Citation
Shukri Mohamed, . Malaysian wooden furniture sector - some marketing aspects. pp. 179-191. ISSN 0302-2935
Abstract
The paper discusses the extent to which the Malaysian wooden furniture manufacturers utilise the four marketing-mix variables - product price promotion and channel of distribution in marketing their products. About 72.4 percent of the total respondents were domestic oriented. Their production was based on common production and/or marketing capabilities which is in accordance with the needs of their major buyers. As their productions were largely on orders both for the local and export markets they did not emphasize on proper and strategic approach to marketing their products. It is envisaged that the manufacturers would need to reconsider their present marketing strategy if they were to practice direct sales or venture into export market in its fullest concept. As most of their sales go to the market intermediaries a further study on the marketing approach by these intermediaries is recommended.
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Abstract
The paper discusses the extent to which the Malaysian wooden furniture manufacturers utilise the four marketing-mix variables - product price promotion and channel of distribution in marketing their products. About 72.4 percent of the total respondents were domestic oriented. Their production was based on common production and/or marketing capabilities which is in accordance with the needs of their major buyers. As their productions were largely on orders both for the local and export markets they did not emphasize on proper and strategic approach to marketing their products. It is envisaged that the manufacturers would need to reconsider their present marketing strategy if they were to practice direct sales or venture into export market in its fullest concept. As most of their sales go to the market intermediaries a further study on the marketing approach by these intermediaries is recommended.
Additional Metadata
| Item Type: | Article |
|---|---|
| Additional Information: | 1 table; 6 ref. Summary (En). Appendix |
| AGROVOC Term: | MALASIA |
| AGROVOC Term: | MUEBLES |
| AGROVOC Term: | ELABORACION DE LA MADERA/ CORRIENTES DE MERCADEO |
| AGROVOC Term: | PRODUCTOS |
| AGROVOC Term: | FIJACION DE PRECIOS |
| AGROVOC Term: | PROMOCION DE VENTAS |
| AGROVOC Term: | DISTRIBUCION |
| Depositing User: | Ms. Norfaezah Khomsan |
| Last Modified: | 24 Apr 2025 05:55 |
| URI: | http://webagris.upm.edu.my/id/eprint/20093 |
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