چکیده:
In this article, given the importance and application of financial services marketing in developing the transactions of stock exchange brokers, this subject has been investigated. This article is the result of a survey research regarding the application of concepts, methods, and models of financial services marketing in the Tehran Stock Exchange, and the research findings include the following: (1) Marketing Mix: The marketing mixes for retail transactions are: (a) People (b) Process (c) Place (d) Promotion (e) Physical evidence; external factors also affect brokerage transactions, and the marketing mixes for wholesale transactions are: (a) Process (b) Product (brokerage reputation) (c) Promotion (providing information) (d) People; and external factors also affect brokerage transactions.
خلاصه ماشینی:
(Image Image) Diagram 2- Marketing pattern in wholesale transactions 8- Based on the research findings, it seems that this pattern will undergo changes in the future and the following factors will be of greater importance: 8-1- Marketing research: - In the field of self-awareness: examining and studying one's own activities (strengths, weaknesses, and performance) - Understanding investors: examining and studying investors (buyers and sellers) and becoming familiar with investors' buying and selling criteria - Understanding environmental conditions: researching and studying the stock market and examining and studying influential environmental factors 8-2- Market segmentation, its criteria, and target market: - Segmentation of investors (buyers and sellers) 8-3- Having a marketing plan and having a strategy: - Having a specific marketing plan - Having a strategy 8-4- Relationship marketing and customer orientation: investors(b) investor loyalty(c) investor behavior and attitude(d) previous familiarity with investors(e) purchase and sale amount - The wholesale market segmentation variables are: (a) reliability of investors (b) investor loyalty (c) occupation of investors (d) purchase or sale amount (e) previous familiarity with investors 7-4- Having a marketing plan and having a strategy: - Having a specific marketing plan - Having a strategy 7-5- Relationship marketing and customer orientation: - Effort to maintain a good reputation in the market - Attracting new customers - Paying attention to the satisfaction of target and key investors 7-6- Creating marketing structure and organization: Not important.
Theoretical Framework In this study, considering the above factors and their impact on brokerage activities, the variables of the brokerage service marketing mix include (1) product, (2) price, (3) promotion, (4) place, (5) people, (6) presence, (7) process, (8) physical evidence, (9) stock exchange laws and regulations, and (10) public opinion.
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