Abstract:
Since the 1970s, services marketing has grown into a major sub discipline of marketing. It is constantly claimed – but is refuted in the article – that services are now the dominant economic activity in developed countries and keeps growing while the two traditional goods sectors, manufacturing and agriculture, are declining. In today's competitive world, having expertise, knowledge and marketing experience for financial market activities , especially brokerage firms has proven inevitable. This should be accompanied by performing marketing operations along with intermediary roles and carrying on the daily transactions of shares in Tehran stock exchange market. The current study aims investigating the level of marketing knowledge used in Tehran stock exchange , identifying the reasons behind deficient use of the marketing knowledge by the financial institutions (financial intermediaries , brokerage firms and etc), matching the marketing activities with the financial activities of the brokerage firms in the Tehran stock exchange ,helping the marketing knowledge enter the field of capital market, improving the investment in Tehran stock exchange and finally suggesting a model of the financial marketing in Tehran stock exchange using the results obtained from the research. The method is survey –based and the statistical population have been drawn from among the financial institutions active in Tehran stock exchange and the regional branches of the country. The results obtained from the research display that, during the period reviewed, the active marketing system in the brokerage firms was the traditional system without attending to the modern criteria of financial service marketing in the areas relating communication and determination of the shares prices , services of conduct transactions of the financial analyses and encouragement the big companies to enter the Tehran Stock Exchange.
Machine summary:
"The results obtained from theresearch display that, during the period reviewed, theactive marketing systemin thebrokerage firms was the traditional systemwithout attending to themodern criteria offinancial service marketing in the areas relating communication and determination of the shares prices , services of conduct transactions of the financial analyses and encouragement the big companies to enter the Tehran Stock Exchange.
Thus at the level of financial activators perceptions of advising personnel of brokerage firms will play an important role in choice process ,which influence on LSEs perception to entry the to Tehran Stock Exchange Physical evidence is the tangible assets and component of the service offering.
To design and formulate the questions the both independent variables (product, price, place, promotion, people, physical facilities and process and dependent variable (improvement the financial market) were the most important resources of the research.
Therefore, we try to investigate the relations between seven independent variables including (product, price, distribution, promotion, people, physical facilities, and process) and dependent variable (improvement of the financial markets).
Therefore the personnel of the brokerage firms do not have updated marketing knowledge to encourage the big and profitable Enterprises in Tehran Stock Exchange: The research's assumption is accepted as well.
In this part, we try to investigate the relation between seven independent variables (including product, price, distribution, promotion, personnel, physical facilities, and process) and dependent variable – improvement of the financial markets.
The result some important findings are as follows: • The service package offered by the brokerage firms situated at Tehran Stock Exchange is appropriate to the investors in the market."