A Fuzzy Inference System Proposal for Selecting Marketing Strategy

Year 2020, Volume: 2 Issue: 1, 1 - 21, 15.07.2020

Melda Kokoç , Süleyman Ersöz , Adnan Aktepe

Abstract

Changes in customer demands
and advances in technology have led to the emergence of various marketing
sectors. As a result of this, the expectation of each generation from brands or
companies has become different. In addition, customers have begun to consider
alternatives before purchasing a product, taking into account the various
features that best meet their needs. Due to changing conditions, companies have
forced to consider various criteria when determining their target markets and
the types of products they introduce into the market. In this study, a fuzzy
inference system has been proposed to provide support for the decision-making
process related to the marketing strategy of the firm. When the proposed system
was evaluated by experts, it was seen that satisfactory results were achieved.

Keywords

Fuzzy inference system, Fuzzy logic, Marketing strategy, Risk level

Thanks

The abstract of this study was presented at “The 5th International Fuzzy Systems Symposium (FUZZYSS'17) on October14-15 at Ankara, Turkey”.

Pazarlama Stratejisi Seçmek için Bulanık Çıkarım Sistemi Önerisi

Abstract

Müşteri taleplerindeki değişmeler ve teknolojideki
gelişmeler, çeşitli pazarlama sektörlerinin ortaya çıkmasına neden olmuştur.
Bunun sonucu olarak, her neslin markalardan veya şirketlerden beklentileri
farklılaşmıştır. Ek olarak müşteriler, bir ürünü satın almadan önce
gereksinimlerini en üst düzeyde karşılayan çeşitli özellikleri göz önünde
bulundurarak alternatifleri değerlendirmeye başlamıştır. Değişen koşullar
nedeniyle şirketler, hedef pazarlarını ve pazara sundukları ürün türlerini
belirlerken çeşitli kriterleri göz önünde bulundurmak zorunda kalmaktadır. Bu
çalışmada, firmanın pazarlama stratejisiyle ilgili karar verme sürecine destek
sağlamak için bulanık bir çıkarım sistemi önerilmiştir.  Önerilen sistem uzmanlar tarafından
değerlendirildiğinde tatmin edici sonuçlara ulaşıldığı görülmüştür.

Keywords

Bulanık çıkarım sistemi, Bulanık mantık, Pazarlama stratejisi, Risk seviyesi

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