This research aimed to study: 1) Marketing Environments, 2) Marketing Mix, and 3) Environments affecting Marketing Mix of Enterprises in Mukdahan Special Economic Zone. Both qualitative and quantitative researches were applied to the study. The researcher received quantitative data from 101 complete questionnaires by samples chosen from members of the Mukdahan Chamber of Commerce and collected qualitative data with in-depth interviews.Quantitative research results showed that most of the sample units were 31 to 40 years old males who had operated retail business. Overall the sample considered the external environments “Opportunities” at a “High” level and “Threats” at a “Low” level. They revealed best-selling items were food products which were mostly distributed through retail channels, promoted with advertising, and priced with cost-plus pricing strategy. They also added that business futures might remain the same after tapping into Special Economic Zone. The opinion against 7Ps Marketing Mix was totally rated at a “High” level while service quality together with store reputation that were ranked No.1, rated at a “Highest”, of reasons to visit retail stores. External environments were not affected by Marketing Mix. According to qualitative research, the Special Economic Zone should have a model development and infrastructure including trains, roads and a transition center to support business operations. Apart from customized tax measurements attractive to investors, researcher suggested that the new Special Economic Zone should have railways, roads, and a distribution center. Further, standardized and branded Thai products to be exported through border trading channels on the East-West Economic Corridor were recommended too.
(2561). ส่วนผสมทางการตลาดของธุรกิจในเขตพัฒนาเศรษฐกิจพิเศษชายแดน: มุกดาหาร. รัฏฐาภิรักษ์, 59(2), 45-56.