Developing a Micro Simulation

Abstract

This paper discusses the development of a business game that simulates each and every purchase transaction that takes place in a simulated period, After the cycle, the program accumulates the information for the periodic reports. This process allows for marketing research to be carried out with individual responses being reported. Thus, market segments may be identified by purchase behavior and the participants need to figure out how to determine the market segments and how to market to multiple target markets in order to succeed. The paper develops a game simulating the marketing a golf course to its many types of potential customers. This model was designed to teach revenue management.