فصلنامه پژوهشگر (مدیریت)
پیاپی 27 (پاییز 1391)

The aim of this research is to study the effects of services marketing mixes on the promotion of services quality and the increase of investment in Tehran Stock Exchanges by developing new marketing mixes. Due to the questions developed and the fact that the researcher is to study the differences and similarities between the researches done previously, the objectives of this research are based on the methodology applied. The methodology is descriptive-survey using a qualitative approach to complete the information related to the subject including samples selection, data collection, data analysis, answering the research questions and conclusion. To answer the research questions, the researchers use the documents, conversations and serious interviews. The size and number of the samples are uncertain, so Theory Saturation is used as sampling method and all departments engaged are interviewed to increase the validity and reliance of the research. To analyze the data collected, Qualitative approach, Milers and Huberman method will be used. The research findings represented that marketing mixes services are used completely in Tehran Stock Exchanges and they have great effects on the increase of the quality. Also, the results of the research 5 questions indicate that the following 3 factors can be considered as new mixes of financial marketing: liquidity and transparency, approval of instructions, rules and provisions facilitating the investment and diversity of the companies listed in Tehran Stock Exchanges.

The purpose of this paper is to investigate the effective factors on corporate entrepreneurship barriers in Ministry of Interior to understand the challenges facing corporate entrepreneurship. The population and sample were 532 and 213 respectively. The method of sampling is random and grouped sampling. The data are collected by using tools like the documents, interviews and questionnaires in the form of non-experimental research. The reliability coefficient obtained is 0.8744 and, at the end, explains the barriers of corporate entrepreneurship. The results represents that among three main variables of the model including internal, environmental and synthetic barriers, synthetic variables are the most important ones in this process. Also, due to internal barriers, two variables containing human resource management and structural variables are of high priority. In the field of environmental barriers, information technology and in synthetic barriers, information and communication variables are the most important.

The purpose of this paper is to identify and specify the consumer characteristics and the factors affecting their green purchase behaviour. In other words, this research tries to answer to these questions: What factors affect green purchase behavior of population, and what factors have more effects.The data are collected through a survey of students in Islamic Azad University - Qazvin Branch in 2011. 418 students are considered as final sample. A questionnaire divided to 5 parts measures 18 independent variables in term of demographic, ecological knowledge, attitude and value aspects and one dependent variable. The results indicate that, by four aspects mentioned above, only the value affects the green purchase behavior of the population. Among 18 variables, four variable including religious commitments, collectivism, importance and inconvenience of ecological behaviours have effects on the green purchase behavior of population. Unfortunately, green marketing and its relevant topics are not so prevalent between consumers even the students as educated people. As usual and like other products, green product is not so tangible and well known. This makes the process of research more difficult. Findings help the companies and organizations to develop and promote friendly behaviours toward environment. The conceptual framework of this research is new and consisted of various researches. Furthermore, the impact of religious commitments on green purchase intention and behavior has not been yet examined. However, its effect on green purchase intention will be observed at the present study.

The purpose of this research is to investigate the effects of consumers shopping value on the satisfaction, loyalty, word of mouth and share of purchase. Todays, few researchers have conducted comprehensive study of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Furthermore, the majority of the previous researches has been limited to upscale retail sectors where the role of the salespeople is crucial. To extend the findings of former researches to additional retail sectors, the current study investigates the complex inter-relationships between utilitarian and hedonic shopping values and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence the key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector. In order to do this, 400 questionnaires were distributed to customers of Hyper Star discount retailing in Tehran. Structural equation modeling (S.E.M) and lisrel sofware were used to analyze the data. The results indicate that the utilitarian and hedonic shopping values are directly related to the satisfaction and satisfaction will affect on the loyalty and share of purchase.

In this study, the effects of organization contextual dimensions including strategy, technology and culture on the effectiveness of business intelligence will be investigated considering the mediating role of knowledge management. Business intelligence (BI) refers to the skills and technologies integrating and analyzing organizational data to develop reliable and useful reports for managers. BI effectiveness addresses a concept meaning how effective BI system could achieve the goals and outcomes planned in the organization. Knowledge Management (KM) encompasses the managerial efforts in organization to facilitate the activities such as acquiring, creating, storing, sharing and deploying the knowledge. The aim of this study is to examine the mediating role of KM through the relationship between contextual dimensions and BI effectiveness. The population used in this research includes the managers and experts of Tehran north branches of Saman Bank. To gather information, a likert scale questionnaire is used. The data collected will be analyzed through both descriptive and inferential statistical methods including Spearman Rank Correlation Coefficient, KS test and Friedman test. The results indicate that there is a direct and significant relation between contextual dimensions of any organization like strategy, technology and culture and BI effectiveness. Furthermore, the results also suggest that KM mediates the impact of contextual dimensions said above and BI effectiveness.

In this research, we have studied the marketing of ornamental flowers and plants namely Sterlizia, Asparagus, Lawson Pine and Ball Box using economic index as well as marketing margin, factor share, marketing efficiency and value added in Mazandaran province. The data were collected from 25 producers, 8 wholesalers and 12 retailers (florists). The results indicated that the price efficiency and technical efficiency during marketing path are 59 and 74 percent for Sterlizia, 59 and 57 for asparagus, 74 and 73 for ball box, and 59 and 58 for Lawson Pine respectively. The findings of added value index represent that Rls. 144 of added value for sterlizia, Rls. 133.3 for asparagus, Rls 286.36 for ball box and Rls. 144.4 for Lawson Pine will be produced per Rls. 100 of marketing service expenditure. The results of marketing margin reveal that wholesaling and retailing margin for asparagus are Rls 15000 and 20000 respectively and wholesaling and retailing margin for Lawson pine are Rls 10000 and 12000 respectively too. Given these results, some suggestions were made to solve the present problems and obstacles and improve the processes of ornamental flower and plants marketing.

The purpose of this research is to investigate the impact of individual factors as organizational commitment and upward mobility and managerial factors naming behavioral control system including feedback, recognition, participation in decision making as three variables affecting salespeople's motivation to do marketing intelligence activities and then, to represent the effect of motivation on the final dependent variable titled the salespeople's behavioral effort by studying 225 salespeople in Saipa company. Testing the model proposed indicates that the individual and managerial factors play influential roles in constructing both motivation and behavioral effort toward marketing intelligence by salespeople. According to results obtained, the motivation to do marketing intelligence activities are mostly influenced by feedback and salespeople's behavioral effort are mostly under the influence of organizational commitment.

Car choice process in families consists of four critical decisions including the number, type, size and brand origin of the car preferred. It is expected the market planners to have a deep perception of this process. The purpose of this study is to develop a disaggregated model for the first time in Iran as a developing country to explore the relationship of family car choice and specific factors defined as Consumer Critical Expectations, Car Critical Characteristics, Sales Methods, preferred Brand as well as typical demographic variables like the age, kind and income. According to survey of the new car buyers in Tehran during 2007-2008, Multinomial and Hierarchical Logit models are developed. In addition, segmenting the effect of the decision makers or buyers on the behaviors selected will be studied and finally, a parameterized model of choice behavior represented, based on the initial conceptual model. The results will bring a new insight into the car manufacturers as well as the market planners to understand better the target and develop suitable marketing mix strategies.