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.
Unable to display preview. Download preview PDF.
- Abraham MM, Lodish LM (1987) PROMOTER: An Automated Promotion Evaluation System. The Wharton School of the University of Pennsylvania, Working Paper No. 86–033 R, Draft 4Google Scholar
- Blackburn JD, Clancy KJ (1982) LITMUS: A New Product Planning Model, in: Zotners AA (ed.) Marketing Planning Models. North Holland, Amsterdam, New York, Oxford, pp 43–61Google Scholar
- Böckenholt I, Both M, Gaul W (1987) PROLOG-Based Decision Support for Data Analysis in Marketing, this volume.Google Scholar
- Böckenholt I, Gaul W (1987) New Product Introduction Based on Pre-Test Market Data, in: Proceedings of EMAC/ESOMAR Symposium on Micro and Macro Modelling: Research on Prices, Consumer Behaviour and Forecasting, pp 77–96Google Scholar
- Buchanan BG, Barstow D, Bechtel R, Bennett J, Clancey W, Kulikowski C, Mitchell T, Waterman DA (1983) Constructing an Expert System, in: Hayes-Roth F, Waterman DA, Lenat DB (eds.) Building Expert Systems. Addison-Wesley, Reading, MA, pp 127–167Google Scholar
- Hayes-Roth F, Waterman DA, Lenat DB (1983): An Overview of Expert Systems, in: op. cit. sub Buchanan et al. ( 1983 ), pp 3–29Google Scholar
- Lehmann E (1984): Expertensysteme, Überblick über den aktuellen Wissensstand ( 1983 ) Siemens AG, MünchenGoogle Scholar
- Rangaswamy A, Burke R, Wind J, Eliashberg J (1986) Expert Systems for Marketing. The Wharton School of the University of Pennsylvania, Working Paper No. 86–036Google Scholar
- Stefik M, Aikins J, Balzar R, Benoit J, Birnbaum L, Hayes-Roth F, Sacerdoti E (1983) Basic Concepts for Building Expert Systems, in: op. cit. sub Buchanan et al. ( 1983 ), pp 59–86Google Scholar