- •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
List and define the steps in the new-product development process and the major considerations in managing this process
The new-product development process consists of eight sequential stages. The process starts with idea generation. Next comes idea screening, which reduces the number of ideas based on the company’s own criteria. Ideas that pass the screening stage continue through product concept development, in which a detailed version of the new-product idea is stated in meaningful consumer terms. In the next stage, concept testing, new-product concepts are tested with a group of target consumers to determine whether the concepts have strong consumer appeal. New-product development involves more than just going through a set of steps. Companies must take a systematic, holistic approach to managing this process. Successful new-product development requires a customer-centered, team-based, systematic effort.
Describe the stages of the product life cycle
Each product has a life cycle marked by a changing set of problems and opportunities. The sales of the typical product follow an S-shaped curve made up of five stages. The cycle begins with the product development stage in which the company finds and develops a new-product idea. The introduction stage is marked by slow growth and low profits as the product is distributed to the market. If successful, the product enters a growth stage, which offers rapid sales growth and increasing profits. Next comes a maturity stage in which the product’s sales growth slows down and profits stabilize. Finally, the product enters a decline stage in which sales and profits dwindle. The company’s task during this stage is to recognize the decline and decide whether it should maintain, harvest, or drop the product. The different stages of the PLC require different marketing strategies and tactics.
Describe two additional product issues: socially responsible product decisions and international product and services marketing
Marketers must consider two additional product issues. The first is social responsibility. This includes public policy issues and regulations involving acquiring or dropping products, patent protection, product quality and safety, and product warranties. The second involves the special challenges facing international product and services marketers. International marketers must decide how much to standardize or adapt their offerings for world markets.
Describe how marketing strategies change during the product’s life cycle.
Each product has a life cycle marked by a changing set of problems and opportunities. The sales of the typical product follow an S-shaped curve made up of five stages. The cycle begins with the product development stage in which the company finds and develops a new-product idea. The introduction stage is marked by slow growth and low profits as the product is distributed to the market. If successful, the product enters a growth stage, which offers rapid sales growth and increasing profits. Next comes a maturity stage in which the product’s sales growth slows down and profits stabilize. Finally, the product enters a decline stage in which sales and profits dwindle. The company’s task during this stage is to recognize the decline and decide whether it should maintain, harvest, or drop the product. The different stages of the PLC require different marketing strategies and tactics.
The meaning of price. Explain the importance of company and product costs in setting prices. Identify and define the other important external and internal factors affecting a firm’s pricing decisions
Price can be defined narrowly as the amount of money charged for a product or service. Or it can be defined more broadly as the sum of the values that consumers exchange for the benefits of having and using the product or service. The pricing challenge is to find the price that will let the company make a fair profit by getting paid for the customer value it creates. Other internal factors that influence pricing decisions include the company’s overall marketing strategy, objectives, and marketing mix, as well as organizational considerations. Price is only one element of the company’s broader marketing strategy. Other external pricing considerations include the nature of the market and demand and environmental factors such as the economy, reseller needs, and government actions. The seller’s pricing freedom varies with different types of markets.