The Significance and Satisfaction for 7P Marketing Mix of POS Industry

• Main Authors: SU YU-CHUAN, 蘇鈺娟
• Other Authors: SU-MAN WANG
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/xpmk3p

碩士 === 德明財經科技大學 === 行銷管理系 === 101 === ABSTRACT With those catering, retail distribution and other service industries continued to grow, it makes POS (Point of Sales ) functions increase more powerfully and has more and more multiple applications. POS industry is a kind of technology manufacturing industry, in the past researches, they were more focus on end-user (retail store, restaurants ) using POS system to do marketing strategy and thus enhance performance of enterprise, but nowadays, marketing thought evolved from Production Orientation to Sales Orientation and Social Orientation, for this reason, this research is based on 7P marketing mix as the framework and uses Importance-Performance Analysis；IPA method for analysis and through Belgium, Sweden, Norway, Germany, Austria, Czech Republic, Japan, Malaysia, Saudi Arabia and Taiwan ten countries’ survey results show the question item of Price “ The value for money in terms of quantities ” is in the Quadrant II 「Concentrate Here」, Physical evidence and Promotion’ question items are in the Quadrant III 「Low Priority」, Place strategy is in Quadrant IV 「Possible overkill」and there are 72% questions items are in Quadrant I 「Keep Up the Good Word」, it shows the overseas customers have a positive evaluation of 7P marketing mix for Taiwan POS industry. Furthermore, there was no significant relationship between different territory customers and their “significance with 7P marketing mix”. There was no significant relationship between different territory customers and their “satisfaction with 7P marketing mix”. And there was significant relationship between different industry customers and their “significance with 7P marketing mix” . There was significant relationship between different industry customers and their “satisfaction with 7P marketing mix”. This finding can provide other domestic POS enterprises the specific reference direction in the operation and management plan.