Marketing Simulation

Managing Segments and Customers

$150 / seat

Simulation Overview

In this single player asynchronous simulation, learners learn how to efficiently and effectively allocate marketing resources to increase market share and firm profitability. In each round, participants adjust resource allocation in an effort to satisfy customers, improve product performance, drive sales, and ultimately increase firm profitability.

The Story

Playing the CEO of Minnesota Micromotors, a manufacturer for motors used in medical devices, learners analyze and capture the most profitable market segments. Customers are divided into market segments based on their requirements for price and key performance features. The learners allocate sales and marketing resources for each targeted segment, deciding which new customers they want to acquire and which loyal customers they need to retain. Ultimately, the players work to find levels of spending on market research and marketing communications that maximize cumulative profit for the company.

Learning Focus

  • Understand segmentation, targeting, and positioning
  • Create and execute an effective marketing strategy based on segment and customer needs analysis
  • Investigate the relationships between customer satisfaction, customer buying patterns, customer loyalty, and profitability

Topics Covered

  • Marketing
  • Sales
  • Strategy
  • Research &Development

See How the Simulation is Played

Each simulation comes with a Teaching Guidebook for the facilitator along with 1:1 facilitator training and free trials.

This simulation is by Das Narayandas, Harvard Business School Publishing, and Forio

Connect with a Specialist!

+1 (415) 440.7500