BE

 Send a draft before midterm and make sure it went according to the marketing
terms. (A draft of reports) [4 months from now]

 3 Principles of marketing:

1. Principle of Customer value

2. Principle of differentiation

3. Principle of STP

 “Marketing Mix”~ 4 P’s of marketing: Product, Place, Promotion, Price.

 Segmentation: divide the total market into smaller segments. (to people have sth in
common.)

 Targeting: select the segment or segments to enter.

 Differentiation: differentiate the market offering to create superior customer value.

 Positioning: position the market offering in the minds of target customers. (implant a
unique image.)

 BRAND:

 Value Proposition: Benefits (functional, emotion, aspirational) / Price

 Value Proposition: product benefits and values that satisfy customer needs.

1. Target segment and the need that you’re trying to satisfy

2. What is your brand?

 3. What is your concept? (frame of reference)

4. What makes you unique?

4C’s: Communication, collaboration, critical thinking, creativity