Marketing strategies are ways of informing people aboutthe services and products of a business establishment and eventually raisingits competitiveness. It is an important tool in business to persuade more andmore prospective customers in order to be successful in the industry. Inaddition, marketing strategies is a technique that is designed and utilized bycompanies as a way of enhancing their brand perception as well as to encouragecustomers to use their products and services, thus resulting to increase insales (McFarlane, 2011).Globally,according to Webster, Malter, and Ganesen (2015), over the last decade, inparticular, there has been a marked fall-off in the influence, stature, andsignificance of the marketing department. Marketing is perceived to bedispersing and declining. They even commented that marketers must considerwhether the current theory of marketing is still relevant in a world of rapidchange.

Everything in the marketing concepts is being challenged and changed bya world of empowered consumers, heightened competition, globalization, advancesin technologies and the interdependencies of these forces. The currentmarketing thinking is bound by a set of mental models that governs marketingconcepts and practices.  In thePhilippines, companies pursue new marketing practices in order to attract morediscerning consumers. Armed with more purchasing power, Filipino consumersare now becoming more discerning, posing a greater challenge for companies toattract and retain them, according to the Philippine Marketing Association(PMA).

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Businesses also gainedinsight on the strategies that companies can apply to maximize increasedconsumer spending. Marketingpractitioners, on the other hand, provided insight on communication modesand strategies best suited for marketing.It was also noted that with the changing consumer demographics, manytraditional marketing tools are no longer applicable (Valencia,2013).             InDavao City, with the strong competitions of various tour agencies to attractand retain customers, different marketing practices have been observed toincrease sales and competitiveness. But, sad to say, there are also someopportunistic business entrepreneurs who utilized unethical marketing practicesjust in order to gain advantage and be more profitable compared to theircompetitors (Francisco, 2013). With theproblems hounding business establishments on how to attract customers topatronize them, the researchers were encouraged to conduct a study regardingthe factors that affect sales of Travel Advantage Tours. For the purposes ofthis study, the perspectives of the clients/customers will be used to determinefactors that affect sales of Travel Advantage Tours and the relationshipbetween the two variables.