QUESTION ONE $[10]1\mathrm{.}1.$ Identify and discuss the key roles and tasks involved in the purchasing function within production and operations management. Provide examples to illustrate your points. $(5)1\mathrm{.}2.$ Evaluate the impact of an effective purchasing function on the overall efficiency and productivity of production operations. Discuss how poor purchasing decisions can affect the production process and propose strategies to mitigate these risks. $(5)$ QUESTION TWO $[20]$ Read the text below and answer the question$/$s that follow: Case Study: The Impact of Digital Marketing Strategies at Truline Fitness Truline Fitness, a mid$-$sized company specializing in innovative fitness equipment and wellness services, has experienced steady growth since its inception in $2010.$ With a reputation for high$-$quality products and a loyal customer base, Truline has historically relied on traditional marketing methods, including print ads, trade shows, and word$-$ofmouth referrals. However, in an attempt to accelerate growth, the company decided to pivot towards a more comprehensive digital marketing strategy. In $2021,$ Truline Fitness brought on a new Chief Marketing Officer, Claire Johnson, whose mandate was to integrate digital marketing into the company$$s overall marketing management. Claire identified several areas for potential improvement, which included expanding the company's social media presence, leveraging search engine optimization $($SEO$),$ running targeted online advertising campaigns, and implementing email marketing to drive customer engagement. Despite initial enthusiasm, Truline faced several challenges. The existing marketing team lacked experience in digital tactics, necessitating both training and the hiring of new talent. Additionally, concerns about maintaining the brand's established reputation while transitioning to unfamiliar marketing channels raised internal apprehension. Within the first six months, the company launched a series of social media campaigns aimed at increasing brand awareness. They also started utilizing analytics tools to track website traffic, user behavior, and conversion rates. Early indicators were promising, with a noticeable uptick in online engagement and website visits. By the one$-$year mark, Truline Fitness had launched several successful digital ad campaigns, collaborated with fitness influencers, and developed a robust email marketing program that reportedly improved customer retention rates. However, the transition was not without setbacks. The company struggled with coordinating its digital efforts with traditional marketing, leading to occasional inconsistencies in brand messaging and customer experience. Now, with two years into this digital shift, Truline has seen noticeable growth in online sales but is still evaluating the long$-$term impact of these strategies on overall business performance. The company must address questions about scalability, continual adaptation to digital trends, and the integration of comprehensive data analytics to inform future marketing decisions. The next phase for Truline Fitness involves refining its digital strategy to ensure sustainable growth while maintaining the core values that earned the trust of its customers. The company$$s journey raises fundamental questions about the effective integration of digital marketing within traditional marketing frameworks and the real$-$world challenges of such a transformation. $2\mathrm{.}1.$ Explain the key differences between traditional marketing methods and digital marketing strategies as observed in the case study of Truline Fitness. $(5)2\mathrm{.}2.$ Using the case study, analyze how effective the digital marketing strategies implemented by Truline Fitness were in achieving their marketing objectives. Include specific examples from the case study to support your analysis. $(10)2\mathrm{.}3.$ Evaluate the challenges faced by Truline Fitness during the transition to digital marketing and propose potential solutions to address these challenges. Discuss how these solutions could be integrated into the company's overall marketing management strategy.