Question 1(d)
[Maximum number: 12]
Evaluate whether CB should make greater use of market segmentation to be more successful. [12]
CAIE A-Level Business 3.1.6 Market segmentation
Practise using segmentation methods and case data to judge whether targeting customer groups improves marketing decisions.
How this is tested
- distinguish demographic, geographic and psychographic segmentation in short definitions
- explain how segmenting a market can focus resources on customer needs
- evaluate whether greater segmentation would improve a case business's success