Question 1:

a) Define market segmentation and briefly describe the different bases for segmenting markets.
b) Expalin the benefts of targeting to a marketer.
c) Explain the concept of positioning for competitive advantage.

Question 2:

a) Explain the factors that influence the behaviour of consumers.
b) Describe the stages through which the consumer goes through before making a purchase. Illustrate each stage with an example. 

Question 3:

a) Define marketing research and distinguish between primary and secondary research.
b) Differentiate between exploratory, descriptive and causal research objectives.
c) Describe the 4 steps in the marketing research process.

Question 4:

Write short notes on the following:
a) Societal Marketing Concept
b) Marketing Information System
c) Green Marketing
d) Marketing Ethics
e) Social Responsibility