SIMSEG is a trial version of a computer simulation game to train joint segmentation/positioning analysis and decision making. Students administer MyFirmOne playing against three other competitors on an artificial market.

SIMSEG is based on the Perceptions-Based Segmentation concept by Mazanec and Strasser (2000). See Mazanec, J. A. and H. Strasser (2000). A Nonparametric Approach to Perceptions-Based Market Segmentation: Foundations, Vienna: Springer.

SIMSEG is a compiled Matlab script package by J.Mazanec that requires the installation of the Matlab Runtime Machine which is included in the download file MRCInstaller.zip. Also included in the application SIMSEG.zip are text files explaining the installation process, the initital market data in t=0, an INPUT.hlp file demonstrating the format of the marketing decisions made for MyFirmOne, a sample input file INPUT.txt for running t=1,...,6, and a bat file for executing simsmyfirmone.exe.

Web version

You may prefer using the Web version.

Note: You have to read and accept our download conditions before!