Marketing crash course

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Notes

Pillars of marketing

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

Basics

  1. Customer research
    • This involves learning about your customer.
    • Explore the following: 1.) Demographics, 2.) Geographic, and 3.) Psychologic.
  2. Competitive research
    • Learn about the different competitors in the same field. Once you learn, ask: will I do it better or different?
  3. Specialization
  4. Differentiation
    • What makes you different or better?
  5. Positioning
  6. Segmentation
    • Look at the top 20% of customers and create persona avatars.
  7. Concentration
    • Find businesses most fun, profitable, what makes it better, easy to sell, high demand, sustainable
  8. Pricing
  9. Marketing message media alignment match
    • This involves “tailoring” to marketing.
  10. Lifetime customer value
    • This considers the value of customer to the business. Think of this: How do you want to “market” to these?

Literature Notes

Marketing basics for business1

  1. Customer research - Demographic, geographic, psychologic
  2. Competitive research - Do it better or different?
  3. Specialization - Better to be in a category of 1; levels: generalist, specialist, extreme specialist, celebrity
  4. Differentiation - Different is better than better, Why you? What makes you better or different?
  5. Positioning - Where your place is in the marketplace, positioning map
  6. Segmentation - Look at customer; identify and create avatar; look at top 20% of customers
  7. Concentration - Find businesses most fun, profitable, what makes it better, easy to sell, high demand, sustainable
  8. Pricing - Cost-based (raise to bottom) vs value-based (subjective)
  9. Market message media alignment match - how well you identify avatae, where you locate them
  10. Lifetime customer value - allows value of customer to business, how much do u want to attribute to marketing here?

Introduction to marketing2


  1. Understanding Marketing Basics For Businesses | Marketing 101 - YouTube ↩︎

  2. Introduction To Marketing | Marketing 101 - YouTube ↩︎



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