Paper 2 · June 2018 · Market Segmentation

What is market segmentation?

ASelling one product to the whole market at once

BDividing a market into groups with similar needs

CDividing a firm's sales force between its regions

DSplitting a factory's output between two brands

Explanation

Segmentation breaks the total market into sub groups whose members share characteristics, needs or buying habits. Each segment can then be given a marketing mix of its own.

Derived from ZIMSEC Business Studies Paper 2, June 2018, Q1

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