PAZARLAMA YÖNETİMİ - Deneme Sınavı - 7

Five levels of a product include; the core product, the generic product, the expected product, the augmented product and the potential product. Therefore, the correct choice is E.

Presenting Havaianas as a gift for regular guests is beyond average service standards for a Hotel. Therefore, the correct choice is B.

'Non-durable goods are tangible goods normally consumed in one or a few uses' is the whole sentence for the definition of non-durable goods. Therefore, the correct choice is D.

Jewellery, diamonds, luxury cars, designer clothes, expensive watches are some examples of speciality products. Therefore, the correct choice is C.

Product mix width refers to all the number of different product lines a company carries. Therefore, the correct choice is B.

To sell the product with a higher price is not one of the functions of branding. It is in fact a limitation to consumers. Therefore, the correct choice is C.

If manufacturers take advantage of the popularity of their brand names and reduce the quality gradually, this would be a limitation for the consumer. Therefore, the correct choice is A.

Algida's Oreo cookie sandwich ice cream is a co-branding sponsorship. Therefore, the correct choice is E.

The final stage of a new product development is ‘Commercialization’, or bringing the product to the market. Therefore, the correct choice is D.

Goods and services are transferred to the market where there is a collection of buyers. When an exchange takes place, buyers pay a certain amount of money in return. Industry with a collection of sellers communicates with the market through various integrated marketing communication tools including advertising, personal selling, public relations, sales promotion and direct marketing. Through such communication, sellers inform the market about their products, services, prices, main benefits, promotions, public relations of the businesses etc. Market also provides information to the industry as feedback. The feedback given may include sales amount, actual demand, negative or positive attitudes towards products and/or services.

Markets are mainly divided into four categories as; consumer markets, business markets, global markets and nonprofit and governmental markets.

Marketing mainly includes

Marketing activity mainly deals with ten types of entities, which are: goods, services, events, experiences, persons, places, properties, organizations, information and ideas.

Experience marketing is defined as any type of customer-oriented marketing activity, which creates a connection to the customers.

Kotler and Armstrong listed five main steps for marketers to follow in their marketing processes as below:

• Understanding the market place and customer needs and wants,

• Designing a customer-driven marketing strategy,

• Developing an integrated marketing program that delivers superior value,

• Building profitable relationships and creating customer satisfaction,

• Capturing value from customers to create profits and customer equity.

Segmentation is important for companies to understand the main customer groups and to make a selection about the target market(s).

The main outcomes of creating customer value are;

customer loyalty and retention,

share of market,

share of customer, and

customer equity.

A marketing system includes the company, its suppliers, competitors, marketing intermediaries and the consumers. The system is affected by major environmental forces.

Supply chain management is defined as “the management of a network of relationships within a firm and between interdependent organizations and business units consisting of material suppliers, purchasing, production facilities, logistics, marketing, and related systems that facilitate the forward and reverse flow of materials, services, finances and information from the original producer to final customer with the benefits of adding value, maximizing profitability through efficiencies, and achieving customer satisfaction”.

Some companies such as logistics and transportation companies, warehouse operators, banks etc. in the marketing channels help in the distribution process, but they neither undertake the ownership of goods nor carry out the ownership of goods nor carries out negotiations between sellers and customers, they just ease the flow of goods from producers to final customers and therefore they are called as facilitators.