文章基本信息

标题：Investigating important factors influencing on strategic marketing planning
本地全文：下载
作者：Davood Salmani ; Mohammad Reza Daraei ; Ali Bayazdi 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：2
页码：251-254
DOI：10.5267/j.msl.2013.12.032
出版社：Growing Science
摘要：One of the most important methods for building good marketing strategy is to learn more about existing competitors, suppliers, etc. This paper presents an empirical investigation to study the relationship between wholesalers, bargaining pricing, new rivals and pricing strategy on preparing appropriate marketing strategy in meat market in city of shiraz, Iran. The proposed study designs a questionnaire in Likert scale and distributes it among 200 experts in this market. Cronbach alpha has been calculated as 97.3%, which validates the overall survey. The results of the implementation of Pearson correlation ratio indicate that there were some positive and meaningful relationships between all components of the survey with marketing strategy.
关键词：Marketing strategy; Wholesalers; Bargaining pricing; New rivals