Introduction to Marketing- case briefing

COLLEGE

Case Briefing

Introduction to Marketing

The Situation This Case Simulation will introduce you to the basics of marketing and give you practice in running the simulator. You have just opened a very basic sporting goods store. Your task is to use the 4Ps of marketing to get your frst customers through the door and reach a modest revenue target!

Your Role You have made one decision so far. The location (Place) of your store has been determined. You need to add Products, Pricing, and Promotion to get your frst customers.

Learning Phase In this phase, step-by-step instructions will guide you through how to: see your store in the city, see the inside of your store, run time forward, add products, price them, promote your store, see customers arriving, and see your revenue, expenses, and proft for one week.

Challenge Phase In this Phase, you have a different location from in the Learning Phase. However, you can use the same steps to get customers through the door. Your goal is to get customers in the store and generate a small revenue target. You are not judged on expenses or proft for this introductory Case Simulation.

At the option of your Professor, you may be able to retry the Challenge Phase multiple times. Only your best grade will count.

Marketing in the Simulation

The simulation is a time-based simulation using a discrete element model. This means that each customer, product, cashier, etc. is modeled and given properties and behaviors. As time runs forward, the objects interact based on your decisions and the objects’ AI-based logic. There is no one solution to the simulation, just as there is no one best way to run a store in real life.

Discussion Questions How would you defne marketing?

Are the 4Ps helpful? What might you add to the Marketing Mix?

From popular brands that you know, give examples of how they use the 4Ps to succeed?

What is an income statement and how is it valuable to marketers?