This document provides an overview of marketing fundamentals for beginners. It explains that the goal of positive change marketing is to achieve positive impact through effective, research-based plans. It also outlines how to define a target audience and their core values, develop a unique niche and messaging framework that appeals to the audience, and create a marketing plan with goals, objectives, activities and a timeline to help organizations visualize and achieve their goals. The document emphasizes that organizations serving from the heart to help others have the greatest chances of success.