Keywords
strategy
sales
micro and small Enterprises
Duhok Governorate Estrategia
marketing
ventas
microempresas y pequeñas empresas
Gobierno de Duhok
How to Cite
Accepted 2023-04-12
Published 2024-10-04
Abstract
The marketing strategies (7Ps) are the cornerstone of any enterprise. Therefore, the current research was designed to investigate the impact of marketing strategies on the sales performance of small and micro-scale enterprises in Duhok Province. In this regard, the research aims to test the impact of relationship marketing strategies (product, price, place, promotion, process, people, and physical evidence) on sales performance, as well as how they can be implemented and managed.
Undoubtedly, the current research relied on descriptive and analytical method to conduct this research. For this purpose, the data collection technique included a central and secondary source in order to provide a theoretical framework. As for data analysis tools consist of validity and reliability tests, descriptive statistics of participants and variables, correlation analysis, and impact factor analysis via using the most recent version of Statistical Package for Social Sciences (SPSS V. 28). Nevertheless, the present research employed a random sampling that consists of business owners of micro and small scale businesses in Iraq-Kurdistan region, which this research just selected Duhok governorate out of 4 cities. In contrast, the questionnaire survey is the key tool of this research, which was distributed to (150) business leaders (130) questionnaires were gathered, (123) surveys were validated and ready for data analysis and research tests with a response rate valued (82%) of the targeted sample, and reliability factor was (0.928).
As a result, several conclusions and suggestions were deduced from this research with an enormous majority of respondents of agreement scales valued (74%). Furthermore, the research concluded that there is a positive significant relationship and impact between marketing strategies (MS) and sales performance (SP) it infers this link is critical to expand profitability, productivity, and growth rates of micro and small areas.
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