Related Local Literature

According to Entre Pinoys Atbp  Ideas Philippines (2015), small firms are more likely to face numerous
problems and difficulties than larger ones. These businesses are more highly susceptible to difficulties in
attracting customers, attracting employees, business development, competing against larger companies,
and financing expansion. Businesses with a larger customer base tend to sell more goods and services
than those with a smaller customer base. Because of their established brands, high levels of customer
satisfaction, and superior value, larger businesses are able to offer more. Additionally, small businesses
are typically newly-opened establishments, which means that their marketing techniques are not quite on
par with those of large corporations. A local company is one that is privately owned and run, has a limited
number of employees, and generates a modest amount of revenue. Other criteria used to categorize small
businesses besides employee count include annual sales (turnover), asset value and net profit (balance
sheet), either separately or in a mixed definition. A local company is one that is privately owned and run,
has a limited number of employees, and generates a modest amount of revenue. Other criteria used to
categorize small businesses besides employee count include annual sales (turnover), asset value and net
profit (balance sheet), either separately or in a mixed definition.

Meeting customer needs and expectations is key to success in this industry. It is clear that the importance
of service quality in the success of firms business operations cannot be denied. This includes attracting
the attention of the targeted clientele, creating a desirable environment, and offering a wide variety of
services and amenities to satisfy customers. It is critical for management to comprehend precisely what
customers desire. The term "marketing mix" is used to describe the various decisions businesses must
make throughout the process of bringing a good or service to market. It entails precise product placement
for the intended audience, marketing initiatives, product packaging, branding, as well as the sponsorship
of reputable individuals who attest to the product claims and benefits. It is crucial in business because it
increases the likelihood that the organization will achieve consistent, ongoing success.

The provision of consumers with goods and services that meet their needs and satisfy their wants is a
crucial function of marketing, which goes far beyond just selling and advertising. The impact of
marketing also affects teenagers because they are very prone to purchasing what is currently in style, such
as clothing trends. Marketing allows us to be influenced as consumers by showing us a standard of living
that can be achieved or by offering opportunities to live a certain way. Teenagers also heavily depend on
their peers for advice on what to wear and where to go out to eat with their friends. Because they
obviously can't resist purchasing what they desire, it occasionally results in a loss of money. Because they
need to purchase daily necessities, others also run out of money. As a result, the set of skills you can learn
while studying marketing can boost your self-assurance and make you a more sought-after professional
who can market both yourself and your product or service in a way that no one else can. Promotion of
oneself is essential for success. Businesses can better serve their ideal customers or clients by educating
their prospects and those who are already familiar with them about what their products or services can do
to meet those needs. Marketers can develop and apply a marketing strategy with the help of marketing
education. Additionally, marketing education teaches marketers the value of marketing to their companies
and entrepreneurs the fundamentals of marketing strategy.

Allocating and coordinating marketing resources within a particular market effectively is the main goal of
marketing strategy. To keep the business going, a marketing plan that emphasizes the product mix should
be based on the market. The basis of the marketing plan is the marketing strategy. The Lipa College took
action in its ongoing effort to stay current and provide the community with better services. Additionally,
create institutions that are trustworthy and capable in order to continuously deliver high-quality
education. An organization's plan to achieve all of its promotional strategies is known as a marketing
strategy. In order to maximize profit potential and maintain the business, a solid marketing strategy
should be based on market research and concentrate on the ideal product mix. Customs brokerage
companies may encounter difficulties in their marketing strategies because services cannot be displayed
to target customers given that they sell services. Therefore, it would be interesting to learn if the
respondents to this study differ or have similarities in their marketing approaches, particularly in terms of
their service, price, location, and promotional strategies.
References:

Somocor, M. (2017). Marketing mix and service quality (servqual) attributes as determinants of customer
satisfaction in selected three star hotels in Davao city. International Journal of Contemporary Applied
Researches.

http://ijcar.net/assets/pdf/Vol4-No6-June2017/13.pdf

Soriano et al. (2018). Marketing strategies employed by lipa city college to senior high school student.
LCC Research Journals.

https://ejournals.ph/article.php?id=16671

Enriquez, L. Antaran, J & Baldoza, J. (2018). Marketing strategies of selected customs brokerage
companies in Parañaque City. College of Business Research Journal.

https://ejournals.ph/article.php?id=16689