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Looming wage hikes, fare increases signal overshooting inflation

PHILIPPINE STAR/ MICHAEL VARCAS

PRESSURE on the government to raise the minimum wage and grant higher fares to the transport industry will cause inflation to overshoot government targets, ING Bank-NV Manila Senior Economist Nicholas Antonio T. Mapa said in a note.

The looming increase in wages and fares, which are known as second-round effects after the prices of basic commodities like fuel and food rise, strengthens the case for inflation breaching the government’s 2-4% target band for a second straight year, Mr. Mapa said.

“Second-round effects beget additional price pressures such as wage and fare hikes, (which will) put more money in the hands of the consumer, which will fan even more price increases as Filipinos push up the prices of already-scarce items,” he added.

As oil prices continue to surge in response to the Russia-Ukraine war, petitions to increase the minimum fare are currently under review. A labor group has also urged the government to increase daily wage in Metro Manila by as much as P470.

Mr. Mapa said such pressures are signs that higher prices may not be transitory.

“Although private transport costs (account for) roughly 3% of the consumer price index basket, the sustained trudge higher of energy products is likely to ripple through to the rest of the consumer basket and more importantly on the Filipino consumer’s psyche,” he said.

Inflation currently remains within target at 3% in February. However, Bangko Sentral ng Pilipinas (BSP) Governor Benjamin E. Diokno has warned that rising oil prices may cause inflation to surpass the target by the second quarter, before slowing in the second half of 2022.

Mr. Diokno has said inflation could hit 4.7% under a scenario where the Dubai crude price, the benchmark for Asia, averages $140 per barrel this year. Dubai crude was $104.38 per barrel on Tuesday, according to Bloomberg. Last month, the central bank raised its inflation forecast to 3.7% from 3.4% previously amid the surge in oil prices.

Mr. Mapa added that the impact of rising wheat prices will also hurt consumers as the Philippines imports 100% of its wheat. He said Russia and Ukraine account for 20% of all wheat exports.

“With energy costs and the price of staples on the uptrend, we are seeing how countries are making a mad dash to secure stable supplies, with surging wheat prices driving a 20% increase in the cost of rough rice on the global markets,” Mr. Mapa said. 

As inflation risks become more pronounced, Mr. Mapa warned that the BSP may already be “behind the curve” as it remains dovish despite expected monetary policy tightening by the US Federal Reserve.

“Against the backdrop of a free-falling currency, a hawkish Fed and projections for an inflation target breach, we can at least say that monetary authorities are likely to struggle to contain the most important aspect of inflation targeting: anchoring inflation expectations,” he said.

The Monetary Board kept key policy rates at record lows in February. Mr. Diokno last week said that the authorities will continue to prioritize supporting economic recovery, but remain ready to respond when needed to address inflation risks.

The BSP will have its next policy review on March 24. — Luz Wendy T. Noble

BoI trials one-stop shop for Calabarzon investors ahead of expected FDI influx

THE Board of Investments (BoI) said it is conducting trials for a one-stop shop for investors seeking to locate in the Calabarzon region south and east of Metro Manila, in expectation of an increase in foreign direct investment (FDI) inflows following the recent approval of laws liberalizing some industries.

BoI Managing Head Ceferino S. Rodolfo added in a recent meeting with departments involved in investment promotion that they need to better coordinate their offerings and facilitate registrations and licensing to prepare for the new wave of investment.  

“With the uptick of the number of investors coming to the Philippines, it is indeed imperative for the members of the IPU (investment promotion unit) network to coordinate more closely,” Mr. Rodolfo said.

The hybrid one-stop shop for investors will be trialed in Calabarzon (Cavite, Laguna, Batangas, Rizal, Quezon) to jump-start the adoption of new tax incentive rules prescribed by Republic Act No. 11534 or the Corporate Recovery and Tax Incentives for Enterprises (CREATE) Act.  

The BoI said it has been conducting training sessions with local government units (LGUs) to boost awareness of business promotion and facilitation among LGU frontliners who may be receiving investment inquiries.

Meanwhile, Anti-Red Tape Authority Deputy Director General Ernesto V. Perez said government transactions need to be digitized “to have less human intervention throughout the process when applicants submit their documents.”

Some of the members of the IPU network are the Department of Trade and Industry (DTI), the Securities and Exchange Commission (SEC), the Bureau of Internal Revenue (BIR), the Department of Agriculture (DA), the Department of Environment and Natural Resources (DENR), and the Department of Finance (DoF).

“Since 2007, the IPU network has been committed to sustaining the government efforts in facilitating issues and concerns with prompt action, streamlining procedures, and having seamless coordination among its members to resolve all investment-related transactions with efficiency,” the BoI said.

The BoI has said that it registered P655.4 billion worth of investment approvals from 235 projects in 2021, missing the target of P905 billion. In 2022, the BoI’s target is P1 trillion worth of investment approvals. — Revin Mikhael D. Ochave  

Domestic trade declines 36.4% by value in fourth quarter

COMPANY HANDOUT

THE domestic goods trade declined 36.4% year on year by value in the fourth quarter to P105.86 billion, the Philippine Statistics Authority (PSA) said on Tuesday, with trade hampered by the effects of Typhoon Odette (international name: Rai) in December and as the quarantine restrictions on movement continued.

According to the PSA’s preliminary Commodity Flow in the Philippines report, the volume of trade in the fourth quarter declined 29.5% from a year earlier to 3.32 million tons.

Commodity flow includes all goods transported by water, air, and rail transport, with shipping accounting for the bulk of the commodities.

UnionBank of the Philippines, Inc. Chief Economist Ruben Carlo O. Asuncion had expected domestic trade to outperform in the fourth quarter as quarantine restrictions eased mid-quarter.

“There might have been a lag in the loosening of movement restrictions, meaning, easing is not immediately applied all over the country and the reopening of certain areas or provinces would largely depend on the (coronavirus disease 2019) situation,” he said by e-mail.

The second-strictest quarantine setting, Alert Level 4, was in force on Oct. 1-15, 2021, in Metro Manila and other parts of the country. The Alert Level was downgraded to 3 on Oct. 16-Nov. 15. Mobility curbs were further eased to Alert Level 2 until the end of December.

“Since domestic trade is largely over water (99.9%), the weather disturbance of December (i.e., Odette) may have been a factor. Finally, another reason for the contraction may be due to the fact that businesses may have already replenished their stocks earlier in anticipation of a rise in demand due to the reopening of the economy,” Mr. Asuncion added.

In mid-December, Typhoon Odette traversed Mindanao and the Visayas, leaving infrastructure and agriculture damage valued at P17.19 billion and P13.3 billion, respectively.

Nine out of 10 commodity categories monitored by the PSA reported a decline in trade by value. Machinery and transport equipment, which accounted for 30.7% of the value of domestic trade, amounted to P32.49 billion, down 12.1% year on year. By volume, machinery and transport equipment grew 5.2% to 374,618 tons.

Animal and vegetable oils, fats and waxes declined 89% by value to P217.83 million, roughly in line with volume decline of 85.6% to 6,627 tons.

Only two other categories saw increases in trade volume apart from machinery and transport equipment — crude materials, inedible, except fuels, which rose 35.5% to 331,844 tons, and food and live animals, which rose 6.7% to 1.13 million tons.

By value, crude materials, inedible, except fuels was the only category that recorded growth, coming in at P3.76 billion, up 30.3%.

The Eastern Visayas was the top source of commodities in the fourth quarter, with outflows amounting to P23.608 billion. It had a domestic trade surplus of P12.78 billion.

Meanwhile, the Caraga region — which includes Agusan del Norte, Agusan del Sur, Surigao del Norte, Surigao del Sur, the Dinagat Islands, and the city of Butuan — was the top destination of commodities. The region took in an inflow of P28.17 billion, for a trade deficit of P24.29 billion.

Mr. Asuncion added: “Consumer and business sentiment can impact domestic trade” in the months to come if oil prices are to remain above $100 per barrel (/bbl) as a result of the ongoing conflict between Russia and Ukraine.

“For the first quarter of 2022, there may be a slight impact as the price shock plays itself out. However, we know that global oil prices have somehow eased recently from a high of $139/bbl and now to $102/bbl, and this may continue to make prices volatile,” he said.

In late February, Russia invaded Ukraine. The conflict brought the European benchmark, Brent crude, surging past $100/bbl for the first time since 2014.

Mr. Asuncion expects an “improving” domestic economy as quarantine restrictions continued to ease further.

The capital region and various parts of the country were placed under Alert Level 3 in January following an Omicron-driven surge in new coronavirus infections. It was downgraded to Alert Level 2 in February then to Alert Level 1, the most relaxed setting, starting March. — Ana Olivia A. Tirona

Agricultural trade deficit widens 31.7% in Q4 to $2.35B

PHILSTAR FILE PHOTO

THE agricultural goods trade deficit widened 31.7% year on year to $2.35 billion in the fourth quarter, the Philippine Statistics Authority (PSA) said, citing preliminary data.

The PSA gave no totals for full-year trade.

In the third quarter of 2021, the deficit was $2.37 billion.

According to the fourth quarter data, imports tallied $4.16 billion, up 26.7% from a year earlier, while exports amounted to $1.82 billion, up 20.8%.

Total fourth-quarter trade in agricultural goods — or the sum of exports and imports — rose 24.9% year on year.

Cereals accounted for the largest share of fourth-quarter imports by value at $901.39 million, or 21.7% of the total.

Agricultural imports from the Association of Southeast Asian Nations (ASEAN) amounted to $1.53 billion or 17% of all goods imported from the region. Indonesia was the top source of farm goods with $483.75 million.

The top commodities imported from ASEAN were animal or vegetable fats and oils and their cleavage products; prepared edible fats; animal or vegetable waxes ($397.71 million), cereals ($347.05 million) and miscellaneous edible preparations ($324.60 million).

In the fourth quarter, the value of agricultural exports accounted for 9.6% of all exports.

The top export was edible fruits and nuts and peel of citrus fruit and melons, valued at $502 million or 27.6% of the total.

Exports to ASEAN amounted to $203.20 million in the fourth quarter, or 6.3% of total exports to the region. Malaysia was the top destination of agricultural exports in the region, accounting for $75.53 million.

The top commodities exported to ASEAN were animal or vegetable fats and oils and their cleavage products; prepared edible fats; animal or vegetable waxes ($62.53 million); tobacco and manufactured tobacco substitutes ($60.71 million), and preparations of cereals, flour, starch or milk; pastrycooks’ products ($17.63 million).

The Netherlands was the country’s top export destination in Europe with $240.61 million or 59.4% of all European shipments, while Spain was the leading source of European imports with $445.89 million or 17.5%. — Luisa Maria Jacinta C. Jocson

Incentives approved for P1.5-billion vessel plying Cebu-Cagayan route

TRANS-ASIA SHIPPING LINES, INC. FB PAGE

THE Fiscal Incentives Review Board (FIRB) approved tax incentives for a P1.5-billion roll-on, roll-off vessel which will serve both the passenger and cargo markets between Cebu City and Cagayan de Oro, the Department of Finance (DoF) said in a statement.

The DoF, whose Secretary, Carlos G. Dominguez III, chairs the FIRB, said the incentives include a four-year income tax holiday, five years of enhanced deductions, and 11 years of duty exemptions on imports. 

The statement did not identify the shipping line that applied for incentives. Mr. Dominguez subsequently named the applicant as Trans-Asia Shipping Lines, Inc., (TASLI) in a message to reporters.

TASLI is based in Cebu and currently operates a Cebu-Cagayan de Oro service four times a week, according to its website.

Trade Undersecretary and Board of Investments Managing Head Ceferino S. Rodolfo said incentives typically are granted because the expected benefits to the economy are likely to outweigh the revenue foregone by the government in waiving taxes.

In the case of incentives granted to a shipping line, the benefits to the broader economy include greater connectivity, improved competition in the shipping industry, and lower cargo costs, he added.

The new vessel will offer reduced travel time between the two ports, the DoF said. The current TASLI service takes nine and a half hours, according to the posted schedule for arrivals and departures on the shipping line’s website.

Trade Secretary and FIRB Co-Chair Ramon M. Lopez says that the project will “continue to generate revenue for the government even after the incentive period, which is a substantial economic benefit the FIRB considers in granting incentive applications.”

The new ship will also enhance the region’s attractiveness as a destination by promising greater passenger safety, welfare, and comfort, Mr. Lopez said.

Cebu is a key trading center in the Central Visayas while Cagayan de Oro is the economic center of Northern Mindanao, home to industry and gateway to the agricultural output of the hinterland.

Mr. Dominguez said the grant of tax incentives “aligns with the National Government’s aim to modernize transportation and to increase competition in the shipping industry in the Philippines.”

In 2021, the FIRB approved the tax incentives applications of five big-ticket projects from the manufacturing and mass housing industries, which took in combined investment capital of P119.5 billion. — Tobias Jared Tomas

Injured karateka Watanabe out of Hanoi SEAG

THE country will be without Tokyo Olympian karateka Kiyomi Watanabe in the Hanoi Southeast Asian (SEA) Games slated for May 12 to 23.

Philippine Judo Federation secretary-general Dave Carter bared the bad news on Tuesday as the 25-year-old’s absence would mean one less gold medal for the country since the Fil-Jap is a favorite after she delivered one of the three mints the Filipinos won in the last SEA Games two years ago.

Mr. Carter, however, said Ms. Watanabe has recovered fully from the ACL (anterior cruciate ligament) injury she sustained from years of practice and competition and is back to training by doing drills, running and form practice.

There is optimism though that Watanabe would make it to the Hangzhou Asian Games set on Sept. 10 to 25 where she is one of the favorites to strike gold.

Ms. Watanabe fought for the gold in the 2018 Jakarta Asiad in the women’s 63-kilogram finals but lost to Japanese Nami Nabekura. — Joey Villar

Leader Man City drops points at Palace to open door for Liverpool

LONDON — Leader Manchester City was held to a 0-0 draw at Crystal Palace on Monday as the Premier League title race took yet another dramatic twist.

With nearest challengers Liverpool having cut the gap to three points with their victory at Brighton & Hove Albion on Saturday, their eighth successive league win to remain in City’s rear-view mirror, the onus was the champions to respond.

City dominated in the first half at Selhurst Park, but could not find a breakthrough. The post was rattled in the opening period by Joao Cancelo and again after the break by Kevin De Bruyne as the visitors were left frustrated time and again.

Pep Guardiola’s men threw everything at Palace late on, but could not find a winner as they dropped two valuable points in their quest to make it four league titles in the last five seasons.

The stalemate means Liverpool can close to within one point of City if they win their game in hand against Arsenal on Wednesday, raising expectations the title race will go right to the wire.

“Luck doesn’t exist in football,” Guardiola told the BBC. “We have to score goals and we didn’t do it.

“We played to score goals and concede few. We struggled a little bit. The team that was there today was there before and will be there in the next game. I am very pleased with the performance and the way we played.”

City soon settled into their rhythm and dominated possession as they often do in South London, creating several promising early openings — Bernardo Silva missing the most glaring of them.

Defender Aymeric Laporte also seemed to have left his shooting boots at home as he blazed over with the goal at his mercy, reacting first to the rebound after Cancelo’s long-range shot had come out off the post.

Palace looked a danger on the break, with Wilfried Zaha firing wide from a good position, but otherwise it was one-way traffic, with City having 14 first-half efforts at goal.

The last side to stop City scoring in the Premier League was Palace in October, and another shutout was looking more likely as chances continued to come and go for City.

De Bruyne’s arrowing second-half strike seemed destined for the bottom corner but came out off the upright, with Mahrez denied by a brilliant stop from Palace goalkeeper Vicente Guaita from the rebound.

Silva almost got on the end of a fizzing low cross but arrived a fraction too late, with City putting a bit too much on passes, or taking an extra touch at key moments.

Palace dug in and held on as they stretched their unbeaten run to five games in all competitions to stay 11th, but it is those watching on Merseyside who will have celebrated this result more than anyone else.

“When you play against City, you have to concede chances,” Palace manager Patrick Vieira told the BBC. “It’s all about having your luck on the day but also putting in a shift as a team.

“We did that today. We fought for the luck and we got a point. We’re happy with the performance.” — Reuters

Smith survives wild final round to win Players and PGA Tour’s biggest winner’s purse

CAMERON Smith survived a wild week and a roller-coaster final round to claim a one-shot victory over Anirban Lahiri at the Players Championship on Monday and collect the Professional Golfers’ Association (PGA) Tour’s biggest payout, pocketing the winner’s check of $3.6 million.

Two shots back of front-running Lahiri going into the weather-delayed final round, the 28-year-old Australian held his nerve when needed, carding a six-under 66 for a winning total of 13-under 275 to capture his second title of the season and fifth of his career.

Lahiri closed with a 69, his disappointment eased by the $2.1-million second-place purse while Briton Paul Casey returned a final round 69 as well to finish two shots back alone in third.

“I felt as though one of these big ones was the next step for me,” said Smith. “I’ve knocked on the door a few times and I just felt like it was my time.

“I hit a lot of quality golf shots and didn’t really back down and just kept trying to make birdies.”

He made 10 of them in the final round, most with his putter one putting 13 holes.

Smith mounted an early charge rolling in a 38-foot monster putt for a birdie at the first and continued to ring them up registering five on his opening six holes.

But his round went off the rails with three straight bogeys from the seventh to wobble into the turn.

Smith’s Jekyll and Hyde round took another sudden twist with four consecutive birdies to start the back nine constructing what looked to be a comfortable three-shot cushion heading onto the 18th.

Lahiri, bidding to become just the second golfer from India to win on the PGA Tour, birdied the famous par-three 17th island green to trim the lead to two while ahead of him, Smith had found the water.

Smith took bogey at 18, leaving Lahiri needing a birdie at the last to force a playoff, coming up just short when his chip from 40 feet came to rest inches from the cup.

With torrential rains and raging winds hammering the TPC Sawgrass through the opening rounds, the PGA Tour’s flagship event became a test of endurance with a Monday finish and Smith proved he could go the distance claiming golf’s unofficial fifth major and the PGA Tour’s richest stop with a total prize purse of $20 million.

Dustin Johnson had the round of the day matching the course record with a nine-under 63 to climb up into a tie for ninth while world number one Jon Rahm closed out a tough week with a five-over 77 to finish well back, tied for 55th. — Reuters

Shock loss costs Medvedev no. 1 rank; Brooksby beats Tsitsipas at Indian Wells

DANIIL Medvedev lost his world number one ranking after a stunning 4-6, 6-3, 6-1 loss to Gael Monfils in the third round of Indian Wells on Monday, while fifth seed Stefanos Tsitsipas was eliminated by American Jenson Brooksby.

Monfils let out a roar as he secured the upset on the sixth match point in front of an adoring California crowd with a backhand winner to set up a meeting with Spanish teenager Carlos Alcaraz in the fourth round.

“I’m quite happy right now — I’m in my zone,” Monfils said. “I moved quite good and then I changed the speed quite a lot.”

The Frenchman handed Medvedev the break in the ninth game of the first set with a pair of double faults and two forehand errors, as the reigning US Open champion dropped just four points on his serve in the opener.

But Medvedev lost the momentum in the second set, unable to convert on five of six break point opportunities.

Monfils broke him in the fourth game with a backhand winner and again in the eighth with a fiery forehand.

Overcoming obvious exhaustion, Monfils won the first four games of the final set as Medvedev was unable to set up a single break point opportunity.

It was the first time in 13 years that the 35-year-old Monfils beat the number-one ranked player in the world.

Twenty-times Grand Slam winner Novak Djokovic will return to the top of the world rankings when they are updated next Monday.

Later on Monday, local hope Jenson Brooksby fought back from a set down to secure a shock win over world number five Stefanos Tsitsipas (1-6, 6-3, 6-2).

Tsitsipas got off to a flying start, breaking twice to claim the opening set, but Brooksby stormed back into the contest in the second set, winning the first three games to take a 3-0 lead, which he held onto to force a decider.

Brooksby carried his momentum into the final set, breaking twice in quick succession to go 4-0 up, before he served out to eliminate the 23-year-old Greek.

“I felt really good going into the match. I was hitting well, I thought I prepared well but yeah, I just got a little tight,” 43rd-ranked Brooksby said.

“I think I got a little bit in my own head (in the first set), but it’s a whole match. I breathed a little bit, I calmed down and I got myself to turn things around.”

Tsitsipas is the second top-10 player to have fallen at the hands of a young American in the tournament, with world number three Alexander Zverev crashing out after a 6-2, 4-6, 7-6(2) loss to Tommy Paul on Sunday.

Spaniard Rafa Nadal sent Daniel Evans packing with a routine 7-5, 6-3 win to extend his unbeaten streak in 2022 to 17-0 after winning a men’s record-breaking 21st Grand Slam title at the Australian Open.

Down an early break, Nadal leveled it in the eighth game and again broke Evans to close out the first set and seize the momentum.

He dropped just two first-serve points in the second set, breaking his opponent early and wrapping up his 400th Masters match win with a forehand winner before thrusting his hands in the air to cheers from the crowd.

He reaches the fourth round after staging a breath-taking, three-set comeback on Saturday against American Sebastian Korda and said after the match he was pleased to wrap up Monday’s affair in a tidier fashion.

“Happy to be able to keep going in the tournament,” Nadal said. “I think after a few games I have been playing better and better.”

Nadal will next face American Reilly Opelka, who beat 13th seed Denis Shapovalov (6-7(4), 6-4, 6-4).

Elsewhere on the men’s side, Alcaraz beat fellow Spaniard Roberto Bautista Agut (6-2, 6-0). — Reuters

Raptors jump on Lakers early, roll to victory

PASCAL Siakam had 27 points and 11 rebounds and the visiting Toronto Raptors led all the way to defeat the Los Angeles Lakers (114-103) on Monday night.

Siakam has scored at least 20 points in a career-best seven consecutive games.

Gary Trent, Jr. scored 28 points for the Raptors, who have won four straight and are 4-1 with one game to go on their six-game road trip.

Scottie Barnes had 15 of his 21 points in the first quarter for Toronto. Chris Boucher finished with 13 points, Precious Achiuwa had 10 points and 11 rebounds, and Fred VanVleet chipped in with 11 points.

LeBron James had 30 points and nine rebounds for the Lakers, who have lost two in a row and four of their past five. They fell 140-111 to the host Phoenix Suns on Sunday.

Talen Horton-Tucker added 20 points for the Lakers, and Russell Westbrook and Carmelo Anthony each had 14 points.

Toronto, up by 21 after the first quarter and by 18 half time, extended its lead to 28 in the third quarter and took a 20-point lead into the fourth.

James’ dunk had the Lakers within 15 points with 4:24 to play. Anthony made three free throws with 3:20 remaining, cutting the gap to 11. When James hit a 3-pointer with 2:19 to go, the margin was down to nine.

Trent made two free throws with 53.1 seconds to play, and the lead was back to 12.

Toronto led 33-12 after one quarter as the Lakers shot 3-for-25 from the field and trailed by as many as 24 points.

Malik Monk made a 3-pointer with 5:13 to play in the second quarter to cut the difference to 19. Westbrook’s layup moments later trimmed the lead to 17.

Anthony’s 3-pointer reduced the margin to 13 with 2:05 left in the first half. Toronto responded with a 9-4 surge and led 58-40 at half time.

The Lakers shot 12-for-45 (26.7%) from the field in the first half. Toronto shot 22-for-47 (46.8%).

Siakam’s 3-pointer with 8:46 to play in the third quarter restored Toronto’s 22-point lead. Trent made two free throws with 3:04 remaining in the quarter to stretch the advantage to 28.

Tucker-Horton finished the third quarter with a 3-pointer to cut Toronto’s lead to 91-71. — Reuters

Vaccine mandate

A roar erupted from the overflow crowd of 18,057 with 4:21 left in the second quarter of the Nets’ homestand against the Knicks. No, it wasn’t because Evan Fournier stood on the charity stripe for two shots. Rather, it was because Kyrie Irving, who had been hitherto been unable to trek to the Barclays Center because of prevailing health protocols in New York, emerged from the visitor’s tunnel and made his way to his courtside seat. No doubt, the surreal sight of the All-Star guard taking in the action but prevented from actually participating in it was not lost on them.

For all the illogic of the city government distinguishing Irving the Spectator from Irving the Player, there can be no going around the lifting of the vaccine mandate that enabled the former and the continued enforcement of the private sector mandate that restricted the latter. In any case, the Nets managed to avert disaster by prevailing over the otherwise-hapless Knicks, however barely, on the strength of an otherworldly effort from future Hall of Famer Kevin Durant.

Considering the admittedly ridiculous development that unfolded over the weekend, the criticism that went city mayor Eric Adams’ way was to be expected. Whether it was deserved, however, depends on perspective. The tug-of-war between economic and safety concerns will invariably bring about compromise. As Irving himself said, “It’s not an easy job to be the mayor of New York City. And with COVID looming, the vaccination mandates, everything going on in our world, with this war in the Ukraine, and everybody feeling it across America, I wouldn’t want to be in his shoes right now trying to delegate whether or not one basketball player can come and play at home.”

In other words, the world does not revolve around Irving. And while the public cheered when Durant called Adams to task for the seeming absurdity playing out on a nationally broadcast match, the Nets’ top dog would have been better off pressuring his teammate instead. The science behind vaccinations is clear, as is the central role Irving has taken in keeping the issue alive.

 

Anthony L. Cuaycong has been writing Courtside since BusinessWorld introduced a Sports section in 1994. He is a consultant on strategic planning, operations and Human Resources management, corporate communications, and business development.

Search engines help consumers navigate ‘messy middle’ of online shopping

UNSPLASH

By Patricia B. Mirasol, Reporter 

“The messy middle,” according to Google, is the space consumers navigate between triggers and purchases. A brand’s marketing success, per the search engine, depends on how well it learns how to navigate this “labyrinth of searches, ads, links, and clicks.”

When people are exposed to a purchase trigger — such as a billboard or a conversation with a friend — they begin the process of using a range of online sources to review their options, said Sapna Chadha, vice president for marketing for Google’s India, Southeast Asia, and South Asia markets.  

“At its core, the messy middle is fueled by emotional tensions that are looking to be resolved and is unique to every single person,” she said.  

Ms. Chadha herself switched from a known cosmetics brand to a number of new brands after she Googled professional looks for women, and ended up watching a video that discussed contouring, skin tone, and red lipsticks. 

“It’s also a really important thing to remember that there is rarely a right or wrong answer in these instances,” she said at a March 15 event by Google. “What’s right is different for every person.” 

According to Byron Sharp, a professor of marketing at marketing research center Ehrenberg-Bass Institute, people are very loyal. 

“Of the millions of brands we could buy, we keep going back to a few,” he said. “We’re not passionately in love with those brands, but we love being loyal because it makes our lives easy.” 

For people to be loyal to a brand, however, marketers need to make it available — in both the physical and mental sense. 

A brand’s mental availability refers to the probability that a buyer will notice, recognize, and/or think of a brand in buying situations. Physical availability, on the other hand, is the scope of a brand’s distribution, and how easy it is for consumers to purchase its products. 

“You think that sampling is effective, that if you give consumers a free product — and if it’s a good product — they should adopt it into their repertoire. But so often it doesn’t, because [sampling] doesn’t lay down the mental structures [for future purchases],” said Mr. Sharp. “Advertising needs to overlap with that physical availability both before and after purchase.”  

Search advertising helps by giving products digital availability, he said. It provides an opportunity for marketers for when consumers are in a buying mood, and adds touch points to a marketing campaign. 

Google holds 91.9% of the search engine market as of this January and was visited 82.6 billion times in February, according to dropshipping app Oberlo. 

“We’re in a world where we’re inundated with information,” said author and journalist Malcolm Gladwell, known for his bestsellers on pop psychology and behavioral economics. “We’re dealing with mysteries. You have a big mound of data in front of you. Now your job is to sift through that data, make sense of it, throw out what isn’t important, and zero in on what is. In the digital age, the problems we are faced with are — overwhelmingly — mysteries.”

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