Prıncıples Of Marketıng

Yanıt Açıklaması: Controllable Marketing Variables -Product -Pricing -Promotion -Distribution

Yanıt Açıklaması: The mission of a business explains its task which serve as guidelines to make decisions for all related matters involved in business.

Yanıt Açıklaması: There are four approaches to the organization of environmental scanning: Line management: 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 not-for-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: Through financial bonds, company offers some incentives that have a financial value such as price discounts on purchases and loyalty program rewards such as the airline companies’ free miles or the cash-back programs provided by some credit card issuers.

Yanıt Açıklaması: Companies that follow product development strategy focus on developing new products or making changes in existing products to turn them into new products.

Yanıt Açıklaması: Board of Directors of the The American Marketing Association approved the following definition in July 2013 and has not changed it until today. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Yanıt Açıklaması: Generation X is made up of individuals born between 1964 and 1978.

Yanıt Açıklaması: The given explains the principles of marketing orientation.

Yanıt Açıklaması: The product variable of the marketing mix regards researching customers’ needs, wants and designing a product that satisfies them. A product can be a good, a service, or an idea. So, the right answer is A.

Yanıt Açıklaması: Companies, which are especially in the process of institutionalisation must start planning their strategy and setting a road-map for the future to achieve their goals for the future. Therefore B is the correct answer. The other options are  not related to the question.

Yanıt Açıklaması: Categories of marketing research; marketing environment research, target market research, product research, sales research, distribution channel research, promotional research.

Yanıt Açıklaması: Publics can be categorized into seven types; financial publics, media publics, government publics, citizen action publicss, local publics, general publics, and internal publicss. Thus, the right answer is B.

Yanıt Açıklaması: The bakery in the first situation maintained social bonds by remembering the customer's birthday and financial bonds by offering a financial reward. In the second situation, by rewarding every five services bought, the hairdresser maintained financial bonds.

Yanıt Açıklaması: Pine and Gilmore (1999) offered four types of consumer experience: educational, esthetic, entertainment, and escapist that are termed as the “4Es. Products and services creating memorable customer experiences have more chance to be successful in the market.

Yanıt Açıklaması: Baby Boomers are the generation born between 1946 and 1964.34 They were born between the end of the Second World War and 1964 when birth rates intensified. Baby boomers value individuality, self-expression, and optimism. They define themselves with careers in terms of their characteristics, lifestyles, and attitudes and many of them are workaholics. While some are retired, many are planning to continue working and then move on to an active retirement.

Yanıt Açıklaması: Market intelligence or in other words market monitoring information covers the data and information that marketing decision makers need about market changes.

Yanıt Açıklaması: Structural bonds are used generally in business to business marketing situations such as exporterimporter and company-supplier relationships. Structural bonds include joint investments in projects and sharing of information, processes, and equipment.

Yanıt Açıklaması: Resellers are distribution channel companies that help the company to find and/or sell customers. Wholesalers and retailers that buy and resell merchandise to their own customers are examples of resellers.

Yanıt Açıklaması: The role of marketing research in supporting the marketing decisions can be summarised as helping to all of the above except for option E.

Yanıt Açıklaması: A customer demand occurs only when the customer’s need and want for a product or service is backed by purchasing power.