واقـع المزيــــــج الترويــــجـــــي لأنشـطة المؤسسـات الفنيـة الفلسطينية وعـلاقته بالأداء المؤسسي
محمد يوسف خليل قنداح
Mohammad Yusuf Khalil Qendah
The study aimed to identify the reality of the promotional mix of the activities of the Palestinian technical institutions and its relation to the institutional performance. To achieve this goal, the descriptive approach was used. The study population consisted of supervisors of the Palestinian technical institutions in the governorate of Ramallah and Al-Bireh (about 80). These supervisors were 95 people. A random sample was selected from the study population through a special site for the calculation and selection of samples. The sample size according to that site was 75 respondents. The questionnaire was distributed randomly to the sample, and 70 questionnaires were retrieved. The retrieval rate reached (93%), which is a high and acceptable recovery percentage. For statistical analysis and processing, the Statistical Package for Human Sciences (SPSS) was used.The study reached a number of results, the most important of which is that about 81% of the Palestinian technical institutions in Ramallah and Al-Bireh governorate take into their consideration, permanently or almost permanently, the elements of the marketing environment when preparing their promotional program for their various technical activities. That is to be able to recognize the strengths, weaknesses, opportunities and threats that enable them to build an effective promotional program.The study found that about 76% of the respondents confirmed that their Palestinian technical institutions used the advertisement to promote their activities. About 84% of the respondents indicated that these institutions use public relations to promote their activities. Some 81% of respondents said that these institutions use advertising and publishing to promote their activities. About 40% of respondents pointed out that these technical institutions are using sales activation to promote their activities, and 53% of the respondents indicated that these institutions use direct marketing, permanently or almost permanently, to promote their activities.About 86% of the respondents indicated that the performance of their technical institutions is high, and about 13% of the respondents show that the performance of their institutions is average. The results of the study revealed that about 1% of the respondents confirmed that the performance of their technical institutions is low. This is due to the lack of competencies needed for these technical institutions.About 75% of the respondents said that their Palestinian technical institutions in Ramallah and Al-Bireh governorate encounter, permanently or almost permanently, a number of obstacles, when developing and implementing the promotional program for their technical activities. The most important obstacles facing these institutions in developing and implementing the promotional program for their technical activities are the prevailing political situation (as confirmed by about 99% of the respondents), and the prevailing economic conditions (as confirmed by about 95% of the respondents); and the influence of the views of some opinion leaders in the community, which differ from the content of the promotional messages of the institution (as confirmed by about 85% of the respondents). 85% of the respondents confirmed the difficulty of isolating the effects of promotion from the effects of some other factors, and about 83% of the respondents referred to promotional campaigns of the competitors. About 82% of the respondents referred to some prevailing social trends. The difficulty of obtaining loans from banking institutions was confirmed by about 81% of respondents, and the lack of financial support was confirmed by about 80% of the respondents.