The relationship between marketing and entrepreneurship is important to the new ven¬ture. First, it is the activity that launches the new venture, gets it going. Second it is, for most entrepreneurs, an area not well known or understood. Many entrepreneurs look on advertising, hiring sales staff and promotions activities as expense items rather than the in¬vestment that in fact these represent. This attitude is often accompanied by a particular ori¬entation. Table 13.2 lists four basic mindsets toward marketing and what it represents