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- Define the term market segmentation.
- List six factors that influence market segmentation.
- State five advantages of advertising.
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This question was poorly attempted. Very few candidates got the definition of market segmentation and factors that influence market segmentation. The following is the expected answers:
Market segmentation refers to the division of a market into identifiable submarkets/groups to enable the marketer to reach each submarket with the most appropriate blend of marketing mix. The factors that influence market segmentation are Population density, age of the consumers, sex of the consumers, income level of the consumers etc.
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