Marketing Knowledge and Its Role in Enhancing the Competitive Abilities

Abstract

The research aim of this study is to clarify the concept of marketing knowledge in enhancing the competitive abilities of a sample of productive organizations in the governorate of Dohuk. As the marketing knowledge and competitive abilities are considered as crucial elements for marketing controlling and discipline. The sample of the research included some productive organizations that consist of (54) working individuals. The results of the questionnaire have been statistically analyzed, processed, and displayed using the statistical package of (SPSS-21) with statistical measures of dispersion and the two relationships of correlation and influence. The results of the analysis showed that the degree of total agreement reached the value of (70.5%), and for the variable of competitive abilities reached the value of (69.4%). Thus, the testing of the research hypotheses resulted in that: There is an indeed a positive correlation and impact between the independent and dependent research variables. One of the most important findings of this research is that: The ability of the studied organizations in further development and improvement in the marketplace and to compete its competitors depends mainly on what knowledge and experiences it has, also the way these experiences used to support the organizational work, direction and goals. Among the recommendations is that: The studied organizations should have the culture of participation and dependency on scientific research and findings, whether by going back to gain and use of skills and experiences that will contribute to the development of the work of organizations or by referring to the specialized consultancy bureaus that offers advices based on science, research and auditing.