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Also, the matters contained in the following were written in accordance with the law, rules, and jurisprudence prevailing at the time of writing and posting, and do not include any future developments on the subject matter under discussion.
AT A GLANCE:
Proclamation No. 1135, s. 1973 declares the last week of July of every year as Marketing Week in the Philippines.
Recognizing the need to focus public attention on the importance of marketing in business and industry, as it is one of the avowed policies of the Government to promote our economy, Proclamation No. 1135, s. 1973 was issued declaring the last week of July as Marketing Week.
Proclamation No, 1135, s. 1973 states that:
“NOW, THEREFORE, I, ALEJANDRO MELCHOR, Executive Secretary, by order of His Excellency, FERDINAND E. MARCOS, President of the Philippines, do hereby declare the period from July 22 to 28, 1973, and every last week of July thereafter as Marketing Week in the Philippines under the auspices of the Philippine Marketing Association, the Chamber of Commerce of the Philippines, the Philippine Chamber of Industries, the Department of Trade and Tourism and the Board of Investments.” (Proclamation No, 1135, s. 1973)
It is the policy of the State to develop a self-reliant and independent national economy effectively controlled by Filipinos. (Section 19, Article II, 1987 Constitution)
Marketing has been defined as the process or technique of promoting, selling, and distributing a product or service. (“Marketing.” Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam-webster.com/dictionary/marketing.)
Synonymous to marketing is the term “advertising” which has been defined under Republic Act No. 7394 or the Consumer Protection Act of the Philippines as “the business of conceptualizing, presenting or making available to the public, through any form of mass media, fact, data or information about the attributes, features, quality or availability of consumer products, services or credit”. (Article 4, par. (b), Consumer Act of the Philippines)
Equally relevant is the concept of “sales promotion” which has been defined in the following manner:
“Sales Promotion means techniques intended for broad consumer participation which contain promises of gain such as prizes, in cash or in kind, as reward for the purchase of a product, security, service or winning in contest, game, tournament and other similar competitions which involve determination of winner/s and which utilize mass media or other widespread media of information. It also means techniques purely intended to increase the sales, patronage and/or goodwill of a product.” (Article 4, par. (bm), Consumer Act of the Philippines)
Read also: Philippines Business Week
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