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2 marksThe Concept of Marketing and Marketing Orientations

CAPE Management of Business Unit 2 · 2018 · Paper 2 · Question 2(a)(ii)

Caribbean Roots is a casual wear clothing manufacturer owned by Elijah and Malique facing declining sales over two years. A market survey within their target market showed that a personal selling sales promotion strategy would boost sales volume, and internet marketing could boost sales in the uniforms market.

Define the term 'target market'.

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Other parts of this question

  1. 2(a)(i)Define the term 'market research'.[2 marks]
  2. 2(b)Explain THREE advantages, to Caribbean Roots, of adopting the personal selling sales promotion strategy.[9 marks]
  3. 2(c)Discuss THREE challenges that Caribbean Roots could face if the brothers decided to adopt internet marketing.[12 marks]

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