Detail Marketing strategies of selected business establishments in the city of Tarlac   Oleh:  Amurao, Elizabeth A. ; Mercado, Renato T. Jenis: Article from Proceeding Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-3. Topik: marketing strategies; marketing mix Fulltext: b14-178.pdf (21.43KB) Isi artikel The study focused on the description of marketing strategies employed by the selected business establishments which had kept them in business alongside the entry of malls in the City. Specifically, it included the business establishments profile, the marketing strategies used in terms of the marketing mix – product, price, place, promotion and eventually identified problems in relation to the practice of the marketing strategies. The descriptive survey method was used taking 150 businesses taken at random with the questionnaire as the main instrument used supplemented by interviews and use of secondary data available at the Department of Trade and Industry. Amongst the businesses covered, 66% are of the sole proprietorship type, with product lines ranging from food, jewelry, garments, handicraft, printing, electronics, and agri-based items. Moreover, asset size and number of employees were also determined. On product quality improvement strategies the following were identified, ranked according to importance: focus on customer needs, best materials and parts, good relationship with suppliers and quality control. On pricing strategies, the following were mentioned ranked according to frequency counts: use of efficient production technique, follow price of customers, and use of cheap raw materials and parts. In terms of place or business location, the following were cited: accessibility to customers, accessibility to transportation, business site is right in the business center, where there is high people traffic, affordability of stalls, has room for expansion and accessibility to suppliers or wholesalers. Promotional strategies included granting of refund, giving of payment terms and of discounts. Problems cited included stiff competition, high variable cost, high promotional costs among others. Correspondingly, base on the findings of the study, recommendations were proposed. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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