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1. Session 05
Entrepreneurial Marketing
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

2. Sudahkah anda lakukan?
• Tugas Pribadi – session summary
• Tugas Kelompok – business ideas
– Ide individu
– Brainstorming
– Ide kelompok – idea multiplication
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

3. entrepreneurial marketing
INFRASTRUCTURE OFFER CUSTOMER
PARTNER CUSTOMER
NETWORK RELATIONSHIPS
CORE VALUE CUSTOMER
CAPABILITIES PROPOSITION SEGMENTS
ACTIVITY DISTRIBUTION
CONFIGURATION CHANNELS
COST FINANCE REVENUE
STRUCTURE STREAMS
an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization
and its stake holders - - - definition of marketing by the American
Marketing Association
Marketing practices vary depending on the type of company and the
products and services it sells.

4. Entrepreneurial Marketing
Why Marketing is Critical for Entrepreneurs
Because no venture can become established and grow
without a customer market;
Because it is difficult and expensive to bring new products
and services to market;
To differentiate product or service to customers makes the
company distinctive and valuable;
Companies must be able to switch marketing gears quickly
to attract new customer segments.
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

5. Entrepreneurial Marketing
Entrepreneurs Face Unique Marketing Challenges
limited resources in financial, managerial, and time;
limited market information;
decision-making inclined to be muddled by personal biases
and beliefs;
poorly established relations with multiple audiences.
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

6. Entrepreneurial Marketing
Acquiring Market Information
Marketing research could cover information such as:
-Product attributes important to customers;
-Possibility of customers’ buying willingness by marketing behaviors;
-Market trend;
-The location of the customers’ preference.
Two basic types of market data
Secondary data; economical and usually used to collect baseline
information;
Primary data; and the limitations of such data.
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

7. Entrepreneurial Marketing
Marketing Strategy for Entrepreneurs
A company’s marketing strategy must closely align
with its resources and capabilities;
Segmentation, targeting, and positioning are key
marketing dimensions that set the strategic framework.
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

8. Entrepreneurial Marketing
Marketing Strategy for Entrepreneurs/the Marketing Mix
promotion
Product
Strategy
place
Pricing Strategy
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

9. Entrepreneurial Marketing
Guerilla Marketing
Guerilla marketing acts as non-traditional, grassroots, and
captivating – that gain consumers’ attention and build
awareness of the company.
Word-of-Mouth marketing, Buzz marketing, and Viral
Marketing.
Other issues in Guerrilla Marketing.
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

10. Entrepreneurial Marketing
Marketing Skills for Managing Growth
Understanding and Listening to the Customer
Building brand awareness and building brand equity
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

11. Entrepreneurial Marketing
Conclusion
Marketing is a delicate balance of art and science.
It is necessary for entrepreneurs to scale up or change
focus.
Bygrave & Zacharakis, 2007.
Entrepreneurship, New York: Wiley. ©

12. Studi Kasus
Mini, mahasiswa salah satu perguruan tinggi, mempunyai
ide untuk memproduksi tas notebook. Ide ini timbul setelah
melihat larisnya casing handphone, khususnya di kalangan
remaja perempuan. “Dengan desain yang menarik, pasti
banyak peminatnya,” demikian lamunan Mini. Untuk
mengembangkan idenya, Mini mengunjungi beberapa toko
yang menjual tas notebook. Namun, semangatnya agak
kendor saat mengetahui, bahwa tas notebook telah banyak
beredar di pasar. Mini, kini, agak ragu untuk melanjutkan
idenya. Anda adalah entrepreneur sejati. Bila anda berada
pada posisi Mini, apa yang anda lakukan? Bila ide tersebut
terus dilanjutkan, apa yang harus dilakukan? atau Quit from
the business? Jelaskan!