PAZARLAMA YÖNETİMİ - Deneme Sınavı - 15

Overall cost leadership aims to achieve lowest costs to offer lower prices than competitors.

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.

Vision statements of corporations answers the question of “What do we want to become?”, whereas mission statement answers the question of “What is our business?”. Thus, while vision statement specifies a dream, mission statement provides a purpose. Mission and vision statements can be found in annual reports and web-sites of corporations.

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.

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.

One of the tools to develop a situation analysis is called SWOT Analysis. Managers examine the internal environment for Strengths and Weaknesses, and at the external environment for Opportunities and Threats. Strengths are the positive internal factors, while Weaknesses are the negative internal factors. Similarly, Opportunities and threats are positive and negative external factors, respectively.

Micromarketing aims to tailor products and marketing programs according to individual’s and local customer groups’ needs and wants. With this strategy companies, seeing the individual in every customer, analyze the specific features in every customer.

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.

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.

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.

Dividing the market according to buyer groups’ social class, lifestyle or personality characteristics is called psychographic segmentation. For instance, social class has a solid impact on consumer’s preference in cars and clothing.

Culture is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system. If companies are not aware of the change in socio- cultural values, it is impossible for them to survive in the long term.

If a company needs any market research, advertisement or other marketing activities requiring expertise, then the manager can do outsourcing. Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service.

According to Homburg and others’ (2000) definition of key account manager, “a key account manager focuses on the special personnel and/ or the performance of special activities directed at an organisation’s most important customers”. If companies develop closer relationships with customers, or adopt customer oriented view, key account management approach is an e ective tool to build closer and pro table relationships with customers.

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.

The product or brand management organisation has some disadvantages. One of them is that product managers may not be active in some tasks because they are not authorized.

If a market is divided into different user groups with distinct buying preferences and practices, a market management organisation is better for such organisations. Market management organisation is an organisation which serves for different markets and user groups with distinct buying preferences and practises.

Kotler and Keller (2016) de ned marketing control as “the process by which rms assess the e ects of their marketing activities and programs and make necessary changes and adjustments”.

Based on the results of the study of Krohmen, Homburg and Workman (2002), given in Table 8.1, in successful strategic business units, new product development decisions are taken by marketing departments rather than the R&D departments.

Managers use different tools to check on annual plans. These are sales analysis, market-share analysis, marketing/ sales expense ratios, financial analysis and market based score card analysis.