Market segmentation is a strategy used by businesses to target specific groups of customers with unique needs and desires. The Chapter describes how to identify and segment customer markets using various characteristics like demographics, geographics, and behavioral patterns, as well as business market characteristics such as company size, industry, and purchasing habits. It also explains different approaches to market segmentation, including mass marketing, concentrated marketing, product specialization, market specialization, and full market coverage, and discusses the importance of positioning a brand to stand out from competitors. The Chapter concludes with a discussion of how to create a strong brand positioning strategy using points-of-parity and points-of-difference.

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