اشترك بالحزمة الذهبية واحصل على وصول غير محدود شمرا أكاديميا
تسجيل مستخدم جديدThe role of marketing intelligence in creating competitive vigilance. (A comparative study between the branches of the commercial bank and branches of Bemo Bank in the Syrian coast.)
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The research aims to study the role of marketing intelligence in creating competitive vigilance at the branches of the commercial bank and branches of Bemo Bank operating in the Syrian coast.. The researcher used the descriptive approach and developed a questionnaire to collect preliminary data about research sample’s vocabularies, which was a simple consists of Staff (head of department / manager) was on the Syrian coast. The questionnaire was distributed to the staff of the banks in the study, where they reached 79 employees, but only 66 of them were valid questionnaires. The questionnaire used a Likert Scale )five points scale). Furthermore, the analysis used statistical indicators that were appropriate for nominal and grade data. Finally, reliability and validity of honesty testing was conducted to determine the suitability of questionnaire’s questions to the research goal, as well as a set of testing differences between averages. The research concluded the following findings: 1.There is statistically significant relationship between marketing intelligence and its ability to achieve competitive vigilance at organizations. 2.There is a correlation significant relationship between competitor’s position and attitude study and achieving competitive vigilance. 3.There is a correlation significant relationship between customers’ study and achieving competitive vigilance.
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مراجعة الذكاء الصنعي:
ملخص البحث
تهدف هذه الدراسة إلى استكشاف دور الاستخبارات التسويقية في تحقيق اليقظة التنافسية في فروع المصرف التجاري وبنك بيمو في الساحل السوري. اعتمدت الباحثة على المنهج الوصفي واستخدمت استبانة لجمع البيانات من 79 موظفاً، حيث تم استرجاع 66 استبانة صالحة للتحليل. استخدمت الدراسة مقياس ليكرت الخماسي لتحليل البيانات، وتم التحقق من صدق وثبات الاستبانة باستخدام أدوات إحصائية متنوعة. توصلت الدراسة إلى وجود علاقة ذات دلالة إحصائية بين الاستخبارات التسويقية وقدرتها على تحقيق اليقظة التنافسية، وكذلك بين دراسة موقع ومكانة المنافس ودراسة المستهلكين وبين تحقيق اليقظة التنافسية. وأوصت الدراسة بضرورة تعزيز الوعي بأهمية الاستخبارات التسويقية بين الموظفين وتبنيها كاستراتيجية عمل، بالإضافة إلى إجراء أبحاث مستقبلية في قطاعات إنتاجية لتأكيد هذه النتائج.
قراءة نقدية
دراسة نقدية: على الرغم من أن الدراسة قدمت إسهاماً مهماً في فهم دور الاستخبارات التسويقية في تحقيق اليقظة التنافسية، إلا أنها اعتمدت بشكل كبير على البيانات المستمدة من استبانة، مما قد يحد من شمولية النتائج. كما أن العينة المستخدمة قد تكون غير كافية لتمثيل جميع فروع المصرفين في الساحل السوري. كان من الأفضل تضمين مقابلات نوعية مع المديرين لفهم أعمق للتحديات والفرص المتعلقة بالاستخبارات التسويقية. بالإضافة إلى ذلك، كان من الممكن توسيع نطاق الدراسة لتشمل قطاعات أخرى غير المصرفية لتقديم صورة أكثر شمولية.
أسئلة حول البحث
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو استكشاف دور الاستخبارات التسويقية في تحقيق اليقظة التنافسية في فروع المصرف التجاري وبنك بيمو في الساحل السوري.
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ما هي الأدوات الإحصائية التي استخدمت في تحليل البيانات؟
استخدمت الدراسة مقياس ليكرت الخماسي وأدوات إحصائية متنوعة مثل معامل الارتباط وتحليل التباين واختبار الصدق والثبات باستخدام برنامج SPSS.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى وجود علاقة ذات دلالة إحصائية بين الاستخبارات التسويقية وقدرتها على تحقيق اليقظة التنافسية، وكذلك بين دراسة موقع ومكانة المنافس ودراسة المستهلكين وبين تحقيق اليقظة التنافسية.
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ما هي التوصيات التي قدمتها الدراسة؟
أوصت الدراسة بضرورة تعزيز الوعي بأهمية الاستخبارات التسويقية بين الموظفين وتبنيها كاستراتيجية عمل، بالإضافة إلى إجراء أبحاث مستقبلية في قطاعات إنتاجية لتأكيد هذه النتائج.
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