مجله مدیریت بازاریابی
پیاپی 1 (پاییز و زمستان 1385)

The latest studies (2002) show potential challenges between market orientation and entrepreneurial proclivity tendency for achieving better business performance. This is an anxious and affective case for the marketers because it may implied that market orientation is only reserved for those companies merely being active in entrepreneurship and innovation.The main question of this research is "WHAT ARE THE EFFECTS OF ADOPTING ENTREPRENEURIAL PROCLIVITY AND MARKETING ON BUSINESS PERFORMANCE AND THE ACTIVITIES OF THE PRODUCING COMPANIES?" (Those companies accepted in the stock exchange department). For this purpose, those companies accepted in stock exchange department
that produce consumer goods and their 3-year financial information record were available in the said department were studied. On the other hand required information about the said companies were collected from highest marketing authorities through some questionnaire forms. Main variables of the research are: entrepreneurial proclivity, market orientation and organizational structure aspects, performance indexes are: market share, sales development and sale margin. Research method is correlation research with applied and provisional use. The model components were elaborated with consideration to the research history and background in Iran and the world as well as the theoretical fundamentals. The proposed model got ready in six components: philosophy, goals, theoretical foundations. Conceptual framework, implementation stages evaluation and feedback, ready for sampling. For studying the model of guidance and advisory systems, the field method was used. The statistical sampling was implemented among four groups of faculty members, experts, principals and teacher of elementary school including 523 persons (subjects), who were selected randomly. Survey method was conducted through questionnaire for data gathering and after pilot study and revising and determining the validity and reliability and applying the amendments offered by sample groups, it was ready for implementation. Upon data gathering and analysis of the data, the finding showed that the model was approved by *75.2%) of the respondents who chose moderately appropriate. Also by comparison of model components in view point of the respondents in different groups and lack of meaningful difference between them, it seems that the components of the model were confirmed theoretically (based on faculty member's and expert's views) and practically (based on principal's and teacher's views

Just the producers would be alive in competitive market who can mix the under control factors it means marketing mix. Quantity of customers are low in industrial marketing, because the competition in the market is high, so the marketing in alloy steel industry is very important, alloy steel is a mother industry and it has under hand industries. In this research, Iran alloy steel industry marketing is recognized and assessed .
According the results, operation of Iran alloy co. is lower from strong region in elements of product, price, place and promotion, and the product in between marketing mix would have upper operation. The operation of public relation in comparison of personal sales in promotion mix is upper.

In the hazardous environment of contemporary business, online ventures need to predict the performance of their websites; where everything can be gauged in terms of their audience's behaviour in reaction to online exposure. Designing interfaces without having a good conception of website components is just a leap in the dark. Intuitive drawing up a patchwork of fonts, words, images, sound, animations, colours, functional parts, etc. may not always bear the exquisite fruit. Nor does ad hoc imagination with trial and error unfailingly let this merry-go-round go round. Designers need to enjoy guidelines which cant lead them on! Colour is the first factor we focused on, from a log file analysis point of view; to be continued by other rings of the chain, hopefully moving towards a comprehensive online consumer behaviour model.

According to the performed research in the field of engineering & technical services export in Iran .And with consideration of existing problems in this section, 4 effective categories has been identified in main activities with their relevant sub-categories including: Bank activities; Financing methods; Presenting exchange facilities; Exchange bank guarantee issuing conditions; Establishing international bank relationships; Insurance coverage, Companies capabilities, Machineries & equipments conditions, specialized humans resources abilities; attendance of Iranian consultant companies in target countries; Marketing techniques & approaches used by Iranian exporters; Economic environment (exchange); Exchange rate fluctuation, Internal inflation rate, Government activities; political supports by Government; Cooperation & expediting the administrative affairs by relevant organizations; Governmental rules & regulation stability; Export promotions & awards. And each subcategory has been specified on the basis of testing according to priority.

Quick changes in marketing medium make it more and more necessary for companies to monitor the environment. In fact more competitive conditions would make it necessary for companies to obtain and process the information. To get more and correct information about inside and outside, companies should use modern technologies and information systems. Marketing information management by technology tools is one of the main and major procedures for applying effective marketing. mar Marketing information systems (MkIS) would help managers through collecting and distribution of marketing information for better and quicker decision making and would led to improvement of efficiency inside the company. In fact MkIS is a supportive system for marketing managers while making any decision. In producing industries especially diary industries, for redundancy of information related to domestic and international markets, competitors and customers and manufactured products, senior and marketing managers need on time, comprehensive and correct information for quick and better decision making proportional to the market conditions and environmental events. As one of the objectives for MkIS is to collect such information, it is necessary for such industries to be equipped with such a comprehensive system.
So, this paper is trying to give a correct pattern for designing marketing information system in Tehran Pegah Milk Factories in order to facilitate the process of decision making for senior and marketing managers of this complex. To this end recognition of major information sources, determination of required information for data collection from these sources, finding the new capabilities created in marketing decision making by applying such procedures would be the main objective in this research. Relying on theoretical basis and principals and using experts and managers’ view points in this company, the suitable conceptual model of this research work (Kotler Model) was extracted. This model would show certain parts, determination and evaluation of the required information, collection of information from domestic record of the company, marketing news, marketing researches, decision making supportive system and finally distribution of information. As the view points from relative authorities of Pegah Milk Company in the fields of commercial affairs, marketing, sales and market research are considered for drawing the final pattern for such a system, we discovered information needs and accessible sources for such information through interviews with experts in these sections. Then for testing the results and to determine the relative priorities in terms of the importance of any one, a questionnaire was designed and sent to all relative commercial, marketing, sale and market research authorities of Pegah Milk Company, consisted from such information needs, accessible sources and potentials from using marketing information system. This questionnaire was analyzed in this research as a means of data collection in this research. To analyze data the importance index was used to show the importance of any sources of information needs and statistical clustering analysis was used for their classification with the following Determination of the critical sources of the company including domestic and outsourcing, requirement of marketing information of the company and recognizing the potentials created in marketing decision making process for using such marketing information system. Results from the current research are given as a basis for designing the marketing information system of Tehran Pegah Milk Company.