Prıncıples Of Marketıng Ara 10. Deneme Sınavı
Toplam 20 Soru1.Soru
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 |
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.
2.Soru
......... 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 |
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.
3.Soru
........... are the groups of people who have an interest in the marketer’s ability to achieve their objectives.
Which one of the following is the right option to fill the blank?
Competitors |
Suppliers |
Companies |
Publics |
Marketing intermediaries |
Publics are the groups of people who have an interest in the marketer’s ability to achieve their objectives. The right answer is D.
4.Soru
Which of the following answers the questions of “can the person do it?
Specific |
Measurable |
Achievable |
Relevant |
Time-Oriented |
Achievable answers the questions of “can the person do it?”, “Can
5.Soru
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 |
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.
6.Soru
Which of the following is not among the 4Ps of marketing?
Product |
Promotion |
Price |
Place |
Profit |
Profit is not one of the 4ps of marketing.
7.Soru
Which one buys something to produce public services?
Consumer markets |
Business markets |
Reseller markets |
Government markets |
International markets |
Government markets buy to produce public services. (see figure 3.3)
8.Soru
"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 |
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.
9.Soru
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 |
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.
10.Soru
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 marketer and on the other side is the market.
Which process is defined in the list above?
Demand |
Market offerings |
Experience |
Exchange |
Need |
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.
11.Soru
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. |
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.
12.Soru
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 |
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.
13.Soru
-------- establishes where a company wants to be in the future over a specific period of time.
According to the statement given above, which one of the followings fills the blank?
Values |
Vision |
Mission |
Goals |
Objectives |
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.
14.Soru
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 |
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.
15.Soru
Marketing managers encounter typical problems in terms of marketing information: Which of the following states the following situation correctly?
'The information might be false.'
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. |
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.
16.Soru
Customer satisfaction, employee satisfaction, serving the public are examples to the __________ of a company.
Values |
Strategy |
Plan |
Mission |
Vision |
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 answer A is the correct choice.
17.Soru
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 |
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.
18.Soru
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 |
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.
19.Soru
___________ 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 |
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.
20.Soru
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 |
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.
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