Marketıng Management

Yanıt Açıklaması: There are various ways to present a message each using a different style, tone, words and format. Testimonial evidence or endorsement is where a trustable and credible person suggests the product. This person maybe a celebrity or an ordinary person representing the target market of the product. Therefore, the correct answer is B.

Yanıt Açıklaması: Calling the company's call center to complain about the product will provide a feedback for the company itself. Therefore, the correct answer is D.

Yanıt Açıklaması: Marketing Control is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.  A is the correct answer since other options are not related to the question.

Yanıt Açıklaması: Top management Marketing auditor uses marketing effectiveness rating instrument, marketing audit, marketing excellence review and company’s ethical and social responsibility review. Therefore, the correct answer is A.

Yanıt Açıklaması: Communication involves nine elements. The message’s sender and the message’s receiver are the two major parties or sides of the process. The message and the media are the tools used in the communication process. The other elements are encoding, decoding, response, feedback and noise.

Yanıt Açıklaması: Marketing department’s mission should be market oriented and it should be established with an aim of satisfying customer needs. For instance, while the corporate mission of IKEA is to create a better everyday life for many, marketing department’s mission is to build the IKEA brand and inspire people to find value in what they have to offer.

Yanıt Açıklaması: Marketing mix includes the key elements for marketing strategy and these key elements are: Product, Price, Place, and Promotion. Since all elements start with the letter “p”, marketing mix is also called as 4Ps of marketing.

Yanıt Açıklaması: The definition of marketing implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives .

Yanıt Açıklaması: Slice of life: In these advertisements “typical” people use a product in a normal setting. An old couple may be shown sitting in their armchairs and drinking Turkish coffee while having a conversation as a daily routine.

Yanıt Açıklaması: Traditionally the promotional mix has included four elements: advertising, sales promotion, publicity/ public relations, and personal selling. However due to the changing marketing environment like the introduction of communication technology, digital technology and social media, new tools are added to the blend of promotion mix. One of these new tools is direct marketing, and many books on marketing and marketing communication includes direct marketing in the promotion mix as well. The correct option is A.

Yanıt Açıklaması: The consequences of a failed planning may be catastrophic for a company. It means that you failed to create value for customers; therefore you lose customers as well as their money. Apart from money, you lose time, and effort. You also failed to develop competitive advantage and lose your competitive position in the market. As a result, you cannot help the company to achieve its corporate objectives and goals, which may in turn affect the survival of the company. This highlights the interdependence of diverse strategy levels. As stated before, successful marketing planning creates success at functional level which directly affects success at business level (e.g. competitive advantage), and accordingly success at business level brings success at corporate level (e.g. growth).

Yanıt Açıklaması: The Bargaining Power of Buyers: Regardless of the type of market, buyers may become powerful. Similar to suppliers, powerful buyers may create value for themselves by driving prices down, demanding higher quality or more services. Buyers are powerful if they are purchasing in huge quantities or if there are few buyers. When these powerful buyers affect your prices, your competitive position may be weakened in the market.

Yanıt Açıklaması: Assume that some parts of the newspaper is teared and the receiver could not see the written part of the message. On the other hand, the receiver’s mind may be so busy with the very awful news about a traffic accident on the same page. Thus she could not give her attention to the ad. These types of unplanned static or distortion during the communication process are called as noise.

Yanıt Açıklaması: Services have diverse characteristics than products. These differences are intangibility, heterogeneity, inseparability and perishability. Services are intangible in nature, it is not possible for us to feel them with our five senses. Also each employee is different and even an individual may have mood swings during the day, making it hard to provide a homogeneous service. Furthermore, it is not possible to separate production and consumption while producing services. Lastly, as the production and consumption occur simultaneously, it is not possible to store services, this means that they will perish.

Yanıt Açıklaması: Political environment consists of laws and regulations, government agencies, and pressure groups which have impacts on companies and individuals in a society.

Yanıt Açıklaması: Rivalry among existing competitors may take many forms involving price discounts, new product introductions, advertising campaigns, and service improvements.

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 Strategic Planning; Has an overall, long-term organizational direction Creates long-term organizational framework Overall orientation is required to fit the organization to its environment Goals and strategies are assessed from an overall perspective Significance of goals and strategies is only recognizable over the long term

Yanıt Açıklaması: A company may choose to usediversification strateg y which examines the opportunities for developing or buying new products for new markets.

Yanıt Açıklaması: Marketing strategy aims to create customer value and achieve profitable and enduring relationships with customers. Marketing strategy consists of Market Segmentation, Market Targeting, Positioning and developing a Marketing Mix.

Yanıt Açıklaması: Market Segment consists a group of consumers sharing similar needs, wants and purchase behaviour; thus, it requests similar products.