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題名 銷售反應系統之建構.使用與決策績效之衡量
作者 潘銘雄
PAI, MIN-XING
貢獻者 洪順慶
潘銘雄
PAI, MIN-XING
日期 1992
1991
上傳時間 2-May-2016 15:13:53 (UTC+8)
摘要 本研究的主要目的是，想將行銷科學的觀念藉由銷售反應系統的建立，配合給予品牌負責人使用，注入實務中的決策過程裡;並預期對品牌負責人的決策績效有所提昇。
參考文獻 中文部分
1.鄭振明，(民80) ，廣告決策支援系統之研究，中山企管研究所論文。
2. 蔡瓊慧， (民77) ，決策支援系統在行銷管理上之應用－個案研究之價格相對決策，淡江大學管理科學研究所論文。
3. 林秀珍，(民75) ，資訊表現形式對決策品質的影響，交大管科所論文。
4. 吳若權， (民80) ，五百大廣告主排名，突破雜誌，六十八期， 140-168 。
5. 編輯部， (民80) , 1991 年第一季廣告量200大產品，廣告雜誌，五月刊，44-47 。
6 .編輯部，(民80) , 1991 年第二季廣告量200大廣告主，廣告雜誌，九月刊，42 - 45 。

英文部份
1.Aaker D.A. & Day G.S."Marketing Research" Third Edition,John Wiley & Sons,1986
2.Ackoff, Russel & Emshoff Jr." Advertising Research at Anheuser Rusch,Inc (1963-1968)",Sloan Management Review 16, Spring 1975,p 1- 15 .
3.Aldag R.J. & Power D.J., "an Empirical Assesment of Computer-Assisted Decision Analysis", Decision Science, Vol 17,1986,PP572-588.
4.Chakravarti D. ,Amitchell A.A. & Staelin R. ,"Judgement Based Marketing Decision Models: an Experimental Investigation of the Decision Calculus Approach", Management Science, Vol .25, No.3, March 1979~PP 251-263.
5.Churchill G.A. Jr." Marketing Research: Methodological Functions " Fourth Edition, the Dryden Press 1987.
6.Clarke D.G., “Marketing Analysis and Decision Making: Text and Cases with Lotus 1-2-3", The Scientific Press,1987.
7.DeSanctis A.L. & Gallupe R.B.," a Foundation for the Study of Group Decisions Support Systems", Management Science, Vol 33,PP589-609.
8.Dos Santos B.L. & Barrif M.L," a Study of User Interface Aids for Decision Support Systems", Management Science, Vol 34,1988, PP461-468.
9.Enis ? C.R.," Impact of Complexity on Decision Quality", Decision Science, Vol.17,1986,PP16-32.
10.Erickson G.M.," Assessing Market Response: a Review of Empirical Research" ED. Day G.,Weitz B. & Wensley R.” The Interface of Marketing and Strategy" JAI Press Inc, Greenwich,Conmecticut, London,England 1990.
11.Green P.E. ,Tull D.S. & Albaum G."Research for Marketing Decisions" Fifth Edition,Prentice-Hall ,Inc.1988
12.Hart S.L., “Toward Quality Criteria for Collective Judgements”, Organization Behavior & Human Performance, Vol .36,Oct.198S,PP209-228.
13.Howard R.A., "Decision Analasis: Practice and Promise" Management Science, Vol.34,No.6,Jun.1988,PP679-692.
14.Lambin J.J. "Advertising, Competition and Market Conduct in Oligopoly over Time, Amsterdam:North-Holland,1976.15.Larreche J.C. & Montgomery D.B.,"a Framework for the Comparison of Market.ing Models: a Delphi Study", Journal of Marketing Research, Vol .14, Nov. 1977, PP487-498
16.Lilien G.L. & Kotler Philip," Marketing Decision Making: A Model Building Approach”, New York, Harper and Row 1983.
17.Little J.D.C., "Models and Managers: the Concept of Decision Calculus" Management Science, Vol.16, No.8, April 1970,PP466-485.
18.Little J.D.C.," BRANDAID: a Marketing Mix Model, Part 2: Implementation, Calibration, and Case study, " Operation Research,Vol.23,No.4, July-August 1975,PP657-673.
19.Little J.D.C. ,"Aggregate Advertising Models :the State of Art", Operation Research, July-August 1979, PP629-667.
20.Little J.D.C., "Decision Support System for Marketing Managers", . Journal of Marketing, Summer 1979, PP9-26.
21.Little J.D.C. & Lodish L.M.,"Commentary on Judgement Based Marketing Decision Models", Journal of Marketing, 1981,PP24-29.
22.Lodish L.M., " CALLPLAN: an Interactive Salesman`s Call Planning System ", Management Science, December 1971,PP25-40.
23.Lodish L.M. " a User-Oriented Model for ales Force Size, Product, & Market Allocation Decisions", Journal of Marketing, Sum.1980,PP70-78.
24.Lodish L.M., "Experience with Decision Calculus Models and Decision Support System ",ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models" , New York, North Holland 1982.
25.Lodish L.M., "Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Laboratories", Interfaces, Jan.-Feb. 1988,PP5-20.
26.Lodish L.M. & Harlam Bari ," Marketing Response Approaches to Marketing Strategy Decisions"ED. Day G. ,Weitz B. & Wensley R. " The Interface of Marketing and Strategy" JAI Press Inc, Greenwich ,Conmecticut,London,England 1990 .
27.Mclntyre S.H.," an Experimental Study of the Impat of Judgement -Based Marketing Models ", Vol.28, No.1,Jan. 1982, PP17-33.
28.Montgomery D.B.,Silk A.J. & Zaragoza, "a Multiproduct Sales Effort Allocation Model ", Management Science, Dec. 1971,PP3-24.
29.Montgomery D.B. & Urban G.L.," Management Science in Marketing" 華泰書局，民國65年。
30.Montgomery D.B. & Weinberg C.B.,” Toward Strategic Intelligence Systems" Journal of Marketing, Vol 43, Fall 1979,PP41-52.
31.Naert P.A. & Leeflang P.S.H." Building Implementable Marketing Models" Martinus Nijhoff Social Science Devision 1978.
32.Naert P.A. & Weverbergh M. ," Subjective Versus Empirical Decision Models" ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models", New York, North Holland 1982.
33.Parsons L.J., "Models of Mechanisms ", ED. Schultz R.L. & Zoltners A.A. , "Marketing Decision Models", New York, North Holland 1982.
34.Rao,V.R. & Sabavala D.J. " Measurement and Use of Market Response Function for allocating Marketing Resources" Marketing Science Institute Research Program Techonology Working Paper,1986
35.Sainfort F.C.,Gustafson D.H., Bosworth K. and Hawkins R.P. ," Decision Support Systems Effectiveness: Conceptual Framework and Empirical Evaluation" Organization Behavior & Human Decion Processes 1990,PP232-252.
36.Schultz R.L. & Henry M.D., " Implementation Decision Models", ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models", New York, North Holland 1982.
37.Sharda R., Barr S.H. & Mcdonnell J.C., "Decision Support System Effectiveness: a Review and Empirical Test", Management Science,Vol.34,1988,PP139-159.
38.Simon H. "Dynamics of Price Elasticity and Brand Life Cycles:An Empirical Study ",Journal of Marketing Research 16,Nov. 1979,P439-452.
39.Simon H."ADPULS:An Advertising Model with Wearout and Pulsation II Journal of Marketing Research, Vol 19,Aug 1982, P352-363.
40.Sniezek J.A. & Paese P.W. " Influences on Appropriateness of Confidence in Judgement: Practice, Effort, Information ,and Decision Making", Organization Behavior & Human Decion Processes, Feb.1991,PP100~130.
41.Taylor R.N. & Dunnete M.D."" Relative Contribution of Decision -Making Attributes to Decision Processes", Organization Behavior & Human Performance, Oct 1974, PP286-298.
42.Thompson J.D.& Tuden A."Strategies,Structures and Processes of Organizational Decision" In Comparative Studies in Administration P195-216 ED. Thompson et al .43.Zoltners A.A. & P.Shiha," interger Programming Models for Sales Resource Allocation", management science, Vol 26, No.26,Mar 1980,PP242-260.
44.Zoltners A.A.," Normative Marketing Models ", ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models", New York, North Holland 1982.
描述 碩士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004491
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.author (Authors) 潘銘雄zh_TW
dc.contributor.author (Authors) PAI, MIN-XINGen_US
dc.creator (作者) 潘銘雄zh_TW
dc.creator (作者) PAI, MIN-XINGen_US
dc.date (日期) 1992en_US
dc.date (日期) 1991en_US
dc.date.accessioned 2-May-2016 15:13:53 (UTC+8)-
dc.date.available 2-May-2016 15:13:53 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 15:13:53 (UTC+8)-
dc.identifier (Other Identifiers) B2002004491en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89150-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description.abstract (摘要) 本研究的主要目的是，想將行銷科學的觀念藉由銷售反應系統的建立，配合給予品牌負責人使用，注入實務中的決策過程裡;並預期對品牌負責人的決策績效有所提昇。zh_TW
dc.description.tableofcontents 第一章 緒論- - - - - - - - - - - - -- - - - - - - - - - - 1
一、研究背景- - - - - - - - - - - - -- - - - - - - - - - -1
二、研究動機- - - - - - - - - - - - -- - - - - - - - - - - 2
三、研究目的- - - - - - - - - - - - -- - - - - - - - - - - 3
四、論文結構- - - - - - - - - - - - -- - - - - - - - - - - 3
第二章 文獻探討- - - - - - - - - - - - -- - - - - - - - - - - 5
第一節 資源分配決策- - - - - - - - - - - - -- - - - - - - - - - - 5
第二節 市場反應函數的種類- - - - - - - - - - - - -- - - - - - - - - - - 7
第三節決策計算模式- - - - - - - - - - - - -- - - - - - - - - - -10
一、決策計算模式的涵義- - - - - - - - - - - - -- - - - - - - - - - -10
二、決策計算的結構- - - - - - - - - - - - -- - - - - - - - - - - 11
三、銷售反應與決策計算模式實証回顧- - - - - - - - - - - - -- - - - - - - - - - - 19
四、模式執行過程的探討- - - - - - - - - - - - -- - - - - - - - - - - 23
第四節 行銷決策支援系統- - - - - - - - - - - - -- - - - - - - - - - - -25
一、行銷決策支援系統的結構- - - - - - - - - - - - -- - - - - - - - - - - 25
二、行銷決策支援系統的其他涵義- - - - - - - - - - - - -- - - - - - - - - - - 28
第五節 決策績效的衡量- - - - - - - - - - - - -- - - - - - - - - - - 30
一、使用模式的利益- - - - - - - - - - - - - - - - - - - - - - 30
二、決策品質的衡量- - - - - - - - - - - - - - - - - - - - - - 33
三、決策效率的衡量- - - - - - - - - - - - - - - - - - - - - - 38
四、相關研究結果整理- - - - - - - - - - - - - - - - - - - - 39
第三章 研究方法- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 41
第一節 研究架構- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -41
第二節 變數構面- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 43
一、自變數- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 43
二、應變數- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -45
三、干擾變數- - - - - - - - - - - - - - - - - - - - - - - - - - - - 47
第三節 研究設計- - - - - - - - - - - - -- - - - - - - - - - - 48
一、衡量工具- - - - - - - - - - - - -- - - - - - - - - - -48
二、實驗對象- - - - - - - - - - - - -- - - - - - - - - - -49
三、流程設計- - - - - - - - - - - - -- - - - - - - - - - -50
第四章 系統建構及使用過程記錄及資料蒐集- - - - - - - - - - - - -- - - - - - - - - - - 52
第一節 系統建構- - - - - - - - - - - - -- - - - - - - - - - - 52
一、DSS 產生器- - - - - - - - - - - - -- - - - - - - - - - - -52
二、系統內容- - - - - - - - - - - - -- - - - - - - - - - - 53
三、模式的變數與函數型態之選擇- - - - - - - - - - - - -- - - - - - - - - - - 54
第二節 系統執行- - - - - - - - - - - - -- - - - - - - - - - - 56
第五章 資料分析- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 59
第一節 資料結構- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -59
第二節 系統效度- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -60
第三節 決策績效- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 68
第六章 結論與建議- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 76
一、結論- - - - - - - - - - - - -- - - - - - - - - - - 76
二、研究限制- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 81
三、管理上的涵義- - - - - - - - - - - - - - - - - - - - - - - - - - - - - 81
四、建議- - - - - - - - - - - - -- - - - - - - - - - - 83
五、未來研究方向- - - - - - - - - - - - - - - - - - - - - - - - - - - - - 83
參考文獻- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 85
附錄一
附錄二
附錄三
附錄四		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004491en_US
dc.title (題名) 銷售反應系統之建構.使用與決策績效之衡量zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
1.鄭振明，(民80) ，廣告決策支援系統之研究，中山企管研究所論文。
2. 蔡瓊慧， (民77) ，決策支援系統在行銷管理上之應用－個案研究之價格相對決策，淡江大學管理科學研究所論文。
3. 林秀珍，(民75) ，資訊表現形式對決策品質的影響，交大管科所論文。
4. 吳若權， (民80) ，五百大廣告主排名，突破雜誌，六十八期， 140-168 。
5. 編輯部， (民80) , 1991 年第一季廣告量200大產品，廣告雜誌，五月刊，44-47 。
6 .編輯部，(民80) , 1991 年第二季廣告量200大廣告主，廣告雜誌，九月刊，42 - 45 。

英文部份
1.Aaker D.A. & Day G.S."Marketing Research" Third Edition,John Wiley & Sons,1986
2.Ackoff, Russel & Emshoff Jr." Advertising Research at Anheuser Rusch,Inc (1963-1968)",Sloan Management Review 16, Spring 1975,p 1- 15 .
3.Aldag R.J. & Power D.J., "an Empirical Assesment of Computer-Assisted Decision Analysis", Decision Science, Vol 17,1986,PP572-588.
4.Chakravarti D. ,Amitchell A.A. & Staelin R. ,"Judgement Based Marketing Decision Models: an Experimental Investigation of the Decision Calculus Approach", Management Science, Vol .25, No.3, March 1979~PP 251-263.
5.Churchill G.A. Jr." Marketing Research: Methodological Functions " Fourth Edition, the Dryden Press 1987.
6.Clarke D.G., “Marketing Analysis and Decision Making: Text and Cases with Lotus 1-2-3", The Scientific Press,1987.
7.DeSanctis A.L. & Gallupe R.B.," a Foundation for the Study of Group Decisions Support Systems", Management Science, Vol 33,PP589-609.
8.Dos Santos B.L. & Barrif M.L," a Study of User Interface Aids for Decision Support Systems", Management Science, Vol 34,1988, PP461-468.
9.Enis ? C.R.," Impact of Complexity on Decision Quality", Decision Science, Vol.17,1986,PP16-32.
10.Erickson G.M.," Assessing Market Response: a Review of Empirical Research" ED. Day G.,Weitz B. & Wensley R.” The Interface of Marketing and Strategy" JAI Press Inc, Greenwich,Conmecticut, London,England 1990.
11.Green P.E. ,Tull D.S. & Albaum G."Research for Marketing Decisions" Fifth Edition,Prentice-Hall ,Inc.1988
12.Hart S.L., “Toward Quality Criteria for Collective Judgements”, Organization Behavior & Human Performance, Vol .36,Oct.198S,PP209-228.
13.Howard R.A., "Decision Analasis: Practice and Promise" Management Science, Vol.34,No.6,Jun.1988,PP679-692.
14.Lambin J.J. "Advertising, Competition and Market Conduct in Oligopoly over Time, Amsterdam:North-Holland,1976.15.Larreche J.C. & Montgomery D.B.,"a Framework for the Comparison of Market.ing Models: a Delphi Study", Journal of Marketing Research, Vol .14, Nov. 1977, PP487-498
16.Lilien G.L. & Kotler Philip," Marketing Decision Making: A Model Building Approach”, New York, Harper and Row 1983.
17.Little J.D.C., "Models and Managers: the Concept of Decision Calculus" Management Science, Vol.16, No.8, April 1970,PP466-485.
18.Little J.D.C.," BRANDAID: a Marketing Mix Model, Part 2: Implementation, Calibration, and Case study, " Operation Research,Vol.23,No.4, July-August 1975,PP657-673.
19.Little J.D.C. ,"Aggregate Advertising Models :the State of Art", Operation Research, July-August 1979, PP629-667.
20.Little J.D.C., "Decision Support System for Marketing Managers", . Journal of Marketing, Summer 1979, PP9-26.
21.Little J.D.C. & Lodish L.M.,"Commentary on Judgement Based Marketing Decision Models", Journal of Marketing, 1981,PP24-29.
22.Lodish L.M., " CALLPLAN: an Interactive Salesman`s Call Planning System ", Management Science, December 1971,PP25-40.
23.Lodish L.M. " a User-Oriented Model for ales Force Size, Product, & Market Allocation Decisions", Journal of Marketing, Sum.1980,PP70-78.
24.Lodish L.M., "Experience with Decision Calculus Models and Decision Support System ",ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models" , New York, North Holland 1982.
25.Lodish L.M., "Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Laboratories", Interfaces, Jan.-Feb. 1988,PP5-20.
26.Lodish L.M. & Harlam Bari ," Marketing Response Approaches to Marketing Strategy Decisions"ED. Day G. ,Weitz B. & Wensley R. " The Interface of Marketing and Strategy" JAI Press Inc, Greenwich ,Conmecticut,London,England 1990 .
27.Mclntyre S.H.," an Experimental Study of the Impat of Judgement -Based Marketing Models ", Vol.28, No.1,Jan. 1982, PP17-33.
28.Montgomery D.B.,Silk A.J. & Zaragoza, "a Multiproduct Sales Effort Allocation Model ", Management Science, Dec. 1971,PP3-24.
29.Montgomery D.B. & Urban G.L.," Management Science in Marketing" 華泰書局，民國65年。
30.Montgomery D.B. & Weinberg C.B.,” Toward Strategic Intelligence Systems" Journal of Marketing, Vol 43, Fall 1979,PP41-52.
31.Naert P.A. & Leeflang P.S.H." Building Implementable Marketing Models" Martinus Nijhoff Social Science Devision 1978.
32.Naert P.A. & Weverbergh M. ," Subjective Versus Empirical Decision Models" ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models", New York, North Holland 1982.
33.Parsons L.J., "Models of Mechanisms ", ED. Schultz R.L. & Zoltners A.A. , "Marketing Decision Models", New York, North Holland 1982.
34.Rao,V.R. & Sabavala D.J. " Measurement and Use of Market Response Function for allocating Marketing Resources" Marketing Science Institute Research Program Techonology Working Paper,1986
35.Sainfort F.C.,Gustafson D.H., Bosworth K. and Hawkins R.P. ," Decision Support Systems Effectiveness: Conceptual Framework and Empirical Evaluation" Organization Behavior & Human Decion Processes 1990,PP232-252.
36.Schultz R.L. & Henry M.D., " Implementation Decision Models", ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models", New York, North Holland 1982.
37.Sharda R., Barr S.H. & Mcdonnell J.C., "Decision Support System Effectiveness: a Review and Empirical Test", Management Science,Vol.34,1988,PP139-159.
38.Simon H. "Dynamics of Price Elasticity and Brand Life Cycles:An Empirical Study ",Journal of Marketing Research 16,Nov. 1979,P439-452.
39.Simon H."ADPULS:An Advertising Model with Wearout and Pulsation II Journal of Marketing Research, Vol 19,Aug 1982, P352-363.
40.Sniezek J.A. & Paese P.W. " Influences on Appropriateness of Confidence in Judgement: Practice, Effort, Information ,and Decision Making", Organization Behavior & Human Decion Processes, Feb.1991,PP100~130.
41.Taylor R.N. & Dunnete M.D."" Relative Contribution of Decision -Making Attributes to Decision Processes", Organization Behavior & Human Performance, Oct 1974, PP286-298.
42.Thompson J.D.& Tuden A."Strategies,Structures and Processes of Organizational Decision" In Comparative Studies in Administration P195-216 ED. Thompson et al .43.Zoltners A.A. & P.Shiha," interger Programming Models for Sales Resource Allocation", management science, Vol 26, No.26,Mar 1980,PP242-260.
44.Zoltners A.A.," Normative Marketing Models ", ED. Schultz R.L. & Zoltners A.A., "Marketing Decision Models", New York, North Holland 1982.		zh_TW