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Marketing in an Entrepreneurial Context | |
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Marketing: Defined | |
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The Seven Steps in the Marketing Process | |
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Using marketing to discover and satisfy customer needs | |
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The 5Ps for product-based ventures and 8Ps of service-based ventures | |
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Finding and Evaluating the Right Marketing Opportunity | |
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Characteristics of a good opportunity | |
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Using Marketing Research to Ensure Entrepreneurial Success | |
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Marketing research as success insurance: reducing venture failure rates | |
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Types of marketing research | |
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Understanding Customers and Competitors | |
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Understanding the customer | |
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Understanding competition | |
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Segmenting, Targeting, and Positioning | |
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Ways to segment consumer and business markets | |
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Selecting target segments | |
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Positioning | |
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Developing New Products and Services | |
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Types of new products and services | |
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Characteristics of successful new products and services | |
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The new product/service development process | |
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Managing your products/services over their life cycles | |
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Building and Sustaining the Entrepreneurial Brand | |
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What is a brand? | |
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The entrepreneurial branding process | |
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Why is entrepreneurial branding important? | |
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Entrepreneurial Branding strategies | |
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Characteristics of a good brand | |
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Entrepreneurial Pricing | |
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The pricing parameters | |
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Some entrepreneurial pricing advice | |
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Entrepreneurial Channel Development and Supply Chain Management | |
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Defining channels of distribution | |
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Factors affecting channel choice | |
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When to use intermediaries | |
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When to go direct | |
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When to use multi-channel marketing | |
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Channel design considerations | |
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Channel choice and development in a global context | |
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Supply Chain management and marketing strategy | |
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Entrepreneurial Promotion: Doing More With Less! | |
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Developing integrated marketing communications (IMC) | |
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The Communications Mix | |
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Advertising; Public Relations; Sales Promotion; Personal Selling; and Direct marketing | |
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Constructing an IMC Plan | |
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Testing and Evaluating the Plan | |
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Maximizing the IMC budget and impact of the communications | |
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The Entrepreneurial Marketing Plan | |
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The Anatomy of the entrepreneurial marketing plan | |
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Planning and strategy lessons | |
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Profitability and ROI Marketing | |
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Sample Marketing Plan | |