هرمز مهرانی

In this research, the sensory branding model was presented and explained in the industrial markets of disinfectants using a qualitative approach. The research method is of an applied type, with an exploratory-explanatory approach and a qualitative method. The statistical population of the research includes 11 managers of companies active in the disinfectant industry and university professors who were selected as the research sample using a targeted snowball method. In this research, open coding foundation data theory method, axial coding and selective coding based on foundation data theory and MaxQDA 21 software were used for data analysis. The results showed causal conditions (basic neuromarketing and consumer behavior management), contextual conditions (customer experience management), central phenomenon (sensory branding to change consumer behavior), strategies and measures (advertising management, strategies and factors related to brand identity), intervening conditions (communication channels with the customer and use of senses) and finally the consequences (customer loyalty and customer arousal) were identified.

Digital marketing through social media and mobile platforms has transformed the daily lives of millions of people, and the expansion of common communication methods on social media has often led to the formation of customer relationships. The aim of this study is to identify and examine the dimensions and components of consumer arousal in digital marketing using a mixed method (quantitative-qualitative). In the qualitative phase, grounded theory methodology was used, and the necessary data were obtained through in-depth and semi-structured interviews with 9 academic and industrial marketing experts, as well as secondary data. The results of the data analysis, following the three stages of open, axial, and selective coding, were analyzed using Maxqda software, ultimately presenting 98 codes, 20 concepts, and 9 components within a paradigmatic model. In the quantitative section, the research method was descriptive-survey, and the data collection tool was a questionnaire. The statistical population of this section consisted of active users in virtual spaces (Instagram and online sales websites), with a sample size of 384 individuals selected according to Cochran’s formula for an unlimited population. The research results indicate that hedonic and functional benefits were identified as causal and influential conditions in creating the core phenomenon of arousal. Through promotion strategies, they lead to outcomes such as purchase intention, purchase action, loyalty, and word-of-mouth advertising. Additionally, the shift toward the virtual world and internet infrastructure was identified as contextual conditions, and demographic factors were recognized as intervening variables. The results demonstrate that the derived model has a good fit.

Today, due to the growing environmental awareness among customers, businesses are compelled to reconsider their marketing methods and adopt new approaches such as green gamification. In response to this need, the present research aimed to investigate the impact of green gamification activities on customer experience management and behavioral outcomes. This research is classified as descriptive-survey research in terms of method, and in terms of data collection, it falls into the category of correlational research, and in terms of purpose, it is considered applied. Data collection in this research was conducted through the use of a questionnaire. The statistical population includes experts, specialists and experts in the field of marketing and gamification, 250 of whom were selected by non-random sampling. According to the Krejcie and Morgan table, the sample size was 148 individuals. To avoid the negative impact of incomplete and non-returned questionnaires, 160 questionnaires were initially distributed. Ultimately, 155 questionnaires were included for analysis. To check the research hypotheses, factor analysis techniques, and structural equation model tests were utilized, using Amos software. The research findings indicate a positive and significant relationship between green gamification affordances, customer experience management, and various dimensions of behavioral outcomes, including continuous use intention, satisfaction, and loyalty.

The purpose of this research is to identify the main components and dimensions of digital content marketing according to the conditions of Iran and to present a model using a qualitative method based on the Grounded Theory approach. Data were collected through semi-structured in-depth interviews with experts. These experts included university professors in the field of digital content marketing and managers and activists of advertising and digital marketing agencies. Using targeted sampling and after conducting 15 in-depth interviews, theoretical saturation was achieved after the implementation and analysis of interviews and open, axial, and selective coding. The results showed that digital content marketing is realized by these conditions. Causal conditions (Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, The appeal of Digital Content Marketing, changing customer behavior, changing current structures), contextual conditions (personal characteristics, social characteristics), intervening factors (technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19), central category (Digital Content Marketing), strategies (make it enjoyable, increasing participation, providing various services to users, using various methods to increasing audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation), and consequences (market expansion, increasing profitability, groundwork for brand creation). The results indicate that the research model is acceptable level.

The advent of the Internet as an important gateway to drive sales has led scientists to search for the underlying motivations for e-commerce. The purpose of this study is to identify and investigate the factors affecting consumer motives in digital marketing and provide a comprehensive and practical model for consumer inspiration in digital marketing.The method of the present research is qualitative and of the grounded theory type. In order to gain an understanding of the most important components and the connections between them, in-depth interview methods and secondary data have been used. The results of data analysis are in 16 main dimensions that have been analyzed by Maxqda software and ultimately, by extracting relations among them, a comprehensive and localized model has been presented to achieve a correct understanding of customers' perception and behavior.

Findings show that designing a model of consumer motivation in digital marketing and implementing it in businesses can help increase sales rates and their growth and promotion in today's competitive environment.

The model of consumer motivation in digital marketing shows that paying attention to the needs of all people, including hedonistic needs such as entertainment, interaction and communication, beauty and up-to-datenessas well as profitable needs, for example, price comparison, product comparison, knowledge acquisition, by considering the underlying factors such as the effect of influencer marketers and attentiveness in developing business strategies such as promotion strategies, can be a way to reach loyal customers and free advertisers for our business

The main purpose of this research is to develop a native model of social media marketing for online stores, so the current research is in the scope of developmental research. The statistical population of this research included 10 marketing experts and university professors who were selected purposefully and non-randomly, based on reaching theoretical saturation. A semi-structured interview was used to collect data. The data obtained from the interview was done in three stages of open coding, central coding and selective coding through database theory. Max QDA version 20 software was used for data analysis. From all the indicators obtained from the qualitative analysis of 10 interviews, 11 categories and 52 indicators have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management and cost management), background conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems, and risk management), strategies (use of expert manpower and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, special value of the brand). A number of indicators were also identified for each of the identified main categories.

This study aims to design a native model of social responsibility in digital marketing in small online retail businesses in Iran. The present research is an applied research in terms of purpose and a qualitative research method in terms of data collection method. The statistical population in the qualitative section included 11 experts. The main tools for data collection in the field include semi-structured interviews. The GROUNDED theory approach using MAXQDA software was used to analyze qualitative data and present a paradigm model. Based on the results of qualitative analysis, six categories of factors including causal conditions, underlying factors, strategies, pivotal phenomena, intervening factors and consequences were identified. Targeted marketing was identified as the main category in relation to the context. In relation to causal conditions, two main categories were identified, including moral responsibility and environmental responsibility. In relation to digital marketing as a central phenomenon of research, the indicators of giving customers the right to choose, retaining customers, providing services in accordance with customer demands, establishing appropriate relationships and relationships/////////// with customers, and creating value for customers were identified. Commercialization strategies were identified as the main category of strategies and actions. Competitiveness of companies has been identified as the most important intervention factors; and economic development and service quality improvement were identified as the main categories of outcomes.

With the advancement of technology and digitalization, various communication channels such as the Internet, mobile phones, social media and physical stores are available for customers to communicate with retailers, but these channels are independently managed and It leads to the mismatch of data and information in different channels, and in order to achieve integration in different channels, it is necessary to change to an all-round approach.This research deals with "investigating the retention of customers with the experience of using mobile phones as tool of omnichannel with regard product information overload and the attractiveness of alternative products". The research is applied, descriptive and survey. The population of brands restaurant customers in Tehran is a sample of 384 people who were surveyed by stratified sampling method. The data collection tool is a 43questionier, and hypotheses were tested with structural equations and pls software. The results show that the experience of connection is on access integrity, the experience of integration is on the integrity, the experience of flexibility is on the integrity, the experience of personalization is on the integrity, the experience of personalization is on the information richness integrity, access integrity customer retention, and information richness integrity has positive effect on customer retention. The experience of continuity of use on the integrity, the experience of connection on the information richness integrity, the experience of integrity on the information richness integrity, the experience of continuity of use on the integrity of information richness, and the experience of flexibility on the information richness integrity do not have a positive effect. Information overload is a negative moderating role in the impact of connection experience on access integrity; and the effect of connection experience on the information richness integrity. The attractiveness of alternative products has negative moderating role in the effect of the connection experience on the access integrity and the effect of the connection experience on the information richness integrity.

This study was conducted with the aim of modeling sustainable competitive advantage in corporate banking in private banks of the country. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of data collection. The community of participants in the qualitative sector includes experts, professors, marketing specialists and managers of private banks in the country. Sampling was done with a purposeful method and theoretical saturation was achieved with 12 interviews. In the quantitative section, the views of 384 customers of this industry were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. Grounded theory and partial least squares were used to analyze the collected data. The research findings showed that the components of competitive intelligence, digital banking, relational marketing and customer orientation have an impact on obtaining a sustainable competitive advantage (phenomenon-oriented). It was also determined that the components of obtaining a sustainable competitive advantage (central phenomenon), the quality of banking services (background conditions) and the intensity of competition (intervening conditions) affect the corporate banking marketing strategy (strategies). Finally, the mentioned component leads to consequences such as competitiveness in the banking industry, financial stability and long-term relationships with customers.

The purpose of this article is to investigate the factors affecting the branding of research services in oil and gas industries. The research method of this article is a survey and The sample size is 181 people by Cochran's formula, simple random sampling method, questionnaire data collection tool and in the form of a five-point Likert scale and content validity, so a certain number of items were provided to the experts, which after Collecting the opinions of the final questionnaire and determining its reliability by Cronbach's alpha, which was obtained for organizational stability 0.772, innovation 0.753, market knowledge 0.715, market dynamics 0.764 and development of employees and managers 0.794. The effect of independent variables on the dependent variable was analyzed by Spss and the results of the findings show that there is a significant relationship between the branding of research services in this field with the variables of organizational stability, innovation, market knowledge, market dynamics and the development of employees and managers. Among the variables, the variable of organizational stability has the most effect, and the development of employees and managers has a high effect, and the variable of market knowledge has the least effect.

Since the purpose of the research is to identify the phenomenon and describe the process and conditions of the electronic brand of social networks, therefore, the data theory of the foundation was chosen from among the qualitative methods. Also, among the various plans presented by the experts for the foundation data theory, the systematic plan (Strauss and Corbin) has been used. In the current research, using analytical techniques (Strauss and Corbin), concepts were considered as the unit of analysis at the levels of the whole text of the interview, paragraphs, phrases and sentences, and by separating the text of the interview into elements with messages inside the lines or paragraphs, an attempt was made to extract open codes. In the systematic design of Strauss and Corbin, open, central and selective coding is used, and the results of this research are also explained in their format: in the open coding, the researcher found 147 concepts that are related to the category They were classified into 32 categories, which include: company size in social networks, quality of service delivery and development, brand awareness, attitude, website or application quality, brand value creation, clothing seller company reputation, perceived benefit, company's offline sales location, marketing and opportunism, brand, social responsibility, social and cultural norms, perceived risk, social conditions, support, recommendation of famous people, recommendation of others, brand personality, strategy formulation, influencer marketing, quality of information provided about clothing, Brand positioning on Instagram, customer relationship, information technology, transaction security, brand performance

The aim of this study was to design a model for </em>Churn from </em>natural gas consumers in Mazandaran province. The research method was applied and descriptive which was done with a mixed exploratory approach. The statistical population was 10 experts in the qualitative stage and natural gas consumers in the quantitative stage. The sample size was 384 people and simple random sampling was used. The Delphi method was used to identify the factors and the structural equation method with Smart PLS3 software was used to design the model. The results showed that the effective factors on turning away natural gas consumers include 11 components in 7 dimensions (social and cultural, economic, technology, environmental, political, internal and legal factors). The results also showed social and cultural (0.698), economic (0.855), technology (0.756), environmental (0.762), political (0.872), internal factors (0.831) and Legal (0.755) have a significant effect on turning away natural gas consumers.</em>

This study aims to design a digital marketing model in the field of capital markets with a qualitative approach for stockbroking companies. The present research is an applied research in terms of purpose, a type of method in terms of method, and a qualitative research method in terms of data collection method. The statistical population includes 17 experts, including CEOs of brokerage firms and their deputies and senior managers. The main data collection tools in the field section included semi-structured interviews. For data analysis, qualitative content analysis method and Max.Q.D software were used. Based on the results of qualitative analysis, three categories of comprehensive categories including customer orientation, branding and digital marketing were identified as the main components of digital marketing in the capital market. Digital marketing includes digital roadmap, and innovation in digital financial services; In relation to branding, customer-based brand equity and social media were identified; Finally, in relation to customer orientation, components such as customer knowledge management, customer engagement and value creation were identified as organizing themes.

 This study was conducted with the aim of compiling the local model of social media marketing of online stores.

 The research method was carried out according to the development goal and according to the mixed-exploratory data collection method. The statistical population in the qualitative section includes 10 experts and in the quantitative section it includes managers and marketing experts of online stores in 2022, from which a sample of 384 people was selected. The data collection tool in the field section includes interviews (in the qualitative section) and a researcher-made questionnaire containing 52 items (in the quantitative section) that was distributed among the members of the statistical sample in 2022. In order to analyze the data in the qualitative part, the foundation data method was used, and in the quantitative part, the partial least squares technique was used to explain the relationship between the variables.

 The result of data analysis, presenting a paradigm model including six components of causal conditions (information and communication technology, time management and cost management), background conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems, and risk management), strategies ( The use of expert human resources and the use of influencers) has been the central phenomenon (social media marketing) and consequences (sustainability in the use of social networks, special value of the brand).

 A number of indicators were also identified for each of the identified main categories. The results of the quantitative part showed that the proposed research model is valid.

This study aims to design a native model of digital marketing in small online retail businesses in Iran. The present research is an applied research in terms of purpose and a mixed research method in terms of data collection method. The statistical population in the qualitative section includes 11 experts and in the quantitative section includes managers, owners, entrepreneurs and experts of small online retail companies, from which a sample of 168 people has been selected. The main data collection tools in the field section included a semi-structured interview (in the qualitative section) and a researcher-made questionnaire of 37 items based on a five-point Likert scale (in the quantitative section). The validity and reliability of the questionnaire were confirmed by content validity method and Cronbach's alpha coefficient, respectively. Qualitative data analysis was performed using the grounded theory method and MAXQDA software, and the partial least squares technique and Smart PLS software were used to test the hypotheses. Based on the results of qualitative analysis, six categories of factors including causal conditions, underlying factors, strategies, pivotal phenomena, intervening factors and consequences were identified. Targeted marketing was identified as the main category in relation to the context. In relation to causal conditions, two main categories including time management and cost were identified. In relation to digital marketing as a central phenomenon of research, the indicators of giving customers the right to choose, retaining customers, providing services in accordance with customer demands, establishing appropriate relationships and relationships with customers, and creating value for customers were identified. Commercialization strategies were identified as the main category of strategies and actions. Competitiveness of companies has been identified as the most important intervention factors; and economic development and service quality improvement were identified as the main categories of outcomes.

The insurance industry is one of the most used professions and the popularity of general insurance services is increasing. Meanwhile, insurance companies that can create better satisfaction (CX) for their policyholders will earn more profit. Research has shown that many customers are willing to pay more for better or higher quality customer service or experience. On the other hand, today the use of insurance services has become one of the most important necessities of any society and almost all citizens deal with one or more types of insurance depending on their type of work, income and social activity, but in recent years, this industry faced with many problems and one of the ways to support the industry out of problems and increase revenue, is to create a pleasant experience and reduce confusion for customers. Therefore, the purpose of this study is to provide a model of customer experience of confusion in choosing services from insurance companies.

The current research was carried out by using a qualitative method and foundational data theory (Strauss and Corbin's approach). The statistical population of this study includes managers and experts in marketing, sales, etc. of four insurance companies: Pasargad, Tejaratno, Mihan and Parsian. Using purposive sampling and conducting fifteen interviews, the researchers achieved theoretical adequacy and saturation and obtained the data they needed for analysis using triple coding. The purpose of sampling in qualitative research is to better understanding the phenomenon, so sampling in this study is purpose-based, because the purpose of qualitative research is not to generalize the findings to the community from which the sample was selected. For this purpose, the researcher used participants who were managers and experts in the insurance industry through interview tools.

After extracting the required data, the researchers presented their final model in the form of six main dimensions and twenty-seven sub-dimensions by analyzing the data and using open, axial and selective coding. Based on the findings obtained from the application of the data based strategy and in order to examine the dimensions and key components of the customer experience of confusion in choosing services from insurance companies, a total of six main dimensions were identified. The first dimension is "customer experience" and includes the quality of customer relationship, appropriate insurance information and long term relationship with the brand, satisfaction in paying premiums, discount on issuance, targeted advertising and customer trust. The second dimension is "strategy" and consists of three key components, including the variety of insurance services, brand credibility and a pleasant customer experience. The third dimension is "causal conditions", which include lack of proper needs assessment, financial dissatisfaction, failure to address customer complaints, delays in payment of damages and providing inappropriate information to the customer. The fourth dimension is the underlying conditions and includes the credibility of the insurance brand, the transparency of the insurance brand and the mental image of the insurance brand. The fifth dimension is called "consequence" and includes six components of negative publicity, changing the time of buying insurance, canceling the purchase of insurance, reducing the purchase of insurance, increasing mental involvement and making the wrong decision. Also, in this research, during the interviews with the scholores, they identified the factors that he mentioned as an intervening variable and include increasing the market share, completing the product portfolio and ease of shopping for customers.

The findings of this research showed that founded on the data-based approach and triple coding, the researcher's paradigm model consists of six components called damages, customer experience, brand reputation, confusion, online insurance sales and brand equity. What is crucial for customers and reduces confusion is the ability of insurance companies to provide the desired customer service to create a pleasant experience. To be successful and reduce confusion, an insurance company must develop in line with changing customer needs. Find markets and products and be more dynamic than competitors to meet customer needs. At the end, suggestions are provided to create a pleasant experience and reduce customer confusion.

This research aims to provide a conceptual framework to explain the implementation of digital marketing in the capital market for stock brokerage companies in Tehran and the factors affecting its formation. In this regard, a survey field study was conducted by distributing questionnaires to a sample of 369 CEOs and vice presidents of brokerage companies. The questionnaire used included 9 dimensions and 38 items, which were distributed among the members of the statistical sample after ensuring reliability and validity.Partial least squares technique and SmartPLS software were used for data analysis. Based on the obtained results, perceived usefulness and perceived ease have a significant effect on the attitude towards digital marketing; Also, attitude, perceived risk, predictable regret, mental norms and behavioral control have a significant effect on the behavioral inclination towards digital marketing, and the latter has a positive and significant effect on the acceptance of digital marketing in the capital market   The results of fitting showed that the model proposed in this research has good validity and fit.

The main purpose of this study was to design a strategic branding model for research services in the oil, gas and petrochemical industries in Iran.

According to the research process, this study is fundamental in terms of orientation, qualitative in terms of research, field and library in terms of research purpose, and more in terms of exploration and understanding of concepts. The grounded theory method aims to extract concepts and patterns from the background data that was done using documents, interviews and observations. It was a snowball sampling method with up to 15 experts. Theoretical saturation was interviewed. To collect data, two sections of documentary studies and semi-structured interviews were used. The data collection process was done by visual and audio interviews and then the text of the interviews was transcribed on paper and analyzed. In this research, to assess the validity of the interview, the opinions of the supervisor, marketing experts and the opinions of two professors in the field of management and marketing have been used.

The results of the analysis of the interviews showed that the major categories of marketing information system were physical environment, product / service deliverables, marketing intelligence, organizational technology, personnel and manpower. , Gas and petrochemical, based on the systematic approach of Strauss and Corbin (1998) the sum of the categories extracted from raw data, in the form of causal conditions (structural stability of the company and marketing intelligence), strategy (marketing information system), context (Physical environment), intervening conditions (manager quality, quality of colleagues, organizational factors) and consequences (branding of research services of oil, gas and petrochemical industries) were categorized.

Disorientation can be considered as one of the most important concepts in the field of marketing that has a close relationship with the consumer. Therefore, the subject of consumer disinclination and identifying factors affecting it is of particular importance. The aim of the present study was to design a model for predicting consumers' disinclination to natural gas with the approach of renewable energies in Mazandaran province. The present research is applied in terms of its purpose and descriptive-correlation in terms of its adopted method. The statistical population included 10 academic and organizational experts who were selected using a targeted and snowball sampling method. In the first step, factors affecting the disinclination of natural gas consumers were identified based on a semi-structured interview. The output of this stage was 14 components in the form of 7 dimensions (social and cultural, economic, technological, environmental, political, internal and legal factors). Then, in the second step, the identified dimensions were leveled with interpretive structural modeling method and clustered with MICMAC analysis using Excel software. The results showed that dimensions (social and cultural, economic, environmental, political, internal and legal factors) are at the first level, and technology is at the second level, and all dimensions are placed in the linked cluster.

Background & Rulers and managers have put achieving sustainable development on their agenda. Sustainable development leads to the improvement of economic, social and environmental conditions. But there are very few researches on the factors that lead to this goal. Therefore, in this research, a good governance model in the field of industry and mining for sustainable development with the approach of innovative actions is designed. The statistical sample consisted of 22 managers of Gol Gohar Industrial and Mining Company and faculty members of universities who were selected by purposive sampling method. Semi-structured interview tools were used to collect data and the interview texts were analyzed in three stages of open, axial and selective coding. The analysis of research data showed that Comprehensive responsibility leads to the formation of good governance, and along with that, knowledge linkage, innovation platforms and innovative actions lead to sustainable development in social, economic and environmental dimensions. Also, the country's natural resources are a great opportunity for the comprehensive development of the country. Considering that natural resources are a valuable opportunity for the comprehensive development of the country, managers should take steps according to their responsibility towards different groups of society and prepare the necessary conditions to transform natural resources into long-term benefits of society. It was also found that one of the ways to reduce wandering is to segment customers according to whether they are real or legal, the amount of profitability and the amount of deposits.

This study aims to design a digital marketing model in the field of capital markets using a hybrid approach. The present research is an applied research in terms of type of method, and in terms of data collection method is a mixed research method. The statistical population in the qualitative section includes 17 experts and in the quantitative section includes capital market managers, especially the CEOs of brokerage companies and their deputies and senior managers, from which a sample of 580 people has been selected. The main tools for data collection in the field section include a semi-structured interview (in the qualitative section) and a researcher-made questionnaire of 38 items based on a five-point Likert scale (in the quantitative section). The validity of the questionnaire was confirmed using the content validity method. To evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was calculated. Cronbach's alpha coefficient was more than 0.7. To test the hypotheses, the partial least squares technique and PLS software were used. Based on the results of qualitative analysis, three categories of comprehensive categories including customer orientation, branding and digital marketing were identified as the main components of digital marketing in the capital market. After identifying the components involved in digital marketing, the relationship between the organizing categories was evaluated using the partial least squares technique. The results showed that digital roadmap has a significant effect on customer knowledge management and social media marketing; Social media marketing has a significant effect on customer engagement.

In today's world, social networks are considered one of the most important and influential media. Communication and message transmission has taken on a new meaning with the introduction of virtual social networks. The final goal of the current research was to present the fit of the electronic brand model of social networks with the approach of electronic businesses in the clothing industry. This research is practical in terms of purpose and is a quantitative method. The community of this research is all customers of Digistyle online store, whose number is uncountable. The sampling method is a simple random method, according to Cochran's formula, there are 384 people. The method of measuring structural validity and with the help of SmartPLS.3 software, the factor analysis of the dimensions of the research has been done. The electronic brand model of social networks with the approach of electronic businesses in the clothing industry, including participation in social networks, quality of service delivery and development, brand awareness, attitude, website or application quality, brand value creation, reputation of the clothing seller company, benefit Perceived, company's offline point of sale, marketing and opportunism, brand, social responsibility, socio-cultural norms, perceived risk, social conditions, support, recommendation of famous people, recommendation of others, brand personality, strategy development, influencer marketing, quality of information presentation. About clothing, brand positioning on Instagram, customer relationship, information technology, transaction security, brand performance, recommending to others, repeat purchase, loyalty, paying attention to strengths and weaknesses in 5 main categories of causal conditions, background factors, intervention factors They are strategies and consequences. The results of the model fit show that this model has a good fit in which the existing assumptions were confirmed.

The essence of strategy is the comprehensiveness of thought and agility of choice. In today's world, where the most important components describing it are dynamism and uncertainty, observing the challenging factors, both inside and outside the organizations, not only makes it difficult to have a comprehensive look, but also makes the process of strategy development complex, and eliminates possible alternatives.

The main purpose of this research is to enhance the learning of current behavior of the systems and to draw the future by scenario planning.

Future studies have been described as how to bring about the reality of tomorrow from the changes or stability of today. Scenario planning and simulation methods have been used to identify probable futures. This research has developed a model to determine the uncertain consequences of decision-making using dynamic methods, the expert’s judgment, and root causes, intermediate and main variables affecting the elements of new marketing mix in power plant services industry.

The research model has been designed using system dynamics technique and Vensim software. The behavior of variables has been simulated using real figures of the industry and the interactions between variables and their effects on overall system have been evaluated and results extended to the future.

The result of this research is the prioritization of the strategic elements of the marketing mix, providing model for evaluating their situation and proposing solutions for reviewing or strengthening marketing strategies in the industry mentioned taking into account the simulation results.

In recent decades, marketing science and entrepreneurship have been recognized as two essential factors in economic development and improvement of people's living conditions worldwide. Marketing, as a key strategic process in any industry and with any product, enables market development and sales growth. Therefore, in this research, we explained the local model of entrepreneurial marketing for medicinal and aromatic plants. In this research, we used a quantitative method to fit the model. The statistical population includes all employees and owners of businesses related to medicinal and aromatic plants, including medicinal plant sales centers, medicinal plant distribution centers, apothecaries, medicinal plant businesses, pharmacies, and traditional spirit sales centers. 405 people were selected as samples by simple random method. Examining the hypotheses showed that the effect of opportunity recognition on organizations' support is not significant, and opportunity recognition, innovation and risk-taking are significant on customer orientation, and innovation and risk-taking are significant on organizations' support. The support of organizations and customer orientation is meaningful on resource management, and the support of organizations and customer orientation is meaningful on the cooperation of companies, and the management of resources and cooperation of companies is meaningful on entrepreneurship of medicinal plants.