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Published byMalcolm Sutton Modified over 6 years ago
Business Simulation Seminar Introduction to the Advanced Marketing Module
Advanced Marketing Module In each round you will now make more refined marketing decisions Objectives Erect barriers to entry Make it difficult for new competitors to achieve compare awareness and accessibility
Promotion Decisions Each product will have targeted promotions Effectiveness varies by segment High End See email and attend trade shows Low End Respond to direct mail and print ads Should take into account Market share objectives Customer demand Competition
Sales Budget How many outside sales people and manufacturing reps will you have? Sales person costs $120K The more sales calls, the more the demand How many inside sales people? These work on existing existing customers Also run the web and customer support Costs $50K per person Will need to allocate time by segment Distributors Allow customers to see and get your product Costs $100K per relationship
Competitive Intelligence Report Provides detail on the marketing activities for all companies in a segment Each segment report costs $150K
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