A PROLOG-Based PC-Implementation for New Product Introduction
Activities which improve knowledge about and/or support decisions concerning NPI (New Product Introduction) are known to belong to an important area within marketing research as well as within applications of marketing research to reality. Additionally, the NPI-area seems to be well-suited for illustrating basic principles of a prototype implementation of a knowledge-based decision support system.
Thus, attempts have been made to design such a prototype to aid NPI-efforts. In this paper, a first version of an NPI-prototype is described; it allows parameter specifications adapted to the different levels of knowledge of possible users, supplies help functions, supports a GO/ON/NO classification with respect to a first attempt of NPI-decisionmaking, and results in a final GO/NO solution.
The prototype is implemented by means of ARITY-PROLOG on PC under MS-DOS. By a marketing example it will be demonstrated how managers applying the prototype are assisted in finally deciding upon certain NPI-situations.
KeywordsProduct Category Marketing Research Product Introduction Knowledge Element Marketing Plan
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