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Information Journal Paper

Title

Developing the Marketing Mix for the Financial Products

Pages

  75-88

Abstract

 Marketing mix is an instrument managers use to affect the intention to purchase of the customers. Previous authors have developed the Marketing mix of commodity and service products. But concerning to the classification of assets as real and financial assets, no Marketing mix has been developed for handling the Financial products goal market to now. In this study the authors try to develop the financial instruments Marketing mix using field study and factor analysis in measurement models. The data is collected in 2018. The sample included 341 market practitioners in 10 classes including institutional investors, analysts, individual investors, foreign investors, steel industry investors, mutual funds, investment companies and so on. The results show that we can classify the managerial activities in six Marketing mix: predicted return (including 10 elements), prestige credit (including 3 elements), perceived risk (including 6 elements), period scheduling (including 4 elements), perfection services (including 3 elements), and plasticity (including 4 elements).

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    APA: Copy

    Naderi, Amir Hosein, FATHI, SAEED, SANAYEI, ALI, & Ansari Tadi, Azarnoosh. (2019). Developing the Marketing Mix for the Financial Products. JOURNAL OF FINANCIAL ACCOUNTING RESEARCH, 11(2 (40) ), 75-88. SID. https://sid.ir/paper/387072/en

    Vancouver: Copy

    Naderi Amir Hosein, FATHI SAEED, SANAYEI ALI, Ansari Tadi Azarnoosh. Developing the Marketing Mix for the Financial Products. JOURNAL OF FINANCIAL ACCOUNTING RESEARCH[Internet]. 2019;11(2 (40) ):75-88. Available from: https://sid.ir/paper/387072/en

    IEEE: Copy

    Amir Hosein Naderi, SAEED FATHI, ALI SANAYEI, and Azarnoosh Ansari Tadi, “Developing the Marketing Mix for the Financial Products,” JOURNAL OF FINANCIAL ACCOUNTING RESEARCH, vol. 11, no. 2 (40) , pp. 75–88, 2019, [Online]. Available: https://sid.ir/paper/387072/en

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