Entrepreneurial Marketing Forecasting through Strategic Planning (Case Study: Bank)

The present study investigates the relationship between strategic planning and entrepreneurial marketing in Saderat bank of north Tehran . The research method is correlational in terms of its nature, it is descriptive in terms of data collection, and is applied in terms of its objective. The statistical population consists of all personnel employed in Saderat bank of north Tehran with 1200 people in five domains and six major branches, of which 350 are women and 850 are men. To determine the sample size based on Krejcie and Morgan table, 291 people were selected using random stratified sampling method, based on which 85 women and 206 men were selected as the statistical sample. The data collection tools are two strategic planning questionnaire based on the Barson model (1999) and Fior et al. entrepreneurial marketing questionnaire (2013). Both questionnaires are standard and have content validity. Reliability score using Cronbach s alpha is .72 for strategic planning questionnaire and .87 for entrepreneurial marketing questionnaire. Data analysis using SPSS software show a significant correlation between strategic planning and four components of entrepreneurial marketing including: awareness opportunity (.69), consumer-oriented innovation (.82), value creation (.51), and risk management (.90). Risk management and awareness opportunity of the entrepreneurial marketing components in the Saderat bank of north Tehran (t-statistics= 4.105, Sig. = .012, t-statistics = 2.023, Sig. = .037) are greatly influenced by strategic planning. The least effect is for the component of value creation (t-statistics = 1.545 and Sig. = .280).