Base Sim Game: How to Play Guide
This page contains detailed instructions on how to play the Base Sim Game, which is designed for students of marketing, strategy, and business.
Segmentation and Positioning
Base Marketing Sim Game (Lecturer Information)
This is a free marketing Sim Game game (Excel-based), which is both simple and easy to understand, yet complex enough to enable discussion of numerous marketing concepts.
McDonald’s Food Throughout the World
This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing.
The Original Perceptual Map for the iPhone
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch, is presented for student discussion, in terms of strategy, positioning, and innovation.
Apple’s Initial Phone Strategic Alliance
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Fun Approach to Cluster Analysis
Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.
Using Scatter Charts for Market Segments
This is a visual activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful exercise for reinforcing that segments need to be homogeneous, yet distinctive.
Communicating to Gen Y
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
Creating and Interpreting a Perceptual Map
A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.
From Market Segmentation to the Marketing Mix (Fitness Centers)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
