CHERRY MAE L.

ENRIQUEZ
BSHM 4B
TOPIC 3

Activity 1. This activity is taken from the book authored by Josiah Go.
(Trends and marketing). The list below are trends that can be noticed
and observe once a market research is conducted. Classify each into
cultural, social, personal or psychological factors? What does it each
mean to the marketers?

1. The addictive habit of texting.

2. The rise of the number of single parents.
3. The trend towards late marriages and smaller families.
4. The growing popularity of network marketing
5. The frequent visit to malls as an instant “escape”
6. The vanishing breed known as housemaid.
7. The rise of stay home “housebands” looking after children and
house needs.
8. The upgrading role of music as surrogate companion.
9. The desire to take care of self.
10. The shifts towards deliveries.
Used the matrix below, for better presentation and uniformity among the
class.

Different Trends Factors What it meant to

marketers
The addictive habit of Psychological Marketers can reach
texting. consumers in their
home, at work, in the
car and anywhere they

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 happen to take their
devices—which, for
many, is everywhere.
As technology has
made communication
easy and life
convenient, it has
placed a two-by-
fiveinch glowing
screen at the center of
both.
The rise of the social Consumers want to
number of single see themselves
parents reflected in
advertising, and if you
continue with the
traditional narrative of
the nuclear family,
your customers will
feel more and more
estranged from your
marketing.

The trend towards late Social The marketing

marriages and smaller technique takes the
families. size of a person's
family into
consideration, along
with a potential
customer's age and

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 professional status
The growing Cultural Most of the people are
popularity of network tend to be engaged in
marketing social media
The frequent visit to Psychological It is called relaxing.
malls as an instant Escaping from your
“escape” problems is not bad.
People can always
satisfy themselves.
The vanishing breed Cultural Housemaids can
known as housemaid. possibly become
professionals.
The rise of stay home social Housebands are very
“housebands” looking much relying to the
after children and wife who is working.
house needs.
The upgrading role of Psychological Listening to your types
music as surrogate of music is such a very
companion. great time to unwind
and relax.
The desire to take Personal Taking care of yourself
care of self. is a must like taking
care of your love ones.
The shifts towards social To offer the best
deliveries. service and to reach
the customers
satisfaction.

Activity 2. (4Ps for Miss Saigon). This caselet is taken from the author
Gosiah Go. The “Miss Saigon” musical stage play premiered in 1991 with
the highest advanced ticket sales ever. By end 2000, over 70 million
people from 10 countries have seen the show which earned some
US$1.3 billion. Miss Saigon then came to the Philippines on October

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 2000 for a six month run at the Cultural Center of the Philippines casting
the original female lead actress, Ms Lea Salonga playing the role of KIM in
the original show. In the Philippine run, Lea Salongga was the main
attraction. Those who have never seen the show and even those who
watched the play abroad came to watch her. Lea Salonga performed to a
full house until Christmas eve of 2000 when the alternated Ces Campus
and understudy Ima Castro took over the role of KIM.
Early on, it was acknowledge that the alternates of Miss Salonga
are not well known and may have tough time living up to the public’s
expectations. Thus, ticket sales may suffer. In the past shows abroad
without Miss SAlonga were able to stand on their own. Skeptics however,
were saying the situation is different for the Philippines is Lea’s home
country.
You are tasked with Marketing Saigon. What exactly will you do to
ensure an equally filled main theatre of the Cultural Center of the
Philippines during the time when the alternates take over the lead role.
Use the 4Ps as your guide by comparing the original and proposed plan.
4P With Leah Salongga Alternates of Lea
Salonga
Product Orchestra Aspects of love
Inspired theme
Placement Best Childhood Model and Best
Performer Actress to be the Miss
Saigon
Promotion Singer to Actress to Singer to Actress to
Artist Veteran Performer
Price $150,000 per week $85,000 per week

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