- •With what references are the consumers compare product prices?
- •What are the objectives of sales-promotion? Give the characteristics each of them?
- •Communication process.
- •New product development process
- •Give the characteristic of direct marketing.
- •6. What are the differences between primary types of price deals?
- •10. Developing process of new product. Stage’s characteristic.
- •Give the proposition for averting communications barriers.
- •12. What are the methods for companies deciding on the promotion budget? Explain each of them.
- •13. Expand methods of marketing research. Examples.
- •14. What is the difference primary and secondary data? Name and justify the advantages and disadvantages of primary and secondary data.
- •15. Explain the purpose and nature of product policy.
- •16. Compare the marketing of all types of business goods.
- •17. Give the characteristic of stages of developing new products.
- •18. What are the main reasons that may hinder success of new products on the market?
- •19. Compare the marketing of consumer and business goods.
- •20. Explain the features of business and non-profit marketing
- •21. Reveal how factors internal and external environment affect marketing activities.
- •Explain three categories of new products and marketing activity of them.
- •Imitative products that are new to a particular company but not new to the market;
- •Compare the marketing of all types of consumer goods.
- •The common methods of marketing pricing.
- •Stages of marketing research.
- •Objectives and resources of communications process.
- •27.Give the characteristics of the common forms of marketing activities. Give the examples.
- •Give the characteristics and differences of all types of brand managers.
- •Give the characteristics of types of the marketing control.
- •What is the marketing plan? Give its characteristics and sphere of its using.
- •Content of the marketing plan
- •Marketing plan process. Give the characteristics of each elements of this model.
- •What are the needs, wants and demand? What are the differences? Give the examples.
- •What is the marketing network? Give the characteristics of each element
- •35. How the sellers’ four Ps correspond to the customers’ four Cs? Explain all position of them.
- •36. Give the main differences between non-profit and business marketing.
- •37. What the marketing depending on the objects is?
- •38. Types of marketing depending on the nature and scope of the existing and desired demand
- •39. What are the market segmentation and positioning? Give the characteristics of them.
- •40. What are the criteria for effective segmentation? Give the characteristics each of them.
- •41. What are the segmentation’s strategies? Give the characteristics and differences each of them.
- •42. The categories of marketing research firms. Give the characteristics and differences each of them.
- •43. General types of research designs. Give the characteristics and differences each of them.
- •44. In what ways primary data can be collected? Give the characteristics each of them.
- •45. In what ways secondary data can be collected? Give the characteristics each of them.
- •Stages in the adoption process of new product. Give the characteristics each of them.
- •What is the adoption rate? What are the characteristics affected the adoption rate?
- •What is the price/quality relationship? Consumer’s strategies of pricing.
- •Give the characteristics of the common methods for companies deciding on the promotion budget.
- •Give the characteristics of the factors in developing company’s promotion mix.
45. In what ways secondary data can be collected? Give the characteristics each of them.
Secondary data are those already collected for some other purpose and are available from a variety of sources, as a rule, researchers should consult secondary data before collecting primary data.
internal secondary (include accounting records, salesforce reports, customer feedback report)
external secondary data
non-proprietary secondary data
proprietary secondary data are provided by commercial m-g research firms that sell their services to other firms
diary panels
scanner data
Stages in the adoption process of new product. Give the characteristics each of them.
Awareness – individuals is exposed to the innovation, becomes a prospect.
Interest – prospect is interested enough to seek information
Evaluation – prospect judges the advantages and disadvantages and compare it to alternative product.
Trial – prospect adopts the innovation on a limited basis. A consumer tries a sample, if the product can be sampled.
Adoption – prospect decides whether to use the innovation a full-scale basis
Confirmation – after adoption the innovation, prospect becomes a user who immediately seeks assurance that the decision to purchase the product was correct.
What is the adoption rate? What are the characteristics affected the adoption rate?
The speed or case with which a new product is adopted is termed its adoption rate. Five characteristics affect the adoption rate, especially in the case of truly innovative products.
Relative advantage: the degree to which an innovation is superior to currently available products;
Compatibility : the degree to which an innovation go in sides with the values and life-styles of prospective adopters;
Trial ability: the degree to which an innovation may be sampled on some limited basis. Setting aside the other characteristics, the greater the trial ability, the faster will be the adoption rate;
Complexity: the degree of difficulty in understanding or using an innovation. The more complex an innovation is the most slowly it will be adopted – if it’s adopted at all.
Observability the degree to which an innovation actually can be demonstrated to be effective.
What is the price/quality relationship? Consumer’s strategies of pricing.
The price/quality relationship descries the extent to which the consumer associates the product price with higher quality.
Ideally, consumer should use a best-value strategy, picking the lower-cost brand available with the desired level of quality.
In a price-seeking strategy some consumers making price/quality assumption and choose the highest-priced brand to maximize expected quality.
Other consumers follow a price-aversion strategy, buying the lowest-priced brand simply to minimized risks from spending more the necessary.
Give the characteristics of the common methods for companies deciding on the promotion budget.
Four common methods for companies deciding on the promotion budget
Affordable method. Many companies set the promotion budget at what management thinks the firm can afford. However this method ignores the role of promotion as an investment and the immediate impact of promotion on sales volume; it’s also leads to an uncertain annual budget, making long-range planning difficult.
Percentage-of-sales method. Many firms set promotion expenditures at a specified percentage of sales (either current or anticipates) or of the sales price. Supporter say this method links promotion expenditures to the movement of corporate sales over the business cycle; encourages management to consider the interrelationship of promotion costs, selling price and unit profit; and encourages stability when competing firms spend approximately the same percentage.
Competitive-parity method. Some companies set their promotion budget to achieve share-of-voice parity with competitors.
Objective-and-task method. Here, marketers develop promotion budgets by defining specific objectives determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.