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i) Is an exchange process, ii) Creates customer value, iii) Is only about customers. Which of the above statements about marketing is/are true?
Yanıt Açıklaması: Some of important points about marketing are: • Marketing is an exchange process • Customer needs and wants are the starting point of marketing process • Marketing offers are goods, services and ideas. • The needs of the customers and the objectives of the companies are satisfied in the marketing process. • Developing, pricing, distributing and promoting products are core marketing activities. • Marketing creates customer value • Marketing does not only affect customers, but partners and society as a value. • Marketing is both a business function and philosophy. There fore, statement i and ii are true. The right answer is C.
Which of the following term refers to "a statement of the organisation's purpose"?
Yanıt Açıklaması: Values are principles and shared beliefs that unite customers, business, managers and staff. Vision states the standards for the future success of a business. Goals are the basis of strategy formation and also provide standards for performance evaluation. Business portfolio is the collection of businesses and products that make up the company. Therefore, the answer is "C".
__________ involve(s) offering financially cautious buyers greater value— the right combination of quality and service at a fair price.
Yanıt Açıklaması: 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.
Which one of the following differs from the others in terms of a company's microenvironment?
Yanıt Açıklaması: Resellers, marketing distribution firms, marketing service agencies, and financial intermediaries are parts of the marketing intermediaries, which are defined as a factor of a company's microenvironment. On the other hand, suppliers ar also defined as a factor of a company's microenvironment, therefore is seperated from the other choices. The right answer is C.
Which of the following is related with an Exploratory Research?
Yanıt Açıklaması: Descriptive research, causal research, cross-sectional design and longitudinal design are related with conclusive research, therefore the correct answer is D.
In which of the situations below can market exist?
Yanıt Açıklaması: In marketing, the term “market” is used for the consumers who have a need or want for a specific product/service, and who also have the resources and willingness to buy the product. In touristic places, people have a need to buy souvenirs and gifts and they have the resources and willingness. In the other options, people might have the resources and willingness, but they won't have the need for the product.
Which of the following gives the correct order of; data, information and knowledge formation?
Yanıt Açıklaması: Data consists of numbers, records, symbols, and the like about facts and could be obtained from events, changing circumstances, and developments that occur in the business environment; as well as from records and reports kept by the company itself. However, information is related to the formation and shaping of data. Knowledge has a deeper, richer and broader meaning than information. Information is converted into knowledge. Therefore the correct answer is A.
Which of the following describes people who have an interest in the marketer’s ability to achieve their objectives?
Yanıt Açıklaması: Publics are the groups of people who have an interest in the marketer’s ability to achieve their objectives. Some public groups like internal publics are more obvious, but publics can also include other groups like citizen action publics.
I- expressing the general problem II- identifying the specific components of the marketing research problem III- developing a theoretical framework IV- helping identifying the research objectives Which of the above is/are among the components of problem definition in marketing research process?
Yanıt Açıklaması: Problem definition involves expressing the general problem and identifying the specific components of the marketing research problem. In addition, defining the research problem would also help identifying the research objectives. On the other hand, the steps of selection, adaptation and development of a suitable theoretical framework are part of the research design. Thus, the correct answer is C.
Which one of the following is directly related with the place element of marketing mix?
Yanıt Açıklaması: The place element of marketing mix includes; • distribution channels • physical distribution • retailers • wholesalers
Sometimes companies can get a lot of cash flow from a strategic business unit and they may decide to use that chash to finance other units. According to above information, which one of the following strategies refers to given stuation?
Yanıt Açıklaması: Sometimes a SBU may provide a lot of cash flow to the company and in harvesting strategy the company may use the cash coming from this unit to finance other units
Which of the following is not included in pricing decisions?
Yanıt Açıklaması: Advertising is only a way to promote your product but it is not a pricing decision.
What is the correct order of the steps of marketing research process?
Yanıt Açıklaması: The marketing research process includes six main steps. These are problem definition, developing an approach to the problem, research design formulation, fieldwork, data preparation and analysis, and report generation and presentation. Correct answer is B.
I- Better products' entering the market is considered as weakness for a company II- Being stronger compared to rivals reflects strengths for a company III- Company's strengths are meaningful only when they make profit for company Which of the above statements related to SWOT analysis is/are correct?
Yanıt Açıklaması: SWOT analysis must be customer focused in order to achieve maximum profitability. A strength only matters and becomes a power if it is beneficial for customer satisfaction. Some environmental factors make up “threats” for a business. These threats are tendencies or developments which may worsen the situation of the company in the market. Examples include the arrival of cheaper technology, better products entering the market, importing low-cost foreign goods and a rise in interest rates.
I. Marketing is an exchange process II. Marketing creates customer value III. Marketing is just a business function Which one(s) of these statements is/are among the important points about marketing?
Yanıt Açıklaması: Based on the definitions, we can underline some of important points about marketing: • Marketing is an exchange process • Customer needs and wants are the starting point of marketing process • Marketing offers are goods, services and ideas. • The needs of the customers and the objectives of the companies are satisfied in the marketing process. • Developing, pricing, distributing and promoting products are core marketing activities. • Marketing creates customer value • Marketing does not only affect customers, but partners and society as a value. • Marketing is both a business function and philosophy.
There is only one correct statement below. Choose the correct answer from the following statements about marketing?
Yanıt Açıklaması: The statements needs to be corrected. First of all, marketing information includes any verbal, written or visual data that is relevant to marketing decisions. Secondly, whole accumulation of information is systematically organized by marketers for the purpose of using it in decision-making. You can read from the book that new developments in the markets, changing customer preferences, rapidly advancing technology, shorter product life cycles, and expanding scope of marketing activities create uncertainty and risk in the business environment. And lastly, this abundant bulk of information created the need for a more comprehensive approach for organizing and categorizing it. Correct answer is D
When considering programming the marketing mix, which one of the followings refers to deciding who will be a part of the marketing organization?
Yanıt Açıklaması: While programming the marketing mix strategies, identification of responsibilities means deciding who will be a part of the marketing organization
According to divisions of marketing research, which of the following determines the appropriateness of channel members?
Yanıt Açıklaması: 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.
What is the term used to describe the generation born between 2000 and 2010, whose lives are shaped by the digital age?
Yanıt Açıklaması: Those born after 2000 are defined as Generation Z. They have faced global terrorism, consequences of 9/11 attacks, violence at schools, economic uncertainty, stagnation, and mortgage crisis. In terms of their characteristics, lifestyles, and attitudes, Gen Z is the new conservatives with their traditional beliefs, family cohesion, self-control and more responsible behavior. The digital age shapes their lives. If brands want to keep pace with this generation, they need to adapt to the values and attitudes of this generation.
Which one is NOT a force of macroenvironment?
Yanıt Açıklaması: Macroenvironment consists of the larger societalforces that influence the microenvironment. They are categorized as demographic, economic, natural, technological, legal, political, and cultural forces. Hence, they represent the threats and opportunities that affect marketing planning and implementation.
