The linguistic intelligence scale in terms of the marketing mix for fitness center managers.

Document Type : Original Article

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Sport Psychology Department

Abstract

This study aims to identify linguistic intelligence in terms of the promotional mix of marketing officials in fitness centers. The researcher used the descriptive approach. The study sample included (40) marketing officials in fitness centers in Dakahlia Governorate. The researcher used content analysis, personal interviews, and scale building to collect data. The most important results were that the main linguistic intelligence axes are fluent speaking skill - listening skill - reading skill - writing skill.

The main research problem arises in that it is of a dual nature consisting of two parties, the first is the service provider (the producer), which is represented in the marketing officer in the fitness center, while the second party is the consumer (the customer), as the researcher found through work experience in fitness centers that some Fitness centers suffer from a lack of awareness of the role and importance of investing the elements of the promotional mix in directing the customer towards the appropriate program and the inability to present the service appropriately. Supporting marketing decisions in increasing sales, in addition to the main role of the promotional mix for the marketing official to focus the center’s efforts on the marketing method for their services.

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