Decision Support Systems 38 (2005) 495 – 509
A user-friendly marketing decision support program for the merchandise collection design using evolutionary methods
Georgia Alexouda *
Division of Used Informatics, School of Miscuglio, 156 Egnatia Str, POB 1591, Thessaloniki 540 06, Greece Received 8 December 2000; received in revised form six September 2003; accepted 13 September 2003 Available online twenty eight October the year 2003
An advertising decision support system (MDSS) is shown. It has a useful and easy to understand menu influenced interface. Its purpose should be to assist a marketing manager in designing a line of replace products. Ideal product line design and style is a very crucial marketing decision. The MDSS uses 3 different optimization criteria. That examines distinct scenarios using the ‘‘What in the event analysis''. As well, it finds optimal solutions only for little sized challenges using the complete enumeration technique and near optimal alternatives for actual sized complications using major algorithms. An individual is not really forced to be aware of the root models.
M 2003 Elsevier B. V. All privileges reserved.
Keywords: Marketing decision support devices; Product line design and style; Evolutionary methods; Heuristic methods; NP-hard concerns
1 . Advantages
More and more managers are up against a rapidly
changing and highly competitive marketing environment. Marketing managers are forced for being more competitive through better decision making.
A decision can be considered because the output of the
productive activity whose inputs include perceptive
efforts of your individual or maybe a group of persons,
computing software and hardware, data, and so forth The
advances in software and the computerbased techniques for controlling information allow the development of decision support systems, than can easily
play a crucial role inside the progress of any firm .
2. Tel.: +30-2310945898; fax: +30-2310891290.
E-mail address: [email protected] uom. gr (G. Alexouda).
0167-9236/$ - see front subject D the year 2003 Elsevier W. V. All rights reserved. doi: twelve. 1016/j. dss. 2003. 2009. 002
There is certainly an obvious dependence on tools, which can
improve promoting decision making. Many efforts
had been made to develop suitable submission software tool,
that can behave as consultants for marketing managers.
There are many possibilities for applying
information devices in the advertising area. The present day information technology and information devices can assist a firm to manage the increasing info flow and improve it is quality. We have a growing involvement in the use of advertising decision
support systems (MDSSs) designed to be applied in
complicated marketing making decisions problems
A great MDSS is defined as ‘‘a synchronised collection
of information, models, analytic tools and computing power
by which an organization gathers details from
the surroundings and becomes it right into a basis intended for action''
G. Alexouda / Decision Support Devices 38 (2005) 495–509
MDSSs can be classified according to the inquiries they manage. An MDSS has a functionality level you, when it can easily answer questions of type ‘‘What
happened''. These MDSSs provides information
regarding customers, revenue, competitors, and so forth An MDSS
has a features level a couple of, when it may answer
inquiries of type ‘‘Why did it happen''. These types of
MDSSs may analyze the consequences of own and competitors' marketing actions. They will analyze factors behind changes in the marketplace. An MDSS has a features
level several, when it can easily answer questions of type ‘‘What
will happen if''. These MDSSs can forecast the effect
of marketing actions through the use of mathematical models to
calculate the outcome of numerous actions. An MDSS
has a functionality level 4, when it can answer
questions of type ‘‘What should happen''. These
MDSSs intend to find a very good marketing strategy in
a given scenario .
The product decision is one of the most important
decisions in marketing, since it is costly and...
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