Premium
MarketTools: An educational commodity marketing game
Author(s) -
Lev Larry S.,
King Robert P.
Publication year - 1995
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(199503/04)11:2<187::aid-agr2720110211>3.0.co;2-w
Subject(s) - commodity , marketing , agricultural marketing , economics , marketing management , business , relationship marketing , market economy
Agricultural commodity market participants make decisions in a risky and changing environment. Few agricultural producers use the diverse marketing alternatives available to them. Many are unfamiliar with the mechanics of the alternatives and methods for incorporating them into marketing strategies. This article describes MarketTools, an educational software package designed to support real‐time, competitive marketing games. MarketTools simplifies record keeping and provides the basis for a structured approach to marketing education. The concluding section summarizes experience in using MarketTools in adult education and classroom settings. © 1995 by John Wiley & Sons, Inc.