Presenting the integrated marketing mix model of Naft Behran Company with emphasis on IMM industrial customer behavior
Subject Areas : Marketing
mehdi habibi
1
(Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
bahram kheiri
2
(Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
mansoureh aligholi
3
(Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Keywords: Value Creation, marketing mix, Market share, Industrial Marketing,
Abstract :
The present analysis was done with the aim of presenting the integrated marketing mix model of Behran Oil Company with emphasis on the behavior of the industrial customer of IMM. This research is applied-developmental in terms of its purpose, and in terms of its nature and form of implementation, it is an exploratory study with a mixed approach. The statistical sample in the qualitative part of the research includes 15 senior managers of Behran Oil Company and in the quantitative part it includes 253 employees of this company. For data collection, a semi-structured interview was used in the qualitative part and a questionnaire including 24 dimensions and 75 questions was used in the quantitative part. In the qualitative part of the research, database theory has been used to identify the components of the industrial marketing mix model. In this way, six categories of factors were identified along with the relevant subcategories, which are: causal conditions (customer orientation, strengthening the CRM system, and developing strategies to promote the company's brand), contextual conditions (technology, global markets, and competitive environment), intervening conditions (state customers, perceived risk and customer characteristics),
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