服务管理和营销1课件.ppt

The Marketing Game The Marketing Game: What is It? A “living” case, where you learn about a situation, evaluate opportunities, develop a strategy, and make marketing plan decisions. In which you get regular feedback, in a report that summarizes your marketing outcomes and related financial results, based on both your plan and competitors’ decisions. Where you analyze what you’ve learned by doing … to figure out answers to what you do not know (and could not know!) at the beginning. That challenges you to improve your strategy in light of the learning... Special Objectives Served by TMG To develop skills in identifying marketing opportunities. This encompasses knowledge of and the ability to apply key marketing frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses. To develop insights about creative selection of target markets and making integrative strategy decisions concerning product, price, promotion, place and the needs of a target market. To develop skills in marketing analysis. To provide meaningful, practical experience in translating qualitative and quantitative analysis into conclusions about profitable marketing strategies and programs. The Role of the Marketing Game The Game offers unique learning advantages, compared to other learning approaches (like reading texts and articles, lectures, guest speakers, case analysis and presentation, projects) because it: Is dynamic, like most business situations. Brings the competitive aspects of marketing to life. Highlights the need for integrative planning based on qualitative and quantitative analysis of the market environment. The Marketing Game is Integrative … and Covers All Aspects of the Marketing Strategy Planning Process Overview You take over marketing management responsibilities for your firm. Must satisfy customers and earn profits Focus is on marketing strategy planning. Requires integration of all strategy decisions. Requires attention to competi