Session 05Entrepreneurial Marketing     Bygrave & Zacharakis, 2007. Entrepreneurship,                 New York: Wiley. ©
Sudahkah anda lakukan?• Tugas Pribadi – session summary• Tugas Kelompok – business ideas  – Ide individu  – Brainstorming ...
entrepreneurial marketing INFRASTRUCTURE                      OFFER                      CUSTOMER                    PARTN...
Entrepreneurial Marketing               Why Marketing is Critical for Entrepreneurs Because no venture can become establi...
Entrepreneurial Marketing               Entrepreneurs Face Unique Marketing Challenges   limited resources in financial, ...
Entrepreneurial Marketing                Acquiring Market Information Marketing research could cover information such as:...
Entrepreneurial Marketing               Marketing Strategy for Entrepreneurs A company’s marketing strategy must closely ...
Entrepreneurial Marketing         Marketing Strategy for Entrepreneurs/the Marketing Mix                                  ...
Entrepreneurial Marketing                      Guerilla Marketing Guerilla marketing acts as non-traditional, grassroots,...
Entrepreneurial Marketing                   Marketing Skills for Managing GrowthUnderstanding and Listening to the Custom...
Entrepreneurial Marketing                                      ConclusionMarketing is a delicate balance of art and scien...
Studi KasusMini, mahasiswa salah satu perguruan tinggi, mempunyaiide untuk memproduksi tas notebook. Ide ini timbul setela...
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Session05 pt

  1. 1. Session 05Entrepreneurial Marketing Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  2. 2. Sudahkah anda lakukan?• Tugas Pribadi – session summary• Tugas Kelompok – business ideas – Ide individu – Brainstorming – Ide kelompok – idea multiplication Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  3. 3. entrepreneurial marketing INFRASTRUCTURE OFFER CUSTOMER PARTNER CUSTOMER NETWORK RELATIONSHIPS CORE VALUE CUSTOMER CAPABILITIES PROPOSITION SEGMENTS ACTIVITY DISTRIBUTION CONFIGURATION CHANNELS COST FINANCE REVENUE STRUCTURE STREAMSan organizational function and a set of processes for creating,communicating, and delivering value to customers and for managingcustomer relationships in ways that benefit the organization and itsstake holders - - - definition of marketing by the American MarketingAssociationMarketing practices vary depending on the type of company and theproducts and services it sells.
  4. 4. Entrepreneurial Marketing Why Marketing is Critical for Entrepreneurs Because no venture can become established and grow without a customer market; Because it is difficult and expensive to bring new products and services to market; To differentiate product or service to customers makes the company distinctive and valuable; Companies must be able to switch marketing gears quickly to attract new customer segments. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  5. 5. Entrepreneurial Marketing Entrepreneurs Face Unique Marketing Challenges limited resources in financial, managerial, and time; limited market information; decision-making inclined to be muddled by personal biases and beliefs; poorly established relations with multiple audiences. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  6. 6. Entrepreneurial Marketing Acquiring Market Information Marketing research could cover information such as: -Product attributes important to customers; -Possibility of customers’ buying willingness by marketing behaviors; -Market trend; -The location of the customers’ preference. Two basic types of market data Secondary data; economical and usually used to collect baseline information; Primary data; and the limitations of such data. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  7. 7. Entrepreneurial Marketing Marketing Strategy for Entrepreneurs A company’s marketing strategy must closely align with its resources and capabilities; Segmentation, targeting, and positioning are key marketing dimensions that set the strategic framework. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  8. 8. Entrepreneurial Marketing Marketing Strategy for Entrepreneurs/the Marketing Mix promotion Product Strategy place Pricing Strategy Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  9. 9. Entrepreneurial Marketing Guerilla Marketing Guerilla marketing acts as non-traditional, grassroots, and captivating – that gain consumers’ attention and build awareness of the company. Word-of-Mouth marketing, Buzz marketing, and Viral Marketing. Other issues in Guerrilla Marketing. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  10. 10. Entrepreneurial Marketing Marketing Skills for Managing GrowthUnderstanding and Listening to the CustomerBuilding brand awareness and building brand equity Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  11. 11. Entrepreneurial Marketing ConclusionMarketing is a delicate balance of art and science.It is necessary for entrepreneurs to scale up or changefocus. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  12. 12. Studi KasusMini, mahasiswa salah satu perguruan tinggi, mempunyaiide untuk memproduksi tas notebook. Ide ini timbul setelahmelihat larisnya casing handphone, khususnya di kalanganremaja perempuan. “Dengan desain yang menarik, pastibanyak peminatnya,” demikian lamunan Mini. Untukmengembangkan idenya, Mini mengunjungi beberapa tokoyang menjual tas notebook. Namun, semangatnya agakkendor saat mengetahui, bahwa tas notebook telah banyakberedar di pasar. Mini, kini, agak ragu untuk melanjutkanidenya. Anda adalah entrepreneur sejati. Bila anda beradapada posisi Mini, apa yang anda lakukan? Bila ide tersebutterus dilanjutkan, apa yang harus dilakukan? atau Quit fromthe business? Jelaskan!

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