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Question 1:
To what extent can the Marketing Concept guarantee business success in today's highly competitive business environment?
Question 2:
(a) Define the term market segmentation and critically identify the process and criteria for market segmentation.
(b) Differentiate between market segmentation, targeting and positioning. Explain why do firms engage in segmentation and what are the benefits that a firm can gain from targeting.
Question 3:
(a) With appropriate examples show how important packaging is to the success of a product.
(b) Show how packaging relates to other elements of the marketing mix.
Question 4:
a) Define the following terms: i. Consumer ii. Consumer Behaviour
b) Describe the consumer buying decision making process and discuss its importance for marketers.
Problem 1: ‘Market segmentation is a deliberate policy of maximizing market demand by directing marketing efforts at significant sub-groups of consumers where geographic, psych
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