Business Studies (AS)·Marketing · NSSCAS 3.1
Marketing and market segmentation
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In this lesson you will learn what marketing really means and how it links with production, finance and human resources. You will see how a business divides its market into segments using geographic, demographic and psychographic methods, and you will assess which method fits a given Namibian situation. Finally you will compare mass marketing and niche marketing. By the end you will be able to justify a segmentation choice and weigh up a marketing strategy the way AS examiners expect.
What you'll learn in this lesson
By the end you should be able to (NSSCAS Business Studies (AS) 3.1):
- explain the role of marketing and its relationship with other business activities
- discuss the benefits and limitations of market segmentation
- assess the best methods of market segmentation in a specific context including geographic, demographic and psychographic methods
- explain reasons for and benefits and limitations of mass marketing and niche marketing
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