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Marketing methods German businesses utilize: A correlation study comparing methods to revenue generation.

机译：德国企业利用的营销方法：一项将方法与创收进行比较的相关研究。

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摘要

The purpose of this quantitative correlational study was to determine if a relationship existed between the reported marketing methods and the operational success of the business as measured by self-reported revenue within small East and West German retail establishments. Small retail businesses in Germany were examined due to the unique history. East and West Germans were divided as consumers and business leaders due to the separation as two countries. After the reunification of Germany in 1990, small companies in East Germany have been struggling to survive in comparison to West German businesses. This study was conducted by using one research instrument, the Small Retail Business Leader Survey (SRBLS). The SRBLS was used to collect data from 66 small retail business leaders in the East German city of Dresden and 88 small retail business leaders in the West German city of Essen. The results of the study revealed that a significant very strong correlation (r = 0.83, p < 0.001) did exist between reported marketing method success based on their self-reported respective company revenues for East Germany and a significant weak correlation (r = 0.32, p < 0.001) for West Germany. The correlational analysis demonstrated that specific marketing methods can make a distinct impact on the organizational revenue. Based on the results, the top three marketing methods small East German retail businesses should use are (a) a website, (b) newspaper ads, and (c) a sales team. The top three marketing methods a small West German retail business should use are (a) coupons, (b) quality based messages, and (c) TV ads.
机译：这项定量相关研究的目的是确定报告的营销方法与企业的经营成功之间是否存在关系，该关系通过东德和西德小型零售企业中的自我报告收入来衡量。由于其独特的历史，考察了德国的小型零售企业。由于分为两个国家，东德和西德人被划分为消费者和商业领袖。 1990年德国统一后，与西德企业相比，东德的小公司一直在努力生存。这项研究是使用一种研究工具，即小型零售企业领导者调查（SRBLS）进行的。 SRBLS用于收集来自东德市德累斯顿的66位小型零售企业负责人和西德市埃森的88位小型零售企业负责人的数据。研究结果表明，根据报告的营销方法成功（基于他们各自报告的东德公司各自的收入）与东德之间的显着非常强的相关性（r = 0.83，p <0.001）与显着弱的相关性（r = 0.32， p <0.001），适用于西德。相关分析表明，特定的营销方法可以对组织收入产生显着影响。根据结果​​，东德小型零售企业应使用的前三种营销方法是（a）网站，（b）报纸广告和（c）销售团队。小型西德零售企业应使用的前三种营销方式是（a）优惠券，（b）基于质量的消息和（c）电视广告。

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  • 作者

    Neumann, Crystal.;

  • 作者单位

    University of Phoenix.;

  • 授予单位 University of Phoenix.;
  • 学科 Business Administration Marketing.;European Studies.
  • 学位 D.B.A.
  • 年度 2011
  • 页码 138 p.
  • 总页数 138
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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