The basic building blocks of marketing are the 4 P's. These are the things that can be tailored to match values and interests of specific buyers. So these are factors that you may want to investigate in order to gain a competitive advantage.
PRODUCT Elements of the product range from its physical properties (e.g. durable, colorful, contemporary-looking) to a mental image (e.g. safe, trendy, ecologically responsible).
PRICE This includes psychological "costs" such as inconvenience in addition to the actual purchase price.
PROMOTION Most people think first of paid advertising but other forms of promotion such as coupons, free samples, or hiring actors to stir up some buzz before a product launch can also be effective ways to get the target customer's attention.
PLACE/DISTRIBUTION This notion encompasses anything about where buyers get the product from point of access (big box stores, Internet, catalog sales, etc.) to the level of training and expertise sales people possess.