نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت، واحد بجنورد ، دانشگاه آزاد اسلامی، بجنورد، ایران(نویسنده مسئول)
2 گروه مدیریت، واحد علی آباد کتول ، دانشگاه آزاد اسلامی ، علی آباد،ایران
3 گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract
No doubt, the development of exports in developing countries will lead to increasing the added value of products, investment in research and development, foreign direct investment and creating job opportunities. This research was of qualitative type and using grounded theory to design the model spanning export marketing capabilities. The statistical population consisted of 13 cement industry experts who were purposefully selected and interviewed. The findings showed that the causal conditions of the industry include: bias and commitment of managers to export, sales engineering, specialized knowledge of employees, creativity and innovation, research and development, pricing, distribution channels, promotion and advertising, product quality, competitiveness, introduction of the company's capabilities and package It is an arrangement. The central phenomenon of this model is the comprehensive export marketing capabilities. The background conditions include: customs laws and regulations, political and economic support of the government for export, information technology and computer networks, logistics and transportation, support of the cement industry trade association and support of the Chamber of Commerce for export. Also, the intervening conditions include: foreign exchange obligations, traditional marketing, economic war, force majeure conditions, customs and culture of countries and price dumping, and the strategies include: market research, customer relationship management, strategic planning, pricing strategy, capillary marketing strategy, SWOT is export marketing, export marketing budget, risk management, human resource development and specialized training of employees. The consequences of the plan include: branding, improvement and renovation of production lines and national and international prestige.
کلیدواژه‌ها [English]
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