Transcript Business Simulation Seminar - B-K

Business Simulation Seminar
Introduction to the
Advanced Marketing Module
Advanced Marketing Module
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In each round you will now make
more refined marketing decisions
Objectives
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Erect barriers to entry
Make it difficult for new competitors to
achieve compare awareness and
accessibility
Promotion Decisions
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Each product will have targeted
promotions
Effectiveness varies by segment
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High End
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Low End
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See email and attend trade shows
Respond to direct mail and print ads
Should take into account
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Market share objectives
Customer demand
Competition
Sales Budget
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How many outside sales people and
manufacturing reps will you have?
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How many inside sales people?
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Sales person costs $120K
The more sales calls, the more the demand
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
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Allow customers to see and get your product
Costs $100K per relationship