Upon completion of this chapter, the student will be able to answer the following questions:

1. What is the nature and purpose of market segmentation, target marketing, and positioning as an integral part of marketing planning?
2. What is the difference between multi- and single-segment target marketing strategies, and when is each appropriate?
3. What activities are involved in the marketing segmentation process?
4. What criteria are used to evaluate potential market segments?
5. How are bases for segmenting consumer and business-to-business markets applied in the development of a segmentation strategy?
6. What is the relationship between product positioning and target marketing strategies?
7. How and why do environmental factors such as international marketing, technology, a rapidly changing marketplace, ethical concerns, and other contemporary issues impact marketing segmentation strategy decisions?
8. What is the distinction between positioning and differentiation, and what are the key variables generally used to position an organization's goods and services?