THE EFFECT OF MARKETING STRATEGY ON MARKETING PERFORMANCE FROM EMPLOYEE PERSPETCIVE OF COMMERCIAL BANK OF ETHIOPIA

Abstract

When it comes to marketing strategies, most people spontaneously think about the 4P (Product, Price, Place, and Promotion). Market segmentation and the identification of target markets, however, are an important element of each marketing strategy. To achieve the objectives of this study descriptive survey and explanatory research design was used. With the objective to answer the research questions, questionnaires were administered to target respondents of employees of the Bank that directly involved in formulating & implementing of the marketing strategy. Data was collected through questionnaire from a sample of 300 employees that were selected using simple random sampling method for the employees of CBE. The data collected from the questionnaire were analyzed using SPSS version 26.0 statistical tools such as mean, standard deviation, correlation, and multiple regression analysis. The finding of the study indicates also that employees were most satisfied with the marketing strategy dimension. The results of this study indicate that, marketing strategy dimensions such as (price, product, promotion and place) have positive and significant relationship with market performance. Furthermore, the results also indicate that, unlike place strategy, the three marketing strategy dimensions (price, promotion, and product) have positive and significant effect on market performance. The findings of this study revealed that the variation contributed by the four components of the marketing mix strategy (i.e., product, price, promotion & place strategy) played a considerable contribution towards the market performance of the Bank. Further the researcher concluded that this yields an average or moderate marketing program and financial performance at end.