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

Zahed Al- Samirae*, Motteh S. Alshibly and Mahmoud Alghizzawi
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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

Business, Management and Economics Research, 2020, vol. 6, issue 3, 30-36

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. (search for similar items in EconPapers)
Date: 2020
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