Azina Yadegari.1, Dr. Kamran Kasraei.2 *, Dr.Morteza Fatehi pour 3

Comparative Study of the Structural Relationship (B2B) between Formulation and Marketing Strategies (Case Study: Public and Private Banks in the City of Kermanshah) Azina Yadegari.1, Dr. Kamran Kasraei.2 *, Dr.Morteza Fatehi pour 3 1 M.A of Business Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran 2, 3 Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran * Corresponding author: Dr. Kamran Kasraei ABSTRACT This study has performed regarding the Identification of Comparative Study of the Relationship (B2B) between Formulation and Marketing Strategies in Public and Private Banks in the City of Kermanshah. Statistical population in this study included all employees in Public and Private Banks in the City of Kermanshah and for obtaining Statistical Sampling was selected the Cochrane formula. Also for data collection was used Questionnaire. Data with statistical programs in both descriptive and inferential statistics were analyzed using structural equation model. Questionnaires reliability with Cronbach's alpha coefficients was calculated. All Hypotheses were confirmed in significant and reliability level 0.05. Keywords: Structural Relationship (B2B), Formulation, Marketing Strategies, Differentiation strategy, Focus Strategy Introduction Every company in a competitive industry has a competitive strategy, whether explicit or implied. It is possible that this strategy is clearly achieved through the planning process or during the company's activities in several excusive departments gradually and implicitly created. While each of the executive departments operates independently of the others, necessarily follow methods based on professional orientations and authorities objectives dictated to them. The benefits of strategy are to choose the strategy (if it cannot guarantee the activities of executive departments) at least ensures the Company s manager that policy of these sectors have been coordinated and is in line with the specific objectives (Porter, 2008). If any of the corporate implement with role of B2B structure and organizational processes to appropriate strategy regardless of the strategy of choice and the industry in which it operates, will have acceptable performance.in this research we try to examine the investigation of rule of B2B structural and also investigation of Relationship (B 2 B) with Marketing Strategies in in Public and Private Banks in the Kermanshah. Research problem: Iran's banking industry is approaching a major transformation. Intensification perspective of competition in the industry, the move towards economic liberalization and closer to international markets in near future has created a situation in which strategic planning is important for banks. Also the Iran s banking industry experiences new terms. Entry private banks into the market and state banks modified programs have blown the spirit of competition in this field. On the other hand, the industry felt a powerful force by competing industries. However, stock markets are sometimes held during recessions but with the return of optimism to the market in the near future happen, like other parts of the world, strong competitor for depositors in banks and businesses will give facilities. On the other hand, despite the fact that information technology has been made possible new solutions for banking service but the impact of these developments delayed the arrival of some Iranian banks are entering the field of internet banking in Iran. This evolution means 1. The intensity of competition in the banking industry 2- Start impact of technological developments on Iran s banking 3. Imminent threat of substitute products such as securities markets and financing through international markets has caused debate strategies in the banking industry at present are of particular importance. (Kermanshahi and Abdi, 2010). But the survey found that unfortunately we have limited research on the applicability of these marketing strategies with role of B2B structure in Public and Private Banks in Kermanshah. On the study sample and evaluate marketing strategy has been done. As mentioned earlier, due

to an increase in intensity of the competitive environment and the possibility of membership of the World Trade Organization (WTO) and staunch competitors in Iranian organizations business environment, it is inevitable these organizations will be forced to survive and gain competitive advantage through the systematic use of strategic management. According to experts, the strategic management of the organization, allowing creative act in a manner that has the initiative and the future and keeps control of their destiny (David, 2000). So it is clear that the performance of the Iran s commercial banks attained competitive strategies with insight and wisdom are especially suitable to be adopted by the organization. In general, the effectiveness of these strategies is established that the organization can be a competitive advantage. According to Kahn and Mentzer opinion the integration between the various functional areas of a company in terms of better customer service, better management inventory levels, the higher accuracy of prediction and improves customer and employee s satisfaction (Bollen, 1989). But you should see how is unjustified the relationship between the choices of an appropriate the role of B2B structure and marketing strategy.the most important problem of this research is investigation of structural Relationship (B2B) between Formulation and Marketing Strategies. Research Objectives: 1-To Identification the relationship between 2-To investigation the relationship between Research Hypotheses: 1-2- Review of literature: Ghouchani et al (2014) in a study under title of "Evaluation of the effect of mass media as a marketing strategy on buyer behavior for passenger car," they concluded advertising today as one of marketing strategy has great influence on consumer behavior and how to select them, and thus play an important role in promoting successful sales of organization products. The research team will attempt to enable organizations to benefit from these strategies make it possible. The researchers in this study sought to identify and prioritize different types of mass media influencing the buyer s behavior of passenger car. This study is a descriptive and survey and results is practical. The data collection tool is field research and library study of the citizens. Questionnaire validity was confirmed by experts and its reliability by Cronbach's alpha was calculated to 0.935. Data were analyzed using t-test and Scheffe and all hypotheses were confirmed. The results indicate that a variety of visual propaganda, auditory and writing effects on buyer s behavior of passenger car and their influence on seller s behavior has different priorities. Based on the results, the directors have recommended that each of the ads with content allocated to fit department of market and advised the notion that kind of propaganda does not apply in this industry. Ronaldo and Stephen (2014) study entitled "Effect of uncertainty in the marketing strategy of the business arising from the export market "have done. The results showed that the degree of compliance and standardization of marketing programs in international trade is very important. However, the findings in this important field of research, therefore, implications for practice, remain contradictory and confusing. The purpose of this paper is to examine the determinants of international combination strategy in specific areas of business to business that includes the effects of uncertainty. Whether the degree to which it is adapted and standardized marketing program, depends to understand the management of uncertainty? Whether the international entrepreneurship ability in a company or use network, positively affects the degree of positive evaluation of the environment? Information on the German companies working in international business-to-business markets has been collected. The results show that international entrepreneurship is more effective in reducing uncertainty about the use of the network. After reducing uncertainty, company willingness to adapt communication strategies and costs, while the adoption of product and distribution strategy, generally is not significant. Mayonsong and Stage (2013) study entitled "Coordination, marketing, competitive strategies to enhance performance" have done that the results showed a close relationship between the structural and competitive strategies considered as a precondition for successful business operations. The study shows how the relationship between activities and competitive strategies effect on organizational performance in the banking industry. Our findings that a) competitive strategies will moderate the relationship between performance and strategic marketing activities and organizational performance, b) specific integrated strategic decisions about performance and marketing activities have a significant impact on organizational performance, c) the performance of local banks through strategic groups are different that depending on the quality of strategic fit. Nokia and Francis (2011) conducted a study entitled, competitive intelligence and its relation to 587

the effectiveness of marketing companies in Nigeria. For competitive intelligence with five variables (market opportunities, competitors threats, competitors risks, key assumptions, key vulnerability) and the effectiveness of marketing with five variables (customer satisfaction, marketing information, integrated marketing activities, strategic orientation, operational efficiency) is defined. In this study population consisted of 108 companies, large corporations in the Nigerian Stock Exchange. The results show that there is a significant positive relationship between the competitive intelligence and effectiveness of marketing in large companies. Jasong Bak and Jonko and Leung Sau (2004) came to the following conclusion: better management leads to better corporate governance and attend to its stakeholders and firm value is positively related to corporate governance. Zhendal (2002) conducted a research entitled competitive intelligence and its relation to Production Company s performance in New Zealand. In this research, manager s competitive intelligence model, based on the theories of the French School of Management is defined. Function of organization in form of three variables of sales growth, market share and profitability is defined. The results show that there is a significant positive relationship between manager s competitive intelligence and company s performance. In competitive markets with different needs of customers, life of company related to profitable and successful organization, and depending on the overall performance of all subsystems and organizational units and lack of strategic adaptation in process output of different units of the organization over the long term to achieve a sustainable competitive position, keeps. Source: Adapted from the Lodysh et al (2012) Research Methodology: This research regarding the purpose was an applied study and also regarding the method was a descriptive- correlation study. On the basis of this study was to estimate the model and then to answer the research questions and hypotheses testing the structural equation modeling is used. Structural equation modeling (SEM) model is a powerful technique for multivariate analysis of a family of multivariate regression and accurately general linear model (GLM) which allows researchers to simultaneously test a set of regression equations (Shojaei et al., 2010). Statistical Population: The Statistical Population of this research is all employees in Public and Private Banks in Kermanshah. At the time of study there were 1770 subjects. The stratified sampling with proportional allocation method is used. That 341 people will be selected as the sample using Cochran formula. Research Finding For Research Hypotheses: Main Hypothesis: Conceptual Framework: Focus Strategy Dependent Variable Independent Variables Formulation Differentiation strategy Marketing strategy Role of B2B structure There is not significant relationship between H0: ρ = 0 588

H1: ρ 0 Results of testing are shown in the following table 2. Table 2: Results of the test of Pearson s correlation coefficient between Testing of Pearson Correlation Coefficient For investigation of Relationship between, we have used the Pearson Correlation Coefficient. Results of testing are shown in the following table 1. Focus Strategy Formulation Pearson s correlation 0.585 Table 1: The Results of testing the Pearson s correlation coefficient between formulation and Differentiation strategy Formulation Significance level Number 0.000 341 Differentiation strategy 0.001** Pearson s correlation Significance level Number 0.729 0.000 341 p < Considering the above table, since the significance level is 0.000 and the conclusion is that the (null hypothesis) H0 is not confirmed and the H1 is confirmed,it means that H1 hypothesis based on existence of significant Relationship between is accepted. Additionally, was shown that the value for the correlation coefficient between the two variables is 0.729 in level of 95% and there is significant relationship between formulation and Differentiation strategy. Minor Hypothesis: There is not significant relationship between. H0: ρ = 0 H1: ρ 0 Testing of Pearson Correlation Coefficient For investigation of the Relationship between, we have used the Pearson Correlation Coefficient. p < 0.001** Considering the above table, since the significance level is 0.000 and the conclusion is that the (null hypothesis) H0 is not confirmed and the H1 is confirmed,it means that H1 hypothesis based on existence of significant Relationship between is accepted. Additionally, was shown that the value for the correlation coefficient between the two variables is 0.585 in level of 95% and there is significant relationship between formulation and Focus Strategy Conclusion In the present study, all relationships were confirmed by the results of the Pearson correlation coefficient. In other words, there is a relationship between the behaviors of corporate with role of B2B structure and company marketing; the formulation hypotheses focused strategy index (0.729), formulation by differentiation strategy with coefficient (0.585) had the lowest correlation in Public and Private Banks in Kermanshah. In other words, while the strategy formulation may help to implementation of strategy a high level of participation in the value chain with role of B2B structure may impede the implementation of the strategy. In short, each state structure of marketing channel is not suitable for all marketing strategies. The findings of this research provide direction for managers with responsibility for managing network marketing as well as developing and implementing a marketing strategy. The results showed that managers must be aware of the fact that with the role of B2B structure in the channel members has different effects on adaptation in different marketing strategies. They can be positive synergies with a marketing strategy and have other negative synergy. Many organizations have goals but perhaps the survival and profitability of an organization regarded the common objectives. 589

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