You are required to complete a target marketing exercise for the organisation that was the subject of assessment one and two. Target marketing is described and discussed in Chapter 6 of your text book, and it comprised the three sequential stages of market segmentation, market targeting and positioning.
1. Discuss the various ways the organisation can segment their audiences. Critique the relative advantages and disadvantages of each of the four segmentation approaches. Support your response with various theoretical approaches used when segmenting consumer markets.
2. Based on your response in part A, identify and describe a primary and secondary target market for your organisation. Justify your decision based on the selection criteria that you have used.
3. Explain what positioning means and then analyse:
a. how your organisation has been positioned
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