عنوان المقالة:تحليل العلاقة بين المعرفة السوقية والإستراتيجيات التسويقية الموجهة بالميزة التنافسية ، دراسة إستطلاعية لعينة من الشركات الصناعية في نينوى Analyzing The Relation Between Market Knowledge And guided Marketing Strategies By The Competitive Advantage
والاستراتيجيات التسويقية الموجهة بالميزة التنافسية ، واعتمدت ثلاث فرضيات رئيسة تظهر التباين بين المنظمات المبحوثة في متغيرات الدراسة والعلاقة والتأثير بينها ولاختبار صحة هذه الفرضيات تم جمع البيانات المتعلقة بمتغيرات أنموذج الدراسة باعتماد استبانة أعدت لهذا الغرض تم تحليلها باستخدام مجموعة من الأساليب الإحصائية واستخرجت النتائج باستخدام البرنامج ألحاسوبي (SPSS-10) . وتوصلت الدراسة إلى مجموعة من الاستنتاجات أهمها:
1. هناك علاقة ارتباط معنوية بين المعرفة السوقية والاستراتيجيات التسويقية الموجهة بالميزة التنافسية إذ بلغت قيمة معامل الارتباط الإجمالي بينهما(0.765) .
2. هناك تأثير معنوي للبعد المستقل والمتمثل بالمعرفة السوقية في المتغيرات المعتمدة والمتمثلة بالاستراتيجيات التسويقية الموجهة بالميزة التنافسية إذ بلغت قيمة معامل التحديد بينها (0.571) .
3. هناك تباين بين المنظمات المبحوثة في تبني الاستراتيجيات التسويقية الموجهة بالميزة التنافسية تبعاً لتباين المعرفة السوقية المستخدمة..
واعتماداً على الاستنتاجات التي توصلت إليها الدراسة ، فقد قدمت توصيات منسجمة مع هذه الاستنتاجات ، فضلاً عن التوصيات المعتمدة للباحثين مستقبلاً في موضوعات الدراسة الحالية.
الملخص الانجليزي
ABSTRACT
This study dealt With the topic Analyzing the relation between market knowledge and guided marketing strategies by the competitive advantage ,as the research problem Was outlined that the Studied Iraq organizations pay no much care for the nature of the market they work in ,the customer ,the type of competitor and the nature of Suppliers and products .
The current study draues up a primary assumption that all these obstacles are resultiry from the non-reliance of organizations on the information provided by the market about ,customers ,products ,suppliers and competitors .we could also ,notice that there is a failure in understanding the meaning of a strategies .through which the organization be dominators and able to meet the needs of customers in that market .
The study in general attempts answer the fallowing questions :
1. Are the organizations being researched having a knowledge of the market they deal with and the nature of suitable strategy of that market ?
2. are the organization being researched performing marketing studies to know the type of marketing strategy they are going to chose to meet markets needs .
3. Do these organizations know the basic changes of the market they are dealing with.
4. Have the organizations being researched studied the customer, the competitors ,the product ,the suppliers ,and analyzed their points of strength and weakness in order to select a specific marketing strategy that enables the organization dominating the market .
To answer such questions ,a hypothetical model has been set up that reflects the nature of the influential relation between market knowledge and guided marketing strategies by the competitive advantage three main assumption were taken up that shove the difference between the organizations being researched regarding of study to test the truth of these hypotheses , relation data of variables regarding the model of the study were collected relying on a questionnaire prepared for this purpose and were analyzed via a group of statistical method then results were concluded by using computer program (SPSS-10) .
The study has attained the following conclusions ,the most important of which are as followers :
1. there had been a significant relation between market knowledge and guided marketing strategies by the competitive advantage .total correlation coefficient value between them came to (0.765) .
2. there had been a significant effect of the independent dimension which is represented by market knowledge of the approved variables represented by the guided marketing strategies by the competitive advantage limitation coefficient value between them came to (0.571).
3. there had been a difference between the organization Being researched in adopting guided marketing strategies by the competitive advantage according to the variation of the market knowledge Being used .
several harmonized recommendations were based on the conclusions attained by the study ,rather than future recommendations that will be depended upon by researchers in the same current topic .
تاريخ النشر
22/02/2006
الناشر
جامعة الموصل / كلية الادارة والاقتصاد
رقم المجلد
رقم العدد
الكلمات المفتاحية
المعرفة السوقية / الاستراتيجيات التسويقية الموجهة بالميزة التنافسية
د. محمد محمود الملاحسن | DR.Mohammad M. Al-mullahasan | 4049