1. Describe and Compare the Following Terms (20) a. No Demand versus Full Demand b. 20/80 Rule c. Share of Heart versus Share of Wallet d. State the difference between Consumer-Customer-Influencer e. State the difference between Need-Want-Demand-Desire f. Differentiation Strategy g. Concentration Strategy h. Product Line Extension Versus Product Line Simplification i. Describe the change of 4P to 4C j. Intrepreneurial Marketing 2- The Case of SMORE: There is a huge increase in the International trade. Competition forces companies to enter new markets. By using market research, most of the brands try to discover additional segments in the name of attaining success in the international trade. With the same purposes. SMORE, an Italian toy retail chain, finds Turkey's toys' market attractive to enter. First it seems like a suicide because of the economic and financial instability of the country. Later, by the help of detailed information, they find a niche market in Turkey. They realize that the divorce and the childbirth rates are increasing every passing year in Turkey. Addition to this, most grandparents are actively buying more toys for their grandchildren. The psychology differs from consumer segment to segment and generating loyalty specifically in this market is hard to handle. In general, families don't want to spoil their children, but they want to educate them on choosing between product smartly. In order to avoid any conflicts; SMORE starts producing toys that mostly help children to increase their cognitive intelligence, it has made from natural ingredients like wood and direct link to its own mobile application to play in different fields virtually. SMORE increased its profitability, brand knowledge and awareness through digital play points, entertainment and learning utilities. The brand has also created a unique character FAGO as a promotional strategy in the Turkish market. Turkish children really like the character FAGO and they are willing to buy FAGO related products of SMORE. Today, SMORE's brand positioning strategy is against to harmful cheap toys. With the support of its customers' love to their healthier and educational toys. SMORE is very close to become the leader of its market but not yet there. Please Answer the Following Questions Regarding the SMORE Case a) Explain SMORE's marketing management process of 4P strategies in Turkish market. Draw product life cycle, state the term and then elaborate in detail on the other P strategies (price, place, promotion) simultaneously. (20) b) SMORE took another opportunity to go beyond their specialty and take action to invest in the textile industry. SMORE is giving options to their clients to create and buy their personally designed FAGO mascot 'FAGOLIKE designed clothes through a digital platform. This so-called investment become so popular that they like to extend their vision by starting to launch retail shops. 'FAGO's World' to sell those designed clothes. Explain these two attacks' FAGOLIKE and FAGO's World considering Ansoff matrix. Please add how & why these attacks improve SMORE's marketing management (15) 3- The Case of EXTRA: In recent years, there has been an explosion of British families buying either holiday homes or per- manent homes overseas or in mainland Europe. Spain, France, Cyprus, and Florida are popular destinations. The reason for this interest in owing or renting overseas property is a desire for trying a different lifestyle. The attraction to the sector has been supported by intensive advertising campaigns and rental agents' exceptional offers of low-cost houses with perfect sea views, cheaper air travel opportunities etc. According to all, EXTRA is the only agency that started to promote houses in Marmaris and Kusadas as an alternative property management. These two destinations have a good potential for managing and leading touristic interest. EXTRA uses the internet as a selling medium to sell or rent directly to customers in three core categories; Big Love apart hotel, EXTRA Life deluxe suites and a new business, EXTRA Dinning. *BigLove targets people with especially family focused lifestyles. Holiday with children concept is extremely growing and BigLove has relatively high market share. * EXTRA Life deluxe suites is newly entered the market. The aim of EXTRA Life deluxe suites is attracting couples for their honeymoon choices. Competition is so heavy and there are many things to do in the market. * EXTRA Dinning is a new concept of delivering food and exotic dishes to houses with providing service teams. EXTRA Dinning has created a powerful global network of customers which don't bother to think about open buffet options. The main reason for choosing EXTRA Dinning, people can eat home, be served with personalized foods and not to worry about cooking or eating out. By combining restaurant services specific to the houses have valued as an innovative thinking between buyers. EXTRA Dinning has become very popular for British families' holiday options, but it has relatively low market share in a weak market in comparison to availability of different taste of local restaurants. Please Answer the Followings: a) According to BCG matrix make the portfolio analysis of EXTRA and state the places of these 3 strategic business units - Big Love, EXTRA Life, EXTRA Dinning- (15) b) With this BCG matrix, please suggest which strategies EXTRA should adopt to continue to grow in the real estate market