Business Management 1B
MNB1601
Department of Business Management
Assignment 02 for 2021
As per the Updated Tutorial Letter 001/3/2021
Due Date: 20 August 2021
,TOPIC 3: MARKETING MANAGEMENT
It is recommended that you read business case number 11 “Marketing management: Heineken
and SABMiller’s beer war” (in the recommended book “Business Cases”) before attempting to
answer questions 1 to 3.
It is not compulsory that you do so, as the answers to the assignment questions can be
found in Introduction to Business Management (ITBM).
QUESTION 1
The commercially manufactured sorghum beer market consists of a few operators including
United National Breweries. United National Breweries will purchase materials such as
sorghum to be used in the production process for sorghum beer. This is an example of the
market.
1. consumer
2. industrial
3. resale
4. government
Answer:
Refer to page 451 the prescribed textbook:
13.8 Market segmentation
Each of the different types of market has its own criteria and characteristics. The total
market in a country can be subdivided into the following markets:
The consumer market consists of individuals or households purchasing products for
their own consumption.
The industrial market consists of individuals, groups of people or organisations
purchasing materials and products to be used in the production process.
The resale market includes individuals, groups or organisations purchasing products in
order to sell them to final consumers, for example, retailers.
, The government market consists of the state institutions and departments that
purchase various products needed to supply services to the public.
QUESTION 2
The South African liquor market is divided into four broad segments. Each one of these
segments serves a specific market. Which one of the following most accurately describes
the term “market”?
1. A market consists of a relatively large number of people who have a need for a specific
product.
2. A market consists of a relatively large number of people who have a need for a specific
product and have the money to buy the product.
3. A market consists of a relatively large number of people who have a need for a specific
product but are not willing to spend money on it and have to be convinced through the
use of marketing.
4. A market consists of a very specific niche of people who have a need for a specific product.
Answer:
Refer to page 451 of the prescribed textbook:
13.8 Market segmentation
A market consists of people with different needs and wants. Not all people like the same
colours or the same style of clothing. The range of different watches, shoes, music, types of
hotels and so on that are available makes it clear that people have different preferences. It
is the responsibility of the marketer to evaluate these needs and wants, and to decide which
need/s or wants/s he or she would like to satisfy. No organisation can satisfy all the
needs of all consumers (the market). It is therefore important that an organisation focuses
on some groups or segments of the market and aims to satisfy just that group’s needs.
The term ‘market’ means different things to different people. In brief, a market consists of a
relatively large number of people (or organisations) who:
have a need for a specific product;
have the money to buy the product;
are willing to spend money on it; and
are legally able to buy the product.
QUESTION 3
The ReadyToDrink market’s perception regarding alcoholic beverages is an individual factor that
determines consumer behaviour. There are also group factors which influence consumer
behaviour. Which one of the following is a group factor that will determine the behaviour of
ReadyToDrink consumers?
1. Lifestyle
MNB1601
Department of Business Management
Assignment 02 for 2021
As per the Updated Tutorial Letter 001/3/2021
Due Date: 20 August 2021
,TOPIC 3: MARKETING MANAGEMENT
It is recommended that you read business case number 11 “Marketing management: Heineken
and SABMiller’s beer war” (in the recommended book “Business Cases”) before attempting to
answer questions 1 to 3.
It is not compulsory that you do so, as the answers to the assignment questions can be
found in Introduction to Business Management (ITBM).
QUESTION 1
The commercially manufactured sorghum beer market consists of a few operators including
United National Breweries. United National Breweries will purchase materials such as
sorghum to be used in the production process for sorghum beer. This is an example of the
market.
1. consumer
2. industrial
3. resale
4. government
Answer:
Refer to page 451 the prescribed textbook:
13.8 Market segmentation
Each of the different types of market has its own criteria and characteristics. The total
market in a country can be subdivided into the following markets:
The consumer market consists of individuals or households purchasing products for
their own consumption.
The industrial market consists of individuals, groups of people or organisations
purchasing materials and products to be used in the production process.
The resale market includes individuals, groups or organisations purchasing products in
order to sell them to final consumers, for example, retailers.
, The government market consists of the state institutions and departments that
purchase various products needed to supply services to the public.
QUESTION 2
The South African liquor market is divided into four broad segments. Each one of these
segments serves a specific market. Which one of the following most accurately describes
the term “market”?
1. A market consists of a relatively large number of people who have a need for a specific
product.
2. A market consists of a relatively large number of people who have a need for a specific
product and have the money to buy the product.
3. A market consists of a relatively large number of people who have a need for a specific
product but are not willing to spend money on it and have to be convinced through the
use of marketing.
4. A market consists of a very specific niche of people who have a need for a specific product.
Answer:
Refer to page 451 of the prescribed textbook:
13.8 Market segmentation
A market consists of people with different needs and wants. Not all people like the same
colours or the same style of clothing. The range of different watches, shoes, music, types of
hotels and so on that are available makes it clear that people have different preferences. It
is the responsibility of the marketer to evaluate these needs and wants, and to decide which
need/s or wants/s he or she would like to satisfy. No organisation can satisfy all the
needs of all consumers (the market). It is therefore important that an organisation focuses
on some groups or segments of the market and aims to satisfy just that group’s needs.
The term ‘market’ means different things to different people. In brief, a market consists of a
relatively large number of people (or organisations) who:
have a need for a specific product;
have the money to buy the product;
are willing to spend money on it; and
are legally able to buy the product.
QUESTION 3
The ReadyToDrink market’s perception regarding alcoholic beverages is an individual factor that
determines consumer behaviour. There are also group factors which influence consumer
behaviour. Which one of the following is a group factor that will determine the behaviour of
ReadyToDrink consumers?
1. Lifestyle
