Quarterly Scientific-Research Goljaam

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Electronic advertising is a process that in addition to the introduction of the product and after-sales service, to inspire customers by means of the Internet for shopping. Electronic advertising due to high speed and low cost marketing of goods is concerned. Due to the expansion of this new advertising method in the present society, This study aimed to assess the views of carpet on Internet advertising to increase the effectiveness and credibility based on consumer behavior has been done. The need for careful attention to the fact that the position of Iranian carpet as a floor due to a variety of consumer products according to existing tools and on the impact of advertising on consumer behavior and the approach to be considered further. Thus, with regard to the purpose of this research and the need to position electronic advertising on the carpet, The questions raised in this research is the most important of which is the Can Carpet electronic advertising models based on consumer behavior be evaluated? Which of the dynamics of communication and content on cognitive reactions, emotions and attitudes affect consumers?

The field study was conducted and documents and questionnaires for data collection library that the population of 103 was selected based on Morgan table. The population of the Iranian Internet users, all of which, they are familiar to the field of handmade carpets that somehow exposed to Internet advertising carpet or carpet had been linked sites, which have been included in the questionnaire. The aim of this study is to validate Internet advertising associated with carpet, a model based on the behavior of consumers as to the quality of the product offered good advertising. The results show that drivers with 0/51 cognitive impact on consumer response and 0/42 impact on the emotional response of consumers have the greatest impact 0/32 erotic content and cognitive impact on consumer response and the impact on the emotional response of consumers 0/28 and priorities more accurately to stimuli content of the communication driver. The drivers of content and communication have not been any impact on consumer attitudes according to the research that is necessary for the impact on Internet advertising content is associated with greater emphasis carpet.

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Change in sales behavior during customers’ interactions based on received information about the nature of their position gives more information about their situation and needs and finally it obtains customer satisfaction and marketing effectiveness. In this study, the impact of adaptive selling behavior and mediated role of marketing emphasis on marketing effectiveness of handmade carpet has been investigated. The interest population of this research is handmade carpet dealers in Tehran city. its sample size was calculated 305 people by Cochran's formula and random sampling method was used. researchers utilized structural equation modeling (SEM) to analyze gathered data. The results showed that adaptive selling behavior has direct effect on marketing emphasizes and marketing effectiveness in handmade carpet. Moreover, marketing emphasizes mediate the relationship between adaptive selling behavior and marketing effectiveness.         

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Today, the speed of change in the areas of technology, software and hardware, market knowledge and even the political economy of countries on the one hand and as well as the initiative with the speed of action in business areas has made companies face the challenge, it has become the era of competition today, which contributes to the extent to which a company achieves its own goals based on export performance. Accordingly, the present study seeks to investigate The Investigating Impact of export market orientation on export performance, with the role of mediating marketing effectiveness and marketing capabilities. The research method is quantitative- survey, and which 154 executives of carpet companies are focused on as non-random available sampling, A standard questionnaire has been distributed online and personally. The results were evaluated using SPSS software in the descriptive section and according to the abnormal distribution of data based on Smart PLS of inferential section.  The results of the findings indicate that the market orientation of the export on marketing capabilities and marketing effectiveness have a significant effect on the confidence level of 0.99 and 0.95 respectively. Also, marketing capabilities and marketing effectiveness on export performance have a significant effect on the confidence level of 0.95 and 0.99, therefore, export market orientation, either directly or indirectly with the variables of marketing capabilities and marketing effectiveness on export performance of carpet export companies has a significant 99% confidence level.

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In recent years, hand-woven carpets have lost their global status. Several problems have caused this issue. One of the important things is the uncertainty of the productivity of handwoven carpet production workshops. Existing productivity measurement methods are quantitative. In this industry, obtaining quantitative data is either not possible or hardly possible. So far, no research has been done for the qualitative evaluation of productivity. As a result, this research has been conducted with the aim of providing a qualitative method for evaluating the productivity of concentrated workshops for the production of handwoven carpets. The statistical populations and sampling methods in the first and second stages was: the experts of handwoven carpets, judgmental method; and the producers of handwoven in Isfahan, randomly method. To determine productivity evaluation indicators, the Delphi method was used, and one-sample t-test was used to evaluate productivity. In this research, a method for evaluating productivity was presented. Two dimensions of effectiveness and efficiency have been considered for productivity. Capital, materials, equipment, methods, management and human resources are indicators of efficiency, and achievement of goals and customer satisfaction are indicators of effectiveness. The results of the t-test show that its productivity, dimensions and components are more than the average but less than the ideal. In order to improve productivity, while reducing the amount of consumables and manpower costs that make up a high percentage of the costs of handwoven carpets, it is necessary to increase outputs by improving work methods and using appropriate tools.