Marketing Basics

Chapter 1: Marketing an Introduction

Inquirer is the leading broadsheet in the Philippines. In 2001, it launched Libre, a free tabloid distributed in the MRT-LRT area. It was an unprecedented move of a major daily giving away their newspaper on weekdays and recovering cost solely from advertising revenue. Visit the MRT-LRT site and discuss and explain your answers to the following:

a. What was the underserved and unserved market Inquirer was trying to tap? b. How strategic is the underserved and unserved market to them? c.

What are the other key activity changes of the Libre system vs. the traditional Inquirer system?

Chapter 2: Market Segmentation

Victoria Court Drive-in Hotel and Restaurant is a chain of full-service motels catering mostly to the upper income market segment. The traditional market for drive-in-hotels and motels are lovers who avail of one out of the many specially designed “theme” rooms (Japanese room, jungle room, oval office room, game room etc.) for three hours (now called wash-up time).

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In the early 1990’s, Victoria Court embarked on an aggressive campaign to attract two additional segments of the market: the husband and wife market and the party market. Their mission was to slowly transform their image by communicating to the public that their drive-in-hotels could be used predominantly for legitimate purposes such as for resting, or for group social occasions. They have also acquired Hotel La Corona affiliated with the Best Western international hotel group.

a. Identify the needs and wants of each of the three market segments targeted by Victoria Court? b.

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Who are their main competitors for each market segment?

c. Given the traditional image of motel, do you agree with the segmentation strategy utilized by the Victoria Court group? Why or why not?

Chapter 3: Marketing Mix: The 4Ps of Marketing, a property of Robinson’s Land, began test marketing its value hotel in May 2010 at its building along Edsa beside Robinson’s Pioneer Street. It has about 200 rooms in the Edsa site but has chosen to have 60 to 100 rooms in each of their subsequent sites in the provincial areas. Its pricing is unique because it utilizes the revenue management model of the airline industry where prices would vary depending on demand, in this case, occupancy numbers. Thus, a 16 to 22 square meter room can command a price as low as P388 plus value added tax (VAT), or as high as P3000 plus VAT, averaging about P1,550 plus Vat per room boasts of a comfortable bed with two types of pillows (hypoallergenic and chiropractic), a clean private bathroom with rain shower, free wifi, LCD TV, convenient location with safe surroundings secured by CCTV and safety cabinet. On its first month of its test market and despite using mostly viral marketing and press write ups to create awareness, it experienced an occupancy rate higher than most hotels – 60 to 80% on most days with two of those days fully booked, thus creating an innovative business model in the hotel industry with new basis of competition.

a. Who would be the target market attracted to the offer of b. Identify the marketing mix of and compare it with other value hotels. What are their strengths and weaknesses? c. How could offer an amazingly low price as low as P388 plus VAT per room night?

Chapter 4: Product Strategy: Product

In the fast food industry, one growth opportunity in the past was the introduction of the breakfast category. Fast food companies like Jollibee and McDonald’s would have a different menu for breakfast and lunch to “customize” its meal solution, during these two different meal times. However, lunch and dinner menu remains the same. a. Do consumers have the same or different dine-in behavior during lunch and dinner? b. If not the same, identify the difference.

c. What would you recommend to the fast food companies in order to improve their dinner sales and seat capacity usage?

Chapter 4: Product Strategy: Branding

Starbucks is a popular hangout for Gen X and Yuppies. Despite selling coffee and other baked products at higher prices than regular food stores, they were able to generate awareness and patronage thru word of mouth and publicity instead of relying on media advertising. In 2010, Starbucks in the USA tested then “Roy’s Street Coffee and Tea by Starbucks Corporation”, an innovative neighborhood coffee house that sells coffee, wine and beer, together with organic pastries, gourmet cheese and meat plates.

It’s an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 23,305 stores in 65 countries and territories, including 13,049 in the United States, 1,909 in China, 1,555 in Canada, 1,089 in Japan and 927 in the United Kingdom. Starbucks locations serve hot and cold beverages, whole-bean coffee. Most stores also sell pre-packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. Starbucks had been profitable as a local company in Seattle. By the time it expanded into California in 1991 it had become trendy. The first store outside the United States or Canada opened in Tokyo in 1996, and overseas stores now constitute almost one third of Starbucks' stores. The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 300 store closures in the United States since 2008. How the organization is organized

Starbucks Organizational Chart

Identify the activities of the functional areas
Functional areas: Each organization is radically different ways by the structures, rules, positions and recognized chains of dynamic structures in which the communications staff of the organization is divided into fixed and is expected instead to keep width according to requirement. The basic methods of the organization are the people on the basis of the methods according to geographical areas of the product Human resources: In Human Resources, they’re all about their partners. They have more than 500 partners working in groups such as Staffing, Learning and Development, Total Pay (Comp and Benefits), Organizational Development and Human Services. Each of us is a strategic partner to the business – no matter if we’re in a generalist or more specialist role. Together, we build programs that help our partners around the globe become their personal best. Finance: In Finance, they'll have the opportunity to work with their retail operations, consumer products and international businesses. Their team is a key part of continued growth and profitability. There are more than 500 professionals working in fields such as accounting, business unit finance, corporate development, finance services, internal audit, investor relations, tax and customs, treasury and risk management, and safety and security.

Marketing: Starbucks has a team of over 200 developing the strategy for all customer touch points in a Starbucks store and in the digital space. This includes campaigns for their products (like a favorite, the Pumpkin Spice Latte) or digital marketing campaigns like social media, promotions, as well as programs like Starbucks Card, CRM, ecommerce and mobile (Digital Ventures). Whether it’s on a mobile device or in one of their stores, they strive to deliver genuine moments of connection with their customers while driving transactions. One innovative thing they’ve done recently is partner with Square to launch mobile payments in their retail stores. Costumer Service: The Customer Service team receives and shares feedback that helps the company stand apart and grow. They listen to their customers and respond in kind. They analyze information and provide insights so that they continue to create inspired moments around the world every day. Sales: The Starbucks Sales team works with retailers all over the world to launch their products in places like grocery stores, airlines and school campuses. They even serve Starbucks Coffee at The White House, Pentagon and on Air Force One. Production: This group of people as a team for the products they produce. As each company has different departments and groups are divided by service.

Describe the relations between them

The relations between these functional areas you can see as a kind of tracking system. Because every department is helping the other one work, The
Human Recourses arranges everything inside the company and the opposite of that one is the department Marketing, they are looking for information outside the company. Eventually the marketing department can help the customer service to improve their service and the Human Recourses can help the Sales department and Production work better. Al last the Finance keeps everything around the company in control if it’s about the outcomes or revenue or the labor costs of the employers.

P4 Explain how their style of organization makes it possible for them to fulfil their purposes. The Starbucks Mission Statement:

Today, Starbucks Coffee Company has published two mission statements, one for the company and one that defines their commitment to the environment:

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” – Starbucks Coffee

“Starbucks is committed to a role of environmental leadership in all facets of our business.” – Starbucks Environmental Mission Statement

How the Organization Starbucks works Toward Its Mission

Starbucks works on a certain way to make their purposes work. This way requires a lot of planning and work. Below I mentioned how the organization is working to fulfil their purposes:

Our Coffee – High quality has always been the passion of Starbucks coffee, and hard work has been done to maintain and improve that. Our Partners – Everyone who works for Starbucks are partners because they all share a passion to create a place where everyone is treated to a standard that includes respect and dignity. Our Customers – Although Starbucks holds customer satisfaction through quality-made beverages as important, they also focus on the significance of human connection. Our Stores – The Starbucks mission statement also focuses on making their stores a “haven” for people to go to whenever necessary. Our Neighborhood – Starbucks considers their stores as part of the community it is in, and are very passionate about doing their part and being responsible about it. Our Shareholders – Starbucks believes that actions towards success rewards everyone involved in the company. Therefore, Starbucks is fully accountable to uphold its principles to the benefit of everyone connected with Starbucks. Onward – The Starbucks Mission Statement page leaves this without an explanation – but for good reason. The future may be unknown, but Starbucks regards it as important, and all decisions and actions have to contribute to making a better future for Starbucks and all its partners. Starbucks history has shown that having values, and practicing those values, will lead to success. ( All this information according to the Starbucks site itself)

This was an attempt to recapture the upscale market which they lost when it went mainstream with cheaper lattes and frappuccinos that are now by Starbucks is the 15th Avenue Coffee and Tea. Both stores are located in Seattle which is the headquarters of Starbucks. a. Where do you think Starbucks Corporation got the insight to offer these products under two newly branded stores and not in their regular Starbucks? b. If the “Roy’s Street” and “15th Avenue” coffee shops succeed, what is the implication to the Starbucks brand and its over 16,000 stores worldwide, including the Philippines?

Chapter 4: Product Strategy: Managing Product Lines

During the 2010 annual stockholders meeting of San Miguel Brewery, it was reported that while the per capital consumption of beer in Luzon is 40 liters per year, it is only liters annually in the Visayas and Mindanao region. San Miguel Brewery, already with about 96% market shares of the total beer industry as of 2010, wanted to expand annual sales from 1.5 billion liters to 2 billion liters by encouraging higher consumption in the Visayas and Mindanao are its various beer brands.

a. Investigate why Visayas and Mindanao consumption of beer is lagging far behind its Luzon counterpart. b. How can San Miguel Brewery use its various beer products to encourage higher consumption among underserved and unserved market in the Visayas and Mindanao area? c. How can San Miguel Brewery use its potential synergy with all its sister companies to increase beer demand in the Visayas and Mindanao area?

Chapter 4: Product Strategy: Green Marketing

Although having no nutritional value, Shark’s fin soup is a popular and much sought-after dish served in many Chinese restaurants. Shark’s fin dumplings are an equally popular dimsum item. Hong Kong, Taiwan and Singapore are the top three countries that trade shark fins and are the suppliers for Philippine Chinese restaurants. Each fin weighs about 100kg. coming from sharks that are about 50 to 60 meters long. Some fishermen would capture sharks, slice their fins off and toss them back to sea to die so they can save space on their boat. More countries are banning the fishing and trading of shark’s fin.

However, unless the trade of shark fin is totally stopped, sharks may become extinct, thus creating an imbalance in the ecosystem. To preserve sharks, one way is to encourage government to ban its trade. Another is to encourage restaurants not to serve them, and lastly, to campaign for customers not to consume them. All three options while challenging to do is not impossible if the readers of this book can do something individually or collectively about it. The essence of learning is not in knowing but in doing what needs to be done based on what we know. Devise and implement a campaign that will ensure the slow down if not absolutely stop shark’s fin trade and consumption in the Philippines.

Business Organization

Describe how two businesses are organized. Identify the activities of the functional areas, and describe the relations between them. The next organization I chose is Greenpeace.

About Greenpeace:

Greenpeace is an independent global campaigning organization that wants to change attitudes and behavior and they want to protect and conserve the environment and to promote peace by: (According to Accelerating an energy revolution to refer the number one threat facing our planet: climate change. Defending our oceans by challenging wasteful and destructive fishing, and creating a global network of marine reserves. Protecting the world's ancient forests and the animals, plants and people that depend on them. Working for disarmament and peace by tackling the causes of conflict and calling for the elimination of all nuclear weapons. Creating a toxic free future with safer alternatives to hazardous chemicals in today's products and manufacturing. Campaigning for sustainable agriculture by rejecting genetically engineered organisms, protecting biodiversity and encouraging socially responsible farming. Greenpeace is in 40 countries across Europe, the Americas, Asia, Africa and the Pacific. Greenpeace doesn’t want donations from governments or corporations but they get their money from contributions from individual supporters and foundation grants.

How the organization is organized

Identify the activities of the functional areas ( all this information according to the Greenpeace site itself) Human Recourses: The mission of the Human Resources (HR) department is to support Greenpeace’s strategic vision and goals by recruiting and retaining diverse, passionate and exceptional team members; providing proactive services that foster a friendly and collaborative work experience; administering policies and benefits that protect both staff and the organization; and promoting a strategic and interactive staff development program to aid staff in reaching their full potential.

The Human Resources intern will assist the HR department in reaching its goals through a combination of administrative support, research and project work. Marketing: The Direct Marketing team is an integral part of Greenpeace's Development Department, and is responsible for the management of fundraising for monthly and one-time donors at the $1-$499.99 level. The Direct Marketing team works with several out-of-house vendors to coordinate the mailing and telemarketing cultivation and solicitation of these donors. The team is also responsible for acquiring new donors, and for testing new methods of acquisition. Finance: Finance, Greenpeace's finance program, instrumentally increases the financial and political work of Greenpeace by raise new members on the street. Members of the finance department give monthly donations which support Greenpeace, online actions, phone banking, events and more. The Finance team provides administrative support to the Frontline program by tracking performance, liaising with other departments of Greenpeace, organizing, checking and submitting Finance payroll. The Finance intern will work closely with the Frontline Operations Team, the National Canvass Director, the Frontline Project Director, and the Frontline Training and Recruitment Coordinator and will report to a member of the Frontline Operations Team. Describe the relations between them.

Because Greenpeace is a non-profit organization they don’t really focus on having a lot customers and revenue. So they have a kind of basic system for
their organization. The relations between the functional is thereby very close to each other. Namely

The Human Resources takes care of the distribution into the company, That makes it possible that the people can do exactly there work what’s needed by the company. For example the marketing employers are so divided that they can do their work what is asked from the company.

P4 Explain how their style of organization makes it possible for them to fulfil their purposes. Greenpeace purposes:

Greenpeace has a couple purposes that they want to reach:
Halt climate change. Greenpeace, like most environmental organizations, places fighting global warming at the top of its list Protect oceans. Greenpeace is perhaps best known for its campaigns to protect whales and other large aquatic animals from hunters and trappers Save ancient forests. Logging and clear-cutting of ancient forests drive species of plants and animals toward extinction and threaten the lives of people whose survival depends on the forest's resources Achieve disarmament and peace. The world maintains an armory of 30,000 nuclear weapons, and several countries actively pursue the technology to develop even more. Reduce toxic materials in products. Many electronics and other products contain toxic chemicals and heavy metals that are difficult to dispose of and impossible to recycle. Encourage sustainable agriculture. Greenpeace believes genetically modified crops decrease biodiversity and pose a threat to the food supply.

This purposes can only be reached if the organization works together with each other, so Greenpeace has clearly purposes so it’s easy for them to work towards something. Because the Greenpeace doesn’t accepts money from the government it’s important for them that they make the Marketing work good, because they have to inspire and motivate people to donate money and support the organization. Greenpeace is already doing a good job at that because they’ve reached a lot of their purposes already. Next up is the Finance department: They make sure that the company spends their money at the right place so that they can full their purposes. It’s not only for their purposes but also for the employers who have to get paid eventually. Only on that way the can make the company work. Al last the most important part I think is the Human Resources the make sure that the Finance, Marketing, Production, Service departments are doing their job. And helps them further.

Updated: Jul 07, 2022
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Marketing Basics. (2016, Sep 15). Retrieved from

Marketing Basics essay
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