بازار هدف

Supplier Segmentation (SS) makes Supplier Relationships Management (SRM) easier, especially when the number of suppliers is large. SS creates value and synergy in relation with the supplier. SS as a step between the two strategic activities of supplier selection and SRM obtains distinct groups of suppliers based on their similarities. In the field of marketing, segmentation usually refers to the aspect of market demand, in which the goal of companies is to segment groups of customers with similar needs and demands. Past researches have usually considered one of the aspects of supply or demand for segmentation and have not investigated the issue of segmentation from both aspects (supply and demand). When a company (manufacturing or service) has segmentation information about the status of its customers and shopping centers at the same time, it can be successful in policies. In this paper, shopping centers (supply side) and customers (demand side) of Food Center Company (FCC) are segmented using the TOPSIS technique.

First, the criteria related to the segmentation of shopping centers and customers are identified separately based on the literature and after localization by the managers of the FCC, they are classified in two objective and subjective dimensions. After localization of criteria, four decision matrixxs are formed for 109 shopping centers and 50 customers. By implementing TOPSIS steps on the decision matrixes of shopping centers and customers, the final score of shopping centers and customers is obtained in objective and subjective dimensions. Finally, shopping centers and customers are selected in four sections, namely shopping centers/customers with weak objective and subjective dimensions, shopping centers/customers with strong objective dimension and weak subjective dimension, shopping centers/customers with weak objective dimension and Strong subjective dimension, and shopping centers/customers with objective and strong subjective dimensions are placed. By sharing the segmentation results with the managers of the FCC and consulting with them, solutions for improving the performance of shopping centers and improving the relations of the FCC with customers in the areas of supplier relationship management and customer relationship management are presented.

After studying the literature, 19 criteria related to customer segmentation and 19 criteria related to shopping centers were identified. After receiving experts' opinions, 11 criteria for segmenting customers and 16 criteria for segmenting shopping centers were recognized as final criteria. Segmentation results of shopping centers show that 32 shopping centers were placed in Section 1, 4 shopping centers in Section 2, 31 shopping centers in Section 3 and 42 shopping centers in Section 4. Segmentation results of customers show that 19 customers were placed in Section 1, 4 customers in Section 2, 16 customers in Section 3 and 11 customers in Section 4.The customers of Section 1 are the weakest customers of the FCC. FCC can remove these customers from its customer list or help improve their situation through incentive programs. For the customers of Section 2, solutions such as interaction in social networks and recording the voice of customers will be useful. For the customers of Section 3, solutions such as designing a communication calendar will be useful. The customers of Section 4 are the strongest customers of the FCC. For the customers of this sector, solutions such as providing free services and special appreciation for them can help to retain them for the company.For shopping centers of section1, the FCC can remove them from its shopping list or help to improve their situation through methods such as holding training courses in order to promote these shopping centers and evaluate their performance after conducting training courses. For shopping centers of section 2, FCC can improve their mental dimension by improving the indicators of their position in the industry, after-sales service, customer relationship management, compliance with ethical standards, desire to share information and desire to learn and grow in these shopping centers. For shopping centers of section 3, FCC should help to improve the objective dimension of these shopping centers in improving the geographical distance of the shopping center to the customer, the frequency of sales of the shopping center, the quality of the shopping center's products or services, the variety of advertising by the shopping center, and the use of incentive policies by the shopping center. shopping centers of section4 are the best and most profitable shopping centers of the FCC.

Since the past researches have examined the issue of segmentation mainly from the aspect of supply, considering aspects of supply and demand, and application in the real world is useful for researchers in this field. The company should maintain these profitable shopping centers that are effective in the survival of the company and invest in creating long-term relationships with these shopping centers.

Evaluation and selection of international hef markets It is one of the most sensitive and important strategic decisions in the export process. an decision making leads to damage and imposes a lot of costs on companies. The aim of this research is to rank the export target market of tiles and ceramics Considering the surplus production over consumption inside the country and the potential of the target market among the member countries of the ECO organization, from the point of view of the experts at the Meybod Tiles and Ceramics Company, Yazd , The current research method is applied and descriptive-survey type. The population and statistical sample size in this research consisted of 20 experts. In the present study, selective sampling was used to identify the samples .The method used to collect data in this research, The researcher made a pairwise comparison questionnaire and a decision matrix questionnaire, whose validity was checked and confirmed by experts and experts. Used Using hierarchical method and fuzzy TOPSIS, the weight and importance coefficient of factors and prioritization of member countries of ECO Trade Organization were calculated. Based on the analysis of the AHP technique and the EXPERT CHOICE approach, the pricing index and price analysis are in first priority. Based on the analysis of TOPSIS technique, the target market of Turkmenistan in the export of tiles and ceramics is Yazd in the first priority and Uzbekistan in the second place, and also Kazakhstan is in the third priority.

With the expansion of technology in businesses, customers don’t want to be exposed to extensive traditional advertising. Therefore, businesses should use new advertising and marketing methods. The purpose of this research is to explain the content marketing model in the banking industry that can help increase market share in this industry. In the qualitative part, the available information was collected and codes were identified, which were categorized in the form of new concepts and categories, and it was the basis for designing the questions and the interview protocol. Theoretical saturation has been achieved after 13 interviews with experts of 7 banks. Based on 70 codes related to 23 concepts related to the research topic, the final model has been designed. In the second step, the validation of the presented model has been done with the quantitative approach of structural equation modeling. The tool for collecting data in the quantitative section was a closed-ended questionnaire with a 5-point Likert scale. Because the number of items in the questionnaire was 70items, 319 questionnaires were distributed and collected among bank employees and used in the analysis. The final categories of the model are: content planning, content production, content distribution, qualitative market share, quantitative market share and valuation, based on the findings of the qualitative stage, the model was designed, and in the second stage, equations were modeled with a quantitative approach. It has been structurally validated. The analysis of the output of the questionnaires confirms the appropriateness of the mentioned model.

With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional advertising. businesses must use new methods of advertising and information about their products and services. This study aims to provide a model for increasing the share of the target market in the banking industry, focusing on content marketing. The researcher first collected data and information and categorized the identified codes into new concepts and categories, which was the basis for designing the interview questions and protocol. The final categories are content planning, content production, content distribution, qualitative market share, quantitative market share, and, valuation. A total of 13 interviews with experts from 7 banks have been conducted to achieve theoretical saturation. The final model is designed and presented based on 81 codes related to 23 concepts related to the research topic. As a result, a model was designed that by increasing the qualitative share of the target banking market, including the components of "brand promotion", "improving trust between banks and customers" and "creating conscious attention", promotes a small share of the target market in areas will be depositors, investors, and borrowers.

The present study aimed to design a target market segmentation model for foreign tourists, qualitatively and using data theory and based on the proposed steps of Glaser and Strauss. The statistical population includes all senior managers of Guilan Cultural Heritage, Tourism and Handicrafts Organization, as well as experts in the fields of business and tourism management and senior managers of municipal, governorate and governorate organizations, 15 of whom are qualified to have at least a master's degree. And at least 15 years of experience in the tourism industry and the use of the snowball method as a targeted method in the form of a statistical sample for interview has been used through a semi-structured questionnaire and has reached theoretical adequacy. Max QDE software is used and the three stages of open coding, selective coding and axial coding are used. The research findings have led to the presentation of a model that includes the historical attractions of the destination, the cultural attractions of the destination, the recreational attractions of the destination, the commercial attractions of the destination, the educational attractions of the destination, and the income attractions of the destination. Classification of causal conditions of service factors (destination facilities), health factors (capacities), supportive factors and underlying conditions is predominant and motivational factors / perceptual factors / cognitive factors / competitive factors / economic factors / financial factors / political factors (government) They play a moderating role. Play. The cultural and economic development of Gilan is one of the marketing consequences of the cultural-historical capabilities of Gilan tourism. Finance is one of the main reasons for the development of medical tourism. In Iran, due to the creation of additional capacities in the health sector, especially at the medical level, the expansion of medical tourism can be a fundamental strategy to solve problems such as excess capacity. The purpose of this study was to classify foreign clients of four hospitals in Iran based on their expected benefits from medical services. Conclusion In this study, people gave the highest percentage of importance to providing respectful care. Therefore, hospitals should focus on the quality of communication with their customers in their marketing efforts. In the present study, in the qualitative part, the data theory of the foundation has been used, which has been implemented based on the proposed steps of Glaser and Strauss. The statistical population includes experts in the field of tourism, including all senior managers of the Cultural Heritage, Tourism and Handicrafts Organization of Guilan Province, as well as faculty members in the fields of business and tourism management and senior managers of the municipality, governorate and governorate. Organizations, including 15 considering the requirements of having at least a master's degree and at least 15 years of experience in the tourism industry and using the snowball method as a targeted method in sampling qualitative research as a statistical sample for interviews, for interviews Specialized used. Taken and reached theoretical adequacy. The interview was conducted through a semi-structured questionnaire in the form of 5 years, so that questions were asked similar to the experts, but they were free to provide their answers in any way they wished, the questionnaire questions based on the identification variables in the literature The research has been compiled and their content validity has been examined by university professors in terms of indicators of validity or reliability, transferability or transferability, verification or verification and reliability. Finally, the researcher was responsible for encrypting the answers and classifying them. All 2 and 4 are used by Max QDE software, so they have been "assisted In the third coding method, the coding is optional. At this stage, the researcher has proposed a theory among the categories obtained in the axial coding model, which has led to the presentation of the model. Research findings show that behavioral segmentation is one of the central conditions in target market segmentation for foreign tourists. In explaining it, it can be stated that the behavior of tourists includes the search for leisure experiences, the interaction between the features and characteristics of the places they have chosen and visited. According to Lepper, it can be argued that understanding consumer consumer behavior in tourism is not just an academic aspect; nevertheless, academic analysis contributes to effective tourism planning and marketing. Kane believes the world is not yet global; Therefore, tourism consumer behavior in each country is still different and needs to be recognized in terms of many determinants that affect the supply and demand of tourism. It is very key to develop, promote and sell tourism products. Clearly, if we are to optimize the efficiency and effectiveness of marketing activities, we need to understand how consumers decide to buy or use tourism products. If we know their patterns of behavior, we know when we need to intervene in the process to get the results we want. In this case, we know what tourism product to develop for the target market at a particular time. Most importantly, we know how to get them to buy a particular product that we have designed to be more effective in meeting their specific needs and wants. Therefore, market segmentation based on behavior patterns is essential for success in marketing activities.

Seeding is the introduction of a new product to a portion of consumers (seeds) before it is widely introduced to the market, and is one of the most important drivers in the design of marketing campaigns and effective word-of-mouth advertising. This research aims to identify different dimensions of seeding through meta-synthesis. For this purpose, 68 articles that had studied the subject of seeding were selected and coded on the concepts extracted from them. In the analysis of chosen researches, from 189 primary codes, 90 indicators (selective code), 18 components (sub-dimension), and five dimensions (main component) were identified. For the first time in this paper, different dimensions of seeding were investigated by the meta-synthesis method. According to the reviewed articles, the concepts extracted from the literature are: 1) Factors affecting seeding with 33 indicators and seven components that are target community characteristics, target community homogeneity, message nature, environmental conditions, internal conditions, marketing tools, and implementation strategies; 2) Characteristics of seeding target market with 21 indicators and three components that are consumer characteristics, customer nature and characteristics of individuals; 3) Communication and networking of seeding with 15 indicators and three components that are a big picture of seeding, position of seeding and nature of social network; 4) Seeding and growth and development with 12 indicators and three components that are value creation, market growth and development and product growth and development; And finally 5) Seeding and marketing with nine indicators and two components that are marketing tools strengthen and customer experience strengthen.

Selecting a country or countries for entering foreign markets is considered a strategic decision that require significant consideration and deliberation. The quality of such decision will bring about some conditions and necessities for an enterprise and can potentially affect the possibility of advantage creation, exchange cost as well as the effective capability of transferring knowledge in companies. Although presence in global markets can be beneficial and bring many advantages for an enterprise, it can also be as much risky and pose numerous risks. Major risks that can be incurred depend on the selection of foreign markets and the status of presence in that markets, but sound decision making in every field requires identification of effective variables of the decision and having adequate and relevant information in that field. This research examines and identifies effective macro indexes for selecting export markets in steel industry and after identification and prioritizing mentioned indexes, will work on screening and removing markets in which Mobarakeh Steel Company won't have competitive advantage. Screening the countries has been done in two stages and finally has been presented a list of 45 countries out of 193 that are members of the United Nations and can be suitable markets for this company. The research findings show that environmental and political-legal indexes reflect much more importance among other identified indexes to determine target markets. Economical indexes mirror medium importance while social-cultural and technological indexes are considered the least important ones among others.

Since today tourism plays a very important role in the communities'' economic system development and therefore different countries compete to attract the international tourists، so marketing and specifically issue of selecting target market are important. Purpose of this study is identifying the most important factors affecting on Iran''s tourism industry target markets and prioritizes these target markets. In this study a fuzzy decision-making approach that includes fuzzy hierarchy analysis process (FAHP) and a similar approach to fuzzy ideal (FTOPSIS) was used to prioritize target markets. Also the tourism experts were used to identify and compare influencing factors on chooses of target market. The results showed that used developmental analysis method in FAHP may lead to wrong decisions. Hence in this study Wang and Chen method was used for calculate the indexes weight in fuzzy FAHP. The final results of study illustrated that China places in the first and the Netherlands is in the end of target markets.

Targeting is one the important steps of marketing strategic planning. Targeting, requires the researchers and marketers ability in prioritizing target markets. Analyzing attractiveness of potential markets, requires using market attractiveness criteria. There are many criteria that can be used by businesses to analyzing potential target markets (depending on internal/and external factors that affect the organization). The aim of this research is identifying and prioritizing market attractiveness criteria used by Iranian commercial banks. Then, research procedure includes 3 stages:First, extracting the market attractiveness criteria from the literature.Second, identifying the most applicable criteria using the banking and expert opinion.Third, prioritizing these criteria using 43 gathered questionnaire from banking experts and also conjoint analysis. The results of this analysis revealed that there are 6 market attractiveness criteria that can be sorted by importance as: competitive intensity, potential profitability, market size, technological factors, market growth and customer fit.

One of the most important concepts of international marketing is export target market selection which is the first stage of internationalization process. This paper studies the factors influencing export target market selection in Iranian electrical industry. The factors categorized in 6 dimensions such as politics, market potential, economics, culture, infrastructure and legal and were tested and prioritized from experienced exporter’s perspective. Top managers of exporting companies in the electrical industry were surveyed through census method. The ranking method was used for analyzing the data. The results showed that market potential is the most important dimension in target market selection. Legal, politics, infrastructure, economics are respectively ranked as influential dimensions. Culture dimension is reported ineffective in selecting Iranian electrical industry’s target markets.

Recognition and prioritization the target markets for special goods is must to establish the efficient marketing strategy. This will save investments of exporters who want to make a continued presence in markets. On the other hand in export programming field it can play a valuable leading rule for authorities to establish trade strategies and dual trade negotiations. This research as its title says “Identification and prioritizing of exporting target markets for high density polyethylene (HDPE)” have decided to prioritize the markets by their attractiveness via suitable indexes which are available and contains the expert’s view, resource demand, capabilities and objectives of Iranian petrochemical commercial company. In reality final destination of this research is that it maps correct movement of HDPE in target markets by observing objectives, resources and organization capabilities. The method used is that we gather the information statistics at the first, and then refine them by using import potential indexes and statistical techniques. we start up to recognize the most important indexes for evaluating market attractiveness by gathering the related industry expert view to prioritize target markets. Finally by using of this indexes and techniques of numerical taxonomy and factor analyzing and relying on given statistics and informations by international trade center, we prioritize the target markets of HDPE.
The result of this research shows that the markets which are better for exporting Iran HDPE after china and Hong Kong that are two evident markets for this product are Ukraine, Turkey, Spain, Malaysia, Greece, USA, Pakistan, Indonesia and Poland