The Marking Environment Simulation

Name: Tresa Jellison
RESULTS REPORT

Date: 14 June 2015

Name: Tresa JellisonTresa JellisonTresa Jellison
Email: [e-mail][e-mail][e-mail]
Course: MKT/571MKT/571MKT/571
Instructor: Luis AmelinckxLuis AmelinckxLuis Amlelinckx

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 83 percent.

DECISION SUMMARY

You selected the natural environment.

You predicted that the suppliers would raise the cost of paper. This was a good choice based on your data.

You chose to position Gerlach as an environmentally-friendly company by emphasizing its electronic products. This was a good choice.

You chose to create products for the English language learner market. This was a good choice. You chose to create and market homeschooling programs. This was a good choice.

You selected the technological environment. This was a possible choice, however, the political environment would have a much stronger effect on your business.

You predicted that the school board would choose to buy more educational technology and fewer textbooks. This was a possible choice.

You chose to lobby the school board and teacher\'s groups to support the use of textbooks. This was a good choice.

You chose to modify Gerlach\'s science program to fit the \"hands-on\" proposal. This was a reasonable choice, but overly optimistic given the time available.

DETAILED ASSESSMENT

Background

As Marketing Manager at Gerlach Publishing, which exclusively publishes textbooks for