The Exploration of Relationship between the Marketing Promotion Expenditure and Sales Performance in General Merchandise Retails: The Evidence of M Company
| Autor: | Yen-Hsien Li, 李姸嫻 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Lots of academic and empirical researches pointed out that the concerned mostly for most companies are to make a reasonable and appropriate distribution to secure maximum profits. Judging from the operation of marketing practice, a majority of companies budgeted their marketing expense are in accordance with the budget ratio used in the past years, or through the conference resolution to make a joint decision, all of which is short of quantified and scientific result expectation, sometimes even ignores the practical demands, so it often causes an unnecessary resource waste. The effective deployment of resources, therefore, becomes considerably important and worthy for this study to explore. This study is taking the M Company in general merchandise retail business as the case, and the purposes of this research are: 1. To explore the relationship between marketing promotion expense and sales performance in general merchandise retails; 2. To explore the relationship between combination of the marketing promotion and sales performance. This research takes the marketing promotion expenditure (includes media project, SP activities, event activities, card-friend activities, and art-displaying project) as the independent variable, and the sales performance as the dependent variable, so as to explore the relationship between them. Through statistic analyses, there are following findings: 1. The higher the expenditure of total marketing promotion expense, the better the sales performance. 2. The influence of individual expenditure of each variable in marketing promotion mix on sales performance is different. 3. The higher the expenditure of total marketing promotion mix, the more the customer patronage. 4. The influence of the individual expenditure of each variable in marketing promotion mix on the number of customer patronage is different. 5. There is no significant correlation between expenditure of the total marketing promotion expense and purchasing amount per patronage of customer. 6. The influence of individual expenditure of each variable in marketing promotion mix on the purchasing amount per patronage of customer is different. According to the findings mentioned above, the expenditure of each variable in marketing promotion activities has different impact on the sales performance. To create a good sales performance, therefore, it is necessary for a company to distribute the expenses properly to various marketing promotion activities. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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