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Marketing the New Venture

“If you can’t sell a top-quality product at the world’s lowest price, you’re going to be out of the game.”

—Jack Welch, former Chief Executive Officer, General Electric, quoted in Fortune, January 25, 1993.

OUTLINE

LEARNING OBJECTIVES

After reading this chapter, you will understand

• the importance of marketing in entrepreneurial strategy.


• the basic methods for start-up market research.


• how to formulate a marketing strategy.


• how to apply the core tools of marketing management to the requirements of the new
  venture.


• the key similarities and differences for marketing Internet-based businesses.


• a variety of sales forecasting methods.

CHAPTER

6

The Marketing and Entrepreneurship
Interface
Marketing Concept and Orientation
Customer Orientation
Market Research
Marketing Strategy
Selection of Markets and Segments
Marketing Activities
Marketing on the Internet
The Resource-Based View and the
Internet
What Have We Learned?
Recent Trends

Sales Forecasting

Market Potential/Sales Requirements

Other Techniques

Summary