Strategic planning is the process of developing and maintaining a strategic fit between the organizations goal and capabilities and its changing marketing opportunities.
Market segment: companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively wit products and services that match their unique needs. Two step process: evaluating market segments (size and growth, attractiveness, comp objective and resources) and selecting target market segments (undid,diff,conce, micromark)
Target market: consists of a set of buyers who share common needs or characteristics that the company decides to serve.
Diff and positioning strategies: consists of 3 steps: identifying a set of differentiated competitive advantages on which to build a position. Choosing the right competitive advantage.Selecting an overall positioning strategy.