Abstract
This paper stresses that, since the Philippines were controlled by many different countries over the course of its existence, it has adapted customs and traditions of many of these cultures. The author points out that the Filipino businessmen want to get to know the person before doing business; thereby, ensuring that negotiations will not begin until a friendly atmosphere is established. The paper underscores that respect in the Filipino culture is extremely important. The author relates that establishing Coca-Cola and its products as a family oriented line and incorporating aspects of respect, sharing the wealth among the community and old time values of friendship, youth, and enjoyment will best target the consumer. The paper includes a print advertisement, which shows that Coca Cola is the best and nothing but the best is expected in the Filipino culture.

Table of Contents:
Social Aspects
Population and Consumption
Transportation
Communications
Energy
General Culture Patterns
Business Customs and Practices
Family
Respect
Community
Superstition
Purchasing Decisions and Motives
Opinion Leaders and Influencing Buying Decisions
Purchasing Motives
Political
Major Political Trends
Government Structures, Organizations and Operations
Prevailing Political Philosophy
Principal Government Activities Which Directly Affect Your Business
Annual National Government Budget (Totals)
Political Policies
Economic
Introduction
GDP/GNP
Foreign Trade Budget
Government Expenditures and Personal Consumption
Agriculture Production
Industrial Production
Service Segment
Currency & Exchange Rates
Banking System & Financial Institutions
Labor Force
Incomes & Standard of Living
Mining & Natural Resources
Target Market
Competition
Legal
Entities
Intellectual Property Rights
Immigration & Employment Regulations for Foreigners
Corporate Taxation
Historical Development
Pre-Spanish Period
Spanish Period
American Period
Post-Independent Period
Geographic Summary
Philippines Distributors
Philippines Advertisement
Energy Consumption

From the Paper
"The Philippines has multiple forms of communication. 3.367 million (2005) Filipinos have landline telephones, and 41.6 million (2006) have mobile cellular phones. The telephone system is split between domestic and inter-island services and international and submarine cable services. The domestic and inter-island satellite services are adequate with 11 earth stations. The use of cell phones has had significant growth with around 10 cellular users per landline user. International and submarine services prove to be better than domestic services. 4.615 million (2005) people use the internet and 271,609 (2007) internet hosts."

Tags:consumption, respect, family, bayanihan, terrorist