An Empirical Study on Evaluating Marketing Ability of Food Processing Enterprises in Saudi Arabia

Abstract

Marketing ability plays a significant role for increasing the competitiveness of food processing enterprises in the Kingdom of Saudi Arabia. A good marketing ability helps enterprises to survive and sustainably develop in the ever-changing market with intense competition. The objective of this research attempts to identify the marketing ability of Saudi food processing enterprises. Specially, this research mainly builds the evaluation index system of marketing ability and empirically analyzes the evaluation process of the marketing ability based on the improved gray correlation. The gray correlation improved algorithm is based on the slope similarity between two vectors. In addition, according to the existing research and previous literature of marketing ability, this study considers the evaluation index system of marketing ability consisting of timeliness of marketing concept, utilization of marketing information, marketing strategy, marketing profits and marketing implementation.

Keywords: marketing; marketing ability; gray correlation analysis; evaluation index system

DOI: 10.7176/JESD/13-6-02

Publication date:March 31^st 2022