SimMarketing营销模拟实验室教学说明书Copyright©2005,DesunsoftCo.,Ltd.AllRightsReserved目录第一篇快速入门篇..........................................1第一章SimMarketing的设计思想.............................................1第二章SimMarketing的整体流程.............................................2第三章认识模拟世界........................................................3第四章模拟公司经营目标和营销小组任务......................................6第二篇教学指南篇..........................................7第一章实验过程组织........................................................7第二章实习计划的安排与实施................................................8第三章营销小组分析决策...................................................113.1全面分析市场和公司资源.......................................................................................113.1.1市场调查报告和报告的获得........................................................................113.1.2宏观和产业环境分析...................................................................................113.1.3消费者购买行为分析...................................................................................123.1.4竞争分析.....................................................................................................143.1.５辨认市场细分选择目标市场.......................................................................163.1.6公司内部评价..............................................................................................183.2发展营销战略........................................................................................................193.2.1形成竞争战略..............................................................................................193.2.2开发定位策略..............................................................................................203.2.3产品生命周期的营销战略............................................................................213.2.4开发新的产品市场.......................................................................................223.3制定营销计划........................................................................................................223.3.1环境分析预测..............................................................................................223.3.2确定营销目标..............................................................................................233.3.3制订战略决策..............................................................................................233.3.4营销预算汇总..............................................................................................373.3.５利润损失核算.............................................................................................373.4执行营销计划........................................................................................................373.5评价体系和小组内部评分......................................................................................383.6市场调查报告说明.................................................................................................38第四章剧情介绍...........................................................414.1护肤品剧情............................................................................................................414.2电冰箱剧情..........................
