Week 9 Reading Reflection

Week 9 Reading Reflection

Chapter 10: Marketing Challenges for Entrepreneurial Ventures

1.       Surprise – I found it very surprising when Kuratko mentioned that most entrepreneurs do not know their market very well. I would assume that someone who was interested in creating a product or service would automatically do research on their market before they even decide to move forward with an idea. Maybe I tend to analyze markets from the beginning because it is what I do as a marketing major. I guess other people with different outlooks like to focus on different aspects and forget to look into the target market.  

2.       Confusing – I found the segment on becoming a popular internet link very interesting. Though we had a guest speaker about this topic in class, I still find myself unsure of how becoming a popular link on the internet works. It is definitely a topic I need to look into and do some research on.

3.       Questions – One question that I’d like to ask Kuratko is “What is the most effective way to get a diverse population to actually respond to surveys?” To me, it seems almost impossible to get different kinds of individuals to all respond accurately to a survey. I would also want to ask Kuratko, “Which is more often used in real life – a production-driven philosophy or a sales-driven philosophy?” Do people prefer to focus on production or finding the key consumer? What types of products fit into each category?

4.       Incorrect statement – When talking about the internet, Kuratko says that a drawback to internet marketing is a limited target audience. While that may have been true when this book was written in 2009, I think there is a different story 7 years later. The internet is an incredibly effective method of marketing because almost everyone has access to it – from children to elderly. The smartphone has made the internet accessible to people wherever they are.