国际市场营销资料.docx
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国际市场营销资料
价格产品渠道促销
1.根据比较优势的原理通过加强专业化提高生产效率;
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