فهرست مطالب soheil sarmadsaeidi

The purpose of this study is to provide a smart marketing model in Bank Saderat. The research method is descriptive-survey according to the research process. The statistical population in the qualitative section includes professors, managers and consultants in the field of marketing as familiar experts and in the quantitative section all managers, deputies and marketing experts of Saderat Bank in Mashhad are 567 people, 229 people were selected by simple random method. The data collection tool of the interview and the questionnaire made the researcher that the results of the analysis of interviews with grounded theory and content analysis showed that the dimensions and indicators of intelligent marketing are: internal environment (identification of creative and innovative forces within the organization, organizational environmental culture, Information resources and reports), external environment (governance policies and laws, competitors status, competitors' evaluation, customers and industry), database management system (complex data storage system, development of related instructions, data storage Structured complexity), competitive advantage (activities and practices, precise policies and strategies, regular system monitoring and evaluation), innovative knowledge (using innovative knowledge as a source of competitive advantage, ideation system, transfer Technology), digital marketing (smart advertising design, use of existing digital tools to market services and products, brand development), intelligent marketing strategies (identifying market opportunities and threats, clear vision, intelligent planning system), information Marketing (market research system, information management system, human resources Reed expert), value creation (creating customer satisfaction, improving product quality, customer relationship management system), intelligent market analysis

Financial development in banks, as the most important pillar of Iran's financing system, requires identifying business opportunities and facilitating the exchange of goods and services through diversification of financing methods and focusing on improving the effectiveness of the resource allocation system with the aim of attracting Customer satisfaction.Achieving these goals requires the use of integrated management systems that simultaneously focus on financial, marketing and decision-making issues. Credit solutions such as inland letters of credit are especially important in the field of indirect provision of funds needed for those active in industrial markets, which are referred to industrial customers.In this research, based on the grounded theory methods and the multi-criteria decision-making combined approach, the criteria for segmenting industrial customers applying for inland letters of credit and the internal and external factors affecting the development of services to this group of customers were prioritized. The findings of the research show that if the bank focuses on eliminating the weaknesses in the system in order to take advantage of significant environmental opportunities in the business environment of customers, it will have a smoother path for financial development and the realization of its financial goals and policies.

Guerilla Advertising in Contrast of Definition Pattern, Attempt to Use Simplicity and Flexibility Idea For Penetrate and Attract In Customer Heart to Have Maximum Profit With Minimize their Cost. Personal Differentiation Research is so important for result some side of this Attitude Made by Attention on personal personality. The goal of this research is Future Studies Presenting for Presenting Model of Personal Differentiation Role on Guerilla Advertising. The Purpose is Exploratory, the Method is Descriptive Survey. Two Indicator Recognize such as Attitude with psychology Motivation and technical dimension, personality With Myers-Briggs Indicator Test. Population is Go sport Customer, use classify method to choose the sample, number of Sample with Cochran Formula 277 person. For data collecting have2 Specific and closed Questioner including standard MBTI Questioner with 70 Question and another one with 25 Closed And Specified Questioner Made by Researcher , with use Perceptron Artificial Neural Network by (MATLAB Software). the result of Neural Network Get Fit Model With 92%Coefficience Confidence to Define 4 clearly strategic of Interdependencies between Guerilla Advertising and personality, Attitude Indicator for Predict and analysis the new input and select the suitable strategy.

Jay Conrad Levinson describes in his book 20th-century marketing that the Application and the real purpose of Guerrilla marketing advertisements are to use simple and modern Tools and ideas for Audience absorption by spending less money to reach more Profitability. Effectiveness of Guerrilla marketing detectable by studying distinctions through recognizing internal stimuli. the intention of the Article is Identification and clustering internal stimuli on the effectiveness of advertisement by using the Delphi method and perceptron neural network. The method of research combined in terms of functional goal, Descriptive survey performance, and it's nature. twenty-person from the Qualitative part of the Statistical Society of the professors and Activists in the field of advertisement and marketing chosen to be Panel members through purposeful and non-random sampling. components recognized After getting Kendall coefficient 0/95 in the third round by using the Delphi method. Respectively attitudinal variables with Psychological Motivations Indicators, namely, hedonism, and sectarianism, also from a technical prospect with components namely convenience and accessibility, perceived usefulness, and personality variable by recognizing personality types by using Myers- Briggs Type Indicator from panel members point of view is efficient on the effectiveness of Guerrilla marketing advertisements in sports retailers.  In order to design and rank recognized components in the Quantitative research section, sports retailers’ customers in Tehran province, which numbered 1000 people, and their information already registered in the system, chosen as Statistical Society. by taking advantage of Cochran formula and Class sampling, 277 people finally chosen as samples.  At the binging Myers- Briggs Type Indicator with 70 specialized and close-ended questions has been used in order to determine personality types and then, after determining personality types, the intended questionnaire containing 25 specialized and close-ended questions with 5-point Likert scale given to model members. Through using Perceptron Neural Networks with %92 fit, two Hidden neuron layers, and an outer layer with 4 neurons, based on the linear relation between Guerrilla marketing advertisements, attitude, and personality with four separate strategies, the relation between Attitude components and personality types clustered.

The purpose of this research is to design and explain a model of impulse buying behavior in Iran. To achieve this goal, two qualitative and quantitative approaches have been used. In the qualitative stage, with the review of existing works, open interviews and content analysis techniques, four dimensions have been identified: cultural values, personalities, positions, and cognitive-emotional aspects of the buyer and In the quantitative stage, a sample of 3,168 shoppers from different cultures (Persian, Azeri, Kurdish, Lori, Arabic, Baluchi, Turkmen, Qashqai, Gilaki and Mazandaran) are sampled by cluster sampling Then, they were extracted by random sampling method and analyzed by factor analysis, exploratory factor analysis and structural equation modeling.The results of the study show that by recognizing the cultural values, personality, situations and the cognitive-affective of the buyers, can manage the buyer's impulse buying behavior and on the other hand, helps buyers and consumers to find out Under what conditions they buy impulsively, as well as the cultural values of buyers, have a special role in the impulse buying.