The Analysis of Abell’s Model by Using Analytic Hierarchy Process Method
Journal Title: Kırıkkale Üniversitesi Sosyal Bilimler Dergisi - Kırıkkale University Journal of Social Sciences - Year 2017, Vol 7, Issue 2
Abstract
Abell Model is used for making business definition in the frame of three dimensions. Abell stated that the business definitions made in different levels have different meanings. One of these levels is program level. Business definition in program level aids the decisions of positioning and market segmentation. The relative importance of three dimensions, which meant priorities of dimensions in other words, was described by handling the business definitions of this study within program level. The relative importance of the dimensions was determined as the following: marketing mix alternatives, customer needs, and customer segments. In the meantime, the positioning of a business organization based on Abell Model was identified with Analytic Hierarchy Process (AHP) method in the study.
Authors and Affiliations
Cihat Kartal, İsmail Gökdeniz, Mine Orhan
Keywords
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