- •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.
Give the characteristics and differences of all types of brand managers.
A brand sales. These combine product manager and sales roles charged with handing brands in the field, working with the trade, and designing more localized brand strategies.
A category management which has brands grouped according to the sections or aisles in supermarkets or other stores. Under this system, brand managers report to a category manager who has total responsibility for a category.
A category leader who works closely with the retailer to increase category sales rather that of one brand. These category leaders have considerable power and responsibility. They can clearly directly influence the sales of their competitors products but not if it damages relaters’ profits.
Category teams instead of having several brand managers. Each category team includes several marketing people-brand managers, a sales planning manager and a marketing information specialist handing brand strategy, advertizing, and sales promotion. Each team also includes specialist from other company department: a finance manager, a research and development specialist, and representatives from manufacturing, engineering, and distribution.
Give the characteristics of types of the marketing control.
Annual- plan control. The basic of Annual- plan control is managerial objectives-specific goals, such as sales and profitability, that are established on a monthly or quarterly basis.
Profitability control demonstrates the relative profit-earning capacity of a company’s different products and consumer groups.
Efficiency control involves micro level analysis of the various elements of the marketing mix, including sales force, advertizing, sales promotion and distribution.
Strategic control processes allow managers to evaluate a company’s marketing program from a critical long-term perspective. This involves a detailed and objective analysis of a company’s organization and its ability to maximize its strengths and market opportunities.
What is the marketing plan? Give its characteristics and sphere of its using.
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line.
Marketing plans cover between one and five years.
A marketing plan may be part of an overall business plan.
marketing process model
1. market&environment analysis
2. fixing marketing target
3. setting marketing strategy
4. marketing mix
5. marketing controlling
elements of marketing planning
1. marketing planning aims and objective
2. detailed plans and programs
3. measurement of progress
4. using of marketing plans
5. budgets as managerial
Content of the marketing plan
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives.
1. title page
2. executive summary
3. current situation – macroenvironment ( economy, legal, government, technology, ecological)
4. Current situation – market analysis (market definition; market size; market segmentation; industry structure and strategic groupings, competition and market share; competitors’ strengths, and weaknesses; market trends)
5. current situation – consumer analysis (nature of the buying decision; participants; demographics, phycholographics; buyer motivation and expectations; loyalty segments)
6. Current situation – internal ( company resources; financial; people; time; skills; objectives; mission statements and vision statements; corporate objectives; financial objectives; marketing objectives; long term objectives)
7. summary of situation analysis (external threats; external opportunities; internal threats; internal weaknesses)
8. critical success factors in the industry ( our sustainable competitive advantage)
9. marketing research
10. marketing strategy – product, price, promotion, distribution, implementation
11. financial summary (assumptions, pro forma monthly income statement, contribution margin analysis, breakeven analysis, Monte Carlo method)
12. appendix (pictures and specifications of the new product
results from research already completed)