a. Define market segmentation (2 marks)

b. Define market positioning (2 marks)

c. Belch and Belch discuss seven positioning strategies that might be employed in developing a promotional program. Identify and explain four (4) positioning strategies and provide an example of each. (16 marks)

The internet and digital and social media have played an increasingly important role in IMC campaigns.

a. Discuss four factors that have influenced the rapid adoption

Discuss three of the primary motivations for (1) customers' and (2) marketers' use of social

media. (6 marks)

c. Outline three (3) advantages and two (2) disadvantages of the internet and social media.