Products -Anything that can be offered to satisfy a need or a want -Physical products, services, experiences, persons, places, organizations, information, ideas -Example: "smoking is bad" idea can be a product, a person can be a product in an election -Aka: satisfier, resource, marketing offer -Business markets -for use in production process -Government markets -agencies that buy goods and services to provide public services, or transfer the goods or services to those who need them -Reseller markets -buy goods and services to resell with profit -International markets -of the same types Competitors Company must provide greater customer value than competitors Strategic advantage -by positioning offerings strongly against competitors' offerings in the minds of the consumer No single best competitive marketing strategy exists Publics Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives -Financial publics The MIS must...