Dollinger index

Marketing the New Venture 229 a celebrity endorses a product on television, the advertisement is attempting to pull the viewer i ...

230 ENTREPRENEURSHIP The major variables in designing an ad campaign are budget, message content, con- text, choice of media, ti ...

Marketing the New Venture 231 salesperson’s job. Salespersons are sources of market research, passing on customer satisfaction i ...

232 ENTREPRENEURSHIP resents a one-of-a-kind opportunity for the firm, and can be followed by anniversary sales. For retail and ...

Marketing the New Venture 233 at a recent meeting of the Word-of-Mouth Marketing Association, the message was clear—Don’t advert ...

234 ENTREPRENEURSHIP Travel. Transactions such as ordering tickets or making reservations are good appli- cations of Internet t ...

Marketing the New Venture 235 edge of language and customs and on a network of contacts. Other opportunities may be constrained ...

236 ENTREPRENEURSHIP ing system for buyers and sellers. At each transaction, buyers and sellers rate their satis- faction with t ...

Marketing the New Venture 237 intellectual property of defunct dot-coms. For example, eToys, which is in bankruptcy, has not bee ...

238 ENTREPRENEURSHIP ability to serve customers and make a profit. If you can’t do the latter, the former will disappear. The I ...

Marketing the New Venture 239 The Internet changes your job. Information is everywhere, and if you can’t do your job better bec ...

240 ENTREPRENEURSHIP monitor success. If an affiliate program is not working, they can replace it with something else.^39 Blogs ...

Marketing the New Venture 241 association data, census statistics, and chamber of commerce reports are all good sources of this ...

242 ENTREPRENEURSHIP The right side of Figure 6.4 shows the sales requirements, that is, the estimated vol- ume of sales needed ...

Marketing the New Venture 243 ing approach to the customer and design a business system that can ultimately provide a high level ...

244 ENTREPRENEURSHIP DISCUSSION QUESTIONS In what two ways does marketing contribute to new venture success? Discuss the market ...

Marketing the New Venture 245 Making a Difference on the Web It’s the kind of store the Internet was sup- posed to eliminate—a m ...

246 ENTREPRENEURSHIP Case Study: EMC Site Expansion Dr. Anthony Petrillo founded the Emergency Medical Center as a free-standing ...

Marketing the New Venture 247 Petrillo’s specifications and to give him a three-year lease with renewal options at an annual ren ...

248 ENTREPRENEURSHIP Annual Growth=1% (pessimistic) 27531 27806 28084 28365 28649 28935 29225 29517 Annual Growth=2.5% (likely) ...