PAZARLAMA YÖNETİMİ - Deneme Sınavı - 9

Strategic control is under the responsibility of top management Marketing auditor. Therefore, the correct  answer is B.

Micro external environment consists of actors or partners (e.g. customers, suppliers, etc.) that are close to the company and thus, has 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.

Corporate Social Responsibility is about actions that appear to further some social good, beyond the interests of the firm and that which is required by law.

The technological environment includes forces that develop new technologies, creating new products, and also market opportunities. Perhaps the technological environment is the most dramatic force as it changes rapidly, and it transcends national and international borders. The technological environment has presented us with antibiotics, laptops, cell phones, the Internet, etc. which have eased our way of living. From a different perspective, it helped to reduce costs for companies. For instance, barcodes and radio-frequency identification (RFID) enable product tracking improving inventory accuracy and efficiency, and thus reducing costs, and increasing profits for companies. Moreover, with new software and computer programs, companies can develop optimal routes for delivery which reduces the fuel used. This has two advantages. First, companies reduce their costs, and as they use less fuel, the environment is protected.

Micro external environment includes the company, suppliers, marketing intermediaries, competitors, publics, and customers.

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

Market segmentation divides a market into distinct groups of customers sharing diverse needs, wants and purchase behaviours, behaviours; thus, it requires different products and services. Market Segment consists a group of consumers sharing similar needs, wants and purchase behaviour; thus, it requests similar products.

Marketing strategy aims to create customer value and achieve profitable and enduring relationships with customers40. As you may recall from the previous chapters of the book, marketing strategy consists of Market Segmentation (dividing the market into segments), Market Targeting (choosing target markets), Positioning products and/or services (selecting the position you want to establish in your target market), and developing a Marketing Mix. With these steps, a company decides about the types of the customers it will serve (segmentation and targeting), and the ways of giving service to them (positioning and differentiation) (positioning and differentiation).

Market targeting strategies include undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing.

The consequences of a failed planning may be catastrophic for a company. It means that you failed to create value for customers; therefore you lose customers as well as their money. Apart from money, you lose time, and effort. You also failed to develop competitive advantage and lose your competitive position in the market. As a result, you cannot help the company to achieve its corporate objectives and goals, which may in turn affect the survival of the company. This highlights the interdependence of diverse strategy levels. As stated before, successful marketing planning creates success at functional level which directly affects success at business level (e.g. competitive advantage), and accordingly success at business level brings success at corporate level (e.g. growth).

21st century.

taking a short-term perspective.

Neumann and Morgensters

It should be controlled by “technicians”

dogs

Strategy

corporate/business/functional

the industry attractiveness /the determinants

The Bargaining Power of Buyers