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

Author

Listed:
  • Fazal Akbar
  • Abdul Razak Bin Omar
  • Fazli Wadood
  • Rosmaini Bin Tasmin

    (Universiti Tun Hussein Onn Malaysia)

Abstract

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.

Suggested Citation

  • Fazal Akbar & Abdul Razak Bin Omar & Fazli Wadood & Rosmaini Bin Tasmin, 2017. "The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey," Traektoriâ Nauki = Path of Science, Altezoro, s.r.o. & Dialog, vol. 3(4(21)), pages 5.1-5.7, April.
    • Handle: RePEc:pos:journl:21-1
    DOI: 10.22178/pos.21-5
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    References listed on IDEAS

    as
    1. Milé Terziovski, 2010. "Innovation practice and its performance implications in small and medium enterprises (SMEs) in the manufacturing sector: a resource‐based view," Strategic Management Journal, Wiley Blackwell, vol. 31(8), pages 892-902, August.
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    5. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
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    More about this item

    Keywords

    marketing strategies; pilot survey; descriptive; normality; reliability; factor analysis.;
    All these keywords.

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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