اثر المزيج التسويقي في تحقيق الميزة التنافسية للدواء المحلي == The Impact of Marketing Mix On The Competitive Advantage of Local Drug
Author name:
محمد حميد صالح محمد
Supervisor name:
نادية لطفي عبد الوهاب الجنابي
General topic:
Administration and Economics
Specific topic:
Hospital Management
Degree:
Higher Diploma
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T4010 - p.pdf
Abstract:
يتناول هذا البحث " اثر المزيج التسويقي في تحقيق الميزة التنافسية للدواء المحلي " من خلال راي عينة من الصيادلة العاملين في القطاع العام والخاص. تمثلت مشكلة البحث في محاولة لدراسة وتحليل اثر المزيج التسويقي بعناصره في تحقيق الميزة التنافسية للدواء المحلي | The aim of the study is to know the effect of the marketing mix on competitive advantage to company of local medicines. The study deals with the marketing mix as an independent variable and the competitive advantage as a dependent variable, the marketing mix consist of seven sub dimensions collectively and individually interact with dependent variable to form a framework around which the study consists. The questionnaire of the study, which used a principal instrument for the purpose of data collection, consists of three axes, the first axis includes demographic information, the second axis is related to the marketing mix, and the third axis is related to the competitive advantage. Two hundred and fifty questionnaires were distributed to a sample of pharmacists, and only two hundred thirty - six questionnaires have recovered valid, this constitutes a response rate of about (94%).In order to handle these data, many statistical instruments have been used, included percentage, arithmetic mean, standard deviation, correlation coefficient, and simple regression coefficient. Based on the measured variables of the study, diagnoses and tests the link and influence relations study indicates that the marketing mix (product, price, promotion, distribution, people, physical environment, process) either separately or collectively affected on the competitive advantage of local medicines. Te study recommends the need to support the Iraqi pharmaceutical industry and increase the interest of pharmaceutical companies producing the improvement of the quality of their products and the development of methods of promotion with the need to follow the marketing methods adapted by international companies and attract people with marketing experience to the advancement of local pharmaceutical industry to face the challenges of competition in the Iraqi market.
