| |
| |
Preface | |
| |
| |
| |
Marketing in an Entrepreneurial Context | |
| |
| |
Marketing: Defined | |
| |
| |
The Seven Steps in the Marketing Process | |
| |
| |
Why Marketing in New Ventures Is Different | |
| |
| |
Using Marketing to Discover and Satisfy Customer Needs | |
| |
| |
The 5Ps of Product-Based Ventures | |
| |
| |
The 8Ps of Service-Based Ventures | |
| |
| |
Market Fulfillment Versus Market Creation | |
| |
| |
How Social Media Is Changing the Entrepreneurial Game | |
| |
| |
The External Marketing Environment | |
| |
| |
Five Forces in the Entrepreneurial Marketing Environment | |
| |
| |
Environmental Scanning | |
| |
| |
An Environmental Scan of the United States | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Finding and Evaluating the Right Marketing Opportunity | |
| |
| |
Opportunities Can Be Recognized, Discovered, or Created | |
| |
| |
Characteristics of a Good Opportunity | |
| |
| |
Finding Marketing Opportunities: Where to Look | |
| |
| |
Veiled/Niche Opportunities | |
| |
| |
Evaluating Marketing Opportunities | |
| |
| |
Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback | |
| |
| |
Opportunities and the Business Model | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Using Marketing Research to Ensure Entrepreneurial Success | |
| |
| |
Marketing Research: Defined | |
| |
| |
Types and Methods of Marketing Research | |
| |
| |
Secondary Data | |
| |
| |
Primary Data | |
| |
| |
Other Research Issues | |
| |
| |
Research Design | |
| |
| |
Sampling | |
| |
| |
Proper Data Collection and Analysis | |
| |
| |
Research Conclusions and Taking Action | |
| |
| |
Designing a Marketing Information System | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Understanding Customers and Competitors | |
| |
| |
Understanding the Customer | |
| |
| |
Psychological Influences | |
| |
| |
Sociocultural Influences | |
| |
| |
Situational Influences | |
| |
| |
Marketing Mix Influences | |
| |
| |
Business Customers | |
| |
| |
Key Differences and Key Similarities | |
| |
| |
Business Buying Criteria | |
| |
| |
They Buying Center | |
| |
| |
Understanding Competition | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Segmentation, Targeting, and Positioning | |
| |
| |
Market Segmentation | |
| |
| |
Questions Any Segmentation Analysis Must Answer | |
| |
| |
Additional Requirements for Effective Segmentation | |
| |
| |
Ways to Segment Markets | |
| |
| |
Selecting Target Segments | |
| |
| |
Positioning | |
| |
| |
Perceptual Mapping | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Developing New Products and Services | |
| |
| |
Types of New Products | |
| |
| |
Types of New Services | |
| |
| |
Characteristics of Successful New Products and Services | |
| |
| |
The New Product/Service Process | |
| |
| |
Idea Generation | |
| |
| |
Screening and Evaluation | |
| |
| |
Business Analysis | |
| |
| |
Development | |
| |
| |
Market Testing | |
| |
| |
Launch | |
| |
| |
Adoption and Diffusion of New Products and Services | |
| |
| |
Managing Your Products/Services Over Their Life Cycles | |
| |
| |
Consider a Different Approach to New Product/Service Development | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Building and Sustaining the Entrepreneurial Brand | |
| |
| |
What Is a Brand? | |
| |
| |
Why Is Entrepreneurial Branding Important? | |
| |
| |
Characteristics of a Good Brand | |
| |
| |
The Entrepreneurial Branding Process | |
| |
| |
Entrepreneurial Branding Strategies | |
| |
| |
Corporate Branding-Branded House | |
| |
| |
Individual Product/Service Branding-House of Brands | |
| |
| |
Hybrid Branding-Subbranding | |
| |
| |
Other Branding Options | |
| |
| |
The Importance of Brand Equity | |
| |
| |
Creating Brand Equity | |
| |
| |
Valuing Brand Equity | |
| |
| |
Key Takeaways | |
| |
| |
Kentrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Entrepreneurial Pricing | |
| |
| |
The Pricing Parameters | |
| |
| |
Cost-Based Pricing | |
| |
| |
Competition-Based Pricing | |
| |
| |
Customer-Based Pricing | |
| |
| |
Some Entrepreneurial Pricing Advice | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Entrepreneurial Channel Development and Supply Chain Management | |
| |
| |
Understanding Channels | |
| |
| |
Channel Options | |
| |
| |
Direct Channel | |
| |
| |
Indirect Channel | |
| |
| |
Multichannel | |
| |
| |
Channel Drivers | |
| |
| |
Choosing a Channel Strategy | |
| |
| |
Three Channel Design Imperatives | |
| |
| |
Formalized Channel Arrangements | |
| |
| |
Supply Chain Management | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
Entrepreneurical Promotions: Doing More With Less! | |
| |
| |
Promotion | |
| |
| |
The Role of Promotion | |
| |
| |
The Promotional Mix | |
| |
| |
Advertising | |
| |
| |
Public Relations | |
| |
| |
Sales Promotion | |
| |
| |
Personal Selling | |
| |
| |
Direct Marketing | |
| |
| |
The Integrated Promotion Plan | |
| |
| |
Target Audience | |
| |
| |
Promotion Objectives | |
| |
| |
Promotion Budget | |
| |
| |
Promotional Theme and Message | |
| |
| |
Promotional Mix | |
| |
| |
Execution | |
| |
| |
Control and Evaluation | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
| |
The Entrepreneurial Marketing Plan | |
| |
| |
Difference Between the Venture's Business Plan and the Venture's Marketing Plan | |
| |
| |
The Critical Questions the Marketing Plan Must Address | |
| |
| |
The Anatomy of the Marketing Plan | |
| |
| |
The Executive Summary | |
| |
| |
The Marketing Situation | |
| |
| |
The Marketing Opportunity | |
| |
| |
The Business Model | |
| |
| |
Marketing Objectives | |
| |
| |
Marketing Strategy | |
| |
| |
Operations | |
| |
| |
Marketing Budget/Financials | |
| |
| |
Management Team | |
| |
| |
Evaluation and Control | |
| |
| |
Key Takeaways | |
| |
| |
Entrepreneurial Exercise | |
| |
| |
Key Terms | |
| |
| |
Appendix A-Sample Entrepreneurial Marketing Plan | |
| |
| |
Index | |
| |
| |
About the Author | |