Fuzzy expert marketing-mix model

Expertní fuzzy model pro marketingový mix

S. ALY, I. VRANA

Czech University of Agriculture, Prague, Czech Republic

DM 02

Abstract:

A marketing-mix setting model is presented. The all four P’s are integrated and identified. The model makes strong utilization of relevant experts’ knowledge and expertise through a fuzzy-decision-making system tailored to dynamically set the marketing-mix periodically in response to changing business environment.

Quantitative, qualitative, uncertain, and vague variables are handled necessary to provide a realistic solution.

The proposed model is particularly applicable to changing business environments that are full of such qualitative, stochastic, uncertain, and vague variables as in the case of agricultural business (e.g., agro-food companies, fertilizers and agro-chemical producers), and generally applicable to any other business sector. The method can be considered as the fuzzy-expert system for determining values of the marketing decision variables.

Key words:

marketing-mix, fuzzy-decision-making system, stochastic variables, subjective variables, fuzzy expert system