IDEAS home Printed from https://ideas.repec.org/a/arp/bmerar/2020p30-36.html
   My bibliography  Save this article

Excellence in Drawing up Marketing Mix Strategies for Small and Medium Enterprises (SMEs) and Their Impact on the Marketing Performance

Author

Listed:
  • 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.

Suggested Citation

  • Zahed Al- Samirae* & Motteh S. Alshibly & Mahmoud Alghizzawi, 2020. "Excellence in Drawing up Marketing Mix Strategies for Small and Medium Enterprises (SMEs) and Their Impact on the Marketing Performance," Business, Management and Economics Research, Academic Research Publishing Group, vol. 6(3), pages 30-36, 03-2020.
    • Handle: RePEc:arp:bmerar:2020:p:30-36
    as

    Download full text from publisher

    File URL: https://www.arpgweb.com/pdf-files/bmer6(3)30-36.pdf
    Download Restriction: no
    File URL: https://www.arpgweb.com/journal/8/archive/03-2020/3/6
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:arp:bmerar:2020:p:30-36. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Managing Editor (email available below). General contact details of provider: http://arpgweb.com/index.php?ic=journal&journal=8&info=aims .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.