فصلنامه تحقیقات بازاریابی نوین
سال چهارم شماره 2 (پیاپی 13، تابستان 1393)

In the last few decades, change in the pattern of competition and instability of environmental conditions has led to the large firms which have little changes in their structure, not being able to compete with small firms which are open to change and innovation. Studies indicate that improvement of organizational performance is highly dependent on market orientation. On the other hand, the main core of these studies is based on the belief, perception and commitment of managers to market orientation. But, it seems that there not enough organized and experimental research to investigate such a relationship based on the expert's opinion in Iranian organization and in particular the governmental banks. Based on this evidence, the goal of this research is to investigate the mediating role of market orientation in the relationship between emphasize of high management and the performance of governmental banks. Data analysis was done by using SEM approaches and SmartPLS software. The findings of this research indicates that there is no direct and meaningful relation between emphasize of high management and performance of governmental banks, but there is a positive and meaningful relation through mediating role of market orientation.

The aim of this paper is to demonstrate empirically the relationship between marketing intelligence on competitive advantage within a small and medium sized enterprises (SME) context. With marketing information it is intended all data usable within for a marketing purpose. First، the constitutive factors of marketing intelligence amongst SMEs were identified in the literature. After that، a quantitative study was performed analyzing the data through multivariate data analysis techniques، specifically using the Lisrel software. The results of the analysis are discussed and the paper ends with the conclusions، implications for practitioners and policy makers، limitations of the study and indications for future research. The results of this study show the importance of the marketing intelligence amongst SMEs. The type of information، resources of information and frequency of using information in SMEs have positive relation with competitive advantage.

Mobile marketing and SMS (short message services) advertising in particular, have been recently used. Even though SMS-based advertising is inexpensive, interactive, and able to yield a high response rate, middle or big size companies do not use it in Iran. For as much as its adoption was unclear, this study was organized to find it out. Since the most populated city in our country, Tehran, is a good multicultural instance to study in many fields, this research has aimed at its citizen's intention to use SMS advertisement. The statistical populations included are mobile users, who came to Mobile Customer Service located in north, south, west, east and centre of Tehran. From which 384 were considered as samples. Technology Acceptance Model (TAM) was used for making hypothesizes. Survey's data was collected by questionnaire with cluster and random sampling. Collected data was analyzed regarding to the Structural Equation Modeling (SEM); in order to do which, the technique Partial List Squares (PLS) were used. The results revealed that: despite the lack of adoption for the SMS advertising among mobile users in Tehran, there could be chances to improve it by better perceived usefulness as well as its ease of use. Innovativeness of the people and their trust has indirect impact on their intention to use. Moreover, getting prior permission, making a profile, and individualizing the context with richness of information and entertainers are recommended. Using the new generation 3G and shortcuts will be able to improve SMS advertisement's adoption as well.

Recent progression on Internet, mobile phones and also the other communication tools allow companies to gain benefit from new applications such as SMS advertisement. Despite of these commercial opportunities, development of SMS advertisements are limited by some barriers such as invasion of mobile user’s consumer rights with unsolicited sms advertising. On one hand in developed countries, there are regulations for mobile user’s privacy protection, but on the other hand, these rules do not apply in Iran. According to the previous researches in this field, mobile user’s gender has a moderator role on acceptance of permission base mobile marketing. In this paper, the literature of mobile user’s consumer rights and effective factors on permission base mobile marketing such as Institutional Trust, Personal Trust, Mobile User’s Experience, Percieved Behavioral Control and Mobile User’s Gender are investigated through a trust base research model. Then, the hypothesized model is empirically tested using data collected from a standard questionary base survey in Tehran theater-e-shahr audiences. Structural Equation Modeling (SEM) was used by the Lisrel 8.8 to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is concluded that Iranian mobile users due to the lack of appropriate regulations on mobile user’s consumer rights and also, receiving a lot of unsolicited sms advertising, have persecutor and negative experience about sms advertising. Because of the mentioned situation in Iran, on the both male and female research model, mobile marketing experience extremely affects the process of gaining mobile users’ permission. Thus, it is absolutely necessary to correct implementation of permission base mobile marketing and making positive and useful experience about the sms advertising for Iranian male and female mobile users.

In today's competitive environment, the development of e-commerce and information technology, the scope of vendors has changed, this factors led to coordinate organizations with the revolution in electronic communications and they choose the business of Internet new way to earn and compete competitors. However, the business of internet industry not yet reached the stage of maturity and more customers prefer the traditional purchasing channels,. Hence, this paper examines the effect of planning behavior factors on the Internet purchasing behavior. Knowing the impact of these factors can lead to further encourage customers to adopt Internet shopping and to prosper internet business in iran. The population of the study,student 4 State University of Tehran,Tarbiat Modarres University,Allameh Tabatabai University and Shahid Beheshti university.Required data were selected and collected through a standard questionnaire of 25 questions,from 386 students by cluster sampling method.Testing hypotheses have done through structural equation modeling using Lisrel. The results of the analysis showed that the conceptual model have a good fit. Moreover, it was found that had significant effect positive attitude towards online shopping and subjective norms on Internet shopping intentions and Internet shopping intentions on perceived behavioral control but was not confirmed significant influence of perceived behavioral control on the Internet shopping intention.

This study is aimed to segment the Notebook PC market using VALS life style and to find out the differences between these segments. Vals specifically defines the consumer segments based on personality traits influencing the market behaviors.According to Vals, consumers are divided to eight categories not only based on psychological variables, but also income, education level, buying demands, and some other factors.Life style and values are determinant factors of consumer's decision-making. This study seeks to identify different segments of Notebook PC market and specify the requirements of each segment.To do this, we designed a written questionnaire, distributed 400 questionnaires between the students of Ferdowsi University of Mashhad, and collected 308 ones. The final response rate after eliminating five non-eligible questionnaires was 77%. For data analyzingand answering the research questions, descriptive and inferential statistics were used. The results indicated that each market segment requires different features and requirements as for its psychological attributes. At the end, research limitations were enumeratedand some suggestions for future studies were made.

This research assesses how the value of the customer perspective, market orientation and competitive advantages will affect organizational efficiency in hotel industry. All the two to five stars hotel of Tehran, Hamedan, Mashhad and Mazandaran province were selected as the population of this research via census method, which is a total of 206 hotels. Structural equation modeling was used to test eleven hypotheses. Research findings show that if hoteliers to understand the value of their customer's perspective properly, they will take both customer-oriented and competitor-oriented policies due to their situation. When customers are price sensitive, hotel managers tend to develop competitor- orientation. In addition the higher level of customer orientation and competitor orientation of a hotel can develop competitive advantages based on differentiation and innovation in the market and finally the advantages of market differentiation and innovation in the market, leading to greater market efficiency (Greater customer satisfaction and market share); this would lead to financial returns (profits) of the hotels.

This study examines the impact of trust on relational exchanges between buyers and sellers in an international context. Trust is considered as two separate dimensions: cognitive trust and affective trust. Data from Australian exporters are tested with regards to their overseas buyers. The empirical results show that cognitive trust and affective trust are distinct dimensions. Shared goals is a common antecedent to both dimensions of trust. Perceived cultural distance and reputation are the unique antecedents to cognitive trust. The results indicate that international relational outcomes benefit from the presence of both cognitive and affective trust. In other words, when exporters exhibit both dimensions of trust, they are more willing to be flexible and report higher levels of satisfaction with export performance.

Represented quality service is a vital issue in competitiveness of service companies. Managers tend to measure the quality of services that represented to customers. Iranian firms can reach the customers expectation about service quality through the measurement of the main criteria in order to obtain customer satisfaction and trust. The aim of this research is to examine the effects of main characteristics of service quality (trust, empathy, tangibility, and assurance) on customer trust with the mediating role of amity. This is a descriptive - survey and practical study. A questionnaire was used to collect data. Validity and reliability have been approved using content and construct validity and Cronbach alpha respectively. The population consists of passengers at Hashemi Nezhad airport of Mashhad. Data analysis has been done using SPSS and LISREL software. The data analysis of 384 respondents approved the mediating role of amity in the relationship between Services quality dimensions and customer's trust. Moreover, the Services quality dimensions (trust, empathy, tangibility, and assurance) has direct relationship with amity and trust. And also amity has a significant relationship with trust.

Today, all companies must change their business strategies in order to grow faster than competitors and create more value for the customer. In this competition area, Factors that can act as a competitive advantage for companies, distinguish them and improve their performance are emphasizing on Trading Strategies, Market trends and Entrepreneurial behavior. So this study sought to evaluate the impact of competitive strategies - Costs leadership and differentiation - on medium and large manufacturing companies Performance with the intermediary role of market trends and Entrepreneurial Behavior. This is an applied research that is done by a descriptive and Survey method. A questionnaire was used for data collection. Content and construct validity and reliability was confirmed by using Cronbach alpha. The population of medium and large manufacturing firms in the industrial town of Mashhad city are surveyed. Sampling in this study is simple random and probable. PLS software is used to analyze the data. Data relating to 89 companies that responded to the survey questions, Confirms the Mediator role of " Intrapreneurship behavior" between "business strategy" and "organizational performance" confirms.In addition, Cost leadership strategy has Significant relationship to performance, Market Orientation and Intrapreneurship behavior. Differentiation Strategies are directly in relation with Market Orientation and Intrapreneurship behavior and finally Intrapreneurship behavior has directed relation with performance. Also the mediating role of market orientation in the relationship between business strategy and organizational performance was not approved.

Since each customer has its own expectations and opinions, we need to consider customer needs and expectations in order to recognize the main characteristics of customer satisfaction. Undoubtedly, the company who is faster and better in recognizing customer needs and demands and represent services beyond the customer expectation will be the winner. The aim of this study is to investigate the impact of emotional conditions of employees on customer satisfaction and loyalty with the mediating role of rapport. Employee's emotional conditions consist of two dimensions: evaluation of n and emotion control. This is a descriptive - survey and practical study. A questionnaire was used to collect data. Validity and reliability have been approved using content and construct validity and Cronbach alpha respectively. The population consists of passengers who use the customs service at Hashemi Nezhad airport of Mashhad. Data analysis has been done using SPSS and LISREL software. The data analysis of 384 respondents approved the mediating role of rapport in the relationship between emotional condition of employees and customer satisfaction and the relationship between emotional condition of employees and customer loyalty. Moreover, the emotional condition of employees has direct relationship with rapport, customer satisfaction, and loyalty. In addition, there are significant relationship between customer satisfaction and loyalty, as well as satisfaction and customer loyalty.

It is obvious that recession situation leads to demands reduction. Therefore, companies encounter challenges and weak businesses are disappeared and resistant and strength companies remain. In this situation considering the marketing department especially marketing strategy play a significant role. There are many marketing strategies. Companies use these strategies based on their needs or formulate new strategy with regard to their internal and external circumstances. This paper identify and prioritize the important factors in determination and selection appropriate marketing strategy through reviewing previous studies related to strategies used in recession condition and interviewing with experts. Thus, fuzzy and group analytic hierarchy process, which is a common and widely used decision making method, have been used in this study also the excel software was used in this study. The results of this study indicate that the major factors influencing the selection of appropriate marketing strategies, in order of preference, are price, product, distribution networks, and staff.