Professional Documents
Culture Documents
Foreign Literature
Business organizations are constantly seeking ways to
enhance their performances in order to compete actively and
aggressively in the market. Profit-seeking organizations
have long recognised the importance of creating value in the
products and services they offer to the customers, all in
the common objective to deliver commercial goods efficiently
in order to keep the current customer-base satisfied.
Local Literature
Thinking about all the elements in your business, no matter how small they may seem, can
help you position your business and therefore your products and services inthe market.The 5 Ps are key
marketing elements designed to help you think about your business strategically.
Product. anything that can be offered to a market to satisfy a need or want. Products, which can
be marketed, include physica l goods, services, persons, places, organi1ations, and ideas.
0n the deeper sense, the product is not a physical item but a perception of the consumer/user. Product
means the s a t i s f a c t i o n o f t h e c u s t o m e r r a t h e r t h a n a p h y s i c a l g o o d . G o o d s a r e
i n g r e d i e n t s o f customer satisfaction.
Price. According to Kotler Philip (1997) is a flexible and influential element,which determines the
revenue/profitability/ market share for the organi zation. on the customers point price is a
determinant factor because most customers depending on their income level consider the price
before they purchase the product. Price attributes different names.
Foreign Study
Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to(Mavondo
2000). There are numerous definitions of marketing strategy in the literature and such definitions reflect
different perspectives (Li et al 2000).
Local Study
The Philippine retail market is a growing market. Tremendous
evolutions of retailing have given way to the hypermarkets
and giant shopping centers that have a dramatic impact on
the retail structure of almost every nation.
Marketing concept is the marketing management philosophy
that holds that achieving organizational goals depend on
determining the needs and wants of target markets and
delivering the desired satisfaction more effectively and
efficiently than the competitors ( Kotler and Armstrong,
2004).