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Introduction to Business Dersi 5. Ünite Sorularla Öğrenelim

Marketing Management

1. Soru

How is marketing typically defined?

Cevap

Marketing is typically defined as the creation, promotion, and delivery of goods and services directed towards consumers and businesses.


2. Soru

How would you define marketing with regard to customer relations?

Cevap

Marketing is all about building a relationship with customers and requires a deep understanding of consumer behavior.


3. Soru

What is marketing strategy?

Cevap

Marketing strategy is the way of doing marketing towards a certain positioning.


4. Soru

Which two key decisions do marketers have to make?

Cevap

(1) Generic marketing strategy

(2) Segmentation and targeting


5. Soru

What do we mean by scale economies?

Cevap

Scale economies state that a company can produce at a lower cost per unit of production if it is able to use the capacity further.


6. Soru

What does differentiation refer to?

Cevap

Differentiation refers to offering extra value in addition to the basic features offered in the product.


7. Soru

What is the attitude of cost-leader companies in marketing?

Cevap

Cost-leader companies try to minimize the cost, not the price. They can offer the product with low price (through which they maximize their profit margins) or with an ongoing, average price (through which they maximize their market share).


8. Soru

What is the reasoning behind cost leadership strategy?

Cevap

The reasoning behind cost leadership strategy is that in each industry, customers are looking for a few basic things being offered in a product.


9. Soru

What does focus strategy refer to?

Cevap

Focus strategy attempts to capture a smaller segment in the market.

Companies with a focus strategy do not focus on a specific product, but rather focus on a specific segment of customers with particular needs/ wants/desires.


10. Soru

What do we mean by segmentation?

Cevap

Segmentation is the task of dividing this population into sub-groups in a way that can meaningfully separate consumers in terms of their consumption patterns.


11. Soru

What is the use of psychographics?

Cevap

Psychographics enable marketers to closely “know” consumers and understand their psychological and social predispositions.


12. Soru

What does an ideal segmentation approach involve?

Cevap

An ideal segmentation approach combines different strategies (including demographics and psychographics) to arrive at groups with the highest level of differentiation.


13. Soru

What does targeting refer to?

Cevap

Targeting involves the careful selection of at least one segment by considering a variety of different factors.


14. Soru

What does marketing mix refer to?

Cevap

Marketing mix, also known as the 4Ps of marketing, constitutes the set of all marketing activities a company engages itself in pursuing its marketing goals and objectives.


15. Soru

What is the definition of product?

Cevap

Product (good or service) is the offering in the market, created and sold in order to solve a problem or satisfy a need or want.


16. Soru

What is the simplest pricing method?

Cevap

The simplest pricing method is cost-based pricing where companies first figure out the cost of producing one item, and then add a profit margin to arrive the price to be used in the marketplace.


17. Soru

What does retailing refer to?

Cevap

Retailing is simply the process of selling consumer goods and services to customers, also the term often refers to a physical shop with a service provider filling the small orders of a large number of individuals.


18. Soru

What kind of activities does promotion entail?

Cevap

Promotion entails the activities that attempt to establish some sort of a relationship with target customers, and all shareholders involved, and try to win the heart and loyalty of consumers.


19. Soru

Why is advertising the most effective contact method?

Cevap

Advertising is the most expensive but the most effective (in terms of the number of people reached with one message) contact method. It is the most well-known mass method of conveying a message.


20. Soru

What does public relations (PR) refer to?

Cevap

Public relations (PR) involves gaining exposure in the mass media and other types of contact channels and proactively managing the dispersion of information between organizations and individuals.


21. Soru

What does branding refer to?

Cevap

Branding involves a set of marketing and promotion activities that promote the brand, aiming to have a persistent image in consumers’ minds. Branding is the most strategic investment of the company.


22. Soru

What does brand equity mean?

Cevap

Brand equity is a term reflecting the brand’s worth in the eyes of consumers, usually reflected in the price.


23. Soru

What does brand identity refer to?

Cevap

Brand identity is the set of all individual components of a brand, specifically including the imagery, slogans, colors, and all other types of imagery.


24. Soru

What do we mean by positioning?

Cevap

Positioning is how the brand is perceived by the consumers and the “position” in their minds.


25. Soru

What is the use of perpetual maps?

Cevap

Perceptual maps are based on consumer perceptions showing the position of the product/brand so that the firm can see its position as perceived by consumers, take corrective action if necessary, compare its position with competitors, and make strategic, future-oriented decisions.


26. Soru

What does brand value refer to?

Cevap

Brand value reflects brand equity (being a well-known brand will generate more revenue) or strength of a brand, the financial strength (the net present value of the estimated future cash flows), and/or the effective attachment consumers have with the brand due to functionally, emotionally, and experientially strong aspects.


27. Soru

What does brand personality refer to?

Cevap

Brand personality refers to the set of human characteristics attributable to a brand.


28. Soru

What does “Big-data” represent?

Cevap

“Big-data” in this new era represents large and complex sets of data collected through primary data collection methods and data readily available on the web.


29. Soru

What does content marketing refer to?

Cevap

Content marketing refers to the creation, publishing, and distribution of digital content for a targeted audience online.


30. Soru

What does marketing ethics deal with?

Cevap

Marketing ethics deals with the moral principles behind marketing activities. One of the newest eras in marketing involves the concept of societal marketing, for instance, which tries to discuss creative ways to optimize consumer satisfaction and preserve society and nature as a whole.


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