1. (a) Define market segmentation.

b) Explain the 4 main bases of segmentation. Support your answers with relevant examples.

2. a) Discuss the three levels of product and services . Support your answers with relevant examples.

b) Identify the four key purpose of promotion in marketing mix

3. Explain the five concept in marketing orientation with relevant examples.

4. a) Define and explain product lifecycle.

b) Using the four phases in the PLC (Product Lifecycle) that comes after the product development, analyse how the concept of product lifecycle can help to make future decisions.