Marketing Fundamentals: Who Is Your Customer?

Business leaders need to understand and respond to the needs and wants of consumers in order to be competitive in an ever-changing marketplace. Marketing is about creating value for customers and inspiring loyalty and enthusiasm for your products or services.

When you are starting or managing a business, the most important decision you make is to identify and target your customers. Many business leaders mistakenly believe that every customer they have is a good one. It is often incorrect to believe that every customer is a good customer. Knowing which customers you should let go is as important as finding new customers. This marketing course will teach you how to evaluate the value your company provides to customers and the value they offer to you.

You will also receive a toolkit that you can use in real-world situations. The following topics are covered:

• The marketing mix
• segmentation
• Positioning and targeting
• marketing strategy
• consumer behavior

Entrepreneurs often neglect marketing as they concentrate on the launch of their venture. Marketing is essential for launching and maintaining a business. You'll also learn how to apply marketing concepts to entrepreneurial situations. You will learn how to think strategically about marketing in order for your business to grow, and not as a tactical expense.

This course is part the Business Principles and Entrepreneurial Thought XSeries.