دور نظام المعلومات التسويقية في بناء استراتيجية تطوير المنتجات : دراسة ميدانية على شركات إنتاج الأدوية المساهمة العامة الأردنية

الملخص EN

The purpose of this study was to investigate the role of marketing information system in designing and building product development strategies in Jordanian shareholding Drugs industry companies.

The data required for this study has been gained from two sources; the first is represented in the books, studies and previous researches, while the second was field study.

All the seven Jordanian medicines shareholding industrial companies, registered in Amman Financial Market were surveyed.

For the purpose of this study, a pre-designed questionnaire has been distributed to collect data from marketing managers, R & D managers, and product design managers, and heads, staff of marketing information system departments in each of these companies.

The questionnaire, included general characteristics of the sample of the study, and a measure of the ability of marketing information system variables in designing and constructing a product development strategy.

A reliability Cronbach's Alpha test has been conducted to determine the reliability of the questionnaire survey as a tool to collect the necessary data.

At the end of this study, the researcher reached the following results; there are high capabilities of marketing information system in acquiring of the changing and growing requirements of customers, acquire of the emerging technologies in the design of the product, before placing it on the market, to provide appropriate information, and at the suitable time to decision maker.

There is a statistically significant relation between each of the following variables and the ability of those companies to build product development strategy: acquire of the changing and growing requirements of customers, acquire of the emerging technologies in the design of the product, before placing it on the market, to provide appropriate information, and at the suitable time to decision maker.