Marketing Program Implementation of Greek Fisheries Firms

Updated time: 2019-09-03

【Summary】 This study analyses the marketing program implementation in Greek fisheries firms. In this perspective, quantitative research with personal interviews to fisheries firms’ executives is elaborated. Data were analyzed elaborating cluster and discriminant analysis. Findings reveal that there are two distinct groups of Greek fisheries firms regarding their decisions about the components of marketing mix. The results demonstrate that there are differences among the two groups mainly in terms of price and distribution policies. Particularly, 62.6% of sample firms seem to dispose a differential marketing mix, while 37.4% of sample firms seem to dispose a non-differential marketing mix. Notably, both clusters are not aware of quality and sustainability assurance certifications regarding seafood products. From this perspective, there is a potential for a better organized marketing program implementation aiming to respond efficiently in modern market needs.

【Keywords】 Marketing program implementation Marketing mix elements Fisheries firms Cluster analysis

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