Market Orientation and its Role in the Application of Integrated Program in Managing Marketing Crises "Applied Study in the State Company for Drug Industries and Medical Appliances - Nineveh"
The aim of this research is to recognize the conformity relationship and the nominal discrepancy between the two dimensions of research. This is represented by market orientation as an explaining dimension which is the most important source in dealing with the application of the integrated program for managing marketing crisis as a responding dimension. The two researchers endeavored to include these two dimensions in their research. To attain the aims of this research, The State Company for Drug Industry and Medical Appliances in Ninevah – Iraq has been selected as the research community. In order to execute this research, a questionnaire form has been designed, which was composed of (13) measurements to measure the two dimensions of the research. The allotment was (7) for measuring the dimension for market orientation and (6) measurements for the dimension of integrated program for managing marketing crisis. A total of (83) questionnaire forms were distributed to staff under research represented as follows: (general manager, managers of departments and sections, experts, and marketing employees). The research has supposed two hypotheses and was tested with Chi - square and Runs tests taken from the data collected from the questionnaire and the research has reached to some conclusions upon which suggestions of the research were presented.
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