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To receive a master's degree in the field of marketing management with an internal focus

Number of pages: 161 File Format: word File Code: 30661
Year: 2014 University Degree: Master's degree Category: Management
Tags/Keywords: CRM - Customer relationship management - Electronic commerce - Internet marketing - KM - Knowledge management - Management - SCM - supply chain
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  • Summary of To receive a master's degree in the field of marketing management with an internal focus

    Dissertation for Master's Degree in Marketing Management

    Internal Orientation

    Abstract:

    The increasing progress and development of information and communication technology has created deep and wide effects in business processes and the Internet as the most effective electronic marketing platform with wide coverage has made it possible for companies to reach various markets. Unfortunately, many Iranian companies do not have the necessary information and awareness in the field of how to use various methods of electronic marketing and its effects on their performance. The present study aims to study the effect of Internet marketing on the business performance of companies. There are 124 companies that have an electronic certificate of trust from the Ministry of Industry, Mines and Trade, of which 93 companies were selected from the available non-probability sampling method. The measurement tool in this research is a standard questionnaire, and the LISREL 8.53 Structural Equation Modeling statistical test was used to test the hypotheses. The results of the research show that internet marketing has a positive effect on the performance of electronic commerce and the studied information subsystems also have a positive effect on internet marketing.

    Keywords: internet marketing, e-commerce, knowledge management (KM), supply chain management (SCM), customer relationship management (CRM) This innovation and new phenomena have affected all aspects of human life. The world of business and economy is also a part of human life and has not been spared from the wave of innovation and change. It may be safe to say that the fields that have been most affected by change and innovation are in the field of business and economy. Innovation and change in measuring business is important because organizations, as economic enterprises, rotate the wheels of industry and services in terms of having labor, providing raw materials and performing production activities. Enterprises and companies in different sectors of the economy of each country and even at the global level use new innovations to acquire limited resources, maintain and increase their market share.

    One of the latest innovations in the field of trade and business is the use of computer networks and especially the Internet. At the beginning of using computers in economic and commercial activities, the related costs were very high and there were many problems, so only limited companies that had adequate financial power used this technology. Over time and as a result of the progress of computer science, in addition to new developments and inventions in this field, the significant reduction in the costs of using this technology on the one hand and the numerous benefits resulting from it on the other hand have made it rare to find a company that does not use this technology. (Student, 2015, p. 9).

    In recent years in Iran, ignoring good qualities, many internet activities have been seen and many Iranian businesses have come to the conclusion that they should move towards internet business. In Iran, online stores have been able to develop a part of the sales market and compete with other stores.

    These online stores, as one of the links of the distribution system, play a significant role in controlling prices and reducing distribution costs on the final price, and they have been able to supply people's goods by avoiding unnecessary intermediaries and stabilizing prices in different urban areas in compliance with standards, quality, and appropriate packaging (Hemti, 2012, p. 2). It has created countless problems for companies. Since customers are faced with the right to choose different non-physical stores such as catalog orders, telephone shopping and shopping at home (Chang, 2004), the act of attracting customers is very difficult for an electronic company. Because the customer must first be convinced to buy online (Taghizadeh, 2019, p. 2). For this purpose, the use of appropriate strategies in Internet marketing and the factors influencing it should be considered in this research.For this purpose, the use of appropriate strategies in Internet marketing and its influencing factors should be taken into consideration. In this research, the role of Internet marketing and its impact on the online performance of 124 online stores should be investigated. For this purpose, customer relationship management (CRM), supply chain management (SCM), and knowledge management (KM) are studied as information subsystems that affect Internet marketing. 1-2- Statement of the problem Informatics is the basic feature of human life at the beginning of the third millennium and this transformation has affected various fields. The speed of this transformation is so high that humanity as its creator has not yet been able to coordinate the various elements of his life with this tremendous change. The Internet as a manifestation of face-to-face exchange has created a platform to accelerate exchange and catalyze product introduction, its competitive pricing and electronic and direct distribution. In this regard, marketing is also an efficient arm. Trade has been affected by these changes, so that the past choices of marketers have lost their use, and it is necessary to renew the credibility of the attitude towards the electronic market and its marketing. 

    Table 1?1 Stages of new marketing development

    Title

    Starting point

    Focus on

    Tool

    End

    Sales philosophy

    Factory

    Product

    Sales and promotion

    Profit from sales volume

    Philosophy Marketing

    Different needs of customers (target group)

    Appropriate marketing mixes (presenting the right offer)

    Market segmentation, targeting and positioning

    Profit from customer satisfaction

    Comprehensive marketing philosophy

    Customer needs individually

    Creating value for customers and creating a cooperation network

    Database management and value chain integration and Connected partnerships

    Customer loyalty

    This philosophy expresses a new definition of marketing that faces the customer as an individual in the process. In fact, Internet marketing consists of two pillars of marketing and virtuality. The virtual pillar refers to customer communication that is direct, two-way, and with the ability to store for retrieving for response. Electronic intermediaries are used for all virtual communications, which play this role in "Internet" virtual marketing. With this in mind, Internet marketing is the process of building and maintaining relationships with customers in online activities that facilitate the exchange of ideas, products, and services, resulting in the satisfaction of both parties. It is exchanged. Prasad et al also define Internet marketing as the use of the Internet in marketing activities related to the customer, related to distribution and sales channels, marketing research and management communication (Azer 1384, p. 7). And it is not big, but it displays attractive information and graphic images that attract every customer (Madiraan, 2016, p. 3).

    In order to achieve a deeper analysis of the evolution of the concept of Internet marketing and its integration with components that are based on technology, it is necessary to carry out research in other fields of marketing. Internet, electronic marketing and online marketing can be found. All of these concepts have at least one unique concept that separates it from others. The use of information technology tools to interact with customers provides strategies to direct us to customers and on the other hand reduce transaction costs (Tiago, 2012, 419) (Also due to the impact of the Internet on business and the formation of the foundations of the digital economy to achieve modern marketing goals in the West Electronically, Internet marketing is considered as a key factor in the competitiveness of international markets.

  • Contents & References of To receive a master's degree in the field of marketing management with an internal focus

    List:

    Title

               1-. General research. 2

    1-1-. Introduction. 3

    1-2-. State the problem. 4

    1-3-. The importance and necessity of research. 7

    1-4-. Research objectives. 8

    1-5-. Research hypotheses. 8

    1-6-. Research implementation method: 8

    1-7-. Research variables and their theoretical and operational definition 9

    1-7-1-1. Operational definition of variables: 9

    1-7-2-. Research dependent variable: 9

    1-7-3. Modifier variables: 10

    1-7-4. Independent variables: 10

    1. Customer relationship management (CRM): 11

    1-8. Conceptual model of research. 12

    1-9-. Scope of research. 12

    2-. An overview of the conducted research 14

    1-2-2. Customer relationship management (CRM) 15

    2-1-1-. History of customer relationship management (CRM) 15

    2-1-2-2. The necessity of customer relationship management. 15

    2-1-3-. Reasons for moving organizations towards customer relationship management. 16

    2-1-4-. Explaining the different defining dimensions and characteristics of customer relationship management. 18

    2-1-5-. Benefits of customer relationship management. 19

    2-1-6-. Objectives of customer relationship management. 20

    2-1-7-. Customer relationship management perspective. 21

    2-1-8-. The main elements of customer relationship management. 22

    2-1-9-. Customer relationship management implementation steps. 23

    2-1-10- Executive challenges of customer relationship management. 25

    2-1-11- Communication processes with customers. 26

    2-1-12- Marketing based on customer relationship management. 28

    2-1-13- Types of customer relationship management technology. 31

    2-1-14- Customer service and operational customer relationship management. 35

    2-1-15- Analytical customer relationship management. 37

    2-1-16- interactive customer relationship management. 38

    2-2-. Knowledge management. 39

    2-2-1-. Data: 39

    2-2-2-. Information: 39

    2-2-3-. Knowledge: 39

    2-2-4-. Effective factors in the success of knowledge. 40

    2-2-5-. Identity, knowledge, trust and social relations. 41

    2-2-6-. Classification of organization knowledge. 41

    2-2-7-. Measurement of knowledge assets. 42

    2-2-8-. Knowledge and strategic management. 43

    2-2-9-. Knowledge management background. 44

    2-2-10- The evolution of knowledge management. 44

    2-2-11- Definitions of knowledge management. 45

    2-2-12- The importance and necessity of knowledge management. 46

    2-2-13- The importance of organization based on knowledge. 46

    2-2-14 Advantages of knowledge management. 48

    2-2-15- The role of information technology in knowledge management. 49

    2-2-16- Implementation methods of knowledge management in organizations 49

    2-2-17- Strategic planning of knowledge management. 50

    2-2-18- Knowledge management methods. 51

    2-2-19- Key success factors of knowledge management in different organizations. 52

    2-3-. The third part: supply chain. 53

    2-3-1-. Supply chain: 53

    2-3-2-. Understanding the supply chain. 55

    2-3-3-. Supply chain structure. 56

    2-3-4-. Supply chain management. 57

    2-3-5-. The importance of supply chain management. 58

    2-3-6-. The formation process of supply chain management. 60

    2-3-7-. Principles of supply chain management system. 61

    2-3-8-. Components of supply chain management. 62

    2-3-9-. Logistics and supply chain tasks. 67

    2-3-10- Necessity of measuring supply chain performance. 68

    2-3-11- Attitude in measuring supply chain performance. 68

    2-3-12- supply chain performance management cycle. 72

    2-4-. Fourth part: Internet marketing. 74

    2-4-1-. Definition of internet marketing. 74

    2-4-2-. Principles of electronic marketing. 75

    2-4-3-. Internet marketing, its importance and benefits: 77

    4-2-4-4. Internet Marketing Techniques and Methods (Qazizadeh, Abbasi Espushani, 1385, p. 45): 79

    5-2-2. Section 5: E-commerce. 82

    2-5-1-. Explaining the concept of e-commerce: 83

    2-5-2-. Revolution and digital economy. 85

    2-5-3-. Using e-commerce as a move towards a digital economy. 86

    2-5-4-. E-commerce as a market. 89

    2-5-5-. Different forms of e-commerce. 89

    2-5-6-. E-commerce framework, classification and content. 91

    2-5-7-. frameworkE-commerce framework. 92

    2-5-8-. Types of electronic commerce. 94

    2-5-9-. Components of electronic trading market space. 97

    2-5-10- E-commerce business models. 99

    2-5-11- Applications of electronic commerce. 103

    2-5-12- Electronic business strategy. 104

    2-5-13- Infrastructures and tools needed to create and develop e-commerce. 104

    2-5-14- Economic benefits of e-commerce. 105

    2-5-15- Success factors in the electronic market. 108

    3-. Research method. 113

    3-1-. Introduction. 114

    3-2-. Research implementation process. 114

    3-3-. Research implementation method. 114

    3-4-. Statistical population. 115

    3-5-. Sampling method and sample size calculation. 116

    3-6-. Method of collecting data and information. 117

    3-7-. Information gathering tools. 117

    3-8-. narrative 118

    3-9-. Reliability 119

    3-10-. Statistical methods of data and information analysis. 120

    3-10-1- Descriptive part of data 120

    3-10-2- Analytical part of data 120

    4-. Results. 121

    4-1-. Introduction: 122

    4-2-. Description of research variables: 122

    4-2-1-. Variable description of internet marketing. 122

    4-2-2-. Variable description of e-commerce. 123

    4-2-3-. Variable description of customer relationship management. 124

    4-2-4-. Variable description of supply chain management. 125

    4-2-5-. Variable description of knowledge management. 126

    4-3-. Checking the normality of the main research variables. 127

    4-4-. Examining the research model. 129

    4-4-1-. Examining the research model in conceptual mode. 129

    4-4-2-. Examining the research model in the mode of standard numbers 130

    4-4-3-4. Examining significant indicators and the fit of the overall research model. 131

    4-5-. Analysis of indirect paths resulting from the structural model of research. 132

    4-6-. Test of hypotheses 133

    5-. Discussion and conclusion. 135

    5-1-. Introduction. 136

    5-2-. Descriptive statistics results. 136

    5-2-1-. Internet marketing: 136

    5-2-2-. E-commerce variable: 137

    5-2-3. Customer relationship management variable: 137

    5-2-4-5. Variable description of supply chain management. 137

    5-2-5-. Knowledge management variable: 138

    3-5. Results of inferential statistics. 138

    4-5-. Research proposals. 139

    5-5-. Research limitations. 141

    5-6-. Upcoming offers. 142

     

     

     

     

     

     

     

    List of tables

    Title

    Table 1-1 New marketing development stages. 4

    Table 2-1 Operational CRM technologies. 32

    Table 2-2 Benefits of knowledge management. 48

    Table 2-3 stages of supply chain integration. 60

    Table 2-4 marketing developments in different dimensions. 79

    Table 2-5) comparison between traditional companies and digital companies. 87

    Table 3-1 Quantitative attributes and numerical values ??of questionnaire options. 117

    Table 3-2) Contribution of variables in the questionnaire. 118

    Table 3-3) Cronbach's alpha coefficient. 119

    Table 4-1) Description of internet marketing variable. 122

    Table 4-2) Description of electronic commerce variable. 123

    Table 4-3) description of customer communication variable. 124

    Table 4-4) Supply chain variable description. 125

    Table 4-5) description of knowledge management variable. 126

    Table 6-4 Kolmograf-Smirnov test for research variables. 128

    Table 4-7 Significance index and model processing. 132

    Table 4-8 results of path analysis in structural heart. 133

    Table 5-1) Description of internet marketing variable. 136

    Table 5-2 electronic commerce variable. 137

    Table 5-3) Table 20 variable description of customer relationship management. 137

    Table 4-5) description of supply chain management variable. 138

    Table 5-5 description of knowledge management variable. 138

    List Figures

    Page Title

    Figure 1?1 Conceptual Research. 12

    Figure 2-1 Business trends in the last 150 years.

To receive a master's degree in the field of marketing management with an internal focus
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