Dynamic Analysis of Marketing Mix through Future Studies Approach

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Bekr Samira; Mehrani Hormoz; Qorban Hosseini Masoud; TOOTIAN SEDIGHEH

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Journal Paper

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Journal: Journal of Management Future Research Year:2022 | Volume:32 | Issue:128 Page(s): 41-60

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Information Journal Paper

Title

Dynamic Analysis of Marketing Mix through Future Studies Approach

Author(s)

Bekr Samira | Mehrani Hormoz | Qorban Hosseini Masoud | TOOTIAN SEDIGHEH | Issue Writer Certificate

Keywords

marketing mix

Strategic Elements

Dynamic Systems

Abstract

Background: The essence of strategy is the comprehensiveness of thought and agility of choice. In today's world, where the most important components describing it are dynamism and uncertainty, observing the challenging factors, both inside and outside the organizations, not only makes it difficult to have a comprehensive look, but also makes the process of strategy development complex, and eliminates possible alternatives. Objective: The main purpose of this research is to enhance the learning of current behavior of the systems and to draw the future by scenario planning. Methodology: Future studies have been described as how to bring about the reality of tomorrow from the changes or stability of today. Scenario planning and simulation methods have been used to identify probable futures. This research has developed a model to determine the uncertain consequences of decision-making using dynamic methods, the expert’, s judgment, and root causes, intermediate and main variables affecting the elements of new marketing mix in power plant services industry. Finding: The research model has been designed using system dynamics technique and Vensim software. The behavior of variables has been simulated using real figures of the industry and the interactions between variables and their effects on overall system have been evaluated and results extended to the future. Conclusion: The result of this research is the prioritization of the Strategic Elements of the marketing mix, providing model for evaluating their situation and proposing solutions for reviewing or strengthening marketing strategies in the industry mentioned taking into account the simulation results.

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APA: Copy

Bekr, Samira, Mehrani, Hormoz, Qorban Hosseini, Masoud, & TOOTIAN, SEDIGHEH. (2022). Dynamic Analysis of Marketing Mix through Future Studies Approach. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), 32(128 ), 41-60. SID. https://sid.ir/paper/1064652/en

Vancouver: Copy

Bekr Samira, Mehrani Hormoz, Qorban Hosseini Masoud, TOOTIAN SEDIGHEH. Dynamic Analysis of Marketing Mix through Future Studies Approach. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH)[Internet]. 2022;32(128 ):41-60. Available from: https://sid.ir/paper/1064652/en

IEEE: Copy

Samira Bekr, Hormoz Mehrani, Masoud Qorban Hosseini, and SEDIGHEH TOOTIAN, “Dynamic Analysis of Marketing Mix through Future Studies Approach,” JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), vol. 32, no. 128 , pp. 41–60, 2022, [Online]. Available: https://sid.ir/paper/1064652/en

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