"Chips": A Strategic Distribution Game
Open Access
- 1 August 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 8 (2) , 51-58
- https://doi.org/10.1177/027347538600800209
Abstract
Current marketing simulations minimize the channel of distribution element of the marketing mix. A new marketing simulation, "Chips," emphasizes strategic and tactical decision making in a dynamic, interactive, and competitive marketing environment. The game emphasizes channel management and negotiations, making it a useful supplement for courses in marketing management or marketing channels. Students are strongly attracted to the human interaction aspect of the negotiating process.Keywords
This publication has 1 reference indexed in Scilit:
- Managing Conflict in Distribution Channels: A Laboratory StudyJournal of Marketing Research, 1973