Sustav podrške marketing-odlučivanju baziran na teoriji igara
System of marketing deciding support based on game theory

Summary/Abstract: Quantitative methods and models can be applied in numerous spheres of marketing deciding. The choice of of the problems that the marketing-management often meets. The use of models developed within the framework of game theory makes significantly easier to find out the solutions of conflict situations that appear herewith. The system of deciding support presented in this work is based on the supposition that two opposed sides take part in the game. With the aim of deciding process promotion, the starting model incorporates computer simulation of percentile changes in the market share that represent elements of payment matrix. The supposition is that the random variables that represent them follow the normal division. It is necessary to carry out the evaluation of their parameters because of relevant data. Information techniques, computer and the adequate program applications take the special position in solving and analysis of the suggested model. This kind of their application represents the basic characteristic of the deciding support system Quantitative methods and models can be applied in numerous spheres of marketing deciding. The choice of optimal strategy in product advertising is one of the problems that the marketing-management often meets. The use of models developed within the framework of game theory makes significantly easier to find out the solutions of conflict situations that appear herewith. The system of deciding support presented in this work is based on the supposition that two opposed sides take part in the game. With the aim of deciding process promotion, the starting model incorporates computer simulation of percentile changes in the market share that represent elements of payment matrix. The supposition is that the random variables that represent them follow the normal division. It is necessary to carry out the evaluation of their parameters because of relevant data. Information techniques, computer and the adequate program applications take the special position in solving and analysis of the suggested model. This kind of their application represents the basic characteristic of the deciding support system.

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