بررسی رابطه و تاثیر طرح بازاریابی بر بهبود عملکرد بازاریابی در صنعت پتروشیمی

Marketing plan is a powerful tool to achieve organizational objectives, seize the opportunities and successfully compete with the rivals. A marketing plan is mandatory to advance the commercial objectives and efficient management in any organization. A reliable tool for evaluating the significant role of a corporation's marketing plan would be its marketing performance assessment. Marketing performance amelioration is the key to accomplish constant improvement. Two separate questionnaires were designed to collect data. The statistical population of the research consists of Arak Petrochemical Company's directors and supervisors out of whom a sample of 200 persons was selected to fill out the questionnaires. At first, a multidimensional scale was devised to evaluate marketing performance and plan in petrochemical industry. Later, the effect of marketing plan on marketing performance and its dimensions was investigated through structured equation modeling. According to the findings, the dimensions of marketing plan include analysis of situation, target market identification, marketing objectives, marketing strategies, marketing tactics, and marketing prediction, execution and control. Moreover, the dimensions of marketing performance evaluation consist of sale promotion, market share development, and market management improvement. In addition, the findings also revealed that marketing plan has a considerably positive and significant effect on marketing performance of the corporation. Finally, it was demonstrated that the effect of marketing plan on each dimension of the marketing performance was significant and positive.