PAZARLAMA YÖNETİMİ - Deneme Sınavı - 4

Functional marketing organisation has the
advantage of simplicity of organizational
levels to reduce hierarchy. On the other
hand, it has the difficulty of creating an
effective communication environment
among the responsible people

geographic marketing organisation is preferred by the
companies that tend to establish
their production units in close
proximity to regional markets

Also, the product or brand management
organisation has some disadvantages. Disadvantages
are given below.
(1) Product managers may not be active in
some tasks because they are not authorized

Strategy is an action plan that helps the
organization achieve its goals by forging
the best fit between the firm and the
environment

Profitability control examines whether the
company is increasing
profits or loosing profits

Strategic management is what managers do for creating organization’s strategies. It is explained as the art and science of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its objectives. For this reason, the correct answer is D.

Previous research proposed seventeen guidelines for strategic planning to be effective. Some of those; effective strategic planning process should be a people process more than a paper process; should be simple and nonroutine; should not be a bureaucratic mechanism; should not contain jargon or arcane planning language and should not be a formal system for control. For this reason, the correct answer is B.

Objectives should be SMART, meaning Specific, Measurable, Achievable, Relevant and Time-bound/Time-based/Time sensitive.

Corporate level strategy answers the question of what businesses we should be in, business level strategy deals with formulating competitive strategies (e.g. answering the question of how to compete in a given business). For this reason, the correct answer is C.

Cash cows have low growth rates and high market share. Cash Cows are creating a lot of cash since it enjoys economies of scale and higher profit margins. They also need less investment to sustain their market share, thus the cash created is used to, for instance, pay bills or to support other businesses or products which may be labelled as stars. For this reason, the correct answer is A.

If marketers choose to divide the market according to consumers’ knowledge, attitudes, uses, or responses to a product, this means they are using behavioural segmentation. For instance, marketers may divide the market according to the usage rate of consumers. Banks are usually using this segmentation type by dividing their credit card customers according to premium, gold, or regular users.

With growth strategy, managers pursue expanding organization’s businesses such as increasing the number of products they produce or markets which these products are distributed, therefore organization may be able to increase its sales, revenue, or market share. Stability strategy means the lack of a change. For instance, the organization continues to offer the same products to the same markets, thus maintains the same market share. 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. For this reason, the correct answer is D.

Undifferentiated marketing is also called mass marketing. With this strategy, a company ignores market segment varieties and provides one offer for the whole market. A popular example for undifferentiated marketing is Henry Ford’s strategy for its Model T.

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 also called as 4Ps of marketing.

While setting the price, company has five major objectives: survival (of course this is the major objective), maximum current profit, maximum market share, maximum market skimming, and product-quality leadership.

With this matrix, a company first evaluates if it is possible to gain more market share with its existing products within existing markets which is called as market penetration strategy. The aim is to make more sales with the existing product in existing markets, thus it is the simplest and first choice of companies. For this reason, the correct answer is C.

In pure competition, the products are homogenous, and there are so many buyers and sellers in the market, thus there is no firm becoming large enough to affect prices (e.g. agricultural products such as cotton). For this reason, the correct answer is D.

If there are many substitutes to firm’s product in the market, the competitive position weakens. Unless you differentiate your product through its performance, or other means, your profitability declines. For this reason, the correct answer is E.

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.

There is one tailor in Bostanlı, İzmir who specializes in cocktail dresses and gowns. This tailor provides its services only for Karşıyaka, Mavişehir and Bostanlı, and thus it is possible to say that it uses a focus strategy to get a competitive advantage in this narrow market through differentiating its services. For this reason, the correct answer is C.