OBJECTIVES Upon completion of this chapter, you should be able to • define and state the objectives of personnel management. • list the characteristics of a good personnel manager. • list the characteristics of a good salesperson. • describe an effective sales procedure. KEY TERM personnel management THE IMPORTANCE OF HUMAN RELATIONS The owner or […]
Category: HORTICULTURE
Using Displays to Advertise
The business itself may be its own best advertisement. A customer who comes to buy one item may be encouraged to buy others if they are displayed freshly and attractively (Figure 22-8). In the jargon of the professionals, such displays are known as point-of-purchase advertising. Florists, garden centers, and retail nurseries may use or feature […]
Writing Descriptive Copy
The best way to obtain advertising copy that will make customers call or stop in is to hire a professional advertising agency. A small business often cannot afford professional assistance, however, so the owner or manager must either prepare the copy or provide the necessary information to the advertising staff of the newspaper or radio […]
Budgeting for Advertising
At the outset, the business owner must decide what percentage of the anticipated sales revenue will be spent on advertising. The percentage will vary with the financial condition of the business, the amount of competition in the market area, and the nature of the products or services sold. Multiplying the total anticipated sales for a […]
Promotion, Publicity, and Public Relations
A complete advertising program must include promotion, publicity, and public relations. Often, no clear distinctions can be drawn among them. In general, promotion is the range of activities whose purpose is to establish good will or further the growth of a firm. For example: • sending greeting cards, complimentary plants, or other gifts to important […]
The Advertising Media
The media through which a business can advertise are known to nearly everyone: newspapers, magazines, billboards, telephone directories, radio, and television. In addition, small businesses can utilize direct mail, handbills, display windows, county fairs, flower and garden shows, and a variety of other means. Advertising is a cost of doing business and must be budgeted […]
ADVERTISING THE BUSINESS
The purpose of advertising is to focus public attention on items or services that are for sale. Advertising is related to, but different from, promotion, publicity, and public relations. All are needed for the successful growth of any business. A modern horticultural business must advertise to retain old customers and add new ones. To be […]
LAWS AND REGULATIONS
Like all businesses, horticultural businesses are subject to regulation by all levels of government. Horticulturists may have an above-average number of laws and regulations to comply with, especially if they are involved in plant production. Some of the laws and regulations are described in Table 22-1. Laws and Regulations Affecting Horticulturists TABLE 22-1. Law or […]
BUILDING THE INVENTORY
Once a business is established and has earned a good credit rating with suppliers, it will have little difficulty obtaining materials and supplies as needed. A new business may encounter some problems at the outset, however. First, suppliers are wary of extending credit to someone who figure 22-3. An example of the staff organization in […]
ORGANIZATION PLANS
It is a good idea to plan the layout of the business on paper: how big each area and subarea are to be, and how each is to relate to the other. This physical plant layout plan should be made while the business isstill in the developmental stage. It allows the owner to think about […]