Page 25 - Bisiness Studies_Form_3

Business Studies for Secondary Schools
Activity 1.8
1. Visit a local market or business
area in your community, or identify
business owners in your school:
FOR ONLINE READING ONLY
(a) Interview at least three
business owners about the
promotional methods they
use to attract customers and
why. Also, ask them about the
effectiveness of the methods in
use and what challenges they
face in using them.
(b) Based on what you learned
from business owners in your
community, what promotional
methods do you plan to use for
your business idea, and why?
Exercise 1.4
1. Successful advertising requires
business owners to choose the right
media. Identify the key factors to
consider when selecting a medium.
2. There are several elements of
the promotion mix available to
marketers. Determine the factors
marketers should consider when
selecting the promotion mix.
People
The people element of the marketing
mix refers to the humans or employees
involved in service delivery. Employees
deliver promises that the business makes
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to its customers. They may enhance or
lower the level of satisfaction if they
perform or underperform. Employees act
on behalf of a business in the eyes of the
customers. Excellent customer service or
care highly depends on the actions of the
employees towards the customers. Just
like the owner, employees need to be
able to solve the problems that customers
have. Therefore, as a business person,
you need to offer training, provide good
working environments, and do anything
that will safeguard the contentment of
your employees. Excellent customer
service is a must for any brand operating
in today’s customer-centric market.
Many customers cannot separate the
product or service from the staff member
who provides it. Service employees
largely determine the level of customer
satisfaction.
It is critical to the success of the business’s
brand and the satisfaction of customers
that everyone who represents the business
is polite, professional, knowledgeable,
and fully trained. It also requires offering
superior before and after-sales services
and advice that adds value to the service
offering. These services will become
more important than price for customers
over time. To ensure that employees meet
customers’ expectations during service
delivery, business owners should recruit
good employees, train and motivate them.
Examples of people in the marketing
mix of a school are teachers, caretakers,
customer service representatives, sales
staff, and even the school’s culture and
brand personality.
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