Simulador de decisiones de marketing orientado a la segmentación de mercado usando el método de Monte Carlo

Abstract

The application of Monte Carlo method is of great importance to approximate solutions to problems that are difficult to resolve by analytical or numerical methods, especially those that deal with uncertainty. Under the scheme of a representative model of the problem and by various simulations of random variables, it is possible to predict the behavior of such a problem over time, helping decision-making and analysis of these. Current educational simulators, operational marketing decisions, have poor for recording and analysis of the decisions. Therefore, an innovative solution for simulations of positioning a product on the market is proposed. The proposal is the creation of the simulator SIMMKT operational marketing decisions. The goal is to improve student learning market strategies for positioning a product, in order to know what and how to invest in the market. The simulator was validated by the Monte Carlo method and tested in an operational marketing class, the results found in the simulations showed improved learning. In conclusion, the proposed simulator improving student learning through a competitive environment, controlled and directed to achieve the positioning of a product on the market.