Abstract
Features of a logical framework designed to provide knowledge-oriented support for product positioning are described. An approach for implementing software is discussed in which — in addition to general knowledge about product positioning problems — further types of knowledge are taken into consideration and are combined, e.g., knowledge about how to handle product positioning related data, knowledge about how to evaluate and(S)or determine information relevant for product positioning applications by suitable methods, knowledge about how to aid potential users of such kind of knowledge-oriented software for product positioning, and, of course, knowledge about how to perform a running system which supports those tasks found of importance within product positioning applications.
Software with such capabilities is needed when one tries to provide knowledge-oriented support for product positioning — from questions concerning marketing data available (e.g, what can be done with raw data) up to assessments of the results of marketing research (e.g., what is the information desired, how can it be achieved, and what are the conclusions for product positioning situations).
Part of the support available is demonstrated by means of an application from advertising effectiveness research where positioning results concerning image positions of print ads and corresponding brands, directions of increasing intensity with respect to selected properties, and (individual) ideal point positions are used and combined with segmentation results and with inputs(S)outputs from other (provisional) findings from the area of positioning analysis.
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
References
Akaike, H., (1974), “A New Look at the Statistical Model Identification,” IEEE Transactions on Automatic Control 19, 716–723.
Baier, D. AND Gaul, W. (1990a), “Entscheidungsunterstützung bei der Auswertung von Pri- märforschungsdaten — Ein Konzept zur Verbindung von Wissensbasis, Datenbank und Methoden,” in: Operations Research Proceedings 1989, Springer, Berlin Heidelberg New York, 406–413.
Baier, D. AND Gaul, W. (1990b), “Computer-Assisted Market Research and Marketing Enriched by Capabilities of Knowledge-Based Systems,” in: New Ways in Marketing and Market Research, EMAC(S)ESOMAR Symposium, Athens, Greece, 139–160.
Baier, D. AND Marx,S. (1991), “Data Management in a Knowledge-Based System for Marketing Research,” in: Schader, M. (ed.), Analyzing and Modeling Data and Knowledge, Springer, Berlin Heidelberg New York, 189–197.
Bockenholt, I., Both, M., AND Gaul, W. (1988), “PROLOG-Based Decision Support for Data Analysis in Marketing,” in: Gaul, W., Schader, M. (eds.), Data, Expert Knowledge and Decisions, Springer, Berlin Heidelberg New York, 19–34.
Bockenholt, I., Both, M., AND Gaul, W. (1989), “A Knowledge-Based System for Supporting Data Analysis Problems,” Decision Support Systems 5, 345–354.
Both, M. AND Gaul, W. (1987), “Ein Vergleich zweimodaler Clusteranalyseverfahren,” Methods of Operations Research 57, 593–605.
Carroll, J.D. AND Arabie, P. (1980), “Multidimensional Scaling,” Annual Review of Psychology 31, 607–649.
Coombs, C.H. (1964), A Theory of Data, Wiley, New York.
DeSarbo, W. AND Rao, V.R. (1986), “A Constrained Unfolding Methodology for Product Positioning,” Marketing Science 5, 1–19.
ESPEJO, E. AND GAUL, W. (1986), “Two-Mode Hierarchical Clustering as an Instrument for Marketing Research,” in: Gaul, W., Schader, M. (eds.), Classification as a Tool of Research, North Holland, Amsterdam, 121–128.
GAUL, W. AND BOTH,M. (1990), Computergestütztes Marketing, Springer, Berlin Heidelberg New York.
GAUL, W., SCHADER, M., AND BOTH, M. (1990), “Knowledge-Oriented Support for Data Analysis Applications to Marketing,” in: Schader, M., Gaul, W. (eds.), Knowledge, Data and Computer-Assisted Decisions, Springer, Berlin Heidelberg New York, 259–271.
GAVISH B., HORSKY,D., AND SRIKANTH,K. (1983), “Optimal Positioning of a New Product,” Management Science 29, 1277–1297.
GREEN, P.E. AND RAO,V.R. (1972), Applied Multidimensional Scaling: A Comparison of Approaches and Algorithms, Holt Rinehart Winston, New York.
GREEN, P.E. AND WIND, Y. (1973), Multiattribute Decisions in Marketing: A Measurement Approach, Dryden Press, Hindsdale Illinois.
HARLEM, B., LODISH, L.M., AND RANGASWAMY,A. (1989), “INFER: An Expert System for Automatic Data Analysis of Scanner Data,” Working Paper 89-009R, Wharton School, University of Pennsylvania.
HAUSER, J.R. AND GASKIN,S.P. (1984), “Application of the DEFENDER Consumer Model,” Marketing Science 3, 327–351.
KEON, J.W. (1983), “Product Positioning: TRINODAL Mapping of Brand Images, Ad Images, and Consumer Preference,” Journal of Marketing Research 20, 380–392.
LITTLE, J.D.C. (1988), “COVERSTORY: An Expert System to Find the News in Scanner Data,” Internal Working Paper, Sloan School of Management, M.I.T..
LUCE, R.D. (1959), Individual Choice Behaviour, Wiley, New York.
NISHISATO, S. AND GAUL, W. (1990), “An Approach to Marketing Data Analysis: The Forced Classification Procedure of Dual Scaling,” Journal of Marketing Research 27, 354–360.
SCHMITZ, J.D., ARMSTRONG,G.D., AND LITTLE,J.D.C. (1990), “COVERSTORY — Automated News Finding in Marketing,” DSS Conference, M.I.T..
SHEPARD, R.N. (1972), “A Taxonomy of Some Principal Types of Data and of Multidimensional Methods for their Analysis,” in: Shepard, R.N., Romney, A.K., and Nerlove, S.B. (eds.), Multidimensional Scaling, Seminar Press, New York, 1–47.
URBAN, G.L. (1975), “PERCEPTOR: A Model for Product Positioning,” Management Science 21, 858–871.
WARTENBERG, F., GAUL, W., BAIER, D. (1992), “A Knowledge-Based System Managing Sequences of Data Analysis Methods,” to appear.
WIERENGA, B. (1990), “The First Generation of Marketing Expert Systems,” Working Paper 90-009, Wharton School, University of Pennsylvania.
WIND, Y.J. (1988), “Positioning Analysis and Strategy,” Working Paper 88-029, Wharton School, University of Pennsylvania.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 1993 Springer-Verlag Berlin · Heidelberg
About this chapter
Cite this chapter
Gaul, W., Baier, D. (1993). Product Positioning Based on Knowledge-Oriented Support: A Logical Framework. In: Diewert, W.E., Spremann, K., Stehling, F. (eds) Mathematical Modelling in Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-78508-5_38
Download citation
DOI: https://doi.org/10.1007/978-3-642-78508-5_38
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-78510-8
Online ISBN: 978-3-642-78508-5
eBook Packages: Springer Book Archive