مجله مدیریت بازاریابی
پیاپی 12 (پاییز 1390)

The main objective of this article is to study the influence of hard-sell and soft-sell appeals of advertising on purchase attitude of consumers. The research methodology was that of an applied research in terms of objective and a survey research in terms of implication.The statistical population of the study consisted of the students of Azad University and proportional random sampling was used. Six ads - one soft sell and one hard sell from each of three product categories (Microwave, LED and LED 3D)- were chosen for the purpose of the content analysis.According to findings of the study, soft-sell appeals have greater impact on purchase attitude of consumer as compared to hard-sell appeals.

Community progress and the increasing attention to the environment have led numerous companies to regard green concepts as the main source of their strategic shift in company technology and creativity in the products. Moreover, the environmental issues have increasingly become a major concern in Tehran to the effect of applying a number of barriers epidemic production method and environmental principles. The companies have begun to realize the importance of brand green marketing concepts.This study focused on the factors that tend to buy environmentally friendly products in youth as well as ranking these factors.This new research- following a new perspective as compared to the previous studies which used a strategies marketing mix to examine factors affecting the behavior of green purchasing – has discussed the related issues in the framework of consumer behavior theory and social marketing.The statistical populations were between 15 to 29 years old and data collection was done based on questionnaire. Data collection was done through a sample survey on the number of stores in Tehran and 430 respondents were selected to answer to a questionnaire. Secondary data from journals, books and other resources have been collected as well.This study showed that consumers in Tehran have had a strong willingness to buy green products because of their considerable knowledge of green products. The results showed that factors hich had the greatest impact in purchasing of green products were social influence, environmental concerns,perceived environmental responsibility and concern for self-image in environmental protection in the young people. The study also contains recommendations on the marketing strategies which lead to the consumers’ willingness towards the purchase of environmentally friendly products.

The purpose of this paper is to test a conceptual model of the relationship among the constructs of service quality, emotional satisfaction, and behavioral intentions.Methodology - The research method is applied in approach and descriptive-survey in method. The statistical research population consists of customers of 4 star hotels in Tehran city and 266 questionnaires were distributed among hotels’ customers. Cronbach alpha coefficient estimates the reliability of questionnaire. For analyzing the data, structural equation model and t- student test were used. There is significant relation among service quality, emotional satisfaction and behavioral intentions variables, but relationship between service quality and behavioral intentions is indirect through emotional satisfaction. The foreign visitors have more satisfaction and more positive behavioral intentions related to the hotel and actual person have more powerful behavioral intentions.Research Limitations: This research just focus on some limited variables and it does not consider other variables that have an influence on customers’ behavioral intentions.Managerial Implications- The study has demonstrated the importance for managers to consider how Service quality influences the customers’ behavioral intentions. In particular, the importance of measuring customers’ emotions arise from cognitive appraisals of service quality can be a good predictor for customers’ behavioral intentions.Originality/Valve: The research provides valuable insights into the role of emotional satisfaction in the hotel service experience.

With the diffusion of the Internet people lives have undergone dramatic changes. This technology has enabled globalization and commercialization in the societies. Modern organizations depend on the Internet for their daily operations. Moreover, many organizations have started to conduct electronic commerce.Researches in the related fields have shown that the adoption of e-commerce leads to a variety of benefits such as cost reduction, product quality improvement, new customer or supplier contacts and the creation of new ways of selling existing products.The present research aimed at investigating the roles of e-trust and subjective norms in acceptance of e-commerce website by customers of Raja Passenger Trains Co. Statistical population of this research include total customers of Raja Passenger Trains Co. in Tehran who booked an e- ticket. The research hypotheses were tested through LISREL and structural equation model (SEM). The research results showed that perceived ease of use has positive effects on perceived usefulness and attitude toward use of e-commerce website; subjective norm has positive effects on perceived usefulness as well as attitude toward use of e-commerce website and intention to e-commerce website reuse. Moreover, e-trust has a positive effect on intention to e-commerce website reuse.

In the market intersection of consumer and producer a number of different factors affect the buying behavior of consumers as well as their decision making on buying the required products. In any given multidimensional society, there exist a variety of environments which construct people’s behavior; and determine their actions. Consumer behavior is affected by factors such as: Cultural factors (culture,sub cultures, social orders), Social factors (reference groups, families, impact of social class over consumers’ behavior), Personal factors (age, life stages, jobs, economic conditions, life style,personality and personal image), Psychological factor (motivation, perception, learning and attitude).This research aimed at accessing the role of VAL’s psychographic life styles in determining thepurchase decision-making of Iranian consumers by surveying Iranian consumer’s VALS psychographic life styles which consists of a set of effective inside and outside factors. In the present study the statistical methods- including x2 and Gamma coefficient- have been used to asses the kind of dominant decision making in VALS life style, which consists of Makers, Strivers, Believers and Survivors.The finding of the study indicated extended consumers dominant kinds of decision making for Strivers life style and limited decision making for Believers life style. Moreover, there was not a meaningful difference between kinds of life style for Makers and Survivors as they use four kinds of decision making at the same time.

The increasing tendency of governments to establish democratic systems, even in the form of the word “republic”, has rendered public participation in the election process inevitable. However, the growing apathy of nations to determine their destiny throughout the world has caused a serious challenge for governments.Therefore, people are relied on to ensure the participation of the general public in elections,motivating the public in community efforts as well as entrenching and applying measures to seize power seats. Political marketing include those concepts that provide the tools which can be employed by policy activists.The traditional tools of political marketing division indicators and the impact indicators of voterbehavior from the perspective of the political elites were examined in the present study using aquestionnaire comprising 25 questions. In the research is applied in terms of objective, anddescriptive-survey in terms of methodology (a field study).Professors, PhD and Graduate students of faculties of Management and Politics of Central Tehran Branch and Science and Research Branch of the Islamic Azad University (IAU) were chosen as the statistical community of the present study and sample size of 343 persons were selected through stratified random sampling method.Research findings indicated that the use traditional tools of political marketing have an impact on the behavior of voters as they chose a different course; these findings can practically increase people’s participation in the electoral process.

The concept of marketing means that the performance of each business unit starts with recognizing its customers and their needs. Every organization is responsible for not only producing and selling products and services, but also satisfying its customers; thus observing its customers’ needs and wants empower the organization t in its indented markets.In accordance to this statement, many researchers have tried their best to introduce some methods and models to make this concept more applicable. Regarding the fact that the success of many organizations depends on creating a substantive competitive privilege and the key to make such a privilege is offering superior value for costumers; concentration on customers, competitors and the other influencing factors as a determinant culture in the organization or in the form of solitary complex consisting of purposeful activities toward market under some concepts such as market-orientation and customization in practice have been used.The current research has studied the relationship between Extended Market Orientation and business performance. Therefore, the subjects of this research project were the stock exchange companies which produced consuming products and their economic and financial data of 2004 to 2008 were available. The main variables of this research project were: Extended Market Orientation (EMO), the criteria of business financial performance (Rate of Return Assets (ROA)) and the criteria of business economic performance (Refined Economic Value Added (REVA)). In this research project, statistical inference, parametric and nonparametric statistical methods, Spearman and Kendall correlation test have been used.In this research project, the data which were required for determining the business performance criteria have been extracted from financial accounts of the organizations and the required data to evaluate the extent of market orientation in the mentioned companies have been collected by use of s standardized questionnaire used in international researches. In order to assess the market orientation,the questionnaire besides a letter from the university has been sent to each company and after repeated follow-up, 23 questionnaires were returned. After collecting the required data and using them to analyze the hypotheses, the results showed there is a significance relationship between extended 8 ABSTRACT OF ENGLISH ARTICLES market-orientation and rate of return assets while extended market orientation has no correlation with adjusted value economic added.