Marketing: Understanding Your Customers

0h 50m (5 Sections)
Marketing and Strategy
icon-core V2 Created with Sketch. Core

What you’ll learn

  • The difference between marketing and selling
  • The steps of the marketing process
  • How to perform an environmental analysis and identify market opportunities
  • How to segment and target potential customers
  • How to position a product against competition


A big part of marketing is understanding and satisfying customers. With satisfied customers come word-of-mouth promotion, brand engagement, repeat business, and other benefits that keep the gears in a company turning. To satisfy customers, you first have to know who they are and what they want.

Marketing: Understanding Your Customers begins with the fundamentals of the marketing process. You’ll look at how top companies analyze the environment, segment and target customers, and position products to create a competitive edge. By the time you’re through, you’ll understand how to identify new business opportunities, propose valuable product solutions, and create highly satisfied customers.

Section 1: What Is Marketing?

Section 2: The Marketing Process

Section 3: Environmental Analysis

Section 4: Segmentation and Targeting

Section 5: Positioning

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