A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing

Ghanbarzad, A.; Moghadasi, A.; Dadashkarimi, Y.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 4 pp. 729-732 , 2014

A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing Pages 729-732 Download PDF

Authors: Ali Ghanbarzad, Alireza Moghadasi, Yahya Dadashkarimi

DOI: 10.5267/j.msl.2014.2.017

Keywords: Aggressive marketing, Focus strategy, Price leadership, Relationship-oriented marketing

Abstract: In this paper, we have performed a survey to study the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing. The study adopts a model developed earlier by Rokkan and Haugland (2002) [Rokkan, A. I., & Haugland, S. A. (2002). Developing relational exchange: effectiveness and power. European Journal of Marketing, 36(1/2), 211-230.]. The study has been executed among all managers of a firm named PET Technologies. There were 30 managers working for the proposed case study of this paper and we have designed a questionnaire in Likert scale and distributed it among all managers of this firm. Cronbach alpha is calculated as 0.931, which is well above the minimum acceptable level of 0.70. The results have confirmed that all thee marketing strategies influence on relationship-oriented marketing, positively.

How to cite this paper

 Ghanbarzad, A., Moghadasi, A & Dadashkarimi, Y. (2014). A survey on the effects of aggressive marketing, price leadership and product focus on marketing channels in relationship-oriented marketing.Management Science Letters , 4(4), 729-732.

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