MARKETING
by Antonio C. Antonio
February 4, 2015
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large. Marketing remains to be one of the basic
upland problems.
“Marketing problems are brought about by the remote,
isolated and poor roads and accessibility.
These landscape characteristics account for marketing problems for
upland dwellers. Poor roads or the
non-existence of roads bring about the following ill effects: (1) Poor or
non-existent post-harvest facilities which do not add value to upland products;
(2) Improper handling of upland produce which results to wastage; (3) Lack of
strategic market information; and, (4) Low returns to upland farming
activities.” (Antonio, 2015, “Basic Upland Problems”, http://antonantonio.blogspot.com/2015/02/basic-upland-problems.html)
The four “M”s of a business plan --- therefore, (1)
Manpower, (2) Management/Manufacturing, (3) Materials/Money, and (4) Marketing
--- describes the essential components that should spell success to any business
or livelihood endeavour. Most of these
“M”s are considered part of the internal environment of the business/livelihood
enterprise… except for Marketing which is dictated by external market and
economic forces. But Marketing is the
component that brings back capital and financials to be re-infused in the
enterprise or livelihood venture and guarantee operational continuity. It becomes a bit worrisome when Marketing as
a influential success factor cannot be controlled and is dependent on external
factors. Marketing, therefore, can be
considered a vital component and its importance should be emphasized. Special and serious focus and concern should
be put into Marketing.
Upland livelihood activities are no different than most
business ventures in the lowland. Most economic and business management principles
apply… including marketing.
Just my little
thoughts…
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