王妙伶952221E159019

王妙伶952221E159019

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1 I. Introduction Due to the running out of raw materials in the near future, environmental protection issues become more and more important; the consumers who are concerned about the environment are increasing. Green products can reduce the negative environmental impact while still maintain or improve cost and quality needs, promotion of green products has been recognized as an excess for solving resource waste and improving environment pollution. In consequence, green marketing becomes a trend of business management which requires the frequent interaction between consumers and producers to ensure the 3R of reusing, remanufacturing, and recycling. Because this kind of products and traditional product are sold on the market at the same time in the beginning, most peripheral equipments or environments all rely mainly on traditional products, resources for serving green products are relatively limited and it causes the inconvenience and higher price for obtaining a green product. Therefore, apart from setting up the complete recycling channel and mechanism, it is an important subject of how to identify customers who would like to pay higher initial price when it has not been widely used. Through the affirmation of the target customers and through the perfect marketing channels not only the enterprises can really transmit the selling information to the users who are willing to buy and assist the enterprises in recycling effectively and make more profit; but also the customers are more informative to get new products or service again with a lower price or get compensation. The one who is willing to buy a green product with higher price or sacrifices his/her convenience is called a “target customer” in our context. To investigate the product value with respect to such target customers will provide a company a good reference on pricing the products. To achieve the above goals, we need to efficiently cluster customers into different segmentations according to different preferences for green products. The Multiattribute Utility Theory (MAUT) was used to develop the aggregated fulfillment of obtaining such a product. Based on the win-win concept, a bi-objective model was constructed to derive the optimal price that satisfies the maximum of both the customers utility and producers benefit simultaneously. Based on the characteristics of the customers’ clusters, the target customers can be found and this will be the foundation of marketing. Therefore, we can sell the right goods to the right person with value gained to the company. Based on the above ideas, the literature review was discussed first. Then, the theoretical development and the basic structure of the model were constructed. II. Literature Review
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This note was uploaded on 11/27/2009 for the course IM MA420 taught by Professor Mar,lee during the Spring '09 term at National Taiwan University.

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王妙伶952221E159019

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