Understand and apply the concepts of segmentation

| May 16, 2019

Understand and apply the concepts of segmentation, targeting and positioning for marketing decisions 

1.  Identify and describe one segment in the domestic market should  Scooby Tours target with the use of any of the four segmentation variables (geographic, demographic. psychographic and behavioural).(Up to 2 Marks)

LO7 Recommend and justify marketing strategies to meet marketing objectives for a chosen product and/or service. 

LO7a Marketing mix strategies  (36 Marks)

2. Recommend marketing mix strategies for Scooby Tours to meet its marketing objective which is to increase its domestic market customer number by 20% for the next summer season against the customer number during the first 3-month operation.

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