Merlin: A Marketing Simulation

"MERLIN, A Marketing Simulation 1/e", by Anderson, Beveridge, Lawton & Scott is a user-friendly, Windows-based comprehensive marketing simulation designed for use in principles of marketing, marketing management or the marketing strategy course."MERLIN" puts students into the role of marketing managers where they make the decisions needed to market the products of a small-marketing-oriented enterprise. "MERLIN" models a small marketing business, which sells two products in three sales territories, each with different profiles and demand characteristics. "MERLIN" gives students the opportunity to demonstrate their understanding of marketing concepts and challenges them to respond to the difficulties of marketing in a dynamic, competitive environment."MERLIN" allows students to compete on the basis of price, quality, features, and service. Students make quarterly decisions that include: selecting product characteristics (features and quality), setting prices, selecting media and a message (price, service, etc.). The combination of the decision options allows students the choice of a push versus pull promotional strategy. Two versions: MERLIN is available in two versions - Solo (student vs. computer-managed companies) and Team (students vs.other student-managed companies).

Table of Contents:
Student Table of Contents Preface Chapter 1 -- Overview Chapter 2 -- Loading the Merlin Software Chapter 3 -- Working with the Merlin Program Chapter 4 -- The Merlin Business Environment Chapter 5 -- Review of Marketing Management Functions Chapter 6 -- Making Decisions Chapter 7 -- Merlin Reports Appendix A -- Quarter 0 Decisions Appendix B -- Quarter 0 Reports Appendix C -- An Example of an Industry Performance Report Appendix D -- An Example of a Marketing Research Report Appendix E -- Initial Cost Parameters Appendix F -- Limits & Time Lags Appendix G -- Merlin "Hot" Keys Appendix H -- Excel Company Data File Appendix I -- Excel Performance Data File Appendix J -- Merlin Flow Chart Appendix K -- A Step-by-Step Walk-Through Index Instructor Table of Contents Preface Chapter 1 -- Introduction to Merlin Team and Merlin Solo Chapter 2 -- Loading and Registering the Merlin Software Chapter 3 -- Initializing a Merlin Team Industry Chapter 4 -- Merlin Team Operating Instructions Chapter 5 -- Merlin Solo's Operating Instructions Chapter 6 -- Tips and Techniques for Using Merlin Team and Merlin Solo Chapter 7 -- Assisting Participants in the Registration Process Appendix A: Administrator Summary Appendix B: Sample Company Reports for Quarter 0 Appendix C-1: Merlin Quiz Appendix C-2: Merlin Quiz Appendix D: Sales Potential Tables for Merlin Team Appendix E: Decision Limits -- Costs Appendix F: Merlin Team and Merlin Solo Assignments Appendix G: Group-Based Peer Evaluation Appendix H: Sample Merlin Bulletins Appendix I: Common Student Issues Appendix J: Administrator Issues to Watch Appendix K: Time Lags in Merlin Appendix L: Excel Spreadsheet File Appendix M: Merlin: Participant Guide Index