تاثیر خلق و به کارگیری هوش بازار صادراتی برعملکرد از طریق استراتژی بخش بندی و اولویت بندی مشتریان و مدل های فروش

Extended Abstract
Aim & Introduction
In recent years, the importance of export companies and especially small and medium-sized companies in the economy of countries has been paid more attention, because these companies play an important role in economic growth and development and creating employment opportunities and innovation platforms in any country, especially Less developed countries play. But this role will become more prominent when these companies can enter the field of global trade and by developing foreign target markets, lead to an increase in exports and foreign exchange and improve the country's economic situation; Exporting is a mode of entering the foreign market, especially among small and medium-sized companies. The success of small and medium exporters depends on their ability to establish and maintain long-term relationships with foreign customers. Determinants of export performance are a major concern among international marketing researchers and researchers. Therefore, the main goal of this research is how to improve export performance in the turbulent and changing export environment in Iran by creating and applying market intelligence through segmenting the export market, prioritizing and using different sales models. Agricultural products were exported to companies.
Methodology
In terms of the purpose of this research, it is applied research and in terms of the nature of data collection, it is descriptive-survey research, and in terms of the relationships between research variables, it is of the correlation analysis type. For this purpose, the number of 201 companies in the field of export of agricultural products in Tehran were selected using the Kochran limited society formula. The data of this research was collected using the random sampling method and a researcher-made questionnaire using the indicators and research questions of Katsika et al. The opinions of professors and experts were used for the validity of this questionnaire. Cronbach's alpha was used to calculate reliability and its value was determined as 0.922. In order to evaluate the hypotheses of this research, spss and smart pls software were used.
Findings
The research results show that the creation and application of export market intelligence has an effect on performance through segmentation strategies, prioritization and sales models. All hypotheses were confirmed except for one hypothesis. In other words, according to the main goal of this research in order to investigate the creation and application of export market intelligence on performance through segmentation strategy, prioritization and sales models in companies exporting agricultural products in Tehran province, all the hypotheses of this research except the hypothesis The fifth was confirmed by path coefficients and appropriate statistics. The fifth hypothesis of this research was rejected due to the fact that its statistic was less than 1.96. According to the statistical tests, the highest correlation is between "creating export market intelligence" and "export target market segmentation".
Discussion & Conclusion
Exporting goods such as agricultural products is not so easy. Agricultural products, like all goods, need agricultural product export standards for export, with the difference that common goods can be standardized in the country of origin, but for the export of agricultural products, it is not enough to meet the standards of the country of origin. From the standards of origin, the manufactured goods must have the standards of the country of destination and consumer. According to the materials presented in this research, the export of agricultural products has a special formula like other business areas. In order to enter the export target markets of agricultural products, a suitable strategy should be used. According to the conclusion obtained from this research, the use of segmentation strategy, prioritization and sales models in the export target market has a great impact on the export performance of agricultural products exporting companies. These companies should be able to make a correct segmentation in their export target market and prioritize these segments and improve their export performance by using different sales models in these markets. Based on the review and confirmation of the research hypotheses, the following suggestions should be included in the agenda of agricultural products exporting companies in Tehran province:
1. Creating a suitable strategy to improve export performance, for example, a suitable packaging strategy and its impact on the export performance of companies exporting agricultural products.
2. Help improve their export performance by using various sales methods in foreign markets.
3. In prioritizing their export target markets, pay attention to export capabilities and facilities (for example, packaging capabilities).
4. Use different sales models to increase sales and improve performance. For example, exporters of agricultural products can sell their products through local stores.
5. As much as they have the ability and budget to allocate to the creation of intelligence and improvements, which greatly affects the performance of companies.
According to the fifth hypothesis that the application of export market intelligence has an effect on performance through the segmentation of the export target market, which was not confirmed, therefore it is suggested:
6. In this regard, exporters of small and medium-sized industrial companies who want to penetrate foreign markets should use their marketing intelligence capacities properly. Because effective and efficient exporting requires detailed knowledge about business activities, culture, competition, etc. in each market or country. Applying export market intelligence means its application and skills through managers and executive agents.
7. Use intelligence and information gathered from the export target market as much as possible to improve export performance.
8. In order to better use export market intelligence by the employees and marketers of these companies, the opinions and suggestions of the employees themselves should be used, which will improve the performance of the companies.
9. In formulating the company's strategies, pay attention to the information needs for creating and applying export market intelligence.