1. Purpose of a Positioning Statement
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Definition: A brief description of how your product or service fills a need in the market and sets itself
apart from competitors.
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Purpose:
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Clearly communicates your unique value proposition.
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Guides marketing and business decisions.
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Aligns team efforts and brand messaging.
Example: “For eco-conscious consumers, our reusable water bottles offer stylish, durable hydration while
reducing plastic waste.”
2. Low/High Cost and Low/High Reach Marketing
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Low-Cost, Low-Reach:
Small investments targeting a niche audience.
Example: Flyers, local events, or small-scale social media campaigns.
Low-Cost, High-Reach:
Affordable yet scalable marketing.
Example: Viral social media posts or email newsletters.
High-Cost, Low-Reach:
Expensive efforts with a focused audience.
Example: Sponsorships for exclusive events.
High-Cost, High-Reach:
Large investments to reach broad audiences.
Example: National TV campaigns or celebrity endorsements.
3. Direct vs. Indirect Channels
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Direct Channels:
Selling directly to consumers without intermediaries.
Examples: Company websites, physical stores, direct mail.
Indirect Channels:
Selling through intermediaries like retailers or wholesalers.
Examples: Selling products via Amazon, Walmart, or distributors.
4. Definitions
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Sales Channels: Pathways through which a company sells its products to customers (e.g., ecommerce, retail stores).
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Communication Channels: Methods used to deliver marketing messages to audiences (e.g., email,
social media, TV).
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Distribution Channels: The system used to get products from manufacturers to customers (e.g.,
shipping, warehousing).
5. The Marketing Funnel Cycle
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Stages:
Awareness: Attracting new potential customers.
Example: Social media ads introducing your brand.
Interest: Building curiosity and engagement.
Example: Blog posts or webinars.
Consideration: Helping customers evaluate your offering.
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Example: Free trials or case studies.
Conversion: Turning leads into customers.
Example: Discounts or easy checkout options.
Retention: Keeping customers loyal.
Example: Loyalty programs or personalized emails.
6. Definitions of SEO, PPC, Keywords, and Guerrilla Marketing
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SEO (Search Engine Optimization):
Techniques to improve a website’s visibility in organic (unpaid) search results.
Example: Using relevant keywords and meta tags.
PPC (Pay-Per-Click):
A paid advertising model where advertisers pay each time their ad is clicked.
Example: Google Ads campaigns.
Keywords:
Specific words or phrases that people search for online.
Example: “Best running shoes for women.”
Guerrilla Marketing:
Low-cost, unconventional marketing tactics to grab attention.
Example: Street art or flash mobs promoting a brand.
7. Traditional vs. Digital Marketing
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Traditional Marketing:
Offline strategies like print, TV, radio, or billboards.
Example: Magazine ads or TV commercials.
Pros: Tangible, trusted by older demographics.
Cons: Expensive, hard to track.
Digital Marketing:
Online strategies like social media, SEO, and email campaigns.
Example: Facebook ads or influencer partnerships.
Pros: Cost-effective, measurable, scalable.
Cons: Requires consistent updates, high competition online.
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