کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1703568 1012384 2015 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
A new integrated fuzzy QFD approach for market segments evaluation and selection
موضوعات مرتبط
مهندسی و علوم پایه سایر رشته های مهندسی مکانیک محاسباتی
پیش نمایش صفحه اول مقاله
A new integrated fuzzy QFD approach for market segments evaluation and selection
چکیده انگلیسی

Market segment selection and evaluation are critical marketing activities of all companies. To evaluate and select appropriate market segments, several decision makers and criteria must be involved in the decision process. This study proposes a new integrated fuzzy quality function deployment (QFD) to support the market segment selection and evaluation process. The proposed approach identifies the features that the market segments should have (“WHATs”), in order to fit with the company’s business strengths (“HOWs”). In the proposed approach, the relative importance of the “WHATs”, the “HOWs”–“WHATs” correlation scores, the resulting weights of the “HOWs”, and the impact of each potential market segment, are assessed in linguistic values. The functions of the averaged ratings and averaged weights are then defined, and fuzzy TOPSIS is used to obtain the final ranking of alternatives. The computational procedure of the proposed approach is further illustrated through a case study. Finally, this paper compares the proposed approach with another fuzzy QFD approach, demonstrating the advantages of the proposed approach.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Applied Mathematical Modelling - Volume 39, Issue 13, 1 July 2015, Pages 3653–3665
نویسندگان
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