 Traditional marketing and effectual marketing. Traditional marketing basically focuses on existing markets whose future can be predicted. It begins with the market and looks for latent needs to address and then uses a planned and linear process to fill these needs. Traditionally, as we see, for any traditional product, we see that customer requirement is present. What does the customer want? We try to develop the product according to the needs of the customer, whether it be service or goods, and then there is a structured way of marketing. We develop a product and then we appropriate its pricing. Then we promote it through various advertising media and then we try to distribute it through distribution networks to the customer. This is traditional marketing. In this, you see the existing market, the existing clientele, and keeping in view your experience and available data of the market, the information regarding the market. You can predict what sales can be in the first year or in the next year. How many chances of success of the product, how many chances of failure of the product. You can do a lot of things about the future of the product. Keeping in view the existing information and data. The effectual marketing is a comparatively new phenomenon. This is a phenomenon which is in fact related with the entrepreneurial marketing, which is the challenge to the entrepreneur. Factual marketing embraces uncertainty and focuses on new products and markets that are hard to predict at best. Because the idea which you have, the high-tech product you are bringing, the radical product you are developing, the market is not available for it. This is very limited. Now you have to develop the market from hit-and-try. What the market wants in the future and whether the product you are bringing will be accepted or not. And what will be the shape of the product in which the customer will like this product. These are all new challenges. And these are all new challenges. To meet them, you sometimes do not have the data available. So, this marketing begins with the entrepreneur's new technology and product and tries through experimentation. So, the entrepreneur takes his idea, sometimes prototyping, and does experimentation with it. The possible niche market, and the hit-and-trial regarding that product, how the available customers, present customers, may relate themselves with that product in development and how those customers, how those potential customers respond and give their feedback regarding the development of that product. So, sometimes that enters into the stage of co-creation. The product you are building keeps the new idea in front of the customer and the customer helps you. You make a product and the customer responds to it. You redesign it, refurbish it and bring it back to the market. Then you do experimentation on it. That is a comparatively longer process, difficult process, results are unpredictable and there is uncertainty which is surrounding that particular product. So, in this case, there are extraordinary sales capabilities which are required discovering those customers who most appreciate the firm's product and working with them to improve the product to a level where additional customer will accept it. An important task of the sales department in an entrepreneurial setting. As we said, finding out that small niche, working with them, keeping the product in front of them and reshaping, redeveloping, redesigning and improving that product in such a manner that in future, you would keep adding customers. You start with a small customer base and then that co-created or improved or acceptable product and you add it to your clients, your customers and your market. Once this validation stage has been completed successfully, sales efforts may be stepped up and extra sales people can be hired, then the firm can conduct regular or traditional selling. Once you go through this validation stage where the available clientele is passed through the product idea and then you add it to your sales team. Through that sales team, you launch that product at a very high level. Now it's time to adopt the traditional marketing strategies and various tactics regarding product price, place and promotion and increase the clientele and market size on a regular basis.