Video case eight and Prince demonstrates three concepts from the chapter. Those three concepts are marketing segments, product positioning and product differentiation. The first concept demonstrated in the video is marketing segments. Marketing segments involves aggregating prospective buyers into groups. These groups have common needs and will respond similarly to a marketing action. Prince divides their market segments into three categories. The three categories are performance, recreational and junior. Each have a specific item that is marketed directly for them. A product marketed for a person in the performance segment; would not have the same appeal to a person in the recreational marketing segment. Product positioning
