Investigating the impacts of Marketing Mix Planning on Financial Performance: with the emphasis on the mediating role of customer satisfaction

Today, companies with superior performance in different industries are moving toward maintaining and gaining loyal customers; this can be achieved by employee effective marketing mix planning. This research investigates the effect of marketing mix planning on financial performance in companies listed in Tehran stock exchange. The statistical population of the current research is the personnel in sales and marketing departments and their customers in food, tile and ceramic industries accepted in Tehran stock exchange. For this purpose, 120 and 384 questionnaires have been gathered from a sample of these two populations respectively. Confirmatory factor analysis has been employed to assess the validity of the research questionnaire, and Cronbach's alpha has also been applied to assess the reliability of the questionnaire. The hypotheses of the research have been tested using path analysis technique, which is the structural part of the structural equation modelling. According to results, the impact of price, promotion and place mix on customer satisfaction has been supported; meanwhile the impact of price mix on financial performance and satisfaction on financial performance has also been supported but the direct impact of product, promotion and place mix on financial performance wasn't approved.