نویسنده
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
Given the increasing importance of marketing concept, market-oriented is one of the basic classifications in research at strategic marketing. Market orientation is some activities that an organization does to monitor, analyze of changes in market, such as customer preferences, rapid technological development and competitive intensity and respond them appropriately. In this study, the effect of market orientation activity on performance of manufacturing companies export and exporters by using Slater and Narver scale is discussed. According to this scale, the central market includes three components: customer orientation, competitor orientation and inter-sectorial coordination. The method of research is descriptive – survey. Manufacturing companies exporting from the customs Bushehr considered as a population study and data, which are randomly distributed between 91 companies, is obtained. The reliability of questionnaire was approved based on internal consistency (Cronbach's alpha) with relatively high safety factors. Although the standard scales have been used, but to further evaluate the validity of questionnaire by experts has been used. The test of research hypotheses is evaluated based on inferential statistics and Pearson correlation coefficients statistics and simple regression analysis and multi-variable. The results imply endorsement impact of market-based activities on performance. Also positive impact of customer orientation, competitor orientation and inter-sectorial coordination on export performance was confirmed.
کلیدواژهها [English]
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