Marketing Management Dersi 8. Ünite Sorularla Öğrenelim

In the marketing literature,in how many ways is a marketing organisation
examined?

In the marketing literature, a marketing organisation is
examined in two ways:

1) marketing as a functional group within an organisation 

2) marketing as a set of activities like advertising, customer service, digital marketing, market research, etc.11

What does ''Marketing Implementation'' emphasize?

Marketing Implementation emphasizes the process that turns marketing plans
into action assignments and ensures they accomplish the plan’s stated objectives. s the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.

What kind of advantages does product or brand management organisation have?

(1) Product manager ensures coordination and compliance between product and marketing mix.
(2) More rapid response is given to market-related problems.
(3) Smaller brands are also concerned.
(4) Product managers create a good training space for young managers. Because a product manager
deals with each activity in marketing department i.e supply, purchase, media, promotion services,
sells, market research, etc.

What is “structure”?

 The “structure” is organisation of an object or system. Each company must have a structure.

What is ''Power''?

Power is potential influence, or the ability to influence others’ behavior or the course of events.

What does  Modern Marketing Department include?

President,

Executive VP of Marketing and Sales,

Sales Vice President,

Sales force,

Marketing Vice President,

Other hired marketing functions.

In the broad definition of control, how many kinds of control are there?

In the broad definition of control, there are two kinds of control:

1) Formal controls 

2) Informal controls.

What advantage does ''functional marketing organisation'' have?

Functional marketing organisation has the advantage of simplicity of organizational levels to reduce hierarchy.

What are the features of ''Formal controls''?

Formal controls are written and influence the employees and groups behaviours
in a supportive way according to marketing objectives.

For a successful marketing implementation, what should managers do?

For a successful marketing implementation, managers should blend each
entity of company with its strategy and plans. For example, culture, people, decision systems, reward system, organisational structure of company should support strategies and plans.

According to the literature,how many types of marketing control are there?

According to the literature, there are four types of marketing control:

annual-plan control,

profitability control,

efficiency control 

strategic control.

What are the features of ''Informal controls''?

Informal controls are unwritten and worker initiated mechanism that influences the individuals or groups behaviours in marketing units. Informal controls are not supportive like formal ones.

What is ''Outsourcing''?

Outsourcing means using another firm for the manufacture of needed components or products or delivery of a service.

What is ''Strategy''?

Strategy is an action plan that helps the organization achieve its goals by forging
the best fit between the firm and the environment.

What is ''control''?

Control is the process of taking measures to match the actual results and the planned results

How can the expected outcomes of marketing controls be organised?

The expected outcomes of marketing controls can be
organised as

1) determination of results achieved,

2) revealing problems if any,

3) pre-intervention
of some of the problems,

4) determination of the needs for correction in marketing objectives and strategies,

5) improving marketing performance.

What is ''The rate of return on net worth is the output of two ratios''?

The rate of return on net worth is the output of two ratios: company’s return on assets and its financial leverage

What is ''Marketing audit''?

Marketing audit is a comprehensive, systematic, independent, and periodic
examination of a company’s environment, objectives, strategies and activities to
determine problem areas and opportunities.

What is ''category manager'' responsible for ?

Category manager is responsible for resolving disputes, being referee, brand, and developing new brands so that the brands of the same firm do not come across.

What does ''key account manager'' manage?

Key account manager manages the team of special personnel and/or performance of special activities directed at an organisation’s most important customers.

What is ''Market management organisation''?

Market management organisation is an organisation which serves for different markets and user groups with distinct buying preferences and practises.

What is ''Marketing Control''?

Marketing Control is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.