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Copyright 2006
Cornell University.
All rights reserved.


Marketing Characteristics and Strategies

This section will provide a brief overview to some general marketing concepts. Many books and websites focusing on marketing are available for you as you proceed with your business start-up.

The Four P's of Marketing
Courtesy of the Cornell Design League
One easy way to develop a marketing strategy is to use the Four P's of Marketing. (These aspects have been covered individually in other modules.)

  • Product design and development can be the value proposition of the business.
  • Price can be based on cost plus profit or on a competing product's price.
  • Place can be wholesale or retail, business or consumer, fashion or promotional industries, as covered in the Distribution module.
  • Promotion can be word-of-mouth, print and online advertising, or through television and mass media.






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