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1. Introduction
2. Agenda
3. Small to medium sized enterprises (SMEs)
4. Background
5. Definitions of SMEs
6. SME marketing characteristics
7. Different from large businesses
8. SME limitations
9. Limited impact
10. SME owner-managers and entrepreneurs
11. Owner-managers and entrepreneurs
12. Owner-managers and entrepreneurs roles
13. Definition of entrepreneur
14. Entrepreneurial behaviour
15. Entrepreneurs
16. Definition of owner-managers
17. Owner-managers
18. Understanding marketing for SMEs
19. Marketing for SMEs
20. Adapting standard textbook frameworks (1)
21. Adapting standard textbook frameworks (2)
22. SMEs product
23. Product focus
24. Successful SMEs product focus
25. SMEs pricing
26. Pricing
27. Cash flow
28. SMEs delivery / distribution
29. SMEs selling / promotion
30. SMEs customer service
31. SMEs use of e-technology
32. E-marketing activities
33. E-marketing challenges for SMEs
34. Summary: marketing activities for SMEs
35. Marketing by networking
36. Networking
37. SME marketing by networking
38. Owner-managers influence
39. Purpose of networking
40. Marketing by networking
41. Influences on SME networking
42. Developing marketing competence
43. Managerial competence (1)
44. Managerial competence (2)
45. Developing experiential learning
46. Competency development (1)
47. Competency development (2)
48. Using innovative marketing where possible
49. Innovative marketing
50. General misconceptions about innovation
51. Innovation in SMEs
52. Innovative marketing (1)
53. Innovative marketing (2)
54. Summary: marketing for SMEs
55. SMEs compete by offering
56. Successful SMEs
57. Further reading
58. Thank you for listening

Topics Covered

• Definition of SMEs, SME owner/managers, entrepreneurs
• Marketing for SMEs
• Adapting standard marketing frameworks for SMEs
• Successful SME product focus
• SME pricing issues
• Cash flow
• SME delivery & distribution
• SME selling & promotion
• SME customer service
• SMEs use of e-technology
• E-marketing activities & challenges
• Using networks
• Marketing by networking
• Influences on networking
• Marketing management competencies for SMEs
• Experiential learning and competency development
• Innovative marketing in SMEs

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 1, 2012
• Archived on April 26, 2022