Fundamentals: Smart Contracts Token VS Crowdsale

It seems that I have missed something pretty fundamental in smart contracts.
My goal is to create a crowfunding, convert the tokens to coins and make them tradable in exchanges such es Kraken, Bittrex etc.
Soooo which section is the right one for me?
Ethereum Token
Ethereum Crowdsale

I would really appreciate if someone can help me with this
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