Marketing Management

Balderton Capital, one of Europe’s largest venture capital firms, has recruited a group of teenagers to advise it on the latest technology trends. Balderton, based in London, has invested in Bebo, Betfair and Codemasters. It manages $1.9bn (£1.3bn) in committed funds. Last month, the venture firm invited 11 15-year-olds to an hour-long private trip on the London Eye for an inaugural meeting. The teenagers named themselves ‘Prestige 11’, after the top accolade in a video game, and were given iTunes vouchers as a thank-you. They plan to meet every two or three months and continue to chat and swap ideas on a Facebook group. Balderton hopes to understand how the teenagers of today will spend their time and money as the adults of tomorrow. ‘We think very long term,’ said Roberto Bonanzinga, the Balderton partner leading the scheme, who argues few VCs use the services in which they invest. Mr Bonanzinga has two objectives: discovering new services before they hit the media or investor radar; and testing new ideas pitched by entrepreneurs. Information gleaned could be particularly useful in Balderton’s early stage investments, he says. ‘Understanding how consumer behaviour is evolving is super important.’ For now, YouTube and Facebook remain by far the most popular websites among the group. Facebook has completely replaced other email and instant-messaging services. Immediacy is critical. ‘Three hours not replying to a text message would be really rude,’ said Tomas Albert, of west London, one of the Prestige 11. Few pay for music, with many using filesharing networks, believing that artists and labels ‘make enough money’. Movies are usually rented from a DVD outlet rather than from the Internet, but only because downloading takes too long. ‘They don’t collect things,’ said Mr Bonanzinga. ‘They don’t have the need of owning; they have the need of using.’ As a result, teenagers’ bedrooms are more likely to be stacked with boxes of video games than the records that adorned their parents’ or even older siblings’ rooms. A majority use the Internet on their mobile phones, with several using smartphones such as the iPhone and BlackBerry. Many are prepared to spend up to £10 ($15) to buy an application for mobiles or an iPod touch, particularly for games, but the lifespan of an app is short. ‘We don’t stick to anything much longer than a couple of weeks,’ said Tomas


Don't use plagiarized sources. Get Your Custom Essay on
Marketing Management
Just from $13/Page
Order Essay

1 What type of customer information is Balderton trying to uncover?

2 What other methods could Balderton use to gather this type of information?

3 What stages should Balderton use in conducting marketing research?

The Quizlet
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Us

Exemplary Academic Writing Service

At, you are guaranteed of quality service from our professional writers. We maintain consistent communication with customers after placing an order to avoid missing anything that may compromise the quality of delivered work.

Top Writers

Our hiring process is rigorous to maintain the desired quality that has become the core of our business. We expose potential writers to an uncompromising selection process that enables TheQuizlet to pick the best out of the rest. TheQuizlet boasts of a competent team of writers, editors, and professors who work towards accomplishing your goals.

Plagiarism-Free Papers

TheQuizlet has an in-house plagiarism software that lowers the probability of delivering plagiarized papers to our clients. Referencing is guided by the format specified by a customer when placing an order. Our writers are conversant with all referencing formats that include APA, MLA, Chicago, Harvard, and Vancouver among others.

24/7 Customer Support

We understand the importance of effective communication and as such, TheQuizlet has a dedicated customer support department that responds to all client needs. You can easily contact our team through a chat window at the bottom left corner. Additionally, clients can reach us through support’s email or a telephone number available on our contact page. Feel free to contact us at any time and our team of experts will solve all your problems.

Swift Delivery and 100% Money-back Guarantee

When placing an order, ensure that you specify the correct deadline to help our writers work around the provided timeline. At TheQuizlet, we deliver our tasks before the projected deadline to give time for the customer to proofread the work before submission. In the event we cannot deliver a paper on time, we initiate contact with the client to renegotiate a new deadline.

Unlimited and Free Revisions

We urge all our customers to request for a revision whenever they identify a need to amend the paper. Since we understand your concerns, does not charge for revisions. Nonetheless, we encourage customers to be genuine when requesting for revisions.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

TheQuizlet is a one-stop shop for all your writing needs. We tackle each customer’s needs differently to improve the quality of outcomes and meet your expectations.


Academic Help Service

TheQuizlet is committed to delivering quality work on time to ensure our clients get the value for their money.


Admission Essays and Professional Writing

Admission essays are personal, as opposed to other papers. For this reason, our team will request for any information that will enable them to deliver quality work, which allows you to convince the admissions board on why you should be granted the application.


Editing and Proofreading

Our team comprises of qualified researchers, writers, and editors who go through the different papers before delivering them to our clients. Whether your paper is being written from scratch or you want it to be edited, you can trust TheQuizlet for all your needs.


Revision Support

After receiving the final draft, you can request for a revision to incorporate various changes that are aligned with your expectations. All our papers are written in line with the latest writing standards.