PAZARLAMA YÖNETİMİ - Deneme Sınavı - 3

Functional strategies are organizational strategies that are designed to support business level strategies. These strategies are created by major functional departments such as production and operations: marketing, organization (e.g. human resources), and finance. The aim here is to aid achieving corporate and business unit objectives and strategies by providing maximization of resource productivity. To achieve this, functional strategies try to develop a distinctive competence thus in turn create a competitive advantage for the company as a whole or to the business unit. For this reason, the correct answer is D.

The most important dimensions when deciding on the organisational design of marketing department are structure, coordination, culture, and power.

The correct answer is B.

Many things affect these dimensions, such as company size, product category, and variety, geography, laws, environments, trends, competition, and so on.

The correct answer is E.

The expected outcomes of marketing controls can be organised as

The correct answer is E.

To improve profitability, there are some ways for companies:

The correct answer is E.

The organisation of marketing department is divided into the five categories: functional organisation, geographic organisation, product organisation or brand organisation, market organisation, and matrix organisation.

The correct answer is D.

Functional marketing organisation has the advantage of simplicity of organizational levels to reduce hierarchy.

The correct answer is A.

Here are the disadvantages of product management organisation:

The correct answer is D.

Responsibilities of a product or a brand manager are given below:

The correct answer is E.

It is clear that top management and middle management are responsible for annual plans. The correct answer is B.

In annual plan controls, it is tried to control whether the targeted performances are reached annually, six or three months.

The correct answer is A.

Marketing Implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives. The correct answer A.

In a geographic marketing organisation, the members of the management is as in the following figure. Therefore, the correct answer is E.

The “structure” is organisation of an object or system. Culture is a system of behavioural norms and shared values passing from generation to generation in an organisation or in a system. Power is potential influence, or the ability to influence others’ behavior or the course of events.The correct answer is C.

Key account manager manages the team of special personnel and/or performance of special activities directed at an organisation’s most important customers. The correct answer is D.

The types of marketing control are given in the figure below. The correct answer is A.

According to the figure given above, the correct answer is C.

Strategic control is done to understand whether the company is following the best options and respect to markets, products and channels. The correct answer is B.

Market share analysis requires collecting and interpreting information at the buyer level at the end of each brand’s sales. Company must observe the market share, and if its market share increasing this means that the company is beyond its competitors. The correct answer is C.

Marketing audit is more inclusive than other assessments. It covers all major marketing aspects of a company. If it covers only sales force or other marketing activity, then it is called functional audit. Functional audits are useful but sometimes they can be misleading for management. Marketing audit should be managed by an objective, independent and experienced person. This person can be hired from outside the company. According to results, management should decide which steps to take and how to implement them31. Another important point for marketing audit is that it needs to be performed periodically. If marketing audit conducted periodically then it will give benefits to companies to see their overall performances. However, companies have a tendency to perform marketing audit just after seeing decreasing sales, clearly this is a huge barrier in performance improvement. The correct answer is E.