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Register a new userThe role of sustainable marketing in achieving marketing efficiency Field study in the General Company for Metallurgical Industries /Barada/
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Tishreen University مقالة
Publication date
2020
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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This study aims to determine the role of elements of sustainable marketing mix in achieving marketing efficiency in General Company for Metallurgical Industries (Barada). This was done using the descriptive approach. A questionnaire consisting of a set of questions related to the studied research variables and distributed to a sample of workers in General Company for Metallurgical Industries (BARDA). The data were analyzed using the SPSS program. And the study reached a number of results. 1- There is a statistically significant relationship between the sustainable product and achieving marketing efficiency in General Company for Metallurgical Industries (Barada). 2- There is a statistically significant relation between sustainable pricing and marketing efficiency in the General Company for Metallurgical Industries (Barada). 3 - There is a statistically significant relationship between the sustainable distribution and marketing efficiency in the General Company for Metallurgical Industries (Barada). 4- There is a statistically significant relationship between the sustainable promotion and marketing efficiency in the General Company for Metallurgical Industries (Barada). The researcher also presented a set of proposals and recommendations that are expected to help the company's employees develop the working means in the company to reach a competitive position by establishing its marketing efficiency in the Syrian market.
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Research summary
تهدف هذه الدراسة إلى تحديد دور عناصر المزيج التسويقي المستدام في تحقيق الكفاءة التسويقية في الشركة العامة للصناعات المعدنية /بردى/. اعتمدت الدراسة على المنهج الوصفي الإحصائي، حيث تم تصميم استبيان مكون من مجموعة من الأسئلة المتعلقة بمتغيرات الدراسة المدروسة، وتم توجيهها لعينة من العاملين في الشركة. تم تحليل البيانات باستخدام برنامج SPSS. توصلت الدراسة إلى وجود علاقة ذات دلالة إحصائية بين المنتج المستدام، التسعير المستدام، التوزيع المستدام، والترويج المستدام، وتحقيق الكفاءة التسويقية في الشركة. قدمت الباحثة مجموعة من التوصيات التي من المتوقع أن تساعد الشركة في تطوير سبل العمل للوصول إلى مركز تنافسي عالٍ في السوق السورية. من بين هذه التوصيات ضرورة تطبيق استراتيجية التسويق المستدام بأبعادها في الشركة، تعزيز التسويق الاجتماعي، وسن التشريعات التي تحمي البيئة من التلوث والهدر.
Critical review
تعتبر هذه الدراسة خطوة مهمة نحو فهم دور التسويق المستدام في تحقيق الكفاءة التسويقية، إلا أن هناك بعض النقاط التي يمكن تحسينها. أولاً، حجم العينة المستخدمة في الدراسة صغير نسبياً (42 عامل)، مما قد يؤثر على تعميم النتائج. ثانياً، لم تتناول الدراسة بشكل كافٍ التحديات التي قد تواجه الشركة في تطبيق استراتيجيات التسويق المستدام في ظل الظروف الاقتصادية الصعبة. ثالثاً، كان من الممكن أن تكون الدراسة أكثر شمولية إذا تضمنت مقابلات مع العملاء لفهم ردود فعلهم تجاه المنتجات المستدامة. أخيراً، كان من الأفضل تقديم تحليل مقارن مع شركات أخرى في نفس القطاع لتقديم صورة أكثر وضوحاً عن الكفاءة التسويقية.
Questions related to the research
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو تحديد دور عناصر المزيج التسويقي المستدام في تحقيق الكفاءة التسويقية في الشركة العامة للصناعات المعدنية /بردى/.
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ما هي المنهجية التي استخدمتها الباحثة في الدراسة؟
استخدمت الباحثة المنهج الوصفي الإحصائي، حيث تم جمع البيانات من خلال استبيان موجه لعينة من العاملين في الشركة، وتم تحليل البيانات باستخدام برنامج SPSS.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى وجود علاقة ذات دلالة إحصائية بين المنتج المستدام، التسعير المستدام، التوزيع المستدام، والترويج المستدام، وتحقيق الكفاءة التسويقية في الشركة.
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ما هي التوصيات التي قدمتها الباحثة لتحسين الكفاءة التسويقية في الشركة؟
قدمت الباحثة توصيات تشمل ضرورة تطبيق استراتيجية التسويق المستدام بأبعادها، تعزيز التسويق الاجتماعي، وسن التشريعات التي تحمي البيئة من التلوث والهدر.
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