Word Files
Reference for Downloading Educational Files
  2. Management
  3. The relationship between the marketing mix elements and the understanding of the sales of medium and small knowledge-based companies (case study of nano companies)

The relationship between the marketing mix elements and the understanding of the sales of medium and small knowledge-based companies (case study of nano companies)

Number of pages: 129 File Format: word File Code: 31177
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Business - Business management - Composite - Domestic trade - Knowledge based companies - Management - Marketing - Nanoscale technology - strategist - The amount of sales - Understanding the competitive structure
  • Part of the Content
  • Contents & Resources

  • Summary of The relationship between the marketing mix elements and the understanding of the sales of medium and small knowledge-based companies (case study of nano companies)

    Academic Thesis for Master's Degree ()) M.A (

    Field: Business Management )       Tension: Domestic Business

    Abstract:

    In today's ultra-competitive world, the secret of survival and success of organizations is to understand the competitive structure of the market. Achieving this understanding requires management's knowledge and understanding of customer's opinions and demands and evaluation and use of the marketing mix (P4) (product, price, distribution and promotion) in the market in order to achieve a higher market share. Marketing mix is ??a set of controllable marketing tools that companies try to respond to the target market Finally, the classification of the sales of the companies in order from the lowest to the highest amount of sales was obtained as follows:

    1. Rose Nakh (antibacterial threads), 2. Nano Scale Technologies (nano filters), 3. Artash Composite (composite), 4. Pars Nano System (nano scope equipment), 5. Iran Reef (nano paints), 6. Vahid Group (sound insulation pipes). Then, after identification Effective criteria on the selection and purchase of nano products with the help of a questionnaire [1] and weighting to each of the components of the marketing mix, it was determined which factors have the greatest impact on sales, obtaining more market share and as a result more profits of the medium and small knowledge-based companies that have been investigated, the sales of each of which have been obtained respectively with the mentioned rank and average; 1. Nano scale technologies (nano filters) 15%, 2. Pars nano system (nano equipment Scope) 17%, 3. Reef Iran (nano paints) 18%, 4. Vahid Group (sound insulation pipes) 21%, 5. Artash Komposit (composite) 16%, 6. Rose Nakh (antibacterial threads) 13% and the total sales between these six companies is 100%.

    Key words: marketing mix, market share, Nano companies

    Chapter One

    Research overview

    1) Introduction

    Iran's strategic position as a free and independent country and the national will to increase production, improve distribution, and be successful in international markets requires that marketing literature[1] be given special attention. To provide what is needed by researchers, experts, managers and economic entrepreneurs in the fields of production and distribution, so that the process of Iran's independence-seeking movement reaches the desired position in the shortest possible time under the most suitable conditions.

    It is up to the managers and strategists of production and service units to equip their research forces and start organizational operations by targeting the far and near markets and predicting the sales level, market share and certain income for the future periods, and this is important only with the help of The methods and scientific approaches of marketing are possible.

    The economic actors of our country should recognize the existing opportunities and by using the advantages and capabilities, by adopting and implementing appropriate strategies and developing exports of raw materials and wholesale, to enable the creation of added value as much as possible in domestic and foreign trade.

    1-2) Definition and statement of the problem

    Today's global business environment is associated with increasing complexity, rapid changes and unexpected market developments. Selection and selection of target markets is the basis for positioning the company in order to provide and meet needs and achieve goals. The main goal of the marketing manager is to have a mix in the market that efficiently and effectively estimates the needs of customers of a particular product along with maximizing profitability. (Kotler, 1391: 114) The most common definition of marketing mix in order to find a suitable position in the target market is to supply the right product in the right place at the right price and at the right time.The classic division of these activities under the title 4p: Product (Price) - Distribution (Place) - Promotion (Promotion) Marketing mix is ??"the scope of changes, which are used by companies in order to market their products to buyers (Sips et al., 2002).

    Marketing mix "the scope of complementary decisions made by the marketing manager, from marketing to success (A group of authors[2], 2003).

    The marketing mix is ??"a mixture of tools, techniques and intermediaries that are generally used in planning marketing actions" (Yadin[3], 2002).

    .

    In fact, the marketing mix is ??the path of the organization's performance using a series of controllable variables in an environment that has many uncontrollable factors; specifies To put it better, the decision variables of recovery in the form of different mixed marketing models provide a framework by which the company develops plans for its marketing activities (Rusta et al., 2013, p. 45). In this way, two categories of applications for marketing mix are envisaged. One is to decide how to introduce new products to the market and the other is to measure and evaluate the existing marketing strategies. Despite the many applications of McCarthy's 4P, the conventional mix has always been criticized and is doubtful in terms of comprehensiveness. Supposedly; By adding another 8p to the model proposed by McCarthy, Borden mentions 12 variables as influential variables in marketing decision-making. Also, other people such as Albert Fry (1961), Baum and Marie (1981), Ohma (1982), Peter Doyle (2000), Godin (2001) and other options and suggestions have added to the 4p model and repaired it. In fact, the review of previous studies indicates that The elements of the marketing mix, including the quality of competitors' products, the nature of competition, sales forecast, customer satisfaction level and so on. They are mainly random, dynamic, imprecise, qualitative or intangible, and their understanding requires the use of approaches that are consistent with the inherent nature of these types of variables. In the success of a production activity, appropriate marketing mix and categories such as market knowledge, buyer knowledge, consumer expected characteristics, product characteristics matching with the needs of the target market, and other aspects are involved, each of which should be investigated. One of the effects of a good marketing mix. The increase, the amount of sales and market share is more.

    1-3) Importance and necessity of research

    Every issue and social issue should not be investigated just because it can be researched. In choosing the subject of research, one should pay attention to the importance of the problem in question, so that if it does not have enough value and importance, energy, time and human budget will not be wasted for it. The value of the researcher's work is significant if he can achieve the maximum results by spending the least amount of time and the least amount of human and financial resources (Sekaran, 1390, p. 89). When the researcher chooses a topic for research, or accepts a proposal, he is aware of the value of the work. Basically, at this stage of the research, values ??are very involved in the research work. As the value of the research is high, the more motivations to do it are found in the same proportion, so the principle of freedom from values ??is raised not only at this stage, but at other stages and phases of the research. But the researcher must be able to convey the basic values ??of the intended research to others; Therefore, the researcher must put forward the basic values ??of research (Saroukhani, 2010, p. 145).

    Today's institutions will not be able to survive without communicating with customers and knowing their opinion and perception of their performance. These institutions must acquire the necessary knowledge about determining and dividing a market and producing products and services that meet the needs of parts of the market and have been selected as the target. These institutions must, in order to make the selling price as attractive as possible, Know pricing well. They will also try to make their products available to customers by choosing the right distribution channels. Advertising and promotion of products, in such a way that customers get the necessary information about these products and demand these products, are other areas that these units should be aware of. Exports of non-oil goods are very low.

  • Contents & References of The relationship between the marketing mix elements and the understanding of the sales of medium and small knowledge-based companies (case study of nano companies)

    List:

    Abstract. 1

    Chapter One: General

    1-1) Introduction. 3

    1-2) Defining and stating the research problem. 4

    1-3) The importance and necessity of research. 6

    1-4) theoretical framework. 8

    1-5) research objectives. 11

    1-6) research questions. 12

    1-7) research hypotheses. 13

    1-8) Definition of research terms and variables. 13

    1-9) Research scope. 16

    Chapter Two: Theoretical Foundations and Research Background

    2-1) Introduction. 18

    2-2) product. 26

    2-3) Price. 28

    2-4) Distribution. 28

    2-5) promotion. 29

    2-6) Four Pi (P) combination of marketing elements. 30

    2-7) Marketing mix analysis. 31

    2-8) knowledge-based companies. 32

    2-9) Nano technology. 34

    2-10) small and medium enterprises. 36

    2-11) Nanoscale Technologies Company. 36

    2-12) research background. 38

    Chapter 3: Research implementation method

    3-1) Introduction. 42

    3-2) research method. 43

    3-3) research variables. 45

    3-4) statistical population and statistical sample. 46

    A) Statistical community. 46

    b) Statistical sample. 48

    3-5) Information gathering method. 52

    3-6) Validity of the questionnaire. 54

    3-7) Research method. 55

    Chapter Four: Information Analysis

    4-1) Introduction. 58

    4-2) First part of descriptive statistics. 59

    4-2-1) Description of gender variable. 59

    4-2-2) Description of customer age variable. 61

    4-2-3) Description of education variable. 63

    4-2-4) Description of product factor variable. 65

    4-2-5) Description of the price factor variable. 66

    4-2-6) Description of the distribution agent variable (location). 67

    4-2-7) Description of promotion variable. 68

    4-2-8) Descriptive statistics of the variables used in the research. 70

    4-2-9) Description of sales of nano companies. 70

    4-3) Second part: inferential statistics. 73

    4-3-1) Data analysis. 73

    4-3-2) Data normality test. 74

    4-4) hypothesis testing. 75

    4-4-1) Hypothesis 1. 75

    4-4-2) Hypothesis 2. 76

    4-4-3) Hypothesis 3. 77

    4-4-4) Hypothesis 4. 78

    4-5) Comparison of sales of companies. 79

    Chapter Five: Conclusions and Suggestions

    5-1) Introduction. 82

    Results of descriptive and inferential statistics

    5-2) Analysis of respondents' demographic characteristics. 83

    5-2-1) gender variable. 83

    5-2-2) Age variable. 84

    5-2-3) education variable. 84

    5-3) Sales amount. 86

    5-4) price factor. 87

    5-5) distribution agent (place). 88

    5-6) promotion factor. 89

    Suggestions based on research findings. 90

    5-7) Suggestions for future research. 93

    5-8) research limitations. 95

    Sources and sources. 98

    Appendixes. 105

     

    Source:

    Akarani, Seyyed Mehdi; Hashminejad, Mohammadreza; Technology transfer management; The first technology management conference; 1382

    Bagheri, Syed Kamran; Investigating the weakness of technology diffusion in Iran's electricity industry using the concept of innovation system; The first technology management conference; 1382

    Bolurian Tehrani Mohammad, Rasaneh, Publisher: Mardad Public Relations Broker, 1386

    Pourhsingolihir, Mehdi, Alipour, M. 1390, investigating the effect of mixed electronic marketing on consumer buying behavior.

    Hafez Niya, Mohammad Reza, (1386), "Introduction to Research Methodology in Human Sciences", Tehran, Samt Publications, print Thirteenth, page 119. Khaki, Gholamreza, (2016), "Research method with an approach to writing a thesis", Reklam Publications, page 167. Khazai-Poul, Javad, Baloi Jamkhane, 2016, examining the dimensions of the 4Ps marketing mix and 5S management technique in the textile industry.

    Khalil, Tariq; technology management; Translated by Seyed Kamran Bagheri with the cooperation of Mahor Mellatparast; text message publications; 1381

    Rezai Massoud, customer satisfaction index models, publication year 1383, supply chain conference publication

    Rusta, Ahmed and Ebrahimi, Abdulhamid and Venus, referee; marketing management; Tehran; Samt Publications, 1381

    Raymon Kivi and Kampen Hood, Research Methodology in Social Sciences, translated by Abdul Hossein Nik Gohar, Tehran, Totia Publishing House, 1387

    Sekaran, Uma, (1390), "Research Methods in Management", translated by Mohammad Saebi and Mohd Shirazi, Publications of the Higher Institute of Education and Research in Management and Planning, print

     

    Khalil, Tariq; technology management; Translated by Seyed Kamran Bagheri with the cooperation of Mahor Mellatparast; text message publications; 1381

    Rezai Massoud, customer satisfaction index models, publication year 1383, supply chain conference publication

    Rusta, Ahmed and Ebrahimi, Abdulhamid and Venus, referee; marketing management; Tehran; Samt Publications, 1381

    Raymon Kivi and Kampen Hood, Research Methodology in Social Sciences, translated by Abdul Hossein Nik Gohar, Tehran, Totia Publishing House, 1387

    Sekaran, Uma, (1390), "Research Methods in Management", translated by Mohammad Saebi and Mohd Shirazi, Publications of the Higher Institute of Education and Research in Management and Planning, 8th edition, pages 123 and 124.

    Sahat, Saeed, Bajmalavi Rostami, H., Kashkouli, M. 2013, the effect of marketing mixes on the value of the name and brand of the entrepreneur insurance company, period 4, number 12, page 71-90.

    Alipour, Mehrdad, Nouri, M., Badei, H. 2014, the study of services marketing mix functions (7p) in the increase The quality of Tehran Stock Exchange with the presentation of new financial marketing mixes of Stock Exchange. Fakhimi Azar Siros, Akbari Vanehabad, M. Rasouli, 2013, investigating the effect of marketing mix (4p) on increasing the sales of water heaters produced by Qaynar Khazar Company. Armstrong. Marketing principles. Translated by Bahman Foruzandeh, Amohadeh Publications, 2013. 16th edition. Isfahan

    Cutler, Philip and Armstrong, Gary; Marketing principles; Translated by Bahman Farozandeh; Atropat Publishing, 2005

    Cutler, Philip; Kotler in market management; Translator: Abdul Reza Rezainejad; Fara Publications; 1390

    Kotler. Philip. 2013, Marketing Management. Translated by Bahman Farozandeh. Learned publications, 14th edition. Isfahan. 

    Karim Hamdi, Karim, Tazefi Doust, H., Haji Mohammad Ali, A. 2013, the effect of mixed marketing elements on the sale of light starter batteries (a case study in Tehran), period 8, number 18, pp. 47-62. 

    Maadi, Mohsen, Hamidi, M. et al. , 2018, comparing the marketing mix in the country's top volleyball league from the point of view of managers and experts.

    Megantz, Robert; Compilation and implementation of technology concession contracts; Translated by Seyed Kamran Bagheri; New Industries Center of the Ministry of Industries; 1383.

    Nazari, Kamran. 1390, the effect of mixed marketing factors in attracting customers (a case study in Saderat Bank of Kermanshah province).

    Vakil al-Raaya, Yunus, Eslami Mofidabadi, H., Khosravani, A. 2013, the role of marketing mix strategies on the financial performance of companies active in the automotive industry with an emphasis on product mix (a case study of Iran's automotive industry). Marketing research (applied approach), Tehran; side publications; 1380

     

    Allen, Kathleen R., Bringing New Technology To Market, Printice Halb, 2003,

    Backhaus, k., (1995)- Bidault, F., Fischer, w. (1994)- Ford, D., Ryan, ch., (1981) Megantz, R. (2000)- Mittag, H. (1995)- Weger, Ch. (1998)- Wolfrum, B. (1991)

    Bennett, Anthony. The five v,s - a buyer perspective of the marketing, Marketing Intelligence and Planning, volume 15. number 3, pp 151-156, (1997) Boer, F. Peter, The Valuation Of Technology: Business and Financial Issues in R & D, John Wiley & Sons, Inc., 1999 Braun, Ernest, Technology in Context: Technology Assessment for Managers, Routledge, 1998 CHRISTOPHER, M, G (2005) SUPPLY CHAIN ??COST MANAGEMENT & VALUE – BASED PRICING.

    Dussauge, P., Hart, S. and Ramanant soa, B. Strategic Technology Management, Chichester : John Wiley & Sons, 1991

    Echer, Jean-philippe, Process of External Technology Exploitation as part of Technology Marketing: A conceptual Framework, ETH-Center for Enterprise Science, Zurich, Swiss, 2000.

    Goldsmith, Ronald. , The personalized marketplace: beyond the 4p,s, Marketing Intelligence & and Planning, volume 17, number 4, pp 178-185, (1999) Granroos, Ch., The relationship marketing process, Journal of Business & Industrial Marketing, volume 19, number 2, pp 99-113, (2004) Langden, Forth Generation R & D: Managing Knowledge, Technology, and Innovation, John Wiley & sons, Inc., 1999. Phillips, Fred y., Market – Oriented Technology Management: Innovating for Profit in Entrepreneurial Times, Springer. at the European Commissions Joint Research Centre, Elsevier Science Ltd., 2003

    Roussel, Philip A., and Saad, Kamal N., and Erickson, Tamaraj. , Third Generation R& D: Managing The Link To Corporate Strategy, Massachusetts.

The relationship between the marketing mix elements and the understanding of the sales of medium and small knowledge-based companies (case study of nano companies)
How To Access The File
Related Contents:
Number of pages: 109 Category: Economics

Dissertation for Master's Degree (M.A) in Business Management Abstract In today's world, companies compete with each other to achieve higher sales and profits. It is vital to pay attention to the marketing mix in companies to increase sales, especially in Pegah Golpayegan Company. In a competitive structure, the market, above all, is the management's knowledge and understanding ...

Number of pages: 99 Category: Management

Dissertation for the Master's Degree (M.A) in Business Management International Orientation Abstract Strategic flexibility and the effects this has on export performance are of particular importance. Researchers believe that strategic flexibility can potentially improve performance and increase profitability. The main question of this research: ""What effect does strategic ...

Number of pages: 255 Category: Management

Dissertation for Master's Degree (M.A) in Business Administration, Administrative Transformation, Abstract Nowadays, in addition to research and education, universities play a role in the new mission of participation in the economic development of society. In the current research, an attempt has been made to explain the process of commercialization and the results of university ...

Number of pages: 132 Category: Management

Dissertation for Master's Degree in Business Administration-Marketing Abstract Successful implementation and implementation of customer relationship management requires the correct design and formulation of goals and strategies with structure, culture (or human resources) and organizational technology. Although there has been a lot of research on the reasons for the failure of ...

Number of pages: 106 Category: Management

Thesis of the master's degree in the educational field: MBA 2013 Farsi Abstract Many business managers consider marketing to mean sales or advertising, while the concept of market

Number of pages: 106 Category: Management

Master's thesis (MA) Faculty of Management and Business Administration Trend: Financial Management Today, companies are facing stronger competition than in the past, and financial performance is the main goal of any organization. So every organization wants to increase its financial performance in different ways. Users of financial statements should be aware of the amount of ...

Number of pages: 133 Category: Management

Dissertation for Master's degree (M.A.) Abstract: The internationalization of business has been greatly manifested in global markets. In today's global markets, there are many companies that turn to exports, because the local markets for companies and manufacturers are saturated. The issue of foreign trade is one of the most important issues in the country's economic ...

Number of pages: 124 Category: Management

Dissertation for Master's Degree in International Business Management Abstract The basis of business in any country is based on the activities of small and medium enterprises. In our country, despite the fact that more than 95% of all production units are in the small and medium industries group, these enterprises have not gained a significant share in the national gross product ...

Number of pages: 112 Category: Management

Master's Thesis of Business Administration-Marketing Faculty of Management Abstract: One of the main concerns of organizations is choosing a suitable distribution channel with high efficiency, which is one of the basic problems of most factories due to the diversity of distribution channels. Based on the increasing progress of technology and the creation of new competitors for ...

Number of pages: 139 Category: Management

Dissertation for Master's Degree (M.A) in Internal Business Management Abstract Today, the use of information technology in service industries has grown a lot, the most obvious example of which is the banking industry. By using this technology, banks invent products that can provide diverse services to their customers with less manpower. The banking network of our country, ...