Department of Education

Region IV-A CALABARZON

Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

CHAPTER 1

THE PROBLEM

INTRODUCTION

Marketing Strategy is used by different companies to collaborate with their consumers . It

is also employed to aware the consumer about the features specifications andbenefits of
companys` products . It is basically focused on encouraging target population to buy
those specific products and services. The Marketing Strategies might be totally
innovative or they can be previously tired or tested strategies. It also used by businesses
to promote their products and services.

Marketing Strategy is important because when we develop a good marketing strategy it

will lead your business to success. Having a good marketing Strategy your business will
enable to be measurability, visibility and predictability that will help to implement your
business. We need to focus on your business to attract costumers attention and will be
able to gain them. Also help the owners to sell the product through retailing or
wholesaler. Every business need marketing strategies to gain high profit and to be
successful business.

Relationship Marketing is the process of creating, maintaining and enhancing strong,

value-laden relationships with costumer and other stakeholders. Relationship Marketing
is based on the premise that important accounts need focused and continuous attention.
Gronroos C. (1990), Relationship focused of the purpose of marketing is to establish,
maintain, enhance and commercialize customer relationships so that the objectives of the
parties involved are met. This is done by mutual exchange and fulfillment of promises.
Specifically, speaking relationship marketing focuses on with the following focal point in
integrating customers service and quality with a market orientation.

Relationship Marketing stands in contrast to more traditional transactional marketing

approach which focuses on increasing the number of individuals sales. In the
transactional model, they return on customer acquisition cost may be insufficient. A
customer may be consumed to select that band one time but without a strong relationship
marketing strategy, the customer may not come back to that brand in the future.
Relationship Marketing is a facet of customer relationship management (CRM) that
focuses on customer loyalty and long-term customer engagement rather than shorter-term

ASSESSMENT OF THE LEADERSHIP STYLE IMPLEMENTED IN PINAGSIBAAN

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

goals like customer acquisition and individuals. The goals of Relationship Marketing is to
create strong ,even emotional ,customer connection to brand that can lead to ongoing
business free word-of-youth promotion and information from customers that can operate
leads.

The Merchandising business sometimes called merchandise is one of the most common
types of businesses we interact with daily. It is a business that purchases finished
products and resells them to consumer think of the last time they went shopping for
foods; households, items or personal supplies. That store had purchased the items
wholesale from a distributor or a manufacturer and made it available. While, the store
may have been required to purchase in large quantities. They offer the product in a small
business, personal use size. For instance, a wholesales may offer deodorant to am
merchandising business at a large discount but they will products. Also trading and
retailing describes a mercahnsing business. The primary products of this business is the
“merchandise” items is sells.Meaning, there`s a presence of physical products likely
require the store to purchase hundreds, even thousands of units to quality for a discount.

Merchandising Business is a business engaged in a buying and selling of goods of which

are being purchased and sold. This business in order to earn, the entity buy goods and
adds mark-up or profit to the cost of goods the sells them to the customers.

The researcher aims to determine the relationship marketing as a marketing strategies for
merchandising business in Brgy. Alupay , Rosario Batangas. Also they want to determine
the marketing strategies that affect the business to gain the profit. Futhermore, the
researcher aims to identify the strategy that can be done by the owner to improve the
skills for a profitable business. Aside from it, the researchers will provide an output based
on the result of this study. This study may help to the people that owned a merchandising
business in Brgy.Alupay, Rosario Batangas to make an ,marketing strategies pn how to
improve the status of a business.

The output of this study is to help the owner their merchandising business and to improve
their business in give their idea on how their business be a profitable business. The
researcher aims to help the owner, through the use of card points. Through the use of it,
they know the loyalty of a customer in a business. Based on the idea that can give to the
owner, it helps their business to improve or their merchandising business will be
profitable business. And we can help the owner to give a marketing strategies on how to
improve their relationship marketing in a business.

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Statement of the Problem

This study aims to determine the Relationship Marketing as a Marketing Strategies for
Merchandising Business in Brgy. Alupay Rosario Batangas.

Specifically, it seeks to answer the following questions:

1. What is the respondents perceptions on Relationship Marketing as a Marketing

Strategies for Merchandising Business in Brgy. Alupay, Rosario Batangas using the
following

aspects:

1.1 Promoting Business ; and

1.2 Marketing Strategies

2. What are the factors to consider in establishing a merchandising business ?

3. What are the problems met in the merchandising business located in Brgy.
Alupay

Rosario Batangas ?

4. Based on the findings what information dissemination material can be

designed by the researchers to make merchandising business aware on the use
of relationship marketing?

Scope, Delimitstion, limitstion

The study will focus on the Relationship marketing as a Marketing Strategies

of Merchandising Business in Brgy. Alupay Rosario ,Batangas. It will focus on what
marketing strategies on merchandising business . The study made of descriptive method
of research because we define the Relationship marketing, they also focus on
merchandising business in Brgy. Alupay Rosario Batangas. The survey questionnaire and
interview are the instruments the gather data that can be used in the study.

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

The study is delimited to the other merchandising business in Rosario Batangas and
other location except Brgy. Alupay Rosario Batangas.

The study is limited in the merchandising business inBrgy. Alupay Rosario Batangas

because this are the focus of the study.

Significance of the Study

This study will focus on Relationship Marketing as a Marketing Strategy for

Merchandising Business in Brgy. Alupay Rosario Batangas. This study may use
Descriptive method. There are respondents for this study.

Business Owners. The result of this study will be beneficial to the business owners
because it help their business to better improvement of Merchandising Business.

ABM Students. This study will help to the ABM students especially to the future
business woman to have an idea of what strategies must be done. It will be the guide for
them as a future business woman.

ABM Teacher. The result of this study will be beneficial to the ABM Teachers because
it help them to know what Marketing Strategies can be done to improve their
Merchandising Business and teach to their students the idea that they know.

Future Researchers. This study will help to the future researchers to gain more
knowledge about the responsibility of the Relationship Marketing as a Marketing
Strategy for Merchandising business. This also guide to create a new strategies in a
organization.

Definition of Terms

For clarification and better understanding of the terms used in the study, the following
definitions are defined conceptually and operationally.

Relationship Marketing. Is a customer profile, buying patterns and history of contracts

are maintain in a sales datable and an accounts executive is assigned to one or more

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

major customer to fulfill their needs and maintain the relationship.In this study the term
refers to the type of Marketing Strategy that may use to support an idea.

Marketing Strategy. Is a business overall game plan for reaching people and turning
them into customer of the product or service that the business provide. In this study the
term marketing strategy use in Merchandising Business.

Merchandising Business. Will generally buy their products from a wide range of
distributors domestically and internationally and market their products in huge consumer
shopping facilities. In this study it is a finished goods that are sold in Market.

Marketing. Is the management process through which goods and services move fr
concept to the customer . It includes the coordination of four elements called 4p`s of
marketing product, price , place and promotional strategy.

REVIEW OF LITERATURE

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

CHAPTER2

This chapter presents the conceptual and research literature which was found
significant

by the researchers which expanded wisdom on the problem under the study.

Conceptual Literature

The following literature shows review on the various specific concept relevant
to the

development of study, respectively Marketing Strategy, Merchandising Business,

Relationship

Marketing and Problems met in Merchandising Business.

Marketing Strategy. Barone (2019), the marketing strategy informs the

marketing plan,

which is a document that layout the types and timing of marketing activities. A
company’s

marketing strategy should have a longer lifespan than any individual marketing plan as
the

strategy is where the value proposition and the key elements of a company’s brand reside.

Marketing strategies are often confused with marketing plans. Because they do feed off
one

another, it is not unusual to find the marketing strategy and the marketing plan baked
together

into a single document. Although the transition between the two is blurry, a marketing
strategy

cover the big picture of what the business offers; the value proposition and related brand

messaging. The marketing strategy may also be absorded upward into the corporate value

statements and other strategy documents.

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

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

choosen. Therefore, involves explicit or implicit decisions regarding goal setting, target
market

selection positional advantages to be pursued and timing performance. Cited by

Varadarajan

(2010).

According to Grififth, Cavusgil XU (2008), Marketing Strategy is an important

and

crucial consistent for global market. Marketing strategies can vary from country to brand
to

organization to performance is named also as one of the most topical research objects of

international businesses. Therefore, consistent results of empirical research work and

limited

research context confirm that the link between standarzation/ adaption decision of
international

marketing strategy and company performance are a object of scientific research.

International

marketing solution become particularly relevant for enterprises that operate in a global
business

development opportunities.

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

The marketing strategy is part of this work covered by the copyright wherein,
maybe

reproduced, transmitted stored or used in any form or by any means graphic electronic or

mechanical. Including but not limited to photocopying, recording, scanning, digitalizing,

taping

web distribution information networks or information storage and retrical systems except
as

permitted under section 107 or 108 of the 1976 unites states copyright act without the
prior written permission of the publisher. As cited by Ferrell (2011).

According to Jreiman, Thomas (2009), Marketing strategy represents a key

element of

success for organization. Executing an effective marketing strategy is just as important

as

conceptualizing and creating it. Through marketing capabilities in order to attain the set
goals

and targets. In order to illustrate the value of marketing strategy and the process of

implementation a detailed literature. The review was performed the literature also suggest
ther is

a relationship of ,marketing strategy and marketing mix elements in organization. In

order to

achieve a satisfactory and adequate marketing strategy which has a positive outcome an
global

and overall firm success.

Marketing strategy growth revenue and margin growth are difficult to achieve

simultaneously managers. Therefore, have to prioritize objectives that may be conflict.

Since

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

most definition of strategy concern plans for how desired objectives are to be achieved
such as

goal setting is clearly important in determining subsequent marketing content decisions.

Indeed

such as goal selection decisions may be one of the most important manifestations of the
strategic

choice within the market content. Important feature of marketing strategy content is
selection

the market. This tells with the segmentation and targeting decision. As added by Morgan
et.al

(2009).

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Statement of the Problem

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10
FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Scope, Delimitation and Limitation of the Study

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Significance of the Study

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

CHAPTER II

REVIEW OF LITERATURE

Conceptual Literature

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Research Literature

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Synthesis

Conceptual Framework

INPUT PROCESS OUTPUT

Assessment
through:


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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Figure 1

Conceptual Paradigm on the

______________________________________

Definition of Terms

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

CHAPTER III

RESEARCH METHOD AND PROCEDURE

Research Design

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 Department of Education
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Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Subjects of the Study

Data Gathering Instrument

Data Gathering Procedure

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

Statistical Treatment of Data

BIBLIOGRAPHY

A. Books

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

B. Research Works

C. Journals and Magazines

D. Electronic References

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

SURVEY QUESTIONNAIRE

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

CURRICULUM VITAE

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)
 Department of Education
Region IV-A CALABARZON
Alupay National High School (Grades 7-12)
Alupay, Rosario, Batangas

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FARMERS AND DEVELOPMENT MULTI-PURPOSE COOPERATIVE (PIFADECO)