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
