Study and evaluate the effect of marketing mix on export performance (case study: Nestle Corporation in Qazvin Province)

Shohreh Lotfifard, Peyman Borojerdi
2018 International Review  
As a success of enterprises within the national boundaries depend on effectiveness and correct marketing, when activity domain of an enterprise develops outside the boundaries, reach to success depends on correct understanding of the foreign market coordinates and adapting proper strategies to manage it. The main challenges of export marketing include choosing proper market and/or countries through marketing research and make decision about how to express marketing mix strategy. The decision
more » ... gy. The decision more than anything is influenced by the philosophical foundation accepted to the firm about how the activity will be in the foreign market. Thus, the object of research is to study and evaluate the effect of marketing mix on export performance in Nestle Co. Research method was survey-descriptive approach. Statistical population of the research included managers and experts of Nestle Company. Sampling has been conducted in simple random sampling approach. It has been used descriptive statistics, inferential statistics, one-sample t-test, linear regression, and analysis of variance to analyze data. Results showed that marketing mix (product, place, price, promotion) has a positive and significant effect on export performance.
doi:10.5937/intrev1802073l fatcat:mfjen26slfffxobsgm5dke3gna