مجله مدیریت بازاریابی
پیاپی 2 (بهار و تابستان 1386)

In this era, service sector has gone through such a drastic transformation never experienced in its history. These changes has affected both industry structure and competitive situation. In this challenging environment of quick changes, service companies in general and financial institutions in particular are forced to change their reactions toward market factors: change their focus off their products and shift it towards their customers and competitors; change their outlook from short-term to long-term periods. Diversity and complexity of competitive pressures has inevitably forced these companies to welcome new marketing paradigm i.e." Relationship Marketing"(RM). Kotler defined RM as establishing, maintaining, and reinforcing strong relationships with customers and other stakeholders. This research is an effort to identify the obstacles and limitations in implementing RM in the public sector insurance companies in Iran. After a broad review of literature and other secondary sources on the topic, the researcher interviewed with more than 30 people who were experienced in the insurance industry in Iran. The purpose of the literature review and interviews was to identify the research variables (47 such variable in total) and to design the requiredquestionnaire for data collection. The questionnaire was launched among 380 of the managers and specialized staff of Iran, Dana, Alborz, and Asia insurance companies, which collectively hold more than 89 percent of the insurance market in Iran in 2005. Factor analysis of those variables diminished them to 12 factors that were responsible for 64.5 percent of their variance. Research findings include a detailed description of those 12 factors and present a new model which encompasses obstacles in implementing RM in the public sector insurance companies in Iran.

Socialization by children is seen as taking place within a socio-cultural environment where family patterns of communication play a pivotal role.The socio-and concept-orientation are two predominant parental communication styles that are likely to affect the perceived influence that children believe they hold. This study focuses on the perceived influence of children resulting from the communication pattern adopted by parents. Research is conducted among a dyad consisting of parent and child . Results are reported, conclusions are drawn and recommendations for future research are made. This research that is about the role of parental communication patterns about children’s perception of their influence over purchase showed the positive relationship between a child’s perceived influence on consumption choice decision and the level of concept – orientation held by the parent and no relationship was found between level of socio- orientation held by the parent and child’s perception. It was also found that children of consensual family communication patterns exhibit the highest level of perceived influence on purchase and These will be followed by those from “Plurastic’,“Protective’ and “Laissez - Faire” families.

Theodore Levitt, one of the recent thinkers of mangement says: your most valuable assets are your employees, good name, business (trade) name, and your customers which are not mentioned in your accounthing books. 10 start with, you can say that the employees of an organization consist of managers and workers who have direct impact on the customers in the service area specially insurance companies. They also have an impact on the business itself. But, if we consider the staff as the customers, then we can say that we have to use He customer-oriented method. This research seeks to investigate the factors that have an impact on the effective marketing management and the result of it in insurance organizations in the country should be analysed. Some hypotheses are given in order to do the research. They are as fallowed:- Net profit has a direct relation with marketing expenses of an insurance company.
- The volume of insurance polices has a direct relation with the volume of marketing expenses.
- The element of price of insurance polices has the most effect on attracting and maintaining the customers than any other marketing mix.
- Financial motivator has the most effective role on employees performance compared to other internal organizational factors.
- In executing (exertion) of effective marketing management the role of external factors are more important than any other internal organizational factors in insurance companies.
- The statistics of financial statements and also three types of questionares (customers, employees, and managers) were used in order to analyse the hypotheses.
The statistical research population consist of fire state (governmental) insurance companies. Private insurance companies were not included in this research due to the pact that they were recently set up and didnt have their annual statistics for their previous (recent) years. Ten percent of branches of the insurance companies mentioned above were randomly teen selected in Tehran by seperating the areas. These were the samples of this statistical research. After using the internet sites doing a Pilot STUDY asking the opinions of the connoisseurs, using books and articles, the three questionnaires were designed and distributed to the three groups of customers, managers, and employees of the insurance companies. After completion, they were gathered and after ensuring that the information and statistics were right by samples allies of Sperman and Chedokarl Pearson, the above hypothesis at a level equal to 5% was axamined and also by Antropy standards to factors and variables the hypothesis were given values. The results are as followed:- First hypothesis shows that an increase in marketing expenses results in an increase in annual profits.
- Second hypothesis also shows that marketing expenses leads to attracting and maintaining the customers and an increase in annual insurance policies.
- Third hypothesis, reviewing the controllable factors, revealed that the price and cultural factors are in priority compared to non-controllable factors.
- The fourth hypothesis shows that the salary and benefits of employees in other branches (financial motivations) are the most important factors.
- By the fifth hypothesis, the external organization factors have the most effective provocation and satisfaction on the managers which this was approred by the calculations made.
First (in the begining) the raw model of research was presented and later, the model influenced by effective factors in three groups of customers, employees and managers and gheir marketing methods were presented.

The main purpose of the survey is to analyze why ATM cards are not so welcomed, and also to maintain and increase the number of the users of such cards. The theoretical framework of the research is based on Marketing Mix of (7P) services and according to this, seven (7) hypotheses have been presented and appropriate statistical analyses have been conducted to confirm or reject the hypotheses. The research is a descriptive survey.The statistical population consists of the users and non-users of ATM cards in Tehran during 1382, and by distributing 400. Questionnaire between the visitors of the bank, a sample of 120 subjects of non-users and another sample of 140 subjects of users have been classified . Cronbach Alpha quotient has been used to determine the reliability of the questionnaire, which was %84 .Median test, Mean intensity, One way analysis, Cruscal-Wallis, Friedman, Scheffe have been used to test the hypotheses. According to the result of the statistics, variable of Process was graded the first, variable of Place and Personnel were graded the second, variable of Product graded the third. variable of Price graded the forth, and variable of Promotion and Physical evidence graded the fifth, and accordingly, an example has been introduced which presents the appropriate solution for the use of Iran’s Banking system.

Success of an offering product in a special target market depends on the way they introduce the product or the place they assign for the product. We should say that product positioning talks about the consumer attitudes about the important attributes of a product. Consumer minds always struggle with the set of attitudes & thoughts, so that to simplify the buying process, consumer almost categorize the products in his mind and assign a place for each of them.
But today, market managers and companies problem is that the consumers shouldn’t be free to position the offering products, so they should design intelligent policies & strategies, make consumers to place the product on the specified position they design. Researches show that the key of positioning a product is the adequate knowledge about the criteria & dimensions that consumers use them to give value to the marketing programs of competitors & then make decision for buying. There are many different ways for positioning. In this research we try to use the basic concepts of marketing & the position a product by the Perceptual Map method.