Seminar and Scientific Visit USU, Medan, Indonesia, August 2019 FACULTY OF ENGINEERING MANAGEMENT InteriOR 2019 Medan, Indonesia, August 2019 Quali lity management in in mark rketing communicatio ion: the concept of f contradic iction fi findin ing and cla lassif ific ication Joanna Majchrzak, Agnieszka Chuda, Arkadiusz Kalemba, Gerhard-Wilhelm Weber * Faculty of Engineering Management, Chair of Marketing and Economic Engineering, Poznan University of Technology, Poland * Institute of Applied Mathematics, METU, Ankara, Turkey Faculty of Economics, Management and Law, University of Siegen, Germany School of Science, Information Technology and Engineering, Federation University, Ballarat, Australia Center for Research on Optimization and Control, University of Aveiro, Portugal Universiti Teknologi Malaysia, Skudai, Malaysia Universitas Sumatera Utara, Medan, Indonesia Mazandaran University of Science and Technology, Babol, Iran Vidyasagar University, Midnapore, India Georgian International Academy of Sciences Dept. Industrial & Systems Engineering, College of Engineering, Istinye University, Istanbul, Turkey Advisor to EURO Conferences
Table le of f contents. 1. Introduction : The reason for the investigations . 2. Theoretical Background : Characteristics of the applied concepts of system thinking . 3. Research methodology : Qualitology, ENV and OTSM models of TRIZ, contradiction, Grey Incidence Analysis, Linear Correlation Coefficient . 4. Results : Stages of Contradiction Finding and Classification . 5. Conclusion and Outlook.
In Intr troductio ion: : Th The reason for r th the in investig igatio ions. CONTRADICTIONS IN THE AREA OF QUALITY MANAGEMENT OF MARKETING COMMUNICATION : • the complex and dynamically changing market, • the creation of cross-functional knowledge , • the effective adaptation of the company to changing market environment conditions. MARKETING MARKETING COMMUNICATION
In Intr troductio ion: : Th The reason for r th the in investig igatio ions. INTERNAL MARKETING COMMUNICATION : • recognition of the surrounding market from different perspectives , • contributes to the synergy effect in shaping the targeted changes of the company and its environment. MARKETING MARKETING COMMUNICATION INTERNAL MARKETING COMMUNICATION
In Intr troductio ion: : Th The reason for r th the in investig igatio ions. INTERNAL MARKETING COMMUNICATION : MUTUAL UNDERSTANDING COMMUNICATION CHANNELS INFORMATION QUALITY Source: www.triz.co.uk/cartoon-gallery MARKETING MARKETING COMMUNICATION INTERNAL MARKETING COMMUNICATION
Th Theoretic ical l Ba Background: System thinking methods The course of this research process Quali litolo logy, GST, TR TRIZ IZ Qualitology : qualitative principles and operations, Define System Basics of Marketing : Integrated Marketing Communication. TRIZ : ENV model Define System Structure Analyse relations of impact between GST : Grey Incidence Analysis Control Parameters and Evaluation Parameters Theory of Correlation and Regression : Analyse corelation between Control Correlation Analysis Parameters and Evaluation Parameters TRIZ : OTSM model of TRIZ Contradiction Modeling GST : Grey Incidence Analysis Contradiction Classification Theory of Correlation and Regression : Correlation Analysis TRIZ : Separation Principles and 40 inventive Solving Contradiction principles for marketing sales and advertising
Th Theoretic ical l Ba Background: Quali litolo logy. “ to create a scientific basis for qualitative cognition and qualitative shaping of reality by man ” QUALITATIVE PRINCIPLES QUALITY OF INTERNAL MARKETING COMMUNICATION Element Name Values Principles of Qualitative Mapping , Marketing Features belonging to marketing information, States of features Principles of Anthropocentrism, Information ( Im ) such as: values: 𝐽𝑛 (amount), Principles of Complexity, 𝑔 5 (very favorable), 1 𝐽𝑛 (understandability), 𝑔 4 (favorable), Principles of Systemicity , 2 𝐽𝑛 (relevancy), 𝑔 3 (average), 3 Principles of Synergy, 𝐽𝑛 (completeness), 𝑔 2 (unfavorable), 4 𝐽𝑛 (free of error), 𝑔 Principles of Kinetics, 1 (very unfavorable). 5 𝐽𝑛 (security), 𝑔 6 Principles of Probability, 𝐽𝑛 (timeliness), 𝑔 7 𝐽𝑛 (accessibility), Principles of Evaluation , 𝑔 8 𝐽𝑛 (believability), 𝑔 Principles of Optimization, 9 𝐽𝑛 (ease of operation) 𝑔 10 Principles of Normalization, Marketing Features belonging to marketing Frequency of use: Communication communication channel, such as: 5 (very frequent) Principles of Economics. 𝐷ℎ (personal meetings), Channel ( Ch ) 𝑔 4 (frequent), 1 𝐷ℎ (phone calls), 𝑔 3 (medium), 2 𝐷ℎ (e-mail messages), 𝑔 2 (rare), 3 𝐷ℎ (interactive multimedia communication). 𝑔 1 (very rare). 4
Th Theoretic ical l Ba Background: Grey System Th Theory ry. “ incomplete, uncertain and few information about the systems being studied ” GREY INCIDENCE ANALYSIS MARKETING COMMUNICATION STRUCTURE Operation 1 . Determining the sequence of variable factors , X i , and S UPERSYSTEM OF ORGANIZATIONAL CULTURE characteristics , Y j , of the system. S YSTEM OF MARKETING COMMUNICATION Operation 2. Transformation of the observation vectors against the zero starting point operator . fIm 1 fIm 2 fIm ... fIm 10 Operation 3 . Calculation of behaviour measures of system observation vectors. Rw,Rk Operation 4 . Calculation of the value of the impact coefficient ε ij fCh 1, fCh 2 fCh 4 between specific factors and system characteristics. Here, fIm1, fIm2, ..., fIm10 : the features belonging to marketing information; fCh1, fCh2, ..., fCh4 : the features belonging to the marketing communication channel; Rv : Value Relation; Rw: Relation of Impact ; Rk : Correlation between the states of individual features.
Th Theoretic ical l Ba Background: Th Theory ry of f In Inventiv ive Proble lem So Solvin lving. “ to help the inventor to use his current inventory of knowledge and experience most effectively ” OTSM models of TRIZ THE MARKETING COMMUNICATION CONTRADICTIONS 1. Evaluation Parameters ( EP ) , constituting a + measure of system satisfaction requirements, State of i -th feature of Marketing Information Value - Element: Marketing Feature of Marketing 2. Control Parameter ( CP ) whose value impacts, Communication Communication + with opposite results, both the Evaluation Channel Channel ( fiCh ) State of j -th feature of Parameters. Value Marketing Information -
Resu sult lts: St Stages of f Co Contradic ictio ion Find indin ing and Cla Classif ific icatio ion. Operations of Grey Relation and Steps of Contradiction Finding and Correlation Analysis Classification 1. Determine the sequence of variable 1. Define Control Parameter ( CP ) refers to the factors ( X 1 , X 4 ) and characteristics state of features of the marketing ( Y 1, Y 10 ) of the system. communication channel ( X 1 , X 4 ) and Evaluation Parameters ( EP ), refer to the state features of marketing information ( Y 1, Y 10 ). 2. Select the system operator (e.g. zero starting point, initialing operator, average image, interval image) and transform the sequence of variable factors and characteristics into the image of them. 3. Calculate behaviour measures of the images of sequence of variable factors and characteristics by adding, subtracting and the quotient of their values. 4. Calculate of the value of the impact 2. Identify the value of the impact obetween coefficient ε ij between specific factors specific Control Parameters ( CP ) and and system characteristics. Evaluation Parameters ( EP ).
Resu sult lts: St Stages of f Co Contradic ictio ion Find indin ing and Cla Classif ific icatio ion. Operations of Grey Relation and Steps of Contradiction Finding and Correlation Analysis Classification 4. Calculate of the value of the impact 2. Identify the value of the impact obetween coefficient ε ij between specific factors specific Control Parameters ( CP ) and and system characteristics. Evaluation Parameters ( EP ). 5. Add the values of impact coefficients 3. Order the Control Parameters ( CP ) in ε ij for each of the system's factors and relation to the strength of their impact on the order the system's factors in relation to Evaluation Parameters ( EP ). the strength of their impact on the system's characteristics. 6. Calculation of the value of the 4. Identify the direction of Correlation correlation coefficient between specific Between Control Parameters ( CP ) and the factors and system characteristics. Evaluation Parameters ( EP ). Positive correlation means that Negative correlation Means the Control Parameters ( CP ) that the Control Parameters has the maximal character in ( CP ) has the less-is-better relation to specific Evaluation nature in relation to specific Parameters ( EP ). Evaluation Parameters ( EP ). 5. Define the Contradiction Matrix.
Resu sult lts: St Stages of f Co Contradic ictio ion Find indin ing and Cla Classif ific icatio ion.
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