Marketing for Entrepreneurs : Concepts and Applications for New Ventures

by Frederick G. Crane

• ISBN13: 9781412953474
• ISBN10: 1412953472
• Format: Paperback
• Copyright: 2009-09-16
• Publisher: SAGE Publications, Inc

Summary

What every entrepreneur needs to know about marketing a new venture This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits. Key Features Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures. Unique Focus: The author looks beyond the '¿¿4Ps'¿¿ to address forces in the external marketing environment. Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing in the development and promotion of new products and services, including opportunity assessment, research, understanding customers and competitors, branding, pricing, and creating a market plan. Pedagogical Highlights Entrepreneurial Marketing Spotlights illustrate how successful entrepreneurs use contemporary marketing techniques, providing real-life examples for readers. Entrepreneurial Exercises encourage readers to apply what they have learned, promoting deeper understanding and retention. Key Takeaways summarize material covered in the chapter, allowing students time to review before advancing in the text.

Table of Contents

Marketing in an Entrepreneurial Context

Marketing: Defined

The Seven Steps in the Marketing Process

Using marketing to discover and satisfy customer needs

The 5Ps for product-based ventures and 8Ps of service-based ventures

Finding and Evaluating the Right Marketing Opportunity

Characteristics of a good opportunity

Using Marketing Research to Ensure Entrepreneurial Success

Marketing research as success insurance: reducing venture failure rates

Types of marketing research

Understanding Customers and Competitors

Understanding the customer

Understanding competition

Segmenting, Targeting, and Positioning

Ways to segment consumer and business markets

Selecting target segments

Positioning

Developing New Products and Services

Types of new products and services

Characteristics of successful new products and services

The new product/service development process

Managing your products/services over their life cycles

Building and Sustaining the Entrepreneurial Brand

What is a brand?

The entrepreneurial branding process

Why is entrepreneurial branding important?

Entrepreneurial Branding strategies

Characteristics of a good brand

Entrepreneurial Pricing

The pricing parameters

Some entrepreneurial pricing advice

Entrepreneurial Channel Development and Supply Chain Management

Defining channels of distribution

Factors affecting channel choice

When to use intermediaries

When to go direct

When to use multi-channel marketing

Channel design considerations

Channel choice and development in a global context

Supply Chain management and marketing strategy

Entrepreneurial Promotion: Doing More With Less!

Developing integrated marketing communications (IMC)

The Communications Mix

Advertising; Public Relations; Sales Promotion; Personal Selling; and Direct marketing

Constructing an IMC Plan

Testing and Evaluating the Plan

Maximizing the IMC budget and impact of the communications

The Entrepreneurial Marketing Plan

The Anatomy of the entrepreneurial marketing plan

Planning and strategy lessons

Profitability and ROI Marketing

Sample Marketing Plan

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