Marketıng Management

Yanıt Açıklaması: Searching marketing performance is not one of the expected outcomes of marketing controls. Therefore, the correct answer is B.

Yanıt Açıklaması: Market targeting strategies include undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing. 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: Market targeting strategies include undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing.

Yanıt Açıklaması: Matrix Management Organisation; It is the organizational structure which staff assigned to both the functional department and the project or product manager. In this structure, two or more business units use the functional departments of the enterprise to increase profitability.

Yanıt Açıklaması: Managers use different tools to check on annual plans. These are sales analysis, market-share analysis, marketing/ sales expense ratios, financial analysis and market based score card analysis.

Yanıt Açıklaması: Strategic Management is what managers do for creating organization’s strategies. Strategic Management consists of managerial decisions and actions determining long-term performance of a company.

Yanıt Açıklaması: The concept of strategic management is important for companies. The first reason for this is related to its aim of integrating other business functions. Second reason is its impact on organizational performance. Due to diverse strategies, companies succeed or fail. Third reason is the fact that every organization operates in a changing environment or faces with changing situations. Fourth reason of the importance of strategic management is that it is included in several managerial decisions.

Yanıt Açıklaması: Bonus packs offer the consumer more products at a lower price like 3 products for the price of 2. Since the consumer stocks more products in home, this promotion may increase the product usage. The correct option is D.

Yanıt Açıklaması: In a simple sales department; head of the company is the president of the company and there is a sales vice president under the surveillance of the president. Sales force and other hired marketing functions are headed by the sales vice president

Yanıt Açıklaması: Personal selling is a person-to-person communication in which a seller attempts to assist and/or persuade prospective customers to purchase the company’s products or services. A demand creator's selling position requires to use creative methods to sell physical products and mainly services. Since services are intangible and non-visible personal selling helps a lot to create demand. Therefore, the correct answer is D.

Yanıt Açıklaması: Control ways of strategic control; • Marketing effectiveness rating instrument • Marketing audit • Marketing excellence review • Company’s ethical and social responsibility review

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

Yanıt Açıklaması: Value chain includes five primary activities (inbound logistics, operations, outbound logistics, marketing and sales, after-sale service) and four supporting activities (procurement, technology development, human resource management, firm infrastructure).

Yanıt Açıklaması: Guidelines for Effective Strategic Planning Process: 1.It should be a people process more than a paper process; 2. It should be words supported by numbers rather than numbers supported by words; 3.It should challenge the assumptions underlying the current corporate strategy; 4.Continually strengthen the “good ethics is good business” policy; 5.It should not be controlled by “technicians”.

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. Macro external environment includes larger societal forces, for instance demographic and economic forces, which have an influence on micro external environment.

Yanıt Açıklaması: Sender, receiver, encoding, decoding, message, media, response, feedback and noise are the elements of the communication process.

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.

Yanıt Açıklaması: Promotional tools fulfill various functions for an organization: Promotion can inform and make potential customers aware of an organization’s offering. They can also provide knowledge and understanding about a brand. Promotional tools influence and persuade the consumers. Promotional tools attempt to persuade current and potential customers of the desirability of entering into an exchange relationship. Elements of the promotion mix may be used to reinforce experiences. For example, it may remind people of a need they might have. Promotion makes it possible to provide reassurance or comfort immediately prior to an exchange or, more commonly, post-purchase. Promotion helps to differentiate a brand. The correct option is D.

Yanıt Açıklaması: Strategy is a unified, comprehensive, and integrated plan created to assure that the basic aims of the business are attained.

Yanıt Açıklaması: In the sentence below advertising performs its function of informing consumers. Therefore, the correct answer is B. 'Advertising makes consumers aware of new brands, educates them about a product’s distinct features and benefits, and facilitates the creation of positive brand images.'