In this simulation, students must define and execute a business-to-business marketing strategy for an inertial motion capture sensor manufacturer.

Student will need to determine which customer segment to target and make decisions around pricing, sales-force deployment, distribution channels, product development, customer communications, and market research funding to meet the needs of their customers and beat out the competition.

check this link

http://academic.hbsp.harvard.edu/marketing-segments-customers

Interactive Marketing Simulation:Managing Segments and Customers V3

What segmentation criteria does MM use to differentiate the segments- A, B, C, D?

How do they differ from each other?

Please refer to the MM Perceptual map in your simulation.

The ovals represent the segments - map each segment to their persona in the perceptual map.

Their loyals= A? B? C? D?

Are all segments equally attractive to MM? Why or why not?

There are 4 KPIs on your dashboard - sales revenue, market share, profit and customer satisfaction.

Which of these is the most important for long-term future of the company (or any company)?

Which KPI are you trying to maximize?