Chapter 9: Marketing and Sales

Tom Byers, Stanford University,
Andrew Nelson, University of Oregon
and Richard Dorf, University of California, Davis

Marketing and sales are critical to the success of a new firm since the firm normally starts without any customers. A new business must create a marketing and sales plan, which describes its target customers for its product offering. The plan should include a product position and a mix of price, product, promotion, and distribution channels that will attract and satisfy the customer. Gaining recognition and acceptance in a target market requires the following steps in sequence:

  • Describe the product offering
  • Describe the target customer
  • State the marketing objectives
  • Gather information through market research
  • Create a marketing plan
  • Create a sales plan
  • Build a marketing and sales staff to implement the plans

1. “Marketing by Surfacing the Product” with Jack Dorsey, Twitter, Square

2. “Marketing A Startup” with Donna Novitsky, Yiftee

3. “Consumers Shape Marketing and Product” with Tina Wells, Buzz Marketing Group

Continue to Chapter 10