Prıncıples Of Marketıng

Yanıt Açıklaması: Concentrated (niche) marketing is a market- coverage strategy in which a firm goes after a large share of one or a few segments or niches. This approach supports the idea of being a big fish in a small pond instead of being a small fish in a big pond. By focusing on a small and well-defined niche segment, this approach lets the company to market more effectively and efficiently.

Yanıt Açıklaması: A motive is an internal energizing force that directs a person’s activities towards satisfying needs or achieving goals.

Yanıt Açıklaması: B2B markets are also known as having joint demand. Joint demand is when the demand for a certain product is related to the demand of other products.

Yanıt Açıklaması: Market segmentation consists of several interrelated activities and decisions. The process begins with the definition of market to be segmented. After defining which market to segment, the second step is to decide how to segment this market.  the next section. The third step in segmentation is to form segments. After completing the formation of segments, the company can now utilize finer segmentation  strategies. At the final step, companies need to decide which segmentation approach they should use and evaluate the segments.

Yanıt Açıklaması: Basic Characteristics of B2B Markets -Fewer, larger buyers;Joint demand; Geographic concentration; Direct purchasing; Derived demand; Professional purchasing; Fluctuating demand; Close supplier-customer relations; Inelastic demand and Group decision making

Yanıt Açıklaması: Augmented product consists of warranty, after-sale service, payment options, and credits. In the case of smart phones applications may be part of the augmented product and may make a phone more competitive. Therefore, the correct option is E.

Yanıt Açıklaması: New-product development process includes 8 major steps. These steps include: • Generation of new ideas : Ideas are gathered from different parties such as employers, consumers, competitors, etc. • Screening of new ideas : All ideas are evaluated based on several criteria such as potential market size, cost, product development time to find the better ideas and in this stage poor ideas are eliminated. • Concept development and testing : Consumers are included in the process to select the best concepts. • Marketing Strategy Development: This step includes preparing plans and programmes for test marketing. • Business analysis: Some analyses such as cost, demand, profitability are performed to prove potential economic success of new concepts. • Product development programme: After completing the stages above, a prototype is developed. • Test marketing: The new product may be tested in a small market such as a city before commercialization stage to see if there is a need to make changes in the product or in any aspect of marketing strategy based on the opinions of consumers. • Commercialization and control : If all stages are completed successfully, the new product is launched to the market. E is the right answer.

Yanıt Açıklaması: Market niches are relatively small but profitable portion or segment of the market.

Yanıt Açıklaması: Impulse products are bought quickly as unplanned purchases because of a strongly felt need.

Yanıt Açıklaması: Market segmentation is one of the fundamental concepts of marketing which enables marketing managers to focus on target markets and meet the needs of these consumers. Market segmentation is performed in order to decide which sections of the market decided to be penetrated in are more favorable for business. Market segmentation is dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require seperate products or marketing programs. D is the right answer.

Yanıt Açıklaması: The market structure affects price decisions. For example, under pure competition, no single seller can affect the market price. On the other hand, a seller can set the price it wants under pure monopoly because there is only one seller in the market. Demand-price relationship should be well-understood before determining the price of a product. Normally, there is a negative relationship between price and demand. In other words, when the price increases, the demand decreases. Price elasticity of demand refers to reaction of demand to a price change. D is the right asnwer.

Yanıt Açıklaması: Substantiality of the segment refers to the criteria that market segments must be financially attractive and should be large or profitable enough to serve. It has no meaning to increase the costs by designing a different marketing mix for a segment that does not promise enough revenue for the company. A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program.

Yanıt Açıklaması: Generation of new ideas: Ideas are gathered from different parties such as employers, consumers, competitors, etc. Screening of new ideas : All ideas are evaluated based on several criteria such as potential market size, cost, product development time to find the better ideas and in this stage poor ideas are eliminated. Concept development and testing : Consumers are included in the process to select the best concepts. Marketing Strategy Development : This step includes preparing plans and programmes for test marketing. Business analysis : Some analyses such as cost, demand, profitability are performed to prove potential economic success of new concepts. Product development programme : After completing the stages above, a prototype is developed. Test marketing : The new product may be tested in a small market such as a city before commercialization stage to see if there is a need to make changes in the product or in any aspect of marketing strategy based on the opinions of consumers. Commercialization and control : If all stages are completed successfully, the new product is launched to the market.

Yanıt Açıklaması: Core product is the core value expected from a product. For example, the core value of a mobile phone is communication.

Yanıt Açıklaması: Acculturation refers to the process in which individuals learn and adopt the norms and values of a culture different than the one in which they grew up.

Yanıt Açıklaması: Prestige and accomplishment appear as human needs on the fourth level in the Hierarchy of Needs.

Yanıt Açıklaması: Consumer decisions can be classified into one of three broad categories: Routine response behavior, Limited decision making and Extensive decision making.

Yanıt Açıklaması: SWOT analysis is a technique that takes the findings of marketing audit and categorizes key points as strengths, weaknesses, opportunities or threats. In this analysis, whilst strengths and weaknesses stem from internally controlled factors, opportunities and threats are arisen from external factors.

Yanıt Açıklaması: In the introduction stage of the product life cycle, sales start to increase but profits are generally negative or very low because of the cost of new product development. Growth stage is characterized by an increase in both sales and profits. In the maturity stage, sales are at peaks but starts to fall while profits decline. Decline stage is characterized by a decrease in both sales and profits.

Yanıt Açıklaması: E needs to be correctedas follows: Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample. Multivariate techniques are used for analyzing data when there are two or more measurements of each element and the variables are analyzed simultaneously.