CONSIDERATIONS ON THE OPTIMIZATION OF MARKETING DECISIONS

Blaga Radu Lucian and Duma Aurelia Daniela
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Blaga Radu Lucian: FACULTY OF ECONOMICS, COMPUTING AND ENGINEERING,”VASILE GOLDIS” WESTERN UNIVERSITY OF ARAD
Duma Aurelia Daniela: FACULTY OF ECONOMICS, COMPUTING AND ENGINEERING,”VASILE GOLDIS” WESTERN UNIVERSITY OF ARAD

Annals - Economy Series, 2015, vol. 6, 56-62

Abstract: The proper functions of marketing management, largely depends on the quality assessment of the situation in which decisions are taken as substantiating their merits. The resources mobilization rate of the company to achieve the established marketing objectives, their permanent and effective synchronization with the environment in which the company operates are rooted ultimately in many marketing decisions. Universes substantiation of decisions, so-called uncertainty universes (e.g. - situations, events, states of phenomena) are different. In this context, the paper suggests a decision modeling based on fuzzy analysis (evaluation criteria) that could hold marketing decision. The reasons for such a choice are supported scientifically and practically exemplified. The study makes a brief analysis on the mechanisms of assessment criteria involved in making marketing decisions, highlighting the setting and arrangement of the quantitative results of the assessments before deciding, the important role of the assessor and the errors that may appear his activity. Determining the "distance" between criteria and optimally desired, represent the result of the evaluative approach, proposed in this model. The study concludes that the characteristics "vague" of the domain under evaluation, the company's marketing oriented and the conditions imposed by the dynamic environment of the firm, the application of fuzzy model can optimize marketing decision.

Keywords: uncertainty universes (complex reality); marketing decision process; evaluation; assessor; fuzzy modeling; fuzzy analysis (search for similar items in EconPapers)
Date: 2015
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