PAZARLAMA YÖNETİMİ

The receiver of the message, (the newspaper reader) who has seen the shampoo’s brand will have some response. Response is the reactions of the receiver after being exposed to the message. Of course, the receiver may have many different responses. A girl may try the shampoo brand, may search for more information about this brand, or may ask the opinions of others on the social media. Ignoring the message may be another type of response. The correct option is D.

Traditionally the promotional mix has included four elements: advertising, sales promotion, publicity/ public relations, and personal selling. However due to the changing marketing environment like the introduction of communication technology, digital technology and social media, new tools are added to the blend of promotion mix. One of these new tools is direct marketing, and many books on marketing and marketing communication includes direct marketing in the promotion mix as well. The correct option is A.

Differences between personal and mass communication is seen on the table below. The correct option is A.

Promotional tools fulfill various functions for an organization:

The correct option is D.

Advertising performs the following functions in the marketing communication mix:

Informing: Think about the products that you know although you do not own. You may know how a product looks, how it is used, its price and etc. Advertising makes consumers aware of new brands, educates them about a product’s distinct features and benefits, and facilitates the creation of positive brand images.

Influencing: Advertising messages influence us to try the products. You may find yourself going to a supermarket to purchase a new chocolate or snack food to try it because of its advertisement on television.

Reminding: Advertising keeps a brand or company name fresh in the consumer’s memory. For example, you might have no need for a credit card when you have seen its commercial.

The correct option is B.

Technical expertise: This type of advertisement focuses on the company’s expertise in making a product or providing a service. For example, the ad explains a company’s 60 years of experience in making a product. The correct option is C.

Bonus packs offer the consumer more products at a lower price like 3 products for the price of 2. Since the consumer stocks more products in home, this promotion may increase the product usage. The correct option is D.

A seller with an undergraduate mechanical engineering degree visiting potential factories to sell ventilations systems is an example of technician seller. Here, the seller does not only sell a product to a customer but also consults to the company for the effective use of the product with his technical knowledge and expertise. The correct option is E.

In the pre-approach step, sales person arranges a meeting with the prospect and gathers important information about the customer. For example, if the prospect is an industrial customer, seller must have sufficient information about that company such as the size, what they produce, who their suppliers and competitors are and so on. The correct option is B.

Preference for the product implies comparison with other brands. If the consumers who have tried the product because of the advertisements are satisfied with the product they will prefer it again. Salespeople are important to influence the preferences of customers especially on shopping goods. Consumers make comparisons between the competing brands and good sellers help customers in this process by giving information about the attributes of the competing brands. The correct option is E.

The natural order in a communication process takes place in the following order:

Sender - Encoding - Message/Media - Decoding- Receiver - Response -Feedback

Therefore, the correct answer is A.

Calling the company's call center to complain about the product will provide a feedback for the company itself. Therefore, the correct answer is D.

Production is not one of the elements of the promotional mix. Therefore, the correct answer is A.

In personal communication individual attention is high compared to mass communication. Therefore, the correct choice is E.

In the sentence below advertising performs its function of informing consumers. Therefore, the correct answer is B.

'Advertising makes consumers aware of new brands, educates them about a product’s distinct features and benefits, and facilitates the creation of positive brand images.'

To get financial and non-financial benefits from this investment, effectiveness of the advertisements is very important. If an advertisement is entertaining you but you are not remembering the advertised brand of course we may not call it as effective.  Therefore, the correct answer is E.

There are various ways to present a message each using a different style, tone, words and format. Testimonial evidence or endorsement is where a trustable and credible person suggests the product. This person maybe a celebrity or an ordinary person representing the target market of the product. Therefore, the correct answer is B.

Advantages are; low cost, reach highly specific targets, avoid clutter, message credibility. Disadvantages are lack of control over message, target audience may not link message to brand. Therefore, the correct answer is A.

Personal selling is a person-to-person communication in which a seller attempts to assist and/or persuade prospective customers to purchase the company’s products or services. A demand creator's selling position requires to use creative methods to sell physical products and mainly services. Since services are intangible and non-visible personal selling helps a lot to create demand. Therefore, the correct answer is D.

Feedback help modify future messages is the Interactive Process. Therefore, the correct answer is C.