AISAT College - Dasmariñas

Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite

K-12 Program

Chapter I

Background of the study

Introduction

We discussed some of the changed taking place in channels of distribution. It

was suggested to the one of marketing was first coined by Heslie Wanderman in 1961
following work we had done with American express and Colombia records. However, the
principles of mail order catalogue marketing, which was an early from of direct
marketing, can be traced back to Europe in the fifteenth century following Gutenberg’s
invetism of type and production of trade catalogues from painter publishers, the principal
feature of direct marketing is that it send’s message direct to consumers and not via
intervening media. This involves the use of direct mail, e-mail and tele marketing through
business to consumers (B2C) and business to business (B2B) communication that are
normally ensolcated. It attempts to persuade costumer’s to make purchases that
emphasize explicitly a call-to action that involves a prominent message to gain a positive
measurable at trackable repose from potential costumers.

Direct marketing is a proactive approach is marketing that takes the product

or service to potential customers rather that waiting for them to come to a store or other
point of access. It is a form of non-shop shopping and is sometimes referred to as
precision marketing rather that the marketing firm sending out a general communication
or sales message to a large group of potential costumers even if these constitute well-
defined mart segments . Direct marketing tends to target specific individuals or
households in a B2B context this should bean individual or specific organization. Direct
marketing is not just concerned with marketing communications of is also concerned with
distribution.

Another long established direct marketer is avon cosmetics established over

120 years ago by David Mcconell as the California perfume company direct mail through
the post and mail order catalogues has been utilized for a longtime and all are forms of
direct marketing.

Direct marketing originated in the early 1990s and the Direct Marketing
Association (DMA) was established in the USA in 1917 it stage of its development it was
generally concerned with direct mail. Direct marketing has expanded dramatically largely
due to the use of the telephone and in particular the use of the internet. Its scope includes
all marketing communicate elements that allow an organization to communicate directly

1
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

with prospective costumers, or prospects. This includes direct mail telephone marketing.
Direct response advertising door-to-door personal selling and the internet.

Another form of direct marketing which many think of as new but has been with
us for many years is party plan selling as the name suggests party plan selling is selling
products direct to costumers in their own homes by throwing a party for friends and
relatives to attend during party they are sold the products by agent. Perhaps the most
iconic name in party selling is Tupperware early sila’s tupper introduced his new plastic
kitchen storage, products in 1942 in the USA by 1946 brow wise.

As a component of direct marketing the internet has the potential to be the most
powerful direct marketing tool ever owning a computer work station that is weird to the
internet is now becoming almost as common as owner a TV children being taught at
school using new technology today and playing computer games at home take the use of
the internet as a shopping medium for granted. The internet will continually evolve. We
are at the beginning of the of the next business revolution that will affect the way we
lives work and play online marketing using a computer a modern and the internet has
been the fastest growing form of direct marketing in recent years and and is set to grow
substantially over product or service that one can think now be bought directly through
the internet product and services such as books travel and entertainment have proved
particularly sustainable for this types of marketing but now one can purchase houses,
cars, education, and even cosmetic surgery oven the net.

The telephone desires its power as direct marketing medium from its
transactional nature (i.e one human being in controlled conversation with another). What
originally began as ordering by telephone evolved into tale marketing which creates and
exploits a direct relationship between the supplier and the customer through interactive
use of the telephone.

2
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

Objectives of the study

Generally, this research aim to study “Analysis of direct marketing strategies

to business management student for having proper aspects in Alapan”.

Specifically this study aims to

1. Determine the strategies of direct marketing for having proper aspects to management
student.

2. Know the effect of direct marketing strategies to the online seller.

3. Gather the advantages and disadvantages of the strategies of direct marketing to

student of business management.

Statement of the problem

Dasmarinas student are able to write “Analysis of direct marketing strategies to

business management student for having proper aspects in Alapan”.

It aims to answer the following question?

1. What are the strategies of direct marketing for having proper aspects to business
management student?

2. What are the effect of direct marketing strategies to the online seller?

3. What are the advantages and disadvantages of the strategies of direct marketing?

3
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

4
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

Conceptual Framework

Dasmariñas student study about Analysis of direct marketing strategies to

business management student for having proper aspects in Alapan”.

Input. Process Output

 The strategies of direct  Gathering data  Direct marketing strategies to

marketing for having proper business management student
aspects to business  Giving questioner for having proper aspects in
management  Interview Alapan, Cavite
 The effect of direct
marketing strategies to the
online seller
 Advantages and
disadvantages of the
strategies of direct marketing
to the student of business
management

Figure 1.

Conceptual Framework

The figure about shows about the framework and it contains in it input:
strategies of direct marketing for having proper aspects to business management, the
effect of direct marketing to the online seller, Advantages and disadvantages of the
strategies of direct marketing to the business management. While the process contains:
Gathering data, Giving questioner, Interview. And the last is output and its contains:
Direct marketing strategies to the business management student for having proper aspects
in Alapan, Cavite.

5
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

Significant of the study

The researcher determined the “Analysis of direct marketing strategies to

business management student for having proper aspects in Alapan, Cavite. The study will
be beneficial to the following.

Institution- This study will help company to know the strategy easily.

Administration- It will the administration to access easily to the costumer.

Parents- It they help financially.

Government- To give an idea that cat calling in the century is an important matter that
needs an attention from the government.

Student- The study will provide more knowledge and awareness to the student about the
effect of catcalling.

Future Researcher: They’ll continue this research if they are not satisfied of the research
on the base of their study. The researchers will have knowledge about this studies.

The researcher: They have vast amount of knowledge about the business application for
the direct marketing.

6
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

7
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

Chapter II

Review of literature shows that there is growing interest in the process by

which marketing strategy is developed. This study investigates the performance
implications of using multiple organizational approaches to the development of marketing
strategy while focusing on the 4Ps elements of marketing mix. Specifically, we developed
and test a model in which implementation of marketing mix elements mediates the
relationship between number of marketing strategy approaches in reference to adaptation
and standardization pursued and firm performance. Prior studies of the implications of
marketing strategy development have focused almost exclusively on direct financial
performance, with inconsistent results (Miller and Cardinal, 1994).

Ramanujam and Venkatraman (1987) discuss the limitation of focusing on

performance as an outcome variable, posting that any causal relationship between
planning characteristics and organizational performance may be tenuous at best. Menon et
al. (1999) adds that researchers have tended to investigate formulation and implementation
issues separately rather than as integrated components.Therefore, in this study we posit
that the success of marketing strategy implementation is owing to best formulation
strategy. This is an important overview because the primary objective of the strategy
formulation process is to improve the marketing strategy implementation and it results in
superior firm performance (Farjoun, 2002; Ramanujam et al., 1986; Sinha, 1990;
Venkatraman and Ramanujam, 1987). As stated by Noble and Mokwa (1999), “Marketing
strategies only result in superior returns for an organization when they are implemented
successfully.” Therefore, we argue that the persistence of revisiting through evaluation
process the formulation and implementation of marketing strategy regarding the
relationship between strategy-making and performance.

An integrative framework developed by Hart (1992) that outlines the complementary

roles top managers and organizational members play in the strategy-making process. As
Hart and Banbury (1994) state, “Specifying both who is involved in strategy- making and
in what manner provided useful organizing principle for framework development”. The
specification of people required and designing their roles and responsibilities is covered in
strategy formulation. In addition, Westley and Mintzberg (1989) have observed, strategy-
making as a two-way street requiring both visionary leaders and empowered followers.
There are five styles of strategy development discussed in Hart’s (1992) framework:
command, symbolic, rational, trans active, and generative. In essence, the different values

8
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

and beliefs of top managers and organization members regarding the creation of strategy
are reflected by the five styles covered in Hart’s framework.

The marketing strategy implementation involves deciding on the details of how

intended decisions of the marketing strategy on goal selection, choice of market and
customer targets, desired value proposition, and timing can best be realized through the
selection of the most appropriate set of marketing tactics, and deploying resources in ways
designed to enact this (e.g., Cespedes 1991; Day and Wensley 1988). Effective
implementation of marketing strategy, therefore, concerns both detailed tactical issues in
terms of the design of an appropriate marketing program and resource allocation and
capability issues in enacting each of the specific marketing tactics selected (e.g., Cespedes
1991; Weitz and Wensley 1988).

Regarding the definition of implementation there is no consensus as Noble and

Mokwa (1999) point out. Wind and Robertson (1983) treat implementation as
synonymous with control and monitoring of the marketing program. Kotler (2003) defines
implementation as the process that turns plans into actions.

While Farjoun (2002) refers to implementation as simply “the execution of strategy”.

Constructing on these various implementation perspectives, we define implementation in
this study as the company’s competence in performing, directing, and evaluating its
marketing strategy. The link between marketing strategy implementation and firm
performance is the focus in this study. The not matching scenario of supply and demand
are constantly changing and the strategic windows in the market arise as a result of
changes in the behaviors of both targeted segments and the market as a whole (Dickson,
1992). Firms can strategically capitalize on these market opportunities by delivering either
superior customer value because of their ability to segment the market and provide
differentiated offerings to those targeted market segments, by producing goods or services
at lower relative costs because of their ability to control and evaluate their marketing
program (Day and Wensley, 1988). This means that, firms that successfully implement
their marketing strategy should enjoy greater performance because they are more likely to
benefit from market opportunity.

Adaptation transpires when firms adjust their market strategies when entering
foreign markets, even in an era of globalization where many brands and products are
nearly universally prevalent. Those adaptation decisions cleave into an adaptation strategy
that can influence the firm’s competitiveness and, in turn, its performance in foreign
markets in terms of sales, financial and customer performance. Adaptation strategies
encompass changing the pricing method, promotional mix and packaging of a product, or
even the product itself, in order to fit the needs and preferences of a particular export

9
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

market. Adaptation happens when any element of the marketing strategy is modified to
achieve a competitive advantage when entering a foreign market and thus attain firm
performance. Adaptation strategies may not be so complex but a simple tweaking of the
logo and the colours of the packaging can achieve the marketing objectives, or may
involve developing new products better fitted to the local palate or new financing models
more fitting for the local economy or market. Proponents of the international marketing
adaptation approach, emphasize the significance of customization to meet varied customer
requirements. The central basis of the adaptation school of thought is that when entering a
foreign market, marketers must consider all environmental factors and constraints such as
religion, language, climate, race, occupations, education, taste, different laws, cultures,
and societies (Czinkota and Ronkainen, 1998). However, researchers have distinguished
important source of constraints that are hard to measure such as cultural differences rooted
in history, education, religion, values and attitudes, manners and customs, aesthetics as
well as variations in taste, needs and wants, economics and legal systems in the export
markets.

Marketing strategy is a significant driving force that distinguishes the success of

many organizations not only by well-developed marketing strategies outlining where,
when, and how the firm will compete but also by their ability to execute the marketing
strategy decision options chosen (e.g. Day and Wensley 1988; Varadarajan 2010). The
appropriate and effectively implemented marketing strategies are required to productively
guide the deployment of the limited available resources via the firm’s marketing
capabilities in pursuit of desired goals and objectives (Black and Boal 1994; Varadarajan
and Clark 1994). The literature reveals two distinct but related features to marketing
strategy content: marketing strategy decisions and marketing strategy decision
implementation. Hence, decision makers responsible for the marketing strategy must
select which available resources the firm should deploy, where to deploy them
appropriately, and set and signal priorities in terms of achieving the various goals and
objectives of the firm (Slater 1995). These marketing strategies toward firm performance
may be either formal, top-down strategies (Varadarajan and Clark 1994) or emergent or
improvisational strategies (Moorman and Miner 1998). A firm’s marketing strategy
content therefore involves explicit or implicit decisions regarding goal setting, target
market selection, positional advantage to be pursued, and timing to attain firm
performance (e.g., Day 1994; Varadarajan 2010). Well-defined strategic marketing
objectives are critical feature of marketing strategy in which managers must make
decisions about what the objectives and priorities of the firm are, translate these objectives
and vision of the firm into marketing-related goal criteria, and set and articulate the
desired achievement levels on each goal.

10
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

11
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

12
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

13
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

14
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

15
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

16
 AISAT College - Dasmariñas
Aisat Building, Emilio Aguinaldo Highway, Zone IV Dasmariñas City Cavite
K-12 Program

17