- •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
Describe branding strategy – the decisions companies make in building and managing their brands
Some analysts see brands as the major enduring asset of a company. Brands are more than just names and symbols; they embody everything that the product or the service means to consumers. Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or the service. A brand with strong brand equity is a very valuable asset. In building brands, companies need to make decisions about brand positioning, brand name selection, brand sponsorship, and brand development. The most powerful brand positioning builds around strong consumer beliefs and values. Brand name selection involves finding the best brand name based on a careful review of product benefits, the target market, and proposed marketing strategies. A manufacturer has four brand sponsorship options: it can launch a national brand (or manufacturer’s brand), sell to resellers who use a private brand, market licensed brands, or join forces with another company to co-brand a product. A company also has four choices when it comes to developing brands. It can introduce line extensions, brand extensions, multibrands, or new brands.
Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require
Services are characterized by four key characteristics: they are intangible, inseparable, variable, and perishable. Each characteristic poses problems and marketing requirements. Marketers work to find ways to make the service more tangible, increase the productivity of providers who are inseparable from their products, standardize quality in the face of variability, and improve demand movements and supply capacities in the face of service perishability. Good service companies focus attention on both customers and employees. They understand the service profit chain, which links service firm profits with employee and customer satisfaction. Services marketing strategy calls not only for external marketing
but also for internal marketing to motivate employees and interactive marketing to create service delivery skills among service providers. To succeed, service marketers must create competitive differentiation, offer high service quality, and find ways to increase service productivity.
Explain how companies find and develop new-product ideas
Companies find and develop new-product ideas from a variety of sources. Many new-product ideas stem from internal sources. Companies conduct formal R&D. Or they pick the brains of their employees, urging them to think up and develop new-product ideas. Other ideas come from external sources. Companies track competitors’ offerings and obtain ideas from distributors and suppliers who are close to the market and can pass along information about consumer problems and new-product possibilities. Many companies are now developing crowdsourcing or open-innovation new-product idea programs, which invite broad communities of people—customers, employees, independent scientists and researchers, and even the general public—into the new-product innovation process. Truly innovative companies do not rely only on one source or another for new-product ideas.