Results trial week

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Results trial week
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Graphically
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Comments

• There is a Reserve Fund of 200,000 - if you
  exceeded your budget AND the Reserve Fund, your
  advertising expenditure will have been cut back
  (which is usually a disaster!) (nobody did this -
  yet!)
• The salesforcedistribution intensity should be
  approximately 1030 - if not, the salesmen become
  ineffective!
• If a firm did not submit data a dummy set is
  submitted and its data would be in BLUE. All
  firms submitted data
• Firms with a background in YELLOW are in the
  bottom 25. They will receive priority during the
  seminars (time permitting!)
• CHECK YOUR REPORT NUMBERS AGAINST THE NUMBERS
  GIVEN FOR YOUR FIRM!!!!!! (I can make mistakes)

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Inputs Trial Week
A3, B3, C2, C4, E1 did not submit - their product
features were unchanged at 8, 3, 3 E1 also did
not submit C3 - despite being up against C2 and
C4, who did not submit, sacked 5 sales reps, had
transfer charges A1 made insufficient gross
margin to cover their overheads - and didn't
produce enough ("capped")
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Sample Firm E4
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Over-produced C3
over-produced
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Industry Sales Report Industry D
Used for Marks Market Share by Value/Volume
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Market Segment Penetration - B
Used for Marks Market Share Penetration
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Marketing Activity Industry A
Product Features and Prices Industry E
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The Marketing Game is Integrative and Covers
All Aspects of the Marketing Strategy Planning
Process
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Action Sequence

• Analyse your reports
• Evaluate your firm and the competition
• Changes to Strategy?
• Segment
• Product Features and Price
• Number and allocation of Salesmen
• Distribution Intensity (approx 1030)
• Customer Service
• Advertising
• Production Quantity
• Marketing Reports

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Planning Sequence
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Seminar 3

• Your Plan for Period One should be uploaded by
  Friday of this week at 3pm
• Internet Explorer user ID tmg, password
  tmgtmg. Drag and drop your PlanZ1.tmg file onto
  the explorer window
• If you have difficulty uploading it, send it to
  me by e-mail
• I am available on Friday on 07768 583475
• I am available at other times by appointment in
  room Cos112

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ftp//194.83.46.128 - - - tmg tmgtmg
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