International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Factors Influencing the Formulation of Effective Marketing Strategies of Chinese Businesses Operating in Jordan
Lilin Huang, Muhammad Abu-Salih, Younes Megdadi

The study aimed at evaluating the impact of the factors influencing the formulation of an effective marketing strategy of Chinese Businesses operating in Jordan. The data were collected through questionnaires distributed to a sample of 90 managers and the response rate was 100%. Data were analyzed using SPSS 19 and AMOS. The paper discussed the effects of Broad Environmental Factors (BEF), Task Environmental Factors (TEF) on Marketing Mix (MM) and Marketing Performance (MP). It concluded that there is positive effect of BEF and TEF on MM. There is no significant effect of TEF on MP. Also, there is negative effect of MM on MP. Using path analysis, the research evaluated direct, indirect and total effects of BEF, TEF and MM on MP.

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