Marketing Simulation
Good morning, today I want to speak about my experience
in the task of marketing stimulus it has been a good experience. At first
i have postponed work too late. I was worry about the task, but after
doing it I convinced with it and I liked the idea and I did not expect such
ease and clarity of the task. In the first experiment i got 78 degree and was
excellent as starter. I chose the natural effect of the company and choose the political
report "Political Report a new but strongly influential member of the
school board (which chooses Colorado\'s textbooks) is proposing a radical
overhaul of the way science is taught in the state. She proposes science is
taught not through books but only through a new, experimental
\"hands-on\" style: experiments, field trips, etc. Her popularity and
influence make it likely that this measure will pass next week, even though
most science teachers oppose the plan."
And I continued in the solution. Then I did not like the
mark and i decided to take it a again. And got an 80 degree alhamdollah. In the second experiment, I chose
economic report" A wealthy scientist has left a large grant to the
Colorado public schools to be used only for science education. These grants
will double the money available for the state to purchase science textbooks and
materials."
TRANSCRIPT
Background
As Marketing Manager at Gerlach
Publishing, which exclusively publishes textbooks for Colorado public schools,
you are responsible for researching and monitoring the company\'s
macroenvironment and proposing necessary changes in marketing strategy. Key
decisions you must make include: which changes in the macroenvironment are
important to Gerlach\'s marketing efforts, what are the likely effects of those
changes, and how Gerlach should respond to these changes.
Background
Gerlach produces science, social
studies, math, and language arts textbooks for first through twelfth grade. In
the past, the macroenvironment for your company has been fairly stable.
However, information you\'ve received from your research team shows that this
is starting to change. The first three reports deal with long-term changes in
the macroenvironment. Review the reports before you decide which next steps to
recommend to your supervisor, the Vice President of Marketing.
Background
Historically, the number of
school-age children in Colorado has increased at a gradual rate each year.
However, recent trends indicate that the population as a whole is aging, and
the number of school-aged children has begun to decline. Trends suggest that it
will continue to decline over the next decade. Additionally, the number of
non-English-speaking students is expected to triple in the same time period, to
around 13% of the total student population.
Demographic Report
Gerlach currently buys paper
from a local supplier to print its textbooks. Deforestation has now resulted in
a shortage of trees available for logging. Also, the remaining forests are
coming under increasing protective legislation, which means even fewer trees can
be logged. Additional legislation has recently been passed requiring that paper
companies produce more recycled paper, which costs more to produce than
traditional paper.
Cultural Report
The public school system is
increasingly being seen as an outdated institution focused on standardized
tests and behavior rather than true learning. As a result, parents are choosing
other options. Homeschooling in particular is on the rise; a market that does
not currently buy from Gerlach.
Evaluating the Macroenvironment—Long
Term Changes
After reviewing the reports of
long-term changes in the macroenvironment, you must pick one element that you
think Gerlach should respond to first.
You chose
OPTION 2
Natural Environment
Natural Environment Changes
Now that you have selected the
natural environment, you must predict what might be the effects of these
changes on Gerlach\'s microenvironment. Choose the possibility you see as most
likely.
You chose
OPTION 2
The suppliers might raise the
costs of paper in the future.
Responding to Natural
Environment Changes
You call a meeting with your
marketing analysts to discuss the situation. You give them your prediction that
paper costs will rise in the future, and ask for their recommendations as to
how Gerlach should respond.
You chose
OPTION 1
Marketing Analyst One: We should
position ourselves as an environmentally-friendly company by emphasizing our
electronic products.
Natural Environment Changes:
Results
You take your proposal to your
supervisor. She is pleased.
VP of Marketing: \"I
predict that if we followed your plan, in the year 2020 Gerlach would be doing
well. We would have successfully positioned ourselves as an
environmentally-friendly choice and so would have been able to keep costs down
by using less paper. Keep this experience in mind as you look at the short-term
changes to Gerlach\'s macroenvironment.\"
Additional Long-Term Changes
You chose to explore the natural
environment\'s changes on Gerlach\'s business. But the demographic and cultural
environments will have effects as well. From the choices above, choose the best
responses to these changes.
Short-Term Changes: Introduction
VP of Marketing: \"Now that
you\'ve tried analyzing the long-term marketing environment, let\'s take a look
at the short-term changes that will affect Gerlach.
Next month, the state of
Colorado will be choosing science textbooks for grades 3 through 12. We\'ve
already printed these books, and need to make a return on our investment. I\'ve
sent three reports to you concerning changes in the macroenvironment for our
science books. Look them over, and decide which will affect us the most.\"
Economic Report
A wealthy scientist has left a
large grant to the Colorado public schools to be used only for science
education. This grant will double the money available for the state to purchase
science textbooks and materials.
Technology Report
A technology company has just
come out with a laptop computer especially designed for students\' use in a
classroom. Sturdy and cheap, it allows students to access online editions of
their textbooks, use tutorials and connect to their classroom\'s smart boards,
as well as other functionalities. It is being advertised as the \"future
of learning.\"
Political Report
A new but strongly influential
member of the school board (which chooses Colorado\'s textbooks) is proposing a
radical overhaul of the way science is taught in the state. She proposes
science be taught not through books but only through a new, experimental
\"hands-on\" style: experiments, field trips, etc. Her popularity and
influence make it likely that this measure will pass next week, even though
most science teachers oppose the plan.
Evaluating the
Macroenvironment—Short Term Changes
After reviewing the reports of
short-term changes in the macroenvironment, you must pick one element that will
have the most profound effects on your company.
You chose
OPTION 1
Economic Environment
Economic Changes
Now that you have selected the
economic environment as the one most likely to affect your business in the
short term, you must determine what might be the effects of these changes on
Gerlach\'s microenvironment. Choose the possibility you see as most likely.
You chose
OPTION 2
The school board may decide to
direct the extra money into science purchases other than Gerlach\'s textbooks.
Responding to Economic Changes
You call a meeting with your
marketing analysts to discuss the situation. You give them your prediction that
the increased budget is not a sure win for Gerlach, and ask for their
recommendations as to how Gerlach should respond.
You chose
OPTION 1
Marketing Analyst One: We should
lobby the school board to spend that money on our textbooks.
Economic Changes: Results
You take your proposal to the VP
of Marketing. She agrees with your recommendation.
Gerlach aggressively markets its
products to the school board, and makes a large profit. The company is pleased
with you and you get a raise.
Additional Short-Term Changes
Your original choice as to which
changing macroenvironment would most affect Gerlach was flawed. The political
environment would actually have the most effect. Given what you\'ve learned
from your previous experiences, decide how you think Gerlach should respond to
the changing political environment. Choose from the options on the right.
You chose
OPTION 2
Gerlach should modify its
science program to fit the \"hands-on\" plan and market itself as the
company of the future.
Feedback
You earned 80 percent.
You did OK. To improve your
skills while improving your score, read your textbook and review your course
materials before attempting this simulation again.
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