Question# 1

How Michael Porter's five forces model can help marketers to analyze segment attractiveness? Explain with help of examples. Suppose you are planning to launch a new product in the Pakistani market. What criteria you will use for an effective market segmentation strategy? Provide examples where applicable.

Question# 2

What is consumer behaviour and why it is important for marketers to understand consumer behaviour? What are different types of reference groups and how those can influence consumers' purchases/ decision making? Explain with help of real life examples.