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  Basic Marketing

  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.
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  Art Appreciation: Looking Beyond

  Authors: Ronnie Espergal Pasigui, Fabian T. Avila, Jr., Araceli C. Suyat, Warto M. Torrevillas, and Allan V. Pura

  “Come to the edge,” he said.
  They said, “we are afraid.”
  Come to the edge,” he said.
  They came. He pushed them, and they flew.
  (Apollinaire)

  As we stand at the edge of these challenging years, gazing out into its uncharted expanse, some of us feel as if we are stepping out onto a launching pad; others feel at the brink of an abyss. Some see the challenges and the marvels to come and are exhilarated; some see only the certainty of change and its uncertain outcomes and are apprehensive. How amazing it is to note that many instructional materials, textbooks, in particular remained as they were.

  This book is a response to the challenge of writing a newer book in the humanities course. It includes features to aid the students in the understanding of the subject.

  A. Each chapter has the following features to help both the instructor and the student.1

  1. An overview of the chapter
  2. Learning objectives
  3. Key words for understanding
  4. Aids for study
  5. Exercises

  B. Chapters on the different art forms include the following features:

  1. Historical development of the art form
  2. Emphasis on Philippine art
  3. Discussion of Art and Society
  4. Inclusion of websites

  C. Optional chapters for alternative approach in teaching humanities are included:

  1. Functions Of Art (Chapter 3)
  2. Art Theories (Chapter4)
  3. Photography (Chapter 16)
  4. Discipline-based Art Education (Chapter 17)

  D. Instead of including an introductory discussion on literature as an Art, the authors focused on specific literary form— Drama. This is not to underestimate the other literary forms suck as poetry, novels, short stories, etc. Drama 15 a literary form almost within man's existence.

  E. Powerpoint Presentation of selected topics are available for teachers as supplementary materials upon request.

  These features, hopefully give this book an edge!
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  Intorduction to Microeconomics

  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.