Practical use of various online tools by Business leaders who effectively utilize a range of online
tools can unlock new business prospects. Consumers increasingly rely on the Internet as a
dependable resource when making purchasing decisions. Leaders in business harness the Internet
not only for marketing and financial gains but also to strengthen communication, with online
sales platforms and social media advertising emerging as powerful avenues to access broader
markets and support business growth. In 2013, small businesses numbered 28.8 million, making
up 99.7% of all U.S. enterprises (U.S. Small Business Administration, 2016). As noted by Jones,
Borgman, and Ulusoy (2015), the growing adoption of Internet technologies by consumers opens
up new possibilities for businesses to connect with a larger audience through websites and social
media. Smith (2017) found that 69% of consumers use social media to share their experiences
with products and services. However, achieving success in online marketing requires investment
in quality content creation and building a follower base. The advantages of online marketing
include cost-effectiveness, the ability to target multiple demographic groups simultaneously,
providing convenient access to goods and services, and enabling customers to easily research
options to speed up their buying decisions. Additionally, online marketing allows businesses to
generate economic value by working collaboratively with stakeholders, customers, and
employees.
This theory was based on the The Marketing Mix Theory also known as 4 P’s of marketing
(McCarthy 1960) reviews the present marketing mix applies particularly to the marketing. This
theory provides ideas and information that might help marketers to pursue their marketing
practices. The most basic idea in marketing is the marketing mix,which is collection of
manageable marketing instruments that a business employs to elicit the intended response from
the target market. The phrase “marketing mix” was first used in a 1953 presidential address by
the American Marketing Association. "The ‘marketing mix’ framework is represented by the
four P’s: product, pricing strategy, distribution channels, and promotional methods." These are
the main components of a marketing strategy, as well as a way to put marketing strategy into
action. McCarthy (1960) proposed the four P’s initially according to Muala and Qurneh (2016),
researchers have now added three more factors to their explanation of the seven elements, or the
seven P’s: product, price, place, promotion, personnel, process, and tangible proof.
The researchers used descriptive-quantitative correlation design for gathering the data. Using
cross-selection data, this paper investigates the impact of membership benefits to the member
satisfaction of cooperative. Descriptive research as a quantitative research approach aims to
systematically collect measurable data from a defined population sample for statistical analysis.
The goal of descriptive research is to properly and thoroughly characterize a population,
situation, phenomena To investigate one or more variables, a descriptive research design may
utilize a variety of research methods (Billones SAQs 6). The researcher must be able to clearly
define, what he wants to measure and must find adequate methods for measuring it along with
clear cut definition he wants to study therefore it must be well planned (Kothari et al., 2019).
Sa data analysis
To present the demographic profile of the respondents in terms of Age, Gender, Level of
formal education, Occupation and Income, Frequency and Percentage Distribution will be
used.
To present the Marketing factors in terms of STP Strategy, Segmentation, Targeting,
Positioning, 4P Strategy, Product, Price, Place, Promotion, Mean and Standard Deviation will be
used.
To present the Sales Performance of the Oyster Based on the Marketing Factors, Mean
and Standard Deviation will be used.
To determine if there is a significant relationship between Marketing Factors and sales
performance for small scale Oyster farmers in Himamaylan City, Spearman Rho
Correlation will be used.
References for
De Jesus, F. S., & Villanueva, W. C. (2022). The Correlation of 4Ps of
Marketing in the Business Performance of MSEs in Palayan City, Nueva
Ecija. IRA-International Journal of Education & Multidisciplinary Studies,
18(2), 35-52. [Link]
Mercado, J. L. L., Cañete, S. J. P., Tindoy, L. P. G., & Vergara, C. C. (2024).
Customer Profiling Among Milk Tea Shops: A Marketing Mix
Perspective. International Journal of Management and Education in Human
Development, 4(2), 1217–1223.
McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach.
Al-Badi, K. S. (2018). The Impact of Marketing Mix on the Competitive
Advantage of the SME Sector in the Al Buraimi Governorate in Oman.
Response Options:
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Online marketing strategies
STP Strategy Strongly Disagree Neutral Agre Strongly
Disagree Agree
e
[Link] identify different types of
customers for our oysters based on
location ( local or. out-of-town buyers).
[Link] consider age and income when
segmenting our online customers.
[Link] use customer buying behavior to
segment our market.
4. We adjust our online promotions
based on customer lifestyle or interests.
5. Our online marketing messages are
tailored for specific customer groups.
Contemporary online marketing strategies leverage digital tools such as social media
management platforms, SEO and keyword research software, content creation assistants, email
marketing automation, and analytics solutions to optimize campaigns and reach broader
audiences. For example, tools like Kontentino enable seamless social media scheduling, content
creation, and performance analytics across multiple platforms, streamlining collaboration and
boosting productivity. SEO tools such as SEMrush and Ahrefs provide actionable insights for
keyword research, competitor analysis, and backlink audits, helping businesses maintain strong
search engine visibility
