Prıncıples Of Marketıng

Yanıt Açıklaması: Marketing research process includes six main steps as problem definition, developing an approach to the problem, research design formulation, fieldwork, data preparation and analysis, and report generation and presentation.

Yanıt Açıklaması: Marketing information system can be defined as a system that is developed in order to collect, process, store and provide information that will form the basis of the marketing decision-making process. Correct answer is A.

Yanıt Açıklaması: Publics are the groups of people who have an interest in the marketer’s ability to achieve their objectives. The right answer is D.

Yanıt Açıklaması: Achievable answers the questions of “can the person do it?”, “Can

Yanıt Açıklaması: Throughout the years several categories of marketing research have been developed covering the range of decisions with which the marketing managers encounter. Marketing environment research can be conducted to identify the changes and trends in economic, political, social, cultural and technological factors of the marketing environment. Marketing managers can use target market research in order to acquire information on the market and market trends that can be used for future forecasting; calculate the market share of the brand and its competitors; and to define customers’ desires and expectations. Product research can be carried out for testing new product concepts and opportunities, revealing customer expectations on a new product’s content or design, and comparing the performance of an existing product with its competitors. Whereas sales research would help to evaluate the effectiveness of sales, sales area developing, and incentive and reward methods and techniques. Marketing managers can conduct distribution channel research to determine the most suitable distribution methods, the appropriateness of channel members, the best locations for warehouses and retail outlets. Promotional research would assist identifying the most appropriate method for promotion; the most suitable advertising and campaign materials; the most suitable media to be used; and also testing the effectiveness of communication in achieving the objectives.

Yanıt Açıklaması: Profit is not one of the 4ps of marketing.

Yanıt Açıklaması: Government markets buy to produce public services. (see figure 3.3)

Yanıt Açıklaması: The microenvironment consists of actors close to the company that affect its ability to create superior customer value. These actors are the company, suppliers, marketing intermediaries, customers, competitors and publics. Therefore, these close actors to the company represent weaknesses and strengths of the company. For marketers, examining the microenvironment is very important because its factors identify the strengths and weaknesses of the organization.

Yanıt Açıklaması: Market intelligence is largely used to assist strategic planning; marketing planning; developing sound marketing strategies; monitoring the actions and strategies of competitors; and identifying opportunities and threats in the marketing environment.

Yanıt Açıklaması: Marketing takes place when people decide to satisfy their needs and wants through exchange relationships. Exchange is an act of obtaining a desired object from someone by offering something in return. In the exchange process, there must be two or more parties involved like individuals or organizations. Each of these parties must have valuable offer to satisfy the needs and wants of the other party. The exchange process is a voluntary process while parties communicate with each other. On one side of the exchange process, there is marketer and on the other side is the market. Marketer may offer something like a product, a service or an idea to the market. Market includes a group of current and potantial customers where any company that offers goods and services is called a marketer.

Yanıt Açıklaması: The first function of the system is to determine the information needed in marketing decisions.The second function of the marketing information system is to generate any kind of marketing information that might be needed in decision-making. The third function of the marketing information system is to deliver the generated information to the people or managers who would use this information need in marketing decisions when needed. Choice B reveals the first function of the sysytem.

Yanıt Açıklaması: Dogs are the products, brands or divisions with both low growth rate and low market share. Although they can generate enough cash to be self-sufficient, they don’t have potential of generating high amounts of cash.

Yanıt Açıklaması: Vision reflects the businesses’ future. Vision establishes where a company wants to be in the future over a specific period of time and how it wants to appear.

Yanıt Açıklaması: Each business model provides a value for its customers, the important point is that customers do not judge value objectively; they make their decision to shop from any of these stores based on their own value perceptions. More specifically, customer perceived value is the customer’s evaluation of the differences between all the benefits and costs of a market offering compared to those of competing offers.

Yanıt Açıklaması: Marketing managers encounter many problems in terms of marketing information. One of them is getting false information. Being unable to be sure of the accuracy and precision of the marketing information gathered could be restated as getting false information, therefore the correct answer is E.

Yanıt Açıklaması: Values are principles and shared beliefs that unite customers, business, managers and staff. They are generally expressed concisely, such as; customer satisfaction, employee satisfaction, e thical sense of management, serving the public, environmentally conscious business applications . Therefore answer A is the correct choice.

Yanıt Açıklaması: How the needs and wants of customers are satisfied? Consumers’ needs and wants are fulfilled through market offerings—a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.

Yanıt Açıklaması: However, product-oriented companies believe that if they produce a good quality product at reasonable prices, it will be sold without marketing efforts. Especially for the technology products, it is important to inform customers by a good marketing communication campaign.

Yanıt Açıklaması: Marketing services agencies are made up of marketing research companies, advertising agencies, media firms, public relations companies, and marketing consultancy companies that help the company to reach its target and promote its products in suitable markets.

Yanıt Açıklaması: In the growth matrix, the first strategy is market penetration strategy. In this strategy, a business continues its operations with the present products in its present markets. Therefore, the business can profoundly penetrate the market, in other words increase the sales of its existing products in its current market. There are three options for a business that wants to penetrate the market. The right answer is B.