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 Small and mid-sized enterprises (SMEs) have played a significant role in the growth and advancement of the Chinese agriculture sector. However, these enterprises often face challenges in navigating local distribution networks, complying with regulations, and procuring local consumer products, which can hinder the marketing environment and impede economic growth. To address these issues and promote continuous business development, Chinese agriculture enterprises require effective modeling techniques that facilitate transformation to meet evolving requirements. This study proposes a game-theoretic approach, specifically the Mixed Strategy Game-Theoretic Approach (MSGTA), as a decision-making tool for enterprises facing pre-emptive changes. By analyzing oligopoly firm behavior, the MSGTA approach identifies enterprise outcomes, cooperation patterns, and price-fixing strategies, providing decision-making options and incentives within the enterprise structure. The MSGTA approach assists SMEs in the Chinese agriculture market by systematically analyzing product development stages and ensuring the effective adoption of pre-emptive changes. The efficiency of SMEs implementing the MSGTA approach is evaluated by examining statistical relationships between enterprise growth and requirements. By integrating effective modeling techniques, Chinese agriculture SMEs can adapt to changes proactively, enhance their ability to navigate local distribution networks, comply with regulations, and procure local consumer products more effectively, thereby improving the marketing environment and fostering economic growth.
 

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Entrepreneurial Promotion is one of the functions of entrepreneurial marketing in introducing and promoting products based on cheap and creative methods. Buzz Marketing has an important position in entrepreneurial promotion. The purpose of this study is to identify and conceptualize the functions of Buzz Marketing in insurance industry and specifically Universal Life Insurance. Analysis of deep interview sessions with 20 Relation Public and/or Life Insurance managers of 12 private insurance companies through qualitative content analysis of elements indicate that Buzz Marketing in Universal Life Insurance is made up of 5 elements,7 sub-elements and 22 items. These elements include Interpersonal Communication, Newsworthiness, Stickiness, Exponential Spreading, No Total Control that has varied meanings in different companies.

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  Entrepreneurial Promotion is one of the functions of entrepreneurial marketing in introducing and advancing products based on cost effective and creative methods. Buzz Marketing occupies a predominant position in entrepreneurial promotion. The purpose of this study is to identify and conceptualize the functions of Buzz Marketing in the insurance industry and specifically in the sale of Universal Life Insurance products. The approach undertaken in this study is that of a qualitative compound case study strategy, which has benefited from various data sources including documentary studies and semi-structured interviews with 20 practicing experts of the considered statistical population in 12 out of 14 private insurance companies. Findings of this research indicate that the functions of buzz marketing in Universal Life Insurance sales can be classified to fewer than 5 categories of the characteristics of buzz marketing, 11 sub-categories and 23 items regarding the common points communicated by the interviewees. The 11 sub-categories which are the principle findings of this research include:  Having the advantage of a sales network along with strong public relations, benefiting from authentic  and respected individuals as the company’s spokesmen, inserting creative and memorable  phrases into peoples’ thoughts and communications, making the company’s good services the everyday talk of the people, making buzz through the performing arts, using traditional advertising tools in insurance, using new and innovative advertising  tools to catch people’s attention,  persuading people to buy Universal Life Insurance through the adoption of a superior customer orientation, having an innovative approach to the traditional advertising tools, participating in communication with  insurance sellers  by paying attention to their needs and pursuing the buzz created between people for better results, which in different companies it is done using different methods.

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Strong social capital plays a vital role in quick access and convenient scheduling to a variety of information. Secure Communication prepares access to numerous resources, and promotes information receiving and improves people’s comprehension about their knowledge in a certain range. Social capital facilitates give rise to access to information, (information received from reliable people, who generally are accurate, relevant and reliable) that is one of key components of entrepreneurial opportunities. Research innovations are in combination of both social capital and marketing activities using concept mapping methodology as a inductive and deductive methods. In this study was used of criterion purposive sampling method and in-depth semi-structured interviews with 10 experts to saturation point. The results indicate prominent and visible position of social capital and dimensions entrepreneurial firms marketing activities. Social capital is mapping the five clusters marketing mix, control and assessment of market, market research and analysis of customer behavior, strategic factors and internal factors, and 15 sub cluster; distribution, promotion, price and product (marketing mix), customers, competitors, suppliers and systems and methods (control and assessment of the market), customer behavior and the systems and methods (market research and analysis of customer behavior), structure, style, and employees (internal factors), and customer and market entry (strategic factors ).

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Abstract By emergence of competitive economics, the concepts such as customer orientation and customer satisfaction have become the fundamentals of businesses and any organization that is regardless of these aspects is eliminated from the marketplace. In addition to introducing the indicators of internal marketing, the purpose of this study is to investigate the relationship between internal marketing and customer orientation in Bank Melli Iran at branches of Mazandaran province as a financial-service enterprise. The under study population is comprised of the bank’s employees. The stratified sampling is used to select the sample of this study. Using Morgan sampling table and considering the number of regions and their employees, a sample size of 250 employees is determined. This amount includes a higher percentage to cope with the unreturned or incompleted questionnaires. Gathered data are analyzed using SPSS and Lisrel software and proposed relationships are examined. Research results indicate that the organization vision did not significantly affect the customer orientation, skill development programs affected the customer orientation significantly, and incentive and reward programs affected the customer orientation, either.   Keywords: Internal Marketing, Customer-orientation, Improvement and Development, Reward, Branches of Bank Melli Iran in Mazandaran.    

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The purpose of this study was to investigate the effect of strategic uncertainty on the business strategy through price, product, promotion, and location compatibility In Selected companies producing sports equipment. The research method is applied in terms of purpose and collecting data, a descriptive survey based on structural equation modeling. The statistical population of the present study was selected productive sport facilities companies' staff. The data collection tool was a standard questionnaire. To assess the validity of the questionnaire, divergent validity tests and convergent validity was used in Smart Pls software. Also, Cronbach's alpha test was used to determine the reliability of the questionnaire; The research findings indicate that strategic uncertainty has a significant effect on the business strategy through price, product, promotion, and location adjustment (P-value = 0.05). Therefore, companies producing sports equipment can develop their business by using strategic uncertainty of techniques such as price adjustment, product adjustment, promotion adjustment, and location adjustment.

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The present research aims to model the structural equations of green marketing and the desire to buy customers through the mediation of social responsibility. The research method is a descriptive correlation, which has been done in field experiments. For this purpose, 384 customers of Tehran's sporting goods stores were randomly selected using the Monroe method as a statistical sample. Data were gathered by green marketing awareness and willingness to purchase Habibi Saravi (2016) (α=0.92), social responsibility of Park & et al. (2017) (α=0.73) with a Likert scale of 5 Became for data normalization, the Kolmogorov-Smirnov test was used to test the research hypotheses. Structural equation modelling, including confirmatory factor analysis and path analysis using AMOS software and statistical software SPSS22, were used at the significance level of P≤0.05. Inferential results showed a relationship between the marketing of green and the desire to buy sports products from customers with the mediating role of social responsibility of vendors. Also, the communication model between the three meters has adequate fitness.

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Companies have widely adopted the Internet and related technologies worldwide to conduct their business and improve performance. Internet technologies and electronic business provide new opportunities for companies to compete in the global market and play a significant role in the world economy. Despite the significant studies in e-business, there is a need for more comprehensive analysis in examining e-business in the sports industry based on new e-business approaches. This article aims to develop a theoretical framework of e-business based on the participation of sports consumers in the company's development, which was carried out with the qualitative research method and based on the foundational data theory and a constructivist approach. Research data were collected by a purposive sampling method using a snowball technique and based on in-depth semi-structured interviews with e-commerce. The number of research participants by using the theoretical saturation index reached 19. The analysis of research findings showed five main categories. Different dimensions of business, to make money for yourself and profit for the company. The final model of the research was presented so that the sports consumer can enter into business with companies through social networks by reaching electronic maturity and designing a project or service if he has high communication literacy. It was found that sports consumers can participate in developing sports or non-sports companies that either need online advertising are advertising agencies. These sports organizations need to hire people or sports manufacturers that need feedback on their products.

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Given the importance of loyalty, this study seeks to test and investigate the effectiveness and mechanism of relationship between factors that influence the e-loyalty in Saman Bank. In this regard, Relationship Marketing Strategy is the independent variable, e-satisfaction and e-trust are the moderating variables and e-loyalty is the dependent variable in the research model. The research population is a group of customers in Tehran who used the internet services of Saman Bank. Two underlying foundations of Relationship Marketing, mutual obligation and communication, significantly affect e-trust and conflict management foundations and competency are highly effective one-satisfaction. However; no meaningful relationship was found between conflict management and e-trust.      

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World production of caviar from the farmed sturgeon has recently so increased that in addition to compensate reduction of natural resources of sturgeon, it has also increased its share in the world market for caviar and its substitutes. Although Belarus, China and Norway are currently considered as the main exporting countries of caviar and its substitutes but, Iran solely exports caviar from sturgeon species. Having a world reputation in caviar brand, as well as the decreased natural resources, Iran aims to develop sturgeon rearing as well as modern marketing along with global standards to stand its brand and reputation as well as its world market share. The present paper reviewed the caviar and caviar substitutes market with emphasis on sturgeon caviar. During 1991-2013, caviar export from Iran decreased by 21.2 % in quantity and decreased income by about 17.2 %. However, the caviar value increased from 231000 to 680000 USD per ton.

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The present study aimed to investigate the use of social marketing in promoting the tendency of teachers toward Sport for all. The statistical population was made up of all the Administrations of Education departments of the provinces. Through the multi-stage sampling method, in the first stage, ten provinces out of the 31 provinces of the country were selected as a random cluster. Furthermore, using Morgan's table, 400 questionnaires were distributed in proportion to the population of educators in each province. Finally, 344 usable questionnaires were collected. The data collection instrument was a researcher-made questionnaire whose validity and reliability were confirmed by experts and statistical tests. Questionnaires were distributed through email, Social media, and face-to-face. The results showed that personal investment had the highest impact factor concerning social marketing (0.94). Furthermore, among the components of social marketing, participation cost had the highest impact factor (0.94). Social marketing communications (0.929) and accessibility (0.869) were in the next ranks. A high correlation was observed between social marketing and participation culture (0.775). Also, there was a significant relationship between social marketing and participation in sports (0.413, p<0.01). This shows the importance of the culture of participation. Finally, the path coefficient of social marketing on teachers' participation in sport for all was 0.572, which reports a positive and significant relationship.
 

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The research aimed to identify the marketing development strategies of women's sports in Iran. This qualitative research was conducted using the grounded theory method and the Strauss and Corbin technique. A semi-structured interview was used to collect data. The sampling method was purposeful and used the snowball technique until theoretical saturation was reached (21 interviews). The statistical population was university professors, coaches, senior managers, sports marketing managers and active people in sports management and sports economics, especially women's sports. They were used to analyze the data from three stages of open, central and selective coding. Finally, strategies were identified with 88 open codes in 13 categories. The interviewees and expert professors confirmed the validity of the research tool, and the within-subject agreement method was used to measure the reliability, with the reliability value being 89%. Up-to-date and effective advertising, products and services, standardization and increase of sports facilities, appropriate pricing, expert human resources, financial support and adequate budget allocation, planning, branding, creation and Amending laws, facilities, tourism and events, supporting financial sponsors, cultural and educational measures were marketing development strategies for women's sports in Iran. The development of marketing Iranian women's sports as an attractive and income-generating activity will boost the economic cycle, can play an effective role both at the domestic and international levels, and will cause economic growth. It is necessary to use appropriate strategies to develop women's sports marketing. 

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The purpose of this study is to analyze the challenges of political marketing with the approach of using the soft power of the Islamic Republic of Iran. Categories related to each of them were extracted using content analysis method and these 6 groups were ranked using Friedman test by SPSS26 software. According to the results, the highest ranking was given to the techniques used in international political marketing with the approach of diplomacy, media power, ideological power, cultural power, economic power and management system power. Persuasion and third place became the most prominent dimension of international political marketing, namely national identity. Iran's current position in terms of identity, international prestige and economic identity ranks fourth, restrictions on the use of political marketing ranks fifth with unique ideological approach, financial challenges and theoretical poverty and the most effective Iranian foreign policy discourse ranks sixth with de-escalation and balance discourse approach. Finally, the analytical model of political marketing affected by limitations, necessities and the most significant dimension using effective techniques and the best discourse in promoting Iran's current position in the economic field and strengthening the international image are presented. Practical suggestions are also provided based on research questions for the Ministry of Foreign Affairs, the Economic Deputy of this agency and non-governmental organizations including the Red Crescent and other responsible agencies and organizations.

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Due to Limited resources and unlimited human demands, it is important for marketers to use resources efficiently and thoroughly to achieve the organizational goals. In this regard, green marketing assists marketers as a marketing strategy, and support environment and customers’ expectations with observable benefits. Automotive industry is one of the reflection of economic and industrial development, and as an extensive process, performs important role in rotating the wheels of economy. The aim of this study is to identify and examine the effective factors on green marketing in automotive industry of Iran. The statistical population is formed of two groups. The first group consisted 8 experts in green marketing and chose for identifying effective factors. The second group consisted experts in automotive industry to evaluate performance and extract indices weights. For collecting data, questionnaire of identification effective factors and performance evaluation used. Confirmatory factor analysis, Topsis and GRY decision making techniques employed to investigate the questions of the study. For presentation of clear and practical results, confirmed factors are placed in Importance-Performance Matrix, and separated to 4 parties. The most important factors are those that situated in second quarter which automotive industry must focus on, and improves its performance in those factors.  

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The present study aimed to analyze affecting factors on agricultural experts moving toward becoming agricultural e-marketing users. During a correlation-descriptive research method, variables of the study were prioritized through Theory of Planned Behavior (TPB) and correlation between variables and adoption was computed and finally the most effective variables on adoption were determined using logistic regression. Results showed that behavioral belief (Attitude), normative belief (Subjective norm) and control belief (Perceived Behavioral Control) were affecting adoption. Among personal abilities and skills, engagement in agricultural jobs had the greatest effect on adoption which was related to control belief of the respondents. positive belief toward e-marketing and believing that had next great effect on decreasing traditional interferences respectively and variables related to behavioral belief had more important role in forming attitude of experts. Finally, agricultural companies were the most affecting variables on subjective norm of experts among other affecting components of agricultural market included in normative belief. Respondents selected network of agricultural advisory service companies which had an interference role between producers and customers as a proper option in e-marketing for local farmers. In this case, companies could merely deal with providing information of farmers’ products to suppliants through internet websites without playing direct role in buying and selling.     

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Considering the importance of fish consumption in provision of nutritious food for community as well as increasing per capita consumption, factors affecting the fish consumption behavior in Sari were prioritized in the present study. For this purpose, a field research was performed using a questionnaire on 266 consumers household. Beside descriptive statistical analysis by Spss₁₉ software, inferential analysis on nonparametric statistics was done. Factors which their average score was more than 3 were identified as the main factors and using the Friedman`s test with the possibility of (<0.001) prioritizing of effective factors were determined. The results showed that quality and freshness, hygiene of Store, properties and nutritional value, trust in seller, price, species, taste, availability, the size of fish and consumption convenience were respectively among the main factors which affect consumer’s behavior in Sari. The majority of consumers (93.6 %) did not have the tendency to consume packed fish (non-canned) and instead have a great interest to use fresh fish. In conclusion, planning to increase people`s awareness in recognizing fresh fish, close monitoring of fish suppliers, decreasing of production costs and prices, easing the access by establishing standard retail markets as well as public awareness regarding the fish nutritional value can be considered as approaches for planners and activists in the field of fisheries for increasing per capita consumption and social health.

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The present study was conducted the effect of internal marketing on critical thinking according to mediator management styles. The research is implemented by descriptive - survey method and its statistic society is consisted of staff and general managers of hotels of Isfahan which between them using random - stratified sampling, 172 questionnaires were received and evaluated. To gather information from the questionnaires in this research internal marketing questionnaire constructed by author and critical thinking questionnaire of Vitli have been used that Its validity is verifiable and has been evaluated by professors and Cronbach's alpha was used to assess reliability. Obtained alpha for internal marketing is 0.87 and for critical thinking is 0.88 and for management styles is 0.90.To data analysis statistical methods of Amos correlation coefficient and SPSS software of data by Spearman software and regression analysis and structural equations were used. The results confirmed the presented conceptual model and show that there is a relationship between internal marketing and critical thinking of employees and also show that internal marketing have significant and positive effect on critical thinking with regard to management style.

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Internal branding has been recognized as an important issue in marketing in recent trends. Also, internal marketing is one of the tools for implementing the strategy within an organization that focuses on employees as the organization's first customers. Due to increasing importance of the employee's role in the organization, this paper seeks to develop a model in which internal marketing and internal branding are used as internal tools. These tools improve employees’ commitment and encourage them to deliver the brand promises to customers. The statistical population of the research was Semnan Taxation Office personnel from which 78 samples were selected through simple random sampling. Structural equations modeling is used to test the research model using WarpPLS 3.0 software. Based on the findings, the internal marketing does not have a direct impact on the brand performance, but it affects brand performance indirectly through the internal branding. The results of path analysis confirmed the direct effect of internal branding on the brand performance, as well as its indirect effect on performance through employee's commitment to the brand. Moreover, the results indicated that internal marketing does not have a significant effect on corporate brand commitment.

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Shopping Mall Success in Terms of Factors Affecting on Customers' Shopping Welfare



Abstract
This paper presents a model to explain the role of the welfare of shopping customers is conducted on the success of commercial complexes in the country. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability. Therefore, first the researchers reviewed the research literature, then, statistical sample of the population who were the customers of five commercial complexes in Tehran, were selected and the research hypotheses were tested using structural equations and regressions. The findings indicate a significant impact of variables of Functionality, ease of shopping and entertainment on shopping welfare and significant impact of variableof shopping welfare on complex commercial success, but the impact of the variables of Security and self-congruity on shopping welfare are not approved.

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Abstract
Marketing resource allocation is one of organizations' strategic decisions which influences their profitability both directly and indirectly. Dynamic nature of marketing resource allocation and volatile environment of organizations, in addition to advent of new media contribute to ineffectiveness of old methods of marketing resource allocation. This research adopts social constructivism philosophy and taking advantage of abductive strategy and qualitative methods of research, studies "what" and "why" of dominant model of marketing resource allocation decisions in Iranian organizations and factors affecting the decisions. Research method was grounded theory and sample consisted of 14 top and marketing managers, consultants and experts of organizations in food and beverage industries. Sampling method was a combination of purposive and judgment methods. According to the research findings, product or brand influences marketing resource allocation decisions and characteristics of the firm and conditions of market and industry shape the organization's strategies which finally result in change in market share, brand awareness, coverage and organizational learning of the organization.