چکیده:
Steel industries play a key role in the national economy and welfare of the society in many steel manufacturer countries. It is found that manufacturing and consuming of steel products would be a key indicator to measure and evaluate economic and industrial performance of a country. Nowadays, countries with the large natural oil and gas resources (e.g. Iran) attempt to select an alternative economic approach to utilize the resources in steel manufacturing rather than export the raw natural resources. While steel products have an enormous consumption market in the world, having the national and international consumption markets is still challenging. The aim of this research is to investigate and identify the effects of marketing mix elements on steel industry export. To this end, a case study conducted on export of Iran’s steel products in the trading-industry marketing views. According to the marketing mix elements approach, 30 variables were studied. In this research the quantitative descriptive-analytic method was used to collect and analyse data. All data obtained using questionnaires. Findings and results show that the price element is the highest priority amongst other marketing mix elements.
خلاصه ماشینی:
Marketing Mix Elements - A Case Study on Steel Industry Export Neda Gorjian Jolfaei*1 Mohammad Haghighi2 Nima Gorjian3 Received: 2016/07/11 Accepted: 2016/10/16 Abstract Steel industries play a key role in the national economy and welfare of the society in many steel manufacturer countries.
122/ Marketing Mix Elements - A Case Study on Steel Industry Export has potential to move toward the none-oil economy and reach to the superior economic position in the Middle East because of the geographical location, mineral resources, fuel energy and inexpensive human resources to name a few (Pourmoghim, 2004).
(View the image of this page)126/ Marketing Mix Elements - A Case Study on Steel Industry Export Figure 3: Steel Production and Use in 2004 at Eight Geographical Zones (View the image of this page) (View the image of this page)Iran.
After that, the 128/ Marketing Mix Elements - A Case Study on Steel Industry Export government of Iran and INSIG signed a contract with Soviet Union to trade and exchange natural gas with heavy industrial machineries and technologies including construction of a steel plant with the annual production capacity of 550,000 tonnes.
In this section, to conduct further assessment on impacts of marketing mix elements on Iran’s steel export, the other statistical methods such as one-samplet-test, Chi-squared test and Pearson correlation coefficient test are applied and results are shown in Tables 2, 3 and 4.
The three elements of price, place and product in marketing mix have the effective role in steel export of Iran.