We keep vying for the attention of our prospects after having created a product or service that we consider to be the best. This makes us introduce our products and services to the buyers in ways that not only create an impact on them but also stand out from the competition. This requires us to focus on marketing activities and their fundamentals. Marketing is at the core of any organization and the consumer is the heartbeat. There will be no demand if there is no consumer – and of course no sales. It thus makes it important to understand the fundamentals of the market and how to develop and maintain a competitive advantage.