To successfully market a product or service, you must first position your company in relation to the competition. Know how you want your company, product or service to be perceived by customers. Image is important in the mind of the consumer. Decide whether you want to be known for low bargain prices, unlimited selection, top of the line customer service, or the highest quality of merchandise. Then position your business and marketing strategy accordingly. Don’t try to be everything to everybody, pinpoint your customer and target his or her needs. As your business grows, prepare a strategic marketing plan looking at how your product and service will meet the long-term needs of your customers. Focus on specific marketing objectives, how to achieve them and a path of appropriate actions to take.