A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness

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 Rom...

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Main Authors: Amorsolo, Maria Consuelo, Dy, Eva Janelle, Lachica, Maria Lolita S., Tong, Melissa
Format: text
Language:English
Published: Animo Repository 1998
Online Access:https://animorepository.dlsu.edu.ph/etd_bachelors/16747
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_bachelors-172602021-12-11T02:10:28Z A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness Amorsolo, Maria Consuelo Dy, Eva Janelle Lachica, Maria Lolita S. Tong, Melissa 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. 1998-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_bachelors/16747 Bachelor's Theses English Animo Repository
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
description 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.
format text
author Amorsolo, Maria Consuelo
Dy, Eva Janelle
Lachica, Maria Lolita S.
Tong, Melissa
spellingShingle Amorsolo, Maria Consuelo
Dy, Eva Janelle
Lachica, Maria Lolita S.
Tong, Melissa
A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
author_facet Amorsolo, Maria Consuelo
Dy, Eva Janelle
Lachica, Maria Lolita S.
Tong, Melissa
author_sort Amorsolo, Maria Consuelo
title A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
title_short A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
title_full A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
title_fullStr A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
title_full_unstemmed A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness
title_sort study on the marketing effort that denmar publishing corporation can implement to gain competitiveness
publisher Animo Repository
publishDate 1998
url https://animorepository.dlsu.edu.ph/etd_bachelors/16747
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