Opening Vignette: "Volvo Reinvents Itself Through a Strategy of Market Segmentation"

1. Mass Marketing, Market Segmentation, and Micromarketing
2. Mass Marketing
3. Market Segmentation
   1. Strategic Results of a Targeted Approach
      1. Product
      2. Promotion
      3. Place
      4. Price
   2. Approaches to Market Segmentation
      1. Benefit Segmentation
      2. Behavioral Segmentation
      3. Segmenting by Response Elasticity
   3. Limits to Market Segmentation
4. Micromarketing
   1. Consumer Empowerment
      1. How the Internet Empowers Consumers
      2. Limits to Consumer Empowerment
   2. Developing Web Site Loyalty
   3. Requirements for Effective Micromarketing
      1. Information at the Individual Level
      2. Interactivity
      3. Mass Customization
      4. Corporate Culture
   4. Strategic Applications
      1. Product
      2. Place
      3. Promotion and Advertising
      4. Pricing
      5. Relationship Marketing
   5. Micromarketing and Low-Involvement Products
5. Why Today's Consumers Are More Receptive to Micromarketing
6. Positioning Products to Consumer Targets
   1. Positioning Products to Target Segments
   2. Positioning Products to Individual Consumers
      1. Rules Based Systems (Customization)
      2. Collaborative Filtering (Personalization)