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8 marksPrinciples of Market Segmentation and Consumer Behaviour

CAPE Management of Business Unit 2 · 2014 · Paper 2 · Question 3(a)(iii)

Viewmaster Glass Products manufactures glass products for construction. Started four years ago as an undifferentiated offering, rapid growth and new competitors have prompted the firm to consider market segmentation.

Outline FOUR bases on which markets are segmented.

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Other parts of this question

  1. 3(a)(i)Define the term 'market segmentation'.[2 marks]
  2. 3(a)(ii)State THREE benefits of market segmentation.[3 marks]
  3. 3(b)(i)At which stage of the product life cycle is Viewmaster Glass Products likely to be? Cite TWO pieces of evidence from the scenario to support your answer.[4 marks]
  4. 3(b)(ii)Justify ONE pricing strategy and ONE promotional strategy which the company should adopt while it is at the identified product life cycle stage.[8 marks]

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