Marketıng Management

Yanıt Açıklaması: A category manager is responsible for resolving disputes, being referee, maintaining the position of brand, and developing new brands so that the brands of the same firm do not come across.

Yanıt Açıklaması: Sales analysis: Many managers think about sales as the only indicator of marketing performance. While sales are important, it may be misleading to look only at sales without considering the sales of competitors and marketing costs.

Yanıt Açıklaması: Any enterprise, that cannot identify where it is, cannot acknowledge its own capabilities and resources; and thus, it would not be possible for it to produce necessary objectives and strategies. Therefore, before defining marketing objectives, a corporation needs to acknowledge its environment and decide where it is located and what its strengths are. A company’s environment involves both internal and external factors. External environment consists of several actors, forces and partners which have an influence on company’s ability of building and sustaining good relationships with target customers. Various companies such as IBM, or Apple constantly analyse the external environment and adapt if necessary. Through this analysis, companies are able to understand changing trends and search for opportunities. Hence, by trying to understand these environments, companies are adapting their strategies accordingly to obtain benefit from opportunities and/or avoid threats.

Yanıt Açıklaması: Market segmentation can be based on several variables, including geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Behavioral segmentation divides the market according to consumers’ knowledge, attitudes, uses, or responses to a product.

Yanıt Açıklaması: There are two different promotion strategies as push promotion and pull promotion. In the push strategy, promotional efforts are directed to sales force and intermediaries like the retailers. For example, a company may use trade promotion if it wants retailers to give a special support to the sales of a product. In return, the retailer promotes the product to its customers. Another example to push a product through channels may be a sales contest for the salesforce. The sellers may be offered a big prize if they sell a certain amount of product to the retailers.

Yanıt Açıklaması: A company may choose to use diversification strategy, which examines the opportunities for developing or buying new products for new markets. Thus, it involves new brands and new markets since product modifications may develop new uses for products, which may create a different market. Nevertheless, this strategy is the final option to use if only the other three were unable to produce expected results. Since with diversification strategy, a company enters into unknown businesses and markets, and this makes it the most dangerous of all strategic choices.

Yanıt Açıklaması: A seller with an undergraduate mechanical engineering degree visiting potential factories to sell ventilations systems is an example of technician seller. Here, the seller does not only sell a product to a customer but also consults to the company for the effective use of the product with his technical knowledge and expertise. The correct option is E.

Yanıt Açıklaması: Market segmentation can be based on several variables, including geographic segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation. 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. Due to this, brands like Elie Saab offer both haute- couture (e.g. for celebrities, loyalty, etc.) and ready-to-wear collections. Another variable to use for psychographic segmentation is lifestyles of consumers which also influence product choice. For example, for consumers who are careful about their diet, Coca Cola produces “light” versions of its products.

Yanıt Açıklaması: “Advertising is non-personal mass communication using mass media such as TV, radio, newspapers, magazines, billboards, etc.), the content of which is determined and paid for by a clearly identified sender (the company)”

Yanıt Açıklaması: Oligopoly creates a situation in which customers have some choices (in contrast to monopoly) such as airline or steel industry, but they do not have several choices as in monopolistic competition.

Yanıt Açıklaması: I. question marks II. stars III. cash cows IV. dogs

Yanıt Açıklaması: Corporate Social Responsibility is about actions that appear to further some social good, beyond the interests of the firm and that which is required by law.

Yanıt Açıklaması: Strategic planning process: 1.It should be a people process more than a paper process. 2. It should be a learning process for all managers and employees. 3. It should be words supported by numbers rather than numbers supported by words. 4. It should be simple and nonroutine. 5. It should vary assignments, team memberships, meeting formats, and even the planning calendar. 6. It should challenge the assumptions underlying the current corporate strategy. 7. It should welcome bad news. 8. It should welcome open-mindness and a spirit of inquiry and learning. 9. It should not be a bureaucratic mechanism. 10. It should not become ritualistic, stilted, or orchestrated. 11. It should not be too formal, predictable, or rigid. 12. It should not contain jargon or arcane planning language. 13. It should not be a formal system for control. 14. It should not disregard qualitative information. 15. It should not be controlled by “technicians”. 16. Do not pursue too many strategies at once. 17. Continually strengthen the “good ethics is good business” policy.

Yanıt Açıklaması: In personal communication individual attention is high compared to mass communication. Therefore, the correct choice is E.

Yanıt Açıklaması: Strategy is an action plan that helps the organization achieve its goals by forging the best fit between the firm and the environment.

Yanıt Açıklaması: In a modern marketing department; President heads Executive VP of Marketing and Sales; Executive VP of Marketing and Sales heads Sales Vice President and Marketing Vice President; Sales Vice President heads Sales force ; Marketing Vice President heads Other hired marketing functions.

Yanıt Açıklaması: Culture is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system. If companies are not aware of the change in socio- cultural values, it is impossible for them to survive in the long term.

Yanıt Açıklaması: The matrix structure combines the advantages of functional expertise and product project expertise to make the best use of talented people. The most obvious feature of this model is that a sub-function manager has two supervisors. Some disadvantages of this model are that; it may be costly and it often creates troubles.

Yanıt Açıklaması: Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service. All others exist in a simple sales department, therefore the correct answer is B.

Yanıt Açıklaması: Micro external environment includes the company, suppliers, marketing intermediaries, competitors, publics, and customers.