Marketing Management-1 Master Index
Chapter 6 — Segmentation & Targeting
This chapter covers the STP (Segmentation, Targeting, Positioning) framework, focusing on how firms identify attractive customer groups and prioritize which customers to serve. It explains strategic vs tactical targeting, MADAP criteria, segmentation variables, TAM/SAM/SOM, benefit-sought segmentation, and strategic customer value. The chapter also includes important professor insights on competition, accessibility, and customer selection strategy.
🔗 MM Chapter 6 — Segmentation & Targeting
Chapter 7 — Value Proposition & Positioning
This chapter focuses on how brands build differentiation through value propositions, positioning, POPs and PODs, and sustainable competitive advantage. It introduces the 5W positioning framework, customer value dimensions, positioning statements, usage-occasion positioning, and the evolution of differentiation over time as competitors imitate successful strategies.
🔗 MM Chapter 7 — Value Proposition & Positioning
Chapter 8 — Product Design & Management
This chapter explains product strategy using frameworks such as the 5 product levels, product differentiation attributes, product portfolio dimensions, line stretching, packaging, guarantees, and design thinking. It also discusses innovation timing, feature management, product augmentation, and how firms sustain differentiation through product strategy.
🔗 MM Chapter 8 — Product Design & Management
Chapter 11 — Pricing & Sales Promotions
This chapter introduces pricing psychology, pricing objectives, pricing methods, and strategic pricing decisions. It includes concepts such as reference prices, image pricing, elasticity, price discrimination, yield management, and the 6-step pricing process. Key formulas including markup pricing, target-return pricing, and break-even analysis are also covered.
🔗 MM Chapter 11 — Pricing & Sales Promotions
Chapter 17 — Growth in Competitive Markets
This chapter focuses on growth strategy, competition, and market defense using frameworks such as the Ansoff Matrix, Product Life Cycle (PLC), market leadership strategies, and follower strategies. It explains how firms grow, defend market positions, innovate over time, and respond strategically to changing competitive environments.
🔗 MM Chapter 17 — Growth in Competitive Markets