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Lesson 2: Marketing Plan
Overview
The essence of marketing is identifying what makes your product unique and valuable, positioning your products to take advantage of those unique benefits, and communicating all of that to your prospective customers. In this lesson, I'll tell you how you can use this information to assist you in defining your competitive advantage. I'll explain the classic four P's of marketing: product, place, price and promotion—as well as what could be called the fifth P, people.
Price overlaps so much with financial planning that I will talk about it in depth in Lesson 3, even though it's a key element in your marketing strategy. First, we'll focus on product, place, promotion and people.
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