Informatologia, Vol. 50 No. 3-4, 2017.
Original scientific paper
EXPERT PRICING SYSTEM AS PART OF MARKETING MIX
Sanja Bijakšić
; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina
Brano Markić
; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina
Arnela Bevanda
; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina
Abstract
Marketing mix is a set of elements with whose designing organisational system tends to realise a set of strategic aims. It is made up of product, price, promotion, and place. Price is complex marketing mix part that ensures organisational system with certain level of revenues, but at the same time price level influences customers' decisions on purchasing a service or a product, organisational system competitiveness, and its market position. Therefore it is important to estimate price realistically, and to choose appropriate method of its calculation. Applied method always depends on a set of business aims. Nowadays there is discrepancy of complexity in theoretical approach in pricing in microeconomics, macroeconomics, accounting, finance, and other economic disciplines compared to realistically applied methods. Theoretical approaches are often inapplicable, and actually applicable methods are “simpler”, and are usually based on market estimation and a set of business aims of organisational system functioning. Expert systems are computer programmes that are able to translate “practical” experiences and applicable knowledge in a form of knowledge base, and serve as assistants and consultants in selection of pricing method for a product or a service. This paper researches and presents possibilities of expert system development for pricing of a product or a service as an element of marketing mix. Object-oriented declarative programme language Visual Prolog is used to develop exPrice expert system and it has showed satisfactory development and application power.
Keywords
marketing mix; pricing system; expert systems
Hrčak ID:
192050
URI
Publication date:
31.12.2017.
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