دور المعرفة السوقية في اختيار الإستراتيجيات التنافسية

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The Role Of Market Knowledge For Selection Of

Competitive Strategies
" Examination Of a Sample Of Jordanian Private Higher
Education Institutions "
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‫س‬
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
competitive strategies, within the sample of (7) private Jordanian universities
within the capital Amman. And showing the level of accomplishing the
competitive advantages resulting from the chosen alternatives over the
students in the universities. Two samples were taken the first one of the
management consists of (150) administrators, and it has been targeted by
stratified sample , the data obtained through questionnaire including students'
knowledge & competitors' knowledge , the implementation level of cost
leadership strategy , differentiation strategy and focus strategy . The second
sample of the students consists of (450) students in the faculty of business,
and it has been targeted by judgmental sample , the data obtained through
second questionnaire including the level of accomplishing the competitive
advantages resulting to the students .
‫ع‬
The study used a likert scale and adoption of some statistical methods to
analyze the data : standard deviation , mean ,correlation factor , liner
regression , independent sample T-test and one way ANOVA
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.
The researcher recommended that , the importance of focusing on the core

product differentiation strategy and investing in the scientific research and the
community services due to their low levels in the Jordanian private
universities according to the statistical results of this study , the need for
marketing information system to provide administrators with information's
about the market , the establishment of scientific conferences on an ongoing
basis and to encourage academic staff to participate in conferences , taking the
views of students on a regular basis to make sure of their receiving the
competitive advantages .
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1 4.: +2 )/ )) " N4 0
.089 .975 2.82 121
N4 <! )80 >. ?
B ) ) " N4 )@ 0 /
.100 1.099 2.71 121
E 1 )) N4 )@ ,@ 0
72
#@ ) M! >J >? >4 : m@
: 4
4 M: >? >4 ( 2R4 ) )0

Std. Error Std.
Mean Deviation Mean N
0.047 0.896 3.123 351
? /% 1
0.064 1.203 3.148 351
+)) 0 >)@ O 4.!
0.061 1.152 3.202 351
0 " +)) ( =) ? >)@
0.070 1.313 3.040 351
0 @ " : )) &
0.022 0.418 2.978 351

7 % 1
0.044 0.823 3.194 351
O 0 )1
0.051 0.957 3.037 351
<) >)@ 0 )1
0.049 0.921 3.009 351
" 0 $0.
0.045 0.836 3.254 351
/ ") ) 0
0.055 1.033 2.425 351
) 14 4
0.025 0.472 3.026 351
/ % 1
0.056 1.050 2.738 351
+/ 0 >)@ 0
0.053 0.986 3.131 351
0 4: $) + >)@ 0
0.056 1.056 3.074 351
+/ # >)@ 0
0.054 1.004 3.268 351
/0C J >) $0 H +/ 0
0.058 1.079 2.920 351
H ;H ;K M) 0 )@ >)@ 0 )1
(C
0.037 0.702 3.198 351
# ' )&% 1
0.066 1.241 3.655 351
4 GM) H, > 0
0.056 1.046 2.974 351
%0 >% >,8 H <! 0
0.061 1.148 3.137 351
%0 > " 0
0.071 1.339 2.954 351
+9) +) 2# > 0
73
‫‪0.066‬‬ ‫‪1.242‬‬ ‫‪3.251‬‬ ‫‪351‬‬
‫‪+/ 0 G $‬‬
‫‪0.032‬‬ ‫‪0.592‬‬ ‫‪2.974‬‬ ‫‪351‬‬
‫‪ =1/ %)1/

D‬‬
‫‪0.045‬‬ ‫‪0.852‬‬ ‫‪3.117‬‬ ‫‪351‬‬
‫‪+)) O 4 )@ 89 0 /‬‬
‫‪0.043‬‬ ‫‪0.798‬‬ ‫‪2.832‬‬ ‫‪351‬‬
‫ ‪)@ " A 4 +)) G )@ ) E 0‬‬
‫‪ " >0C 1 >4 ( 3R4 ) )0‬‬
‫‪+)2 0‬‬
‫إاﺕ‪#J‬‬
‫أ"ء ا‪"7"J‬ت ‪#F‬‬ ‫إاﺕ‪#J‬‬ ‫إاﺕ‪ #J‬ا‪L‬‬ ‫إاﺕ‪ #J‬ا‪L‬‬ ‫ا‪ L‬ﺏ"‪:‬‬ ‫إاﺕ‪#J‬‬
‫ارا‪#‬‬ ‫‪"0‬دة ا‪#I+‬‬ ‫ﺏ"‪ #3‬ا‪J‬هی‪#‬‬ ‫ﺏ"‪ #3‬ا‪#+‬‬ ‫ا"دي‬ ‫اآ‪L‬‬
‫ﺝ‪ '@/9‬ا‪1g+‬ق ا‪%‬وﺱ‪:‬‬ ‫‪2.51‬‬ ‫‪2.88‬‬ ‫‪3.05‬‬ ‫‪4.23‬‬ ‫‪3.67‬‬
‫ﺝ‪ '@/9‬ا‪3)@+‬م ا‪'.h.ZX8+‬‬ ‫‪2.71‬‬ ‫‪3.86‬‬ ‫‪3.3‬‬ ‫‪2.73‬‬ ‫‪2.15‬‬
‫ﺝ‪ '@/9‬ا‪18Z+‬اء‬ ‫‪3.76‬‬ ‫‪2.96‬‬ ‫‪2.92‬‬ ‫‪2.81‬‬ ‫‪3.93‬‬
‫ﺝ‪ '@/9‬ا‪-+‬ی‪38‬ﻥ'‬ ‫‪3.88‬‬ ‫‪2.87‬‬ ‫‪2.8‬‬ ‫‪2.82‬‬ ‫‪2.45‬‬
‫ﺝ‪ '@/9‬ا‪e‬ﺱ‪1‬اء‬ ‫‪3.91‬‬ ‫‪2.86‬‬ ‫‪2.8‬‬ ‫‪2.82‬‬ ‫‪2.45‬‬
‫ﺝ‪97] '@/9‬ن ا‪%‬ه)‪'.‬‬ ‫‪2.62‬‬ ‫‪2.82‬‬ ‫‪3.98‬‬ ‫‪2.96‬‬ ‫‪2.61‬‬
‫ﺝ‪97] '@/9‬ن ‪5)+‬راﺱ‪9‬ت ا‪9.)@+‬‬ ‫‪2.77‬‬ ‫‪2.83‬‬ ‫‪2.82‬‬ ‫‪2.73‬‬ ‫‪3.56‬‬

‫ @‪/ 0' 4: G. 0 ! )0 (3R4) G )0 OM ,‬‬
‫‪ 0 ! ; +)) . )@ / 0' % () 4‬‬
‫‪) +) 0 "& &0 )@ / 0' 1 4‬‬
‫" &‪' C 2 +) 0' 0 ; 0C 6%‬‬
‫'‪ C 0 % / 0 ; +)) . )@ / 0‬‬
‫‪74‬‬
B@! )@ / 0' &: 0 ; 2 +) 0'
. +)) . )@ / 0' >) 0
: 8

%
>0 +)' 8 " M#' ?) % <! & )0 ? :H 8

" ( : T ; ) ; T ) "): ()C &) < #@
. (/ ; / ; 2 +)) >0C )) " ( 4 )G
, )) (Linear Regression) 4 )? H! )@ 2 6%& @?
: , 5 ( 4R4 ) )0 >J

F
&
)%
&F ?& (4L4)?
Adjusted R Std. Error of

R R Square Square the Estimate
a
.668 .446 .441 .714
Sum of
Squares Df Mean Square F Sig.
a
Regression 48.820 1 48.820 95.709 .000
Residual 60.701 119 .510
Total 109.521 120
Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta T Sig.

(Constant) .468 .344 1.361 .176
‫ا ا‬ .876 .090 .668 9.783 .000
75
V ( ; 4) , )0 "M#C OM >8 ! )1
R )V
V) V
V R=0.668 4V
V ? V
V 7V
V %' "0V
VC V
V@ )V
V)
S F=95.709 7 B=0.668 <9 Square=0.446
S)V V V 0) >))/ -! % " ; SIG=0.000 M#C ?)
V?) -' >.! B 0C >@ )) " ) 0) >))/ )C
. ( 0C >@ )) ) J M#C
(% <! )0 ' . " ) 2 : ) 2 K )T %&
. "0C @ )) M#' ?)
) < ): #@ >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#' ?)
. <! ! B% ()C %' <9 ? )C
+)C A0 <9 )0 ) ' . " : 2 2 )T %&
.
): #@ >0 +)' 8 " E@ ? : @
8

E,@ ( ; 4 )G ( : T ; ) ; T ) <
.( )
<9 )) ( One way ANOVA) @ )@ 2 6%& @?
: , 5 ( 6R4 ) )0
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
. (6R4) )0 5 & 4 G2
+)C <9 )0 ' . " < 2 2 K )T %&
.
78
): #@ >0 +)' 8 " E@ ? : @@
8

E,@ ( ; 4 )G ( : T ; ) ; T ) <
.( + @ )
S) + @ <9 )) ( One way ANOVA) @ )@ 2 6%& @?
: , 5 ( 7R4 ) )0 +)C

H =
%
@T & Anova
% (7L4)?
'.$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
. SIG=0.357 M#C ?) >J M#' ?)
+ @ <9 )0 ) ' . " << 2 2 )T %&
. )C S)
+/ G1 2 +) 0' M#' ?) >% , )0 ? :@@ 8

. ): #@ >0 " : (2)
79
)) (Correlation Factor) 4 ? )) H! )@ 2 6%& @?
: , 5 (8R4) )0 : 2 +/ G1 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 GV1 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 %&
. ) 4 80 11 : 2 +/ 2 0'
&0 >)@ / 0' M#' ?) >% , )0 ? :%
8

. #@ >0 " &0 >)@ +)0 +/ G1
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
% " ; SIG=0.000 M#' ?) R=0.676 4 ? 7 %' &0
0 " ) ) 4 80 &0 )@ +)0 +/ G1
. &0 )@ / 0'
, )0 ' . " ) 2 ) 2 K )T %&
4 80 11 &0 )@ +/ &0 )@ / 0'
. )
)@ / 0' ) M#' ?) >% , )0 ? : 8

. #@ >0 " >)@ +)0 +/ G1
: , 5 (10R4) )0 >J ,
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' 0
, )0 ' . " ) 2 @ ) 2 K )T %&
80 11 )@ +/ )@ / 0' )
. ) 4
() 4 / 0' M#' ?) >% , )0 ? : 8

. #@ >0 " () 4 0 $ +/ G1
: , 5 ( 11R4 ) )0 >J ,
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
G1 () 4 / 0' , )0 "M#C OM >8 ! )1
M#' ?) R=0.529 4 ? 7 %' () 4 0 $ +/
. SIG=0.000
, )0 ' . " ) 2 ) ) 2 K )T %&
80 11 () 4 +/ () 4 " / 0' )
. ) 4
)@ +/ G1 / 0' M#' ?) >% , )0 ? :% 8

. #@ >0 " +)) .
: , 5 (12R4 ) )0 >J ,
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
)@ +/ G1 / 0' , )0 "M#C OM >8 ! )1
; SIG=0.000 M#' ?) R=0.773 4 ? 7 %' +)) .
, )0 ' . " ) 2 ) 2 K )T %&
4 80 11 +)) . )@ / 0' )
. )
811 " / ): #@ >0 " 4 1 :@ 8

.B B1 >0
(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
B 0 1 () 4 +/ 2 +/ ! . / +/ )@
. 0( > )1 B
/ 4 1 ' . " ) 2 < ) 2 K )T %&
. B 0 B1
/ ): #@ >0 " 4 1 " E,@ )0 ? : 8

N ;0 ; ; A0) >J E,@ >0 8)8 " 11
: > ! 8 N2 b ("): O
/ ): #@ >0 " 4 1 " E,@ )0 ? : : 2 2
. A0 E,@ >0 8)8 " 11
, )) (Independent sample T-test) @ )@ 2 6%& @?
: , 5 (14R4 ) )0 >J
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
Equal .398 .529 -1.071 349.000 .285 -0.050 0.047

variance
'/56+‫ا‬ s
‫ی‬1‫ه‬34+‫ا‬ assumed
‫ة‬ Equal -1.014 214.553 .312 -0.050 0.050
variance
s not
assumed
Equal .044 .833 -1.851 349.000 .065 -0.097 0.053
variance
'/56+‫ا‬ s
'.).7*8+‫ا‬ assumed
Equal -1.808 233.636 .072 -0.097 0.054
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
?) % A () 4 +/ G1 S) 4 A0 <9 9 "M#C
4 A0 <9 9 "M#C OM >8 ! ; SIG=0.170 M#C ?) >J
. SIG=0.312 >J M#' ?) % A / +/ G1 S)
/ A0 <9 , )0 ) ' . " ) 2 6%& )T %&
. ) 4 ) 11
88
/ ): #@ >0 " 4 1 " E,@ )0 ? : < 2 2
. E,@ >0 8)8 " 11
)0 >J , )) (One way ANOVA) )@ 2 6%& @?
: , 5 (15R4 )
::& 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
Age ‫ة‬L ‫ة‬L ‫ة‬L ‫ة‬L

7‫ا‬ #I+‫ا‬ #3‫ا‬ :‫ا‬ L‫اآ‬
#‫هی‬J‫ا"دي ا‬
From Mean 3.307 3.014 3.127 2.95
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
>))/ K2@ - (! SIG=0.000 2 +/ M#C ?) >J
-! (! SIG=0.017 &0 )@ +/ M#C ?) >J ;H4 2 +/ &!
M#C ?) >J ; H4 &0 )@ +/ &! >))/ K2@
() 4 +/ &! >))/ ))/ -! (! SIG=0.000 () 4 +/
-! (! SIG=0.048 +)) . / +/ M#C ?) >J ; H4
. 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%& @?
: , 5 (16R4 ) )0 >J
::& 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
Sig. (2- Mean Std. Error

F Sig. T Df tailed) Difference Difference
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#'
)@ +/ M#C ?) >J ;0 4 <! A 4 +/
4 <! A 4 +/ 6%8 &? ))/ - (! SIG=0.017 &0
6%8 &? ))/ SIG=0.005 >)@ +/ M#C ?) >J ; 0
?) >J ; G2 A 0 4 <! A 4 +/
<9 M#' ?) % <9 )0 ? - (! SIG=0.563 () 4 +/ M#C
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

. 0 E,@ >0 8)8 " 11
, )) (Independent sample T test) T @ )@ 2 6%& @?
: , 5 (17R4 ) )0 >J
::& 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
Sig. (2- Mean Std. Error

F Sig. t Df tailed) Difference Difference
‫ة‬L Equal 1.984 0.160 3.178 349.000 0.002 0.338 0.106
#I+‫ا‬ variances
assumed
Equal 3.269 174.895 0.001 0.338 0.103
variances not
assumed
Equal 4.768 0.030 -1.074 349.000 0.284 -0.055 0.051
‫ة‬L variances
#3‫ا‬ assumed
#‫هی‬J‫ا‬ Equal -0.947 134.333 0.345 -0.055 0.058
variances not
assumed
Equal 4.246 0.040 -2.194 349.000 0.029 -0.124 0.057
‫ة‬L variances
#3‫ا‬ assumed
#+‫ا‬ Equal -2.072 149.376 0.040 -0.124 0.060
variances not
assumed
Equal .103 0.748 -2.270 349.000 0.024 -0.191 0.084
‫ة‬L variances
:‫ا‬ assumed
‫ا"دي‬ Equal -2.252 162.838 0.026 -0.191 0.085
variances not
assumed
Equal .017 0.896 0.628 349.000 0.530 0.045 0.071
‫ة‬L variances
L‫اآ‬ assumed
Equal 0.639 171.067 0.524 0.045 0.070
variances not
assumed
M#' ?) % +/ G1 S) 0 <9 9 "M#C OM >8 ! )1
+)) . / +/ () 4 +/ 2 +/ < /
)@ +/ M#C ?) >J ; SIG=0.160 2 +/ M#C ?) >J
; SIG=0.04 >)@ +/ M#C ?) >J ; SIG=0.030 &0
94
+/ M#C ?) >J ; SIG=0.748 () 4 +/ M#C ?) >J
. SIG=0.846 +)) . /
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+/ &0 )@ +/ < ) 4 ) 11 / 0 <9
. )@
95
; ?
B-
:
F

96
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"M#C ,@ ) 8' ># " >0? )) #2 %& G
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. ># OM K " >0
: B- : F< "
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) 4 +/ # S) ; >0C )) " ):
: ' ) ># ) ; >0
4) #@ >0 )C & ' ) >.! .1
. >0C )! @ " (
< #@. IM#@ M#' ?) >% , ! ) 8 .2
! " ): #@ >0 )c + @ A0
#@ >0 " )c , )0 > <! )
. 8) 0) ))/ ))/ ):
+/ 2 +) 0' , )0 -! M#C OM )1 .3
. ) 4 S) 11 : 2 +/ "& 8 11
97
)@ +/ &0 )@ / 0' , )0 ) >8 ! .4
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)@ / 0' , )0 "M#C OM > .5
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4 / 0' M#' ?) >% , )0 ' ) >.! .6
4 & ' OM >.! $ () 4 +/ G1 ()
. 0 () 4
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. ) 4
: 2 +/ #@ 11 / 1 , )0 OM > <! .9
% ; ) 4 : 2 +/ &? ))/ K2@ (!
)@ &! >))/ K2@ &0 )@ +/ , )0
() 4 +/ , )0 % ; ) 4 &0
+/ 1 , )0 ) ) > <! ; () 4 +/
. )@
98
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: <@
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:
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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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دور المعرفة السوقية في اختيار الإستراتيجيات التنافسية

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دور المعرفة السوقية في اختيار الإستراتيجيات التنافسية

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