The Impact of Marketing Mix on Marketing Performance in Saudi's Enterprises: Case Study of Al Tazaj Enterprises

Abdelheq Lachachi
Department of Management, Faculty of Economics, Business and Management University of Tlemcen

Abstract

This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of drivers and consequences of the use in marketing mix decisions, this paper develops a conceptual framework to test whether the relationship between marketing mix and marketing performance is moderated by Al Tazaj enterprise. Design/methodology/approach Based on reviews of the marketing and performance literatures, and 160 questionnaires, a conceptual model is proposed. It is tested via regression analysis. Findings Results suggest that the impact of marketing mix on marketing performance is higher in Al Tazaj especially in three factors (price, promotion, distribution). In contrast, the impact of marketing mix on marketing performance is lower in Al Tazaj especially in the product factor. Research limitations/implications While much is written on the importance of marketing mix to improve marketing performance in Saudi’s enterprises, this work is a first step toward understanding which settings are more difficult than others to accomplish this. Practical implications Results allow identification of several conditional managerial strategies to improve marketing mix performance based on metric use. Originality/value This paper contributes to the marketing mix literature, as prior research has generally focused on the development of marketing mix or the linking of marketing mix with marketing performance.

Presentation