BMZ ACADEMY
BMZ ACADEMY
@061 262 1185/068 053 8213/0717 513 144
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
, BMZ ACADEMY
QUESTION 1.1 (1 point)
Explain, using examples, which demographic segmentation variables For a Kid uses to segment
their target market (100 words maximum).
The company used gender, age, race and ethnicity. According to Wiid, Cant and Makhitha
(2016) in demographic summation using gender, understanding differences in expectations and
behavior of males compared to those of females lead marketers to segment markets based on
gender. Women have needs and expectations that differ from those of men. For example,
although 4akid targeted both men and women, the company’s target market is mostly women.
The company also used race and ethnic origin. According to Shafiulla (2019) although race is
no longer the major form of segmenting the market in South Africa, 4akid reached
predominantly English-speaking people followed by Afrikaans. There are many products in the
market that are targeted at people of different age groups, and in terms of age, 4aKid reaches
mostly people between 25 – 34 years of age which is made up of younger parents. The company
also uses an income variable where its targets are middle-to-upper income groups.
QUESTION 1.2 (1 point)
Which option describes the process you followed to answer the essay question?
a. I typed the question into Google and found a website with a similar answer. I copied the
answer.
b. I did not study the theory before I answered the question. I searched for the information as I
answered either in the study guide or in prescribed books.
c. I relied on an AI tool to help me answer the question.
d. I studied the theory in my Strategic Marketing prescribed book and made notes on how I
understood the concept of demographic segmentation.
Question 1.3 (1 point)
Which option describes how you used theory in your answer?
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
Page 2 of 12
BMZ ACADEMY
@061 262 1185/068 053 8213/0717 513 144
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
, BMZ ACADEMY
QUESTION 1.1 (1 point)
Explain, using examples, which demographic segmentation variables For a Kid uses to segment
their target market (100 words maximum).
The company used gender, age, race and ethnicity. According to Wiid, Cant and Makhitha
(2016) in demographic summation using gender, understanding differences in expectations and
behavior of males compared to those of females lead marketers to segment markets based on
gender. Women have needs and expectations that differ from those of men. For example,
although 4akid targeted both men and women, the company’s target market is mostly women.
The company also used race and ethnic origin. According to Shafiulla (2019) although race is
no longer the major form of segmenting the market in South Africa, 4akid reached
predominantly English-speaking people followed by Afrikaans. There are many products in the
market that are targeted at people of different age groups, and in terms of age, 4aKid reaches
mostly people between 25 – 34 years of age which is made up of younger parents. The company
also uses an income variable where its targets are middle-to-upper income groups.
QUESTION 1.2 (1 point)
Which option describes the process you followed to answer the essay question?
a. I typed the question into Google and found a website with a similar answer. I copied the
answer.
b. I did not study the theory before I answered the question. I searched for the information as I
answered either in the study guide or in prescribed books.
c. I relied on an AI tool to help me answer the question.
d. I studied the theory in my Strategic Marketing prescribed book and made notes on how I
understood the concept of demographic segmentation.
Question 1.3 (1 point)
Which option describes how you used theory in your answer?
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
Page 2 of 12
