Market Segmentation, Targeting and Positioning

What this note covers

1. What Is Market Segmentation and Why Does It Matter?
2. The Four Segmentation Criteria
3. Selecting a Target Market
4. Positioning Strategy and the Perceptual Map
5. Positioning and the Marketing Mix — Making It Tangible
6. Repositioning: When Positioning Needs to Change
7. Applying the Concepts: A Worked HSC-Style Scenario

7 sections · 14 key terms & formulas · 6 common mistakes