This research aims at identifying the impact of excellence in drawing up the following four marketing mix strategies (Product, Pricing, Promotion and Distribution) of the small and medium enterprises in Jordan, in terms of their marketing performance in its dimensions (Sales Growth, Profit Growth, Customer Attraction and Customer Retention).In order to reach the results of this study, A total of (187) valid questionnaire surveys were collected from companies belong to the SME Association in Jordan. The Statistical Package for the Social Sciences (SPSS) approach was used to analyze the collected data. The empirical results indicated there is a significant relationship between the building of marketing strategies of the marketing mix elements in the Jordanian SME and their marketing performance, by (sales growth, profit growth, customer attraction, and customer retention) dimensions. Consequently, decision makers in small and medium organizations need to choose strategies based on their target market to the positive impact on the mind of the consumer, which in turn could improve modern scientific methods in SME to divide their markets into sub-market sectors.
This study investigated the Effect of Market Segmentation on the performance of Micro, Small and
Medium Scale Enterprises (MSMEs) in Makurdi Metropolis, Benue state Nigeria
Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms by
Babu John Mariadoss a,1, Patriya Silpakit Tansuhaj a,1, Nacef Mouri
Assignment help for Individuals in Society , visit: https://academiapapers.net/, thousands of academic assignments, essays and homeworks has been published there, So don't miss those.
International Marketing Research Assignment SampleAssignment Prime
Cross-border activities of firms have been of interest for international business
researchers for a long time, and still it is an expanding field of research. Business which want to compete in 21st century must confronted with the task of crafting strategies that anticipate and respond to the rapid pace of change in global market, and that’s why their information needs are changing and becoming more and more complex and diverse. Every company performs the task of marketing research to provide the relevant, accurate, reliable, valid and current information of market to management. The major objectives of this essay is to research emerging market so that opportunities for internationalisation can be found, to understand the primary functions and mark the problems in market research. Maintaining objective in marketing research is essential if marketing management is to have sufficient confidence in its result to be prepared to take risky decisions based upon those results.
Supply side dynamics of Boutique Fashion in BangladeshIOSRJBM
As a fast growing industry the boutique fashion is the lifeblood of Bangladeshi economy. There are a lots of potential small boutique wear producers for inclusive growth in our economy. However, few studies examined their development, challenges and future prospects. Therefore, the aim of this paper is to investigate the sustainability and growth potential of small boutique wear producers in Bangladesh. A survey and individual interviews were conducted with professionals and owners of the boutique fashions. A triple triangle factors analysis was used to indentify challenges at the firm internal, industry and macro level for ensuring sustainability and growth potential. Based on the findings, an action plan is proposed to take effective decisions in order to enhance the supply side dynamics in the long run. The study has implications for small boutique fashion wear producers and policymakers.
This study investigated the Effect of Market Segmentation on the performance of Micro, Small and
Medium Scale Enterprises (MSMEs) in Makurdi Metropolis, Benue state Nigeria
Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms by
Babu John Mariadoss a,1, Patriya Silpakit Tansuhaj a,1, Nacef Mouri
Assignment help for Individuals in Society , visit: https://academiapapers.net/, thousands of academic assignments, essays and homeworks has been published there, So don't miss those.
International Marketing Research Assignment SampleAssignment Prime
Cross-border activities of firms have been of interest for international business
researchers for a long time, and still it is an expanding field of research. Business which want to compete in 21st century must confronted with the task of crafting strategies that anticipate and respond to the rapid pace of change in global market, and that’s why their information needs are changing and becoming more and more complex and diverse. Every company performs the task of marketing research to provide the relevant, accurate, reliable, valid and current information of market to management. The major objectives of this essay is to research emerging market so that opportunities for internationalisation can be found, to understand the primary functions and mark the problems in market research. Maintaining objective in marketing research is essential if marketing management is to have sufficient confidence in its result to be prepared to take risky decisions based upon those results.
Supply side dynamics of Boutique Fashion in BangladeshIOSRJBM
As a fast growing industry the boutique fashion is the lifeblood of Bangladeshi economy. There are a lots of potential small boutique wear producers for inclusive growth in our economy. However, few studies examined their development, challenges and future prospects. Therefore, the aim of this paper is to investigate the sustainability and growth potential of small boutique wear producers in Bangladesh. A survey and individual interviews were conducted with professionals and owners of the boutique fashions. A triple triangle factors analysis was used to indentify challenges at the firm internal, industry and macro level for ensuring sustainability and growth potential. Based on the findings, an action plan is proposed to take effective decisions in order to enhance the supply side dynamics in the long run. The study has implications for small boutique fashion wear producers and policymakers.
Unilever is a British-Dutch transnational consumer goods company co-headquartered in London, United Kingdom, and Rotterdam, Netherlands. Its products include food and beverages (about 40 percent of its revenue), cleaning agents, beauty products, and personal care products. This presentation covers the internal & external Analysis of Unilever Bangladesh Ltd.
Business Feasibility - Understanding the Marketing Aspect as a Feasibility Ch...PROF. EMMANUEL DOTONG
The slide deck presents the several components that need to be considered in preparing the marketing aspect of business feasibility. This include but not limited to market research, demand and supply analysis, sales projections, and marketing mix strategies.
Please download the presentation to have a better slide deck viewing.
DRIVING PRODUCT SALES PERFORMANCE BY ANALYSING PRODUCT PRELAUNCH IN A LINGUIS...kevig
This paper uses a natural linguistics analytic approach, by studying product prelaunch events’ script, to investigate the determinants of driving the product sales based on customer values framework as well as “Nextopia” consumer psychology. This research contributes to the theoretical framework of identifying the customer values, which have impacts on the product sales. Moreover, we investigate how product sales be driven by the optimism attitude and affective forecasting feeling, which are vocal during product prelease events. Through the study of analysing the essential words, which represent the underlying customer values from the script of Apple Inc. product prelaunch events, we found that product functional and experiential/ hedonic of customer values drive product sales. Induced affective forecasting message negatively moderated the impact of cost/ sacrifices values on product sales. In addition to the theoretical contributions, this research provides practical guidelines of how to shape the product prelaunch speech to maximize the sales of the to-be-released products.
A STUDY ON THE ROLE OF MARKETING MIX ON CUSTOMER SATISFACTION AT KMMLAkash Raghunath
The study will be a significant enhance in finding the role
of marketing mix elements on customer satisfaction and
will be beneficial for both company and their industrial
customers.
Market Orientation, Learning Organization and Dynamic Capability as Anteceden...IOSR Journals
Strategic competitiveness is achieved when a firm successfully formulate and implement a strategy of value creation. In order to create competitive advantage, the theory of competitive advantage have contributed to the present two major schools of the Market-Based View (MBV) and Resources-Based View (RBV), which both lead the company in creating a competitive advantage through superior value. The purpose of this paper is to examine the relationship between market orientation, learning organization and dynamic capability on value creation. Using a questionnaire survey, the paper is based on data collected from 105 owners or managers of industry creative in Indonesia. The partial least squares (PLS) structural equation modeling approach was used to analyze the data and test the hypotheses.The results indicate that, among the market orientation, learning organization, dynamic capability are significantly and positively related to value creation.
The central role of branding in establishing the firm’s identity and building its position in the
global marketplace among customers, retailers and other marketplace participants, makes it
increasingly imperative for firms to establish a clear cut international branding strategy. This study
examines the impact of branding aspects on firm performance in the emerging markets ofSoutheast
Asia. Specifically, the question of standardization versus adaptation of brandpromotion is the focus
of attention. After literature review, a conceptual model suggests that thestandardization of brand
promotion as well as a long-term brand vision provided by management, positively influence target
market performance. Furthermore, the model considers externalenvironmental factors. Data gathered
from a survey with managers allow testing the hypothesesthrough structural equation modelling. The
results of the quantitative study largely support thehypotheses
Metrics Reloaded: Marketing's Opportunity to Impact Strategic DirectionVisionEdge Marketing
Learn some of the key things marketing executives and professionals need to do to create a performance-driven marketing organization. Enable your marketing team to measure its contribution and value to the business. The program presented a framework any marketing organization can adopt, along with tangible steps and metrics every marketing organization can take and use to improve its accountability. We hope you can use this framework to develop your outcome-based customer centric metrics.
This study aims to determine the relationship between
entrepreneurial marketing dimensions and business
growth among small and medium agro-processing enterprises
in Zimbabwe. The methodology involved a quantitative approach
to collecting and analyzing research data. The field
study was conducted in Bindura, Zimbabwe to collect research
data from 260 managers of agro-processing SMEs. Using
the SPSS 24 and AMOS 24 software, the Structural Equation
Modeling (SEM) procedure was performed to analyze the
research data. The study’s findings validate the assertion that
dimensions such as product innovation, entrepreneurial orientation,
risk-taking and resource leveraging are instrumental in
stimulating business growth among agro-processing SMEs
in Zimbabwe. A robust relationship was also found between
resource leveraging and business growth. Moreover, managerial
implications of the findings were discussed and limitations
and future research directions were indicated
Impact of Marketing Strategy on Business Performance A Study of Selected Smal...IOSR Journals
This research paper investigates the impact of marketing strategy on business performance with special reference to the selected SMEs in Oluyole local government area Ibadan, Nigeria. The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from one hundred and three (103) respondents. The instrument used in this study is a close-ended questionnaire that was designed by the researchers. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 20. The results show that the independent variables (i.e Product, Promotion, Place, Price, Packaging and After sales service) were significant joint predictors of business performance in term of profitability, market share, return on investment, and expansion.(F(6, 97) = 14.040; R2 = 0.465; P< .05). The independent variables jointly explained 46.5% of variance in business performance. Subsequently, recommendation were made to SMEs operators to produce quality products; charge competitive prices, position appropriately, use attractive package for the product, engage in after sales service and provide other distinctive functional benefits to consumers.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...IJRTEMJOURNAL
Recent era, the world have been witnessed the Information Technology development in various
industrial sectors. This has led to change in organization performance, where many researchers are motivated to
investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study
aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company.
Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved
result signify a significant influence of Marketing mix strategies on organization performance in Safeway
Company. In the light of the before mentioned findings, the study recommend to such glossary industry some
supportive operations to encourage creativity in various functional departments.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various
industrial sectors. This has led to change in organization performance, where many researchers are motivated to
investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study
aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company.
Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved
result signify a significant influence of Marketing mix strategies on organization performance in Safeway
Company. In the light of the before mentioned findings, the study recommend to such glossary industry some
supportive operations to encourage creativity in various functional departments.
Unilever is a British-Dutch transnational consumer goods company co-headquartered in London, United Kingdom, and Rotterdam, Netherlands. Its products include food and beverages (about 40 percent of its revenue), cleaning agents, beauty products, and personal care products. This presentation covers the internal & external Analysis of Unilever Bangladesh Ltd.
Business Feasibility - Understanding the Marketing Aspect as a Feasibility Ch...PROF. EMMANUEL DOTONG
The slide deck presents the several components that need to be considered in preparing the marketing aspect of business feasibility. This include but not limited to market research, demand and supply analysis, sales projections, and marketing mix strategies.
Please download the presentation to have a better slide deck viewing.
DRIVING PRODUCT SALES PERFORMANCE BY ANALYSING PRODUCT PRELAUNCH IN A LINGUIS...kevig
This paper uses a natural linguistics analytic approach, by studying product prelaunch events’ script, to investigate the determinants of driving the product sales based on customer values framework as well as “Nextopia” consumer psychology. This research contributes to the theoretical framework of identifying the customer values, which have impacts on the product sales. Moreover, we investigate how product sales be driven by the optimism attitude and affective forecasting feeling, which are vocal during product prelease events. Through the study of analysing the essential words, which represent the underlying customer values from the script of Apple Inc. product prelaunch events, we found that product functional and experiential/ hedonic of customer values drive product sales. Induced affective forecasting message negatively moderated the impact of cost/ sacrifices values on product sales. In addition to the theoretical contributions, this research provides practical guidelines of how to shape the product prelaunch speech to maximize the sales of the to-be-released products.
A STUDY ON THE ROLE OF MARKETING MIX ON CUSTOMER SATISFACTION AT KMMLAkash Raghunath
The study will be a significant enhance in finding the role
of marketing mix elements on customer satisfaction and
will be beneficial for both company and their industrial
customers.
Market Orientation, Learning Organization and Dynamic Capability as Anteceden...IOSR Journals
Strategic competitiveness is achieved when a firm successfully formulate and implement a strategy of value creation. In order to create competitive advantage, the theory of competitive advantage have contributed to the present two major schools of the Market-Based View (MBV) and Resources-Based View (RBV), which both lead the company in creating a competitive advantage through superior value. The purpose of this paper is to examine the relationship between market orientation, learning organization and dynamic capability on value creation. Using a questionnaire survey, the paper is based on data collected from 105 owners or managers of industry creative in Indonesia. The partial least squares (PLS) structural equation modeling approach was used to analyze the data and test the hypotheses.The results indicate that, among the market orientation, learning organization, dynamic capability are significantly and positively related to value creation.
The central role of branding in establishing the firm’s identity and building its position in the
global marketplace among customers, retailers and other marketplace participants, makes it
increasingly imperative for firms to establish a clear cut international branding strategy. This study
examines the impact of branding aspects on firm performance in the emerging markets ofSoutheast
Asia. Specifically, the question of standardization versus adaptation of brandpromotion is the focus
of attention. After literature review, a conceptual model suggests that thestandardization of brand
promotion as well as a long-term brand vision provided by management, positively influence target
market performance. Furthermore, the model considers externalenvironmental factors. Data gathered
from a survey with managers allow testing the hypothesesthrough structural equation modelling. The
results of the quantitative study largely support thehypotheses
Metrics Reloaded: Marketing's Opportunity to Impact Strategic DirectionVisionEdge Marketing
Learn some of the key things marketing executives and professionals need to do to create a performance-driven marketing organization. Enable your marketing team to measure its contribution and value to the business. The program presented a framework any marketing organization can adopt, along with tangible steps and metrics every marketing organization can take and use to improve its accountability. We hope you can use this framework to develop your outcome-based customer centric metrics.
This study aims to determine the relationship between
entrepreneurial marketing dimensions and business
growth among small and medium agro-processing enterprises
in Zimbabwe. The methodology involved a quantitative approach
to collecting and analyzing research data. The field
study was conducted in Bindura, Zimbabwe to collect research
data from 260 managers of agro-processing SMEs. Using
the SPSS 24 and AMOS 24 software, the Structural Equation
Modeling (SEM) procedure was performed to analyze the
research data. The study’s findings validate the assertion that
dimensions such as product innovation, entrepreneurial orientation,
risk-taking and resource leveraging are instrumental in
stimulating business growth among agro-processing SMEs
in Zimbabwe. A robust relationship was also found between
resource leveraging and business growth. Moreover, managerial
implications of the findings were discussed and limitations
and future research directions were indicated
Impact of Marketing Strategy on Business Performance A Study of Selected Smal...IOSR Journals
This research paper investigates the impact of marketing strategy on business performance with special reference to the selected SMEs in Oluyole local government area Ibadan, Nigeria. The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from one hundred and three (103) respondents. The instrument used in this study is a close-ended questionnaire that was designed by the researchers. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 20. The results show that the independent variables (i.e Product, Promotion, Place, Price, Packaging and After sales service) were significant joint predictors of business performance in term of profitability, market share, return on investment, and expansion.(F(6, 97) = 14.040; R2 = 0.465; P< .05). The independent variables jointly explained 46.5% of variance in business performance. Subsequently, recommendation were made to SMEs operators to produce quality products; charge competitive prices, position appropriately, use attractive package for the product, engage in after sales service and provide other distinctive functional benefits to consumers.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...IJRTEMJOURNAL
Recent era, the world have been witnessed the Information Technology development in various
industrial sectors. This has led to change in organization performance, where many researchers are motivated to
investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study
aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company.
Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved
result signify a significant influence of Marketing mix strategies on organization performance in Safeway
Company. In the light of the before mentioned findings, the study recommend to such glossary industry some
supportive operations to encourage creativity in various functional departments.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various
industrial sectors. This has led to change in organization performance, where many researchers are motivated to
investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study
aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company.
Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved
result signify a significant influence of Marketing mix strategies on organization performance in Safeway
Company. In the light of the before mentioned findings, the study recommend to such glossary industry some
supportive operations to encourage creativity in various functional departments.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various industrial sectors. This has led to change in organization performance, where many researchers are motivated to investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company. Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved result signify a significant influence of Marketing mix strategies on organization performance in Safeway Company. In the light of the before mentioned findings, the study recommend to such glossary industry some supportive operations to encourage creativity in various functional departments.
FACTORS INFLUENCING ON MARKETING PERFORMANCE: THE MEDIATING ROLE OF BUSINESS ...indexPub
In a time when the world economy is undergoing unprecedented change and disruption, the role of market orientation, digital orientation or business agility becomes even more important and necessary, especially the relationship of these factors with the marketing performance of the business is a topic of great interest. This study aims to determine the impact of factors affecting marketing performance including market orientation, digital orientation. It also examines the mediating role of business agility in the relationship between market orientation, digital orientation and marketing performance.
Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. In South Africa, the Small, Micro and Medium Enterprises (SMMEs) sector has been acknowledged as the driving force to foster economic growth and job creations. This paper aimed at examining how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa. The study utilized a quantitative research paradigm. A structured questionnaire consisting of validated scales for relationship marketing, green marketing, innovative marketing and business performance was administered to a sample of 231 SMMEs managerial employees in the Southern Gauteng region of South Africa. Smart PLS was used to analyze the data and the results indicated that there are positive relationships between the posited research variables. Implications of the findings are discussed and limitations and future research directions are alluded to.
Scoring marketing obstacles and recommended solutions: the case of the date m...Premier Publishers
This study is an attempt to identify problematic issues facing date marketing systems in Saudi Arabia and to introduce corrective solutions to overcome them. Eventually, this would increase date marketing efficiency, performance, and the competitiveness level of Saudi dates, both locally and globally. The study applied a typical five-level Likert scale and factor analysis in order to analyze the primary data collected from date dealers at the major Saudi Arabian date markets. Results highlighted that the impact of technical problematic issues were the highest, with an average of 3.67 followed by structural problematic issues with an average of 3.36, and finally followed by behavioral problematic issues with an average of 3.12. Technical, structural, and behavioral problematic issues have been categorized into a set of factors explaining 79.18%, 74.84%, and 77.7% of the variations, respectively. The impact of applying the recommended solutions on a Saudi Arabian date marketing system were found to be high, ranging from a minimum of 3.35 for encouraging competition to a maximum of 3.98 for providing affordable cold storages. Dates marketing channel types, geographical factors, and the date marketing dealers’ educational level have shown significant effects on the prevailing problematic issues of the Saudi Arabian date marketing system.
The purpose of this study is to investigate The effects of Marketing Strategies on Organizational Performance; A Study of Nigeria Bottling Company Kaduna, including Production strategy, pricing strategy, promotion strategy and place strategy, that eventually influences Marketing strategies on performance. Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting
The objectives of this study were to identify the level of market orientation of micro and small businesses and to identify whether there are differences in level of market orientation in terms of firm level characteristics. Accordingly, a sample of 49 micro and small businesses based on agriculture and trading sectors in Badulla district were studied. According to descriptive statistics, none of the firms is adopting a high level market orientation whereas all most all the firms are belonging to either medium or low level of adaptation of market orientation. The test results of independent sample t-test and One Way ANOVA proves that data support for a statistically significant (P<0.05) difference in the level of market orientation in terms of gender educational level of the owner manager and the business experience of the owner managers in the studied sample.
Strategic Cost and Activating Competitive Advantageijtsrd
This study aimed to identify the Role of Strategic Costs (SCs) in Activating Competitive Advantage (Field Study in the Paints Companies - Khartoum State). The study tested two hypotheses which are: There is a significant relation between (SCs) and the Activating of the Competitive Advantage in the Sudanese Paints Companies in Khartoum State, there is a significant relation between (SCs) and the reduction of production costs in the Sudanese Paints Companies in Khartoum State. Researchers distributed (40) questionnaire forms among some of the workers in the field selected randomly (33) Forms were collected as 83%. Statistical package of social sciences programmer (SPSS) used for analyzing data. The study reached some findings from which: the strategic costs contribute in reducing costs during the products design stage, the companies has awareness in analyzing the competitive advantage situation to the competitors costs structure, the paints companies in Khartoum work to improve its operations and products continuously to decrease costs, Some of the study recommended to: there is necessity in applying the strategic cost methods together to activate the competitive advantage continuously , to do more studies in all the Sudanese industrial companies to the benefit of adopting the strategic cost in decreasing costs and to support the competitive advantage. Dr. Abubkr Ahmed Elhadi Abdelraheem | Dr. Badreldin Elhadi Ahmed Serajeldin | Aldouma Abdallah Abdalrahman Jedo"Strategic Cost and Activating Competitive Advantage" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-4 , June 2017, URL: http://www.ijtsrd.com/papers/ijtsrd147.pdf http://www.ijtsrd.com/management/accounting-and-finance/147/strategic-cost-and-activating-competitive-advantage/dr-abubkr-ahmed-elhadi-abdelraheem
The influence of market orientation, learning orientation, and entrepreneuria...Iwan Kurniawan Subagja
Company performance is a success measurement which is conducted every determined time period. The Performance can be said
as the value of each activity that has been prepared and implemented to identify whether the strategy made in the implementation
has been right or false. This study proposed to examine the variables of market orientation, learning orientation and entrepreneurial
orientation to company performance through innovation. This study was conducted on Small-Medium Enterprises (UKM) Batik
industry of Cirebon with the number of respondents 182 Batik industry enterprises Cirebon. This research is explanatory with
simple random sampling technique and data analysis technique using Structural Equation Modeling (SEM) version 22. The result
of this research reveals four findings; first, market orientation, learning orientation and entrepreneurial orientation have positive
and significant impact on innovation; second, market orientation, learning orientation and entrepreneurial orientation have positive
and significant impact on firm performance; third, innovation has positive and significant impact on firm performance and market
orientation; fourth, learning orientation as well as Entrepreneurial orientation has a positive and significant impact on company
performance through innovation.
Competitive Profile Matrix of Selected Drug Stores at Jaen, Nueva Ecija, Phil...IJAEMSJORNAL
To evaluate the Critical Success Factors and establish the Competitive Profile Matrix (CPM) of the drugstore business is the main objective of this study. This paper aims to critically appraise the importance of a company's competitive advantage and its role in formulating a company's strategy. It is a descriptive and conceptual analysis based on a literature review emphasizing strategic success tools such as Competitive Profile Matrix (CPM), for producing factors of achieving competitiveness in the fiercely competitive market. This research was conducted for three months from September 2019 to November 2019. The research method used was a descriptive approach using a scholarly–made questionnaire based on related literature and studies. The respondents of the study were the three (3) selected drug stores located at Jaen, Nueva Ecija, Philippines. Findings have shown that the drug store owner–respondents strongly agreed that products offer, financial strategy and location as strategic success factors. Furthermore, the respondents also agreed that company reputation, people or employee motivation and promotional strategy werealso factors for the company to be successful. 7. Company B has the highest total when it comes to its Competitive Profile Matrix compare to Company A and C because of the good location and company reputation.
Enhancing Business Value through Competitive Advantage Strategies in the Onli...ijtsrd
Market actors are always developing business strategies to address the dynamics of economic change as a result of the altered market interpenetration brought about by globalization. Investigating the effect of business strategy on increasing business value through a competitive advantage approach is the goal of this study. The data was examined using linear regression with the intervening model after convenience sampling was utilized to choose 100 businessmen from Surakartas online retail industry. According to the research findings, business strategy has a significant effect on competitive advantage, competitive advantage has a significant effect on business value, and business strategy has a significant effect on increasing business value through a competitive advantage strategy, indicating that increasing business value is the main goal of implementing strategy in business and products with uniqueness accompanied by innovation. Asih Handayani | Adcharina Pratiwi | Dasmadi "Enhancing Business Value through Competitive Advantage Strategies in the Online-Based Fashion Industry in Surakarta" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-1 , February 2023, URL: https://www.ijtsrd.com/papers/ijtsrd52694.pdf Paper URL: https://www.ijtsrd.com/economics/development-economics/52694/enhancing-business-value-through-competitive-advantage-strategies-in-the-onlinebased-fashion-industry-in-surakarta/asih-handayani
Introduction To be successive in the global market,.docxvrickens
Introduction
To be successive in the global market, each organization need to have a global marketing mix and global mindset. In other words, multinational and national organizations require structuring their process such that they meet the global standards to compete effectively with others. The initiative considers marketing within an integrated economy, which is stateless and with minimal restrictions. According to De Mooij (2018), global marketing involves understanding the different cultural paradoxes to achieve global competitiveness. Although the state of globalization is low for developing countries, the developed countries are making well-integrated markets. The global marketing activities must be integrated at a global level (Gillespie, & Riddle, 2015). One critical consideration is that there is a need to address the forces of globalization and localization. As a marketer, there is the need to think strategically since the global market present different challenges, and as such, the need to respond decisively to the competitive market. The marketing strategies need to be defined to enhance cost reduction to achieve profitability at the worldwide market. From the performance of different multinational companies, it is clear that real change has been taking place within the business planning focus (Gluck, Kaufman, &Walleck, n.d.). In the marketing, initiative organization needs to be committed to building a strong brand name, which will be recognized worldwide to overcome these barriers.
Globalization has changed the way of doing business, especially in developed countries such as the US. Managers need to be oriented to other cultures in their way of doing business to achieve alternative benefits. The ability to adapt and use the style which is most acceptable to the particular country market is a characteristic of having a global mindset. The world economies have been transformed significantly, and hence, all organizations need to be proactive in using diversity. For leaders to influence the multicultural world and business environment, they need to have a global mindset. The unicultural lens that initially helped employees to interpret and understand their surroundings is now a critical obstacle in performing business today, especially in the developed countries (Javidan, 2010 May 19). This paper is based on the discussion of global marketing strategies, globalization, and the need to have a global mindset. A global strategy such as a global mindset and global marketing strategies are crucial for survival in the current international market since there is a critical transformation of the worldwide economies through global connectedness.
(2) Global Marketing Mix
The global marketing strategies refer to the initiatives to coordinate the marketing efforts from different regions of the world. For all the elements of the marketing mix such as product, place, price, and promotion, the marketer reconsider the need to include ch ...
Marketing Mix Strategies of Soft Drink Producers in Anambra State, Nigeriaijtsrd
The study aimed to investigate the marketing mix strategies employed by soft drink producers in Anambra State and to assess the impact of such strategies on their performance. Ninety respondents were judgementally selected and sampled. Questionnaire was used to gather the study data analysed on frequencies, percentages and Kruskal-Wallis one-way ANOVA. Results showed that promotion consisting sponsorship in sports and entertainment, diversification, introduction of new brands/products, aggressive advertising and price reduction are the most frequently used marketing-mix strategies. Results also agreed that the soft drink producers in Anambra State change their marketing mix and often too for reasons of making their products new and attractive, offering at customers asking price, competition in the market, grow market share, and profit. Results of the hypotheses testing indicated significance mean difference in the marketing-mix frequently used by these producers but, there is no significant mean difference on how often those change their strategies. Hypotheses tests confirm that these producers change mix strategy to grow market vis-Ã -vis other objectives. Overall, the tests showed marketing-mix strategies have significant impact on the performance of all the soft drink producers in Anambra State. Okwuchukwu Marcus, Anyasor, PhD"Marketing Mix Strategies of Soft Drink Producers in Anambra State, Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-1 , December 2017, URL: http://www.ijtsrd.com/papers/ijtsrd7195.pdf http://www.ijtsrd.com/management/marketing/7195/marketing-mix-strategies-of-soft-drink-producers--in-anambra-state-nigeria/okwuchukwu-marcus-anyasor-phd
Similar to Excellence in Drawing up Marketing Mix Strategies for Small and Medium Enterprises (SMEs) and Their Impact on the Marketing Performance (20)
Although performance appraisal is concerned with the evaluation of workers job performance, it at the same time serves to highlight the specific objectives of an organization. As the employee is being evaluated the organization is also evaluating itself by comparing objectives and standards of performance, reviews the whole appraisal framework and design as well as organizational values and culture. Performance appraisal is a veritable tool for organizations to evaluate and increase the quality of education and training of their workforce with a view to developing lifelong learning patterns and strategies to sustain productivity throughout longer working periods. Motivation as it relates to employee productivity is often behind the drive for performance and self-actualization and provides opportunities for higher productivity. Productivity is an important measure of goal achievement because getting more done with less resources increases organizational profitability. Using the exploratory research design and 109 participants the result of the study indicates a strong positive correlation between performance appraisal and employee productivity. It suggests that the issue of performance appraisal in charitable organizations should be addressed. In view of the result of the study, the paper recommends that performance appraisal should carefully review employee’s strengths and weaknesses against requirements for possible future higher responsibilities.
The integration between innovation and business is a key factor in competitiveness between organizations. That is, innovation applied to a business makes no sense if not considered as an integral tool for the processes of the organization. Companies should therefore adopt a policy where innovation plays a strategic role in the design of business models to become lean, effective and competitive entities (Moraleda, 2004). The objective of this paper is to show the importance of innovation within companies, identifying the concept, the various models that different entities might adopt in order to develop better processes of innovation, as well as indicators that represent innovation at global and national levels in order to develop strategies that lead to an increase in competitiveness. For this work the method used was a bibliographical review of relevant articles from a range of authors was conducted.
The practitioners and academicians in the business arena are highly concern about the enhancement of employee performance in this competitive age for achievement of business goals. Considering the issue, this study aimed to measure the influence of Human Resource Management (HRM) practices on the performance of employees. The data of this study have been collected from 392 on-the-job operational level employees using survey method who are working at different garment factories in Bangladesh. The collected data are analyzed through structural equation modeling to partial least square method. The study empirically proves that employee training and development, promotion opportunity, and job security has significant influence on the employees’ performance. Theoretically, this study proves that training and development, job security and promotion opportunity together influence on the performance of employees in the developing economy. The practitioners and policy makers of the organizations are expected to make necessary adjustments in their existing HRM practices based on the findings of this study in the context of Bangladesh for enhancing the employees’ performance level so that their whole-hearted efforts can be gained for the achievement of business goals.
Child labor is one of the issues receiving much attention from researchers and scholars around the world. Child labor still occurs in most countries around the world. Viet Nam is also one of the countries with relatively high child labor and increasing trend. This article is based on critical discourse analysis and data from the General Statistics Office of Vietnam to analyze some fundamental issues of child labor in Vietnam, thereby giving policy suggestions to the Vietnam government in minimizing the current child labor situation.
The rapid trend of changes and social issues in managing the global workforce has forced organizations to look for innovative ways of enhancing the job satisfaction of employees. Among these innovative approaches is the provision of Flexible Working Arrangements (FWAs). The purpose of this exploratory research was to identify the effects of FWAs, i.e., flextime schedule, compressed workweek, and telecommuting on job satisfaction from the perspective of the Ethiopian national employees of the United Nations Economic Commission for Africa (ECA) in Addis Ababa. To achieve this objective both descriptive and inferential statistics were conducted. The total population of the study was 250; out of which, 71% of responses were collected. A primary data collection method was implemented using a structured questionnaire. The analysis showed that there is significant positive effect of flextime schedule (R = .39, R2 = .264, p = .001) and compressed workweek (R = .39, R2 = .159, p = .039). This means that increase in the use of flextime schedules and compressed workweek enhances job satisfaction for employees of the ECA in Addis Ababa. The independent variables reported R = .39 and R2 = .15 which means that 15% of corresponding variations in employee job satisfaction can be explained by flexible working arrangements. Nevertheless, this study found out that there are no significant relationship of telecommuting (R = .39, R2 = .065, p = .398) on job satisfaction. Therefore, since the provision of FWAs is at the nascent stage, further studies on the effect of telecommuting on job satisfaction from Ethiopian employees context are highly recommended.
This study evaluates the impacts of urban road investment and operation in China, especially the spillover effect attributable to the investment of urban road projects. Using the synthetic control method and difference-in-differences technique and taking the opening of Jiaozhou Bay Bridge and its Subsea Tunnel in China on 30 June 2011 as a natural experiment, this paper investigates the causal effect between urban road investment and its economic impacts. Results show that the project has a positive externality in terms of its contribution to the output and employment: taken the industrial relative output as outcome variable, no matter whether the covariates are controlled or not, the parameters of the interactive terms are positive; taken the industrial relative employment rate as outcome variable, the gap between the treated unit and its counterpart indicates a direct program effect for the treated city as well as a spillover effect across the cities within the sample province. Furthermore, the permutation test ascertains that the probability of achieving a spillover effect as large as the treated city is around 5.88 per cent. Overall, the investment and operation of urban road transportation infrastructure has a noticeable spillover effect. Our results are robust across a series of placebo tests.
Poor public management defined by corruption and lack of prudence in public life continues to hold Nigeria hostage and makes good governance difficult. Since the 1980s government has been using many methods including the processes of privatization and commercialization as means of re-engineering the public sector for total quality management, and to increase the share of the public sector’s contribution to the gross domestic product. The experiment never achieved the desired level of success partly due to lack of political will on the part of government to wedge a total war against corruption, and also partly because the public sector is a large scale administration that has many entry and revolving doors which government finds difficult to close. These limitations provide the incentives for widespread public corruption that is recognized as one of the greatest challenges of government in carrying out its mandate. 110 respondents participated in this study conducted through the exploratory research design. The participants provided useful data that were triangulated with data from secondary sources for the purpose of the study. To achieve the objective of the investigation, data were analyzed through statistical techniques and the result showed significant positive correlation between good governance and good management. It was recommended that appointments in the public sector should feature a combination of people from private and public sectors of the economy to enhance competence with the aim of reducing public sector corruption. Further study should examine the reasons behind rising budget deficits as a way of reducing cost of governance in Nigeria.
In this article, we analyze in the Malian context the link between the structure of the shareholding and the sustainability of companies based on data from the census of industrial enterprises of the Ministry of Trade and Industry, 2015. The results show that Mali’s economic opening option in the 1980s, strengthened in the 1990s following the implementation of the Structural Adjustment Programs, resulting in the state’s withdrawal from the management of enterprises, have enabled the emergence of private enterprises in almost all sectors of economic activity. However, shareholding in industrial enterprises has suffered from poor governance. It also shows that the number of women entrepreneurs is close to that of men. Between 2010 and 2014, the majority of shareholders are in the agri-food sector. The majority of the investment is in the metal and metallurgical sector.
This paper’s objective is to present the importance of the strategic planning in business management. Speaking of strategic planning is always speaking in general terms and how to fix paths of behavior will necessarily affect deeply and significantly in the future evolution of the company or organization that adopts it. Today we think of the organization as part of an environment and in terms of options or choices based on what you have, of its surroundings and the opportunities or pathways that can lead to achieving the objective, (Garrido, 2009). For this work the method used was a bibliographical review of relevant articles from a range of authors was conducted. The conclusions were that the be properly analyzed and adapted to the precise conditions and characteristics of the small business or, more generally, to any type of business for which the planning is intended. Strategic planning brings multiple benefits (which exceed its disadvantages) if applied in the right way, however, there are inherent risks, which can be overcome with proper monitoring and control.
The study examined the relationship between non-financial incentives and workers’ motivation in Akwa Ibom State Civil Service exploring five key variables of continuing professional development, performance feedback, employee employment, employee participation in decision-making and task autonomy. Survey research design was adopted involving the use of questionnaire to gather data from 392 respondents drawn from a population of 20465 civil servants in state using Taro Yamene Sample Size Determination Table. The sample was drawn across all ministries and departments through stratified and convenience sampling techniques. Data collected were analysed using descriptive and inferential statistics. Hypotheses were tested at 0.05 level of significance. The five dimensions of non-financial incentives were positively correlated with workers’ motivation from the results of the analysis. Continuing Professional Development (CPD) had the highest correlation value (r = 0.33, P<0.01). Also, the five null hypotheses were rejected implying that the variables of study influence workers’ motivation in Akwa Ibom State Civil Service, Nigeria with beta coefficients and t-values of CPD (0.29;4.313); PF (0.117; 3.500); EE (0.2.141); PDM (0.182; 2.935), and TA (0.231;2.817). It was concluded that since workers’ motivation is a vital tool to organizational effectiveness and growth, employers should explore more of non-financial incentives in formulating and implementing employee benefits related policies.
This literature review is organized in five sections. Firstly, we begin with general ideas and continue with the origin of the fraudulent. Secondly, we discuss the struggle of the phenomena, insisting on the available mechanisms. Finally, we’ll discuss the link between audit and fraud.
Accounting function aims at providing accurate and sufficient accounting information to facilitate proper financial reporting and management performance. Accounting information is usually in the form of periodic or annual financial statements which are products of costing, financial and management accounting prepared for the benefit of a number of external interest groups. Accounting has its roots in the stewardship approach and as a management performance tool to guide the agent and the principal over the exact status of the going concern. Accounting function also involves financial statement analysis, interpreting the accounts by computing and evaluating ratios which relate pairs of financial information or items with one another. This analysis of ratios can be cross-sectional comparing the results of one company with another or trend. In doing so close attention is usually paid to profitability ratio to help keep pace with effective management performance. The exploratory research design was adopted for the study and result showed positive correlation between accounting function and management performance. The study was not exhaustive, therefore, further study should examine the relationship between audit failure and business failure as a matter of finding a solution to the problem. It was recommended that management should always carefully study audit reports to enhance decision making and management performance.
This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.
In recent years, retired workers eligible for social security receive their emoluments from the appropriate regulatory agency and this provides more realistic evidence on the better living standard of the aged (retirees) under the scheme. Empirically, this paper examines the impact of social security on economic growth in Ghana using time series secondary (monthly) data ranging from 2000 – 2018. The author answers in two questions: 1) how significant are pensioners benefit payments dependent on economic growth and also, 2) how business environmental policy is contributing to economic performance as far as pensioners well-being are concerned. Using STATA analytical software, the findings show a positive significant relationship between social security and economic growth. The study concludes by outlining appropriate policy measures to help strengthen the current social security scheme in Ghana.
This research begins by showing the different meanings attributed to the term cluster by different currents and authors, which suggests definitions that are found around its spatial framework. Next, the factors that intervene in the competitiveness of a region and its growth are shown, for the development of these, Porter’s model of competitiveness which was taken as reference, and the contexts: geographical and economic. Therefore, the methodology was used based on a qualitative design, with descriptive and correlational scope since it will analyze differences of each cluster, with respect to the factors of dimensions, establishments, growth, economic impact and policies. To do this, the information-gathering tool was two semi-structured interviews with cluster leaders in both countries, because the approach is based on data collection methods that are not completely standardized or predetermined. And finally, the results of the comparison of the Mexican Bajío automotive cluster with the German cluster located in Baden-Württemberg are presented.
The study investigates the impact of team building on organisational productivity. The objective of this study is to evaluate the impact of team building among the members of the selected case study and to assess the effect of training and retraining of team members on organisational productivity. The study also x-rayed the absence of team building in a workplace which led to low levels of turnover and productivity. the total population of the study was 750 while researcher employed Yaro Yamane sampling technique to select sample size of 261 because of the large population and hypothesis were tested using Pearson correlation. The finding revealed that if members of the team can work in synergy without considering the differences in the likes of level of educational background and others, the expected productivity will be very high. It was also observed that capabilities of team leader in carrying out the assigned task determined its output especially if the team leader understands the technical knowhow of job and he is friendly with co-team members with a lot of motivation, that this would definitely enhance employees’ efficiencies and productivities. The study recommends that team members should trust, support and respect one another individual differences in order to accomplish group common goals and tasks.
Compared with general commercial reverse logistics operators, the recovery and treatment of expired drugs and medical waste is a complex and highly technically difficult project. The qualifications required by the relevant service providers are also more stringent. For medical institutions, the selection of reverse logistics operators is always a critical issue. On the perspective of sustainability, this paper aims to investigate and explore the critical factors of selecting a medical reverse logistics service provider. Through the process of the Delphi method, the experts’ assessments were collected, and 24 factors affecting the selection of medical reverse logistics service provider were screened and summarized. Then, Decision-Making Trial and Evaluation Laboratory (DEMATEL) was employed to calculate the total influence values and net influence values between factors that could be used to draw the visual causal map. Referring the causal map, “Green process operation level” and “Recycling process greening degree” are significantly higher than other factors in terms of total influence value and net influence value. Therefore, they can be regarded as crucial factors. This finding implies that medical reverse logistics providers must have the ability to improve the greening of facilities, as well as equipment, integrating existing processes to make it greener and environmentally friendly.
The major objective of any firm is to maximize the shareholders wealth. This is evidence through dividend yield and payout ratio and this encapsulate into the dividend policy of a company. The research purpose aimed at examining the influence that dividend policy has on the volatility of share prices among the listed insurance corporations in Kenya. Research design, approach and method: Data was collected from listed insurance corporations over a 10-year period with a total of 49 data points. The Pearson correlation and ordinary regression analysis were employed. The results reveal the existence of a positive link among the study variables. The correlations were found to be substantial at ninety-five percent confidence level. It is worth noting that the model summary shows forty-three-point one percent of changes in the volatility of stock price are explicated by dividend yield and payout ratio. ANOVA statistics which examines whether the analytical model as set out in the study explains variations in the dependent variable concluded that the model is analytically substantial. The outcome revealed a statistically significant positive link between stock price variations and the ratio of dividend payout. Research also established a statistically substantial negative interrelation between volatility of stock prices and dividend return. Results therefore recommend that companies should have dividend policies which are mapped to shareholders wealth maximization objective. The study suggests further studies be undertaken to determine whether there exists an analytically substantial difference between the dividend policies of various sectors in the economy.
This study is about the impact of selected macroeconomic variables on economic growth of Bangladesh. Economic growth of Bangladesh is measured in terms of annual nominal GDP growth rate. Least squared regression model has been employed considering exchange rate, export, import and inflation rate as independent variables and gross domestic product as the dependent variable in this study. The results reveal that export and import have significant positive impact on GDP growth rate. The other variables (exchange rate and inflation) are not significant, indicating that there exists no significant relationship among the variables. The findings will help the policy makers to make policies concerning the country’s economic growth to remain robust in the near future.
The Research aims on Human Resource Management and innovation has to date relied on a theoretical assumption that there exists an identifiable set of HR practices which organizations seeking to be innovative should adopt. However, analysis of the various prescriptions of HR practices for innovation reveals a high level of internal inconsistency, leading to conflicting advice for practitioners. Furthermore, a review of empirical research on the topic indicates that HR practices within innovative organizations are remarkably similar to those found in the best practice literature This raises questions about the link between strategy and HRM, and about the theoretical foundations of research on HRM and innovation. Drawing on recent research on HRM and firm performance, I suggest that research on HRM and innovation can benefit from incorporating elements from both contingency theory and best practice approaches into the existing configuration theory approach. A change in direction for both theoretical and empirical research on HRM and innovation is proposed. This paper is laid out as follows. In part one, I ask what a strategy of innovation is, and consider what employee behaviors are believed to be consistent with such a strategy. The second section compares and contrasts different authors’ prescriptions of HR practices for innovation, and also compares the findings of research on HRM and innovation with the findings of the best practice approach. In the final part I consider the implications of MY review for future research on this topic. I propose a broadening of the theoretical base on which research on HRM and innovation is founded, and discuss the particular challenges involved in conducting empirical research on HR systems for innovation.
More from Business, Management and Economics Research (20)
Textile Chemical Brochure - Tradeasia (1).pdfjeffmilton96
Explore Tradeasia’s brochure for eco-friendly textile chemicals. Enhance your textile production with high-quality, sustainable solutions for superior fabric quality.
How to Build a Diversified Investment Portfolio.pdfTrims Creators
Building a diversified investment portfolio is a fundamental strategy to manage risk and optimize returns. For both novice and experienced investors, diversification offers a pathway to a more stable and resilient financial future. Here’s an in-depth guide on how to create and maintain a well-diversified investment portfolio.
Best Crypto Marketing Ideas to Lead Your Project to SuccessIntelisync
In this comprehensive slideshow presentation, we delve into the intricacies of crypto marketing, offering invaluable insights and strategies to propel your project to success in the dynamic cryptocurrency landscape. From understanding market trends to building a robust brand identity, engaging with influencers, and analyzing performance metrics, we cover all aspects essential for effective marketing in the crypto space.
Also Intelisync, our cutting-edge service designed to streamline and optimize your marketing efforts, leveraging data-driven insights and innovative strategies to drive growth and visibility for your project.
With a data-driven approach, transparent communication, and a commitment to excellence, InteliSync is your trusted partner for driving meaningful impact in the fast-paced world of Web3. Contact us today to learn more and embark on a journey to crypto marketing mastery!
Ready to elevate your Web3 project to new heights? Contact InteliSync now and unleash the full potential of your crypto venture!
When listening about building new Ventures, Marketplaces ideas are something very frequent. On this session we will discuss reasons why you should stay away from it :P , by sharing real stories and misconceptions around them. If you still insist to go for it however, you will at least get an idea of the important and critical strategies to optimize for success like Product, Business Development & Marketing, Operations :)
Reflect Festival Limassol May 2024.
Michael Economou is an Entrepreneur, with Business & Technology foundations and a passion for Innovation. He is working with his team to launch a new venture – Exyde, an AI powered booking platform for Activities & Experiences, aspiring to revolutionize the way we travel and experience the world. Michael has extensive entrepreneurial experience as the co-founder of Ideas2life, AtYourService as well as Foody, an online delivery platform and one of the most prominent ventures in Cyprus’ digital landscape, acquired by Delivery Hero group in 2019. This journey & experience marks a vast expertise in building and scaling marketplaces, enhancing everyday life through technology and making meaningful impact on local communities, which is what Michael and his team are pursuing doing once more with Exyde www.goExyde.com
Explore Sarasota Collection's exquisite and long-lasting dining table sets and chairs in Sarasota. Elevate your dining experience with our high-quality collection!
Salma Karina Hayat is Conscious Digital Transformation Leader at Kudos | Empowering SMEs via CRM & Digital Automation | Award-Winning Entrepreneur & Philanthropist | Education & Homelessness Advocate
What You're Going to Learn
- How These 4 Leaks Force You To Work Longer And Harder in order to grow your income… improve just one of these and the impact could be life changing.
- How to SHUT DOWN the revolving door of Income Stagnation… you know, where new sales come into your magazine while at the same time existing sponsors exit.
- How to transform your magazine business by fixing the 4 “DON’Ts”...
#1 LEADS Don’t Book
#2 PROSPECTS Don’t Show
#3 PROSPECTS Don’t Buy
#4 CLIENTS Don’t Stay
- How to identify which leak to fix first so you get the biggest bang for your income.
- Get actionable strategies you can use right away to improve your bookings, sales and retention.
Excellence in Drawing up Marketing Mix Strategies for Small and Medium Enterprises (SMEs) and Their Impact on the Marketing Performance
1. Business, Management and Economics Research
ISSN(e): 2412-1770, ISSN(p): 2413-855X
Vol. 6, Issue. 3, pp: 30-36, 2020
URL: https://arpgweb.com/journal/journal/8
DOI: https://doi.org/10.32861/bmer.63.30.36
Academic Research Publishing
Group
*Corresponding Author
30
Original Research Open Access
Excellence in Drawing up Marketing Mix Strategies for Small and Medium
Enterprises (SMEs) and Their Impact on the Marketing Performance
Zahed Al- Samirae*
Department of Marketing, Faculty of Business and Management Sciences, Amman Arab University –Amman, Jordan
Motteh S. Alshibly
Department of Marketing, Faculty of Business and Management Sciences, Amman Arab University –Amman, Jordan
Mahmoud Alghizzawi
Department of Marketing, Faculty of Business and Management Sciences, University Sultan Zainal Abidin – Kuala Terengganu, Malaysia
Abstract
This research aims at identifying the impact of excellence in drawing up the following four marketing mix strategies
(Product, Pricing, Promotion and Distribution) of the small and medium enterprises in Jordan, in terms of their
marketing performance in its dimensions (Sales Growth, Profit Growth, Customer Attraction and Customer
Retention).In order to reach the results of this study, A total of (187) valid questionnaire surveys were collected
from companies belong to the SME Association in Jordan. The Statistical Package for the Social Sciences (SPSS)
approach was used to analyze the collected data. The empirical results indicated there is a significant relationship
between the building of marketing strategies of the marketing mix elements in the Jordanian SME and their
marketing performance, by (sales growth, profit growth, customer attraction, and customer retention) dimensions.
Consequently, decision makers in small and medium organizations need to choose strategies based on their target
market to the positive impact on the mind of the consumer, which in turn could improve modern scientific methods
in SME to divide their markets into sub-market sectors.
Keywords: Marketing mix elements; Marketing performance; Small and medium enterprises (SMEs); Jordan.
CC BY: Creative Commons Attribution License 4.0
1. Introduction
Small and medium Companies occupy an exceptional importance in the interests of countries seeking to develop
their economies, especially after the world's development by different new technology(Alghizzawi, 2019; Habes et
al., 2018a; Motteh Saleh al-shibly and Bushra, 2018; Salloum, 2019). the economies move towards the free
economy because ability of institutions to influence the development for industrial and commercial sector revenues,
increase their contribution to GDP as well as to support the sustainable development of the national
economy(Ayyagari et al., 2003; Beck and Demirguc-Kunt, 2006). In a country such as Jordan, which has limited
resources and seeks to develop and improve the different sectors of the national economy (Alghizzawi, 2018;
Alghizzawi et al., 2018; Habes et al., 2018c; Habes et al., 2018b). The administrations of small and medium
industrial and commercial enterprises should increase their interest in accelerating the development and production
of their products, as these enterprises have a share, in the Jordanian GDP, of about (17%).According to an interview
with the Chairman of SMEs Association Mr. al-Jaghbari. The process of accelerating the development production
and marketing of the products for such type of enterprises requires knowledge of their administration how can the
development strategies and programs for the marketing mix elements in terms of product planning, pricing,
distribution, marketing and promotion, affect performance of marketing elements, namely: (Sales growth, Profit
Growth, Customer Attraction and Customer Retention) and then supporting the national economy (Al-Shibly and
Hamdan, 2017; Thabit and Raewf, 2018).
The knowledge of these enterprises’ administration of the alternatives of marketing strategies can adopted and
how to build such plans and programs for their marketing mix’ elements after identifying its impact and role, gives
them the ability to solve many of its administrative and financial problems. This is what have been raised by one
study (Al-Bakri and Katsioloudes, 2015; Arab Journal, 2015). Thus, it will drive them to develop its product and
then achieve excellence and competition (Abu-ELSamen, 2011; Akroush, 2010). They can also build confidence
between them and the public who will find reliable products of well-known brands, with acceptable quality and
prices in the local market. On the other hand, it can contribute in the success of the production and marketing of the
national product, choosing a marketing strategy proper to the status and potential of SMEs and building its
marketing mix strategies became of increasing importance, particularly in countries that seek development, such as
Jordan. This is because of their role and impact on the performance of such organizations and thus on the
development of their economies on the other hand (Taiwo et al., 2012). The concern in drawing up marketing mix
strategies of the (SMEs) with its four dimensions will have important results on their revenues, market share growth
as well as customers’ satisfaction which faces severe competition (Mohammadi et al., 2018). Hence, the topic of
this research was chosen to be on the Jordanian Small and Medium Enterprises Association, which was established
2. Business, Management and Economics Research
31
in 2007 and includes some 250 enterprises. This research is expected to contribute to supporting these
administrations and their activities and the development number of recommendations to discuss some weaknesses
and positively influence the development of their marketing revenues to achieve its own objectives and its
contribution to supporting production and national economy. The value of this study is shown by the great
importance of the expected success achieved by small and medium companies in supporting and grow the Jordanian
economy through its marketing of a national product capable of satisfying the needs of local consumers and through
what it can contribute to the exports by providing national income that supports economically and socially the
national development process.
2. Literature Review
An important first step in each study is a review of previous literature. In this study, researchers revert to
relevant studies about the effect of marketing mix strategies (Product, Pricing, Promotion and Distribution) of the
small and medium enterprises in Jordan, on terms of their marketing performance. The study of Damaty (2011) for
identifying the status of the marketing mix, namely the following dimensions (Service, Service Pricing, Location and
Time of Service Delivery, Service Promotion, Banking Operations, Quality of Services, Employee Performance and
Physical Appearance) in the commercial banks working in the West Bank and measuring the customer satisfaction
towards the status of the marketing mix., Upon the statistical analysis of the data, it has been found that there is a
satisfaction by many customers about the status of the marketing mix within the commercial banks working in the
West Bank, where it has been found that (91.7%) of the customers satisfied with reality of the marketing mix in
terms of its elements. According to Mu’alla (2014)which aimed to identifying the effect of the marketing mix of the
optical medical products represented in (the characteristics of the optical medical product, pricing, promotion and
distribution) on its marketing performance within the optics industry in Jordan, Where the study population
consisted of all the (415) optics companies and establishments, However, the sample of the study was a random
sample represented (26%) of the basic population of the study. The total size of the sample amounted (108)
companies and establishments working in the optics industry and trade. The empirical results indicated that there is
statistically significant effect of the marketing mix elements of optical medical products on their marketing
performance at the significance level of (0.05), but through pricing and distribution elements. Obaidat (2008), study
this research paper examined the impact of marketing strategy on business performance, with particular note to the
selected SME within the local government area of Oluyul, Nigeria. The research survey method used in this study
and the (Self-Assessment Form) questionnaire was used to collect data from 130 respondents) by using the closed
questionnaire designed by the researchers. The results showed that independent variables (i.e. Product, Promotion,
Location, Price, Packaging and After-sales service) were important common estimates for business performance in
terms of profitability, market share and the return on investment, GbolagadeAdewale and Oyewale (2013) This study
aimed to analyzing the consumer satisfaction of the marketing mix of the diesel fuel sector conducted on a sample of
(101) fuel consumers over three governorates. The study showed the consumer satisfaction with the nature of the
fuel, taking into account the importance availability of product, prices, sales points, and product promotion and
consumer expenditure. It also emphasized the need to improve product quality and development as well as the
diversity of the products, finally Basol et al. (2005) this paper looking forward at identifying the impact of the
market-oriented planning and other strategic alternatives on performance, targeted a sample of the marketing
managers of the leading US projects. The study found that the knowledge of the market, which means the knowledge
of consumers, competitors and other environmental variables, are of great importance affecting on the select of
strategic alternative which enable the project to increase its market share and maximize profits.
3. Research Model
The model was suggested provided that the independent variable shall be one of the four marketing
mix elements dimensions (Product strategy, Pricing strategy, Distribution strategy, Promotion strategy), while the
dependent variable shall represent the marketing performance of SME with its four dimensions (Sales growth, Profit
growth, Customer attraction and Customer retention).
3. Business, Management and Economics Research
32
The research model was derived from: (Atta’y, 2014; Deeb, 2010; Kotler, 2016; Tumlieh, 2005)
3.1. Marketing Strategy and Marketing Mix Elements
There is no doubt about the importance of marketing strategy for profitable businesses, either industrial or
commercial, small or large, because the marketing strategy as expressed by Kotler and Armstrong (2010) is the logic
and way of marketing by which the company hopes to build a profitable relationship with its customers, Through
Market division, determination of market place and the determination of customers to serve and how to choose
promising sectors and focus on customer service in that sector, development of marketing strategy comes after the
development of strategic plans for the company that defines its mission and overall goals. Further, according to Al-
Bakri (2007) it is development of organization's views towards its target markets. As well, it means to set and
develop the goals, to prepare marketing programs and to set up the precise allocation of marketing mix elements as
required by the target markets in light of the organization’s goals. Thus, importance of setting the Marketing Mix
strategies by a company and its marketing administration shall be raised, It be performed until achievement of goals.
Such strategies are (Marketing Mix) Strategies where it described by Kotler and Armstrong (2010) as a set of
tactical and controlled marketing tools that the company mixes to produce the supposed response in the target
market. Namely, Product, which means the mixture of goods and services provided by a Organizations to intended
market; Price, which knowing the amount that customers have own to buy or get the product; Place, which means
the activities of the company that make the product available to the target market’ consumers; however Promotion,
it’s the activities that deliver product benefits to the customers and motivate them to buy it Kotler and Armstrong
(2010).
3.2. Excellency in Building Marketing Strategy and Marketing Performance
The Department of Marketing Activities requires the Marketing Department to conduct the planning of
marketing activities within a comprehensive framework for all activities of the company in an integrated way based
on its view of the comprehensive concept of marketing in which all activities and functions within the company are
directed to serve the customer and make its satisfaction Accordingly, the marketing administration should undertake
the marketing strategic planning. The process of activities planning within companies take a strategic dimension,
when the resources and capabilities available to the institution limited (this applies to small and medium
enterprises), while the environment imposes a lot of variables that cannot be controlled, and this imposes on the
administration the attempt to use the resources of the institution in the areas where they can maximize its revenues
and returns from these activities (Mu’alla, 2014). Will need the company’s administration to do the marketing
activities efficiently effectively and distinctly Therefore, the company should carry out an analysis of the work
environment, i.e., analyze its markets to find out market opportunities and avoid threats. It should also analyze its
strengths and weaknesses and analyze the current rules to find what opportunities will be best invested (Kotler and
Armstrong, 2010). The efficient management of marketing activities in small and medium-sized enterprises requires
keeping pace with markets movement, changes and developments through research and studies so that it can sustain
and grow and then achieve excellence in the market in which they run and create marketing opportunities and not
waiting for them. In light of the increased competition within internal and external markets, contemporary
enterprises should conduct marketing research based on the new orientation of the developing countries’ economies
to the market economy and moving away from the protective economy, as marketing researches are consider among
the working tools of the modern marketing concept, as it helps organizations to find new marketing opportunities
(Obaidat, 2008). Thus, note that there is more than one alternative to select the marketing strategy that achieve
(Differentiation) in terms of products quality. So the SMEs administration is able to differentiate between them to
suit the market at which it works and its future goals and potentials to achieve sustainability and growth. Among
these alternatives the following: (Tumlieh, 2009).
1. Differentiation based on marketing information systems: This strategy based on the use of marketing
information systems to reach Differentiation, if they are efficient, effective and utilizing information
technology.
2. Leading differentiation: This strategy achieved when the company is creative and innovative in terms of
understanding the needs of consumers, and if it is able to create products and marketing activities that
satisfy their needs and suit their continuously changing characteristics better than its competitors to meet
the distinctive mental place in their minds.
3. Marketing-based Differentiation: where the organization follow the market-oriented philosophy.
There are also strategic alternatives based on formation of unions and alliances with each other or with
complementary projects or through integration with any of the distribution outlets to overcome the shortage in its
physical and human resources On the above, as competition intensifies, small and medium enterprises should pay
attention to marketing performance which at the level of the challenges they face and given their modest potential.
Marketing performance requires knowledge of the important aspects of the financial and non-financial returns of an
organization and community from marketing activities and programs. It requires also observing and following up the
market share, the loss of customer ratio as well as product quality (Kotler, 2016). In other words, this requires the
knowledge and the follow-up by the Marketing Administration of a performance through identifying the impact of
Marketing Mix elements on its core dimensions to make sure that the goals achieved in a way that reaches
excellence. Based on the study’s problem and questions, the following hypothesis formulated:
4. Business, Management and Economics Research
33
H0: There is no effect for drawing up marketing mix elements strategies in terms of its dimensions: (Product
strategy, Pricing strategy, Distribution strategy, Promotion strategy) on the marketing performance of the Jordanian
SME in terms of its (Sales growth, Profit growth, Customer attraction and Customer retention) dimensions?
H01: There is no statistically considerable impact at the importance scale of (a = 0.05) of the strategies of the
marketing mix elements in terms of their different dimensions on the sales growth.
H02: There is no statistically much impact at the importance scale of (a = 0.05) of the strategies of the
marketing mix elements in terms of their different dimensions on the sales growth.
H03: There is no statistically much impact at the importance scale of (a = 0.05) of the strategies of the
marketing mix elements in terms of their different dimensions on the customers attraction.
H04: There is no statistically much impact at the importance scale of (a = 0.05) of the strategies of the
marketing mix elements in terms of their different dimensions on the customers retention.
4. Research Methodology
The research population consists of the all (250) small and medium member enterprises of SME's Association in
Jordan (According to an interview with the Chairman of SME Association, Mr. al-Jaghbari). To test the effect of the
factors under research and authenticate the different research hypotheses (Habes, 2019) and the questionnaires is the
best tool for data collection, per (Habes et al., 2018c) Consequently, questionnaire was developed according to the
Five-Point Likert scale (Basol et al., 2005; Damaty, 2011; GbolagadeAdewale and Oyewale, 2013) (250)
questionnaires were distributed to all the managers of SME Association, however only (187) eligible returned
questionnaires were only analyzed. The despondence to the questionnaires represented (74.8%), Which means good
result for this kind of studies (Chin and Newsted, 1999).
4.1. Validity and Reliability of Measurement Tool
Validity verified through the content (Content Validity), with the help of selected élite of the faculty members
specialized in Marketing and Management science , the number of arbitrators amounted to (7) arbitrators, which
made the tool more accurate Whereas, Reliability was also verified by applying the (Cronbach Alpha) equation to
make sure the internal consistency between the tool dimensions to show the level of Significance of correlation and
coherence between the Paragraphs of measure, Table (1) shows the validity results of the elements of the marketing
mix of the Jordanian SME. By reviewing the values of (Cronbach Alpha) values it shown that the lowest value was
found in pricing element (0.754), whereas the highest was in the Promotion element (0.957). The rest values were
between the above mentioned values. However, the value of (Cronbach Alpha) for the questionnaire was (0.978),
which is important and enough to make the goals of the study.
Table-1. Results of Marketing Mix Elements Validity of SMEs Products
Element Number of Paragraphs Value of (Cronbach Alpha)
Product 5 268.0
Pricing 5 267.0
Distribution 5 26900
Promotion 5 269.7
Marketing Performance 20 26870
Grand Total 40 26978
In order to verify that the study data were free from statistical errors that may adversely affect the results of the
hypotheses test of the study and to make sure the normal distribution of the data, the researchers, verified non-
attendance of any multiple correlation problems between the independent variables (Marketing Mix elements).
through identifying the values of Tolerance and the (VIF) values, as well as the veridical of the study data
distribution compared to normal distribution As before conducting a Regression analysis, we should make sure non-
attendance of any (Multi Collinearity) between independent variables. In addition, the data should meet the
distribution criteria, Table (2) shows that the tolerance coefficients of the independent variables are greater than (0.1)
and less than (1.0), and the inflation reason of the independent variable is less than (10) so, it has indicated that there
is no significant correlation between the elements of the independent variable. The skewers coefficient, however,
showed that the current data related to and close to normal distribution much, where its values ranged between 0.015
and 0.320.
Table-2. Results of the test of the correlation strength between the independent variables, and the Normal Distribution of the marketing mix’
elements of the Jordanian SME products:
Marketing mix’ elements Tolerance Variance Inflation Factor (VIF) skewness
Product 0.412 3.42 26288
Pricing 263.0 2.71 0.015
Distribution 0.324 3.45 0.250
Promotion 0.291 3.98 0.320
5. Business, Management and Economics Research
34
4.2. Research Hypothesis Test
H0: The Main Hypothesis: There is no statistically significant effect at the significance level (a = 0.05) of the
strategies of the marketing mix elements in terms of its dimensions (Product strategy, Pricing strategy, Distribution
strategy, Promotion strategy) together on the marketing performance in terms of its dimensions (Sales growth, Profit
growth, Customer attraction and Customer Retention) in the Jordanian SME.
Table (3) shows the results of the Regression analysis to test the impact of marketing mix strategies in terms of
its dimensions (Product strategy, Pricing strategy, Distribution strategy and Promotion strategy) together on
marketing performance in terms of its dimensions (Sales growth, Profit growth, Customer attraction and Customer
retention) in the Jordanian SME. The results show rejection of the null hypothesis (H0). As the results of the
multiple regression analysis, indicated a positive and strong relationship between the strategies of the marketing mix
elements together and the overall marketing performance, with a value of (F = 122.574) at a significant level of
(0.000 < 0.05).The results of the analysis show that the marketing mix strategies were able to interpret (R2 = 0.722)
the variation in the overall marketing performance level, where this interpretation weight is significant and can
express the strength of the model. The results of the analysis show that all marketing mix strategies have a positive
and significant impact on the overall marketing performance. The results also show that the relative importance of
the marketing mix strategies, according to the Beta coefficient values, was as follows: for Price (Beta = 0.262: Sig at
0.000), for Distribution (Beta = 0.174: Sig at 0.000), for Promotion (Beta = 0.135: Sig at 0.001) and for the product
(Beta = 0.093: Sig at 0.028), respectively.
Table-3. Multiple Regression Analysis Results: The impact of marketing mix strategies on Marketing Performance
Multiple
R
R
Square
Adjusted R
Square
F Value Sig. F Durbin-
Watson
Null Hypothesis
Testing Results
0.850 0.722 0.712 122.574 0.000 1.954 Rejected
Independent Variables in the Multiple Regression Equation
Independent Variables Standardized
Coefficients
T Value Sig. T
Beta
Insurance Product 0.093 2.207 0.028
Price 0.262 7.048 0.000
Place / Distribution 0.174 1.131 26222
Promotion 0.135 3.262 0.001
First secondary hypothesis (H01): There is no significant effect for the marketing mix strategies in terms of its
dimensions on the Sales growth at the significance level (a=0.05).
Table (4) shows the results of Multiple Regression analysis it has been found that there is a positive significant
relationship between the marketing mix strategies and sales growth. The above results means to reject the null
hypothesis (H01) and to accept the alternate hypothesis (HA) as ((F=34.687) at a significance level (0.000<0.05),
and it was able to interpret (R2=0.412) of the variance in the effect of marketing mix strategies on sales growth.
Table-4. Results of Multiple Regression analysis: Effect of marketing mix strategies on sales growth
Multiple
R
R
Square
Adjusted R
Square
F Value Sig. F Durbin-
Watson
Null Hypothesis
Testing Results
0.651 0.424 0.412 34.687 0.000 1.889 Rejected
Second secondary hypothesis (H02): There is no significant effect for the marketing mix strategies in terms of
its dimensions on the Profits growth at the significance level (a=0.05).
Table (5) shows the results of Multiple Regression analysis it has been found that there is a positive significant
relationship between the marketing mix strategies and Profits growth. The above results means to reject the null
hypothesis (H02) and to accept the alternate hypothesis (HA) as (F=62.633) at a significance level (0.000<0.05), and
it was able to interpret (R2=0.561) of the variance in the effect of marketing mix strategies on Profits growth.
Table-5. Results of Multiple Regression analysis: Effect of marketing mix strategies on Profits growth
Multiple
R
R
Square
Adjusted R
Square
F Value Sig. F Durbin-
Watson
Null Hypothesis
Testing Results
0.755 0.571 0.561 62.633 0.000 1.850 Rejected
Third secondary hypothesis (H03): There is no significant effect for the marketing mix strategies in terms of its
dimensions on Customer Attraction at the significance level (a=0.05).
Table (6) shows the results of Multiple Regression analysis it has been found that there is a positive significant
relationship between the marketing mix strategies and Customers Attraction. The above results means to reject the
null hypothesis (H03) and to accept the alternate hypothesis (HA) as (F=37.024) at a significance level (0.000<0.05),
and it was able to interpret (R2=0.428) of the variance in the effect of marketing mix strategies on Customer
Attraction.
6. Business, Management and Economics Research
35
Table-6. Results of Multiple Regression analysis: Effect of marketing mix strategies on Customer Attraction
Multiple
R
R
Square
Adjusted R
Square
F Value Sig. F Durbin-
Watson
Null Hypothesis
Testing Results
0.663 0.440 0.428 37.024 0.000 1.864 Rejected
Fourth secondary hypothesis (H04): There is no significant effect for the marketing mix strategies in terms of its
dimensions on Customer Retention at the significance level (a=0.05).
Table (7) shows the results of Multiple Regression analysis it has been found that there is a positive significant
relationship between the marketing mix strategies and Customers Retention. The above results means to reject the
null hypothesis (H04) and to accept the alternate hypothesis (HA) as (F=36.321) at a significance level ( 26222<262. ),
and it was able to interpret (R2
=0.423) of the variance in the effect of marketing mix strategies on Customers
Retention.
Table-7. Results of Multiple Regression analysis: Effect of marketing mix strategies on Customer Retention
Multiple
R
R
Square
Adjusted R
Square
F Value Sig. F Durbin-
Watson
Null Hypothesis
Testing Results
0.660 0.435 0.423 36.321 0.000 1.864 Rejected
5. Conclusion and Future Work
This study aimed to Identify alternatives to possible marketing strategies for SME and the strategies of the
elements of the marketing mix and highlight their importance for the performance of SME in reaching their goals
and achieve excellence, Measuring the impact of drawing up the strategies of marketing mix elements on the
marketing performance of these enterprises in terms of its dimensions (Sales growth, Profit growth, Customer
attraction, Customer retention), and So after analyzing the study data, it was reached to supposed conclusions about
the nature of this impact. Where significant link between the marketing mix elements strategies together and the
marketing performance in terms of its dimensions (Sales growth, Profit growth, Customer attraction, Customer
retention) in the Jordanian SME. This confirms the importance and the value of this study, which can benefit the
administrations of such enterprises, It seems there is a difference in considering the relative importance of each
element of the marketing mix elements among SME managers, where the Pricing Strategy has occupied the highest
ratio, followed by the Distribution strategy, then the Promotion Strategy and finally the Product Strategy. The above
said difference may cause a variation in the processing, There is a favorable significant link between the marketing
mix strategies, in terms of its dimensions on (sales growth, Profit growth, Customer Attraction, Customer Retention)
as one of the marketing performance dimensions in SME, finally The weakness of the Jordanian SME's financial and
human resources might be the outcome of administrative reasons, which may be imposed by the Jordanian market
environment and competition, as well as weak support from different parties. Eventually, Based on the results of the
study to increase marketing performance, Researchers recommend the managers of small and medium-sized
companies the following: It is necessary to take care on marketing studies and scientific research in this field to find
and satisfy the needs and preferences of customers in the market, particularly when developing new products, SME's
administrations need make more awareness to the price element, its policies and Ingredients. It is important SME
administrations should check their apportionment strategies, study them and develop distribution strategies capable
of achieving an outstanding marketing performance Furthermore it The decision-makers in the small and large
organizations should take into account the development strategies proper to their market sector so that there is a
positive impact in the mind of the consumer the promotion play important role in market, SME should use modern
scientific methods to segmentation their markets into sub-market sectors, In addition to establishing advanced
marketing departments to organize and manage the marketing business by relying on modern methods, On the other
hand these results It represents the point of view of owners of medium and small companies in the Jordan, Thus it is
difficult to generalize it to other societies, further research is required.
References
Abu-ELSamen, A. A. (2011). Towards an integrated model of customer service skills and customer loyalty: The
mediating role of customer satisfaction. International Journal of Commerce and Management, 21(4): 349–
80.
Akroush, M. N. (2010). Conceptualisation and development of customer service skills scale: an investigation of
Jordanian customers. International Journal of Mobile Communications, 8(6): 625–53.
Al-Bakri (2007). Marketing strategies. Juhayna House for Publishing and Distribution: Amman-Jordan.
Al-Bakri and Katsioloudes, M. I. (2015). The factors affecting e-commerce adoption by jordanian smes.
Management Research Review, 38(7): 726–49.
Al-Shibly, M. S. and Hamdan, A. K. (2017). The impact of marketing by relationships to achieve competitive
advantage a case study. Journal of Marketing Management, 5(2): 31–43.
Alghizzawi, M. (2018). The impact of smartphone adoption on marketing therapeutic tourist sites in Jordan.
International Journal of Engineering and Technology, 7(4,34): 91–96.
Alghizzawi, M. (2019). The role of digital marketing in consumer behavior: A survey. International Journal of
Information Technology and Language Studies, 3(1): 25-31.
7. Business, Management and Economics Research
36
Alghizzawi, M., Salloum, S. A. and Habes, M. (2018). The role of social media in tourism marketing in Jordan.
International Journal of Information Technology and Language Studies, 2(3): 59-70.
Arab Journal, S. A. (2015). Marketing mix’ elements. Available: http://smeadvisorarabia.com/
Atta’y, A. H. T. (2014). The effect of customer relationship management on marketing performance. University of
Applied Sciences.
Ayyagari, M., Demirgüç-Kunt, A. and Beck, T. (2003). Small and medium enterprises across the globe: A new
database. The World Bank.
Basol, B. M., Talieh, H. and Uzoh, C. E. (2005). Method for electrochemically processing a workpiece. Google
Patents.
Beck, T. and Demirguc-Kunt, A. (2006). Small and medium-size enterprises: Access to finance as a growth
constraint. Journal of Banking and Finance. Elsevier, 30(11): 2931–43.
Chin, W. W. and Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least
squares. Statistical Strategies for Small Sample Research, 1(1): 307–41.
Damaty, N. R. H. (2011). The effect of the marketing mix elements of optical products on their marketing
performance in Jordan. University: Amman, Jordan.
Deeb, A. J. (2010). The marketing mix and its impact on the perceived image in the jordanian electrical industries.
Amman Arab University.
GbolagadeAdewale, A. and Oyewale, I. O., 2013. "Impact of marketing strategy on business performance a study of
selected small and medium enterprises (smes)." In Oluyole Local Government, Ibadan, Nigeria. Ibadan,
Nigeria.
Habes, M. (2019). The influence of personal motivation on using social tv: A uses and gratifications approach.
International Journal of Information Technology and Language Studies, 3(1): 32-39.
Habes, M., Alghizzawi, M. and Khalaf, R. (2018a). The relationship between social media and academic
performance: Facebook perspective. International Journal of Information Technology and Language
Studies, 2(1): 12-18.
Habes, M., Alghizzawi, M. and Salloum, S. A. (2018b). The use of mobile technology in the marketing of
therapeutic tourist sites: A critical analysis. International Journal of Information Technology, 2(2): 48–54.
Habes, M., Salloum, S. A., Alghizzawi, M. and Alshibly, M. S. (2018c). The role of modern media technology in
improving collaborative learning of students in Jordanian Universities. International Journal of Information
Technology and Language Studies, 2(3): 71-82.
Kotler, P. (2016). Marketing management. 15th edn: Pearson Educationn Limited: England.
Kotler, P. and Armstrong, G. (2010). Principles of marketing. Pearson Education.
Mohammadi, H., Alizadeh, P. and Saghaian, S. (2018). Prioritization of expanded marketing mix in different stages
of the product life cycle: The case of food industry. JKUAT.
Motteh Saleh al-shibly and Bushra, K. M. (2018). The influence of ewom on facebook on the jordanian consumers’
intentions towards restaurants. International Journal of Applied Business and Economic Research, 15(22):
67-84.
Mu’alla, N. (2014). Marketing management. National Library Deposit Number 1836/6 2013: Amman Jordan.
Obaidat, M. (2008). Marketing research basics, phases and applications. Wa’el House for Publishing: Amman,
Jordan. 3.
Salloum, S. A. (2019). An innovative study of e-payment systems adoption in higher education: Theoretical
constructs and empirical analysis. International Journal of Interactive Mobile Technologies, 13(6): 68-83.
Taiwo, M. A., Ayodeji, A. M. and Yusuf, B. A. (2012). Impact of small and medium enterprises on economic
growth and development. American journal of business and management, 1(1): 18–22.
Thabit, T. and Raewf, M. (2018). The evaluation of marketing mix elements: A case study. International Journal of
Social Sciences & Educational Studies, 4(4): 10.
Tumlieh, E. F. A. (2005). Development of a competitive marketing strategy that ensures sustainability, profitability
and growth for small industrial enterprises in Jordan.
Tumlieh, E. F. A. (2009). Marketing in small enterprises, strategic introduction. Al-Manahij House for Publishing
and Distribution: Amman, Jordan.