resumo

1. Entrepreneur and Intrapreneur
An entrepreneur is someone who,
through his or her skills and passion,
creates a business and is willing to take full
accountability for its success or failure. An
intrapreneur, on the other hand, is
someone who utilizes his or her skill,
passion and innovation to manage or
create something useful for someone else’s
business.
Marketing and Branding
Marketing is the set of processes and tools
promoting your business. This includes
SEO, social media, PPC, local search, mobile
and traditional promotional methods and
tools. Branding, on the other hand, is the
culture itself, the message that permeates
and rules all the process of your business.
Marketing mix
The marketing mix helps you define
the marketing elements for successfully
positioning your market offer.
One of the best known models is
the 4Ps of Marketing, which helps you
define your marketing options in terms of
product, place, price and promotion. Use
the model when you are planning a new
venture, or evaluating an existing offer, to
optimize the impact with your target
market.
Types of Learners
 Visual learners – images, photos,
graphics, charts, diagrams etc.
 Auditory learners – powerful
stories and words, analogies,
metaphors etc.
 Kinaesthetic learners – activities to
keep them engaged, e.g. writing
things down, asking them
questions, demonstrations etc.
Definition of a non-disclosure
non-circumvention agreement
Instrument used in early stages of
a business transaction arranged
by brokers (intermediaries). Its purpose is
to ensure that (1) the intermediaries (who
brought the buyer and seller together) are
not by-passed and (2)
the information disclosed during
the negotiations is not revealed to any
external or unauthorized party.
Bases of
Difference
Entrepreneur Intrapreneur
Dependency
An
entrepreneur
is
independent
in his
operations.
But, an
intrapreneur is
dependent on the
entrepreneur, i.e.,
the owner.
Raising of
Funds
An
entrepreneur
himself raises
funds
required for
the
enterprise.
Funds are not
raised by the
intrapreneur.
Risk
Entrepreneur
bears the risk
involved in
the business.
An intrapreneur
does not fully bear
the risk involved in
the enterprise.
Operation
An
entrepreneur
operates
from out-
side.
On the contrary,
an intrapreneur
operates from
within the
organisation itself.

2. MEDIUM OF COMMUNICATION
Instant Messaging
Emails
Telephone
Video conferencing
Face to face
A Business Plan
The purpose of the business plan is
to outline the strategy and actions required
to get the business to where it wants to be
Once written the plan is a benchmark for
the performance of the business. Putting
the plan in writing helps you focus and
crystallize ideas, and identify priorities
Sometimes the plan is aimed at people
outside your business. For example when
you are:
●Raising bank or equity finance.
●Disposing of a business.
●A rac ng new senior
management.
●A rac ng business partners, such
as distributors and agents.
In this situation, the plan needs to ‘sell’ the
business.
The Business Model Canvas
A single reference model based on
the similarities of a wide range of business
model conceptualizations. With
his business model design template, an
enterprise can easily describe their
business model.
Key Activities: The most important
activities in executing a company's value
proposition.
Key Resources: The resources that
are necessary to create value for the
customer. They are considered an asset to
a company, which are needed in order to
sustain and support the business. These
resources could be human, financial,
physical and intellectual.
Partner Network: In order to
optimize operations and reduce risks of a
business model, organization usually
cultivate buyer-supplier relationships so
they can focus on their core activity.
Complementary business alliances also can
be considered through joint ventures,
strategic alliances between competitors or
non-competitors.
Value Propositions: The collection
of products and services a business offers
to meet the needs of its customers.
According to Osterwalder, (2004), a
company's value proposition is what
distinguishes itself from its competitors.
The value proposition provides value
through various elements such as newness,
performance, customization, "getting the
job done", design, brand/status, price, cost
reduction, risk reduction, accessibility, and
convenience/usability.
Customer Segments: To build an
effective business model, a company must
identify which customers it tries to serve.
Various sets of customers can be
segmented based on the different needs
and attributes to ensure appropriate
implementation of corporate strategy
meets the characteristics of selected group
of clients. The different types of customer
segments include:
Mass Market: There is no specific
segmentation for a company that follows
the Mass Market element as the
organization displays a wide view of
potential clients. e.g. Car
Niche Market: Customer
segmentation based on specialized needs
and characteristics of its clients. e.g. Rolex
Segmented: A company applies
additional segmentation within existing
customer segment. In the segmented
situation, the business may further
distinguish its clients based on gender, age,
and/or income.

3. Diversify: A business serves
multiple customer segments with different
needs and characteristics.
Multi-Sided Platform / Market: For
a smooth day-to-day business operation,
some companies will serve mutually
dependent customer segment. A credit
card company will provide services to
credit card holders while simultaneously
assisting merchants who accept those
credit cards.
Channels: A company can deliver
its value proposition to its targeted
customers through different channels.
Effective channels will distribute a
company’s value proposition in ways that
are fast, efficient and cost effective. An
organization can reach its clients either
through its own channels (store front),
partner channels (major distributors), or a
combination of both.
Customer Relationships: To ensure
the survival and success of any businesses,
companies must identify the type of
relationship they want to create with their
customer segments. Various forms of
customer relationships include:
Personal Assistance: Assistance in a
form of employee-customer interaction.
Such assistance is performed either during
sales, after sales, and/or both.
Dedicated Personal Assistance: The
most intimate and hands on personal
assistance where a sales representative is
assigned to handle all the needs and
questions of a special set of clients.
Self Service: The type of
relationship that translates from the
indirect interaction between the company
and the clients. Here, an organization
provides the tools needed for the
customers to serve themselves easily and
effectively.
Automated Services: A system
similar to self-service but more
personalized as it has the ability to identify
individual customers and his/her
preferences. An example of this would be
Amazon.com making book suggestion
based on the characteristics of the
previous book purchased.
Communities: Creating a
community allows for a direct interaction
among different clients and the company.
The community platform produces a
scenario where knowledge can be shared
and problems are solved between different
clients.
Co-creation: A personal
relationship is created through the
customer’s direct input in the final
outcome of the company’s
products/services.
Cost Structure: This describes the
most important monetary consequences
while operating under different business
models. A company's DOC.
Classes of Business Structures:
Cost-Driven - This business model
focuses on minimizing all costs and having
no frills. e.g. SouthWest
Value-Driven - Less concerned with
cost, this business model focuses on
creating value for their products and
services. e.g. Louis Vuitton, Rolex
Characteristics of Cost Structures:
Fixed Costs - Costs are unchanged
across different applications. e.g. salary,
rent
Variable Costs - These costs vary
depending on the amount of production of
goods or services. e.g. music festivals
Economies of Scale - Costs go down
as the amount of good are ordered or
produced.
Economies of Scope - Costs go
down due to incorporating other
businesses which have a direct relation to
the original product.

4. Revenue Streams: The way a
company makes income from each
customer segment. Several ways to
generate a revenue stream:
Asset Sale - (the most common
type) Selling ownership rights to a physical
good. e.g. Wal-Mart
Usage Fee - Money generated from
the use of a particular service e.g. UPS
Subscription Fees - Revenue
generated by selling a continuous service.
e.g. Netflix
Lending/Leasing/Renting - Giving
exclusive right to an asset for a particular
period of time. e.g. Leasing a Car
Licensing - Revenue generated
from charging for the use of a protected
intellectual property.
Brokerage Fees - Revenue
generated from an intermediate service
between 2 parties. e.g. Broker selling a
house for commission
Advertising - Revenue generated
from charging fees for product advertising
How does the Diffusion Model
Apply to Marketing?
When we look at the five types of adopters
as explained by the Diffusion of Innovation
we can see what types of web marketing
strategies are necessary to ensure success.
When looking at it as a marketing model
we can make the five adopters into five
different classes of consumers. How they
perceive a product will influence its
popularity and how fast it will “diffuse”
throughout the population. This can be a
direct influence on the success or failure of
a new product making it in the
marketplace. The five classes of consumers
are broken up like this:
· Innovators make up about 2.5% of a
population. They are the type of people
who are running out to try a new product
simply because it’s new. They are quick to
embrace and create new ideas which force
the rest of the population to look at the
world in a different light.
· Early Adopters are only about 13.5%
of a population. This group is not as quick
to generate a new idea but they are quick
to embrace a product or idea that appears
to be valuable to them. Once they feel like
a product is useful they will do whatever it
takes to obtain it. They are also very quick
to offer referrals to others about the
products that they like.
· Early Majority consumers are
approximately 34% of a population. This
group is relatively slow to adopt new
technologies, products or ideas. They are
very practical and are not generally the
ones who will try a product first, but may
begin to pursue it once they know of
others who have already tried it.
· Late Majority is also about 34% of a
population. This group of consumers is also
very practical in how they approach new
products or ideas. They are even less eager
to adopt new ideas, technologies or
products. They will rarely try anything new
until it has been tried and tested by many
others.
· Laggards will make up the other 16%
of a population. They are the absolute last
to try a new product or service. They will
finally begin to pursue a new product or
ideas only after their “regular” options are
no longer available.
This offers us a sort of bell curve of
consumers and how new products are
likely to be adopted across a population.
The further we go towards the right side of
the curve the less likely the group of
consumers are to try something new.
However, to the left side, the early
adopters are the most eager to try new
products and ideas. Even though they only
make up about 13.5% of a population, they
are the most likely to be the force that
begins to move a product through its life
cycle in a community. They are also eager

5. to share their new discoveries. The
Diffusion of Innovation indicates that our
web marketing and advertising campaigns
should be geared at this group when
marketing new products or ideas.
f) What is Intersubjectivity? Why is it
important in communication? What
steps can you take to address it? [3
marks]
g) What is an elevator pitch? What are
the key points it should include? Why is
an elevator pitch useful? [3 marks]
l) List and describe FOUR different
methods of communication in use in
large corporations today, highlighting
the purpose/usefulness of each.
n) The Myers Briggs personality test
(also known as the Jung Typology Test)
looks at four aspects of personality.
Describe the four aspects, explaining
the two extremes in each.
a) If you are asked to participate in
an interview on a radio chat-
show in which a proposed
engineering project will be
discussed, and you have
experience in similar projects in
other countries, list FIVE things
you would do to prepare in order
to effectively communicate your
message and briefly explain
why each would be useful
b) Grice proposed FOUR maxims.
Explain clearly what they are for
and how they could be useful for
you. Name and explain TWO
maxims.
QUESTION 2 [15 marks]
Answer all parts of this question.
(a) What is Ratio Analysis and who might use it? [3 marks]
(b) Using the information for Spring Fever Limited and Cool Winter Limited provided in
Table 2 below, calculate the ratios listed in Table 1. [4 marks]

6. c) Solely on the basis of the ratios calculated, state which company has the better
management team and explain your answer. [8 marks]
Current Ratio Total Current Assets ÷ Total Current
Liabilities
Quick Ratio (Total Current Assets - Closing Stock)
÷ Total Current Liabilities
Debt-Equity Ratio Long-term Debt ÷ Shareholders’
Equity
Return on Assets Net Profit after tax ÷ Total Assets
Gross Margin (Gross Profit ÷ Sales) x 100
Net Margin (Net Profit after tax ÷ Sales) x 100
Spring Fever Limited Cool Winter Limited
€ €
Sales 908,000 780,000
Closing Stock 85,000 25,000
Gross Profit 340,000 425,000
Net Profit after tax 95,000 105,000
Current Assets 280,000 235,000
Liabilities falling due
within one year
290,000 145,000
Liabilities falling due
after one year
150,000 185,000
Total Assets 760,000 640,000
Shareholders’ Equity 320,000 310,000
QUESTION 3 [15 marks]
"E-mail has just erupted like a weed, and instead of considering what to say
when they write, people now just let thoughts drool out onto the
screen. It has companies at their wits' end."
(from What Corporate America Can't Build: A Sentence. New York Times, 7th
December 2004)
List and discuss the advantages and disadvantages of using email as a
means of communication in a business environment.
Question 4 [15 marks]
You are one of a group of students setting up a company to supply personalised
hoodies to student clubs and societies in College.
You have been asked to produce a proposal for the branding and marketing to be
adopted by the company. You think your ideas are excellent, but you have to persuade
the other members of the group to think so too.
Write a draft of this document – it should be between two and four hand-written pages
in length.
Question 5
Engineers work in teams on most engineering projects.

7. Describe and discuss the four stages in team development which where identified by
tuckman. How can awareness of these stages assist in the development of a high-
performing team?
Question 7 – Question 4 2013
Quastion 8 – Question 3 2014