Category: Entrepreneurial Marketing and Sales

Entrepreneurial Marketing and the Marketing Mix Marketing refers to those activities companies use to identify consumers and convert them into buyers. Entrepreneurial marketing is a set of unconventional practices that can help start-ups and younger firms survive in competitive markets. One way to think of the marketing mix is to break it into the 7Ps:…

Learning Objectives By the end of this section, you will be able to: Now that you have a better idea of what marketing is, you are ready to start developing a marketing strategy and plan. A marketing strategy describes how a company will reach consumers and convert them into paying customers. Having a solid-yet-flexible marketing strategy is…

Learning Objectives By the end of this section, you will be able to: In a business context, the word brand has multiple meanings. First, a brand name is the name of a product or service offered by a company. For example, Coca-Cola and Goodyear are brand names. But the brand also means the image a company promotes and the…

Learning Objectives By the end of this section, you will be able to: One of the hardest facts for entrepreneurs to absorb when starting a new business is that financial and human resources are limited. Fortunately, there are many marketing techniques available to entrepreneurs that require little more than a good dose of “sweat equity.”…

Learning Objectives By the end of this section, you will be able to: Now you know the components of the marketing mix. But, as an entrepreneur, before you can make decisions about them, you need to roll up your sleeves and do some research. This type of research is similar to the concepts covered in Identifying…

Learning Objectives By the end of this section, you will be able to: Being a successful entrepreneur often means being able to balance the many different aspects of a business, such as financing, accounting, and management. One of the most important of those aspects is marketing. After all, if no one hears about the new…

Chapter Outline 8.1 Entrepreneurial Marketing and the Marketing Mix 8.2 Market Research, Market Opportunity Recognition, and Target Market 8.3 Marketing Techniques and Tools for Entrepreneurs 8.4 Entrepreneurial Branding 8.5 Marketing Strategy and the Marketing Plan 8.6 Sales and Customer Service Birchbox founders Katia Beauchamp and Hayley Barna loved shopping for beauty products but found the experience expensive and frustrating. So many brands making so many…