Question 1:
(a) What do you understand by the term "market segment"?
(b) Explain why the concept of segmentation may be of value to the marketing department of a large business.
(c) Elucidate by appropriate examples how a company manufacturing footwear may attempt to segment the market for its product.
Question 2:
(a) How does the marketing mix help to ensure that marketing effort is effective?
(b) Explain in details the elements of marketing mix.