فصلنامه مدیریت بازرگانی
سال پنجم شماره 16 (تابستان 1392)

This research is a field study research done in purpose of consideration of marketing status in small industries. The results help managers of small industries in decision making and researchers in their investigations to devise marketing solutions for small companies'' issues. The Simpson-Taylor Model was applied as the research model. It considers the status of marketing in small industries from two dimensions، The Marketing Role (internal approach) and The Relevance of Marketing (external approach). Data gathering was done through doing interview with 96 samples including Managing Directors، Marketing Managers or Sales Managers. The societies were small industries located in two main industrial cities of Iran (Tehran and Tabriz). The results show that external dimension of marketing was developed more than internal dimension.

Nowadays، the customer''s credit assessment is one of most important challenges for managers in decision making. Especially in the current situation which the number scam has increased and outstanding claims of Business Company is increasing. On the other hand decision making about customers and their credit is based on expert judgment and also the customer Information is often uncertain، ambiguous and inaccessible. So Experts based on evidence، documentation، quality information and their experiences، often with linguistic variables describe their customers and judge about them. In this research، with using the advantages of fuzzy logic and expert systems، a fuzzy expert system for solving this problem has been presented which utilizing Mamdani Inference method for inference. Finally، the system was designed and implemented in Alborz Distribution Company، and it showed 91. 25 percent accuracy of the system in the customer''s credit rating.

Consumers have different needs and desires in their relationship with service firms and not every consumer is willing to engage in close commercial relationship in the same manner. Although customer relationship management (CRM) is a top priority for marketers، scholars and managers do not appropriately understand these distinct relational preferences. This article introduces ‘customer attachment styles’ to help researchers and managers in identifying and predicting the relational needs of customers. Survey-based data in the Virtual University of Tehran as a service provider and on students as consumers reveal the relevance of customer attachment styles for the aforementioned outcome variables. Data were gathered by an online questionnaire and analysed by Pearson correlation test and confirmatory factor analysis (CFA). Findings demonstrates that attachment theory is a fruitful foundation for a truly customer-based and predictive approach that helps improving CRM effectiveness and efficiency، and strengthens the marketing contribution to the firm`s ability to compete.

The purpose of this study was to evaluate the impact of CSR on brand loyalty through the mediating role of brand image is casting. The purpose of this study applied descriptive - survey is based on structural equation modeling. The study sample consisted of 130 bank customers in the city that are classified randomly selected. The results of this study that the legal and ethical responsibilities with customers loyalty، by the functional and symbolic Images like copulative bridge are connected together. More precisely، loyal relationship with the symbolic image perceptions by customers، extending the functional images was detected. Hence، these banks can strengthen the structures of the mind، to be loyal customers.

Present paper attempts to examine the impact of entrepreneurial organizational culture (EOC) on academic entrepreneurship in the University of Tehran (UT) employing the descriptive-survey research methodology. After reviewing the theoretical foundations and the related literature in the field of academic entrepreneurship and culture، the authors posed the main research question and its ten secondary ones. The questionnaire developed by Mcquaire (2003) for measuring EOC as well as the one developed by Brennan & McGowan (2006) for measuring academic entrepreneurship were used for collecting the required data. The research sample includes 244 individuals from the UTfaculty members that were selected based on stratified random sampling method. The results of the linear regression test showed that EOC influenced academic entrepreneurship. Moreover، the results of the Friedman’s test indicated that proactiveness and open communication had respectively the highest and lowest ranks among the dimensions of EOC. Ultimately، the statistical data were analyzed using the Structural Equation Modeling (SEM) methodology and the Lisrel software producing the final model of the research.

Nowadays، efficient goods distribution in target markets is one of the most important challenges of marketing managers and goods producers. Distribution of goods and services has a significant contribution in Gross Domestic Product (GDP) of countries. So an efficient distribution network can support constant economic development of countries and reduces end-user price of products. Identifying and prioritizing factors which effect on efficiency of Goods Distribution Network are main objectives of this research. Research method is based on Survey، and questionnaire has been used for data collection. In this research، 220 questionnaires have been distributed among experts and 148 questionnaires have been returned. Spearman correlation test has been used for analyzing data to identify relations between factors، and Freidman test has been used for prioritizing factors which effect on efficiency of Goods Distribution Network. Based on research results، shortening goods distribution channels، building Hypermarkets and chain stores، increasing skills and expertise of human resources، developing goods distribution and transportation infrastructures and creating strong national brands، in order have more effects on efficiency of Goods Distribution Network

In This paper the concept of corporate image has examined in detail and a complete discussion devoted to the presentation of three trends discernable in corporate image literature. in the later steps the Influencing Factor on corporate image are considered and examined. Contrary to the studies fulfilled in other countries، the research results show that in Iran fulfillment of social responsibilities of the corporate، stakeholders Perception، and crisis management are affected by and described according to the concept of corporate image. According to results it is recognized that environmental factors such as physical environment، competitors behaviors and be in accordance with governmental policies، were most important influencing factor on corporate image of Iranian Governmental Banks.

Each customer or consumer communicates with different markets with a specific decision-making style and these styles approximately remain constant over time. This research is done between Tehran home appliance store customers with the aim of identifying the Sproles and Kendall’s model decision-making styles. Sproles and Kendall’s model has identified eight different decision-making styles، which have been tested in many countries، with the assumption that consumers buy things utilizing special decision-making styles. The main question is “What are the buying decision-making styles between Tehran home appliance store customers، according to Sproles and Kendall’s model?” The statistical sample for this research includes 350 people who were accidentally chosen، using stage random sampling method. The main tool for data collecting in this paper was the verbal questionnaire. The result of research analysis shows that 7 styles (6 former styles and one new style) were identified in home appliance stores of Jomhouri market in Tehran and in comparison with other styles، “seeking for ideal product” style is of the highest importance.