Watch the video and fill in the blanks with the missing words. So, the four principles of marketing strategy are these. Number one is your decisions in these four areas. Whoops, these that your decisions in these four areas determine the success or failure of your business. The first is specialization. Specialization is 1)_______________________________________________________, which we'll talk about in your product or service. And I'll talk about this. I'll define it a little bit better. The second is differentiation. Differentiation was really the key to business. They say that 2)______________________________________________. Competitive advantage is how it is that you are different and better than your competitors. Because human beings in the 3)___________, customers always want to know, why should I buy from you, rather than from someone else, and you'd better give me a better reason than your competitor does or I'll buy from your competitor and it's not 4)________, it's just I want to get the very best deal. As a customer, I want to get the highest quality for the lowest price, you tell me why I should buy from you, why you are giving me 5)_____________________________________________, and if your answer is better than that of your competitors, I'll buy from you. And if it's not, I won't. And it's not personal, no emotion involved. We get emotionally involved because it's our business. So differentiation is the key, is 6)___________________________________________________. Segmentation means looking at your market and saying who are the 7)________ customers in the market, who value area of differentiation and who will pay more for my area of specialization than anybody else. So in other words in every market place and they say that all marketing our all marketing today is segmentation, is segmenting and identifying those customers 8) ________________________________________ the fastest. And finally there's concentration. Once you have determined your very best market segment for 9)__________________________, what you do is you 10)_______ all your energies on them.