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دزر الكعرفة في التنافسية السوقية
دزر الكعرفة في التنافسية السوقية
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Role Of Market Knowledge For Selection Of
Competitive Strategies
" Examination Of a Sample Of Jordanian Private Higher
Education Institutions "
Abstract
This study aimed for clarifying the role of market knowledge for selection of
within the capital Amman. And showing the level of accomplishing the
students in the universities. Two samples were taken the first one of the
and it has been targeted by judgmental sample , the data obtained through
ع
The study used a likert scale and adoption of some statistical methods to
The main results of this study were: the importance of market knowledge
presented by students' knowledge and competitors' knowledge for determining
the competitive strategic alternatives , the need to verify the arrival of the
benefits over the students in universities , as results showed that the adoption
of Amman private university to supplementary services differentiation
strategy , Applied science university to core product differentiation strategy,
Al-Zaytona university to cost leadership strategy , Al-Petra university to cost
leadership strategy & focus strategy , Isra university to cost leadership
strategy , middle east university to focus strategy & physical surrounding
differentiation strategy, Amman university for graduate studies to focus
strategy on specific market segmentation.
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ارا# "0دة ا#I+ ﺏ" #3اJهی# ﺏ" #3ا#+ ا"دي اآL
0 ! ; +)) . )@ / 0 ' % () 4
) +) 0 "& &0 )@ / 0 ' 1 4
" &' C 2 +) 0 ' 0 ; 0 C 6%
' C 0 % / 0 ; +)) . )@ / 0
74
B @! )@ / 0 ' &: 0 ; 2 +) 0 '
> 0 +)' 8 " M#' ?) % <! & )0 ? :H 8
" ( : T ; ) ; T ) " ): ()C &) < #@
. (/ ; / ; 2 +) ) > 0 C ) ) " ( 4 )G
, ) ) (Linear Regression) 4 )? H! )@ 2 6%& @?
F & )% &F ?& (4L4)?
Sum of
Squares Df Mean Square F Sig.
a
Regression 48.820 1 48.820 95.709 .000
Standardized
Unstandardized Coefficients Coefficients
75
V ( ; 4) , )0 "M#C OM >8 ! )1
R )V
V ) V
V R=0.668 4V
V ? V
V 7V
V %' "0 V
VC V
V @ )V
V )
S)V V V 0) >))/ -! % " ; SIG=0.000 M#C ?)
V?) - ' >.! B 0 C > @ ) ) " ) 0) >))/ )C
(% <! )0 ' . " ) 2 : ) 2 K )T %&
) < ): #@ > 0 +)' 8 " E@ ? :@ 8
E,@ ( ; 4 )G ( : T ; ) ; T
: > <,< 8 N2 b ( A0 , + @ ; ) J ) > J
): #@ > 0 +)' 8 " E@ ? : HF 8
E,@ ( ; 4 )G ( : T ; ) ; T ) <
.( A0 )
<! ) ) ( Independent samples T- test) T @ )@ 2 6%& @?
: , 5 ( 5R4 ) )0 0 +)C A0
76
H ; @" & ( ) % (5L4)?
Std.
Sex Std. Error
j\4+ا N Mean Deviation Mean
MALE 97 3.75473 .738259 .074959
'?1@7+ا
'.$3A+ا FEMALE 24 3.81250 .696892 .142252
Sig.
(2- Mean Std. Error
F Sig. T df tailed) Difference Difference
.550 .460 -.347 119 .729 -.057775 .166529
'?1@7+ا
'.$3A+ا -.359 36.865 .721 -.057775 .160794
% A )C S) A0 <9 9 "M#C OM >8 ! )1
S) ! " % ; SIG=0.460 M#C ?) >J M#' ?)
+)C A0 <9 )0 ) ' . " : 2 2 )T %&
): #@ > 0 +)' 8 " E@ ? : @ 8
E,@ ( ; 4 )G ( : T ; ) ; T ) <
.( )
<9 ) ) ( One way ANOVA) @ )@ 2 6%& @?
77
H @T & Anova % (6L4)?
'.$3A+?' ا1@7+ا
Sum of Mean
Squares Df Square F Sig.
Between 4.111 2 2.056 4.080 .019
Groups
Within 59.446 118 .504
Groups
Total 63.557 120
'.$3A+?' ا1@7+ا
17@+ا Std.
Mean N Deviation
40-49 3.84259 18 .796689
50-59 3.89400 68 .642578
+60 3.47857 35 .785734
Total 3.76618 121 .727764
?) % )C S) <9 9 "M#C OM >8 ! )1
Mean >4 1 ) SIG=0.019 M#C ?) >J M#'
)c <9 )0 % " . B)0 4 G2 ! )0
+)C <9 )0 ' . " < 2 2 K )T %&
.
78
): #@ > 0 +)' 8 " E@ ? : @@ 8
E,@ ( ; 4 )G ( : T ; ) ; T ) <
.( + @ )
S) + @ <9 ) ) ( One way ANOVA) @ )@ 2 6%& @?
'.$3A+?' ا1@7+ا
Sum of Mean
Squares Df Square F Sig.
Between .453 1 .453 .854 .357
Groups
Within 63.104 119 .530
Groups
Total 63.557 120
% A )C S) + @ <9 9 "M#C OM >8 ! )1
+ @ <9 )0 ) ' . " << 2 2 )T %&
+/ G 1 2 +) 0 ' M#' ?) >% , )0 ? :@@ 8
79
) ) (Correlation Factor) 4 ? ) ) H! )@ 2 6%& @?
: , 5 (8R4) )0 : 2 +/ G 1 2 +) 0 ' ,
? =1 / D % N % )% F ? & (8L4)?
Correlations
'()*+ة ا-./ '.4.اﺕ18إﺱ
"$%ا '()*+ا
Pearson 1 .730**
'()*+ة ا-./ Correlation
"$%ا Sig. (2- .000
tailed)
N 351 351
+/V GV 1 2 +) 0 ' , )0 "M#C OM >8 ! )1
GV1 % " ; SIG=0.000 M#' ?) R=0.730 4 ? 7 %' : 2
. 2 +) 0 ' 0 " ) ) 4 80 2 +/
, )0 ' . " ) 2 << ) 2 K )T %&
&0 > )@ / 0 ' M#' ?) >% , )0 ? : % 8
. #@ > 0 " &0 > )@ +)0 +/ G 1
) ) (Correlation Factor) 4 ? ) ) H! )@ 2 6%& @?
5 ( 9R4 ) )0 &0 )@ +)0 +/ G1 / 0 ' ,
: ,
80
=1 7 % 1 D % N % )% F ? & (9L4)?
7
Correlations
'.4.اﺕ18إﺱ
'/56+ة ا-./ '/56+9I -.78+ا
'ی1ه34+ا 'ی1ه34+ا
Pearson 1 .676**
Correlation
Sig. (2- .000
'/56+ة ا-./
tailed)
'ی1ه34+ا
N 351 351
)@ +)0 +/ G1 / 0 ' , )0 "M#C OM >8 ! )1
0 " ) ) 4 80 &0 )@ +)0 +/ G1
, )0 ' . " ) 2 ) 2 K )T %&
. )
)@ / 0 ' ) M#' ?) >% , )0 ? : 8
. #@ > 0 " > )@ +)0 +/ G 1
) ) (Correlation Factor) 4 ? ) ) H! )@ 2 6%& @?
81
=1 / % 1 D % N & )% F ? & (10L4)?
/
Correlations
'.4.اﺕ18إﺱ
'/56+ة ا-./ '/56+9I -.78+ا
'.).7*8+ا '.).7*8+ا
Pearson 1 .258**
Correlation
'/56+ة ا-./
Sig. (2- .000
'.).7*8+ا
tailed)
N 351 351
G1 )@ / 0 ' , )0 "M#C OM >8 ! )1
M#' ?) R=0.258 4 ? 7 %' > )@ +)0 +/
" ) 4 80 )@ +)0 +/ G1 % " ;SIG=0.000
, )0 ' . " ) 2 @ ) 2 K )T %&
. ) 4
() 4 / 0 ' M#' ?) >% , )0 ? : 8
) ) (Correlation Factor) 4 ? ) ) H! )@ 2 6%& @?
82
' )& =1 ' )& % 1 D % N & )% F ? & (11L4)?
Correlations
'.4.اﺕ18إﺱ
:.;7+ة ا-./ :.;7+9I -.78+ا
دي97+ا دي97+ا
Pearson 1 .529**
Correlation
Sig. (2- .000
:.;7+ة ا-./
tailed)
دي97+ا
N 351 351
G 1 () 4 / 0 ' , )0 "M#C OM >8 ! )1
. SIG=0.000
, )0 ' . " ) 2 ) ) 2 K )T %&
. ) 4
)@ +/ G 1 / 0 ' M#' ?) >% , )0 ? : % 8
) ) (Correlation Factor) 4 ? ) ) H! )@ 2 6%& @?
83
= & & + =1 1/ D % N & )% F ? & (12L4)?
Correlations
'/5ة ﺥ-./
';ی1ﺵ '.4.اﺕ18إﺱ
دة5;/ -.آ18+ا
Pearson 1 .773**
Correlation
'/5ة ﺥ-./ Sig. (2- .000
';ی1ﺵ tailed)
دة5;/
N 351 351
)@ +/ G 1 / 0 ' , )0 "M#C OM >8 ! )1
, )0 ' . " ) 2 ) 2 K )T %&
. )
811 " / ): #@ > 0 " 4 1 : @ 8
(13R4 ) )0 > J , ) ) T-test H! )@ 2 6%& @?
: , 5
84
1 %) : & T-test ?& (13L4)?
One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
ة-./ 351 3.123 0.895 .0478
'()*8+ا
ة-./ 351 2.978 .4181 .0223
'/56+ا
'ی1ه34+ا
ة-./ 351 3.03 .472 .025
'/56+ا
'.).7*8+ا
ة-./ 351 3.198 .7025 .0375
:.;7+ا
دي97+ا
ة-./ 351 2.97 .592 .032
-.آ18+ا
One-Sample Test
Test Value = 3
Mean
T Df Sig. (2-tailed) Difference
'()*8+ة ا-./ 2.582 350 .010 0.123
'/56+ة ا-./ -.970- 350 .333 -.0217-
'ی1ه34+ا
'/56+ة ا-./ 1.041 350 .298 .026
'.).7*8+ا
:.;7+ة ا-./ 5.273 350 .000 .1977
دي97+ا
-.آ18+ة ا-./ -.811- 350 .418 -.026-
85
&0 )@ +/ B) 4 1 ! (13R4) )0 M#C >??) 5
/ 4 1 ' . " ) 2 < ) 2 K )T %&
. B 0 B 1
/ ): #@ > 0 " 4 1 " E,@ )0 ? : 8
N ; 0 ; ; A0) > J E,@ > 0 8)8 " 11
/ ): #@ > 0 " 4 1 " E,@ )0 ? : : 2 2
, ) ) (Independent sample T-test) @ )@ 2 6%& @?
86
::& 1 H ; @T & T-test % (14L4)?
Std.
j\4+ا N Mean Deviation Std. Error Mean
'()*8+ا Male 228 3.222 0.905 0.060
Female 123 2.882 0.865 0.078
'/56+ا Male 228 2.966 0.393 0.026
'ی1ه34+ا Female 123 3.016 0.471 0.042
'/56+ا Male 228 2.99 0.457 0.030
'.).7*8+ا Female 123 3.09 0.494 0.045
:.;7+ا Male 228 3.174 0.736 0.049
دي97+ا Female 123 3.233 0.634 0.057
-.آ18+ا Male 228 2.98 0.600 0.040
Female 123 2.96 0.580 0.052
Std.
Mean Error
Sig. (2- Differen Differen
F Sig. T df tailed) ce ce
Equal .773 .380 -1.464 349.000 .144 -0.146 0.100
variance
s
'()*8+ا assumed
Equal -1.484 259.990 .139 -0.146 0.098
variance
s not
assumed
87
Equal 1.89 .170 -0.749 349.000 .454 -0.059 0.079
variance 5
s
:.;7+ا assumed
دي97+ا Equal -0.783 283.229 .434 -0.059 0.075
variance
s not
assumed
Equal .312 .577 0.443 349.000 .658 0.029 0.066
variance
s
-.آ18+ا assumed
Equal 0.447 257.484 .655 0.029 0.066
variance
s not
assumed
% A 2 +/ G1 S) 4 A0 <9 9 "M#C OM >8 ! )1
"M#C OM >8 ! . SIG=0.380 M#C ?) >J M#' ?)
?) >J ?) % A &0 )@ +/ G1 S) 4 A0 <9 9
S) 4 A0 <9 "M#C OM >8 ! ; SIG=0.529 M#C
OM >8 !. SIG=0.833 >J M#' ?) % A )@ +/ G1
4 A0 <9 9 "M#C OM >8 ! ; SIG=0.170 M#C ?) >J
/ A0 <9 , )0 ) ' . " ) 2 6%& )T %&
88
/ ): #@ > 0 " 4 1 " E,@ )0 ? : < 2 2
)0 > J , ) ) (One way ANOVA) )@ 2 6%& @?
::& 1 H %) @T & Anova % (15L4)?
ANOVA
Mean
Sum of Squares Df Square F Sig.
Between 28.233 3 9.411 13.031 .000
ةL Groups
#I+ا Within 250.603 347 .722
Groups
Total 278.836 350
Between 1.804 3 .601 3.457 .017
ةL Groups
#3ا Within 60.380 347 .174
#هیJا Groups
Total 62.184 350
Between 0.214 3 .071 .320 .811
ةL Groups
#3ا Within 77.624 347 .224
#+ا Groups
Total 77.839 350
Between 11.483 3 3.828 8.263 .000
ةL Groups
: ا Within 160.746 347 .463
ا"دي Groups
Total 172.229 350
Between 2.762 3 .921 2.662 .048
ةL Groups
Lاآ Within 120.008 347 .346
Groups
Total 122.769 350
89
18-22 N 242.000 242 242 242
Std. 0.867 .4130 .6338 .583
Deviation
From Mean 2.813 2.949 3.229 2.98
22-30 N 91.000 91 91 91
Std. 0.861 .4254 .7992 .614
Deviation
From Mean 2.222 2.633 4.067 3.42
30-40 N 12.000 12 12 12
Std. 0.358 .2934 .6457 .469
Deviation
Above Mean 2.222 2.667 3.833 3.17
40 N 6.000 6 6 6
Std. 0.172 .3011 .4633 .606
Deviation
Total Mean 3.123 2.978 3.198 2.97
N 351.000 351 351 351
Std. 0.896 .4181 .7025 .592
Deviation
M#' ?) % +/ G1 S) <9 9 "M#C OM >8 ! )1
-! (! SIG=0.017 &0 )@ +/ M#C ?) >J ;H4 2 +/ &!
M#C ?) >J ; H4 &0 )@ +/ &! >))/ K2@
-! (! SIG=0.048 +)) . / +/ M#C ?) >J ; H4
?) )0 ? -! (! SIG=0.811 > )@ +/ M#C ?) >J
H4 <9 ? K2@ ! ))/ -! (! > )@ +/ M#'
. +/ 6%& &9
90
, )0 ' . " ) 2 < 2 2 K )T %&
. )@ +/ < ) 4 ) 11 / <9
/ ): #@ > 0 " 4 1 " E,@ )0 ? : @@ 8
. " ): O E,@ > 0 8)8 " 11
, ) ) (Independent sample T test) T @ )@ 2 6%& @?
::& 1 H /F B % @T & T-test % (16L4)?
Program Std.
P"ا ﻥ Std. Error
آ"دی9ا N Mean Deviation Mean
ةL Bachelor 299 3.252 0.892 0.052
#I+ اprogram
Master 52 2.429 0.482 0.067
program
ةL Bachelor 299 3.027 0.423 0.024
#3 اprogram
#هیJ اMaster 52 2.731 0.314 0.044
program
ةL Bachelor 299 3.031 0.488 0.028
#3 اprogram
#+ اMaster 52 2.996 0.368 0.051
program
ةL Bachelor 299 3.068 0.631 0.036
: اprogram
ا"ديMaster 52 3.923 0.645 0.089
program
Bachelor 299 2.901 0.590 0.034
program
ةL Master 52 3.394 0.400 0.055
L اآprogram
91
ةL Equal 41.901 0.000 6.482 349.000 .000 0.8225 0.1269
#I+ا variances
assumed
Equal 9.741 122.358 .000 0.8225 0.0844
variances not
assumed
ةL Equal 5.700 0.017 4.831 349.000 .000 0.2967 0.0614
#3 اvariances
#هیJ اassumed
Equal 5.939 86.727 .000 0.2967 0.0499
variances not
assumed
ةL Equal 7.907 0.005 0.497 349.000 .619 0.0353 0.0709
#3 اvariances
#+ اassumed
Equal 0.605 85.472 .547 0.0353 0.0583
variances not
assumed
ةL Equal .335 0.563 -8.996 349.000 .000 -0.8555 0.0951
: اvariances
ا"ديassumed
Equal -8.857 69.058 .000 -0.8555 0.0966
variances not
assumed
ةL Equal 11.493 0.001 -5.791 349.000 .000 -0.4929 0.0851
L اآvariances
assumed
Equal -7.565 94.578 .000 -0.4929 0.0652
variances not
assumed
?) % +/ G1 S) " ): O <9 9 "M#C OM >8 ! )1
6%8 &? ))/ - (! SIG=0.000 2 +/ M#C ?) >J M#'
6%8 &? ))/ SIG=0.005 > )@ +/ M#C ?) >J ; 0
92
. / +/ M#C ?) >J ; () 4 +/ " ): O
4 <! 0 4 +/ 6%8 &? ))/ -! (! SIG=0.001 +))
. A
, )0 ' . " ) 2 << 2 2 K )T %&
4 )@ +/ < ) 4 ) 11 / " ): O <9
. ()
/ ): #@ > 0 " 4 1 " E,@ )0 ? : % 8
, ) ) (Independent sample T test) T @ )@ 2 6%& @?
::& 1 % N & T-test % (17L4)?
Std.
Nationality Std. Error
# FJا N Mean Deviation Mean
ةL Jordanian 257 3.220 0.895 0.056
#I+ا Non- 94 2.883 0.842 0.087
Jordanian
ةL Jordanian 257 2.969 0.386 0.024
#3ا Non- 94 3.023 0.507 0.052
#هیJا Jordanian
ةL Jordanian 257 2.993 0.453 0.028
#3ا Non- 94 3.117 0.512 0.053
#+ا Jordanian
ةL Jordanian 257 3.143 0.694 0.043
: ا Non- 94 3.334 0.707 0.073
ا"دي Jordanian
93
ةL Jordanian 257 2.986 0.599 0.037
Lاآ Non- 94 2.941 0.577 0.059
Jordanian
94
+/ M#C ?) >J ; SIG=0.748 () 4 +/ M#C ?) >J
, )0 ' . " ) 2 2 2 K )T %&
+/ &0 )@ +/ < ) 4 ) 11 / 0 <9
. )@
95
; ?
B-
:
F
96
: :
"M#C ,@ ) 8 ' ># " >0? ) ) #2 %& G
- ' # B &)! " > # #2 %& . ; > 0
#@ > 0 )C S) <9 E ' ) 6%& >)&
) 4 +/ # S) ; > 0 C ) ) " ):
4) #@ > 0 )C & ' ) >.! .1
! " ): #@ > 0 )c + @ A0
#@ > 0 " )c , )0 > <! )
97
)@ +/ &0 )@ / 0 ' , )0 ) >8 ! .4
)@ / 0 ' , )0 "M#C OM > .5
4 / 0 ' M#' ?) >% , )0 ' ) >.! .6
4 & ' OM >.! $ () 4 +/ G1 ()
. 0 () 4
+/ / 0 ' M#' ?) >% , )0 ) >8 ! )1 .7
/ 1 A0 <9 M#' ?) >% , ! )0 ) > < .8
. ) 4
: 2 +/ #@ 11 / 1 , )0 OM > <! .9
)@ &! >))/ K2@ &0 )@ +/ , )0
+/ 1 , )0 ) ) > <! ; () 4 +/
. )@
98
11 / 1 " ): O , )0 ) OM >8 ! .10
8 ! 0 4 +/ 6%& &! ' >.! OM ' +)) .
. () 4 +/
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/ 0 ; &0 )@ / 0 ' 1 4 0
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99
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S@: > )@ < )@ &0 / &: .1
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> T " . " ): ) $ 0. > T ^ : &? .3
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40.Cruz-capeles,Nicasio. (1992).the development &evaluation of a
course on strategic for quality management (EDD.university of
Minnesota,1991),DAI-A52/09,p.3254
106
48.Kotler, Philip &others.(1999). Principles of Marketing , 2nd E.ed,
prentice Hall
55.Li, Tiger and calanton, Roger J., (1998), the impact of market
knowledge competence on new product advantage : conceptualization
and empirical examination , Journal of Marketing, Vol,62, October.
107
57.Matsuno, Ken & John T. Mentzer, (2000) , The effects of strategy type
on the market orientation-performance relationshop, Journal of
Marketing, 64, October, p.1-16
108
66.Porter , M. (1990). Competitive advantage of nations New york ,
The free press .
109
76.Wheelen,Thomas L. and Hunger, J.David.(2002). Strategic
Management & business policy ,8th ed , prentice Hall .
77.www.mohe.gov.jo/Statistics/tabid/69/Default.aspx
80.www.ammanu.edu.jo
81.www.ju.edu.jo
110
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