Effect of sales and marketing strategies on sales performance of Isfahan food products distribution companies

سال انتشار: 1397
محل انتشار: دومین کنفرانس بین المللی تحولات نوین در مدیریت ، اقتصاد و حسابداری
کد COI اختصاصی: MDMCONF02_080
زبان مقاله: انگلیسی
تعداد مشاهده: 604

نویسندگان

Master of Science (MA) Faculty of Humanities-Department of Management Islamic Azad University of Najafabad esfahan. Iran

Raheleh emami mehr

Master of Science (MA) Faculty of Humanities-Department of Management Islamic Azad University of Najafabad esfahan. Iran

چکیده

There is still little agreement on really what the sales strategy is and how to be developed. There are two perspectives on sales strategy: 1.Sales strategy at individual level(sales force) and 2.Sales strategy at company level. Now, what marketing strategy is and how it affects performance, will be a major contribution to enriching the marketing literature. The researcher is to investigate the effect of sales strategy on sales performance, determine the effect of marketing strategy on sales performance, determination the effect of marketing strategy on sales strategy at the level of food products distribution companies in Isfahan. The statistical population of this research is from the employees of the distribution companies of food products in Isfahan that 291 people have been selected as the statistical sample based on the Cochran formula. The statistics showed that the majority of participants in this study were male, the highest frequency was related to the age group of people 30-40 years with 146 (50%) and the highest frequency was related to the level of education of people at the bachelor s degree level with 51%. Validity and reliability: In this research, the method of validity or conceptual validity has been used. Because when the empirical validity is not feasible or it is difficult to obtain validation through empirical or practical for a given size or finding, conceptual validity is used. In this research, Cronbach s alpha coefficient was used to measure the reliability and correlation of the questions. The method of this research is in terms of purpose of applied and descriptive and is of survey type, because in this research we try to investigate the influence of the sales and marketing strategies on sales performance in distributed companies. The results showed that all three hypotheses confirmed and based on the basis of sales, strategy on sales performance, positive and significant effect, marketing strategies on sales performance, positive and significant effect and marketing strategy has a positive and significant effect on sales strategy.

کلیدواژه ها

sales strategy, marketing, sales performance, food products distribution companies of Isfahan

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