Marketing essay

 
Games and scenarios can be an exciting and engaging way to learn a concept. In this game, you are presented with a scenario. The only competition here is with yourself to try and achieve the highest score possible for your grade. Read the scenario carefully and then follow the directions. Good luck!
Scenario
Two vendors, Ms. Bud and Ms. Weiser, operate on a beach. They are required to charge the same price, but they can choose where to locate themselves on the beach. Their customers, sunbathers, do not like to be near each other, so they are spread evenly along the beach. Sunbathers are also averse to walking, so they purchase one can of beer from the vendor closest to them.
Where on the beach will the vendors, seeking large sales, locate themselves?
Hint: If one vendor, say, Ms. Bud, had already chosen her location, where should her rival, Ms. Weiser, place herself? You might find it helpful to draw or sketch a picture of the beach or picture the beach setting in your mind. Who are the customers these two vendors are actually competing for? All the customers on the beach? The ones on their left/right? Only the ones between these two vendor locations?
Directions
Analyze the given situation (the scenario) from both vendor’s perspective, and present either one solution or compare several possible solutions in your written answer. 
The logic of this game is quite subtle. Both players, calculating their best actions, must simultaneously conjecture what their rival is going to decide to do. The puzzles that the location game might resolve in business life include the following:

Why do gas stations often cluster together?
Why do different airlines flying a given route schedule simultaneous departures?
Why do New York City street peddlers of watches and radios cluster on the same blocks?
Why do competing television networks target their programs at bland, middle-of-the-road tastes?

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Submission
Your submission should not exceed 1000 words excluding the title page, possible table of contents, references, and appendices. The submission is expected to follow an essay-style but you may also include drawing(s) and other forms of presentation in your paper. You are expected to link your analysis to course readings and additional research, meaning a current APA style and in-text citations must be used.
Save and submit your assignment using a naming convention that includes your first and last name and the activity number (or description). Do not add punctuation or special characters. Submit it by the posted due date. 
This assignment text is adapted from McMillan 1992, p. 15-16.

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