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THE IMPACT OF MARKETING RESEARCH ACTIVITIES ON MARKETING PERFORMANCE IN TEXTILE COMPANIES: A STUDY IN DENİZLİ

Yıl 2013, Cilt: 9 Sayı: 19, 259 - 273, 01.05.2013
https://doi.org/10.11122/ijmeb.2013.9.19.393

Öz

Marketing research is one of important factors that affect marketing performance. In literature, effects of various marketing research activities on business or export performance were analyzed. However, there is a lack of studies in literature explaining the effects of marketing research activities on marketing performance in textile companies. The objective of this study is to determine the marketing research activities that affect marketing performance and the degree of these effects. On this account various statistical analysis were applied to data collected from companies in Denizli Organized Industrial Zone. The empirical results indicate that marketing information collection vehicles and marketing research information types have different effects on marketing performance. Furthermore, the research also clearly indicates that marketing research budget has a positive effect on marketing performance but it is not the strongest effect

Kaynakça

  • Baker, M. J., Black, C. D., & Hart, S. J. (1988). The competitiveness of British industry: What really makes the difference? European Journal of Marketing, 22(2), 70-85.
  • Baker, M. J., Hart, S., Black, C., & Abdel-Mohsen, T. M. (1986). The distribution marketing to competitive success: A literature review. Journal of Marketing Management, 2(1), 39-61.
  • Brooksbank, R., Kirby, D., Tompson, G., & Taylor, D. (2003). Marketing as a determinant of long-run competitive success in medium-sized U.K. manufacturing firms. Small Business Economies, 20, 259-272.
  • Brooksbank, R., & Taylor, D. (2007). Strategic marketing in action: A comparison of higher and lower performing manufacturing firms in the U.K. Marketing Intelligence & Planning, 25(1), 31-44.
  • Cavusgil, S. T. & Zou, S. (1994). Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures. Journal of Marketing, 58, 1-21.
  • Clark, B. H. (1999). Marketing performance measures: History and interrelationships. Journal of Marketing Management, 15(8), 711-732.
  • Diamantopoulos, A. & Horncastle, S. (1997). Use of export marketing research by industrial firms: An application and extension of Deshpande and Zaltman’s model. International Business Review, 6(3), 245-270.
  • Gandz, J., & Whipple, T. (1977). Making marketing research accountable. Journal of Marketing Research, 14(2), 200-208.
  • Ganeshasundaram, R., & Henley, N. (2007). Decision research correlates directly with better business performance. Marketing Intelligence & Planning, 25(1), 45-65.
  • Hart, S., & Diamantopoulos, A. (1993). Marketing research activity and company performance: Evidence from manufacturing industry. European Journal of Marketing, 27(5), 54-72.
  • Hart, S., & Tzokas, N. (1999). The impact of marketing research activity on SME export performance: Evidence from the UK. Journal of Small Business Management, 37, 63-75.
  • Hill, P. (1988). The market research contribution to new product failure and success. Journal of Marketing Management, 3(3), 269-277.
  • Hooley, G. J., Lynch, J. E., Brooksbank, R. W., & Shepherd, J. (1988). Strategic market environments. Journal of Marketing Management, 4(2), 131-147.
  • Julian, C. C. (2003). Export marketing performance: A study of Thailand firms. Journal of Small Business Management, 41(2), 213-221.
  • Julien, P. A., & Ramangalahy, C. (2003). Competitive strategy and performance of exporting SME’s: An empirical investigation of the impact of their export information search and competencies. Entrepreneurship: Theory & Practice, 27(3), 227-245.
  • Keh, H. T., Nguyen, T. T. M., & Ng, H. P. (2007). The effects of entrepreneurial orientation and marketing informaton on the performance of SME’s. Journal of Business Venturing, 22(4), 592-611.
  • Kohli, A., & Jaworski, B. (1990). Market orientation: The construct, research proposition and managerial implications. Journal of Marketing, 54(2), 1-18.
  • Kotler, P. (1966). A design for the firm’s marketing nerve center. Business Horizons, 9, 63-74.
  • Köksal, M. H. (2008). How export marketing research affects company export performance evidence from Turkish textile companies. Marketing Intelligence & Planning, 26(4), 416-430.
  • Leonidou, L. C., & Theodosiou, M. (2004). The export marketing information system: An integration of the extant knowledge, Journal of World Business, 39, 12-36.
  • Low, G. S., & Mohr, J. J. (2001). Factors affecting the use of information in the evaluation of marketing communications productivity. Academy of Marketing Science Journal, 29(1), 70-88.
  • Malhotra, N. K. (2007). Marketing Research: An Applied Orientation. New Jersey: Pearson Education Inc.
  • Moorman, C. (1995). Organizational market information processes: Cultural antecedents and new product outcomes. Journal of Marketing Research, 32(3), 318-355.
  • Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits and systems for marketing performance assessment: Integrating multiple perspectives. Journal of Business Research, 55(5), 363-375.
  • Narver, J., & Slater, S. (1990). The effect of market orientation on business profitability. Journal of Marketing, 54(4), 21-35.
  • Naveh, E., & Halevy, A. (2000). A hierarchical framework for a quality information system. Total Quality Management, 11, 87-111.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. New York: McGraw- Hill.
  • O’Cass, A., & Julian, C. (2003). Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters. European Journal of Marketing, 37(3/4), 266-384.
  • Powell, W. K., Koput, K. W., & Smith-Doerr, L. (1996). International collaboration and the locus of innovation: Networks of learning in biotechnology. Administration Science Quarterly, 41(1), 145-166.
  • Takeuchi, H., & Quelch, J. A. (1983). Quality is more than making a good product. Harvard Business Review, 61(4), 139-145.
  • Tookey, D. A. (1964). Factors associated with success in exporting. Journal of Management Studies, 20(1), 48-66.
  • Tsai, M., & Shih, C. (2004). The impact of marketing knowledge among managers on marketing capabilities and business performance. International Journal of Management, 21(4), 524-530.
  • Vorhies, D. W., & Morgan, N. A. (2003). A configuration theory assessment of marketing organization fit with business strategy and its relationship with marketing performance. Journal of Marketing, 67(1), 100-115.
  • Walker, O. C., & Ruekert, R. W. (1987). Marketing’s role in the implementation of business strategies: A critical review and conceptual framework. Journal of Marketing, 51(3), 15-33.
  • Walsh, V., Roy, R., & Bruce, M. (1988). Competitive by design. Journal of Marketing Management, 4(2), 201-216.
  • Xu, X., & Kaye, G. R. (1995). Building market intelligence systems for environment scanning. Logistic Informations Management, 8(2), 22-29.
  • Yeoh, P. (2000). Information acquisition activities: A study of global start-up exporting companies. Journal of International Marketing, 8(3), 36-60.

TEKSTİL İŞLETMELERİNDE PAZARLAMA ARAŞTIRMASI FAALİYETLERİNİN PAZARLAMA PERFORMANSINA ETKİSİ: DENİZLİ’DE BİR ÇALIŞMA

Yıl 2013, Cilt: 9 Sayı: 19, 259 - 273, 01.05.2013
https://doi.org/10.11122/ijmeb.2013.9.19.393

Öz

İşletmelerin pazarlama performanslarını etkileyen önemli faktörlerden birisi pazarlama araştırmalarıdır. Literatürde farklı pazarlama araştırması faaliyetlerinin işletme ya da dış ticaret performansa etkileri incelenmiştir. Ancak tekstil işletmelerinde pazarlama araştırması faaliyetlerinin pazarlama performansına etkilerini açıklayan çalışma bulunmamaktadır. Bu çalışmanın amacı pazarlama performansına etki eden pazarlama araştırması faaliyetlerinin ve bu faaliyetlerin etki düzeylerinin belirlenmesidir. Bu doğrultuda Denizli Organize Sanayi Bölgesi’ndeki işletmelerden toplanan veriler çeşitli istatistiksel analizler ile test edilmiştir. Analiz sonuçlarına göre pazarlama bilgisi toplama araçları ve pazarlama araştırması bilgisi türlerinin pazarlama performansı üzerinde farklı etkileri olduğu saptanmıştır. Bunun yanı sıra pazarlama araştırması bütçesinin de pazarlama performansı üzerinde etkili olduğu ancak pazarlama performansını etkileyen en önemli etki olmadığı tespit edilmiştir.

Kaynakça

  • Baker, M. J., Black, C. D., & Hart, S. J. (1988). The competitiveness of British industry: What really makes the difference? European Journal of Marketing, 22(2), 70-85.
  • Baker, M. J., Hart, S., Black, C., & Abdel-Mohsen, T. M. (1986). The distribution marketing to competitive success: A literature review. Journal of Marketing Management, 2(1), 39-61.
  • Brooksbank, R., Kirby, D., Tompson, G., & Taylor, D. (2003). Marketing as a determinant of long-run competitive success in medium-sized U.K. manufacturing firms. Small Business Economies, 20, 259-272.
  • Brooksbank, R., & Taylor, D. (2007). Strategic marketing in action: A comparison of higher and lower performing manufacturing firms in the U.K. Marketing Intelligence & Planning, 25(1), 31-44.
  • Cavusgil, S. T. & Zou, S. (1994). Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures. Journal of Marketing, 58, 1-21.
  • Clark, B. H. (1999). Marketing performance measures: History and interrelationships. Journal of Marketing Management, 15(8), 711-732.
  • Diamantopoulos, A. & Horncastle, S. (1997). Use of export marketing research by industrial firms: An application and extension of Deshpande and Zaltman’s model. International Business Review, 6(3), 245-270.
  • Gandz, J., & Whipple, T. (1977). Making marketing research accountable. Journal of Marketing Research, 14(2), 200-208.
  • Ganeshasundaram, R., & Henley, N. (2007). Decision research correlates directly with better business performance. Marketing Intelligence & Planning, 25(1), 45-65.
  • Hart, S., & Diamantopoulos, A. (1993). Marketing research activity and company performance: Evidence from manufacturing industry. European Journal of Marketing, 27(5), 54-72.
  • Hart, S., & Tzokas, N. (1999). The impact of marketing research activity on SME export performance: Evidence from the UK. Journal of Small Business Management, 37, 63-75.
  • Hill, P. (1988). The market research contribution to new product failure and success. Journal of Marketing Management, 3(3), 269-277.
  • Hooley, G. J., Lynch, J. E., Brooksbank, R. W., & Shepherd, J. (1988). Strategic market environments. Journal of Marketing Management, 4(2), 131-147.
  • Julian, C. C. (2003). Export marketing performance: A study of Thailand firms. Journal of Small Business Management, 41(2), 213-221.
  • Julien, P. A., & Ramangalahy, C. (2003). Competitive strategy and performance of exporting SME’s: An empirical investigation of the impact of their export information search and competencies. Entrepreneurship: Theory & Practice, 27(3), 227-245.
  • Keh, H. T., Nguyen, T. T. M., & Ng, H. P. (2007). The effects of entrepreneurial orientation and marketing informaton on the performance of SME’s. Journal of Business Venturing, 22(4), 592-611.
  • Kohli, A., & Jaworski, B. (1990). Market orientation: The construct, research proposition and managerial implications. Journal of Marketing, 54(2), 1-18.
  • Kotler, P. (1966). A design for the firm’s marketing nerve center. Business Horizons, 9, 63-74.
  • Köksal, M. H. (2008). How export marketing research affects company export performance evidence from Turkish textile companies. Marketing Intelligence & Planning, 26(4), 416-430.
  • Leonidou, L. C., & Theodosiou, M. (2004). The export marketing information system: An integration of the extant knowledge, Journal of World Business, 39, 12-36.
  • Low, G. S., & Mohr, J. J. (2001). Factors affecting the use of information in the evaluation of marketing communications productivity. Academy of Marketing Science Journal, 29(1), 70-88.
  • Malhotra, N. K. (2007). Marketing Research: An Applied Orientation. New Jersey: Pearson Education Inc.
  • Moorman, C. (1995). Organizational market information processes: Cultural antecedents and new product outcomes. Journal of Marketing Research, 32(3), 318-355.
  • Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits and systems for marketing performance assessment: Integrating multiple perspectives. Journal of Business Research, 55(5), 363-375.
  • Narver, J., & Slater, S. (1990). The effect of market orientation on business profitability. Journal of Marketing, 54(4), 21-35.
  • Naveh, E., & Halevy, A. (2000). A hierarchical framework for a quality information system. Total Quality Management, 11, 87-111.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. New York: McGraw- Hill.
  • O’Cass, A., & Julian, C. (2003). Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters. European Journal of Marketing, 37(3/4), 266-384.
  • Powell, W. K., Koput, K. W., & Smith-Doerr, L. (1996). International collaboration and the locus of innovation: Networks of learning in biotechnology. Administration Science Quarterly, 41(1), 145-166.
  • Takeuchi, H., & Quelch, J. A. (1983). Quality is more than making a good product. Harvard Business Review, 61(4), 139-145.
  • Tookey, D. A. (1964). Factors associated with success in exporting. Journal of Management Studies, 20(1), 48-66.
  • Tsai, M., & Shih, C. (2004). The impact of marketing knowledge among managers on marketing capabilities and business performance. International Journal of Management, 21(4), 524-530.
  • Vorhies, D. W., & Morgan, N. A. (2003). A configuration theory assessment of marketing organization fit with business strategy and its relationship with marketing performance. Journal of Marketing, 67(1), 100-115.
  • Walker, O. C., & Ruekert, R. W. (1987). Marketing’s role in the implementation of business strategies: A critical review and conceptual framework. Journal of Marketing, 51(3), 15-33.
  • Walsh, V., Roy, R., & Bruce, M. (1988). Competitive by design. Journal of Marketing Management, 4(2), 201-216.
  • Xu, X., & Kaye, G. R. (1995). Building market intelligence systems for environment scanning. Logistic Informations Management, 8(2), 22-29.
  • Yeoh, P. (2000). Information acquisition activities: A study of global start-up exporting companies. Journal of International Marketing, 8(3), 36-60.
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Research Article
Yazarlar

Zeki Atıl Bulut Bu kişi benim

Yayımlanma Tarihi 1 Mayıs 2013
Yayımlandığı Sayı Yıl 2013 Cilt: 9 Sayı: 19

Kaynak Göster

APA Bulut, Z. A. (2013). THE IMPACT OF MARKETING RESEARCH ACTIVITIES ON MARKETING PERFORMANCE IN TEXTILE COMPANIES: A STUDY IN DENİZLİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 9(19), 259-273. https://doi.org/10.11122/ijmeb.2013.9.19.393