Marketing for Entrepreneurs 3rd Edition - Concepts and Applications for New Ventures

Tiếp thị dành cho doanh nhân
Các khái niệm và ứng dụng cho các dự án mạo hiểm mới
Tiếp thị dành cho doanh nhân cung cấp cho sinh viên những hiểu biết, chiến lược và lời khuyên thực tế về cách áp dụng các khái niệm tiếp thị để tăng cơ hội thành công cho các dự án kinh doanh mới. Tác giả Frederick G. Crane tập trung vào cách người đọc có thể sử dụng hoạt động tiếp thị để tìm cơ hội phù hợp, phát triển các sản phẩm và dịch vụ mới có giá trị cũng như tạo ra những thương hiệu đáng nhớ. Anh ấy hướng dẫn sinh viên qua giai đoạn giảng dạy của quá trình tiếp thị. Chứa đựng những lời khuyên trợ giúp và hồ sơ của các doanh nhân thành công, văn bản thực tế này bao gồm các công cụ mà người đọc cần để khởi động và duy trì các dự án kinh doanh thành công. Phiên bản thứ ba mới bao gồm một chương mới về tiếp thị trên mạng xã hội, các ví dụ và hồ sơ mới cũng như đưa tin mới về các chủ đề kịp thời như nghiên cứu trải nghiệm người dùng, phân tích dữ liệu, MVP, tăng giá và lượng hàng tồn kho đúng lúc.

Preface
About the Author
Chapter 1 • 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 Five Forces in the Entrepreneurial Marketing Environment
Environmental Scanning
An Environmental Scan of the United States
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 2 • 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 Business Models
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 3 • Using Marketing Research to Ensure Entrepreneurial Success
Marketing Research: Defined
Types and Methods of Marketing Research
Secondary Data
Primary Data
Social Media as a Marketing Research Tool
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
Chapter 4 • Understanding Customers and Competitors
Understanding the Customer
Psychological Influences
Sociocultural Influences
Social Class
Situational Influences and Marketing Mix Influences
Situational Influences
Marketing Mix Influences
Business Customers
Key Differences and Key Similarities
Business Buying Criteria
The Buying Center
Understanding Competition
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 5 • Segmentation, Targeting, and Positioning
Market Segmentation
Questions Any Segmentation Analysis Must Answer
Additional Requirements for Effective Segmentation
Ways to Segment Markets
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
A Composite Approach
Selecting Target Segments
Positioning
Perceptual Mapping
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 6 • Developing New Products and Services
Types of New Products
Types of New Services
Characteristics of Successful New Products and Services
Reasons New Products/Services Fail
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
The Iterative Approach to New Product/Service Development
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 7 • Building and Sustaining the Entrepreneurial Brand
What Is a Brand and Why Is Entrepreneurial Branding Important?
Defining a Brand
The Importance of Entrepreneurial Branding
Characteristics of a Good Brand
The Entrepreneurial Branding Process
Entrepreneurial Branding Strategies
Corporate Branding—Branded House
Inpidual 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
Entrepreneurial Exercise
Key Terms
Chapter 8 • Entrepreneurial Pricing
Three Pricing Parameters
Price-Setting Methods
Cost-Based Pricing
Competition-Based Pricing
Customer-Based Pricing
Social Media Impact on Pricing
Entrepreneurial Pricing Best Practices
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 9 • Entrepreneurial Channel Development and Supply Chain Management
Understanding Channels and 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
Chapter 10 • Entrepreneurial Promotion: Doing More With Less!
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
Chapter 11 • Social Media and Entrepreneurial Marketing
What Are Social Media?
Comparing Social Media and Traditional Media
A Look at Important Social Networks
Facebook
Twitter
LinkedIn
YouTube
Instagram
Pinterest
TikTok
Integrating Social Media Into New-Venture Strategies
Selecting the Social Network
Measuring the Results of Social Media Programs
Where To Now?
Key Takeaways
Entrepreneurial Exercise
Key Terms
Chapter 12 • 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