QUESTION1) “Business marketing is unique.” Evaluate this statement and discuss how business marketing differs from consumer marketing.
QUESTION2) Case Study
Rooibos Tea: The tea of Africa
Rooibos tea is a popular drink owing to its health properties. It is rich in essential minerals and contains a low percentage of tannin and no caffeine. Because of these properties, the tea is also used in South Africa as an everyday beverage; at mealtimes, for morning and afternoon tea, as a nightcap and also for a wide range of other purposes, for example:
• As an ingredient in cosmetics
• As an ingredient in slimming products
• In medicines for infants with colic
• As a cure for insomnia
• As a flavouring for baking and cooking
• As a flavouring in cocktails.
Rooibos has a diverse range of buyers across different industries, each with specialised needs. As the sales executive for Rooibos Tea you need to decide on a sales strategy and then on how to organise your sales force
(Note: Exclude the final consumer as a buyer in the strategy):
2.1 Consider the various selling strategies available to Rooibos Tea and decide which one(s) would be most suited to its product offering.
2.2 Based on your choice of selling strategy, discuss how you would organise your sales team.
QUESTION3) Describe the importance and dimensions of information and control systems as part of an over all marketing evaluation system