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.
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.
