Fiyatlandırma stratejilerinin bulanık doğrusal programlama yaklaşımlarıyla değerlendirilmesi

Nowadays, marketing approach is customer-focused and products are directly oriented to meet customer needs. Marketing establishes a communication network between producers and consumers and producer?s success is directly proportionate to significance of consumer?s desires. Marketing, which is a long process, needs organization and management. Therefore strategic marketing planning becomes more and more important in today?s competitive conditions. Main focus of this thesis is to evaluate pricing strategies and select the best pricing strategy solution while considering internal and external factors influencing the company?s pricing decisions associated with new product development. The fuzzy linear programming technique for multiple attribute group decision making problems is investigated in marketing decisions with preference information on pricing strategies alternatives. In this study, to reflect the decision maker?s subjective preference information and to determine the weight vector of factors (attributes), the fuzzy linear programming technique for multidimensional analysis of preference (LINMAP) and the LINMAP under intuitionistic fuzzy (IF) environments are used. The usefulness of the models was observed by their effect on the decision-making process in selecting an appropriate alternative and the case studies show that the fuzzy LINMAP method and the LINMAP method under IF environment are applicable as an evaluation technique for marketing strategies alternatives. The current fuzzy linear programming model offers the decision maker some flexibility to incorporate his/her own priority in the model. Consequently, managers can use such approaches in making their strategic decisions in case of incomplete information and vagueness.