The Role Of The Marketing Mix In Achieving Marketing Excellence To Customer Relationship Management

Abstract

Purpose: Defining the distinct dimensions of the marketing mix and the extent of its
relationship in managing customer relationships, its ability to achieve marketing
excellence, and the company's understanding of the customer's requirements and
providing him with distinct products.
Design / methodology / approach: The research uses the survey method, and the
participants in this research were 544 customers of the dairy production company,
and the Spearman relationship was used to reveal the true relationship between the
variables discussed.
Findings : The company does not adopt modern pricing policies such as the
promotional pricing policy using the coupon, nor does it take into account the
customer’s proposals in pricing their products. This was evident in the answers of
the respondents who were chosen, the promotional campaigns of the company's
products are limited to the use of traditional methods and not modern like a network
The Internet
Research limitations / implications: The research was conducted only in the dairy
production company, so future research is needed with samples in different
production companies in order to generalize the results of the research, as well as to
carry out research to reveal the differences between service products and commodity
services.
Practical implications: Productive companies can focus on strengthening the
strengths of the marketing mix resulting from this research to measure its
performance according to the customers ’views, and as a result, the company will get
the feedback, so that it can identify its weaknesses to strengthen and correct it, and
discover the strengths to enhance it.
Originality / value: This research provides a new insight into the relationship of the
marketing mix with customer relationship management and its impact on detecting
marketing excellence.