Marketing: learn the essentials
Topics, terms and formulas in marketing, explained in plain English.
Brand & Customers
A brand is a promise customers trust. Brand equity, loyalty and word of mouth lower the cost of winning customers, while churn counts those who leave.
Positioning & Pricing
Positioning is the place your offer holds in the customer's mind. Segment the market, craft a value proposition, then price to match: skimming, penetration or competitive.
Product Life & Reach
Products move through introduction, growth, maturity and decline. Saturation signals slowing growth, so extend with new markets, features or brand extensions.
Digital Marketing
Digital marketing reaches customers through SEO, content, email, ads and influencers. Test with A/B experiments and track conversion rate.
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