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ABSTRACT
Entrepreneurship and marketing are considered among the main characteristics of strategic thinking in business organizations today because of their complicated effects on designing and executing the different activities of such organizations, especially the marketing activities, which constitute the core of all other activities. This study aimed to examine the effects of Entrepreneurial Development on Marketing Strategies. It also attempts to determine the extent to which promotion increases sales growth. The survey research method wasused in a cross-sectional design through the use of comprehensive questionnaires distributed to selected business enterprises. In the analysis of data collected, it was found that marketing strategies such as promotion have a significant impact on the sales growth of any company. In Table 1, 92 respondents, 23 (25%) respondents are involved in trading, 47 (51.1%) are involved in servicing, 16 (17.4%) are involved in manufacturing, and 6 (6.5%) are involved in retailing. Table 2 is the model summary. It shows much of the variance in the dependent variable (sales growth) is explained by the model (promotion). In this case, the R square value is. 217. Expressed by a percentage, our model (promotion) explains 21.7% of the variance in sales growth. The adjusted R square shows .191, while the standard error of estimate indicates. It was also noted that the use of direct distribution channels has a positive effect on the firm's overall profitability. From these analytical findings, entrepreneurs should be able to understand the need for customer satisfaction and create a niche for the product they sell. Entrepreneurs should engage in more marketing promotions by using the internet, radio, T.V., and billboards and ensure their customers are reached wherever they are found. The research clarifies the importance of the marketing strategy in all organizations, as it has been confirmed that marketing strategy does entrepreneurial development.
Keywords: Marketing, Entrepreneurship, Promotion, sales growth, direct distribution channel
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