Entrepreneurship and Marketing: Finding a Connection

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The ability to predict customer expectations and developing the organizational strategy in line with those opportunities is one of the most important business skills. Despite being overlooked too often, marketing is one of the best ways to respond to the dynamics of the given corporate environment and define the list of objectives that have to be attained in order to gain momentum and expand the customer base (Dwivedi et al. 39). To find out whether consumers trust specific products and want to follow a certain company’s updates, organizations have to track customer feedback and represent their services or merchandise in a way that would appeal to potential buyers. A constant connection between the stakeholders is established via marketing strategies and activities that facilitate the communication process and make feedback visible.

Marketing may also be utilized in an attempt to find out whether a company is a good fit for the marketplace and what could be done to improve the state of affairs. The concepts of status, demand, significance, and competition also relate to marketing and may serve as a set of predictors of how quickly the company is going to reach its objectives and fulfill the vision. Marketing is a crucial instrument that cannot be ignored when developing a business strategy that is expected to appeal to a diverse consumer base (Gupta et al. 5675). This way, organizations build loyalty and develop business strategies that are aligned against the most up-to-date trends in terms of society, economics, and purchasing behaviors. The current paper is going to discuss the most common benefits of marketing in rich detail in order to prove that promotion and a unique approach to company and product presentation epitomize an extremely rare marketplace advantage that should never be underestimated.

Benefits of Marketing

First, marketing may be utilized to attract more customers to the existing business and engage them in the offers that the managers see as the most appealing. Marketing may serve as a communication facilitator where customers agree to take part in an organization’s incentives even when they are not completely contented with how the company addresses their requests (Chaffey 101). Instead of flagrantly pushing new products and services to discontented consumers, the company could use marketing to solve the issue differently. As soon as the management creates something fresh, it will benefit big due to the fact that purchasers are going to support the initiatives monetarily. Marketing is an instrument that may be used to help consumers learn something new and expose them to an extended knowledge base or a product that exceeds buyer expectations (Ruiz-Molina et al. 9). The overall digitalization of current businesses serves as proof of the fact that all kinds of data could be used to engage the customer base and establish a sense of belonging among them.

On the other hand, marketing initiatives represent one of the shortest paths toward an improved organizational reputation and growth. As a company continues to develop, it has to address its marketing capability in order to establish correlations between how customers perceive the brand and the profits that the company gains as a result of its operations (Lee and Kotler 47). It may be reasonable to conclude that brand equity relies on the strength of the marketing agenda because, without a positive image, the enterprise would never succeed. Knowing that marketing is also based on consumer expectations, it should be noted that proper promotion creates room for improved corporate responsibility and a redefined notion of loyalty where both employees and buyers support decisions made by the management (Erevelles et al. 900). In the case where an organization utilizes marketing correctly, consumers will be proud to associate themselves with services and merchandise provided by the company. Smart marketing is directly linked to corporate social responsibility, accountable branding, and effective communication.

The third common benefit of marketing for businesses is that it helps companies to build long-standing relationships with all stakeholders that are involved. The fact that customers trust their brand and purchase products and services irrespective of their price might prove that an inherent understanding between the organization and purchasers has more influence on buying behaviors than the actual cost of goods or services (Keegan 38). Companies establish strong relationships with their customers through the interface of marketing. In contrast, the management is responsible for completing all the research in the area and ffindingthe weakest spots in the existing strategy. Different variables could affect the effectiveness of marketing initiatives, such as consumer behavior, demographics, and psychographics. With proper segmentation, the business would address diverse buyer expectations in the most effective way and provide customers with the required products and services at the right time. It eventually increases loyalty among brand followers and mildly forces them to purchase even more products from the given company (Cheng and Liu 326). The majority of commercial activities initiated with the help of smart marketing would lead to increased benefits and contented consumers.

An important idea was also derived from an interview with an individual business owner who outlined marketing as one of the best communication channels that could be used to learn more about consumer preferences and expectations. When potential buyer learns more about the services and products they could get, they will be attracted by the idea that their feedback could eventually improve the quality of future production and help drive even more purchasers to the brand. Such increased awareness may become a vital competitive advantage in the future, helping the organization to stand out and turn into an advocate for high-quality products and contented consumers. A similar idea may also be found in Chaffey’s book, where he claims that the majority of competitive tricks performed by organizations stem from the strength of their marketing (50). Consequently, communication establishes a connection between customers and business and helps the former explain the benefits of such a partnership.

The final benefit that relates to marketing was shared by an executive from a small local enterprise. They claimed that marketing is the best way to maintain relevance and remain disruptive enough to challenge the residual marketplace and gain additional competitive advantages. A consumer’s opinion about a product is what drives any business forward. This is why the majority of chances that a business gets when developing its marketing initiatives are closely related to how potential and existing purchasers see the organization. As per the executive’s words, no company should ever assume that it would remain the clients’ favorite forever. A similar idea may be found in Lee and Kotler’s book, where they presupposed that every consumer-business relationship should be updated from time to time in order to remain relevant (63). Instead of marketing to additional customers, the organization should always ensure the ways of retaining the existing ones.


It is evident that marketing is an essential element of business that cannot be removed from the equation of success. When business owner expects to profit from their initiatives, they tend to collect all kinds of digital and physical information to be able to make decisions that are informed and evidence-based. While limiting the number and gravity of assumptions, businesses may be able to use marketing as a means of communication. If the organization takes consumer expectations into consideration, it will generate numerous competitive advantages simultaneously, developing a progressive outlook on business. The latter requires both the management unit and employees to learn how to interpret all the data that may be collected with the help of marketing and turn it into crucial corporate insights that may be redirected to a different initiative later. Without marketing, no industry would be able to maintain its operations for an extended period.

The existing dependence on all kinds of data makes it evident that marketing quickly develops into one of the most digitalized areas of business. With the limits of what a manager may accomplish with the help of advertising and promotion being practically infinite, it may also be suggested to invest more resources into further research of how marketing could raise profits. The benefits of marketing that were reviewed within the framework of the current paper may be outlined as essential because they do not depend on the type of business and available budget. The increasingly high number of potential leads serves as proof of the fact that the target audience dictates business trends and establishes an environment that supports and nurtures positive change. A team of professional individuals who can interpret data collected with the help of marketing is an exceptional organizational unit that has to be protected at all costs.


Chaffey, Dave. Digital Marketing. Pearson UK, 2019.

Cheng, Jui-Hung, and Shuo-Fang Liu. “A Study of Innovative Product Marketing Strategies for Technological SMEs.” Journal of Interdisciplinary Mathematics, vol. 20, no. 1, 2017, pp. 319-337.

Dwivedi, Yogesh K., et al. “Affiliate Marketing: An Overview and Analysis of Emerging Literature.” The Marketing Review, vol. 17, no. 1, 2017, pp. 33-50.

Levelers, Sunil, et al. “Big Data Consumer Analytics and the Transformation of Marketing.” Journal of Business Research, vol. 69, no. 2, 2016, pp. 897-904.

Gupta, Suraksha, et al. “Marketing Innovation: A Consequence of Competitiveness.” Journal of Business Research, vol. 69, no. 12, 2016, pp. 5671-5681.

Keegan, Warren J. Global Marketing Management. Pearson India, 2017.

Lee, Nancy R., and Philip Kotler. Social Marketing: Changing Behaviors for Good. Sage Publications, 2015.

Ruiz-Molina, María-Eugenia, et al. “Relational Benefits, Value, and Satisfaction in the Relationships between Service Companies.” Journal of Relationship Marketing, vol. 14, no. 1, 2015, pp. 1-15.

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