MODEL MANAGEMENT STRATEGIES OF MARKETING MIX IN BUSINESS OPERATION IN SMALL AND MEDIUM ENTERPRISES IN ERAS THAILAND 4.0 IN MUEANG DISTRICT, PATHUMTHANI PROVINCE

Abstract

This study aims to manage the management of marketing mix in business operations of small and medium enterprises in Thailand 4.0 in Mueang District, Pathumthani Province and management strategies. Of marketing mix that influences the success of small and medium enterprises. Allowing the population to use the research is J In the area of ​​business or management of small and medium-sized enterprises in the Mueang District, Pathumthani Province Morgan received 450 samples. Then, using a specific selection, the data collection tools were divided into questionnaires. 3 parts: general information of respondents, questions about management strategies of marketing mix in business operations and general questions about suggestions Statistics used in data analysis by percentage, frequency, mean, and standard deviation (Standard Deviation and inferential statistics including multiple regression analysis

          The results of the study showed that the sample group used the management strategy of the marketing mix in the most business operation, namely the price. When considering each aspect, details were as follows: Price: It was found that the sample group used the management strategy of the marketing mix, the price of the most business operations, is the quality, worth and the price. The marketing mix of products in business operations is the most to present the quality of products to customers. In the distribution channel, it is found that the sample group uses the management strategy of marketing mix in the distribution channel. Most of the business operations are the purchase location is sufficient for the needs, while the least used sample is the distribution channel via electronic media such as the internet. In marketing promotion, it is found that the sample group uses the management strategy of the part. Marketing mix marketing promotion In most business operations, salespeople are polite. The management strategy of the marketing mix influences the success of small and medium enterprises. It is found that the products and distribution channels influencing the success of small and medium enterprises with statistical significance at the level of 0.05. The management strategies of marketing mix, price and marketing promotion does not influence the success of small and medium enterprises