Abstract:

The delivery date determination procedure with the order acceptance procedure in the manufacturing enterprises has a critical importance for the marketing unit managers. The fact that the manufacturer companies provide a delivery date earlier or later than the customer's requested delivery date to customer orders creates a problem between the customer and the company. Thanks to the adaptation of the order acceptance processes to the digital transformation and the automation of autonomous decision-making systems and these processes, companies can also get a variety of advantages in addition to dealing with these problems. Some of these advantages include increased total income, increased customer satisfaction, reduced labour costs, and increased efficiency with autonomous decision making. In the study was discussed the current literary work on the appointment of order acceptance and delivery date. Additionally, since the emergence of the concept Industry 4.0, scientific studies on marketing decision support systems have been investigated and findings have been shared. Furthermore, a marketing decision support model based on genetic algorithms in the Industry 4.0 and Marketing 4.0 perspective has been proposed. This decision support model aims to increase both corporate profitability and market share, as well as to minimize user errors and automatize business processes. It is recommended to keep customers' orders in a virtual pool until they reach a certain number or capacity. When the specified condition occurs, the customer's order requests will be classified by multiple methods and the revenue from each method will be compared. Thus, the customer requests that come to the marketing units of the manufacturing enterprises will be assessed together, waiting under a certain limit. Immediately, the order appropriate for the purpose of the company will be taken into the production planning and the delivery dates of the orders will be automatically calculated and submitted to the customer’s approval. The ranking process will be treated as a decision-making problem and will be searched for the best values with a genetic algorithm that will run through instant data for certain variables and ratings. Thus, it is always intended to select orders that will obtain maximum income from existing orders.

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