Marketıng Management

Yanıt Açıklaması: At the beginning, businesses are just ideas. If these set of ideas and beliefs regarding the business are given in a written form this written form, mirrors the ideas underlying mission and vision statements of corporation. A well-written mission statement guides and motivates people in the organization and emphasize company’s strengths in the marketplace. Vision statement specifies a dream, while mission statement provides a purpose.

Yanıt Açıklaması: Dividing the market according to buyer groups’ social class, lifestyle or personality characteristics is called psychographic segmentation. For instance, social class has a solid impact on consumer’s preference in cars and clothing.

Yanıt Açıklaması: In pure competition, the products are homogenous, and there are so many buyers and sellers in the market, thus there is no firm becoming large enough to affect prices.

Yanıt Açıklaması: Regional management is not a position that exists in a Functional Marketing Organisation. Therefore, the correct answer is D.

Yanıt Açıklaması: Renewal strategy is developed to demonstrate organizational weaknesses which lead to declines in performances, therefore managers try to reduce costs by for instance restructuring their operations.

Yanıt Açıklaması: Share Matrix is a portfolio planning method evaluating strategic business units of a company in terms of their market growth rate (expressing the attractiveness of the market) and relative market share (expressing company’s strength in the market), and according to the matrix, SBUs can be classified as Stars, Cash Cows, Question Marks or Dogs.

Yanıt Açıklaması: Micro external environment consists of actors or partners (e.g. customers, suppliers, etc.) that are close to the company and thus, has an impact on its ability to serve its customers.

Yanıt Açıklaması: Strategic planning has a long-term perspective, whereas marketing planning has a shorter-term view derived from the perspective of the product and market portfolio of an organization designed to achieve its overall objectives. This shows the interdependence between strategic planning and marketing planning.

Yanıt Açıklaması: One of the tools to develop a situation analysis is called SWOT Analysis. Managers examine the internal environment for Strengths and Weaknesses, and at the external environment for Opportunities and Threats. Strengths are the positive internal factors, while Weaknesses are the negative internal factors. Similarly, Opportunities and threats are positive and negative external factors, respectively.

Yanıt Açıklaması: Preference for the product implies comparison with other brands. If the consumers who have tried the product because of the advertisements are satisfied with the product they will prefer it again. Salespeople are important to influence the preferences of customers especially on shopping goods. Consumers make comparisons between the competing brands and good sellers help customers in this process by giving information about the attributes of the competing brands. The correct option is E.

Yanıt Açıklaması: Solution vendor: A seller visiting small and medium sized companies that have problems with customer relations management may provide a solution to the customers. Solution vendors work to understand the problems of the company and may offer a CRM software to the company, may work with the company’s personnel together on the effective use of the software.

Yanıt Açıklaması: Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies and activities to determine problem areas and opportunities. Marketing audit is more inclusive than other assessments. It covers all major marketing aspects of a company. If it covers only sales force or other marketing activity, then it is called functional audit.

Yanıt Açıklaması: Overall cost leadership aims to achieve lowest costs to offer lower prices than competitors.

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Yanıt Açıklaması: Micromarketing aims to tailor products and marketing programs according to individual’s and local customer groups’ needs and wants. With this strategy companies, seeing the individual in every customer, analyze the specific features in every customer.

Yanıt Açıklaması: It is clear that the success of marketing depends on the success in implementation. The deffinition of marketing implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.

Yanıt Açıklaması: Influencing: Advertising messages influence us to try the products. You may find yourself going to a supermarket to purchase a new chocolate or snack food to try it because of its advertisement on television.

Yanıt Açıklaması: According to Homburg and others’ (2000) definition of key account manager, “a key account manager focuses on the special personnel and/ or the performance of special activities directed at an organisation’s most important customers”. If companies develop closer relationships with customers, or adopt customer oriented view, key account management approach is an e ective tool to build closer and pro table relationships with customers.

Yanıt Açıklaması: Strategic planning starts at the corporate level by describing an overall purpose and mission. At business level, strategies answer the following question: “How companies should compete in each of their businesses?”. After deciding on competitive strategies for each business, strategic marketing planning occurs at functional level through business-unit, product and market levels, and promotes company’s overall strategic planning with more comprehensive plans.

Yanıt Açıklaması: Vision statements of corporations answers the question of “What do we want to become?”, whereas mission statement answers the question of “What is our business?”. Thus, while vision statement specifies a dream, mission statement provides a purpose. Mission and vision statements can be found in annual reports and web-sites of corporations.