A strategy with two different but related meanings. Its broadest meaning involves a firm’s using unique marketing mix activities to assist consumers perceive the product as being different and better as compared to competing products. Its narrower meaning involves a firm’s selling 2 or more products with different features relevant to different market segments. This lecture major focus on Select Target Markets: Market size, Expected growth, Competitive position, Cost of reaching the segment, Compatibility with objectives and resources. Here also explain Product Positioning Using Perceptual Maps: Evaluations of important attributes for a product class and Ratings of an ideal brand’s attributes.