Pazar Odaklılık ve Pazarlama Yeteneklerinin İşletmelerin Pazarlama Performansına Etkisi, İSO 1000 Grubunda Bir Araştırma

Amaç – Çalışmada bütünsel olarak ve bileşenleri bazında pazar odaklılık ve pazarlama yeteneklerinin göreli pazarlama performans göstergeleri üzerindeki etkilerinin saptanması amaçlanmıştır. Yöntem: Geliştirilen araştırma modeli, İSO tarafından hazırlanan Türkiye’nin 500 Büyük Sanayi Kuruluşu ve Türkiye’nin İkinci 500 Büyük Sanayi Kuruluşu listelerinde yer alan işletmeler üzerinde test edilmiştir. Anket yöntemi ile elde edilen veriler, SPSS 20 paket programı kullanılarak analiz edilmiştir. Bulgular – Çalışmada pazar odaklılık yaklaşımını oluşturan bileşenlerinin ve pazarlama yeteneklerinden işlevsel yetenekler ve sosyal medya kullanımına yönelik yeteneklerin tüm göreli pazarlama performans göstergelerini olumlu yönde etkilediği, insan sermayesine yönelik yeteneklerin yalnızca göreli müşteri tatmini üzerinde anlamlı ve pozitif bir etkisi olduğu, departman yapısı yeteneklerinin ise tüm pazarlama performans göstergelerini negatif yönde etkilediği sonucuna ulaşılmıştır. Tartışma – Pazar odaklılık yaklaşımını oluşturan müşteri odaklılık, rakip odaklılık, fonksiyonlar arası koordinasyon bileşenleri birlikte ele alındıklarında, pazarlama performans göstergelerini açıklamada istatistiksel olarak anlamlı katkının fonksiyonlar arası koordinasyon bileşeni tarafından sağlandığının tespit edilmesi, pazar odaklılığın performansa olan etkisinde bu bileşenin daha fazla önem arz ettiği şeklinde yorumlanabilir. İşlevsel yeteneklerin pazarlama performansına olumlu katkısının yanı sıra bu yetenekler arasında güçlü bir korelasyon saptanması söz konu yeteneklerin birbirlerine bağlılığını ortaya koymaktadır. Sosyal medya kullanımına yönelik yeteneklerin performansa olan olumlu etkisi geleneksel pazarlama faaliyetlerinde sosyal medya kullanımın faydasına işaret etmektedir. İnsan sermayesine yönelik yeteneklerde elde edilen bulgular, yöneticilerin bilgi altyapıları ve deneyimlerinin göreli pazar etkinliği ve karlılık üzerinde anlamlı katkı sağlamadığını ifade etmektedir. Departman yapısı yeteneklerinin ise çalışmada ele alınan tüm pazarlama performans göstergelerini negatif yönde etkilemesi, pazarlama departmanın organizasyon içindeki gücünün ve etkinliğinin önemini vurgular niteliktedir.

The Effect of Market Orientation and Marketing Capabilities on Marketing Performance of the Businesses, A Research on ISO 1000 Companies

Purpose – The aim of the study is to determine the effects of market orientation and marketing capabilities on the overall and individual marketing performance indicators, Design/methodology/approach – The research model developed in this scope is tested on the list of businesses which is prepared by ISO, Turkey's Top 500 Largest Industrial Organizations and Turkey's Second 500 Largest Industrial Organizations lists. The data were analyzed by using SPSS 20 package program. Findings – The findings of the analyzes show that the components of the market orientation approach positively affect all relative marketing performance indicators. Functional capabilities and social media use capabilities affect all relative marketing performance indicators and human capital capabilities only have a significant impact on relative customer satisfaction. Departmental structure capabilities affected all relative marketing performance indicators negatively. Discussion – When the components that constitute the market orientation approach, such as customer orientation, competitiveness, interfunctional coordination, are considered together, it has been determined that the statistically significant contribution is provided by the interfunctional coordination component in explaining marketing performance indicators. This can be interpreted as the interfonctional coordination component becomes more important in the effect of market orientation on performance. The positive contribution of functional capabilities to marketing performance indicators has been determined and there is a strong correlation between these capabilities. This indicates the interdependence of these capabilities. Identifying the positive impact of social media use on performance points to the benefit of using social media in traditional marketing activities. The findings obtained from the capabilities of human capital indicate that the information background and experiences of the managers do not make a significant contribution to the relative market efficiency and profitability. The fact that department structure capabilities negatively affect all marketing performance indicators discussed in the study emphasizes the importance of the marketing department's power and effectiveness in the organization.

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