MARKETING FOR ENTREPRENEURS 3
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
