In this week's podcast, we focus on some marketing basics and discuss how to build a product portfolio. By this we mean identifying different products, how they suit different audiences and how you can exploit some of the obstacles that may get in our way.

As marketers, it is our job to identify and outsmart the obstacles by always considering:

* Our profitability
* Our market. So what is happening to the markets you operate in, are you dependent on main customers, or are you dependent on technology perhaps
* What are your competitors doing?
* And how are you preparing for change, which could relate to all manner of things like political, environmental or customer changes for example

We also talk about popular marketing theory, without getting too technical, and the tools you can use to help you review where your products are in their life cycle to see how you could improve sales and allow you to  identify obstacles so you could put in place a strategy that may allow you to continue selling that product or service a little longer.