PAZARLAMA YÖNETİMİ - Deneme Sınavı - 8

The actors such as manufacturers, distributers, wholesalers, retailers, dealers, agents, brokers, logistics and transportation companies are typically involved in the marketing channels, and each channel actor (member) depends on the others to do their works.

Economic utility is the value or usefulness of a product in meeting customer needs and wants.

Possession utility is the value consumers put on buying a product and having the freedom to use the product.

Accumulation refers to bringing together similar inventory from a number of sources into a larger homogeneous supply.

The logistic channel is related to the sorting function, which bridges the discrepancy between the assortment of goods and services generated by the producer and the assortment demanded by the consumer.

The financial channel carries out payment for goods and handles the company’s credit

Producers - Wholesalers- Retailers - Customers

I - analyzing customer needs and wants,

II - establishing channel objectives and constraints,

III - identifying major channel alternatives,

IV - evaluating the major alternatives.

Contractual Vertical Marketing System consists of independent firms at different levels of the production and distribution, integrating their programs with a legal contract to achieve more sales or savings effect than they could obtain alone.

Product is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

Augmented product is the inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.

Need Family, Product Family, Product Class, Product Line, Product Type, Item or Product Variant are the elements of Product Hierarchy.

Non-durable goods are tangible goods normally consumed in one or a few uses, such as cold drinks, shampoo and foods.

Convenience products are consumer products that the customers buy frequently, immediately, and with a minimum comparison and buying effort.

Product mix is the full range of products offered by a firm.

In general, the functions of branding are as follows:

to distinguish a company’s offering and differentiate one particular product from its competitors;

to create identification and brand awareness;

to guarantee a certain level of quality and

satisfaction;

to help with promotion of the product.

Branding Limitations to sellers:

Brand imposes responsibility for maintaining consistent quality and delivering proclaimed value satisfactions.

Some products by their very nature do not lend themselves to branding. For example, nails, riv- ets, pins, fruits etc.

Building up brand recognition and loyalty are very expensive small business firms cannot afford it.

A good brand name should possess the following:

It should be short and simple and easy to recognise, pronounce, spell and remember.

It should convey the right connotation about the product. It is most appropriate if it suggests or describes the product.

It should be distinctive so that the product is easily differentiated.

It should be versatile so that it can be applicable to any new product, added to the line.

It should be legally protectable.

The steps in the adoption process include :

(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.

Products include services, events, persons, places, organizations, ideas, or a mixture of these. Therefore, the correct choice is A.