Assumptions in marketing refer to the beliefs or hypotheses that marketers make about their customers, the market, or the competition, without necessarily having concrete evidence to support them. These assumptions can be based on previous experience, industry trends, or market research, but they are not always backed up by solid data or research.

Some examples of assumptions that marketers might make include:

1. Assuming that customers want a particular product or feature: Marketers may assume that customers want a certain type of product or feature without conducting market research to confirm this. This can lead to products that do not meet customer needs or wants.
   
   
2. Assuming that a certain marketing tactic will be effective: Marketers may assume that a particular marketing tactic, such as social media advertising or influencer marketing, will be effective without conducting a thorough analysis of the target audience or the competition.
   
   
3. Assuming that a particular pricing strategy will work: Marketers may assume that a particular pricing strategy, such as discounting or premium pricing, will be effective without considering the impact on profit margins or the competition's pricing strategies.
   

Assumptions in marketing can be risky, as they can lead to marketing strategies that do not meet customer needs or that are not effective in reaching the target audience. To mitigate these risks, marketers should always try to validate their assumptions with market research, customer feedback, or data analysis. This can help to ensure that marketing strategies are based on solid evidence and are more likely to be effective in achieving business goals.