Palabras clave
strategy
sales
micro and small Enterprises
Duhok Governorate Estrategia
marketing
ventas
microempresas y pequeñas empresas
Gobierno de Duhok
Cómo citar
Aceptado 2023-04-12
Publicado 2024-01-31
Resumen
Las estrategias de marketing (7P) son la piedra angular de cualquier empresa. La presente investigación se diseñó para investigar el impacto de estas estrategias de marketing en el rendimiento de las ventas de las pequeñas empresas y microempresas, en concreto en la provincia de Duhok (Iraq). En este sentido, la investigación pretende comprobar el impacto del marketing relacional (producto, precio, plaza, promoción, proceso, personas y pruebas físicas) en el rendimiento de las ventas, así como la forma de aplicarlas y gestionarlas.
La metodología empleada partió del método descriptivo y analítico. La técnica de recogida de datos incluyó una fuente central y otra secundaria con el fin de proporcionar un marco teórico. En cuanto a las herramientas de análisis de datos, consisten en pruebas de validez y fiabilidad, estadísticas descriptivas de los participantes y las variables, análisis de correlación y análisis factorial de impacto mediante el uso de la versión más reciente de Statistical Package for Social Sciences (SPSS V. 28). No obstante, se empleó un muestreo aleatorio que consiste en propietarios de microempresas y pequeñas empresas de la región de Iraq-Kurdistán, de las que esta investigación sólo seleccionó la gobernación de Duhok de entre 4 ciudades. Por el contrario, el cuestionario es la herramienta clave de esta investigación, que se distribuyó a (150) líderes empresariales (130) cuestionarios fueron recogidos, (123) encuestas fueron validadas y listas para el análisis de datos y pruebas de investigación con una tasa de respuesta valorada en (82%) de la muestra objetivo, y el factor de fiabilidad fue de (0,928).
Como resultado, se dedujeron varias conclusiones y sugerencias de esta investigación con una enorme mayoría de encuestados de escalas de acuerdo valoradas en (74%). Además, la investigación concluyó que existe una relación significativa positiva y el impacto entre las estrategias de marketing (MS) y el rendimiento de las ventas (SP) se infiere este vínculo es fundamental para ampliar la rentabilidad, la productividad y las tasas de crecimiento de las micro y pequeñas áreas.
Citas
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