Final Sınavı - Marketıng Management

Soru 1:

A well-written _______________ guides and motivates people in the organization and emphasize company’s strengths in the marketplace. Which of the following completes the sentence above?

A) Strategic planning B) Marketing planning C) Marketing mix D) Vision statement E) Mission statement

Soru 2:

Dividing the market according to buyer groups’ social class, lifestyle or personality characteristics is called:

A) Geographic segmentation. B) Demographic segmentation. C) Behavioural segmentation. D) Response based segmentation. E) Psychographic segmentation.

Soru 3:

Which of the following is not a characteristic of pure competition?

A) All the services sold are homogeneous. B) No company is large enough to affect prices. C) Some products being sold are better than others. D) There is a large number of buyers. E) The prices are determined by the markets.

Soru 4:

Which of the following positions does NOT exist in a Functional Marketing Organisation?

A) Advertising and Sales Promotion Manager B) Sales Manager C) Marketing Research Manager D) Regional Manager E) New Product Manager

Soru 5:

________ is developed to demonstrate organizational weaknesses which lead to declines in performances, therefore managers try to reduce costs by for instance restructuring their operations. What should be written in the blank?

A) Market penetration strategy B) Growth strategy C) Renewal strategy D) Stability strategy E) Diversification strategy

Soru 6:

Which one is one of the SBUs (strategic business units) of The BCG Growth-Share Matrix?

A) Exclamation mark B) Dog C) Flower D) Horse E) Tree

Soru 7:

Which of the following consists of actors or partners that are close to the company and thus, has an impact on its ability to serve its customers?

A) Natural Environment B) Macro external environment C) Micro external environment D) Demographic Environment E) Economic Environment

Soru 8:

Which of the following has a long-term perspective?

A) Strategic planning B) Marketing planning C) Marketing mix D) Functional strategy E) Business level strategy

Soru 9:

One of the main tools to develop a situation analysis, where both internal environment and external environment are examined is called:

A) Market Segment analysis. B) SWOT Analysis. C) Differentiated marketing. D) Positioning strategy. E) SMART Analysis.

Soru 10:

Which stage of the ladder of communication effects model implies the costumer's comparison of the product with other brands?

A) Awareness B) Liking C) Purchase D) Conviction E) Preference

Soru 11:

Who is the seller visiting small and medium sized companies that have problems with customer relations management may provide a solution to the customers?

A) Missionary B) Technician C) Solution vendor D) Deliverer E) Order taker

Soru 12:

What is a marketing audit and what is its purpose?

A) 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. B) Marketing audit describes our product or service. C) Audit focuses on the resources the company has at hand as labor, finance, equipment, time and other factors of production. D) Marketing audit set of our studies on the current marketing plan. E) Marketing control is the process of monitoring the proposed company’s plans.

Soru 13:

What aims to achieve lowest costs to offer lower prices than competitors?

A) Generic strategies B) Differentiation C) Overall cost leadership D) Value chain E) Competitive strategy

Soru 14:

Which of the statement or statements below are the features of strategic planning? I Functional and professional orientations likely to overweigh II Goals are separated to specific targets III Significance of goals and strategies is only recognizable over the long term IV Has an overall, long-term organizational direction

A) Only I B) Only II C) I and II D) I, II and III E) III and IV

Soru 15:

The market targeting strategy which aims to tailor products according to individual’s and local customer groups’ needs and wants and sees the individual in every consumer is called:

A) Undifferentiated marketing. B) Mass marketing. C) Concentrated marketing. D) Micromarketing. E) Differentiated marketing.

Soru 16:

The process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives is called:

A) Marketing strategy. B) Informal control. C) Efficiency control. D) Marketing implementation. E) Marketing audit.

Soru 17:

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. Which function of advertising is it?

A) Informing B) Reminding C) Influencing D) Fantasy E) Lifestyle

Soru 18:

The person at a company who focuses on the special personnel and/ or the performance of special activities directed at an organisation’s most important customers is called:

A) Product manager. B) Brand manager. C) Category manager. D) Key account manager. E) Marketing vice president.

Soru 19:

At corporate level, which one is a stage that starts with describing an overall purpose and mission?

A) Strategic planning B) Marketing planning C) Business planning D) Corporate planning E) Strategic management

Soru 20:

The question of “What do we want to become?" of corporations is answered by:

A) Mission statement. B) Market portfolio. C) Strategic planning. D) Marketing planning. E) Vision statement.