Identify and Prioritize Marketing Methods by IPA-G-FGAHP Technique

Journal of Systems Thinking in Practice

مقاله 5، دوره 2، شماره 3 - شماره پیاپی 6، دی 2023، صفحه 97-116   

نوع مقاله: Research Article

شناسه دیجیتال (DOI): 10.22067/jstinp.2023.81738.1056

نویسندگان

Amirhossein Okhravi^{* 1}؛ Yousef Ramezani¹؛ Tahereh Heydarnejad²؛ Zamani Noghabi Hosein³

¹Department of Management, Faculty of Humanities, University of Gonabad, Gonabad, Iran.

²Department of English Language, Faculty of Humanities, University of Gonabad, Gonabad, Iran.

³Department of management, Islamic Azad University, Torbat Heydariyeh Branch, Torbat Heydariyeh Iran.

چکیده

This study aims to identify and prioritize the influential variables in the marketing tactics used by Bank Melli Iran. Key elements impacting Bank Melli Iran's marketing strategies have been employed to identify the system's various components and sub-components. Then, in order to adapt these factors to the situation of the studied bank, the opinions and collective agreement of the experts of the studied bank, in the form of a 15-member decision team, were taken on the influential factors in the studied bank. In the next step, the weight of each component and subcomponent was determined using the group-fuzzy hierarchical analysis process and experts' participation. Following this step, the decision team of the National Bank of the Khorasan Razavi Province filled out the present situation appraisal questionnaire. This research analyzed a comprehensive set of 5 components and 22 subcomponents. By assessing the weight of these aspects and quantifying their deviation from the planned condition, the balanced gap was calculated to establish the priority for improvement. Based on the results, the subcomponents of sales meetings, television marketing, and the press and media were identified as the top three factors. Therefore, it shows that the bank has a good capability in these sub-components, and suitable infrastructures are also available. Also, fourteen sub-components of awareness in the stadium, catalogs, films and tapes, written and verbal advertisements, placing advertisements on buses, specialized magazines and brochures and booklets, doing charity work, presenting services in person, selling with catalogs, contests and entertainment, low-interest credits, prizes and gifts, business negotiations, raffles, and annual reports are of low importance or at a favorable level of the status quo.

کلیدواژه‌ها

Marketing methods؛ Fuzzy analytical hierarchy process؛ Improvement priority؛ Banking marketing

مراجع

Aravik, H., Amri, H., & Febrianti, R. (2022). The Marketing Ethics of Islamic Banks: A Theoretical Study. Islamic Banking : Jurnal Pemikiran Dan Pengembangan Perbankan Syariah, 7(2), 263-282. https://doi.org/10.36908/isbank.v7i2.344

Asghari Zadeh, E., & Amin, F. (2006) Improving the Productivity of Banking Services Regarding Ranking Customers Using Quantitative Methods. QJERP. 13(36) :5-32

Baptista, N., Alves, H., & Pinho, J. (2021). The case for social support in social marketing. RAUSP Management Journal, 56 (3), 295–313. https://doi.org/10.1108/RAUSP-08-2020-0193

Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective (6^th). McGraw-Hill.

Bennett, N. L. (1997). The voices of evaluation. Journal of Continuing Education in the Health Professions, 17(4), 198–206. https://doi.org/10.1002/chp.4750170402

Biranvand, H. (2013). Marketing advertising management (methods and strategies) based on the perspective of integrated marketing communications. Industrial Management Organization.

Constantinides, E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22(3-4), 407–438. https://doi.org/10.1362/026725706776861190

Davari, A., Mohammadi Almani, A., Pournaserani, A. (2016). The Effect of Word of Mouth on Intention to Use Insurance Services among Customers of Insurance Companies in Rasht. Jounal of Marketing Management, 10(26), 115-137.

Dominici, G. (2009). From Marketing Mix to e-Marketing Mix: ALiterature Overview and Classification. International Journal of Business and Management, 4(9). 17–24. https://doi.org/10.5539/ijbm.v4n9p17

Egbunike, C. F. & Okerekeoti, C. U. (2018). Macroeconomic Factors, Firm Characteristics and Financial Performance: A Study of Selected Quoted Manufacturing Firms in Nigeria. Asian Journal of Accounting Research, 3 (2), 142–168. https://doi.org/10.1108/AJAR-09-2018-0029.

Evans, J. R., & Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23(5), 439–452. https://doi.org/10.1016/0019-8501(94)90007.

 Gao, J., Ren, X., & Li, Q. (2022). Modes of Charitable Fundraising and Innovation. In: Gao, J. (eds) Mechanisms of Charitable Donations in China. Research Series on the Chinese Dream and China’s Development Path. Springer, https://doi.org/10.1007/978-981-16-6194-5_5.

Guizani, H , Valette-Florence, P., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24-28.

Hund, A., Wagner, H., Beimborn, D., & Weitzel, T. (2021). Digital Innovation: Review and Novel Perspective. The Journal of Strategic Information Systems, 30(4), 1–39. https://doi.org/10.1016/j.jsis.2021.101695.

Katsioloudes, M., Grant, J., & McKechnie, D. S. (2007). Social Marketing: Strengthening Company‐Customer Bonds. Journal of Business Strategy, 28(3), 56–64. https://10.1108/02756660710746283.

Keller, K. L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs. Journal of Marketing Management, 17(7-8), 819-847. https://doi.org/ 10.1362/026725701323366836.

Kim, J. H., & Hyun, Y. J. (2010). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management, 40(3), 424-438.

Kotler, P., & Keller, K. (2016). Marketing management 15th ed. (15th). Harlow.

Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element of The Promotion Mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002.

Nazaritehrani, A., & Mashali, B. (2020). Development of E-banking Channels and Market Share in Developing Countries. Financial Innovation, 6 (12), 1–19. https://doi.org/10.1186/s40854-020-0171-z.

Nilson. (2013). Which Forms of Advertising Do Consumers Trust – and Act On–the Most? Marketing Charts staff. http://www. marketingcharts.com/television/which-forms-of-advertising-doconsumers rust-and-act-on-the-most-36767.

Okhravi, A. (2014). Realistic Solution for Prioritizing Different Problems: A Synthesis of IPA-G-FGAHP and Grace-Capabilities Matrix. Journal of Operational Research and Its Applications. (4), 85-96.

Petur Samundsson, K. (2012). “Consumer trust in advertising in different media”. a dissertation submitted to the graduate division of the university of Iceland in partial fulfillment of the requirement for BSc in Psychology in business and marketing.

Pirayesh, R. Alipour, V. (2012). Examining The Relationship Between CompetitiveIntelligence and Effectiveness of Marketing Strategies Among Public and Private Banks of Zanjan, Journal of Business Management 6(3), 455–474. https://doi.org/10.22059/jibm.2014.50742.

Rafiei, S., haghighi nasab, M., Yazdani, H. (2013). The effect of marketing-mix efforts and corporate image on brand equity in the IT software sector. New Marketing Research Journal, 2(4), 182-195.

Rahma, A., & Nasution , M. L. I. (2022). Marketing Strategy for Financing Products of PT. Bank of North Sumatra KCP Syari’ah Simpang Kayu Besar. Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 3(3), 951–. https://doi.org/10.53697/emak.v3i3.636.

Sanayei, A., Mohammad Shafiee, M., Amini Velashani, M. (2016). Analyzing and Evaluating the Effectiveness of Bank Advertising According to the Advertising Characteristics and Audience Involvement Using the AISDALSLOVE Model. Journal of Business Administration Researches, 8(15), 185-209.

Sarmad S, S., & Jamshidian, M. (2014), Investigating the Effect of Internal Marketing on Markets and Functioning of Service Organizations. Marketing Management, 19,131–31.

Shamloo, M.(2014). Marketing and Customer Orientation in Bank. Andishe Mana.

Tarkhani, A., Nazari, A., & Niloofar, P.(2020). Investigating Effective Factors on The Efficiency Of Iranian Banking Industry (Simar And Wilson’ S Two-Stage Method). Journal of Quantitative Economics (Quarterly Journal of Economics Review), 17(2), 1-41. https://doi.org/10.22055/jqe.2019.14838.

Tabibi, S., Nasiripour, A., Ayubian, A., Bagherian MahmoodAbadi, H. (2012). The Relation between Information Mechanisms and Medical Tourist Attraction in Hospitals of Tehran, Iran. Health Information Management, 9(3), 416-423.

Van Esch, P., Stewart Black, J., Franklin, D., & Harder, M. (2021). Al-enabled biometrics in recruiting: Insights from marketers for managers. Australasian Marketing Journal, 29(3), 225–234. https://doi.org/10.1016/j.ausmj.2020.04.003.

Weinreich, N. (2010). Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good (2nd ed). Sage Publications.

Wong, L. W., Tan, G. W., Hew, J. J., Ooi, K. B., & Leong, L. Y. (2022). Mobile social media marketing: A new marketing channel among digital natives in higher education. Journal of Marketing for Higher Education, 32(1), 113-137.

Wu, A. (2017). A supportive pricing model for suppliers with purchase order financing. International Journal of Production Research, 55(19), 5632–5646. https://doi.org/10.1080/00207543.2017.1327727.

Wymer, W., & Samu, S. (2009). The Influence of Cause Marketing Associations on Product and Cause Brand Value. International Journal of Nonprofit and Voluntary Sector Marketing, 14(1), 1–20. https://doi.org/10.1002/nvsm.348.