Analysis of the effect of investment in marketing on the results of a wholesale company in a simulated environment
DOI:
https://doi.org/10.20401/lagos.13.1.382Keywords:
Business game, Strategy, Marketing, Return on investmentAbstract
The main purpose of this research is to analyze the effect of marketing actions on the simulated business environment and the impact of this investment on the results of a wholesale company. The study was based on the analysis of the reports of a fictional wholesale company of gaming companies. In the bibliographic survey, a theoretical construction was carried out on the importance of marketing strategies, according to the marketing management literature, in addition to addressing with the concepts of marketing, sales forecasting and the simulated environment of business games. The results found demonstrate that the marketing decisions influence the company's operating results and that throughout the game it is important to invest in marketing budget to obtain better results with sales.
References
Chiavenato, I. (2014). Gestão de vendas: uma abordagem introdutória (284 p). 3. ed. Barueri: Manole.
Da Silva, R. A., & Franco, P. R. (2018). Jogos de Empresas: fundamentos para competir (322 p). Curitibia: InterSaberes.
Hooley, G. J., Saunders, J. A., & Piercy, N. F. (2005). Estratégia de Marketing e Posicionamento Competitivo (480 p). 3. ed. São Paulo: Pearson.
Kotler, P., & Ketler, K. L. (2012). Administração de Marketing (767 p). 14. ed. São Paulo: Pearson.
Kotler, P. & Armstrong, G. (2007). Princípios de Marketing (602 p). 12. ed. São Paulo: Pearson
Rodrigues, A. (2016). Métricas de Marketing (197 p). São Paulo: Pearson.
Gil, A. C. (2002). Como elaborar projetos de pesquisa (176 p). 4. ed. São Paulo: Atlas.
Silva, S. S., Oliveira, A. M., & Leal, C. I.(2016) Modelo de previsão de vendas em jogos de empresa: potencializando a prática dos gestores. Revista Pensamento Conteporâneo em Administração. https://doi.org/10.12712/rpca.v10i2.578
Downloads
Published
How to Cite
Issue
Section
License
Revista LAGOS, in accordance with Law No. 9,610, of February 19, 1998, which alters, updates and consolidates the legislation on copyright and takes other measures, adopts the following conditions of the Assignment of Copyright:
The Journal of the Simulated Organizational Management Laboratory (LAGOS) maintains, with the assignment of copyrights, the possession of the rights over the contents published by it;
The author retains his moral rights to the content, including the right to be identified as the author whenever the content is published;
Despite the attribution of copyright, the author retains the right to reuse the material in future collections of his own work free of charge. The acknowledgments of the previous publication in Revista LAGOS are the only requirements in such cases;
The author may make photocopies of the content, or distribute it by e-mail or fax, provided that they are intended for his own classes and for the purpose of meeting research objectives, provided that: (a) such copies are not resold and (b) reference to the original source of the publication and the name of Revista LAGOS are clearly indicated on all copies made of the material.
Revista LAGOS reserves the right to make changes in the originals in order to maintain the cultured standard of the language, while ensuring the style of the authors.
Published works become the property of Revista LAGOS.
The opinions expressed by the authors are their sole responsibility.
