PAZARLAMA HİZMETİ SATIN ALMADA FİRMA ÖZELLİKLERİNİN ETKİSİ

Bu araştırma pazarlama hizmeti satın alma olasılığını etkileyen faktörleri probit regresyon analizini kullanarak irdelemektedir. Çalışmanın amacı gerek pazarlama hizmeti satın almaya niyetli gerekse pazarlama hizmeti veren firmalara yararlı olabilecek faydalı bilgiler sunmaktır. Araştırma Trabzon’da faaliyet gösteren 108 küçük ve orta ölçekli firma üzerinde uygulanmıştır. Araştırma sonuçlarına göre bazı faktörler pazarlama hizmeti satın alma olasılığını artırmaktadır. Bunlar; orta ölçekli firma büyüklüğü, faaliyet süresinin uzun olması, teknoloji yoğun sektörde ve ulusal pazarlarda faaliyet göstermektir.

Anahtar Kelimeler:

Pazarlama Hizmeti Satın Alma, Probit Analizi

EFFECT OF FIRM’S SPECIALITIES ON PURCHASING MARKETING SERVICE

This research examines the factors that influence the probability of purchasing marketing service with using probit regression analysis. Aims of this researh is to provide useful information about marketing service offering for firms that want to take up marketing service and for firms that offer marketing service. Analysis was done on 108 firms that are small and medium scale in Trabzon. The results suggest that probability of purchasing marketing service is increasing with some factors. These are having medium firm scale, long business duration, to be in technologically intensive sector and national market

Keywords:

Purchasing Marketing Service, Probit Analysis,

PDF

___

Bennett, Robert, Robson, Paul and Bratton, William (1999), “Business Link: The Influence of BL Structure and Local Context on Use and Client Assessment of Impact and Satisfaction”, Institute of Small Business Affairs Conference, Leeds, November.
Botter, Hing and Anna Lundstrom (2001), “Support Services to SMEs-Analysis of Support Actors and Company Characteristics”, European Small Business Seminar, Dublin, September.
Clark, David, Nigel Berkeley and Nicola Steuer (2001), “Research Note: Attitudes to Growth Among Owners of Small and Medium Sized Enterprises and the Implications for Business Advice: Some Evidence from the Clothing Industry in Coventry”, International Small Business Journal, Vol.19, pp.72-76.
Devins, Denis (1999), “Research Note: Supporting Established Businesses-Policy Issues Emerging from an Evaluation”, International Small Business Journal, Vol.18, pp.86-96.
Gibb, Allan (1993), “Key Factors in the Design of Policy Support for the Small and Medium Sized Enterprise Development Process: An Overview”, Entrepreneurship and Regional Development, Vol.5, pp.1-24.
Johnson, S., D. Smallbone and M. Froud (1998), “Support for New and Micro Enterprises: The Case for Selectivity”, Institute of Small Business Affairs Annual Conference, Durham, November.
Kalaycı, Şeref (2005), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Asil Yayın Dağıtım, Ankara.
Kosgeb (2006), http://www.kosgeb.gov.tr/Veritabani/Default.aspx (Erişim Tarihi: 12.06.2006).
Smallbone, David, David North and Roger Leigh (1993), “The Use of External Assistance by Mature SMEs in the UK: Some Policy Implications”, Entrepreneurship and Regional Development, Vol.5, pp.279-295.
Storey, David (1994), Understanding the Small Business Sector, Routledge, London.