Abstract

Leading companies have been discovered in the application of the principles of management and marketing at all stages from design to sale of goods and services. Marketers should adopt in order to determine the best method of introducing goods and services to consumers’ various choices. Toolbox of marketing strategy is called marketing mix which contains tools used to create favorable reaction among consumers. In addition to the four traditional foundation factors such factors as improved physical factor, human resources, process efficiency are added recently. The aim of the article. The main purpose of this study is study the effect of marketing mix using on the performance of service providers Ghadir leasing and to evaluate the impact of product mix (price, place, promotion, physical factors, people, processes and productivity) in improving market performance of the company. The results of the analysis. This study is applied research, and the statistical population of the study includes experts and middle managers of Ghadir leasing company in Tehran (120 managers). according to Cronbach’s formula for sample with 95% confidence limit for the amount of 108 samples were identified in this study. Cronbach’s alpha reliability model to study has been assessed the reliability of 87%. Descriptive and inferential statistics were performed through SPSS software for the analysis (Regression analysis, ANOVA, Kolmogorov-Smirnov test, correlation). Conclusions and directions of further researches. According to the findings all the research hypotheses are confirmed. According to the results, it is determined that among the factors of examined mix price and product have the highest impact on improving performance of Ghadir leasing company at the market. This means that by focusing on products and services offered to customers and the price of services offered the higher performance levels can be achieved.

Keywords: marketing, marketing mix, performance, market performance, leasing

JEL Classification: M30, R38.

Cite as: Mohsenidoust F. & AminiSabegh, Z. (2016). Studying the role of marketing mix on performance of leasing service providers firms (case: Ghadir leasing company). Marketing and Management of Innovations, 2, 215-221. https://doi.org/10.21272/mmi.2016.2-19

This work is licensed under a Creative Commons Attribution 4.0 International License

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