دور اﻟﺘﺴﻮﯾﻖ اﻟﺼﻨﺎﻋﻲ ﻓﻲ ﺗﺤﺴﯿﻦ أداء ﻣﺒﯿﻌﺎت أﻋﻀﺎء ﻗﻨﻮات اﻟﺘﻮزﯾﻊ: ﺗﺠﺎرة اﻟﺘﺠﺰﺋﺔ ﻓﻲ اﻟﻤﻤﻠﻜﺔ اﻟﻤﺘﺤﺪة

Abstract

ﺗﮭﺪف ھﺬه اﻟﺪراﺳﺔ إﻟﻰ ﻣﻌﺮﻓﺔ اﻟﻌﻼﻗﺔ أﻋﻀﺎء وأداء اﻟﺼﻨﺎﻋﻲ اﻟﺘﺴﻮﯾﻖ ﺑﯿﻦ ﻗﻨﻮات اﻟﺘﻮزﯾﻊ. ﺗﻢ ﺗﻘﺪﯾﻢ ﻧﻤﻮذج ﻣﻔﺎھﯿﻤﻲ ﯾﺤﺘﻮي ﻟﻠﺪراﺳﺔﻣﻦ ﻣﺠﻤﻮﻋﺔ ﻋﻠﻰ اﻟﻤﺘﻐﯿﺮات اﻟﺘﻲ ﺗﻮﺿﺢ ﻟﻨﺎ ﻗﻮةاﻟﻌﻼﻗﺔ، اﻟﺘﻲ اﻹﺣﺼﺎﺋﯿﺎت إﻟﻰ ﺗﺴﺘﻨﺪ واﻟﺘﻲ ﻣﻮﻗﻊ ﻣﻦ ﻋﻠﯿﮭﺎ ﺣﺼﻠﻨﺎStatista ﻣﻦ ﻣﺠﻤﻮﻋﺔ اﻗﺘﺮاح ﺗﻢ اﻷﻣﺮﯾﻜﻲ. دراﺳﺎت ً ﻋﻠﻰ ﺑﻨﺎء اﻟﻔﺮﺿﯿﺎتﺳﺎﺑﻘﺔ، ﺣﯿﺚ أﺛﺒﺘﺖ اﻟﻨﺘﺎﺋﺞ وﺟﻮد ﻋﻼﻗﺔإﯾﺠﺎﺑﯿﺔ، اﻟﻤﺘﻐﯿﺮات ﺧﻼل ﻣﻦاﻟﻤﺘﻮﺳﻄﺔ،ﺑﯿﻦ أﻋﻀﺎ وأداء اﻟﺼﻨﺎﻋﻲ اﻟﺘﺴﻮﯾﻖﻗﻨﺎة ء اﻟﺘﻮزﯾﻊ. Abstract: This paper examines the relationship between industrial marketing and the performance of distribution channel members. A conceptual model has been presented for the study. It contains a set of variables that show us the strength of the relationship, which are based on the statistics that we obtained from the American Statista Website. A set of hypotheses have been proposed based on previous studies, where the results have proven that there is a positive relationship, through intermediate variables, between industrial marketing and the performance of distribution channel members. Key words: Pricing Mechanisms, E- commerce, Artificial intelligence, Information technology, Industrial marketing, Channel performance