The Role of Marketing Mix in Expanding Export of Automobile Parts

Nowadays exporting plays an important role for creating a healthy economy. For this purpose, marketing is of utmost importance. This research was initiated with the goal of an investigation the factors affecting the export promotion of automobile parts with emphasis on marketing in Tehran. The research hypotheses were formulated after examining domestic and foreign literature sources of this field and initiative interviews with experts in automobile parts industry. The size of the sample was calculated at 115. Questionnaires were randomly distributed among managers and experts of automobile parts companies which their head office was located in Tehran. In order to test the hypotheses, inferential statistic of one sample t test was used. Besides, Friedman test was used for ranking the hypotheses of research, factors of marketing mix and promotion mix. The findings of this research indicated the inability of automobile parts industry for introducing new products, inability to reduce the price of produced parts and inability to compete on the basis of quality with similar foreign produced parts, non-existence of comparative advantage relating to design of the parts. Focusing on promotion mix can increase exports of automobile parts.