文章基本信息

标题：Effects of Marketing Strategies on the Performance of Small and Medium-Scale Enterprises in Kogi State
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作者：Momoh I. Yalo ; Dare Joseph Enimola ; Akeem Tunde Nafiu 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2019
卷号：11
期号：7
页码：46-52
DOI：10.7176/EJBM/11-7-03
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：This study focused on the effects of marketing mix strategies on the performance of SMEs in Kogi State. To achieve the study’s objectives, a survey research design was adopted. A purposive sampling was used, and 300 respondents were selected. Findings show that promotion strategy relates negatively and significantly with sales and profitability performance of SMEs in Kogi State. Findings further show that distribution strategy significantly and positively relates with sales performance; while pricing strategy significantly and positively relates with the profitability performance of enterprises in Kogi State. The study concluded that marketing mix strategies have significant effects on sales and profitability performance of SMEs in Kogi State. The study recommends that SME owners should adopt less of promotion strategy to achieve high sales and profitability performance in the business environment of Kogi State, and that more aggressive distribution strategy and pricing strategy should be adopted to sustain sales and the profitability performance of their enterprises in Kogi State.
关键词：Marketing Environment; Marketing Strategies; Sales; Profitability