MNM 2615 ASSIGNMENT 1 (a) (b) Define demographic segmentation (2 marks) and illustrate how it can be practically applied to the chosen small and medium-sized enterprises (SMEs/SMMEs) (3 marks). (5 marks for the overall answer) Using the SME/SMME you

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Table of Contents

QUESTION 1 Describe the background of the chosen SME/SMME. Your answer should
not exceed half a page (5 marks for the background). .................................................... 4

QUESTION 2 .................................................................................................................. 5

(a) Define demographic segmentation (2 marks) and illustrate how it can be practically
applied to the chosen small and medium-sized enterprises (SMEs/SMMEs) (3 marks). (5
marks for the overall answer) .......................................................................................... 5

(b) Using the SME/SMME you have identified, demonstrate how different demographic
variables impact the marketing efforts of the business. Provide real examples based on
your interview or observation. (10 marks for practical application) .................................. 7

QUESTION 3 .................................................................................................................. 9

(a) Evaluate African consumer culture (2 marks) and illustrate how at least three cultural
factors may influence consumer behaviour within African communities (3 marks) (5 marks
for the overall answer) ..................................................................................................... 9

(b) Based on your engagement with the SME/SMME, discuss at least 5 cultural factors
that influence consumer decisions (5 marks in total). Provide specific examples from your
chosen SME/SMME (5 marks in total). (10 marks for the overall answer) .................... 11

QUESTION 4 ................................................................................................................ 13

(a) Explain what is meant by population dynamics and discuss how these changes may
impact marketing strategies in African markets. (5 marks for theoretical discussion) ... 13

(b) Evaluate the structure of the population in terms of age, gender, race, ethnicity, and
social status (5 marks in total). Propose and justify two marketing adjustments the
business should consider to better align with these trends (5 marks in total). (10 marks
for the overall answer) ................................................................................................... 14
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