THE IMPACT OF RELATIVE ADVANTAGES ON MARKETING BAHRAINI PRIVATE SCHOOLS
The relative advantages of marketing mix are crucial in improving the marketing of private schools. The main aim of this research is to identify what are the relative advantages of marketing mix that can be concentrated to market private schools in Bahrain. To accomplish this objective a quantitative research was designed using the questionnaire for data collection. The questionnaire was composed of two parts. The first part was denoted for data collection about the personal characteristics,
... characteristics, while the second part was denoted for the data collection about the major component that form the marketing mix of education service to find out the relative advantages to market private schools. Random sample of parents was selected including 150 parents. The results indicated that the quality of academic service is the most important relevant advantage that can be applied in marketing private schools in Bahrain. The integrity of services introduced including transportation, good teaching staff, good administration is considered other important relative advantage to market private schools in Bahrain. It was recommended that the private school care for the quality of academic services and the professionalism of teaching staff is the key to improve the marketing process of private schools in Bahrain.