Final Sınavı - Marketıng Management

Soru 1:

Who is a key account manager?

A) Key account manager is assigned to a company headquarters to oversee the account team assigned to a particular account. B) An key account manager is a person who works for a company and is responsible for investment of the company. C) Key Account managers serve as the interface between the finance service and the sales team in a company. D) Key account manager manages the team of special personnel and performance of special activities directed at an organization’s most important customers. E) It describes the individual approach of buying center of company to their organization in order to create long everlasting business relationship.

Soru 2:

Using another firm for the manufacture of needed components or products or delivery of a service is called:

A) Delegating. B) Outsourcing. C) Marketing implementation. D) Market control. E) Efficiency control.

Soru 3:

If a company chooses to use diversification strategy:

A) It examines if it can make more sales with the existing product in existing markets. B) It plans to get out of some of its markets for a specific period of time. C) It examines if it is possible to find new markets for its existing products. D) It examines the opportunities for developing or buying new products for new markets. E) It considers if it could develop new products for its existing markets.

Soru 4:

Which of the following is true regarding product or brand management organisation?

A) Smaller brands are not concerned. B) The coordination and compliance between product and marketing mix is very difficult to be achieved. C) Very slow response is given to market-related problems. D) Payroll costs are very low compared to other management organisations. E) Product managers may not be active in some tasks because they are not authorized.

Soru 5:

Which of the following is the definition of marketing implementation?

A) It emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives B) It is the process of taking measures to match the actual results and the planned results C) It is an action plan that helps the organization achieve its goals by forging the best fit between the firm and the environment. D) It is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments. E) It is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system.

Soru 6:

Which of the following marketing mix does not include?

A) Product B) Process C) Price D) Place E) Promotion

Soru 7:

A company that aims to achieve its objectives should answer a number of questions in sequence. Which question search for performance outcomes, auditing and control?

A) “What is our business?” B) “What sort of dreams we have?” C) “Where is the company at the present time?” D) “Is the company being successful in obtaining its objectives?” E) “Where does the company want to be in the future?”

Soru 8:

According to the study of Krohmen, Homburg and Workman (2002), in successful strategic business units, new product development decisions are taken by:

A) Marketing departments. B) R&D departments. C) Sales departments. D) Finance/accounting departments. E) Manufacturing departments.

Soru 9:

Which of the following is true regarding the historical development of strategic management?

A) The concept 'strategy' has traditionally been used in an economical context. B) With the start of 17th century, the word strategy was accepted in general use. C) Lawrence Freedman became the first one to provide an answer to the main questions of strategic thinking, “what is the purpose of a business?” D) Neumann and Morgensters were one of the pioneers to relate the strategy concept with business. E) There is a consensus between scholars that strategy began to be related with businesses during 1870s.

Soru 10:

Which of the following is one of the disadvantages of Public Relations?

A) Lack of control over message B) Low cost C) Reach highly specific targets D) Avoid clutter E) Message credibility