Posted: April 25th, 2022

Operating a Small Business Effectively from your course textbook Entrepreneurship: Starting and Operating a Small Business.

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Prior to beginning work on this discussion forum, read Unit 2: Integrated Marketing and Unit 4: Operating a Small Business Effectively from your course textbook Entrepreneurship: Starting and Operating a Small Business. Additionally, review the webpage from Nielson Norman, Articles & Videos (Links to an external site.).
www.nngroup.com/articles
When we engage in marketing, we should ensure that we build relationships with our customers and ensure that our customers know they are important today and tomorrow. Using the web as a marketing channel is a widely used practice. However, not all web marketing efforts suggest that the customer is important, and there is a plethora of practices that frustrate and annoy web users.
When websites are unusable, potential customers often become frustrated and angry. We can be relatively certain that angry and frustrated customers are not likely to return to our site. When customers abandon us, growth prospects are nil. An effective and usable site is a strong aid to business growth.
For useful articles and videos about website usability, review this webpage from Nielsen Norman, Articles & Videos (Links to an external site.).
www.nngroup.com/articles
When you land on the webpage, review and analyze the site contents and then address the following:
• Define site usability.
• Retrieve two articles or videos, one that offers some sound usability practices and one that offers information about practices that frustrate usability.
• Compare the information in the articles and critique two practices from each article.
• Determine if specific changes would make the Nielsen Norman site more usable.
Required Resources
Text
Glackin, C., & Mariotti, S. (2020). Entrepreneurship: Starting and operating a small business (5th ed.). Pearson.
• Unit 2: Integrated Marketing
o Chapter 4: Exploring Your Market
o Chapter 6: Smart Selling and Effective Customer Service
• Unit 4: Operating a Small Business Effectively
• The full-text version of this ebook is available through your online classroom. This book is a comprehensive text on entrepreneurship in small companies and how to start and run a business. Chapters 4 and 6 discuss how to explore an entrepreneurship market and provide effective customer service. These chapters will assist you in your Marketing: Quality Versus. Quantity discussion forum, Ethics: Eight Guiding Principles discussion forum, and Segmenting, Targeting, and Positioning assignment this week.

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