GLOBAL PRICING STRATEGIES AND MARKETING PERFORMANCE OF MOBILE TELECOMMUNICATION DEALERS IN PORT HARCOURT.

Abstract

The study empirically investigated global pricing Strategies and marketing performance of Mobile telecommunication dealers in Port Harcourt. The objective of the study was to examine the relationship between global pricing strategies and Marketing performance of Mobile telecommunication dealers in Port Harcourt. The Population of the study comprised of 92 managers of telecommunication dealers in Port Harcourt. Two research question was posed and two research Hypotheses were formulated to guide the conduct of the Study. The Study adopted Correlational research design, and the spearman rank correlation (rho) was held to test the hypotheses, and Supplemented with the aid of SPSS version 21.0. The result of it was that there is a positive and significant relationship between global pricing strategies and marketing performance of mobile telecommunication firms in Port Harcourt. The findings were that, penetration pricing strategies a strong positive correlation with customer retention and Sales volume growth. Based on the findings, we therefore concluded that there is a strong positive relationship between global pricing strategies and anal marketing performance of mobile telecommunication dealers in Port Harcourt. It is therefore recommended that firms should adopt effective and efficient pricing system by monitoring the environment of business and also unify and motivate customers to report their parolase and enhancement of customer retention.