- •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
Define the business market and explain how business markets differ from consumer markets
The business market comprises all organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit. As compared to consumer markets, business markets usually have fewer but larger buyers. Business demand is derived demand, which tends to be more inelastic and fluctuating than consumer demand. The business buying decision usually involves more, and more professional, buyers. Business buyers usually face more complex buying decisions, and the buying process tends to be more formalized. Finally, business buyers and sellers are often more dependent on each other.
Identify the major factors that inflluence business buyer behavior
Business buyers make decisions that vary with the three types of buying situations: straight rebuys, modified rebuys, and new tasks. The decision-making unit of a buying organization—the buying center—can consist of many different persons playing many different roles. The business marketer needs to know the following: Who are the major buying center participants? In what decisions do they exercise influence and to what degree? What
evaluation criteria does each decision participant use? The business marketer also needs to understand the major environmental, organizational, interpersonal, and individual influences on the buying process.
List and define the steps in the business buying decision process
The business buying decision process itself can be quite involved, with eight basic stages: problem recognition, general need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, and performance review. Buyers
who face a new task buying situation usually go through all stages of the buying process. Buyers making modified or straight rebuys may skip some of the stages. Companies must manage the overall customer relationship, which often includes many different buying decisions in various stages of the buying decision process. Recent advances in information technology have given birth to “e-procurement,” by which business buyers are purchasing all kinds of products and services online. The Internet gives business buyers access to new suppliers, lowers purchasing costs, and hastens order processing and delivery.
Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions
The institutional market consists of schools, hospitals, prisons, and other institutions that provide goods and services to people in their care. These markets are characterized by low budgets and captive patrons. The government market, which is vast, consists of government
units—federal, state, and local—that purchase or rent goods and services for carrying out the main functions of government. Government buyers purchase products and services for defense, education, public welfare, and other public needs. Government buying practices are highly specialized and specified, with open bidding or negotiated contracts characterizing most of the buying.
Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
A customer-driven marketing strategy begins with selecting which customers to serve and determining a value proposition that best serves the targeted customers. It consists of four steps. Market segmentation is the act of dividing a market into distinct segments of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes. Once the groups have been identified, market targeting evaluates
each market segment’s attractiveness and selects one or more segments to serve. Market targeting consists of designing strategies to build the right relationships with the right customers. Differentiation involves actually differentiating the market offering to create superior customer value. Positioning consists of positioning the market offering in the minds of target customers.