Sinopse:

SÓ PARA MEMBROS PREMIUM. SE AINDA NÃO ÉS MEMBRO PREMIUM, CONSULTA AQUI AS VANTAGENS E TORNA TE MEMBRO PREMIUM DA NOSSA COMUNIDADE! 

MARKETING MISSTAKES OF NASCENT ENTREPRENEURS

Many nascent entrepreneurs start a business without having a clear idea of the importance of the effort necessary to be put in crafting a marketing strategy.  Some common misconceptions are: 

a) Marketing is just publicity and advertising;

b) Marketing is important, but expensive (and I do not have money to do it well); 

c) Marketing is secondary to the business offering; 

d) Marketing comes at a later stage, first I need to focus on the idea/product; 

e) Marketing will result in too much exposure; f) marketing doesn’t work in my field.  

This webinar will address these misconceptions by starting with the fundamental question of every marketing strategy – what the business is – and walking through common mistakes of entrepreneurs on each step of a marketing strategy.  The discussion will be illustrated by a particular case of a local venture still in development of its business proposition.

Main goals

Emphasis would be put on mistakes nascent entrepreneurs do, rather than "how to" prescriptions.

What is the goal of the business?  Is there a long-term vision?

• Value proposition
• Exit strategy
• Positioning

Building a positioning strategy

• Target customers
• Competitors
• Where am I?

Product/Service

• Production/scale
• Focus
• Brand

Price

• Costs
• Competitors
• Market pricing

 Distribution

• Partnership
• Go where your customers are
• Ask and give help

 Promotion

• Web presence
• Word of mouth
• Creativity

Collaborations and training

Biografia da Oradora:

Ralitza Nikolaeva is a professor of marketing at ISCTE ISCTE - Instituto Universitario de Lisboa. Previously she was a professor at University of Wisconsin Milwaukee and earned her PhD at Krannert School of Management, Purdue University, USA. Her research is broadly based in the diffusion cycle of new technologies and markets. She is currently working on institutional and cognitive drivers of adoption of practices including social innovations. Dr. Nikolaeva’s research has been published in top international scholarly journals and she is Associate Editor of Global Economics and Management Review and a member of the Editorial Board of Management Decision. Dr. Nikolaeva has won two case writing awards by the Direct Marketing Educational Foundation (Marketing EDGE, New York) and has presented her research at numerous international conferences.  She is a member of the Academy of Marketing Science and the European Marketing Academy.


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