1 1389

77-93

* **

***

.

.
.



.
: .

88/02/20 : .89/08/19 :

* .

** .

*** ) (.

Email: ali_fayazi00@yahoo.com

78

- -1 1389

. .
.
-
] .[10
:

.

] 1 . [8
.

-
] . [16
."
."

.
-

.


]11 .[18
].[15

] 14 . [22

].[12

) :
(.

] .[7

]6 . [20

]. [23

1970
] .[4
.
.
]13 .[19
"

] .[5
.
.
-
] 25. [17

] 3 .[24

.

 - -1 1389

80

.1 .
.2
.
.3
.
.4 .
.

.5

-6
.
.1 ]3[24

] 2 .[21


:

: .
.

.

.

. 4
19 .
5 .

 - -1 1389

82

.1

)
(
-

:

. .
384
) (
-

.
400 ) 200
( 390
) 195 ( .
: 6

. 40
.
SPSS ) (0/868
.
.
.2

0/905
0/851

0/895
0/861

. -

SPSS
] .[9 6
.

 - -1 1389

84

4.8

LG

1.6 1.2 0.8 0.4 0

4.4
4
3.6
3.2
2.8
2.4
2
2.4 2
1.6
1.2
0.8
0.4
0

4.8

1.6 1.2 0.8 0.4 0

4.8 4.4 4 3.6 3.2 2.8

.2

4.8
4.4
4
3.6
E
3.2
2.8
2.4
4.8 4.4 4 3.6 3.2 2.8 2.4 2 2 1.6 1.2 0.8 0.4 0
1.6
1.2
0.8
0.4
0

LG
E

4.8 4.4 4 3.6 3.2 2.8

.4

4.8

E
LG

4.8 4.4 4 3.6 3.2 2.8

.6

.5

4.8
4.4
LG
4
3.6
E
3.2
2.8
2.4
4.8 4.4 4 3.6 3.2 2.8 2.4 2 2 1.6 1.2 0.8 0.4 0
1.6
1.2
0.8
0.4
0

1.6 1.2 0.8 0.4 0

4.4
4
3.6
3.2
2.8
2.4
2.4 2 2
1.6
1.2
0.8
0.4
0

LG

1.6 1.2 0.8 0.4 0

4.8 4.4 4

.3

4.8
4.4
4
3.6
3.2
2.8
2.4
2.4 2 2
1.6
1.2
0.8
0.4
0

4.4
4
3.6
E
3.2
2.8
2.4
3.6 3.2 2.8 2.4 2 2
1.6
1.2
0.8
0.4
0

LG

.7

.

.

:

.3 )( -

Asymp.
)Sig.(2- tailed

-17/170
-16/081
-15/806
-16/834

0/000
0/000
0/000
0/000

)( - 0/05
. H0 %95 H1

.
.
) (3

.

.1

.4 )(

Asymp.Sig
)(2- tailed

-9/497
-17/102
-16/292

0/000
0/000
0/000

 - -1 1389

86

0/000
0/000
0/000
0/000
0/000

-16/537
-17/307
-13/885
-12/237
-17/788

)( - 0/05
H0 H1

.
.



.
.2

.5 )(




(...
)

)
(...

Asymp. Sig.
)(2- tailed

-14/020
-12/771
-16/320
-0/013
-15/068
-17/896

0/000
0/000
0/000
0/000
0/000
0/000

)( - 0/05
H0 H1

.
-

.
" : "
.
.3

6 )( -
0/05 H0 H1

.
.

.

.
.
3
.
.6 )(

-17/200
-5/780

Asymp. Sig.
)(2- tailed
0/000
0/000

-8/510
-17/420

0/000
0/000

.4

)( - 0/05
H0 H1
.

 - -1 1389

88

.
) (7
.


.
.7 )(

Z
-16/081

Asymp. Sig.
)(2- tailed
0/000

.

.
) (8

.
.8

195
786/614

)(sig

18
0/000

c2

( :
) ( ) ( )(1
) (2 ) (3
) (4 ) (5 )

(6 ) (7
) (8.
( :
) ( ) (
) (1 ) (2
) (3 )
( ) (4
) (5 )
( ) (6.
( :
) ( ) (
) (1 ) (2
) (3
) (4.

( :
) ( ) (
) (1 ) (2 ) (3
) (4 ) (5
) (6 ) (7
) (8 .
( :
) ( ) (
) ( ) (1
) ( ) (2
) (3 ) (4
) (5
) (6 .

 - -1 1389

90

( :
) ( ) (
) (1 ) (2
) (3
) (4 .

.


.


.
" "" "" "
)23 .(6
. "
"" " " " )45
.(7
.

*
* .
* .
.

*
* .
* .
.

.
:
. .
:
(
.
"
.

.
(

.

1389 -1 -

92

"(" 1384) .1
. :

: 22 " (1388) .2
: "
.

(1389) .3
" : "
. :
4. Benedict, E. John; Hans, C. M. Amp; Steen, Van ;Tripp , Berg & Ten, JoseM. F,

(1994),"Perceptual Mapping based on Idiosyncratic Sets of Attribute", Journal

of Marketing Research, February, 15, (3), 15-30.
5. Blankson, Arnot (2004), "Positioning Strategies & Incidence of Congruence of
two UK Store Card Brands", Journal of Product & Brand Management, 25,
(5), 315-328.
6. Chen, Joseph S, Uysal, Muzaffer, (2002), "Market Positioning Analysis: A
Hybrid Approach", Journal of Tourism Research, 29 , (4), 9107- 1003.
7. Darling, John. R, (2002), "Successful Competitive Positioning: the Key for Entry
Into the European Consumer Market", European Business Review, 13, (4), 210.
8. Fiedler, John A, (1999), "Current practices in Perceptual Mapping", Sawtooth
Software Conference, Virginia: Populus,Inc., Idoho, p.100.
9. Grant A, Schlesinger L, (1995),"Realize your customer's full profit potential",
Harvard Business Review, 17, (3), 59.
10. Gary L., Lilien; Rangaswamy, Arvind, (2006), "Marketing Engineering:
Computer-Assisted Marketing Analysis and Planning, 2nd Edition, London:
Published by Trafford Publishing Co., 18 , (2) 120-150.
11. Gwin, Carol F, (2003), "Product Attributes Model: a tool for Evaluating Brand
Positioning", Journal of Marketing, 8, (6) 5.
12. Kalafatis, Stavros.p, (2000), "Positioning Strategist in Business Market",
Journal of Business & Industrial Marketing, 15, (6), 416-437.
13. Kaul, Anil R; Rao, Vithala,(1995), "Research for Product Positioning &
Design Decision an Integrative review", International Journal of Research in
Marketing, 12, 293.
14. Kotler,Philip; Keller, Kevin lane (2009), "Marketing management, 13th
Edition", New Jersey: Prentice Hall Inc, 240-310,318-321.
15. Martnez-Ruiz , Mara; Gonzlez-Benit, scar,(2009), "Using Store Level
Scanner Data to Improve Category Management Decisions: Developing

16.
17.
18.
19.
20.
21.
22.
23.
24.
25.

Positioning Maps", European Journal of Operational Research, 198, (2),

666-674.
Porter, Michel (1996),"What is Strategy", Nov-Dec, Business review, 15, (6),
62-72.
Pride,William M.; Ferrell O. C., (1997), "Marketing", 15th Edition, U. S. A,
Houghton Mifflin Company,.
Prigent, Jean-Luc; Palma, Andr de (2008), "Utilitarianism and Fairness in
Portfolio positioning" , Journal of Banking & Finance, 32, (8), 1648-1660.
Rodrguez-Pinto, Javier; Gutirrez-Cilln, Jess, (2008), "Order, Positioning,
Scope and Outcomes of Market Entry", Industrial Marketing Management,
37, (2), 154-166.
Ries & Trout, (2008), "The Battle for your Mind", New York, Ny: McGrawHill, 24th Edition.
Stanton, William J; Etzel, Michael J. & Walker, Bruce J (2008),
"Fundamentals of Marketing", 16th Edition, New York, Ny: McGraw-Hill,
64-67.
Trout, Jack, (2007), "The New Positioning: the latest on the World's, New
York, Ny: McGraw-Hill, 4th Edition, p.49.
Terry, Mark; Doherty, Neil F.(2009),"The Role of IS Capabilities in Delivering
Sustainable Improvements to Competitive Positioning", The Journal of
Strategic Information Systems, 18, (2), 100-116.
Walker, Orville C; Boyd, Harper W.; Mullins, John & Larreche, Jean- Claude,
(2008), "Marketing Strategy : A Decision focused Approach", New York,
Ny: McGraw-Hill, 6th Edition,.
Zikmund W.G; Amici, Micheal, (1995), Effective Marketing: Creating &
Keeping Customers, New York, Ny: West Publishing Company,.