Background and Objective: The impact of the marketing department on sales and price competitiveness is a current and debated topic in the field of business management. The aim of the present study is to examine the effect of having a marketing unit on sales and making prices competitive in steel billet manufacturing plants in East Azerbaijan Province.
Methodology: The statistical sample includes all 15 steel billet production factories in East Azerbaijan Province. Considering senior marketing staff and managers, 87 qualified individuals participated in the study through a full-count method. A questionnaire was used to measure the research variables. The validity of the questionnaire was confirmed by experts, and its reliability was obtained through Cronbach’s alpha coefficient of 0.888. SPSS software was used for data analysis to address both descriptive and inferential aspects.
Findings: Descriptive statistics methods were used to understand the respondents. The Kolmogorov–Smirnov test was applied to assess data normality, and regression analysis was conducted to confirm the hypotheses. The results indicate that product manufacturing, pricing, promotion, and making prices competitive have an impact on sales.
Conclusion: Many managers, without understanding the complexities of pricing and by adopting random pricing strategies, expose their companies to risk. Pricing strategy is one of the most important factors influencing decision-making regarding pricing policies.