Author: Joanna Lynn L. Mercado
The marketing world today is very much different from it was years ago. Today, market enterprises use modem communication technologies such as email, fax machines, Internet. World Wide Web in their marketing transactions to help making them cross boundaries with ease_ With globalization and applications of quantitative tools in marketing as the trend, modern marketing managers, marketing instructors and students have to equip themselves with modem know- how of the basic principles of marketing for them to meet the challenges in this rapid changing world of marketing.
The primary aim of this learning material is to provide readers with a complete, precise and up-to-date explanation of the principles of marketing.
The outline, within which the context of this material is presented, focuses mainly on the following
Lesson 1. An overview of marketing is the concept of the first lesson. It gives the definition of marketing, the marketing mix, as well as, the 4 C's of marketing.
Lesson 2. This part focuses on the classification of market, the concept of market segmentation, target marketing, and positioning for competitive advantage.
Lesson 3. It explores customer behavior and characteristics. It talks about consumer buying behavior and consumer market. It also includes is the discussion on the buying behavior of the Filipino consumers.
Lesson 4. It centers on the “product and service. The lesson presents product label and product classifications. It also covers an explanation on new product development and process, and product life cycle.
Author: Rowena A. Cuevas-Cinco
“The most important adage and the only adage is, the customer comes first, whatever the business, the customer comes first
– Kerry Stokes
This book started as a concept paper on business finance and gradually, the compilation of materials from various authors of other business books and newspaper articles on business and finance, as well as the gathering of comments/suggestions of friends and family, creating it into a study guide for the introduction for business and finance. Fin 21 is a 3 unit course in the College of Business Administration with a description of Introduction to Business and Finance. The syllabus of the course is included in the manuscript. This book serves as a guide for business students, and would be entrepreneurs.
The first part of the book is about the external environment of the business in a Philippine setting. It includes the economic system and business environment of the country, legal forms of business and the social infrastructure of business. The second part of the book is about business operations which technically is the internal environment of the business. It includes the different perspective of management, marketing concepts, production, human resources and information systems or the technology business has to deal with presently. The third part of the book is about financing operations. It gives a background about finance particularly on the Philippine financial system and monetary system. It includes the credit management most.
Authors: Olive C. Paraiso, Leonora C. Laraño, and Romeo C. Cuevas
The purpose of this student learning material is to present an understanding of economics as an easy and enjoyable subject This learning material can be an aid to instructors and students because it presents the subject in a manner in which it can be easily understood. It could also prove useful, especially to students as a ready-made lecture notes that could save time spent in note-taking.
Each chapter is discussed and is followed by exercises to check the students' understanding. The series of check-up questions provide students to actively participate in classroom discussions and analyses.
Let this learning material be a guide in learning economics the easier way. This learning material be useful to all those performing in the important task of improving economic understanding and in the appreciation of subject.
Grateful recognition is afforded to our supportive colleague for the untiring motivation with regard to the pursuit of ideals and excellence in extracting ideas and thoughts from both the teaching force and the students.