A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
Date of Publication
1998
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
Denmar Publishing Corporation (DENMAR) is one of the many companies under the Eastern Group of Companies headed and owned by Marilyn Ong, The company has been publishing Tagalog Romance Novels (TRNs) for six (6) years. The company's carrier imprint is Moonlight Romance. Currently, Moonlight Romance is beset with tough competitors and an ongoing financial crisis. These threats emphasize the need for the company to assess its performance for the past years and update itself on the industry's strength in order to gain competitiveness.
This research is a descriptive study. Primary data were gathered by surveying TRN readers and interviewing current industry players. The proponents made use of a stratified random sampling technique to obtain the total number of respondents. Data gathered are analyzed by the use of mode, mean, weighted average and Pearson analysis.
In conclusion, the proponents were able to update the demographic and psychographic profile of TRN readers. Furthermore, the proponents have also determined the following: 1) how TRN readers evaluate Moonlight Romance in terms of its current marketing effort, 2) most effective distribution channel, 3) most effective promotional tool, 4) price sensitivity of TRN readers to TRN. Recommendations were presented based on the conclusions and implications made.
Abstract Format
html
Language
English
Format
Accession Number
TU09667
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
78 numb. leaves
Recommended Citation
Amorsolo, M., Dy, E., Lachica, M. S., & Tong, M. (1998). A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/16747