Comparison of the effect of emotional intelligence and marketing intelligence on the success of economic enterprises in marketing (case study of Boali Hamedan Industrial Town)

Dissertation for Master's Degree (M.A)

Business Management, Marketing Orientation

Abstract

This research titled "Comparison of the effect of emotional intelligence and marketing intelligence on the success of economic enterprises in marketing" was conducted with this overall goal and 5 sub-goals in 2013 in Boali Industrial Town, Hamedan. This research is a descriptive-analytical study with a causal-comparative survey method. The statistical population of the research includes all managers and marketing officials in production and service factories in Bu Ali industrial town, which include 180 people. The sample size was estimated to be 123 people by Cochran's formula and they were selected in a simple random way. Research data by three questionnaires; A standard questionnaire of Siberian Sherring emotional intelligence with 33 questions and two researcher-made questionnaires of marketing intelligence and marketing success were collected and analyzed using SPSS software and multivariate regression test. The face and content validity of all three questionnaires were estimated and the reliability of the tool was measured by Cronbach's alpha coefficient, which was more than 0.70 in all questionnaires and dimensions. The results of the research showed that emotional intelligence has been more effective than marketing intelligence on the success of marketers and marketing managers of economic enterprises. The exact results indicate that emotional intelligence in dimensions; The total success in marketing, market analysis and selection of target markets has been stronger than marketing intelligence, but marketing intelligence only in two dimensions; The combination of marketing elements and marketing efforts has worked stronger than emotional intelligence. Key words: emotional intelligence, marketing intelligence, success in business and marketing, industrial town, Boali, Hamedan. Chapter 1. General research. 1-1. Introduction. Indeed, it is the human force that includes a set of people with countless needs. If these people meet their needs and have sufficient motivation, they will use their talents, abilities and skills to serve the respective organization. If people in companies do not perform well, then that company will face many problems in achieving its goals and fulfilling its important duties and responsibilities. Since the employees of the marketing and sales unit play a fundamental and fundamental role in creating an effective work in the organizational unit. Therefore, providing their material and spiritual needs as well as creating a suitable emotional atmosphere at the workplace, which is probably the basis for their development to be more effective than before, is of special importance.

It should be noted that intelligence is different from data and information, because intelligence requires some form of analysis whose purpose is to give meaning to data and information that may be hidden in any organization (Bessi [1], 2008).

Nowadays, the concept of intelligence as a process that improves competitiveness and strategic planning process is considered (Saiman et al.[2], 2008)

Cutler believes that marketing is not a random phenomenon, but the result of careful planning, design and implementation. Marketing activities in all industries are continuously improving in order to increase the chances of success, but achieving marketing excellence is difficult and difficult (Calter and Keller[3], 2006).

Today, various tools are used to overcome this difficulty, and one of the most recent of these tools is the concept of marketing intelligence. In various articles and books, intelligence is discussed in three areas: marketing intelligence, competitive intelligence and business intelligence (Wright [4], 2006). According to Cutler, marketing intelligence is daily information about changes in the marketing environment that helps managers prepare and adapt marketing plans. In fact, the marketing intelligence system determines what kind of intelligence is needed and receives it from the environment and provides it to the organization (Kotler and Keller, 2006). Marketing intelligence is not only market research, but it is a practical intelligence to help organization managers.

On the other hand, like all management activities and concepts, this activity should also be done by skilled and expert people in organizations and companies. People who must not only have special marketing expertise and skills; But they must also have effective personal characteristics for the successful implementation of this system. Among these features is having other dimensions of intelligence such as emotional intelligence.Today, the theory of emotional intelligence has grown rapidly due to the increase in the value of human communication and is one of the most popular topics for organizations and commercial companies. Emotional intelligence as one of the most important human skills plays an important role in the effectiveness of employees. Today, psychologists, in addition to paying attention to the difference between people in terms of scientific intelligence, also consider emotional intelligence as a major difference between different personalities, so that different people may be different from each other in terms of the level of emotional intelligence, and this difference manifests in different ways in their lives. Due to the atmosphere of global competition and the changes and transformations that occur rapidly in today's world. Companies take measures to maintain their survival or create conditions to make the performance of their units or departments more effective. Companies, in today's changing and complex world, will be successful if they can increase the emotional intelligence of their unit employees, especially the marketing unit, which is part of the key units of every company, and also be able to create a harmony and integration between the main units. so that they can reach the main goals and missions of their company and increase the effectiveness of their unit (Bartlett and Geshal [5], 2002).

1-2. Statement of the problem

As the world becomes more complex today, all theoretical formulas are changing in such a way that most of the previous plans in various fields are ineffective today and have been proven to be useless. One of these fields is the field of business and economic activity. With a little precision, the conclusion is reached that today economic activities form the basis of human and social life in such a way that even other dimensions of human life in the field of culture, politics, even religion and art. (Rafipour, 1380).

Today, the third wave of changes in the world trade has begun. Changes that human intelligence is undoubtedly the foundation of. Organizations are facing many environmental changes. Changes occur so fast that if organizations do not prepare themselves to face them in advance, their survival will be endangered. One of the new tools that helps organizations to reach a worthy position in today's turbulent environment is the use of human intelligence. But this component has different dimensions and each dimension is used somewhere. Because every tool is made to solve a problem. Two dimensions of human intelligence, except for general intelligence or IQ, are marketing intelligence and emotional intelligence (Asomar[6], 1998).

Since in our country there is still a correct understanding of these two concepts; Marketing intelligence and emotional intelligence do not exist, in many books and scientific circles of the country, marketing intelligence is synonymous with marketing information or market research, and emotional intelligence is synonymous with public information or public relations. Numerous researches show the fact that in the matter of marketing and customer attraction, people who have more specialized intelligence get better results from their work, because as the market has undergone transformation and change compared to before, the ways of dealing with customers, product advertising, customer attraction and even its maintenance have also changed. Therefore, in today's economic world, it is no longer possible to conduct economic activity with previous tricks and methods, and as economic activity is drawn to international markets, this becomes more sensitive and complex, because international markets are full of scientific methods for economic affairs and in the general sense of economic activities. Several definitions of these two categories have been provided by experts. But the definition that Kotler provides of marketing intelligence is: daily information about changes in the marketing environment that helps managers in preparing and adapting marketing plans (Periporas et al. [7], 2005). As someone who has done the most activities in this field, Jeff [8] considers marketing intelligence to be the collection of information from the outside environment and the set of activities within the company (Song [9] and Jeff, 2009).

For emotional intelligence, which is mostly used in the field of psychology and has entered other scientific branches from this field, numerous and sometimes complex definitions have been provided.