Keywords : Marketing Mix
Investigating the Situation of Lacquered Wire Kavir Yazd Company in Lifecycle and the Fit between Marketing Strategy and Marketing Mix
Marketing and Branding Research,
Volume 5, Issue 3, Pages 190-205
A strategy is the basic pattern of current and planned objectives, operation and allocation of resources, an organizations interactions with the markets, competitors, and other environmental factors. The main focus of marketing strategy is to allocate and coordinate with marketing activities and resources, and to provide operational objectives in terms of a market - specific product. The strategy can determine success in the world of today mega competitive in the life cycle of the organization if properly allocate organizations resources and marketing mix also fit in with this strategy. The aim of this study was to examine the life cycle of Kavir Lacquered Wire of Yazd Company and its status in the companys life cycle and to review the fit between companys marketing strategy and marketing. The judgmental method sampling among managers and experts was applied and the descriptive research which employed questionnaire and survey methods was used to collect the data. Descriptive statistics showed that this company is in the growth stage of its life cycle and the companys strategic reference points shows that the attack or siege were the main reason of choosing marketing strategy. Data analysis techniques using fuzzy AHP also revealed that the company marketing mix and marketing strategy had only the promotion fit. According to the wire Kavir Yazd Company approach in the context of intelligence capabilities and scientific management; investigating the companys position in the life cycle and also companys strategy and marketing mix will eventually improve manager insight in marketing management.
Marketing and Branding Research,
Volume 2, Issue 1, Pages 44-63
In todays highly competitive markets, keeping customers and retaining their loyalty is considered crucial in maintaining business. Companies and retailers also need to look for various marketing strategies in order to improve their customers’ loyalty. Having knowledge and skills about marketing is one of the capabilities which is required for success in the competition. In consumable markets, brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the success of the companies. The purpose of this study was to analyze the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey in terms of data collection. To evaluate the model and hypotheses, data collection was carried out through surveying 384 mobile phone users. For data analysis and verification of the model, structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used and based on the results of the path analysis, the relationship between the variables in the model is investigated. Results indicated the positive impact of products elements, distribution channels, and promotional activities on brand loyalty. Also, the findings showed that indexes of satisfaction and trust which are considered as mediating variables between marketing mix and brand loyalty had positive and significant impact on brand loyalty in the mobile phone industry.