عوامل البيئة الخارجية المحددة لاختيار الاستراتيجية التسويقية في الشركات العاملة في قطاع الإنشاءات الأردني

الملخص EN

This study attempts to identify the main external environment factors determining the selection of the marketing strategy in the construction firms in Jordan.

The study investigates the effect of a number oj independent variables including : external environment (economic, political-legal and technological, social-cultural environment) on a number of selected marketing strategies (cost leadership strategy, alliances, differentiation, focus, and diversification strategy) as dependent variables.

The population of the study included all firms registered in the Jordanian Contractors Association of the first and the second class.

The study revealed the following findings : - There are common factors determining the selection of any (one of five) marketing strategies, in general ana alliances, differentiation strategies in special case, these factors are : economic, political-legal and technological environment.

- Firms can apply a focus strategy, diversification strategy and cost leadership strategy through concentration on social-cultural environment, in addition to the common factors.

Finally, the study provided a set oj recommendations to improve marketing performance of Jordanian construction firms and to enable them developing competitive marketing strategies.