1

CHAPTER I

THE PROBLEM AND ITS SETTING

Introduction

Network marketing is also known as multi-level marketing (MLM), is a

direct selling method that uses a network of people to sell a product. According to

the IRS, network marketers earn money either by directly selling products

themselves or by recruiting others to sell products for them. Those persons in

turn recruit others to sell the same product, and so on and so forth, until there is

a hierarchy of distributors who are selling and promoting the product, hence the

term multi-level marketing.

According to Frontrow International (2015) Frontrow is one of the popular

online business here in the Philippines, it started in 2010 by the help of

technology and they begin became famous in 2012 created by Raymond ‘RS’

Francisco and Samuel Verzosa Jr. You will need to attend seminars and invest

money for being a member. Frontrow businesses are selling products like beauty

products and fitness for the body.

Frontrow members have many marketing strategies for them to attract

customers. According to Berry (2012) stated that an effective marketing strategy

requires focus such as focusing on selecting target markets, focusing on

selecting target market needs and selected product or service offerings and

focusing on your company’s strengths. Play toward your strengths and away

from your weakness and taking as advantage of the opportunities ahead. The
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idea of keys to success is based on the need for focus. You can not focus efforts

on a few priorities unless you limit the number of priorities.

Since the boom of the vanity industry earlier this decade, more and more

Filipinos, both men and women are opening their options to beauty

enhancements and treatments making it a very lucrative playground for radical

capitalists. Amidst the current global recession, many individuals are turning into

new options without leaving their current employment. Individuals who want to try

their hand in business are venturing into direct-selling as a start of their voyage

as entrepreneurs utilizing their current network of contacts both in their

community and the worldwide web. With these trends, Frontrow has positioned

itself in the forefront and is emerging as the new face of multi-level marketing

industry. As a young company, Frontrow has already received recognition in the

business sector because of its competency and increasing membership of more

than 5000 members all over the Philippines.

According to Bonife (2019), Frontrow help its members to maximize their

profit that will help them in their daily expenses and to gain knowledge about the

strategies that they can use in selling their products. With the help of the

strategies that they learned, they can start their own business and be an

entrepreneur.

According to Kobata, Scalars and Chapman (2015) Front Row Marketing

Services is a client-focused sponsorship marketing firm that specializes in

providing Sales Representation, Consulting, and Analytics for sports, leisure, and

entertainment properties worldwide. Front Row is a subsidiary of Comcast-

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Spectator, a leader in the sports management industry, providing high quality

sports and entertainment to millions of fans around the world. One of the fastest

growing commercial rights marketing firms in the world, Front Row’s focus is on

generating revenue and delivering best-in-class services to our clients. Our

portfolio includes venues, professional sports teams, colleges, entertainment

districts, events, municipalities, and corporate brands. Our company’s innovative

approach has resulted in increased and improved advertising inventories and

over the years, we have delivered these quality services to numerous clients

worldwide.

Based from the concepts given above, the researchers decided to conduct

the study about the marketing strategies of Frontrow members on their

consumers, brand preferences and operation. Also the researchers want to know

the strategies of every Frontrow members, on how they do sales talk, how they

grow their business, or how they can convince the people to buy their product.

Also, how they use the standard form of marketing strategy; word-of-mouth,

transactional marketing and online marketing.

Statement of the Problem

This research aimed to identify the marketing strategy of frontrow member in

terms of word-of-mouth, internet marketing and transactional marketing.

Specifically, research paper sought to answer the following questions:

1. What is the demographic profile of the respondents in terms of:

1.1 age; and

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1.2 sex?

2. What is the marketing strategies of Frontrow members in terms of:

2.1 word of mouth;

2.2 internet marketing; and

2.3 transactional marketing?

3. What challenges are encountered by the Frontrow members in applying

the marketing strategies?

4. What content development vlog can be developed based from the results

of the study?

Conceptual Framework

According to Ogbe (2018) Business networking helps both would be

entrepreneurs and entrepreneurs to have a business of good hope. It is for this

reason that most of the entrepreneurs engage in business networking so as to

make their businesses flourish. Business networking gives entrepreneurs more

benefits than ever dreamed of as most of the studies conducted by different

researchers.

Every business is required to have a strategy for marketing. Network

marketing or networking has several strategies that are used by the networkers

to recruit someone. Some of the strategies they used are recruitment, according

to Singer (2016) recruitment is marketing is the strategy and tactics used by an

organization in order to source, manage, and nurture passive talent — before

they apply to your job.; Selling refers to give or hand over in exchange for money.

Podnar (2012) investigate the effects of word of mouth on consumers’ attitudes

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toward the product and its purchase probability. A quasi experiment was

conducted, in which subjects were asked to evaluate a product, while being

subjected to positive or negative word of mouth. Our results indicate that

negative word of mouth has an impact on consumers’ attitudes and purchase

probability, while the influence of positive word of mouth was not significant.

Online Marketing, Pawar (2014) said that online marketing is becoming a

hot topic in every business sector, and gradually plays a truly important role in

any company’s multi-channel marketing strategy ; Transactional Marketing are

mostly related to relationship marketing. Khajei (2011), relationship marketing is

defined as an attempt to maintain customers and strengthen relationships with

them and to understand and manage the relationship between the customer and

the supplier. Relationship marketing refers to customer retention, development of

relation, and making more attractive the relationship with customers.

This study sought to know the Marketing Strategies Of Frontrow Members

In Tayabas City : A Basis To Content Development Vlog. Specifically, this study

aimed to know the marketing strategies of Frontrow members in terms of internet

marketing, transactional marketing and word-of-mouth. The study employed

descriptive design using survey questionnaires to gather the data from the

respondents. The six (6) researchers used Likert scale purposive sampling to

select the participants of the study coming from Frontrow.

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Research Paradigm

Input Process Output

I. Researchers first
make questionnaire
I. Searching of
Related Literature II. Validation of
Questionnaire
II. Reading other
studies that maybe III. Distribution of
related to the  Content
questionnaire to the
researchers study. Development
respondents
Vlog
III. Consulting the IV. Analyzing and
adviser about the Interpreting data
researchers study.

Figure 1: Input-Process-Output Model of Marketing Strategies Of Frontrow

Members In Tayabas City : A Basis to Content Development Vlog

Figure shows the input of the study that is to search about related

literature, reading other study that are related to the study and consulting the

adviser about the study to reassure the study.

The process is the researchers first make a questionnaire that will be

validated by the research validator then the distribution of the questionnaire to

the selected respondents and the answers of the respondents will present as a

data that will be collected for interpretation.

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The output is a Content Development Vlog about the marketing strategies

that would be present to the respondents for them to know the marketing

strategies of Frontrow members in Tayabas City.

Significance of the Study

It is anticipated that the results of this study would give substantial benefits

to the following:

For the Frontrow Members, this research would be useful for the

Frontrow member who has a problem in terms of approaching customers and

selling products. They can use this study that tackles about marketing strategy so

that they are able to get some idea about marketing and they can use it in selling

products to the customers.

For the Future Entrepreneurs, the findings of the study would help them

a lot in studying the possible consequences and factors in putting up a

networking business so that they can assess freely and when they decide to put

up a business like networking business, they will exactly know what they should

do.

For the Customers, this study would help the customers to give

additional knowledge about Frontrow products like how this product can help to

have a healthy skin and body, also to know what are the benefits and possible

happen when they use this product.

For the Students, this study might help the students as their guide when

they enter the business industry or marketing strategy. It also helps the students
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to give some tips when it comes easiest way to earn money. It could also help

the other students to have an extra income while studying without interfering their

studies.

For the Future Researchers, this study might help the future researchers

as their guide and this study might serve as benchmark for researchers who

intend to replicate this study.

Scope and Delimitation

The focus of this study is to know the marketing strategy of Frontrow

members in Tayabas City. The researchers determined the marketing strategies

of Frontrow members in terms of word-of-mouth, internet marketing, and

transactional marketing. The researchers used descriptive research design

wherein it uses survey questionnaire as a tool in order to gather data that are

needed in the study. The researchers used purposive sampling technique to

come up with a total of 30 Frontrow members that served as the researcher’s

respondents.

This study was conducted at Tayabas City from June 2019 to March 2020.

Definition of Terms

For better understanding of the discussion of this paper, the following

terms were defined either conceptually or operationally:

Content Development Vlog refers to the users do not immediately like

what they see on your company’s website; there is a good chance they will just
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move right along to the next site offering the same or similar services and

products. Content development is a powerful tool when utilized correctly and can

help companies succeed in the big world of online marketing also vlog is a video

blog in which the content are mostly posted in video form, which are “computer

mediated,” can be described as informal communications directed at other

consumers about the ownership, usage, or characteristics of particular goods

and services. Carr (2015).

Internet Marketing According to McCoy (2018) Internet Marketing is the

process of promoting a business or brand and its products or services over the

internet using tools that help drive traffic, leads, and sales. Internet Marketing is

the way toward advancing a business or brand and its items or administrations

over the web utilizing instruments that help drive traffic, leads, and deals.

Marketing Strategy According to Duermyer (2019) Marketing strategy is

the section of your business plan that outlines your overall game plan for finding

clients and customers for your business. Focuses on what you want to achieve

for your business and marketing efforts. Marketing Strategy is the area of your

marketable strategy that frameworks your general course of action for

discovering customers and clients for your business.

Networking Kagan (2019) stated that Networking is the trading of data

and thoughts among individuals with a typical calling or uncommon intrigue, as a

rule in a casual social setting. Networking is the trading of data and thoughts
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among individuals with a typical calling or uncommon intrigue, as a rule in a

casual social setting.

Transactional Marketing According to Brown (2012) Transactional

marketing is focused on a single objective, and that is making the sale.

Transactional marketing tactics include advertising and promotions exclusively

geared towards immediate sales. In this study, Transactional Marketing is

centered on10a solitary target, and that is making the deal. Value-based

showcasing strategies incorporate publicizing and advancements solely outfitted

towards prompt deals.

Word-of-Mouth According to Kenton (2018) Word of mouth marketing is

when a consumer's interest in a company's product or service is reflected in their

daily dialogs. Essentially, is it is free advertising triggered by customer

experiences — and usually, something that goes beyond what they expected.

Word-of-mouth marketing can be encouraged through different publicity activities

set up by companies, or by having opportunities to encourage consumer-to-

consumer and consumer-to-marketer communications.

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CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review related literature and studies pursued to

gather insights for the study that tackles the different ideas, concept,

generalizations and different development related to study of the quantitative

study of the marketing strategy of Front row among its members. This may

include the studies considered to strengthen the concepts. This chapter has been

gathered on its relevance with the present study. These served as the

researcher’s basis in, to make the study more informative and easy to

understand.

Related Literature

Internet Marketing refers to promoting and showcasing endeavors that

utilization the Web and email to drive direct deals through electronic business,

notwithstanding potential customers from sites or messages. Web showcasing

and web based promoting endeavors are ordinarily utilized related to customary

kinds of publicizing, for example, radio, TV, papers and magazines.

According to González Romo, García-Medina, and Plaza Romero (2017),

digital and mobile marketing, this principle is found in video marketing strategies,

social media, events and exhibitions open to the public, which seek to interact

with the public and show their history , Such as the #series events that Louis

Vuitton is carrying out each season in different cities [4] these strategies brands

seek to show the processes of creation of their collections, the history of the
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brand, its founders, current workers, provenance Of their materials, show their

parades and events, show the reality of the back stages, and a long etcetera. In

marketing strategies, convincing consumers to join the brand journey is key, and

this is what creates the "storytelling" principle.

As stated from Jourdan (2013), internet marketing has grown rapidly

since the dawn of the Internet Age. A review of the literature base will help

identify the topics that have been explored as well as identify topics for further

research. This research project collects, synthesizes, and analyses both the

research strategies (i.e., methodologies) and content (e.g., topics, focus,

categories) of the current literature, and then discusses an agenda for future

research efforts. We analyzed 411 articles published over the past eighteen

years (1994-present) in thirty top Information Systems (IS) journals and 22

articles in the top 5 Marketing journals. The results indicate an increasing level

of activity during the 18-year period, a biased distribution of Internet marketing

articles focused on exploratory methodologies, and several research strategies

that were either underrepresented or absent from the pool of Internet marketing

research. We also identified several subject areas that need further exploration.

The compilation of the methodologies used and Internet marketing topics being

studied can serve to motivate researchers to strengthen current research and

explore new areas of this research.

As claimed by Nill (2013) the internet marketing literature to determine how

the literature has evolved in terms of quantity, content, and publication outlets.

This article aims to provide a comprehensive review of the internet marketing

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literature. It offers a big picture view of the current state of the internet marketing

literature and gives readers a sense of the quantity of internet marketing articles

published, the scope of this research, and how this research has evolved in

terms of content.  Internet marketing articles finding their way into the top

marketing journals has increased, and that there is a wider array of journals

publishing internet marketing articles. Areas of research that maintained high

interest included consumer behavior, internet strategy, and internet

communications; new areas included social media and network.

As stated by Baltes (2016), digital marketing has a major importance in

the marketing strategy of any company regardless of sector, size or country of

origin. Thus, more than ever, in order to remain competitive, companies are

forced to exploit this form of marketing, which essentially can bring huge benefits

at low costs. The main form of digital marketing is the inbound marketing, which

represents an organic marketing form, based on the close relationship between

the company and its prospects or customers, who have expressed their interest

in the company’s products voluntarily (based on subscription to newsletters, blog,

social networks, etc.) and who have been attracted and involved by a high quality

of the content marketing.

Marketing Strategy is the area of your marketable strategy that frameworks

your general course of action for discovering customers and clients for your

business. Now and again advertising system is mistaken for a showcasing plan,

yet they are extraordinary. Spotlights on what you need to accomplish for your

business and showcasing endeavors.

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As stated by Bhashin (2019) a business environment, planning and

strategy are two words that you will come across frequently. It is very important

to have a clear understanding of both strategies as well as planning to make use

them effectively in business because they have their own strengths and purposes

which aren’t interchangeable. The type of business, customers, market or

competition decides whether a plan should opt or a strategy is required.

As claimed by Bhasin (2019), every business needs to goal-oriented

having a certain and specific set of aims and objectives. It is quite vital to have

goals, aims, and objectives as it helps the organization to keep the cash registers

ringing and attain the pinnacle of growth and success. And with all the attributes

and ethics to the formulated and followed, it is quite crucial for the management

of the firm to embrace the facet of strategic planning.

According to Brennan and Croft (2012) while the tools of social media are

ubiquitous in contemporary consumer marketing, there is little evidence about the

extent to which they have been adopted by business-to-business marketers.

Although experts argue that B2B firms can and should use platforms such as

Facebook and YouTube, almost all of the popular examples used in mainstream

seminars, conferences and the practitioner press are of consumer brands. Our

exploratory study used content analysis and text-mining to look at current B2B

marketing practitioner literature on the subject, and examined ten large B2B

technology companies to profile their use of social media. We found that

although large companies were extensive users of almost all the mainstream

social media channels, the adoption of these tools was by no means universal. It
 15

seems that US-based firms are the furthest ahead in using social media for B2B

marketing. The B2B social media pioneers are striving to use these tools to

position themselves as 'thought leaders', to take a market-driving role in the

sector and to build relationships with a range of stakeholder groups.

As stated by Root III (2017) the broad purpose of a marketing plan is to

advance the exposure of your product or company, depending on the specific

goal of that plan. When you develop your marketing strategy, it is important to

understand the various roles a marketing plan fills when it is in effect. By

understanding the roles of a marketing plan, you are better equipped to create an

effective strategy.

According to Teece (2010) whenever a business enterprise is established,

it either explicitly or implicitly employs a particular business model that describes

the design or architecture of the value creation, delivery, and capture

mechanisms it employs. The essence of a business model is in defining the

manner by which the enterprise delivers value to customers, entices customers

to pay for value, and converts those payments to profit. It thus reflects

management's hypothesis about what customers want, how they want it, and

how the enterprise can organize to best meet those needs, get paid for doing so,

and make a profit.

In accordance of Day and Wensley (1988) cited by Varadarajan (2010),

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

many organizations not only by well-developed marketing strategies outlining

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where, when, and how the firm will compete but also by their ability to execute

the marketing strategy decision options chosen.

Networking Strategy is the trading of data and thoughts among individuals

with a typical calling or uncommon intrigue, as a rule in a casual social setting.

Systems administration is utilized by experts to extend their circles of colleagues,

to get some answers concerning openings for work in their fields,and to expand

their attention to news and patterns in their fields or in the more prominent world.

According to Jomon, Hope, and Justin (2012) online social networks

(OSNs) have permeated all generations of Internet users, becoming a prominent

communications tool, particularly in the student community. Thus, academic

institutions and faculty are increasingly using social networking sites, such as

Facebook and LinkedIn, to connect with current and potential students and to

deliver instructional content. This has led to a rise in questions about the impact

of OSN on academic performance and the possibility of using it as an effective

teaching tool.

According to Kagan (2019) networking is used by professionals to expand

their circles of acquaintances, to find out about job opportunities in their fields,

and to increase their awareness of news and trends in their fields or in the

greater world. The term computer networking refers to linking multiple devices so

that they can readily share information and software resources. Networking often

begins with a single point of common ground. The most obvious is a professional

affiliation, but some people find effective networking opportunities in a college

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alumni group, a church or synagogue social group, or a private club. Small

business owners network to develop relationships with people and companies

they may do business with in the future. These connections help them establish

rapport and trust among people in their own communities. Successful business

networking involves regularly following up with contacts to exchange valuable

information that may not be readily available outside the network.

According to Pawar (2014) online marketing is becoming a hot topic in

every business sector, and gradually plays a truly important role in any

company’s multi-channel marketing strategy. It uses the Internet to deliver

promotional marketing messages to consumers. It includes email marketing,

search engine marketing, social media marketing, many types of display

advertising (including web banner advertising), and mobile advertising. Like other

advertising media, online advertising frequently involves both a publisher, who

integrates advertisements into its online content, and an advertiser, who provides

the advertisements to be displayed on the publisher's content. Other potential

participants include advertising agencies that help generate and place the ad

copy, an ad server who technologically delivers the ad and tracks statistics, and

advertising affiliates who do independent promotional work for the advertiser.

According to Sajid (2016), social media nowadays is among the ‘best

possibilities available’ to an item to get in touch with potential customers.

Community social networking websites are the method to interact socially. These

new media win the believe in of customers by linking with them at a deeper level.

Community online marketing is the new mantra for several manufacturers since
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early a season ago. Promoters are considering many different social media

possibilities and beginning to apply new social projects at a higher rate than ever

before. Community online marketing and the companies that utilize it have

become more sophisticated. One cannot afford to have no existence on the

social programs if the competitor is creating waves with its solutions and items.

The blast of social media trend is as amazing as that and the speed at which it is

improving is frustrating. International companies have identified social media

promotion as a potential promotion system, used them with enhancements to

power their marketing with social media promotion. This paper discusses about

the ideas of social media and social media promotion and other aspects like the

development and advantages, aspect and importance of social media in

promotion, social media promotion methods. It also presents an outline on social

media promotion in Bangladesh.

As claimed by Ward (2019) online marketing also known as Internet

Marketing e-marketing, web marketing, or digital marketing is an all-inclusive

term for marketing products and/or services online – and like many all-inclusive

terms, internet marketing means different things to different people. While the

obvious purpose of internet marketing is to sell goods, services or advertising

over the internet, it's not the only purpose a business using internet marketing

may have; a company may be marketing online to communicate a message

about itself (building its brand) or to conduct research. Online marketing can be a

very effective way to identify a target market or discover a marketing segment's

wants and needs. The interactive nature of the internet facilitates immediate
 19

communication between businesses and consumers, allowing businesses to

respond quickly to the needs of consumers and changes in the marketplace.

Transactional Marketing a business strategy that focuses on expanding

the proficiency and volume of individual deals as opposed to building up an

association with the purchaser.

According to Akroush (2010), the relationship between the services

marketing mix (SMM), 7Ps and business performance through relationship

marketing (RM) in Jordan's services organizations. Empirical findings indicate

that the 7Ps of the SMM are found to be only 5Ps and they positively influence

business performance. RM has partially‐mediated the relationship between the

5Ps and performance. Services organizations have used the traditional

marketing theory and RM as complementary approaches rather than a paradigm

shift.

According to Barit (2018). Relationship Marketing is a relationship-type

strategy that focuses on creating a favorable relationship between the company

and customers that results in continuous patronage of customers in the

organization that leads on sharing their satisfying and favorable experiences to

other people which can create a positive effect on the organization, and as well

as customer loyalty. Customer Loyalty is the baseline and very important part in

marketing since it has a positive result on long term success and profitability.

Hence, these strategies are done mainly on businesses whose operation

includes front line employees who deal directly with customers.

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According to Khajei (2011), relationship marketing is defined as an

attempt to maintain customers and strengthen relationships with them and to

understand and manage the relationship between the customer and the supplier.

Relationship marketing is the process whereby the buyer and provider establish

effective, efficient, ethical, and kinship relationships that are mutually beneficial.

Relationship marketing refers to customer retention, development of relation, and

making more attractive the relationship with customers.

According to Ojiaku (2017), the relationship between relationship quality

and customer loyalty. Specifically, the study seeks to investigate the influence of

customer trust, satisfaction and commitment on loyalty and to ascertain the effect

of the relationship marketing program adopted by pension firms on customer

loyalty results provide evidence to support the effect of customer trust and

satisfaction on customer loyalty. The contribution of commitment to the model is

not supported. Additionally, support was found for the effect of relationship

marketing program on loyalty. Firms may consider building relationship with

customers by engendering a feeling of trust; invest in customer satisfaction and

recruit and train socially, and service oriented frontline employees to create

strong ties with customers.

According to Tello-Gamarra and Zawislak (2013), transactional capability:

Innovation's missing link. The topic of innovation as a source of competitive

advantage for firms is consolidated in the literature. An innovation-based

advantage is generally achieved by following a structured process, in which

technological capability plays a key role. However, a question remains in studies

 21

into innovation, which is concerned with the reasons why not all firms that

develop a technological capability are innovative. Where is the missing link?

Great efforts have been made in attempts to answer to this question. However,

the study of this link as a source of advantage for firms deserves further

attention. Word-of-Mouth correspondence that comprises of remarks that

individuals make to one another ina casual manner, not formal correspondence,

for example, news reports and commercials.

According to Alcocer (2017) the rise and spread of the Internet has led to

the emergence of a new form of word of mouth (WOM): electronic word of mouth

(eWOM), considered one of the most influential informal media among

consumers, businesses, and the population at large. Drawing on these ideas, this

paper reviews the relevant literature, analyzing the impact of traditional WOM

and eWOM in the field of consumer behavior and highlighting the main

differences between the two types of recommendations, with a view to

contributing to a better understanding of the potential of both.

In accordance to the study of Kundu (2017) word of mouth (WOM) or

consumer-to-consumer interaction has been the center of discussion among the

research fraternity for a few decades now. Researchers have already shown the

growing influence of WOM and it has been recognized by the marketers to be a

highly credible form of marketing information. As evident from the BCG report,

referrals and recommendations from friends, colleagues or other consumers can

go beyond everything else. As per McKinsey, WOM is more influential in the

developing markets of the world.

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In accordance to McGriff (2012), word-of-mouth might have different kinds

of special effects in the present world. Initially, it could be optimistic or

unconstructive effects. Secondly, it could have an effect on the product, the

brand, the service or even the employees' performance within the company.

Word-of-Mouth's effects might have dissimilar targets. A successful product

sharing could be affected by positive word of mouth and lack of negative word of

mouth (Mcgriff, J. A, 2012). An additional target could be the entrance of a brand

in a fresh market. If the brand has not a good representation by the Word-of-

Mouth distribution, it will be really hard for the company to set off its products and

services in this fresh market.

According to Osmonbekov (2010) if customers never heard about a brand

or if they never thought to buy a product or a service by this brand, the actuality

that some connections suggest this brand to them will most likely affect their

behavior and guide them to choose this brand over another one. A lot of people

seek out recommendation from other people before buying something. The first

persons that you will talk with are family members, and then you will give more

response to someone with experience and information in this field. The persons

most affected by this are people in towering uncertainty-avoidance culture, who

need to be more at easiness and who will ask advice from their dependable

relatives. One of the strongest networks of communication in the market is word

of mouth (Allsop et al).

As stated by Sharma and Arroyo (2012), due to the quality concerns and

other customer supposed risks the challenges of e-shopping, mostly with respect
 23

to awareness and doubt, have begun to surface. Consumers who want to

purchase products from online markets, they need positive, dependable, and

honest evaluation about products. Online systems and electronic-Wordof-Mouth

(e-WOM) help customers make such up to date decisions.

Related Studies

This part contains all the related studies about marketing strategies that

will help to guide the researchers to successfully conduct a research study.

Marketing Strategies

As stated in the study of Da Gama (2011), an expanded model of

marketing Performance. Marketing Intelligence and Planning . The marketing

creates fundamental contributions to long term business success so, assessment

of Performance marketing considered as a key task management. The

Organization achievement to the financial and market goals in the today’s

competitive environment requires marketing that is both efficient and effective.

With the fragmentation of the market because of the diversity, increasing

consumer sophistication, and reducing the levels of investment return rate,

marketing assessment seems necessary.

However, based on his study, the performance marketing is the best way

to create a better planning and it contribute a lot of key to success the business

marketing think the best thing to improve is effective plan and marketing

assessment.
 24

The study sought that marketing is very efficient and effective in a

business because it creates fundamental contributions to long term business

success. The present study also use the marketing to use it as a tool in market

their products.

The study entitled Marketing Strategies by Furrer (2019), the study and

practice of marketing have broadened considerably, from an emphasis on

marketing as a functional management issue, to a wider focus on the strategic

role of marketing in overall corporate strategy (e.g., Kotler, 2000; Sudharshan,

1995). This broadening of the marketing concept, to include strategic as well as

operational decisions, has resulted in an overlap between marketing and

strategic management. Managers around the globe are recognizing the

increasing importance for the firm to develop marketing strategies to compete

effectively in worldwide markets. The emergence of a more open world economy,

the globalization of consumers’ tastes, and the development of a worldwide

commercial web all have increased the interdependency and interconnections of

markets across the globe.

Furthermore, this study characterized an association's advertising

methodology as the advancement of and choices about an association's with its

key partners, its contributions, asset assignment, and timing. Marketing

strategies are always used by the business because it is one of the important

ways in selling and promoting a product.

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The present study is compared with his study in terms of using marketing

strategies as a tool in selling and advertising their products. Marketing strategies

provide and satisfy the customers’ needs, wants and expectations.

The study entitled Sustainability marketing strategy: An analysis of recent

literature by Kumar, Rahman, and Kazmi (2013) reviews the extant literature

available on the emerging area of Sustainability Marketing Strategy (SMS), which

hopefully, will prove to be a springboard for the future research. After a rigorous

search of numerous journals, those research papers exploring the field

adequately have been selected. The selected papers are then classified

according to various criteria for the purpose of comprehensive review of

literature. Finally, after analyzing current status of research in the field of SMS, a

probable agenda for future research has been formulated, which may serve as a

useful guideline for the future investigators, as significant contribution need to be

made in the area of SMS.

Additionally, this study is to audits the surviving writing accessible on the

rising zone of Sustainability Marketing Strategy (SMS), which ideally, will end up

being a springboard for the future research. Its main purpose is to maintain the

marketing strategies for the future research that will be produce.

The intent of their research study is to know the various criteria for the

purpose of comprehensive review of literature that serve as a useful guideline for

the future investigators, as significant contribution need to be made in the area of

SMS. Furthermore, their study is more on analyzing the status of researching the
 26

field of SMS. This present study have discrepancy with their study wherein this

present study is to study the marketing strategies of Frontrow members that

serves as a tool for them to attract customers and sell products.

According to Liu, Liston-Heyes, and Ko (2010) with their study entitled

Employee participation in cause-related marketing strategies: A study of

management perceptions from British consumer service industries. The purpose

of cause-related marketing (CRM) is to publicize and capitalize on a firm’s

corporate social performance (CSP) by enhancing its legitimacy in the eyes of its

stakeholders. This study focuses on the firm’s internal stakeholders – i.e. its

employees – and the extent of their involvement in the selection of social

campaigns. Whilst the difficulties of managing a firm that has lost or damaged its

legitimacy in the eyes of its employees are well known, little is understood about

the extent to which managers and their social partners listen to and involve their

employees in the legit limation process.

The aim of their study is to know the management perceptions of

consumers’ service industries that focused on the firm’s internal stakeholders.

This is different in the present study because the present study only focused on

the marketing strategies that are used by the Frontrow members while this study

focused on the firm’s internal stakeholders.

In accordance to the study of Obasan, Ariyo and Banjo (2015) entitled

Marketing strategy and product performance: a study of selected firms in Nigeria.

This study was conducted to investigate the nature of relationship between

 27

marketing strategy and product performance with a special focus on the food and

beverage industry in Nigeria. The study used primary data gathered from 284

randomly selected staff of ten selected companies. These companies are quoted

on the Nigerian stock exchange. To do this, a questionnaire was adopted as

research instrument. The data gathered was subjected to factor analysis and

regression analysis. The results show that indeed marketing strategy impacts

product performance of the observed firms. More so, of all the factors considered

(promotion strategy, Product strategy, Distribution strategy, General marketing

strategy and Pricing Strategy) promotional factors were found to be most

important, then product strategy while pricing mix account for the least variation.

This paper therefore recommends that business organizations should accord

necessary attention to the element of marketing strategy by designing market

strategies driven by a sound marketing management, targeting and strategic

positioning.

The purpose of this study is to investigate the nature of relationship

between marketing strategy and product performance with a special focus on the

food and beverage industry in Nigeria. The study result shows that in fact

showcasing technique impacts item execution of the watched firms. This study

has a discrepancy to the present study because the present study also aims for

the strategies that will help a member to be more pursuing in selling products.

According to Peter Gabrielsson, Mika Gabrielsson and TomiSeppälä

(2012) in their study Marketing Strategies for Foreign Expansion of Companies

Originating in Small and Open Economies: The Consequences of Strategic Fit

 28

and Performance. This study examines the marketing strategies of companies

originating in small and open economies as they expand into foreign markets. It

distinguishes two major globalization paths (that of born globals and that of

globalizing internationals), contrasts them with traditional internationalizers, and

describes their characteristics. It then outlines a framework and hypotheses

regarding the marketing strategies used in foreign expansion and examine them

empirically in the information and communication technology field. The authors

examine two important strategic marketing issues: the breadth of product offering

and the standardization of marketing strategies across countries. The empirical

results show that foreign expansion path, foreign business experience, and

external globalization pressure have an impact on the selection of marketing

strategies. The study also finds that the fit between these contextual factors and

the standardization of marketing strategy has a positive effect on performance.

The novel results regarding the importance of foreign expansion paths in the

selection of marketing strategies have important implications for both

academicians and practitioners in the field of international marketing.

This study examines the advertising systems of organizations starting in

little and opens economies as they venture into outside business sectors. The

study likewise finds that the fit between these logical components and the

institutionalization of advertising procedure positively affects execution. This

study also compared with the present study in terms of standardization of

marketing strategy has a positive effect on performance.

Networking Business
 29

As stated in the study of Broad (2012) entitled Networking Performance: A

study of the benefits of business networking in the West Midlands examines the

benefits from business networking from the perspective of firms in the West

Midlands and explains the factors which improve networking performance.

Networking is hailed by academics and marketing practitioners as a way to

improve business performance. Firms are encouraged to invest resources in

networking activities, without necessarily being able to measure the result.

Researchers following in the ‘markets as networks’ tradition have identified

understanding the benefits from business networking activities as a subject for

further investigation.

The study inspects the advantages from business organizing from the

viewpoint of networking performance and clarifies the elements which improve

organizing execution.This is compared to the present study because of its

networking activities that will improve networking performance.

The study entitled The Deep Structure of Organizational Online

Networking An Actor Oriented: Case Study conducted by Matthias and Alexander

(2015) focused on organizational online networking recently increased

significantly, most studies adopt quantitative research designs with a focus onthe

consequences of social network configurations. Very limited attention is paid to

comprehensive theoretical conceptions of the complex phenomenon of

organizational online networking. We address this gap by adopting a theoretical

framework of the deep structure of organizational online networking with a focus

on their emerging meaning for the employees. We apply and assess the
 30

framework in a qualitative case study of a large‐scale implementation of a

corporate social network site (SNS) in a global organization. We reveal

organizational online networking as a multi‐dimensional phenomenon with

multiplex relationships that are unbalanced, primarily consist of weak ties and are

subject to temporal change. Further, we identify discourse drivers and

information retrievers as two mutually interdependent actor roles as an

explanation for uneven levels of user contributions to the SNS. Based on our

analysis, we elicit abstract order principles, such as topical discourses, and

identify transitive memory theory as a potent explanation of the evolving

interaction structures. We finally discuss how the deep structure framework can

contribute to future research on organizational networks.

In this context, their study attempted to examine the organizational online

networking systems administration as of late expanded fundamentally, most

examinations receive quantitative research structures with an emphasis on the

outcomes of informal community designs. This study hasdissimilarity with their

study wherein the present study only aims to know the strategies that members

use to communicate with their customers.

In accordance to the study of Miller, Besser and Weber (2010) entitled

Networking as marketing strategy: a case study of small community businesses.

This study examines the building of a new business network by women apparel

retailers operating in small Midwest US communities to better understand the

network development process and the contributions to small business marketing

strategy. Networking is a viable market strategy for small community retailers and
 31

that economic as well as social benefits are accrued from interactions with

network members.

In addition, based on their study, the investigation looks at the structure of

another business organize by ladies attire retailers working in little Midwest US

people group to all the more likely comprehend the system advancement process

and the commitments to independent venture promoting procedure. Systems

administration is a reasonable market procedure for little network retailers and

that monetary just as social advantages are gathered from collaborations with

organize individuals. The present study has dissimilarity in this study because the

present study concentrate on the strategies that Frontrow members used like

transactional, word-of-mouth and internet marketing.

According to the study of Negi and Pant (2014) in their study Multi-Level

Marketing an Insight into Network Marketing state that direct selling industry in

India is one of the fastest growing non-store retail formats. Various store and

non-store retail formats have evolved to cater to this growing market and direct

selling is one such non-store retail format. The growing Indian market has

attracted a large number of Indian and foreign direct selling companies. By 2014-

15 direct selling business in India would reach a size of Rs 10,843 score on back

of increased consumer spending. Multi-level marketing (MLM) also known as

pyramid selling, network marketing, and referral marketing is a marketing

strategy in which the sales force is compensated not only for sales they

personally generate, but also for the sales of the other sales people that they
 32

recruit. This paper attempts to focus on key aspects of MLM and also what

further researcher can add on to the existing literature.

In addition, according to their study, spreading promotion (multi-Level

marketing) otherwise called pyramid selling, organize advertising, and referral

showcasing is a showcasing procedure wherein the business power is paid for

deals they actually produce, yet additionally for the offers of different salesmen

that they enroll. This paper endeavors to concentrate on key parts of Multi- level

marketing. The present study has opposite in this study because the present

study focused on the marketing strategies tools that Frontrow members used in

business.

Word-of-mouth

According to the study of Chen (2013) entitled Understanding the

effectiveness of word‐of‐mouth: an elasticity perspective. This paper is to

propose that economic elasticity theory can be applied to evaluate WOM effects

and serve as the basis for cross‐product comparison. The practicality of the

proposed methodology is demonstrated through a case study. It is hoped that the

result of this study solves the argument of WOM effects as shown in past

research.

Furthermore, this study sought about the understanding on how effective

the word-of-mouth is. This has a similarity with the present study because it also

tackles about how word-of-mouth is being efficient and effective.

 33

Based on the study of Lam (2018) entitled Investigating the Significance of

Word-of-Mouth Marketing from a Consumer Perspective in the German Sanitary

Industry. The modern digital age leads to an ongoing communication between

consumers and companies. Consumers exchange experiences about products

and services, recommend them or warn others against a bad buy. In addition,

consumers are constantly overwhelmed by persistent advertisements, which

leads to an overstimulation. They perceive advertisements as disturbing or ignore

them completely. Word-of-mouth can provide a great connection and a solid

base of trust between consumers and companies (Schueller, 2015, pp. 12-14;

Silverman, 2011, pp. 28-30). Therefore, it can significantly influence the

company’s success in a positive and negative way.

This study proves that word-of mouth is one of the marketing strategies

that always used by the sellers. It truly can significantly influence the company’s

success. It is a good way in communicating with the customers and getting their

trust. This has a similarity with the present study wherein word-of-mouth are used

to get their consumers’ trust in their products.

As stated in the study of Maisam (2016) entitledPositive Word of Mouth

Marketing: Explaining the Roles of Value Congruity and Brand Love. Many

companies have found that for their products to be successful in the market, they

must first pay for word of mouth marketing and then utilize other types of ads.

Previous studies have not paid enough attention to the value of target

consumers. This study evaluates the roles of value congruity, brand love, and

brand image in creating a consumer commitment that leads to positive word of

 34

mouth. The results show that the value congruity of the brand consumer has a

positive impact on the brand image and brand commitment. Moreover, brand

love and brand commitment have a significant positive impact on positive word of

mouth. In a business, it is important to have a positive word-of-mouth in creating

commitment with the consumers. The present study are also compared to this

because it is right for all the business to have value congruity, brand love and

brand image which creates success in the business.

Furthermore, based on his study, in a business, it is imperative to have a

positive informal exchange in making duty with the purchasers. The present

investigations are additionally contrasted with this since it is directly for all the

business to have esteem congruity, makes accomplishment in the business.

According to the study of Naz (2014) entitled Word of Mouth and Its

Impact on Marketing, the attention of the customers in word of mouth is to power

their online purchasing activities. The next aim is to analyze the people

influenced by interest of word of mouth. The following aim is to examine the

marketing behavior bearing in mind the internet progress and word of mouth,

their consideration for word of mouth marketing.

This study aims to get the attention of customers with the use of word-of-

mouth. It also aims to get the interest of the customers in using of word-of-mouth.

The present study also aims to get the customers attention and interest with the

use of this kind of marketing strategies

Internet Marketing
 35

According to Alves (2016), this study carries out content analysis and

systemizes articles on social media marketing in the Web of Science database.

Forty‐four studies were analyzed in accordance with a variation on the

systematic review approach, involving synthesis‐ and interpretation‐based

assessment. The results demonstrate how most of the studies analyzed focus on

the consumer perspective in terms of usage, share, and influence of social media

on consumer decisions, and perceptions. The studies focusing on the firm's

perspective centered not only on the usage of social media, but also on their

implementation, optimization, and measurement of results. The majority of

studies are quantitative and published in recent years. This study not only

reached certain conclusions for both theory and practice, but also defined future

lines of research according to the gaps detected by the study's results.

Furthermore, according to his study, it content examination and

systemizes articles via web-based networking media promoting in the Web of

Science database. Forty‐four examinations were broke down as per a minor

departure from the deliberate survey approach, including synthesis‐ and

interpretation‐based evaluation.

The purpose of his study is to focus on the firm's perspective centered not

only on the usage of social media The present study are compared with his study

in terms of using social media to the consumers’ perspective in phrases of

usage, share, and have an impact on of social media on client decisions, and

perceptions.
 36

As stated by Eriksen and Hemmingsen (2011) with their study entitled

Online Marketing New models of advertising? The Internet is used in any and all

industries, as a branding and marketing tool, as an internal communication tool,

and as the start of most business transactions. Today companies use the

Internet as one of the most powerful tools in a big number of ways. The Internet

has unlocked a large number of search options and new ways of highlighting the

important aspects of any item. Thus marketing has been redefined via the

Internet, and given even small businesses a chance to promote and brand their

products on a larger scale. The Internet has therefore experienced enormous

growth in online advertising.

However, according to his study, he found out that one of the way on

making a business grow is through the internet. The focused of his study is the

usage of internet to improve their products and promoting. Also it can be seen

the most of the time people nowadays are having a connection in internet so they

choose to take it advantage that business will grow. Also, they are having a lot of

knowledge about the usage of internet.

The purpose of his study is to use the internet in all business industries in

advertising, promoting new brand and communicating their customers.The

present study also using the internet because it is a helpful marketing tool in

promoting products and communicating with the customers.

According to Goldfarb, (2011). Online marketing or e-marketing as often

referred to all marketing activities carried out online to reach the customers as
 37

opposed to the traditional way of reaching the customer like print media, sales

promotion, adverts on tv and on radio.

Moreover, according to his study, people use online marketing to arrive at

the clients instead of the conventional method for arriving at the client like print

media, deals advancement, adverts on television and on radio.

The purpose of his study is to reach out the customers in using online

marketing rather than using traditional way to attain customers. The present

study also using online marketing to attract customers through posting and

informing their customers that their products are effective and helpful.

According to the study of Pawar (2014) entitled Study of the Effectiveness

of Online Marketing on Integrated Marketing Communication. Online marketing

uses internet to deliver promotional marketing messages to consumers. It

includes email marketing, search engine marketing, social media marketing,

many types of display advertising (including web banner advertising), and mobile

advertising. Like other advertising media, online advertising frequently involves

both a publisher, who integrates advertisements into its online content, and an

advertiser, who provides the advertisements to be displayed on the publisher's

content.

In addition, according to his study, through internet they use it to promote

the products that they published. Marketing are always involved in thinking

another tactics for customers to be engage with their products. His study focused

on improving the usage of internet to public their products.

 38

The purpose of his study is to improve the usage of internet for the publicity of

their products. This is also compared with the present study in terms of using

internet to public a product but in contrast, present study only focused on the

marketing strategies while this study focused on improving the usage of internet

to public their products

Transactional Marketing

According to the study of Benouakrim (2013) entitled Relationship

Marketing: Literature Review. Relationship marketing concept and its main

components that have a direct or indirect impact on any relational approach.

Firstly, we will display various definitions given to Relationship Marketing.

Secondly, we will show relational strategies considered as mediating variables in

relational exchange. We will focus mainly on the variables of commitment, trust,

satisfaction and relationship quality. Finally, we will demonstrate the

consequences of these relational mediating variables on future behavior: seller’s

performance, loyalty, word-of-mouth communication and cooperation, taking into

account the importance given to the context of exchange.

Therefore, according to his study, relationship marketing concept and its

main components that has a direct or indirect impact on any relational approach.

Also, concentrate mostly on the factors of responsibility, trust, fulfillment and

relationship quality. The results of these social intervening factors on future

conduct: merchant's presentation, faithfulness, verbal correspondence and

participation, considering the significance given to the setting of trade. The

 39

present study has equivalent in this study because the present studyalso focused

on the quality relationship and satisfies the customers.

According to the study of Syend (2010) entitledMarketing management : a

relationship approach. As the world is becoming a flat playing field, there is also

an increasing need in different industry supply chains for creating relationships

between the involved companies in the industry value chains. This has important

implications for the way that we look at the marketing discipline in the individual

firm. The consequence is that the development of marketing theory and practice

is undergoing a paradigm shift from a transactional to a relationship orientation.

As many companies are still relying on the traditional marketing approach,this

book will bridge the gap between relationship marketing (RM) and traditional

(transactional) marketing (TM). In the traditional transactional approach,

marketing management is about planning, coordinating and controlling marketing

activities that are aimed at satisfying customer needs and desires – and receiving

money from sale.

The purpose of this study is to know the implications of the marketing

discipline it is also about the development of marketing theory and practice. The

present study has opposite in this study because the present study only focused

on the use d of marketing strategies as a tool.

According to Tello-Gamarra and Zawislak (2013). transactional capability:

Innovation's missing link. The topic of innovation as a source of competitive

advantage for firms is consolidated in the literature. An innovation-based

advantage is generally achieved by following a structured process, in which

 40

technological capability plays a key role. However, a question remains in studies

into innovation, which is concerned with the reasons why not all firms that

develop a technological capability are innovative. Where is the missing link?

Great efforts have been made in attempts to answer to this question. However,

the study of this link as a source of advantage for firms deserves further

attention.

Moreover, this study contains about the innovation as a source of

competitive advantage for firms is consolidated in the literature in which

technological capability plays a key role. This is different to the present study

because the focus of the present study is only about the marketing strategies that

are used by the Frontrow members.

According to Grabowskaand Sonkova (2015), transactional and relationship

marketing by putting them in contrast. Afterwards, we present analysis of the

study, results of which clearly indicate the growing role of the relationship

marketing. Further on, historic overview of the evolution of marketing is provided

so that the reader learns the context is followed by the description of the

expanded marketing mix, which consists of seven elements product, price, place,

promotion, customer service, processes and people. The process of the proper

implementation of relationship marketing strategy is then provided as a guideline

for successful relationship marketing results.

This study presents the role of relationship marketing wherein explain that

having a great relationship with the customers are important. It mentioned the

seven elements that serve as a guide for the business to reach success. This
 41

has dissimilarity with the present study because this study compares

transactional and relationship marketing while the present study is about the

every marketing strategies that are mentioned.

As stated by Hendricks (2015) with their study entitled Transactional

marketing is all about making the sale. As a strategy, it is built around single

purchases and doing a lot of volume as opposed to nurturing customers through

distributing content, building bonds, and fostering loyalty. Transactional

marketing has its roots in the ''four Ps'' of the marketing mix, a set of tactics used

to help convince consumers to make a purchase. 

In this study, it examines the transactional marketing as a strategy about

making the sale. It mentioned that it has its roots in the ''four Ps'' of the marketing

mix that can be used as a tactics to convince customers. This study contrast to

the present study because the present study only examine the transactional

marketing as a marketing strategy of a member.

 42

Synthesis

Related literature and study showed the different perspective regarding the

purpose of networking business and marketing strategy. It is important to have

their goal because its help the business to have their goal because its help the

business to grow, have strength in attracting customers and to be successful.

(Bhasin 2019, Bhasin H. 2019). In creating an effective strategy, it is important to

understand the roles of a marketing plan. Business model is one of a way for the

customers to know what’s the value of the product they want to buy. Marketing

strategy is one of the technique of an organization to be successful. It also

tackles about the ability of an organization to execute the marketing strategy

decision that is chosen. (Root III G. 2017, Teece 2010, Varadarajan 2010).

Social media now a day are used by large companies. This tools is used to build

relationship with the stakeholders and customers. Social media can be a

teaching tool to improve academic situations. This paper discusses about the

ideas of social media and its development and advantages. It also discussed

about the aspects and importance of social media promotion. (Brennan and Croft

2012, Jomon, Hope, Justin 2012, Sajid 2016). Networking is also used by the

professionals to expand their circle of acquaintances, to find the available

opportunities that is connected in their fields and to increase their circle

awareness of news and trends in their field. (Kagan 2019). Online marketing is

becoming a hot topic in every business sector because it helps the organization

to deliver messages to their consumer through email marketing, search engine

marketing, social media marketing and many other. Online marketing also known
 43

as internet marketing. The purpose of internet marketing is to sell goods,

services or advertising over the internet. Marketing online can be used in

communicating with the consumers (Pawar 2014, Ward 2014).

 44

CHAPTER III

METHODOLOGY

This chapter provides the research design that will be used in the study.

Likewise, this identifies the respondents and the sampling techniques employed,

and the research locale, where the study will be conducted. This also defines the

data collection instrument that will be used, the process of gathering the data,

and the statistical treatments.

Research Design

The researchers used descriptive research design in determining the

marketing strategies of Frontrow members in Tayabas City to gather more

information about their respondents who happens to be the Frontrow members

that are needed in their study. The study was Quantitative in nature because it

involves numerical data that was used in the study.

Research Locale

This study was conducted in Tayabas, City. The locale was chosen

because the researchers are currently studying there and also the respondents

who took part of the study.

Research Sample

The participants of the study was limited to Frontrow members who are

currently working in Frontrow. The participants was selected through purposive

 45

sampling technique. Involved in the study are total of 30 members of Frontrow

from Tayabas City.

Research Instrument

The researchers used a survey-questionnaire as the main data collection

instruments of this study. The instrument was validated by the experts in the field

of research. The questionnaire was divided into three parts: part I will include the

demographic profile of the members of Frontrow in terms of age and sex; part II

was composed of Marketing Strategy of Frontrow members in terms of Word of

Mouth, Internet Marketing and Transactional Marketing; and part III was the

challenges in marketing strategies.

Data Gathering Procedure

To answer the problem posted by the research questions regarding the

Network Marketing Strategy among members of Frontow, the researchers

employed the procedures in gathering the data and provide necessary

questionnaires to qualify the results. First, the researchers ask permission to the

participants if they be willing to answer the questions that is related to the study.

The researchers will also provide instructions and give information about what

would be the questions regarding to Network Marketing Strategy of Frontrow

members. Moreover, the respondents have the right to refuse from being the

participants of this study.

Then, the researchers ask their research adviser for validation of the

questionnaire and permission to start collecting data. If the respondents are

 46

willing to take part of the study, the researchers will then prepare the survey-

questionnaire and conduct the survey within a week or two.

The data gathered from the survey collected to determine the Network

Marketing Strategy of the members of Frontrow in Tayabas City. Then, analysis

and interpretation of the gathered data will be follow.

Statistical Treatment

The data were subjected to statistical treatment order to help the

researchers interpret the results of the study.

Weighted Average Mean Formula for the level of awareness

4 f +3 f +2 f + f
WM=
N

Where:

WM = weighted mean value

f= frequency of responses

n= total number of cases

 47

To interpret the data effectively, Likert Scale was used.

Point Score Range Interval Code Quantitative Description

5 4.50-5.00 SA Strongly Agree
4 3.50-4.40 A Agree
3 2.50-3.40 N Neutral
2 1.50-2.40 D Disagree
1 1.00-1.40 SD Strongly Disagree

To determine if there a significant difference on the probability between

the highest to lowest interval of Marketing strategies of Frontrow members.

CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

 48

This chapter contains the data gathered by the researchers, it also

provides the analysis and interpretation of the gathered data that answered from

the respondents and has been organized to the research questions.

AGE
7%
3%

50%

40%

Figure 2. Percentage Distribution of Respondents in terms of Age

Figure 2 presents the percentage distribution of respondents in terms of

age.

Based on the pie chart above, fifty percent (50%) of the respondents were

eighteen to twenty-two (18-22) years old, Forty percent (40%) are twenty-three to

twenty-seven (23-27) years old, seven percent (7%) were thirty-two and above

(32 and above) and three percent (3%) were twenty-eight to thirty-two (28-32)

years old.

So therefore, majority of the Frontrow members are 18-22 because their

goal is to provide their customers a beautiful and healthy skincare products, they
 49

choose younger members to simply encourage, influence and inform their

customers that their products are effective and helpful.

In accordance to the study of  Harikrishnan (2018) entitled Impact Study of

Social Media Marketing Among Youth: With Special Reference to Jalandhar,

Punjab, The studies show that new generation or youth i.e. born after 1990, is

almost dependent on such sites for different things like, communicating with

friends, college notes, new trends and fashion, current issues and many such

things. This is a well-known fact that globally youth is the biggest users and even

consumers of such sites. There lies a vast scope for the marketers in this area,

they use to promote their products on these sites and the respective sites use to

earn income from such advertisers. This study will focus on the benefits of such

social sites like exchanging knowledge, finding employment and increasing the

social quotient and some other disadvantages like over exposure and privacy

killing. Other than this, the researcher will also try to analyze the impact of

marketing activities done on these social sites. The finding of this present

research will enumerate the positive and negative impact of social websites on

the youth of our country. 

Figure 3. Percentage Distribution of Respondent in terms of Sex

 50

Sex

37%
male
female

63%

Figure 3 presents the percentage distribution of respondent in terms of

sex.

Based on the figure above, sixty-three percent (63%) of Frontrow

members are male and thirty-seven percent (37%) are females. To sum it up,

most of the members are male because sometimes they are the one who has

many responsibilities to work on and males are the one who has the ability and

confidence to convince customers while females are somewhat good in the other

ways.

According to the study of Cunninghum (2008) entitled Gender

differences in marketing styles Recent research has found that men trade stocks

more frequently than women and receive a lower price as a result. The

behavioral finance literature attributes this greater trading activity to men's

overconfidence. Women's lack of overconfidence and past agricultural

economics research suggest the possibility that women may be better at

 51

marketing grain than men. This article uses actual transactions of farmers

marketing wheat and also finds that men trade more often than women. Women

also sell two weeks later in the marketing year. There is no direct effect of gender

on price received, but by storing longer women receive 1.4 cents/bushel less

than men, on average. In contrast to the arguments in previous research, we

argue that men's greater number of trades can be better explained by men

enjoying trading rather than by overconfidence.

Table 1. The Average Weighted Mean Response on Marketing Strategies in

terms of Word- Of-Mouth

Indicators 5 4 3 2 1 WM I
The members of Frontrow ….
1. strongly persuade customers to buy a product 11 5 8 3 3 3.6 A
2. invite their target customer via meeting 18 6 5 1 0 4.5 SA
3. invite their target customer via meeting 20 8 2 0 0 4.6 SA
4. can confidently advertise their products to the 26 1 2 1 0 4.9 SA
customers.
5.has a good attitude when they talk to their 27 2 1 0 0 4.9 SA
customers.
6. respect their customers even they are not 26 2 1 1 0 4.7 SA
cooperative and not interested to listen.
7. always need to have an available time to 24 3 3 0 0 4.7 SA
entertain their customers.
Average Weighted Mean 4.6 SA
Table 1 presents the average weighted mean response on marketing

strategy in terms of word- of- mouth.

Based on the table above, the respondents strongly agreed in terms of

word- of- mouth strategy they got the highest mean of 4.9 interpreted as strongly

agreed which stated, that the Front row member are confidently and had a good

attitude to convince and advertise their product on their customers. On the other

hand, they have the lowest mean of 3.6 and interpreted as agree that the
 52

members of Frontrow a strongly convince their customers to buy and patronize

their product.

As a whole, the response about marketing strategies of word-of-mouth is

observed in the members of Frontrow as evident with 4.6 average weighted

mean. This connotes that the Frontrow members strongly agreed in terms of

word-of-mouth strategies but still need to be more strategic and informative on

how they convince their customers to buy their product.

. According to Pawan (2017), salesperson skills have positive effect on the

consumers’ attitude and perception. The cosmetic companies have come to the

conclusion, as one may expect, that one of the most important attribute of a high-

powered salesperson is good looks. If the Sales person is deceptive and his

action does not match with his words, it may result in ineffective sales.

Having a good looks and skills can attribute to the effectiveness of selling

their product. If the salespersons are good at applying their product to

themselves that probably lead the customer to buy their product. It is also stated

that the salesperson action must be match to his word to have a effective sales.
 53

Table 2. The Average Weighted Mean Response on Marketing Strategies in

terms of Online Marketing

Indicators 5 4 3 2 1 WM I
The members of Frontrow….
1. have ideas about online marketing. 23 2 3 1 1 4.6 SA
2. use the Web and email to drive direct sales via 15 6 3 5 0 4.2 A
electronic commerce.
3. use social media (Facebook, Instagram, etc.) 26 3 1 0 0 4.6 SA
in promoting their products.
4. use blog and viral videos for advertisement 18 2 7 2 1 4.2 A
5. invites their prospective customers using 23 5 2 0 0 4.6 SA
messaging applications.
6. are aware that a strong online marketing 27 1 2 0 0 4.8 SA
strategies help boost the business.
7. use internet as an advantage for them to sell 27 3 0 0 0 SA
their products. 4.8
Average Weighted Mean 4.5 SA
Table 2 shows the average weighted mean response in terms online

marketing strategies.

Based on the table above, the respondents strongly agreed in terms of

online marketing strategy they got the highest mean of 4.8 interpreted as

strongly agreed which stated, that the Front row members are aware with the use

of online marketing it can be one of the advantage to attract customers and boost

their business. Social media can also be used in advertising and selling their

products. . On the other hand, they have the lowest mean of 4.2 and interpreted

as agree that the majority of Frontrow members does not using blogs and viral

videos to advertise their product also they do not use website and email to sell

directly in their customers because the majority of Frontrow members thinks that

using Facebook, Twitter, Instagram, etc. are better than blogs, viral videos,

websites and emails in attracting customers

 54

In general, the response about online marketing strategies is observed in

the Frontrow members as evident with 4.5 average weighted mean. This

indicated that Frontrow members strongly agreed that social media is one

advantage to attract customers and sell, their products but some of them are not

using blogs, viral videos and emails, to advertise and sell because for them using

it is not that easy to convince customers.

According to the study of Pawar (2014) online marketing uses internet to

deliver promotional marketing messages to consumers. It includes email

marketing, search engine marketing, social media marketing, many types of

display advertising (including web banner advertising), and mobile advertising.

Like other advertising media, online advertising frequently involves both a

publisher, who integrates advertisements into its online content, and an

advertiser, who provides the advertisements to be displayed on the publisher's

content. Through internet, they use it to promote the products that they

published. Marketing are always involved in thinking for another tactics for

customers to be engage with their products. The study focused on improving the

usage of internet to public their products.

They use online marketing to promote their product to their consumer.

They used different mobile advertising and many types of display advertising to

provide the advertisement to be displayed.

 55

Table 3. The Average Weighted Mean Response on Marketing Strategies in

terms of Transactional Marketing

Indicators 5 4 3 2 1 WM I
The members of Frontrow….
1. focus on closing the transaction can 25 4 1 0 0 4.8 SA
produce increased sales.
2. use the business are establishing a 25 4 1 0 0 4.8 SA
product price that will be profitable while still
affordable to customers.
3. creates a visible profile of the product that 26 2 2 0 0 4.7 SA
makes it appealing to customers. .
4. are aware that transactional marketing 21 5 3 1 0 4.4 A
focus on maximizing the volume and revenue
of sales.
5. use that kind of strategy places a large 21 5 3 1 0 4.5 SA
emphasis on boosting sales by concentrating
on single transactions.
6. use the transactional marketing that does 18 6 3 3 0 A
not attempt to build long-term relationships
with the customers. 4.3
7. understand how to focus on closing a sale 19 4 4 3 0 4.1 A
rather than establishing a relationship.
Average Weighted Mean 4.5 SA
Table 3 shown the Frontrow members’ average weighted mean response

on marketing strategy in terms of Transactional Marketing.

Based on the table above, they got a highest mean of 4.8 and interpreted

as strongly agreed that Frontrow members are focused on closing the

transactions that can produce increased of sales and that the product price that

profitable but still affordable to their customers. On the other hand, they got the

lowest mean of 4.1 which interpreted as agree that some of Frontrow members

focused on closing the sales rather than establishing a relationship in their

customers.

As a whole, the response about the marketing strategies of transactional

marketing is observed in the Frontrow members as evident with 4.5 average

 56

weighted mean. This means that Frontrow members strongly agreed with the use

of marketing strategies in terms of transactional marketing that focus on closing

the transactions that can increase sales and established product price that are

profitable and affordable by the customers.

As stated by Hudson. (2019) many factors influence a retailer's bottom

line, including properly priced products that hit the sweet spot of maximizing unit

sales without sacrificing the profit per unit. Understanding your business cost

structure and choosing the right pricing strategy are crucial steps toward

achieving your profit goals. Many pricing strategies exist, which is why it may be

wise to experiment until you find a strategy that is the most effective for your

individual business.

One way of achieving your profit goals is to understand your business cost

and know the right pricing strategy. There are so many pricing strategy exist.

This is why being wise can use to find a strategy that is most suitable to your

business.
 57

Table 4. The Average Weighted Mean Response on Challenges in Marketing

Strategies

Indicators 5 4 3 2 1 WM I
The members of Frontrow….
1. face high expectations from customers. 17 4 6 2 1 3.9 A
2. struggle in innovating marketing strategies. 15 5 7 2 1 3.8 A
3. have lack of time and resources 6 6 10 3 5 3.4 N
4. have massive amount of customers data. 17 4 7 2 0 4 A
5. have minimal skills in using social media. 16 7 6 2 3 3.6 A
6. sometimes having an informal conversation 12 11 4 0 3 3.8 A
leads to misunderstanding and
miscommunication.
7. are lack of budget. 7 10 6 1 6 3 N
Average Weighted Mean 3.6 A
Table 4. presents the average weighted mean response on challenges in

marketing strategies.

Based on the table above, they got a highest mean of 4 and interpreted as

agree means that Frontrow members has many information and data of their

customers. On the other hand, they got a lowest mean of 3 and interpreted as

neutral which means that less members of Frontrow agreed in lacking of budget.

In general, the response about the challenges in marketing strategies is

observed in the Frontrow members as evident with 3.6 average weighted mean.

. According to Uzialko, (2018). ,customer data is a focus area all its own.

From consumer behavior to predictive analytics, companies regularly capture,

store and analyze large amounts of data on their consumer base every day.

Some companies have even built an entire business model around consumer

data, whether they create targeted ads or sell to a third party. Customer data is

big business. Here's a look at some of the ways companies capture their
 58

customers' data, what exactly they do with that information, and how you can use

the same techniques to improve your business.

Customer’s data is a big business. Some of the company built a model

around consumer data. It is to know whether they create the targeted acts,

company regularly capture and analyze large amount of data with their

consumer.

Based on the study of Hafeez, (2010). Customer satisfaction is of worth

importance in order to know the reasons or the factors which are responsible to

create satisfaction among customers for a particular brand. Customer satisfaction

is established when brand fulfills the needs and desires of customers.

Customer satisfaction is important, to know the reasons on which are

responsible to create a satisfaction to the customers. Customer satisfaction is

used when fulfilling the needs, wants and expectations of the customers.

The researchers provide the content development Vlog to help frontrow members
to have information
 59

CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of the study conducted. This also

presents the findings derived from the analysis and interpretation of the results.

Moreover, this impacts the conclusions framed and the recommendations

thereafter.

Summary of Findings

Based on the results, the following are the significant findings:

1. Based on the result of the demographic profile the majority of them has an age

of 18-22 years old. In addition in terms of sex more than a half of the

respondents were male from Frontrow members.

2. The result showed that the marketing strategies of Frontrow members in

Tayabas City in terms of word-of-mouth, online marketing and transactional

marketing was strongly agreed on the other hand the Frontrow members was

agree in terms of challenges in marketing strategies.

3. Based from the result, the content development vlog can give information

about the marketing strategies of Frontrow members in Tayabas City in terms of

word-of-mouth, online marketing and transactional marketing also the challenges

in marketing strategies. This content development vlog can be used as lead for

those Frontrow members to improve their marketing strategies.

 60

4. Based on the findings, a tactics tips for Frontrow members was provided to

have additional information about marketing strategies in terms of word-of-mouth,

internet marketing and transactional marketing.

Conclusions

Based on the summary of findings, the researchers were given information

through survey questionnaire lent by the Frontrow members.

1. Based on the result majority of the Frontrow members are male due to the

reason that they are risk-taker, courageous and also they can attract more

customers in their strategies utilize. Moreover, their ages mostly from 18-22

because this is generally the age when people involve to start a business.

2. Furthermore, the respondent of Frontrow members was strongly agreed in

terms of word-of-mouth, online marketing and transactional marketing because it

help to convince and advertise their to the customers and also it can attract

customers to enhance their business. On the other hand in terms of challenges in

marketing strategies the respondents agreed because Frontrow members has

many information and data about their customer.

3. The content development vlog can help Frontrow members to have more

information about the marketing strategies specifically about the word-of-mouth,

online marketing and transactional marketing also challenges in marketing.

Recommendations

Based on the conclusions, the following recommendations are offered:

 61

1. Use other instrument other than survey-questionnaire to gather and collect

more reliable data.

2. People should consider networking business in Frontrow Enterprise

Philippines Incorporated because it is more profitable than any business as it

gives opportunity to them in attaining their success.

3. Aged 18-above comes to more opportunities in life. As a researchers suggest

dreaming high and don’t stop trying to engage in other opportunities that can

benefit you in future time. To those who earn also high income, try to establish or

engage in other businesses and develop your skills in the field of business.

4. The researchers suggested that people who are not satisfied on their monthly

income should find way to earn more profit by investing at networking business

like Frontrow.

5. The researchers recommend that the recruits should invest at the company

Frontrow to start working for their business and start inviting for their down lines

or team members.
 62

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