Marketing: The Three Pillars — Presentation

A 10-slide deck introducing marketing through its three pillars: segmentation, targeting, and positioning. It opens by defining marketing as the activities a company undertakes to promote the buying or selling of a product or service.

Segmentation covers how companies divide a target market into groups based on demographics — homogeneous vs. heterogeneous segments — and how marketers look for segments competitors are ignoring. Targeting then narrows in on the customers most likely to buy, with four strategies: mass, differentiated, niche, and micromarketing. Positioning closes the framework, showing how brands occupy a distinct place in the customer's mind through competitive, product, and situational positioning.

The second half compares in-house marketing — a dedicated internal team focused on a single company — against agency marketing, where outside specialists bring professional focus and a wider service range but split attention across many clients.