BRANDMAPS: The Competitive Marketing Strategy Game, 4/e
Randall G. Chapman
Published August, 1996 by Prentice Hall Business Publishing
Copyright 1997, 196 pp.
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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
designed to represent reality to the participants, rather than being just a game.
Each firm manufactures and markets three or four brands in
four to eight market region.
Features 50 public marketing research studies
(described in the participants' manual), three hidden instructor-
operational marketing research studies (described only in the
- Highlights product design, pricing, communications
(advertising, promotion, and sales force), sales forecasting, cost structure,
and operations management decisions (production ordering and capacity
- Stresses interrelationships between marketing programs
and operations capabilities
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
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
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
to include between four and eight
regional markets, chosen by the course instructor at the time
Features eleven marketing research studies.
Contains three hiddenmarketing research studies which
instructors may choose to activate if the course context is appropriate.
- 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.
Offers a system of instructor-controlled switches that
allow instructors to customize BRANDMAPS
by fixing or automating(temporarily or permanently) BRANDMAPS
- Performance Evaluation Report.
- Market Structure Analysis.
- Operating Results Database.
Includes a game parameter file editor within the suite of
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
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
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
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
and Marketing Simulation Games.
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
9. Performance Evaluation in BRANDMAPS
10. Marketing Planning in BRANDMAPS
11. Budgeting in BRANDMAPS
12. Marketing Management In-Basket Exercise.
13. Using the BRANDMAPS