ترجمه مقاله اثرات استراتژی های پورتر بر تحقیقات بازاریابی و مدیریت ارتباط با مشتری

ترجمه مقاله اثرات استراتژی های پورتر بر تحقیقات بازاریابی و مدیریت ارتباط با مشتری در 10 صفحه ورد قابل ویرایش به همراه اصل مقاله انگلیسی به صورت پی دی اف

چکیده

با توجه به گسترش روزافزون رقابت در عرصه کسب و کار جهانی و سطح آگاهی بالای مشتریان بدلیل گسترش ارتباطات، جذب و نگهداری مشتریان نسبت به گذشته با دشواریهای بیشتری روبرو است. مدیریت ارتباط با مشتری مبحث جدیدی در جهت حل این مشکل است. رویکردهای متفاوتی در زمینه مدیریت استراتژیک ارتباط با مشتری و تحقیقات بازار مطرح شده است اما رویکرد پورتر به دلیل کاربرد پذیری بالا نسبت به روش های دیگر از مقبولیت بیشتری برخوردار شده است.

در این مقاله روش آماری به کار رفته در تحلیل داده ها روش ANOVA است. و نتایج حاصله حاکی از آن است که تمام مدیران بازاریابی از مدیریت ارتباط با مشتری بهره می‌برند و استراتژی عامل مهم تصمیم‌گیری در مورد نوع استفاده از مدیریت ارتباط با مشتری نخواهد بود. مدیران بازاریابی نیازمند آنند که برای انتخاب نقشی بهینه‌تر برای تحقیقات بازار به ساختار سازمان‌هایشان توجه کنند.

فهرست مطالب :

مقدمه

اهداف

مروری بر ادبیات تحقیق

· نقش‌های سنتی تحقیقات بازاریابی

· اثرات مدیریت ارتباط با مشتری بر نقش سنتی تحقیقات بازاریابی

· استراتژی و اطلاعات بازاریابی

متود‌و‌لوژی انجام تحقیق

یافته‌ها

بحث و نتیجه گیری

کاربرد نتایج تحقیق

پیشنهاد برای تحقیقات بیشتر

منابع و مراجع

 The impact of Porter’s strategy types on the role of market research and customer relationship management

Abstract Purpose – This paper seeks to investigate the influence of Porter’s strategy types on the use of customer relationship management (CRM) techniques and traditional market research, against theoretical and empirical evidence that differences in strategy types may result in variation in favoured marketing information sources and procedures. Design/methodology/approach – Depth interviews generated a series of scale items, which were combined with others derived from the literature in a questionnaire measuring strategy types, the roles of market research, and the characteristics of CRM systems. Responses were obtained from 240 senior marketing managers in Australia, and applied to the testing of five research propositions. Findings – ANOVA found no differences in CRM usage among the strategy types. Variation was widespread, however, in four roles of traditional market research: enhancing strategic decision making, increasing usability of existing data, presenting plans to senior management, and achieving productivity and political outcomes. Research limitations/implications – Future researchers using the Porter strategic types should separate “marketing differentiators” from “product differentiators” because they function and compete differently. Practical implications – All organisations can benefit from CRM systems, but “marketing differentiators” exhibit a relatively higher usage of traditional market research. This is likely to be because they compete by creating softer product differences, while others do so on harder characteristics such as price or product functionality. Originality/value – This is the first study to use the Porter types to explain differences between the roles and uses of market research and CRM within organisations. Keywords Marketing strategy, Market research, Market information systems, Customer relations, Marketing management, Decision support systems Paper type Research paper

Abstract

Purpose – This paper seeks to investigate the influence of Porter’s strategy types on the use ofcustomer relationship management (CRM) techniques and traditional market research, againsttheoretical and empirical evidence that differences in strategy types may result in variation infavoured marketing information sources and procedures.Design/methodology/approach – Depth interviews generated a series of scale items, which werecombined with others derived from the literature in a questionnaire measuring strategy types, the rolesof market research, and the characteristics of CRM systems. Responses were obtained from 240 seniormarketing managers in Australia, and applied to the testing of five research propositions.Findings – ANOVA found no differences in CRM usage among the strategy types. Variation waswidespread, however, in four roles of traditional market research: enhancing strategic decisionmaking, increasing usability of existing data, presenting plans to senior management, and achievingproductivity and political outcomes.Research limitations/implications – Future researchers using the Porter strategic types shouldseparate “marketing differentiators” from “product differentiators” because they function and competedifferently.Practical implications – All organisations can benefit from CRM systems, but “marketingdifferentiators” exhibit a relatively higher usage of traditional market research. This is likely to bebecause they compete by creating softer product differences, while others do so on hardercharacteristics such as price or product functionality.Originality/value – This is the first study to use the Porter types to explain differences between theroles and uses of market research and CRM within organisations.Keywords Marketing strategy, Market research, Market information systems, Customer relations,Marketing management, Decision support systemsPaper type Research paper

قیمت : 19,500 تومان

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