ABSTRACT
After studying this chapter you will be able to:
Explain the concept of the marketing process and its different perspectives in today’s highly competitive markets.
Distinguish between marketing purposes and activities targeted to startups and the established stages.
Justify Porter’s model of the forces involved in developing a competitive advantage for the business, and adopt its principles for an existing/planned business.
Construct a marketing plan that will provide entrepreneurs with important and most significant information about the market.
Conduct market research that will give the entrepreneur an opportunity to discover new ideas and possibilities, and to get feedback from people who are not involved in the business on its products/services.
Understand what positioning and segmentation mean; develop a positioning process as a competitive strategy.
