MEASURING THE EFFECTIVENESS OF MARKETING. (The Case of Micro and Small Enterprises (MSEs) on Gullele Sub-City.)

Abstract

In Ethiopia Micro and small enterprises (MSEs) play critical role in the country’s economic and social development and serves as vehicles for employment opportunities and ways of enhancing wealth creation by supporting the economic growth. But some of them have become a burden on the government and its causing a lot of problems due to different reasons. The extent of the obstacles varies across Ethiopian regions and cities and lack of marketing is one of the most significant factors. In the Gullele sub-city some micro and small businesses fall short of the economic goals they set for themselves as well as the country's economy. Most enterprises are executing marketing techniques without realizing it. It was expected that measuring the effectiveness of their marketing is very important. Thus, this study was carried out to measure the marketing effectiveness of Micro and small enterprises (MSEs) in Gullele Sub-city. The study descriptive research design, and studied the factors that were identified to measure marketing effectiveness by Philip Kotler which are Customer Philosophy, Integrated Marketing Organization, Adequate Marketing Information, Strategic Orientation and Operational Efficiency. The data collection method used was questionnaire; which was administered to 302 respondents. The collected data was analyzed using descriptive statistics. The Statistical Package for Social Sciences (SPSS version 20) was used. The findings revealed that the Micro and small enterprises (MSEs) in Gulele Sub City have fairly effective marketing but many enterprises fall in the category of none existing marketing to poor marketing effectiveness. According to the study, the marketing of Micro and small enterprises (MSEs) need further improvements; hence, the study recommended for more awareness to be created to the enterprises about the issue and how they can implement it.