TY  - JOUR
T1  - Marketing Mix Tailored to the Introduction Stage of the
Product using FAHP Method
AU - Noori, Siamak AU - Azadan, Shahrzad AU - Bonyadi Naeini, Ali 
JO  - Journal of Engineering and Applied Sciences
VL  - 12
IS  - 24
SP  - 7567
EP  - 7575
PY  - 2017
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2017.7567.7575
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2017.7567.7575
KW  - Marketing strategies
KW  -introduction stage of the product
KW  -marketing mix
KW  -FAHP
KW  -development analysis
KW  -model
AB  - The main objective of an organization in marketing strategy formulation of a product is to ensure the
growth of profit and company’s sales in future. Among the marketing strategies presented so far, few studies
have been done in the field of strategies for introduction of the product. Marketing mix is used in the
formulation and implementation of marketing strategies for a product and product’s family. In this study, 7Ps
marketing mix that has more elements than 4P is considered. The criteria of birth stage strategies of the product
are determined and the conceptual model of marketing mix tailored to Walker’s strategies is presented. Paired
comparisons are carried out using expert’s opinion, fuzzy logic and AHP method and the final weight of each
component of the marketing mix elements model is identified.
ER  -