فصلنامه تحقیقات بازاریابی نوین
پیاپی 1 (بهار 1390)

In the scope of international marketing, gray market has attracted too much attention in recent years. On this basis, the following study examines the factors influencing consumer willingness to purchase gray market goods in Kerman Province. The recommended sample size for conducting this research is equal to 200 consumers in Kerman which was selected through random cluster sampling. The results suggest that price consciousness has the most influence on consumer’s purchasing willingness and simultaneously the perceived risk has a significant negative effect on consumer's attitude.

This study has been conducted to investigate the effects of demographic characteristics including age, gender, marital status, education level, occupation type, and income level on encouraging public donations through advertising via SMS service in order to evaluate the effects rate of these elements on individuals’ attention and measure/action factors. The research is based on data obtained by distributing the questionnaire among 560 individuals who have formed the sample size of this study. The dependent variable of donation attraction has been analyzed along with two indices of attention and action, which are regarded as its measurement criteria. Therefore, the effects rate of demographic factors on these two parameters has been investigated. It is noteworthy that the analysis of collected data was done by SPSS software. The results have determined specific boundaries for people in sending SMS in order to encourage public donations. For instance, how many people among the sample size of this research will pay attention to the messages, how many of them are potential donators, and which individuals and groups have been identified as real executives.

The application of Radio Frequency Identification (RFID) for the purpose of tracking each single part in the automotive supply chain management has become very crucial in recent years. In this study, the factors influencing the development of RFID in Iran Khodro Industrial Group as well as their weight and ranking are evaluated. It is notewothy that the Lin framework factors have been used as the basis of this research. The Fuzzy Delphi, Delphi, and Fuzzy Analytic Hierarchy Process (FAHP) methods were applied for the research three stages. In the first stage, three of the Lin framework factors were rejected and replaced with seven more new factors. In the second stage, after three times performance of Delphi method, the dimension of each of the new seven factors was recognized, and finally in the third stage, the weight and ranking of factors and dimensions which influence the RFID development in supply chain management in our case study, Iran Khodro Company, was calculated. The results of the research have shown that the International Standard and Specification dimension has the highest weight among other influential dimensions. Also, the dimensions of Security, Cost, Infrastructure, Technology, and other factors have respectively the next highest weight after the International Standard and Specification dimension

Nowadays, organizations are facing with plenty of environmental changes like never before. The changes take place promptly, that if organizations do not prepare themselves for facing with such changes their survival will be threatened. One of the very new tools that help organizations to reach a worthy position is the use of marketing intelligence. As there is no comprehensive conception of marketing intelligence in Iran, it is assumed as the synonymous of marketing information and market researches in many several books as well as scientific societies of our country. Therefore, the main purposes of this study are to develop the marketing intelligence theories and to specify effective individual characteristics on marketing intelligence in order to accomplish a stable competitive advantage. Accordingly by reviewing the literature review, a set of indicators relevant to each of the effective individual factors on marketing intelligence was collected, also the data was collected by questionnaire and interview. It is noteworthy that both qualitative and quantitative methodology were applied for the purpose of data analysis. The result of the research indicates that individual characteristics including character, creativity, motivation, intelligence, and organizational position are effective factors for making marketing intelligence.

Success in New Product Development projects (NPD) has been a crucial challenge for the past managers and these challenges have encompassed today's managers as well. The majority of researchers in this connection have been trying to find out a reason why the failure rate of Product Development Projects is high. Although this issue is very momentous and significant, but it has a special complexity in itself so that determining effective factors on New Product Development have been faced different results in different studies. For instance, failure of these types of projects in small and medium companies (SMEs), as the source of entrepreneurship in economy, are considered as an acute problem in comparison with large companies, in a way that some of these failures prevent their survival. This research is a quantitative research in which by extensive reviewing of related literature and also performing structured interviews with SMEs managers, the requisite questionnaire has designed. The data was collected through distributing the questionnaire among the targeted population. The results of this research identified five critical factors on success of New Product Development of these companies. These factors include: technological, supporting, marketing, organizational inward, and commercialization. Likewise, the results of categorizing effective components on success of New Product Development indicate that encouraging to create good and practical ideas and attraction of new introduced products to the market are considered as the most important and prominent components.

One of the most prominent and important problems of Iran industries is the lack of competitiveness and the major reason among several various reasons is due to the absence of a defined approach for competitiveness. During this study, by testing an integrated model and presenting it as the research final model, we are trying to categorize the driving affecting factors on Iran’s carpet industry competitiveness. Thus, one of the new Multi Criteria Decision Making (MCDM) techniques –Fuzzy Topsis- was applied. The components of research conceptual model which has 3 main criteria (internal resources, market situation, and innovation strength) and 44 sub criteria was categorized by Fuzzy Topsis technique. Accordingly, “market share”, “e-commerce”, “knowledge creation’, “industry reliability”, and “exporters expertise and skills” were recognized as the most important sub criteria and simultaneously “customers satisfaction”, “employees’ education”, “international certifications”, and “fundamental researches” were recognized as the least momentous and effective sub criteria. These results represent that Iran’s hand-made carpet industry has still some difficulties in applying marketing knowledge such as: on line marketing, e-commerce, and making merchants familiar to these techniques. In addition, paying excessive attention to the quality, durability, and appearance of the Iranian carpets make managers to ignore some other factors such as customer satisfaction. Among the main criteria, market-based perspective was chosen as the most leading and significant criterion. In other words, the approach of position improvement in the international markets is recommended for this industry.

Information and communication technology (ICT) has intensively affected the quality and quantity of competition among companies in their accessibility to the markets of other countries during the last two decades. The basic question that every company working in the international markets has faced with is the factors affecting export function. This study is conducted for the purpose of answering this question. Reviewing the related literature shows that among many factors which may affect export function, adapting marketing tactics, export experience, and perceived competitive advantage are the most remarkable ones. Based on this theoretical finding, the conceptual model of the research had created and five hypotheses were tested during this study. For adopting experimental data with the conceptual model, export companies in Fars province have been studied. Findings illustrate that four out of five hypotheses of the research have approved and only the direct relationship of marketing tactics adaption with export function has not been verified. The effect of marketing tactics adoption to export function was indirect and obtained through perceived competitive advantage as an intermediary variable.