- •With what references are the consumers compare product prices?
- •What are the objectives of sales-promotion? Give the characteristics each of them?
- •Communication process.
- •New product development process
- •Give the characteristic of direct marketing.
- •6. What are the differences between primary types of price deals?
- •10. Developing process of new product. Stage’s characteristic.
- •Give the proposition for averting communications barriers.
- •12. What are the methods for companies deciding on the promotion budget? Explain each of them.
- •13. Expand methods of marketing research. Examples.
- •14. What is the difference primary and secondary data? Name and justify the advantages and disadvantages of primary and secondary data.
- •15. Explain the purpose and nature of product policy.
- •16. Compare the marketing of all types of business goods.
- •17. Give the characteristic of stages of developing new products.
- •18. What are the main reasons that may hinder success of new products on the market?
- •19. Compare the marketing of consumer and business goods.
- •20. Explain the features of business and non-profit marketing
- •21. Reveal how factors internal and external environment affect marketing activities.
- •Explain three categories of new products and marketing activity of them.
- •Imitative products that are new to a particular company but not new to the market;
- •Compare the marketing of all types of consumer goods.
- •The common methods of marketing pricing.
- •Stages of marketing research.
- •Objectives and resources of communications process.
- •27.Give the characteristics of the common forms of marketing activities. Give the examples.
- •Give the characteristics and differences of all types of brand managers.
- •Give the characteristics of types of the marketing control.
- •What is the marketing plan? Give its characteristics and sphere of its using.
- •Content of the marketing plan
- •Marketing plan process. Give the characteristics of each elements of this model.
- •What are the needs, wants and demand? What are the differences? Give the examples.
- •What is the marketing network? Give the characteristics of each element
- •35. How the sellers’ four Ps correspond to the customers’ four Cs? Explain all position of them.
- •36. Give the main differences between non-profit and business marketing.
- •37. What the marketing depending on the objects is?
- •38. Types of marketing depending on the nature and scope of the existing and desired demand
- •39. What are the market segmentation and positioning? Give the characteristics of them.
- •40. What are the criteria for effective segmentation? Give the characteristics each of them.
- •41. What are the segmentation’s strategies? Give the characteristics and differences each of them.
- •42. The categories of marketing research firms. Give the characteristics and differences each of them.
- •43. General types of research designs. Give the characteristics and differences each of them.
- •44. In what ways primary data can be collected? Give the characteristics each of them.
- •45. In what ways secondary data can be collected? Give the characteristics each of them.
- •Stages in the adoption process of new product. Give the characteristics each of them.
- •What is the adoption rate? What are the characteristics affected the adoption rate?
- •What is the price/quality relationship? Consumer’s strategies of pricing.
- •Give the characteristics of the common methods for companies deciding on the promotion budget.
- •Give the characteristics of the factors in developing company’s promotion mix.
41. What are the segmentation’s strategies? Give the characteristics and differences each of them.
Segmentation’s strategy:
1. undifferentiated str. – a company adopts it an when it markets a single product using a single communication and distribution mix for the entire market
2. differentiated str. – a firm uses different strategies for different segments. In some cases a unoque product and communications compaign may be developed for each segment. In other instances a common product may be marketed to different segments with varying communication strategies.
3. concentrated str. – a firm pursues it when it seeks a large share of just a few profitable segments, perhaps only one, of the total market. With such a strategy, a company concentrates mare on serving segments innovatively and creatively that on pricing.
42. The categories of marketing research firms. Give the characteristics and differences each of them.
m-g research firms fall into 3 categories:
- syndicated-service research firms: 3 forms gather consumer and trade information, which they sell for a free
- custom m-g research firms: 3 firms are hired to carry out specific projects. They deign the study and report the findings
- specialty-line m-g research: 3 firms provide specialized research services. The best example is the field-service firm, which sells field interviewing services to other firms.
43. General types of research designs. Give the characteristics and differences each of them.
Marketing research designs are general strategies or plans of action for addressing the research problem and the data collection and analysis process. The problem definition stage is likely to suggest approaches for determining which MR design to use. Research typically has three purposes: exploration, description or explanation. They result in three general types of research designs: exploratory, descriptive and causal.
exploratory research is typically carried out to satisfy the researcher’s desire for better understanding or to develop preliminary background and suggest issues for a more detailed follow-up studies.
descriptive research is normally directed by one or more formal research questions or hypotheses. Typically, a survey or questionnaire is administrated to be a sample from a population of interest to the firm, such as female household heads or purchasing agents in an industry. Descriptive studies may be cross-sectional or longitudinal, depending on the timing of observation. Eg, a survey of customers administrated at a given time to assess perceived satisfaction with service is a cross-sectional study. Consumers who participate in panel studies or purchase behavior over a period of time are involved in a longitudinal research.
causal designs call for a experiments in which researches manipulate independent variables and then observe or measure the dependent variable or variables of interest.
44. In what ways primary data can be collected? Give the characteristics each of them.
Primary data are collected specifically for a particular research problem. This is the type of inf-on most frequently associated with m-g research, such as survey data from a sample of customers about satisfaction with services.
Primary data can be collected in 5 ways:
1. observation. fresh data can be gathered by observing the relevant actors and settings
2. focus groups. A focus group is a gathering of 6 to 10 people who are invited to spend a few hours with a skilled moderator to discuss a product, service, org-on or other m-g entity
3. surveys are best suited for descriptive surveys to learn about people’s knowledge, beliefs, preferences and satisfaction
4. behavioral data. Customers leave traces of their scanning data, catalog purchase records and customer databases
5. experiments. The most scientifically valid research is experimental research. The purpose of experimental research is to capture cause-and-effect relationship by eliminating competing explanations of the observed finding.