Apampa, Olufunso Olatokunbo
Three aspects of complexity in a Production-Marketing System are identified, namely the Model, Decision-Making and Behavioural complexities. Control theoretic and other techniques are reviewed in the context of their contribution to the resolution of these complexities and the modelling and simulation of the PMS is also viewed in this light. Several analytical models of a consumer-durable marketing system are developed, reflecting various assumptions of market conditions ranging from the single-product constant-decision marketing system to the multiproduct variable-decision marketing system, the latter explicitly accounting for price, advertizing, distribution and quality decisions for each product, repeat purchase dynamics and the tastes, income and population of consumers. A production system model is also developed involving a multiple final product, multi-stage production process, permitting the backlogging of demand, variation of production rate by variation in workforce levels and overtime and subcontracting of manufacture of intermediate products. Computer simulatiors of the marketing system based on the models developed and using assumed data are carried out. An optimization routine is used to generate the variable decisions. The variable-decision marketing model is combined with the production model and the resulting limited capacity PMS is simulated using assumed data. The simulation results are presented graphically and attention drawn to their realism. The use of the PMS simulation programme as a nucleus for a comprehensive PMS simulation and control package is commented upon.
30 May 2010
Marketing management plays a very important and professional role in the enterprises. Therefore, marketing management is getting more and more popularity among the enterprises in recent years. Several aspects on marketing, such as technical documents, research and development plans, product quotations, are considered as core assets in one company. How to effectively realize marketing management has become a key for a company¡¦s survival. Up to date, several world-wide well known marketing management models such as Michael Porter flow diagram, ISO 9000 flow diagram, and Enterprises flow diagram all embrace the process-oriented approach which treats the system¡¦s structure view and behavior view separately. Separating structure view from behavior view during the planning phase may cause many difficulties, such as uneven distribution of resources, bad risk management and so on, when working on the later realization and verification phase of the marketing management system¡¦s construction. This research utilizes architecture-oriented modeling methodology so that structure view and behavior view are coalesced when decomposing the marketing management system to obtain structure elements and behaviors deriving from interactions among these structure elements. By adopting structure-behavior coalescence, abbreviated as SBC, which includes ¡§architecture hierarchy diagram", "structure element diagram", "structure element operation diagram", "structure element connection diagram", "structure-behavior coalescence diagram", and "interactive flow diagram", this research constructs a complete architecture-oriented marketing management model, abbreviated as AOMMM. This research is the first study using architecture-oriented approach to construct the marketing management system. Also, AOMMM solves many difficulties caused by the process-oriented approach when constructing marketing management systems. These are the contributions of this research.
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