The Effect of Marketing Mix Principles on Sales Performance of Organisations Case Study : Harris International Limited

Abstract

The purpose of this study was to establish the effect of the marketing mix principles on the sales performance of the organization in the case study of Harris International Limited located at plot 32/33 a long Bombo road. The marketing mix practices impact on the sales performance much more than market orientation where the major gap lies .marketing as a concept moves around customers, profits and sales volumes. Its implementation must involve the entire organization in an integrated manner. It focuses on obtaining information on customer needs and wants. What inspired this study is the knowledge gap of the effect of the marketing principles on the sales performance of the organization

The study therefore sought to define the effect of the marketing mix principles on the sales performance of the organization. The objectives to the study were; to evaluate the role of Promotion on the sales performance of organizations; to find out the impact of Pricing on the sales performance of organizations, to determine the effect of the place on the sales performance of an organization; and to examine the effect of a product on the sales Performance of Organizations.

In order to achieve the above objectives, the researcher used secondary sources of data like text books, journal articles and reports. The researcher used a simple random probability method to determine the population size because it limits the probability of choosing a biased sample.

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