The Marketing Game: A Marketing Principles Simulation

Authors

  • Robert W. Schaffer

Abstract

The Marketing Game learning environment is based on the Digital Camera industry. Although the facts of the case as presented in the student manual are hypothetical, the underlying computer model fairly accurately reflects the introduction of a new technology into a market. The game rewards market segmentation and targeting skills within a framework of an evolving product life cycle. Both industry background and game variable information is covered in detail in the student manual and therefore is not duplicated in these notes.

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Published

1999-03-04