Contents
Title
Using Marketing Research in Identifying the Best Marketing Consulting Services for Young Entrepreneurs
Author
Ionuț-Robert Alexandru, Mihaela Constantinescu, Teodor Brahadiru
Classification JEL
M31.
Abstract
Young entrepreneurs need guidance because they come with a lot of energy and desire to do something, but if this energy is not properly directed and concentrated with the help of specialists, it will not materialize in anything constructive. This is where the role of the marketing consultant comes in, to help the entrepreneur understand what the clients’ needs are, what the company can offer and how the two can be correlated so that in the end there is a mutually beneficial relationship. This paper presents the results of two researches, a qualitative one (using in-depth interview) among experienced entrepreneurs and a quantitative one (using survey) among young entrepreneurs at the beginning of the road. The aim of the qualitative research was to identify the marketing consulting services that entrepreneurs need in order to optimize the businesses they own and increase customer satisfaction. The objectives of this research include highlighting the importance of marketing for business growth, the perception of the need for marketing consulting and identifying the types of services needed in marketing consulting. The quantitative research aimed at identifying marketing consulting services for which entrepreneurs at the beginning of the road show interest, having as a basis for comparison the perception of entrepreneurs with more experience, so as to correlate them in order to obtain the optimal mix of services. Following the process of comparative analysis between the way experienced entrepreneurs see consulting and marketing services and the way entrepreneurs perceive them at the beginning of the road, we have built a proposition for implementing a service offer to help young entrepreneurs in terms of activity marketing.
Keywords
Marketing consulting services, marketing research, marketing services for entrepreneurs.
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