Marketing Theories

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Marketing Theories of Entrepreneurship

Mastering signaling, adoption cycles, and strategic positioning for new ventures.

Module 1: Market Communication

UNIT 1 Signaling Theory

UNIT 2 Social Judgement Theory

UNIT 3 Theory of Planned Behavior

Module 2: Competitive Strategy

UNIT 4 First Mover Advantage Theory

UNIT 5 Prospect Theory

UNIT 6 Diffusion of Innovations Theory

Module 3: Branding & Distribution

UNIT 7 Brand Extension Theory

UNIT 8 Long Tail Theory

Marketing Theory Quiz

1. Diffusion of Innovations Theory explains: How new ideas and technologies spread through a social system over time How to manufacture products at the lowest cost

2. Signaling Theory in marketing is used by entrepreneurs to: Hide the weaknesses of a product Provide information about unobservable product quality through observable actions

3. First Mover Advantage Theory suggests that being the first to enter a market: Can lead to sustainable competitive advantages like brand loyalty and technological leadership Is always a disadvantage because of high R&D costs

4. Prospect Theory indicates that consumers: Value gains and losses differently, often fearing losses more than they value equivalent gains Always make perfectly rational economic decisions

5. The Theory of Planned Behavior suggests entrepreneurial intent is driven by: Attitudes, subjective norms, and perceived behavioral control Purely biological instincts

Review these theories: