Marketing Management Simulation

1682 Words Sep 11th, 2013 7 Pages
Marketing Simulation 2012 Q4
Kaplan University
MT 450-01

Marketing Simulation 2012 Q4 Preparing a marketing strategy can be difficult if a business does not understand what customers to target and what they are wanting in the products or services. Listening to customer’s reviews of the company and products or services will help determine what direction of marketing the business should focus on. According to, Winer and Dhar (2011) marketing is a set of activities designed by an organization when changes have to be made that help to influence choices of customers that will initially benefit the organization. Marketing is used to do research and determine what society and customers want out of products or services and then find a way
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Now that I have 10 sales representatives their primary focus needs to be on the large customers and retaining the ones we have.
To help accomplish this I will use the market penetration strategy which is where we target our current customers that have already purchased our products (Winer & Dhar, 2011). Due to the fact our large customer segments A, B, C, and D decreased in revenue that means our current large customer base has issues and we need to fix it. The sales budget will allow equal spending of $250,000 on both small and large customers and I allotted $162,500 for spending on retaining our large customer segments, while only allotting $87,500 for spending on acquiring new large customers. If we cannot retain our current customers and meet their needs then it will be unlikely to secure new customers until the issues are resolved. Of course reaching out to new customers is the only way to have the business grow but focusing on the current customers to fix the issues is the first step in the right direction.
To go along with the changes in the budget for allotment of money for specific needs the percentage of focus for the sales representatives will be generated according to the needs of each segment. Segment A suffered the greatest decline in purchases from Q2 to Q3 so I determined that 31 percent of all sales representatives’ focus will be directed to that segment. Segment B and C will require 27 percent of their focus while segment D will