Startup and Quarter 1 Decisions

How many quarters are in the Marketplace simulation?

2

4

6

8

How many market segments are there in the Marketplace?

3

4

5

6

Which of the following is true regarding your use of the step-by-step directions within the Marketplace program?

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Answers a and b.

What is the product line you are trying to sell?

PCs

Microwave

Software

Personnel

In each of the first 4 quarters, Corporate Headquarters gives you how many dollars.

100,000

400,000

500,000

1,000,000

Which of the following is not one of your corporate goals?

Triple Corporate Headquarters investment of 7,000,000 by the end of the exercise.

Capture 40% of the market in at least two market segments.

Receive 90% customer satisfaction in brand design.

Make 500,000 by Quarter 4.

What is the goal for Quarter 1?

To capture the PC market.

To set up your marketing division.

To set up your strategy.

To capture the software industry.

What is the formula for success in the Marketplace?

To drive other competitors out of business.

To make lots of people happy in order to make lot of money.

To make money any way possible.

To develop new technology.

Quarter 2 Decisions

Which of the following can you not determine from market research?

The structure of the market

The market requirements

The market requirements of your competitors

The strengths and weaknesses of your competition

Conducting a Market Opportunity Analysis (MOA) is the first step in developing a marketing strategy.

True

False

What is a differentiated marketing strategy?

Selection of production components for a brand which provide the right amount of benefits

Selection of a name designed to project a defined image, purpose, or benefit of a brand

Selection of individual segments for market development

Development of a unique marketing strategy for each segment

What is target marketing?

Selection of production components for a brand which provide the right amount of benefits

Selection of a name designed to project a defined image, purpose, or benefit of a brand

Selection of individual segments for market development

Development of a unique marketing strategy for each segment

In the customer needs section of the end user profile, a need is considered important if it is at least what?

90

100

110

120

The data regarding customer needs is very helpful in understanding which of the following?

The benefits desired in a product

The costs perceived in the use of the product.

The prices customers are willing to pay

Both a and b

Lowest price is more important to which segment?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Easy to use is more important to which segment?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Fast and powerful is more important to which segment?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Which segment is most interested in engineering applications?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Portability and an ability to link with other computers are more important to which segment?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Which segment is most interested in office applications?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Which segment is willing to pay a high price for a high-tech computer?

Workhorse

Traveler

Mercedes

Cost Cutter

Innovator

Where is the biggest market for the Mercedes segment?

Paris

New York

London

Tokyo

Where is the biggest market for the Traveler segment?

Paris

New York

London

Tokyo