Marketing Mix Revision Adjusted for Debt Instruments Concentrating on Steel Industries

Marketing mix is an instrument managers use to affect the intention to purchase of the customers. The marketing mix of commodity and service products has been developed by past authors. But concerning to the classification of assets as real and financial assets, no marketing mix has been developed for the financial products to now. In this study we try to develop the financial products marketing mix using field study and factor analysis in measurement models. The data has been gathered in 2018. The sample included 341 market practitioner in 10 classes including institutional investors, analysts, individual investors, foreign investors, steel industry investors, mutual funds, investment companies and so on. The results show that we can classify the managerial activities in six marketing mix: return (including 10 elements), credit (including 3 elements), risk (including 6 elements), market scheduling (including 4 elements), Extra Services (including 3 elements), and flexibility (including 4 elements).