The Impact of International Marketing on Export Performance “A Field Study on Companies Exporting Agricultural Products on the Syrian Coast”
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التَّسويق الدَّولي، الأداء التَّصديري، شركات تصدير المُنتجات الزِّراعيةAbstract
The main objective of this research was to study and analyze the impact of international marketing with its marketing mix elements (international product, international pricing, international distribution, international promotion) on export performance in companies exporting agricultural products on the Syrian coast.
The researcher used the descriptive analytical method. The researcher distributed (320) questionnaires to a purposive sample of managers, workers, and human cadre members working in all companies exporting agricultural products operating on the Syrian coast and from all administrative levels (higher, middle, lower). All of the distributed questionnaires were retrieved. And (8) questionnaires were excluded because their data were not complete, so the number of questionnaires that were completed was (312). The researcher analyzed the data using statistical analysis software (SPSS 25).
At the end of this research, the researcher reached a set of results, the most important of which is: There is a statistically significant effect of international marketing with the elements of its marketing mix (international product, international pricing, international distribution, international promotion) on the export performance of the companies under study. Working to seek assistance from specialized international centers of expertise to design international marketing policies and strategies in the companies under study when needed, paying attention to training employees of the marketing department in the companies under study on the skills of designing and implementing international marketing strategies, activating the role of marketing information systems in the companies under study, ensuring the provision of all Information related to the status of international markets, their marketing environment, consumer tastes and desires, and marketing policies and strategies followed by competing companies.
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