4 marksPrinciples of Market Segmentation and Consumer Behaviour

CAPE Management of Business Unit 2 · 2010 · Paper 2 · Question 4(b)

Outline TWO benefits of niche marketing to Fruity Juice Co. Ltd.

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4(a)Distinguish between 'market segmentation' and 'niche marketing'.[4 marks]
4(c)Discuss TWO benefits and TWO drawbacks of market segmentation to Fruity Juice Co. Ltd.[17 marks]

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