Marketing (15 jobs)

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Uploaded: 07.03.2014
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1. 6. Promotion of goods - is:
a) transportation;
b) the sale of goods in foreign markets;
c) a set of actions aimed at informing customers about the product and / or conviction of the need to purchase.
2. 6. The leading form of promotion of primary commodities in the developed markets is:
a) television advertising;
b) advertising at exhibitions and fairs;
c) the system of public relations.
3. 8. For medium-sized firms is optimal:
a) the assignment of responsibility for sales activities in the marketing department;
b) the functioning of marketing professionals as part of the service market;
c) The parallel existence of marketing and sales.
8. 4. Commodity structure of organization of marketing - is:
a) structure corresponding to the type of market in which the firm operates;
b) structure consisting of units corresponding to different market segments;
c) the structure in which the employees of the marketing department specialized in certain types and / or groups of products.
5. 8. segmented marketing organization:
a) effective for the development of export activity of the company;
b) the market is a kind of organizational structure;
c) correct both.
6. 7. What considerations could guide the advertiser, choosing to advertise daily newspaper "Moskovsky Komsomolets"? Justify your answer.
7. 7. Expenses for advertising firms account for 20% of sales volume. Forecast volumes of sales for the next year - 78 million rubles. Determine advertising budget of the company for the next year. What method you used? What are its strengths and weaknesses?
8. 7. The company plans to invest 400 million rubles in advertising. Due to this, sales should increase to 3 billion rubles., And profit - 800 mln. In fact, at the end of the promotional period was an increase in profits of 750 million. Calculate the efficiency of advertising by alternative target.
9. 6. The company has put forward two objectives:
a) an increase in sales volumes by 5%;
b) the introduction of a new product in a new market.
To achieve the first goal of the company is necessary 500 million. Meeting the challenges of introducing a new product would require about 1.3 billion rubles.
What can be the total amount of the advertising budget of the company? What is the method for determining the budget that you have used? What are its strengths and weaknesses?
10. 6. The company is entering the market, which consists of three segments. For each segment of the known conditions of realization: the number of buyers in the million people. (L), the average annual volume of purchases in rubles. per person (J), annual acquisition (+) or lost (-) market share as a result of the actions of competitors (+ d), the costs in million. marketing budget related to market segmentation (C). Identify the segment on which the company is most advantageous realizovavat their products. What is the annual volume of net sales in the segment of favorites?
Segment 1 Segment 2 Segment 3
L = 2,2 L = 4,4 L = 5,6
1500 J = J = J = 2 2500 00
d = +0,2 d = -0,1 d = +0,2
C = 0,3 C = 0,4 C = 0,5

11. 7. The company, promoting their goods to the market, serving consumers who read five of the most popular newspapers in the region, "Alpha", "Beta", "Gamma", "Delta", "Omega". It is known that there are two major groups of readers of 50 thousand. People. each.
The first group consists of newspaper readers: "Alpha" - 00 to 90 people. "Beta" - 30 000, "Gamma" - 11 000 people. In this group, at the same time reading newspapers, "Alpha" and "Beta" - 300 people., "Alpha" and "Gamma" - 500 people., "Beta" and "Gamma" - 400 people. Only one newspaper read: "Alpha" - 6000, "Beta" - 29 600 "Gamma" - 9900 people.
In the second group of newspaper readers:

Additional information

12. 6. The company is entering the market, which consists of three segments. For each segment of the known conditions of realization: the number of buyers vmln.chel. (L), the average annual volume of purchases in rubles. per person (J), annual acquisition (+) or lost (-) market share as a result of the actions of competitors (+ d), the costs in million. marketing budget related to market segmentation (C). Identify the segment on which the company is most advantageous realizovavat their products. What is the annual volume of net sales in the segment of favorites?
Segment 1 Segment 2 Segment 3
L = 0,75 L = 1,1 L = 0,55
2000 J = J = J = 2500 1500
d = +0,1 d = -0,05 d = +0,1
C = 0,25 C = 0,2 C = 0,15

13. 6. Budget promotion company is 1 million. It is expected that the main competitor to increase their spending on these objectives in the coming year by 2%. Given this outlook, the company establishes its budget for promotion. What is its volume? What do you call this method for the determination of the budget? What are its strengths and weaknesses? What other methods of determining the promotion budget do you know?

14. 6. The marketing budget of the company is 2 million. 1.5 million. go to the costs of implementation, 0.2 million. - on test marketing, 0.1 million. - On consumer surveys. What can be under these circumstances the advertising budget of the company? What method it is defined? What are the strengths and weaknesses of this method?

15. 7. On the market a new model phone is moving. Potential consumer market consists of 8 million people. Advertising covers 80% of the market. About a tenth of the covered advertising, are interested in buying. What percentage of those interested in the novelty should buy it, that was won 5% of the market, an advertiser's dream?

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