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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.

Call number: LD2668 .T4 1986 N44 / Master of Science / Agricultural Economics

本研究以過去類似研究的發展經驗為基礎，參照國內企業界的特殊決策環境及決策型態，並考量行銷問題的特質，建立一套整合性行銷系統模擬架構( 以蒙特卡羅模擬法為基本架構，以行銷系統模式為核心 )，協助決策者評估╱選擇新產品上市時之最適競爭性行銷策略，以提高新產品上市後的成功率。本研究從決策者立場的角度來建構整個架構，採用「互動式漸進法」讓決策者能共同參與模式之建構，並透過「結構式詢問法」輸入資料卷協助決策者在問題答覆的過程中，將系統行為的隱性心智模式轉化成顯性數理模式，使本模擬架構能成為實用的電腦輔助工具，縮短行銷科學與行銷實務的距離。本研究在國內行銷實務及學術界中尚屬較新的嚐試， 希望能對國內企業界有實質的貢獻。本模擬架構，經簡易解析問題測試後，確認邏輯上具正確性及可行性。並以羽田公司小型轎跑車之新品牌－經典祥瑞－進行實例研究，實地瞭解羽田公司在評估╱選擇新品牌競爭性行銷策略的實務經驗，藉此細部調整系統模式及增益此架構之實用性。實例研究結果確認本模擬架構確可提供決策者完整的數量化決策資訊，作為決策者在其可容忍風險及行銷目標之考慮下，選擇最適行銷策略之決策參考。