回顾小型企业的三大支柱，第二个支柱是销售与营销。

此支柱采用市场导向观点（Market-Based View, MBV），着重分析企业经营环境中的各种外部因素，以便您和您的企业能够作出恰当的应对。

在学习本单元内容时，请思考以下五个销售与营销的关键问题：

哪些客户最为重要？
他们需要哪些产品（或服务）？
应该以什么价格提供产品（或服务）？
如何让客户获得产品（或服务）？
推广产品（或服务）的最佳方式是什么？

(Reynolds 等人， 2000年)

Thinking back to the three pillars of small business, the second pillar is Sales and Marketing.

This pillar adopts a market based view (MBV) which considers all the important external factors in the business operating environment so that you and your business can respond appropriately. Here are 5 key sales and marketing questions to consider as you work through the content of this module:

Which customers are the most important?
What product (or service) do they need?
What price will I provide my product (or service)?
How do I get my product (or service) in their possession?
What is the best way to promote my product (or service)?

(Reynolds et al. 2000)

市场导向观点（Market-Based View, MBV）采用「由外而内」的方式，围绕市场机会来建立你的事业。您的企业会根据市场需求来开发产品与服务，而这种方法需要具备灵活且可调适的系统与流程（de Wit & Meyer, 2004年）。对于小型企业而言，采用能响应市场需求的市场导向观点是一种相当普遍的做法。

A market based view (MBV) adopts an ‘outside in’ approach, building your business around the market opportunities. Your business develops products and services in response to the market, and this approach requires systems and processes to be adaptive and flexible (de Wit & Meyer, 2004). A market based view approach that responds to the needs of the market is common for small businesses.

如何进行市场分析

在进行市场分析时，我们需要检视以下各个要素：

问题定义
行业描述
目标市场
客户资料
竞争对手分析
竞争优势
定价策略
广告与促销
品牌塑造
机会与威胁

请在接下来的页面中进一步探索这些内容。

How to conduct a market analysis

To conduct a market analysis we examine the following components:

Problem definition
Industry description
Target market
Customer profile
Competitor analysis
Competitive advantage
Pricing strategy
Advertising and promotion
Branding
Opportunities and threats

Please explore further in the following pages.