BIDSIM: Using a Competitive Bidding Simulation to Highlight Pricing Issues

BIDSIM is a case and simulation exercise which is designed to introduce users to important pricing issues such as monitoring competitive activity and drawing up contingency plans. BIDSIM is different from other marketing simulation games in that inputs are very simple and no "black box" is required to process output. Through the dynamics of competitive sealed bidding, BIDSIM is able to create a realistic pricing environment with a minimum knowledge of simulation models. Such simplified simulation exercises may prove to be especially useful to marketing educators who are interested in providing students with hands-on training in the classroom.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/68949/2/10.1177_027347538300500207.pd