The document discusses segmentation, targeting, and positioning in marketing. It defines each concept and provides examples. Segmentation involves dividing the market into subgroups. Targeting identifies the most attractive segments to focus on. Positioning develops how a product or brand will be perceived in the mind of the consumer within targeted segments. The document outlines various bases for segmentation including demographic, geographic, psychographic, behavioral, and organizational criteria. It also discusses evaluating segments and different targeting and positioning strategies.