PAZARLAMA YÖNETİMİ

Vision and mission of a corporation firstly decided at corporate level, and these statements are adapted to business units or functions. For this reason, the correct answer is C.

Macro external environment includes larger societal forces. demographic, economic, natural, technological, social and cultural, political and legal forces, which have an influence on micro external environment. Micro external environment includes the company, suppliers, marketing intermediaries, competitors, publics, and customers. For this reason, the correct answer is D.

Economic environmental factors are variables or forces related to regulation of goods, money, energy and information exchange, and these forces include economic growth, industrial production, and developments in national and international trade. But countries’ climate, geography, natural, and physical characteristics are the forces related with the natural environmental factors. For this reason, the correct answer is D.

Internal environment consists of elements within the company’s boundaries.  It includes company’s structure (e.g. employees, management, physical facilities), culture, and resources. For this reason, the correct answer is B.

Objectives should be SMART, meaning Specific, Measurable, Achievable, Relevant and Time-bound/Time-based/Time sensitive. For this reason, the correct answer is A.

Marketing strategy consists of Market Segmentation (dividing the market into segments), Target Markets (choosing your target markets), Positioning your products and/or services (selecting the position you want to establish in your target market), and developing Marketing Mix. For this reason, the correct answer is B.

Market segmentation can be based on several variables, including geographic segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation.  Behavioural segmentation divides the market according to consumers’ knowledge, attitudes, uses, or responses to a product. For this reason, the correct answer is A.

Market targeting strategies include undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing.  Concentrated marketing (or niche marketing), on the other hand, aims to focus on one or a few segments or niches. For this reason, the correct answer is A.

Positioning strategy refers to the choice of target market segment which describes the customers a business will seek to serve and the choice of differential advantage which defines how it will compete with rivals in the segment. While positioning the product, there are three steps to follow. First one of them is identifying possible ways of differentiation. For instance, Duracell positions its brand on their durability, whereas Monster position its computers on their features. If it is hard for a company to differentiate its product, it may choose to differentiate services. For instance, Domino’s Pizza positions its services on quick delivery. For this reason, the correct answer is D.

Marketing mix includes the key elements for marketing strategy and these key elements are product, price, place, and promotion. Promotion includes techniques companies use to communicate value propositions and to try persuading customers to buy their products. For this reason, the correct answer is E.