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Paper Information

Journal:   IRANIAN JOURNAL OF TRADE STUDIES (IJTS)   SUMMER 2007 , Volume 11 , Number 43; Page(s) 1 To 34.
 
Paper: 

EXPORT MARKETING OF PERSIAN CARPET

 
 
Author(s):  SHAM ABADI M.A., KHODADAD HOSSEINI S.H.
 
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Abstract: 

The business conditions and trade situation are subject to constant change due to different factors. A continuous study of the market changes and other influential factors on the marketing and export of the goods and service and sending the relevant reports to the top management and other sectors of the industry are the most important objectives of the marketing. To expand marketing and export of the hand woven carpet, the emphasis was on coordinated marketing approach along with five most important factors including: management, environment, strategy, segmentation and marketing mix. These factors are considered as the most important ones affecting the carpet market and are studied in the current and ideal situations. A questionnaire was prepared which includes the above five factors plus fifteen main variables and seventy eight relevant sub-variables to gather data from research samples which include: experts, exporters and dealers of the Persian carpet inside and outside of the country. The results express and confirm a meaningful relationship between five main factors and export marketing of hand woven carpet.
Also some of the hypotheses of the research have been confirmed. The effectiveness of these factors receptively is: environment, marketing mix and segmentation, strategy and export marketing management. According to the view of those who have answered questionnaire, there is a difference between the five main factors in the present situation and the ideal one. This difference shows a failure in the current export marketing of the hand-woven carpet. The findings of the study have some implications for policy markers in this important industry.

 
Keyword(s): MARKETING MODEL, EXPORT MARKETING, STRATEGY, ENVIRONMENT, MANAGEMENT, SEGMENTATION, MARKETING MIX
 
References: 
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