PAZARLAMA YÖNETİMİ - Deneme Sınavı - 12

Preference for the product implies comparison with other brands. If the consumers who have tried the product because of the advertisements are satisfied with the product they will prefer it again. Salespeople are important to influence the preferences of customers especially on shopping goods. Consumers make comparisons between the competing brands and good sellers help customers in this process by giving information about the attributes of the competing brands. The correct option is E.

Strategic thinking is taking a long-term perspective and seeing the big picture, consisting both the organization and its competitive environment, and thinking how these fit together. Thus, there is a positive relationship between strategic thinking and performance.

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.

According to Freedman, research on chimpanzees and early human societies demonstrated that strategy is a consequence of inadequate resources and fight for survival. Later, Freedman (2013) argues that ancient Greece is another source for origins of strategy. The term “Strategy” comes from a Greek Word “strategos” which means “a general” and takes its roots from terms “army” and “lead”, thus the concept has traditionally been used in a military or political context.

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

Within 1980s, especially the works of Porter (Competitive Strategy, 1980; Competitive Advantage: Creating and Sustaining Superior Performance, 1985) altered the research in the field, and put competition rather than planning in the center of strategic thinking. With this research, Porter developed a more concrete and practical context for the field especially through the tools he created.

The concept of strategic management is important for companies. The first reason for this is related to its aim of integrating other business functions. Second reason is its impact on organizational performance. Due to diverse strategies, companies succeed or fail. Third reason is the fact that every organization operates in a changing environment or faces with changing situations. Fourth reason of the importance of strategic management is that it is included in several managerial decisions.

Strategic Management is what managers do for creating organization’s strategies. Strategic Management consists of managerial decisions and actions determining long-term performance of a company.

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.

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.

A company may choose to use diversification strategy, which examines the opportunities for developing or buying new products for new markets. Thus, it involves new brands and new markets since product modifications may develop new uses for products, which may create a different market. Nevertheless, this strategy is the final option to use if only the other three were unable to produce expected results. Since with diversification strategy, a company enters into unknown businesses and markets, and this makes it the most dangerous of all strategic choices.

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.

A company that aims to achieve its objectives should answer a number of questions in sequence. The fifth question is the last one; “Is the company being successful in obtaining its objectives, is everything going fine? Or “is there any need for alteration?” These questions search for performance outcomes, auditing and control.

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 a long-term perspective, whereas marketing planning has a shorter-term view derived from the perspective of the product and market portfolio of an organization designed to achieve its overall objectives. This shows the interdependence between strategic planning and marketing planning.

At the beginning, businesses are just ideas. If these set of ideas and beliefs regarding the business are given in a written form this written form, mirrors the ideas underlying mission and vision statements of corporation. A well-written mission statement guides and motivates people in the organization and emphasize company’s strengths in the marketplace. Vision statement specifies a dream, while mission statement provides a purpose.

Micro external environment consists of actors or partners (e.g. customers, suppliers, etc.) that are close to the company and thus, has an impact on its ability to serve its customers.

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

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

Market segmentation can be based on several variables, including geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Behavioral segmentation divides the market according to consumers’ knowledge, attitudes, uses, or responses to a product.