8. Ethics...
At the end of the day, he only
had enough money to buy the
next day's products and some
rice plus canned goods for his
wife and seven children.
9. Ethics...
He admitted to us that he did
not finish his education and
found this line of work better
than quick-cash actions like
snatching, stealing and
swindling. These things he did
not stomach.
13. Ethics...
We found out the key following:
1. He bought more oil than food
2. He bought all his ingredients fresh daily.
3. Preparing the food was a family affair.
4. He had running water at home.
5. By the way he organized his wares, we gathered he
and his family were “masinop”.
6. He was selling lower than other vendors since he
thought people will buy more.
7. He poped-in unannounced wherever he went.
17. Ethics...
This what we told him:
That he paste on the side of his cart a
piece of paper we printed and laminated
for him and made sure that he complied
with what was on that piece of paper for
one month or else, he will not sell to us
anymore...
18. Ethics...
At this point we informed him
all of us are taking a risk. He,
complying with what was on
the piece of paper and we,
letting him sell.
19. Ethics...
It was an arrangement that if
went according to plan would
benefit all of us, we by helping
out and he by improving his
life.
20. Ethics...
He complied and after a month
we saw that there were more
customers buying from his
stall...
21. Ethics...
He complied and after a month
we saw that all the brand's
labels of his ingredients were
pealed off and stuck on a tiny
nail. The brands changed
depending on supply
availability.
22. Ethics...
He complied and after a month
more people bought Tok
Neneng at 4 pieces each
instead of 1 or 2 or 3.
23. Ethics...
He complied and after a month
and a half, people bought
gulaman, siomai, squid balls
and chicken balls.
24. Ethics...
He complied and after two
months late comers found that
his supply had run out and that
we saw him less daily.
27. Ethics...
That Christmas, we found
another guy doing exactly what
what we told the first one. The
new guy said everything on the
“menu” was “FREE!”
28. Ethics...
We thought, What?! We never
taught that before? What does
he want to do, go out of
business after all the good
things he had done? Where did
we go wrong?
29. Ethics...
Much to our relief and delight,
the new guy said that it was a
gift from our friend, as a thank
you for our help. He was busy
“visiting” a new area where he
starts first and then lets his
friends take over for a cut of
their profits.
32. Ethics...
The information we gave him that day on the laminated piece of paper read:
1. All items masarap! Fresh araw-araw!
2. Malinis, may tubig kami
3. Change oil daily
4. Tok Neneg, 4 for Php 10
5. Fish balls, Php 1 isa, 11 for Php 10
6. Gawa ng pamilya ko para sa inyo,
hanapin lang ang kart na kulay blu
7. Pwede mag-iskedyul
8. May management approval
34. WHAT IS MARKETING?
IT IS EVERYTHING YOU DO TO PROMOTE A
BUSINESS, IT IS A PROCESS OF CREATING A
CIRCLE OF REPEAT AND REFERAL CUSTOMERS
35. COMPARATIVE ANALYSIS
ETHICAL MARKETING
INVESTMENT COMPRISING OF TIME,
IMAGINATION AND KNOWLEDGE WITH CUSTOMER
BENEFITS IN MIND
VS. TRADITIONAL MARKETING
MONEY FIRST AS MAIN FORM OF INVESTMENT
WITH WHAT TO TAKE FROM THE CUSTOMER IN
MIND
41. COMPARATIVE ANALYSIS
ETHICAL MARKETING
ENLARGE CUSTOMER BASE, SET MORE TRANSACTIONS ANNUALLY, TAP
OWN CUSTOMER'S REFERALS AND ADD CUSTOMERS ONE AT A TIME
VS. TRADITIONAL MARKETING
GROW BUSINESS ONE CUSTOMER AT A TIME
45. COMPARATIVE ANALYSIS
ETHICAL MARKETING
CONSIDERS WHAT THE MARKETER CAN GIVE BEFORE ASKING WHAT
THE MARKETER CAN PROFIT FROM
VS. TRADITIONAL MARKETING
WHAT THE MARKETER CAN TAKE FROM THE CUSTOMER
50. COMPARATIVE ANALYSIS
ETHICAL MARKETING
HAS AN OBLIGATION TO SHOW RESPECT AND KNOWS EVERY DETAIL
MATTERS TO CUSTOMERS
VS. TRADITIONAL MARKETING
EVERY SALE FROM THE CUSTOMER MATTERS