国际市场营销资料Word格式文档下载.docx

1、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；The objective of this study is to examine the relationships among dimensions of integrated marketing strategy, namely, CSR effectiveness, market sensing orientation, brand equity development, and it consequence

2、 variables, for instance, new product success, superior customer value, customer satisfaction, and marketing performance via technological change and market uncertainty as moderators. The data are collected from the 1200 exporting businesses who are the members in Thailands Brand Project. Statistica

3、l methods are test through descriptive statistic, correlation and multiple regression analyses. Consistent with our findings, the results exhibit that integrated marketing strategy has positively relationship with new product success and superior customer value. Likewise, customer satisfaction has s

4、ignificant positive influence on marketing performance. Otherwise, there have no moderating effect in this model. Additionally, the potential discussion with the results is implemented in the study. Theoretical and managerial contributions are described. Conclusion, suggestions and directions of the

5、 future are presented.Full Text:1. INTRODUCTIONIn this moment, the external environment is dramatic continuously changing. For instance, communication, technology, and knowledge transfer, they all hugely play the important role for local business to move into global market because it reduces an issu

6、e of physical distance （Levitt and Waters, 1983; McLuhan, 1964; San-Jose, Iturralde, and Maseda, 2009）. Under this context, firms are forced by increasing competition in market, environment uncertainties and social problems （Knox and Maklan, 2004）. Thus, the globalization of trade has raised concern

7、s of the arising power and influence of the stakeholders which convey new demands and expectations on the roles and responsibilities of business in society （Logsdon and Wood, 2002）. To respond to this movement, many firms need to change in business strategy and operation for survival in this situati

8、on. Globalization leads to other social and company problems; for example, the competition for resources, more powerful of customer decision making, and a surge of foreign businesses. Moreover, many developing countries that are members of economic community for competitive advantage, for instance,

9、Free Trade Area （FTA） and World Trade Organization （WTO）, to reducing trade barriers and the multilateral negotiations for international cooperation in the world economic. In 2015, ASEAN Community （AC） agreements will create competitive advantage for these members, including Thailand. For the reason

10、 above, it is a great opportunity for operation business in nowadays to retain existing customer and increase the number of new one together with marketing strategy. In the international competitive context, firm gets benefit from this agreement by free tax area, so it is increasing the violent comp

11、etition in the global market. Hence, firms operation recently focuses on expanding market share which is leading to sustainable marketing performance by shared value to their customers. In competitive globalization, firm will apply marketing strategy with corporate social responsibility to stakehold

12、ers which create profitability and well-being social.Integrated marketing strategy is one of the business strategies which are the combination between suitable marketing strategy and corporate social responsibility to reach competitive advantage. The dimensions of integrated marketing strategy consi

13、sting of CSR effectiveness, market sensing orientation, and brand equity development which brings forth competitive advantage to new product, shared value in customer perspective, customer satisfaction and marketing performance （Guenzi and Troilo, 2007; Troilo, De Luca, and Guenzi, 2009）. The unpred

14、ictable of external environment including technology and market is moderated the company strategy; therefore, integrated marketing strategy enhances competitiveness of firm over competitors through the achievement and exploitation of export performance. The competitive advantage of firm that has to

15、be aware of the globalization of trade which concerns about the increasing of social responsibility, the well-being of the community; thereby, making the world a better place as well as activating commercial profit-oriented （Knox and Maklan, 2004; Logsdon and Wood, 2002）.Marketing performance is a k

16、ey success factor of every business; especially exporting firm. The results of financial statement or perception of customer are namely as objective and subjective assessments performance. This study focuses on the positive attitude, specifically, satisfaction, loyalty, and commitment which are lead

17、ing to shared value in customers mind. Indeed, economic of information theory explains how the cognitive psychology and information effects on customer judgment. Moreover, the components of economics information theory consist of search, experience, and credence to product and service quality （Darby

18、 and Karni, 1973; Nelson, 1970, 1974; Stigler, 1961）. In fact, the assumption of search and experience exhibit that the signal of relationship between search, experience, and credence is the symbol of the customer loyalty because they have had repeatedly patronized with trust of corporate image. Hen

19、ce, their higher levels of information behavior cue the achievement of the greater attributes of integrated marketing strategy which influences marketing outcomes.For the above support, this study analyses the relationship among integrated marketing strategy, new product success, superior customer v

20、alue, customer satisfaction, and marketing performance via technological change and market uncertainty as moderators. The population and sample in this study are the exporting businesses which respond by The Department of Export Promotion under the Ministry of Commerce. These firms have achieved sev

21、eral supports from Thai Government such as coaching, training, financing, making Thailands Brand logo, and launching trademark for memberships in this project. In addition, Thailands Brand logo is recognized as the assurance of the quality of products and services of Thailand with the standard of th

22、e worlds market. Therefore, the exporting businesses exhibit the powerful and reliable of Thai brand and being the appropriate sample in this research. Integrated marketing strategy has an effect on the consequences factors such as new product success, superior customer value, customer satisfaction,

23、 and marketing performance. Indeed, the strength of technological change is a moderator of the relationship among new product success, superior customer value, and customer satisfaction. Also, the negative moderating effects on market uncertainty which influencing by the relationship between custome

24、r satisfaction and marketing performance.Accordingly, integrated marketing strategy is the major factor in this study which leading to research questions as follow: （1） how dimensions of integrated marketing strategy which consist of CSR effectiveness, market sensing orientation, and brand equity de

25、velopment influence on new product success, （2） how dimensions of integrated marketing strategy impact on superior customer value, （3） how new product success effects on customer satisfaction, （4） how superior customer value relates with customer satisfaction, （5） how technological change moderates

26、relationship among new product success, superior customer value, and customer satisfaction, （6） how market uncertainty moderates relationship between customer satisfaction and marketing performance, （7） how customer satisfaction rapport with marketing performance. Additionally, the crucial objective

27、s in this study are as follows: （1） to test the influence of the dimensions of integrated marketing strategy which consist of CSR effectiveness, market sensing orientation, and brand equity development on new product success, （2） to empirical examine the impact of the dimensions of integrated market

28、ing strategy on superior customer value, （3） to understand the relationship between new product success and customer satisfaction, （4） to investigate the association between superior customer value and customer satisfaction, （5） to test the technological change moderates the connection among new pro

29、duct success, superior customer value, and customer satisfaction, （6） to study the market uncertainty moderates relationship between customer satisfaction and marketing performance, （7） to examine the affiliation on customer satisfaction with marketing performance.This study is organized as follows:

30、 The first reviews the relevant literature on integrated marketing strategy, explains the theoretical framework to describe the conceptual model and the relationships among the different variables, and develops the related hypotheses for testing. The second explains empirical examination of the rese

31、arch methods; including sample selection and data collection procedure, the variable measurements of each construct, the instrumental verification, the statistics and equations to test the hypotheses. The third explicitly exhibits the empirical results and discussion. Next, the forth compares and ex

32、plains between previous studies and empirically results for this practical research. Finally, the last purposes conclusion, theoretical and practical contributions, limitations, and future research directions.2. RELATIONSHIP MODEL AND HYPOTHESES DEVELOPMENTThere are three theories chosen for discussion in the conceptual model of this study; namely, resource-based view （RBV）, institutional theory, economics of information theory, and contingency theory. The theoretical explanation of the theories is described as the relationship of the overall variables. The first theory is RBV suggeste