فصلنامه مدیریت بازرگانی
سال دوم شماره 5 (پاییز 1389)

Exports have direct effects on Iran’s economic growth; therefore, a variety of state and private owned institutes promote Iranian companies’ export activities via export promotion programs (EPPs). The main goal of these programs is to improve the export performance of Iranian companies and to motivate export activities of those companies. To explore the effects of export promotion programs on export performance and activities of firms a filed study in Iranian electric industry with a sample of 260 firms was initiated. According to results of this study, awareness and use of EPPs has no direct impact on export performance of firms; however, these programs can improve export performance via mediating impacts of marketing strategy. According to the findings of EPPs some policy implication to improve the effectiveness presented based on the results of study in the end of paper.

The experience of countries that have liberalized their electricity markets has shown that the assumption that markets will naturally produce a competitive result is not always justified. The most important concern refers to the changes of demand and price which result in providers’ mistreatment. Market power is typically defined as the ability to profitably alter prices away from competitive levels. However, detecting and proving the existence of market power in electricity markets is not an easy task. Economists and regulators have yet to develop a generally accepted, standardized set of market power monitoring procedures. Rather there exists a range of tools, techniques and measures - some drawn from standard industrial organization theory, some especially developed for electricity markets - which are employed to varying degrees by the different market monitors and regulators throughout the world. An ideal index of market power is one that provides in a simple number a measure of the ability to exercise market power. The paper surveys the literature and publicly available information on market power indexes in electricity markets. After reviewing definitions, we examine the various methods of detecting market power that have been employed by academics and market monitors (The statistics of electricity demand and consumptions for the year 2007) and regulators. These techniques include structural, behavioral and functional indices. Finally suggestions have been highlighted to determine the best location for developing the powerhouse in order to solve the mentioned problems.

The main purpose of this paper is to develop an effective and efficient promotion mix model and determine the share and value of each of the underlying variables in the promotion mix in accordance with the marketing and promotional goals and strategies of a firm. The review of earlier studies indicate that the promotion mix components such as competitor’s advertisement, public relation budget, variety of sales promotion variables, sales persons skills, competition intensity and customers’ satisfaction level, product life cycle and marketing goals have been mainly stochastic, dynamic, vague, imprecise, qualitative or intangible that require approaches coherent with the innate nature of these variables to understand. However, in most of the current models, the issue of designing a mix with structured approach and in a time-series framework has been handled without paying enough attention to the data nature and humane judgments, and neither the impact of the input variables on output variables in promotion mix. This paper tries to compensate for the aforementioned shortcoming by employing a fuzzy approach in modeling, reliance on the actual performance data, and analysis of the experts’ views. By using this approach, we achieved most satisfaction on reaching marketing and promotional goals besides minimizing cost of doing such activities. Furthermore we use some variable such as organization life cycle, marketing strategy, promotional activities budget, competition intensity and industry nature as a key construct for designing effective model. Employed fuzzy approach ranked the importance of promotion variables as follow in automobile battery industry: personal sellin

In recent years, increasing concerns have appeared among experts of all fields toward environment in which researchers and experts of marketing were also included in a way that caused the generation of a new concept of marketing, called "Green Marketing". Lots of studies have been done in order to investigate the advantages of this new phenomenon of marketing and its compound ingredients in business. The goal of this research is to investigate the compound effect of green marketing on purchase decision making of household compact fluorescent lamp's consumer. Population of this research was Rasht city households, from which a 400 sample included the decision makers of the family for buying this green good, in three areas of municipality were selected with cluster sampling method. After the description of theoretical and research bases of green marketing and consumer purchase decision making process, four ingredients of green marketing mix(product, price, place, promotion) were used to investigate this relationship and each of these ingredients were defined with some variables. After collecting data for variables measurement with interview and questionnaires distribution, a structural equation model was introduced. Finally, it was recognized that there is significant relation between each of marketing mix ingredients and consumer purchase decision making process; and there was also significant relationships between green marketing mix's ingredients.

Buyer commitment to an exchange relation is a key issue in industrial marketing. Commitment to an exchange has several benefits for buyer and seller such as increasing exchange efficiency, decreasing exchange cost and uncertainty. This article investigates commitment in b2b relationships from perspective of purchasing department managers. In the present study the satisfaction effects of purchasing agent from organizational and personal needs fulfillment by supplier have been analyzed based on four factors including: outcome satisfaction, interaction satisfaction, purchasing manager gate keeping, and sales information control. The results show the impacts of these four factors on purchasing department manager's commitment. The findings suggest the marketers will be able to develop stronger bond with purchasing managers by offering benefit bundles that address both organizational and personal needs.

This study was performed based on 482 questionnaires from 30 food companie's salespeople which contained 39-items. For testing the model, Multilevel Approach and HLM 6.05 was used. The main effects of basic physiological needs (relatedness, competency and autonomy) and moderation and main effects of competitive climate and collective sales efficacy were investigated. Results showed relatedness need dose not effect on salesperson's performance. Competency, autonomy needs and collective sale efficacy have positive effects and competitive climate has negative effect on salesperson's performance. This study showed that competitive climate has positive moderation effect on relationship between competency and performance and collective sale efficacy has negative moderation effect on relationship between autonomy and performance.

In today’s competitive world, customers are at the main focus of organizations and the customer loyalty is the main reason of acquiring competitive advantage of organizations. The aim of present research is to investigate the relationship between customer loyalty and one of its key variables, service quality. Trust and satisfaction have been investigated here as intermediate variables. This research is in descriptive category. For measurement of information, questionnaires with seven - option Likert Spectrum have been used. Residents of four and five star hotels have been used as statistical society and the volume of sample was estimated 67 with simple random sampling. Research findings revealed a significant positive relationship between service quality and customer loyalty. The findings of this research shows that trust variable and satisfaction are mediators in service quality and have a positive and significant influence on establishment of loyalty.

Results of different studies demonstrate that the world-class organizations have better performance in encountering challenges of twenty-first century. Therefore developing such features is strongly recommended to Iranian firms. Most of experts believe that to achieve to world-class situation, the most important factor is marketing, and all organizations should assess themselves about world-class marketing. Thus, the present study tries to answer this question “What is an appropriate pattern of a world-class marketing for Iranian firms? The study is practical in nature and purposes in determination of association between elements of pattern of a world-class marketing that is appropriate for Iranian firms. To this end, at first adjustment study of theoretical essentials of world-class marketing was done. In the second phase, a measurement in elements of the primary pattern was done on 52 experts, by using qualitative study; and Delphi technique, statistical tests of T-Student, U-Mann Whitney and Phi Cramer.

Delay in implementation and delivery of projects of General contractors working in oil, gas and petrochemical projects, together with their law profits, are the main reasons for writing this paper. It has been tried in t6he article to present an actual and applied method of decision making to determine strategic goals, strategic planning and its relation with the standards of project management. Also, it presents and appropriate method for the use of Multi Attribute Decision Making (MADM) model to rank strategic planning indices. At the first stage, with the help of TOPSIS algorithm, the best indices have been chosen and ranked. Then, the indices have been linked with PMBOK's scopes and processes. Later, for each index, adoptable and practical procedures and clear out comes have been determined. In the process of the research, this approach has been implemented in one of IDRO's general contractors.