Prıncıples Of Marketıng

Yanıt Açıklaması: Time is one of the costs customers pay, on the other hand, all the others are among the benefits they get.

Yanıt Açıklaması: While exploratory research aims to  provide insights about the nature of marketing problem or issue at hand, conclusive research proposes to test specific hypothesis and relationships. Research process is flexible, unstructured and progressive in exploratory research, whereas research process is structured and formal in conclusive research. While exploratory research employs  qualitative interviews, conclusive research uses surveys. Thus, the correct answer is B

Yanıt Açıklaması: Marketing intermediaries are firms that help companies to promote, sell and distribute their products to final customers. Marketing intermediaries are also an essential component of company’s overall value delivery system like suppliers. Without marketing intermediaries, many companies cannot satisfy customers’ needs and wants properly.

Yanıt Açıklaması: Today, consumers are becoming more powerful against companies and for conscious consumers just good products and services are not enough to give a purchase decision. Consumer organizations, environmental groups, minority groups and other pressure groups generally question the marketing activities of companies in terms of the impact on the society’s welfare. (i.e. Greenpeace lobbies to improve natural life.) Public relation departments can help companies stay in touch with consumer and citizen action groups. Otherwise, the company may face protests and even boycotts. This represents citizen action publics

Yanıt Açıklaması: Strategic Marketing Plan comprises 5 actions to be taken as follows; 1. Performing a situational (SWOT) analysis 2. Setting marketing goals and objectives 3. Establishing positioning ve differentation advantage 4. Selecting the target market and measure the market demand 5. Formulating marketing mix

Yanıt Açıklaması: A company’s total promotion mix—also called its marketing communications mix—consists of specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that company uses to engage consumers, persuasively communicate customer value, and build customer relationships. Therefore, the right answer is C.

Yanıt Açıklaması: Data consists of numbers, records, symbols, and the like about facts.

Yanıt Açıklaması: In separate organizational unit , c ompany sets a separate organizational unit which is responsible for disseminating relevant information to managers. 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.

Yanıt Açıklaması: That 'marketing is an exchange process' is one of the important points about marketing.

Yanıt Açıklaması: Alpha Generation is the newest generation. Alpha Generation is defined as the generation born after 2010. The right answer is A.

Yanıt Açıklaması: The company's macroenvironment involves demographic, cultural, natural, technological, legal and political, economic.

Yanıt Açıklaması: While a mission states the fundamental reason of existence of a business, vision reflects the businesses’ future. The right answer is C.

Yanıt Açıklaması: Typical problems that marketing managers encounter in terms of marketing information are : 1. The lesser amount of required and relevant information compared to larger amount of redundant information; 2. Reaching the required information as a result of dispersed information sources in the company; 3. Being unable to reach some vital marketing information since they are constrained by some managers; 4. Being unable to gather critical marketing information at the time they are needed; 5. Being unable to be sure of the accuracy and precision of the marketing information gathered.

Yanıt Açıklaması: There is no such a thing as illusionist experience. Therefore the answer is D.

Yanıt Açıklaması: While evaluating environmental forces, we may consider the SWOT analysis. SWOT analysis is a technique that takes the findings of marketing audit and categorizes key points as strengths, weaknesses, opportunities or threats. In this analysis, whilst strengths and weaknesses stem from internally controlled factors, opportunities and threats are arisen from external factors.

Yanıt Açıklaması: Market-oriented companies give customers the highest priority while conducting business. Every department and employee should focus on contributing to the satisfaction of customers’ needs.

Yanıt Açıklaması: Business portfolio is the collection of businesses and products that make up the company.

Yanıt Açıklaması: Another important source of information of marketing information system is marketing research conducted by companies. Unlike internally generated information or market intelligence, marketing research collects information only through projects or studies that are designed and carried out in order to respond to a specific marketing situations and decisions. For example, a smart phone manufacturer could acquire market intelligence about the size of the market in Turkey, key competitors and their brands in the market, market shares of these brands from various external sources. However, the manufacturer would need to conduct marketing research in order to understand the profile of the target market or assess the smart phone users’ expectations from new models, things that they like/dislike in other models. These kinds of information normally cannot be obtained neither from internal sources nor through market intelligence.

Yanıt Açıklaması: Marketing environment is composed of actors and forces that affect the company’s ability to serve its customers successfully and create superior value for them.

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