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Publication
Análise dos determinantes do compromisso de um distribuidor técnico para com um fabricante no mercado de "Teste e Medição"
| Name: | Description: | Size: | Format: | |
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| 1.24 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nas últimas décadas as parcerias entre empresas têm crescido bastante, essencialmente como uma maneira das empresas ganharem ou manterem a vantagem competitiva no mercado. Este crescimento tem sido também observado entre empresas fabricantes e empresas distribuidoras. Neste tipo de parcerias entre empresas é fundamental manter uma boa relação entre ambas as partes assegurando um nível elevado de satisfação. Assim, e de modo a que parceria tenha sucesso é fundamental que haja comprometimento por parte do distribuidor com as estratégias de marketing do fabricante.
Num mercado cada vez mais competitivo, o conhecimento dos fatores mais valorizados pelos distribuidores técnicos é uma mais valia para os fabricantes. Como tal este estudo tem como objetivo a análise dos determinantes do compromisso de um distribuidor para com o fabricante, no mercado de “teste e medição” e identificação do determinante mais valorizado.
De forma a responder ao objetivo foram feitos inquéritos que abordavam os 7 determinantes do compromisso, divididas em 2 grupos: Determinantes de Marketing (Dependência, Capacidade de Venda e Investimento) e Determinantes de Comportamento (Confiança, Poder, Continuidade e Comunicação).
Neste trabalho, os resultados mostram que os valores da correlação do “Compromisso” para com os Determinantes de Marketing e para com os Determinantes do Comportamento são muito semelhantes. Estes resultados mostram que quer os Determinantes de Marketing quer os Determinantes do Comportamento tem uma elevada importância no “Compromisso” do distribuidor para com o fabricante, no mercado “teste e medição”.
Foi possível também verificar que os determinantes “Investimentos do Distribuidor”, “Capacidade de Venda”, “Dependência”, “Continuidade”, “Comunicação” e “Confiança” apresentaram uma correlação positiva e significativa com o “Compromisso”. Estes resultados sugerem que o fabricante do mercado “teste e medição” deve valorizar estes determinantes de modo a aumentar o “Compromisso” do seu distribuidor.
Over the past few decades, business partnerships have grown dramatically as a way for companies to gain or maintain a competitive advantage in the marketplace. This growth was also observed among manufacturing companies and distribution companies. This type of business-to-business partnership is critical to maintaining a good relationship between companies as parties ensuring a high level of satisfaction. Thus, and in order for the partnership to succeed, it is critical that the distributor commits to the manufacturer's marketing strategies. In an increasingly competitive marketplace, knowledge of the factors most valued by technical distributors is of greater value to manufacturers. Because this study aims to analyze the determinants of a distributor's commitment to the manufacturer, on "test and measurement" market and identification of the most valued determinant. In order to respond to the objective, surveys were conducted that address the 7 determinants of engagement, divided into 2 groups: Marketing Determinants (Dependence, Product Salability and Distributor Investment) and Behavioral Determinants (Trust, Power, Continuity e Communications). In this study, the results show the “Commitment” correlation values for Marketing Determinants and Behavior Determinants are very similar. These results show that the determinants of marketing or the determinants of behavior are important in distributor “commitment” to manufacturer in the “test and measurement” market. It was also possible to verify which determinants “Distributor Investments”, “Product Salability”, “Dependence”, “Continuity”, “Communication” and “Trust” had a positive and significant correlation with “Commitment”. These results suggest that the manufacturer of the “test and use” market should value these determinants of how to increase your distributor's “Commitment”.
Over the past few decades, business partnerships have grown dramatically as a way for companies to gain or maintain a competitive advantage in the marketplace. This growth was also observed among manufacturing companies and distribution companies. This type of business-to-business partnership is critical to maintaining a good relationship between companies as parties ensuring a high level of satisfaction. Thus, and in order for the partnership to succeed, it is critical that the distributor commits to the manufacturer's marketing strategies. In an increasingly competitive marketplace, knowledge of the factors most valued by technical distributors is of greater value to manufacturers. Because this study aims to analyze the determinants of a distributor's commitment to the manufacturer, on "test and measurement" market and identification of the most valued determinant. In order to respond to the objective, surveys were conducted that address the 7 determinants of engagement, divided into 2 groups: Marketing Determinants (Dependence, Product Salability and Distributor Investment) and Behavioral Determinants (Trust, Power, Continuity e Communications). In this study, the results show the “Commitment” correlation values for Marketing Determinants and Behavior Determinants are very similar. These results show that the determinants of marketing or the determinants of behavior are important in distributor “commitment” to manufacturer in the “test and measurement” market. It was also possible to verify which determinants “Distributor Investments”, “Product Salability”, “Dependence”, “Continuity”, “Communication” and “Trust” had a positive and significant correlation with “Commitment”. These results suggest that the manufacturer of the “test and use” market should value these determinants of how to increase your distributor's “Commitment”.
Description
Keywords
Compromisso Análise de determinantes Estratégia de Marketing Determinantes de Marketing Determinantes de comportamento