فهرست مطالب mahmoud mohammadian

The goal of this research is to provide a model for theater audience consumption experience through a qualitative and practical approach with ethnographic methodology. The target community of this research includes all theater audiences in Tehran and sampling has been done with judgmental and snowball sampling methods. After carefully investigating literature and background of research 20 theater audiences were chosen who go to theater at least 5 times in a year. “The City Theater” and “Iranshahr Theater” complexes were selected as the research field because of their reputation and rich history. Participants watched nine performances during the time of research. Data has been gathered by Ethnographic data gathering methods including Narrative Inquiry, Participatory Observation and Deep Semi-structured Interviews. Consumption experience was analyzed in 3 stages: pre-consumption, core- consumption and post-consumption experiences and the whole experience as a conclusion. The analysis has been done with thematic analysis by NVivo.12 software. In coding phase, first 256 open codes were found. After code refinement 131 codes were left which were converted into three main abstract headings: affections, cognitions and behaviors. At a higher level of abstraction, these codes constituted the behavior of theater consumer regarding motivations for going to theater, factors affecting theater selection and pre, core and post experiences. The results show that “perceiving meaning” is the most influential motivation for going to theater, followed by theater’s closeness to daily life and a sense of belonging to theater audience’s community. The most important factor for selecting a performance is it’s the theater hall followed by friend’s recommendation. The model shows that going to theater is like a ritual which audiences respect in their theater consumotion journey. In each step, pre, core and post consumption experience, audience sees him/herself in a ceremonial event which has its own rules like wearing artistic clothes, selecting friends, going to café, etc. before the theater. At the core consumption stage, the ritual demands that audiances respect the performance by maintaining silence, interacting with other audiences and artists and in post-consumption stage the ritual continues by talking to others, and collecting brochures and photos to remember the event later on. Meantime, motivations and selection factors affect the theater consumption experience entirely. This model provides deep understanding of theater consumer behavior and helps theater organizations and marketing experts in optimizing theater consumption experiences.

The purpose of this research is to design a customer experience management model in the Iranian automotive industry. The research method is exploratory in terms of qualitative method, in terms of practical purpose and in terms of approach. The statistical population of the research includes the managers and specialists of the automotive industry. From among whom 18 samples were selected using the purposeful sampling method to conduct a semi-structured interview.The sample volume is determined based on theoretical saturation. Analysis of the qualitative data obtained from the interview was done by thematic analysis method. For this purpose, the background of customer experience management was first investigated, and then the open, central and selective coding method was used. To analyze and classify data, MAXQDA 2018 software was used. In total 131 primary themes, 10 main categories, 24 sub-categories and 4 dimensions were identified.The final model includes three sections: antecedents, implementation process, and expected consequences of implementation.This research has provided a model for managing the positive experience of customers in the automotive industry by extensively examining the concept of customer experience. The dimensions and components of the model depend on internal and external dimensions. The findings indicate that this model creates a competitive advantage and improves the company's performance indicators. As a result, it can help senior managers of the automotive industry for strategic planning, increasing customer satisfaction and loyalty, and increasing the organization's profitability.

Identifying the components of the international marketing process for general contracting companies in the field of energy (electricity, oil and gas) is one of the key issues that companies currently have in order to survive and gain more market share, customer and revenue and increase efficiency. The purpose of this study was designing an international marketing model for general contracting companies in the field of energy (electricity, oil and gas) . We consider Mapna Group as the pioneer mega company in the field of energy as a case study. MAPNA Group is an industrial enterprise, consisting of MAPNA Group Company,

This qualitative-exploratory research is based on a deductive content analysis approach using 15 interviews with international marketing experts. The statistical population of this study consisted of 15 international marketing experts who were selected by purposeful sampling and the interview process was semi-structured. Qualitative data analysis was performed using qualitative content analysis method using MAXQDA 18 software.

The results of the present study showed eight main themes including necessity of presence, eligibility, market survey, environmental study, entry strategy, entry timing, marketing strategy, organizational structure.

General contracting companies (electricity, oil and gas) can apply the eight-dimensional marketing mix applied model and their associated variables in their marketing management. Our proposed model in the present study is a comprehensive flowchart for the international marketing process that illustrates all stages of this marketing process from A to Z, both at a glance the effective steps in international marketing and the factors influencing each step. It is also noteworthy that a comprehensive study covering all stages of this process has not been conducted so far, and this is the first study.

What is referred to as a trade name is something far more than a name. Some psychological research on ethics suggests that information about specific ethical characteristics of brands can be considered as the ethical "character" of the brand. The present study tries to draw the model of ethical personality of the brand in Iran's consumer products market.

The current study was developmental-applied research and was conducted using a mixed method (qualitative-quantitative). In the qualitative part, the statistical population included all experts in management and marketing sciences, 29 of whom were selected by purposeful sampling. The tool was semi-structured interviews and the results were extracted with content analysis method and NVivo software. In the quantitative part, the statistical population included all the consumers of the selected brands of the national festival of the top popular Iranian brands in the second half of 2016 in Tehran. From this society, a sample of 1670 people was selected by stratified sampling method with proportional allocation. The questionnaire tool was researcher-made and the data were analyzed by performing exploratory factor analysis and then confirmatory factor analysis.

The findings of this study included 74 ethical indicators in the qualitative part, and in the quantitative part of the research, among the 74 personality traits identified for the brands of consumer products in the Iranian market, only 22 ethical indicators have a sufficient factor load and the necessary sufficiency to explain. They had a confirmed model that was categorized into 5 personality factors.

The factors and indicators that make up the brand's ethical personality model include five factors; 1) Pleasurable (dignified, distinguished, hardworking, always helpful, powerful and strong, skilled, attractive, creative); 2) Qualified businessman (efficient, worthy and worthy, competitive); 3) Efficient (friend of the little ones, old friend, funny); 4) Intimacy agent (inefficient, uncommitted, duplicitous, unkind); 5) Narcissistic agent (forceful, tyrannical, mischievous, narcissistic).

Digital technology began rebuilding micro-banking structures many years ago, but much later changed corporate banking, which eventually led to corporate banking; Therefore, the purpose of this study was to Presenting a pattern of factors affecting on digital corporate banking in commercial banks using the thematic analysis approach; The research method used, thematic analysis and statistical population of this research were fifteen experts and scientific and executive experts of the banking industry who were purposefully selected and interviewed semi-structured. In the qualitative part, validity and reliability have been confirmed in various ways. The results of the research led to the identification of 155 basic themes, 49 organizing themes and 21 global themes identified. The global themes identified in this study in three categories of organizational, environmental and individual factors are: skills and capabilities, brand management, business model, competition, customer relationship management, customers, demographic factors, digital payment, digital attitude, digital corporate banking, business environment, financial management, management Human resources, integrated infrastructure, marketing, mobile, organizational structure, organizational culture, organizational learning, rules and regulations, risk management and senior management support.

Exposure to manganese fume in the welding process leads to adverse neurological effects on the health of welders. The aim of the present study was to investigate the relationship between biomarkers of manganese exposure and compare the frequency of these symptoms with unexposed group.

35 welders as exposed group, and 40 administrative workers as unexposed controls, were participated in this study. Neurobehavioral symptoms data were gathered using Q16 questionnaire. Manganese concentrations were determined according to the NIOSH 7301 method. The concentration of manganese in blood of the welders was also measured by ICP-OES. Statistical analysis was performed by using MINITAB 17 software at the significant level of 0.05.

The mean exposure to air manganese was 0.45 ± 0.08 mg/m3. Manganese concentrations in blood samples of welders (0.16±0.0 2 µg.ml-1) were significantly higher than unexposed workers (0.04±0.002µg.ml-1). Also the frequency of neurobehavioral symptoms of welders was significantly higher compared to unexposed workers (P <0.05). The correlation between neurobehavioral symptoms and blood manganese was significant for welders (P <0.05, r=0.4). As a result, by increasing the concentration of blood manganese levels, the neurobehavioral symptoms were also increased.

Due to the high level of exposure to manganese in welding fume for welders and in order to prevent neurobehavioral symptoms preventive measures such as engineering and management control techniques are recommended to reduce exposure.

In the digital age, customer experience management (CEM) has become an important strategy in e-banking services, and customer experience is clearly focused on achieving customer loyalty and long-term growth. Therefore, the main purpose of this research is to provide a customer experience management multilevel model for e-banking services in the retial-banking industry. In this regard, using the qualitative research method, first the customer experience management literature was analyzed and then an in-depth interview was conducted with 15 experts in the banking industry and the data was analyzed using the theme analysis method. In this study, 8 main dimensions, 21 categories and 58 sub-categories for the final model were identified. Of the 8 recognized dimensions of this model, six dimensions of banking devices and portals, marketing, technical infrastructure, organization, industry and macro environment of e-banking services were determined as levels affecting the dimension of customer experience type and one dimension including customer experience management strategy. This study provides a broad conceptualization on customer experience management, provides a new contribution on customer experience management, and provides a framework for creating positive experiences for e-banking service business.

Pulse jet systems are of interest due to their high filtration velocity,Theychr('39')re used as inlets from top and bottom. the purpose of this study was to compare the pressure drop and collection efficiency at the different inlet positions in a baghouse

In this experimental study, a pilot system was designed at 12ft/min permeability for MDF particles.For each inlet after several filtration-cleaning periods,pressure drop was measured by a manometer.Isokinetic sampling was also performed by Grimm1.108 monitor to determine the efficiency.To observe the behavior and Tyndall effect of particles, light and safety glass were used in one dimension of the baghouse

The mean pressure drop during the filtration-cleaning,the bottom inlet was 3CmWG, the top whit expansion inlet was 2.42CmWG,and the top flanged inlet was 2.57CmWG. but the particles settled on the expansion floor.The mean efficiency of top-expansion inlet was 99.995% and top-flanged 99.994%,significantly higher than the bottom inlet (99.974%).After several filtration-cleaning periods,The efficiency of  bottom inlet resulted 99.99%,top-expansion 99.97% and flanged 99.96%.There was no significant difference between the mean total efficiencies for different inlets.

The collection efficiencies were the same for baghouses with inlet from top and bottom.The pressure drop for baghouses with the top inlets was lower than the bottom inlet.It is recommended to use top inlets in case of predominantly fine particles with low density or in presence of a pre-separator,if  large particles,bottom inlet is recommended.Due to the slight difference of pressure drop and more functional limitation of the top inlet,bottom inlet in practice is preferred.

Today, competition in all industries, including the luxury brands industry, has been increased so consumer behavior is crucial to be successful in achieving market share. In order to identify the factors affecting the intention and behavior of luxury brands consumers in this study, the theory of planned behavior was used. The present study is descriptive-survey in terms of purpose and in terms of nature and method. A questionnaire was distributed among 390 consumers of Dorsa leather brand through cluster sampling method. Structural equation method with partial least squares approach was used for data analysis. According to the results of the study, the variables of attitude, internal perceived behavioral control and group adaptation had an effect on purchase intention, while subjective norms, face-saving and perceived external behavioral control did not have a significant effect on purchase intention. Also behavior intention has no effect on purchase behavior. face-saving and group conformity also influence the purchase intention through attitude. Applying the results of this research and understanding effective factors can affect the purchase intention of Iranian luxury brands.

Branding is of particular importance as a means of differentiation in the highly competitive pharmaceutical industry. In recent years, one of the several problems of the country’s pharmaceutical industry which has been less considered is the issue of branding. Different factors and obstacles have shaped the current situation. The purpose of the present study was to test the model for identifying the damaging factors of branding in the Iranian pharmaceutical industry. The present study was applied in terms of purpose and field-survey in terms of data collection. The statistical population of this study consisted of marketing experts of pharmaceutical companies that are members of Iranian Pharmaceutical Industries Syndicate and the exact number of them is unknown. Therefore, using the one-stage cluster sampling method, 67 out of 111 of companies were randomly selected, then all marketing experts in these companies were randomly chosen and 160 responses were collected. The research tool was a researcher-made questionnaire that its content validity was confirmed by experts and its reliability was verified using Cronbach’s alpha. Structural equation modeling was used to analyze the data in association with PLS statistical software. The findings of the present study indicated the confirmation of all damaging factors as well as all components of each factor in which contextual, structural, and finally behavioral factors, respectively, were considered as the main damaging factors of brandingin the country’s pharmaceutical industry. In addition, the overall research model had a good fit.

Narratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behaviors. Consumption narratives as a mean to understand consumer behavior gained popularity in the early 90s. A vast body of researches providing several definitions and features led to ambiguity on the subject. Also, there are not many resources available in Persian for researchers. Hence, to summarize the literature and providing a comprehensive definition and introducing this topic to Persian management literature, marketing practitioners; a systematic literature review approach was employed. This study, qualitative in nature, uses a systematic literature review to select the most prominent and influential articles to come up with a comprehensive definition.Several scientific databases were chosen and based on inclusion/exclusion criteria articles were selected. After a careful and deliberate residing, different definitions and features of consumptions narratives were extracted to formulate the final definition. A comprehensive definition based on several studies is presented. Also, features of different definitions are summarized to shed some light on the different aspects of consumer narratives. Finally, the classification of consumption narratives are provided for the first time in Persian management literature. Also, the method provided in this article might be used as a guideline to perform systematic literature reviews in future endeavors by other researchers.

At present, the real participation of customers in the profit and loss of banking products and services is seen in the theoretical banking structure of our country. But in practice this is not the case and customers only receive profit-sharing services from this huge financial network. Therefore, we decided to design a marketing model for familiarity and awareness and attracting participatory facilities in the country's banking and, for example, in Bank Saderat Iran.

The statistical population of this study includes a number of experts and executors of Islamic banking in the country who are also experts in marketing.

Based on the obtained results, the marketing of organizational participatory facilities in the form of twelve main categories were extracted in accordance with the data processing theory of the foundation. In-house, service quality, price mix, mix of people, mix of product, mix of promotion, mix of process, research and development, customer-related factors, anonymity as well as marketing philosophy were extracted as main as well as sub-categories. In the quantitative part of the research, the model obtained from the qualitative part was examined and fitted.

Marketing management consists many fields. One of most attractive fields is luxury brands marketing or conspicuous marketing. In this research, on the basis of sociological, psychological, economical and marketing theories we have identified 6 major effects that makes conspicuous consumption. we have analyzed this effects Veblen effect, duesenberry effect, Snob effect, Bandwagon effect, Hedonism effect and perfectionism effect, by studying 385 users of luxury goods in Tehran city. at the first step, The  existence of this effects in consumer behavior is investigated; and at the second step, These effects are ranked to know which of them is more important and which of them must be focused by marketing managers. finally, ranking of the motivators show that veblen effect is at the first and perfectionism effect is at the last order.

By looking at the foreign exchange earnings of world-famous tourism destinations, it can be said that tourism loyalty is one of the most important criteria that can determine the success of tourism destinations. Therefore, tourism destinations can present themselves as a strong and unique brand to attract more foreign tourists. Attracting a lot of tourists requires creating a sense of trust in them, creating a sense of trust in tourists can create a sense of loyalty and finally, it leads to revisiting that tourist destination. For this reason, the tourism destination brand personality and the effect that this concept can have on the beliefs, attitudes and behavior patterns of tourists have the potential to be considered as one of the most important topics of interest for tourism destinations in the coming years. The purpose of this study was to investigate the effect of the brand personality of tourism destination on tourism self-concept congruity and tourism destination trust. This study is applied in terms of purpose and is descriptive-survey in terms of data collection. The statistical population of this study includes the foreign tourists who traveled to Tehran in summer 2016 and visited the Nature Bridge in this city. A sample of 216 individuals was selected from the population using the available sampling method. To collect the research data, a researcher-made questionnaire containing 30 questions was designed based on the literature review. The validity and reliability of the questionnaire were assessed and confirmed before data collection. Descriptive and inferential statistics were used in SPSS and LISREL software to evaluate the research data and test the research hypotheses. The results showed that the personality dimensions of tourism destination brands have a positive effect on the self-concept congruity of the tourist and re-trust in the tourism destination of Tehran. Another part of the results showed that tourist self-concept congruity has a significant effect on trust in the tourism destination of Tehran.

By drawing researchers’ attention to customer value and its status in marketing, the study of customer experience (CX) has become a prominent trend in the field of consumer behavior. During the last decades, customer experience has been analyzed from different views, and increased importance now being placed on implementing a customer experience as an organizational value. By reviewing the related literature, from 1960s to 2019, the current article tries to examine the emergence and development of CX as well as analyse the dimensions of CX and its creation stages. The results indicate that CX positively affects the financial performance of businesses. Also applying customer experience can promote the position of businesses in customers’ minds, help them have better interactions with their customers and have an influential effect on customer loyalty. Moreover, experience economy, experiential marketing and emerging of omnichannel communications have played a significant role in creation and development of customer experience.

Objective Art business takes place in an institutional context and is highly reliant on the cultural, political, and social content of a society. Because of a variety of reasons such as the profitability of art industry in foreign market, low academic marketing knowledge, the opposing ideas to art economy according to its players, the high rate of graduate students in art disciplines and the number of art universities in Iran compared to the middle east, and finally limited and practical attention to art marketing in the world; it is necessary to conduct such a research. The present study aims to identify which marketing model can be used if we consider art business (markets, modern and contemporary art auctions) in an institutional and value-oriented approach.

Methodology This study is fundamental in nature and is considered as a qualitative-exploratory research. This grounded-theory based research was conducted in 2017. Artists, art university professors, art researchers, media, art auctions, brokers, private institutions, investors, art collectors, art galleries, art exhibitors, art museums, art experts, art managers and policy makers, publishers, insurers, talent managers were among the participants of this study. The data were collected using deep semi-structured interviews. A sample size of 49 was interviewed for this purpose.


Findings The main issue in this research was the participants' concerns. Some factors such as centrality, relevance, repetition, time needed for saturation are all applied to consider an issue as the main concern of a study. Since art marketing and related activities players was the main theme of the interviews, other issues and even other trivial matters were in line accordingly. While coding, the issues of "art institutional business network players and their important roles" were considered as the main theme of the paradigm modeling and the other issues were theoretically linked to it. Based on the evaluation and assessments, secondary issues of "art market", "art world nature", "art institutions", "art world basic values", "Iran art market and its characteristics" and "institutional context of art world and artistic experiences" were identified as causal conditions.

Conclusion An artist is meaningful and can live forever in the minds of people based on 6 general tendencies. These tendencies are inter-related and each plays its own role in certain stages. Therefore, "art market", "art world nature", "art institutions", "art world basic values", "Iran art market and its characteristics" and "institutional context of art world and artistic experiences" are among those causal factors that can affect the players in art institutional business and the major roles they play in that area. Main roles played by "art institutional business network members" which are the major roles they play in this market along with the relationships among them can shape the art market and marketing issues. "Macro Environments, whether economic, social-cultural or politicalgeopolitical", are considered as intervening conditions that can positively or negatively affect the players in art institutional business network and the roles they play. The players in art institutional business network and the roles they play can be affected by "compulsory, imitation, and normative similarities and also artistic norms" as contextual and specific conditions. The relationships among "visual arts marketing”, "blended visual arts marketing", "art market studies", "classification, planning and positioning", and "improvement and optimization strategies" affect art market, artists’ prolong fame, and the value of his art. The application of the proposed strategies will result in the formation of "art market related values" and also "enhancement, approval, durability, and institutional validation" in intervening and contextual conditions

Marketers and researchers have attracted to luxury bands in recent years. This paper is discussing the factors that affect purchase intention of luxury brands by applying the generalized theory of planned behavior. This research is in the field of applied research and is a descriptive one. Statistical population of this research, are consumers of Dorsa Leather brand in Tehran. This study was conducted by distributing questionnaires among 390 Dorsa Leather consumers by cluster sampling method.The Data was analyzed by structural equations with partial least squares approach. Furthermore, SPSS and Smart PLS software were utilized for analyzing process. The result indicates that attitude, perceived behavioral control and group conformity are the main factors that tend to influence purchase intention of luxury brands. Meanwhile, according to the result, subjective norms and face-saving have no significant effect on purchase intention. The variables of face-saving and group conformity had positive and significant impact on attitude and they also have positive and significant impact on purchase intention through attitude.

Understanding how art markets emerge remains a major challenge, for marketing researchers. Art market plays a dual role; on the one hand leads to promote further understanding of artworks by young artists and on the other hand, encourages trade in art and culture. States take into account various dimensions of art and culture in developing their cultural development prospects since they are in nature constitute part of the development of the country. Therefore, the current paper aims to answer the question: “Who and which process conduct visual arts market and business and with what roles?” The current paper describes the mechanism of entry into the artistic community and being recognized as artists during the approval process, by which the artist finds legitimacy. Thus, we have qualitatively investigated literature on art market and marketing since 1970-2016 using Meta-Synthesis Research method. Having completed two screening stages, 17 papers and a thesis were selected as the main sources for detailed studies to response the posed question. The results show that the art market composed of members of the business entity, including fourteen member or institution define art based on the institutional framework of art world and conduct artistic life of an artist until they established in the art market taking on different roles in both primary and secondary market in four stages of creation, introduction, growth, and maturity. Finally, a framework was presented as art world interactions network explaining in detail the three aspects and accordingly, the presence of a network of specialists who can determine who in the world of art is timeless artist, and relying on an institutional definition of art as the art world inspired it and taking advantage of the power derived from the nature of institutions and their role in the approval process as the art market players to determine the structure of the market. It was named Visual Arts Institutional Business Network.
The results are based on researches have been done out of Iran. So, it explains what is happening in countries which are majors in this business. There is not any exact information if Iran is pacing the same way. Therefore, another research should be done for such a conclusion about Iran. Optimistically, the events of the last decade like Visual Arts Auction of Tehran and the achievements of Iranian artists in International auctions promises that the art society of Iran is joining the art world movements.
The audience of the research are students of Arts disciplines and artists who aspire to be an international branded artist. Reading the paper, they comprehend what steps they may take in the art world, what to expect from the members of the art network and what duties to accept mutually. The other audiences are the experts and students of Marketing discipline who learn about art market especially, the distribution system of artworks, the process in which an artist becomes branded and also the activities and events which are used in promoting both of them

Introduction Organic farming has a crucial role to play in food supply and the satisfaction of environmental standards. The issues of marketing and sales, one of the main challenges facing organic products (especially in the transition phase), has been expressed in the world (Burton et al., 1997 and 2003, Ferguson 2004, Ferguson et al., 2005, Mac Ins, 2004). On the other hand, market-orientation is the basis of planning and implementation of the strategy, which aims to provide customer satisfaction, achieve and maintain competitive advantage (Day, 1999; Martin and Gerbeck, 2003, Zhao and Kavesjil, 2006). Among the main challenges in marketing organic products, it can be noted to low performance products, the lack of national and regional standards in producing organic products and finding sale markets, which requires government support and macro investment in the marketing research sector of these products. Due to the lack of investigation into the market-orientation strategy in the food industry of agricultural products, in particular, organic food products in the country of Iran, there isn’t a comprehensive strategy for developing the market-orientation of organic products in the country of Iran and a comprehensive and empirical research has not been done in this regard.
Case Study Due to the lack of investigation into the market-orientation strategy in the food industry of agricultural products, there isn’t a comprehensive strategy for developing the market-orientation of organic products in the country of Iran. So the aim of this study is to investigate and determine the dimensions and components of the market-orientation of organic products and find solutions to develop the market-orientation of organic products, according to the environment and native context of Iran and cover the gaps in this field.
Materials and methods Research method is developmental in terms of the purpose of the research and is combinational in terms of research strategies. The statistical population in the qualitative research method included the managers of companies producing organic products, experienced professional and experts in the field of marketing and policy making that by purposive sampling, its sampling was continued to adequate extent or theoretical saturation and eventually 15 people were interviewed and in the process of quantitative research methods also statistical population consisted of 180 managers and experts of sales and marketing departments of companies producing food products with the brand of “organic” in the country that the sample size was calculated 118 people by Morgan table and the members of sample were chosen by random classified sampling. The variables examined in the study include: environmental factors (independent variables) and performance (the dependent variable) and market orientation is also the mediator variable. In this study, SPSS and PLS soft wares are used to analyze the data. In this study confirmatory factor analysis and the method of structural equation modeling was used to test the hypotheses of the research.
Discussion and results In this study, descriptive and inferential statistics were used to analyze the data. 15 of total respondents in the qualitative phase, 13.3 percent of respondents have a master's degree and doctorate degree holders who were Assistant Professor and Associate Professor were 46.7, 13.3 and 26.7%, respectively. Of this number, frequency percent of men was 86.7 and that of women was 13.3 percent. In the quantitative phase, of the 119 total respondents, 12.8 percent of respondents had a diploma degree and the holders of undergraduate, graduate, doctoral degree and higher were 2.5, 47.9 and 37%, respectively, that only three of them were women. According to the results, 2.5 percent of respondents were under age 30 and 39.4, 37, and 31.1 percent of respondents were between 31 to 40, 41 to 50 and above 50 years of age, respectively.
Conclusion The results of the factor analysis calculations show a significant impact of external organizational factors on the market orientation. These results are in line with previous studies (Kohli and Jaworski, 1999; Narver and Slater, 1990 Andorta and Goyata, 2016; aziz & Yassin, 2010). In this study, effective external organizational factors include the intensity of changes in technology, in the market and in the regulations.
The sub-hypothesis 1 of the study, the impact of external organizational factors on the cultural attitude of market-orientation, was rejected. These results are not consistent with other past research findings (Narver and Slater, 1990 Benito Gonzalez et al., 2014; Andorta and Goyata, 2016; Aziz & Yasin, 2010). Maybe it can be said that because trust building hasn’t been done for organic product well, therefore, by brand trust building and suitable culture building of the product, other dimensions of market-orientation, such as customer orientation and attention to competitors and inter-sectoral coordination will have effective communication with performance.
The sub-hypothesis 2 of the research, the effect of external organizational factors on the behavioral attitude of the market-orientation, was confirmed that is in line with past research (Kohli and Jaworski, 1990 ,Benito Gonzalez et al., 2014). Thus, it can be argued that firms producing organic products once have understood environmental disturbances are more likely to strengthen market intelligence, gather and interpret market information and distribute it across the firm. In this way they can achieve a competitive advantage and superior performance.
The first sub-hypothesis of the second hypothesis, the impact of internal organizational factors on the cultural attitude of market orientation also was confirmed. This indicates that organizations that their strategy, structure, culture and other internal organizational factors are strong are more likely to have higher capability to analyze competitors and customers and are more prepared for cross-functional coordination. Also, confirming the sub-hypothesis 2 of the second hypothesis indicates that the firm producing organic products that pay great attention to internal organizational factors are more market-oriented than their competitors.
The results confirm the mediating role of market orientation in the relationship of external organizational factors and firm performance. Also, the results indicate that between the two market-orientation approaches (the cultural and behavioral attitudes of market-orientation) only behavioral attitude plays mediating role but since the relationship between external organizational factors and cultural attitudes has not been verified, this dimension of market- orientation can’t play a mediating role between external organizational factors and performance. It can be argued that external organizational factors result to the improved firm performance by improving market-orientation in the firm producing organic products. Therefore, companies can contribute to their competitiveness and improved performance by strengthening market intelligence.
In this study, also the mediating role of market-orientation (and its cultural and behavioral attitudes) in the relationship between internal organizational factors and performance was confirmed to show that internal organizational factors, including organizational structure, organizational culture, organizational size and marketing capability, leads to improved financial and non-financial performance of the organization through strengthening the organization's market orientation (the ability to understand the needs of customers, the ability to understand the strategy of competitors, creating cross-functional coordination, market intelligence capabilities, and timely distribution of information). Therefore, companies can achieve superior performance by institutionalizing market-oriented culture and strengthening market intelligence.

Organic farming plays an essential role in sustainable development, and the main factor behind the creation and development of organic products was the demand of consumers and especially the domestic market of the product. Therefore, the purpose of this study is to identify educational factors, environmental factors affecting the performance of organic production companies. This research was a type of developmental-practical, method of correlation. For validity of the instrument, content validity and construct validity were used. For reliability, the Cronbach's alpha coefficient was calculated as 0.836 for the whole instrument. The statistical population consisted of 180 managers and experts in the field of marketing and sales of organic products branded companies in Iran. 140 randomly categorized questionnaires were distributed among the population of the statistical population and 119 returned questionnaires were analyzed. And analyzed. Factor analysis and structural equation modeling were used to analyze the data and SPSS and PLS software were used. The results of the study showed that educational, environmental factors have a positive and significant effect on the performance of enterprises producing organic products.

The strategic planning of marketing and the application of marketing strategies for achieving sustainable competitive advantages are of the factors that help the survival of producers of agricultural organic products. Although, there are evidences of the growth of organic farming in Iran but, there are no useful information and proposals for making marketing strategies in organic production holdings for producers and traders. For this, we assessed the influence of three effective elements include marketing approach, pricing and the sale of organic products in Iran. The study was based on the factor analysis, explorative interview and structured questionnaire. The study population was composed of 20 experienced experts and 118 organic agricultural producers from the various regions include Tehran, Khorasan-e Razavi, Guilan, Khoozestan, Kerman, Kordestan, Qazvin and Isfahan for the periode of Jan 2014 to June 2015. It was found out that the main barriers to the development of organic products and their markets include inappropriate packaging, high transportation costs, the lack of unit manager and inconsistent strategy, market-making and customer-orientation, weak public advertisement, the lack of trust to organic brands at national level, and weak state support.

This paper seeks to describe an integrated management systems approach for the integration of corporate sustainability into other marketing models in I. R. Iran''s Automotive industry. At the first step، an extensive review of the published literature was conducted and an original framework for structuring the integration of corporate sustainability with other marketing models was determined. Then the framework was developed by experts with qualitative methodologies such as deep interview and open questionnaire. Finally، the research conceptual model was revised and completed by focus groups. The results showed that Internal Marketing، Integrated Cultural Marketing، Social Marketing، Innovated Marketing، Lean Marketing، Strategic Marketing، Green Marketing، Ethical Marketing and Humanity Marketing are effective in realization of sustainable marketing in I. R. Iran''s Automotive industry. Finally، after discussion، some research and practical suggestions are presented.

Nowadays, organizations on one hand try to send effective messages through different media to persuade audience for buying their products and services and informing people about their differences and on the other hand, people are surrounded by different advertising everywhere and every time; while, the most important thing in advertising subject is evaluating its effectiveness. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. The study findings which are obtained through descriptive-survey research and by the use of questionnaire indicate that the television and newspaper advertising of Parsian bank has passed the steps of the AIDA model successfully and has been effective. The comparative study of media advertising effectiveness imply that from customer's point of view, television is the most effective media in attracting them and newspaper is the next. In addition, they address the existing honesty and reality of delivered bank messages as the most important factors influencing on advertising effectiveness. Also, they have addressed good and respectful behavior of personnel with customers as the factor with the most influence on their attraction and respectively, have underlined television and newspaper as the media through which, they have the most access to advertising and they spend most of their time for. They highlight television and then, radio as the best quality media and also recommend television and then, newspaper for future advertising of Parsian Bank.