A Conversational Marketing Mix Exercise

Abstract

The exercise presented here is a conversational adaption of an earlier version of a marketing decision exercise (1). It requires a student to develop a marketing mix which will maximize short run profits. The exercise is designed to meet a number of primary and secondary teaching objectives and has been used in marketing principles courses at both the graduate and undergraduate levels. It has also been used in marketing decision models courses which examine the exercise’s model and the calculus methods used to solve for optimality.