Download sb obj. 10.02 notes

NAME: _____________________________
PERIOD: _____________________________
DATE: _____________________________
SMALL BUSINESS
OBJECTIVE 10.02
PROMOTION
1.
2.
Describe the elements that make up the _______________________ mix.
____________________________: Any form of ___________________ a
business or organization uses to inform, ___________________, or remind
consumers about its products/services.
3. Product _______________________: Used to persuade consumers to buy a
particular product or ___________________.
4. Institutional promotion: Used to create a favorable image of the business in the
____________ of the consumers instead of promoting a _______________ product
or service.
5. Promotional _________________: The combination or ____________ of the
different types of promotion.
__________________: Agencies, means, or instruments used to promote
________________ to the public.
6. Elements of the promotional mix: ____________________, personal selling,
publicity/public relations, ______________ promotion
7. Advertising: Any ______________ form of non-personal ____________of ideas,
goods, or services.
8. Types of Advertising—Promotional Advertising: ____________________
designed to increase sales of products and services.
Institutional Advertising: Promotion designed to create a __________________
image and ___________________ for a business or organization.
9. Categories of Advertising Media--________________ Media: Newspapers,
_____________________, direct mail, signs, billboards
______________________ Media: Radio and ____________
_______________________: Inexpensive, useful items with advertiser’s
__________________ printed on them
___________________: An advertising message placed on the
__________________
________________ Media: Directory advertising, motion picture theater
advertising, __________________ arena advertising, public transportation, street
banners, and many others including ___________________
10. Advantages: Large number of __________________, high rate of exposure
Messages can be controlled by __________________
Disadvantages: May not be able to select a ________________ target market
Some media are too ___________________
Message too ______________ to get the point across
11. ____________________ selling: The form of promotion that uses planned,
__________________ communication in order to ________________ purchase
decisions and to ensure satisfaction.
12. Types of personal selling: ________________ selling, business to business selling
and telemarketing
13. Characteristics of an effective salesperson: Product __________________, selling
______________, positive personal _________________, communication
_________________
14. Steps in the selling process:
Prospecting/____________________
Approach
Determining _____________
Product presentation/demos
Overcoming _________________
_______________ the sale
Suggestion selling
Relationship building
15. Advantages: Easier to _______________ purchasing
__________________ feedback
Disadvantages: The most _______________ form of promotion
16. Public Relations: An activity designed to create a _________________ image
toward a business, its products or its policies
Publicity: Information that is provided to the _________________ by the
_____________ or other sources at _________ cost to the business.
17. Characteristics of Publicity:
Can be ___________________ or negative
Has _____________________ because people believe the media is objective and
presents facts
Reaches ___________ audiences because a large number of people follow the
___________
Is intended to _________________ rather than to sell
Does not have an __________________ sponsor
Cannot be ____________________ by the business
Does have costs when a business engages staff to ______________ news releases
for the media
18. Types of Publicity Tools:
Fact _____________
News ___________________
Press conference
Press kit
Captioned _______________________
19. Advantages: Helps to create a ______________ image
Fosters good ________________ relations
Disadvantages: Inaccurate or _______________ information could be released
20. Sales Promotion: ______________________ that includes all activities other than
advertising, personal selling, ____________________, and public relations used to
increase consumer ______________________.
21. Objectives of Sales Promotion: _______________________ demand and stimulate
sales
____________________ customers about new/or improved products
Create _________________ business image
22. Trade Promotions
Slotting allowances: Money paid by a ______________________ to the retailer for
________________ a product in the store
___________________ allowance: Price discount given by a manufacturer to
__________________ the desire of a wholesaler or retailer to purchase the product.
Trade shows: Provide the manufacturer a _____________________ to introduce
new items and to gain support for new and existing products.
Sales ________________________/contests: ____________________ given to
sales persons for meeting or exceeding sales goals.
23. Consumer Sales Promotions: Premiums, ______________________, product
samples, promotional tie-ins, _________________ placement, visual merchandising
and display
24. Advantages: Stimulates sales
Raises consumer ________________
Disadvantages: ________________ involved in promotion
Negative attitudes toward some ___________________
Examples: _________________ cards (Ingles Advantage Card)