To what extent can the Marketing Concept guarantee business success in a today’s highly competitive business environment?
(a) Illustrate the term market segmentation and critically determine the process and criteria for market segmentation.
(b) Make a distinction between market segmentation, targeting and positioning. Illustrate why do firms engage in segmentation and what are the benefits that a firm can gain from targeting.
(a) With suitable exs show how significant packaging is to the success of a product.
(b) Show how packaging relates to other elements of marketing mix.
a) Illustrate out the following terms:
ii. Consumer Behaviour
b) Describe the consumer buying decision making process and discuss its significance for marketers.