Question 1: A company wants to identify market segments which it can serve effectively. With appropriate examples, explain the bases of consumer market segmentation that the company could utilize. (12 marks) Suggested Answer: Geographic (3 marks) Region of the country Urban or rural Demographic (3 marks) Age, sex, family size Income, occupation, education Religion, race, nationality Psychographic (3 marks) Social class Lifestyle type Personality type Behavioural (3 marks) Product usage - e.g. light, medium,heavy users Brand loyalty: none, medium, high Type of user (e.g. with meals, special occasions) 3 marks = 1 point ‘term used” + 1 point “description” + 1 point “example”.
Question 2: In order to compete in the current competitive environment, most companies today are moving from mass marketing to micromarketing. Briefly explain the concept of mass marketing. Do you think companies in Malaysia practice micro marketing? Explain your answers with relevant examples. (15 marks) Suggested Answer: Explain what is Mass Marketing (5 marks) E.g. In mass marketing, sellers engaged in mass production, mass distribution, and mass promotion of one product for all buyers + examples Your opinion about Micromarketing in Malaysia + relate with relevant theory/ concept in Micromarketing Explain - Micromarketing (10 marks) Segment Marketing Niche Marketing Local Marketing Customerization / Personalization You may choose to discuss any 3 of the following micro marketing levels’. Points + justifications + examples = full mark.