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Qualitative Study of Small Business Owners Consideration of Marketing in Business Decisions and the Possible Use of Social Media and Organizational Websites in Marketing

机译：小企业主的定性研究商业决策中的营销考虑以及营销中社交媒体和组织网站的可能使用

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摘要

The purpose of this qualitative study was to investigate if small business owners in McMinn County, Tennessee consider marketing when making business decisions and how the small business owners can use social media and organizational websites in marketing strategies. Through the exploration of the small business owners' views of marketing and the decisions impacting marketing strategies, insight was gained into how successful marketing initiatives help boost sales and increase the potential for the success of the organization. Fourteen small business owners from McMinn County, Tennessee were interviewed for the study. Questions were centered on organizational competence, stakeholders, strategies, profitability, chance of survival, networking, social media and Internet, competition and growth. The main themes identified relating to research question one were customer service and business strategies. The main themes identified relating to research question two were word-of-mouth marketing and Facebook. As small business owners utilize social media and organizational websites, the growth potential of the business increases as supported by the findings of this study. Study participants indicated a web presence is crucial to the success of any small business and must have consistent messages to increase brand loyalty. To expand on this study, additional research could focus on particular industries or minority owned small businesses. A quantitative study could examine the variables which influence successful marketing strategies in small businesses.
机译：这项定性研究的目的是调查田纳西州麦克明县的小企业主在制定业务决策时是否考虑营销，以及小企业主如何在营销策略中使用社交媒体和组织网站。通过探索小企业主的营销观点以及影响营销策略的决策，我们获得了成功的营销计划如何帮助促进销售并增加组织成功潜力的见解。来自田纳西州麦克明县的14家小型企业所有者接受了调查。问题集中于组织能力，利益相关者，战略，盈利能力，生存机会，网络，社交媒体和互联网，竞争与增长。与研究问题1相关的主要主题是客户服务和业务策略。与研究问题二相关的主要主题是口碑营销和Facebook。随着小型企业所有者利用社交媒体和组织网站，本研究的结果支持了企业的增长潜力。研究参与者表示，网络的存在对于任何小型企业的成功都是至关重要的，并且必须具有一致的信息以提高品牌忠诚度。为了扩大本研究的范围，其他研究可能集中在特定行业或少数族裔拥有的小型企业。定量研究可以检查影响小企业成功营销策略的变量。

著录项

  • 作者

    Morgan, Wanda Elaine.;

  • 作者单位

    Northcentral University.;

  • 授予单位 Northcentral University.;
  • 学科 Marketing.;Business administration.
  • 学位 D.B.A.
  • 年度 2018
  • 页码 123 p.
  • 总页数 123
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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