COMBINATORIAL SCHEME FOR DESIGN OF MARKETING STRATEGY

Abstract

Combinatorial scheme for design of marketing strategy is examined. The scheme consists of four stages: (a) clus tering of good set to obtain some groups of close goods, (b) clustering of customer set to obtain some groups of close customers (i.e., market segments), (c) assignment for each group of close goods a certain group of close customers (i.e., market segment) or several customer groups (usage of assignment problem), (d) definition of a certain market ing strategy for each pair laquo;group of goods group of customersraquo; (usage of multiple choice problem while taking into account a total constraint to implementation of all selected marketing strategies). Realistic numerical example is tar geted to computer goods (computers, processors, software etc.).