TITLE: Cost-Effectiveness of Integrated Marketing in Small and Medium sized enterprises

(SMEs) in Muntinlupa City

THEORETICAL FRAMEWORK
In this study, the theoretical framework made a bigger impact and broader relation to the

study of the researchers. “Integrated Marketing Communications (IMC) Variables that Influence

Perceived Return on Investment (ROI) in higher education: Chief Marketing Officers’ perceptions”

by King (2013), this study today’s marketplace is changing, dynamic, complex and challenging.

Multiple forces are driving these changes: new product innovations, new niche markets, new

technologies, new media channels; pervasive social change, geo-political change; globalization,

consumerism and environmentalism (Aaker, 2014). With a total of 100 respondents, a

questionnaire study was done to know the cost-effectiveness of Integrated Marketing in Small and

Medium Sized Enterprises (SMEs) in Muntinlupa City. This paper aims to aims to determine the

Cost-Effectiveness of Integrated Marketing in terms of Brand Identity and Promotional Mix.

According to the conclusions of many writing audits, the criteria that should be examined are trust,

consumer interaction, benefit delivery, and guaranteeing security from programmers. (Vasantha

S. & Vintha K. (2018). After conducting survey research, the following issues must be addressed,

and this will provide a good sign that the research will undoubtedly be resolved and beneficial to

people The characteristics of business owners that are related to effectiveness of Integrated

Marketing includes demographic, financial, and personality traits. There is a substantial literature

on the influence of business characteristics on success in addition to the traits of business owners.

The impact of technology, operations, strategy, formality, and integration is covered in this work.

Integrated Marketing provides organizations with important opportunities through Brand Identity

and Promotional Mix. (Kerr, 2017). Finally, it will determine the significant effect between e-

payment methods and consumer demand.

 PAMANTASAN NG LUNGSOD NG
MUNTINLUPA

College of Business Administration

The Cost-Effectiveness of Integrated Marketing in Small and Medium sized

enterprises (SMEs) in Muntinlupa City

A Business Research presented to the faculty of

College of Business Administration
Pamantasan ng Lungsod ng Muntinlupa
Muntinlupa City

In Partial Fulfillment of the Degree of Bachelor of Science in Business Administration

Major in Marketing Management

By:

Balderama, Matt Aron J.

Base, Aaron Joshua T.
Cruz, Theodore A.
Manticahon, Sergio Jay P.
STATEMENT OF THE PROBLEM

1. What is the Demographic profile of the respondents in terms of:

1.1 age;

1.2 gender;

1.3 education;

1.4 experience;

2. What is the effectiveness of integrated marketing in SMEs in terms of:

2.1 Brand Identity;

2.2 Promotional Mix

3. Is there a significant difference among the cost-effectiveness of Integrated Marketing

of Small and Medium Sized Enterprises (SMEs) in Muntinlupa City?

 PAMANTASAN NG LUNGSOD NG
MUNTINLUPA

College of Business Administration

Dear Respondents,

Greetings!

We are the students of Pamantasan ng Lungsod ng Muntinlupa – College of Business

Administration majoring in Marketing Management, currently conducting a study on "The Cost-

Effectiveness of Integrated Marketing in Small and Medium sized enterprises (SMEs) in

Muntinlupa City” as part of our requirements in business research. In accordance with this, I

would like to request your assistance in completing this questionnaire to the best of your ability.

All collected data will be treated with strict confidentiality. Thank you so much in advance and

have a blessed day ahead!

Respectfully yours,

Balderama, Matt Aron J.

Base, Aaron Joshua T.

Cruz, Theodore A.

Manticahon, Sergio Jay P.

Name (Optional): ____________________________________

Instruction: Put a check (✔) in the circle that corresponds to your answer.
Part I: Demographic Profile of the Respondents
1. Age:
 18-25 years old
 26-33 years old
 34-41 years old
 42-49 years old
 50 years old and above

2. Gender:
 Male
 Female

3. Education (Highest Degree Completed)

 Elementary
 High School
 College Level
 Bachelor’s Degree
 Master’s Degree
 Professional Degree
 Doctorate

4. Experience
 With Business Experience Before
 No Business Experience Before

PART II: The effectiveness of integrated marketing in Small and Medium Sized Enterprises

4 – Highly Influence 3 – Influence 2 – Less Influence 1 – Not Influence

A Brand Identity 4 3 2 1
1 Do you easily recognize your product from other product?

2 Does using Brand helps identify the business?

3 Does your logo represent your brand?

4 Do your customer easily recognizes your brand?

5 Does you brand get recognize by your customer?

6 Does using logo, symbolism, design has an impact on your business?

7 Does it help differentiate products to other products?

8 Does your brand signify your business?

9 Does it help your customers to distinguish your business to one another?

10 Does your brand help you build an impression to the customers?

B Promotional Mix

1 Does using promotional mix helps advertise the business?

2 Do you recommend to other SMEs to use promotional mix?

3 Does promotional mix help you to attract customers?

4 Does using promotional mix benefits the business?

5 Do promotional mix assist in spreading words about the business?

6 Does it increase demand in the business?

7 Does it help you communicate with customers?

8 Does it help create image to the business?

9 Does it maintain the demand of the goods/services?

10 Does it help the business to promote effectively?