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Answer the following questions using the textbook Framework for Marketing Management, 5th Edition, By Philip Kotler and Kevin Keller, Published by Prentice Hall, 2012 as a reference. other references can be used.
Q1) Discuss the concept of Market Segmentation. Why segmentation strategy is critical for brand positioning?
Q2) What are the characteristics of a good marketing plan? How would you measure brand performance?
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