CHAPTER 12

Mark Jason P. GaringaraoVon Juvicel B. Tabogon

ENTREPRENEURSHIP

• Identifying the target market, makes concrete

moves to convince prospective customers to

pruchase the what is selling.

PROMOTING THE SMALL BUSINESS

• Is and how achieve sales and profit ibjectives.

• Persuade prospective customers.

PROMOTION

• Little promotional effort brings large

increase in customer demand

this result will depend on the

nature of product or service.

PROMOTION AND 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.

Types of Customer Demand

• Small Business– Advertising– Personal Selling– Publicity– Sales Promotion– Word of Mouth

Methods of Promotion

• Motivate prospective customers– Types of Advertising• Retail Advertising• Service Advertising• Trade Advertising• Industrial Advertising• Institutional

Advertising

ADVERTISING

• Types of Advertising Media

• Television• Radio• Newspapers• Billboards• Direct Mail

ADVERTISING

• Promotion that direct, personal, and

face to face.

PERSONAL SELLING

SALESPROMOTION

OrderGetters

OrderTakers

SupportPersonnel

Technical

Trade

Missionary

InsideOrder

FieldOrder

NewBusiness

CurrentCustomer

Types of Sales Person

• Prospecting. Involves researching potential buyers.

• Qualifying. Must be considered.– The ability to pay, and– The willingness to

listen to a sales message.

THE SELLING PROCESS

• 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

PUBLICITY

• Pictorial Releases. Illustrations• Background Editorial

Releases. Media writers and editors• Emergency publicity.

Special Media

PUBLICITY

• 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

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.

SALES PROMOTION

• Positive attracts new customers and

retains existing ones.

Word of Mouth