- Subject index
What every entrepreneur needs to know about marketing a new venture
This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits.
Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures.; Unique Focus: The author looks beyond the “4Ps” to address forces in the external marketing environment.; Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing ...
Chapter 9: Entrepreneurial Channel Development and Supply Chain Management
Entrepreneurial Channel Development and Supply Chain Management
I was sitting in my office one day when my assistant came in and told me someone wished to speak to me. A young, well-dressed woman walked in with a frozen pie in her hand! She told me she baked the best pies in the world. She began selling fresh pies at church fairs and farmers' markets but decided she wanted to grow her business. She determined that getting into the frozen pie segment would be the best way to extend her market reach. After she researched the market, she put together a business plan and began producing the product. Her business plan called for reaching her customers through supermarkets. But when ...