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A.) Doyle's definition suggests that for firms to be successful in an ever-changing business environment, they must adopt a philosophy where the customer's needs are central to marketing activities. The first section of this paper will examine the extent to which the team (Macrohard) adopted a marketing concept philosophy and the overall process of marketing management as suggested by Doyle (1994). One of the key features of the game is the firm's ability to gain a long-term perspective of potential areas of planning and the implementation of strategy. Any decisions that the company make in the early stages may affect the teams overall performance during every period of the game. Doyle (1994) indicates in the first part of his statement that the organisation must identify target markets. The team decided to target the high-tech managers, harried assistants and commercial artists for a number of reasons: Firstly, due to the...

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