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Paper 2 · June 2019 · Market Segmentation

What term describes the sub-division of a large, heterogeneous market into submarkets of customers with homogeneous needs, such as segmenting by age or lifestyle?

Model answer

market segmentation

Also accepted: segmentation

Explanation

Market segmentation is the sub-division of a large or undefined market into submarkets of customers with homogeneous needs, for example by age, culture, or lifestyle.

Derived from ZIMSEC Business_studies Paper 2, June 2019, Q7

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