1. Differentiating & Positioning
1.1. Product position
1.1.1. Perceptions
1.1.2. Impressions
1.1.3. Feelings
1.2. Strategy
1.2.1. Identify competitive advantages
1.2.1.1. Product
1.2.1.2. Distribution
1.2.1.3. Services
1.2.1.4. People
1.2.1.5. Image
1.2.2. Choose right competitive advantage
1.2.2.1. Important
1.2.2.2. Distinctive
1.2.2.3. Superior
1.2.2.4. Communicable
1.2.2.5. Preemptive
1.2.2.6. Affordable
1.2.2.7. Profitable
1.2.3. Select positing
2. Segmentation
2.1. Geographic
2.1.1. Geographical units
2.1.2. Nations
2.1.3. Regions
2.2. Demographic
2.2.1. Age
2.2.2. Life cycle
2.2.3. Gender
2.3. Psychographic
2.3.1. Interests, emotions
2.3.2. Social class
2.3.3. Lifestyle
2.3.4. Personal traits
2.4. Behavior
2.4.1. Based on consumers knowledge, attitudes responses to a product
2.4.2. Occasion - based purchased
2.4.3. Benefits sought
2.4.4. User status
2.4.5. Usage rate
2.5. Useful segmentation
2.5.1. Measurable
2.5.2. Accessible
2.5.3. Substansial
2.5.4. Diffirentiable
2.5.5. Actionable
3. Market targeting
3.1. Evaluate market segment
3.1.1. Structural attractiveness
3.1.1.1. Competition
3.1.1.2. Substitute products
3.1.1.3. Power of buyers
3.1.1.4. Power of suppliers
3.1.2. Company objective & resources
3.1.2.1. Competitive advantage
3.1.2.2. Availability of resources
3.1.2.3. Consistent with company objectives
3.2. Select market segments
3.2.1. Undifferentiated marketing
3.2.1.1. Mass marketing
3.2.1.2. Focus on common needs rather than what's diferent
3.2.2. Differentiated marketing
3.2.2.1. Achieve higher sales & stronger position
3.2.2.2. More expensive than undifferentiated marketing
3.2.3. Concentrated marketing
3.2.3.1. Limited company resources
3.2.3.2. Deep knowledge of the mar segment
3.2.3.3. More effective & efficient
3.2.4. Micromarketing
3.2.4.1. Local marketing
3.2.4.2. Individual marketing