1. Geodemography
2. Generational
   1. Gen X
   2. Gen Y
3. Pareto rule
4. The long tail
5. Usage occasions
6. AIO's
7. Evaluating
   1. Measurable
   2. profitable
   3. Members similar and different
8. Developing segment profiles
9. Choosing targeting strategy
   1. Undifferentiated
   2. Differentiated
   3. Concentrated
   4. Customised
10. Wall-Mart
11. L'Oréal
12. Saga
13. Supplier with few customers
14. Mass customisation
    1. Dell
15. Developing
    1. Analyse competitor's positions
    2. Offer good/service with competitive advantage
    3. Match elements to segment
    4. Evaluate responses
16. Brand personality
17. Developing an identity
    1. Perceptual map
18. Understanding needs of customer
19. Four steps
    1. Identify
    2. Differentiate
    3. Interact
    4. Customise
20. Peppers and Rogers
21. Goals
    1. Share of customer
    2. Lifetime customer value
    3. Customer equity
    4. High value customers
22. segmentation
    1. Demographic
    2. Psychological
    3. Behavioural
23. Targeting
24. Customer relationship management
25. Positioning