DEVELOPING A MODEL OF TARGET MARKET SELECTION FOR MOVIE PRODUCTS

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FARHANGI A.A.; HASANGHOLIPOUR T.; MOZAFFARI A.; RASHIDI E.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2012 | Volume:7 | Issue:16 Page(s): 17-38

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Title

DEVELOPING A MODEL OF TARGET MARKET SELECTION FOR MOVIE PRODUCTS

Author(s)

FARHANGI A.A. | HASANGHOLIPOUR T. | MOZAFFARI A. | RASHIDI E. | Issue Writer Certificate

Keywords

GLOBALIZATIONQ2

CINEMA INDUSTRYQ2

TRANSNATIONAL MEDIA FIRMSQ2

FOREIGN MARKETS SELECTIONQ2

INTERNATIONALIZATIONQ1

Abstract

Despite the rich resources and abundant talent, the Iranian film industry has not had much success in international trade. One of the important decisions facing the film industry to enter global markets is target markets selection. The main objective of this research is to present a model of target markets selection for Iranian cinema products. The research model has unique characteristics of Iranian cinema. The study population consisted of all administrators and experts in Companies distributing film goods. The research data was collected through interviews and questionnaires and the statistical methods of multiple regression and path analysis were used for data analysis. Research findings indicate that six factors affect the selection of target market of cinema products: fit between audience preferences and product, supporting capabilities, potential attractiveness of market, media infrastructure, and accessibility of market and competition status.

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APA: Copy

FARHANGI, A.A., HASANGHOLIPOUR, T., MOZAFFARI, A., & RASHIDI, E.. (2012). DEVELOPING A MODEL OF TARGET MARKET SELECTION FOR MOVIE PRODUCTS. JOURNAL OF MARKETING MANAGEMENT, 7(16), 17-38. SID. https://sid.ir/paper/218798/en

Vancouver: Copy

FARHANGI A.A., HASANGHOLIPOUR T., MOZAFFARI A., RASHIDI E.. DEVELOPING A MODEL OF TARGET MARKET SELECTION FOR MOVIE PRODUCTS. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2012;7(16):17-38. Available from: https://sid.ir/paper/218798/en

IEEE: Copy

A.A. FARHANGI, T. HASANGHOLIPOUR, A. MOZAFFARI, and E. RASHIDI, “DEVELOPING A MODEL OF TARGET MARKET SELECTION FOR MOVIE PRODUCTS,” JOURNAL OF MARKETING MANAGEMENT, vol. 7, no. 16, pp. 17–38, 2012, [Online]. Available: https://sid.ir/paper/218798/en

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