- •Мемлекеттік емтихан сұрақтары (Пән: «Маркетинг»)
- •Explain how to design business portfolios and develop strategies for growth and downsizing
- •Assess marketing’s role in strategic planning and explain how marketers partner with others inside and outside the firm to build profitable customer relationships
- •Describe the environmental forces that affect the company’s ability to serve its customers
- •Explain how changes in the demographic and economic environments affect marketing decisions
- •Outline the steps in the marketing research process
- •Define the business market and explain how business markets differ from consumer markets
- •Identify the major factors that inflluence business buyer behavior
- •List and define the steps in the business buying decision process
- •Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions
- •Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
- •List and describe the major bases for segmenting consumer and business markets
- •Explain how companies identify attractive market segments and choose a market targeting strategy
- •Describe branding strategy – the decisions companies make in building and managing their brands
- •Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require
- •Explain how companies find and develop new-product ideas
- •List and define the steps in the new-product development process and the major considerations in managing this process
- •Describe the stages of the product life cycle
- •Describe the major strategies for pricing imitative and new products.
- •Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix
- •Define the role of advertising in the promotion mix
- •Define the role of public relations in the promotion mix. Explain how companies use public relations to communicate with their publics
- •Describe the role of a company’s salespeople in creating value for customers and building customer relationships. Identify and explain the six major sales force management steps
- •Define direct marketing and describe its benefits to customers and companies. Identify and describe the major forms of direct marketing
- •Describe three key approaches to entering international markets. Explain how companies adapt their marketing mixes for international markets
Мемлекеттік емтихан сұрақтары (Пән: «Маркетинг»)
Define marketing and outline the steps in the marketing process
Marketing is the process by which companies create value for customers and build strong customer
relationships in order to capture value from customers in return.
The steps in the marketing process are:
1) understand the marketplace and customer needs, wants and demands
2) design a customer-driven marketing strategy,
3) conduct an integrated marketing program that delivers superior value,
4) build profitable relationships
5) create customer delight and capture value from customers to create profits and customer equity.
Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts
Organisations must fully understand consumers and the marketplace in which it operates because
marketing is all about creating value for customers.
The five core marketplace concepts are:
1) customer needs,
2) wants and demands;
3) customer value and satisfaction;
4) exchanges, transactions and
5) relationships and markets.
Identify the key elements of a customer-driven marketing strategy and describe marketing management orientations that guide marketing strategy
The key elements are selecting customers to serve, choosing a value proposition and marketing
management orientations.
The marketing management orientations have 5 concepts:
1) production concept,
2) product concept,
3) selling concept, marketing concept and societal marketing concept.
Describe customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return
pturing value from customers in return.
Customer relationship management is the overall process of building and maintaining profitable
relationships by delivering superior customer value and satisfaction.
It involves managing detailed information labour individual customers and carefully managing
customer ‘touch points’ in order to maximise customer loyalty
The strategies for creating value for customers are:
1) customer value,
2) customer satisfaction,
3) customer relationship levels and
4) tools.
The strategies for capturing value from customers are:
1) creating customer loyalty and retention,
2) growing share of customer,
3) building customer equity
4) building the right relationship with the right customers.
Describe the major trends and forces that are changing the marketing landscape in this new age of relationships
Early 2008, US experienced GFC which led to US consumers short of money and confidence as they
faced losses in income.
In response companies in Aus tightened their budgets and aligning marketing strategies with the new
eco realities.
Describe four major steps in strategic planning. Explain why is it important for a marketer to perform these steps in order
Strategic planning sets the stage for the rest of the company’s planning. Marketing contributes to strategic planning, and the overall plan defines marketing’s role in the company. Strategic planning involves developing a strategy for long-run survival and growth. It consists of four steps: (1) defining the company’s mission, (2) setting objectives and goals, (3) designing a business portfolio, and (4) developing functional plans. The company’s mission should be market oriented, realistic, specific, motivating, and consistent with the market environment. The missions then transformed into detailed supporting goals and objectives, which in turn guide decisions about the business portfolio. Then each business and product unit must develop detailed marketing plans in line with the company-wide plan.