To Investigate the Effect of Internal Managerial Competencies on Marketing Effectiveness in Firms

The major purpose of the current study was to investigate the effect of internal managerial competencies on customer philosophy, integrated marketing efforts, marketing information, market orientation and operational efficiency. The statistical population included seventy marketing managers of a food industry in Jey township located in Isfahan that the whole population was studied due to the fact that the statistical population was limited. So no sampling was needed. Questionnaire was used to collect the required data that contained 38 questions about research variables. Construct validity was applied to investigate validity of the questionnaire and the obtained results revealed that the applied questionnaire had a suitable validity. The reliability was calculated by means of Cronbach's alpha coefficient which was equal to 0.897 for the whole questionnaire. It was an acceptable coefficient that confirmed reliability of the questionnaire. Descriptive indexes such as frequency tables and statistical diagrams were used to describe the statistical population in order to analyze research data and a general view of subjects was obtained. Then quantitative methods of statistical analysis including Kolmogoroff-Smirnoff test, correlation coefficient and structural equations modeling were used for data analysis and testing of hypotheses. To this end, SPSS 20 and LISREL software were applied. The obtained results indicate that all hypotheses were confirmed. Therefore, managerial competencies have a significant and positive effect on marketing effectiveness.