STRATEGIC INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS
STRATEGIC INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS
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面对强大的竞争对手，促销组合对组织销售营业额的战略影响
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Babatunde Bayode
中科院分区：
文献类型：
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作者：
Adebisi Sunday;Babatunde Bayode
本文旨在研究制造组织中促销组合对组织销售营业额的战略影响。研究数据是通过二手数据和一手数据收集的，二手数据包括6年的年报，包括销售收入（2005-2009）和调查问卷，这是一手数据收集的工具。问卷调查对象为 7up 公司的员工和拉各斯 Solebo Estate 的部分顾客。研究人员采用简单的百分比和回归模型对收集到的数据进行分析。研究结果显示，战略促销组合对销售营业额的影响只有25%左右，而未包含在测试变量中的其他变量则占75%左右，将迅速导致组织增长。由于促销组合仅占将组织推向最高水平的变量的一小部分，因此应适当考虑营销组合的其他因素，例如产品开发、有效定价、向消费者分配正确的质量和数量。
This paper aim at study strategic influence of promotional mix on organisation sale turnover in manufacturing organisation. The research data were gathered through the use of secondary data and primary data, secondary data included 6years annual report comprising the sales turnover (2005-2009) and questionnaire which is an instrument of primary data collection. The questionnaires were administered to the workers of 7up Company and some customers in Solebo Estate in Lagos. The researcher adopted the simple percentage and regression model for the analysis of the collected data.. The result of the findings revealed that strategic promotional mix influences the sale turnover with little 25% while other variable not included in the variable tested takes the larger 75% that will rapidly lead to organisation growth. Since promotional mix constitute few % of variable that can push an organisation to the highest level, therefore other factors of marketing mix such as product development, effective pricing, distribution of right quality and quantity to the consumers should be appropriately considered.