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A Computer Simulation of an International Marketing Environment
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The purpose of this study is to develop a simulator which would bridge the gap between theory and reality for the student of international marketing. The simulator developed is a computerized business game entitled "The International Marketing Simulator." The International Marketing Simulator contains a description of the model, player's manual, and scenario section, Incorporated in this section is information on how to input decisions into the computer game. The International Marketing Simulator also contains information on the functioning of the International Marketing Simulator. Some of the functions discussed were the demand function, production function, and the promotion function. When the demand function was discussed it was noted that price and promotion were interrelated. The last part of the International Marketing Simulator is a detailed story of each of six foreign countries which are used in the International Marketing Simulator. This section is called the scenario section since each country has a story about it which "sets the stage" for the computer game. There were four parts to the verification process of the International Marketing Simulator. The four parts were (1) making trial program runs an an IBM 360 computer, (2) verifying the logic of the model of the International Marketing Simulator, (3) students participating in making trial runs on the International Marketing Simulator, (4) conducting a before-after study with a control group.