Final Sınavı - Marketıng Management

Soru 1:

Which of the following message execution style use a specific character, which is created to represent a brand?

A) Fantasy B) Mood or image C) Personality symbol D) Testimonial evidence E) Slice of life

Soru 2:

Which of the following may NOT be considered as a criteria of an effective advertisement?

A) Effective advertising must be coordinated and compatible with the other elements of marketing communication. B) Effective advertising must get people’s attention and create awareness. C) Effective advertisement messages promise what the brand can deliver. D) Effective advertising must be stated in a way that relates to the consumers’ needs, wants, and values. E) An advertisement must be entertaining, but consumers needn't remember it.

Soru 3:

Which of the following is true regarding the levels of strategy in a corporation?

A) Functional level strategy answers the question of what businesses we should be in. B) Corporate level strategies aim to maximize resource productivity for supporting business level strategies. C) Functional strategies are supported by corporate strategies which in turn supported by business strategies. D) Corporate level strategy focuses on the concept of “competing” and it covers all areas of a business unit such as operations, marketing, logistics, research and development, etc. E) Business level success cannot be achieved unless organization knows how to succeed at functional level.

Soru 4:

Which of the following shows the correct order in a communication process?

A) Sender - Encoding - Message/Media - Decoding - Receiver- Response- Feedback B) Sender - Decoding - Message/Media - Encoding - Receiver -Response- Feedback C) Sender - Message/Media - Encoding - Decoding - Receiver - Response - Feedback D) Sender - Encoding - Message/Media - Response - Decoding - Receiver -Feedback E) Encoding - Message/Media - Decoding- Receiver -Response-Feedback- Sender

Soru 5:

Which of the following is true about the functions of promotional tools?

A) It is non-personal mass communication. B) They influence and persuade the consumers. C) They must be coordinated and compatible with marketing communication. D) They are the source of the message. E) It is the process of designing a commercial.

Soru 6:

The organisation which serves for different markets and user groups with distinct buying preferences and practises is called:

A) Product management organisation. B) Matrix management organisation. C) Market management organisation. D) Brand management organisation E) Geographic marketing organisation.

Soru 7:

Which one is related to cash cows?

A) They need less investment to sustain their market share. B) They are likely to have higher market share and are high-growth businesses or products. C) In order to finance this growth, they need higher investments. D) They need a lot of cash to sustain their position in the market as they have low relative market share. E) They may generate enough cash to sustain themselves or losses as they have weak market shares in low-growth markets.

Soru 8:

The steps below are related with __________. 'Identifying functional expenses, determining how they are associated with each of the activities, assigns them to the marketing entities, preparing a profit and loss statement for each marketing entity and assigning functional expenses to marketing entities.'

A) Annual plan control B) Distribution control C) Profitability control D) Efficiency control E) Strategic control

Soru 9:

Which of the following is true for "Market Segment"?

A) Market segment is about dividing a market into distinct groups of customers sharing diverse needs, wants and purchase behaviours, behaviours. B) Market Segment consists a group of consumers sharing similar needs, wants and purchase behaviour; thus, it requests similar products. C) Market segment is about dividing the market according to consumers’ knowledge, attitudes, uses, or responses to a product. D) Market segment is about dividing the market according to the geographical units, such as regions, cities, or neighbourhoods. E) Market segment is about dividing the market age, according to variables, such as income, gender, occupation, education, religion, race, nationality, family size.

Soru 10:

'An ad explains a company’s 60 years of experience in making a product.' Which message execution style is it an example of?

A) Slice of life B) Scientific evidence C) Technical expertise D) Testimonial evidence E) Lifestyle

Soru 11:

Which of the following is a characteristics of personal communication?

A) Feedback direction is two way. B) Speed of reaching big audience is high. C) Measuring effectiveness is difficult. D) Individual attention is low. E) Costs/reached person is low.

Soru 12:

In which message execution 'a trustable and credible person suggests the product'?

A) Fantasy B) Scientific evidence C) Testimonial evidence or endorsement D) Mood or image E) Lifestyle

Soru 13:

Which of the following is true for "Marketting strategy"?

A) It aims to create customer value. B) It only aims achieving profit C) It is based on the least contact with customers D) It consists of only one element E) It helps to focus on few customers

Soru 14:

Which of the following is the best option to complete the sentence below? '__________ is responsible for resolving disputes, being referee, brand, and developing new brands so that the brands of the same firm do not come across.'

A) Sales Vice President B) Marketing Vice President C) President D) Key account manager E) Category manager

Soru 15:

Which one of the authors below argues that ancient Greece is another source for origins of strategy?

A) Ansoff B) Neumann C) Drucker D) Chandler E) Freedman

Soru 16:

Which of the following is not true for the objectives of business units?

A) They are specific B) They are measurable C) They are time-free D) They are achievable E) They are relevant

Soru 17:

In 1980’s which of the authors below put competition rather than planning in the center of strategic thinking?

A) Chandler B) Freedman C) Mintzberg D) Porter E) Wilson

Soru 18:

“_________________________ 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” Which of the following completes the sentence above?

A) Functional strategy B) Business level strategy C) Strategic thinking D) Performance E) Competition

Soru 19:

Which one is NOT a function of promotional tools?

A) Promotional tools influence and persuadethe consumers. B) Promotional tools attempt to persuade currentand potential customers of the desirability of entering into an exchange relationship. C) Elements of the promotion mix may beused to reinforce experiences. D) Promotion makes it possible to providereassurance or comfort immediately prior to an exchange or, more commonly, post- purchase. E) They are effective in creating arepeat purchase pattern for the customer.

Soru 20:

What outsourcing means?

A) Outsourcingis a kind of starting point of new born companies. B) Outsourcingmeansusing another firm for the manufacture of needed components or products or delivery of a service. C) Outsourcing includes the exchange of representatives from the organization to the government. D) Outsourcing is a business practice in which a company sells another company or an individual to perform tasks. E) Outsourcing is a good business strategy to cut costs.