PAZARLAMA YÖNETİMİ - Deneme Sınavı - 2

The companies operated their marketing activities only with a simple sales department firstly. Then in time, it is discovered that marketing is an utterly complex process and it is far more than just selling activity. In the evolution of marketing department, one can see five stages. These stages are 1) simple sales department, 2) sales department with supportive marketing functions, 3) separate marketing department, 4) modern marketing department, and 5) process and outcome based company. The correct answer is E.

Vision and mission of a corporation firstly decided at corporate level, and these statements are adapted to business units or functions. For this reason, the correct answer is C.

Macro external environment includes larger societal forces. demographic, economic, natural, technological, social and cultural, political and legal forces, which have an influence on micro external environment. Micro external environment includes the company, suppliers, marketing intermediaries, competitors, publics, and customers. For this reason, the correct answer is D.

Economic environmental factors are variables or forces related to regulation of goods, money, energy and information exchange, and these forces include economic growth, industrial production, and developments in national and international trade. But countries’ climate, geography, natural, and physical characteristics are the forces related with the natural environmental factors. For this reason, the correct answer is D.

Internal environment consists of elements within the company’s boundaries.  It includes company’s structure (e.g. employees, management, physical facilities), culture, and resources. For this reason, the correct answer is B.

Objectives should be SMART, meaning Specific, Measurable, Achievable, Relevant and Time-bound/Time-based/Time sensitive. For this reason, the correct answer is A.

Marketing strategy consists of Market Segmentation (dividing the market into segments), Target Markets (choosing your target markets), Positioning your products and/or services (selecting the position you want to establish in your target market), and developing Marketing Mix. For this reason, the correct answer is B.

Market segmentation can be based on several variables, including geographic segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation.  Behavioural segmentation divides the market according to consumers’ knowledge, attitudes, uses, or responses to a product. For this reason, the correct answer is A.

Market targeting strategies include undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing.  Concentrated marketing (or niche marketing), on the other hand, aims to focus on one or a few segments or niches. For this reason, the correct answer is A.

Positioning strategy refers to the choice of target market segment which describes the customers a business will seek to serve and the choice of differential advantage which defines how it will compete with rivals in the segment. While positioning the product, there are three steps to follow. First one of them is identifying possible ways of differentiation. For instance, Duracell positions its brand on their durability, whereas Monster position its computers on their features. If it is hard for a company to differentiate its product, it may choose to differentiate services. For instance, Domino’s Pizza positions its services on quick delivery. For this reason, the correct answer is D.

Marketing mix includes the key elements for marketing strategy and these key elements are product, price, place, and promotion. Promotion includes techniques companies use to communicate value propositions and to try persuading customers to buy their products. For this reason, the correct answer is E.

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.

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.

Table 6.1 Guidelines for Effective Strategic Planning Process on page 156

The hierarchy of levels of strategy is like a nest in which one strategy covers another24. As Figure 6.1 demonstrates corporate strategies are supported by business strategies, which in turn supported by functional strategies. Therefore, corporate level success cannot be achieved if the organization does not know how to succeed at the business level25. Similarly, business level success cannot be achieved unless organization knows how to succeed at functional level. Business level strategy focuses on the concept of “competing” and it covers all functional areas of a business unit such as operations, marketing, logistics, research and development, etc26.

Question Marks: As the name applies, there is a question in the head of managers regarding the products or businesses in this category. Question marks need a lot of cash to sustain their position in the market as they have low relative market share, therefore managers need to decide if it is profitable to invest in these question marks and build them into stars. For instance, Mac computers may be considered as question marks as Apple’s revenue accountable to computer sales has decreased over the last 20 years.

company examines if it is possible to find new markets for its existing products which is market development strategy. Since the objective here is to find or develop new markets, the company may choose to search for new geographical markets. For instance, if they were only serving domestic markets, they may sell their existing products to international markets. Furthermore, if they are selling their existing products to only one group of customers, for example, teenagers, they may find new groups of consumers (e.g. elderly).

There is no such thing as The bargaining power of companies. all five forces suggested by Porter are as follows:

The Threat of New Entrants

The Threat of Substitutes

The Bargaining Power of Suppliers

The Bargaining Power of Buyers

Rivalry among Existing Competitors

One of the most popular companies using this strategy is Wal-Mart. At the centre of the company’s business model price leadership lies. Thus Wal- Mart provides products at lower prices than its competitors in retailing industry. With a motto of “Everyday Low Prices”, Wal-Mart adapts overall cost leadership strategy and retains its top position in Fortune 500 list for six consecutive years.

approaches to differentiation may take several forms: design or brand image (e.g. Apple for design, Lush (Lush is a company selling fresh handmade cosmetics such as soaps, see the following link for details https:// uk.lush.com/.) for advocating handmade products to support their brand image), technology (e.g. Space X, Tesla), features (e.g. Casper and Monster promotes its computers as best for video gamers), and customer service (e.g. Starbucks), etc.