This document discusses the key aspects of target marketing, including market segmentation, targeting, and positioning. It provides details on each of the three steps: 1. Market segmentation involves dividing the market into distinct groups based on variables like geography, demographics, psychographics, and behavior. The document describes different levels and bases for segmentation. 2. Market targeting refers to evaluating the attractiveness of each segment and selecting which segments to focus on. Factors in selecting segments include concentration on a single segment or selective specialization across multiple segments. 3. Market positioning is developing a positioning concept for each target segment based on how the company wants customers in that segment to perceive its brand or product relative to competitors.