Marketıng Management

Yanıt Açıklaması: A product or a brand manager doesn't ask for sales estimates and sales quotas from the president, but he or she prepares sales estimates and sales quotas together with product market share manager. Therefore, the correct answer is C.

Yanıt Açıklaması: The design of an organisation revolves around the coordination of activities within the organisation. Such coordination can be achieved through a range of mechanisms including hierarchical reporting relationships, information systems, cross-functional teams, matrix structures, and coordinator positions.Therefore, the correct answer is A.

Yanıt Açıklaması: Promotional tools are designed for accomplishing specific marketing communication objectives. Not only the promotional tools, but also other marketing mix variables also send messages to consumers.

Yanıt Açıklaması: Strategic control is under the responsibility of top management Marketing auditor. Therefore, the correct  answer is B.

Yanıt Açıklaması: Managers examine the internal environment (e.g. the company itself or marketing department itself ) for Strengths and Weaknesses, and at the external environment (including forces in macro external environment and actors in micro external environment except for their own company or department) 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: Unplanned static or distortion during the communication process are called asnoise. The receiver cannot interpret the message accurately, may miss important points of the message if a noise exists in the communication process.

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

Yanıt Açıklaması: Structure; the “structure” is organization of an object or system. Each company must have a structure.

Yanıt Açıklaması: Kotler and Keller (2016) de ned marketing control as “the process by which rms assess the e ects of their marketing activities and programs and make necessary changes and adjustments”.

Yanıt Açıklaması: Sales promotions work when a companyis introducing a new product, especially a product with high perceived risk. A coupon or a sample pack may encourage the customer to try the product with fewer costs.

Yanıt Açıklaması: Market share analysis requires collecting and interpreting information at the buyer level at the end of each brand’s sales. Company must observe the market share, and if its market share increasing this means that the company is beyond its competitors.

Yanıt Açıklaması: In the pre-approach step, sales person arranges a meeting with the prospect and gathers important information about the customer. For example, if the prospect is an industrial customer, seller must have sufficient information about that company such as the size, what they produce, who their suppliers and competitors are and so on. The correct option is B.

Yanıt Açıklaması: Technological environment includes forces which develop new technologies, creating new products, and also market opportunities. Perhaps technological environment is the most dramatic force as it changes rapidly, and it transcends national and international borders. Technological environment has presented us antibiotics, laptops, cell phones, the Internet, etc. which have eased our way of living. From a different perspective, it helped to reduce costs for companies. For instance, barcodes and radio-frequency identification (RFID) enable product tracking improving inventory accuracy and efficiency, and thus reducing costs, and increasing profits for companies. Moreover, with new softwares and computer programs, companies can develop optimal routes for delivery which reduces the fuel used. This has two advantages. First, companies reduce their costs, and as they use less fuel, the environment is protected.

Yanıt Açıklaması: Sales positions may cover different types of selling positions. Demand creator: This selling position requires sellers to use creative methods to sell physical products and mainly services. Since services are intangible and nonvisible personal selling helps a lot to create demand. A seller presenting new types of insurances like data security insurance to the industrial companies is an example of demand creator.

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

Yanıt Açıklaması: The process of putting thoughts into symbolic forms is called encoding. The shampoo’s newspaper advertisement may just show shining black hair and a few words. By these words and pictures, the marketer wants to give the message it intends. The shampoo ad consisting of a set of symbols and that is printed on the newspaper or aired on the television is the message.

Yanıt Açıklaması: Emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. Emotional advertising refers to advertising that tries to evoke emotions in consumers rather than to make consumers think. Emotional ads mainly consist of non-verbal elements such as images and emotional stimuli. Emotional appeals focus on fear, love, humor, sex, music, fantasy, surrealism, safety and social states like gaining status or rejection. It is generally accepted that consumer’s emotions are important in decision-making and advertisers try to persuade people by affecting their feelings. Advertisers using rational appeals in their messages focus on the consumer’s practical, functional or utilitarian need for the product/service. They may explain the features and benefits of the product and some facts about the products, such as giving information about the warranty of a product and explaining how many years it can be used. Showing how many dishes may be washed by a detergent and emphasizing the low price is another example of the rational appeal. Here the message is given in an informative and verifiable way by the use of facts, data etc. to persuade the buyer. Common rational appeals include comfort, convenience, economy, health, touch, taste, smell, quality, dependability, durability, efficiency, efficacy and performance.

Yanıt Açıklaması: Feedback help modify future messages is the Interactive Process. Therefore, the correct answer is C.

Yanıt Açıklaması: (1)  Awareness stage: The consumer becomes aware of the innovation but lacks information about it. (2)  Interest stage: The consumer is stimulated to seek information about the innovation. (3)  Evaluation stage: The consumer considers whether to try the innovation. (4)  Trial stage: The consumer tries the innovation to improve his or her estimate of its value. (5)  Adoption stage: The consumer decides to make full and regular use of the innovation.

Yanıt Açıklaması: Marketing Planning: Deals with day-to-day performance and results, Represents only one stage in organizational development, Functional and professional orientations likely to overweigh, Goals are separated to specific targets, Significance of goals and strategies is immediately recognizable.