Authors : Shahrzad Azadan, Siamak Noori and Ali Bonyadi Naeini
Abstract: The main objective of an organization in marketing strategy formulation of a product is to ensure the growth of profit and company’s sales in future. Among the marketing strategies presented so far, few studies have been done in the field of strategies for introduction of the product. Marketing mix is used in the formulation and implementation of marketing strategies for a product and product’s family. In this study, 7Ps marketing mix that has more elements than 4P is considered. The criteria of birth stage strategies of the product are determined and the conceptual model of marketing mix tailored to Walker’s strategies is presented. Paired comparisons are carried out using expert’s opinion, fuzzy logic and AHP method and the final weight of each component of the marketing mix elements model is identified.
Shahrzad Azadan, Siamak Noori and Ali Bonyadi Naeini, 2017. Marketing Mix Tailored to the Introduction Stage of the Product using FAHP Method. Journal of Engineering and Applied Sciences, 12: 7567-7575.