Marketing 101

The 4 P’s of Marketing (Marketing Mix):

1. Product
2. Place
3. Price
4. Promotion

Consumer-side Marketing:

1. Customer value (product)
2. Cost to the customer (price)
3. Convenience for the buyer (place)
4. Communication (promotion)

Positioning & Targeting

Position is:

• Differentation from Completitors
• Value Proposition: What do you offer?
• Product Dimensions: What do you do?

Targeting is:

• Who are you positioning your product for?
• Your Demographic Segmentation

Demographic Segments

• Gender
• Age
• Income
• Education
• Location
• Marital Status
• Culture

Brand Value

Market Share

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