Abstract:

This paper covers the problem of: envisaged changes to the current market situation. The analytical method used to establish a micro simulation model is an advanced approach to Conjoint Measurement Analysis of survey data. The final aim of this research issue is to provide the suppliers of products with a Decision Support System representing problem solving tools that enable marketing management to simulate the consequences of different marketing strategies. Along with a written report giving the main results of the study carried out, the client will receive a simulation disc by means of which he will be able to achieve the necessary simulations by himself. The application of this new approach will be demonstrated by the case study: "Product Development, Pricing and Competitive Situation for Airline Services".