The Impact of Marketing Audit on Organizations Marketing

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The Impact Of Marketing AudiOn Organizations MarketingPerformance: An Empirical Stu

On Private Hospitals In Amman

Supervisor: Prof. Dr. Hamad Al-Ghadeer

Student: Asim al-Sayyid Sulayman


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Introduction

Jordan is one of the countries interested in health

Health care in Jordan is among the best in the Middle East

Jordan has become a medical tourism destination

the boom in private hospitals is keyed to this growing medica

tourism trade The private sector contains a respectful medical expertise


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Introduction cont'd

On the other hand;

Significant amount of inefficiencies in the provision and financinof healthcare services exists

particularly in light of the significant levels of excess capacity

the average overall hospital occupancy rate is estimated at 62.8 In private sector, there is a significant excess in bed capacity

indicated by low bed occupancy rates in the private sector (48.8


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Introduction cont'd

hence;

As one of the earliest attempts to assess the underlying marketiinputs that lead to superior performance was the marketing audconcept

In order to find out the reasons behind this discrepancy, marketaudit were employed

A marketing audit will be a significant contribution towardassisting private hospitals in aligning themselves successfully fothe future.


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Research problem

Although the marketing audit require certain resources in termstime, money and specialized human effort, but it is still useful tbe used in many businessesIncluding hospitals.

marketing audit is still a relatively new and under-utilized activfor many organizations. (Da Gama, 2011)

In addition, there are some problems preventing companies fromputting it in practice. (Lipnick & ao, 2013) private hospitals concentrating marketing audit just in ad hoc

basis, or when business suffers from serious problems (in criticatimes) when it is too late to conduct an efficient marketing aud


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Research questions

To what degree is marketing audit applied in private hospitals?

What are the main constraints that affect the use of marketingaudit in the practice of private hospitals in Amman?

What are the key factors that affect the efficiency and the resuof the marketing audit in private hospitals?

What is the role of marketing audit in enhancing marketingperformance of private hospitals?


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Research importance

This study Shed light on the importance of applying the marketiaudit in the service sector

It will demonstrate the importance of marketing audit as aproactive as well as a reactive analysis of the organizationsmarketing performance.

Development of awareness among managers and decision makerof the importance of marketing audit and its contribution to theorganizations success and prosperity.


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Research objectives

This study aims to achieve the following results:

1. To identify the degree of application of marketing audit inpractice of private hospitals

2. To investigate the constraints that may limit the application omarketing audit in practice of private hospitals

3. To examine the impact of using marketing audit on enhancingmarketing performance of the organization

4. To recognize the key factors that affect the efficiency and theresults of the marketing audit in private hospitals


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Mediatingvariable

-

Hospital characteristics--------------------------------

-Size -Specialty-Age -Location

-Reputation

Marketing audit

---------------------------

-Marketing environment audit

-Marketing strategy audit

-Marketing Organization audit

-Marketing systems audit

-Marketing productivityaudit

-Marketing functions audit

Independent variable Dep

RetSale

Ret

Ma

Serv

Sati

com

Ove

Cus

Ret

Bran

Occ

Cus

Num

Attr


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Research hypotheses

The first main hypothesis:

Ho.1: There is no statistical impact to the marketing audit onorganization marketing performance

Sub hypotheses:

Ho1: 1- There is no statistical impact to marketing environmentaudit on organization marketing performance

Ho1: 2- There is no statistical impact to marketing strategy audon organization marketing performance


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Research hypotheses cont'd

Sub hypotheses cont'd:

Ho1: 3- There is no statistical impact to marketing Organizationaudit on organization marketing performance

Ho1: 4- There is no statistical impact to marketing system auditorganization marketing performance

Ho1: 5- There is no statistical impact to marketing productivityaudit on organization marketing performance

Ho1: 6- There is no statistical impact to Marketing audit functioon organization marketing performance


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The second main hypothesis:

Ho2: There is no difference on the relationship between themarketing audit and the marketing performance due to hospitalcharacteristics

Sub hypotheses:

Ho2: 1- there is no difference on the relationship between themarketing audit and the marketing performance due to hospitalSize


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Sub hypotheses cont'd:

Ho2: 2- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Specialty

Ho2: 3- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Age

Ho2: 4- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Location

Ho2: 5- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Reputation


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Research methodology

To prove relevancy of theory, answer research questions and teshypotheses, the researcher will conduct an empirical research bworking in a real world environment, Empirical data is producedby information derived from measurements made in "real life" .

in order to determine legitimacy of empirical research and toestablish logical and valid conclusions, Statistical Package for th

Social Sciences (SPSS) software, will be used. various statistical formulas such uncertainty

coefficient, regression, t-test, chi-square and different typesof ANOVA (analysis of variance) will be used.


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Data collection method

The researcher will collect and analyze both quantitative and qualitadata (questionnaires and interviews)

The secondary data will be collected through the books and articlesavailable in libraries and the internet, Statistics issued by the MinistryHealth, the World Health Organization and the Department of Statistiand relevant websites.

In order to collect the primary data, the researcher will conductInterviews with managers and experts in the field of private hospitalbusiness. Additionally, the researcher will design a questionnairedistributed to Marketing Director of the private hospital or the SalesDirector when a Marketing Director did not exist.


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References

Da Gama, A. P. (2011). A renewed approach to services marketineffectiveness. Measuring Business Excellence, 15 (2), pp. 3-17.

Lipnick, D., & ao, J. (2013). Marketing Audit and FactorsInfluencing Its Use in Practice of Companies (From an Expert Poof View). Journal Of Competitiveness, 5(4), 26-42.

Balasundaram, N. (2009). Marketing Audit: A TheoreticalOverview. Available at SSRN:http://ssrn.com/abstract=2107734

Kotler, P., Bliemel, F., & Keller, K. L. (2006). Marketing-Management: Strategien fr wertschaffendes Handeln. AddisonWesley in Pearson Education Deutschland.


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References

Private Hospitals Association (2014). Retrieved April 24, 2014, frhttp://phajordan.org/portals/0/pha%20Arabic6.pdf

Moh.gov.jo,. (2014). Private Hospitals . Retrieved 27 April 2014,fromhttp://www.moh.gov.jo/AR/HealthSectorBodies/Pages/PrivateH

pitals.aspx Pont, M., & Shaw, R. (2003). Measuring marketing performance:

critique of empirical literature. ANZMAC, Adelaide, December, 6
http://phajordan.org/portals/0/pha%20Arabic6.pdfhttp://phajordan.org/portals/0/pha%20Arabic6.pdfhttp://phajordan.org/portals/0/pha%20Arabic6.pdf


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Thank you

The Impact of Marketing Audit on Organizations Marketing

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