JOURNAL OF MARKETING MANAGEMENT
Year:2019 | Volume:14 | Issue:44|Papers Count:7

In today's fast changing competitive environment, companies need to be highly consistent, so offering the best performance in marketing has become the most important concern of the managers of manufacturing companies. Therefore, in this study, we analyze the factors affecting the performance of manufacturing companies from the perspective of marketing management and entrepreneurship, and to achieve this goal, we examine 15 hypotheses about the impact of entrepreneurial and market orientation on corporate performance through entrepreneurial market orientation and entrepreneurial marketing in the manufacturing companies of the industrial city of Gorgan during the second 6 months of 1397. The present research is a applied research in terms of purpose, and in terms of data collection method, it is descriptive-survey and it is also included in the field of causal research. In order to calculate the sample size, Krejcy and Morgan tables were used and 180 people were selected by simple random sampling as a sample and a questionnaire was distributed among them that 152 available questionnaires were collected. Data collected from questionnaires were analyzed using Smart PLS and SPSS software. In the end, the research results showed that hypotheses such as the effect of entrepreneurial market orientation on performance, the impact of market orientation on entrepreneurial market orientation, or the effect of innovation on performance are rejected, and also technical capabilities cannot modulate the effect of entrepreneurial orientation on performance. But other research hypotheses were confirmed.

The purpose of this study was to investigate the relationship between customer focus and return on assets and turnover ratio of listed companies in Tehran Stock Exchange. The purpose of this study is applied and is descriptive-correlational. The population of the study consisted of listed companies in Tehran Stock Exchange who were active from 2014 to 2016. The sample size was 118 companies in total and 472 companies-year in the time range collected by systematic removal of screening technique. Research data were determined. The tools used in this study are reports published by the Stock Exchange, Exchange Monthly, and Modern Access Software, Desert & Dena and auditing reports, financial statements and the online community of Certified Public Accountants. Pearson's correlation, Pearson correlation and linear regression were analyzed. The results showed that there is a positive significant relationship between customer focus and return on assets at 95% confidence level and also a positive and significant relationship between customer focus and inventory turnover ratio. Finally, both hypotheses were confirmed.

Relationship Quality and Creating brand value is the most important topics in Electronic Commerce. The purpose of this study is actually to check the effective level of the main sources of customer relationship quality (consumer characteristics, firm’ s characteristics, firm’ s social infrastructure, interactions) to relationship quality (Trust, Commitment, Satisfaction) via creating brand value and intention to online purchase between eshop customers in Tehran city. This study is practical in view of purpose and according to collection data method is descriptive-survey. The sample size according to Morgan table and Cochran formula for infinite population is obtained 384. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used from structural equation analyze data, confirmatory factor analysis and SPSS 25 and AMOS 25 software’ s. The result of research is showing that the consumer characteristics, firms characteristics, firms social infrastructure have not significant effect on customer relationship quality (Trust, Commitment, Satisfaction) but Interactions have significant effect on customer relationship quality(Trust, Commitment, Satisfaction). Customer relationship quality(Trust, Commitment, Satisfaction) have significant effect to creating brand value and creating brand value have significant on intention to online purchase. Investigating the impact of customer Relationship Quality (Trust, Commitment, Satisfaction) via creating Brand value in Tehran's online shops, enhances Customer's product brand Loyalty, increases online shopping, saving time and money and Ultimately Electronic Commerce growth.

The purpose of the present study was to investigate the effect of guerrilla marketing on consumer buying behavior through the mediating role of e-mouth advertising. Guerrilla marketing is one of the new tools used to persuade customers to buy. Therefore, with increasing competition in domestic markets, this research seems necessary. The present study is of applied purpose and descriptive-survey research method of data collection. The statistical population of the research includes all customers of Horizon Cyrus Company in Mashhad. Due to the unlimited statistical population, 384 individuals were selected as the sample. The sampling method in this study is simple random. The data gathering tool is a questionnaire whose validity and reliability have been confirmed. Smart PLS 3 software has been used for data analysis. The results show that guerrilla marketing has a direct, positive, and significant effect on consumer purchase intention; and electronic word of mouth advertising has a significant effect on consumer purchase intention.

The purpose of this study was to determine the effect of Outdoor Advertising with the mediating role of brand equity on brand image from the viewpoints of Isfahan Sporting Goods customers (Case study: Darafsh sport apparel brand). The sample size of the study was 384 according to Morgan table. The research tool was Taylor's et al. (2006) standard questionnaire of environmental advertising, Olson brand specific value questionnaire. (2008) and the Ahmed Salam Brand Image Standard Questionnaire (2017) The validity of the questionnaires was assessed by content validity using the experts' viewpoints, formally based on the viewpoints of a number of statistical populations and constructs with factor analysis method, and after validity terms were validated, and the other by question validity. Letters were estimated using Cronbach's alpha for Outdoor Advertising 0. 90, brand equity 0. 95 and brand image 0. 91, respectively. (SEM). The results showed that Outdoor Advertising had a coefficient of influence of 0. 77 on brand image and this effect was significant less than 0. 05. On the other hand, the value of moderating effect of brand equity was 0. 55 and this value was significant less than 0. 05, this moderating effect was significant.

With the financial markets becoming more competitive and expanding the activity of private banks and financial institutions, paying more attention to marketing and applying effective marketing techniques and strategies to attract customers and increase deposits has become more important. The use of some mix of marketing factors such as accessibility and availability of services and the speed and variety of services provided and appropriate advertising can increase deposits in corporations and banks. The target of this research is to present a proper scientific strategy in order to apply the effective factors in absorbing the resources and to present a clear view of banking services marketing on marketing mix in branches of Bank Saderat Iran in Tehran. This research is descriptive survey and data collection and is based on questionnaire (a 5-point Likert scale) and cluster classification method is based on geographic regions. By taking into account the population Unlimited, sample size has been determined 318. Cronbach's reliability test achieved 97%. According to the results of the technique t-student and Freidman and Wilcoxon test criteria, the factors place, product, price and promotion have been respectively effective in attracting deposits. In terms of the gap between current and desired situation, respectively the place, promotion, price and product have been situated.

Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behavior on consumer behavior has critical role in actual purchase. In the present study, we first examined and identified the hofsted index and social factors and considered the following components for each: cultural and social factors included; (hofsted index) materialism, individualism, collectivism, masculinity, power distance, uncertainly avoidance and family structure, reference groups. Then, the effect of these factors on nostalgic behaviors examined. Later on, the effect of nostalgic behavior on brand heritage, brand attitudes investigated. Then the effect of nostalgic behavior, brand heritage, brand attitudes on purchase intention (PI) were investigated and finally, the effect of PI on actual purchases measured. The methodology of had two stages: stage one was examined using exploratory factor analysis (EFA) and the second stage using structural equations (SE). The analytical results showed power distance, individualism, reference groups are significantly related Nostalgia behavior but materialism, collectivism, uncertainly avoidance, masculinity, family structure is not significantly related nostalgia behaviors. Nostalgia behavior, brand attitudes affect purchase intention, but brand heritage is not significantly related purchase intentions. Finally purchase intentions are significantly related purchase behavior.