2 control of marketing, version 11

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Examination №1 Marketing
Option 11
Task 1
One of the American marketers noticed that in corporate America work to meet the needs became a lifestyle. It is embedded in the corporate culture as well as information technology and strategic planning. Give examples of the protection of professional judgment in the field of marketing. Which of Russian firms could include this statement? What prevents Russian companies to introduce American marketing approaches?

Task 2
Candidates for the position of marketing in the marketing department of trading firm "Clock" requested to prepare a questionnaire with closed questions. The basis of preparation of each issue should be put profiles one of the known methods. Determine the purpose of consumer research. Try to present the survey results and their use in the firm.

Activity 3
Using knowledge of the principles of segmentation help garment factory that produces trousers and suits, to find a buyer. Create a profile for each consumer goods.

Task 4
In the city of N has 5 bakeries baked white and brown bread. Market research white bread, conducted by an independent organization, showed that the highest value for all organoleptic got white bread, baked by "Russian bread". Based on the data in the table, calculate the individual indicators of competitiveness of white bread bakery every consumer parameters with respect to the goods produced by "Russian bread". Determine the maximum number of points for a loaf of bread, baked in different bakeries and integrated indicator of relative competitiveness. Answer the question: what kind of bread bakery but firm "Russian bread" is the best?

Additional information

Examination №2
Task 1
When income is 8000 rubles., The family acquired in the month of 5kg of chicken legs and 2kg beef. Revenue growth for 2000 rubles. changed consumer preferences in favor of the family purchase 3 kg of beef. Reducing consumption of legs was 2 kg. Calculate the rate of demand under the income on chicken legs and beef. What meaning bears coefficient of income elasticity of demand? Describe the purchased object.

Task 2
Specialist marketing department was tasked to develop a food advertising in a way that every reader could not only read it, but remember its contents. Help the marketer to make advertising on any product using the following algorithm:
1) to analyze the beneficial properties, advantages of the product;
2) to identify the characteristic features and turn them into advantages for the customer;
3) identify those in need of this product;
4) to make an appeal;
5) choose the means of advertising for each consumer audience.
Describe each stage of the development of advertising.

Activity 3
The company operates in the city, consisting of the three areas A, B and C. On the basis of data on the areas listed in the table, define the area in which the company is most advantageous to implement a whole batch of new goods. What will be the value of net sales?

Task 4
Using existing methods of forming the cost of marketing and data table, calculate the marketing budget for each method. Evaluate the advantages and disadvantages of each method of calculating the level of marketing expenses. What factors determine the level of spending on marketing?


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