Prıncıples Of Marketıng Final 10. Deneme Sınavı
Toplam 20 Soru1.Soru
"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 |
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.
2.Soru
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 |
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".
3.Soru
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 |
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.
4.Soru
____________ 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 |
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.
5.Soru
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 |
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.
6.Soru
Which option below is an example of a demand?
water |
clothe |
love |
adidas shoe |
food |
Demands are wants for specific products backed by an ability to pay.
7.Soru
Which of the following is NOT a reason for purchase of a business market?
For incorporation |
For consumption |
For use |
For advertising |
For resale |
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.
8.Soru
Which of the followings is among the price-adjustment strategies?
Geographical pricing. |
By-product pricing. |
Product bundle pricing. |
Optional-product pricing. |
Captive-product pricing. |
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 eceonomic 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.
9.Soru
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 |
Geodemographic segmentation is the statistical classification of people (demographics) based on where they live (geography).
10.Soru
I. Augmented Product
II. Actual Product
III.Core Value
IV. Specialty product
Which of the options belong to the three main levels of products?
I, II and III |
I, II and IV |
I, III and IV |
II, III, and IV |
III and IV |
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.
11.Soru
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 |
In the growth stage: sales are rapidly rising, costs (per consumer) are average, customers are early adopters
12.Soru
Which of the following is NOT one of the various influences that affect consumers’ decisions?
Demographic factors |
Social forces |
Environmental factors |
Situational factors |
Perceptional factors |
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.
13.Soru
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 |
Where they are |
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?
14.Soru
... 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 |
Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Thus, the correct answer is A.
15.Soru
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 |
Matching: Channel members coordinate production activities with the needs and wants of consumers.
16.Soru
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. |
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"
17.Soru
I. Features
II. Packaging
III. Services
Of the marketing mix concepts, Product involves which of the following?
Only I |
Only II |
I and II |
I and III |
I, II and III |
Quality, Brand, Features, Packaging and Services belong to the Product element of the 4Ps or Marketing.
18.Soru
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 |
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.
19.Soru
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 |
Selective retention is the type of memory that we remember only what we want to remember. Thus, the correct answer is E.
20.Soru
Which of the following does not belong to Market factors theme?
Power of buyers |
Price |
Growth rate |
Quality |
Size |
Quality is one of the competitive factors.
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