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PAZARLAMA HİZMETİ SATIN ALMADA FİRMA ÖZELLİKLERİNİN ETKİSİ

EFFECT OF FIRM’S SPECIALITIES ON PURCHASING MARKETING SERVICE

Journal Name:

  • Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

  • 2010

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
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.
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Abstract (Original Language): 
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.
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  • 12
83-93
  • Turkish

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