A STUDY ON MARKETING MIX ELEMENTS (PRODUCT, PRICE, PLACE, PROMOTION) AND THEIR INTERPLAY IN DRIVING CUSTOMER ACQUISITION, RETENTION
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Abstract
The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place
or distribution, and promotion) on increasing the effectiveness of product promotion and their role to
reduce the problems within the organization. The main importance aspects of this paper are to discuss
the theoretical part of MM, to provide some perspectives for the researchers, and to give some
instructions for the marketing department in Al-Saaeda Company for medical equipment technologies.
The researchers used the main related academic resources from university library, and internet, and
they designed and distributed questionnaires on a random sample of Al-Saaeda Company for Medical
Equipment Technologies customers and the company employees to measure the impact of promotion
on the marketing of its product (Glucocard 01-mini plus). The main findings of this paper can be
concluded as following: 1. The promotion has a very high level of impact to increase the sales of
products. 2. The good distribution of product can effect positively on customer satisfaction. 3. The
company's policy for promoting has a very good reflection on increasing the sales of products. The
researchers recommended that the company must strengthen the level of promotions in its activities
and departments, and the increasing of sales points is very important, so the company must enhance
its policies of distribution.
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