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NAME FLORENCE MUNDIRWA REG NUMBER C15125521C LEVEL 1:1 PROGRAM BSIM LECTURER DR MUNYORO MODULE PRINCIPLES OF MARKETING ASSIGNMENT NUMBER 1 DUE DATE 23/O4/2015 COURSE CODE CUIM 137

INTRODUCTION
According to Bruce R Jewel, 2000, he defines marketing as disaggregating the market into discreet groups or segments of customers. There are many different reasons for a business to segment their market. In its simplest form, the needs of individual customers differ, so it makes sense that a business creates separate offers for each segment of the market. This gives customers a better solution (whether it’s a product or a service), and helps raise profitability in the entire business. Market segmentation is also a very effective means of discovering how to reach your customers. If you break down the large market into smaller groups, specific sets of customers – you can target the exact strategies needed to reach each group of customers. This can give you a competitive edge, as you are focused on customer needs, while allowing you to stay on top of the latest trends and opportunities in the market. There are several basis we can use to segment a market. These are the use of geographic segmentation, demographics, psychographics, and

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