Journal of
Marketing Development and Competitiveness

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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 


Integrating Marketing Concepts in Competitive Decision Making—A Case Study

Author(s): Michael T. Manion, Lovina Akowuah

Citation: Michael T. Manion, Lovina Akowuah, (2020) "Integrating Marketing Concepts in Competitive Decision Making—A Case Study," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 5,  pp. 59-74

Aricle Type: Research paper

Publisher: North American Business Press


Students experienced applying Marketing concepts while making decisions in multiple disciplines (including Marketing, R&D, and Production) in a Competitive Decision-Making course. Marketing students competed to achieve desired performance outcomes (such as, Market Share, ROS, and Cumulative Profit) in a realistic business simulation. Marketing students applied an array of ten traditional Marketing concepts in this experiential course: 1. Market Scaling; 2. Market Segmentation; 3. Product Pricing; 4. Product Ageing; 5. Product Positioning; 6. Product Reliability; 7. Promotions Budgets and Media Selection; 8. Sales Staffing and Channel Selection; 9. Market Research; and 10. Sales Forecasting.