List of Articles استراتژی بازاریابی

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  1 - A Futurology Model of International Marketing Strategies Alignment in Downstream Sector of Iran Petroleum Industry
  Iman Mohammadali Tajrishi Sina Nematizadeh Hassan Esmailpur Ghasemali Bazaee
  10.30495/jmfr.2021.19486
  This study is struggled to reply this question; the existence of the strategic alignment in the international marketing domain would caused export performance improvement. After that a decision support system (DSS) about export strategy alignment is presented. This rese More

  This study is struggled to reply this question; the existence of the strategic alignment in the international marketing domain would caused export performance improvement. After that a decision support system (DSS) about export strategy alignment is presented. This research from the view of objective is a casual research and because of the research presents a model in the strategic level for export strategies, it is a developmental research. The study performed in Iran’s petrochemical companies which had export performance. The level of analysis is organization. The method of data gathering for export performance is external secondary data (Industrial Management Org. reports about IMI500 and the financial statement of the companies) and for determining the degree of strategic alignment the strategic reference points (SRP's) theory is applied. The result shows that: (1) Higher export strategies alignment caused increasing in the export performance, (2) Fuzzy measurements of strategic alignment and export performance caused a more accurate statement for reality, (3) In this research the utility of the fuzzy model to present a DSS for management has approved. Manuscript profile
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  2 - Evaluation of accordance between organization strategy with marketing strategy in top ranking company of Iran food industry
  Nasser Poursadegh S. Yalda Sekhavati
  Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper funct More

  Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper function of the organization. Managers, who succeeded to integrate thesestrategies, emphasize on the vital role of this integration.This study examines the effect of congruity between organizational and marketing strategies,based on miles –snow classification (defensive, analytical and prospective strategies). After thisclassification, ideal profiles for each of these strategies are proposed. 10 top ranking companiesin the field of food industry comprise the study population, which were analyzed via 60questionnaires.Two main questionnaires including 15 and 18 questions were designated to test theories insurveillance section. Cronbach's alpha co efficient for reliability of result was 0.786. Piersontest was used to evaluate factors involving data process. Finally relationship between strategicaccordance and proper function of the organization was evaluated. Manuscript profile
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  3 - Evaluation of accordance between organization strategy with marketing strategy in top ranking company of Iran food industry
  Nasser Poursadegh S. Yalda Sekhavati
  Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper funct More

  Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper function of the organization. Managers, who succeeded to integrate thesestrategies, emphasize on the vital role of this integration.This study examines the effect of congruity between organizational and marketing strategies,based on miles –snow classification (defensive, analytical and prospective strategies). After thisclassification, ideal profiles for each of these strategies are proposed. 10 top ranking companiesin the field of food industry comprise the study population, which were analyzed via 60questionnaires.Two main questionnaires including 15 and 18 questions were designated to test theories insurveillance section. Cronbach's alpha co efficient for reliability of result was 0.786. Piersontest was used to evaluate factors involving data process. Finally relationship between strategicaccordance and proper function of the organization was evaluated. Manuscript profile
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  مرضیه باقری قلعه سلیمی
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  5 - Evaluation of Consumer Preferences in the Consumer Decision-Making Process of Foreign Goods
  K. Heidarzadeh H. Zand Hesami M. M. Hasanloo
  Increasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competitio More

  Increasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competition among foreign products, and lack of enough investigation in this area, has made unavoidable the need to do such research in Iran. Through the gap analysis method, this research evaluated Iranian consumers’ product attitudes, associated marketing practices, and buying preferences concerning products made in Germany and Japan. The results show that consumers evaluate such products differently. In addition, by determining the priority of effective factors on buying preferences, active companies in the Iran market can apply the results to optimize their marketing strategies. Manuscript profile
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  6 - The Study of Effect Marketing Strategies Alignment on Supply Chain and Organizational Performance (Case: Entekhab Industrial Group)
  M. R. Dalvi Esfahani H. Gorbani M. Bagheri GalehSalimi
  The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional practical and the nature and the method of it is desc More

  The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional practical and the nature and the method of it is descriptive – survey and is ofcorrelation type. The population of this study includes managers at various levels in the Entakhab industrial group in 1391 and statistical sample were 159 who were selected by simple random sampling. In this study, a questionnaire was used for data collection and statistical tests were used to analyze data and test hypotheses. To confirm the Justifiability of the questionnaire, comments and advice of supervisors and some management professors was used and management software SPSS was used to assess the reliability.and, Cronbach's alpha was 0.921. In this study, SPSS and AMOS software and path analysis were used for data analysis that the results indicate that there is a significant positive relationship between marketing strategies alignment with supply chain on the performance of supply chain, also there is a significant positive relationship between the performance of supply chain with the organizational performance. Manuscript profile
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  7 - Designing a Business Marketing Model with a Social and Political Approach and Its Reporting Method
  Hamidreza Teimouri Kambiz Shahroodi ali esmaelzadeh Farzin Farahbod
  Business can be a viewed as an architecture for product, service and flow of information that includes a description of different business elements, their role, the potential advantages of each of these agents and their sources of income. Election is an important socio- More

  Business can be a viewed as an architecture for product, service and flow of information that includes a description of different business elements, their role, the potential advantages of each of these agents and their sources of income. Election is an important socio-political phenomenon that is discussed from a business and a marketing perspective. The purpose of the present study is to design a political marketing model with emphasis on the 8th and 9th parliamentary elections. The research is descriptive; and in terms of purpose, it is applied. The statistical population in the qualitative section, includes policy experts, representatives of the Parliament, and in the quantitative section, includes students in political and social sciences and business management. The data collection tool in the qualitative part is interview, and in the quantitative part is questionnaire. SEM-PLS method is used for data analysis by Smart PLS3. The findings indicate that two factors influence political marketing strategies: the requirements for effective political orientation in the election competition and identifying the need of voting market. The outcomes of implementing it include designing the right product in accordance with core demands of the voting market, selling ideas/candidates and achieving votes and it is affected by considering the conditions and elements involved in the effective presence of political orientations in elections and assessment of target market needs. These lead to achieving proper vote rating and main goals in the voting market, through continuous monitoring of the environment and having influential marketing and publicity. Manuscript profile
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  8 - Investigating the relationship between market orientation in order to create and develop new products on the company's financial performance (focusing on Iran Dairy Company (Pegah))
  Maryam Kazemi Iman Abadi Mohammad Taleghani narges Delafrooz
  What experienced today is a huge shift from material resources to knowledge. Physical and financial assets are now necessary but insufficient to achieve the goals of the organization. Instead, knowledge, technology settings, good customer relations, information systems, More

  What experienced today is a huge shift from material resources to knowledge. Physical and financial assets are now necessary but insufficient to achieve the goals of the organization. Instead, knowledge, technology settings, good customer relations, information systems, etc., which constitute the intellectual capital of the organization, are recognized as the key factors of success in the information age. It believed that intellectual capital, including human capital and structural capital, has an increasing role in the performance of the company and is effective on its financial achievements such as market value, profitability, productivity, etc. The purpose of this study is to investigate the relationship between tendencies to the market is in line with the creation and development of new products on the financial performance of Iran Dairy Industries Company (Pegah). In terms of implementation method, this research is a descriptive research from the correlation branch and from the survey group and is cross-sectional in terms of time. ‌15 production companies and 5 sales areas of Iran Dairy Industries Company (Pegah) were considered as the research community . The results showed that the market orientation from the sub-section of innovation strategy in the direction of the tendency to create new products has an impact on the financial performance of the company and this effect is significant. Manuscript profile
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  9 - Application of Artificial Neural Networks to Identify Customers Satisfied with Car After Sales Services
  Alireza Fazlzadeh Mohammad Sadegh Zeinali Kermani
  The purpose of the research was the development of a neural networks model to identify satisfied customers for car maintenance service marketing. The data were collected from the survey of ten car maintenance service providers in Iran. Multi-layer perceptron (MLP) neura More

  The purpose of the research was the development of a neural networks model to identify satisfied customers for car maintenance service marketing. The data were collected from the survey of ten car maintenance service providers in Iran. Multi-layer perceptron (MLP) neural networks with hyperbolic tangent function trained by feed forward training algorithm were utilized to build the identification model. The result reveals that the identification accuracy of the test on the model is greater than that expected by chance. Through a set of available contribution weights, the general importance of each independent variable produced is revealed. This research confirms that the neural network model is useful in recognizing the existing patterns of customer’s data. The advantages of using the model are highlighted. Authors believe that the model is useful and suitable as an analyzing tool for car maintenance service on market strategy planning. Manuscript profile
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  10 - تعیین استراتژی بهینه بازاریابی در صنعت بانکی با رویکرد ترکیبی ANP و TOPSIS (مورد مطالعه: بانک صادرات)
  سید کامران نوربخش رضا مداین
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  11 - Studying Effects of Using Green Marketing Strategy on Customers Preference in Buying and Consumers Loyalty to Green Home Appliance Brand.
  ali Yavari jafar beykzad
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  12 - Analysis of the Effect of Social Media Strategy on Social Media Marketing Strategy and Organizational Performance of Chain Supermarkets
  abolfazl danaei moslem moeen
  Today’s companies crave for creating connection with their customers in order to recognize them better, utilize their ideas, learn from them, realize their needs, provide the best services for them and consequently improve their own performances. One of the ways t More

  Today’s companies crave for creating connection with their customers in order to recognize them better, utilize their ideas, learn from them, realize their needs, provide the best services for them and consequently improve their own performances. One of the ways to create connection which nowadays is of great interest, is using social media. Thus, the purpose of this research is to analyze the role of social media strategy and its relation with organizational culture, organizational learning, organizational maturity, organizational agility, social network, innovation direction, social media marketing strategy and organizational performance in Tehran’s chain supermarkets. In order to accomplish this purpose, information of 32 chain supermarkets of Tehran, and views of 73 managers and social media experts in these 32 companies were gathered. In this study, structural equation modeling and Fuzzy Set Qualitative Comparative Analysis are employed to conduct confirmatory factor analysis and item-level variance partitioning. Results indicate that elements of social media marketing strategy, organizational culture, organizational learning, organizational maturity, organizational agility, social network and innovation direction are among key factors affecting organizational performance of chain supermarkets. Manuscript profile