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مزيج الاتصالات التسويقية وتاثيره في السلوك الشرائي للمنظمة : دراسة تحليلية في شركة مصافي الوسط - مصفى الدورة == Marketing Communications Mix And Their Impact On The Purchasing Behavior of The Organization : An Analytical Study In Midland Refineries Company/ Dura Refinery
Author name:
هيثم حامد سالم الحسناوي
Supervisor name:
سرمد حمزة جاسم الشمري
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
Mustansiriyah University
Language:
Arabic
University location:
Baghdad
First pages:
07T4307 - p.pdf
Abstract:
تبحث هذه الدراسة في مزيج الاتصالات التسويقية كمتغير مستقل والسلوك الشرائي للمنظمة كمتغير تابع وهي دراسة تحليلية في شركة مصافي الوسط (مصفى الدورة ) وقد تضمن المتغير المستقل خمسة متغيرات فرعية هي ( الاعلان , ترويج المبيعات , العلاقات العامة , التسويق المباش | This study looking at the combination of marketing communications as a variable independently and purchasing behavior of the organization as the dependent variable and is applied study in Midland Refineries Company (Daura) The independent variable included five sub - variables (advertising, sales promotion, public relations, marketing direct personal sales) and highlights the problem of the study to find an appropriate solution epistemological problem of a statement on the relative importance of a combination of marketing communications for the behavior of the purchasing organization in addition to the field problem of the obvious shortage of marketing information in most executives when making a purchase decision in the company, and the study aimed to determine the nature of the relationship between the variables key and finding the level of influence between them in addition to clarify the basic concepts of marketing Communications and purchasing behavior of the organization it has been selected Midland refineries Company (Daura) locations for the application of the study and collected the data through a sample of (82) members of the managers in the company researched distributors in a number of management levels selected respondents intentional the study relied on a field approach, and used the questionnaire as a tool head for the collection of data and information as well as interviews and personal observation and some of the annual reports of the company has been the use of statistical software (SPSS V. 23) and (AMOS) for data and information which included processing (percentages, Weighted Mean, standard deviation, Spearman rank correlation coefficient, relative importance, the coefficient of determination R2, F test, Z test, sequential regression testing). has reached a researcher to a number of the most important conclusions was the following : 1. The existence of a link between the moral and the effect of a combination of Communications and purchasing behavior of the organization relationship.2. the company's management is interested in direct marketing and public relations larger compared with other marketing communications activities in order to introduce the goods and services they sell or need.The most significant recommendations : 1. The need for the company using multiple forms of media, new and innovative combination of marketing communications marketing communications alongside traditional forms.2. Due to the size of the activities of procurement management in the company researched should build an organizational unit that determines which features and its location in the organizational structure of the size of activity it performs.
