اثر بحوث التسويق في خصائص الاستراتيجية التسويقية الفاعلة

Rp- MARKETING RESEARCH 'S EFFECT IN CHARACTERSTICS OF EFFECTIVENESS MARKETING STRATEGY pdf.

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 .