بررسی تأثیر آمیخته بازاریابی(4p) بر افزایش فروش آبگرمکن‌های تولیدی شرکت قاینار خزر
محورهای موضوعی : مدیریت بازرگانیسیروس فخیمی آذر 1 , مرتضی اکبری ونه آباد 2 , رضا رسولی 3
1 - استادیار و عضو هیأت علمی گروه مدیریت،واحد تبریز،دانشگاه آزاد اسلامی، تبریز،ایران
2 - مدرس واحداهر، دانشگاه آزاد اسلامی ،اهر،ایران
3 - استادیار و عضو هیأت علمی دانشگاه پیام نور مرکز تهران
کلید واژه: آمیخته بازاریابی, آبگرمکن‌های قاینار خزر, فروش,
چکیده مقاله :
هدف این مقاله بررسی تأثیر آمیخته بازار یابی بر افزایش فروش آبگرمکن های تولیدی قاینار خزر می باشد. در این راستا ضمن مروری بر مفاهیم آمیخته بازاریابی() و آمیخته های محصول، قیمت، ترفیع و توزیع، یک فرضیه اصلی در باب تأثیر آمیخته بازاریابی بر افزایش فروش آبگرمکن های تولیدی قاینار خزر و چهار فرضیه فرعی در باب تأثیر هر یک از آمیخته ها بر افزایش فروش آبگرمکن های تولیدی قاینار خزر در شهر تبریز مطرح شده است. جامعه آماری این پژوهش شامل مشتریان آبگرمکن های تولیدی قاینار خزر در شهر تبریز می باشد. نمونه آماری با استفاده از جدول تعیین حجم نمونه در جامعه های محدود 160 نفر تعیین گردیده است که با استفاده از نمونه گیری تصادفی طبقه ای این نفرات انتخاب شده اند. برای جمع آوری داده ها در این تحقیق از پرسشنامه استفاده شده است که روایی آن به صورت صوری و پایایی آن با استفاده از ضریب آلفای کرونباخ تأیید شده است. به منظور تجزیه و تحلیل داده ها در این تحقیق از آزمون های کلموگروف- اسمیرنوف، آزمون tو آزمون یک جامعه مستقل استفاده شده است. نتایج نشان می دهد که آمیخته بازار یابی و هر چهار آمیخته تشکیل دهنده آن بر افزایش فروش آبگرمکن های تولیدی قاینار خزر تأثیر دارد. همچنین اولویت تأثیر متغیرهایبر میزان فروش به ترتیب محصول، ترفیع، توزیع و قیمت می باشد.
The purpose of this paper is to investigate the effect of marketing mix on the sales increase of waterheaters produced by Ghaynar Khazar Company in Tabriz. In this regard, after reviewing the concepts of marketing mix (4p) and the integration of product, price, promotion and place, we have suggested a principal hypothesis about the effect of marketing mix on the increased sales of waterheaters produced by Ghaynar Khazar Company and four subsidiary hypotheses about the effect of each of the four items on the sales increase of the waterheaters. The statistical hypothesis includes all the customers of Ghaynar Kazar waterheaters. The research sample consists of 160 people who were chosen according to the sample size table and by using stratified random sampling. In order to collect data, we used a questionnaire, the validity and reliability of which were confirmed by face value and Cronbach's Alpha Coefficient, respectively. The data were analyzed through the use of Kolmogrof-Smirnof T-test and test. The results indicate that marketing mix and all the four items included in it have an effect on the sales increase of Ghaynar Khazar waterheaters. Furthermore, the order of the 4p variables regarding their effect on the sales rate is product, promotion, place, and price, respectively.
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Mehrani, H., & Hosseini Kia, S. T. (2003). The Role of Marketing in the Success of Hotel Industry in Iran. Marketing magazine, 8, (In Persian).
Mohammadian, M. (1992). Managing Commercial Ads. Horofiyeh Publishing, (In Persian).
Moheb Ali, D. (2002). Market Management. Amir Kabir Publication, (In Persian).
Morris, H.M. (1988), Industrial and organizational Marketing, Columbus, Merrill publication.
Ranjbarian, H. (1999). Marketing and Market Management. Tehran: Commerce Printing and Publishing Company, (In Persian).
Rosta, Ahmad, V. D. & Ebrahimi, A. H. (2004). Marketing Manager. Tehran: Samt Publishing, (In Persian).
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Zineldin, M. & Philipson, S. (2007), Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps, Journal of Consumer Marketing, Vol.24, No.4, pp. 229-241.
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Aflaki, Sh. (2007). Marketing (Market Management). Kiomars Publishing, (In Persian).
Ali Mirzayee, S. (2004). Marketing Research Guide. Sargol Publication, (In Persian).
Aludari, H. (2005). Marketing and Market Management. Tehran: Payame Noor University Press, (In Persian).
Andersen, P.H.(2005), Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast, Industrial Marketing Management, No. 34, pp. 285– 297.
Baker, M. J.(1998),The Marketing Manual, The chartered Institue of marketing plant a tree, 1st.ed,
Bloorian Tehrani, M. (1999). Marketing and Market Management. Commerce Printing and Publishing, (In Persian).
Brunch, A. E. (2001). Export Marketing Management. Translated by: M. I. Goharian, Printing and Publishing Company, (In Persian).
Constantinides, E.(2004), Influencing the online consumer’s behavior, Internet Research, Vol.14, No.2, pp.111-126.
Cundiff, E. & Hilger, M.T.(1988), Marketing in the International, Environment Printtic- Hall, p.403.
Cutler, F. (2006). Marketing Management (Analysis, Planning, Run and Control). Translated by: B. Forouzandeh, Tehran: Amokhteh Puplication, (In Persian).
Devlin, J. & Ennew, C.(1997), Understanding competitive advantage in retail financial services, International Journal of Bank Marketing, Vol.15 No. 3, pp. 73-82.
Domegan, C.T.(2008), Social marketing: implications for contemporary marketing practices classification scheme, Journal of Business & Industrial Marketing, Vol.23, No.2, pp. 135-141.
Fakhimi Azar, S. (2009). Marketing and Market Managemen. Islamic Azad University Press, (In Persian).
Goldsmith, R.(1999), The personalized marketplace: beyond the 4p,s, Marketing Intelligence & and Planning, Vol.7, No.5, pp. 178-185.
Gronroos, C. (1997), from marketing mix to relationship marketing, Mnagement Decision, Vol.35, No.4, pp.322-339.
Ismail Poor, H. (2006. International Marketing Management. Tehran: Negah Danesh Publishing, (In Persian).
Kaplan, A.M. & Haenlein, M. (2009), The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration, European Management Journal, No.27, pp.197– 212.
Katler, P., & Armstrong, G. (2001). Principles of Marketing. Translated by: A. Parsaeian, Tehran: Jahan Noor Publication, (In Persian).
Katler, P. (2000). Katler in Market Management. Translated by: A. Rezaee Nejad, Tehran: Nashr Farda Puplications, (In Persian).
Keegan, W. J. (2001). Global Marketing Management. Translated by: A. Ebrahimi, Cultural Research Bureau, (In Persian).
Mehrani, H., & Hosseini Kia, S. T. (2003). The Role of Marketing in the Success of Hotel Industry in Iran. Marketing magazine, 8, (In Persian).
Mohammadian, M. (1992). Managing Commercial Ads. Horofiyeh Publishing, (In Persian).
Moheb Ali, D. (2002). Market Management. Amir Kabir Publication, (In Persian).
Morris, H.M. (1988), Industrial and organizational Marketing, Columbus, Merrill publication.
Ranjbarian, H. (1999). Marketing and Market Management. Tehran: Commerce Printing and Publishing Company, (In Persian).
Rosta, Ahmad, V. D. & Ebrahimi, A. H. (2004). Marketing Manager. Tehran: Samt Publishing, (In Persian).
Teerling, M.L & Pieterson, W. (2010), Multichannel marketing: An experiment on guiding citizens to the electronic channels, Government Information Quarterly, No.27, pp.98–107.
Zineldin, M. & Philipson, S. (2007), Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps, Journal of Consumer Marketing, Vol.24, No.4, pp. 229-241.