The Role of Service Marketing Mix to Attract the LSEs in Tehran Stock Exchange

Abstract

Since the 1970s, services marketing has grown into a major sub discipline of marketing. It is constantly claimed – but is refuted in the article – that services are now the dominant economic activity in developed countries and keeps growing while the two traditional goods sectors, manufacturing and agriculture, are declining. In today's competitive world, having expertise, knowledge and marketing experience for financial market activities , especially brokerage firms has proven inevitable. This should be accompanied by performing marketing operations along with intermediary roles and carrying on the daily transactions of shares in Tehran stock exchange market. The current study aims investigating the level of marketing knowledge used in Tehran stock exchange , identifying the reasons behind deficient use of the marketing knowledge by the financial institutions (financial intermediaries , brokerage firms and etc), matching the marketing activities with the financial activities of the brokerage firms in the Tehran stock exchange ,helping the marketing knowledge enter the field of capital market, improving the investment in Tehran stock exchange and finally suggesting a model of the financial marketing in Tehran stock exchange using the results obtained from the research. The method is survey –based and the statistical population have been drawn from among the financial institutions active in Tehran stock exchange and the regional branches of the country. The results obtained from the research display that, during the period reviewed, the active marketing system in the brokerage firms was the traditional system without attending to the modern criteria of financial service marketing in the areas relating communication and determination of the shares prices , services of conduct transactions of the financial analyses and encouragement the big companies to enter the Tehran Stock Exchange.