MKT571 JAMES J JENNINGS
RESULTS REPORT
Date: 19 November 2014
Name: James Jennings
Email: jennings88@yahoo.com
Course: MKT/571
Instructor: Kristin Doolin
SIMULATION TITLE: The Marketing Environment
SIMULATION DESCRIPTION: Gerlach Publishing is a small publisher that exclusively publishes textbooks used in Colorado public schools. The Marketing Director at Gerlach is responsible for researching and monitoring the company\'s macroenvironment and proposing necessary changes in marketing strategy in light of long-term changes. Changes in the demographic, political, economic, natural, cultural, and technological environments must be evaluated and the correct response to these changes chosen.
You earned 95 percent.
DECISION SUMMARY
You selected the demographic environment.
You predicted that the demographic changes would result in fewer sales of traditional products, but would open opportunities for new markets. This was a good choice.
You chose to market towards the English language learner market. This was a good choice.
You decided that Gerlach could do nothing to respond to the changing opinion of public schools. This was a poor choice. You chose to create and market homeschooling programs. This was a good choice.
You selected the political environment. This was a good choice.
You predicted that Gerlach\'s business would be hurt by the proposed measure. This was a good choice.
You chose to lobby against the \"hands-on\" proposal. This was a good choice.
You chose to try to convince the school board to spend its extra money on Gerlach\'s science program. You also chose to emphasize Gerlach\'s educational technology in presentations to the school board. This was a good choice.
DETAILED ASSESSMENT
Background
As Marketing Manager at Gerlach Publishing, which exclusively publishes textbooks for Colorado public schools, you are responsible for researching and monitoring the company\'s macroenvironment and proposing necessary changes in marketing strategy. Key decisions you must
Date: 19 November 2014
Name: James Jennings
Email: jennings88@yahoo.com
Course: MKT/571
Instructor: Kristin Doolin
SIMULATION TITLE: The Marketing Environment
SIMULATION DESCRIPTION: Gerlach Publishing is a small publisher that exclusively publishes textbooks used in Colorado public schools. The Marketing Director at Gerlach is responsible for researching and monitoring the company\'s macroenvironment and proposing necessary changes in marketing strategy in light of long-term changes. Changes in the demographic, political, economic, natural, cultural, and technological environments must be evaluated and the correct response to these changes chosen.
You earned 95 percent.
DECISION SUMMARY
You selected the demographic environment.
You predicted that the demographic changes would result in fewer sales of traditional products, but would open opportunities for new markets. This was a good choice.
You chose to market towards the English language learner market. This was a good choice.
You decided that Gerlach could do nothing to respond to the changing opinion of public schools. This was a poor choice. You chose to create and market homeschooling programs. This was a good choice.
You selected the political environment. This was a good choice.
You predicted that Gerlach\'s business would be hurt by the proposed measure. This was a good choice.
You chose to lobby against the \"hands-on\" proposal. This was a good choice.
You chose to try to convince the school board to spend its extra money on Gerlach\'s science program. You also chose to emphasize Gerlach\'s educational technology in presentations to the school board. This was a good choice.
DETAILED ASSESSMENT
Background
As Marketing Manager at Gerlach Publishing, which exclusively publishes textbooks for Colorado public schools, you are responsible for researching and monitoring the company\'s macroenvironment and proposing necessary changes in marketing strategy. Key decisions you must