This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on geographic, demographic, psychographic and behavioral factors. Effective segmentation creates groups that are measurable, accessible, substantial, differentiable and actionable. The document also covers evaluating and selecting target market segments, and different targeting strategies like undifferentiated, differentiated and concentrated marketing. It concludes with discussing competitive advantages, developing positioning statements, and communicating the chosen position.