أثر عناصر المزيج التسويقي على الميزة التنافسية دراسة ميدانية في مصانع البالستيك الصناعية في عمان The Impact of Marketing Mix Elements on Competitive Advantage A Field Study in Industrial Plastic Factories in Amman

عبدالحميد, انس رفعت (2018) أثر عناصر المزيج التسويقي على الميزة التنافسية دراسة ميدانية في مصانع البالستيك الصناعية في عمان The Impact of Marketing Mix Elements on Competitive Advantage A Field Study in Industrial Plastic Factories in Amman. Masters thesis, جامعة الشرق الاوسط.

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Abstract

The study aimed to identify The Impact of Marketing Mix Elements on Competitive Advantage in industrial plastic factories in Amman. The study area consisted of (99) industrial companies for plastics (industrial) in the Amman Governorate, (30) Company was chosen as a sample. The study population consisted of (1385) individual, (210) one was chosen as a proportional stratified random sample from the three administrative levels (Top-level management, Middle-level management, Low-level management). The total of 140 valid questionnaires were retrieved (66.6) The questionnaire was used as a main tool for collecting data and information. The results of this study were several, and one of the most important was the existence of a statistically significant effect on the marketing mix of product, pricing, promotion and distribution on the competitive advantage of industrial ف companies in Amman. Accordingly, the researcher made a number of recommendations, the most important was that Increasing the number and variety of product lines to cover all needs and Wants of customers, The commitment of industrial companies to develop appropriate pricing policies that take into account the intense competition, It is necessary to organize operations and develop programs and plans that have the ability to reduce production costs within the factory. Keywords: marketing mix elements, competitive advantage, industrial plastics companies, Amman.

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