List of Articles استراتژی‌های بازاریابی

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  1 - The effect of new product development and international marketing strategies on export performance (Case study: Manufacturing and Export Companies of West Azarbaijan Province)
  reza rezaee mehdi safarkhani abbas imani Mohsen khalilzade
  International marketing in the past years great importance to firms and organizations and even governments around the world has found. Recently, entry into foreign markets has played an important role in economic development. The purpose of this study is to investigate More

  International marketing in the past years great importance to firms and organizations and even governments around the world has found. Recently, entry into foreign markets has played an important role in economic development. The purpose of this study is to investigate the effect of new product development and international marketing strategies on export performance. This research in terms of purpose is functional and in terms of research is descriptive survey. Statistical society includes manufacturing and export companies of West Azarbaijan and statistical samples 55 companies are manufacturing and export firms of Urmiy. The data were collected in the second half of the 93-94 by the use of census and interview methods. For collecting data, the library and filed methods, also package-response questionnaire and Likert multilevel scale were used, to calculate the reliability of the questionnaire the Cronbach alpha, comprehensive analysis, Kolomogrov -smimov test, regression,SPSS 21 and Smart PLS were used. The results show that product development and international marketing strategy have significant impact on export performance. The secondary hypothesis suggests new product development and international marketing strategy have significant effect on export performance. But international marketing strategy on new product development had no significant effect. Manuscript profile
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  2 - The Effect of the Rate of Sensing and Responding to the Technological Changes on Business Opportunity of Corporates
  Saeid Mortazavi Alireza Amini
  Purpose: This paper intended to study the relationships between the effects of the rate of sensing and responding to the technological changes on business opportunity of a corporates.  Methodology: A descriptive research was used to investigate the relationship bet More

  Purpose: This paper intended to study the relationships between the effects of the rate of sensing and responding to the technological changes on business opportunity of a corporates.  Methodology: A descriptive research was used to investigate the relationship between variables under study. To collect data, a questionnaire (α= 0.821) was distributed among some 160 venders of products of SAMSUNG brand in Mashhad city. The structural equation modeling using maximum likelihood estimation was applied to test the hypotheses. Findings: The results revealed that marketing strategies of corporate and responding to technological changes had directly positive effect on business position of SAMSUNG Co. while marketing strategies plays a mediatory role on the relation between sensing to technological changes and SAMSUNG business position. Result: Sensing to technological changes and appropriate responding to it provides corporate’s  prosperity in their business.  Manuscript profile
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  3 - طراحی مدل استراتژی بازاریابی صادرات چای برای بازارهای هدف
  علیرضا فرخ بخت فومنی وحیدرضا میرابی قاسمعلی بازایی حیدر امیران
  هدف اصلی این پژوهش کیفی، طراجی مدل استراتژی بازاریابی صادرت محصول چای به بازارهای هدف است. جامعه آماری شامل تمام کارشناسان در زمینه موضوع این پژوهش بوده است (232=N)، اندازه نمونه کل جامعه آماری در نظر گرفته شد. اطلاعات دسته دوم جهت جمع­آوری داده­ها و اطلاعات است More

  هدف اصلی این پژوهش کیفی، طراجی مدل استراتژی بازاریابی صادرت محصول چای به بازارهای هدف است. جامعه آماری شامل تمام کارشناسان در زمینه موضوع این پژوهش بوده است (232=N)، اندازه نمونه کل جامعه آماری در نظر گرفته شد. اطلاعات دسته دوم جهت جمع­آوری داده­ها و اطلاعات استفاده شد، و یک مصاجبه نیمه ساختاریافته به­عنوان ابزار پژوهش مورد استفاده قرار گرفت. پنج مرحله مصاحبه با کارشناسان انجام شد. برای بررسی وضعیت صادرات چای، مصاحبه اول با صادرکنندگان چای در سال 2016 انجام گرفت (87=n). مصاحبه دوم با مالکان کارخانه برای بررسی وضعیت برگ چای سبز و چای خشک و نیز مدل مربوطه انجام شد (170=n). در مرحله سوم، کارشناسان و متخصصان برای ارائه مدل پژوهش مصاحبه شدند. (50=n). مصاحبه چهارم با کارشناسان مرکز تحقیقات و سازمان چای جهت بررسی وضعیت چای سبز و تولید چای خشک و مدل اصلی انجام شد. سرانجام، برخس از مشاوران اقتصادی و بازرگانی ایرانی در مرحله پنجم مصاحبه شدند. نتایج نشان داد که صادرات مستقیم- شریک تجاری به­عنوان بهترین روش برای ورود به بازارهای هدف بود. شرکت در نمایشگاه­های مرتبط در کشور هدف و دعوت و حضور تجار بازار هدف در ایران به­عنوان مناسب­ترین روش برای نفوذ و استراتژی توسعه بازار تعیین شد. قیمت پایین با تحفیف بیشتر در استراتژی قیمت­گذاری مناسب بود. بهترین کیفیت و بسته­بندی به­عنوان بهترین روش برای استراتژی محصول انتخاب شد. انتخاب توزیع­کنندگان برتر در هر کشور و فروشگاه­های زنجیزه­ای برای توزیع محصول تعیین شدند. با استفاده از نام تجاری بازار هدف، بازاریابی دیجیتالی، منصفانه و شبکه­های اجتماعی به­عنوان مناسب­ترین استراتژی ترویجی شناخته شدند. همکاری باغدار و صاحبان کارخانه، بهبود کشاورزی باغات چای، ارتقا کیفیت برگ چای سبز و استفاده از انواع ماشین­آلات مدرن برای کشت و برداشت در استراتژی تولید بود. علاوه بر این، تمایز از طریق طعم و بوی خاص چای ایرانی، کیفیت بالا و طراحی جذاب بسته­بندی به­عنوان بهترین استراتژی تمایز تشخیص داده شد. Manuscript profile
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  4 - Designing and Formulating Strategic and Marketing Strategies of Sepah Bank with a View to the Future
  hosein Adelkhani farideh hagh shenas kashani
  The purpose of this study is to design and develop strategic and marketing strategies based on the major goals of Sepah Bank, mission statement and perspective. In this study, opportunities and threats of macro environment (economic, social, political, technology and c More

  The purpose of this study is to design and develop strategic and marketing strategies based on the major goals of Sepah Bank, mission statement and perspective. In this study, opportunities and threats of macro environment (economic, social, political, technology and competitors) and strengths and weaknesses of the bank based on open questionnaire and interview using the Grand Theory method, it has been collected, coded, indexed, component and later collected from the expert community. Then, using Shannon's entropy technique, grading and ranking were performed. After ranking, 31 opportunities were identified and 41 threats were identified in 16 general dimensions, 19 strengths and 20 weaknesses were identified in 15 general dimensions. Then, using a quantitative strategic planning matrix, 50 strategies have been designed and compiled, and after scoring, 30 practical strategies have been determined.The results showed that for the purposes of increasing and maintaining market share (strategy of activating the R&D unit), increasing stability and profitability (strategy of operational efficiency with a focus on increasing wage earnings), upgrading and consolidating the brand position (brand brand promotion strategy according to Its antiquity and statehood) and the empowerment and excellence of human capital (the strategy of the employee performance appraisal system based on experience and ability) have the first priorities in terms of the importance of implementation. Also, with the simultaneous analysis of internal and external factors, the bank's position was in a competitive position. Manuscript profile
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  5 - Investigating the Impact of Relationship Marketing (RM) Strategies on Customer Satisfaction and Customer Loyalty of Ansar Bank Clients
  hosain vazifehdost hosein khajehnobar maryam abdoli
  Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be ab More

  Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be able to maintain their positions in a highly competitive environment. Thus, the identification of factors affecting customer loyalty is a matter of prime importance. Therefore, the present study investigates the impact of relationship marketing (RM) strategies on customer satisfaction and customer loyalty of Ansar Bank clients. This study was conducted by implementing a descriptive, correlational research design. For this purpose, Ansar Bank clients in Tabriz Metropolis were considered as the population, and the questionnaire was used to collect customer feedback. The reliability of all variables was within acceptable range. Furthermore, the model was tested using the Partial Least Squares (PLS) method supported by PLS-Graph software. The results indicated that the explained variance of customer satisfaction by the major dimensions of relationship marketing (RM) strategies is 94%; and that “communication development” with a path coefficient of 0.596 and “conflict management” with a path coefficient of 0.580 have the greatest impact among the major dimensions of relationship marketing (RM) strategies. Therefore, organizations are required to go beyond fulfilling customers’ basic needs, meet customer expectations and redirect their attention from merely providing customer satisfaction to building loyalty and trust by establishing long-term, bilateral communication that can be profitable for both sides. Manuscript profile