Marketing

Final exam

question one Define the following concepts :

1 : marketing management : the art and the science of choosing target markets
and building profitable relationship with them

2 : capturing value from customers : to capture value in return in forms of

current and future sales , sales and profits so the outcomes of creating customer
loyalty and adherence to your product and building customer equity

3 : marketing information system : people and procedures for assessing

information needs , developing the needed information and helping decision
makers to use the information to generate actionable customers and market insight
.

4 : descriptive research : better describing problems , situations or markets such

as market potential for a product or the demographic attitudes of consumers .

5 : consumer buyer behavior :the buying behavior of the final consumer

individuals and households that buy goods and service for personal consumption .
6 : personality and self concept : each person distinct personality influences his
or her buying behavior personality refers to unique psychological characteristics
that lead too relatively consistent and lasting response to one"s own environment

7 : causal marketing : test hypotheses about cause and effect relationships

8 : marketing research : the systematic design , collection , analysis and reporting

of data relevant to a specific marketing situation facing an org marketing research
process

9 : marketing segmentation : dividing the markets into segments of buyers who

have different needs , characteristics or behaviors that might require separate
marketing programs .

10 : undifferentiated marketing : a market coverage strategy in which a firm

decides to ignore market segments differences and go after the whole market with
one offer

11 : differentiated marketing : a market coverage strategy in which a firm decides

to target several markets segments and design separate offers for each

12 : concentrated ( niche ) marketing : : a market coverage strategy in which a

firm goes after a large share of one or a few segments or niches .

13 :positioning : arranging for a product to occupy a clear , distinctive and

desirable place relative to competing products in the minds of target consumers .

14 : marketing channels (distribution channels ) : a set of interdependent

organizations that help make a product or service available for use or consumption
by the consumer or business user

15 : customer relationship management : the overall process of building and

maintaining profitable customer relationships by delivering superior customer value
and satisfaction
16 : customer perceived value : the customer"s evaluation of the differences
between all the benefits and all the costs of marketing offer relative to those of
competing offers .

17 : market targeting : the process of evaluating each market segment"s

attractiveness and selecting one or more segments to enter

18 : target market : a set of buyers sharing common needs or characteristics tha

the company decides to serve

19 : marketing mix : four marketing activities ( 4ps ) product , place , promotion

and price that firm can control to meet the needs of customers within its target
market .

20 : market offering : some combination of products , services , information or

experience offered to a market to satisfy a need or want .

21 : marketing orientation ( marketing concept ) : the marketing management

philosophy that holds that achieving organizational goals depends on knowing the
need and wants of target markets and delivering the desired satisfaction better than
competitors do .

22 : societal marketing concept ( green marketing ) : the idea that a

company"s marketing decision should consider consumers wants the company"s
requirements , consumer long term interests and society"s long term interests for
example green marketing .

23 : exploratory research : mr gather preliminary information that will help

defines problems and suggests ways to respond .

24 : customers insight : fresh and deep understanding of the market place and
customer"s needs and wants derived from market information that become the
become the basis for creating customer value
25 : the value proposition : the set of benefits or values a company promises to
deliver to customer to satisfy their needs .

Question two Comment on the following statements :

1 : marketing considered as a system and it occurs in a dynamic

environment ?

System : set of interrelated parts must work together

Organization considered a system and it composed of subsystems ( organizational

function ) subsystems are systems so marketing is a system the model marketing
system show that the essential function of marketing is to create a market for
customer to satisfy their needs and wants . organization as a system marketing is a
subsystem . marketing function are sub systems . each party in the system adds
value to the next level

2 : differences are apparent between the selling and the marketing

concept ?

Selling concept : the idea that the consumer will not buy enough of the firm"s
products unless it undertakes a large scale selling and promotion effort .

Marketing concept : the idea that achieving organizational goals depends on

knowing the needs and wants of the target market and delivering the desired
satisfaction better than competitors .

3: marketing occurs when people decides to satisfy needs and wants

through exchange relationship ?

One of the marketing process is building customer relationship which contain

A : customer relationship management : the overall process of building and
maintaining profitable customer relationships by delivering superior customer value
and satisfaction As we know customer buy from firms which high customer
perceived value that reflects his evaluation of differences between all benefits and
costs of offering relative to competing offers so its important to study customer
satisfaction

B : nature of customer relationship changed by 1: relating with more carefully

selected customers

2: relating more deeply " using internet "

C : partner relationship management : mean work closely with partners in

departments and outside to bring greater value to customers .

3 : the research designs must specify the secondary data to collect ,

and how they will be collected ?

Secondary data: information that already exists having been collected for
another purpose , secondary data can usually obtained more quickly &lower cost
&sources of secondary data:.

from inside the organization ( internal databases such as sales record and research
reports

internal database : electronic collection of customers and market information

obtained from source within the company like customer needs and wants , sales
and cash flows .

commercial online databases : computerized collection of information available

from online commercial sources or via the internet .
4 : the research designs must specify the primary data to collect ,
and how they will be collected ?

Primary data : information collected for the specific purpose at hand .

1 : research approach :

observational research :gathering primary data by observe relevant people and

actions

ethnographic research :involves sending trained observes to watch and interact

with consumers

survey research :gathering primary data by asking people about their knowledge
it"s most widely used

experimental research : gathering primary data by selecting groups giving them

different treatment

2 : contact methods : like mail questionnaires , telephone and personal interviewing

, online marketing

3 : sampling plan :

Sample :segment of population selected for marketing research to represent

population as whole

probability sample : each element in the population has a known chance of being
included in sample

non probability sample there"s no chance to calculate the likelihood in the

population

4 : research instruments :

Questionnaires : very flexible there's many ways to ask closed end questions
,open end questions

Mechanical devices
5 : there are several requirements for effective segmentation ?

Measurable : the size , purchasing power and the profiles of the segments can be
measured

Accessible : the market segments can be effectively reached and served

Substantial : the market segments are large or profitable enough to serve

Differentiable : the segments are distinguishable and respond differently to

different marketing mix

Actionable : effective programs can be designed for attracting and serving the
segments

6: marketers rely on major variables for segmentation consumer

markets ?

Geographic segmentations : dividing the market into different geographical units

such as nations ,regions

Demographic segmentation :dividing the market into groups based on variables

such as age , gender income ,family size ,education n race and nationality

Psychological segmentation : dividing the market into different groups based on

social class , lifestyle , or personality characteristics like according to social class :
lower .middle , upper class

Behavioral segmentation : dividing the market into groups based on consumer

knowledge , attitudes , uses , of responses to a product , it includes

Occasion : dividing the market into groups according to occasions when buyers
buy

Benefit : dividing the market into groups according to the different benefits that
consumer seek product

User status , usage rate and loyalty status

7: Its essential for buyers to follow certain stages in order to take an
effective decision ?

The buying process starts long before the actual purchase and continues long after
it consists of five stages . consumers can pass through all five stages or can skip
some stages ;

1: need recognitions : the first stage of the buyer decision process in which the
consumer recognize the problem or need the need can be resulted from internal
stimulation like hunger or external stimulation like advertisement or discussion with
a friend

2 : information research : the stage of the buyer decision process in which the
consumer is excited to search for more information consumer can obtain
information from personal and commercial sources

3 : evaluation of alternatives : the stage of the buyer decision process in which the
consumer uses information to evaluate alternatives brands in the choice set

4 : purchase decision : the buyer"s decision about which brand to purchase , there
are two factors can come between the purchase intention and the purchase
decision the first factor is the attitudes of others and the second is unexpected
situational factors .

5 : post purchase behavior : the stage of the buyer decision process in which the
consumer take further action after purchase based on their satisfaction this depends
on the relationship the consumer"s expectations and the product"s perceived
performance .

8 : producers use intermediaries because they create greater

efficiency in making goods available to target markets ?
producers use intermediaries because they create greater efficiency in making
goods available to target market through their contacts , experience , specialization
and scale of operations

intermediaries usually offer the firm more than it can achieve on its own , adding
distributor add value by reducing number of channel transactions which reduce
time and cost .

‫ ان شاء هللا ده حل معظم اسئله امتحانات السنين اللي فاتت ودى اهمها هيبقي فاضل حوالي تلت اسئله مهمين‬
. ‫برده بس مش قووي يعني بس برده تذاكرهم وهما كالتالى‬

1 : marketers should study the cultural factors which influence 

the consumer behavior ?

‫او‬ social ‫ ويحط مكانها حاجه من التالته دول‬cultural ‫ خد بالك فى السؤال ده ممكن يشيل كلمه‬
factors ‫ وبكده السوال اتغير وانته بقي تعمله اجابه كل‬personal ‫ او‬psychological
‫دول والسوال‬ factors ‫من دول فانته الزم تحفظهم كويس علشان ممكن يسالك سوال فهتكتبله االربعه‬
. ‫لو جه هيجي كالتالي‬

What are the factors or characteristics affecting customer 

behavior ?

2 :companies can design their distribution channels to make 

products and services available in different ways ?
‫‪3 : marketing focus on customers as it occurs in a dynamic ‬‬
‫? ‪environment‬‬

‫‪‬‬

‫خد بالك دكتور سيد بيموت في حاجه اسمها رسومات فالزم ترسمله في كل تعريف او سوال رسمه حتي لو‬
‫التعريف مبوش رسمه اخترعله رسمه ‪.‬‬