Marketing Strategy

Is the concept the same for large companies to that of small businesses and freelance designers to capturing and engaging with their target audience?
To be able to do this I have to research into what the consumers likes or dislikes and what it is that attracts them to a product or design.
I have to research into where customers look to buy the products. There are many outlets to consider such as retailers, online companies, market stalls, gift fayres or selling direct from the studio. To understand and realise the market is the first step to begin planning a marketing concept. To develop a strong customer base my designs have to be preferred over other competitors on the market.