TABLE OF CONTENTS

PART ONE -- INTRODUCTION TO THE MARKETING GAME!
New and improved: an update for old friends
1. How to use this manual
2. Special features of the marketing
3. Suggestions on using the marketing game!

PART TWO - ORGANIZING AND RUNNING THE GAME
4. Getting organized for the marketing game!
5. Running the programs
6. Starting the position
7. Diagnosing a firm’s position

PART THREE -- TEACHING AND LEARNING TOOLS
8 Student software
9 Transparency masters

10 Ideas for supplemental assignments
Budget planning
Strategy summary
Marketing plan
Report/presentation to the board of directors
Competitor analysis
Advertising plan
Personal selling/sales promotion kit
Market research proposal

11 Test questions

12 Concluding the game and grading

PART FOUR -- DETAILS OF THE MODEL
13 Overview of the effects of decision variables
Product
Brand name
Product features
Place
Exposure goals
Customer service
Promotion
Advertising expenditures
Advertising type
Number of sales reps
Percent of non-selling time
Commision rate
Sales (Trade) promotion expenditures
Wholesale price(s)
Market research
Production order quantity
Budget for next period

14 The model structure
History file
Input decisions
Check budget constraint
Market growth
Industry advertising effect
Compute segment ideal points
Customer service
Brand advertising effectiveness
Personal selling effectiveness
Distribution index
Call effectiveness index
Sales rep effort index
Sales (Trade) promotion effectiveness
Retail price effect
Trade promotion index ("goodwill" effect)
Wholesale prices
Product characteristics and R&D modification costs
Brand awareness
Channel ’Push’
Retail prices
Marketing effort
Brand positioning
Total potential market demand by segment
Purchase probabilities
Potential brand sales by segment
Production quantities
Actual brand sales by segment
Marketing contribution and next period’s budget