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Product Positioning Based on Knowledge-Oriented Support: A Logical Framework

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Abstract

Features of a logical framework designed to provide knowledge-oriented support for product positioning are described. An approach for implementing software is discussed in which — in addition to general knowledge about product positioning problems — further types of knowledge are taken into consideration and are combined, e.g., knowledge about how to handle product positioning related data, knowledge about how to evaluate and(S)or determine information relevant for product positioning applications by suitable methods, knowledge about how to aid potential users of such kind of knowledge-oriented software for product positioning, and, of course, knowledge about how to perform a running system which supports those tasks found of importance within product positioning applications.

Software with such capabilities is needed when one tries to provide knowledge-oriented support for product positioning — from questions concerning marketing data available (e.g, what can be done with raw data) up to assessments of the results of marketing research (e.g., what is the information desired, how can it be achieved, and what are the conclusions for product positioning situations).

Part of the support available is demonstrated by means of an application from advertising effectiveness research where positioning results concerning image positions of print ads and corresponding brands, directions of increasing intensity with respect to selected properties, and (individual) ideal point positions are used and combined with segmentation results and with inputs(S)outputs from other (provisional) findings from the area of positioning analysis.

Keywords

  • Data Array
  • Marketing Research
  • Brand Image
  • Presentation Procedure
  • Logical Framework

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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© 1993 Springer-Verlag Berlin · Heidelberg

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Gaul, W., Baier, D. (1993). Product Positioning Based on Knowledge-Oriented Support: A Logical Framework. In: Diewert, W.E., Spremann, K., Stehling, F. (eds) Mathematical Modelling in Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-78508-5_38

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  • DOI: https://doi.org/10.1007/978-3-642-78508-5_38

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-78510-8

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