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Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance

Listed author(s):
  • Hossein Rezaie Dolatabadi

    (University of Isfahan)

  • Mohammad Hossein Forghani


    (University of Isfahan)

  • Seyed Mehdi Tabatabaee

    (University of Isfahan)

  • Fatemeh Faghani

    (University of Isfahan)

Registered author(s):

    The purpose of the present paper is to examine effect of effect of appropriate marketing mix strategies on Iranian protein products export performance. 4P (Price, Product, Place, Promotion) were selected as marketing strategies. The data used to test the hypotheses were collected through an online standard questionnaire. The respondents were asked to rate on the scale between strongly agree and strongly Disagree. Reliability of questionnaire was measured using Cronbach Coefficient Alpha. The results show that export performance was affecting all factors except of promotion. Generally, the findings indicate that export development of Iranian protein products is affected by the use of appropriate marketing strategy. Thus, exporters can improve their performance with select appropriate marketing strategy.

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    Article provided by Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences in its journal International Journal of Academic Research in Accounting, Finance and Management Sciences.

    Volume (Year): 3 (2013)
    Issue (Month): 3 (July)
    Pages: 21-27

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    Handle: RePEc:hur:ijaraf:v:3:y:2013:i:3:p:21-27
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    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Lages, Luis Filipe & Lages, Cristiana Raquel, 2003. "The MIXADAPT Scale: A Measure of Marketing Mix Adaptation to the Foreign Market," FEUNL Working Paper Series wp429, Universidade Nova de Lisboa, Faculdade de Economia.
    3. Dr. Heryanto, 2012. "Effect Of Marketing Strategy On Customer Loyalty Bajapuik Savings At Pt. Bpr Berok Gunung Pangilun Padang," Far East Journal of Psychology and Business, Far East Research Centre, vol. 6(3), pages 32-57, February.
    4. Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
    5. Brodrechtova, Yvonne, 2008. "Determinants of export marketing strategies of forest products companies in the context of transition -- The case of Slovakia," Forest Policy and Economics, Elsevier, vol. 10(7-8), pages 450-459, October.
    6. Lages, Carmen & Lages, Cristiana Raquel & Lages, Luis Filipe, 2005. "The RELQUAL scale: a measure of relationship quality in export market ventures," Journal of Business Research, Elsevier, vol. 58(8), pages 1040-1048, August.
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