دور التوجه التسويقي لدى المدراء في تشخيص المشكلات التسويقية

الملخص EN

The aim of the research is to identify the nature of the relationship and the impact of themarketing orientation of (customer focus, integrated marketing, internal marketing, marketingresearch and marketing information systems) in diagnosing external and internal marketingproblems by surveying the opinions of the research sample of (26) Kadhimiya as one of theformations of the General Company for Textile and Leather Industries and adopted thequestionnaire as a main tool in data collection and analyzed their answers using the statisticalprogram SPSS in calculating the mean and standard deviation, correlation coefficient (R) and test(f, t).

And the coefficient of selection (R2) and the most important conclusions of the research are: 1.

there is a positive and strong relationship between the dimensions of marketing orientation andexternal and internal marketing problems2.

The dimensions of marketing orientation affect the diagnosis of marketing problems and theirimpact is estimated at (64% ).

e research recommended increasing the awareness and focus of themanagement of the plant concerned with the importance of adopting the concept of marketingorientation as a strategic and tactical input in diagnosing and finding solutions to external andinternal marketing problems.