ULUSLARARASI PAZARLAMA KARMASI STRATEJİLERİNİN İHRACAT PERFORMANSI ÜZERİNDEKİ ETKİSİ: SEKTÖRLER ARASI KARŞILAŞTIRMA

Küreselleşme çağında rekabetçi baskılar arttıkça, ihracatçı firmalar açısından yurt dışı pazarlarda satılacak ürün ve hizmetler için etkin stratejiler oluşturulması önemli hale gelmiştir. Rekabetin artmasıyla birlikte, ihracatın stratejik faydaları ekonomik yönler kadar önem kazanmakta ve dolayısıyla pazarlama stratejileri, firma performansının kritik bir belirleyicisi olarak öne çıkmaktadır. Bu çalışmada, ihracatçı firmaların uluslararası pazarlara yönelik pazarlama karması stratejilerinin, firma ihracat performansı üzerindeki etkisinin sektörlere göre incelenmesi amaçlanmıştır. Çalışma örnekleminde kolayda örnekleme yöntemiyle ulaşılabilen İstanbul’daki 249 ihracat firma yöneticisi yer almaktadır. Anket aracılığıyla elde edilen verilerin analizinde SPSS 21 programı kullanılmıştır. Korelasyon ve regresyon analizi sonuçlarında uluslararası pazarlama karması stratejilerinin ihracat performansı ile ilişkisi olduğu ve ihracat performansını etkilediği sonucuna ulaşılmıştır. Sektörlere göre etki düzeyleri farklı regresyon modelleriyle incelenmiş ve karşılaştırmalar yapılmıştır.

THE EFFECT OF INTERNATIONAL MARKETING MIX STRATEGIES ON EXPORT PERFORMANCE: COMPARISON OF INTERSECTORAL

As competitive pressures increase in the age of globalization, it has become important to create effective strategies of export firms for products and services what will be sold in foreign markets. The strategic benefits of export are as important as economic aspects because of the increasing competition and thus, marketing strategies stand out as a critical determinant of firm performance. In this study, it is aimed to examine the effects of international marketing mix strategies of export firms on export performance by sectors. In the study sample, which can be reached by convenience sampling method there are 249 export firm managers in Istanbul, SPSS 21 program was used to analyze the data obtained through the survey. In the results of correlation and regression analysis, it was concluded that there is a relationship between international marketing mix strategies and export performance and international marketing mix strategies have an effect on export performance. The effect levels according to the sectors were examined with different regression models and comparisons were made.

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