Prıncıples Of Marketıng

Yanıt Açıklaması: The societal marketing concept which is the newest of marketing orientations holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being.

Yanıt Açıklaması: Narrowly observing, Kamil Koc's competitors are İsmail Ayaz, Metro, Buzlu and some other bus companies. In a broader look, highspeed train, cars, car rentals or low-cost airlines may be the competitors of Kamil Koç as well.

Yanıt Açıklaması: In line management system, functional managers like sales and marketing create a team in order to conduct environmental scanning in addition to their existing duties. Disadvantages of line management are resistance to imposition of additional duties, lack of specialist research and analytical skills required for scanners. Strategic planner: Environmental scanning is made part of strategic planner’s job in a company. The drawback of this approach is that a head office planner may not have a deep understanding of a business unit’s activities in order to perform the environmental scanning. Separate organizational unit: Company sets a separate organizational unit which is responsible for disseminating relevant information to managers. For instance, General Electric company uses such a system. A dedicated team concentrating its efforts on environmental scanning is the advantage of separate organizational units, but it is very costly for small and/or notfor-profit organizations. Joint line/general management teams: To identify needs, trends and issues that may affect business, a temporary planning team is set up. These teams are made of line and general (corporate) management.”

Yanıt Açıklaması: Market intelligence or in other words market monitoring information covers the data and information that marketing decision makers need about market changes. Market intelligence is often the result of various studies conducted for other specific purposes. Information gathered about market conditions and changes, competitors, changes in macro factors of the marketing environment, circumstances affecting customer preferences and purchasing habits are generally considered under this heading. The correct answer is E.

Yanıt Açıklaması: Personal selling consists of personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales, and building customerrelationships.

Yanıt Açıklaması: Companies following the selling concept, think that consumers will not buy products unless the company goes under substantial selling and promotion efforts. Generally, companies focus on selling what they produce instead of selling what the consumers need. Undoubtedly, companies may sell a product once by using sales promotions or by exaggerated advertisement messages.

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. The right answer is A.

Yanıt Açıklaması: In order to obtain primary data the manufacturer should directly go to the source of the data required, which would be possible by using questionaries. Therefore the correct answer is E.

Yanıt Açıklaması: Marketing is operated in such a complex and rapidly changing environment that even the most dominant and successful companies can be affected from the changes in the environment. All types of organizations operate in such environments regardless of whether they are for-profit organizations or non-for-profit ones, governmental or private. In other words, the environment is never static, stable or entirely predictable which has a capacity to influence markets in which companies operate.

Yanıt Açıklaması: Exploratory research methods are; • Expert surveys • Pilot surveys • Secondary data • Qualitative interviews • Unstructured observations • Quantitative exploratory multivariate techniques.

Yanıt Açıklaması: A strategic business plan comprises of four stages. 1- Defining the values, mission and vision of the company. 2- Situation analysis. 3- Establishing organisational goals. 4- Selecting strategies to reach those goals. Therefore answer D is the correct choice.

Yanıt Açıklaması: In SWOT analysis, strengths and weaknesses stem from internally controlled factors but opportunities and threats arise from external factors.

Yanıt Açıklaması: Mission explains the existential purpose of businesses. Usually, the purpose of their existence is to accomplish a specific mission in society. The mission of a business explains its task which serve as guidelines to make decisions for all related matters involved in business. The mission statements should be clear, short and less than two paragraphs. For example the mission statement of Migros is as follows: “Providing a unique shopping experience through its ultimate service approach, pioneer applications, broad product portfolio and family budget friendly pricing strategy. Creating value for all stakeholders through its eco friendly and community-focused operational approach.” The right answer is A.

Yanıt Açıklaması: Economic factors can have a dramatic effect on consumer spending and buying behavior. Especially during the financial crises, consumers look for more value. Value marketing involves offering financially cautious buyers greater value— the right combination of quality and service at a fair price. Consumers’ interest on private labels increase on economically hard times. A private label product is manufactured by a contract or third-party manufacturer and sold under a retailer’s brand name. For example, customers shopping from Migros may prefer Migros brand instead of national brands since they are more affordable and offer a reasonable quality.

Yanıt Açıklaması: Government markets comprise government agencies that buy goods and services in order to produce public services or transfer the products and services to others who need them. The right answer is E.

Yanıt Açıklaması: The key primary data collection techniques are comprised of interviews, observation, surveys, and experiments. Thus, the correct answer is E.

Yanıt Açıklaması: In Turkey, both one-person households and single-parent (fathers or mothers) households are increasing.

Yanıt Açıklaması: A market cannot be imagined without the given elements in all the options except for A.

Yanıt Açıklaması: Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation that the company encounters.

Yanıt Açıklaması: Exploratory research allows the marketers to identify the current marketing research problem more clearly; helps to define the major factors related to the problem and the relationships between them; develop hypotheses; and to specify actions to take. Correct answer is D.