فصلنامه چشم انداز مدیریت بازرگانی
سال یازدهم شماره 2 (تابستان 1391)

The main goal of this study is to suggest a framework in order to evaluate the effects of organizations’ marketing competencies on project management success in construction companies. This descriptive survey includes 75 active companies in construction field in 2011. The required data was gathered using standard questionnaires, 75 respondents were selected through stratified random sampling. Organizations’ marketing competencies were measured by organizations’ strategies, communications, and their resources and competencies. The success of Project management was measured by cost management, quality management, risk management, human resource management, supply chain management, claims management, schedule management, knowledge management, and health and safety management. Collected data was analyzed by structural equation modeling using Amos Graphic software. The results show that organizations’ marketing competencies have a positive and significant effect on project management success at construction companies, with 0.86 path coefficients.

Huge wave of environmentalism and green trends in recent decades, have driven the propensity of so many scholars of different branches toward studying environment and green activities, and in other side Marketing as a pioneer discipline has been affected and different variables and constructs have been turned toward this green movement. The present quantitative study attempted to test the effects of novel constructs of Green Brand Image, Green Brand Satisfaction, Green Brand Trust on each other and subsequently on Green Brand Equity, Brand Preference and Purchase Intention. 9 hypotheses have been developed as a conceptual model. The Customers of Samsung and LG brands in home accessories category were the studied society, so a sample of 278 customers through convenience sampling have been selected and a five point Likert scale questionnaire was distributed among and filled in self-report method. Studying model has been tested using LISREL software through Path Analysis. Besides indicating great goodness of fit for the model, results showed Green Brand Image has positive effect on Green Brand Satisfaction and Green Brand Trust, also Green Brand Satisfaction has positive effect on Green Brand Trust, Green Brand Equity and Brand Preference, and Green Brand Trust has positive effect on Green Brand Equity. Also Green Brand Equity has positive effect on Brand Preference and Brand Preference on the Purchase Intention. Direct effect of green brand equity on purchase intention was not significant.

Entering information age and emergence, growth and development of technologies such as internet have changed the foundations of education system and at the meantime e-learning seized the opportunity and emerged as a new paradigm as very promptly many institutions and educational centers interested to employ it. At the same time, recent researches show that the incentive to continue education will be paled in those students who have started their education by virtual learning system and express their dissatisfaction about this system. Therefore, in this study we are about to identify effective factors of satisfaction of virtual students and to present a comprehensive and integrated model to measure it. This study categorized these factors into six main dimensions including student, professor, educational courses, technology, designing, and environment and these elements were tested in two stages. The first stage involves determining model indices by managers, employees, and designers of virtual education systems and the second stage is related to testing the model and evaluation of student's satisfaction about these systems by surveying 226 master students of governmental universities in Tehran. The results of analyzed data have led to introduce fifteen effective factors on satisfaction of virtual students among them course flexibility, internet and technology quality, usefulness and ease of use, and supporting services of the university were more important. Findings of this study can be a proper guide for managers and administrators of virtual education institutes to improve quality of their educational services.

Nowadays exporting plays an important role for creating a healthy economy. For this purpose, marketing is of utmost importance. This research was initiated with the goal of an investigation the factors affecting the export promotion of automobile parts with emphasis on marketing in Tehran. The research hypotheses were formulated after examining domestic and foreign literature sources of this field and initiative interviews with experts in automobile parts industry. The size of the sample was calculated at 115. Questionnaires were randomly distributed among managers and experts of automobile parts companies which their head office was located in Tehran. In order to test the hypotheses, inferential statistic of one sample t test was used. Besides, Friedman test was used for ranking the hypotheses of research, factors of marketing mix and promotion mix. The findings of this research indicated the inability of automobile parts industry for introducing new products, inability to reduce the price of produced parts and inability to compete on the basis of quality with similar foreign produced parts, non-existence of comparative advantage relating to design of the parts. Focusing on promotion mix can increase exports of automobile parts.

The rapid development of communication technologies and high penetration rate of cell phones in the community have introduced this device as the new channel of communication in marketing which allows the companies to access their customers with no limitation of time and distance. The primary purpose of the current study is to determine the mobile phone users’ motivation in using SMS through the theory of usage and enjoyment and their attitudes towards advertising through SMS. Questionnaires were used to collect the data from 402 Tehran citizens. Data analysis was conducted through exploratory factor analysis, regression and subgroup correlation analysis. The results show six motivation factors for using SMS including personal communication, comfort, call, social stewardship, enjoyment and universal expression. The results also indicate the direct effect of social stewardship motivations and ease of use on the attitude towards SMS advertising. According to the research results it can be suggested that organizations should create trust on advertising based on customers’ motivation and their attitudes toward this kind of advertising also the useful content of the advertising should noticed.

The purpose of this study is to investigate the affected factors on customer impulse buying, Impulse buying are unplanned, decided “on the spot”, stem from reaction to a stimulus and involve a cognitive reaction, an emotional reaction, or both. In this study, we present a combination model to justify and explain the behavior of impulse buying. The present research empirically tests a theoretical model of impulse buying by examining the associations between cognitive and affective facet and hedonic shopping, and impulse buying with cognitive and affective facet, hedonic shopping, IBT, product type and price. A total of 329 costumer surveys were collected by cluster random sampling and these were analyzed using partial least squares (PLS). Findings show that normative evaluation, Hedonic motivation, impulse buying tendency, affective facet and product type have most effect on impulse buying behavior. No significant relations were found between cognitive and affective facet with hedonic shopping, also, cognitive facet and product price with impulse buying.

Marketing is a communication means between business and customers. Entrepreneurial small and medium size business use innovative approach for implementing marketing in their businesses. So present study aim to conceptualize innovative strategies as feature of entrepreneurial strategies in SME`s marketing implementation. So we use case study as our methodology. Data were collected using semi structure interview with 11 top entrepreneurs in Iran food industry and marketing and entrepreneurship scholars have analyzed by qualitative content analysis. Research findings show that innovation is a continues process which enable entrepreneurs to differentiate their product from competitors and their innovative strategies consist of: flexibility in marketing approach, improvement and recovery of marketing processes, customer focused, innovation in marketing alliance, market focused and differentiation and uniqueness strategy.