search query: @author Krieger, A. M. / total: 10
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| Author: | Krieger, A. M. Green, P. E. |
| Title: | A Decision Support Model for Selecting Product/Service Benefit Positionings |
| Journal: | European Journal of Operational Research
2002 : OCT, VOL. 142:1, p. 187-202 |
| Index terms: | ADVERTISING HEURISTIC METHODS OPTIMIZATION MODELS |
| Language: | eng |
| Abstract: | This paper describes a model that extends the quadrant chart concept to a decision support system that optimizes a firm's market share for a specified product/service. In particular, the authors describe a decision support model that utilizes relatively simple marketing research data on consumers' judged benefit importances, and supplier performances on these benefits to develop message components for specified target buyers. A case study is used to illustrate the model. The study deals with developing advertising message components for a relatively new entrant in the US air shipping market. The authors also discuss, more briefly, management reactions to application of the model to date, and areas for further research and model extension |
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