回想小型企業的三大支柱，第二個支柱是銷售與行銷。

此支柱採用市場導向觀點（Market-Based View, MBV），著重於分析企業營運環境中的各項外部關鍵因素，以便您和您的企業能夠做出適當回應。

在學習本單元內容時，請思考以下五個銷售與行銷的關鍵問題：

哪些客戶最為重要？
他們需要哪些產品（或服務）？
應該以什麼價格提供產品（或服務）？
如何讓客戶得到產品（或服務）？
推廣產品（或服務）的最佳方式是什麼？

(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)

市場導向觀點（Market-Based View, MBV）採用「由外而內」的方式，圍繞市場機會來建立你的事業。您的企業會根據市場需求來開發產品與服務，而這種方法需要具備靈活且可調適的系統與流程（de Wit & Meyer, 2004年）。對於小型企業而言，採用能回應市場需求的市場導向觀點是一種相當普遍的做法。

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.

如何進行市場分析

在進行市場分析時，我們需要檢視以下各個要素：

問題定義
行業描述
目標市場
客戶資料
競爭對手分析
競爭優勢
定價策略
廣告與促銷
品牌塑造
機會與威脅

請在接下來的頁面中進一步探索這些內容。

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.