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.

Micro environmental factors are;

• Family • Peer groups • Opinion leaders

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. 

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

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.

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.

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.”

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

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

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

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.

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.

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. 

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

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. 

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.

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

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

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

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