The document discusses segmentation, targeting, and positioning in marketing. It defines market segmentation as dividing a market into distinct groups with different needs or characteristics. There are several bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. Effective segmentation requires the segments to be measurable, accessible, substantial, and differentiable. Target marketing involves evaluating segments and selecting target markets, such as undifferentiated, differentiated, concentrated, or micromarketing strategies. Positioning refers to how a product is perceived relative to competitors based on important attributes, and involves communicating unique benefits to customers.

1. Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers