| dc.creator |
Tambwe, Mariam Ally |
|
| dc.date |
2019-04-17T10:52:14Z |
|
| dc.date |
2019-04-17T10:52:14Z |
|
| dc.date |
2017-05 |
|
| dc.date.accessioned |
2021-05-05T12:35:26Z |
|
| dc.date.available |
2021-05-05T12:35:26Z |
|
| dc.identifier |
Mariam A. Tambwe (2017), Paper Title: Assessing the Efficiency of Marketing Communication Tools Used by Tanzania Handcrafts for Enhancing Export Performance. Business Education Journal (BEJ), Volume I, Issue III, |
|
| dc.identifier |
http://dspace.cbe.ac.tz:8080/xmlui/handle/123456789/165 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/73679 |
|
| dc.description |
Tanzania has a wide range of high quality crafts that if properly marketed could do well in the global market.
Handcrafts have been using various communication tools to promote their products. It has been noted that these
firms have not progressed fast enough in export markets because of inefficient use of marketing communication
tools. The main objective of the study was to assess the efficiency of marketing communication tools used by
Tanzanian Handcrafts in enhancing export performance. The study approach was a combination of exploratory
and descriptive in nature. A sample of 50 Handcrafters was used in the study. The findings of the study show that
16% of the Tanzanian Handcrafts, whose marketing communication was highly efficient had gross sales
amounting between 5,000,000 and 10,000,000 USD per year as opposed to those with low efficiency level who
earn less than 500,000 USD per year. Also the chi-square test reveals that there is an insignificant relationship
between the marketing communication tools used and their efficiency for enhancing Handcrafts’ export
performance. Tanzanian Handcrafts are recommended to invest in marketing communications and evaluate the
efficiency of the marketing communication programs used in order to enhance their export performance. If
Tanzanian Handcrafts want to excel in exporting, they should have a well-prepared (export) marketing plan with
Integrated Marketing Communications strategies. |
|
| dc.format |
application/pdf |
|
| dc.language |
en |
|
| dc.publisher |
College Business Education (CBE) |
|
| dc.relation |
Volume I;Issue No: 3 |
|
| dc.subject |
Marketing Communication Tools, Handicrafts, Marketing Communication Efficiency, Export Performance |
|
| dc.title |
Assessing the Efficiency of Marketing Communication Tools Used by Tanzanian Handcrafts for Enhancing Export Performance. |
|
| dc.type |
Article |
|