International Journal of Research in Marketing Management and Sales
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P-ISSN: 2663-3329, E-ISSN: 2663-3337
International Journal of Research in Marketing Management and Sales
Printed Journal   |   Refereed Journal   |   Peer Reviewed Journal
2025, Vol. 7, Issue 1, Part A
Causes of the marketing gap in the general company for the manufacture of medicines and medical supplies in Samarra

Abdullah Mahmoud Abdullah

The marketing gap for companies in general and the General Company for Medicines in Samarra represents a major challenge that may affect the company's strategic positions and its survival in the market. The research aimed to identify and diagnose the causes of the marketing gap in the General Company for the Manufacture of Medicines and Medical Supplies in Samarra. The research community was represented by (82) individuals from department managers and specialists in the marketing department. A random (intentional) sample of (74) individuals was chosen to represent the research community correctly. Data from (69) valid questionnaires were analyzed for analysis, using the structural equation modeling with its standard and structural models within the program (SMART PLS, 4) to analyze the data. The research reached the most important results: The availability of the causes of the marketing gap in the researched company with varying degrees of convergence, but the absolute importance was due to the reason for competition, which represented the main factor in the occurrence of the marketing gap, followed by the dimensions of value and Innovation in terms of causing the marketing gap, while the reason for customer defection represented less importance, and this may be attributed to The exclusive agent of the researched company was approved, and thus the research presented a set of recommendations, the most important of which was to focus on enhancing the company's competitive capabilities by providing national protection for its products, as well as enhancing the aspects of research and development that represent the essence of the creative process to create superior value for the customer. This represents the axis of the process of addressing the marketing gap in the pharmaceutical company. The research also recommends addressing variables that have a significant impact on creating the marketing gap, including conflict of interest, weak decision-making and vision in the researched management.
Pages : 68-78 | 56 Views | 29 Downloads


International Journal of Research in Marketing Management and Sales
How to cite this article:
Abdullah Mahmoud Abdullah. Causes of the marketing gap in the general company for the manufacture of medicines and medical supplies in Samarra. Int J Res Marketing Manage Sales 2025;7(1):68-78. DOI: 10.33545/26633329.2025.v7.i1a.214
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