The Effect of External Environment on Marketing of Dairy Processing Industry in Hamedan Province

Ongoing study of environmental developments and its reflection on the managers is one of the important missions of marketing. Therefore the scrutiny of convertible industries market and finding appropriate solutions to improve the market position of this part is considerable. The aim of this study is to investigate the external market environment such as the competitive environment, economic environment, political environment, social - cultural environment and technological environment of the dairy conversion industry market in Hamedan province. The usable statistical methods in this study are the nonparametric statistic and the structural equations. There quire data in this research is collected by questionnaire in 2012. The results show that the factors of environmental, economic, political and technological are effective factors in Hamedan's dairy industries marketing. According to the results, some suggestions have been offered.

JEL Classification: M31, Q13, Q16

Keywords: Marketing, External Environment, Dairy Processing Industries, Hamedan