{"id":1134,"date":"2020-12-31T00:44:26","date_gmt":"2020-12-30T21:44:26","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=1134"},"modified":"2020-12-31T00:44:26","modified_gmt":"2020-12-30T21:44:26","slug":"pazarlama-hatalarinizi-duzeltin","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=1134","title":{"rendered":"Pazarlama hatalar\u0131n\u0131z\u0131 d\u00fczeltin."},"content":{"rendered":"\n

Bir \u015firkettin pazarlama hatalar\u0131n\u0131 d\u00fczeltmesi\u00a0 \u015firketin gelece\u011fini belirler. \u015eimdi yok edici hatalar\u0131 ve d\u00fczeltilebilir hatalar\u0131 s\u0131ras\u0131 ile inceleyelim. A\u015fa\u011f\u0131daki ilk \u00fc\u00e7 hata yok edicidir.
Bu ilk \u00fc\u00e7 hatay\u0131 ilk \u00f6nce d\u00fczeltemezseniz di\u011fer hatalar\u0131 d\u00fczeltseniz bile bir i\u015fe yaramaz dikkat edin.

1. Hata :<\/strong> \u015eirket, yeterince pazar odakl\u0131 ve m\u00fc\u015fteri odakl\u0131 de\u011filse<\/strong>\u2022 Pazar ara\u015ft\u0131rmas\u0131 ve pazar analizi yapmadan bir \u00fcr\u00fcn,
\u2022 Hizmet veya marka olu\u015fturduysan\u0131z,
\u2022 Pazar ve m\u00fc\u015fteri segmentinizi bilmiyorsan\u0131z,
\u2022 T\u00fcm segmentler aras\u0131nda bir \u00f6nceliklendirme yoksa
\u2022 Segmentler aras\u0131 \u00fcr\u00fcn ve fiyat politikan\u0131z yoksa

2. Hata :<\/strong> \u015eirket, hedef m\u00fc\u015fterilerini tam olarak anlam\u0131yorsa<\/strong>\u2022 M\u00fc\u015fterilerin beklentilerini ve hedef kitlesini bilmiyorsan\u0131z,
\u2022 M\u00fc\u015fterinin sat\u0131n alma davran\u0131\u015flar\u0131n\u0131, \u00fcr\u00fcn\u00fc kullan\u0131m al\u0131\u015fkanl\u0131\u011f\u0131n\u0131,
\u2022 \u00dcr\u00fcne olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 veya \u015fik\u00e2yetini bilmiyorsan\u0131z,
\u2022 D\u00fczenli pazarlama ara\u015ft\u0131rmas\u0131 yapm\u0131yorsan\u0131z,
\u2022 Sat\u0131\u015f departman\u0131 d\u0131\u015f\u0131nda kimseye m\u00fc\u015fteri veya pazar ziyareti yapm\u0131yorsan\u0131z,
\u2022 M\u00fc\u015fteri \u015fik\u00e2yetlerine cevap vermiyorsan\u0131z,

3. Hata :<\/strong> \u015eirket, rakiplerini iyi tan\u0131m\u0131yor ve izlemiyorsa<\/strong>
\u2022 Rakip tan\u0131mlamas\u0131nda dolayl\u0131 rakipler ve do\u011frudan rakipler kavramlar\u0131n\u0131 anlam\u0131yor \u00a0 ve kendisi i\u00e7in bunlar\u0131 tarif edemiyorsa,
\u2022 Rakiplerin ne yapt\u0131\u011f\u0131yla ilgili bilgi toplam\u0131yor ve bunlar\u0131 de\u011ferlendirmiyorsa,

4. Hata :\u015eirket, hissedarlar\u0131 ve \u00e7al\u0131\u015fanlar\u0131yla ili\u015fkisini iyi y\u00f6netemiyorsa<\/strong>
\u2022 \u015eirket \u00e7al\u0131\u015fanlar\u0131n\u0131z genel olarak mutsuzsa,
\u2022 En iyi tedarik\u00e7ileri kendinize \u00e7ekemiyorsan\u0131z,
\u2022 Yat\u0131r\u0131mc\u0131lar\u0131n\u0131z\/bayileriniz mutsuzsa,

5. Hata :\u015eirket, yeni f\u0131rsatlar bulma konusunda ba\u015far\u0131s\u0131zsa<\/strong>
\u2022 \u015eirket son d\u00f6nemde heyecan verici yeni bir f\u0131rsat yakalayamam\u0131\u015fsa,
\u2022 Piyasaya s\u00fcrd\u00fc\u011f\u00fc yeni \u00fcr\u00fcnlerde veya fikirlerde ba\u015far\u0131s\u0131z olduysa,
\u2022 Yeni \u00f6nerilere a\u00e7\u0131k de\u011filse veya bu \u00f6nerileri te\u015fvik edecek bir sistem kurmad\u0131ysa,

6. Hata :\u015eirketin, pazarlama planlamas\u0131 s\u00fcreci kusurluysa<\/strong>\u2022 \u015eirketin bir pazarlama plan\u0131 yoksa ve buna inanm\u0131yorsa,
\u2022 Y\u0131ll\u0131k pazarlama plan\u0131n\u0131n format\u0131, do\u011fru unsurlar\u0131 ve do\u011fru mant\u0131\u011f\u0131 ta\u015f\u0131m\u0131yorsa,
\u2022 Y\u0131ll\u0131k pazarlama plan\u0131n\u0131 takip etmiyorsa,
\u2022 Plan\u0131 finansal olarak de\u011ferlendirmiyor, gerekli revizeleri yapm\u0131yorsa,

7. Hata :\u015eirketin \u00fcr\u00fcn ve hizmet politikalar\u0131 s\u0131k\u0131la\u015ft\u0131r\u0131lm\u0131yorsa<\/strong>
\u2022 \u015eirketin \u00e7ok fazla \u00fcr\u00fcn\u00fc varsa,
\u2022 Sat\u0131\u015f ve k\u00e2rl\u0131l\u0131k \u00fcr\u00fcn baz\u0131nda takip edilmiyorsa,
\u2022 \u00dcr\u00fcn ve hizmetlerinde \u00e7apraz sat\u0131\u015f yapm\u0131yorsa,
\u2022 \u00dcr\u00fcn sunumunda (miktar ve ambalaj) rakiplerini takip etmiyorsa,
.
8. Hata : \u015eirketin marka geli\u015ftirme ve ileti\u015fim becerileri zay\u0131fsa
<\/strong>\u2022 Hedef pazar\u0131na sizi tan\u0131m\u0131yorsa,
\u2022 Markan\u0131z\u0131n ay\u0131rt edici \u00f6zelli\u011fi yoksa ve di\u011fer markalardan daha iyi g\u00f6r\u00fcnm\u00fcyorsa,
\u2022 Her y\u0131l ayn\u0131 pazarlama b\u00fct\u00e7esi ve ara\u00e7lar\u0131yla \u015firketi y\u00f6netiyorsa,
\u2022 Promosyon kampanyalar\u0131n\u0131z\u0131n ROI etkisinin de\u011ferlendirilmesi yap\u0131lm\u0131yor veya az yap\u0131l\u0131yorsa,

9. Hata : \u015eirket, verimli ve etkili bir pazarlamay\u0131 ger\u00e7ekle\u015ftirecek kadar iyi organize edilmemi\u015fse<\/strong>
\u2022 Pazarlama m\u00fcd\u00fcr\u00fc \u00e7ok etkili bir konumda g\u00f6r\u00fcnm\u00fcyorsa,
\u2022 Sat\u0131\u015f\u00e7\u0131lar\u0131n\u0131za h\u00e2l\u00e2 pazarlamac\u0131 g\u00f6z\u00fcyle bak\u0131yorsan\u0131z,
\u2022 Personeliniz 21. y\u00fczy\u0131l pazarlama becerilerine sahip de\u011filse,
\u2022 Pazarlama\/sat\u0131\u015f ve di\u011fer departmanlar aras\u0131nda k\u00f6t\u00fc bir ili\u015fki varsa,

10. G\u00fcnah: \u015eirketin teknolojilerden azami d\u00fczeyde yararlanm\u0131yorsa<\/strong>
\u2022 \u015eirketiniz interneti minimum d\u00fczeyde kullan\u0131yorsa,
\u2022 \u015eirketin sat\u0131\u015f otomasyon sisteminin modas\u0131 ge\u00e7mi\u015fse ve anl\u0131k raporlama alam\u0131yorsan\u0131z,
\u2022 Bir web siteniz yoksa, sipari\u015fleri faksla al\u0131yorsa.<\/p>\n\n\n\n

Kaynak: Philip Kotler – Pazarlama G\u00fcnah\u0131<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Bir \u015firkettin pazarlama hatalar\u0131n\u0131 d\u00fczeltmesi\u00a0 \u015firketin gelece\u011fini belirler. \u015eimdi yok edici hatalar\u0131 ve d\u00fczeltilebilir hatalar\u0131 s\u0131ras\u0131 ile inceleyelim. A\u015fa\u011f\u0131daki ilk \u00fc\u00e7 hata yok edicidir.Bu ilk \u00fc\u00e7 hatay\u0131 ilk \u00f6nce d\u00fczeltemezseniz di\u011fer hatalar\u0131 d\u00fczeltseniz bile bir i\u015fe yaramaz dikkat edin. 1. Hata : \u015eirket, yeterince pazar odakl\u0131 ve m\u00fc\u015fteri odakl\u0131 de\u011filse\u2022 Pazar ara\u015ft\u0131rmas\u0131 ve pazar analizi […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/1134"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1134"}],"version-history":[{"count":1,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/1134\/revisions"}],"predecessor-version":[{"id":1135,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/1134\/revisions\/1135"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1134"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1134"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1134"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}