چكيده به لاتين
Abstract
Nowadays, everyone is aware of the increasing growth and development of network marketing industry across the world. The network marketing companies have emerged in the recent years in our country, too. Identifying how these companies work and marking the effective factors on the effectiveness of the sales practices of the network marketing companies lead to the proper implementation of this method of sale and help the network marketing companies to be more successful. The objective of the present study is to identify and prioritize the effective factors on the effectiveness of the network marketing in the network marketing companies in Iran. This is a descriptive survey research. The theoretical model is derived from Choyrod’s and Gantavangwan’s model of effective factors on the implementation of network marketing. The early data were collected through a questionnaire. The questionnaires were distributed among the senior leaders in the operating network marketing branches in the country and the analyses were done according to the 220 questionnaires collected. The one-sample t-test was used to investigate the effective factors and Friedman test was used to prioritize them.The findings of the study indicated that 13 factors (management, finance, human force, law, product, place of distribution, promotion, price, cultural problems, economic problems, security problems, political problems, and business environment problems) are effective innetwork marketing; their priority, from first to thirteenth, are law, human force, product, finance, cultural problems, promotion, security problems, management, political problems, price, place of distribution, business environment problems, and economic problems, respectively. Finally, some solutions such as product variations, reduced delivery time, designing an appropriate profitability plan, training human force, culturalization, interaction with government, etc. were presented to improve this kind of marketing.
Key word:Network Marketing, Direct Selling, Multi-level Marketing,Network Marketing Leaders, Network Marketing Companies
