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Entrepreneurial Marketing

A Practical Managerial Approach

Robert D. Hisrich and Veland Ramadani

One key for success for the entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing, focuses on all the essential elements to successfully achieve these needed sales and revenues: identifying and selecting the market, determining the consumer needs cost effectively, executing the basic elements of the marketing mix (product, price, distribution, and promotion) and competing successfully in the domestic and global markets by implementing a sound marketing plan. The content is enhanced by numerous examples throughout.
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Chapter 4: Entrepreneurial market segmentation

Robert D. Hisrich and Veland Ramadani

Extract

In this chapter, the concept of a market is expanded by developing the notion that a market means different things depending primarily on the product/service. The product/service classification, attributes, and buying characteristics of each of the three major markets – consumer, industrial, and government – will be discussed.

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