اثر بحوث التسويق في خصائص الاستراتيجية التسويقية الفاعلة دراسة تحليلية لآراء عينة من العاملين في معمل ألبان الوسام في محافظة كربلاء المقدسة

MARKETING RESEARCH'S EFFECT IN CHARACTERSTICS OF EFFECTIVENESS MARKETING STRATEGY - ANALYSIS STUDY FOR OPINIONS SAMPLE OF WORKERS IN AL-WESAM DAIRY FACTORY IN HOLY KARBALA CITY

     This study aim to determining role marketing research in formulating the effectiveness marketing strategy through applying it in Al-wesam Dairy factory in Holy Karbala City , THE powerful competitive in the markets to present products with higher quality and attracting large number from the customers , create pressure on the factory and make it awake to the role and importance of marketing research in formulating the effectiveness marketing strategy .

The study problem pivot  in the coming question ( Is the marketing research able to formulating the effectiveness marketing strategy ? ) , In more determining it try the answer on numerous of question which composing in it’s sum the study problem , the most important of which are :

1 – what extent the factory’s competence to achieve  the marketing research ?

2 – Is the factory achieve the effectiveness marketing strategy ?

    And aimed this study to achieve set of objectives , the most important of     which are :

1 – Determining what extent the factory’s competence to achieve the appropriate marketing research and it’s role in formulating the effectiveness marketing  strategy .

2 – Discussing the actual situation to the factory and exploring about it’s competences in apply the marketing research and disposing the solutions , treatments  through the conclusions of this study .

To achievement study objectives , make the supposal diagram to determining nature of relationship between two variables , independent ( marketing research with it’s variables ) and interdependent (effectiveness marketing strategy with it’s indicators ) and deriving from it two main hypotheses , deriving from it numerous sub hypotheses display the relationship and effect between study variables . Select Al-wesam Dairy factory in Holy Karbala City society to achieve this study and examining it’s hypotheses . Sample study include ( 62 ) individuals , departments managers , divisions managers , engineers , and observers in the factory , And dependence for this purpose on the questionnaire form and personal interviews to backing the accuracy in questionnaire’s data . Use set of statistical methods in analysis the data and extracting the results based on the computer programme( SPSS 18 for WINDOWS ) and reaches to set of conclusions in practical side, the most important of which are :

– There is relationship and effect incorpored and positive between marketing research and effectiveness marketing strategy with it’s indicators .

The study ends up with a number of recommendations  , the most important of which are :

1 – Necessary the optimal investment in human , finance , and material resources in the factory according to it’s specialization and competences .

2 – Direction the factory to a far of holding of the present customers , through pursuing in attracting the new customers as strategic aim through offer products  with higher quality which conform with their needs and wishes .