What you sell. What makes it different. Why someone wants to buy it. Who do you sell it to?
Price: Is it the right value to a consumer? Is there a way to give a customer more so you can charge more?
Place: Are my stores in the right location? Is my sales force in the best markets? Are my distribution channels making my product or service easy to find and easy to buy?
Promotion: Advertising. Special events. Knowing the right media mix. Finding special niches no one else has found. Demographics. Psychographics. Trade shows. Media relations. Trade press relations.
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