كفاءة سياسات تسويق منتج العسل الحضرمي المصدر إلى الأسواق الخليجية : من وجهة نظر المصدرين في مدينة المكلا-محافظة حضرموت

الملخص EN

The research aims at creating a theoretic framework that includes topics related to marketing policies, as well as topics related to the concept and benefits of export and how to use it with a high level of efficiency at the level of business and activities including the export of honey bee products.

the research aims at identifying the level of efficiency of the marketing policies (product, pricing, distribution, marketing) used by the establishments in the city of Mukalla / Hadramout when exporting the honey product to the Gulf markets (from the point of view of the exporters).

in this research, the analytical descriptive approach and the method of field study were adopted.

a questionnaire was designed for the purpose of collecting primary data, 40 of which were distributed at random sample of managers of marketing and export of urban honey, of which 31 were recovered.

the statistical program (SPSS) was used to analyze the search data.

the research found that all the marketing policies related to the product policies used by the exporters of hadhramout honey are effective.

most policies regarding pricing and distribution are efficient.

the research also found that the promotional policies used by the establishments are generally efficient but there is a weakness in some of the sub-promotional policies, especially with the regard to the advertising and marketing policies.