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.