Prıncıples Of Marketıng

Yanıt Açıklaması: Dissociative reference groups. Consumers often avoid purchasing products or brands associated with such negative groups because of their symbolic meaning. By doing so, they distance themselves from those groups. Dissociative reference groups are also called as avoidance groups.

Yanıt Açıklaması: The process begins with the definition of market to be segmented. The second step is to decidehow to segment this market. 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. The correct answer is "B".

Yanıt Açıklaması: Factors that are important when making consumption decisions can be listed as: Significance of the decision Availability or extent of previous experience Willingness to gather information and amount of information gathered The number of alternatives available Decision criteria Thus the correct answer is E.

Yanıt Açıklaması: Environmental scanning is collection and evaluation of information from micro and macro marketing environment that might affect company and its strategic marketin  decisions. Such information may come from a variety of resources such as customer purchases, sales force contacts, service and support calls, web and social media sites, satisfaction surveys, credit and payment interactions, research companies, commercial online database, industry union reports, government agency reports, business publications, news media and Internet search engines.

Yanıt Açıklaması: In services differentiation, a brand can offer a speedy or more convenient service to differentiate their brand. For example, Simbo offers a door-to-door free of charge technical service” for its small house appliances. The product is taken from the customer’s house and transferred to the Simbo repair service. After it is repaired the product is delivered back to customer in 10 days.

Yanıt Açıklaması: Demands are wants for specific products backed by an ability to pay.

Yanıt Açıklaması: A business market is the market where products and services are purchased “by businesses, government bodies and institutions (such as hospitals) for incorporation (for example, ingredient materials or components), for consumption (for example, process materials, office supplies, consulting services), for use (for example, installations or equipment), or for resale.

Yanıt Açıklaması: Markets are so dynamic, therefore, prices should be adapted to the fast changing environment. There are many price-adjustment strategies including dynamic pricing, psychological pricing, discount and allowance pricing, segmented pricing, geographical pricing, promotional pricing, and international pricing . In dynamic pricing , prices are being adjusted continually to maximize revenue. For example, prices are changing thousands times a day in the airline sector. In psychological pricing , prices are adjusted based on a psychological viewpoint rather than eceonomic perspective. For example, companies consider price thresholds in consumers’ mind while changing prices for products. Discount and allowance pricing refers to a reduction in the price of the products for consumers who buy large quantities or pay early. In segmented pricing , prices are differentiated based on customer, location, or product rather than cost. For example, although cost of providing a hotel room does not change, rooms with a sea view are more expensive than the rooms without a good scenery. Geographical pricing refers to setting prices for customers who are in different locations in order to cover high shipping costs. For instance, lower prices are charged for customers who are close to oil refinery while higher prices are charged for ones who are far away. Promotional pricing means reducing prices for a while to increase short term sales. The prices are set below list price. International pricing refers to setting prices for different countries. For example, a company may charge different prices for different countries, or it may set a fixed price for every country. Therefore, the correct option is A.

Yanıt Açıklaması: Geodemographic segmentation is the statistical classification of people (demographics) based on where they live (geography).

Yanıt Açıklaması: There are three main levels of products. Core product is the core value expected from a product. For example, the core value of a mobile phone is communication. The core value should be transformed into an actual product which includes product features, quality, and design as well as packaging and brand. For instance, Iphone is an actual product. Augmented product consists of warranty, after-sale service, payment options, and credits.

Yanıt Açıklaması: In the growth stage: sales are rapidly rising, costs (per consumer) are average, customers are early adopters

Yanıt Açıklaması: Various influences that affect consumers’ decisions. 1. Demographic factors such as age, gender, income of consumers, 2. Psychological forces such as perceptions, attitudes, learning abilities, personalities of consumers, 3. Social forces such as families, friends, and reference groups of consumers, 4. Situational factors such as physical surroundings, social surroundings, time perspective, reason for purchase and the buyer’s monetary conditions, 5. Environmental factors such as economic conditions, political circumstances in the country of a consumer and 6. Marketing factors such as 4 P’s (i.e. products, prices, places and promotions) offered in the market place.

Yanıt Açıklaması: In order to compete in the market place, companies need to know: • Who are our consumers? • What they buy? • Why they buy? • How, when and where they buy? • Who participates in buying and consuming process? • What happens after consumption?

Yanıt Açıklaması: Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Thus, the correct answer is A.

Yanıt Açıklaması: Matching: Channel members coordinate production activities with the needs and wants of consumers.

Yanıt Açıklaması: Concentrated (niche) marketing is a marketcoverage strategy in which a firm goes after a large share of one or a few segments or niches.  A firm targets several market segments and designs separate offers for each in Differentiated (segmented) marketing. The correct answer is "D"

Yanıt Açıklaması: Quality, Brand, Features, Packaging and Services belong to the Product element of the 4Ps or Marketing.

Yanıt Açıklaması: The microenvironment is made up of factors that influence the organization, and generally consists of the elements such as the company, suppliers, marketing intermediaries, competitors, publics, and customers.

Yanıt Açıklaması: Selective retention is the type of memory that we remember only what we want to remember. Thus, the correct answer is E.

Yanıt Açıklaması: Quality is one of the competitive factors.