Chapter 10: Marketing Challenges for Entrepreneurial Ventures
1) The thing that stood out the most for me in the reading was how many different consumer characteristics existed. It was surprising to see how intricate and lengthy the characteristics were; I guess I never really looked passed things like income and general backgrounds.
2) A part of the reading that confused me was the section on marketing information systems. When I think of information systems, I think of quantifiable data that gets entered into a computer. So when I read that information systems can actually monitor "the strategies, decisions, and programs concerned with marketing", I was really caught off guard.
3) I would ask the author why he included the "Perils of Marketing" section in this chapter. It's cool that he brought in worldly perspectives, but I would enjoy knowing his motivation behind the piece. I would also ask why he included the Peter R. Dickson quote at the beginning of the chapter, and how he feels it relates to the rest of the chapter.
4) I don't think that the author was wrong but could alter the table on page 286. The table (figure 10.1) shows the common elements in entrepreneurs. I think that some of the wording is a little biased and could be found offensive; for example, the part that says "that others consider foolish." Someone could take the world foolish to be offensive towards them if they think that they are not a risk-taker, so it may be better to get rid of that section.
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