Dissertation
Master's degree
Field of study: MBA
2013
Persian abstract
Many business managers consider marketing to mean sales or advertising, while the concept of marketing goes beyond sales and advertising. Timely market research is the key to success. Estimating the demand for products or services, collecting information from domestic and foreign industries, paying attention to available statistics and using the experience of others can help business owners in marketing.
Simply it can be said that marketing is the art of finding the needs of customers in the simplest possible way. From a scientific point of view, marketing is a set of human activities – It is a guided economy to satisfy the needs and desires of people in the society through the exchange process. According to another definition, marketing consists of all systematic efforts to understand the market and act on all kinds of demands, according to the value system of societies and organizational goals.
Marketing strategy starts and ends on the customer's axis. Therefore, in the development of this strategy, it is necessary to forget your dreams, vision and interest and only think about the customer. When it comes to marketing, your wishes are not important. The only thing that matters is the customer's wishes. [1]
Customers' preferences are so diversified today that they cannot be divided into large categories and marketing strategies can be defined based on the common people. In other words, nowadays customers tend to receive services based on their personal needs, the only solution to fulfill these needs is customer relationship management. The four main steps of this management are:
Identifying potential (probable) and actual (actual) customers;
Differentiating between real customers based on the amount of purchases, repeat purchases and their loyalty;
Establishing relationships with current customers and learning from them;
Adapting products or services to customer needs.
Keywords: integrated marketing communications, chain stores, advertising, public relations, promotions Sales, direct marketing, differentiation,
Chapter 1
Chapter 1: Introduction and general research
1-1- Introduction
Today, the survival of any business is based on knowing each customer and establishing mutual communication with each of them. Not knowing the customer or a defect in knowledge management will lead to inefficient marketing management. Marketing based on knowledge has fulfilled this need and a suitable combination of customer knowledge (with the help of information extraction techniques) and information management (management based on knowledge). Therefore, the three main parts of marketing based on knowledge are: preparation of customer profile; Analysis of deviations and trend analysis.
Marketing mix
The marketing mix model, which many know as the 4 P's of marketing, is a powerful tool that can help marketers define marketing strategies. Marketers use this tool to determine the appropriate responses to their target market segments. It should not be forgotten that the marketing mix is ??one of those factors that is under management control, and it can be claimed that most marketing plans and decisions are based on one of these 4 areas: [2]
Product[1]
Price[2]
Distribution[3]
Promotion[4]
Since these 4 factors in management control by making changes in them, they can achieve a higher level of satisfaction among their customers and possibly increase their share of the market.
In this research, the structure of the available chapters is as follows:
The first chapter (research overview): in which the problem, objectives, assumptions of the necessity of the research implementation and general research are discussed.
The second chapter (theoretical foundations and research background) :In this chapter, the relevant theoretical foundations and the research conducted in the relevant field are discussed.
The third chapter (research method):In this chapter, the method and steps of research, the method of data collection, the method of data analysis, and other such matters are discussed in this chapter.
Chapter four (research findings): In this chapter, the results of the data analysis are discussed.
Chapter five (conclusions and suggestions): In this chapter, the results of the fourth chapter are reviewed and compared with the background of the research, and suggestions are also presented. )
1-2- Definition of the problem
Humans today, willingly or unwillingly, are exposed to many advertisements. Today, marketing communication also affects our way of life, character, behavior and worldview. Therefore, the scientific understanding of advertising and integrated marketing communication seems to be necessary and necessary. But despite this necessity and importance, unfortunately, in our country, this category has not been examined as much as it should be from a scientific, precise and aesthetic point of view, and its construction has been considered so simple that anyone allows themselves to design, prepare and create advertisements, without having the slightest expertise in the field of advertising. All of them are necessary. But the place of the main element that distinguishes the advertising catalog from a worthless paper with its scientific and specialized ability is empty. This is the main element, marketing and advertising specialist. Unfortunately, the void of the strategic point of view of advertising and marketing is highly visible in the advertisements of our country.
Actually, the marketing and advertising specialist designs and formulates the advertising strategy in conjunction with various factors. Therefore, not only advertising It must have a strategy, but this strategy must be in line with the company's marketing strategy in order to be effective.
In today's dynamic environment, companies must adapt to significant changes in order to survive and grow and be flexible. One of the most important concerns and problems of today's organizations in competitive markets is the lack of regular planning of integrated marketing communications. It deals with the changing market, and its purpose is to create or change the effective and integrated communication tools of companies in order to achieve communication harmony, in line with incentive and persuasive policies, so as not to create an additional burden on the minds of customers, but to encourage people to make a decision to buy the company's products with the lowest communication cost. It improves the performance of the name and logo. Therefore, today the significant effects of these structures on marketing communication are emphasized so that through the integration of communication tools while improving the performance of the name and logo, their market share and customer share will also increase, and this issue is considered a key advantage and competence in the market from the point of view of many communication experts. The University of Tehran, as well as the Iran Document Center (IranDoc) have not found any internal background for this issue so far, and considering the increasing expansion of chain stores in the city of Tehran, this discussion is new and significant for chain stores. The only case that was found in this field is in the field of design and development of integrated marketing communication model for chain stores in Iran, which was presented by Dr. Rusta and a group of other professors in the 9th management conference. The summary of the article is as follows:
In this research, while identifying the structures affecting the integration of all marketing communications of the company and using the modeling method structural equations The scientific model of integrated marketing communication was formulated. Also, the validity and reliability of the research structures were investigated and to extract model information, identify structures, relationships between structures and finally reaching the main model Information monitoring of literature, research of experts in this field and conceptual models were used