Chapter 12 mktg 24
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This document discusses various promotion methods for small businesses. It outlines established and newly created customer demand and how promotion can influence both. The main promotion methods covered are advertising, personal selling, publicity, and sales promotion. Advertising media and types are defined. Personal selling discusses the sales process and types of salespeople. Publicity differentiates between paid advertising and unpaid media coverage. Sales promotion examples temporary incentives to increase sales like discounts, samples, and contests. Word of mouth is also highlighted as a key promotion method.
Chapter 12 mktg 24
- 1. ENTREPRENEURSHIP CHAPTER 12 Mark Jason P. Garingarao Von Juvicel B. Tabogon
- 2. PROMOTING THE SMALL BUSINESS • Identifying the target market, makes concrete moves to convince prospective customers to pruchase the what is selling.
- 3. PROMOTION • Is and how achieve sales and profit ibjectives. • Persuade prospective customers.
- 4. PROMOTION AND CUSTOMER DEMAND • Little promotional effort brings large increase in customer demand this result will depend on the nature of product or service.
- 5. Types of Customer Demand • Established Demand – Positive experience with the firm’s products; – The convenient location of the firm; and – The attractive appearance of the firm. • Even without promotion demand will materialize • Newly created Demand – Successful promotional made by firms creat new demand.
- 6. Methods of Promotion • Small Business – Advertising – Personal Selling – Publicity – Sales Promotion – Word of Mouth
- 7. ADVERTISING • Motivate prospective customers – Types of Advertising • Retail Advertising • Service Advertising • Trade Advertising • Industrial Advertising • Institutional Advertising
- 8. ADVERTISING • Types of Advertising Media • Television • Radio • Newspapers • Billboards • Direct Mail
- 9. PERSONAL SELLING • Promotion that direct, personal, and face to face.
- 10. Types of Sales Person Current Order Customer New Getters Business Field SALES Order Order Inside PROMOTION Takers Order Missionary Support Trade Personnel Technical
- 11. THE SELLING PROCESS • Prospecting. Involves researching potential buyers. • Qualifying. Must be considered. – The ability to pay, and – The willingness to listen to a sales message.
- 12. PUBLICITY • Appearing in print, broadcast, or electronic media and not paid for by the firm. – Types of Publicity • News publicity – Spontaneous news publicity. Accidents – Planned news publicity. Promotion • Business features articles. Business Magazines • Service features articles. Charity Works • Finance release. Stories appears in buisness sections • Product release. New products improvements aimed at all forms of media for publicity
- 13. PUBLICITY • Pictorial Releases. Illustrations • Background Editorial Releases. Media writers and editors • Emergency publicity. Special Media
- 14. SALES PROMOTION • Publicity that increase sale through temporary sales incentives. – Major tools of sales promotion • Point of Purchase Display. Sellers attract attention, inform and persuade customers • Premium. Special incentives • Trading Stamps. Customer Value Card • Sampling. Free samples • Product Demonstration. Customers are given opportunity to observe product before purchasing • Retailer Coupons. Free item
- 15. SALES PROMOTION • Consumer Contest. Customer joining contest. • Sweepstakes. Purely games • Rebates. Return money based on proof of purchase • Trade Shows. Get leads on potential customers.
- 16. Word of Mouth • Positive attracts new customers and retains existing ones.