- •What is management? What is the difference between a manager and a leader?
- •Consider three categories of the management style.
- •What is marketing? What are the responsibilities of marketers?
- •What is Macro Environment? Consider how it affects all aspects of business.
- •Describe the microenvironmental forces. Consider how they affect all aspects of business.
- •What does a swot analysis identify? Why is it important to carry out a swot analysis?
- •What is international marketing? Describe the factors of prioritizing foreign markets for company’s entry and growth.
- •What does market segmentation identify? How does it work?
- •Define the difference between segmentation in b2b market and that of b2c market.
- •Describe a company's marketing strategies.
- •What is market research? Why do companies do it? Overview the market research process.
- •Give a description of the market research methods.
- •Primary and secondary research
- •Primary research
- •Secondary research
- •Quantitative and qualitative research
- •Quantitative research
- •Qualitative research
- •What is the role of the marketing mix? Describe the Ps and Cs of the marketing mix.
- •What does the term “a product” cover? Give a product description and features using a particular example.
- •Describe the stages of plc.
- •What is branding? What is the difference between a product and a brand? Speak about brand values.
- •What is the aim of promotion? Describe the elements of the promotion mix.
- •Speak about advertising as one of the promotional tools.
- •What is the difference between Personal selling and Sales promotion?
- •What are the advantages and the disadvantages of Public Relations? Why do marketers tend to underuse it?
- •Why are pricing decisions so important?
- •What are the fundamentals of the supply chain management?
- •What are the current issues related to logistics?
- •Illustrate how people contribute to the development of an organization.
- •What do you know about motivation marketing?
- •Describe the factors of the physical evidence.
- •Evaluate both positive and negative aspects that can be associated with physical evidence.
- •Explain the various attributes that comprise packaging.
- •How has packaging developed over the past 100 years?
- •Describe the key types of processes that are used within the marketing concept.
Describe the stages of plc.
After launching the new product, management wants that product to enjoy a long and happy life.
Although it does not expect that product to sell forever, the company wants to earn a profit to cover all the effort and risk that went into launching it.
The PLC has five stages:
1. Product development begins when the company finds and develops a new-product idea.
During product development, sales are zero.
2. Introduction is a period of slow sales growth as the product is introduced in the market.
Profits are nonexistent in this stage because of the heavy expenses of product introduction.
3. Growth is a period of rapid market acceptance and increasing profits.
4. Maturity is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers.
5. Decline is the period when sales fall off and profits drop.
Not all products follow all five stages of the PLC. Some products are introduced and die quickly; others stay in the mature stage for a long, long time. Some enter (входят) the decline stage and then cycled back into the growth stage through strong promotion.
What is branding? What is the difference between a product and a brand? Speak about brand values.
A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
Brand is a name or symbol that is commonly known to identify a company or it’s products and separate them from the competition. Consumers view a brand as an important part of a product, and branding can add value to a product. Branding has become so strong that today hardly anything goes unbranded.
Branding helps buyers in many ways. Brand names help consumers identify products that might benefit them.
Brands also say something about product quality and consistency - buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy. Branding also gives the seller several advantages.
There are some of the reasons that branding has become a fundamental component of marketing.
They are :
Protection (защита)
Values (ценности)
Identification &Differentiation
Selection & Positioning
Awareness(узнаваемость)
Recall ( возврат)
Recognition( Узнавание)
Brand values are the code by which the brand lives and operates. They express how the brand wants to be seen by its consumers. Every brand has its own values, but there are some common brand values, which can be divided into subsets.
What is the aim of promotion? Describe the elements of the promotion mix.
Promotion informs consumers about the rest of the marketing mix. Without it, consumers do not know about the product, the price, or the place. Promotion is more than just advertising, and it includes several activities. It is crucial when you are selling in a mass market or you have a brand name.
Promotion includes:
•Advertisements: They can take different forms, e.g. on TV, in newspapers.
•Promotion: e.g. Money off coupons.
•Personal selling: Sending out sales representatives to talk directly to the consumers.
•Public relations: Involves making the public aware of the company, e.g. creating publicity in the media.
The aims of promotion
•To inform people about particular issues.выпуск
•To introduce new products to the market.
•To compete with competitors products.
•To improve the company/brand image.
• To increase sales.
For example, how we can increase sales with the help of promotion.
Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich.
Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.
Joint promotions between brands owned by a company, or with another company’s brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.
Vouchers and coupons, often seen in newspapers and magazines, on packs..