Multi-criteria Evaluation of Target Market Policies Using Choquet Integral
Determining on the target market policy is one of the important strategic decisions for companies. In this study we determine 4 different target market policies for a distributor company. The problem is dealt as a multi criteria decision making problem and it is solved using Choquet Integral which is one of the multi criteria decision making methods. In this study according to the firm’s characteristics; financial factors, risk, demand and environmental and social factors are determined as main criteria and under these main criteria 11 sub-criteria are identified.
KeywordsChoquet integral Target market policies Fuzzy sets Multi-criteria
Unable to display preview. Download preview PDF.
- 7.Mobley, L.R., Hoerger, T.J., Greenwald, L.M., Andrews, L., Bruhn, M., Tate, K.C.: Market Area Selection and Data Development for Medicare Fee-for-Service Reform. Final Report for Centers for Medicare & Medicaid Services (December 2002)Google Scholar
- 11.Modave, F., Grabisch, M.: Preference representation by the Choquet integral: The commensurability hypothesis. In: Proceedings 7th International Conference on Information Processing and Management of Uncertainty in Knowledge-Based Systems (IPMU), Paris, France (1998)Google Scholar
- 15.Sugeno, M.: Theory of fuzzy integrals and its applications, PhD thesis.Tokyo Institute of Technology, Tokyo (1974)Google Scholar