[Book Cover]

BRANDMAPS: The Competitive Marketing Strategy Game, 4/e

Randall G. Chapman

Published August, 1996 by Prentice Hall Business Publishing

Copyright 1997, 196 pp.
Paper
ISBN 0-13-597451-8


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Summary

BRANDMAPS…– is a sophisticated marketing simulation game for MS DOS personal computers that reflects a realistic approach to the complexities, uncertainties, and challenges inherent in the marketing decision-making and analysis process. To the greatest extent possible, BRANDMAPS…– is designed to represent “reality” to the participants, rather than being just a “game.”  FORMAT: 
Each firm manufactures and markets three or four brands in four to eight market region.

  • Highlights product design, pricing, communications (advertising, promotion, and sales force), sales forecasting, cost structure, and operations management decisions (production ordering and capacity management)
  • Stresses interrelationships between marketing programs and operations capabilities
Features 50 “public” marketing research studies (described in the participants' manual), three “hidden” instructor- operational marketing research studies (described only in the Instructor's Manual).
Contains various product design studies (including self- reported attribute preference, concept testing, and conjoint analysis), perceptual positioning analysis, full-scale test marketing, competitive position auditing, brand profile analysis, advertising and promotion experiments, price sensitivity analysis, market structure analysis, and operating results and market data base, as well as competitive and market monitoring studies.
Each BRANDMAPS…–industry consists of 2-9 firms -- and simultaneous (independent) industries may be used to accommodate more than 9 firms.
  • All firms in an industry start the game (at quarter 1) in identical market and financial positions. A multi-factor, quantitative performance evaluation mechanisms exists for grading purposes

    Features


    In late 1985, the author began an FAQ's (frequently asked questions) e-mail distribution list for users and potential users of BRANDMAPS™ and BRANDS™. In addition to distributing FAQs widely, this mailing list also serves as a teaching vehicle to encourage discussion about BRANDMAPS™ and BRANDS™, teaching strategy and tactics, helpful hints, etc.

The e-mail list is available only to marketing instructors who currently do or potentially might have an interest in using BRANDMAPS™ and/or BRANDS™ in their courses. Here, the term “marketing instructors” is also meant to include doctoral students who are also current or potential users of the simulation games. The list is not available to students using the games. If there are others who would like to be included in this FAQs e-mail list, please advise the author via e-mail. Please send your response directly to the author at ChapmanRG@aol.com.
Allows BRANDMAPS…– to include between four and eight regional markets, chosen by the course instructor at the time BRANDMAPS…– is initialized.
Features eleven marketing research studies.
  • Brand Satisfaction Ratings.
  • Regional Summary Analysis.
  • Marketing Research Ordering Statistic.
  • Marketing Support Spending Productivity Analysis.
  • Population Forecasts.
  • Per Capita Income Forecasts.
  • Consumer Price Index Forecasts.
  • Self-Reported Attribute Preferences.
  • Dealer Inventory Analysis-Own Brands.
  • Dealer Inventory Analysis-All Brands.
  • Price Sensitivity Analysis.
Contains three “hidden”marketing research studies which instructors may choose to activate if the course context is appropriate.
  • Performance Evaluation Report.
  • Market Structure Analysis.
  • Operating Results Database.
Offers a system of instructor-controlled switches that allow instructors to customize BRANDMAPS…– by “fixing” or “automating”(temporarily or permanently) BRANDMAPS…– decision variables.
Includes a game parameter file editor within the suite of BRANDMAPS…– programs. The editors have built-in logical checking to ensure that the parameter changes are within acceptable bounds.
NEW— Decision variables now account for product reformulations, the addition of unfilled orders along with actual sales within the definition of “sales volume,” conditional product introductions, and duties and tariffs are now levied on vaporware sourced outside of any market region.
NEW— Marketing research reflects a new marketing study Brand Satisfaction Ratings. A table of contents of marketing research studies is included on the last page of the marketing research study results.
NEW— The student manual includes more examples to illustrate complex aspects of BRANDMAPS…–. Smoothing costs, details, and implications are better described and interpretation notes are provided for more complicated BRANDMAPS…– marketing research studies.
NEW— The student software program has been rewritten, combining the previous function of various subprograms. As necessary, however, these subprograms still may be directly accessed to change decision variables and pre-order marketing research.
NEW— There are a substantial amount of revisions to the Instructor Options. A new marketing management in-basket exercise has been included as a new chapter in the student's manual. New market regions may be opened after the game begins. Instructors may now permit students to execute some marketing research studies on their disk directly with immediate results available. Firm-specific switches have been created to permit instructors the flexibility of automating specific decision variables. A new production ordering switch permits changes in production orders only after even numbered quarters. Instructors have access to the weights which comprise the formal quantitative performance evaluation system. Product-specific quantitative performance evaluation is possible.
NEW— The Instructor's Manual now includes a chapter on Frequently Asked Questions, a set of overhead masters, and additional sample course syllabi from a variety of instructors and course settings.
NEW— The Instructor's Software has been revised. The front-end program and its printing procedures have been rewritten to improve flexibility and usability. The front-end menu system is now restructured. Virus checking is now built into the game run sequence. There is an optional menu item to facilitate printing on personal computer other than the one containing the BRANDMAPS…– sub-directory.


Table of Contents
    1. BRANDMAPS…– and Marketing Simulation Games.
    2. BRANDMAPS…– Overview.
    3. Marketing Decision Variables.
    4. Non-Marketing Decision Variables.
    5. Marketing Research Studies.
    6. Financial and Operating Results Reports.
    7. Decision-Making Logistics and Related Paperwork.
    8. Summary of BRANDMAPS…– Costs.
    9. Performance Evaluation in BRANDMAPS…–.
    10. Marketing Planning in BRANDMAPS…–.
    11. Budgeting in BRANDMAPS…–.
    12. Marketing Management In-Basket Exercise.
    13. Using the BRANDMAPS…–.
    Index.


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