The document discusses market segmentation and positioning. It defines key terms like market, target market, and segmented markets. It also outlines different bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Common segmentation strategies are described such as mass marketing, differentiated marketing, and niche marketing. Emerging strategies like one-to-one marketing, mass customization, and permission marketing are also summarized. The document concludes by discussing market positioning and different positioning strategies such as positioning by product characteristics, price-quality, use or approach, product user, and more.