August 2014
Beginner
427 pages
11h 40m
English
Content preview from The Guide to Entrepreneurship
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186 ◾ The Guide to Entrepreneurship: How to Create Wealth for Your Company
You can decide, up front, your marketing orientation. Your marketing
orientation will strongly inuence your culture and promotional behavior. As
Table9.2 shows, there are four recognized orientations.
9.3.1 The Promise of Unmet Needs/Wants
“Ideas, products, messages and behaviors spread just like viruses
do.” —Malcolm Gladwell, The Tipping Point
Successful startups are those rms that can recognize and respond to unmet
needs/demands in the market. Unmet needs/demands are plentiful, such as
cure for cancer and heart disease, non-polluting cars, green and sustainable
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