Management of Business Unit 2

Topic: Market Segmentation

Complete the worksheet in the spaces provided

1. What do you understand by the term “market segmentation”? 3 mks
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2. Outline THREE benefits to a nightclub owner of market segmentation. 6

mks
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3. Outline TWO possible drawbacks to market segmentation for a biscuit
manufacturer. 4 marks
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4. Explain “demographic segmentation”. 2 marks

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5. Explain TWO ways in which a FOOD manufacturing company could use

geographic factors to segment the market. (6 mks)

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6. Outline, with the aid of examples, how “usage” could be used to segment a
market. 4 mks
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END OF ACTIVITY