国际市场营销资料Word格式文档下载.docx

国际市场营销资料Word格式文档下载.docx

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2．通过市场规模的扩大达到规模经济提高生产水平；

3．国际谈判实力增强有利于得到更好的贸易条件；

4．增强的竞争带来增强的经济效率；

5．技术的提高带来生产数量和质量的提高；

6．生产要素跨越国境；

Theobjectiveofthisstudyistoexaminetherelationshipsamongdimensionsofintegratedmarketingstrategy,namely,CSReffectiveness,marketsensingorientation,brandequitydevelopment,anditconsequencevariables,forinstance,newproductsuccess,superiorcustomervalue,customersatisfaction,andmarketingperformanceviatechnologicalchangeandmarketuncertaintyasmoderators.Thedataarecollectedfromthe1200exportingbusinesseswhoarethemembersinThailand'

sBrandProject.Statisticalmethodsaretestthroughdescriptivestatistic,correlationandmultipleregressionanalyses.Consistentwithourfindings,theresultsexhibitthatintegratedmarketingstrategyhaspositivelyrelationshipwithnewproductsuccessandsuperiorcustomervalue.Likewise,customersatisfactionhassignificantpositiveinfluenceonmarketingperformance.Otherwise,therehavenomoderatingeffectinthismodel.Additionally,thepotentialdiscussionwiththeresultsisimplementedinthestudy.Theoreticalandmanagerialcontributionsaredescribed.Conclusion,suggestionsanddirectionsofthefuturearepresented.

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1.INTRODUCTION

Inthismoment,theexternalenvironmentisdramaticcontinuouslychanging.Forinstance,communication,technology,andknowledgetransfer,theyallhugelyplaytheimportantroleforlocalbusinesstomoveintoglobalmarketbecauseitreducesanissueofphysicaldistance（LevittandWaters,1983;

McLuhan,1964;

San-Jose,Iturralde,andMaseda,2009）.Underthiscontext,firmsareforcedbyincreasingcompetitioninmarket,environmentuncertaintiesandsocialproblems（KnoxandMaklan,2004）.Thus,theglobalizationoftradehasraisedconcernsofthearisingpowerandinfluenceofthestakeholderswhichconveynewdemandsandexpectationsontherolesandresponsibilitiesofbusinessinsociety（LogsdonandWood,2002）.Torespondtothismovement,manyfirmsneedtochangeinbusinessstrategyandoperationforsurvivalinthissituation.Globalizationleadstoothersocialandcompanyproblems;

forexample,thecompetitionforresources,morepowerfulofcustomerdecisionmaking,andasurgeofforeignbusinesses.Moreover,manydevelopingcountriesthataremembersofeconomiccommunityforcompetitiveadvantage,forinstance,FreeTradeArea（FTA）andWorldTradeOrganization（WTO）,toreducingtradebarriersandthemultilateralnegotiationsforinternationalcooperationintheworldeconomic.In2015,ASEANCommunity（AC）agreementswillcreatecompetitiveadvantageforthesemembers,includingThailand.Forthereasonabove,itisagreatopportunityforoperationbusinessinnowadaystoretainexistingcustomerandincreasethenumberofnewonetogetherwithmarketingstrategy.Intheinternationalcompetitivecontext,firmgetsbenefitfromthisagreementbyfreetaxarea,soitisincreasingtheviolentcompetitionintheglobalmarket.Hence,firm'

soperationrecentlyfocusesonexpandingmarketsharewhichisleadingtosustainablemarketingperformancebysharedvaluetotheircustomers.Incompetitiveglobalization,firmwillapplymarketingstrategywithcorporatesocialresponsibilitytostakeholderswhichcreateprofitabilityandwell-beingsocial.

Integratedmarketingstrategyisoneofthebusinessstrategieswhicharethecombinationbetweensuitablemarketingstrategyandcorporatesocialresponsibilitytoreachcompetitiveadvantage.ThedimensionsofintegratedmarketingstrategyconsistingofCSReffectiveness,marketsensingorientation,andbrandequitydevelopmentwhichbringsforthcompetitiveadvantagetonewproduct,sharedvalueincustomerperspective,customersatisfactionandmarketingperformance（GuenziandTroilo,2007;

Troilo,DeLuca,andGuenzi,2009）.Theunpredictableofexternalenvironmentincludingtechnologyandmarketismoderatedthecompanystrategy;

therefore,integratedmarketingstrategyenhancescompetitivenessoffirmovercompetitorsthroughtheachievementandexploitationofexportperformance.Thecompetitiveadvantageoffirmthathastobeawareoftheglobalizationoftradewhichconcernsabouttheincreasingofsocialresponsibility,thewell-beingofthecommunity;

thereby,makingtheworldabetterplaceaswellasactivatingcommercialprofit-oriented（KnoxandMaklan,2004;

LogsdonandWood,2002）.

Marketingperformanceisakeysuccessfactorofeverybusiness;

especiallyexportingfirm.Theresultsoffinancialstatementorperceptionofcustomerarenamelyasobjectiveandsubjectiveassessmentsperformance.Thisstudyfocusesonthepositiveattitude,specifically,satisfaction,loyalty,andcommitmentwhichareleadingtosharedvalueincustomers'

mind.Indeed,economicofinformationtheoryexplainshowthecognitivepsychologyandinformationeffectsoncustomerjudgment.Moreover,thecomponentsofeconomicsinformationtheoryconsistofsearch,experience,andcredencetoproductandservicequality（DarbyandKarni,1973;

Nelson,1970,1974;

Stigler,1961）.Infact,theassumptionofsearchandexperienceexhibitthatthesignalofrelationshipbetweensearch,experience,andcredenceisthesymbolofthecustomerloyaltybecausetheyhavehadrepeatedlypatronizedwithtrustofcorporateimage.Hence,theirhigherlevelsofinformationbehaviorcuetheachievementofthegreaterattributesofintegratedmarketingstrategywhichinfluencesmarketingoutcomes.

Fortheabovesupport,thisstudyanalysestherelationshipamongintegratedmarketingstrategy,newproductsuccess,superiorcustomervalue,customersatisfaction,andmarketingperformanceviatechnologicalchangeandmarketuncertaintyasmoderators.ThepopulationandsampleinthisstudyaretheexportingbusinesseswhichrespondbyTheDepartmentofExportPromotionundertheMinistryofCommerce.ThesefirmshaveachievedseveralsupportsfromThaiGovernmentsuchascoaching,training,financing,makingThailand'

sBrandlogo,andlaunchingtrademarkformembershipsinthisproject.Inaddition,Thailand'

sBrandlogoisrecognizedastheassuranceofthequalityofproductsandservicesofThailandwiththestandardoftheworld'

smarket.Therefore,theexportingbusinessesexhibitthepowerfulandreliableofThaibrandandbeingtheappropriatesampleinthisresearch.Integratedmarketingstrategyhasaneffectontheconsequencesfactorssuchasnewproductsuccess,superiorcustomervalue,customersatisfaction,andmarketingperformance.Indeed,thestrengthoftechnologicalchangeisamoderatoroftherelationshipamongnewproductsuccess,superiorcustomervalue,andcustomersatisfaction.Also,thenegativemoderatingeffectsonmarketuncertaintywhichinfluencingbytherelationshipbetweencustomersatisfactionandmarketingperformance.

Accordingly,integratedmarketingstrategyisthemajorfactorinthisstudywhichleadingtoresearchquestionsasfollow:

（1）howdimensionsofintegratedmarketingstrategywhichconsistofCSReffectiveness,marketsensingorientation,andbrandequitydevelopmentinfluenceonnewproductsuccess,

（2）howdimensionsofintegratedmarketingstrategyimpactonsuperiorcustomervalue,（3）hownewproductsuccesseffectsoncustomersatisfaction,（4）howsuperiorcustomervaluerelateswithcustomersatisfaction,（5）howtechnologicalchangemoderatesrelationshipamongnewproductsuccess,superiorcustomervalue,andcustomersatisfaction,（6）howmarketuncertaintymoderatesrelationshipbetweencustomersatisfactionandmarketingperformance,（7）howcustomersatisfactionrapportwithmarketingperformance.Additionally,thecrucialobjectivesinthisstudyareasfollows:

（1）totesttheinfluenceofthedimensionsofintegratedmarketingstrategywhichconsistofCSReffectiveness,marketsensingorientation,andbrandequitydevelopmentonnewproductsuccess,

（2）toempiricalexaminetheimpactofthedimensionsofintegratedmarketingstrategyonsuperiorcustomervalue,（3）tounderstandtherelationshipbetweennewproductsuccessandcustomersatisfaction,（4）toinvestigatetheassociationbetweensuperiorcustomervalueandcustomersatisfaction,（5）totestthetechnologicalchangemoderatestheconnectionamongnewproductsuccess,superiorcustomervalue,andcustomersatisfaction,（6）tostudythemarketuncertaintymoderatesrelationshipbetweencustomersatisfactionandmarketingperformance,（7）toexaminetheaffiliationoncustomersatisfactionwithmarketingperformance.

Thisstudyisorganizedasfollows:

Thefirstreviewstherelevantliteratureonintegratedmarketingstrategy,explainsthetheoreticalframeworktodescribetheconceptualmodelandtherelationshipsamongthedifferentvariables,anddevelopstherelatedhypothesesfortesting.Thesecondexplainsempiricalexaminationoftheresearchmethods;

includingsampleselectionanddatacollectionprocedure,thevariablemeasurementsofeachconstruct,theinstrumentalverification,thestatisticsandequationstotestthehypotheses.Thethirdexplicitlyexhibitstheempiricalresultsanddiscussion.Next,theforthcomparesandexplainsbetweenpreviousstudiesandempiricallyresultsforthispracticalresearch.Finally,thelastpurposesconclusion,theoreticalandpracticalcontributions,limitations,andfutureresearchdirections.

2.RELATIONSHIPMODELANDHYPOTHESESDEVELOPMENT

Therearethreetheorieschosenfordiscussionintheconceptualmodelofthisstudy;

namely,resource-basedview（RBV）,institutionaltheory,economicsofinformationtheory,andcontingencytheory.Thetheoreticalexplanationofthetheoriesisdescribedastherelationshipoftheoverallvariables.ThefirsttheoryisRBVsuggeste