Marketıng Management

Yanıt Açıklaması: There are various ways to present a message each using a different style, tone, words and format. Some of the popular message execution styles are as the followings: Slice of life. Lifestyle. Technical expertise. Fantasy. Mood or image. Musical. Testimonial evidence or endorsement. Scientific evidence. Personality symbol: In some of the ads, a specific character is created to represent the brand.

Yanıt Açıklaması: To get financial and non-financial benefits from this investment, effectiveness of the advertisements is very important. If an advertisement is entertaining you but you are not remembering the advertised brand of course we may not call it as effective. Therefore, the correct answer is E.

Yanıt Açıklaması: The hierarchy of levels of strategy is like a nest in which one strategy covers another. Corporate strategies are supported by business strategies, which in turn are supported by functional strategies. Therefore, corporate level success cannot be achieved if the organization does not know how to succeed at the business level. Similarly, business level success cannot be achieved unless organization knows how to succeed at functional level. Business level strategy focuses on the concept of “competing” and it covers all functional areas of a business unit such as operations, marketing, logistics, research and development, etc.

Yanıt Açıklaması: The natural order in a communication process takes place in the following order: Sender - Encoding - Message/Media - Decoding- Receiver - R esponse -Feedback Therefore, the correct answer is A.

Yanıt Açıklaması: Promotional tools fulfill various functions for an organization. Promotional tools aim to influence or persuade the customers by sending some messages to them. The message transfer that is directed to certain known and individually addressed persons is called personal communications.

Yanıt Açıklaması: If a market is divided into different user groups with distinct buying preferences and practices, a market management organisation is better for such organisations. Market management organisation is an organisation which serves for different markets and user groups with distinct buying preferences and practises.

Yanıt Açıklaması: B is stars, C is stars, D is question marks, E is dogs.

Yanıt Açıklaması: Profitability control is the option related with the steps given in the question. Therefore, the correct answer is C.

Yanıt Açıklaması: Market segmentation divides a market into distinct groups of customers sharing diverse needs, wants and purchase behaviours, behaviours; thus, it requires different products and services. Market Segment consists a group of consumers sharing similar needs, wants and purchase behaviour; thus, it requests similar products.

Yanıt Açıklaması: Technical expertise: This type of advertisement focuses on the company’s expertise in making a product or providing a service. For example, the ad explains a company’s 60 years of experience in making a product. The correct option is C.

Yanıt Açıklaması: Differences between personal and mass communication is seen on the table below. The correct option is A.

Yanıt Açıklaması: Testimonial evidence or endorsement: A trustable and credible person suggests the product. This person maybe a celebrity or an ordinary person representing the target market of the product.

Yanıt Açıklaması: Marketing strategy aims to create customer value and achieve profitable and enduring relationships with customers40. As you may recall from the previous chapters of the book, marketing strategy consists of Market Segmentation (dividing the market into segments), Market Targeting (choosing target markets), Positioning products and/or services (selecting the position you want to establish in your target market), and developing a Marketing Mix. With these steps, a company decides about the types of the customers it will serve (segmentation and targeting), and the ways of giving service to them (positioning and differentiation) (positioning and differentiation).

Yanıt Açıklaması: Category manager is responsible for resolving disputes, being referee, brand, and developing new brands so that the brands of the same firm do not come across. Therefore, the correct answer is E.

Yanıt Açıklaması: According to Freedman, research on chimpanzees and early human societies demonstrated that strategy is a consequence of inadequate resources and fight for survival. Later, Freedman (2013) argues that ancient Greece is another source for origins of strategy. The term “Strategy” comes from a Greek Word “strategos” which means “a general” and takes its roots from terms “army” and “lead”, thus the concept has traditionally been used in a military or political context.

Yanıt Açıklaması: Objectives should be SMART, meaning Specific, Measurable, Achievable, Relevant and Time-bound/Time-based/Time sensitive

Yanıt Açıklaması: Within 1980s, especially the works of Porter (Competitive Strategy, 1980; Competitive Advantage: Creating and Sustaining Superior Performance, 1985) altered the research in the field, and put competition rather than planning in the center of strategic thinking. With this research, Porter developed a more concrete and practical context for the field especially through the tools he created.

Yanıt Açıklaması: Strategic thinking is taking a long-term perspective and seeing the big picture, consisting both the organization and its competitive environment, and thinking how these fit together. Thus, there is a positive relationship between strategic thinking and performance.

Yanıt Açıklaması: E is about sales promotion.

Yanıt Açıklaması: Outsourcing means obtaining some goods and service outside.