1. Segmentation
   1. Aggregates prospective buyers into groups that
      1. Have common needs
      2. Will respond similarly to marketing actions
   2. Predictive power and data availability increases in the following order:
      1. Geographic
      2. Demographic
      3. Psychographic
      4. Behavioural
         1. 80/20 rule
         2. Long tail concept
   3. For effective segmentation
      1. Measurable
      2. Assessible
      3. Substantial
      4. Differentiable
      5. Actionable
2. Targeting
   1. Evaluating market segments
      1. Segment size
      2. Expected segment growth
      3. Segment structural attractiveness
         1. Competition
         2. Substitute products
         3. Power of buyers
         4. Power of suppliers
      4. Company objectives and resources
         1. Competitive advantage
         2. Availability of resources
         3. Consistent with company objectives
      5. Market segment synergies
   2. Strategies
      1. Undifferentiated marketing
         1. Mass marketing
         2. Focuses on common needs rather than what's different
      2. Differentiated marketing
         1. Goal is to achieve higher sales and stronger position
         2. More expensive than undifferentiated marketing
      3. Niche or concentrated marketing
         1. Limited company resources
         2. Knowledge of the market
         3. More effective and efficient
      4. Individual marketing
3. Positioning
   1. How to position
      1. How many differences to promote?
      2. Which differences to promote?
      3. Positioning statement
   2. Positioning maps
   3. Positioning strategy