PAZARLAMA YÖNETİMİ - Deneme Sınavı - 16

Predatory pricing is to charge a too low price (sometimes below the cost) to drive a competitor out of business.

Unplanned static or distortion during the communication process are called asnoise. The receiver cannot interpret the message accurately, may miss important points of the message if a noise exists in the communication process.

E is about sales promotion.

Influencing: Advertising messages influence us to try the products. You may find yourself going to a supermarket to purchase a new chocolate or snack food to try it because of its advertisement on television.

Emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. Emotional advertising refers to advertising that tries to evoke emotions in consumers rather than to make consumers think. Emotional ads mainly consist of non-verbal elements such as images and emotional stimuli. Emotional appeals focus on fear, love, humor, sex, music, fantasy, surrealism, safety and social states like gaining status or rejection. It is generally accepted that consumer’s emotions are important in decision-making and advertisers try to persuade people by affecting their feelings.

Advertisers using rational appeals in their messages focus on the consumer’s practical, functional or utilitarian need for the product/service. They may explain the features and benefits of the product and some facts about the products, such as giving information about the warranty of a product and explaining how many years it can be used. Showing how many dishes may be washed by a detergent and emphasizing the low price is another example of the rational appeal. Here the message is given in an informative and verifiable way by the use of facts, data etc. to persuade the buyer. Common rational appeals include comfort, convenience, economy, health, touch, taste, smell, quality, dependability, durability, efficiency, efficacy and performance.

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.

Testimonial evidence or endorsement: A trustable and credible person suggests the product. This person maybe a celebrity or an ordinary person representing the target market of the product.

Sales promotions work when a companyis introducing a new product, especially a product with high perceived risk. A coupon or a sample pack may encourage the customer to try the product with fewer costs.

Personal selling is a person-to-person communication in which a seller attempts to assist and/or persuade prospective customers to purchase the company’s products or services. In personal selling, there is a direct contact and communication between the customer and the seller.

Solution vendor: A seller visiting small and medium sized companies that have problems with customer relations management may provide a solution to the customers. Solution vendors work to understand the problems of the company and may offer a CRM software to the company, may work with the company’s personnel together on the effective use of the software.

There is a consensus between scholars thatstrategy began to be related with businesses during 1960s.

Strategic planning process:

1.It should be a people process more than a paper process.
2. It should be a learning process for all managers and employees.
3. It should be words supported by numbers rather than numbers supported by words.
4. It should be simple and nonroutine.
5. It should vary assignments, team memberships, meeting formats, and even the planning calendar.
6. It should challenge the assumptions underlying the current corporate strategy.
7. It should welcome bad news.
8. It should welcome open-mindness and a spirit of inquiry and learning.
9. It should not be a bureaucratic mechanism.
10. It should not become ritualistic, stilted, or orchestrated.
11. It should not be too formal, predictable, or rigid.
12. It should not contain jargon or arcane planning language.
13. It should not be a formal system for control.
14. It should not disregard qualitative information.
15. It should not be controlled by “technicians”.
16. Do not pursue too many strategies at once.
17. Continually strengthen the “good ethics is good business” policy.

Share Matrix is a portfolio planning method
evaluating strategic business units of a company
in terms of their market growth rate (expressing
the attractiveness of the market) and relative
market share (expressing company’s strength in the
market), and according to the matrix, SBUs can be
classified as Stars, Cash Cows, Question Marks or
Dogs.

B is stars, C is stars, D is question marks, E is dogs.

I. question marks

II. stars

III. cash cows

IV. dogs

Renewal strategy is developed to demonstrate organizational weaknesses which lead to declines in performances, therefore managers try to reduce costs by for instance restructuring their operations.

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

Oligopoly creates a situation in which customers have some choices (in contrast to monopoly) such as airline or steel industry, but they do not have several choices as in monopolistic competition.

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