No treasured marketing principle was left safe as Mark Ritson took to the stage at Cannes in Cairns last week. The three main marketing principles Kotler once outlined are segmentation, marketization, and positioning. The main principle to take a hit was segmentation: “I have a couple of problems with segmentation, we have to be honest. “We know the difference between Gen Y and Gen X. They’re a little bit younger, they’re a little bit thinner, they’re getting a little more sex. It’s a fruitful segment, your competitor’s customers that might have complex segmentation pitches, just go after customers who are currently with your competitors”.