Marketing for Entrepreneurs 3rd Edition - Concepts and Applications for New Ventures
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Tiếp thị dành cho doanh nhânCác khái niệm và ứng dụng cho các dự án mạo hiểm mớiTiếp 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.
- PrefaceAbout the Author
- Chapter 1 • Marketing in an Entrepreneurial ContextMarketing: DefinedThe Seven Steps in the Marketing ProcessWhy Marketing in New Ventures Is DifferentUsing Marketing to Discover and Satisfy Customer NeedsThe 5Ps of Product-Based VenturesThe 8Ps of Service-Based VenturesMarket Fulfillment Versus Market CreationHow Social Media Is Changing the Entrepreneurial GameThe Five Forces in the Entrepreneurial Marketing EnvironmentEnvironmental ScanningAn Environmental Scan of the United StatesKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 2 • Finding and Evaluating the Right Marketing OpportunityOpportunities Can Be Recognized, Discovered, or CreatedCharacteristics of a Good OpportunityFinding Marketing Opportunities: Where to LookVeiled/Niche OpportunitiesEvaluating Marketing OpportunitiesDetermining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer FeedbackOpportunities and Business ModelsKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 3 • Using Marketing Research to Ensure Entrepreneurial SuccessMarketing Research: DefinedTypes and Methods of Marketing ResearchSecondary DataPrimary DataSocial Media as a Marketing Research ToolOther Research IssuesResearch DesignSamplingProper Data Collection and AnalysisResearch Conclusions and Taking ActionDesigning a Marketing Information SystemKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 4 • Understanding Customers and CompetitorsUnderstanding the CustomerPsychological InfluencesSociocultural InfluencesSocial ClassSituational Influences and Marketing Mix InfluencesSituational InfluencesMarketing Mix InfluencesBusiness CustomersKey Differences and Key SimilaritiesBusiness Buying CriteriaThe Buying CenterUnderstanding CompetitionKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 5 • Segmentation, Targeting, and PositioningMarket SegmentationQuestions Any Segmentation Analysis Must AnswerAdditional Requirements for Effective SegmentationWays to Segment MarketsGeographic SegmentationDemographic SegmentationPsychographic SegmentationBehavioral SegmentationA Composite ApproachSelecting Target SegmentsPositioningPerceptual MappingKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 6 • Developing New Products and ServicesTypes of New ProductsTypes of New ServicesCharacteristics of Successful New Products and ServicesReasons New Products/Services FailThe New Product/Service ProcessIdea GenerationScreening and EvaluationBusiness AnalysisDevelopmentMarket TestingLaunchAdoption and Diffusion of New Products and ServicesManaging Your Products/Services Over Their Life CyclesThe Iterative Approach to New Product/Service DevelopmentKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 7 • Building and Sustaining the Entrepreneurial BrandWhat Is a Brand and Why Is Entrepreneurial Branding Important?Defining a BrandThe Importance of Entrepreneurial BrandingCharacteristics of a Good BrandThe Entrepreneurial Branding ProcessEntrepreneurial Branding StrategiesCorporate Branding—Branded HouseIndividual Product/Service Branding— House of BrandsHybrid Branding—SubbrandingOther Branding OptionsThe Importance of Brand EquityCreating Brand EquityValuing Brand EquityKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 8 • Entrepreneurial PricingThree Pricing ParametersPrice-Setting MethodsCost-Based PricingCompetition-Based PricingCustomer-Based PricingSocial Media Impact on PricingEntrepreneurial Pricing Best PracticesKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 9 • Entrepreneurial Channel Development and Supply Chain ManagementUnderstanding Channels and Channel OptionsDirect ChannelIndirect ChannelMultichannelChannel DriversChoosing a Channel StrategyThree Channel Design ImperativesFormalized Channel ArrangementsSupply Chain ManagementKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 10 • Entrepreneurial Promotion: Doing More With Less!The Role of PromotionThe Promotional MixAdvertisingPublic RelationsSales PromotionPersonal SellingDirect MarketingThe Integrated Promotion PlanTarget AudiencePromotion ObjectivesPromotion BudgetPromotional Theme and MessagePromotional MixExecutionControl and EvaluationKey TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 11 • Social Media and Entrepreneurial MarketingWhat Are Social Media?Comparing Social Media and Traditional MediaA Look at Important Social NetworksFacebookTwitterLinkedInYouTubeInstagramPinterestTikTokIntegrating Social Media Into New-Venture StrategiesSelecting the Social NetworkMeasuring the Results of Social Media ProgramsWhere To Now?Key TakeawaysEntrepreneurial ExerciseKey Terms
- Chapter 12 • The Entrepreneurial Marketing PlanDifference Between the Venture’s Business Plan and the Venture’s Marketing PlanThe Critical Questions the Marketing Plan Must AddressThe Anatomy of the Marketing PlanThe Executive SummaryThe Marketing SituationThe Marketing OpportunityThe Business ModelMarketing ObjectivesMarketing StrategyOperationsMarketing Budget/FinancialsManagement TeamEvaluation and ControlKey TakeawaysEntrepreneurial ExerciseKey TermsAppendix A—Sample Entrepreneurial Marketing PlanIndex
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