Entrepreneur's Handbook

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Entrepreneur's Handbook

INTRODUCTION

 

Marketing is a set of activities that are at the center of the business and that the entrepreneur should focus on first. The main reason for this is that the business model put forward and the business plan developed by the entrepreneur must comply with the market realities. Because a non-competitive business whose product is not suitable for customer demands and needs will not be able to survive in the market. Therefore, issues such as which customer group, what kind of products / services will be produced, how and at what price they will be distributed to these people, which communication channels to use with customers, are the decision areas that concern the marketing function of the entrepreneur. In a nutshell, marketing is the management of exchange relationships with customers that will benefit both parties.

Basic marketing knowledge is required to first understand and then manage these exchange relationships that are at the center of marketing. For this purpose, starting from the definition of marketing, basic marketing information required for an entrepreneur is given in this section.