MERLIN: A Marketing Simulation - Brossura

Anderson, Phillip H; Beveridge, David; Lawton, Leigh; Scott, Timothy

Brossura

ISBN 10: 007294658X ISBN 13: 9780072946581

Casa editrice: McGraw-Hill Higher Education, 2003

Riassunto

MERLIN, A Marketing Simulation 1/e, by Anderson, Beveridge, Lawton & Scott is a user-friendly, Windows-based comprehensive marketing simulation designed for use in Principles of Marketing, Marketing Management or the Marketing Strategy course. MERLIN puts students into the role of marketing managers where they make the decisions needed to market the products of a small-marketing-oriented enterprise. MERLIN models a small marketing business, which sells two products in three sales territories, each with different profiles and demand characteristics. MERLIN gives students the opportunity to demonstrate their understanding of marketing concepts and challenges them to respond to the difficulties of marketing in a dynamic, competitive environment. MERLIN allows students to compete on the basis of price, quality, features, and service. Students make quarterly decisions that include: selecting product characteristics (features and quality), setting prices, selecting media and a message (price, service, etc.). The combination of the decision options allows students the choice of a push versus pull promotional strategy. Two versions: MERLIN is available in two versions: Solo (student vs. computer-managed companies) and Team (students vs. other student-managed companies).

Su questo libro

Contenuti

Student Table of Contents

Preface

Chapter 1 – Overview

Chapter 2 – Loading the Merlin Software

Chapter 3 – Working with the Merlin Program

Chapter 4 – The Merlin Business Environment

Chapter 5 – Review of Marketing Management Functions

Chapter 6 – Making Decisions

Chapter 7 – Merlin Reports

Appendix A – Quarter 0 Decisions

Appendix B – Quarter 0 Reports

Appendix C – An Example of an Industry Performance Report

Appendix D – An Example of a Marketing Research Report

Appendix E – Initial Cost Parameters

Appendix F – Limits & Time Lags

Appendix G – Merlin “Hot” Keys

Appendix H – Excel Company Data File

Appendix I – Excel Performance Data File

Appendix J – Merlin Flow Chart

Appendix K – A Step-by-Step Walk-Through

Index

Instructor Table of Contents

Preface

Chapter 1 — Introduction to Merlin Team and Merlin Solo

Chapter 2 — Loading and Registering the Merlin Software

Chapter 3 — Initializing a Merlin Team Industry

Chapter 4 — Merlin Team Operating Instructions

Chapter 5 — Merlin Solo’s Operating Instructions

Chapter 6 — Tips and Techniques for Using Merlin Team and Merlin Solo

Chapter 7 — Assisting Participants in the Registration Process

Appendix A: Administrator Summary

Appendix B: Sample Company Reports for Quarter 0

Appendix C-1: Merlin Quiz

Appendix C-2: Merlin Quiz

Appendix D: Sales Potential Tables for Merlin Team

Appendix E: Decision Limits – Costs

Appendix F: Merlin Team and Merlin Solo Assignments

Appendix G: Group-Based Peer Evaluation

Appendix H: Sample Merlin Bulletins

Appendix I: Common Student Issues

Appendix J: Administrator Issues to Watch

Appendix K: Time Lags in Merlin

Appendix L: Excel Spreadsheet File

Appendix M: Merlin: Participant Guide

Index

Product Description

Book by AndersonPhillip BeveridgeDavid LawtonLeigh ScottTi

Dettagli dell'edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2003
• Lingua: Inglese
• ISBN 10: 007294658X
• ISBN 13: 9780072946581
• Rilegatura: Copertina flessibile
• Numero di pagine: 192
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile