جستجوی مقالات مرتبط با کلیدواژه « عملکرد بازاریابی » در نشریات گروه « مدیریت »

This research aims to examine and analyze export barriers effect on the marketing performance in Iranian petrochemical of South Pars region. Literature and background were studied, then through semi-structured interviews with 30 people including managers and experts from the commercial and marketing department of petrochemical companies were selected purposefully. The interview and content analysis method were used to identify the design components of the export barriers identification research model, and a questionnaire was developed. Then, quantitative approaches were used to verify the qualitative results and test the model, and LISREL software was used to analyze the data. Export barriers in Iranian petrochemical companies were identified in four categories including procedural barriers, knowledge barriers, marketing barriers and external barriers. The conceptual model of export barriers was defined and fitted based on the outputs of the quality department. According to the values of parameters related to the model along with factor loadings and path coefficients and according to the values of standard coefficients and significant coefficients of t obtained, it can be concluded that there is a direct relationship between the factors and the indicators showed that this model has a good fit. The results showed that export barriers had a negative effect on the marketing performance of petrochemical companies. External barriers with a path coefficient of -0.69, procedural barriers with -0.51, knowledge barriers with -0.49, and marketing barriers with a path coefficient of -0.43 ranked first to fourth.

Businesses operating in the digital marketing domain have recognized the importance of marketing capabilities in shaping consumer perceptions and enhancing their services. As the digital age continues to evolve, it has significantly influenced business performance. This study examined the relationship between digital orientation and marketing performance in small and medium-sized virtual businesses, considering the mediating role of digital marketing capabilities. The research adopted a practical and descriptive-survey approach, falling under the category of correlational research. Data collection was conducted in the field, focusing on virtual businesses in Urmia City with a total population of 1002 businesses. A sample size of 281 small and medium-sized virtual businesses was selected using a simple random sampling technique, following the guidelines of the Morgan table to ensure robust results. The data collection tool employed a standardized questionnaire with a 5-point Likert scale. Reliability analysis was performed using Cronbach's alpha coefficient. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SPSS 26 and SmartPLS-3 software.

The main purpose of this research is to investigate the impact of dynamic export capabilities on marketing performance, considering the role of moderator of the quality of the exporter-intermediary relationship in Ahvaz exporting companies. This research is applied based on the purpose and descriptive-correlation based on the nature of the survey type. The statistical population of this research includes exporting companies of Ahvaz city that export their products to the Iraqi market. For sample selection, 234 people were selected using Morgan's table and based on simple random sampling method. After collecting research data, a total of 200 questionnaires were applicable. The main tool for collecting research data is a standard questionnaire. To measure the variable of dynamic export capabilities, the questionnaire of Kalnit et al. has been The content validity of the questionnaires has been confirmed by expert professors and their reliability using Cronbach's alpha coefficient. Visual PLS software was used for data analysis. The results show that the dynamic export capabilities have a significant effect on the marketing performance due to the moderating role of the quality of the exporter-intermediary relationship in the exporting companies of Ahvaz city. Also, adaptability, flexibility, innovation and networking ability in export also have a significant impact on marketing performance due to the moderating role of the quality of the exporter-intermediary relationship in Ahvaz exporting companies.

Considering the changes that have happened in recent years in the business process, attention to the category of business intelligence has become an important issue. Therefore, the present study examines the effect of the competence dimensions of business intelligence on marketing performance, considering the mediating role of customer relationship management in tourism businesses.

The current research is a descriptive survey regarding the applied purpose. The study's statistical population comprised experts and marketing managers of tourism companies in Tehran. In order to collect data, 300 questionnaires were distributed online and face-to-face using the non-probability sampling method, and 253 questionnaires were analyzed by removing distorted and indifferent questionnaires. The structural equation modeling method and SPSS 26 and Smart PLS 3 software were used for data analysis.

The findings showed that the competency of business intelligence has a positive and significant effect on marketing performance, and customer relationship management plays a mediating role in this relationship. This shows that one of the ways to improve marketing performance and create a sustainable competitive advantage for managers is to use business intelligence.Originality/Value: In today's highly competitive world, the quality and timeliness of business information in organizations determine the difference between survival and bankruptcy. Also, the great importance of business intelligence and the critical role that this concept can have in improving the marketing performance of business organizations have been less discussed. Therefore, the results of the current research can improve tourism companies' marketing performance by applying business intelligence.

Today, the retail industry plays an important role in the economic development of countries, so that this industry plays a role in the GDP of developed countries almost as much as the total production sector. Retailers are key components in the supply chain that connect producers to consumers. Studies show that the main reasons for the failure of these industries are marketing limitations in the form of lack of financial resources, lack of time and market knowledge and lack of marketing expertise. Networking is one of the solutions that has been proposed to overcome these limitations. Therefore, the present study aimed to analyze the impact of networking with consumers on the performance of the retail industry by considering the role of entrepreneurial orientation and knowledge market. The statistical population of this study included all managers of retail chain companies in Isfahan that 124 managers were selected as a statistical sample by simple random sampling. The research method was descriptive survey. A 44-item questionnaire based on the sequential scale and the five-point Likert scale was used to collect data. The results were analyzed by structural equation modeling with partial least squares approach. Data analysis showed that networking with consumers has a positive effect on marketing performance. Also, companies with entrepreneurial orientation and better use of market knowledge can use their networking capabilities for marketing purposes and competitive advantage.

In this study, the strategic impact of social media marketing on marketing performance based on the theoretical model of Toffs and Wayne (2019) has been investigated. Accordingly, the statistical population of the present study, which is descriptive-survey in terms of applied purpose,ll managers have formed companies located in Sari Science and Technology Park in 1400. 57 managers have been selected by census method to distribute data collection toolsData were collected using a questionnaire adapted from the Latin source of the research in the form of 23 questions, which while confirming the content validity of all parts of the final questionnaire, their reliability was also accepted using Cronbach's alpha coefficient. Based on this, data analysis and hypothesis testing using SPSS and PLS software showed that,Social media strategy, active presence, customer engagement initiatives, social media analysis affect social media performance. Social media performance affects marketing performance.

The purpose of this study was to investigate the effect of staff empowerment on marketing performance in Zanjan Insurance Branches in Supplementary Health Insurance considering the mediating variable of motivational stimuli. The purpose of this study is applied and in terms of method, it is descriptive-analytical in correlation with survey approach. The statistical population of the study consisted of 174 people, employees, and managers of Zanjan Insurance Branches. A sample of 120 people was selected using Cochran formula and simple random method. Data collection tool was a localized questionnaire. Validity of the questionnaire was confirmed by content validity and factor analysis (KMO = 0.725) and their reliability was confirmed by reporting Cronbach's alpha coefficient (0.910). Descriptive and inferential statistical methods were used for data analysis. SPSS software was used for descriptive and inferential analysis. The results of the research using Pearson correlation coefficient and regression analysis show that according to the research hypotheses, educational empowerment, structural empowerment and psychological empowerment influenced marketing performance. On the other hand, empowering employees through motivational stimuli has an impact on marketing performance. Finally, according to the results of the research, practical suggestions are presented.

The challenge faced by organizations is the transformation of social values, as well as other elements of marketing environment over time, which makes corporate social responsibility more important than the past, so in order to ensure success, the marketers function and the products and services provided by the company along with observing environmental and community-related issues.Therefore, in this study, the effect of social responsibility and environmental orientation on marketing performance with regard to the mediating role of green marketing orientation in Zar Makaron Company is investigated. This research is an applied research in terms of purpose and in terms of data collection, a descriptive survey is a survey. The statistical sample included 120 managers and experts of Zar Makaron Company. To collect data, a standard questionnaire was used. To analyze the data, structural equation test were used by AMOS software. The results of data analysis indicate that social responsibility have a significant and positive effect on marketing performance through the tactical, strategic and internal green marketing orientation. environmental orientation have a significant and positive effect on marketing performance through the orientation of green marketing

Companies need to apply innovations in their products in order to achieve organizational goals, achieve competitive advantage, and improve organizational performance. Organizational learning, developing a flexible organization, supportive managers and specialized teams is essential to achieve product innovation and organizational survival. The main question of this research is: what are the strategies to increase the performance of the Iranian pharmaceutical industry market? This research seeks to provide solutions to improve the innovation power and marketing performance of pharmaceutical companies. To this end, this study examines the effect of flexibility capacity, organizational learning and product innovation on marketing performance. In this case, companies can strengthen their position in the domestic and international markets and gain a stable competitive advantage over other competitors.  

The present study is applied in terms of purpose and is survey in terms of method. The statistical population of this study includes 236 pharmaceutical companies on Darooyab website, where the data have been collected from senior managers of these companies. Applying simple random sampling and according to Cochran’s formula, 146 companies were selected as the sample. The data were collected through a questionnaire. The research data were analyzed in form of structural equation modeling based on partial least squares method using Smart PLS2 software.  

The results indicated significantly positive effects of organizational resilience capacity and organizational learning considering the mediating role of product innovation on the marketing performance of these companies. According to the investigations, the moderating effect of environmental disturbance has not been confirmed due to organizational flexibility capacity and organizational learning on product innovation.  

It is necessary to create flexibility in organizational processes and decisions in order to respond quickly to discrete environmental changes. In addition, organizations need to use new paradigms and create learning capacity to empower to deal with turbulent and complex environments. Accordingly, companies will be able to create continuous innovation in their products in order to meet the ever-changing demands of customers. Thereby, it can lead to an increase in the performance and competitive position of the organization.

The aim of this study is to survey the effect of customer relationship management on marketing performance with regard to the mediating role of innovation and marketing memory in Insurance authority in Kerman province. Population in this research is managers and staff of Insurance corporates in Kerman province and the sample amounted to 252 that were estimated by relative random way and Cochran formula. Standard questionnaire has been used that its validity asserted by experts and its reliability has been. Asserted .for gathering data field and library method have been used. For data analysis statistic formula such as correlation test, factor analysis and structural equation modeling in the form of LISREL and SPSS software have been used. The result shows customer relationship management has directly positive and significant effect on marketing performance (significant coefficient 6.36) while the customer relationship management has indirect effect on marketing performance with the role of marketing memory (36.41) and marketing innovation (12.37).

In the era of modern technology, providing superior e-banking services and benefitting customers from new technologies will be the basis for each bank's superiority over its rivals. Therefore, the proper way of attracting and communicating with customers and improving the quality of e-banking services can provide a platform for improving the marketing performance of banks. Accordingly, the main goal of this research is to recognize the position of customer relationship management strategies to improve the quality of electronic services in order to enhance marketing performance. In this research, a descriptive-correlation analysis of the required data from the statistical population of customers and employees of Parsian Bank branches in Tehran was gathered. The main instrument for collecting data is a questionnaire. After obtaining validity and reliability, 384 samples were sampled for clients and 217 were distributed to the staff of the statistical society. Data were analyzed using the Structural Equation Modeling Software through PLS software. The results of analyzes indicate confirmation of research hypotheses about the effect of the relationship between variables.

The today's business environment is so dynamic and complex and this conditions became made even more complicated when economic depression has shaded the economy and the production and service sectors are in the grip of the depression. In the situation the firms are under the depression, to adopt marketing strategies that can help them improve their performance by focusing on optimization opportunities, sales growth and acheiving to sustain competitive advantage. At present, the textile and construction industries in Iran are in such a complicated situation so that they face lowered demand and need right marketing strategies. Thus, this research was aimed to explore the significance of marketing strategies for the marketing performance of textile and construction industries and to rank them under economic depression. To this end, the library study was accompanied with field studies. A questionnaire composed of 27 questions was designed and its content validity was confirmed. Then, it was administered among production, marketing, and R&D, and higher managers of nine textile manufacturing firms and 20 construction firms sampled by purposive judgmental technique. After the questionnaires were collected, the reliability of the questionnaire was estimated at greater than 0.7 by Cronbach’s alpha. Data were analyzed by structural equations modeling. The results of confirmatory factor analysis revealed that the values of model fitting indices were appropriate. According to the results of path analysis, the segregate marketing strategy and centralized marketing strategy had significant positive impacts on the market performance of the firms. But, indifferent marketing strategy influenced market performance negatively. Also, Friedman test revealed that the segregate marketing strategy was ranked in the first in both industries.

Regarding the important role of banks as the financial mediator in economy, the current research estimates the degree of cost efficiency in the Iranian banks and therefore the average of cost efficiency in the country banking system in the period of 2000-2012 using stochastic frontier analysis, Cobb-Douglas function, and also maximum likelihood method. The results showed that cost efficiency of the Iranian banking system in this period is equal to 62.8 percent. Furthermore, the average efficiency in private banks is more than the average efficiency of state-owned banks and also those banks which were active in the public sector before and now are active in the private sector. The findings also showed a significant difference between the cost efficiency degree of the most efficient bank and the most inefficient one. In addition, this research examined the impact of banks’ marketing performance on their cost efficiency using panel data random effects model. The results showed that there is a negative significant relationship between bank deposit market share and cost efficiency in the Iranian banking system.

This paper has been done by the aim of identifying key factors affecting ethic marketing and their roles on improving marketing performance through the mediation influence of ethic marketing. This paper is based on a qualitative-quantitative study. Therefore at the first step, key factors affecting ethic marking were specified by a three stage-Delphi systematic interview with some marketing managers of pharmacy companies. In the next step considered factors and performance marketing of company were measured by 46 questions questionnaire and also the commitment of company to ethic marketing principles were evaluated by 30 questions questionnaire. The statistical population of this study including 385 employees of MAHBAN-DAROO Company and 341 Esfahan drugstores as their customers. The validity of this paper confirmed by content and factor validity and it reliability was proven by Cronbach's Alpha. Structural equation modeling was utilized as analyzing method by employing Amos 21. The results showed that individual, organizational, special environment and general environment factors have a direct and positive effect on ethic marketing and also ethic marketing has a positive and direct effect on marketing performance of company. Also other results revealed the mediating role of ethic marketing among key factors and marketing performance in pharmacy companies.

The purpose of this paper was to investigate effect of entrepreneurial marketing on innovation with Consideration moderating effect of two-factor learning orientation and organizational structure. Then assess the relationship between innovation and the marketing performance. in this research sales and marketing managers of 42 sample companies in three industries were selected، industrial automation، Telecommunications and communications، computer and digital equipment. For Collecting data Was used questionnaire with acceptable reliability and validity. 250 questionnaire were distributed in the 42 companies in three industries. 195 questionnaires returned and were analyzed. To test the hypotheses spss19 software is used. Analyses results revealed that entrepreneurial marketing are positively related with innovation in the three industries. and innovation are related with marketing performance in the three industries. also results of this study revealed learning orientation and organizational structure have moderating effect on the relationship between entrepreneurial marketing and innovation in the three industries.

CRM stands for customer relationship management، which sounds like a good thing. But what is it، exactly? Turns out it can mean different things to different businesses. Perhaps in no other industry are acronyms bandied about as in technology، especially business technology. CRM is one such widely-used acronym that stands for Customer Relationship Management. Mention CRM and many listeners'' eyes will glaze over with boredom-but that''s probably because they don''t really understand what it is. Actually، CRM is a strategic business tool that helps companies streamline their business processes especially with sales and marketing and can increase revenue by attracting and retaining customers and shortening the time it takes to close a sales deal. If you''re not interested in all of that، you''re probably not that serious about your business.

Marketing plan is a powerful tool to achieve organizational objectives، seize the opportunities and successfully compete with the rivals. A marketing plan is mandatory to advance the commercial objectives and efficient management in any organization. A reliable tool for evaluating the significant role of a corporation''s marketing plan would be its marketing performance assessment. Marketing performance amelioration is the key to accomplish constant improvement. Two separate questionnaires were designed to collect data. The statistical population of the research consists of Arak Petrochemical Company''s directors and supervisors out of whom a sample of 200 persons was selected to fill out the questionnaires. At first، a multidimensional scale was devised to evaluate marketing performance and plan in petrochemical industry. Later، the effect of marketing plan on marketing performance and its dimensions was investigated through structured equation modeling. According to the findings، the dimensions of marketing plan include analysis of situation، target market identification، marketing objectives، marketing strategies، marketing tactics، and marketing prediction، execution and control. Moreover، the dimensions of marketing performance evaluation consist of sale promotion، market share development، and market management improvement. In addition، the findings also revealed that marketing plan has a considerably positive and significant effect on marketing performance of the corporation. Finally، it was demonstrated that the effect of marketing plan on each dimension of the marketing performance was significant and positive.

Marketing performance measurement has been converted to the major priority in the field of marketing، due to the responsibility to competitive increasing pressures، and financial limitations of organizations. Review of earlier researches، indicates that rarely maintenance of account leads to damaging to the credibility of marketing، compromising marketing statue and even threatening the marketing existence as a separated strength within the company. Inability of marketers to determine their contribution in the variations of changes in the company، is one of the most important reasons why no attention to the marketing unit in the Short-term and long-term planning. So، in this study، we survey the identification and determination of a comprehensive collection of the marketing performance measurement criteria، and the effects of them on the financial performance in the Parsian Bank. The results of study show that the market share impact on the brand value، but customer satisfaction have not any effect on the brand value and also the brand value and the financial performance. There is a negative relationship between innovation and brand value

Managing customer relationship efficiently has becomes a major challenge in this new business competition. Companies need information about who their customers are, what their requirements and expectations are, and how to satisfy their customers. This paper wants to study correlation between Customer Relationship Management and Marketing Performance in Banking Industry, and compare this relationship between state banks and private banks. In this research, methods of reseach like Descriptive, Applied, and Correlation have been used. Research statistics population is all banks in state sector and private sector in Tehran city. For data gathering, were designed and provided a questionnaire for banks organization and two other questionnaires for banks customers. If many researchs show that CRM have suitable effect on organizations’ marketingperformance. But, in this research there is a weak relationship between studied variables.