Criteria Weighting and 4-P Planning in Marketing Using Analytic Network Process

Alaybeyoglu E., ALBAYRAK Y. E. , GÜRBÜZ T.

International MultiConference of Engineers and Computer Scientists (IMECS 2012), Hong Kong, PEOPLES R CHINA, 14 - 16 March 2012, pp.1240-1243 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume:
  • City: Hong Kong
  • Country: PEOPLES R CHINA
  • Page Numbers: pp.1240-1243
  • Galatasaray University Affiliated: Yes


The first of two major functions of the enterprises is producing goods and services, and the second is selling them. The relationship between production and consumption shows that marketing plays an important role in enterprises. Nowadays, the concept of marketing is customer oriented and aims to meet the needs and expectations of customers to increase their satisfaction. And the basics of marketing decisions are the choice of appropriate target markets, their analysis and the creation of strategic marketing plans with the elements of the marketing mix. While creating a marketing strategy, an enterprise must consider many factors. The creation of the strategy begins by deciding what the overall objective of the enterprise should be. The next step is to choose a strategy for the offering that will be most effective in the market. In this study, marketing strategies and marketing decisions in the new-product-development process will be observed, the criteria that are effective in this process will be defined and in order to reflect the real life situations as much as possible, the interactions among criteria will also be taken in consideration and Analytic Network Process (ANP) will be used to handle those interactions.