Question: QUESTION 1 ( 2 0 Marks ) 1 . 1 Evaluate BMW s basis of its consumer segmentation. ( 5 marks ) 1 . 2

QUESTION 1(20 Marks)1.1 Evaluate BMWs basis of its consumer segmentation. (5 marks)1.2 Discuss the approach BMWs used to select and market to each segment group. (10 marks)1.3 BMWs tagline reads, The Ultimate Driving Machine. Advise them on whether to change this tagline. (5 marks)

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