Assessment of the position and the role of marketing mix factors on the sales amount of business companies
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 7
Abstract
In today’s ultra-competitive world, the secret of survival and success of the organizations depends on the understanding of the competitive structure of the market. Achieving to such understanding requires the knowledge and recognition of the managers from opinions and demands of the customers and evaluation and the use of marketing mix (4Ps) in the market to increase sales. The researcher in this study is looking for recognition and prioritizing the indexes of marketing mix factors with the most effect on the attraction and maintenance of costumes of business companies in order to help the managers to make their marketing decisions. The statistical population of the study consists of Tehran business companies, and the sample consists of 265 companies. Library study, field study, and questionnaire are used to collect data. The method of the study is a descriptive survey. The hypotheses of the study were tested separately based on each marketing mix, and all of them were confirmed with 95% confidence. Then marketing mix elements were ranked using Friedman test as follows: place (distribution) got the first rank, product got the second rank, price factor got the third rank, features of the company got the fourth rank, and promotion got the fifth rank.
Authors and Affiliations
Sanaz Vahedian
Keywords
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