Prıncıples of Marketıng (ENG) - İşletme (İngilizce)

Ünite 1

Soru 1

Which of the followings is one of important points about marketing?

Marketing is an exchange process

Producer needs and wants are the starting point of marketing process

The needs of the producers and the objectives of the companies are satisfied in the marketing process

Marketing creates producer value

Marketing does not only affect customers, but producers as a value

Açıklama:

We can underline some of important points about marketing:
• Marketing is an exchange process • Customer needs and wants are the starting point of marketing process • Marketing offers are goods, services and ideas. • The needs of the customers and the objectives of the companies are satisfied in the marketing process. • Developing, pricing, distributing and promoting products are core marketing activities. • Marketing creates customer value • Marketing does not only affect customers, but partners and society as a value. • Marketing is both a business function and philosophy.
That 'marketing is an exchange process' is one of the important points about marketing.

Doğru Cevap: A

Soru 2

What does a 'want' mean?

It is an act of obtaining a desired object from someone by offering something in return.

It is a desire for a particular product used to satisfy a need.

It is an economy term that means customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the product.

It is a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.

It is the difference between a consumer’s actual state and some ideal or desired state.

Açıklama:

A want is a desire for a particular product used to satisfy a need.
A need is the difference between a consumer’s actual state and some ideal or desired state.
Demand is an economy term that means customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the product.
Exchange is an act of obtaining a desired object from someone by offering something in return.
Market offerings-a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.

Doğru Cevap: B

Soru 3

What is a 'need'?

It is a desire for a particular product used to satisfy a need.

It is a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.

It is the difference between a consumer’s actual state and some ideal or desired state.

It is an economy term that means customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the product.

It is an act of obtaining a desired object from someone by offering something in return.

Açıklama:

A need is the difference between a consumer’s actual state and some ideal or desired state.
A want is a desire for a particular product used to satisfy a need.
Demand is an economy term that means customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the product.
Exchange is an act of obtaining a desired object from someone by offering something in return.
Market offerings-a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.

Doğru Cevap: C

Soru 4

'The basis of this orientation is that people will buy anything as long as it is cheap enough. This orientation works best in a seller’s market when demand is greater than supply because it focuses on the most efficient ways to produce and distribute products.' Which paradigm is being described here?

The societal marketing concept orientation

Marketing orientation

Sales orientation

Production orientation

Product orientation

Açıklama:

The basis of production orientation is that people will buy anything as long as it is cheap enough. Production orientation works best in a seller’s market when demand is greater than supply because it focuses on the most efficient ways to produce and distribute products. In such a situation, companies do not consider marketing as a necessary activity and customers’ specific needs and wants are not taken into consideration. Therefore, the drawback of this orientation is obvious; there may be companies that produce what the customer needs at cheaper prices.
Production orientation is being described here.

Doğru Cevap: D

Soru 5

Which paradigm believes that if companies produce a good quality product at reasonable prices, it will be sold without marketing efforts?

Societal marketing concept orientation

Marketing orientation

Sales orientation

Production orientation

Product orientation

Açıklama:

Product-oriented companies believe that if they produce a good quality product at reasonable prices, it will be sold without marketing efforts. Especially for the technology products, it is important to inform customers by a good marketing communication campaign. The business history is full of product failures that did not satisfy a real need or did not have a good marketing strategy. Product oriented companies could die due to “marketing myopia” which is a very important business concept. While myopic companies believe people buy products, in fact, solutions to our problems and satisfaction for our needs are what we really buy.
However, product-oriented companies believe that if they produce a good quality product at reasonable prices, it will be sold without marketing efforts. Especially for the technology products, it is important to inform customers by a good marketing communication campaign.

Doğru Cevap: E

Soru 6

Which paradigm believes that consumers will not buy products unless the company goes under substantial selling and promotion efforts?

Sales orientation

Production orientation

Product orientation

Societal marketin concept orientation

Marketin orientation

Açıklama:

Companies following the selling concept, think that consumers will not buy products unless the company goes under substantial selling and promotion efforts. Generally, companies focus on selling what they produce instead of selling what the consumers need. Undoubtedly, companies may sell a product once by using sales promotions or by exaggerated advertisement messages. Sometimes a sales person may push a consumer aggressively into buying. Sales oriented companies may be successful on attracting customers, but if the product they sell or the services they provide does not satisfy the consumers, the customers leave the company and will not turn back

Doğru Cevap: A

Soru 7

Which paradigm believes that market-oriented companies give customers the highest priority while conducting business?

Sales orientation

Marketing orientation

Production orientation

Product orientation

Societal marketing concept

Açıklama:

Market-oriented companies give customers the highest priority while conducting business. Every department and employee should focus on contributing to the satisfaction of customers’ needs.
A popular quote on marketing comes from the David Packard who is the co-founder of HP Company “marketing is too important to be left to the marketing department.”21 Peter Drucker who is one of the outstanding gurus of business world thinks that marketing is not a specialized activity at all.22 What he means is that marketing is not only a departmental function; it is a function that encompasses the entire business. In market-oriented companies, all marketing activities should be coordinated. A true marketing orientation requires a focus on both customers and competitors. While providing products and services that meet customers’ needs, it is important to do better than competitors.

Doğru Cevap: B

Soru 8

'Through these bonds, company offers some incentives that have a financial value such as price discounts on purchases and loyalty program rewards such as the airline companies’ free miles or the cash-back programs provided by some credit card issuers' Which bonds of relationship bonds of relationship marketin is described here?

Production bonds

Product bonds

Financial bonds

Social bonds

Structural bonds

Açıklama:

Through these bonds, company offers some incentives that have a financial value such as price discounts on purchases and loyalty program rewards such as the airline companies’ free miles or the cash-back programs provided by some credit card issuers. For instance, like many companies in Turkey, Mavi Jeans has a membership program which includes a card called Kartuş that offers financial rewards and incentives to its customers.
Through financial bonds, company offers some incentives that have a financial value such as price discounts on purchases and loyalty program rewards such as the airline companies’ free miles or the cash-back programs provided by some credit card issuers.

Doğru Cevap: C

Soru 9

'In many cases customers and companies may have close personal and social relationships. Especially in service industries like banks, restaurants and insurance agents, the service provider and customers develop interpersonal relationships. Social relations between parties involved must be based on trust' Which type of relationship bonds is mentioned here?

Financial bonds

Social bonds

Structural bonds

Production bonds

Product bonds

Açıklama:

These are social bonds. In many cases customers and companies may have close personal and social relationships. Especially in service industries like banks, restaurants and insurance agents, the service provider and customers develop interpersonal relationships. Social relations between parties involved must be based on trust.
A company that celebrates birthdays of its customers sees the customers as friends as well. A service provider greeting customers by their names and learning about their needs is, in fact, building a social relationship with customers, which is very important in the world of customers. Today, with improvements in communication technology, it is possible to build social relationships with the customers through several channels. Technology is used to identify and build a database of current and potential customers and deliver differentiated messages based on consumers’ characteristics and preferences.30 Therefore, a company with a good database may send different gifts to its l

Doğru Cevap: B

Soru 10

'These bonds are used generally in business to business marketing situations such as exporterimporter and company-supplier relationships' Which type of bonds is described here?

Structural bonds

Financial bonds

Social bonds

Product bonds

Production bonds

Açıklama:

Structural bonds are used generally in business to business marketing situations such as exporterimporter and company-supplier relationships. Structural bonds include joint investments in projects and sharing of information, processes, and equipment. Some car rental companies offer travelers the opportunity to create customized pages on the firm’s website where they can retrieve details of previous trips, including pick-up and return locations, types of cars, insurance coverage, billing address, credit card details, and so forth.

Doğru Cevap: A

Soru 11

I. Marketing is an exchange process
II. Marketing creates customer value
III. Marketing is just a business function
Which one(s) of these statements is/are among the important points about marketing?

Only I

Only II

Only III

I-II

I-III

Açıklama:

Based on the definitions, we can underline some of important points about marketing:
• Marketing is an exchange process
• Customer needs and wants are the starting point of marketing process
• Marketing offers are goods, services and ideas.
• The needs of the customers and the objectives of the companies are satisfied in the marketing process.
• Developing, pricing, distributing and promoting products are core marketing activities.
• Marketing creates customer value
• Marketing does not only affect customers, but partners and society as a value.
• Marketing is both a business function and philosophy.

Doğru Cevap: D

Soru 12

Which one of the following terms refers to the difference between a consumer’s actual state and some ideal or desired state?

Market

Need

Demand

Want

Exchange

Açıklama:

The terms need and want are generally used instead of each other by people because consumers can not make much distinction between needs and wants. Although these terms are used interchangeably through out this book, they are not the same concepts. A need is the difference between a consumer’s actual state and some ideal or desired state. A want is a desire for a particular product used to satisfy a need.3

Doğru Cevap: B

Soru 13

Which one of the following is not included among the market offerings through which consumers’ needs and wants are fulfilled?

integration

product

service

information

experience

Açıklama:

How the needs and wants of customers are satisfied? Consumers’ needs and wants are fulfilled through market offerings-a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.

Doğru Cevap: A

Soru 14

I. Energy
II. Prestige
III. Time
Which one(s) of the these is/are included in the benefits side of customer perceived value?

Only I

Only II

Only III

I-II

II-III

Açıklama:

There are two Sides of Customer Perceived Value: Benefits and Costs: The benefits include prestige, after sale services and quality product whereas costs include time, energy and money

Doğru Cevap: B

Soru 15

Which one of the following is not included among the four major marketing tools of marketing mix?

price

place

power

promotion

product

Açıklama:

Marketing mix consists of a set of marketing tools, which is known also as 4Ps of product, price, place and promotion. The 4Ps is the most commonly used schematic for the marketing mix and has the advantage of being both widely recognized and easy to remember.

Doğru Cevap: C

Soru 16

Which one of the following is directly related with the place element of marketing mix?

psychology of pricing

direct marketing

distribution channels

destinations

personal selling

Açıklama:

The place element of marketing mix includes;
• distribution channels
• physical distribution
• retailers
• wholesalers

Doğru Cevap: C

Soru 17

Which one of the following refers to the short-term incentives offered to final consumers and retailers?

Sales promotion

Advertising

Personal selling

Direct and digital marketing

Publicity

Açıklama:

Companies sponsor sports or arts organizations, invites newspaper editors or university students to their factories to get the goodwill of the public. Short-term incentives offered to final consumers and retailers are called sales promotions.

Doğru Cevap: A

Soru 18

Which one of the following paradigms prioritize producing as cheaply as possible and keep prices low as the key to success in business?

Production Orientation

Product Orientation

Sales Orientation

Marketing Orientation

Societal Marketing Concept

Açıklama:

In Production Orientation paradigm, the key to success in business is to produce as cheaply as possible and keep prices low. This paradigm was typical in the 19th century, when mechanized production could out-compete hand production in cost terms.

Doğru Cevap: A

Soru 19

Which one of the following companies give customers the highest priority while conducting business?

Production-oriented companies

Product-oriented companies

Sales-oriented companies

Market-oriented companies

Societal marketing oriented companies

Açıklama:

Market-oriented companies give customers the highest priority while conducting business. Every department and employee should focus on contributing to the satisfaction of customers’ needs.

Doğru Cevap: D

Soru 20

I. Environmental
II. Financial
III. Social
Which one(s) of these is/are among the three types of relational bond companies use?

Only I

Only II

Only III

I-II

II-III

Açıklama:

Relationship marketing looking at customers as an individual and creating reliable bonds with them is a central goal in relationship marketing. Companies use three types of relational bond like financial, social and structural to retain their current customers and increase their loyalty.

Doğru Cevap: E

Soru 21

The most basic concept underlying marketing is that of:

Products and services

Customer needs

Barter

Transactions

Customer quality

Açıklama:

Based on the definitions, we can underline some of important points about marketing:

Marketing is an exchange process

Customer needs and wants are the starting point of marketing process

Marketing offers are goods, services and ideas.

The needs of the customers and the objectives of the companies are satisfied in the marketing process.

Developing, pricing, distributing and promoting products are core marketing activities.

Marketing creates customer value

Marketing does not only affect customers, but partners and society as a value.

Marketing is both a business function and
philosophy.

Customer needs and wants are the starting point of marketing process. The correct answer is B.

Doğru Cevap: B

Soru 22

Marketing occurs when people decide to satisfy needs and wants through ________.
Fill in the blank with the correct answer.

Selling

Barter

Transaction

Relationships

Exchange

Açıklama:

Exchange is an act of obtaining a desired object (like a product) from someone by offering something in return (like money).
Marketing takes place when people decide to satisfy their needs and wants through exchange relationships. The correct answer is E.

Doğru Cevap: E

Soru 23

Which of the following is an economy term that means customer’s need and want for a product must be coupled with purchasing power to obtain the product?

Transaction

Marketing

Management

Demand

Econometrics

Açıklama:

A customer demand occurs only when the customer’s need and want
for a product or service is backed by purchasing power.
Demand is an economy term that means customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the product. The correct answer is D.

Doğru Cevap: D

Soru 24

Consumers’ needs and wants are fulfilled through market offerings.
Which of the following is a correct combination offered to a market to satisfy a need or a want.

Products, services, information and experiences

Demand, purchase, price and cost

Products, services, customer needs and transactions

Satisfaction, quality, value and exchange

Promise, idea, exchange and experiences

Açıklama:

Some companies gain competitive advantages through offering both
products and services to customers. Provide memorable experiences
by engaging customers is a way to make customers satisfied and loyal.
Consumers’ needs and wants are fulfilled through market offerings-a combination of products, services, information, or experiences offered to a market to satisfy a need or a want. The correct answer is A.

Doğru Cevap: A

Soru 25

Which of the following is a value that relational marketing focuses on?

Sales value

Financial value

Brand value

Stakeholder value

Lifetime value

Açıklama:

In relationship marketing approach, the company recognizes that if it can
satisfy the customer and establish a longterm relationship with the customer, the company may keep on selling sportswear to this customer during the lifetime of this customer.
Relationship marketing focuses on the ’lifetime’ value of the customer. The correct answer is E.

Doğru Cevap: E

Soru 26

Which of the following concepts holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being?

Societal Marketing Concept

Relationship Marketing Concept

Transactional Marketing Concept

Production Orientation Concept

Marketing Mix Concept

Açıklama:

Assume that a soft drink company has good level of sales, a big market share and consumers like its taste and find its price reasonable. It is an example
of a win-win situation. The company is happy, so are the consumers for the time being. Now, think about the obesity problem or the effect of sugar on health. What about the long run effects of the product? What is good for the company or what satisfies the current demands of the consumers may not be good for the society in the end. We cannot call a company as a good marketing organization
if it ignores social responsibilities even if it satisfies both its customers and the profit objectives. A company that sufficiently extends its marketing goals to fulfill its social responsibility is practising what has become known as the social marketing concept.
The societal marketing concept which is the newest of marketing orientations holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being. The correct answer is A.

Doğru Cevap: A

Soru 27

Which of the marketing mix elements consist of goods and services, ideas, destinations and nonprofit organizations?

Price

Promotion

Product

Place

People

Açıklama:

A product may be a physical good, an intangible service, and an idea from a nonpofit organization, a celebrity or a destination.
A product can be a good, a service, an idea or a destination. The correct answer is C.

Doğru Cevap: C

Soru 28

Which of the marketing management orientations puts the factory first?

Marketing Orientation

Production Orientation

Sales Orientation

Product Orientation

Societal Marketing Orientation

Açıklama:

In this paradigm, the key to success in business is to produce as cheaply
as possible and keep prices low. This paradigm was typical in the 19th
century, when mechanized production could out-compete hand production
in cost terms.
Production orientation putting the factory first. The correct answer is B.

Doğru Cevap: B

Soru 29

Which of the following concepts gives importance to the idea that marketers should always be looking for ways to improve their customers’ experience of dealing with their company and products.

Societal marketing

Marketing mix

Customer value

Relationship marketing

Transaction

Açıklama:

More specifically, customer perceived value is the customer’s evaluation of the
differences between all the benefits and costs of a market offering compared to those of competing offers.
Customer value is a key concept in marketing because it gives importance to the idea that marketers should always be looking for ways to improve their customers’ experience of dealing with their company and products. The correct answer is C.

Doğru Cevap: C

Soru 30

Which of the following marketing tools included in direct and digital marketing?

Warranty

Sponsorship

Branding

Packaging

Catalogues

Açıklama:

A company’s total promotion mix-also called its marketing communications mix-consists of specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that company uses to engage consumers, persuasively communicate customer value, and build customer relationships.
Direct and digital marketing includes direct mail, catalogs, online and social
media, mobile marketing catalogues, and more. The correct answer is E.

Doğru Cevap: E

Soru 31

i) It is an exchange process,
ii) Creates customer value,
iii) It is only about customers.
Which of the above statements about marketing is/are true?

Only i

Only ii

i and ii

i and iii

i, ii, and iii

Açıklama:

Some of important points about marketing are:
• Marketing is an exchange process
• Customer needs and wants are the starting
point of marketing process
• Marketing offers are goods, services and
ideas.
• The needs of the customers and the
objectives of the companies are satisfied in
the marketing process.
• Developing, pricing, distributing and
promoting products are core marketing
activities.
• Marketing creates customer value
• Marketing does not only affect customers,
but partners and society as a value.
• Marketing is both a business function and
philosophy.
There fore, statement i and ii are true. The right answer is C.

Doğru Cevap: C

Soru 32

....... is a combination of products, services, information, or experiences offered to a market to satisfy a need or a want.
Which of the below is the right term to fill in the blank?

Customer satisfaction

Exchange

Needs and wants

Marketing offerings

Perceived value

Açıklama:

Consumers’ needs and wants are fulfilled through market offerings-a combination of products, services, information, or experiences offered to a market to satisfy a need or a want. So, the right answer is D.

Doğru Cevap: D

Soru 33

Which element of the marketing mix is the one that provides revenue?

Place

Price

Product

Promotion

Personality

Açıklama:

Price is the only element in the marketing mix that provides revenue. Right answer is B.

Doğru Cevap: B

Soru 34

Which element of the marketing mix is regarded with goods and services?

Product

Price

Promotion

Perceived value

Place

Açıklama:

The product variable of the marketing mix regards researching customers’ needs, wants and designing a product that satisfies them. A product can be a good, a service, or an idea. So, the right answer is A.

Doğru Cevap: A

Soru 35

Which of the following marketing approaches is the one that focuses on selling what the company produces instead of selling what the consumers need?

Marketing orientation

Production orientation

Relationship orientation

Social orientation

Sales orientation

Açıklama:

Doğru Cevap: E

Soru 36

Which of the following marketing approaches matches best with the quote “marketing is too important to be left to the marketing department”?

Product orientation

Sales orientation

Marketing orientation

Societal orientation

Relationship orientation

Açıklama:

Doğru Cevap: C

Soru 37

i) Structural bonds
ii) Psychological bonds
iii) Financial bonds
Which of the above is/are among the bonds that companies use in relationship marketing?

i and ii

i and iii

ii and iii

Only ii

i, ii, and iii

Açıklama:

Companies use three types of relational bond like financial, social and structural to retain their current customers and increase their loyalty. Thus, the right answer is B.

Doğru Cevap: B

Soru 38

Which of the following is not a decision about product variable of marketing mix?

Labeling

Warranty

Branding

Packaging

Wholesaling

Açıklama:

Product decisions include selecting a brand name, deciding product’s package and label, after sales services, warranty conditions, design and product’s features, product modifications and improvements, deciding product strategies at different stages during its life cycle etc. Wholesaling is about Place variable. The right answer is E.

Doğru Cevap: E

Soru 39

Which of the following maketing management orientations is the one that puts consumers and society first?

Production orientation

Product orientation

Sales orientation

Marketing orientation

Societal marketing orientation

Açıklama:

The societal marketing concept which is the newest of marketing orientations holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being. The right answer is E.

Doğru Cevap: E

Soru 40

Which one of the below is not a element of Marketing communications (promotion) mix?

Public relations

Advertising

Physical distribution

Sales promotion

Direct marketing

Açıklama:

Doğru Cevap: C

Soru 41

Which of the following cases is an example of displaying a need rather than a want?

A student who is hungry eats sushi with his friends

A housewife who buys vitamins that her friends take

A man who buys a car polish to fix the stratches

A kid who buys a popular video game that his friends play

A young girl who buys the lipstick her classmates use

Açıklama:

The terms need and want are generally used instead of each other by people because consumers can not make much distinction between needs and wants. A need is the difference between a consumer’s actual state and some ideal or desired state. A want is a desire for a particular product used to satisfy a need. While all people around the world need food when they are hungry,based on their culture, income and some other characteristics, they might want a different productor service to satisfy the same need.
Based on this information, in A, B, D, E the customers try to satisfy their needs by turning them into wants. They meet their needs through socializing and/or using the same products to become more socially integrated. In C, the customer tries to fix the scratch as he needs it; he is not socially persuaded to buy a certain brand.

Doğru Cevap: C

Soru 42

Which of the following is an economy term that means "customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the
product"?

Market

Need

Want

Exchange

Demand

Açıklama:

Demand is an economy term that means customer’s need and want for a product must be coupled with purchasing power (money, resources) to obtain the product.

Doğru Cevap: E

Soru 43

I. There must be two or more parties involved like individuals or organizations.
II. Each party must have valuable offer to satisfy the needs and wants of the other party.
III. On one side of the process, there is the marketer and on the other side is the market.
Which process is defined by the combination of the descriptions above?

Demand

Market offerings

Experience

Exchange

Need

Açıklama:

Marketing takes place when people decide to satisfy their needs and wants through exchange relationships. Exchange is an act of obtaining a desired object from someone by offering something in return. In the exchange process, there must be two or more parties involved like individuals or organizations. Each of these parties must have
valuable offer to satisfy the needs and wants of the other party. The exchange process is a voluntary process while parties communicate with each other. On one side of the exchange process, there is marketer and on the other side is the market. Marketer may offer something like a product, a service or an idea to the market. Market includes a group of current and potantial customers where any company that offers goods and services is called a marketer.

Doğru Cevap: D

Soru 44

In which of the situations below can a market exist?

Toy store at a university campus

Gifts at a touristic place

Gloves on a beach

Iced soft drinks in the wintertime

Bus tickets in a car park

Açıklama:

In marketing, the term “market” is used for the consumers who have a need or want for a specific product/service, and who also have the resources and willingness to buy the product.
In touristic places, people have a need to buy souvenirs and gifts and they have the resources and willingness. In the other options, people might have the resources and willingness, but they won't have the need for the product.

Doğru Cevap: B

Soru 45

Which of the below can be regarded as an example of physical products?

A company translating a text

A company insuring apartments

A dentist taking a tooth out

A supermarket selling bread

A professor lecturing

Açıklama:

We can see en example of a physical product only in option D. The other options provide services rather than selling physical materials.

Doğru Cevap: D

Soru 46

Which of the following is NOT one of the marketing mix elements?

Demand

Price

Promotion

Place

Product

Açıklama:

Marketing mix which consists of product, price, place and promotion. It is also known as the 4Ps of marketing.

Doğru Cevap: A

Soru 47

Which element of the marketing mix provides revenue?

Product

Price

Promotion

Place

Demand

Açıklama:

Price is the only element in the marketing mix that provides revenue. While the product, distribution channels and promotion cost significant amount of money, price costs nothing. Price can be defined as what the business charges its customers for the goods and services it provides.

Doğru Cevap: B

Soru 48

I. The basis of this orientation is that people will buy anything as long as it is cheap enough.
II. In this type of orientation, companies emphasize on development and improvement, quality and adding new features.
III. As a result of this type of orientation, companies could die of “marketing myopia.”
IV. Companies with this type of orientation give customers the highest priority while conducting business.
Which of the following above is a feature of production orientation?

I only

I and II only

II and III only

IV only

II and IV only

Açıklama:

II and III are about product orientation while IV is about marketing orientation. I, on the other hand, is about production orientation.

Doğru Cevap: A

Soru 49

I. It is the newest of marketing orientations.
II.It holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being.
To which type of orientation do these features belong to?

Product

Production

Sales

Societal Marketing

Marketing

Açıklama:

Doğru Cevap: D

Soru 50

I. A bakery sends birthday wishes and offers a free birthday cake to a customer on her birthday.
II. A hairdresser offers a free manicure service after every five services bought.
What type of Relationship Bonds exist in these situations?

I. Structural-Financial/ II. Financial

I. Social-Financial/ II. Financial

I. Structural-Social/ II. Social

I. Financial-Social/ II. Social

I. Structural-Social/ II. Financial

Açıklama:

The bakery in the first situation maintained social bonds by remembering the customer's birthday and financial bonds by offering a financial reward. In the second situation, by rewarding every five services bought, the hairdresser maintained financial bonds.

Doğru Cevap: B

Soru 51

Which of the following statements is NOT true about marketing?

Marketing is an exchange process.

Customer needs and wants are the starting point of marketing process.

Marketing offers are goods, services and ideas.

Customer value creates marketing.

Marketing is both a business function and a philosophy.

Açıklama:

It is wrong to say that customer value creates marketing because it is the opposite of it. Marketing creates customer value.

Doğru Cevap: D

Soru 52

Which of the following cannot be said about marketing?

A need is the difference between a consumer’s actual state and some ideal or desired state.

A want is a desire for a particular product used to satisfy a need.

Marketing tries to impact what we may want when a need arises.

Human needs may be physical, psychological or social.

A customer demand occurs when the customer’s need is met.

Açıklama:

A customer demand occurs only when the customer’s need and want for a product or service is backed by purchasing power.

Doğru Cevap: E

Soru 53

Which of the following is NOT included in the term "market"?

Customer habits

Consumer needs

Consumer willingness

Customers

Consumer resources

Açıklama:

A market cannot be imagined without the given elements in all the options except for A.

Doğru Cevap: A

Soru 54

I. Exchange is an act of obtaining a desired object from someone by offering something in return.
II. In the exchange process, there must be two or more parties involved like individuals or organizations.
III. People may spend things other than money in the exchange process.
Which of the above can be said about exchange?

Only I

Only II

I and II

I and III

I, II, and III

Açıklama:

All of the above are correct about the exchange process in marketing.

Doğru Cevap: E

Soru 55

Which of the following best describes "market offerings"?

A process in which customers create their own needs by creating trends on social media.

A combination of products, services, information, or experiences offered to a market to satisfy a need or a want

a concept which means sharing the products with customers before the need occurs

a concept in which the producers take an active role by designing the products

a combination of customers' needs and wants and their power to purchase

Açıklama:

A combination of products, services, information, or experiences offered to a market to satisfy a need or a want is the closest and the best definition of it.

Doğru Cevap: B

Soru 56

I. Escapist
II. Educational
III. Illusional
IV. Esthehic
Which of the above can be given as an example to customer experience types?

I and II

I and III

III and IV

I, II and IV

II, III and IV

Açıklama:

There is no such a thing as illusionist experience. Therefore the answer is D.

Doğru Cevap: D

Soru 57

I. Prestige
II. After sale services
III. Time
IV. Quality product
Which of the above is/are part of customer benefits?

I, II and IV

II, III and IV

II and IV

Only IV

Only II

Açıklama:

Time is one of the costs customers pay. All the others are among the benefits customers get.

Doğru Cevap: A

Soru 58

Which of the following is not among the 4Ps of marketing?

Product

Promotion

Price

Place

Profit

Açıklama:

Profit is not one of the 4ps of marketing.

Doğru Cevap: E

Soru 59

Which of the following is NOT included in pricing decisions?

Setting an initial price for a new product

Differentiating prices to target different individuals

Pricing products according to geographical regions

Comparing prices with that of competitors

Advertising

Açıklama:

Advertising is a way to promote your product, it is not a pricing decision.

Doğru Cevap: E

Soru 60

I. Customer comes first.
II. Every employee has to contribute to customer satisfaction.
III. All marketing activities should be coordinated.
Which type of orientation combines all these ideas in it?

Sales orientation

Product orientation

Marketing orientation

Production orientation

Societal marketing orientation

Açıklama:

The given explains the principles of marketing orientation.

Doğru Cevap: C

Soru 61

According to the definition approved by Board of Directors of The American Marketin Association, which one of the below does marketing NOT have value for?

Customers

Governments

Clients

Society

Partners

Açıklama:

Board of Directors of the The American Marketing Association approved
the following definition in July 2013 and has not changed it until today. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Doğru Cevap: B

Soru 62

Which of the following terms describes the difference between a consumer's actual state and the desired state?

Market

Want

Need

Demand

Exchange

Açıklama:

A need is the difference between a consumer’s actual state and some ideal or desired state.

Doğru Cevap: C

Soru 63

What is the term for the act of acquiring a desired object from an individual or entity by providing something in return?

Want

Demand

Market

Market offering

Exchange

Açıklama:

Exchange is an act of obtaining a desired object (like a product) from someone by offering something in return (like money). In the exchange process, there must be two or more parties involved like individuals or organizations.

Doğru Cevap: E

Soru 64

In an exchange process where one party mainly gets a positive feeling but no products or services for himself/herself, what could he/she be doing?

Giving pocket money to their child

Paying taxes to the government

Paying a traffic ticket

Lending money to a friend

Donating to a non-profit organization

Açıklama:

The market pay money in the exchange process if accepts the offer of the marketer as valuable and wants to have transaction. Money is not the only payable concept by customers. While an individual may donate money to a non-profit institution, he also spends his/her time, energy, expertise in this exchange process and feels better as a result of good deeds done for the society.

Doğru Cevap: E

Soru 65

Which one below is NOT one of the four types of consumer experience, termed as the 4Es?

Experimental

Esthetic

Entertainment

Educational

Escapist

Açıklama:

Pine and Gilmore (1999) offered four types of consumer experience: educational, esthetic, entertainment, and escapist that are termed as the “4Es. Products and services creating memorable customer experiences have more chance to be successful in the market.

Doğru Cevap: A

Soru 66

What is the reason why people choose certain brands/companies over others that provide the same services or sell the same products (such as BİM, ŞOK, Çağdaş, Metro) ?

Quality

Marketing

Advertising

Customer-perceived value

Promotions

Açıklama:

Each business model provides a value for its customers, the important point is that customers do not judge value objectively; they make their decision to shop from any of these stores based on their own value perceptions. More specifically, customer perceived value is the customer’s evaluation of the differences between all the benefits and costs of a market offering compared to those of competing offers.

Doğru Cevap: D

Soru 67

Which promotion method consists of personal interactions by the firm's sales force?

Advertising

Sales promotions

Digital marketing

Personal selling

Direct marketing

Açıklama:

Personal selling consists of personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales, and building customerrelationships.

Doğru Cevap: D

Soru 68

A company invites university students to promote business. Which marketing communication tool are they implementing to do so?

Advertising

Public relations

Sales promotions

Direct marketing

Digital marketing

Açıklama:

Companies sponsor sports or arts organizations, invites newspaper editors or university students to their factories to get the goodwill of the public. By doing so, they benefit from public relations to promote business.

Doğru Cevap: B

Soru 69

If a certain company focuses on selling what they produce instead of selling what the consumers need, what kind of company are they most likely to be?

Production-oriented

Product-oriented

Sales-oriented

Marketing-oriented

Societal marketing-oriented

Açıklama:

We can summarize marketing management orientations as;
1) Production orientation: Produce as cheaply as possible and keep prices low.
2) Product orientation: Focus on making the best possible product & quality.
3) Sales orientation: Focus on selling what they produce instead of selling what the consumers need.
4) Marketing orientation: Focus on contributing to the satisfaction of customers’ needs.
5) Societal Marketing Concept: Delivers value to customers in a way that maintains or improves both the consumer’s and society’s well-being

Doğru Cevap: C

Soru 70

What term is used to describe the idea that if a company satisfies the customer and gains loyalty, it can keep selling products to the customer during his/her lifetime?

Relationship bonds

Financial bonds

Transaction marketing

Profitability

Relationship marketing

Açıklama:

In relationship marketing approach, the company recognizes that if it can satisfy the customer and establish a longterm relationship with the customer, the company may keep on selling sportswear to this customer during the lifetime of this customer.
In transaction marketing, the aim of the marketer is selling to each customer segment and count each customer in a different group.

Doğru Cevap: E

Ünite 2

Soru 1

Which of the following term can be defined as “the road map which shows how to get from the current position to the desired position.”?

Planning

Strategy

Strategic planning

Mission

Situational Analysis

Açıklama:

Strategy is “defining policy for the goal”. Strategic planning is a participatory and flexible planning process. It is “the road map which shows how to get from the current position to the desired position.”

Doğru Cevap: C

Soru 2

Which of the following is not among the strategies to follow to monitor and evaluate the operations?

The established goals

Performance criteria

Allocation of the resources

Developing measurable indicators

Continuation of the past

Açıklama:

Strategic planning includes strategies to follow in order to reach the established goals, performance criteria, allocation of the resources and developing measurable indicators to monitor and evaluate the operations

Doğru Cevap: E

Soru 3

What are principles and shared beliefs that unite customers, business, managers and staff called?

Values

Missions

Vision

Objectives

Goals

Açıklama:

Values are principles and shared beliefs that unite customers, business, managers and staff. Values must be expressed in a clear and concise fashion. Values are not empty slogans or meaningless ideals.

Doğru Cevap: A

Soru 4

Which of the following statements is true for “vision”?

Vision means empty slogans or meaningless ideals.

Visions are principles and shared beliefs.

Vision is a statement of the organization’s purpose.

Vision states the standards for the future success of a business.

Vision means the basis of strategy formation.

Açıklama:

While a mission states the fundamental reason of existence of a business, vision reflects the businesses’ future. Vision establishes where a company wants to be in the future over a specific period of time and how it wants to appear. That means; vision states the standards for the future success of a business.

Doğru Cevap: D

Soru 5

Which of the following terms can be defined as general results that businesses strive to get?

Objectives

Goals

Values

Mission

Vision

Açıklama:

Goals are the basis of strategy formation and also provide standards for performance evaluation. Goals represent the future status that a business intends to reach. These goals are accomplished in line with established strategies and mission. Goals can be defined as general results that businesses strive to get.

Doğru Cevap: B

Soru 6

S.M.A.R.T. is an acronym that is used to guide the development of goals. Which of the following is not included?

Special

Measurable

Attainable

Relevant

Time Based

Açıklama:

Using the S.M.A.R.T. philosophy helps an institution to set better objectives. S.M.A.R.T. is an acronym that is used to guide the development of measurable goals. They should be; Specific, Measurable, Attainable, Relevant and Time Based

Doğru Cevap: A

Soru 7

Which of the following term shows the current situation of the marketing program and involves analyzing?

Goal analysis

Objective analysis

Approach analysis

Value analysis

SWOT analysis

Açıklama:

SWOT analysis is an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T). As a part of situational analysis, most companies use SWOT analysis. SWOT analysis is an approach which allows businesses to assess their strategic position by identifying their strong and weak points as well as opportunities and threats surrounding them. This situational analysis shows the current situation of the marketing program and involves analyzing.

Doğru Cevap: E

Soru 8

Which of the following creates the product’s image among other products of the same sector as well as rival products?

Market segmentation

Positioning

Differentiation

Market demand

Marketing mix

Açıklama:

Positioning creates the product’s image among other products of the same sector as well as rival products. Positioning for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Doğru Cevap: B

Soru 9

Which of the following are detailed plans which are prepared for specific products or a specific organizational department?

Separate plans

Evaluation plans

Temporary plans

Annual marketing plans

Short term plans

Açıklama:

Annual marketing plans are detailed plans which are prepared for specific products or a specific organizational department.

Doğru Cevap: D

Soru 10

Which of the following is also called action plans?

Strategies

Financial Plan

Tactics

Goals

Achievement

Açıklama:

Tactics : Sometimes called action plans, the specific activities are the application design of the specific strategies . Tactics usually answer the questions “what, who, how” for the marketing efforts of businesses.

Doğru Cevap: C

Soru 11

Which of the following terms refers to “the road map which shows how to get from the current position to the desired position”?

Strategy

Strategic planning

Long-term planning

Short-term planning

Values

Açıklama:

Strategy is defining policy for the goal.
Long-term planning includes all corporation-wide topics such as growth, markets and product lines.
Short-term planning is the responsibility of middle and lower-level management and generally involves a timeline of a year or less.
Values are principles and shared beliefs that unite customers, business, managers and staff.
Therefore, the answer is "B".

Doğru Cevap: B

Soru 12

Which of the following is among the stages of a strategic business plan?

Performing a situational analysis

Setting marketing goals and objectives

Establishing positioning and differentiation advantage

Selecting the target and measure the market demand

Formulating marketing mix

Açıklama:

The Stages of Strategic Business Plan are as in the following:
1. Defining the company’s values, mission and vision
2. Performing a situational analysis
3. Setting the company’s objectives and goals
4. Establishing suitable strategies
Therefore, the answer is "A".

Doğru Cevap: A

Soru 13

Which of the following term refers to "a statement of the organisation's purpose"?

Value

Vision

Mission

Goal

Business portfolio

Açıklama:

Values are principles and shared beliefs that unite customers, business, managers and staff.
Vision states the standards for the future success of a business.
Goals are the basis of strategy formation and also provide standards for performance evaluation.
Business portfolio is the collection of businesses and products that make up the company.
Therefore, the answer is "C".

Doğru Cevap: C

Soru 14

Which of the following is NOT one of the principles of SMART goal setting?

Achievable goals

Specific goals

Measurable goals

Irrelevant goals

Time-oriented goals

Açıklama:

SMART goal setting brings structure and trackability into a company’s goals and objectives. S.M.A.R.T. is an acronym that is used to guide the development of measurable goals. It stands for; specific, measurable, achievable, relevant and time-oriented.
Therefore, the answer is "D".

Doğru Cevap: D

Soru 15

Strategic business units are characterized in four quadrants such as Stars, Question Marks, Cash Cows and Dogs.
I.They have potential of generating high amounts of cash.
II.They can generate enough cash to be self-sufficient.
III.They are the products, brands or divisions with both low growth rate and low market share.
IV.They are the products, brands or divisions that have a high growth rate and high market share.
Which of the above are among the characteristics of dogs?

I, II

I, IV

II, III

II, IV

I, II, III

Açıklama:

Dogs are the products, brands or divisions with both low growth rate and low market share. Although they can generate enough cash to be self-sufficient, they don’t have potential of generating high amounts of cash.

Doğru Cevap: C

Soru 16

is a strategy for company growth by identifying and developing new market segments for current company products."
Which of the following completes the sentence above?

Market Penetration

Market Development

Product Development

Diversification

Downsizing

Açıklama:

Market Penetration is a strategy for company growth by increasing sales of current products to current market segments without changing the product.
Product development is a strategy for company growth by offering modified or new products to current market segments.
Diversification is a strategy for a company’s growth through starting up or acquiring businesses outside the company’s current products and markets.
Downsizing is reducing the business protfolio by eliminating products of business units that are not profitable or no longer fit the company’s overall strategy.
Therefore, the answer is "B".

Doğru Cevap: B

Soru 17

Which of the following is NOT among the terms that SWOT stands for?

Strengths

Weaknesses

Specifics

Threats

Opportunities

Açıklama:

SWOT analysis is an overall evaluation of the company’s strenghts(S), weaknesses (W), opportunities (O), and threats (T). Therefore, the answer is "C".

Doğru Cevap: C

Soru 18

"............. is a set of controllable tactical marketing tools- product, price, place and promotion- that a firm blends to produce desired response in target market." Which of the following completes the sentence above?

Differentation

Market segmentation

Target market

Market demand

Marketing mix

Açıklama:

Differentation is actually differentiating the market offering to create superior customer value.
Market segmentation is dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing programs.
A target market is the market that a company wants to sell its products and services to, and it includes a targeted set of customers for whom it directs its marketing efforts.
Market demand is the demand of all possible customers for a particular product or service over a particular period of time in a particular market.
Therefore, the answer is "E".

Doğru Cevap: E

Soru 19

I.Manager summary
II.Strategies
III.Financial plan
IV.Staff summary
Which of the above are among the contents of the annual marketing plan?

I, III

II, IV

I, II, III

I, II, IV

II, III, IV

Açıklama:

The contents of the annual marketing plan are as follows:

Manager summary
Situational analysis
Goals
Strategies
Tactics
Financial plan
Time
Evaluation procedures

Therefore, the answer is "C".

Doğru Cevap: C

Soru 20

I.Ensuring the effective use of marketing resources
II.Achieving the marketing goals
III.Identifying the necessary changes
Which of the above is/ are among the purpose of marketing monitoring?

Only I

Only III

I and II

II and III

I, II and III

Açıklama:

The purpose of marketing monitoring is:
• Ensuring the effective use of marketing resources,
• Achieving the marketing goals,
• Identifying the necessary changes by bringing out the shortcomings of the marketing plan.
Therefore, the answer is "E".

Doğru Cevap: E

Soru 21

Which one of the following refers to the road map which shows how to get from the current position to the desired position?

Strategy

Strategic planning

Mission

Vision

Goals

Açıklama:

Strategic planning is “the road map which shows how to get from the current position to the desired position.”

Doğru Cevap: B

Soru 22

I. Defining the company’s values, mission and vision
II. Performing a situational analysis
III. Formulating marketing mix
Which one(s) of these is/are among the four stages of a strategic business plan?

Only I

Only II

Only III

I-II

II-III

Açıklama:

A strategic business plan comprises of four stages. These are:
• Defining the values, mission and vision of the company
• Situation analysis
• Establishing organizational goals
• Selecting strategies to reach those goals

Doğru Cevap: D

Soru 23

Which one of the following is not among the Strategic Marketing Plan?

Performing a situational (SWOT) analysis

Setting marketing goals and objectives

Establishing positioning ve differentation advantage

Selecting the target market and measure the market demand

Establishing suitable strategies

Açıklama:

Strategic Marketing Plan
1. Performing a situational (SWOT) analysis
2. Setting marketing goals and objectives
3. Establishing positioning ve dierentation advantage
4. Selecting the target market and measure the market demand
5. Formulating marketing mix

Doğru Cevap: E

Soru 24

I. Customer satisfaction
II. High level of profit
III. Environmentally conscious business applications
Which one(s) of these can be the values of a company?

Only I

Only II

Only III

I-II

I-III

Açıklama:

Values are principles and shared beliefs that unite customers, business, managers and staff. Values must be expressed in a clear and concise fashion. For example, the values of a company may be as follows:

Customer satisfaction
• Employee satisfaction
• Ethical sense of management
• Serving the public
• Environmentally conscious business applications

Doğru Cevap: E

Soru 25

Which one of the following terms states the standards for the future success of a business?

Strategy

Strategic planning

Value

Vision

Mission

Açıklama:

Vision states the standards for the future success of a business.

Doğru Cevap: D

Soru 26

Which one of the following concepts is not in the philosophy to set better objectives?

Specific

Measurable

Sustainable

Relevant

Time-Oriented

Açıklama:

Using the S.M.A.R.T. philosophy helps an institution to set better objectives. S.M.A.R.T. is an acronym that is used to guide the development of measurable goals. :Specific, Measurable, Attainable, Relevant, Time Based

Doğru Cevap: C

Soru 27

Which one of the following concepts related with the philosophy of setting better objectives answers the questions of “should it be done?”, “why?” and “what will be the impact?”?

Specific

Measurable

Achievable

Relevant

Time-Oriented

Açıklama:

Relevant: It answers the questions of “should it be done?”, “why?” and “what will be the impact?”

Doğru Cevap: D

Soru 28

Which one of the following refers to a portfolio planning method that evaluates a company’s strategic business units in terms of their marketgrowth rate and relative market share?

Growth-share matrix

Portfolio Analysis

Business portfolio

Product/market expansion grid

Market development

Açıklama:

Growth-share matrix is a portfolioplanning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share

Doğru Cevap: A

Soru 29

Which one of the following refers to the strategy for a company’s growth through starting up or acquiring businesses outside the company’s current products and market?

Product development

Downsizing

Diversification

Planning

Market Penetration

Açıklama:

Diversification is a strategy for a company’s growth through starting up or acquiring businesses outside the company’s current products and markets.

Doğru Cevap: C

Soru 30

Which one of the following is not among the potential external opportunities to be considered during SWOT Analysis?

Other businesses that aim to partner up

High freqency brand switching preferrence

Superior product quality

A Drop in Sales for Replacement Products

Rapid market growth

Açıklama:

Potential External Opportunities
Other businesses that aim to partner up
• High freqency brand switching preferrence
• A Drop in Sales for Replacement Products
• Rapid market growth
• Irrelevant competitors
• Changing customer needs/tastes
• Foreign market penetration
• Mistakes of rival businesses
• New product discovery
• Economic growth
• The changing of legislation
• New technology
• Demographic changes
• Distribution methods

Doğru Cevap: C

Soru 31

Which of the following is not one of the stages of a strategic business plan?

Establishing organizational goals

Selecting strategies to reach those goals

Identifying the necessary changes

Situation analysis

Defining the values, mission and vision of the company

Açıklama:

Doğru Cevap: C

Soru 32

Which of the following level of planning establishes the mission, vision, values and long-term goals of a company and formulates strategies to accomplish those goals?

Strategic business plan

Strategic marketing plan

Annual marketing plan

Long-term marketing plan

Long-term business plan

Açıklama:

Strategic business (corporate) plan: This level of planning establishes the mission, vision, values and long-term goals of a company and formulates strategies to accomplish those goals. Afterwards, company-wide goals and strategies provide a
framework to plan different functional areas such as production, finances, human resources, research
and development and marketing.
Strategic business plan

Doğru Cevap: A

Soru 33

Which of the following completes the sentehce above?
________ are principles and shared beliefs that unite customers, business, managers and staff.

Mission

Values

Vision

Goals and Objectives

Strategies

Açıklama:

Values are principles and shared beliefs that unite customers, business, managers and staff. Values must be expressed in a clear and concise fashion.

Doğru Cevap: B

Soru 34

Which of the following explains the existential purpose of businesses?

Vision

Goals and Objectives

Values

Mission

Strategies

Açıklama:

Mission explains the existential purpose of businesses. Usually, the purpose of their existence is to accomplish a specific mission in society

Doğru Cevap: D

Soru 35

Which of the following characterized SBUs is define business units with a high growth rate yet low market share?

Butterflies

Stars

Cash cows

Question marks or problem children

Dogs

Açıklama:

Question Marks or Problem Children are business units with a high growth rate yet low market share. Which of the products in this group have potential to become a Star is an important decision for the management.

Doğru Cevap: D

Soru 36

Which of the following strategies is explains a company’s growth through starting up or acquiring businesses outside the company’s current products and markets?

Market Penetration Strategy

Market Development Strategy

Product Development Strategy

Downsizing Strategy

Diversification Strategy

Açıklama:

In diversification strategy, business focuses on developing new products and selling these products to new markets. This strategy involves both product and market diversification. It focuses on growing the business by finding new industry branches which are alluring in terms of sales and profitability and becoming successful in new products and new markets.

Doğru Cevap: E

Soru 37

Which of the following would be considered as a threat in SWOT analysis?

Internal resources

Favorable factors or trends in external environment

Factors that challenge the company’s performance

The means that a business has

The shortcomings of the business compared to its opponents

Açıklama:

Some environmental factors make up “threats” for a business. These threats are tendencies or developments which may worsen the situation of the company in the market. Examples include the arrival of cheaper technology, better products
entering the market, importing low-cost foreign goods and a rise in interest rates.
Factors that challenge the company’s performance

Doğru Cevap: C

Soru 38

Which of the following is a potential internal strength?

Excellent management

Economic growth

Limited distribution

A decline in customer trust

Foreign market penetration

Açıklama:

SWOT analysis must be customer focused in order to achieve maximum profitability. A strength only matters and becomes a power if it is beneficial for customer satisfaction.
Excellent management

Doğru Cevap: A

Soru 39

Which of the following completes the sentehce above?
_________ is a set of controllable tactical marketing tools that a firm blends to produce desired response in target market.

Market demand

Marketing mix

Target market

Market segmentation

Positioning

Açıklama:

Marketing mix is a set of controllable tactical marketing tools- product, price, place and promotion- that a firm blends to
produce desired response in target market.

Doğru Cevap: B

Soru 40

Which of the following is not one of the contents of Annual Marketing Plan?

Situational Analysis

Goals

Tactics

Time

Results

Açıklama:

Contents of Annual Marketing Plan are as follows:
Manager Summary, Situational Analysis, Goals, Strategies, Tactics, Financial Plan, Time, Evaluation Procedures
Results

Doğru Cevap: E

Soru 41

Which of the following is a must do for companies in the process of institutionalisation?

Ensure employee and customer satisfaction.

Plan their strategy and set a road-map for the future.

Be ethical and serve the public.

Compete in the market and lead the industry.

Advertise their products and cut costs.

Açıklama:

For companies, which are especially in the process of institutionalisation, the most important starting point is considered as planning the strategy and setting a road-map for the future. Therefore B is the correct answer. The other options are not related to the question.
Companies, which are especially in the process of institutionalisation must start planning their strategy and setting a road-map for the future to achieve their goals for the future. Therefore B is the correct answer. The other options are not related to the question.

Doğru Cevap: B

Soru 42

Which of the following is a good description for the term 'strategy'?

Defining policy for the goal.

Showing determination.

Building communication channels.

Improving sales in business.

Decreasing the costs.

Açıklama:

Strategy is “defining policy for the goal”.
Strategy could be defined as “defining policy for the goal”. Therefore the correct answer is A. The other options are far beyond defining the term 'strategy'.

Doğru Cevap: A

Soru 43

Which of the following is the correct definition for 'Annual Marketing Plan'?

It generally establishes the mission, vision, values and long-term goals of a company and formulates strategies to accomplish those goals.

It generally provides a framework to plan different functional areas such as production, finances, human resources, research and development and marketing.

It generally puts forward goals and strategies for a company and its marketing efforts.

It generally comprises of a specific period which is usually yearly in nature and prepared through taking a strategic marketing plan as a baseline.

It generally requires managers in corporations to gather by sharing a common goal and act together.

Açıklama:

Annual marketing planis generally comprises of a specific period which is usually annual in nature and prepared through taking a strategic marketing plan as a baseline.
It generally comprises of a specific period which is usually annual in nature and prepared through taking a strategic marketing plan as a baseline.Therefore D is the correct answer.

Doğru Cevap: D

Soru 44

Which one of the following is not a stage of a strategic business plan?

Situation analysis

Mission defining

Establishing organizational goals

Strategy selection

Collecting feedback

Açıklama:

A strategic business plan comprises of four
stages. These are:
• Defining the values, mission and vision of
the company
• Situation analysis
• Establishing organizational goals
• Selecting strategies to reach those goals
The right answer is E.

Doğru Cevap: E

Soru 45

Which one of the following is a stage of strategic marketing plan?

Defining the company’s values, mission and vision

Preparing an annual marketing plan

Establishing suitable strategies

Formulating marketing mix

Setting the company’s objectives and goals

Açıklama:

A strategic marketing plan comprises of five stages. These are:
1. Performing a situational (SWOT) analysis
2. Setting marketing goals and objectives
3. Establishing positioning ve dierentation advantage
4. Selecting the target market and measure the market demand
5. Formulating marketing mix
Therefore the right answer is D

Doğru Cevap: D

Soru 46

“Providing a unique shopping experience through its ultimate service approach, pioneer applications, broad product portfolio and family budget friendly pricing strategy. Creating value for all stakeholders through its eco friendly and community-focused operational approach.”
Which of the following is described in the statement above?

Mission

Vision

Values

Goals

Objectives

Açıklama:

Mission explains the existential purpose of businesses. Usually, the purpose of their existence is to accomplish a specific mission in society. The mission of a business explains its task which serve as guidelines to make decisions for all related matters involved in business. The mission statements should be clear, short and less than two paragraphs. For example the mission statement of Migros is as follows: “Providing a unique shopping experience through its ultimate service approach, pioneer applications, broad product portfolio and family budget friendly pricing strategy. Creating value for all stakeholders through its eco friendly and community-focused operational approach.”
The right answer is A.

Doğru Cevap: A

Soru 47

While a ............ states the fundamental reason of existence of a business, ........... reflects the businesses’ future.
Which of the following combinations completes the sentence above?

Mission; Objectives

Goals; Objectives

Mission; Vision

Values, Vision

Goals, Values

Açıklama:

While a mission states the fundamental reason of existence of a business, vision reflects the businesses’ future. The right answer is C.

Doğru Cevap: C

Soru 48

Which of the following is a component of the S.M.A.R.T. philosophy?

Standart

Measurable

Awareess

Respectful

Tradable

Açıklama:

Using the S.M.A.R.T. philosophy helps an institution to set better objectives. S.M.A.R.T. is an acronym that is used to guide the development of measurable goals. S for specific, m for measurable, a for attainable, r for relevant, t for time based. Thus, the right answer is B.

Doğru Cevap: B

Soru 49

According to BCG matrix; which one of the following defines the SBUs which have low market growth rate and high market share?

Cash cows

Stars

Question marks

Dogs

Problem children

Açıklama:

The BCG matrix which takes after the abbreviation of the Boston Consulting Group, is essentially a chart which was developed by the firm’s employee Bruce Henderson in 1970 to assisst businesses in examining their business units and product lines. According to the chart, cash cows are the SBUs which have low
market growth rate and high market share. These established and successful business units require less investment to keep their market share and fall within the lower-left corner of the matrix. The right answer is A.

Doğru Cevap: A

Soru 50

According to the growth strategies, which one of the following is the name of the strategy which a business continues its operations with the present products in its present markets?

Product development

Market penetration

Market development

Diversification

Market skimming

Açıklama:

In the growth matrix, the first strategy is market penetration strategy. In this strategy, a business continues its operations with the present products in its present markets. Therefore, the business can profoundly penetrate the market, in other words increase the sales of its existing products in its current market.
There are three options for a business that wants to penetrate the market. The right answer is B.

Doğru Cevap: B

Soru 51

Which one of the following can be defined as a threat in a SWOT analysis?

Superior product quality

Rapid market growth

Economic collapse

Limited distribution

Weak market image

Açıklama:

External potential threats for a SWOT analysis may be listed as following:
• Entryof Foreign competitors into the Market
• Entry of new replacement products into the market
• Product being in a decline stage
• Changing customer needs/tastes
• A decline in customer trust
• Rival firms employing new strategies
• Increasing amounts of legal changes
• Economic collapse
• Changes in Central Bank policies
• New technology
• Demographic changes
• Barriers in entering foreign markets
• International political turmoil
• Drop in cash exchange rates
The right answer is C.

Doğru Cevap: C

Soru 52

............................. is dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require seperate products or marketing programs.
Which of the following completes the sentence above?

Positioning

Differentiation

Market segmentation

Marketing mix

Target market

Açıklama:

Market segmentation is one of the fundamental concepts of marketing which enables marketing managers to focus on target markets and meet the needs of these consumers. Market segmentation is performed in order to decide which sections of the market decided to be penetrated in are more favorable for business. Market segmentation is dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require seperate products or marketing programs. D is the right answer.

Doğru Cevap: C

Soru 53

................... is reducing the business protfolio by eliminating products of business units that are not profitable or no longer fit the company’s overall strategy.
Which of the following completes the sentence above?

Development

Targeting

Innovation

Segmentation

Downsizing

Açıklama:

Downsizing is reducing the business protfolio by eliminating products of business units that are not profitable or no longer fit the company’s overall strategy. Right answer is E.

Doğru Cevap: E

Soru 54

How many stages are there in a strategic business plan?

Açıklama:

A strategic business plan comprises of four stages. These are: Defining the values, mission and vision of the company, situation analysis, establishing organisational goals, selecting strategies to reach those goals. Therefore answer D is the correct choice.
A strategic business plan comprises of four stages.
1- Defining the values, mission and vision of the company.
2- Situation analysis.
3- Establishing organisational goals.
4- Selecting strategies to reach those goals.
Therefore answer D is the correct choice.

Doğru Cevap: D

Soru 55

Which of the following is NOT one of the steps in a Strategic Marketing Plan?

Performing a situational (SWOT) analysis.

Setting marketing goals and objectives.

Preparing an annual marketing plan.

Selecting the target market and measure the market demand.

Formulating marketing mix.

Açıklama:

Strategic Marketing Plan involves five stages. These are:
1. Performing a situational (SWOT) analysis.
2. Setting marketing goals and objectives.
3. Establishing positioning, differentiation advantage.
4. Selecting the target market and measure the market demand.
5. Formulating marketing mix.
Strategic Marketing Plan involves the following five stages.
1. Performing a situational (SWOT) analysis.
2. Setting marketing goals and objectives.
3. Establishing positioning, differentiation advantage.
4. Selecting the target market and measure the market demand.
5. Formulating marketing mix.
Preparing an annual marketing plan is not one of the stages in Strategic Marketing Plan. Therefore answer C is the correct one.

Doğru Cevap: C

Soru 56

Customer satisfaction, employee satisfaction, serving the public are examples of a company's __________ .

values

strategy

plan

mission

vision

Açıklama:

Values are principles and shared beliefs that unite customers, business, managers and staff. Values must be expressed in a clear and concise fashion.
Values are principles and shared beliefs that unite customers, business, managers and staff. They are generally expressed concisely, such as; customer satisfaction, employee satisfaction, ethical sense of management, serving the public, environmentally conscious business applications. Therefore A is the correct choice.

Doğru Cevap: A

Soru 57

Which of the following tells us about an organization's purpose?

Mission

Vision

Values

Goals

Objectives

Açıklama:

Mission statements tell us organisations' purposes.
Mission is a statement of the organisation’s purpose. Therefore the correct answer is A.

Doğru Cevap: A

Soru 58

What states the standards for the future success of a business?

Objectives

Values

Goals

Mission

Vision

Açıklama:

Vision states the standards for the future success of a business. The other options are not related to the question. Therefore the correct answer is E.

Doğru Cevap: E

Soru 59

Which of the following correctly represent what the letters in the acronym S.M.A.R.T stand for?

S: Standard
M: Memorable
A: Attainable
R: Relevant
T: Time Based

S: Specific
M: Measurable
A: Attentive
R: Reactive
T: Time Based

S: Standard
M: Measurable
A: Attainable
R: Relevant
T: Timeless

S: Standard
M: Measurable
A: Attainable
R: Reactive
T: Timeless

S: Specific
M: Measurable
A: Attainable
R: Relevant
T: Time Based

Açıklama:

Using the S.M.A.R.T. philosophy helps an institution to set better objectives. S.M.A.R.T. is an acronym that is used to guide the development of measurable goals.
S.M.A.R.T. is an acronym that is used to guide the development of measurable goals. The letter S stands for "specific"; M stands for "measurable"; A stands for "attainable"; R stands for "relevant"; T stands for "time based". Therefore E is the correct answer.

Doğru Cevap: E

Soru 60

Which of the followingis the strategy used for a company's growth by identifying and developing new market segments for current company products?

Market penetration

Market development

Market share

Product development

Diversification

Açıklama:

''Market development'' is a strategy for company growth by identifying and developing new market segments for current company products.
Market development is a strategy for company growth by identifying and developing new market segments for current company products. Therefore B is the correct answer.

Doğru Cevap: B

Soru 61

In which of the following levels of planning is the SWOT analysis performed?

Strategic Business Plan

Growth-share Matrix

Strategic Marketing Plan

Annual Marketing Plan

Application and Evaluation

Açıklama:

Strategic Marketing Plan comprises 5 actions to be taken as follows;
1. Performing a situational (SWOT) analysis
2. Setting marketing goals and objectives
3. Establishing positioning ve differentation advantage
4. Selecting the target market and measure the market demand
5. Formulating marketing mix

Doğru Cevap: C

Soru 62

-------- establishes where a company wants to be in the future over a specific period of time.
Which of the following completes the sentence above?

Values

Vision

Mission

Goals

Objectives

Açıklama:

Vision reflects the businesses’ future. Vision establishes where a company wants to be in the future over a specific period of time and how it wants to appear.

Doğru Cevap: B

Soru 63

According to the S.M.A.R.T. philosophy, which of the following criterion is used to answers the question "how will you know objective meets expectations?"

Measurable

Specific

Achievable

Time-Oriented

Relevant

Açıklama:

Measurable: It answers the question of “how will you know it meets expectations?”, and defines the objective using quantifiable terms (quantity, quality, frequency, costs, deadlines, etc.)

Doğru Cevap: A

Soru 64

Which of the following business unit refers to products that have a high growth rate and high market share?

Cash cows

Question Marks

Problem Children

Dogs

Stars

Açıklama:

Stars are the products, brands or divisions that have a high growth rate and high market share. In order to support their rapid growth, heavy investment/cash usage is required. Their growth slow down over time and they become cash cows

Doğru Cevap: E

Soru 65

Which of the following is the strategy used when a company gets a lot of cash flow from a strategic business unit and decide to use that cash to finance other units?

Building

Holding

Harvesting

Divesting

Downsizing

Açıklama:

Sometimes a SBU may provide a lot of cash flow to the company and in harvesting strategy the company may use the cash coming from this unit to finance other units

Doğru Cevap: C

Soru 66

Which of the following growth strategy involves converting existing products into new products?

Product development

Market penetration

Market development

Diversification

Harvesting

Açıklama:

Companies that follow product development strategy focus on developing new products or making changes in existing products to turn them into new products.

Doğru Cevap: A

Soru 67

Which of the following strategy is used when products are eliminated to reduce the business portfolio?

Planning

Harvesting

Divesting

Downsizing

Market development

Açıklama:

Downsizing is reducing the business portfolio by eliminating products of business units that are not profitable or no longer fit the company’s overall strategy.

Doğru Cevap: D

Soru 68

I- Better products' entering the market is considered as weakness for a company
II- Being stronger compared to rivals reflects strengths for a company
III- Company's strengths are meaningful only when they make profit for company
Which of the above statements related to SWOT analysis is/are correct?

Olnly I

Only II

I and III

II and III

Only III

Açıklama:

SWOT analysis must be customer focused in order to achieve maximum profitability. A strength only matters and becomes a power if it is beneficial for customer satisfaction. Some environmental factors make up “threats” for a business. These threats are tendencies or developments which may worsen the situation of the company in the market. Examples include the arrival of cheaper technology, better products entering the market, importing low-cost foreign goods and a rise in interest rates.

Doğru Cevap: B

Soru 69

Which one of the following refers to the division of the market into distinct groups of buyers with different needs?

Market segmentation

Positioning

Differentation

Marketing mix

Market demand

Açıklama:

Market segmentation is dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require seperate products or marketing programs.

Doğru Cevap: A

Soru 70

In the programming of the marketing mix, deciding who will be a part of the marketing organization is referred to as .......

identification of tasks

identification of responsibilities

timing

determination of costs and decision of budgeting

positioning

Açıklama:

While programming the marketing mix strategies, identification of responsibilities means deciding who will be a part of the marketing organization

Doğru Cevap: B

Soru 71

Which of the following is not one of the stages of a strategic business plan?

Defining the values, mission and vision of the company

Establishing organizational goals

Establishing suitable strategies

Selecting manufacturing technologies

Performing a situation analysis

Açıklama:

Manufacturing technologies is not one of the stages of a strategic business plan.

Doğru Cevap: D

Soru 72

The ____________ of a business explains its task, which serves as guidelines to make decisions for all related matters involved in business.
Which of the following completes the sentence above?

Vision

Objective

Mission

Analysis

Strategy

Açıklama:

The mission of a business explains its task which serve as guidelines to make decisions for all related matters involved in business.

Doğru Cevap: C

Soru 73

Which one of the following terms is used to define the collection of businesses and products that make up the company?

Strategic plan

Business portfolio

Strategic business unit

Product expansion

Official planning

Açıklama:

Business portfolio is the collection of businesses and products that make up the company.

Doğru Cevap: B

Soru 74

SWOT analysis must be __________ focused to achieve maximum profitability.
Which of the following words completes the sentence best?

Performance

Sale

Customer

Competition

Strategy

Açıklama:

SWOT analysis must be customer focused in order to achieve maximum profitability.

Doğru Cevap: C

Soru 75

In the growth-market share matrix, strategic business units are characterized in four quadrants. Which of the following is not one of them?

Stars

Cash cows

Problem children

Coins

Dogs

Açıklama:

In the growth-market share matrix, SBU’s are characterized in four quadrants such as Stars, Question Marks, Cash Cows and Dogs.

Doğru Cevap: D

Soru 76

________________ is a strategy for company growth by increasing sales of current products to current market segments without changing the product. Which of the following phrases completes the sentence above?

Market development

Market Penetration

Product development

Downsizing

Diversification

Açıklama:

Market penetration is a strategy for company growth by increasing sales of current products to current market segments without changing the product.

Doğru Cevap: B

Soru 77

Based on the English abbreviations of the words, the marketing mix elements are called “4P”s. Which of the following answers gives these words correctly?

Profile, privacy, plan and preference

Product, price, place and promotion

Price, portfolio, place and product

Promotion, placement, privacy and price

Product, portfolio, plan and price

Açıklama:

Based on the English abbreviations of the words (Product, Price, Place and Promotion), the marketing mix elements are called “4P”s.

Doğru Cevap: B

Soru 78

Which of the following is not one of the contents of annual marketing plan?

Manager summary

Tactics

Time

Questionnaires

Strategies

Açıklama:

Questionnaires are not one of the contents of annual marketing plan.

Doğru Cevap: D

Soru 79

Which of the following is not among potential external opportunities during SWOT analysis?

New product discovery

Changing customer needs

Good distribution channels

Rapid growth market

Mistakes of rival businesses

Açıklama:

Good distribution channels are one of the potential internal strengths.

Doğru Cevap: C

Ünite 3

Soru 1

_____________ comprises actors and forces outside the marketing department that affect marketing management’s ability to build and maintain successful relationships with target customers.

Microenvironment of a company

SWOT analysis of a company

MArketing environment of a company

Microenvironment of a company

Marketing intermediaries of a company

Açıklama:

Marketing environment of a company comprises actors and forces outside the marketing department that affect marketing management’s ability to build and maintain successful relationships with target customers. Marketing environment consists of forces that directly influence an organization’s acquisition of inputs and generation of outputs. That is, the marketing environment includes factors that can fundamentally affect all elements of the marketing mix.

Doğru Cevap: C

Soru 2

Which one of the fallowing is not among the factors that the microenvironment is made up of?

Suppliers

Demographics

The company

Publics

Costumers

Açıklama:

The microenvironment is made up of factors that influence the organization, and generally consists of the elements such as the company, suppliers, marketing intermediaries, competitors, publics, and customers.

Doğru Cevap: B

Soru 3

_____________ is/are the provider(s) of the resources needed by the company to produce its goods and services.

Publics

Marketin intermediaries

Competitiors

Customers

Suppliers

Açıklama:

Suppliers are the providers of the resources needed by the company to produce its goods and services. They affect companies considerably and have a vital role in the company’s overall customer value delivery system. A supplier could easily cause a negative effect on a company by supplying defective materials or parts.

Doğru Cevap: E

Soru 4

___________ are made up of marketing research companies, advertising agencies, media firms, public relations companies, and marketing consultancy companies.

MArketing services agencies

Physical distribution firms

Resellers

Manufacturers

Financial intermediaries

Açıklama:

Marketing services agencies are made up of marketing research companies, advertising agencies, media firms, public relations companies, and marketing consultancy companies that help the company to reach its target and promote its products in suitable markets.

Doğru Cevap: A

Soru 5

________ include company’s workers, managers, volunteers and board of directors.

Government publics

Media publics

General publics

Internal publics

Financial publics

Açıklama:

Internal publics. Internal publics include company’s workers, managers, volunteers and board of directors. Large companies use newsletters and Intranets to inform and motivate their internal publics. Put differently, a satisfied, motivated and happy employee is the best advertisement for a company.

Doğru Cevap: D

Soru 6

Which one is not among the macroenvironment of a company?

Economic

Natural

Tehnological

Cultural

Modern

Açıklama:

The company's macroenvironment involves demographic, cultural, natural, technological, legal and political, economic.

Doğru Cevap: E

Soru 7

_____________ is/are defined as the generation born after 2010.

Baby boomers

Generation alpha

Generation Y

Generation X

Generation Z

Açıklama:

Alpha Generation is the newest generation. Alpha Generation is defined as the generation born after 2010. It is the generation with the highest technological awareness, the most global, and influential generation up until now.

Doğru Cevap: B

Soru 8

__________ involve(s) offering financially cautious buyers greater value- the right combination of quality and service at a fair price.

Value marketing

Customer's interest

Private labels

Shortages of raw materials

Increased pollution

Açıklama:

Value marketing involves offering financially cautious buyers greater value- the right combination of quality and service at a fair price. Consumers’ interest on private labels increase on economically hard times. A private label product is manufactured by a contract or third-party manufacturer and sold under a retailer’s brand name.

Doğru Cevap: A

Soru 9

_________ represent rich markets that can afford to buy many different products and services.

Substence economies

Underdeveloping economies

Developing economies

Aggressive economies

Industrial economies

Açıklama:

Industrial economies represent rich markets that can afford to buy many different products and services.

Doğru Cevap: E

Soru 10

____________ is(are) collection and evaluation of information from micro and macro marketing environment that might affect company and its strategic marketing decisions.

General management terms

Seperate organizational unit

Environmental scanning

Marketing strategies

Basic cultural values

Açıklama:

Environmental scanning is collection and evaluation of information from micro and macro marketing environment that might affect company and its strategic marketin decisions. Such information may come from a variety of resources such as customer purchases, sales force contacts, service and support calls, web and social media sites, satisfaction surveys, credit and payment interactions, research companies, commercial
online database, industry union reports, government agency reports, business publications, news media and Internet search engines.

Doğru Cevap: C

Soru 11

Which one of the following is a way to evaluate environmental forces?

BAT analysis

TGIF analysis

ABC analysis

SWOT analysis

PPPP analysis

Açıklama:

While evaluating environmental forces, we may consider the SWOT analysis. SWOT analysis is a technique that takes the findings of marketing audit and categorizes key points as strengths, weaknesses, opportunities or threats. In this analysis, whilst strengths and weaknesses stem from internally controlled factors, opportunities and threats are arisen from external factors.

Doğru Cevap: D

Soru 12

Which one of the following is true about marketing environment?

It is static

It is stable

It is predictable

It is definite

It is complex

Açıklama:

Marketing is operated in such a complex and rapidly changing environment that even the most dominant and successful companies can be affected from the changes in the environment. All types of organizations operate in such environments regardless of whether they are for-profit organizations or non-for-profit ones, governmental or private. In other words, the environment is never static, stable or entirely predictable which has a capacity to influence markets in which companies operate.

Doğru Cevap: E

Soru 13

Which one of the following is not an element of microenvironment?

Publics

Culture

Suppliers

Company

Customer

Açıklama:

Doğru Cevap: B

Soru 14

Which marketing intermediary helps companies with stocking and shipping?

Marketing agencies

Distribution firms

Financial firms

PR agencies

Açıklama:

Marketing intermediaries are firms that help companies to promote, sell and distribute their products to final customers. Physical distribution firms help companies to stock and move goods from their points of origin to their final destinations. By balancing cost, delivery, speed and safety factors, a company must determine the best ways to store and ship goods. They work with warehouses and transportation firms.

Doğru Cevap: C

Soru 15

Which public category represents conscious consumers who are powerful against companies?

Internal

Government

Citizen action

Financial

General

Açıklama:

Today, consumers are becoming more powerful against companies and for conscious consumers just good products and services are not enough to give a purchase decision. Consumer organizations, environmental groups, minority groups and other pressure groups generally question the marketing activities of companies in terms of the impact on the society’s welfare. (i.e. Greenpeace lobbies to improve natural life.) Public relation departments can help companies stay in touch with consumer and citizen action groups. Otherwise, the company may face protests and even boycotts. This represents citizen action publics

Doğru Cevap: C

Soru 16

Which term refers to measurable aspects of population structures and profiles?

Demographics

Economics

Culture

Environment

Segments

Açıklama:

Demographics is the study of the measurable aspects of population structures and profiles, including factors as age, size, gender, race, occupation, and location. Changes in the world demographic environment have significant implications for marketing. Thus, marketers ought to keep watch on demographic trends and demographic developments in their markets. Changing age and family structure, geographic shifts, changes in the workforce and more diverse markets are the examples of trends in the demographic environment.

Doğru Cevap: A

Soru 17

Which generation is defined as the newest generation?

Generation Z

Generation Alpha

Generation Y

Generation X

Baby Boomers

Açıklama:

Alpha Generation is the newest generation. Alpha Generation is defined as the generation born after 2010. McCrindle unveils the concept of Generation Alpha, states that it is the generation with the highest technological awareness, the most global, and influential generation up until now.

Doğru Cevap: B

Soru 18

If a customer prefers to purchase a Migros brand product over a national brand, what is this called?

Private marketing

Crisis marketing

Economic marketing

Value marketing

Price marketing

Açıklama:

Economic factors can have a dramatic effect on consumer spending and buying behavior. Especially during the financial crises, consumers look for more value. Value marketing involves offering financially cautious buyers greater value- the right combination of quality and service at a fair price. Consumers’ interest on private labels increase on economically hard times. A private label product is manufactured by a contract or third-party manufacturer and sold under a retailer’s brand name. For example, customers shopping from Migros may prefer Migros brand instead of national brands since they are more affordable and offer a reasonable quality.

Doğru Cevap: D

Soru 19

Which environment is increase in pollution related to?

Natural environment

Technological environment

Demographic environment

Cultural environment

Economic environment

Açıklama:

Increased pollution is another environmental trend that affects society. Production and disposal processes and product packages may damage natural environment: water resources, air, and soil. Environmentally conscious customers are considering the companies’ environmental strategies in their purchase decisions. Therefore, companies should be responsible for natural environment and show that they are sensitive and respectful to environment.

Doğru Cevap: A

Soru 20

Which one of the following approaches to environmental scanning can be considered to be the most affective but costly?

Line management

Market planning team

Strategic planner

Separate organizational unit

Joint line/management teams

Açıklama:

In separate organizational unit, company sets a separate organizational unit which is responsible for disseminating relevant information to managers. A dedicated team concentrating its efforts on environmental scanning is the advantage of separate organizational units, but it is very costly for small and/or not- for-profit organizations.

Doğru Cevap: D

Soru 21

Which of the following key points of the SWOT analysis?

Strengths
Weaknesses
Opportunities
Threats.

None

Only I, II

Only II, IV

Only I, III

All

Açıklama:

SWOT analysis is a technique that takes the findings of marketing audit and categorizes key points as strengths, weaknesses, opportunities or threats. In this analysis, whilst strengths and weaknesses stem from internally controlled factors, opportunities and threats are arisen from external factors.

Doğru Cevap: E

Soru 22

Which of the following factors is made up the microenvironment?

Company
Suppliers
Marketing
Intermediaries
Competitors
Publics
Customers

None

Only I, II, III, V

Only II, IV, VI, VII

Only I, III, V, VI

All

Açıklama:

Doğru Cevap: E

Soru 23

Which of the following are the marketing intermediaries?

Resellers
Physical Distribution Firms
Marketing Services Agencies
Financial Intermediaries

None

Only I, II, III

Only II, IV,

Only I, III, IV

All

Açıklama:

Marketing intermediaries are resellers, physical distribution firms, marketing services agencies and financial intermediaries.

Doğru Cevap: E

Soru 24

Which of the following describes firms that help companies to promote, sell and distribute their products to final customers?

Company

Suppliers

Competitors

Public

Marketing Intermediaries

Açıklama:

Marketing intermediaries are firms that help companies to promote, sell and distribute their products to final customers. Marketing intermediaries are also an essential component of company’s overall value delivery system like suppliers. Without marketing intermediaries, many companies cannot satisfy customers’ needs and wants properly.

Doğru Cevap: E

Soru 25

Which of the following describes people who have an interest in the marketer’s ability to achieve their objectives?

Customers

Suppliers

Marketing Intermediaries

Competitors

Publics

Açıklama:

Publics are the groups of people who have an interest in the marketer’s ability to achieve their objectives. Some public groups like internal publics are more obvious, but publics can also include other groups like citizen action publics.

Doğru Cevap: E

Soru 26

Which of the following includes the company’s all workers?

Local publics

Media publics

Citizen action publics

Government publics

Internal publics

Açıklama:

Internal publics include company’s workers, managers, volunteers and board of directors. Large companies use newsletters and Intranets to inform and motivate their internal publics. Put differently, a satisfied, motivated and happy employee is the best advertisement for a company.

Doğru Cevap: E

Soru 27

Which of the followings is not an approach to the organization of environmental scanning?

Line management

Strategic planner

Separate organizational unit

Joint line/general management teams

Digital intelligence

Açıklama:

There are four approaches to the organization of environmental scanning:
Line management: Functional managers like sales and marketing create a team in order to conduct environmental scanning in addition to their existing duties. Disadvantages of line management are resistance to imposition of additional duties, lack of specialist research and analytical skills required for scanners.
Strategic planner: Environmental scanning is made part of strategic planner’s job in a company. The drawback of this approach is that a head office planner may not have a deep understanding of a business unit’s activities in order to perform the environmental scanning.
Separate organizational unit: Company sets a separate organizational unit which is responsible for disseminating relevant information to managers. For instance, General Electric company uses such a system. A dedicated team concentrating its efforts on environmental scanning is the advantage of separate organizational units, but it is very costly for small and/or not-for-profit organizations.
Joint line/general management teams: To identify needs, trends and issues that may affect business, a temporary planning team is set up. These teams are made of line and general (corporate) management.

Doğru Cevap: E

Soru 28

If a person were born after 2010, which generation would he/she belong to?

Generation Z

Generation Y

Generation X

Baby Boomers

Generation Alpha

Açıklama:

Alpha Generation is the newest generation. Alpha Generation is defined as the generation born after 2010. McCrindle (2015) unveils the concept of Generation Alpha, states that it is the generation with the highest technological awareness, the most global, and influential generation up until now.

Doğru Cevap: E

Soru 29

If a person were born after 2000, which generation would he/she belong to?

Baby Boomers

Generation Alpha

Generation X

Generation Y

Generation Z

Açıklama:

Generation Z, born after 2000 are defined as Generation Z. Their parents married at later ages compared to the previous generations. They have faced global terrorism, consequences of 9/11 attacks, violence at schools, economic uncertainty, stagnation, and mortgage crisis. In terms of their characteristics, lifestyles, and attitudes, Gen Z is the new conservatives with their traditional beliefs, family cohesion, self-control and more responsible behavior.

Doğru Cevap: E

Soru 30

If a person were born between 1946 and 1964, which generation would he/she belong to?

Generation X

Generation Y

Generation Z

Generation Alpha

Baby Boomers

Açıklama:

Baby Boomers are the generation born between 1946 and 1964.34 They were born between the end of the Second World War and 1964 when birth rates intensified. Baby boomers value individuality, self-expression, and optimism. They define themselves with careers in terms of their characteristics, lifestyles, and attitudes and many of them are workaholics. While some are retired, many are planning to continue working and then move on to an active retirement.

Doğru Cevap: E

Soru 31

Which one of the following is not among the actors of microenvironment?

the company

suppliers

marketing intermediaries

customers

cultural forces

Açıklama:

Doğru Cevap: E

Soru 32

Which one of the following actors of microenvironment serves as the providers of the resources needed by the company to produce its goods and services?

the company

suppliers

marketing intermediaries

competitors

publics

Açıklama:

At first glance, we may think that suppliers are so distant from the marketing department, but many times a company’s success relies heavily on its suppliers. Suppliers are the providers of the resources needed by the company to produce its goods and services.

Doğru Cevap: B

Soru 33

I. Resellers
II. Financial intermediaries
III. Suppliers
Which one(s) of these is/are among the marketing intermediaries?

Only I

Only II

Only III

I-II

I-III

Açıklama:

Thus, today’s marketers define marketing intermediaries as their partners instead of merely channels, through which products are sold. Marketing intermediaries are resellers, physical distribution firms, marketing services agencies and financial intermediaries.

Doğru Cevap: D

Soru 34

Which one of the following terms stands for the distribution channel companies that help the company to find and/or sell customers?

Resellers

Physical distribution firms

Marketing services agencies

Financial intermediaries

Suppliers

Açıklama:

Resellers are distribution channel companies that help the company to find and/or sell customers. Wholesalers and retailers that buy and resell merchandise to their own customers are examples of resellers

Doğru Cevap: A

Soru 35

Thinking that X company serves in the transportation sector, which one of the following cannot be a competitor for it?

Buzlu

High-speed train

Metro

Car rental companies

Coca-cola

Açıklama:

Let’s take Kamil Koç company’s transportation service from Eskişehir to İstanbul as an example. Narrowly observing, its competitors are İsmail Ayaz, Metro, Buzlu and some other bus companies. In a broader look, highspeed train, car rentals or low-cost airlines may be the competitors of Kamil Koç as well.

Doğru Cevap: E

Soru 36

Which one of the following public groups include company’s workers, managers, volunteers and board of directors?

Citizen action publics

General public

Internal publics

Government publics

Media publics

Açıklama:

Doğru Cevap: C

Soru 37

Which one of the following markets buy to produce public services?

Consumer markets

Business markets

Reseller markets

Government markets

International markets

Açıklama:

Government markets buy to produce public services

Doğru Cevap: D

Soru 38

Which one of the following is not among the macroenvironment factors?

public

demographic

economic

natural

technological

Açıklama:

The macroenvironment consists of the larger societal forces that influence the microenvironment. They are categorized as demographic, economic, natural, technological, legal, political, and cultural forces.

Doğru Cevap: A

Soru 39

Which one of the following generation is made up of individuals born between 1964 and 1978 and reached adulthood in tough economic times?

Generation X

Generation Y

Baby Boomers

Generation Alpha

Generation Z

Açıklama:

Generation X is made up of individuals born between 1964 and 1978. This generation, cultivated in times of economic uncertainty, has had a tough time compared to Generation Y. They reached adulthood in tough economic times, and this had significant implications for Generation X

Doğru Cevap: A

Soru 40

Which one of the following is not among the approaches to the organization of environmental scanning?

Line management

Strategic planner

Separate organizational unit

Joint line/general management team

Resellers

Açıklama:

There are four approaches to the organization of environmental scanning; Line management, Strategic planner, Separate organizational unit, Joint line/general management team

Doğru Cevap: E

Soru 41

Which of the following is not one of the microenvironment factors of a company?

Suppliers

Competitors

Publics

Customers

Culture

Açıklama:

Doğru Cevap: E

Soru 42

Which of the following is not one of approaches to the organization of environmental scanning?

Line management

Strategic planner

Independent audit

Separate organizational unit

Joint line/general management teams

Açıklama:

A company should organize its environmental scanning system. The most appropriate organization approach for environmental scanning depends on unique circumstances facing a company regarding costs and benefits of each alternative, size and probability of the company. There are four approaches to the organization of environmental scanning:
Line management, Strategic planner, Separate organizational unit, Joint line/general management teams.
Independent audit

Doğru Cevap: C

Soru 43

Which of the following completes the sentence above?
__________ is the effort of companies to choose packaging, design and other aspects of the product that are nature-friendly

Green marketing

Sustainable marketing

Eco-friendly marketing

Environmentally responsible marketing

Postmodern marketing

Açıklama:

Green marketing is the effort of companies to choose packaging, design and other aspects of the product that are nature-friendly

Doğru Cevap: A

Soru 44

Which of the following statements about Generation Alpha is true?

It is expected that Generation Alpha will reach a size of 4 billion worldwide by 2025.

Great technological changes make Alfa Generation the most transformational generation among other generations.

Eight fundamental values of Alfa Generation are; selection, individualization, detailed review, integrity, business association, speed, entertainment, and innovation.

Alfa Generation are pessimistic, skeptical and almost frustrated at everything.

Alfa Generation believe in opportunities and often try to make a positive difference in the world in an idealistic way.

Açıklama:

Doğru Cevap: B

Soru 45

Which of the following completes the sentence above?
The natural environment is affected by __________, and at the same time, natural environment has considerable effects on the marketing decisions of the companies.

Shortages of raw materials

Increased pollution

Government intervention

Marketing activities

Marketing strategies

Açıklama:

The natural environment is affected by marketing activities, and at the same time, natural environment has considerable effects on the marketing decisions of the companies. First of all, physical environment can affect companies and their marketing strategies. For instance, mild winters may lead to a decrease in the sales volume of some products like tire chains, snow tires, winter apparels and even drinks like Boza and Salep. In contrast, in the warmer weather, demand for air conditioners, garden furniture, and cold beverages will increase. Natural disasters like earthquakes and flood affect companies.

Doğru Cevap: D

Soru 46

Which one of the following is an element of the company's microenvironment?

Competitors

Culture

Technology

Legal institutions

Demographics

Açıklama:

Doğru Cevap: A

Soru 47

Which of the following is NOT a part of marketing intermediaries?

Resellers

Physical distribution firms

Suppliers

Financial intermediaries

Marketing service agencies

Açıklama:

Resellers, marketing distribution firms, marketing service agencies, and financial intermediaries are parts of the marketing intermediaries. Therefore, the correct answer is C.

Doğru Cevap: C

Soru 48

........... are the groups of people who have an interest in the marketer’s ability to achieve their objectives.
Which of the following completes the sentence above?

Competitors

Suppliers

Companies

Publics

Marketing intermediaries

Açıklama:

Publics are the groups of people who have an interest in the marketer’s ability to achieve their objectives. The right answer is D.

Doğru Cevap: D

Soru 49

Which of the following market types make purchases to produce public services?

Consumer markets

Business markets

Reseller markets

International markets

Government markets

Açıklama:

Government markets comprise government agencies that buy goods and services in order to produce public services or transfer the products and services to others who need them. The right answer is E.

Doğru Cevap: E

Soru 50

Which of the following is one of the major forces in a company’s macroenvironment?

Customers

Demographics

Publics

Competitors

Suppliers

Açıklama:

The major forces in a company’s macroenvironment can be sorted as demographic, economic, natural, technological, legal and politic, and cultural environment. Therefore the right answer is B.

Doğru Cevap: B

Soru 51

Which of the following generation types is regarded as the newest generation?

Generation Alpha

Generation Z

Generation Y

Generation X

Baby Boomers

Açıklama:

Alpha Generation is the newest generation. Alpha Generation is defined as the generation born after 2010. The right answer is A.

Doğru Cevap: A

Soru 52

Which of the following generation type values individuality, self-expression, optimism and define themselves with careers many of who are workaholics?

Generation Alpha

Generation Z

Generation Y

Generation X

Baby Boomers

Açıklama:

Doğru Cevap: E

Soru 53

Which one of the following countries has a smaller economy than others?

United States of America

United Kingdom

Turkey

South Korea

France

Açıklama:

Among all other choices, Turkey has the smallest economy with a percentage of 0,97%. The right answer is C.

Doğru Cevap: C

Soru 54

Which of the following is not a type of publics?

Media Publics

Targeted Publics

General Publics

Citizen Action Publics

Internal Publics

Açıklama:

Publics can be categorized into seven types; financial publics, media publics, government publics, citizen action publics, local publics, general publics, and internal publics. Thus, the correct answer is B.

Doğru Cevap: B

Soru 55

Which one of the following macroenvirenment factors is related with the "Government Intervention"?

The demographic environment

The economic environment

The legal and political environment

The natural environment

The technological environment

Açıklama:

Government intervention is another rising trend about the natural environment. Governments try to protect natural resources and ensure clean environment with laws and regulations. Therefore it is related with the natural environment. D is the correct answer.

Doğru Cevap: D

Soru 56

"...... are distribution channel companies that help the company to find and/or sell customers."
Which of the following is described with the above sentence?

Physical distribution firms

Resellers

Marketing services agencies

Financial intermediaries

The microenvironment

Açıklama:

Doğru Cevap: B

Soru 57

Which of the following helps a company to find some funds to achieve its goals?

Financial publics

Media publics

Government publics

Citizen action publics

Local publics

Açıklama:

Financial publics. Financial publics influence company’s ability to get financial funds. Banks, investors, and stockholders are the main financial publics.

Doğru Cevap: A

Soru 58

I. People get married at later ages and have fewer children.
II. Although the population is aging, it still has a young population.
III. The number of both one-person households and single-parent households are decreasing.
Which of the above is/are true of Turkey's demographics?

Only I

I and II

I and III

II and III

I, II and III

Açıklama:

In Turkey, both one-person households and single-parent (fathers or mothers)
households are increasing.

Doğru Cevap: B

Soru 59

Which country does the term "six pocket syndrome" come from?

Turkey

Canada

China

Russia

Germany

Açıklama:

Six pocket syndrome is defined as six people spending money for one child as a consequence of the one-child policy in China which lasted 35 years.

Doğru Cevap: C

Soru 60

"This generation is the newest generation.It is defined as the generation born after 2010." Which generation is defined above?

Baby Boomers

Generation X

Generation Y (Millennials)

Generation Z

Generation Alpha

Açıklama:

Alpha Generation is the newest generation. Alpha Generation is defined
as the generation born after 2010. McCrindle (2015) unveils the concept of Generation Alpha, states that it is the generation with the highest technological awareness, the most global, and influential generation up until now.

Doğru Cevap: E

Soru 61

Which country has the largest economy in the world?

Germany

Turkey

The United Kingdom

The USA

China

Açıklama:

The economy of the United States is the largest economy in the world.

Doğru Cevap: D

Soru 62

"Some markets has started to look for renewable sources." Which option can be the reason for this result?

Shortages of raw materials

Increased pollution

Air pollution

Deforestation

Increased population

Açıklama:

Marketers should be cautious about several trends in the natural environment. The first trend involves growing shortages of raw materials. There may be problems in supply of renewable resources such as forests and nonrenewable resources such as oil, coal, and minerals.

Doğru Cevap: A

Soru 63

"Functional managers like sales and marketing create a team in order to conduct environmental scanning in addition to their existing duties." Which option is defined above?

Strategic planner

Line management

Separate organizational unit

Joint line/general management teams

Proactive management

Açıklama:

Line management: Functional managers like sales and marketing create a team in
order to conduct environmental scanning in addition to their existing duties.
Disadvantages of line management are resistance to imposition of additional duties, lack of specialist research and analytical skills required for scanners.

Doğru Cevap: B

Soru 64

"These countries consume most of their own agricultural and industrial output and offer few market opportunities for the companies." Which option is described above?

Industrial Economies

Subsistence Economies

Developing Economies

Population

Consumer Markets

Açıklama:

Subsistence economies that consume most of their own agricultural and industrial output and offer few market opportunities for the companies.

Doğru Cevap: B

Soru 65

Which of the following is TRUE about SWOT analysis?

Strengths stem from externally controlled factors

Opportunities stem from external factors

Weaknesses are arisen from external factors

Threats are arisen from internal factors

SWOT analysis can be used to evaluate production

Açıklama:

SWOT analysis can be used to evaluate environmental forces. While evaluating environmental forces, we may consider the SWOT analysis. SWOT analysis is a technique that takes the findings of marketing audit and categorizes key points as strengths, weaknesses, opportunities or threats. In this analysis, whilst strengths and weaknesses stem from internally controlled factors, opportunities and threats are arisen from external factors

Doğru Cevap: B

Soru 66

"The microenvironment consists of actors close to the company that affect its ability to create superior customer value."
Which of the below is NOT considered one these "actors"?

Suppliers

Governments

Competitors

Marketing intermediaries

The company itself

Açıklama:

The microenvironment consists of actors close to the company that affect its ability to create superior customer value. These actors are the company, suppliers, marketing intermediaries, customers,
competitors and publics. Therefore, these close actors to the company represent weaknesses and strengths of the company. For marketers, examining the microenvironment is very important because its factors identify the strengths and weaknesses of the organization.

Doğru Cevap: B

Soru 67

Which one is NOT a force of macroenvironment?

Natural

Political

Legal

Scientific

Demographic

Açıklama:

Macroenvironment consists of the larger societalforces that influence the microenvironment. They are categorized as demographic, economic, natural, technological, legal, political, and cultural forces. Hence, they represent the threats and opportunities that affect marketing planning and implementation.

Doğru Cevap: D

Soru 68

In a company, which department is responsible for setting the objectives of the company?

Marketing Management

Research & Development (R&D)

Finance

Production

Top management

Açıklama:

In a company, top management sets the company’s mission, and all the objectives and strategies are set based on this mission.

Doğru Cevap: E

Soru 69

If a company gets the materials needed for production later than intended, who is the company most likely having problems with?

Suppliers

Marketing Intermediaries

Competitors

Publics

The production department

Açıklama:

Suppliers are the providers of the resources needed by the company to produce its goods and services. If a supplier fails to meet delivery on time, this will inevitably affect the company’s delivery of products to customers timely. Importance of being on time, regular and sustainable supply directs today’s marketers to
treat their suppliers as their partners in creating and delivering customer value.

Doğru Cevap: A

Soru 70

What marketing intermediaries help companies to stock and move goods from the point of origin to final destinations?

Resellers

Physical distribution firms

Marketing services agencies

Financial Intermediaries

Suppliers

Açıklama:

Resellers are distribution channel companies that help the company to find and/or sell customers.
Physical distribution firms help companies to stock and move goods from their points of origin to their final destinations.
Marketing services agencies are made up of marketing research companies, advertising agencies, media firms, public relations companies, and marketing consultancy companies that help the company to reach its target and promote its products in suitable markets.
Financial intermediaries include banks, credit companies, insurance companies and other finance companies.

Doğru Cevap: B

Soru 71

"Defining competition" narrowly can cause marketing myopia.
For the bus company Kamil Koc, which one of the below is an examply of narrowly defined competition?

High speed train

Car rentals

Ismail Ayaz

Turk Hava Yollari

Personal cars

Açıklama:

Narrowly observing, Kamil Koc's competitors are İsmail Ayaz, Metro, Buzlu and some other bus companies. In a broader look, highspeed train, cars, car rentals or low-cost airlines may be the competitors of Kamil Koç as well.

Doğru Cevap: C

Soru 72

If a company is facing protests by an environmental group, what kind of publics are they probably having issues with?

Financial publics

Media publics

General publics

Citizen action publics

Local publics

Açıklama:

Citizen action publics such as consumer organizations, environmental groups, minority groups and other pressure groups
generally question the marketing activities of companies in terms of the impact on the society’s welfare. Public relation departments can help companies stay in touch with consumer and citizen action groups. Otherwise, the company may face protests and even boycotts.

Doğru Cevap: D

Soru 73

What is the term used to describe the generation born between 2000 and 2010, whose lives are shaped by the digital age?

Baby Boomers

Generation Alpha

Generation X

Generation Y

Generation Z

Açıklama:

Those born after 2000 are defined as Generation Z. They have faced global terrorism, consequences of 9/11 attacks, violence at schools, economic uncertainty, stagnation, and mortgage crisis. In terms of their characteristics, lifestyles, and attitudes, Gen Z is the new conservatives with their traditional beliefs, family cohesion, self-control and more responsible behavior. The digital age shapes their lives. If brands want to keep pace with this generation, they need to adapt to the values and attitudes of this generation.

Doğru Cevap: E

Soru 74

In which environmental scanning system does a company create a team of functional managers(sales, marketing...) to conduct environmental scanning?

Strategic planner

Separate organizational unit

Joint line/general management team

Line management

Proactive scanning

Açıklama:

In line management system, functional managers like sales and marketing create a team in order to conduct environmental scanning in addition to their existing duties. Disadvantages of line management are resistance to imposition of additional duties, lack of specialist research and analytical skills required for scanners.
Strategic planner: Environmental scanning is made part of strategic planner’s job in a company. The drawback of this approach is that a head office planner may not have a deep understanding of a business unit’s activities in order to perform the environmental scanning.
Separate organizational unit: Company sets a separate organizational unit which is responsible for disseminating relevant information to managers. For instance, General Electric company uses such a system. A dedicated team concentrating its efforts on environmental scanning is the advantage of separate organizational units, but it is very costly for small and/or notfor-profit organizations.
Joint line/general management teams: To identify needs, trends and issues that may affect business, a temporary planning team is set up. These teams are made of line and general (corporate) management.”

Doğru Cevap: D

Soru 75

"____________________ is composed of actors and forces that affect the company’s ability to serve its customers successfully and create superior value for them." Which of the following fills in the blank correctly?

Target market

Marketing environment

Microenvironment

Macroenvironment

Marketing opportunities

Açıklama:

Marketing environment is composed of actors and forces that affect the company’s ability to serve its customers successfully and create superior value for them.

Doğru Cevap: B

Soru 76

Which of the following does NOT belong to company's macroenvironment?

Publics

Economy

Technology

Nature

Politics

Açıklama:

The macroenvironment: demographic, economic, natural, technological, legal and political, cultural.

Doğru Cevap: A

Soru 77

Which of the following refers to the distribution channel companies that help the company to find and/or sell customers?

Competitors

Resellers

Physical distribution firms

Marketing services agencies

Financial intermediaries

Açıklama:

Resellers are distribution channel companies that help the company to find and/or sell customers.

Doğru Cevap: B

Soru 78

Which of the following refers to company’s workers, managers, volunteers and board of directors?

General publics

Government publics

Internal publics

Media publics

Financial publics

Açıklama:

Internal publics refers to company’s workers, managers, volunteers and board of directors.

Doğru Cevap: C

Soru 79

Which generation is made up of individuals born between 1964 and 1978?

Baby boomers

Genaration X

Generation Y

Generation Z

Generation Alpha

Açıklama:

Generation X is made up of individuals born between 1964 and 1978.

Doğru Cevap: B

Soru 80

Which of the following is NOT an approach to the organization of environmental scanning?

Line management

Strategic planner

Separate organizational unit

Joint line

Organization approach

Açıklama:

There are four approaches to the organization of environmental scanning; line management, strategic planner, separate organizational unit, joint line/general management teams.

Doğru Cevap: E

Soru 81

In a company, _________________ sets the company’s mission, and all the objectives and strategies are set based on this mission. Which of the following fills in the gap correctly?

Marketing management

R&D department

Financial department

Top management

Purchasing management

Açıklama:

In a company, top management sets the company’s mission, and all the objectives and strategies are set based on this mission.

Doğru Cevap: D

Soru 82

In SWOT analysis, strengths and weaknesses stem from _______________ but opportunities and threats arise from ________________. Which of the following fills the gaps correctly?

Internal factors- external factors

External factors- internal factors

Superior value- financial factors

Financial factors- superior value

Financial factors- internal factors

Açıklama:

In SWOT analysis, strengths and weaknesses stem from internally controlled factors but opportunities and threats arise from external factors.

Doğru Cevap: A

Soru 83

Which of the following help companies to stock and move goods from their points of origin to their final destinations?

Resellers

Marketing services agencies

Financial intermediaries

Marketing intermediaries

Physical distribution firms

Açıklama:

• Physical distribution firms help companies to stock and move goods from their points of origin to their final destinations.

Doğru Cevap: E

Soru 84

Which of the following buy to produce public services?

Consumer markets

Business markets

Government markets

Reseller markets

International markets

Açıklama:

Government markets buy to produce public services.

Doğru Cevap: C

Ünite 4

Soru 1

Which of the following is NOT one of the typical problems that marketing managers encounter in terms of marketing information?

The lesser amount of larger amount of redundant informationcompared to required and relevant information

Reaching the required information as a result of dispersed information sources in the company

Being unable to reach some vital marketing information since they are constrained by some managers

Being unable to gather critical marketing information at the time they are needed

Being unable to be sure of the accuracy and precision of the marketing information gathered

Açıklama:

Typical problems that marketing managers encounter in terms of marketing information are :
1. The lesser amount of required and relevant information compared to larger amount of redundant information;
2. Reaching the required information as a result of dispersed information sources in the company;
3. Being unable to reach some vital marketing information since they are constrained by some managers;
4. Being unable to gather critical marketing information at the time they are needed;
5. Being unable to be sure of the accuracy and precision of the marketing information gathered.

Doğru Cevap: A

Soru 2

"In decision-making marketing managers do not need any form of information, but need current, reliable, accurate and ___________ marketing information." Which of the following fills the gap correctly?

abstract

relevant

interesting

clear

challenging

Açıklama:

In decision-making marketing managers do not need any form of information, but need current, reliable, accurate and relevant marketing information.

Doğru Cevap: B

Soru 3

I. Including principles, processes, methods, people and instruments
II. Spontaneous and sudden information generation
III. A planned and systematic effort
IV. Discrete research attempts
Which of the given aspects are critical for marketing information system?

I- II

I- II- IV

II- IV

III- IV

I- III- IV

Açıklama:

Various definitions illustrate that marketing information system has a few critical aspects;

First of all, as a system it comprises principles, processes, methods, people and necessary instruments for collecting, analyzing and storing information;
Moreover, it is a planned and systematic effort for meeting the marketing information needs;
Furthermore, it is a continuous effort. Continuity means that the system provides the information required for the marketing decisions not based on discrete research attempts but on the basis of regular and continuous information generation.11

Doğru Cevap: E

Soru 4

Which of the following is NOT a member of marketing environment?

Non-profit organizations

Marketing channels

Competitors

Markets

Publics

Açıklama:

Marketing environment includes

Target markets
Competitors
Publics
Macroenvironment forces
Marketing channels

Doğru Cevap: A

Soru 5

To determine the information needed in marketing decisions
To generate any kind of marketing information that might be needed in decision-making
To deliver the generated information to the people or managers who would use this information in marketing decisions when needed

Which of the following includes these functions?

Marketing decisions

Marketing intelligence

Marketing sources

Marketing information system

Marketing research and insight

Açıklama:

Marketing information system's functions are;

To determine the information needed in marketing decisions
To generate any kind of marketing information that might be needed in decision-making
To deliver the generated information to the people or managers who would use this information in marketing decisions when needed.

Doğru Cevap: D

Soru 6

Data - Analysis - Information - _________ - Knowledge
According to the Relationship between Data, Information and Knowledge, which of the following fills in the gap correctly?

Correction

Interpretation

Analysis

Conversion

Comparison

Açıklama:

the Relationship between Data;
Data - Analysis - Information - Analysis - Knowledge

Doğru Cevap: C

Soru 7

Which of the following covers the data and information that marketing decision makers need about market changes?

Marketing strategies

Marketing information system

Marketing environment

Marketing intelligence

Marketing conditions

Açıklama:

Market intelligence or in other words market monitoring information covers the data and information that marketing decision makers need about market changes.

Doğru Cevap: D

Soru 8

"______________________ is the systematic design, collection, analysis, and reporting of data
relevant to a specific marketing situation that the company encounters." Which of the following fills in the gap correctly?

Marketing decisions

Marketing plans

Marketing research

Marketing elements

Marketing environment

Açıklama:

Marketing research is the systematic design, collection, analysis, and reporting of data
relevant to a specific marketing situation that the company encounters.

Doğru Cevap: C

Soru 9

Which of the following is NOT one of the controllable marketing variables?

Preparation

Distribution

Promotion

Pricing

Product

Açıklama:

Controllable Marketing Variables
-Product
-Pricing
-Promotion
-Distribution

Doğru Cevap: A

Soru 10

According to divisions of marketing research, which of the following determines the appropriateness of channel members?

Distribution research

Sales research

Product research

Target market reseach

Marketing environment research

Açıklama:

Marketing managers can conduct distribution channel research to determine the most suitable distribution methods, the appropriateness of channel members, the best locations for warehouses and retail outlets.

Doğru Cevap: A

Soru 11

In marketing research, what is the data already collected for another purpose called?

Primary data

Research data

Secondary data

Information

Knowledge

Açıklama:

Secondary data can be described as data already collected for other specific purposes.Secondary data are often very useful, but in some occasions, they are insufficient. In the case of the smart phone manufacturer, information on such as the size of the market, market shares of competitors, etc. could be collected from secondary data sources. However, it is not easy to find pre-generated information about consumers’ smart phone usage patterns or their responses towards a new model of smart phone that the manufacturer plans to launch to the market. Therefore, the manufacturer should directly go to the source of the data required, which in this example is the smart phone users, collect data, which is the primary data, and then transform it into actionable information. The correct answer is C.

Doğru Cevap: C

Soru 12

Which of the following is one of the internal sources for secondary data?

commercial sources

industry sources

indexes

guides

directories

Açıklama:

Industry sources, indexes, guides and directories are external sources of secondary data. However, commerical sources are internal sources. The correct answer is A.

Doğru Cevap: A

Soru 13

What kind of marketing research do marketing managers conduct to determine the most suitable distribution methods, the appropriateness of channel members, the best locations for warehouses and retail outlets?

Target market research

Distribution channel research

Product research

Promotion research

Distribution research

Açıklama:

Marketing environment research can be conducted to identify the changes and trends in economic, political, social, cultural and technological factors of the marketing environment. Marketing managers can use target market research in order to acquire information on the market and market trends that can be used for future forecasting; calculate the market share of the brand and its competitors; and to define customers’ desires and expectations. Product research can be carried out for testing new product concepts and opportunities, revealing customer expectations on a new product’s content or design, and comparing the performance of an existing product with its competitors. Whereas sales research would help to evaluate the effectiveness of sales, sales area developing, and incentive and reward methods and techniques.Marketing managers can conduct distribution channel research to determine the most suitable distribution methods, the appropriateness of channel members, the best locations for warehouses and retail outlets. Promotional research would assist identifying the most appropriate method for promotion; the most suitable advertising and campaign materials; the most suitable media to be used; and also testing the effectiveness of communication in achieving the objectives. The correct answer is B.

Doğru Cevap: B

Soru 14

Why is marketing environment research conducted?

to acquire information on the market and market trends that can be used for future forecasting.

to evaluate the effectiveness of sales.

to test new product concepts and opportunities.

to identify the changes and trends in economic, political, social, cultural and technological factors.

to reveal customer expectations on a new product’s content or design.

Açıklama:

Doğru Cevap: D

Soru 15

In marketing research process, which step is to be followed after defining the problem?

developing research approach

developing research design

fieldwork

data collection

data analysis

Açıklama:

The steps that define the tasks to be accomplished in conducting a marketing research study are called the marketing research process; and includes six main steps as problem definition, developing an approach to the problem, research design formulation, fieldwork, data preparation and analysis, and report generation and presentation.The correct answer is A.

Doğru Cevap: A

Soru 16

Which of the following is a feature of exploratory research?

Required information should be clearly defined.

Research process is structured and formal.

Frequently large representative samples are used.

Quantitative data analysis is used.

Research process is flexible, unstructured and progressive.

Açıklama:

In exploratory research :
• Required information should not necessarily be clearly defined • Research process is flexible, unstructured and progressive • Not necessarily large samples, frequently smaller samples • Both qualitative and quantitative data analysis.
Therefore, the correct answer is E.

Doğru Cevap: E

Soru 17

Which of the following is an example of probability sampling?

Convenience

Cluster

Quota

Judgement

Snowball

Açıklama:

Probability Sampling : Simple Random, Random Walk, Stratified Random, Cluster, Systematic
Non-Probability Sampling: Convenience, Snownball, Quota, Judgement
The correct answer is B.

Doğru Cevap: B

Soru 18

Which of the following data collection methods is used in conclusive research?

Expert surveys

Pilot surveys

Databases

Qualitative interviews

Quantitative exploratory multivariate techniques

Açıklama:

The data collection methods that are used in conclusive research are :
• Surveys • Secondary data • Databases • Panels • Structured observations • Experiments
So the correct answer is C.

Doğru Cevap: C

Soru 19

Which type of research helps to the following? :

Determining which variables are the cause and which variables are the effect or result;
Defining the nature of causal relationship;
Predicting the possible consequences.

Descriptive research

Qualitative exploration

Quantitative exploration

Causal research

Cross-sectional research

Açıklama:

Causal research investigates cause and effect relationships. Marketing managers often make decisions based on causal relationships that would generate certain consequences. Since the assumptions underlying causal relations may not always be accurate, they need to be supported by research. Causal research helps • Determining which variables are the cause and which variables are the effect or result; • Defining the nature of causal relationship; and • Predicting the possible consequences. The correct answer is D.

Doğru Cevap: D

Soru 20

When the relationship between the terms data, information and knowledge; which of the following options is a correct matching?

Data : raw facts / Information : what the fact means / Knowledge: what should be done

Data : raw facts / Information : what the fact means / Knowledge: analysis

Data : raw facts / Information : what should be done / Knowledge: what the fact means

Data : analysis / Information : what the fact means / Knowledge: what should be done

Data : analysis / Information : raw facts / Knowledge: what should be done

Açıklama:

Data consists of numbers, records, symbols, and the like about facts. Data could be obtained from events, changing circumstances, and developments that occur in the business environment; as well as from records and reports kept by the company itself. Information is related to the formation and shaping of data. In other words, information is obtained by attributing meaning to the collected data. From this point of view, information is interpretation of numbers, records, symbols, situations, etc. that make up the data. Knowledge has a deeper, richer and broader meaning than information. Information is converted into knowledge; when information is synthesized and used in decisions, it transforms into knowledge. For instance, information is transformed into knowledge when the information obtained from various sources is shared, discussed and interpreted within the company. The correct answer is A.

Doğru Cevap: A

Soru 21

Which one of the following is not among the factors that create uncertainty and risk in the business environment, and consequently generate a fundamental need for marketing information?

New developments in the markets

Increasing competition

Changing customer preferences

Rapidly advancing technology

Management preferences of companies

Açıklama:

Companies have to learn about customers and competitors, and utilize that information to stay ahead of competition. New developments in the markets,
increasing competition, changing customer preferences, rapidly advancing technology, shorter product life cycles, and expanding scope of marketing activities create uncertainty and risk in the business environment, and consequently generate a fundamental need for marketing information.

Doğru Cevap: E

Soru 22

I. Focusing on and using information as a strategic competitive source
II. Reaching the required information as a result of dispersed information sources in the company
III. Being unable to reach some vital marketing information since they are constrained by some managers
Which one(s) of these is/are among the typical problems that marketing managers encounter in terms of marketing information?

Only I

Only II

I-II

II-III

Açıklama:

Typical problems
that marketing managers encounter in terms of
marketing information are :
1. The lesser amount of required and relevant
information compared to larger amount of
redundant information;
2. Reaching the required information as a
result of dispersed information sources in
the company;
3. Being unable to reach some vital marketing
information since they are constrained by
some managers;
4. Being unable to gather critical marketing
information at the time they are needed;
5. Being unable to be sure of the accuracy
and precision of the marketing information
gathered.

Doğru Cevap: E

Soru 23

Which one of the following is not among the features of information marketing managers need in decision making?

Fast

Current

Reliable

Accurate

Relevant

Açıklama:

In decision-making marketing managers
do not need any form of information, but
need current, reliable, accurate and relevant
marketing information.

Doğru Cevap: A

Soru 24

I. To determine the information needed in marketing decisions
II. To generate any kind of marketing information that might be needed in decision-making
III. To create new markets for the upcoming products
Which one(s) of these is/are among the functions of marketing information system?

Only I

Only II

Only III

I-II

II-III

Açıklama:

The first function of the system is to
determine the information needed in
marketing decisions.
The second function of the marketing
information system is to generate any kind
of marketing information that might be
needed in decision-making.
The third function of the marketing
information system is to deliver the
generated information to the people or
managers who would use this information
need in marketing decisions when needed.

Doğru Cevap: D

Soru 25

Which one of the following is not among the components of marketing environment?

Target markets

Managers

Competitors

Publics

Marketing channels

Açıklama:

Target markets,Marketing channels, Competitors, Publics, Macroenvironment forces are the components of marketing environment

Doğru Cevap: B

Soru 26

Which one of the following terms consists of numbers, records, symbols and could be obtained from events, changing circumstances, and developments that occur in the business environment?

Data

Information

Knowledge

Event

Fact

Açıklama:

Doğru Cevap: A

Soru 27

Which one of the following stands for the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation that the company encounters?

Marketing information system

Marketing data

Marketing research

Primary data

Secondary data

Açıklama:

Marketing research is the systematic design,
collection, analysis, and reporting of data
relevant to a specific marketing situation
that the company encounters.

Doğru Cevap: C

Soru 28

Taking the role of marketing research in marketing system into consideration, which one of the following is a micro environmental factor?

Economy

Technology

Competition

Legal and political issues

Family

Açıklama:

Micro Environmental Factors ;Family, Peer groups, Opinion leaders

Doğru Cevap: E

Soru 29

Which one of the following can be carried out for testing new product concepts and opportunities, revealing customer expectations on a new product’s content or design, and comparing the performance of an existing product with its competitors?

Marketing environment research

Target market research

Sales research

Product research

Promotional research

Açıklama:

Product research can be carried out for testing new product concepts and
opportunities, revealing customer expectations on a new product’s content or design, and comparing the
performance of an existing product with its competitors.

Doğru Cevap: D

Soru 30

Which one of the following stands for the first stage of marketing research process?

developing an approach to the problem

research design formulation

problem definition

data preparation and analysis

fieldwork

Açıklama:

These steps that define the tasks to be accomplished in conducting a marketing research study are called the marketing research process;
and includes six main steps as problem definition, developing an approach to the problem, research design
formulation, fieldwork, data preparation and analysis, and report generation and presentation

Doğru Cevap: C

Soru 31

Which of the following defines the term "Marketing İnformation" the best?

Any verbal, written or visual data that is relevant to marketing decisions

Marketing decisions made by authorities in the field of marketing

Data one has about the processes of marketing

Academic and practical knowledge you have while working with others in marketing services

Focusing on and using information as a tool for competitive aims

Açıklama:

Marketing information could be defined as any verbal, written or visual data that is relevant to marketing decisions, and could be gathered from
various sources. Marketing information is also defined as any data or information gathered legally and ethically, which would be analyzed and transformed regarding to business needs for using in strategic planning and problem-solving processes.

Doğru Cevap: A

Soru 32

Which of the following is not among the aspects of marketing information system?

It requires systematic approaches for analyzing and storing information

It requires ongoing efforts for regular and continuous information generation

As a system it includes various principles for effective information management

It requires a planned and systematic effort for meeting the marketing information needs

It requires spontaneous actions in order to meet the needs of marketing information

Açıklama:

Various definitions illustrate that marketing information system has a few critical aspects;
• First of all, as a system it comprises principles, processes, methods, people and necessary instruments for collecting, analyzing and storing information;
• Moreover, it is a planned and systematic effort for meeting the marketing information needs;
• Furthermore, it is a continuous effort. Continuity means that the system provides the information required for the marketing decisions not based on discrete research
attempts but on the basis of regular and continuous information generation.

Doğru Cevap: E

Soru 33

Which of the following is true about the functions of Marketing Information System?

As much as possible information should be loaded to marketing information managers for effective decisions.

One of its functions is to to determine the information needed in marketing decisions.

While generating information, deploying internal databases and sources is the unique decision-making process.

Another function of Marketing Information System requires keeping information related to marketing decisions in the company only.

Marketing Information System is particularly useful for chain businesses regarding its functions.

Açıklama:

The first function of the system is to determine the information needed in
marketing decisions.The second function of the marketing information system is to generate any kind of marketing information that might be needed in decision-making. The third function of the marketing information system is to deliver the
generated information to the people or managers who would use this information
need in marketing decisions when needed. Choice B reveals the first function of the sysytem.

Doğru Cevap: B

Soru 34

Which of the following reveals the relationship between data, information and knowledge in the correct order?

1. Analysis 2. Data 3.Knowledge 4. Analysis 5. Information

1. Data 2. Analysis 3. Information 4.Knowledge 5. Analysis

1. Data 2. Analysis 3. Information 4. Analysis 5. Knowledge

1. Information 2. Analysis 3.Data 4. Analysis 5. Knowledge

1. Analysis 2.Data 3.Knowledge 4. Analysis 5. Information

Açıklama:

As seen above in the figure, the steps start from data and ends with knowledge.

Doğru Cevap: C

Soru 35

Which of the following is among the crucial components of market intelligence?

Strategic planning for effective practices

Global tendencies in new approaches

Product prices

Information that marketing decision makers need

Customer preferences

Açıklama:

Market intelligence or in other words market monitoring information covers the data and information that marketing decision makers need about market changes.Market intelligence is often the result of various studies conducted for other specific purposes. Information gathered about market conditions and changes, competitors, changes in macro factors of the marketing environment, circumstances affecting customer preferences and purchasing habits are generally considered under this heading.

Doğru Cevap: D

Soru 36

Which of the following conducts marketing research?

Inspectors

Project conductors

Researchers

Customers

Companies

Açıklama:

Another important source of information of marketing information system is marketing research conducted by companies. Unlike internally generated information or market intelligence, marketing research collects information only
through projects or studies that are designed and carried out in order to respond to a specific marketing situations and decisions. For example, a smart phone manufacturer could acquire market intelligence about the size of the market in Turkey, key competitors and their brands in the market, market shares of these brands from various external sources. However, the manufacturer would need to
conduct marketing research in order to understand the profile of the target market or assess the smart phone users’ expectations from new models, things that they like/dislike in other models. These kinds of information normally cannot be obtained neither from internal sources nor through market intelligence.

Doğru Cevap: E

Soru 37

Which of the following is among the Micro Environmental factors that affect marketing research?

Opinion leaders

Economy

Technology

Competition

Socio-demographic factors

Açıklama:

Doğru Cevap: A

Soru 38

Which marketing research category aims at acquiring information on the market and market trends for future forecasting?

Target market research

Sales research

Promotional research

Product research

Marketing environment research

Açıklama:

Throughout the years several categories of marketing research have been developed covering the range of decisions with which the marketing managers encounter. Marketing environment research can be conducted to identify the changes and trends in economic, political, social, cultural and technological factors of the marketing environment. Marketing managers can use target market research in order to acquire information on the market and market trends that can be used for future forecasting; calculate the market share of the brand and its competitors; and to define customers’ desires and expectations. Product research can be carried out for testing new product concepts and opportunities, revealing customer expectations on a new product’s content or design, and comparing the performance of an existing product with its competitors. Whereas sales research would help to evaluate the effectiveness of sales, sales area developing, and incentive and reward methods and techniques. Marketing managers can conduct distribution channel research to determine the most suitable distribution methods, the appropriateness of channel members, the best locations for warehouses and retail outlets. Promotional research would assist identifying the most appropriate method for promotion; the most suitable advertising and campaign materials; the most suitable media to be used; and also testing the effectiveness of communication in achieving the objectives.

Doğru Cevap: A

Soru 39

Which of the following states the steps of marketing research in the correct order?

1. Developing an approach to the problem
2. Problem definition
3. Research design formulation
4. Data preparation and analysis
5. Fieldwork
6. Report generation and presentation

1. Research design formulation
2. Developing an approach to the problem
3. Problem definition
4. Fieldwork
5. Data preparation and analysis
6. Report generation and presentation

1. Problem definition
2. Developing an approach to the problem
3. Research design formulation
4. Fieldwork
5. Data preparation and analysis
6. Report generation and presentation

1. Problem definition
2. Fieldwork
3. Data preparation and analysis
4. Developing an approach to the problem
5. Research design formulation
6. Report generation and presentation

1. Data preparation and analysis
2. Problem definition
3. Research design formulation
4. Developing an approach to the problem
5. Fieldwork
6. Report generation and presentation

Açıklama:

Marketing research process includes six main steps as problem definition, developing an approach to the problem, research design formulation, fieldwork, data preparation and analysis, and report generation and presentation.

Doğru Cevap: C

Soru 40

Which of the following is accepted among the handicaps of marketing research?

Failure in developing connections between decision making and conducting market research

Changing needs of consumers towards new products

Misinterpreted market analysis results that cause difficulties in competition

Reaching micro communities to find out their consumer needs

Being unable to convince the company authorities in terms of putting market research results into practice

Açıklama:

The act of decision making and conducting marketing research are distinctive activities, and there are examples where the crucial link between these activities has resulted in failure. If decision-makers lack of necessary knowledge, or they perceive risk and uncertainty in their decision-making and cannot find support within their firm, they could acquire support from marketing research. However, many marketers state occasions where the use of marketing research has
resulted in failure or where decisions based upon experience or intuition has proved to be successful. Such occasions present a challenge to marketing researchers, especially in light of the competition faced from alternative information sources; and should remind to maintain a focus of offering real and valuable support to decision-makers. Recognizing what real and valuable support means should fortify the whole array of creative data collection and analysis procedures.

Doğru Cevap: A

Soru 41

There is only one correct statement below. Choose the correct answer from the following statements about marketing?

Marketing information includes merely verbal and written data that is relevant to marketing decisions.

Whole accumulation of information is irregularly organized by marketers for the purpose of using it in decision-making.

Some spesific information created the need for harmonizing the managerial tool.

Firms and marketing managers feel the critical need of obtaining information competitive, changes and trends in the marketing environment.

New developments in the markets, rapidly advancing technology, and expanding scope of marketing activities create certainty in the business environment,

Açıklama:

The statements needs to be corrected. First of all, marketing information includes any verbal, written or visual data that is relevant to marketing decisions. Secondly, whole accumulation of information is systematically organized by marketers for the purpose of using it in decision-making. You can read from the book that new developments in the markets, changing customer preferences, rapidly advancing technology, shorter product life cycles, and expanding scope of marketing activities create uncertainty and risk in the business environment. And lastly, this abundant bulk of information created the need for a more comprehensive approach for organizing and categorizing it. Correct answer is D

Doğru Cevap: D

Soru 42

......... is developed in order to collect, process, store and provide information that will form the basis of the marketing decision-making process. What is the name of this system?

Marketing information system

Information acummulate system

Relevant information system

Marketing tool system

Customer marketing system

Açıklama:

Marketing information system can be defined as a system that is developed in order to collect, process, store and provide information that will form the basis of the marketing decision-making process. Correct answer is A.

Doğru Cevap: A

Soru 43

Kernis is a gasoline firm in US market. The current market share of Kernis has decreased 8% compared to the 2017. When you read this kind of article in the news paper what does that mean?

This is aKnowledge about Kernis

This is a data about Kernis

This is an information about Kernis

This is an idea about Kernis

This is a notice about Kernis

Açıklama:

Information is related to the formation and shaping of data. In other words, information is obtained by attributing meaning to the collected data. From this point of view, information is interpretation of numbers, records, symbols, situations, etc. that make up the data. An examle of this is; when we say the current market share has decreased 5% compared to the 2016, we interpret and convert the data in numbers into information. Correct answer is C.

Doğru Cevap: C

Soru 44

Marketing intelligence assists;

Developing sound marketing strategiess
Marketing planning
Developing casual marketing strategies
Monitoring the employees
Identifying customer groups

Which statements above are correct about marketing intelligence?

I, II and IV

I and II

II, III and IV

I, III and V

II and V

Açıklama:

Market intelligence is largely used to assist strategic planning; marketing planning;
developing sound marketing strategies; monitoring the actions and strategies of competitors; and identifying opportunities and threats in the marketing environment.

Doğru Cevap: B

Soru 45

Allison Hotel managers are planning to open a glamorous restaurant. Before they decide what kind of a place they should design they would like to learn the public tendencies. In this case how they gather the information?

They collect sourced data

They collect knowledgeable data

They collect secondary data

They collect focussed data

They collect primary data

Açıklama:

Primary data obtained when the manufacturer directly go to the source of the data required, who are the users. Correct answer is E.

Doğru Cevap: E

Soru 46

Which one of the following tasks can be an issue of a research design?

Converting the overall design from exploratory to descriptive

Organizing an appropriate time and place for data collection

Determining the sampling process and sample size

Devising the techniques for innovation and creativity

Combining qualitative and quantitative data analysis

Açıklama:

A research design typically consists of the following tasks:

Defining the information needed

Identifying whether the overall design is to be exploratory, descriptive or causal

Devising the techniques for investigation or measurement

Organizing an appropriate form or questionnaire for data collection

Determining the sampling process and sample size

Elaborating the steps of qualitative or quantitative data analysis

Correct answer is C.

Doğru Cevap: C

Soru 47

A retail shop's sales began to decline without any prior indication or without any significant change in the marketing environment. To identify the current marketing research problem more clearly and to define the major factors related to the problem which research type is needed to be used by the company?

Casual research

Conclusive research

Descriptive research

Exploratory research

Longitudinal research

Açıklama:

Exploratory research allows the marketers to identify the current marketing research problem more clearly; helps to define the major factors related to the problem and the relationships between them; develop hypotheses; and to specify actions to take. Correct answer is D.

Doğru Cevap: D

Soru 48

Required information should be clearly defined

Research process is structured and formal

Frequently large representative samples can be seen

Quantitative data analysis needed

May serve structuring conclusive research

Help apprehending marketing cases that are difficult to measure

Which of the above statements are about the features of conclusive research?

I-II-III and IV

III-IV and V

IV and V

I-II-IV and V

III-IV and V

Açıklama:

The statements of; may serve structuring conclusive research and help apprehending marketing cases that are difficult to measure are the findings of exploratory research. Correct answer is A.

Doğru Cevap: A

Soru 49

What is the correct order of the steps in marketing research process?

Fieldwork, Problem definition, Developing an approach to the problem, Research design formulation, Data preparation and analysis, and Report generation and presentation.

Problem definition, Developing an approach to the problem, Research design
formulation, Fieldwork, Data preparation and analysis, and Report generation and presentation.

Problem definition, Fieldwork, Data preparation, Developing an approach to the problem, Research design formulation, and analysis, and Report generation and presentation.

Data preparation, Fieldwork, Problem definition, Developing an approach to the problem, Research design formulation, and analysis, and Report generation and presentation.

Research design formulation, Data preparation and analysis, Developing an approach to the problem, Fieldwork, Problem definition and Report generation and presentation

Açıklama:

The marketing research process includes six main steps. These are problem definition, developing an approach to the problem, research design formulation, fieldwork, data preparation and analysis, and report generation and presentation. Correct answer is B.

Doğru Cevap: B

Soru 50

Which of the following statements needs to be corrected?

If the data to be analyzed are quantitative data, each questionnaire or observation form is checked or edited.

The data from the questionnaires are recorded to data analysis software.

Verification confirms that the data from the original questionnaires have been accurately transcribed

Data analysis gives meaning to the data that have been collected.

Multivariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample.

Açıklama:

E needs to be corrected as follows: Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample. Multivariate techniques are used for analyzing data when there are two or more measurements of each element and the variables are analyzed simultaneously.

Doğru Cevap: E

Soru 51

What do the new developments in the markets, increasing competition and changing customer preferences cause in the business environment?

They are the reason why customers complain.

They cause rapid growth in the market.

They cause effective market share.

They create uncertainty and risk in the business environment.

They slow the business and make the share holders unhappy.

Açıklama:

New developments in the markets, increasing competition, changing customer preferences, rapidly advancing technology, shorter product life cycles, and expanding scope of marketing activities create uncertainty and risk in the business environment, and consequently generate a fundamental need for marketing information.
New developments in the markets, increasing competition, changing customer preferences, rapidly advancing technology, shorter product life cycles, and expanding scope of marketing activities create uncertainty and risk in the business environment, therefore the correct answer is D.

Doğru Cevap: D

Soru 52

'The information might be false.' is one of the typical problems encountered by the marketing managers. Which of the following statements explains this problem?

The lesser amount of required and relevant information compared to larger amount of redundant information.

Reaching the required information as a result of dispersed information sources in the company.

Being unable to reach some vital marketing information since they are constrained by some managers.

Being unable to gather critical marketing information at the time they are needed.

Being unable to be sure of the accuracy and precision of the marketing information gathered.

Açıklama:

As the amount of marketing information gets larger, it gets more difficult for marketing managers to reach the relevant marketing information. Typical problems that marketing managers encounter in terms of marketing information are:
1. The lesser amount of required and relevant information compared to larger amount of redundant information;
2. Reaching the required information as a result of dispersed information sources in the company;
3. Being unable to reach some vital marketing information since they are constrained by some managers;
4. Being unable to gather critical marketing information at the time they are needed;
5. Being unable to be sure of the accuracy and precision of the marketing information gathered.
Marketing managers encounter many problems in terms of marketing information. One of them is getting false information. Being unable to be sure of the accuracy and precision of the marketing information gathered could be restated as getting false information, therefore the correct answer is E.

Doğru Cevap: E

Soru 53

Which of the following terms defines that marketing information system is not based on discrete research attempts?

General

Systematic

Continuity

Relevant

Necessary

Açıklama:

Marketing information system has a few critical aspects. 'Continuity' in marketing information means that the system provides the information required for the marketing decisions not based on discrete research attempts but on the basis of regular and continuous information generation.
'Continuity' in marketing information means that the system provides ongoing information, therefore the correct answer is C.

Doğru Cevap: C

Soru 54

The marketing information system derives information about many issues. Which of the following is NOT one of them?

Target markets

Competitors

Marketing channels

Public opinion

Employees

Açıklama:

The marketing information system derives information about customers, as well as information about target markets, competitors, marketing channels, public opinion and macro environmental factors, from sources that could be grouped under three main categories: internal resources, market intelligence and marketing research.
The marketing information system derives information about customers, as well as information about target markets, competitors, marketing channels, public opinion and macro environmental factors. Employees are not one of the sources, therefore E is the correct answer.

Doğru Cevap: E

Soru 55

Which of the following gives the correct order of; data, information and knowledge?

Data ➜ Information ➜ Knowledge

Information ➜ Data ➜ Knowledge

Knowledge ➜ Data ➜ Information

Data ➜ Knowledge ➜ Information

Knowledge ➜ Information ➜ Data

Açıklama:

Data consists of numbers, records, symbols, and the like about facts. Data could be obtained from events, changing circumstances, and developments that occur in the business environment; as well as from records and reports kept by the company itself. Information is related to the formation and shaping of data. In other words, information is obtained by attributing meaning to the collected data. From this point of view, information is interpretation of numbers, records, symbols, situations, etc. that make up the data. Knowledge has a deeper, richer and broader meaning than information. Information is converted into knowledge.
Data consists of numbers, records, symbols, and the like about facts and could be obtained from events, changing circumstances, and developments that occur in the business environment; as well as from records and reports kept by the company itself. However, information is related to the formation and shaping of data. Knowledge has a deeper, richer and broader meaning than information. Information is converted into knowledge. Therefore the correct answer is A.

Doğru Cevap: A

Soru 56

Which of the followings is an example of primary data in marketing research?

Government information

Reports from universities

Trade publications

Census reports

Questionnaires

Açıklama:

In order to obtain primary data the manufacturer should directly go to the source of the data required, which would be possible by using questionaries to collect data, and then transform it into actionable information.
In order to obtain primary data the manufacturer should directly go to the source of the data required, which would be possible by using questionaries. Therefore the correct answer is E.

Doğru Cevap: E

Soru 57

Which of the following is NOT one of the occasions where companies can use marketing research to get insights about the market?

Cost effective production

Customer attitudes

Satisfaction level

Market potential

Purchase behaviour

Açıklama:

Companies can use marketing research in a wide array of occasions. Marketing research can be employed in all decisions concerning the marketing mix elements. For example, marketing research gives firms insights into customer motives and attitudes, purchase behaviour and satisfaction level. It can also help them to evaluate market potential, measure the effectiveness of pricing, product, distribution, and promotion activities.
Marketing research can be employed in all decisions concerning the marketing mix elements. For example, marketing research gives firms insights into customer motives and attitudes, purchase behavior and satisfaction level. It can also help them to evaluate market potential, measure the effectiveness of pricing, product, distribution, and promotion activities. Production is not related with marketing, therefore, the correct answer is A.

Doğru Cevap: A

Soru 58

Which of the followings is included in Micro Environmental Factors of marketing?

Socio-demographic factors

Opinion leaders

Technology

Competition

Legal and political issues

Açıklama:

Macro Environmental Factors are; economy, technology, competition, legal and political issues, socio-demographic factors. Micro Environmental Factors are; family, peer groups, opinion leaders.
Micro Environmental Factors are; family, peer groups, opinion leaders. Therefore the correct answer is B.

Doğru Cevap: B

Soru 59

Considering the role of marketing research in supporting the marketing decisions, which of the followings is NOT a decision given by the help of marketing research?

Describing the nature and scope of target markets

Understanding the nature of influences that shape target markets

Understanding the influences that affect a firm’s ability to satisfy target markets

Assessing singular and interactive marketing mix elements

Assesing production errors

Açıklama:

Describe the nature and scope of target markets
Understand the nature of influences that shape target markets
Understand the influences that affect a firm’s ability to satisfy target markets
Assess singular and interactive marketing mix elements;
Monitor past successes and failures in marketing decisions.
The role of marketing research in supporting the marketing decisions can be summarised as helping to all of the above except for option E.

Doğru Cevap: E

Soru 60

Which of the following is not related with Conclusive Research?

Descriptive Research

Causal Research

Cross-sectional Design

Ethnographic research

Longitudinal Design

Açıklama:

Descriptive research, causal research, cross-sectional design and longitudinal design are related with conclusive research. On the other hand quantitative exploration and qualitative exploration are related with exploratory research.
Descriptive research, causal research, cross-sectional design and longitudinal design are related with conclusive research, therefore the correct answer is D.

Doğru Cevap: D

Soru 61

"A marketing information system is a way of systematically gathering and delivering effective and relevant marketing information to the right people on ______________ and at the right time." Which of the following fills the gap correctly?

demand

a relevant concept

a continuous basis

purpose

the right track

Açıklama:

A marketing information system is a way of systematically gathering and delivering effective and relevant marketing information to the right people on a continuous basis and at the right time.

Doğru Cevap: C

Soru 62

Which of the following is NOT a typical problem that marketing managers encounter in terms of marketing information?

The less amount of ordinary and irrelevant information compared to larger amount of redundant information

Reaching the required information as a result of dispersed information sources in the company

Being unable to reach some vital marketing information since they are constrained by some managers

Being unable to gather critical marketing information at the time they are needed

Being unable to be sure of the accuracy and precision of the marketing information gathered

Açıklama:

The less amount of required and relevant information compared to larger amount of redundant information.

Doğru Cevap: A

Soru 63

Which of the following consists of numbers, records, symbols, and the like about facts?

Information

Data

Knowledge

Decision

Interpretation

Açıklama:

Data consists of numbers, records, symbols, and the like about facts.

Doğru Cevap: B

Soru 64

_________________ or in other words market monitoring information covers the data and information that marketing decision makers need about market changes. Which of the following fills in the gap correctly?

Market intelligence

Market condition

Marketing factor

Marketing environment

Marketing preference

Açıklama:

Market intelligence or in other words market monitoring information covers the data and information that marketing decision makers need about market changes.

Doğru Cevap: A

Soru 65

Which of the following is one of the micro environmental factors?

Competition

Political issues

Technology

Socio-demographic factors

Opinion leaders

Açıklama:

Micro environmental factors are;
• Family • Peer groups • Opinion leaders

Doğru Cevap: E

Soru 66

Which of the following is NOT one of the categories of marketing research?

Internal research

Sales research

Target market research

Promotional research

Distribution research

Açıklama:

Categories of marketing research; marketing environment research, target market research, product research, sales research, distribution channel research, promotional research.

Doğru Cevap: A

Soru 67

Which of the following is the last stage of marketing research process?

Research approach developed

Report preparation

Data analysis

Fieldwork or data collection

Problem definition

Açıklama:

Marketing Research Process: Stage 1 problem definition, Stage 2 research approach developed, Stage 3 research design developed, Stage 4 fieldwork or data collection, Stage 5 data analysis, Stage 6 report preparation.

Doğru Cevap: B

Soru 68

Which research type is conducted to describe specific marketing facts, to test prespecified hypotheses and to examine specific relationships?

Descriptive research

Conclusive research

Exploratory research

Casual research

Structural research

Açıklama:

Conclusive research is conducted to describe specific marketing facts, to test prespecified hypotheses and to examine specific relationships.

Doğru Cevap: B

Soru 69

Which of the following methods belongs to exploratory research?

Structured observations

Data mining

Unstructured observations

Experiments

Structural equation method

Açıklama:

Exploratory research methods are;
• Expert surveys • Pilot surveys • Secondary data • Qualitative interviews • Unstructured observations • Quantitative exploratory multivariate techniques.

Doğru Cevap: C

Soru 70

Which of the following is a type of probability sampling?

Convenience

Quota

Cluster

Judgement

Snowball

Açıklama:

Probability Sampling: Simple Random, Random Walk, Stratified Random, Cluster, Systematic.
Non-Probability Sampling: Convenience, Quota, Judgement, Snowball.

Doğru Cevap: C

Soru 71

I- The lesser amount of required and relevant information compared to larger amount of redundant information
II- Being unable to gather critical marketing information at the time they are needed
III-Being sure of the accuracy and precision of the marketing information gathered yet to be unable to decide on the necessary action
IV- Being unable to filter the vital piece of marketing information since information is heavily provided by some managers
Which of the statements given above is/are among typical problems that marketing managers encounter in terms of marketing information?

only III

I-III-IV

II-IV

I-II

I-III

Açıklama:

Doğru Cevap: D

Soru 72

... consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights
Which of the following completes the sentence above?

A marketing information system

The main function of marketing information

The aim of marketing system

The importance of marketing information

The first attempt for generating a marketing information

Açıklama:

A marketing information system consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights. Thus, the correct answer is A.

Doğru Cevap: A

Soru 73

While ... could be obtained from events, changing circumstances, and developments that occur in the business environment; as well as from records and reports kept by the company itself, ... is related to shaping of it.
Which of the following completes the sentence above?

Information - Data

Data - Information

Knowledge - Data

Data - Knowledge

Knowledge - Information

Açıklama:

Doğru Cevap: B

Soru 74

A textile company observes a new dynamism in the children's market. The company wants to verify this observation by ready-made data provided by other institutions to enter the children's market as a new market.
What is the data to use?

Primary data

Descriptive data

Internal sources of information

Surveys

Market intelligence

Açıklama:

Market intelligence or in other words market monitoring information covers the data and information that marketing decision makers need
about market changes. Market intelligence is often the result of various studies conducted for other specific purposes. Information gathered about market conditions and changes, competitors, changes in macro factors of the marketing environment, circumstances affecting customer preferences and purchasing habits are generally considered under this heading. The correct answer is E.

Doğru Cevap: E

Soru 75

Which of the following research reveals customer expectations on a new product’s content or design?

Marketing environment research

Target market research

Product research

Sales research

Distribution channel research

Açıklama:

Product research can be carried out for testing new product concepts and opportunities, revealing customer expectations on a new product’s content or design, and comparing the performance of an existing product with its competitors. Thus, the correct answer is C.

Doğru Cevap: C

Soru 76

A car company cannot decide whether to advertise only on television or on both television and radio.
Which of the following research types does this company need?

Marketing environment research

Target market research

Promotional research

Sales research

Product research

Açıklama:

Promotional research would assist identifying the most appropriate method for promotion; the most suitable advertising and campaign materials; the most suitable media to be used; and also testing the effectiveness of communication in achieving the objectives. Thus, the correct answer is C.

Doğru Cevap: C

Soru 77

I- expressing the general problem
II- identifying the specific components of the marketing research problem
III- developing a theoretical framework
IV- helping identifying the research objectives
Which of the above is/are among the components of problem definition in marketing research process?

Only III

II-III

I-II-IV

I-II-III

Only IV

Açıklama:

Problem definition involves expressing the general problem and identifying the specific components of the marketing research problem. In addition, defining the research problem would also help identifying the research objectives. On the other hand, the steps of selection, adaptation and development of a suitable theoretical framework are part of the research design. Thus, the correct answer is C.

Doğru Cevap: C

Soru 78

... is a type of initial research that provides information to understand the scope of the current marketing problem.
Which of the following completes the definition given above?

Exploratory research

Conclusive research

Descriptive research

Causal research

Qualitative exploration

Açıklama:

Exploratory research is a type of initial research that provides information to understand the scope of the current marketing problem. Thus, the correct answer is A.

Doğru Cevap: A

Soru 79

I- While exploratory research aims to provide insights about the nature of marketing problem or issue at hand, conclusive research proposes to test specific hypothesis and relationships. II- Research process is structured and formal in exploratory research ,whereas research process is flexible, unstructured and progressive in conclusive research. III- While exploratory research employs surveys, conclusive research uses qualitative interviews. Which of the statement(s) given above is/are true about the difference between exploratory and conclusive research?

Only III

Only I

I-II

I-III

II-III

Açıklama:

While exploratory research aims to provide insights about the nature of marketing problem or issue at hand, conclusive research proposes to test specific hypothesis and relationships.
Research process is flexible, unstructured and progressive in exploratory research, whereas research process is structured and formal in conclusive research.
While exploratory research employs qualitative interviews, conclusive research uses surveys.
Thus, the correct answer is B

Doğru Cevap: B

Soru 80

Which of the following is not among the key primary data collection techniques?

Interviews

Observation

Surveys

Experiments

Digital-intelligence

Açıklama:

The key primary data collection techniques are comprised of interviews, observation, surveys, and experiments. Thus, the correct answer is E.

Doğru Cevap: E

Ünite 5

Soru 1

I. Who are our consumers?
II. Why do they buy?
III. Who do they buy for?
Which one(s) of these questions are among the main ones which companies need to know to be able to compete in the market?

Only I

Only II

Only III

I-II

II-III

Açıklama:

In order to compete in the market place,
companies need to know:
• Who are our consumers?
• What they buy?
• Why they buy?
• How, when and where they buy?
• Who participates in buying and
consuming process?
• What happens after consumption?

Doğru Cevap: D

Soru 2

Which one of the following terms stands for the concept that consists of individuals who buy either for themselves or for the family and households?

Consumer market

Consumer buying behavior

Industrial market

Marketing strategy

Disposition

Açıklama:

Consumer market consists of
individuals who buy either for
themselves or for the family and
households.

Doğru Cevap: A

Soru 3

Which one of the following is among the self-fullfilment needs?

Intimate relationships

Including creative activities

Prestige and feeling of accomplishment

Warmth

Friends

Açıklama:

Selfactualization: achieving one’s full polential, including creative activities

Doğru Cevap: B

Soru 4

Which one of the following terms refers to the basic human requirements such as food, clothing, love, respect and success for survival and when unmet, gives a certain amount of tension?

Wants

Demands

Needs

Requirements

Behaviours

Açıklama:

Needs are the basic human requirements
such as food, clothing, love, respect and
success for survival. When unmet, they give
a certain amount of tension. Needs become
wants when they are directed to specific
objects, people, things that might satisfy
the need. Demands are wants for specific
products backed by an ability to pay.

Doğru Cevap: C

Soru 5

Which one of the following is not among the factors that are important when making consumption decisions?

Significance of the decision

Availability or extent of previous experience

Willingness to gather information and amount of information gathered

The number of alternatives available

Tha value of the industrial market

Açıklama:

Undoubtedly, there are
some factors that are important when making
consumption decisions such as;
• Significance of the decision
• Availability or extent of previous
experience
• Willingness to gather information and
amount of information gathered
• The number of alternatives available
• Decision criteria

Doğru Cevap: E

Soru 6

Which one of the following gives the Consumer Decision Making Process in the correct order?

Need recognition - Identification of alternatives - Evaluation of alternatives - Decision - Evaluation of the decision

Identification of alternatives - Need recognition - Evaluation of alternatives - Decision - Evaluation of the decision

Decision - Identification of alternatives - Need recognition - Evaluation of alternatives - Decision - Evaluation of the decision

Need recognition - Decision - Evaluation of the decision - Identification of alternatives - Evaluation of alternatives

Identification of alternatives - Need recognition - Decision - Evaluation of the decision - Evaluation of alternatives

Açıklama:

In such cases we go through a series of logical stages to
arrive at a decision. As it can be seen at the Figure
4.4, these steps are:
• Need recognition
• Identification of alternatives
(information search)
• Evaluation of alternatives
• Decision (purchasing and consuming)
• Evaluation of the decision (post-purchase
evaluation)

Doğru Cevap: A

Soru 7

In which of the following stages does the consumer weight the pros and cons of the alternatives identified?

Decision

Identification of Alternatives

Evaluation of Alternatives

Need Recognition

Evaluation of the Decision

Açıklama:

Evaluation of Alternatives: The consumer weights the pros and cons
of the alternatives identified. Eating burger
or a salad will have different outcomes for the
consumer. Therefore, before ordering the meal,
consumer weights the alternatives. Companies
need to understand what criteria consumers use to
evaluate their products and services. The price, the
quality, the speed of delivery, nutrition? Using this
understanding, they may design or re-design their
marketing efforts.

Doğru Cevap: C

Soru 8

Which one of the following is among the psychological forces that affect consumers’ decisions?

Attitudes

Education

Subculture

Promotion

Economic conditions

Açıklama:

Psychological forces such as perceptions,
attitudes, learning abilities, personalities of
consumers.

Doğru Cevap: A

Soru 9

Which one of the following terms refers to the process of selecting, organising and interpreting information inputs to produce meaning?

Demographics

Perception

Information input

Memory

Learning

Açıklama:

Perception is the process of selecting,
organising and interpreting information
inputs to produce meaning

Doğru Cevap: B

Soru 10

Which one of the following is not among the personality traits of The Big Five?

Openness-to-experience

Conscientiousness

Extraversion

Agreeableness

Optimism

Açıklama:

Here are the brief explanations of
The Big Five traits:
• Openness-to-experience: The tendency to
be open and sensitive to new aesthetic,
cultural or intellectual experiences.
• Conscientiousness: The degree to which the
individual is responsible, hard-working,
and organized.
• Extraversion: The tendency to be outgoing,
expressive, energetic and dominant.
• Agreeableness: A number of traits that
enable the individual to foster congenial
relationships, and to behave cooperatively
and unselfishly.
• Neuroticism: The individual’s degree of
emotional instability and distress, which
can also manifest in outer-directed
hostility, anger, frustration and irritation.

Doğru Cevap: E

Soru 11

In order to compete in the market place, which question must be answered by the companies firstly?

Who are our consumers?

What is the marital status of our customers?

Which sports are our customers interested in?

Where do our customers go on holiday?

What do our customers want to sell?

Açıklama:

In order to compete in the market place, companies need to know:
• Who are our consumers?
• What they buy?
• Why they buy?
• How, when and where they buy?
• Who participates in buying and consuming process?
• What happens after consumption?
They need to know who their customers are.

Doğru Cevap: A

Soru 12

......................refers to the buying behaviors of ultimate consumers, those who purchase products and services for either personal or household needs, not for business purposes such as re-selling.

Companies selling behavior

Consumer buying behavior

Consumer demanding behavior

Companies marketing behavior

Consumer complaining behavior

Açıklama:

Consumer buying behavior refers to the buying behaviors of ultimate consumers, those who purchase products and services for either personal or household needs, not for business purposes such as re-selling.
It is consumer buying behavior.

Doğru Cevap: B

Soru 13

Which of the following is one of the factors that are important when making consumption decisions?

Having enough information

Having no previous experience

Significance of the decision

The lack of alternatives

Having no decision criteria

Açıklama:

Undoubtedly, there are some factors that are important when making consumption decisions such as;
• Significance of the decision
• Availability or extent of previous experience
• Willingness to gather information and amount of information gathered
• The number of alternatives available
• Decision criteria
The significance of the decision is one of the criteria.

Doğru Cevap: C

Soru 14

Which of the followings give the correct order of the stages of consumer buying process?

Evaluation of the decision (post-purchase evaluation), Need recognition, Identification of alternatives (information search), Evaluation of alternatives, Decision (purchasing and consuming)

Evaluation of alternatives, Need recognition, Identification of alternatives (information search), Decision (purchasing and consuming), Evaluation of the decision (post-purchase evaluation)

Identification of alternatives (information search), Need recognition, Evaluation of alternatives, Decision (purchasing and consuming), Evaluation of the decision (post-purchase evaluation)

Decision (purchasing and consuming), Need recognition, Identification of alternatives (information search), Evaluation of alternatives, Evaluation of the decision (post-purchase evaluation)

Need recognition, Identification of alternatives (information search), Evaluation of alternatives, Decision (purchasing and consuming), Evaluation of the decision (post-purchase evaluation)

Açıklama:

We go through a series of logical stages to arrive at a decision. These steps are: • Need recognition • Identification of alternatives (information search) • Evaluation of alternatives • Decision (purchasing and consuming) • Evaluation of the decision (post-purchase evaluation).
• Need recognition
• Identification of alternatives (information search)
• Evaluation of alternatives
• Decision (purchasing and consuming)
• Evaluation of the decision (post-purchase evaluation

Doğru Cevap: E

Soru 15

In which step of the decision making process, consumers move to act via a need they felt?

Need recognition

Identification of alternatives

Evaluation of alternatives

Decision

Evaluation of the decision

Açıklama:

Need Recognition
In this step, consumer moves to act via a need he/ she felt. As you know from the previous part, need and want can be triggered by a variety of stimuli. Exposure to a food advertising, hunger or best friend’s wedding are stimuli to start a decision making process. The companies or brands define the factors that trigger the recognition of a need, and use them to gain advantage in marketing efforts. Valentines’ Day, religious festivals, special days offer companies enormous advantages in determining need-triggers.
Need recognition is described in the description.

Doğru Cevap: A

Soru 16

Family, reference groups, culture, subculture are the ........................ that have influences on consumers.Which of the followings fills the blank?

Demographic variables

Social forces

Psychological forces

Situational factors

Environmental factors

Açıklama:

Social influences include all types of factors and effects on buyer behavior that result from interactions between a consumer and his/her external environment. Social influences include factors such as family, reference groups, culture and subculture.
These are in the social forces group.

Doğru Cevap: B

Soru 17

Learning, perception, motivations, involvement, attitudes, self and personality are stated as the .................................. influencing the consumers.

Marketing factors

Environmental factors

Psychological forces

Demographic variables

Social forces

Açıklama:

Psychological Influences include an individual’s motivations, perceptions, attitudes, ability to learn, and personality. As William James mentioned in his early work (1890), psychology is about discovery of feelings, desires, cognitions, reasonings, decisions and the like.17 Clearly, this type of discovery will give some ideas about “why we behave in a certain way”. In the context of consumer behavior, the question of “why we buy?” will offer great advantages to the firms competing in the market. Marketers study psychological factors to offer valuable products to their consumers.
These are psychological factors.

Doğru Cevap: C

Soru 18

................. occurs when our eyes and minds seek out and notice only information that interests us. Which of the followings fill the blank in the sentence?

Selective learning

Selective output

Selective retention

Selective exposure

Selective perception

Açıklama:

We apply first selective exposure in selective process: Our eyes and minds seek out and notice only information that interests us.
Selective exposure occurs when our eyes and minds seek out and notice only information that interests us.

Doğru Cevap: D

Soru 19

Which of the followings is not one of the Big Five Traits?

Openness-to-experience

Conscientiousness

Extraversion

Agreeableness

Individuality

Açıklama:

The Big Five Traits are:
• Openness-to-experience: The tendency to be open and sensitive to new aesthetic, cultural or intellectual experiences.
• Conscientiousness: The degree to which the individual is responsible, hard-working, and organized.
• Extraversion: The tendency to be outgoing, expressive, energetic and dominant.
• Agreeableness: A number of traits that enable the individual to foster congenial relationships, and to behave cooperatively and unselfishly.
• Neuroticism: The individual’s degree of emotional instability and distress, which can also manifest in outer-directed hostility, anger, frustration and irritation.
Individuality is not one of the Big Five Traits.

Doğru Cevap: E

Soru 20

Which of the following is NOT one of the things companies need to know about their customers?

Who they are

What they buy

Why they buy

When they buy

How they are

Açıklama:

In order to compete in the market place, companies need to know: • Who are our consumers? • What they buy? • Why they buy? • How, when and where they buy? • Who participates in buying and consuming process? • What happens after consumption?

Doğru Cevap: E

Soru 21

.................... are wants for specific products backed by an ability to pay. Which of the followings fill the blank in the sentence?

Needs

Demands

Requirements

Preferences

Purposes

Açıklama:

Demands are wants for specific products backed by an ability to pay.

Doğru Cevap: B

Soru 22

Which of the followings is NOT an important factor when making consumption decisions?

Significance of the decision

Availability or extent of previous experience

Willingness to gather information and amount of information gathered

The number of alternatives available

Production criteria used by the producers

Açıklama:

Undoubtedly, there are some factors that are important when making consumption decisions such as; • Significance of the decision • Availability or extent of previous experience • Willingness to gather information and amount of information gathered • The number of alternatives available • Decision criteria.

Doğru Cevap: E

Soru 23

I. Decision
II. Need recognition
III. Evaluation of the decision
IV. Identification of alternatives
V. Evaluation of alternatives
Which of the following is the correct order of the consumer decision making process?

II- IV- V- I- III

II- III- V- IV- I

IV- V- II- III- I

V- I- IV- III- II

IV- II- III- I- V

Açıklama:

• Need recognition
• Identification of alternatives (information search)
• Evaluation of alternatives
• Decision (purchasing and consuming)
• Evaluation of the decision.

Doğru Cevap: A

Soru 24

Which of the following is defined as "a customer’s favourable attitude toward a specific brand"?

Impulse products

Product loyalty

Brand loyalty

Impulse brand

Favorite brand

Açıklama:

Brand loyalty is defined as; a customer’s favourable attitude toward a specific brand.

Doğru Cevap: C

Soru 25

Which of the followings is not one of the influences that affect consumers’ decisions?

Demographic factors

Social forces

Environmental factors

Situational factors

Causal factors

Açıklama:

Various influences that affect consumers’ decisions.
1. Demographic factors such as age, gender, income of consumers, 2. Psychological forces such as perceptions, attitudes, learning abilities, personalities of consumers, 3. Social forces such as families, friends, and reference groups of consumers, 4. Situational factors such as physical surroundings, social surroundings, time perspective, reason for purchase and the buyer’s monetary conditions, 5. Environmental factors such as economic conditions, political circumstances in the country of a consumer and 6. Marketing factors such as 4 P’s (i.e. products, prices, places and promotions) offered in the market place.

Doğru Cevap: E

Soru 26

"We screen out or modify ideas, messages and information that conflict with previously learned attitudes and beliefs."
Which selective process does the above statement describe?

Selective retention

Selective exposure

Selective perception

Selective advertisement

Selective capacity

Açıklama:

We apply the following selective process:
• Selective exposure: our eyes and minds seek out and notice only information that interests us.
• Selective perception: we screen out or modify ideas, messages and information that conflict with previously learned attitudes and beliefs.
• Selective retention: we remember only what we want to remember.

Doğru Cevap: C

Soru 27

Which of the following is NOT one of the Big Five Traits?

Openness to experience

Conscientiousness

Extraversion

Availability

Neuroticism

Açıklama:

Here are the brief explanations of The Big Five traits: • Openness-to-experience: The tendency to be open and sensitive to new aesthetic, cultural or intellectual experiences. • Conscientiousness: The degree to which the individual is responsible, hard-working, and organized. • Extraversion: The tendency to be outgoing, expressive, energetic and dominant. • Agreeableness: A number of traits that enable the individual to foster congenial relationships, and to behave cooperatively and unselfishly. • Neuroticism: The individual’s degree of emotional instability and distress, which can also manifest in outer-directed hostility, anger, frustration and irritation.

Doğru Cevap: D

Soru 28

Which of the following refers to the process in which individuals learn and adopt the norms and values of a culture different than the one in which they grew up?

Subculture

Homogenisation

Assimilation

Acculturation

Adaptation

Açıklama:

Acculturation refers to the process in which individuals learn and adopt the norms and values of a culture different than the one in which they grew up.

Doğru Cevap: D

Soru 29

Which level of Maslow's hierarchy of needs do prestige and feeling of accomplishment belong to?

Self-actualization

Esteem needs

Belongingness and love needs

Safety needs

Psychological needs

Açıklama:

Prestige and accomplishment appear as human needs on the fourth level which is esteem needs.

Doğru Cevap: B

Soru 30

Which of the following is included in the consumption part of the consumer behaviour definition?

Disposition

Information

Products

Services

Purchaser

Açıklama:

Of the parts of consumer behaviour definition "Acquisition, Usage, and Disposition" are about consumption.

Doğru Cevap: A

Soru 31

Which option below is not an example of consumer buying behavior?

Buying books to sell

Buying home equipments

Buying presents to children

Buying food

Buying clothes

Açıklama:

Doğru Cevap: A

Soru 32

"Which level of Maslow's Hierarchy of Needs does the need for intimate relationships and friends belong to?

Self actualization

Esteem

Belongingness and love

Safety

Physiological

Açıklama:

Belongingness and love needs:intimate relationships, friends (see figure:5.2)

Doğru Cevap: C

Soru 33

Which of the following is an example of a demand?

water

clothes

love

Adidas shoes

food

Açıklama:

Needs are the basic human requirements such as food, clothing, love, respect and success for survival.Demands are wants for specific products backed by an ability to pay.

Doğru Cevap: D

Soru 34

Which of the following is the last step in the consumer decision making process?

evaluation of the decision

decision making

evaluation of alternatives

identification of alternatives

need recognition

Açıklama:

A consumer follows a step by step process called as Consumer Decision Making Process when buying products or services and these steps are:
• Need recognition
• Identification of alternatives (information search)
• Evaluation of alternatives
• Decision (purchasing and consuming)
• Evaluation of the decision (post-purchase evaluation)

Doğru Cevap: A

Soru 35

"They are bought quickly as unplanned purchases because of a strongly
felt need."
Which of the following is defined by the above statement?

Shopping Products

Impulse Products

Specialty Products

Routine Products

Situational Products

Açıklama:

Impulse products are bought quickly as unplanned purchases because of a strongly felt need.

Doğru Cevap: B

Soru 36

What is it called when a person buys all of his/her clothes from the same brand?

Brand hate

Consumer's expectations

Product's performance

Brand loyalty

Consumer's income

Açıklama:

Brand loyalty is defined as a customer’s favorable attitude toward a specific brand.

Doğru Cevap: D

Soru 37

Which of the following is a demographic influence in buying a product?

Family

Price

Technology

Motivations

Age

Açıklama:

DEMOGRAPHIC VARIABLES are :
Age
Gender
Income
Education (see figure 5.5)

Doğru Cevap: E

Soru 38

"A person likes the red color and only looks for clothes which are red."
Which of the following describes this situation?

Selective exposure

Selective perception

Selective retention

Information input

Memory

Açıklama:

Selective exposure: our eyes and minds seek out and notice only information that interests us.

Doğru Cevap: A

Soru 39

Which of the following can be an example of "power dressing"?

Wearing pajamas in bed

Wearing a wedding dress for your wedding

Wearing suits in business meetings

Wearing trainers at the gym

Wearing swimming suit at the pool

Açıklama:

Power dressing is defined as “a style of dressing in which business people
wear formal clothes to make them seem powerful.”

Doğru Cevap: C

Soru 40

"Consumers often avoid purchasing products or brands associated with such negative groups because of their symbolic meaning." Which option is defined above?

Reference group

A member group

An aspiration group

An avoidance group

Wife dominant

Açıklama:

Dissociative reference groups. Consumers often avoid purchasing products or brands associated with such negative groups because of their symbolic meaning. By
doing so, they distance themselves from those groups. Dissociative reference groups are also called as avoidance groups.

Doğru Cevap: D

Soru 41

The basic human requirements such as food, clothing become _____ when they are directed to specific objects, people, things that might satisfy.
Which of the following completes the sentence above?

Needs

Wants

Demand

Motivation

Decision

Açıklama:

Needs are the basic human requirements such as food, clothing, love, respect and success for survival. When unmet, they give a certain amount of tension. Needs become wants when they are directed to specific objects, people, things that might satisfy the need. Demands are wants for specific products backed by an ability to pay.

Doğru Cevap: B

Soru 42

_____ is defines as a customer’s favourable attitude toward a specific brand.
Which of the following completes the sentence above?

Brand loyalty

Limited decision making

External resources

Impulse products

Evaluation of the decision

Açıklama:

Brand loyalty is defined as a customer’s favourable attitude toward a specific brand.

Doğru Cevap: A

Soru 43

A consumer's decision to purchase any product is affected by how much it costs.
Which category of factors influencing the consumer decision process is exemplified above?

Marketing factors

Social forces

Situational factors

Environmental factors

Psychological forces

Açıklama:

Marketing factors include product, price, promotion, place, and distribution.

Doğru Cevap: A

Soru 44

I. Culture
II. Learning
III. Motivation
IV. Self and personality
Which of the options above are psychological forces that influence the consumer decision process?

I and II

I, II and III

II and III

I, III, and IV

II, III, and IV

Açıklama:

Among the psychological factors are learning, perception, motivations,involvement, attitudes, and self and personality.

Doğru Cevap: E

Soru 45

One trait of the Big Five: _____ is the degree to which the individual is responsible, hard-working, and organized.
Which of the following completes the sentence above?

Openness-to-experience

conscientiousness

extraversion

agreeableness

neuroticism

Açıklama:

The Big Five traits are openness-to-experience, conscientiousness,extraversion, agreeableness and neuroticism. Conscientiousness is defined as the degree to which the individual is responsible, hard-working, and organized.

Doğru Cevap: B

Soru 46

Which of the following is not among The Big Five personality traits?

Uniqueness pursuers

Openness-to-experience

Extraversion

Neuroticism

Conscientiousness

Açıklama:

Several consumer behavior scholars and researchers who debate whether The Big Five traits are enough to describe human behavior or not have also offered some trait adjectives. "Uniqueness pursuers" is one of these traits.

Doğru Cevap: A

Soru 47

_____ sensory stimuli that we perceive through our senses.
Which of the following completes the sentence above?

Data are

Information is

Knowledge is

Memories are

Learning is

Açıklama:

Data are sensory stimuli that we perceive through our senses. Information is data that has been processed into a form that is meaningful to the recipient, hence information are facts provided or learned about something. Knowledge is what has understood and evaluated by the knower.

Doğru Cevap: A

Soru 48

_____ is an internal energizing force that directs a person’s activities towards satisfying needs or achieving goals.
Which of the following completes the sentence above?

A motive

Power dressing

Perception

Market

A trait

Açıklama:

A motive is an internal energizing force that directs a person’s activities towards satisfying needs or achieving goals.

Doğru Cevap: A

Soru 49

... consists of individuals who buy either for themselves or for the family and households.
Which of the following completes the definition above?

Consumer market

Industrial market

Consumer buying behavior

Individual market

Personal market

Açıklama:

Consumer market that consists of individuals who buy either for themselves or for the family and households. Thus, the correct answer is A.

Doğru Cevap: A

Soru 50

... become ... when they are directed to specific objects, people, things that might satisfy the need. Which of the following completes the sentence above?

wants - needs

needs - wants

demands - wants

wants - demands

wants - decision

Açıklama:

Needs become wants when they are directed to specific objects, people, things that might satisfy the need. Thus, the correct answer is B.

Doğru Cevap: B

Soru 51

I- Significance of the decision
II- Availability or extent of previous experience
III- Willingness to gather information and amount of information gathered
IV- Limited decision making
V- Decision criteria
Which of the above are among the important factors when making consumption decisions?

I-II-III

I-III-IV

II-III-V

I-II-III-IV

I-II-III-V

Açıklama:

Factors that are important when making consumption decisions can be listed as:
Significance of the decision
Availability or extent of previous experience
Willingness to gather information and amount of information gathered
The number of alternatives available
Decision criteria
Thus the correct answer is E.

Doğru Cevap: E

Soru 52

Which of the following is the step that consumer moves to act via a need he/she felt in decision making process?

Need recognition

Identification of alternatives

Evaluation of alternatives

Decision

Evaluation of decision

Açıklama:

Need recognition is the step that consumer moves to act via a need he/she felt.

Doğru Cevap: A

Soru 53

While ... is defined as; a customer’s favorable attitude toward a specific brand, ... results in “the purposeful and deliberate intention to avoid or reject a brand, or even to act out behaviors that demonstrate this rejection” with typical behaviors including negative word-of-mouth, boycotts and sabotage directed at the target of one’s brand.

Brand devotion - Brand hate

Brand trustiness - Brand dislike

Brand faith - Brand hate

Brand loyalty - Brand hate

Brand fidelity - Brand distaste

Açıklama:

Brand loyalty is defined as; a customer’s favorable attitude toward a specific brand. Brand loyalty has advantages for the consumer as well as for the
manufacturer and seller. It reduces a buyer’s risk and shortens time spent deciding which product to purchase. On the other hand, brand hate results in “the purposeful and deliberate intention to avoid or reject a brand, or even to act out behaviors that demonstrate this rejection” with typical behaviors including negative word-of-mouth, boycotts and sabotage directed at the target of one’s brand. Thus, the correct answer is D.

Doğru Cevap: D

Soru 54

I- Demographic factors
II- Psychological forces
III- Social forces
IV- Individual factors
V- Financial factors
Which of the above are among the influences that affect consumers’ decisions?

I-II-III-V

II-III-IV-V

III-IV-V

I-II-III

I-III-V

Açıklama:

There are various influences that affect consumers’ decisions. The six categories of influences are:
1. Demographic factors such as age, gender, income of consumers,
2. Psychological forces such as perceptions, attitudes, learning abilities, personalities of consumers,
3. Social forces such as families, friends, and reference groups of consumers,
4. Situational factors such as physical surroundings, social surroundings, time perspective, reason for purchase and the buyer’s monetary conditions,
5. Environmental factors such as economic conditions, political circumstances in the country of a consumer and
6. Marketing factors
Thus, the correct answer is D.

Doğru Cevap: D

Soru 55

... is the process of selecting, organizing and interpreting information inputs to produce meaning.
Which of the following completes the definition above?

Perception

Information inputs

Selective exposure

Selective perception

Selective retention

Açıklama:

Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Thus, the correct answer is A.

Doğru Cevap: A

Soru 56

An adult person only retains his friends in memory about his school years, but forgets the beating he got from his teacher.
What is the right definition of this situation?

Information inputs

Learning

Selective exposure

Selective perception

Selective retention

Açıklama:

Selective retention is the type of memory that we remember only what we want to remember. Thus, the correct answer is E.

Doğru Cevap: E

Soru 57

... is an internal energizing force that directs a person’s activities towards satisfying needs or achieving goals.
Which of the following completes the definition given above?

A motive

Need recognition

Identification of alternatives

Evaluation of alternatives

Evaluation of the decision

Açıklama:

A motive is an internal energizing force that directs a person’s activities towards satisfying needs or achieving goals. Thus, the correct answer is A.

Doğru Cevap: A

Soru 58

The roles of spouses may take several different forms in decision making process.
Which of the following is not among these forms?

Autonomic

Husband dominant

Child dominant

Syncretic

Wife dominant

Açıklama:

The roles of spouses may take several different forms, the examples of the forms are:
• Autonomic
• Husband dominant
• Wife dominant
• Syncretic
Thus, the correct answer is C.

Doğru Cevap: C

Ünite 6

Soru 1

Which one/s is/are the component/s of business markets? I. manufacturers II. resellers III. non-profit organizations

Only I

Only III

II and III

I and III

I, II and III

Açıklama:

Business markets are comprised of manufacturers (businesses that manufacture products or services), resellers (businesses that buy products, add value and sell these products to other businesses, such as global distributors selling to local wholesalers), the government (all governments buy products to serve their publics) and non-profit organizations (such as institutions, hospitals, schools, etc.).

Doğru Cevap: E

Soru 2

Which one is not a basic characteristic of B2B marketing?

derived demand

group decision making

more buyers

direct purchasing

professional purchasing

Açıklama:

Basic Characteristics of B2B Markets
-Fewer, larger buyers;Joint demand; Geographic concentration; Direct purchasing; Derived demand; Professional purchasing; Fluctuating demand; Close supplier-customer relations; Inelastic demand and Group decision making

Doğru Cevap: C

Soru 3

............. means that the demand for a B2B product depends on the demand for the finished product in B2C market. Which term is defined above?

derived demand

fluctuating demand

inelastic demand

joint demand

direct purchasing

Açıklama:

Perhaps the most important feature of B2B markets is derived demand because this is a trait that only pertains to B2B markets. Derived demand means that the demand for a B2B product depends on the demand for the finished product in the B2C market.

Doğru Cevap: A

Soru 4

"The individuals in the buying center control access of information into the buying center and the sharing of information among the members in the buying center." Which role of individuals in the buying center is mentioned above?

influencers

gatekeepers

buyers

deciders

initiators

Açıklama:

Gatekeepers - the people who control access of information into the buying center and the sharing of information among the members in the buying center.

Doğru Cevap: B

Soru 5

Similar purchase has already been conducted by the organization before, but the organization is in search for new information about alternative sources of supply and sales terms.
Which type of B2B purchase decision is mentioned above?

straight rebuy

modified rebuy

new task

facilitating goods

foundation goods

Açıklama:

Modified rebuy occurs when the buying organization requires some type of change in the purchasing process of a product. This change may be due to changing needs of the organization, dissatisfaction with the current product/supplier, modifications in the product/production process or just to look out for better alternatives. In other words, this type of purchase has already been conducted by the organization before, but the organization is in search for new information about alternative sources of supply and sales terms.

Doğru Cevap: B

Soru 6

Which of the following is/are the type/s of B2B purchase decisions?
I. straight rebuy II. modified rebuy III. new task

Only I

Only II

Only III

I and II

I, II and III

Açıklama:

B2B purchase decisions may be classified into three different categories, from the most routine to the most risky: straight rebuy, modified rebuy and new task.

Doğru Cevap: E

Soru 7

Which one is the first stage of the B2B buying process?

product specification

supplier selection

problem recognition

problem solicitation

performance review

Açıklama:

Problem Recognition: As with all buying processes, the first stage of the B2B buying process is when a problem arises or a need occurs in the organization. The stimuli for the need may be internal or external to the organization.

Doğru Cevap: C

Soru 8

It is the fifth stage of the B2B buying process where the organization contacts qualified suppliers and asks them to prepare and submit their written proposals if they are interested.
Which stage is mentioned above?

general need description

performance review

product specification

proposal solicitation

supplier search

Açıklama:

Proposal Solicitation: The fifth stage of the B2B buying process is the stage where the organization contacts qualified suppliers and asks them to prepare and submit their written proposals if they are interested.

Doğru Cevap: D

Soru 9

"The demand for B2B products is insensitive to price." Which characteristic of B2B markets is mentioned above?

inelastic demand

joint demand

fluctuating demand

derived demand

group decision making

Açıklama:

Another characteristic of B2B markets is that the demand for B2B products is highly inelastic. In other words, the demand for B2B products is insensitivite to price.21 That is, even if there is a price increase/decrease for B2B products, the demand will not be highly affected and will remain almost at the same level.

Doğru Cevap: A

Soru 10

........ refers to the group of individuals that consists of all organizational members who are involved in any way, to any extent, in any phase of a specific buying decision. Which term is defined above?

derived demand

the buying center

distribution

wholesaler

retailer

Açıklama:

The buying center “refers to the group of individuals that consists of all organizational members who are involved in any way, to any extent, in any phase of a specific buying decision.”

Doğru Cevap: B

Soru 11

Which of the following elements in the value chain exists only in B2C markets?

Material processing

Retailer

Consumer

Brander

Wholesaler

Açıklama:

In the value chain, from raw materials stage up until the retailer stage, all activities conducted are B2B; only the activities involved between the retailer and the consumer are B2C.

Doğru Cevap: C

Soru 12

Which of the following is NOT a reason for purchasing products in business markets?

For incorporation

For consumption

For use

For advertising

For resale

Açıklama:

A business market is the market where products and services are purchased “by businesses, government bodies and institutions (such as hospitals) for incorporation (for example, ingredient materials or components), for consumption (for example, process materials, office supplies, consulting services), for use (for example, installations or equipment), or for resale.

Doğru Cevap: D

Soru 13

I. Joint demand
II. Elastic demand
III. Direct purchasing
IV. Geographic concentration
V. Individual decision-making
Which of the given characteristics above belong to B2B markets?

I-II-IV

II-III-V

III-IV-V

II-III-IV

I-III-IV

Açıklama:

Basic Characteristics of B2B Markets

Fewer, larger buyers	Joint demand
Geographic concentration	Direct purchasing
Derived demand	Professional purchasing
Fluctuating demand	Close supplier-customer relations
Inelastic demand	Group decision making

Doğru Cevap: E

Soru 14

"_________________means that demand for a certain product is related to the demand of other products." Which of the following fills in the gap correctly?

Derived demand

Joint demand

Elastic demand

Inelastic demand

Fluctuating demand

Açıklama:

Joint demand is when the demand for a certain product is related to the demand of other products.

Doğru Cevap: B

Soru 15

"_______________ means that the demand for a B2B product depends on the demand for the finished product in the B2C market." Which of the following fills in the gap correctly?

Derived demand

Joint demand

Professional purchasing

Price sensitivity

Direct purchasing

Açıklama:

Derived demand means that the demand for a B2B product depends on the demand for the finished product in the B2C market.

Doğru Cevap: A

Soru 16

Which of the following is NOT one of the roles that exist in organizational buying?

Gatekeepers

Influencers

Initiators

Deciders

Manipulators

Açıklama:

The roles that exist in organizational buying are:
Initiators, users, influencers, deciders, buyers, gatekeepers.

Doğru Cevap: E

Soru 17

Which of the following products/services help a company achieve its goals but they do not enter the product or not even get involved in the production process?

Entering goods

Foundation goods

Raw materials

Component materials

Facilitating goods

Açıklama:

Facilitating Goods: These products/services help a company achieve its goals but they do not enter the product; they do not even get involved in the production process.

Doğru Cevap: E

Soru 18

Which of the following belongs to the foundation goods?

Maintenance and repair items

Fixed equipment

Farm products

Natural products

Operating supplies

Açıklama:

FOUNDATION GOODS
Installations
- Buildings and land rights (eg. Offices)
- Fixed equipment (eg.
Computers, elevators)
Accessory Equipment
- Light factory equipment (eg. Lift trucks)
- Office equipment (eg. Desks, PC’s)

Doğru Cevap: B

Soru 19

"___________________ situation is when a certain change occurs in the purchase process (ie. a change in the product or the supplier)." Which of the following fills in the gap correctly?

New task

Straight rebuy

Modified rebuy

Supplier search

Supplier selection

Açıklama:

Modified rebuy situation is when a certain change occurs in the purchase process (ie. a change in the product or the supplier).

Doğru Cevap: C

Soru 20

Which of the following stage in the B2B buying process exists in straight rebuy?

Problem recognition

General need description

Supplier search

Product specification

Order-routine specification

Açıklama:

Buyphases	Buyclasses
New Task	Modified Rebuy	Straight Rebuy
Problem recognition	Yes	Maybe	No
General need description	Yes	Maybe	No
Product specification	Yes	Yes	Yes
Supplier search	Yes	Maybe	No
Proposal solicitation	Yes	Maybe	No
Supplier selection	Yes	Maybe	No
Order-routine specification	Yes	Maybe	No
Performance review	Yes	Yes	Yes

Doğru Cevap: D

Soru 21

According to the value chain, which one of the following includes B2C activities?

Raw materials to material processing

Material processing to parts and sub-assembly

Parts and sub-assembly to final assembly

Distribution to wholesaler

Retailer to consumer

Açıklama:

As seen in Figure
6.1, from the raw materials stage up until the retailer
stage, all activities conducted between the entities
are all B2B; only the activities involved between
the retailer and the consumer are B2C

Doğru Cevap: E

Soru 22

I. For resale
II. For incorporation
III. For personal needs
Which one(s) of these is/are among the purposes of consumer markets?

Only I

Only II

Only III

I-II

II-III

Açıklama:

The consumer market is composed of
individuals who buy products for their personal
needs or for the needs of their household. The business
market, on the other hand, is made up of organizations
that buy products to use in manufacturing other
products (for example, raw materials, components
and parts), to resell to other organizations (for
example, products sold to wholesalers and retailers)
or to facilitate the activities conducted in the business
itself (for example, press machines used in the factory,
PC’s used in the offices).

Doğru Cevap: C

Soru 23

Which one of the following is not among the characteristics of B2B markets?

Geographic concentration

Joint demand

Fluctuating demand

Personal needs

Group decision making

Açıklama:

Basic Characteristics of B2B Markets
Fewer, larger buyers Joint demand
Geographic concentration Direct purchasing
Derived demand Professional purchasing
Fluctuating demand Close supplier-customer relations
Inelastic demand Group decision making

Doğru Cevap: D

Soru 24

"Due to the complexity of the purchasing process in B2B markets, most firms have .................... teams who are highly trained and experienced in buying and negotiation."
Which one of the following characteristics of B2B completes the blank above best?

Fewer, larger buyers

Professional purchasing

Joint demand

Geographic concentration

Fluctuating demand

Açıklama:

Due to the complexity of the purchasing process
in B2B markets, most firms have professional
purchasing teams who are highly trained and
experienced in buying and negotiations, and also
whose responsibility is to make sure that the best
purchasing procedure is administered

Doğru Cevap: B

Soru 25

Which one of the following B2B characteristics refers to the situation when the demand for a certain product is related to the demand of other products?

Joint demand

Direct purchasing

Geographic concentration

Derived demand

Fluctuating demand

Açıklama:

B2B markets are also known as having joint
demand. Joint demand is when the demand for a
certain product is related to the demand of other
products.22 For example, the demand for casings
in computers is highly related to the availability of
disk drives. If one is unavailable, the other is of no
use to the producer as the two components work
together. Similarly, for furniture, foam rubber and
springs and coils are jointly demanded

Doğru Cevap: A

Soru 26

Which one of the following terms means that the demand for a B2B product depends on the demand for the finished product in the B2C market?

Inelastic demand

Joint demand

Derived demand

Fluctuating demand

Professional purchasing

Açıklama:

Perhaps the most important feature of B2B
markets is derived demand.
Derived demand means that the demand for
a B2B product depends on the demand for
the finished product in the B2C market.

Doğru Cevap: C

Soru 27

Which oen of the following terms refers to the group of individuals that consists of all organizational members who are involved in any way, to any extent, in any phase of a specific buying decision?

The buying center

B2B markets

B2C markets

Joint demand

Derived demand

Açıklama:

The buying center “refers to the group of individuals
that consists of all organizational members who are
involved in any way, to any extent, in any phase of
a specific buying decision.”31 In other words, the
buying center is all the individuals or groups of
people who contribute to the buying decision, who
share a common goal and who also share all risks
included in the buying process

Doğru Cevap: A

Soru 28

Which oen of the following roles in B2B buying refers to anyone in the organization that recognizes a need and requests a purchase?

Initiators

Users

Influencers

Deciders

Buyers

Açıklama:

Initiators - anyone in the organization that
recognizes a need and requests a purchase.
This need may be a product that is already
being used, a modified version or a product
that is entirely new

Doğru Cevap: A

Soru 29

Which one of the following has the decider role in B2B buying?

anyone in the organization that recognizes a need and requests a purchase

the people who will be using the new purchased product directly

the people who have an influence on other people and the decider in the buying center

the people who make the final decision and who determine “whether to buy, what to buy, how to buy or where to buy

the people who make the actual purchase

Açıklama:

Deciders - the people who make the final
decision and who determine “whether to buy,
what to buy, how to buy or where to buy.”38
Typically these people are senior managers
or specialists who take place in the buying
center.

Doğru Cevap: D

Soru 30

According to B2B product classification, which one of the following is not among the entering goods?

Fixed equipment (eg. Computers, elevators)

Farm products (eg. Wheat)

Natural products (eg. Iron ore, lumber)

Component materials (eg. Steel)

Component parts (eg. Tyres, microchips)

Açıklama:

ENTERING GOODS
Raw Materials
- Farm products (eg. Wheat)
- Natural products (eg. Iron ore,
lumber)
Manufactured Materials and Parts
- Component materials (eg.
Steel)
- Component pa

Doğru Cevap: A

Soru 31

Which of the following is not a basic characteristic of B2B markets?

Derived demand

Fluctuating demand

Fewer, larger buyers

Direct purchasing

Individual decision making

Açıklama:

The basic characteristics of B2B markets can be sorted as fewer, larger buyers, joint demand, geographic concentration, direct purchasing, derived demand, professional purchasing, fluctuating demand, close supplier-customer relations, inelastic demand, and group decision making. The right answer is E.

Doğru Cevap: E

Soru 32

Which of the following is the member of the value chain in which B2B activities transform into B2C activities?

Material processing

Final assembly

Distributior

Wholesaler

Retailer

Açıklama:

In the value chain, from raw materials stage up until the retailer stage, all activities conducted are B2B; only the activities involved between the retailer and the consumer are B2C. Most of the marketing activities are conducted in the B2B markets, not in the B2C markets. Therefore the right answer is E.

Doğru Cevap: E

Soru 33

Which one of the following is not a role in B2B buying?

Initiators

Users

Deciders

Carriers

Gatekeepers

Açıklama:

The roles that exist in organizational buying are initiators, users, influencers, deciders, buyers, and gatekeepers. The right answer is D.

Doğru Cevap: D

Soru 34

Which one of the following is the member of the B2B buying center which controls access of information into the buying center and the sharing of information among the members in the buying center?

Influencers

Deciders

Buyers

Gatekeepers

Initiators

Açıklama:

Gatekeepers - the people who control access of information into the buying center and the sharing of information among the members in the buying center. Sometimes a gatekeeper may directly influence the final decision by not providing some critical information to the buying center. For example, someone
form the purchasing department or the assistant/secretary of a CEO may act as
a gatekeeper by not allowing the seller to contact the decider, the influencer or the user in the buying center, hence preventing the flow of information to them. D is the right answer.

Doğru Cevap: D

Soru 35

Which of the below is a type of "entering goods" in B2B product classification?

Installations

Accessory equipment

Manufactured materials

Business services

Supplies

Açıklama:

Entering Goods are the products and services which become part of other products and/or the finished product. They are classified as raw materials and manufactured materials and parts. Thus, the right answer is C.

Doğru Cevap: C

Soru 36

Which of the following buy phase is always required to fulfill for a straight rebuy situation?

Problem recognition

Supplier search

Product specification

Supplier selection

Proposal solicidation

Açıklama:

For a straight rebuy situation, product specification and performance review are the buyphases to follow everytime. Thus, the right answer is C.

Doğru Cevap: C

Soru 37

Which one of the following is the stage of B2B buying where the organization contacts qualified suppliers and asks them to prepare and submit their written proposals if they are interested?

Supplier selection

Proposal solicitation

General need description

Product specification

Order-routine specification

Açıklama:

The fifth stage of the B2B buying process is the porposal solicitation stage where the organization contacts qualified suppliers and asks them to prepare and submit their written proposals if they are interested. B is the right answer.

Doğru Cevap: B

Soru 38

Which one of the following is the member of the B2B buying center who recognizes a need and requests a purchase?

Users

Initiators

Influencers

Gatekeepers

Deciders

Açıklama:

Initiators are anyone in the organization that recognizes a need and requests a purchase. This need may be a product that is already being used, a modified version or a product that is entirely new. For example, a worker in the factory may request that the machine he is using is replaced with a newer technology that will allow him to be more effective. Right answer is B.

Doğru Cevap: B

Soru 39

Which of the following describes farm products and natural products in B2B product classification?

Raw materials

Manufactured materials

Installations

Suppliers

Accessory equipment

Açıklama:

Raw materials category includes all types of farm products and natural products such as mining and mineral products, coal and iron ore. These products are usually commodities. For this reason, it is very difficult for suppliers to differentiate their products. When purchasing raw materials, the quality of the product and uninterrupted supply is important. Additionally, in order not to have any problems in production, the buyer usually keeps some stock of raw materials. Some examples of raw materials are: potatoes for a company that produces potato chips; sand for a glass producer; rye, barley and wheat for a bread producer, metallic ores for an automobile producer, etc. So, the right answer is A.

Doğru Cevap: A

Soru 40

................... involves routine problem solving decision making where the organization has purchased the product before, is satisfied with it, and therefore decides to buy the same product from the same supplier again when the need occurs.
Which one of the following completes the sentence?

Straight rebuy

Modified rebuy

New task

Supplier search

Proposal solicitation

Açıklama:

Straight rebuy involves routine problem solving decision making where the organization has purchased the product before, is satisfied with it, and therefore decides to buy the same product from the same supplier again when the need occurs. The right answer is A.

Doğru Cevap: A

Soru 41

"a business market is the market where products and services are purchased by businesses, government bodies and institutions ........." which of the following word cannot be used to fill in the blank?

for incorporation

for consumption

for use

for resale

for storage

Açıklama:

Doğru Cevap: E

Soru 42

Which one is the definition of the consumer market?

It is composed of individuals who buy products for their personal needs or for the needs of their household

It is made up of organizations that buy products to use in manufacturing other products, to resell to other organizations or to facilitate the activities conducted in the business itself

It's the marketing of goods and services to industrial and institutional customers

It's the performance of business activities that facilitate exchange processes between producers and organizational customers

It is the management process responsible for the facilitation of exchange between producers of goods and services and their organizational customers.

Açıklama:

The consumer market is composed of individuals who buy products for their personal needs or for the needs of their household.

Doğru Cevap: A

Soru 43

"the demand is not stable, it increases and decreases sharply" which one does the statement define?

Derived demand

Inelastic demand

Fluctuating demand

Joint demand

Direct purchasing

Açıklama:

Due to the derived demand characteristic in the B2B markets, the demand for products also fluctuate meaning that the demand is not stable, it increases and decreases sharply.

Doğru Cevap: C

Soru 44

"when the demand for a certain product is related to the demand of other products, it is called........" which one fills in the blank correctly?

Large demand

Fluctuating demand

Derived demand

Joint demand

Inelastic demand

Açıklama:

B2B markets are also known as having joint demand. Joint demand is when the demand for a certain product is related to the demand of other products.

Doğru Cevap: D

Soru 45

Which one is the characteristic of the consumer market?

Group decision making

Professional purchasing

Geographic concentration

Close supplier-customer relations

Using intermediaries

Açıklama:

In B2B markets, buyers often prefer to buy products directly from the manufacturer and do not use any intermediaries. On the other hand, in B2C markets the consumer uses intermediaries.

Doğru Cevap: E

Soru 46

Which of the following defines the role of gatekeepers?

anyone in the organization that recognizes a need and requests a purchase

the people who control access of information into the buying center and the sharing of information among the members in the buying center

the people who will be using the new purchased product directly

the people who have an impact on other people and the decider in the buying center

the people who determine whether to buy, what to buy, how to buy or where to buy.

Açıklama:

Gatekeepers - the people who control access of information into the buying center and the sharing of information among the members in the buying center.

Doğru Cevap: B

Soru 47

Which of the following can be given as an example of foundation goods?

Wheat

Steel

Offices

Lubricants

Advertising services.

Açıklama:

Foundation goods are used to make other products but they do not become part of the finished product. Foundation goods are capital items, and thus, when they get old and are worn out,
they can be depreciated from expenses. The answer is C.

Doğru Cevap: C

Soru 48

Which of the following is defined correctly?

Modified rebuy situation is when a certain change occurs in the purchase process.

Straight rebuy situation is when the organization buys a certain product/ service for the first time.

New task situation is when a certain change occurs in the purchase process.

Modified rebuy situation is when the organization buys a certain product/ service for the first time.

Modified rebuy situation is when the same product is brought from the same supplier.

Açıklama:

Straight rebuy situation is when the same product is brought from the same supplier. Modified rebuy situation is when a certain change occurs in the purchase process (i.e. a change in the product or the supplier). New task situation is when the organization buys a certain product/ service for the first time. The answer is A.

Doğru Cevap: A

Soru 49

Which of the stages of B2B process must be followed in all three buying situations of straight rebuy, modified rebuy and new task?

Problem recognition

Product specification

Supplier search

Proposal solicitation

Order-routine specification

Açıklama:

Product specification and performance review stages must be followed in all three buying situations.

Doğru Cevap: B

Soru 50

Which one is the last stage of B2B buying process?

General need description

Proposal solicitation

Supplier selection

Order-routine specification

Performance review

Açıklama:

The final stage in the B2B buying process is the performance review.

Doğru Cevap: E

Soru 51

What does B2B stand for?

Business to business marketing.

Business to business processing.

Business to business distribution.

Business to business assembly.

Business to business sub-assembly.

Açıklama:

Transaction among commercial organisations has existed for more than thousands of years, meaning that business to business (B2B) marketing has also been practised since earlier times.
B2B stands for Business To Business marketing. A is the correct answer and the other options are not related to the question.

Doğru Cevap: A

Soru 52

Which of the following is the correct order of the value chain?

Raw Materials-Retailer-Wholesaler-Final Assembly

Raw Materials-Retailer-Wholesaler-Consumer

Retailer-Consumer-Brander-Raw Material

Final Assembly-Brander-Retailer-Consumer

Retailer-Wholesaler-Final Assembly-Material Processing

Açıklama:

The following is the correct order of the Value Chain:
RAW MATERIALS-MATERIAL PROCESSING-PARTS AND SUB-ASSEMBLY-FINAL ASSEMBLY-DISTRIBUTION (BRANDER) WHOLESALER-RETAILER-CONSUMER.
The correct order of the Value Chain is:
RAW MATERIALS-MATERIAL PROCESSING-PARTS AND SUB-ASSEMBLY-FINAL ASSEMBLY-DISTRIBUTION (BRANDER) WHOLESALER-RETAILER-CONSUMER.
The correct answer is D.

Doğru Cevap: D

Soru 53

Which of the following is an example of B2C marketing?

Wholesaler to local markets

Factory to a distributer

Supermarket to a consumer

Final assembler to a wholesaler

Distributer to a retailer

Açıklama:

In the value chain, from raw materials stage up until the retailer stage, all activities conducted are B2B; only the activities involved between the retailer and the consumer are B2C.
In the value chain, from raw materials stage up until the retailer stage, all activities conducted are B2B. Only the activities involved between the retailer and the consumer are B2C. Therefore the correct answer is C.

Doğru Cevap: C

Soru 54

Which of the following is one of the 'Basic Characteristics of B2B Markets'?

There are no supplier and customer relations.

There are fewer but larger buyers.

Direct purchasing is not available.

There is elastic demand.

The demand is always the same.

Açıklama:

Fever but larger buyers, joint demand, geographic concentration, direct purchasing, derived demand, professional purchasing, fluctuating demand, close supplier-customer relations, inelastic demand, group decision making are the 'Basic Characteristics of B2B Markets'.
Basic Characteristics of B2B Markets are; fever but larger buyers, joint demand, geographic concentration, direct purchasing, derived demand, professional purchasing, fluctuating demand, close supplier-customer relations, inelastic demand, group decision making. Therefore, B is the correct answer.

Doğru Cevap: B

Soru 55

'If there are more consumer demand in the market for a certain product, the B2B demand for the same product will be higher.'
Which of the following characteristics of B2B markets explains the situation above?

Direct purchasing

Inelastic demand

Fluctuating demand

Joint demand

Derived demand

Açıklama:

Derived demand means that the demand for a B2B product depends on the demand for the finished product in the B2C market. This is because B2B products are used either directly or indirectly to manufacture consumer goods, hence they become a part of the good, its component or is used in the production process. Hence, the demand for B2B products depend on the demand for consumer products.
The demand for a B2B product depends on the demand for the finished product in the B2C market. Therefore E is the correct answer.

Doğru Cevap: E

Soru 56

What are the people, who have an influence on other people and the decider in the buying centre called?

Influencers

Deciders

Buyers

Initiators

Users

Açıklama:

The individuals in the buying center take on some roles and act accordingly. The roles that exist in organisational buying are different. However the people who have an influence on other people and the decider in the buying centre are called Influencers.
People who have an influence on other people and the decider in the buying centre are called Influencers. They can easily change others minds, therefore A is the correct answer.

Doğru Cevap: A

Soru 57

How many different roles are there in the buying centre?

Açıklama:

There are six different roles in the buying centre: Initiators, users, influencers, deciders, buyers, gatekeepers.
Initiators, users, influencers, deciders, buyers, gatekeepers are the six roles which exist in the buying centre, therefore C is the correct choice.

Doğru Cevap: C

Soru 58

Considering B2B Product Classification, which of the following is a correct match?

Entering Goods - Installations

Facilitating Goods - Raw Materials

Foundation Goods - Supplies

Entering Goods - Accessory Equipment

Foundation Goods - Business Services

Açıklama:

ENTERING GOODS - Raw Materials, Manufactured Materials and Parts.
FOUNDATION GOODS - Installations and Accessory Equipment.
FACILITATING GOODS - Suppliesand Business Services .
Raw Materials, Manufactured Materials and Parts are defined as Entering Goods. Installations and Accessory Equipment are called Foundation Goods. Supplies and Business Services are called Facilitating Goods. Therefore the correct answer is C.

Doğru Cevap: C

Soru 59

If an automotive company, which has purchased materials and parts from an overseas company before, makes new orders, what kind of a B2B purchase decision is this called?

Straight rebuy

New task

Modified rebuy

Routine purchase issue

Unaware buying

Açıklama:

In B2B buying situations, it is very important for the seller to be in the approved list of the companies since it means renewed routine orders. For this reason, the seller makes every effort to find a place in the list and remain there by trying to provide high product and service quality.
Straight rebuy involves routine problem solving decision making where the organisation has purchased the product before, is satisfied with it, and therefore decides to buy the same product from the same supplier again when the need occurs, therefore the correct answer is A.

Doğru Cevap: A

Soru 60

Which of the following steps is included in the straight rebuy process?

General need description

Product specification

Supplier selection

Proposal solicitation

Order-routine specification

Açıklama:

There are eight stages in the B2B buying process. For the new task buying situation, all stages are followed, whereas for modified rebuy and straight rebuy, some stages may be omitted by the buyer. Each stage of the B2B buying process is discussed below.

Buyphases	Buyclasses
New Task	Modified Rebuy	Straight Rebuy
Problem recognition<

The new task buying situation, all stages are followed, whereas for modified rebuy and straight rebuy, some stages may be omitted by the buyer. In straight rebuying process; general need description, supplier selection, proposal solicitation and order-routine specification are not needed, therefore the correct answer is B.

Doğru Cevap: B

Ünite 7

Soru 1

What does market segment refer to?

Consumer subgroups

Positioning

Demographics

PR markets

Global market groups

Açıklama:

In many markets, consumers differ according to their needs, preferences and consumption patterns. These different patterns create subgroups of consumers behaving in a similar way. In other words, these differences among customers create market segments. Market segmentation is the process of placing buyers in a market into subgroups in a way that members of each segment would display similar responsiveness to a particular positioning strategy.

Doğru Cevap: A

Soru 2

What is the name given to the process of placing buyers in a market into subgroups where members display similar responsiveness to a particular positioning strategy?

Marketing strategy

Market segmentation

Market targeting

Market positioning

Diversification

Açıklama:

Doğru Cevap: B

Soru 3

What is the first step in market segmentation?

Strategic analysis of segments

Definition of market to be segmented

Deciding how to segment

Forming segments

Utilizing finer strategies

Açıklama:

Market segmentation consists of several interrelated activities and decisions. The process begins with the definition of market to be segmented. After defining which market to segment, the second step is to decide how to segment this market. the next section. The third step in segmentation is to form segments. After completing the formation of segments, the company can now utilize finer segmentation strategies. At the final step, companies need to decide which segmentation approach they should use and evaluate the segments.

Doğru Cevap: B

Soru 4

Market segments must be ________: that is, it has to be the largest possible homogeneous group which is both financially attractive and profitable enough to serve.

Measurable

Accessible

Substantial

Differentiable

Actionable

Açıklama:

There are five criteria used for evaluating the usefulness of segmentation. According to the substantiality criterion, the market segments must be financially attractive and should be large or profitable enough to serve. It has no meaning to increase the costs by designing a different marketing mix for a segment that does not promise enough revenue for the company. A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program. It would not pay, for example, for an automobile manufacturer to develop cars especially for people whose height is greater than seven feet.

Doğru Cevap: C

Soru 5

Population density is an example of which major segmentation variable?

Geographic

Demographic

Psychographic

Behavioral

Financial

Açıklama:

There are four major segmentation variables used in consumer markets. These are
geographic(nations, regions, states, counties, cities, neighborhoods, population density
-urban, suburban, rural-, climate), demographic(age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, generation), psychographic(lifestyle, personality), and behavioral(occasions, benefits, user status, usage rate, loyalty status) variables used in segmentation of consumer markets.

Doğru Cevap: A

Soru 6

Define market to be segmented

Form segments

Analyze segments

Decide how to segment market

Utilize segmentation strategies

Which one of the following gives the correct order of market segmentation process?

II-IV-V-III-I

III-I-II-V-IV

I-IV-II-V-III

IV-V-II-III-I

I-II-V-III-IV

Açıklama:

Market segmentation consists of several interrelated activities and decisions. The process begins with the definition of market to be segmented. After defining which market to segment, the second step is to decide how to segment this market. The third step in segmentation is to form segments. After completing the formation of segments, the company can now utilize finer segmentation strategies. At the final step, companies need to decide which segmentation approach they should use and evaluate the segments. The answer is C.

Doğru Cevap: C

Soru 7

Based on the basic life cycle stages of a family, what is considered to be the financial circumstance and purchasing characteristic of a "empty nest type 1" family?

Better off financially, two incomes; purchase home, some consumer durables

Financial position improving; some working spouses

Home ownership peak; renewed interest in travel and leisure activities; buy luxuries

Drastic cut in income; medical services bought

Income good, but likely to sell home

Açıklama:

According to the basic life cycle stages of a family segmentation, an "empty nest I" kind of family consists of older married couples and have no children at home. At this stage, the families are usually considered to peak at home ownership, tend to have a renewed interest in travel and leisure activities, and buy luxuries. The answer is C.

Doğru Cevap: C

Soru 8

Which market segment criteria refers to profitability of the segment?

Measurable

Accessible

Substantial

Differentiable

Actionable

Açıklama:

Substantiality of the segment refers to the criteria that market segments must be financially attractive and should be large or profitable enough to serve. It has no meaning to increase the costs by designing a different marketing mix for a segment that does not promise enough revenue for the company. A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program. The answer is C.

Doğru Cevap: C

Soru 9

Which of the following is NOTone of the factors that comprise "The Big 5 Personality Traits"?

Openness to experience

Conscientiousness

Extraversion

Agression

Neuroticism

Açıklama:

Doğru Cevap: D

Soru 10

A fruit juice company promotes orange juice as a substitute for tea for breakfast. What approach is the company employing?

Geo-clustering

Geo targeting

Benefit segmentation

Status segmentation

Occasion Segmentation

Açıklama:

Consumer needs and preferences may vary according to product use situations, so marketers’ may prefer to use different variables such as occasions, importance of the purchase, and prior experience with the product or user status for segmentation. By using occasion segmentation, marketers divide the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item. For example, Coca Cola try to boost consumption by promoting consumption during the Ramadan. Some fruit juice companies promote orange juice as a drink for breakfast like tea. The answer is E.

Doğru Cevap: E

Soru 11

Which of the following is NOT considered as one of the main themes that affects market segment attractiveness?

Human factors

Market factors

Competitive factors

Business Environment factors

Economic and technological factors

Açıklama:

There are so many factors that may affect market segment attractiveness. We can categorize these factors under four main themes;
• Market factors
• Economic and technological factors
• Competitive factors
• Environmental factors
The answer is A.

Doğru Cevap: A

Soru 12

What is the type of marketing where products and marketing programs are tailored to the needs and wants of specific individuals and local customer segments?

Undifferentiated (mass) marketing

Differentiated (segmented) marketing

Concentrated (niche) marketing

Micromarketing

Local Marketing

Açıklama:

Undifferentiated (mass) marketing is a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.
Differentiated (segmented) marketing is a market-coverage strategy in which a firm targets several market segments and designs separate offers for each.
Concentrated (niche) marketing is a marketcoverage strategy in which a firm goes after a large share of one or a few segments or niches.
Micromarketing is tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.
Local Marketing involves tailoring brands and promotions to the needs and wants of local customers.
The answer is D.

Doğru Cevap: D

Soru 13

What is the term used to describe gaining competitive advantage with offering different delivery options?

Product differentiation

Service differentiation

Channel differentiation

People differentiation

Image differentiation

Açıklama:

Product differentiation consists of differentiating products’ features, style, design or performance.
Service differentiation is offering a speedy or more convenient service to differentiate the brand.
Channel differentiation is gaining competitive advantage with offering different delivery options.
People differentiation is selecting employees more carefully and better train them in order to establish an emotional bond with the customers of a company and employees (the company) and create satisfied and loyal customers.
Image differentiation is setting the brand apart by its image from competitors.
The answer is C.

Doğru Cevap: C

Soru 14

Which one of the following is not one of the major segmentation variables?

Demographic

Geographic

Behavioral

Economic

Psychographic

Açıklama:

There are four major segmentation variables used in consumer markets. These are geographic, demographic, psychographic and behavioral variables used in segmentation of consumer markets. The answer is D.

Doğru Cevap: D

Soru 15

Ice cream is a product that sells most during summer. When a company is evaluating the segment attractiveness of ice cream, what kind of factor is this?

Competitive factor

Market factor

Business

Economic factor

Technological factor

Açıklama:

Demand fluctuations by season or cycle affects the attractiveness of a market. If the new market is offering new opportunities for the company, it could be considered as an attractive market segment. This is related to market factors. The answer is B.

Doğru Cevap: B

Soru 16

What kind of marketing strategy focuses on a small and well-defined segment?

Segmented marketing

Mass marketing

Local marketing

Niche marketing

Individual marketing

Açıklama:

Niche marketing is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches. This approach supports the idea of being a big fish in a small pond instead of being a small fish in a big pond. By focusing on a small and well-defined niche segment, this approach lets the company to market more effectively and efficiently. The answer is D.

Doğru Cevap: D

Soru 17

What kind of marketing strategy is SoLoMo marketing?

Segmented marketing

Personal marketing

Mass marketing

Niche marketing

Local marketing

Açıklama:

Local marketing involves tailoring brands and promotions to the needs and wants of local customers. With the advances in information and communication technologies, location-based marketing has become an increasingly attractive targeting strategy for many companies. Geolocation technologies help companies to locate their customers’ position and engage them with localized deals on their mobile devices wherever they are. This is called SoLoMo (social+local+mobile) marketing. This strategy combines social media, location-based marketing and mobile commerce to develop a more targeted and powerful marketing strategy. The answer is E.

Doğru Cevap: E

Soru 18

Which term refers to differentiating the brand from other brands in consumers' minds?

Segmenting

Targeting

Analyzing

Positioning

Diversifying

Açıklama:

Positioning is differentiating the brand from other brands in consumer minds. The basic idea of positioning is based on the assumption that consumers have a limited mind space and successful brands are the ones that are able to position themselves in the minds of their customers apart from their competitors. The answer is D.

Doğru Cevap: D

Soru 19

If a brand is positioning itself by emphasizing its fast and door-to-door delivery, what kind of positioning strategy is it?

Product differentiation

Service differentiation

Channel differentiation

People differentiation

Image differentiation

Açıklama:

In services differentiation, a brand can offer a speedy or more convenient service to differentiate their brand. For example, Simbo offers a door-to-door free of charge technical service for its small house appliances. The product is taken from the customer’s house and transferred to the Simbo repair service. After it is repaired the product is delivered back to customer in 10 days. The answer is B.

Doğru Cevap: B

Soru 20

Which one of the following is not one of the 4 main positioning errors?

Different positioning

Underpositioning

Overpositioning

Confused positioning

Doubtful positioning

Açıklama:

There are 4 main positioning errors that companies may face:

Underpositioning: When customers have only vague ideas about the company and its products and do not perceive anything distinctive about them.

Overpositioning: When customers have too narrow understanding of the company, product, and brand.

Confused positioning: When frequent changes and contradictory messages confuse customers regarding the positioning of the brand.

Doubtful positioning: When the claims made for the product or brand are not regarded as credible by the customer.

The answer is A.

Doğru Cevap: A

Soru 21

Which one of the following is the first step of identifying market segments?

Definition of market to be segmented

Decide how to segment

Forming the segments

Utilizing finer segmentation strategies

Strategic analysis of segments

Açıklama:

Market segmentation consists of several
interrelated activities and decisions (Figure 7.1). 4
The process begins with the definition of market to
be segmented. Market segmentation may occur at
different product-market levels and companies can
choose to use either a generic level segmentation
or product type/product variant segmentation. For
example, a company may choose to use a generic
level segmentation and defines its “supermarket
buyers” as the market to be segmented

Doğru Cevap: A

Soru 22

Which one of the following is not among the four main segmentation variables that companies can use to segment a market?

geographic

demographic

psychographic

behavioral

substantial

Açıklama:

Doğru Cevap: E

Soru 23

Which one of the following market segment criteria indicates that the market segments must be financially attractive and profitable enough to serve?

Measurable

Accessible

Substantial

Differentiable

Actionable

Açıklama:

Substantial: The market segments must be
financially attractive and should be large or
profitable enough to serve. It has no meaning to increase the costs by designing a different marketing mix for a segment that does
not promise enough revenue for the company. A segment should be the largest possible homogeneous group worth pursuing with a
tailored marketing program. It would notpay, for example, for an automobile manufacturer to develop cars especially for people
whose height is greater than seven feet.

Doğru Cevap: C

Soru 24

Which one of the following is a demographic variable for consumer markets?

population density

occupation

personality

loyalty status

regions

Açıklama:

Major Segmentation Variables for Consumer Markets
Geographic: Nations, regions, states,
counties, cities, neighborhoods, population density
(urban, suburban, rural),
climate
Demographic: Age, life-cycle stage, gender,
income, occupation, education,
religion, ethnicity, generation
Psychographic: Lifestyle, personality
Behavioral: Occasions, benefits, user status,
usage rate, loyalty status

Doğru Cevap: B

Soru 25

Which one of the following terms refers to combining several variables with geographic variables to identify better-defined smaller segments?

Geo-Clustering

Geo-targeting

Market segmentation

Demographic segmentation

Psychographic segmentation

Açıklama:

Geo-Clustering, is a process of combining
several variables with geographic variables to
identify better-defined smaller segments

Doğru Cevap: A

Soru 26

According to demographic segmentation, in which stage of the Family Life Cycle is there a drastic cut in income and are medical services bought?

Newly wed

Full nest II

Full nest III

Empty nest I

Empty nest II

Açıklama:

Empty nest II: Older couples, no children at home, retired Drastic cut in income; medical services bought (Hooley et.al. (2017), p. 170.)

Doğru Cevap: E

Soru 27

Which one of the following is not one of the components of The Big 5 Personality Traits or OCEAN?

experience

conscientiousness

extraversion

self-determination

neuroticism

Açıklama:

Doğru Cevap: D

Soru 28

Which one of the following is not among the factors that may affect market segment attractiveness?

Market factors

Economic and technological factors

Competitive factors

Environmental factors

Psychological factors

Açıklama:

There are so many factors that may affect market
segment attractiveness. We can categorize these
factors under four main themes (Figure 7.3);37
• Market factors
• Economic and technological factors
• Competitive factors
• Environmental factors

Doğru Cevap: E

Soru 29

Which one of the following market factor supports that growing markets accelerate companies to achieve sales growth objectives?

Size of the segment

Segment growth rate

Stage of industry evolution

Predictability

Price elasticity and sensitivity

Açıklama:

Segment growth rate: Growing markets accelerate companies to achieve sales
growth objectives.

Doğru Cevap: B

Soru 30

Which one of the following economic and technological factors argues that hightech companies may prefer to enter markets where they can better use their technology advantage?

Barriers to entry

Barriers to exist

Bargaining power of suppliers

Level of technology utilization

Investment required

Açıklama:

Level of technology utilization: Hightech companies may prefer to enter markets
where they can better use their technology
advantage. On the other hand, a low-tech
company may prefer to target other segments that it can serve better with its own capabilities

Doğru Cevap: D

Soru 31

Which of the following segmentation criteria refers to "creating subgroups that give different responses to different marketing activities"?

Differentiable

Substantial

Actionable

Measurable

Accessible

Açıklama:

Differentiable: The variables used to segment the market should create subgroups that give different responses to different marketing activities of the company.

Doğru Cevap: A

Soru 32

Which one of the followings is not a segmentation variable used for segmenting consumer markets?

Geographic

Demographic

Behavioral

Financial

Psychographic

Açıklama:

There are four major segmentation variables used in consumer markets. These are geographic, demographic, psychographic and behavioral variables used in segmentation of consumer markets.

Doğru Cevap: D

Soru 33

Which of the followings can be considered as a demographic variable?

Lifestyles

Occupation

Personality

Product Use Situation

Buyers’ Needs

Açıklama:

Demographic segmentation uses variables such as age, life-cycle stage, gender, income, occupation, education, ethnicity and generation to define segments

Doğru Cevap: B

Soru 34

According to ----------, certain personality traits such as anxiousness and shyness exist from individual to individual.
When considering above statement, which of the followings fills the blank?

The Big 5 Personality Traits

Age and Life-Cycle Stage

Geo targeting

Geo-Clustering

Trait theory

Açıklama:

Trait theory in psychology is an approach studying human personality that identifies and measures the degree to which certain personality traits - recurring patterns of thought and behavior, such as anxiousness, shyness, and openness to new things - exist from individual to individual

Doğru Cevap: E

Soru 35

When Ramadan comes, companies frequently try to boost consumption of soft drinks like cola.
According to above statement, which variable do the companies use for segmentation in such an occasion?

Purchase Behavior

Personality

Income

Product Use Situation

Geo targeting

Açıklama:

Product Use Situation: Consumer needs and preferences may vary according to product use situations, so marketers’ may prefer to use different variables such as occasions, importance of the purchase, and prior experience with the product or user status for segmentation. For example, Coca Cola try to boost consumption by promoting consumption during the Ramadan. Some fruit juice companies promote orange juice as a drink for breakfast like tea.

Doğru Cevap: D

Soru 36

Which of the followings can decrease the attractiveness of a market segment?

High volume market segment

Growing markets

More predictable market

More bargaining power of customers

Markets offering new opportunities

Açıklama:

The markets where buyers (or the intermediaries) are powerful (more bargaining power) will be less attractive as these can dominate or dictate to the market

Doğru Cevap: D

Soru 37

Which one of the followings can not be considered as an economic and tecnological factor that affects attractivenes of a market segment?

Barriers to entry

Competitive intensity

Bargaining power of suppliers

Level of technology utilization

Investment required

Açıklama:

Competitive intensity is one of the competitive factors that affects attractivenes of market segment

Doğru Cevap: B

Soru 38

Which of the following target market strategies includes customizing offers to each individual customer?

Micromarketing

Concentrated Marketing

Differentiated Marketing

Undifferentiated Marketing

Social marketing

Açıklama:

Micromarketing is tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments. In segmented and concentrated marketing, marketers tailor their offers to meet the needs of various segments or niches but they don’t customize their offers to each individual customer. Micromarketing includes local marketing and individual marketing

Doğru Cevap: A

Soru 39

.......... is differentiating the brand from other brands in consumer minds.
Which one of the following terms fills the blank?

Mass marketing

Segmentation

Positioning

Local Marketing

Target market

Açıklama:

Positioning is differentiating the brand from other brands in consumer minds. Positioning is not what you produce in the factory but it is all about what you do in the minds of prospects (consumers).

Doğru Cevap: C

Soru 40

If a company offers door to door free of charge technical service, what differantiation strategy would that company use?

Product differentiation

Services differentiation

Channel differentiation

People differentiation.

Image differentiation

Açıklama:

In services differentiation, a brand can offer a speedy or more convenient service to differentiate their brand. For example, Simbo offers a door-to-door free of charge technical service” for its small house appliances. The product is taken from the customer’s house and transferred to the Simbo repair service. After it is repaired the product is delivered back to customer in 10 days

Doğru Cevap: B

Soru 41

Which term does "the process of placing buyers in a market into subgroups in a way that members of each segment would display similar responsiveness to a particular positioning strategy" define?

Market segmentation

Market division

Market fragmentation

Market segregation

Market niches

Açıklama:

Market segmentation is the process of placing buyers in a market into subgroups in a way that members of each segment would display similar responsiveness
to a particular positioning strategy. Through market segmentation, companies divide large, diverse markets into smaller segments that can be reached more efficiently and effectively through products and services that match their unique
needs.
Market segmentation is the process of placing buyers in a market into subgroups
in a way that members of each segment display similar responsiveness to a particular positioning strategy.

Doğru Cevap: A

Soru 42

A relatively small but profitable portion or segment of the market is called.........
Which of the followings completes the sentence?

Market segment

Overserved market

Specialized market

Specialty market

Market niche

Açıklama:

By identifying market niches, companies or brands can gain a powerful position in the market or become the market leader of their own niche. Market niches are relatively small but profitable portion or segment of the market. Therefore, by
concentrating all the efforts of the company on an unserved market niche, companies may choose to become a big fish in a small pond instead of being a small fish in a big pond.
Market niches are relatively small but profitable portion or segment of the market.

Doğru Cevap: E

Soru 43

Which of the following is not one of the four main types of segmentation variables used in consumer markets?

Geographic

Demographic

Psychographic

Behavioral

Sociographic

Açıklama:

Companies can use one or more variables to segment a market. There are four main types of segmentation variables used in consumer markets; geographic, demographic, psychographic and behavioral variables. "Sociographic" is not one of these variables.For example, a company may choose to segment its market based on the regions in a country if it prefers to use a geographical segmentation. Taking different approach, if the company prefers to use behavioral segmentation variables, it can use “usage rate” or “benefits sought in the product” as a base for segmentation. In addition, companies can use
more than one variable while segmenting their markets. These variables will be examined in detail in the next section.

Doğru Cevap: E

Soru 44

Which strategy aims to identify very narrow segments by using some segmentation variables and produces a large number of very small segments?

Macrosegmentation

Microsegmentation

Mass customization

Micro customization

Narrow segmentation

Açıklama:

Microsegmentation aims to identify very narrow segments by using some segmentation variables and produces a large number of very small segments.

Doğru Cevap: B

Soru 45

Which of the following is not one of the criteria that are used for evaluating the usefulness of segmentation?

Measurable

Accessible

Substantial

Differentiable

Divisible

Açıklama:

There are five criteria used for evaluating the usefulness of segmentation. According to these criteria, market segments must be measurable, accessible, substantial, differentiable, and actionable. "Divisible" is not among these criteria.

Doğru Cevap: E

Soru 46

Which marketing strategy involves the statistical classification of people based on where they live?

Glocalized segmentation

Localized segmentation

Geodemographic segmentation

Geo-spatial segmentation

Navigational segmentation

Açıklama:

Geodemographic segmentation is the statistical classification of people (demographics) based on where they live (geography).

Doğru Cevap: C

Soru 47

Which term describes the process of combining several variables with geographic variables to identify better-defined smaller segments?

Geo-Clustering

Geo-targeting

Geofencing

Geo-positioning

Geo-demographing

Açıklama:

Geo-clustering is the process of combining several variables with geographic variables to identify better-defined smaller segments.

Doğru Cevap: A

Soru 48

Which stage of the family life cycle is indicated by "Few financial burdens, recreation oriented; holidays, entertainments outside home"?

Bachelor

Newly wed

Full nest I

Full nest II

Full nest III

Açıklama:

As the financial circumstances and purchasing characteristics, "Few financial burdens, recreation oriented; holidays, entertainments outside home" indicates the bachelor stage of the family life cycle.

Doğru Cevap: A

Soru 49

Which stage of the family life cycle is indicated by "Financial position improving; some working spouses"?

Full nest I

Full nest II

Full nest III

Empty nest I

Empty nest II

Açıklama:

As the financial circumstances and purchasing characteristics, "Financial position improving; some working spouses" indicates the Full nest II stage of the family life cycle.

Doğru Cevap: B

Soru 50

Which of the following factors is not one of the Big 5 Personality Traits?

Conscientiousness

Extraversion

Agreeableness

Neuroticism

Obedience

Açıklama:

The Big 5 Personality Traits or OCEAN is the five factors or traits that psychologists mostly agree on that constitute personality. These five factors are openness to experience, conscientiousness, extraversion, agreeableness and neuroticism.
Although there are a large number of traits, for the last two decades, most psychologists agree on five traits or factors that constitute personality. These factors or traits are called The Big 5 Personality Traits or OCEAN (an acronym). These five factors are openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. "Obedience" is not one of those five factors.

Doğru Cevap: E

Soru 51

Which of the following cannot be used to fill the blank in the sentence?
"Market segments must be .............. in order to be evaluated as useful."

measurable

accessible

substantial

differentiable

variable

Açıklama:

Market segments must be measurable, accesible, substantial, differentia and actionable in order to be evaluated as useful. Variable is not suitable concept to complete the sentence. Correct answer is E.

Doğru Cevap: E

Soru 52

What type of segmentation uses variables such as age, lifestyle, occupation and ethnicity to define segments?

Geographic

Demographic

Psychographic

Behavioural

Strategical

Açıklama:

Demographic segmentation uses variables such as age, life-cycle stage, gender, income, occupation,education, ethnicity and generation to define segments. Correct answer is B.

Doğru Cevap: B

Soru 53

1. Forming segments.
2. Deciding which segmentation approach to use and evaluating the segments.
3. Definition of market to be segmented.
4. Deciding how to segment this market.
5. Utilizing finer segmentation strategies.
What is the correct order of the segmentation steps which can be seen above?

2-3-5-1-4

3-4-1-5-2

4-3-2-1-5

5-4-1-3-2

3-4-5-2-1

Açıklama:

The process begins with the definition of market to be segmented. The second step is to decidehow to segment this market. The third step in segmentation is to form segments. After completing the formation of segments, the company can now utilize finer segmentation strategies. At the final step, companies need to decide which segmentation approach they should use and evaluate the segments. The correct answer is "B".

Doğru Cevap: B

Soru 54

What is the definition of "Geo-clustering"?

It is dividing the market into different geographical units, such as nations, regions, states, counties, cities, or even neighborhoods.

It is offering different contents to different users based on the location of Internet users.

It is a process of combining several variables with geographic variables to identify better-defined smaller segments.

It is a set of buyers with common needs or characteristics that a company decides to serve.

It is a market-coverage strategy in which a firm targets several market segments and designs separate offers for each.

Açıklama:

Geo-Clustering, is a process of combining several variables with geographic variables to identify better-defined smaller segments. The correct answer is "C"

Doğru Cevap: C

Soru 55

" It is a market coverage strategy in which a firm goes after a large share of one or a few segments."
Which type of marketing strategy is the above mentioned statement about?

Micromarketing

Differentiated marketing

Undifferentiated marketing

Niche marketing

Mass marketing

Açıklama:

Concentrated (niche) marketing is a marketcoverage strategy in which a firm goes after a large
share of one or a few segments or niches. The correct answer is "D"

Doğru Cevap: D

Soru 56

Which of the following statement can be accepted true about differentiation?

Image is created by the quality or performance of a product or services offered

People differentiation means setting the brand apart by its image from the competitors.

Selpak Paper Towel's emphasizing absorbency is an example of service differentiation.

Emotional bonding is not important in building highly differentiated position for a brand

Product attribute is rarely used in positioning

Açıklama:

Actually, image is created by the quality or performance of a product and services offered. Image
differentiation is built on the product and services, and managed with the help of the images used in communication tools such as advertising Correct answer is "A"

Doğru Cevap: A

Soru 57

Which of the following statement cannot be accepted as correct about Target Market Strategies?

Concentrated marketing is not a risk free strategy

In Micromarketing needs and wants of specific individuals and local customer segments are important to tailor products and marketing programs.

One-to-one marketing is also known as Individual Marketing.

In Concentrated marketing a firm targets several market segments and designs separate offers for each.

Mass marketing means going after the whole market with one offer.

Açıklama:

Concentrated (niche) marketing is a marketcoverage strategy in which a firm goes after a large share of one or a few segments or niches. A firm targets several market segments and designs separate offers for each in Differentiated (segmented) marketing. The correct answer is "D"

Doğru Cevap: D

Soru 58

If a company serves to the whole market with a single product which strategy would they be using?

Segmented marketing

Concentrated marketing

Mass marketing

Micromarketing

Local marketing

Açıklama:

Undifferentiated(mass)marketingis a marketcoverage strategy in which a firm decides to ignore
market segment differences and go after the whole market with one offer. The correct answer is "C".

Doğru Cevap: C

Soru 59

In which type of segmentation buyers are divided into segments based on their knowledge, attitudes, uses or responses to a product?

Behavioral segmentation

Psychographic segmentation

Demographic segmentation

Economical segmentation

Geographic segmentation

Açıklama:

Behavioral Segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product. The correct answer is "A".

Doğru Cevap: A

Soru 60

Which of the following factors does not affect the market segment attractiveness?

Environmental factors

Competitive factors

Market factors

Economic and technological factors

Behavioral factors

Açıklama:

We can categorize the factors that may affect market segment attractiveness under four main themes
• Market factors
• Economic and technological factors
• Competitive factors
• Environmental factors.
The correct answer is "E".

Doğru Cevap: E

Soru 61

Which of the following variables is not a segmentation variable used in consumer markets?

Demographic variables

Behavioral variables

Industrial variables

Geographic variables

Psychographic variables

Açıklama:

There are four main types of segmentation variables used in consumer markets; geographic, demographic, psychographic and behavioral variables.

Doğru Cevap: C

Soru 62

Which of the following is not one of the criteria used for evaluating the usefulness of segmentation?

Accessible

Measurable

Differentiable

Actionable

Flexible

Açıklama:

There are five criteria used for evaluating the usefulness of segmentation; measurable, accessible, sunstantial, differentiable, actionable.

Doğru Cevap: E

Soru 63

____________ divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product.
Which of the following completes the sententence above?

Psychographic segmentation

Behavioral segmentation

Demograpic segmentation

Geographic segmentation

Regional segmentation

Açıklama:

Behavioaral segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product.

Doğru Cevap: B

Soru 64

Which of the following is not one of the factors that may affect market segment attractiveness?

Political factors

Environmental factors

Market factors

Competitive factors

Economic and technological factors

Açıklama:

Doğru Cevap: A

Soru 65

Which of the following factors is not related to the competitive structure of the market?

Competitive intensity

Threat of substitution

Quality of competition

Social acceptability

Degree of differentiation

Açıklama:

Social acceptability is one of the Business Environment Factors.

Doğru Cevap: D

Soru 66

Which of the following is not one of the positioning errors that companies may face?

Confused positioning

Secure positioning

Douptful positioning

Underpositioning

Overpositioning

Açıklama:

There are 4 main positioning errors that companies may face: underpositioning,
overpositioning, confused positioning, douptful positioning

Doğru Cevap: B

Soru 67

When it is possible to identify, reach and serve the market segments, it possesses the requirement of being ____________.
Which of the following completes the sentence above?

Measurable

Substantial

Accessible

Differentiable

Profitable

Açıklama:

When it is possible to identify, reach and serve the market segments, it possesses the requirement of being accessible.

Doğru Cevap: C

Soru 68

In which segmentation variable are age, gender and education examined?

Geographic

Demographic

Psychographic

Behavioral

National

Açıklama:

Age, gender and education are examined in demographic variable.

Doğru Cevap: B

Soru 69

Toys marketers frequently uses __________ segmentation and color to differentiate their marketing offers targeting different segments. Blue colors are generally used for boys while pink/purple colors are used for girls.

Gender

Income

Ethnicity

Generation

Age

Açıklama:

Toys marketers frequently uses gender segmentation and color to differentiate their marketing offers targeting different segments. Blue colors are generally used for boys while pink/purple colors are used for girls.

Doğru Cevap: A

Soru 70

Which of the following is not included in market factors that may affect market segment attractiveness?

Power of buyers

Price elasticity

Growth rate of the segment

Margins available

Seasonality and cyclicality of demand

Açıklama:

Margins available is one of the Economic and Technological Factors

Doğru Cevap: D

Ünite 8

Soru 1

I. Promotion
II. Price
III. Product
IV. Payment
Which of the ones listed above is among the marketing tools also called 4 Ps of marketing?

I, II, III & IV.

I, II & III.

II, III & IV.

I, II & IV.

I, III & IV.

Açıklama:

Page 191.
Marketing mix, also called 4 Ps of marketing, is a group of marketing tools-product, price, place, and promotion-that are controlled by the firm to satisfy the needs and wants of its target market. Therefore, the correct option is B.

Doğru Cevap: B

Soru 2

I. Cost,
II. Consistency,
III. Clarity,
IV. Communication.
Which of the ones listed above is among the marketing mix elements from consumers’ point of view?

I, II & III.

II, III & IV.

I & IV.

II & III.

Only I.

Açıklama:

Page 192.
Marketing mix elements, 4Ps, can be considered as 4Cs from customers’ point of view. Consumers buy a product because of the value it offers to the customers. Price does not only cover the initial money paid for buying the products from the perspectives of customers. Customers are concerned about the total cost of the product that occurs when buying, using and even getting rid of the product. Promotion is a communication activity from the customers’ point of view; customers want information and relationships. Companies provide convenience to consumers by selling and delivering products in the places the consumers want. They may want the products to be sold online and delivered to their door. Therefore, the correct option is C.

Doğru Cevap: C

Soru 3

I. Inseparability,
II. Intangibility,
III. Variability,
IV. Perishability.
Which of the ones listed above is among the marketing mix elements in terms of services?

I, II, III & IV.

I, II & III.

I & III.

I & II.

II, III & IV.

Açıklama:

Page 192.
Marketing mix is extended for services because of their specific aspects such as intangibility, perishability, variability, and inseparability. Services can’t be sensed, stored, standardized, and separated from the provider. Therefore, the correct option is A.

Doğru Cevap: A

Soru 4

Which of the followings refers to anything which is offered to a market to satisfy consumers’ needs and wants?

Price

Product

Promotion

Place

Process

Açıklama:

Page 192.
Product is anything which is offered to a market to satisfy consumers’ needs and wants. Products include both tangible objects such as physical goods and intangible aspects such as services. Physical good is a marketing component that can be sensated. For example, tooth paste or salt is a physical good. Service is a product form which includes processes, activities, and performances. Therefore, the correct option is B.

Doğru Cevap: B

Soru 5

Which of the followings consists of warranty, after-sale service, payment options, and credits?

Convenience products

Unsought products

Core product

Industrial products

Augmented product

Açıklama:

Page 193.
Augmented product consists of warranty, after-sale service, payment options, and credits. In the case of smart phones applications may be part of the augmented product and may make a phone more competitive. Therefore, the correct option is E.

Doğru Cevap: E

Soru 6

Which of the followings refers to the materials, supplies, parts and services bought to create economic value rather than personal use?

Convenience products

Unsought products

Core product

Industrial products

Augmented product

Açıklama:

Page 193.
Industrial products are materials, supplies, parts and services bought to create economic value rather than personal use. Therefore, the correct option is D.

Doğru Cevap: D

Soru 7

Which of the followings refers to intangible marketing elements such as travel and hospitality?

Services

Non-durable goods

Actual product

Shopping products

Durable goods

Açıklama:

Page 194.
Services refer to intangible marketing elements such as travel and hospitality. Therefore, the correct option is A.

Doğru Cevap: A

Soru 8

I. Test marketing,
II. Generation of new ideas,
III. Business analysis,
IV. Product development programme,
V. Commercialization and control.
Which of the followings is the correct order of the elements of decision-making process?

I-III-II-V-IV

IV-V-I-II-III

II-III-IV-I-V

II-III-I-V-IV

I-III-V-IV-II

Açıklama:

Page 194.
New-product development process includes 8 major steps.8 These steps include:
• Generation of new ideas: Ideas are gathered from different parties such as employers, consumers, competitors, etc.
• Screening of new ideas: All ideas are evaluated based on several criteria such as potential market size, cost, product development time to find the better ideas and in this stage poor ideas are eliminated.
• Concept development and testing: Consumers are included in the process to select the best concepts.
• Marketing Strategy Development: This step includes preparing plans and programmes for test marketing.
• Business analysis: Some analyses such as cost, demand, profitability are performed to prove potential economic success of new concepts.
• Product development programme: After completing the stages above, a prototype is developed.
• Test marketing: The new product may be tested in a small market such as a city before commercialization stage to see if there is a need to make changes in the product or in any aspect of marketing strategy based on the opinions of consumers.
• Commercialization and control: If all stages are completed successfully, the new product is launched to the market.
Therefore, the correct option is C.

Doğru Cevap: C

Soru 9

Which of the followings is among the internal factors affecting price decisions?

Distribution channels

Costs

Legal regulations

Societal concerns

Market and demand structure

Açıklama:

Page 198.
Internal Factors Affecting Price Decisions
1. Costs: Cost is the lower limit of price (or price floor).
2. Pricing aims: Pricing aims include survival, increasing market share, prestige, penetrating the market etc.
3. Other Marketing Mix Elements: Product, promotion, and place should give messages to consumers in the same direction. For example, if the price of a product is high, the quality of the product should also be high.
Therefore, the correct option is B.

Doğru Cevap: B

Soru 10

Which of the followings is among the price-adjustment strategies?

Geographical pricing

By-product pricing

Product bundle pricing

Optional-product pricing

Captive-product pricing

Açıklama:

Page 199.
Markets are so dynamic, therefore, prices should be adapted to the fast changing environment. There are many price-adjustment strategies including dynamic pricing, psychological pricing, discount and allowance pricing, segmented pricing, geographical pricing, promotional pricing, and international pricing. In dynamic pricing, prices are being adjusted continually to maximize revenue. For example, prices are changing thousands times a day in the airline sector. In psychological pricing, prices are adjusted based on a psychological viewpoint rather than economic perspective. For example, companies consider price thresholds in consumers’ mind while changing prices for products. Discount and allowance pricing refers to a reduction in the price of the products for consumers who buy large quantities or pay early. In segmented pricing, prices are differentiated based on customer, location, or product rather than cost. For example, although cost of providing a hotel room does not change, rooms with a sea view are more expensive than the rooms without a good scenery. Geographical pricing refers to setting prices for customers who are in different locations in order to cover high shipping costs. For instance, lower prices are charged for customers who are close to oil refinery while higher prices are charged for ones who are far away. Promotional pricing means reducing prices for a while to increase short term sales. The prices are set below list price. International pricing refers to setting prices for different countries. For example, a company may charge different prices for different countries, or it may set a fixed price for every country. Therefore, the correct option is A.

Doğru Cevap: A

Soru 11

Which one of the following is not one of the components of marketing mix?

Product

Place

Price

Promotion

Practice

Açıklama:

Marketing mix, also called 4 Ps of marketing, is a group of marketing tools-product, price, place, and promotion-that are controlled by the firm to satisfy the needs and wants of its target market. Practice is not one of the marketing mix elements. The correct answer is E.

Doğru Cevap: E

Soru 12

Which of the following is among the elements included in the product component of marketing mix?

Quality

Discounts

Locations

Advertising

Credit

Açıklama:

PRODUCT element includes the following;

Quality

Brand

Features

Packaging

Services

The correct answer is A.

Doğru Cevap: A

Soru 13

I. Process
II. People
III. Promotion
Which of the above is among the three more Ps added to marketing mix?

Only I

Only II

Only III

I-II

II-III

Açıklama:

Marketing mix is extended for services because of their specific aspects such as intangibility,
perishability, variability, and inseparability. Services can’t be sensed, stored, standardized, and separated from the provider. Therefore, 3 more Ps are added to marketing mix: Process, people, and physical evidence. The answer is D.

Doğru Cevap: D

Soru 14

Which one of the following terms refers to physical goods and services bought for personal use by final consumers?

Core product

Actual product

Augmented product

Consumer products

Industrial products

Açıklama:

Consumer products are physical goods and services bought for personal use by final consumers. Consumer products are categorized into four basic types: convenience products, shopping products, specialty products, and unsought products. The correct answer is D.

Doğru Cevap: D

Soru 15

Which one of the following is not among the steps of new-product development process?

Generation of new ideas

Marketing Strategy Development

Product line decision

Product development programme

Test marketing

Açıklama:

New Product Development Process
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Business analysis
Product development
Test marketing
Commercialisation
The correct answer is C.

Doğru Cevap: C

Soru 16

Which one of the following is an internal factor affecting price decisions?

Legal Regulations

Pricing aims

Distribution Channels

Societal concerns

Economic Factors

Açıklama:

Internal Factors Affecting Price Decisions
1. Costs
2. Pricing aims
3. Other Marketing Mix Elements
The answer is B.

Doğru Cevap: B

Soru 17

Which one of the following terms refers to accessory products sold with the main product?

Product line pricing

By-product pricing

Optional-product pricing

Captive-product pricing

Product bundle pricing

Açıklama:

Optional-product pricing refers to accessory products sold with the main product. For example, consumers may buy steel rims or parking sensor along with a car. The answer is C.

Doğru Cevap: C

Soru 18

Which one of the following functions of channel members refers to trying to reach a deal in order to transfer the ownership of products?

Information

Promotion

Matching

Negotiation

Financing

Açıklama:

Negotiation: Channel members try to reach a deal in order to transfer the ownership of products. The answer is D.

Doğru Cevap: D

Soru 19

In which of the following distribution types is the product available in a few stores in a locale such as a city?

Intensive distribution

Selective distribution

Exclusive distribution

Marketing logistics

Physical distribution

Açıklama:

In selective distribution, the product is available in a few stores in a locale such as a city. This strategy is suitable for shopping products such as washing machines and carpets. The correct answer is B.

Doğru Cevap: B

Soru 20

Which one of the following is not one of the components of promotion mix?

Response

Attention

Interest

Desire

Action

Açıklama:

Promotion mix is a set of tools which aims to communicate with consumers and other parties.
The aims of promotion is explained by AIDA formula:
• Attention: Promotion should draw the attention of potential buyer.
• Interest: Promotion should make prospect interested in the product.
• Desire: Promotion should create a desire to purchase the product.
• Action: Promotion should make potential buyers purchase the product.
The correct answer is A.

Doğru Cevap: A

Soru 21

Which one of the followings related to 4C corresponds to ''place'' within 4P?

Consumer Value

Cost

Convenience

Communication

Complexity

Açıklama:

Companies provide convenience to consumers by selling and delivering products in the places the consumers want. When considering customers' point of view, convenience corresponds to place which in 4P meaning marketers' point of view.

Doğru Cevap: C

Soru 22

I- The core value of a mobile phone is taking photos
II- Actual product includes such features as packaging, brand and quality
III- Augmented product includes some features that make the product more more competitive
Which of the above statements related to levels of product is/are not correct?

Only I

Only II

Only III

I and II

II and III

Açıklama:

Core product is the core value expected from a product. For example, the core value of a mobile phone is communication.

Doğru Cevap: A

Soru 23

Which one of the folowing statements related to classifications of products is correct?

Consumer products are physical goods and services purchased frequently
with a maximum buying effort.

Sport cars and designer clothes are examples of shopping products

Unsought products are products like raw materials, supplies, components

Non-durable goods are those goods bought frequently and consumed in a while such as newspaper, bread, and water.

Insurance and airline services are examples of specialty products.

Açıklama:

Insurance and airline services are examples of services. Consumer products are
physical goods and services bought for personal use by final consumers. Sport cars and designer clothes are examples of specialty products. Industrial products are products like raw materials, supplies, components, and professional services bought to create economic value rather than personal usage

Doğru Cevap: D

Soru 24

In which one of the following product development steps are the consumers included in the process?

Marketing Strategy Development

Concept development and testing

Business analysis

Product development programme

Commercialization and control

Açıklama:

Concept development and testing: Consumers are included in the process to select the best concepts.

Doğru Cevap: B

Soru 25

In the ....... stage sales are rapidly rising, costs are average and customers are characterised as early adopters.
According to characteristics given in the above statement, which one of the following product life cycle stages fills the blank?

Introduction

Birth

Growth

Maturity

Decline

Açıklama:

In the growth stage: sales are rapidly rising, costs (per consumer) are average, customers are early adopters

Doğru Cevap: C

Soru 26

In a situation which there is pure competition, companies can not affect the market price by themselves.
When considering above statement, what could be the main reason behind it?

Market and Demand Structure

Economic Factors

Distribution Channels

Legal Regulations

Societal concerns

Açıklama:

Doğru Cevap: A

Soru 27

In which one of the product pricing strategies are the less demanded products sold with highly demanded ones?

Product line pricing

By-product pricing

Optional-product pricing

Product bundle pricing

Captive-product pricing

Açıklama:

In product bundle pricing, less demanded products are sold together with highly
demanded ones at a discounted price. The aim of the strategy is to promote less demanded products.

Doğru Cevap: D

Soru 28

Which one of the followings related to distribution channel members's functions refers to coordinating production activities with needs of consumers?

Information

Contact

Negotiation

Financing

Matching

Açıklama:

Matching: Channel members coordinate production activities with the needs and wants of consumers.

Doğru Cevap: E

Soru 29

Which one of the followings refers to moving products from one place to another?

Warehousing

Transportation

Logistics information management

Inventory management

Wholesaling

Açıklama:

Transportation: This function refers to moving products from one place to another. Major transportation modes are truck, rail, air, water, pipeline, and the Internet.

Doğru Cevap: B

Soru 30

When considering the aim of promotion mix, which one of the following refers to making potential buyers purchase the product?

Attention

Desire

Action

Interest

Advertising

Açıklama:

Action: Promotion should make potential buyers purchase the product.

Doğru Cevap: C

Soru 31

Which of the following is a marketting tool for "price" which is one of the marketting mix elements?

Transport

Brand

Advertising

Logistics

Allowances

Açıklama:

All marketing mix elements include many marketing tools to accomplish their goals. The marketting mix elements and the tools that they use to accomplish their goals are listed as follows;
PRODUCT
Quality
Brand
Features
Packaging
Services
PLACE
Channels
Locations
Inventory
Transport
Logistics
PRICE
Discounts
Allowances
Payment Period
Credit
PROMOTION
Advertising
Personal Selling
Sales Promotion
Public Relations
E is the right answer.

Doğru Cevap: E

Soru 32

Which of the following cannot be considered as one of the characteristics of "services"?

Services cannot be provided

Services cannot be stored

Services cannot be standardized

Services cannot be seperated

Servies cannot be sensed

Açıklama:

Marketing mix is extended for services because of their specific aspects such as intangibility, perishability, variability, and inseparability. Services can’t be sensed, stored, standardized, and separated from the provider. Therefore, 3 more Ps are added to marketing mix: Process, people, and physical evidence.. A is the right answer.

Doğru Cevap: A

Soru 33

Which of the following is not a "product" to be marketed?

Ideas

Places

Needs

Organisatıons

experiences

Açıklama:

Product in marketting includes ideas, places, organizations, people, events, and experiences. C is the right answer.

Doğru Cevap: C

Soru 34

Which one is an example of non-durable goods?

Carpet

Newspaper

Mobile phone

Banking

Insurance

Açıklama:

Tangibility level classification includes three classes of products: durable goods, non-durable goods, and services. Non-durable goods are those goods bought frequently and consumed in a while such as newspaper, bread, and water. Durable goods are those goods purchased less frequently and used in a longer period of time such as refrigerator, carpet, and mobile phone. Services refer to intangible marketing elements such as education, banking, insurance and airline services. B is the right answer.

Doğru Cevap: B

Soru 35

_________ is the step at which "consumers are included in the process to select the best concepts" in a new product development process?

Generation of new ideas

Screening of the new ideas

Marketing Strategy Development

Business Analysis

Concept development and testing

Açıklama:

New-product development process includes 8 major steps. These steps include:
• Generation of new ideas: Ideas are gathered from different parties such as employers, consumers, competitors, etc.
• Screening of new ideas: All ideas are evaluated based on several criteria such as potential market size, cost, product development time to find the better ideas and in this stage poor ideas are eliminated.
• Concept development and testing: Consumers are included in the process to select the best concepts.
• Marketing Strategy Development: This step includes preparing plans and
programmes for test marketing.
• Business analysis: Some analyses such as cost, demand, profitability are performed to prove potential economic success of new concepts.
• Product development programme: After completing the stages above, a prototype is developed.
• Test marketing: The new product may be tested in a small market such as a city before commercialization stage to see if there is a need to make changes in the product or in any aspect of marketing strategy based on the opinions of consumers.
• Commercialization and control: If all stages are completed successfully, the new product is launched to the market. E is the right answer.

Doğru Cevap: E

Soru 36

............... is the stage in product development when " sales start to increase but profits are generally negative or very low" ?

Introduction stage

Growth stage

Maturity stage

Profit stage

Decline stage

Açıklama:

Product life cycle assumes that products can be considered as a living organism. Therefore, a product is born, grows up, maturates and dies. There are five stages including product development, introduction, growth, maturity, and decline9. Sales and profits change in different stages In the first stage, company develops a new product. In the introduction stage, sales start to increase but profits are generally negative or very low because of the cost of new product development . Growth stage is characterized by an increase in both sales and profits. In the maturity stage, sales are at peaks but starts to fall while profits decline. Decline stage is characterized by a decrease in both sales and profits. A is the right answer.

Doğru Cevap: A

Soru 37

Which of the following statements about pricing decisions is true?

Under pure competition, even a single seller can affect the market price

No seller can set the price it wants under pure monopoly

Demand-price relationship has nothing to do with the price of a product.

When the price of a product increases, the demand decreases.

There is a positive relationship between price and demand

Açıklama:

The market structure affects price decisions. For example, under pure competition, no single seller can affect the market price. On the other hand, a seller can set the price it wants under pure monopoly because there is only one seller in the market. Demand-price relationship should be well-understood before determining the price of a product. Normally, there is a negative relationship between price and demand. In other words, when the price increases, the demand decreases. Price elasticity of demand refers to reaction of demand to a price change. D is the right asnwer.

Doğru Cevap: D

Soru 38

Which of the following is the definition of "Captive-product pricing", which is one of the product mix pricing strategies?

It is a pricing strategy in which less demanded products are sold together with highly demanded ones at a discounted price.

It refers to complementary products which are used with the main product.

It refers to accessory products sold with the main product.

It is the process of Involving products produced unintentionally as an output of the manufacturing process of the main product

It is about setting different prices for the products in line.

Açıklama:

Companies started to set prices by considering the whole marketing mix rather than just the product itself. In this way, profits can be maximized. There are different product mix pricing strategies including product line pricing, byproduct pricing, optional-product pricing, captiveproduct pricing and product bundle pricing. In product line pricing, company sets different prices for the products in line. For example three different price levels may be set for three models of basic t-shirts. By-product pricing involves products produced unintentionally as an output of the manufacturing process of the main product. These kinds of products have no (or little) value such as sawdust. Optional-product pricing refers to accessory products sold with the main product. For example, consumers may buy steel rims or parking sensor along with a car. Captive-product pricing refers to complementary products which are used with the main product such as printer cartridge, so the company may get higher profits from the sales of cartridges. In product bundle pricing, less demanded products are sold together with highly demanded ones at a discounted price. The aim of the strategy is to promote less demanded products. B is the right answer.

Doğru Cevap: B

Soru 39

Which of the followings is not a function of channel members?

Gathering information

Getting in touch with potential buyers

Designing new products

Transporting products

Storing products

Açıklama:

There are many functions of channel members including physical distribution, communication, transaction, and facilitation.These functions include:
• Information: Channel members gather information from market and consumers and transfer it to the company. They also transfer the information about the company and its products to consumers.
• Promotion: Channel members communicate with consumers to convince them for buying. Sales incentives may be offered to the retailers to gain their cooperation for the sales of the products. Retailers may promote the products by advertising in local billboards.
• Contact: Channel members try to find and get in touch with potential buyers.
• Matching: Channel members coordinate production activities with the needs and wants of consumers.
• Negotiation: Channel members try to reach a deal in order to transfer the ownership of products. They negotiate on price, selling terms, duty of each member etc.
• Physical distribution: Channel members transport and store the products.
• Financing: Channel members fund channel activities.
• Risk taking: Channel members take the risks of channel activities. C is the right answer

Doğru Cevap: C

Soru 40

Which of the followings about promotion is the definition of "action" based on AIDA formula?

Promotion should draw the attention of potential buyer

Promotion should make prospect interested in the product.

Promotion should create a desire to purchase the product.

Promotion should make potential buyers purchase the product.

Promotion informs and convinces consumers as well as refreshing their
memory.

Açıklama:

Promotion mix is a set of tools which aims to communicate with consumers and other parties. The aims of promotion is explained by AIDA
formula:
• Attention: Promotion should draw the attention of potential buyer.
• Interest: Promotion should make prospect interested in the product.
• Desire: Promotion should create a desire to purchase the product.
• Action: Promotion should make potential buyers purchase the product. D is the right answer

Doğru Cevap: D

Soru 41

I. Channels
II. Inventory
III.Packaging
Which of the above are included in the place element of the marketing mix?

Only I

Only II

I, and II

I and III

II and III

Açıklama:

Channels, Locations, Inventory, Transport, and Logistics belong to the Place of the 4Ps or Marketing.

Doğru Cevap: C

Soru 42

I. Personal Selling
II.Payment Period
III.Credit
Which of the above are about the price element of the marketing mix?

Only I

Only II

I and II

II and III

I, II, and III

Açıklama:

Discounts, Allowances, Payment Period, and Credit belong to the Price dimension of the 4Ps of marketing.

Doğru Cevap: D

Soru 43

I. Features
II. Sales Promotion
III. Public Relations
Which of the above tools are part of promotion?

Only I

Only II

I and III

II and III

I, II and III

Açıklama:

Advertising, Personal Selling, Sales Promotion, and Public Relations belong to the Promotion dimension of the 4Ps or Marketing.

Doğru Cevap: D

Soru 44

I. Features
II. Packaging
III. Services
Which of the above are part of product decisions?

Only I

Only II

I and II

I and III

I, II and III

Açıklama:

Quality, Brand, Features, Packaging and Services belong to the Product element of the 4Ps or Marketing.

Doğru Cevap: E

Soru 45

I. Augmented Product
II. Actual Product
III.Core Value
IV. Specialty product
Which of above are part of "three main levels of products"?

I, II and III

I, II and IV

I, III and IV

II, III, and IV

III and IV

Açıklama:

There are three main levels of products. Core product is the core value expected from a product. For example, the core value of a mobile phone is communication. The core value should be transformed into an actual product which includes product features, quality, and design as well as packaging and brand. For instance, Iphone is an actual product. Augmented product consists of warranty, after-sale service, payment options, and credits.

Doğru Cevap: A

Soru 46

____ consists of warranty, after-sale service, payment options, and credits.
Which of the following completes the sentence above?

Augmented product

Consumer product

Industrial product

Unsought product

Convenient product

Açıklama:

Augmented product consists of warranty, after-sale service, payment options, and credits. In the case of smart phones applications may be part of the augmented product and may make a phone more competitive.

Doğru Cevap: A

Soru 47

_____ are physical goods and services purchased frequently with a minimum buying effort.
Which of the followings completes the sentence above?

Convenience products

Specialty products

Consumer products

Unsought product

Shopping products

Açıklama:

Convenience products are physical goods and services purchased frequently with a minimum buying effort. These products are generally cheap and sold in almost every point of sale.

Doğru Cevap: A

Soru 48

"All ideas are evaluated based on several criteria such as potential market size, cost, product development time to find the better ideas and in this stage poor ideas are eliminated."
Which of the steps in new-product development process is explained above?

Screening of new ideas

Generation of new ideas

Marketing Strategy Development

Business analysis

Concept development and testing

Açıklama:

Generation of new ideas: Ideas are gathered from different parties such as employers, consumers, competitors, etc. Screening of new ideas: All ideas are evaluated based on several criteria such as potential market size, cost, product development time to find the better ideas and in this stage poor ideas are eliminated. Concept development and testing: Consumers are included in the process to select the best concepts. Marketing Strategy Development: This step includes preparing plans and programmes for test marketing. Business analysis: Some analyses such as cost, demand, profitability are performed to prove potential economic success of new concepts. Product development programme: After completing the stages above, a prototype is developed. Test marketing: The new product may be tested in a small market such as a city before commercialization stage to see if there is a need to make changes in the product or in any aspect of marketing strategy based on the opinions of consumers. Commercialization and control: If all stages are completed successfully, the new product is launched to the market.

Doğru Cevap: A

Soru 49

"Some analyses such as cost, demand, profitability are performed to prove potential economic success of new concepts."
Which of the steps in new-product development process is explained above?

Business analysis

Marketing Strategy Development

Test marketing

Commercialization and control

Concept development and testing

Açıklama:

Doğru Cevap: A

Soru 50

_____ aims to reach consumers as many stores as possible. Consumers can find products in a broad range of stores from buffets to hypermarkets.
Which of the following completes the given statement above?

Intensive distribution

Selective distribution

Exclusive distribution

Physical distribution

Integrated distribution

Açıklama:

Intensive distribution aims to reach consumers as many stores as possible. Consumers can find products in a broad range of stores from buffets to hypermarkets. Convenience products are distributed in this way.

Doğru Cevap: A

Soru 51

Which of the following is not one of the marketing tools called "marketing mix," or "4 Ps of marketing"?

Product

Price

Place

Promotion

Preparation

Açıklama:

Doğru Cevap: E

Soru 52

Which one is not a specific aspect of services that makes marketing mix necessary?

Tangibility

Intangibility

Perishability

Variability

Inseparability

Açıklama:

Marketing mix is extended for services because of their specific aspects such as intangibility, perishability, variability, and inseparability. Tangibility is not one of these aspects.

Doğru Cevap: A

Soru 53

Which of the following is defined as "anything which is offered to a market to satisfy consumers’ needs and wants"?

Process

Product

Assurance

Maintenance

Procedure

Açıklama:

Product is anything which is offered to a market to satisfy consumers’ needs and wants. Products include both tangible objects such as physical goods and intangible aspects such as services.

Doğru Cevap: B

Soru 54

How do Kotler & Armstrong (2013) define the three main levels of products?

Core/Actual/Augmented

Consumer/Convenience/Shopping

Specialty/Unsought/Industrial

Materials/Supplies/Services

Non-durable/Services/Durable

Açıklama:

There are three main levels of products. Core product is the core value expected from a product. For example, the core value of a mobile phone is communication. The core value should be transformed into an actual product which includes product features, quality, and design as well as packaging and brand. For instance, Iphone is an actual product. Augmented product consists of warranty, after-sale service, payment options, and credits. Thus, a product has core, actual, and augmented levels.

Doğru Cevap: A

Soru 55

Which one is not one of the components of an augmented product?

Credits

Payment options

After-sale service

Packaging

Warranty

Açıklama:

An augmented product consists of warranty, after-sale service, payment options, and credits. "Packaging" is a component of an actual product.

Doğru Cevap: D

Soru 56

What is the first step of the new-product development process?

Screening of new ideas

Generation of new ideas

Business analysis

Test marketing

Concept development

Açıklama:

"Generation of new ideas" is the first step of the new-product development process.

Doğru Cevap: B

Soru 57

What is the final step of the new-product development process?

Concept development and testing

Marketing Strategy Development

Product development programme

Test marketing

Commercialization and control

Açıklama:

"Commercialization and control" is the final step of the new-product development process.

Doğru Cevap: E

Soru 58

Which one is not one of the stages in product life cycle?

Product development

Introduction

Growth

Maturity

Expiration

Açıklama:

Product life cycle assumes that products can be considered as a living organism. Therefore, a product is born, grows up, maturates and dies. There are five stages including product development, introduction, growth, maturity, and decline. "Expiration" is not one of the stages in product life cycle.

Doğru Cevap: E

Soru 59

In which stage of the product life cycle sales start to increase but profits are generally negative or very low?

Growth

Maturity

Introduction

Product development

Decline

Açıklama:

In the introduction stage of the product life cycle, sales start to increase but profits are generally negative or very low because of the cost of new product development. Growth stage is characterized by an increase in both sales and profits. In the maturity stage, sales are at peaks but starts to fall while profits decline. Decline stage is characterized by a decrease in both sales and profits.

Doğru Cevap: C

Prıncıples of Marketıng (ENG) - Tüm Sorular

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