Entrepreneurial Marketing: Conceptualization and Challenges Faced by SMEs

Entrepreneurial Marketing

INTRODUCTION
Entrepreneurial marketing is aggregation of two essential and separate administration
regions, namely, entrepreneurship and merchandising. Currently two different subject area such
as merchandising and entrepreneurship have come forth to show the several aspects of
mercantilism that are basically not interpreted in to consideration by the conventional marketing
conceptions and theories (Al-Lawati, 2017). So entrepreneurial commercialism can be explained
as the retroactive analysis and use of growth options that help in aiding and retaining profitable
and effective consumers by the way of assets investing, quantity generation and acceptance of
creation and effective conceptualisations for risk administration. This written report is
concentrated on determining the entrepreneurial marketing conceptualisation and method that
accepted by SMEs to get attention of consumers and preserve in marketplace taking an example
of Infinity Food. Moreover, it finds out the key problems that are suffered by a new venture or
small businesses. Finally, the analysis of standard marketing theory is explained in opposition
with the utilization within SMEs.
MAIN BODY
The distinguishing features of the small business marketing environment
Marketing involves of identification of target consumer and market, getting information
about their needs and demands, satisfaction of customers needs better than competitors,
improvement of goods and service that are offered by the enterprise as per consumer's taste &
preferences and development of profit or productivity. Marketing make focus is on the manner in
which companies fulfils the necessity of consumers and provide them satisfaction. Consumer
orientation is the main need for all small business company in current competitive marketing
atmosphere. For this, main function is of an entrepreneur who form the base of venture and carry
out the operation to be interpreted by the firm in reference to survive in market till long term.
Small & medium companies do not have accession to origin as large firms. Therefore, SMEs like
Infinity Food basically believe on unique and creative manners to maintain consumers involved
and retained with the company for forthcoming time (Crick, Crick and Chaudhry, 2018). The
four pillars of development and growth are business concern enterprise, individuality, creation
and business maturation. Each of these has a crucial role in the dynamics of small business
organization and their mercantilism administration activities.
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