Marketing For Entrepreneurs 3rd Edition Frederick G. Crane - Solutions

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Identify the investment required for business start-up.
Define customer-relationship management and understand its value.
Provide excellent customer service.
Analyze and improve your sales calls.
Know how to make a successful sales call.
Use the principles of selling to make effective sales calls.
Explain the importance of selling based on benefits.
Describe regional trade agreements that influence global trade.
Learn about the types of support that are available for global ventures.
Explore the challenges to international trade.
Understand the various strategic options for global ventures.
Identify the reasons for businesses to market globally.
Describe publicity and public relations.
Incorporate e-active marketing.
Analyze database and direct-response marketing opportunities.
Explore alternative marketing options.
Discuss sales promotion.
Identify and evaluate media.
Understand advertising and advertising management.
Conduct promotional planning and budgeting.
Define integrated marketing communications and its components.
Consider discounts, incentives, and other price adjustments.
Explore the role of trade credit in pricing.
Calculate markups from manufacturing through the consumer.
Describe various pricing strategies.
Understand the relationship between price and overall strategy.
Use breakeven analysis to evaluate your marketing plan.
Identify the critical components of a marketing plan.
Understand the importance of a marketing plan.
Find a way to add the fifth P, philanthropy, to your business.
Determine the mix of promotion to use for your business.
Choose the attributes of your product or service.
Combine the four Ps—product, price, place, and promotion—into a marketing mix.
Position your product or service within your market.
Choose your market segment and research it.
Understand how market research prepares you for success.
Explain how marketing differs from selling.
Perform viability testing using “the economics of one unit.”
Analyze your competitive advantage.
Articulate your core beliefs, mission, and vision.
Define your business.
Be able to demonstrate proper development and formatting of a business plan.
Understand the components of a business plan.
Explain the various purposes for a business plan and the audience for it.
Know what a business plan is and how to describe it.
Create a Business Model Canvas.
Know what a feasibility analysis is and when to create one.
Recognize joining a family business as an entrepreneurial pathway.
Learn how to negotiate and close the deal.
Learn how to determine the value of a business.
Learn how to identify and evaluate purchasing opportunities.
Identify potential drawbacks of purchasing a business.
Understand the potential benefits of buying a going concern.
Explore international franchising.
Learn how to research franchise opportunities.
Recognize the legal aspects of franchising.
Understand the structure of the franchise industry.
Identify the positive and negative aspects of franchising.
Define and describe franchising.
Find and evaluate opportunities to start your own business.
Describe how free-enterprise economies work and how entrepreneurs fit into them.
Explain what entrepreneurs do.
Describe each component of the marketing plan.
List the critical questions the marketing plan must address.
Explain the difference between a venture’s business plan and the venture’s marketing plan.
Describe how social media can be integrated into new-venture business strategies.
Identify several important social networks and explain how they can be used effectively by new ventures.
Define social media and explain its importance to enterprise growth.
Identify the elements of an integrated promotional plan.
Describe the promotional mix.
Explain the role promotion plays in new ventures.
Explain the importance of supply chain management.
Describe the three channel design imperatives.
Explain how to choose your channel strategy.
Recognize key channel drivers.
Define the major channel options.
Identify entrepreneurial pricing best practices.
Describe the impact social media has on pricing.
Explain price-setting methods.
Identify the three basic parameters for setting prices.
Explain the importance of brand equity.
Describe entrepreneurial branding strategies.
Explain the branding process.
List the characteristics of a good brand.
Define what a brand is and explain its importance for new ventures.
Explain the benefits of the iterative approach to developing new product and service processes.
Identify best practices for managing products and services over their life cycles.
Explain the adoption and diffusion of new products and services.
Explain the new product/service process.
Describe the characteristics of successful new products and services.
Explain the types of new services.
List the types of new products.
Explain perceptual mapping.
Explain the importance of positioning.
Describe the process of selecting target markets.
Identify ways to segment markets.
Identify the importance of understanding your competition and articulating your competitive advantage.
Compare and contrast business-to-business (B2B) marketing with business-to-consumer (B2C) marketing.
State the impact of situational and marketing influences on consumer behavior.
Explain the sociocultural influences on customers.

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Marketing For Entrepreneurs 3rd Edition Frederick G. Crane - Solutions

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