1. Positioning
1.1. positioning maps
1.2. Choosing differenciation and positioning strategy
1.2.1. Identifying set of differentiating competitive advantages on which to build a position
1.2.1.1. Product differenciation
1.2.1.2. Service differencisation
1.2.1.3. channel differenciation
1.2.1.4. people differenciation
1.2.1.5. image differenciation
1.2.2. Choosing the right competitive advantage
1.2.2.1. Which difference to promote (one or more)
1.2.2.1.1. Important
1.2.2.1.2. Distinctive
1.2.2.1.3. Superior
1.2.2.1.4. Communicable
1.2.2.1.5. Preemptive
1.2.2.1.6. Affordable
1.2.2.1.7. Profitable
1.2.3. Selecting and overall positioning strategy
1.2.3.1. Value proposition
1.2.3.1.1. more for more
1.2.3.1.2. more for less
1.2.3.1.3. same for less
1.2.3.1.4. less for much less
1.2.3.1.5. more for less
1.2.3.2. Developing a positioning statement
1.2.3.3. Communicating and dilivering the choosen position
2. Segmentation
2.1. explanation
2.2. Bases of market segmentation
2.2.1. Geographic
2.2.1.1. nation,States,climate zone, population density,
2.2.2. Demographic
2.2.2.1. Age,gender,Income,Occupation Education,Family lifecycle,Religion Ethnicity
2.2.3. Psychographic
2.2.3.1. Social class, personality charac. Life style
2.2.4. Behavioral
2.2.4.1. Situation, Occation,expected return from good, User status,Usage rate
2.3. Using multiple segment base
2.4. Segmenting International Markets
2.5. Requirement for effective segmentation
2.5.1. Measurable
2.5.2. Accesible
2.5.3. Substantial
2.5.4. differentiable
2.5.5. Actionable
3. Targeting
3.1. Explanation
3.2. Market Targeting
3.2.1. Evaluating Market Segments
3.2.1.1. Size and growth potential
3.2.1.2. Segment structural attractiveness
3.2.1.3. Company objectives and resources
3.2.2. Selecting Target market segments
3.2.2.1. Market Targeting Strategies
3.2.2.1.1. Undifferentiate marketing
3.2.2.1.2. differentiate marketing
3.2.2.1.3. concentrated marketing
3.2.2.1.4. micro marketing
3.2.2.2. Choosing a targeting strategy