外文翻譯--營(yíng)銷組合對(duì)吸引觀眾到電影院的影響（英文）

1、99 Copyright © Canadian Research Elham Sezavar Habibi[b][a]Sistance professor, Faculty of business and accounting, Allameh Tabataba’I University, Tehran, Iran. [b]Master of Marketing, Faculty of business and accou

2、nting, Allameh Tabataba’I University, Tehran, Iran. *Corresponding Author. Address: Faculty of business and accounting, Allameh Tabataba’I University, Tehran, Iran.Received 10 June 2012; Accepted 22 July 2012Abstract I

3、t is common knowledge that movie production and marketing feature, is a risky business. Extending our knowledge of factors affecting movie sales and attracting people to theaters can help reduce the risk of the film

4、industry. In this paper, we tried to identify influential factors in attracting people to cinema from marketing mix (4P’s) point of view and prioritize their indices from the perspective of movie goers in Tehran. The

5、population of this study consists of Movie goers in Tehran, Iran. In this study, 455 questionnaires were distributed in five cinema of Tehran. In order to analysis data, Kolmogorov- Smirnov, Binomial or relative, t-st

6、udent and Friedman tests has been used. The results revealed that all marketing mix variables except the “price” are influential in attracting audiences. Prioritizing these four variables shows that “place” has the h

7、ighest priority. Also “film Genre” and “director” in product variable, “promotion” and “word of mouth” and “Movie review” in promotion variables, respectively were the most important indices. Key words: Motion picture

8、 industry; Cinema marketing; Marketing mixMahmoud Mohammadian, Elham Sezavar Habibi (2012). The Impact of Marketing Mix on Attracting Audiences to the Cinema. International Business and Management, 5(1), 99-106. Avail

9、able from: URL: http://www. cscanada.net/index.php/ibm/article/view/j.ibm.1923842820120501.1010 DOI: http://dx.doi.org/10.3968/j.ibm.1923842820120501.1010INTRODUCTIONIran is one of the few countries that have had a comp

10、lete cycle of moviemaking activities, including film production, distribution and display, for a long time. Due to social and cultural role of movie and cinema, the importance of acquiring a place among film industry

11、 giants is not a secret to anyone. However, despite the very high number of Iranian films, the amount of theaters, audience and film sales are very low. A cinema without audience doesn’t make sense and having audienc

12、e is considered the requirement for prosperity and development of movie industry. Therefore by analyzing problems and finding their roots, identifying influential factors in movie sales and its marketing can enable u

13、s to attract audiences to cinema and improve the community’s vision and culture. Being successful in attracting audiences, increases per capita of movie going which leads not only to reduce the risk of movie industry

14、 but also augmentation the profitability.The main objective of this study is to discover the influential factors (the 4P’s in marketing mix) in attracting audiences to cinema and prioritizing these factors. Research hy

15、potheses are as follows: ● The product factor is influential in attracting Iranian movie audiences to cinema.● The price factor is influential in attracting Iranian movie audiences to cinema.● The place factor is influ

16、ential in attracting Iranian movie audiences to cinema.● The promotion factor is influential in attracting Iranian movie audiences to cinema.1. RESEARCH METHODThe present research is considered applied research and i

17、ts method is descriptive-survey. The population of this Mahmoud Mohammadian; Elham Sezavar Habibi (2012). International Business and Management, 5(1), 99-106101 Copyright © Canadian Research & Development Center

18、 of Sciences and Culturesaudience, the director’s performance is much more difficult to evaluate than that of the actors because the director’s work is ‘invisible’. The director’s performance can be inferred from the

19、 movie’s quality (Hennig thurau, Walsh & wruck, 2001). Directors have a more indirect effect on consumers: good directors make good movies, good movies have positive word of mouth, positive word of mouth delays p

20、eak sales (Ainslie, Drèze & zufryden, 2005, p.515).● Producer: the producer is a film’s business project leader. The producer is then contractually responsible for the completion of the movie within set fina

21、ncial, location and time constraints and for estimating its commercial Success (Hadida, 2009, p.299). Producers finance a movie’s production and because of this great financial responsibility, they tend to have far-

22、reaching control over production-related aspects (Hennig thurau, Walsh & wruck, 2001).● Film star: films have very few tangible attributes. One of the tangible hallmarks of quality in which this blurring effect is

23、 particularly evident is the cast and the presence of big stars, which are an indication of quality on a number of levels (Suarez Vazquez, 2011, p.120). Ravid’s (1999) measures are directly related to the two types o

24、f reputations that, in general, can be the source of stars’ power: an economic reputation, derived from their box office success, and an artistic reputation, derived from the recognition of critics or peers. A star’

25、s artistic reputation, which in the motion picture industry is primarily revealed through awards or nominations, is a sign of quality for audiences, executives, the media, and other constituencies (Elberse, 2007, pp.

26、103-104). Researches generally have had mixed results over the impact of film stars on the success of the film. For example, Sochay (1994), and Neelamegham and Chintagunta (1999), Sawhney and Eliashberg (1996) and A

27、inslie, Drèze, and Zufryden found that there is a positive relationship between the presence of a famous star in the film and its sales. In contrast Ravid (1999), De Vany and Walls. (1999) and Litman (1983) did

28、n’t find any significant relationship between these two. ● Film budget: Another attribute of a film is the size of budget. A large production budget could be taken as a signal of higher quality. (Elliott & Simmon

29、s, 2008, p.94) and greater box office popularity (Basuroy, Chatterjee & Ravid, 2003, p.106). Litman concluded film budget has a positive impact on itssales(Litman,1983, p.170)● Genre: During the last thirty years

30、genre has occupied an important place in film studies and typically it includes examples such as Western movies, musical, horror, melodrama, comedy and so on. The relative popularity of genres shifts, over time, and

31、we do not have any particular hypothesis about which genres will be associated with success in our sample (Prag & Casavant, 1994, p.219). hazf beshe aya? Marketers must constantly consider the audience’s the genr

32、e preferences.● Nomination or award winning in festivals: The majority of studies conducted on award nomination or award winning concentrated on the impact of winning an Academy Award on film sales. Litman (1983) an

33、d Sochay (1994) concluded in their research that nominating or winning an Academy Award can have a positive impact on film sales. In this study nomination or winning an award by Iranian film in domestic and foreign

34、countries were intended. Dodds and Holbrook (1988) evaluate the impact of the Academy Awards on film revenues and find significant effects of best picture, best actor, and best actress awards on post-award revenues

35、(Eliashberg & shugan, 1997, p.69).2.2 Place of DistributionThe location of the cinema besides pedestrian access must be easily accessible by different vehicles as well (Manage- ment and Planning Organization of the

36、 country, 2002, p.67) An audience, who can reach the cinema with minimal cost and minimal waste of his time, is more willing to go to movies than an audience who is far away from the cinema. The accessibility of the

37、cinema can be one of the influen- tial factors in attracting the audience. Therefore the cinema must be scattered across the city so the audience can easily reach them (Alamdari, 2000, p.60). In case of place two indi

38、ces were considered: the location of the cinema and the possibility of using public transport to reach it.2.3 PromotionPromotion includes: “Direct and indirect communications with individuals, groups and organizations

39、 in order of informing and motivation them toward buying the company’s products or services.” (Lamb, Hair & McDaniel, 1998, p.460).Indicators considered in this section include word of mouth, movie reviews, movie

40、posters, and television, radio, press and Internet commercials.● Word of mouth: In general, word-of- mouth involves informal, non-commercial communication between consumers concerning positive or negative consumption

41、experiences with regard to goods or services, including movies (Hennig thurau & Walsh, 2001). WOM is usually perceived as more credible and trustworthy for consumers (LIU, 2006, p.74). The two measures of WOM, v