The Marketing Mix comprises of four decisions which should be considered before launching a product. Firms should plan targeted approach on these four different components and they are Product, Price, and Place & Promotion. All the four variables help the firm in formulating strategic decisions necessary for competitive advantage. The main objective of this article is to describe the importance...

This study explored middle- to high income consumers’ awareness and opinions of cause-related marketing the influences selected campaign structural elements on responses. The was conducted using qualitative focus groups a quantitative 2 × factorial experiment. A communications approach adopted investigate consumer responses communicated itself with education as beneficiary. research revealed th...

it is very important to analyze the rice market structure in mazandaran province, as this province is competent to produce rice. mazandaran rice market was analyzed by completing 55 questionnaires in producer, wholesaler and retailers level, randomly in 2009. results show that marketing margins of two varieties namely- local (tarom) and multi-product- were 5850 and 3700 rials, respectively; als...

Aims: This research provides a unique lens by offering more comprehensive consideration of cause-related marketing (CRM) campaign effectiveness. Specifically, we propose that the relative effectiveness contribution type (monetary vs. in-kind) may hinge upon message framing (loss gain-framed).
 Study Design: Integrating construal level and prospect theories with related CRM, framing, psycho...

high and increasing beef marketing margin leads one to controversy about factors affecting it. this study using the monthly data for the 1998-2005 period to investigate the market power and to estimate how farm and marketing services supplies and retail demand determinants can affect beef marketing margin. the results show that farm, marketing services and retail level prices and thereby ma...

since 1980, green marketing movement has been widely regarded by organizations consumers. organizations- seeking social legitimacy produce environment friendly products, while try to influence environmental issues. hence, this paper tries to know sensitivity level of consumers to environment issues, rate of participation in social programs related to green marketing and the level of attention a...