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4 marksPrinciples of Market Segmentation and Consumer Behaviour

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

The owner of Fruity Juice Co. Ltd, a natural juice manufacturer, noted concepts regarding primary and secondary market research, market segmentation, and niche marketing.

Distinguish between 'market segmentation' and 'niche marketing'.

The mark scheme is shown once you've answered.

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Other parts of this question

  1. 4(b)Outline TWO benefits of niche marketing to Fruity Juice Co. Ltd.[4 marks]
  2. 4(c)Discuss TWO benefits and TWO drawbacks of market segmentation to Fruity Juice Co. Ltd.[17 marks]

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