SWOT ANALYSIS – are internal and external
factors that affect a business. It is a strategic
planning tool to evaluate the strengths,
weaknesses, opportunities, and threats
associated with a business venture in pursuit of
an objective or goal.
Marketing Mix
 PRODUCT - refers to any goods or
services that are produced to meet the
customers’ needs.
 PLACE - represents the location where
the buyer and seller exchange goods or
services.
 PRICE - the value of money in exchange
for a product or service.
 PROMOTION - refers to the complete
set of activities, which communicate the
product to the customers.
 PEOPLE - refers to anyone who comes
contact with you customers.
 PACKAGING - refers to the outside
appearance of a product.
 POSITIONING - refers to a process used
by marketers to create an image in the
minds of a target market.
WAYS TO PROMOTE YOUR BUSINESS
 PUBLIC RELATIONS - the management
of communications about a product to
influence public perception.
 SOCIAL MEDIA – promoting businesses
through the use of social media
platforms like fb, twitter, etc.
 EMAIL MARKETING - a form of direct
marketing that uses email to promote
your business.
 PROMOTIONAL VIDEO - is a business
video with the intent to promote your
products and services to customers.
 POINT OF PURCHASE - is the area of a
store which is planned and designed to
capture the attention of potential
buyers.
ADVERTISING APPEALS
EMOTIONAL CATEGORY
 PERSONAL APPEAL
 SOCIAL APPEAL
 FEAR APPEAL
 HUMOR APPEAL
 ENDORSEMENT APPEAL
 SEXUAL APPEAL
 ROMANTIC APPEAL
 YOUTH APPEAL
 ADVENTURE APPEAL
 POPULARITY APPEAL
 MUCIAL APPEAL
 EMPHATY APPEAL
 POTENTIAL APPEAL
 BRAND APPEAL
RATIONAL CATEGORY
 PAIN SOLUTION
 SCARCITY APPEAL
 STATISTICS APPEAL
 TESTIMONIAL APPEAL
 CONTRASTING APPEAL
 STATUS APPEAL
 TARNSPARENT APPEAL
 BEAUTY APPEAL
 NATURAL APPEAL
SOURCES OF CAPITAL
 FORMAL SOURCE - sourcing or
borrowing funds from organizations
duly authorized by the government
 INFORMAL SOURCE - these include the
entrepreneur’s parents, brothers, siters,
relatives, friends, suppliers, and other
fund providers outside the financial
system.
TYPES OF CAPITAL
 SHORT-TERM LOAN - borrowed funds
from short term creditors to be paid for
less than 1 year.
 INTERMEDIATE TERM LOAN - provides
capital for periods of one to five years
and is paid in monthly installments from
a company's cash flow.
 LONG TERM LOAN - borrowings having a
duration of more than five years.
1. MORTGAGE - the bank or financial
institutions where you borrowed money
can use your property as collateral.
2. BONDS - a form of indebtedness
which promises a fixed amount of
interest to the bond holders upon
maturity of the loan.
 EQUITY CAPITAL - entrepreneurs can
obtain equity by reinvesting the profit
and the business, investing more of
their funds, or taking people who are
willing to risk their money into their
business.
  THE RIGHT TO INFORMATION - the right to
MARKUP - difference between the cost of the item be protected against fraudulent/dishonest
and its selling price. or misleading advertising, labelling,
promotion, and the right to be given the
COST PRICE - amount of money that is spent to facts and information needed to make an
produce goods or services before any profit is informed choice.
added.  THE RIGHT TO CHOOSE - the right to choose
products at competitive prices with an
SELLING PRICE - amount of money a buyer pays for assurance of satisfactory quality.
a good or service.  THE RIGHT TO REPRESENTATION - the right
to express consumer interests in the making
INITIAL MARKUP – difference between the original and execution of government policies.
price and the cost whether an item was sold or  THE RIGHT TO REDRESS - the right to be
unsold. compensated for misrepresentation,
shoddy goods or unsatisfactory services.
MAINTAINED MARKUP – difference between the  THE RIGHT TO CONSUMER EDUCATION -
actual selling price and the cost after an item was the right to acquire the knowledge and skills
sold. necessary to be an informed consumer.
 THE RIGHT TO A HEALTHY ENVIRONMENT -
MARKDOWN – difference between the original the right to live and work in an environment
selling price and the new selling price. which is neither threatening nor dangerous,
and which permits a life of dignity and well-
being.
BASIC OR GENERAL FORMULAS
CONSUMER RESPONSIBILITIES
SP = MU + C
MU = S – C  CRITICAL AWARENESS - responsibility to be
C = S – MU more alert and questioning about the use
and the price and quality of goods
MARKUP ON SELLING PRICE and services we use.
 ACTION - responsibility to assert ourselves
MU = R x S and act to ensure that we get a fair deal.
R = M / S x 100  SOCIAL CONCERN - responsibility to be
SP = M / R aware of the impact of our consumption on
other citizens, especially the poor.
MARKUP ON COST  ENVIRONMENTAL AWARENESS -
responsibility to understand the
MU = R x C environmental consequences of our
R = M / C x 100 consumption.
C=M/R  SOLIDARITY - responsibility to organize
together as consumers to develop the
MARKDOWN strength and influence to promote and
protect our interests.
Md = OSP – NSP
Md = OSP – MdR
NSP = OSP – Md
MdR = Md / OSP x 100

CONSUMER RIGHTS AND RESPONSIBILITIES

RA NO. 7394 – Consumer Act of the Philippines

CONSUMER RIGHTS

 THE RIGHT TO BASIC NEEDS – the right to

buy cheap and quality products like
clothing, food, a neat house, education,
sanitation, and any other basic needs we
have.
 THE RIGHT TO SAFETY - the right to be
protected against the marketing of goods or
the provision of services that are hazardous
to health and life.