The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey

• Authors: Akbar Fazal , Omar Abdul Razak Bin , Wadood Fazli , Tasmin Rosmaini Bin
• Languages of publication: EN

Abstracts

EN

The difficulties that face small and medium organization in any field are severe nowadays. The importance of SMEs is vital. Different researchers have proposed different success factors for small and medium organization, like finance, skilled workforce, technology, innovation and most importantly marketing. Marketing is the spine of any organization, through marketing firms bring innovation, awareness of competitors, awareness of products, building relation with customers. A good marketing strategy increases the sale of product for sure. The small and medium organization face difficulties in doing marketing, because of limited finance, limited or unskilled staff, unawareness of marketing strategies, no or less use of media. This paper presents the pilot survey result for the study of effect of marketing strategies construct (entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing), on firm performance. Descriptive statistics, normality, reliability and preliminary factor analysis (EFA) test were run, all the data were presented in tables below. The result shows that all the questionnaire were normally distributed, and the outcomes are all normal.

Keywords

EN

marketing strategies; pilot survey; descriptive; normality; reliability; factor analysis

• Publisher: Altezoro s.r.o. (Slovak Republic) and Publishing Center "Dialog" (Ukraine)
• Journal: Path of Science
• Year: 2017
• Volume: 3
• Issue: 4
• Pages: 5.1-5.7

Dates

published

2017-04-21

Contributors

author

Akbar Fazal

• Universiti Tun Hussein Onn Malaysia

author

Omar Abdul Razak Bin

• Universiti Tun Hussein Onn Malaysia

author

Wadood Fazli

• Universiti Tun Hussein Onn Malaysia

author

Tasmin Rosmaini Bin

• Universiti Tun Hussein Onn Malaysia

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Identifiers

DOI

10.22178/pos.21-5