marketing strategies

Consumers are one of the elements that determine the success of a business, so designing a marketing strategy requires paying attention to the customer. The increase in the share of video consumption and watching, especially movies and series, in the consumption basket of Iranian households has put the VOD on the path of growth, so knowing the factors that have a significant impact on people's choices, is an important issue for the companies in this field. In the present study, which seeks to identify and rank the factors influencing the choice of movies and series on the VOD, The results of the research show that the factor of introduction to others, actor and genre, have the greatest influence on the choice of the audience. It is suggested The marketing in this industry focus more on WOM advertising and provide the fields for the development of this tool. The results show that among the types of advertising, Digital advertising and the release of some movie sequences can have a greater impact on the audience,

Since the military methods and tools are constantly progressing and innovating, therefore, appropriate marketing for new military technologies and technologies becomes important, and the main goal of this research is to identify these strategies for selling the military products of the Islamic Republic of Iran. For this purpose, first, by using the foundation data method and interviewing 21 people from the country's military and defense industry experts who were purposefully selected, the dimensions of the components and indicators affecting marketing strategies were extracted, and then by using a semi-structured questionnaire and the fuzzy Delphi technique. were analyzed. Finally, 23 basic strategies were identified according to the dimensions of the SWOT matrix, of which 12 strategies were related to the strength dimension, 6 strategies were related to opportunities, 3 strategies were related to threats, and 2 strategies were placed in the weakness dimension. The most and most important strategies that were identified in this research are in the strengths dimension, so the Islamic Republic of Iran should first pay attention to improving and increasing its strengths in the production of military products. In the next stages, using the opportunities, facing the threats and finally eliminating the weaknesses are particularly important.

This research examines the adaptation of human resources processes to align with marketing strategies based on the 34,000 model. The study investigates how this adaptation enhances knowledge of the contextual environment and the existing platform within the banking sector, an economic enterprise, in terms of market awareness and adaptability.
 
This study employs an applied research approach, with the findings applicable to the banking industry and human resources processes. The aim is to improve the alignment between human resources capabilities and market dynamics in the banking sector. The research strategy utilizes a multiple-case study design. Thematic analysis and triple coding techniques are employed for data analysis. Data collection is conducted through semi-structured interviews, with the interview questions validated by a team of experts. The research focuses on banks that have implemented human resources processes using the 34,000 model. Informed sampling is used to select the sample, consisting of four banks: Refah, Day, Karafarin, and Sina, chosen for their successful experience with the 34,000 models. MAXQDA software is utilized for coding and analysis. The interviews are coded in three stages within the software, resulting in the final codes.
 
By executing the coding procedures in alignment with the marketing domain and the framework of human resources operations, a systematically organized set of codes was generated and integrated into the designated table. These codes represent a comprehensive perspective that identifies the strengths and weaknesses within this field. The findings indicate that certain areas of human resources and marketing processes demonstrate satisfactory compliance, while other areas require further planning and implementation of compliance measures.
 
As economic institutions, banks heavily rely on market conditions. Therefore, adopting appropriate strategies and aligning human resources and its processes with the market sector can facilitate the achievement of organizational goals. The integration of marketing strategies is particularly crucial during scattered, preliminary, and intermediate stages, while studies have shown that human resource processes align well with marketing strategies during optimal and advanced stages. However, it is important to note, as mentioned by the interviewees, that the establishment of a written and specific plan is necessary to enhance compliance and facilitate operational conditions for banks and other organizations. The absence of clear and unknown regulations can complicate matters and potentially lead to issues within the banking sector.

The present study sought to investigate the effect of marketing strategies on online shopping evaluation and explain the role of perceived risk, trust, and customer purchase intention.

This study is an applied-developmental one in terms of its objective and of survey type concerning its data collection method. The statistical population of this study consisted of the customers of Digikala website in Rasht who had purchased through this site at least once. Out of this population, a sample of 399 people was selected by convenience sampling. For data collection, a standardized 44-item questionnaire was designed. The validity of the questionnaire was verified by the experts and advisors and its reliability was also confirmed by Cronbach's alpha coefficient, which was above 0.7. In addition, the analysis of the obtained data and research hypothesis tests were carried out through descriptive and inferential statistics using SPSS 22 and Amos 22 software.

Results showed that product marketing strategies have a significant impact on price and product quality risks. Online store marketing strategies have also a significant effect on quality risks but not on security risks. It was also found that product price risks and product quality risks have a significant impact on each other. It was also shown that product quality risks and quality risks have a significant impact on each other. In addition, price and product quality risks have a significant effect on customer trust in the product and quality and security risks have also a significant impact on customer trust in the store. However, customer trust in the product and store does not have a significant effect on online purchase intention. Finally, online purchase intention was found to have a significant effect on online shopping evaluation.

This study evaluates the influencing factors of marketing strategies on corporate social responsibility and brand equity with the mediating role of brand position. The current research method is descriptive and the method of data collection is survey. For this purpose, a questionnaire with 26 questions has been designed. In order to answer the questions, 200 of the car body insurance policy buyers of 4 private insurance companies of Asia, Alborz, Mellat and Parsian, which have the largest share of the car body insurance market, were selected as the statistical sample of this research. The sampling method was chosen as simple random. The results of the research show that the perceived quality, brand loyalty and associations have a direct effect on the social responsibility of the company and the brand value of insurance companies, and the position of the brand name does not directly affect the social responsibility of the company and the brand value.

The food distribution industry is one of the high-turnover industries facing many problems in Iran. This research is done with the aim of designing and explaining the model of marketing and sales strategies in the food distribution industry .This study is descriptive, exploratory and using mixed research method. The qualitative research is done using content analysis and consensus of 11 executive and academic experts. In the quantitative part, 81 questionnaires was distributed between marketing and sales managers of 54 distribution companies. The data are analyzed by structural equation modelling method. The research findings show that marketing objectives, pricing strategies and food distribution strategy are respectively the highest factors of marketing strategy in the food distribution industry and the relationship-based competency of the sales team, the sales team performance and the transformational leadership are the most important factors in the sales strategy. Evidence suggests that the presence of each of the three moderators (the threats and opportunities of new competitors, the strengths and weaknesses of the company, and the influential factors of the post-stagnation era) affects the relationship between marketing and sales strategies. The adoption of a comprehensive approach to the components of the marketing and sales strategies and the coordination between them, taking into account the economic downturn, sanctions and the probable situation of the post-stagnation era, are the most important issues that have so far been neglected in designing the marketing and sales strategies of Iranian food distribution companies.

The purpose of this study is to identify the factors, antecedents, and consequences that effect on the formulation of political marketing strategies through the study of the literature. To accomplish this goal, systematic literature review is applied to collect and investigate the previous studies; the main focus of this method is integrating automated and manual search strategies which cover 19 related research papers published in the area of "formulating political marketing strategies" for the period from 1995 to 2018 for English articles and 1392 to 1398 for Persian articles. Explaining the main issue in the field of candidates' political actions without identifying and determining the relationships between them is almost difficult and far from the underlying facts. The research findings show that advertising, voter segmentation, and the creation, maintenance and promotion of long-term relationships and competitive analysis have the most frequency among the factors influencing the formulation of political marketing strategies.

Changing markets play a big role in the decisions companies make.The global environment, in understanding the market, has created many complexities for marketers. Companies are constantly creating and using more up-to-date marketing strategies to gain more resources and stay in the market.Many companies rely on producing new products and entering the market to meet the changing needs and tastes of the consumer.One of the practical strategies in branding is brand development, so that today most companies and large businesses use this strategy to introduce their new products.With brand development, organizations can take other steps and develop and expand their brand image by reducing the risk of their brand image by producing and delivering goods and services using the same brand. This strategy will reduce costs, reduce risk and increase cost savings. Unsuccessful brand development leads to damage to the original brand and loss of brand equity. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of presenting a model for selecting and developing a brand with emphasis on the role of strategies and the current conditions, background conditions and intervening conditions of these main phenomena were also presented, as well as the results.Build a paradigm model with detailed interviews related to data-based theory and the statistical population of this research has been selected from all prominent university experts with a scientific background related to branding management, managers and experts of companies.

The distribution industry, especially the food distribution industry, is considered as a significant part of the economy due to its huge revenue generation. This industry is of great importance in the field of operation and research for the vitality of food supply, continuous changes in consumer behavior, multiple intermediaries from producer to consumer, exorbitant distribution costs, high revenue generation, growth opportunities, and technological developments. In the field of food distribution, the most important decisions are related to marketing, sales, and distribution policies, which directly affect the company's performance, the quality of customer service, and profitability. The distribution industry in Iran faces many problems such as high marketing and distribution costs, high transaction costs, lack of competition, traditional processes, lack of information transparency, increased transportation costs, low efficiency of the distribution network, the existence of monopolies in some products and unfair business practices. Moreover, distribution companies in Iran do not know enough about the importance of developing appropriate strategies for their distribution channels. This has harmful consequences for them. The purpose of this study is to provide a model for developing a marketing and sales strategy for companies active in the food distribution industry. The model seeks to overcome some of the limitations in the field of research and implementation. The importance of the research topic can be attributed to the dearth of research in the field of distribution, development of a coherent marketing and sales strategy, and coordination and implementation of sales and marketing strategies to achieve the goal. It also pays attention to different economic conditions in marketing strategy, differences in recession and business boom strategies, decreasing distribution costs, short-sighted copying of competitors' strategies, high turnover of the food distribution industry, competition in satisfying customer needs, attracting new customers and completing marketing and sales knowledge. So, it is generally a response to the question ‘What is the model of marketing and sales strategies in the food distribution industry’? In order to give a rational answer to this question, three prerequisite questions are being answered: 1) What are the components of a marketing and sales model in the Iranian food distribution industry?, 2) What are the relationships between these components?, and 3) Which of the identified indicators in the sales and marketing strategy model has the greatest impact on the development of marketing and sales strategies in the Iranian food distribution industry? This study is of a descriptive and exploratory type based on a mixed method. The qualitative part of the research was done using content analysis and the views of 11 executive and academic experts. Three criteria were considered for selecting the sample members, including at least six years of experience in the distribution industry, the position of CEO or marketing or strategy director, and a minimum master's degree in the field of industrial management or engineering. The analysis of the qualitative data was done based on the sentences, words, themes and terms of the experts in the field of marketing, sales and distribution of the food distribution industry. It led to the extraction of 135 final codes. It was done by combining the review of the literature and the qualitative study in the form of the final research model with all its variables, components, and indicators. In this part, 81 questionnaires were distributed among the marketing and sales managers of 54 distribution companies in Iran. The data were analyzed by the structural equation modeling method. In response to the main research question, we find that developing a sales strategy in food distribution companies without considering the marketing strategy and its components is irrational. According to the research literature and the opinion of distribution industry experts, the issue that exists in most food distribution companies in Iran is the separation between marketing and sales units and strategies. This is always considered a serious challenge. According to experts, neither of these two methods alone can be effective. Also, the obtained model shows that, in order to gain a competitive advantage during the post-stagnation period, first, marketing strategies should be considered as the basis for developing sales strategies. Also, the major factors affecting the distribution industry during the post-stagnation period should be taken into account. The external conditions of the company (e.g., threats and opportunities) should not be overlooked.  In order to have a dynamic and successful food distribution industry, while achieving financial goals for companies that can lead to consumer satisfaction, distribution companies must adopt a broad marketing strategy that takes into account the factors related to marketing goals such as pricing strategy, distribution strategy, competitive advantage, resource allocation, understanding of food purchasing behavior, goals territory, promotion strategy, understanding of the macro environment of the distribution industry and market research and development. Also, sales strategy must take into account the sales team performance, sales team relationship, transformational leadership, coordination between sales strategy and marketing, customer satisfaction, sales team training, use of sales technology, use of sales channels, receipt of receivables, customer segmentation, blue ocean strategy and attention to the future of the sales business. There must be a care for the strengths and weaknesses of the company, the threats and opportunities arising from competitors and macro factors affecting the food distribution industry in post-stagnation era as well.

Undoubtedly, the tourism industry is one of the industries, most sensitive and vulnerable to crises. Major events such as natural disasters, epidemics, terrorist attacks, mismanagement, etc. put pressure on the industry. On the other hand, the tourism industry is always influenced by society and based on interactions between people. The outbreak of the COVID-19 has posed an important challenge to the world’s tourism sector. The objective of the present study is to examine the effect of COVID-19 on the tourism and hospitality industry and to present marketing strategies during and after the Corona crisis. The present study is a review study based on information collected from several searches of Internet sources in English language databases including Google Scholar, Emerald, Science Direct and Springer using English keywords such as Post-corona marketing strategies. COVID-19, COVID-19's effect on the hotel industry and COVID-19 pandemic on hospitality industry were performed. It should be noted that 13 articles were selected as relevant and final sources to investigate this issue. Data were collected from the site of the World Tourism Organization and categorized according to the objectives of the study. Studies show that inbound tourism will grow by 3 to 4 percent in 2020. However, given the SARS scenario and the spread of the Corona virus and the prediction of its economic effects, the organization changed its forecast and predicted that global tourism will grow by 1 to 3 percent in 2020.

Given the special place of social media in the field of business, the purpose of this study was to identify the perspectives of tourism executives and experts on the value and importance of social media as an effective tool in the business process, especially for small businesses. Present work is a qualitative study based on multiple case studies. Accordingly, semi-structured interviews were undertaken for data gathering with 10 executives and sales experts of three tourism complexes based in Kish Island. The samples were selected through a judgemental sampling method. The results showed that the capabilities (communication and information bridge, wide range of access to contacts, display of services and products in the form of photos and videos, advertising and development of its channels, low media cost, fluidity and flexibility, surveys and feedback and Powerful arm of marketing strategy); Consequences (customer persuasion - high effectiveness and influence (influencer)); Challenges (filtering and legal restrictions, weakness in identifying appropriate advertising methods and lack of resources and facilities) and solutions (using attractive and creative methods in attracting customers, producing and providing appropriate content and using knowledge and expertise) in shaping marketing strategies based on Social media is effective in small businesses. Therefore, the results indicate the impact of each of the different categories on the formation of social media-based marketing strategies in small businesses, so to succeed in this, special attention must be paid to these categories.

Social media has changed the power structures in the market. Evidence shows the transfer of power that is taking place and the emergence of new power from powerful and advanced customers who can hardly be influenced, persuaded or retained. This article highlights the nature of the effects and current state of social media and emphasizes their role in changing organizations' marketing strategies. The purpose of this study is to achieve appropriate strategies in "marketing organizations" through "social media". In the present study, a review method has been used to collect information and the tools used in this research have been library and documentary studies that have been taken from the collection of domestic and foreign journals located in reputable scientific sites and publications approved by the Ministry. Science has been harvested and used. In this article, by explaining the importance of social media and the opportunities created in it for each organization, we have tried to provide effective marketing strategies in order to keep pace with the forthcoming changes in accordance with the goals of each organization.

Nowadays, it has become difficult to maintain customer satisfaction and loyalty due to expanding of globalization process, increase competition, entry of different domestic and foreign firms, diversified products and technology advancement. Therefore, utilizing marketing capabilities and strategies to survive in the competitive markets seems necessary as these two factors can provide a good basis for improving the business performance of the firm. The purpose of this study is to investigate the effect of marketing capabilities and strategies on the business performance of export firms in the chocolate industry in Tabriz. The population includes all managers and senior staff of Tabriz chocolate exporting firms. The sample size was 215 using Cochran formula and were selected based on non-random purposive sampling method. Standard questionnaire was used to measure variables. Validity of the questionnaire was assessed based on construct validity, diagnostic and convergent validity and reliability of the questionnaire was measured with Cronbach's alpha coefficient. The research model was tested according to the structural equation method and LISREL software. The results showed that marketing architecture capabilities, marketing specialized capabilities, and marketing cross-functional capabilities had a significant positive effect on the internal and external effectiveness of implementing export marketing strategies. Also, significant positive effect of internal effectiveness on the external effectiveness of implementation of export marketing strategies was confirmed. Finally, significant positive impact of external effectiveness of implementing export marketing strategies on business performance including customer performance, market performance and financial performance was confirmed.

Based on open-ended questionnaires and interviews, opportunities and threats (macroeconomic, social, political, technological, and competitors) from the expert community were collected and then coded, indexed, and re-categorized and re-surveyed using the Grounded Theory and Entropy method. The component was then determined. Then there are 31 opportunities and 41 threats in 16 general dimensions (electronic banking and information technology, mental image, how and where to offer services, services and products, organizational structure and processes, liquidity status, social responsibility, transparency and administrative health, capital Human, income and profitability status, liquidity status, compliance with prudential, regulatory and regulatory requirements, capital status, asset quality, research and development, management quality). Also, the strengths and weaknesses of the bank from the internal expert community were determined based on the above methods and 19 strengths and 20 weaknesses in 15 general dimensions (customer assurance, banking, financial resources, quality of products and services, channel optimization Communication, New Business, Human Capital Management, Enterprise Capital Management, Profitability Opportunities, Employees, International Banking, Product Diversity and Service, Customer Relationship, Operational Process Improvement, Information Capital Management) Identified. 50 strategies have been formulated and based on QSPM matrix 30 strategies have been designed.

Little is known about consumers' behavior especially when purchasing and consuming utilitarian products in developing countries. Hence, the aim of the present work is to introduce a modern and native model of consumer behavior in the selection of utilitarian products with a focus on discount chain stores. The model helps to understand and select practical marketing strategy. The data were gathered from semi-structured interviews and a review of the literature in the qualitative section of the research. A grounded theory including open coding, axial coding and selective coding was used to analyze the data. In the quantitative section of the research, the data were gathered through a questionnaire. Modeling of structural equations was also done to analyze the model. For the proposed model of consumer purchasing behavior, we found 22 factors in seven main categories including utilitarian motivations, hedonic motivations, store attributes, individual factors, functional marketing strategies, promotion and customer loyalty. The quantitative results showed that buying motivations, store attributes and marketing strategies have positive impacts on purchase intention, but gender and age have no positive impact in this regard.

In this research, the multi-channel marketing strategies of Sabah’s dairy company have been evaluated with the combined approach of ANP fuzzy and TOPSIS. To this end, firstly, by investigating the research literature and using marketing and sale experts opinion, the factors influencing multi-channel marketing strategies were identified and then ranked according to their significance by Fuzzy ANP method, then based on the results, the sale channels of the Sabah company been ranked by TOPSIS method. In this regard, five types of questionnaires have been used to collect the required data. After collecting data, the questionnaire was coded and then analyzed by Win QSB, Excel, and SPSS software. The results show that among the factors influencing multi-channel marketing strategies, the “cost of returning goods” is the most important factor, followed by “trust between channels,” the cost of channel coordination”, “the conflict between channels”, “the voice of the customer obtained Channels”, “Channel market share”, “Channel opportunity”, “Channel profit margins”, “Channel visibility”, “Cost of seizing various channels of the market”, “Timely delivery of products in channels”, “Required inventory In channels”, “Customer loyalty in channels”, “Attractiveness for potential customers” and, “Exclusivity of channels” are ranked by experts. Finally, by reviewing various sales channels, the “Sales channel through distribution companies” is primarily important, and then the “Sales channel through bankers” and “Sales channel through key customers” ranked respectively.

Little is known about consumers' behavior especially their choice behavior toward purchasing and consuming hedonic products in developing countries. Hence, the aim of the present work is recognition, extraction of drivers and modelling of consumer buying behavior for hedonic products from discount chain stores. The study is a mixed approach with practical goal. Data were gathered from semi-structured interviews and review of the literature in qualitative section of the research. A grounded theory including open coding, axial coding and selective coding was used for analyzing the data. In quantitative section of the research, data were gathered through questionnaire and we used structural equations modeling for analyzing the model. We found 6 main categories (hedonic motivations, store attributes, Individual factors, strategies, consumer purchase intention and customer loyalty) and 23 factors for proposed model of consumer purchasing behavior. The results in the quantitative section show that there are significant impacts on purchasing incentives, store features, individual characteristics on strategies and communications. Strategies and communications also have a positive impact on customer loyalty on the selection of products.