularly faced with new decision periods in which they have the opportunity for new success. This motivates students because they see that one bad decision doesn't ruin their overall results, and one good decision in the beginning doesn't ensure overall success. Students are forced to continue to 'earn' their customer's business by their actions throughout the entire simulation.
A Completely Updated, High Tech Scenario'Students play the role of managers developing marketing strategies for cutting edge voice technology products.
Ability to Play One-on-One or Competitively against Teams-This flexibility reinforces the need for students to develop a competitive advantage and offer the target market a superior marketing mix.
Easy-to-read Diagnostic Reports-A major benefit of the simulation is that it produces diagnostic reports that make it easy for an instructor to quickly see what a firm is doing in the market and whether there is some consistency to the logic behind a Plan.
Reinforces Profit Implications of Marketing Decisions-Each firm must manage their Marketing budget, thus realizing that a 'smart' marketing strategy must be based on a marketing mix that is consistent with target market needs. Instructors are also able to provide students with a 'discretionary budget' for an even greater challenge.
Packaged with a Student Manual-The student manual sets the stage for the current firm situation and puts students in the role of a Marketing Manager, not just a student! The text includes company reports, sample memos, policies, decision forms, sample marketing plans, and more!
A Comprehensive Online Help Facility'This feature offers quick answers to questions about the software. Context-specific help is available at every point in the process, and the instructor's help file offers guidance in setting up and administering the game.
Password Protection & Encryption'Security measures are in place to ensure simple and secure electronic submission of student results and reports. Professors can now take advantage of running a 'paperless' course by communicating with students via password protected electronic files.
Full Multimedia Tutorials'Key features of the software are introduced with narrated, full-motion 'screen movies' that demonstrate exactly what the professor needs to do in order to run their course more effectively.
Sample Student Plan Files'Examples illustrating several industries at each level of difficulty are provided to make it easy for an instructor to experiment with the simulation before using it in a class for the first time.
A TMG Website Template'Provided to instructors, this template is set up to handle downloading reports to students. This tool is fully functional by itself but also can be used along with other features.
An Easy-To-Use Simulation Command Center'Instructors now benefit from a user-friendly mechanism that runs the simulation and verifies the presence of necessary files needed to run the simulation. In most cases, a professor can run the simulation for all industries (14 in total) by hitting just two buttons!
Instructor's Supplements:
Instructor's Manual w/Software CD -The Instructor's Manual provides simple checklists and summaries of how to organize for the game and suggestions about the benefits and limitations of different approaches. It also includes everything that an instructor might want to use for the game, including test questions, a PowerPoint slide show, ideas for projects, technical explanations of how the simulation model works, simple checklists and summaries for organizing the game in different set-ups, and ideas for discussions. The Software CD allows professors to process all of the student-submitted plans simultaneously and returns password-protected report files for each student or team.
Student's Supplements:
Student's Manual w/Software CD -This package features an easy to use Windows interface with edit checking and message boxes if the student does anything wrong. Familiar Windows-style buttons make it clear what to do, and there's very complete context-sensitive Help, along with hints at the bottom of the screen that change as the cursor is moved to different items on the screen. The student manual also includes company reports, memos, policies, decision forms, marketing plans and more!

About the Author:

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.
Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

About this edition

• Publisher: McGraw-Hill Education
• Publication date: 2001
• ISBN 10: 0072513802
• ISBN 13: 9780072513806
• Binding: Paperback
• Edition number: 3
• Number of pages: 128