Authors: Thabit H. Thabit1 & Manaf B. Raewf2
1Department of Control and Internal Audit, Ninevah University, Mosul, Iraq
2Department of Financial and Banking Sciences, Cihan University, Erbil, Iraq
Abstract: The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place or distribution, and promotion) on increasing the effectiveness of product promotion and their role to reduce the problems within the organization. The main importance aspects of this paper are to discuss the theoretical part of MM, to provide some perspectives for the researchers, and to give some instructions for the marketing department in Al-Saaeda Company for medical equipment technologies. The researchers used the main related academic resources from university library, and internet, and they designed and distributed questionnaires on a random sample of Al-Saaeda Company for Medical Equipment Technologies customers and the company employees to measure the impact of promotion on the marketing of its product (Glucocard 01-mini plus).
The main findings of this paper can be concluded as following:
1. The promotion has a very high level of impact to increase the sales of products.
2. The good distribution of product can effect positively on customer satisfaction.
3. The company’s policy for promoting has a very good reflection on increasing the sales of products.
The researchers recommended that the company must strengthen the level of promotions in its activities and departments, and the increasing of sales points is very important, so the company must enhance its policies of distribution.
Keywords: Marketing Mix, 4P, Price, Place, Product, Promotion
BCG. (2014). Employee Engagement and Satisfaction Survey. Best Companies Group. Bennett, A. R. (1997). The five Vs – A buyer’s perspective of the marketing Mix. Marketing Intelligence & Planning, 15(3), 151-156.
Borden, N., & Marshall, M. (1959). Advertising Management: Text and Cases. Homewood, III, Richard D. Irwin.
Burnett, J. (2008). Core Concepts of Marketing. Zurich, Switzerland: Jacobs Foundation.
Chong, K. W. (2003). The Role of Pricing in Relationship Marketing – A Study of the Singapore Heavy Equipment Spare Parts Industry, PhD Dissertation, International Graduate School of Management, University of South Australia.
CIM. (2009). How to achieve an effective marketing mix, 10 minute guide, the charted institute of marketing, UK.
Coptech. (2010). Customer Satisfaction Questionnaire. UK: Coptech Ltd.
Culliton, J. (1948). The Management of Marketing Costs. Boston: Division of Research, Graduate School of Business Administration, Harvard University.
Eavani, F., & Nazari, K. (2012). Marketing mix: a critical review of the concept. Elixir Marketing Mgmt. 49, 9914-9920.
Fakeideas. (2008). Revision: Reviewing the Marketing Mix. Retrieved from http://fakeideas.co.uk.
Goi, C. L. (2009). A Review of Marketing Mix: 4Ps or More?, International Journal of Marketing Studies, 1(1), 2-15.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards A Paradigm Shift in Marketing.
Kent, R. A. (1986). Faith in the four Ps: An alternative. Journal of Marketing Management, 2, 145-154.
Kotler, P. (2000). Marketing Management, (Millennium Edition), Custom Edition for University of Pheonix: Prentice Hall.
Low, S. P., & Tan, M. C. S. (1995). A convergence of western marketing mix concepts and oriental strategic thinking. Marketing Intelligence & Planning, 13(2), 36-46.
Möller, K. (2006). The Marketing Mix revisited: Towards the 21st century marketing. Journal of Marketing Management, 22(3), 439-450.
Palmer, A. (2004). Introduction to Marketing – Theory and Practice. UK: Oxford University Press.
Raewf, M. B., & Thabit, T. H. (2015). The student’s satisfaction influential factors at Cihan University, International Journal of Advanced Research in Engineering & Management, 1(2), 63-72.
Singh, M. (2012). Marketing mix of 4p’s for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45.
Smith, S. M. (2010). Customer Satisfaction Survey Questions: 5 Sample Templates You Can Use Right Away, Qualitrics.
Thabit, T. H., & Younus, S. Q. (2015). The Relationship between Added-Value of Organization and QMA, International Journal of Engineering Research and Management Technology, 2(2), 35- 42.
Thabit, T. H., Hadj Aissa, S. A., & Harjan, S. A. (2016a). Using fuzzy logic to evaluate the relationship between designing training program and level of creativity and innovation. International Journal of Innovation and Scientific Research, 25(1), 121-129.
Thabit, T. H., Hadj Aissa, S. A., & Harjan, S. A. (2016b). Evaluating the role of training strategy in enhancing the training effectiveness, MECAS, 13, 4-18.
Thabit, T. H., Raewf, M. B., & Abdulrahman, O. T., Younis, S. K. (2016c). The Adoption of Ecommerce in SMEs A case study on a sample of Iraqi enterprises. International Journal of Latest Research in Engineering and Technology, 2(6), 38-46. Zarca. (2014). Know what’s next, Zarca Interactive. Retrieved from http://www.zarca.com/
International Journal of Social Sciences & Educational Studies
ISSN 2520-0968 (Online), ISSN 2409-1294 (Print), March 2018, Vol.4, No.4