Marketing for Entrepreneurs

Marketing for Entrepreneurs
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Marketing for Entrepreneurs
Marketing refers to the process of management that identifies, forecasts and satisfies
customers’ needs profitably. Even though some entrepreneurs contend that marketing is merely
about advertising or selling a product, it is a crucial management practice that ensures companies
can interpret consumers’ needs and match or surpass their desires. Most entrepreneurs usually
encounter the prime challenge of competing against well-established, known, and resourceful
firms. Marketing, however, allows entrepreneurs to develop a unique identity that defines a
satisfactory image in the minds of potential consumers thereby giving them a competitive
Correspondingly, the marketing process is paramount to the enterprise development and
performance as it addresses the most vital feature of marketing. Successful business leaders such
as Steve Jobs, the founder of Apple, confirmed that marketing process involves understanding
the competitive market environment, and ensuring that an entrepreneur can blend into the
business trends. Besides, it is essential for an entrepreneur to reach consumers at the right place
and time while providing the right products at the right price.
Hills, Hultman & Miles (2008, p.4) observe that smart marketing has resulted in various
business success records in different sectors like transport, construction and agriculture.
Conversely, historical evidence suggests that sustainable competition requires adequate
marketing that allows entrepreneurs to get customers’ attention and satisfy their needs.
Additionally, the world has significantly progressed in technological development hence making
it easier for business magnates to get closer to clients as the digital technology penetrates into
various aspects of human life.
Admittedly, most entrepreneurs have shown high value for marketing as the pressure of
competition advances. Business marketing, that was previously regarded a departmental role has
since become a fundamental responsibility of every employee. Identifying the needs of the
customers and meeting their expectations are also significant in sustaining the entrepreneurship
venture (Hills, Hultman & Miles, 2008, p.5). Moreover, marketing activity allows entrepreneurs
to improve and extend the quality of existing products apart from creating new goods and
services according to the customers’ desires.
Although marketing tends to become less feasible as the company expands, creating an
effective marketing strategy for future development is a necessity. Proper marketing strategies
foster a sense of creativity and enable managers to keep up with worthy competitors (Keh,
Nguyen & Ng, 2007, p.2). Additionally, innovative approach ensures that the business
adequately exploits various modern technological advances and innovative techniques during
rapid changes in the industry.
Furthermore, marketing process is a team effort that needs the instrumentation of a wide
range of skills, opinions, and abilities. While some characteristics of marketing deal particularly
in finance, others practically explore the ambivalences and uncertainties of modifying
consumers’ needs (Stokes, 2000, p.5). A cogent marketing strategy is, therefore, crucial to
managing change, given that companies globally function in legislative, technical and corporate
market environments full of rapid transitions and change.
In essence, the world today offers a range of unprecedented technological, social and
economic turbulence, which have caused high levels of competitions for all companies globally.
Comparatively, businesses are going global while customers are becoming more demanding and
environmental pressures are steadily increasing hence a large number of mature markets offer
little opportunities for organizational growth. Marketing, therefore, is a vital tool that enables
entrepreneurs to identify their unique identity, define their brand, overcome challenges,
supersede competitors and protect their competitive advantage.
Hills, G.E., Hultman, C.M. and Miles, M.P., 2008. The evolution and development of entrepreneurial
marketing. Journal of Small Business Management, 46(1), pp.99-112.
Keh, H.T., Nguyen, T.T.M. and Ng, H.P., 2007. The effects of entrepreneurial orientation and marketing
information on the performance of SMEs. Journal of business venturing, 22(4), pp.592-611.
Stokes, D., 2000. Putting entrepreneurship into marketing: the processes of entrepreneurial
marketing. Journal of research in marketing and entrepreneurship, 2(1), pp.1-16.

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