تأثير الكفايات التسويقية على الأداء التسويقي في شركات الأدوية الأردنية

الملخص EN

This study aimed to investigate the effect of marketing competencies which include (product development competency, marketing research competency, marketing services competency, pricing competency, promotion competency, and brand competency) on marketing performance (market share, and customer satisfaction) in Jordanian pharmaceutical companies.

The study sample consists of managers and heads sections of marketing departments in Jordanian pharmaceutical companies.

The results of the study showed that there was an effect of all marketing competencies on marketing performance in the Jordanian pharmaceutical companies, and (branding competency, promotion competency, and product development competency) were the most marketing competencies affecting marketing performance.

Results also revealed that branding competency was the most marketing competencies affecting market share, while branding competency and promotion competency were the most marketing competencies affecting customer satisfaction.

It was also found there is no difference in marketing performance due to demographic variables (gender, experience, education, specialization, and job).

The study recommended Jordanian pharmaceutical companies to improve the branding competency because it was the most marketing competencies affecting market performance and enhancing the role of the brand in promoting pharmaceutical products inside and outside Jordan.