Mkt/571 Simulation

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SIMULATION TITLE: The Marketing Environment

SIMULATION DESCRIPTION: Gerlach Publishing is a small publisher that exclusively publishes textbooks used in Colorado public schools. The Marketing Director at Gerlach is responsible for researching and monitoring the company\'s macroenvironment and proposing necessary changes in marketing strategy in light of long-term changes. Changes in the demographic, political, economic, natural, cultural, and technological environments must be evaluated and the correct response to these changes chosen.

________________________________________
You earned 95 percent.

DECISION SUMMARY

You selected the natural environment.

You predicted that the suppliers would raise the cost of paper. This was a good choice based on your data.

You chose to position Gerlach as an environmentally-friendly company by emphasizing its electronic products. This was a good choice.

You decided that Gerlach could do nothing to respond to the changing perception of public schools. This was a poor choice. You chose to create and market homeschooling programs. This was a good choice.

You selected the political environment. This was a good choice.

You predicted that Gerlach\'s business would be hurt by the proposed measure. This was a good choice.

You chose to lobby against the \"hands-on\" proposal. This was a good choice.

You chose to try to convince the school board to spend its extra money on Gerlach\'s science program. You also chose to emphasize Gerlach\'s educational technology in presentations to the school board. This was a good choice.

DETAILED ASSESSMENT

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…...

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