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Pazarla İletişim

Pazarla İletişim

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Published by: api-3762401 on Oct 16, 2008
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05/09/2014

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Haz\u0131rlayan:

Zeynep\u0130Y\u0130LER
Uzman
Marmara B\u00f6lge M\u00fcd\u00fcrl\u00fc\u011f\u00fc

Ankara \u2013 Aral\u0131k 2005
PAZARLA\u0130LET\u0130\u015e\u0130M
T.C. BA\u015eBAKANLIK
DI\u015e T\u0130CARET M\u00dcSTE\u015eARLI\u011eI
\u0130HRACATI GEL\u0130\u015eT\u0130RME ET\u00dcD MERKEZ\u0130
PAZARLA\u0130 LET\u0130\u015e\u0130 M
i
G\u0130R\u0130\u015e

Firmalar\u0131m\u0131z g\u00fcn ge\u00e7tik\u00e7e daha \u00e7ok pazarda daha fazla say\u0131da \u00fcr\u00fcn satarak ihracat\u0131m\u0131z\u0131n artmas\u0131na katk\u0131da bulunuyorlar. 2004 y\u0131l\u0131nda T\u00fcrkiye\u2019de ihracat yapan firma say\u0131s\u0131 37.750, ihra\u00e7 edilen \u00fcr\u00fcn say\u0131s\u0131 12.742 ve ihracat yap\u0131lan \u00fclke say\u0131s\u0131 da 215\u2019dir (19 Serbest B\u00f6lge hari\u00e7). Bu firmalar\u0131n 34.323 adedi 2 milyon dolar\u0131n alt\u0131nda, 3.427 adedi ise 2 milyon dolar\u0131n \u00fcst\u00fcnde ihracat yap\u0131yor. Y\u00fczdeye vurdu\u011fumuzda T\u00fcrkiye ihracat\u0131n\u0131n % 90\u2019\u0131n\u0131 3.500 firman\u0131n ger\u00e7ekle\u015ftirdi\u011fini g\u00f6r\u00fcyoruz.

KOB\u0130\u2019lerin \u00fcretimde pay\u0131 % 98 iken ihracattaki paylar\u0131 % 10. Amac\u0131m\u0131z bu rakam\u0131n daha da artmas\u0131 \u00e7\u00fcnk\u00fc KOB\u0130\u2019lerimizde b\u00fcy\u00fck bir potansiyel var. \u00d6te yandan KOB\u0130\u2019lerin \u00fcretimlerinin b\u00fcy\u00fck firmalar taraf\u0131ndan kullan\u0131ld\u0131\u011f\u0131 veya ihracat\u0131 b\u00fcy\u00fck firmalar\u0131n onlar ad\u0131na ger\u00e7ekle\u015ftirdi\u011fi ger\u00e7e\u011fi de bilinmektedir. \u00dclkemizde KOB\u0130\u2019lerin \u00fcretimde, pazarlamada, finansmanda, teknoloji kullan\u0131m\u0131nda, yenilik\u00e7ilikte, insan kaynaklar\u0131nda, y\u00f6netim becerilerinde \u00e7e\u015fitli d\u00fczeylerde deste\u011fe ihtiyac\u0131 var.

Pazarla\u0130leti\u015fim isimli bu yay\u0131n, firmalar\u0131n \u00f6ncelikle d\u0131\u015f pazarlarda olmak \u00fczere pazarla ileti\u015fim becerisini, yani teklifini en do\u011fru hedef pazar b\u00f6l\u00fcm\u00fcne etkin ve etkili olarak nas\u0131l sunabilecekleri, m\u00fc\u015fterilerin dikkatini \u00e7ekerek nas\u0131l sipari\u015f alacaklar\u0131 ve m\u00fc\u015fterileri nas\u0131l ellerinde tutacaklar\u0131 \u00fczerine yap\u0131lm\u0131\u015f bir \u00e7al\u0131\u015fmad\u0131r. Pazarlaman\u0131n da\u011f\u0131t\u0131m kanal\u0131 kurma, pazarla ileti\u015fim ve sipari\u015f alma becerileri d\u0131\u015f pazarlarda sa\u011flam durman\u0131n en \u00f6nemli b\u00f6l\u00fcm\u00fcd\u00fcr.

\u0130\u015f Y\u00f6netim Sistemi (Business Management System-BMS) modeli ITC-EMDS (BM-Uluslararas\u0131

Ticaret Merkezi-\u0130\u015fletme Y\u00f6netimi Geli\u015ftirme B\u00f6l\u00fcm\u00fc) taraf\u0131ndan geli\u015ftirilmi\u015f bir y\u00f6netim d\u00fc\u015f\u00fcnme arac\u0131d\u0131r. Bu y\u00f6ntem firma y\u00f6netiminin i\u015fine, i\u015fletmesine, y\u00f6netime, stratejiye ve i\u00e7 ve d\u0131\u015f pazara nas\u0131l bakmas\u0131 gerekti\u011fi konusunda prati\u011fe d\u00f6n\u00fck, sistemli ve kapsaml\u0131 bir i\u015f modelidir. Y\u00f6neticinin el \u00e7antas\u0131nda mutlaka bulunmal\u0131d\u0131r.\u0130GEME b\u00fcnyesinde 2000 y\u0131l\u0131nda ba\u015flat\u0131lan bir proje ile uzmanlar\u0131na\u0130\u015f Y\u00f6netim Sistemi (\u0130YS) e\u011fiticili\u011fi/dan\u0131\u015fmanl\u0131\u011f\u0131 e\u011fitimi verilmi\u015ftir. 2001 y\u0131l\u0131ndan bug\u00fcne kadar \u00e7ok say\u0131da firma y\u00f6neticisine verilen e\u011fitimlerde ve dan\u0131\u015fmanl\u0131k \u00e7al\u0131\u015fmas\u0131nda\u0130YS ile i\u015fe, y\u00f6netime, ihracata bak\u0131\u015f ile ilgili \u00f6nemli a\u00e7\u0131l\u0131mlar sa\u011flanmaya \u00e7al\u0131\u015f\u0131lmaktad\u0131r.

Pazarla\u0130leti\u015fim\u0130YS\u2019de pazarlaman\u0131n \u00f6nemli bir i\u015flevidir. Kitab\u0131n ihracat\u00e7\u0131 firmalar\u0131m\u0131za en fazla
fayday\u0131 sa\u011flamas\u0131 i\u00e7in;
\u2022
Birinci b\u00f6l\u00fcm (\u0130\u015e Y\u00d6NET\u0130M S\u0130STEM\u0130\u2019N\u0130N\u0130\u015eE,\u0130\u015eLETMEYE, Y\u00d6NET\u0130ME VE
ULUSLARARASI PAZARLAMAYA BAKI\u015eI) ayr\u0131
\u2022
\u0130kinci b\u00f6l\u00fcm (\u0130HRACATTA \u00d6NEML\u0130PAZARLA \u0130LET\u0130\u015e\u0130M ARA\u00c7LARI) ayr\u0131
de\u011ferlendirilebilir.

Sat\u0131\u015f literat\u00fcr\u00fc haz\u0131rlanmas\u0131, ki\u015fisel sat\u0131\u015f, fuara kat\u0131l\u0131m, do\u011frudan postalama, reklam verme, web sitesi tasar\u0131m\u0131, kurumsal kimlik ve halkla ili\u015fkiler ihracat yapmak isteyen firmalar\u0131m\u0131z\u0131n etkili olarak kullanabileceklerini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz, birbirlerini tamamlayan pazarla ileti\u015fim ara\u00e7lar\u0131d\u0131r. E\u011fer firma y\u00f6neticisi bunlardan herhangi birinde bilgilenmeye ihtiya\u00e7 duyuyorsa, di\u011fer b\u00f6l\u00fcmlerden ba\u011f\u0131ms\u0131z olarak ilgili b\u00f6l\u00fcm\u00fc okumas\u0131 tavsiye edilir.

Ancak, hat\u0131rlatmak gerekir ki pazarlama becerileri ve i\u015flemleri sa\u011flam bir bak\u0131\u015f a\u00e7\u0131s\u0131 ile y\u00f6netilmezse i\u015fletme y\u00f6netim girdilerini bo\u015fa harc\u0131yor olacakt\u0131r.\u0130\u015fte bunu engellemek i\u00e7in i\u015f, i\u015fletme, y\u00f6netim, pazar b\u00f6l\u00fcmlendirme ve teklif haz\u0131rlama (konumland\u0131rma) konular\u0131n\u0131n kavramsal d\u00fczeyde iyi bilinmesi, zaman zaman zihin jimnasti\u011fi yap\u0131lmas\u0131 gereklidir. Kitab\u0131n ilk b\u00f6l\u00fcm\u00fcn\u00fc bo\u015f zamanlar\u0131n\u0131zda, f\u0131rsat bulduk\u00e7a bak\u0131lacak bir kaynak olarak g\u00f6rmenizi \u00f6neriyoruz.

PAZARLA\u0130 LET\u0130\u015e\u0130 M
\u0130\u00c7\u0130NDEK\u0130LER
G\u0130R\u0130\u015e
\u0130
B\u0130R\u0130NC\u0130 B\u00d6L\u00dcM-\u0130\u015e Y\u00d6NET\u0130M S\u0130STEM\u0130\u2019N\u0130N\u0130 \u015eE,\u0130 \u015eLETMEYE, Y\u00d6NET\u0130ME VE
ULUSLARARASI PAZARLAMAYA BAKI\u015eI
1
A. G\u0130R\u0130\u015e
1
B. PAZARLAMANIN ARTAN \u00d6NEM\u0130
3
C.\u0130\u015e Y\u00d6NET\u0130M S\u0130STEM\u0130N\u0130N TEMEL AKS\u0130YOMLARI
6
D.\u0130\u015e Y\u00d6NET\u0130M S\u0130STEM\u0130\u2019NDE STRATEJ\u0130
8
E.\u0130\u015eLETMEN\u0130N G\u00d6REVLER\u0130
12
1. Da\u011f\u0131t\u0131m Kanal\u0131 Kurmak
13
F. PAZARLARLA\u0130LET\u0130\u015e\u0130M BECER\u0130S\u0130
15
G.\u0130\u015eLEMLER D\u00dcZEY\u0130NDEK\u0130 PAZARLAMA G\u00d6REVLER\u0130
21
1. Sat\u0131\u015f Ba\u015fvurular\u0131n\u0131 \u00d6zendirmek ve Yan\u0131tlamak
22
2. \u00dcr\u00fcn \u00d6zelliklerini Saptamak ve Pazarl\u0131k Etmek
23
3. Fiyatland\u0131rma ve Teklif Verme
23
H.\u0130\u015e Y\u00d6NET\u0130M S\u0130STEM\u0130\u2019NDE Y\u00d6NET\u0130M
26
I. PAZARLAMANIN G\u00dc\u00c7L\u00dc S\u0130LAHI: PAZAR TANIMLAMA, B\u00d6L\u00dcMLEND\u0130RME VE
KONUMLANDIRMA
31
1. Pazar B\u00f6l\u00fcmlendirme
31
2. Konumland\u0131rma
34
J. F\u0130RMALAR ARASI PAZARLAMANIN \u00d6NEM\u0130 VE \u00d6ZELL\u0130KLER\u0130
36
1. B-to-B Pazarlamada Kullan\u0131labilecek B\u00f6l\u00fcmlendirme \u00c7e\u015fitleri
38
a.\u0130htiyaca/Faydaya G\u00f6re B\u00f6l\u00fcmlendirme
39
b. Sat\u0131n Almadan Beklenen Faydalar/\u00c7\u0131kt\u0131lar
39
c. Sat\u0131n Alma Al\u0131\u015fkanl\u0131klar\u0131 ve Kullan\u0131m (Davran\u0131\u015fsal B\u00f6l\u00fcmlendirme)
41
d. Demografik B\u00f6l\u00fcmlendirme
43
\u0130K\u0130NC\u0130B \u00d6 L \u00dcM-\u0130HRACATTA \u00d6NEML\u0130PAZAR LA \u0130LET\u0130\u015e\u0130M ARA\u00c7LARI
46
A. PAZARLARLA\u0130LET\u0130\u015e\u0130MDE AJANSLA\u0130L\u0130\u015eK\u0130LER
46
B. SATI\u015e L\u0130TERAT\u00dcR\u00dc
50
C. DO\u011eRUDAN POSTALAMA
54
D. KURUMSAL K\u0130ML\u0130K VE\u0130MAJ
60
E. REKLAM PROGRAMLARININ HAZIRLANMASI
63
F. INTERNET VE D\u0130\u011eER ELEKTRON\u0130K Y\u00d6NTEMLER\u0130N KULLANIMI
74
G. FUARA KATILIM
84
H. K\u0130\u015e\u0130SEL SATI\u015e
98
I. HALKLA\u0130L\u0130\u015eK\u0130LER
120
SONU\u00c7
127
KAYNAKLAR
128

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