By Nikolaos F. Matsatsinis
Intelligent aid platforms for advertising Decisions examines new product improvement, industry penetration ideas, and different advertising judgements using a confluence of tools, together with determination aid structures (DSS), synthetic Intelligence in advertising and Multicriteria research. The authors systematically research the use and implementation of those methodologies in making strategic advertising judgements.
Part I discusses the fundamental suggestions of multicriteria research vis-� -vis advertising judgements and in new product improvement events. half II offers uncomplicated ideas from the fields of knowledge structures, determination aid platforms, and clever selection aid equipment. moreover, really expert different types of DSS (multicriteria DSS, web-based DSS, crew DSS, spatial DSS) are mentioned when it comes to their key positive factors and present use in advertising functions. half III provides IDSS and a multicriteria method for brand new product improvement. extra chapters current a developmental procedure for reading, designing, and imposing an clever advertising choice help method. The implementation dialogue is illustrated with a real-world instance of the tools and method in use.
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Extra resources for Intelligent Support Systems for Marketing Decisions
Example text
Consumer behavior theory aids, first, in the collection of the required data from consumers, then in the analysis of those data, and finally in the representation ofthe results with some appropriate manner. 2. The structure ofmarketing decisions 45 Zaltman and Wallendorf (1983) expressed the opinion, that a sound consumer behavior theory should meets the following ten attributes-criteria: External motives Marketing Environment - Product - Price - Position - Promotion - Financial - Technological - Political - Culture ,Ir Consumer-Purchaser Decision process Characteristics - Cultural - Social - Personality - Psychological factors - Detection of the problem - Search of information - Evaluation of alternatives - Purchase decision - Post-purchase behavior r Purchase decision • • • • • Selection of the product Selection of the brand Selection of the salesperson Timing of the purchase Purchased quantity Figure 12.
4. The individual that makes the purchase. 5. Finally, the individual, which will use the product. 41 2. The structure ofmarketing decisions In the case where this product is purchased again, there is a feedback to the previous procedure and evaluation of the utility of the product, before the making of the decision to purchase the product again. A complicated decision and a decision with high cost for the consumer, implies that many people will be involved in the process and a lot of discussion and deliberation will be devoted to the process prior the making of the decision.
The final stage of the process is the post purchase evaluation. Some consumers are fully satisfied from the accomplished purchase and some others are satisfied in some extend. Despite the level of satisfaction (maximum, intermediate, or minimum) the consumer will remember it and will always affect by it in similar future decisions. Some purchases, especially the expensive ones, increase the level of alternatives' evaluation in future purchases. Doubts are expressed by the purchasers when they perceive that some of the rejected alternatives finally possess the features that could fulfill their requirements.