- Paperback: 640 pages
- Publisher: Prentice-Hall (31 Aug 1992)
- Language English
- ISBN-10: 0130874043
- ISBN-13: 978-0130874047
- Product Dimensions: 19.8 x 13 x 2.5 cm
- See Complete Table of Contents
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Product Description
Product Description
A new state-of-the-art marketing simulation game - "Brands" - is a multi-product, multi-market simulation exercise. The firm and market structure allows the teams to market brands in three regional markets - USA, Europe and Asia Pacific. Extensive marketing research studies are included together with product design studies, perceptual positioning analysis, and full-scale test marketing, as well as competitive and market monitoring studies.
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3 reviews
Prompt Shipping but book not in the state desired
17 Sep 2002
Format:Paperback
Prompt shipping, Book not in the best condition as expected
An excellent Marketing Simulation Game
14 April 2001
Format:Paperback
Brands : A Marketing game consists of a manual and software for playing this marketing simulation game. To be played in teams with each team ideally consisting of about 4-6 students. Brands is a comprehensive marketing game which teaches its users in a unique way all the skills required to sell its products in a competitive market.The teams initially have to formulate a product whose ingredients are decided by each team individually.The formulation is based on the customer's preferences for the ingredients. Each team has to enter there values for variables like Sales force strength, salary and commission, expenditure on advertising, R&D and promotion on which their performance is judged. The team which has the best marketing mix of all these parameters emerges as a marketing leader. The game goes on for a number of quarters and can extend over several years. This gives the teams a sense of competition and the learning of how to compete and get ahead in the market. The game also generates the equity share price of all the teams. There is also a provision to order various market reseraches like by the teams for the areas they wish to. Some of the typical market researches are like Customer Preferences, Customer Awareness, Dealer Promotion Awareness, Availability of Dealers, Brand formulation [ if any team wishes to reverse engineer the formulation of any other team],Industry Statistics ,Regional Summary Analysis, Sales Force compensation etc.. Just like the real world nothing comes for free and the teams have to pay for the Markeing Researches being ordered by them. Although the software is DOS based still it gives the players a good opportunity to get a first hand experience on how to produce and manage a brand. As part of the course cuuriculum at the School Of Management, IIT Bombay, India, the game has taught us how to manage our own product,brand and how to react to competitor's moves. Ideal for students of Management colleges and product/brand managers.
An excellent Marketing Simulation Game
14 April 2001
Format:Paperback
Brands : A Marketing game consists of a manual and software for playing this marketing simulation game. To be played in teams with each team ideally consisting of about 4-6 students. Brands is a comprehensive marketing game which teaches its users in a unique way all the skills required to sell its products in a competitive market.The teams initially have to formulate a product whose ingredients are decided by each team individually.The formulation is based on the customer's preferences for the ingredients. Each team has to enter there values for variables like Sales force strength, salary and commission, expenditure on advertising, R&D and promotion on which their performance is judged. The team which has the best marketing mix of all these parameters emerges as a marketing leader. The game goes on for a number of quarters and can extend over several years. This gives the teams a sense of competition and the learning of how to compete and get ahead in the market. The game also generates the equity share price of all the teams. There is also a provision to order various market reseraches like by the teams for the areas they wish to. Some of the typical market researches are like Customer Preferences, Customer Awareness, Dealer Promotion Awareness, Availability of Dealers, Brand formulation [ if any team wishes to reverse engineer the formulation of any other team],Industry Statistics ,Regional Summary Analysis, Sales Force compensation etc.. Just like the real world nothing comes for free and the teams have to pay for the Markeing Researches being ordered by them. Although the software is DOS based still it gives the players a good opportunity to get a first hand experience on how to produce and manage a brand. As part of the course cuuriculum at the School Of Management, IIT Bombay, India, the game has taught us how to manage our own product,brand and how to react to competitor's moves. Ideal for students of Management colleges and product/brand mnagers.
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