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MKT 571 Week 1 Individual Assignment Marketing Environment Simulation and Summary

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Running head: MARKETING ENVIRONMENT SIMULATION AND SUMMARY 1
Marketing Environment Simulation and Summary
Lisa Mains
Meraj Khan
MKT 571

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MARKETING ENVIRONMENT SIMULATION AND SUMMARY 2
Marketing Environment Simulation and Summary
DETAILED ASSESSMENT
Background
As Marketing Manager at Gerlach Publishing, which exclusively publishes textbooks for
Colorado public schools, you are responsible for researching and monitoring the company\'s
macroenvironment and proposing necessary changes in marketing strategy. Key decisions you
must make include: which changes in the macroenvironment are important to Gerlach's
marketing efforts, what are the likely effects of those changes, and how Gerlach should respond
to these changes.
Background
Gerlach produces science, social studies, math, and language arts textbooks for first
through twelfth grade. In the past, the macroenvironment for your company has been fairly
stable. However, information you've received from your research team shows that this is starting
to change. The first three reports deal with long-term changes in the macroenvironment. Review
the reports before you decide which next steps to recommend to your supervisor, the Vice
President of Marketing.
Background
Historically, the number of school-age children in Colorado has increased at a gradual
rate each year. However, recent trends indicate that the population as a whole is aging, and the
number of school-aged children has begun to decline. Trends suggest that it will continue to

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MARKETING ENVIRONMENT SIMULATION AND SUMMARY 3
decline over the next decade. Additionally, the number of non-English-speaking students is
expected to triple in the same time period, to around 13% of the total student population.
Demographic Report
Gerlach currently buys paper from a local supplier to print its textbooks. Deforestation
has now resulted in a shortage of trees available for logging. Also, the remaining forests are
coming under increasing protective legislation, which means even fewer trees can be logged.
Additional legislation has recently been passed requiring that paper companies produce more
recycled paper, which costs more to produce than traditional paper.
Cultural Report
The public school system is increasingly being seen as an outdated institution focused on
standardized tests and behavior rather than true learning. As a result, parents are choosing other
options. Homeschooling in particular is on the rise; a market that does not currently buy from
Gerlach.
Evaluating the Macroenvironmentâ Long Term Changes
After reviewing the reports of long-term changes in the macroenvironment, you must
pick one element that you think Gerlach should respond to first.
You chose
OPTION 2
Natural Environment

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