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Entrepreneurial MarketingBy: Jill Hankemeier
Define EntrepreneurialMarketingAn organizational function and set of processes forcreating, communicating, and delivering ...
Why marketing?• Establishes a customer  market• Differentiates the  product/service• Gains customer  approval – brand loya...
Marketing challengesBiased decision-making, poor relationships with multipleaudiences, limitations of time or money
2 Basic Typesof Market Data                               • What is important toSecondary data                   customers...
Marketstrategy            • Segmentation – defineand           customer by              commonalitiesframework            ...
The marketing mix: the 4 P’s  •   Product strategy  •   Pricing strategy  •   Promotion strategy  •   Place strategy
Communicate    value•   Advertising•   Sales•   PR•   Guerilla marketingUnderstand and influence customer’s decision makin...
Guerilla marketing •   Non-traditional, grassroot •   Word-of-mouth, ‘buzz’ marketing •   Gain customer attention •   Buil...
References• http://www.amctv.com/wp-content/uploads/2011/03/mm-season-1-  key-art-590.jpg• http://4.bp.blogspot.com/-  Kae...
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Entrepreneur Marketing

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Summary of marketing | Photos of Mad Men

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Transcript of "Entrepreneur Marketing"

  1. 1. Entrepreneurial MarketingBy: Jill Hankemeier
  2. 2. Define EntrepreneurialMarketingAn organizational function and set of processes forcreating, communicating, and delivering value to customers and formanaging customer relationships in ways that benefit the organizationand its stake holders – American Marketing Assoc.Marketing practices vary on the type of business and the good/service itprovides.
  3. 3. Why marketing?• Establishes a customer market• Differentiates the product/service• Gains customer approval – brand loyalty Must be able to adjust marketing gears to attract new customers.
  4. 4. Marketing challengesBiased decision-making, poor relationships with multipleaudiences, limitations of time or money
  5. 5. 2 Basic Typesof Market Data • What is important toSecondary data customers?– basic info frompublisheddata, moreeconomical It • Buyer willingnessPrimary data – shows..more • Market trendsexpensive, betterinformation. Thinkfocus groups • Location preference
  6. 6. Marketstrategy • Segmentation – defineand customer by commonalitiesframework • Targeting – compare customer segmentation to choose most attractive target audience • Positioning – position brand to be a positive perception in customer’s mind Must align with business capability and resources.
  7. 7. The marketing mix: the 4 P’s • Product strategy • Pricing strategy • Promotion strategy • Place strategy
  8. 8. Communicate value• Advertising• Sales• PR• Guerilla marketingUnderstand and influence customer’s decision making process:Awareness  Perceptions  Preference  Choice Satisfaction  Loyalty
  9. 9. Guerilla marketing • Non-traditional, grassroot • Word-of-mouth, ‘buzz’ marketing • Gain customer attention • Build brand awareness etsy.com
  10. 10. References• http://www.amctv.com/wp-content/uploads/2011/03/mm-season-1- key-art-590.jpg• http://4.bp.blogspot.com/- Kae7Rmc6bo0/T5lsDe1oNTI/AAAAAAAAKns/9FWNXoST0YE/s160 0/madmen.jpg• http://fc04.deviantart.net/fs46/f/2009/218/3/6/Madmen_Silhouette_2 _by_dot_te.jpg• Elenemigocomun.net• http://blogs.artinfo.com/artintheair/files/2012/02/201201_madmen2.j pg• http://3.bp.blogspot.com/- c3ZwEp6NVfI/Ty9DNoSTaDI/AAAAAAAABB0/ZPs-ndO- CfE/s640/MadMenWhale.jpg.CROP.article568-large.jpg• http://farm8.staticflickr.com/7117/6863036942_94341c9941.jpg• http://2.bp.blogspot.com/- 1GB9nQrk4fQ/T4GEWhaIrmI/AAAAAAAAA58/nx1bNZUN12k/s400/i mage.jpg
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