Prıncıples Of Marketıng

Yanıt Açıklaması: Behavioaral segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product.

Yanıt Açıklaması: The final stage in the B2B buying process is the performance review.

Yanıt Açıklaması: The roles that exist in organizational buying are initiators, users, influencers, deciders, buyers, and gatekeepers. The right answer is D.

Yanıt Açıklaması: • Need recognition • Identification of alternatives (information search) • Evaluation of alternatives • Decision (purchasing and consuming) • Evaluation of the decision (post-purchase evaluation)

Yanıt Açıklaması: Straight rebuy involves routine problem solving decision making where the organisation has purchased the product before, is satisfied with it, and therefore decides to buy the same product from the same supplier again when the need occurs, t herefore the correct answer is A.

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: Positioning is differentiating the brand from other brands in consumer minds. Positioning is not what you produce in the factory but it is all about what you do in the minds of prospects (consumers).

Yanıt Açıklaması: Straight rebuy involves routine problem solving decision making where the organization has purchased the product before, is satisfied with it, and therefore decides to buy the same product from the same supplier again when the need occurs. The right answer is A.

Yanıt Açıklaması: In product bundle pricing, less demanded products are sold together with highly demanded ones at a discounted price. The aim of the strategy is to promote less demanded products.

Yanıt Açıklaması: Brand loyalty is defined as; a customer’s favorable attitude toward a specific brand. Brand loyalty has advantages for the consumer as well as for the manufacturer and seller. It reduces a buyer’s risk and shortens time spent deciding which product to purchase. On the other hand, brand hate results in “the purposeful and deliberate intention to avoid or reject a brand, or even to act out behaviors that demonstrate this rejection” with typical behaviors including negative word-of-mouth, boycotts and sabotage directed at the target of one’s brand. Thus, the correct answer is D.

Yanıt Açıklaması: Microsegmentation aims to identify very narrow segments by using some segmentation variables and produces a large number of very small segments.

Yanıt Açıklaması: These are psychological factors.

Yanıt Açıklaması: The basic characteristics of B2B markets can be sorted as fewer, larger buyers, joint demand, geographic concentration, direct purchasing, derived demand, professional purchasing, fluctuating demand, close supplier-customer relations, inelastic demand, and group decision making. The right answer is E.

Yanıt Açıklaması: "Commercialization and control" is the final step of the new-product development process.

Yanıt Açıklaması: Selective exposure occurs our eyes and minds seek out and notice only information that interests us.

Yanıt Açıklaması: Derived demand means that the demand for a B2B product depends on the demand for the finished product in the B2C market.

Yanıt Açıklaması: Market segmentation is the process of placing buyers in a market into subgroups in a way that members of each segment would display similar responsiveness to a particular positioning strategy.1 Through market segmentation, companies divide large, diverse markets into smaller segments that can be reached more efficiently and effectively through products and services that match their unique needs.

Yanıt Açıklaması: Trait theory in psychology is an approach studying human personality that identifies and measures the degree to which certain personality traits – recurring patterns of thought and behavior, such as anxiousness, shyness, and openness to new things – exist from individual to individual

Yanıt Açıklaması: Gatekeepers – the people who control access of information into the buying center and the sharing of information among the members in the buying center.

Yanıt Açıklaması: Promotion mix is a set of tools which aims to communicate with consumers and other parties. The aims of promotion is explained by AIDA formula: • Attention: Promotion should draw the attention of potential buyer. • Interest: Promotion should make prospect interested in the product. • Desire: Promotion should create a desire to purchase the product. • Action: Promotion should make potential buyers purchase the product. D is the right answer