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2 marksPrinciples of Market Segmentation and Consumer Behaviour

CAPE Management of Business Unit 2 · 2015 · Paper 2 · Question 4(a)(ii)

Mr Beddy, owner of Creative Furniture Enterprise, is considering applying marketing concepts including branding, niche marketing, Internet marketing, and indirect channels.

State TWO benefits of niche marketing to Creative Furniture Enterprise.

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Other parts of this question

  1. 4(a)(i)Define the term 'branding'.[3 marks]
  2. 4(b)Outline TWO possible opportunities and TWO possible challenges that Mr Beddy could face if he decides to use Internet marketing as a means of promoting his…[8 marks]
  3. 4(c)Discuss THREE possible benefits that Mr Beddy would enjoy if he uses an indirect channel for the distribution of his products.[12 marks]

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