Marketing microfinance in the twentieth century : a market research report and independent study
Murtaugh, Mary M.
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Market research is defined as a function that links a product to its market through the gathering of information. The information allows for the identification and definition of market driven opportunities and problems for the generation, refinement, and evaluation of marketing actions. I have outlined below the process that was used by the ELC team in determining, developing, implementing and analyzing the market for the microfinance simulation. The purpose of this market research is to discover, before releasing a product into a market, a gauge of the attitudes, preferences and overall reactions to the product. As the microfinance simulation was designed with the end users, the students, and the faculty in mind, the team sought to discover through surveys what others within the college and outside the college knew. Within the college the team sought to discover student learning methods, comfort levels with online environments, and receptiveness to an online microfinance simulation within the classroom. Outside the college the team sought to discover other colleges that were teaching microfinance and to what extent it was being taught, the teaching methods of microfinance and microfinance content, computer access, desirable features if a simulation were available and receptiveness to using an online simulation, if one were available. My report on marketing microfinance in the twentieth century uses this data and the experiences from the work I have done on both part I and II, Dennis & Stacey Barsema Experiential Learning Center Microfinance Simulation teams. From this data and experiences I have come to the conclusion that it is possible to market microfinance in the twentieth century.