PRIORITIZATION OF EFFECTIVE MARKETING CRITERIA IN THE CHAOTIC WORLD OF DETERGENT INDUSTRIES
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 4
Abstract
In fact, the relationship between suppliers and internal customers determines the ultimate quality of service that reaches the external customer and providing better services to internal customers will finally lead to provide better services to external customers. Internal customer and supplier is defined as any part which has a need is a customer and a part which meets the need is an internal supplier. In current complex and chaotic environment, effective marketing and customer management are considered main issues in the activity cycle of economic enterprises. This phenomenon is renewed and new techniques must be supplied by the innovators of this area to the managing directors, CEOs and marketing managers of enterprises. In new attitude (customer orientation) customer is at the helm of affairs, all organizational units are working together to provide customer interests. This cooperation leads to meet customer’ needs and customer benefit. In today's turbulent and complex environment, speed in identifying opportunities and developing new products and also reducing product offering time to the market are critical. This study aimed to prioritize effective marketing criteria in the chaotic world of detergent industries. This applied research which was a descriptive type was conducted in Kondor Company, a manufacturer of detergents. The population consisted of 600 employees, 48 of whom were directly or indirectly engaged in the marketing and sales department. 48 people were given the questionnaire to answer the questions. The validity was confirmed by experts’ opinions and Cronbach's alpha was obtained 0.82 using SPSS software. Five criteria including customer orientation philosophy, integrated marketing efforts, marketing information, strategic orientations and operational efficiency that were effective marketing components in Kotler’s perspective were prioritized using SPSS software and nonparametric Friedman test. “Customer orientation philosophy†was considered as a more important criterion for Kondor Company marketing department.
Authors and Affiliations
Mahbobe Tourian| Master of business management- - university of Tehran Tourian_m@yahoo.com, Seyyed Abbas Tofighi| Master of industrial engineering – system and productivity, Shomal University, Amol city Abbas.tofighi@yahoo.com, Rohollah geraeeli| Master of Strategic human resource managementuniversity of Tehran R.geraeeli1990@gmail.com, Mostafa mohammadi| Masrer of executive of business administration- olomo tahghigat sari city Mostafa.mohammadi1990@gmail.com
Keywords
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