Marketıng Management

Yanıt Açıklaması: Micro external environment consists of actors or partners (e.g. customers, suppliers, etc.) that are close to the company and thus, have 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: In the marketing profitability analysis, there are some steps for companies to follow: (1) By identifying functional expenses, companies should measure how much of their expenses will be for each activity. (2) Then, the company determines how the functional expenses are associated with each of the activites and assigns these functional expenses to the marketing entities. (3) The next step is to prepare a profit and loss statement for each marketing entity, (4) Finally, the last step is assigning functional expenses to marketing entities.

Yanıt Açıklaması: Demographic environment deals with human populations and its characteristics such as age, gender, income, occupation, etc. It is important to analyse demographic environment as it includes people consisting of consumers and customers who make up markets. For instance, women’s contribution to work force has been increasing in Turkey. is means that these women have less time to cook in households, and this has created a need for frozen foods. Companies that acknowledged this trend in demographic environment became more successful than their competitors.

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

Yanıt Açıklaması: With the start of 19th century, the word strategy was accepted in general use, and after World War II, as the business environment started to experience a rapid change and severe competition, a need occurred for businesses to adapt the concept of strategy to business environment.

Yanıt Açıklaması: The receiver of the message, (the newspaper reader) who has seen the shampoo’s brand will have some response. Response is the reactions of the receiver after being exposed to the message. Of course, the receiver may have many different responses. A girl may try the shampoo brand, may search for more information about this brand, or may ask the opinions of others on the social media. Ignoring the message may be another type of response. The correct option is D.

Yanıt Açıklaması: As the name applies, stars are likely to have higher market share and are high-growth businesses or products, thus they are likely to be market leaders. However, in order to finance this growth, they also need higher investments. For instance, iPhones and Galaxy Notes are stars for Apple, and Samsung, respectively.

Yanıt Açıklaması: Production is not one of the elements of the promotional mix. Therefore, the correct answer is A.

Yanıt Açıklaması: According to the study of Homburg and his colleagues (2000), the most important dimensions when deciding on the organisational design of marketing department are structure, coordination, culture, and power.

Yanıt Açıklaması: marketing has the most influence on decisions on advertising messages.

Yanıt Açıklaması: Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service.

Yanıt Açıklaması: David Ricardo enhanced Smith’s ideas of absolute advantage and created the notion of comparative advantage. According to Ricardo, the different environments and climates of nations favor some industries.

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. In personal selling, there is a direct contact and communication between the customer and the seller.

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

Yanıt Açıklaması: One of the most useful tools for identifying growth opportunities was created by Ansoff. In 1957 with an article called “Strategies for Diversification”, Ansoff created a matrix called “The Product/Market Expansion Grid”. The Product/Market Expansion Grid is a planning technique for evaluating firm’s growth opportunities through product and market extension networks.

Yanıt Açıklaması: Companies that sell products nationwide usually organize their sales force and other organizations according to their geographical locations such as Aegean, Marmara and Mediterranean regions. This model is preferred by companies that tend to establish their production units in close proximity to regional markets. The department manager in one region is generally responsible for the production, sales and control functions.

Yanıt Açıklaması: Product or brand managers plan, direct and control their business and marketing efforts. A group product manager supervises product category managers, who in turn supervise specific product and brand managers.

Yanıt Açıklaması: Dogs may generate enough cash to sustain themselves or losses as they have weak market shares in low-growth markets. In this quadrant, managers should consider if they are holding on these dog products/businesses for good prospects or for sentimental reasons.

Yanıt Açıklaması: One of the micro external environment's actors of a company are marketing intermediaries.Marketing intermediaries consist of resellers (e.g. wholesalers, and retailers) physical distribution companies (e.g. third-party logistic companies such as Ekol Logistics, and Kuehne-Nagel), marketing services agencies (e.g. advertising agencies), and financial intermediaries (e.g. banks, insurance companies). These intermediaries aid company in promoting, selling, distributing, and promoting goods and services to ultimate customers.

Yanıt Açıklaması: Advertising performs the following functions in the marketing communication mix: Informing : Think about the products that you know although you do not own. You may know how a product looks, how it is used, its price and etc. 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. Influencing : Advertising messages influence us to try the products. 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. Reminding : Advertising keeps a brand or company name fresh in the consumer’s memory. For example, you might have no need for a credit card when you have seen its commercial. The correct option is B.