کاربرد بازاریابی صنعتی از تکنیک های اندازه گیری کوانتومی
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|22868||2001||10 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Industrial Marketing Management, Volume 30, Issue 1, January 2001, Pages 13-22
The objective of the present work is to give a justification of the hierarchy formed by certain criteria that regulate industrial marketing based on a postacquisition evaluation of the product by users. The industrial market we consider is that of agricultural machinery, in particular, the tractor. A test is designed with the items taking into consideration just the two marketing-related elements, product and price. These items define a latent variable “suitability” that will serve as the support for obtaining an empirical measure allowing a hieracrchy of the aforementioned criteria to be formed. The methodology used is Quantum Measurement, a technique based on Rasch probability. The data used give a measure of suitability for each tractor and for each item, as well as an analysis of misfits that constitute a quality control for the data being considered. The resulting measure objectively corroborates the accepted hierarchy of industrial marketing criteria, and contributes the new result of a hierarchy of attributes corresponding to the tractor.
Industrial markets are characterized by transactions concerning goods and services used to obtain products that are themselves the object of subsequent commercialization, that is, the marketing of goods and services whose destiny is not the final consumer, is known as industrial marketing . While the complexity of industrial marketing has led to it being studied very little, it is of vital importance for businesses, industry, and the economy. A great many factors influence industrial purchasing, but they are not all equally significant; the characteristics of industrial marketing form a hierarchy. The objective of the present work is to justify empirically the hierarchy of some of the most relevant characteristics of industrial marketing, based on a measure obtained from an assessment of the product made by users after acquisition. The agricultural machinery market is one that is the object of industrial marketing, and that is why we selected it as a case study for the present work. One of its most significant exponents is the tractor, as this presents one of the greatest degrees of differentiation by brandname and characteristics. The characteristics chosen are a series of elements that refer to two of the elements of the marketing mix (product and price). These attributes define a latent variable “suitability”, whose measure (the closeness to an ideal) is computed by the Quantum Measurement Technique based on Rasch probability by means of a test where the items correspond to the attributes of a tractor according to the opinion of farm machinery experts. This test was given to the owners of different makes of tractor constituting this market, who evaluated each item according to their personal experience with the tractor that they owned. The data gave a measure of each tractor and of each attribute. The measure of the latter fixes a hierarchy of the characteristics (relative to the product and price) that govern industrial marketing. The work is organized as follows: (1) theoretical justification of the selection of characteristics; (2) establishment of a methodology that will allow us to form a hierarchy of these characteristics; and (3) application of the Quantum Measurement Technique to the data. We attain the goal of establishing a measure order for the selected attributes that corresponds to the hierarchy of industrial marketing criteria. There is also the new contribution of a hierarchy of the attibutes of the tractor as an industrial product.
نتیجه گیری انگلیسی
Tractor suitability can be conceptualized as a latent variable defined by the attributes listed in Table 1, evaluated by the users of the tractors after their acquisition, serving as support for measurement. The Quantum Measurement Technique, based on Rasch probability as an instrument for measurement, summarizes all data into a single number, the measure that shows the relevance of each tractor and the attributes. The fitting analysis is the quality control of data according to the judgement of the tractor users. This analysis is well suited to ascertaining how the attributes and tractors are related, and to identifying attributes and tractors with those causes that bring about high residuals through unexpected scores. The attribute measure order is a reflection of the hierarchy of the characteristics that conform industrial marketing, in which it becomes objectively manifest that the service and quality of the product come before price. The analysis provides a detailed specification of the hierarchy of attributes corresponding to the tractor as an industrial product.