Marketing Management on The Performance of Rural Industries Business Amphoe Maung Changwat MahaSarakham

Abstract

This research aimed 1) to study the marketing management of rural industrial businesses. 2) To study the performance of rural industrial businesses, and 3) to study            the relationship between marketing management and the performance of rural industrial businesses. This is the quantitative research. The sample group used in the research was Industrial business operators in Amphoe Maung Changwat MahaSarakham Province. The data were collected from 274 people, brained by stratified sampling and using questionnaires as tools. Statistics used in data analysis include statistics used in data analysis by finding frequency (Frequency), percentage (Percentage) and One – Way Analysis of Variance (ANOVA) and Multivariate Analysis of Variance (MANOVA), Multiple Correlation Analysis and Multiple Regression Analysis. The results of study revealed that industrial business operator agreed   with having marketing management as a whole and in each of all these aspects at a high level: product aspect, specific service aspect, privacy aspect, distribution or product distribution channel aspect, price aspect, and promotion aspect. As for opinions about performance results, they are at a high level Finance, Learning and Development, Customer and Internal Process. From the analysis of the relationship between marketing management and performance, it was found that Marketing management and performance found that marketing management in terms of price, specific service, and privacy have a positive relationship with overall performance (PFM) at a significant level of 0.05. Therefore, in summary, marketing management has an impact on performance. Businesses can use it as a guideline for marketing planning to increase efficiency in performance, as well as use it as information for planning the development of industrial businesses in Amphoe Maung Changwat MahaSarakham Province to have better performance in the future.