The Effectivesness of telemarketing in business operation Jimbern General Merchandize and Services and City financial in Imus, Cavite / by Rhea Lynn V. Saulog.

Thesis (Bachelor of Science in Business Management Major in Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management and Developmental Studies (CEMDS)

RHEA LYNN V. SAULOG The Effectiveness of Telemarketing in Business Operation (Jimbern General Merchandize and Services and Citi financial) in Imus, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Imus, Cavite . April 2008. Adviser: Mr. Zandro V. Zamora
Here in the Philippines much like in other countries, a telemarketing office or a call center is a place used to received and send large volume of requests through the use of the telephone as a medium of communication. Incidentally the call center business is now considered the fastest growing industry in the Philippines with thousands of telemarketing and customer service representatives currently employed in various companies. The author decided to conduct a study with the clients and telemarketers of Jimbern Merchandise and General Services and CitiFinancial in Imus as respondents with the end goal of knowing the effectiveness of telemarketing as a strategy in the business operation. The descriptive method was used in developing this study. The researcher visited several libraries here in Cavite and in Metro Manila for related reference materials previously done on telemarketing. Some of the topics cited in this study were found on the internet. The actual basis of the conclusion however depended much on the interviews with the subjects identified. Generally, supplying internet service got the most answers among the lists of products and services offered by telemarketers. Other answers provided by the clients during the survey include loan offerings, credit card promos and other minor sales proposals. Increased sales and further research on what is in demand' and popular simultaneous with turning prospective clients into first time customers and getting hold of repeat customers are the many tasks given to telemarketers. Apparently, this is where the effectiveness of telemarketing is being measured — in bringing out intended results. On the other hand, among the reasons why clients accommodate the cold calls made by telemarketers and eventually give in to telephone sales invitations are their penchant for adjustments in prices, extension of warranty, additional features that add value to the product, tested quality, perceived image of the brand and freebies. With all these, the researcher found out the importance of demographic profiles as one important determinant in establishing telemarketing's effectiveness. A careful study of the demographic profiles reveals that the offerings were based on a careful study of the market.
As a business strategy, telemarketing is regarded useful and effective since Jimbem and CitiFinancial continue to make sales. Despite the absence of person-to-person interaction and other perceived disadvantages of telemarketing being a new method in promoting sales, hundreds of closed transactions are recorded week after week. Furthermore, the research brought to light the preference of modem consumers. The clients are informed of the benefits of a product or service without having to leave their homes. Lessening the stress off the prospects like saving them time in traffic jams and other distraction in going to showrooms is a relief. Lastly, the clients are made acquainted with modern technology. Cold calls may be annoying to some but this all save the clients the constant worry of having to plan ahead or secure appointments several days for an actual showroom visit. Modem communication facilities have reduced the distance between companies’ and clients.

Submitted to the University Library 7/22/2008 T-3837