1. Products
   1. types
      1. convenience
      2. shopping
      3. speciality
   2. product line
   3. product mix
   4. life cycle
      1. introduction
      2. growth
      3. maturity
      4. decline
2. Market
   1. type
      1. consumer
      2. industrial
   2. size
      1. demographics
      2. geography
      3. economic factors
      4. social values
3. Differentiation
   1. design
   2. packaging
   3. branding
      1. family vs individual
      2. producer vs store
      3. co-branding
4. Innovation
   1. obsolete
      1. fashion
      2. technology
   2. marketing research
   3. research and development
   4. process
      1. idea
      2. feasibility
      3. design and test
      4. distribute and promote
      5. post-audit
5. Pricing
   1. cost based
      1. fixed costs
      2. variable costs
   2. supply of inventory
   3. competitor
      1. penetrating
      2. defensive
      3. prestige
   4. decisions
      1. discount
      2. sales
      3. credit terms