In fine-tuning the product strategy for your marketing plan, do these two things:

1. Develop a simple two-column table in which (a) market segments of potential customers are in the first column and (b) the one or two key points of differences of the product to satisfy the segment's needs are in the second column.
2. Look back at Figure 2–4, which describes four alternative market-product strategies to expand sales revenues. Write specific ideas for market and product opportunities for your business in each of the four cells in the figure.