Investigating the relationship between organizational factors and marketing intelligence in the National Bank of Iran

Dissertation for Master Degree (M.A.)

Business Management Department

Abstract

This research is an attempt to explain the relationship between organizational factors (goals, structure, culture, management style and organizational resources) and marketing intelligence in the National Bank of Iran, and its purpose is to explain the concept of marketing intelligence and organizational factors affecting it. This research was conducted by a survey method and the data was collected using a questionnaire. The statistical population of this research consists of staff managers and heads of branches and their deputies in the National Bank of Zanjan province. Cronbach's alpha coefficient was used to measure the reliability of the questionnaire. Validity was confirmed by correlation analysis and formal method. Means, frequency tables and graphs were used to analyze descriptive data, and Pearson's correlation coefficient and multivariate regression were used to test hypotheses. The findings of the research show the fact that there is a significant relationship between organizational factors and marketing intelligence in National Bank of Iran.

Key words: marketing intelligence, organizational factors, National Bank of Iran

Nowadays, organizations need new tools for decision-making and decision-making in order to continue their economic life in a highly competitive environment, among these tools is marketing intelligence [1], which is rapidly growing and expanding globally and among companies and in It is becoming a standard that can help managers of companies and organizations in making smart decisions. Intelligent marketing is a process whose product is evaluated information, the most important task of which is to support decision-making processes that are usually carried out by executives. The necessity of intelligence in reducing uncertainty and riskiness in decision-making is obvious, the main purpose of analyzing marketing information is to better understand the market and competitors and as a result achieve better results in business. (Dargi, 1389: 149)

The factors that have been discussed in this research are organizational factors. The role and impact of factors such as organizational goals, structure and culture as well as management style and resources of the organization on marketing intelligence in the National Bank of Iran has been studied.

Banks as one of the economic pillars of the country have been trying to make their marketing activities more effective in recent years due to the competitiveness of the banking services market and the emergence of private banks one after the other and the presence of foreign banks in the near future and the necessity of continuing to survive at that time. Making marketing activities more effective can have the greatest impact on the success of banks. And in order to achieve such a goal, paying more attention to the category of marketing and marketing intelligence becomes doubly necessary. Organizations that have more insight and information about themselves and the competition environment. Information is considered as one of the important items of strategic assets and marketing tools. The more information a company can obtain from the market, the more likely it is to formulate and implement effective and successful strategies. Therefore, tracking, understanding and reacting to market developments is considered as a special aspect of marketing activities, and it is necessary for companies to implement an effective program called marketing intelligence. The competitive arena in the banking system is becoming very complicated and difficult, and in the future market predictions, the situation is much more complicated, because the place of foreign banks is still empty next to the existing banks. The National Bank of Iran, as the largest bank in the country, has faced many problems in recent years due to the presence of private banks and also the sanctions of other countries in terms of providing resources, to the extent that it has become unprofitable in recent years. It seems absolutely necessary. 1-3 Importance and Necessity of Research It is very clear that marketing is very important for large organizations and especially banks who are facing a very variable and competitive environment for marketing their services.

1-3 The importance and necessity of research

It is very clear that marketing is very important for large organizations and especially banks that are faced with a very variable and competitive environment for marketing their services. Accurate, up-to-date and clear information reduces the risk of making wrong decisions, and this is one of the important reasons for the necessity of conducting marketing research and promoting competitive intelligence [2] and marketing intelligence in the organization, all of these are the basis for achieving a competitive advantage. .

It is with the help of increasing competitive intelligence and marketing that organizations are superior to their competitors and gain a special place in the field of competition. In today's era, only focusing on events and examining past information is not very compatible, but a careful examination of the business environment will continue the life of the organization. In today's world with rapidly growing features, relying on old information leads to a decrease in insight and loss of opportunities in front of the organization, therefore, it is an increase in the degree of intelligence that makes the organization's view and understanding more transparent towards the changes in the environment and the future, and increases the organization's ability to analyze emerging processes.  (Date, 1390: 23)

Therefore, in order for the National Bank to be successful in the field of competition with other banks, especially private banks and foreign banks, it is inevitable to improve its competitive intelligence and marketing, and in this way, it should take advantage of all the effective factors in this matter, such as individual, environmental and organizational factors. In this research, the impact and relationship of organizational factors such as the structure, culture, management, goals and resources of the organization with the marketing intelligence of the organization is examined, so that by determining the relationship and impact of each of these factors with the marketing intelligence in the National Bank, the top and senior managers of the bank can make the necessary decisions regarding the change and correction of each of the organizational factors affecting the marketing intelligence, and continue to maintain and improve the deserved position of the National Bank.

1-4 goals Research

As stated in today's business world, there are very fast changes and a huge amount of information can be obtained within a few seconds, unlike the past years when information was very little and expensive, nowadays managers are facing an ocean of information that is at the disposal of everyone, including their competitors, in such an environment, managers will be successful who intelligently sift through all the information they need and understand it with analyze the market with sufficient accuracy and speed before the competitors and make decisions with more confidence, therefore, in addition to examining this category in this research, we intend to determine the role and relationship of organizational factors in creating and promoting marketing intelligence, which is necessary for survival in today's business world, which include:

Explaining the relationship between organizational goals and marketing intelligence in the National Bank of Iran

Explaining the relationship between the structure Organization and marketing intelligence in Melli Bank of Iran

Explaining the relationship between organizational culture and marketing intelligence in Melli Bank of Iran

Explaining the relationship between management style and marketing intelligence in Melli Bank of Iran

Explaining the relationship between organizational resources and marketing intelligence in Melli Bank of Iran

1-5 research questions

Main question:

Is there a significant relationship between organizational factors and marketing intelligence in National Bank of Iran? The organization's design and management system can be effective in creating or improving the marketing intelligence of that organization, and some organizational factors may have positive and some negative effects on the organization's marketing intelligence.