مجله مدیریت بازاریابی
پیاپی 24 (پاییز 1393)

The current situation in Iran and the intensification of sanctions against Iran، has made some application development as a necessity which One of these is the use of Iranian goods. Using Iranian products cause domestic industrial growth، lower unemployment، lower exports of crude oil and mineral resources… and also Reduce the impact of external sanctions and reducing injuries on the body of the Iranian economy which is the main target of sanctions. Therefore، this study seeks to identify and examine the factors that influence consumer of Iranian goods. By putting the basis of the theory of planned behavior، attempt to estimate the factors influence Iranian consumer purchase intention to buy Iranian product. The study also by adding the two variables of knowledge and attitude towards sanctions tries to gain a deeper understanding of the current situation in Iran. Moreover due to the strong influence of attitude، related factors such as price and quality perception and also perception of Iranian manufacturer competence of the products has been studied. The results show that the perceived price، perceived quality and perceived competence of Iranian manufacturer، have positive impact on attitudes toward Iranian product and also perceived behavioral control، attitude، subjective norm، knowledge and attitude towards sanctions، positively influence consumer purchase intention of Iranian product.

Nowadays، recognition buying behavior of children and their parents is one of the key success factors for organizations. If marketers can identify the factors influencing buying behavior of the child، they will be able to get ahead of its competitors in their industry، and have a greater share of the market. No doubt، a prerequisite for success in any market is acceptance of products by customers in the target markets. Also، since today''s society is moving toward child- prominence، and with the ways of communication such as the Internet، satellite، and rising of children awareness، it can be seen that the role of children in family purchase decisions became more highlight. Therefore، to understand the factors influencing buying behavior of children، and see the impact on parents buying، can be more understanding of the child''s behavior as a customer، and based on this، marketers are able to take a larger share of the market، & hence، studying these factors is important. The population used for this study، are children and parents in entertainment and shopping centers and 385 pairs of questionnaires were distributed between children and their parents in these centers، which sampling in each of these centers was done based on stratified simple random sampling method. Also، to analyze the data، descriptive and conclusive statistics، and the software SPSS، and Lisrel were used، and Structural Equation Modeling، used as a multivariate analysis technique، for examining dependence rate of relationships between the variables. The results indicate that the product packaging، influences on unhealthy product preferences by the child. But product packaging don’t influence on healthy product preferences by children، and also the product preferences by children (healthy and unhealthy)، don''t influence on buying behavior of parents. Also، conceptual attitudes of parents don’t influence on child''s perception impression in parents buying decision. While، social attitudes of parents influences on child''s perception impression process and child''s perception impression process in parents buying decision do not influence on the buying behavior of parents.

Now، use necessary of information and communication technologies in the banking industry and especially in the systems of transferring funds، has understood well and following that، actions are doing such as use of point of sale devices، ATM devices، telephone banking، internet banking and …. Despite this، there are many barriers and problems in the way of establishing and developing electronic banking and especially systems of transferring funds in point of sale. The purpose of this study is recognizing and prioritizing barriers of effectiveness points of sale devices in Saderat bank of Bandarabbas city. This research is applied in view of aim، method of data collection is survey. The main tools for collecting research data are questionnaire and interview. Statistical research community is all pos devices recipients of Saderat bank in Bandarabbas city that their exact statistics according to Hormozgan Saderat bank computer unit are 3980 center. Content validity of the questionnaire was confirmed by teachers and experts and reliability of questionnaire was obtained through Cronbach’s alpha value of 0. 833، which shows the high reliability of the questionnaire. Obtained data from 350 questionnaires are analyzed with SPSS software and using descriptive statistic، one sample t-test and Freidman tests. The results of this study showed that recognized barriers are technical – technological، cultural-educational، managerial-organizational and financial-commercial. Recognized barriers prioritized with Friedman test that technical - technological factors are more important than other factors.

Entering the new century، has encountered companies with many competitive forces. The competition puts many challenges in front of companies and one of the most important one among them is New Product Development (NPD). NPD is a multidisciplinary concept and is considered in many researches، but the researches have not paid attention to role of different functions on NPD simultaneously. Considering this gap، this research is shaped and named “To evaluate the role of organizational functions in new product development (NPD)”. The research is looking for the effects of different roles on NPD through an integrated managerial model to manage NPD well. The research has integrated the major functions in NPD process. These functions are organized in a model to study their effects concurrently. The developed model has four sub-model including operation، financial، human resources and marketing. These functions and their roles have been integrated through considering the objectives of NPD. Based on literature review these objectives are considered as “cost، quality and time” which are set for products before the development. The research can be considered as applied one in terms of its objectives and descriptive in terms of data gathering. Based on the research method، hierarchical multiple regression is used to analyze the data for 122 projects on the auto industry in Iran. Findings of the research which are valuable to be considered to manage NPD projects show: - Using “concurrency and formality” through development process are associated with NPD objectives- Using a suitable organizational structure has a positive association with NPD objectives - Achieving NPD objectives have positive associations with product success in the market (in terms of sales and customer satisfaction).

The purpose of this paper is to investigate the role of educated، middle-aged Iranian consumers’ cognitive age in their status consumption. Survey method. The study was conducted in Babol. The data collection method used is cluster sampling technique، using an age-based sample of educated، middle-aged consumers (aged 35-60 years old). The survey contained two sections on the age decade scale and on a 5-point Likert scale. The findings revealed that there is a strong negative relationship between cognitive age and status consumption. The results suggested that educated، middle-aged consumers who feel cognitively young will be more motivated to consume for status and that this relationship is moderated by both brand awareness and price consciousness. Research Limitations: Given the focus on educated، middle-aged consumers، generalizations beyond this age group should be undertaken with some reservation. We cannot generalize the results of this research and apply it to the nation as a whole، because of the cultural and religious factors that come in to play، changing the variables. Managerial Implications – A study of this nature will help to shape marketers’ approach to attract educated، middle-aged consumers. Marketers should shift their focus away from regarding older consumers as old since older consumers tend to view themselves as younger than their chronological age. Originality/Value: This paper investigates the role of educated، middle-aged consumers’ cognitive age in their status consumption. It extends the research by looking at the moderating effects of brand awareness and price consciousness on the relationship between educated، middle-aged consumers’ cognitive age and status consumption.

Nowadays، marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization، one of tools in creation of long relation with customer is; using of relationship marketing، but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research، we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. The research is in descriptive study form; that it is done with survey measurement method. Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks، multiple regression and Pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing، confidence and commitment have positive and meaningful effect on customer loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable.

Customer Relations Management (CRM) encompasses a set of procedures that enable organizations to use business strategies in favor of developing long-term and profitable relationships with specific customers. Organizations well found that achieve their goals، haven''t way exclusive of right relationship with customers through the proper implementation of customer relationship management projects. Research indicates that a high percentage of these projects are in the implementation failed and eventually fails. The purpose of this study is identify and accurately classify the main factors affecting failure evaluate with the CRM projects. In this study used descriptive method and questionnaires and interviews have been utilized as measurement tools. The Population of the Research are managers، consultants and experts of CRM projects Executive Department of Mathematics and Computer Department of Amirkabir University. 40 questionnaires were distributed to all members of the Population and accepted the 34 questionnaires were returned. Based on survey and comments of managers and consultants and experts: Executive،Technological، cultural، administrative and Cost as the main factors influencing the fail of customer relationship management projects. Then whit help Nonparametric methods and statistical analyzes by SPSS software and the Exploratory Factor analysis، Confirmatory Factor analysis & T Student test accuracy and relevance factors of the study was approved.