فصلنامه تحقیقات بازاریابی نوین
سال چهارم شماره 1 (پیاپی 12، بهار 1393)

Today، mobile advertising is considered one of the most important and influential marketing activities، because marketers through the small media ability to individual access and have direct contact with users at any time and place. In this regard، businesses need to focus on the lead to effective results advertise acceptance by customers according to their needs and tendencies. The aim of this study is to analyze individual drivers influencing attitudes toward mobile advertising. The present study is applicable in terms of goal as well as descriptive in terms of data acquisition. Research conceptual model was developed based on theoretical studies of mobile marketing and advertising and data acquisition was carried out by surveying of 400 mobile phone users. For data analysis and verification of the model، structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used. Based on the results of the path analysis the relationship between the variables in the model is investigated and results suggest that indicators of social influence، innovativeness، mobile phone technology and the general attitude towards advertising have a significant positive effect on attitude toward mobile advertising، while individual knowledge has a negative impact on attitude toward mobile advertising.

For keeping and continuing their perpetuity in nowadays, companies and should focus on competitive advantages and getting more consumers’ satisfaction for sale and more market shares.One of the useful tools that makes the company less vulnerable in face of market competitive activities and consumption liability and repetition is brand equity. The purpose of this paper is investigating the consumers’ responses on marketing- mix efforts, corporate image and brand equity relation using Kim & Hyun model(2011) and Buil & Martı´nez model(2013).This research is considered as applied based on goal and descriptive-survey based on data collection. Hypotheses were tested using structural equation modeling or SEM (in Lisrel and P.L.S software) and consumers’ data Butane corporation productes in Tehran. Findings corroborate the positive impact of brand equity on consumers’ responses.The results of hypotheses analysis illustrate marketing- mix efforts positively impacts on brand equity and corporate image plays a significant role in creation of brand equity for Butane.So company managers should designate special places for distribution system growth, after sale services development, pricing, promotion in investment matrix for marketing mixed efforts.

This study seeks the role of documentation of customer management processes on MSCs performance. Customer management processes includes: customer acquisition and customer retention that document the process helps sales managers in better planning. The population of the research is firms of industrial state of East Azerbaijan and Fars Provinces. The questionnaire gathered as an email and firm Attending survey، the dataset involved responses from sales and directors of the 127 firms. KMO and Bartlett''s sphericity index for sampling adequacy was used; the results indicate that the number of samples is suitable for factor analysis. Construction validation، so Cronbach''s alpha، Spearman-Brown coefficient and Guttman split-half Coefficient was used to assess questionnaire that results show that the instrument has good validity and reliability. The regression analysis and path analysis have used for analyzing data and testing the research hypothesizes. In accordance with the results of simple linear regression analysis، documentation in compared management practices to facilitate employee and customer relationships for predict of performance has no information relative content. In addition، environmental turbulence has a negative impact on performance. But the results of hierarchical regression analyzes showed that documentation has information valuable content for predict of performance. Finally، the results of article have presented solutions to salesperson and managers، and will help academics to understand the documentation CM processes.

From the late 1970s there were attempts to remove the restrictive assumptions of conventional theories، especially assuming perfect competition market، according to a new hypothesis. New model، the previous forecast in the area of international trade was substantially changed. Specifically because of comparative advantage in international trade went beyond mere given the market structure، imperfect competition، and compatibility with new models، the market was also important. Although considerable theoretical debate about the role of market structure in international trade taken، empirical studies in this field، particularly for developing countries has been limited. Study as an effort in this regard، importance and impact of market structure in IIT and IIT is final. For this purpose، the value added of industry market structure considered for and the calculation of IIT in the six digit level of aggregation is the business hierarchy. The model based on panel data for the period 1997-2006 and the importance of market structure in the inter-industry trade MIIT has been reviewed and finalized. The results of the present study are consistent with the patterns of competition within the industry trade monopoly. To be more precise، despite the low degree of market concentration that changing the market structure is monopolistic competition، significant impact on the business structure of industry and commerce within the industry، it is Iran''s major trading partners. Given that economic growth and development in the context of new patterns of international trade Reduce the share of total trade between industries are trade، the results can be economic policy، especially in the industrial sector business development strategy is important.

Muslim and non-Muslim consumers demand for halal market in Europe as well as other parts of the world، is growing strongly. Therefore، in this study، Halal products were selected as one of the types Halal foods and the factors affecting purchase intention of Halal products (Brand trust، brand equity and attitudes towards Halal Certification) that were derived from the theoretical foundations and previous studies، were evaluated. Statistical population were Halal foods consumers who had bought these products from three reputable stores (Tesco، Carrefour، Aldi) in Germany، England and France. To evaluate the hypothesis of the study، 391 paper and electronic questionnaires were analyzed. Results indicated brand equity and brand trust have a significant positive effect on purchase intention of these products، But attitudes towards Halal Certification doesn’t have a significant positive effect on purchase intention of these products. Also، the effect of each factor was assessed on each other independently، Results indicated brand trust and attitudes towards Halal Certification have a significant positive effect on brand equity. Also، attitudes towards Halal Certification has a significant positive effect on brand trust.

Today، there is strong competition in any business، managers are trying to develop long-term relationships with customers led to loyalty، satisfaction، and providing their profitability. Therefore، this study aims to examine the impact of marketing relationship on economic performance in Iran Khodro agencies. In this study 176 car customers and 88 managers in Tehran are surveyed. The required data were collected using a questionnaire were analyzed using the software. The results indicate that the effect is related to marketing communications، and economic performance. It also showed that the activities of the customer view recruitment agencies authorized Iran Khodro first place، second place position in the market for these agents، quality relationships with customers on behalf of third place، fourth place Resellers customer loyalty to products and services، the customer''s perception the representations in the fifth and ultimately loyalty programs conducted by the agency is in the sixth grade.

CRM stands for customer relationship management، which sounds like a good thing. But what is it، exactly? Turns out it can mean different things to different businesses. Perhaps in no other industry are acronyms bandied about as in technology، especially business technology. CRM is one such widely-used acronym that stands for Customer Relationship Management. Mention CRM and many listeners'' eyes will glaze over with boredom-but that''s probably because they don''t really understand what it is. Actually، CRM is a strategic business tool that helps companies streamline their business processes especially with sales and marketing and can increase revenue by attracting and retaining customers and shortening the time it takes to close a sales deal. If you''re not interested in all of that، you''re probably not that serious about your business.

With the emerging a new phenomenon of Internet، the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition، the banks became familiar with self-service technologies. Using self-service technologies has provided advantages such as speed and unlimited access to banking services. Despite these benefits، some people still use the traditional banking. Many studies have examined the factors influencing the use of technology-based banking. These studies have examined such issues as the demographic characteristics of user/ none-user (such as gender، age، education level، perceived ease of use and usefulness). The purpose of this paper is to examine the behavior of users and non-users of self-service technologies in banking services. for that purpose seven types of behavior will be examined. To complete this research، 480 questionnaires was distributed between the customers of Parsian bank in Ahwaz; of which 397 questionnaires were collected. The research method is an applied research in terms of aim and in terms of method is descriptive. Analysis of variance (ANOVA) was used to test the hypotheses. The research results showed that five (word-of-mouth intention، repurchase intention، satisfaction، propensity to change banks and time sensitivity) between user and none-user is not same. but about other type behaviors (price sensitivity and complaint behavior) The results do not show a significant differences.

Nowadays development of information technology has caused online shopping continues to gain more acceptance by travelers that make airlines be care about factors affecting online ticket purchasing. Therefore، in this paper is an attempt to analyze intention to online airline ticket purchasing model according to trust، subjective norms، perceived risk، satisfaction and ease of use. The statistical population includes departure passengers of Mashhad international airport in domestic flights of September 2013 and sample size calculated for 215 passengers. Data collected by questionnaire that has appropriate validity and reliability. In addition، it is use structural equation model (SEM) and Lisrel8. 8 Software to analyze hypothesis. The results show higher satisfaction and trust leads to more intention to online airline ticket purchasing. Moreover، perceived risk and ease of use have indirect effect on intention to online purchasing by trust and satisfaction and it is not support significant relationship between subjective norms and intention to online airline ticket purchasing.

recent social and technological changes have increased children''s influence on parents'' purchase decisions and in general on family''s decision making process. Therefore، this study aims to investigate children''s relative influence on Iranian families'' purchase decisions. Thus، children''s perception of their own relative influence and mother''s perception of their children''s relative influence are assessed، considering the stages of deciding، purchase sub-decision، product type، and family relationship style. Also، the effect of the child''s perception of his/her own general influence and the mother''s perception of her child''s general influence on the child''s relative influence in purchasing was investigated. This study is descriptive and correlational in terms of its data collection. The population consists of all the fifth grade students of Tehran''s state elementary school and their mothers. Random and cluster methods of sampling were utilized in this paper، and the proportion of its statistical sample was estimated approximately 384 mother-child pairs، and ultimately 652 questionnaires were collected out of 850 questionnaires and used for extracting data. The results demonstrate the children''s relative influence on Iranian families'' purchase decisions is high both in the child''s and the mother''s viewpoints. Further، the child''s perception of his/her own general influence and the mother''s perception of her child''s general influence in family are the bases of the perception of the child''s relative influence on purchase decisions. On the other hand، the child''s influence، in the first stages of decision making process، on products especially made for him/her، and in concept-oriented style is more than his/her own relative influence under different circumstances. The results of this study reveal the necessity of more concern by Iranian marketers toward children in developing promotion and advertising programs.

Partaking the movement in reaching a more sustainable planet، organizations should reconsider their marketing strategies according to the social and environmental impacts. Even though، attaining sustainability would become a serious challenge for them، but there exist no other options for the third millennium. The main purpose of this study is to investigate the Impact of public push on the sustainability marketing mix، as well as the effect of sustainability marketing mix on sustainability marketing success. The present Research is categorized as “applied research” in terms of its objective، a “descriptive-peymayeshi” in terms of its essence and the hypothesis، a “Correlational research” in terms of the relationship between the research variables، and is specifically based on Structural Equations Modeling (SEM). Data has been collected from a sample of 385 customers of three chain supermarkets (Refah، Shahrvand، and Etka) through a questionnaire. Descriptive statistics have been used for presenting demographics and the frequency distribution of research data. Structural equation modeling (SEM) has been used for data processing. Finally، the LISREL software has been used for data analysis. The results of the hypothesis test through Structural Equations analysis demonstrate that public push has a direct impact on all the marketing mix components، except for “fair pricing”، as well as an indirect impact on sustainability marketing success. Moreover، within the marketing mix، all components have a positive correlation with the success of sustainability marketing، with only the “fair pricing” component showing a negative correlation.

Using plants has a long history in treatment. Herbal medicine has always been one of the main pillars of the famous medical school in ancient civilization. Nowadays also، a high Volume of trade in the world is belongs to medicinal because of its current importance. However a very few studies have been performed in the field of medicinal plants marketing In this study we have tried to determine the factors that can help to improve and develop The market of medicinal plants in Iran. The paper is descriptive-cognition and the related Information for this scope have been collected by using library resources such as books And scientific journals، moreover for collecting necessary data in order to confirm or reject Research hypothesis a questionnaire made by researchers have been used، data analyzed with SPSS software and presumption statistical methods. Sample 57 consists of medicinal plants sellers (druggist)، pharmacists and doctors choose with random sampling. The result showed that all the variables factors of the study can help to improve and expand medicinal market.