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BUSRES - Introduction

Marketing encompasses various activities aimed at creating value for customers, with sales promotion being a key component. Sweepstakes, a type of sales promotion, involve random prize giveaways and are often used by small to medium businesses to enhance market visibility. In the Philippines, the government temporarily suspended sweepstakes due to concerns over gambling and corruption, but operations resumed after a few months, allowing businesses to leverage this strategy for broader consumer engagement.

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Mary Joy Navales
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85 views1 page

BUSRES - Introduction

Marketing encompasses various activities aimed at creating value for customers, with sales promotion being a key component. Sweepstakes, a type of sales promotion, involve random prize giveaways and are often used by small to medium businesses to enhance market visibility. In the Philippines, the government temporarily suspended sweepstakes due to concerns over gambling and corruption, but operations resumed after a few months, allowing businesses to leverage this strategy for broader consumer engagement.

Uploaded by

Mary Joy Navales
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Introduction. Marketing has been evident throughout the whole duration of a business.

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large (AMA, 2017). With the said definition, marketing has different classifications, with sales
promotion being one of many. Sales promotion is any initiative undertaken by an organization to
promote an increase in sales, usage or trial of a product or service. In any type of business,
different sales promotions are simulated to achieve to goal of increasing a business’ sales report.
One of the types of sales promotion is sweepstakes, a promotional scheme in which prizes are
given to winners selected only by chance (at random) from the entries received. Similar with
raffles, sweepstakes are usually integrated in small to medium scale business enterprises to boost
a product’s market visibility. In the Philippine setting, when a normal Filipino hears the word,
“sweepstakes”, it relates to gambling at a low price to be able to win a jackpot prize that is as
high as 1-billion pesos.
In late July 2019, the Philippine government demanded the suspension of sweepstakes-related
games, concerning the rise of gambling and corruption in the country. Amidst the nationwide
suspension, the government showed no remorse as this became a solution to alienate the rising
number of corruption cases revolving around the government. However, operations have then
resumed after almost 2 to 3 months of suspension.
The concept of sweepstakes has then been used as a marketing strategy for consumers to be able
to experience different products provided by small to medium business enterprises as a way to
promote their rising business. Online stores emerging from social media sites such as Instagram
become abundant of using such strategy to spread the word of their brand. Because of this, it
results to a wider range of target market.

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