فصلنامه مدیریت بازرگانی
سال دوم شماره 4 (بهار و تابستان 1389)

The aim of this research is to consider the quality of services provided by Kerman Telecommunication Company (KTC) from different perspective in order to keep and attract clients. In this research, the quality of services by Kerman province telecommunication company in different parts such as: phone, mobile phone, data service and also the quality of presented services by serving offices due to Servqual conceptual model with six aspects; Reliability, Tangibles, Responsiveness, Assurances, Empathy and Convenience are considered. We use survey instrument to collect the data from KTC clients. Our findings indicate that there exist gap between clients’ expectation of KTC and KTC’s performance from six aspects of Servqual conceptual model.

The omission of political and economic territories and development of telecommunication technology have changed the scope of International Commerce. Researchers believe that the successful condition in present complex market is having suitable information and useful and correct applying of them in any decisions about entrance, presence and survival especially in the foreign markets. The purpose of this research is measuring the access of export information among foodstuffs exporters and determines the effect of information usage in export decisions. In this research, we use an explanatory method in correlation kind for gathering data. All data has been analyzed by the help of structural equations modeling. According to the findings and results of this research, foodstuffs exporters are not in a suitable situation about access to export market information. Also any benefiting from export market information in decision making process is on instrumental/conceptual basis that this trend will be resulted to make the export knowledge. As a final result of present research a conceptual model has been submitted for surveying a relationship between access to export market information and the instrumental/conceptual use of information effect on decision making process.

This article identifies the factors which create and maintain the long term relationship between industrial crane suppliers and their buyers. A random sample of 79 respondents of buying companies was tested by structural equation models with LISREL and PLS. Findings revealed that latent variables like satisfaction, trust, commitment and intention to continue relationship had goodness of fit. The manifest variables like product characteristics and trust were positively related to relationship satisfaction, supplier opportunism and conflict were negatively related to trust, relationship satisfaction is positively related to commitment and commitment is positively related to continue with a relationship. In conclusion, relationships in this market are now at the progressive stage. For final stages, it is recommended to establish commitment in the relationships so that to guarantee relationship norms and stability.

Emerging new media and their attractiveness for audiences seems to be a challenge for television to keep its dominant share from advertising market. One of the most important reasons of this challenge is lack of metrics for measurement of advertisings influence which by them advertisers able to evaluate the advertising efficiency and make better planning, while the new media as rival of television offer very detailed information about audiences response. According to demand of advertisers for precise measurement of advertisings effect, managers of television should focus on newer and more effective tools for measuring the advertising influence in television to save and increase their share from advertisings market. The paper using the literature review and using the elite points of view and by content analysis approach suggests six major metrics. These includes advertising ranking, Engagement, total viewership, selection activities, audience participation, sale effect and operational metrics related to each one. Finally suggestion for economic managers of television especially IRIB has been made which may result to increase of advertisers attention to advertisings and make mechanism of television advertisings more productive.

The study has been done regarding the systematic approach (including: input, process, output and feedback). Initially a list of factors has been recognized through surveying the secondary resources and existing models. Then the factors are summarized and completed. Finally 30 factors are identified as composing factors of enterprise's marketing. These factors have been matched with the systemic approach and accordingly inputs, processes and outputs of enterprise's marketing have been clarified. The questionnaire has been designed based on the classified factors. The research community is the practitioners and experts in marketing. Expert's responses as research findings show that all composing factors of enterprise's marketing in Iran business environment are so important but so weak. Meanwhile the enterprises are in an inappropriate situation on marketing.

Application of relationship marketing tactics can not be successful alone and should consider other factors such as personnel attributes(social afflication, social recognition, shopping enjoyment, product category involvement)perspective at selection and appraisal. The sample research customers of maxim chain store in Tehran what choiced to method sampler chanceful. In this study we examine three sub-models in a general model that model examine thence way soft ware of lisrel, the result reveal that model usable for community statistics and among social recognition, social affiliation and shopping enjoyment with consumer relationship proneness. This study can help retail stores to use more effective relationship marketing tactics and also assess these tactics. Results revealed considering of customer needs (personnel needs) can positively affects on relationship satisfaction, trust, relationship commitment and purchase behavior.

Researchers in their reviewing of international market literature which practical experiences in Iran indicate it demonstrate that to choose a foreign market there are two approaches: Expansion and Systematic approach. Firms that use expansion approach, through the culturally and geographically similar markets starts working in international markets. However, in systematic approach, firms use a set of measures to choose a suitable foreign market. Most off the models have been introduced ever to choose target markets systematically, do not adapt with exporters decision making process. So in this study we have tried to present a conceptual model of affecting factors on exporter's decision making process: economic, general, legal, competition, cloture, and geography environment and firm's competency. To create model, a questionnaire was used to collect Tehran car exporters and expert's opinions, and then it was analyzed through structural equations modeling technique. Finally the presented model provides a good decision making tools for exporters.

Researches show that customers attribute different human characters to products. Correspondence of this attribution with the personality of customer could have a critical role in product selection and consequent success of a brand. This article is a descriptive survey on comparison of the brand personality of TOSHIBA with four other famous brands in the IT market of Iran. All needed data is collected by means of a questionnaire designed based on Jennifer Aaker’s model. This survey discovers the current brand position of TOSHIBA in the market that might be utilized in future strategic planning of the company. Besides, results show that extensive advertisement, wide domain of products, brand extension, and background image of a company are of the most important parameters constructing the personality of a brand in Iran.

Measured familiarity with markets and various scientific capabilities and shortcomings of each enterprise, requiring periodic and ongoing studies of its function is the Board. Without these studies, the possibility of improving the performance of a firm will not be there. Tools to implement this important and sensitive process, is marketing audit that is a broad and comprehensive research on the status of all sectors and activities in firm. In the light of Marketing audit, can be understood the company is located in what position and how it can move towards excellence and achievement. This study evaluates the status of Automobile Part Manufactures Companies of Bahman Group. This research is an applied research that is descriptive and survey research. This study use judgement sampling that with senior managers ideas of these companies, 29 managers of these companies were interviewed. Questionnaire data analysis results show that these companies do not have a good marketing condition, and their marketing approach is more traditional rather than scientific and systematic.

Nowdays, one of the biggest problems of national industries, is the lack of competitiveness. Some of the experts in this field believe that national competitiveness has closely relation with corporate competitiveness. Thus, in this paper, we’re going to design a model for measuring corporate competitiveness. With regarding to this model, a corporate cans gain current approach and position and forcast the future one. IRAN’s National Petrochemical Compay (INPC) has been selected for this survey for different reasons. This Company in IRAN not only is as a company, but also is as an industry. Also it had been in internal and external markets actively. For designing this model, firstly literature of this field has been reviewed that caused to exploitation of different theories, models, frameworks, and approachs of national and corporate competitiveness. According to this literature review, main approachs of corporate competitiveness that used in the proposed model are systematic, resource based, market based, and asset-process-performance approach. With respect to these approches, the proposed model has three components: corporate resource, position of corporate in market, and the ability of creation and innovation. This model confirmed through factor analysis, structural equation model, and beysian network in the SPSS, LISREL, and TETRAD softwares. Then for measuring competetiveness of Methanol, we designed a fuzzy system. This system has around 1000 fuzzy rules. In the next step, we generated 12 questionnare and checklist foe data gathering in the Methanol plants. As a result of this reserach,