البحوث التسويقية ودورها فى رفع المبيعات دراسة حالة: شركة الاشغال الهندسية المتقدمة

Abstract

This research aims at discovering the role of marketing researches in increasing sales of the Engineering Works Co. through studying and analyzing the research problem which is represented in the lack of some companies in applying the new marketing methods to their marketing activities which adversely affect their sales, although some of these companies start their life cycle successfully, however, they quickly deteriorate due to their negligence of the role of marketing researches. The research assumed the following hypotheses: Applying the scientific methods in the marketing researches by the Engineering Works Co. assists in taking proper marketing decisions. The optimum employment of the marketing researches by the company leads to an increase in its sales. An increase in the company’s sales returns to a large extent to the correct marketing decisions. The research adopted the descriptive analytical methodology, the historical methodology, as well as the case study methodology. The research concluded a number of results the most important of which are as follow: The research confirmed that adopting the scientific method in marketing researches eads to taking correct marketing decisions. The research has also shown that the correct marketing decisions lead to an increase in sales. The research revealed that the company does not allocate sufficient budget for marketing researches. It showed that the top management of the company does not pay adequate attention to the marketing researches. The research confirmed that an optimum application of marketing researches leads to a raise in company’s sales. In the light of the above findings, the research recommended the following: It is important to pay more attention to the marketing researches by the company. And it is a must for the management in taking marketing decisions to do the same based on the data and information concluded by the marketing researches. The top management of the company should pay more attention to the marketing researches by allocating a section for marketing researches in the company’s organizational chart. The company management should allocate a sufficient budget for financing various stages of marketing research. It is necessary to make use of the trained cadres in improving marketing researches. The research also recommended to consider the data concluded by the researches in keeping the customers and boosting the loyalty.