PAZARLAMA YÖNETİMİ

Consumers are individuals who buy products or services for personal consumption. Since not all consumers are similar in terms of preferences, buying habits etc., marketers define their consumers’ characteristics through market segmentation based on demographic, psychographic, behavioristic and geographic criteria. The correct option is E.

UNESCO, Unicef, Kızılay and Greenpeace are nonprofit markets. They provide benefit to society and they are subject to different set of laws. Some educational institutions, charitable organizations and government agencies can be given as examples. However, McDonald’s is a global market. The correct option is D.

Cities, states, nations conduct marketing activities to attract tourists, investors, residents, and businesses. Many places want to build a new image of the place to replace negative images. Amsterdam city has been conducting a successful place marketing campaign. The city has changed its focus from attracting touristis to promoting city as an ideal location to do business, organize international conferences and meetings and locate or relocate company headquarters. “Iamsterdam” is Amsterdam’s hugely successful marketing slogan. Launched in September, 2004, the sign — at the back of the Rijksmuseum — has become one of the city’s most photographed icons. The correct option is A.

Understanding the market place and customer needs and want is the very first step of a marketing process. Similarly, Kotler and Armstrong29 listed five main steps for marketers to follow in their marketing processes as below: • Understanding the market place and customer needs and wants, • Designing a customer-driven marketing strategy, • Developing an integrated marketing program that delivers superior value, • Building profitable relationships and creating customer satisfaction, • Capturing value from customers to create profits and customer equity. The correct option is D.

A marketing system includes the company, its suppliers, competitors, marketing intermediaries and the consumers. The system is affected by major environmental forces. The correct option is C.

Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior value. Positioning is about developing a market offering to the target segments and achieving a position in the minds of the customers. Market offering is a mixture of products, services, information or experiences offered to a market to satisfy a need or want. Market segmentation is a process of dividing the market into smaller groups that the members of each group are similar to each other as well as their reactions to the marketing mix of the company. The correct option is B.

As one of the oldest concepts in business, production concept states that consumers will favor those products that are widely available and low in cost. So business is mainly concerned with producing as much as possible without emphasizing on quality and features. In this concept, the main aim of the company is to increase production level regardless of the demands of the consumers. Companies sell what they are good at producing. Generally, production-oriented businesses concentrate on more productivity level, low costs and mass distribution. This orientation is commonly used for markets where there is limited supply and few competitors. The correct option is C.

Selling concept favors that consumers will not purchase enough products of companies unless they can be supported by aggressive selling and promotional tools. Companies typically want to sell what they produce rather than what the consumers want and try to convince the customers to want what they produce. The correct option is C.

As a customer-centered philosophy, marketing concept originated in the mid 1950’s. Before the 1950’s the main aim of the marketers was to create customers for mass- produced products. The correct option is D.

Four main components of holistic marketing are:

Internal Marketing includes the internal management system, marketing department, and collaboration of other departments with the marketing departments.

Integrated Marketing involves the product strategy, pricing strategy, promotion strategy, and communication strategy and placing strategy.

Performance Marketing involves following activities like how to sell the product, what is brand and customer equity. Also, it considers the legal, ethical, social and environmental effects of marketing activities and programs.

The last one is Relationship Marketing that includes the relationship with customers, partners, employees and competitors.

The correct option is A.

Goods and services are transferred to the market where there is a collection of buyers. When an exchange takes place, buyers pay a certain amount of money in return. Industry with a collection of sellers communicates with the market through various integrated marketing communication tools including advertising, personal selling, public relations, sales promotion and direct marketing. Through such communication, sellers inform the market about their products, services, prices, main benefits, promotions, public relations of the businesses etc. Market also provides information to the industry as feedback. The feedback given may include sales amount, actual demand, negative or positive attitudes towards products and/or services.

Markets are mainly divided into four categories as; consumer markets, business markets, global markets and nonprofit and governmental markets.

Marketing mainly includes

Marketing activity mainly deals with ten types of entities, which are: goods, services, events, experiences, persons, places, properties, organizations, information and ideas.

Experience marketing is defined as any type of customer-oriented marketing activity, which creates a connection to the customers.

Kotler and Armstrong listed five main steps for marketers to follow in their marketing processes as below:

• Understanding the market place and customer needs and wants,

• Designing a customer-driven marketing strategy,

• Developing an integrated marketing program that delivers superior value,

• Building profitable relationships and creating customer satisfaction,

• Capturing value from customers to create profits and customer equity.

Segmentation is important for companies to understand the main customer groups and to make a selection about the target market(s).

The main outcomes of creating customer value are;

customer loyalty and retention,

share of market,

share of customer, and

customer equity.

A marketing system includes the company, its suppliers, competitors, marketing intermediaries and the consumers. The system is affected by major environmental forces.

Supply chain management is defined as “the management of a network of relationships within a firm and between interdependent organizations and business units consisting of material suppliers, purchasing, production facilities, logistics, marketing, and related systems that facilitate the forward and reverse flow of materials, services, finances and information from the original producer to final customer with the benefits of adding value, maximizing profitability through efficiencies, and achieving customer satisfaction”.