Browsing by Author "NCUBE, B."

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    APPLYING THE MARKETING CONCEPT AS A STRATEGIC BUSINESS TOOL TO THE SMALL TO MEDIUM ENTERPRISES IN THE RETAIL SECTOR OF BULAWAYO
    (International Journal of Research in Education Humanities and Commerce, 2022) MAHLANGU, L.; NDLOVU, M.J.; NCUBE, B.; SHAVA, G.; CHARUMBIRA, J.; HLEZA, S.
    This study sought to examine the difficulties SMEs encounter in the adoption of the marketing concept as a business strategic tool. The study deliberately targeted the SMEs because it is believed that the SMEs are the engines driving the economy of Zimbabwe. The study was based on the notion that business people have not always believed that the best way to make sales and profits is to satisfy customers. The researchers distributed 100 questionnaires (70 were completed) to SMEs in Bulawayo and the sample was selected using simple random sampling. The study used a qualitative and quantitative questionnaire to collect data. Microsoft Excel was used to analyse the quantitative data collected while content analysis was used to analyse qualitative data. The study found that most SMEs managers accepted the marketing concept as their strategic tool. It also established that the current unstable macro-economic situation in Zimbabwe was working against the success of the marketing concept. It further identified lack of understanding and appreciation of the concept by other departmental staff members, corporate culture and resistance to change as other forces hindering the marketing concept. Limited financial resources dedicated to marketing training and market surveys were also seen as a major barrier to the marketing concept. The study recommended that SMEs organise seminars, workshops and in-service courses involving all their organisations’ employees to re-orient all employees towards customer orientation. Attitude change towards marketing orientation as an integral component of organisational culture as well as an investment in appropriate technology was also recommended.