Airways : a marketing simulation : student manual
著者
書誌事項
Airways : a marketing simulation : student manual
J. Wiley, c1986
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注記
Bibliography: p. 31-33
内容説明・目次
内容説明
Airways is an exciting simulation of the airline industry. It was developed to provide marketing students with a competitive arena in which to examine and learn about the interaction of marketing decision variables in a services industry. You and your classmates will form into teams that will compete against each other. While the game cannot truly place you in the executive's chair of airline management, the competition it creates is quite real. Computer simulations are simplified representations of dynamic activities. They attempt to mimic the real activity. The US Government, major universities and private industry spend millions of dollars to simulate the US economy. Many of these same organizations are simulating the weather, world politics, and even nuclear defense strategies. All of these simulations are quite complex. By contrast, Airways is a rather simple simulation. Airways simulates the actions of up to six airlines competing for the same three air routes. It is based upon state-of-the-art micro economic demand function simulations. Airways does not simulate competitive decision making. Student teams make the actual decisions.
The book then uses these decisions to simulate the results.
目次
- Introduction
- Background for AIRWAYS: The Airline Business
- Marketing Strategy Analysis
- Instructions for Playing AIRWAYS
- Conclusion
- Glossary
- References
- Appendices.
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