Designing a Model for the Sale of New Goods through One-to-One Marketing Method (Case Study: Country Tire Industry)

Subject Areas :

Masaud Safizade ¹ (PhD student in Business Administration, Islamic Azad University of Science and Research, , Tehran, Iran.)
Afsaneh ZamaniMoghadam ² (Assistant Professor, Islamic Azad University, Science and Research Branch of Tehran, Department of Educational Management, Tehran, Iran. (Corresponding Author))
Abbas Toloie Ashlaghi, ³ (Assistant Professor, Islamic Azad University, Science and Research Branch of Tehran, Department of Educational Management, Tehran, Iran.)

Received: 2021-06-30 Accepted : 2021-09-04 Published : 2022-02-20

Keywords: relationship marketing, Customer Relationship Management, person-to-person marketing, One-to-one marketing,

Abstract :

The purpose of this study is to provide a model for the sale of new goods through the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is mixed (quantitative and qualitative) and the data collection tool is interviews with experts by conducting specialized interviews in Delphi method and a questionnaire. Therefore, 375 people from the market of selling new goods by one-to-one marketing method (in the quantitative section) and 17 experts and specialists in this field (in the qualitative section) participated in this research. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. The results showed that the components of the model of selling new goods through one-to-one marketing include method systematicity, technology orientation, design orientation, market orientation, resources use, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; the model has a good fit and all its relationships are significant. Therefore, it can be concluded that this model is valid.