مجله مدیریت بازاریابی
پیاپی 6 (بهار و تابستان 1388)

Advertising has a significant impact on raising customer awareness. It is a tool by which customers become acquainted with companies` new and innovative products and services. Despite the importance of this tool in increasing sales, it is not easy to evaluate its effect on sales. One problem confronted by marketing managers is determination of a clear relationship between the effectiveness of advertising and profitability. In this article, considering the relationship between these tools and brand equity, we have attempted to determine the effectiveness of these two factors on profitability. Also, different models for representing the effects of marketing communication tools on company profitability are offered. Finally, using data from a corporation and the numeric values related to each of the elements in the model, we attempt to determine a number representing the magnitude of the effect of advertising and sales promotion on the corporation's revenue

This paper aims to investigate the role of gender in the marketing underpinning (trust–commitment communication–conflict handling). Indeed, gender has a significant role in customer loyalty. Data were collected through a survey of Parsian Bank customers. Hierarchical multiple regression analysis was used to estimate the moderation effect of gender in the R.M. customer loyalty relationship. The result showed that the four underpinnings of relationship marketing are directly associated with customer loyalty. For example in “trust/loyalty” and “commitment/loyalty” factors, women are significantly more loyal than men, and in “conflict handling/loyalty,” males are more loyal than females. In the “communication/loyalty” factor, there were no differences between the two groups, so gender has no effect on this factor.

Literature review of recent trends underlying the market for quality food products reveals two distinct moves. First, a growing number of consumers have shifted gradually to consumption of regionally denominated products Second, producers have responded to these changing consumption patterns by supplying regionally denominated foodstuff. This trust of Protected Designation of Origin (PDO) products arising from the high quality of these products shows positive consumer perceptions about the quality of these products. Consequently, when consumers form a value judgment as to their quality perceptions, it becomes necessary to break the concept of quality into two major groups of factors: the intrinsic attributes and the extrinsic attributes. Whereas the consumer must consider brands quality of PDOs, it is necessary to maintain consumer satisfaction. loyalty, and buying intention toward the intrinsic and extrinsic attribute quality of these products to consider a higher price and repeat purchase. To consider the role of intrinsic and extrinsic attributes of traditional food products with PDO in consumers perception, we selected Boldaji Gaz, which has easy consumer recognition. The statistical population of research is consumers of Boldaji Gaz, with a sample size of 384. For survey hypothesis, we used regression analysis and structural equation model tests. The result shows that the effect of perceived quality of the intrinsic attributes on satisfaction is significant; the effect of perceived quality of the intrinsic attributes on satisfaction is not significant; the effect of perceived quality of the extrinsic attributes on satisfaction and loyalty is significant; and effect of satisfaction on loyalty and buying intention and the effect of loyalty on buying intention are significant.

This survey examines the effects of consumer's personality traits on buying behavior in retail stores. Research results show that consumer's personality traits can affect customer behavior. This study tests a model in the context of effects of consumer's personality traits on buying behavior. The research group (population) includes all customers of Maxim retail store in Tehran province. By the use of a random sampling method, 90 customers have been selected as the research sample. We used Lisrel software for the testing model. The results indicate that there is a positive relationship between consumer's personality traits (social affiliation, social recognition and shopping enjoyment) and customer relationship proneness, and that there is no positive relationship between product category involvement and customer relationship proneness. Also results indicate that consumer's personality traits can positively affect relationship satisfaction, trust, relationship commitment, and buying behavior. This study can contribute to retail stores promoting the efficacy of their marketing endeavors and also in their assessment of consumer's personality traits.

The paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate product extensions. Consumers’ attitude and evaluation regards eight new products, two real brands in bank service and two real brands in FMCG sectors, by using a questionnaire method of data gathering. The findings show that the corporate image affects both the perceived product quality and the perceived fit between the new product and the parent brand, which in turn affects attitudes towards the extension. Moreover, perceived product quality affects the perceived fit between the new product and the parent brand.

Continuous environmental changes threaten the maintenance of organizations. Thus, in order to survive, any enterprise needs an appropriate strategic approach that can take advantage of the environmental opportunity. Although marketing and strategic management researchers have shown the relationship between marketing and entrepreneurship in the organizational operation of different companies, the effect of such variables on the innovation of products are considered less in Iran’s business enterprises. Considering the importance of market and entrepreneurship orientation approaches for maintenance of organizations and confrontation with competitors, the present research, using data obtained from enterprises producing auto parts in Tehran province, plans to investigate the effect of such variables on the innovation of new products. Result of current research show that although support of managers is significant for innovation of the product in entrepreneurship and market orientation enterprises, the existence of difference in other variables such as the quality of the product, marketing synergy. and expertise in supplying the new product to the market is not significant between the aforementioned enterprises. The research findings, in addition to having relationship with the existent literature in the investigated area, will provide managers with appropriate information for adoption of a strategic balanced approach.

In this research for the first time in Iran; we try to distinguish effective factors of customer satisfaction by prioritizing requirement of the tax organization with the use of Kano and SERVQUAl models.
We determine that the tax is the most important finance policy instrument to achieve economic growth social equity and regulation of many economic sectors. The last experiences of the tax system in Iran and other countries indicate that customer cooperation is the most effective way to achieve the goals of tax organization in every country. In this research, by use of three hypotheses exploratory research project; surveying research and accidental sampling the necessarily statistical information of 297, people from the north, south, west, and east tax administrations was collected by the reliable method (standard, approved by supervisor and advisor) and a valid questionnaire (by use of Cronbach alpha indication with the result of 85 percent).
The achieved results indicate that prioritizing the tax organization is based on SERVQUAL factors (reliability, responsiveness, tangible, assurance, empathy); Kano model (basic, performance, attractive requirement), and the integration model

This paper is cross paradigm paper: it is the first that combines the two separate broad based perspectives on paradigms into comprehensive model for researcher. Marketing researchers argued the four Ps of the marketing mix became an indisputable paradigm in academic research, the validity of which was taken for granted (Grönroos, 1994). The 21st century, but, is bringing dramatic changes in the marketing environment that is leading to a rethinking of the marketing discipline. For example, as markets are becoming mature and customers become scarce resources, the notion of relationship marketing (RM) has increasingly become important (Day, 2000; Dwyer; Gummesson, 1999; Gronroos, 1991; Morgan and Hunt 1994; Webster, 1992). But Conditions in developing economies are qualitatively unlike those found in mature markets. This study tested the validity of the RM for a developing country like Iran. This Research conceptual framework is a consistent and comprehensive theoretical framework emerging from an inductive integration of previous literature, theories, and other pertinent information. The research seeks to test a number of theoretical propositions and to refine and supplement them as the output and as the basis for further work. The findings of the research show that we are not able to firmly state that RM for large firms of Iran enjoys higher validity.