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Kalinangan Refereed Journal

Volume no. 15 | 2010/6
Issue no. 1


Title
INNOVATIVE MARKETING PRACTICES OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN THE PROVINCE OF BATANGAS
Author
JESUS P. BRIONES, DBM
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Abstract
The purpose of this research is to investigate the innovative marketing practices of SMEs in the Province of Batangas. One hundred ninety nine SME entrepreneurs from the cities of Batangas and Lipa served as participants to the study. The survey, conducted from October, 2007 to April, 2008, used a researcher-structured questionnaire. The data were analyzed using frequency and percentage distribution, mean, ranking, chi-square test, T-test, ANOVA and Scheffe’s test. It was found out that SMEs in the Province of Batangas develop innovative marketing strategies for them to gain a competitive advantage over their competitors. However, they tend to prioritize innovations of certain elements of the four P’s of marketing. The study also revealed that participating SMEs adopt more than one marketing strategy to become competitive. Among the four types of Porter’s generic strategies, the focus-cost leadership strategy is generally utilized by them most often. There are also factors hindering SMEs from innovating their marketing practices particularly communication failure, lack of fund, and staffing problems as the top three concerns.
Keywords
innovative marketing practices; small and medium enterprises (SMEs); competitive advantage; marketing mix; marketing strategies
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