To Promote the Development of Export Marketing Capabilities

مطالعات مدیریت راهبردی

Mirza Hassan Hosseini¹  Hamid Maleki¹  Mohammad Faghihi² 

[1] Payame Noor University;Student of Payame Noor University;

关键词: marketing capabilities;    pricing;    distribution channels;    after-sales service;    export;   

DOI  :  

来源: DOAJ

【 摘 要 】

Potential capacity and competitive pricing are among the factors that affect the attractiveness of Iranian products, especially petroleum products in international markets. Therefore, in this study we attempted to express the concept of marketing capabilities and be reviewed the influence of local environmental factors - external and type of the petrochemical industry. The research type is that of applied and data collecting method is that of descriptive-survey. Tools used for collecting questionnaire data and the methods used to assess hypotheses are that of multiple regression analysis and confirmatory factor analysis. The results confirm the impact of variable pricing, new products development, distribution channel management, delivery management, after sales services and marketing communications as a subset of marketing capabilities, also Confirm the Influence of the product and external environment on that. However, the environmental factors that influence indoor Brtvanmndy marketing, less than the usual 95% confidence level was significant, indicating a greater impact on improving the capabilities of the product in relation to environmental factors are an International Marketing.

【 授权许可】

Unknown