The Impact of Marketing Strategy on Industrial Pricing: A Survey Study at the General Company for the Manufacture of Cars and Equipment
DOI:
https://doi.org/10.31272/jae.i145.1270Keywords:
Marketing strategy, segmentation, positioning, industrial pricing, customer value-based pricing, competition-based pricingAbstract
Marketing strategy represents a set of decisions by which the company interacts with the markets in which it offers its products, goods, and services. Industrial pricing represents one of the marketing mix elements for industrial companies and is distinguished by being the only element that generates revenues; therefore, it is of great importance to marketers. The research aims to determine the role played by the marketing strategy with its dimensions of segmentation and concentration in industrial pricing with its dimensions of pricing based on customer value and pricing based on competition. The General Company for the Manufacture of Vehicles and Equipment in the Ministry of Industry and Minerals was chosen as the research subject due to marketing problems related to market competition. The size of the intentional sample was (88) managers to whom questionnaire forms were distributed and received in full. After processing and analyzing the data, the research concluded that the marketing strategy clearly impacts industrial pricing. The research put forward a set of recommendations, the most prominent of which is the need for the company to pay attention to its market position due to its significant impact on the pricing process based on market competition and maximizing sales.
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