{"id":239,"date":"2012-09-01T01:09:13","date_gmt":"2012-08-31T22:09:13","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=239"},"modified":"2012-09-10T23:26:03","modified_gmt":"2012-09-10T20:26:03","slug":"nasil-pazarlama-super-stari-olunur","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=239","title":{"rendered":"Nas\u0131l Pazarlama S\u00fcper Star\u0131 Olunur?"},"content":{"rendered":"

\u00a0<\/strong>1- Prof. Peter Drucker’\u0131n,<\/strong> “Varl\u0131k nedeni, m\u00fc\u015fteri yaratmak olan herhangi bir i\u015f giri\u015fiminin iki ama sadece iki temel i\u015flevi vard\u0131r: Pazarlama ve inovasyon. Pazarlama, bir \u015firketi di\u011ferlerinden ayr\u0131\u015ft\u0131ran ve e\u015fsizle\u015ftiren i\u015flevdir” \u015feklinde \u00f6zetledi\u011fi, ana fikri iyi kavray\u0131n. Bunun anlam\u0131, s\u00fcper star \u015firketlerin haber b\u00fcltenlerine,<\/p>\n

\u00c7al\u0131\u015fanlar\u0131na \u00fccretsiz kahve servisine, b\u00fcrodaki \u00e7i\u00e7eklere ve sonu gelmez ilgisiz povver point sunumlar\u0131ndan \u00f6nce pazarlamaya ve inovasyona yat\u0131r\u0131n\u0131 yapmalar\u0131d\u0131r.<\/p>\n

\u00a0<\/strong>2- Pazarlama,<\/strong> k\u00e2r b\u0131rakan m\u00fc\u015fterileri tan\u0131mlama, cezbetme, ele ge\u00e7irme ve elde tutmaktan ibarettir. Ancak pazarlama s\u00fcper starlar\u0131 her yat\u0131r\u0131m\u0131, her eylemi ve her i\u015fi, tek bir kritere g\u00f6re de\u011ferlendirir: Bu para, bu e-posta veya bu toplant\u0131n\u0131n, bug\u00fcn veya yar\u0131n, do\u011frudan veya dolayl\u0131 bir \u015fekilde m\u00fc\u015fteriler kazanmam\u0131za ve onlar\u0131 elde tutmam\u0131za faydas\u0131 olacak m\u0131? E\u011fer cevap “evet” ise s\u00fcper starlar o i\u015fi yapar. E\u011fer cevap “hay\u0131r” ise yapmazlar.<\/p>\n

3- Az\u0131l\u0131 rakipler<\/strong> daima pazarlama s\u00fcper star\u0131d\u0131r. “Az\u0131l\u0131” olmak hayvansal bir davran\u0131\u015f tarz\u0131 de\u011fildir. “Az\u0131l\u0131” olmak bir tarzd\u0131r. “Az\u0131l\u0131 rakipler”, her bir m\u00fc\u015fterinin pe\u015finden ko\u015farken kararl\u0131d\u0131r, \u0131srarc\u0131d\u0131r ve yorulmak nedir bilmez.<\/p>\n

4- Pazarlama s\u00fcper starlar\u0131<\/strong>, s\u00fcrekli olarak pro aktif sat\u0131\u015f elemanlar\u0131n\u0131 i\u015fe almak i\u00e7in \u00e7\u0131rp\u0131n\u0131r. Ya\u011fmur ya\u011fd\u0131r\u0131c\u0131lar, en zor ekonomik \u015fartlarda bile \u015firkete m\u00fc\u015fteri kazand\u0131rabilen nadir bulunur sat\u0131\u015f elemanlar\u0131d\u0131r.<\/p>\n

5- M\u00fc\u015fteriyle y\u00fczle\u015fen insanlar\u0131n<\/strong> sat\u0131\u015f e\u011fitimini art\u0131r\u0131n. \u0130ki defa e\u011fitin. E\u011fitim harcamalar\u0131nda k\u0131s\u0131nt\u0131ya gidenler \u00e7aps\u0131z y\u00f6neticilerdir.<\/p>\n

6- Sat\u0131\u015f komisyonlar\u0131n\u0131 \u00e7o\u011falt\u0131n<\/strong>. Sat\u0131\u015flar\u0131 art\u0131racak her t\u00fcrl\u00fc te\u015fviki art\u0131r\u0131n. Sat\u0131\u015flar\u0131n \u00f6n\u00fcndeki t\u00fcm engelleri kald\u0131r\u0131n. Performansa dayal\u0131 prim sistemine kar\u015f\u0131 \u00e7\u0131kan her \u015feyi y\u0131k\u0131n. Sat\u0131\u015f komisyonlar\u0131n\u0131 d\u00fc\u015f\u00fcrenler \u00fcrkek y\u00f6neticilerdir. Bu, \u00c7ok b\u00fcy\u00fck bir hatad\u0131r.<\/p>\n

\u00a0<\/strong>7- \u00dcr\u00fcnleri<\/strong> ve hizmetleri, br\u00fct k\u00e2r hedefinize g\u00f6re de\u011fil, m\u00fc\u015fterilere sundu\u011fu de\u011fer baz\u0131nda fiyatland\u0131r\u0131n.<\/p>\n

8-<\/strong> T\u00fcm \u00fcr\u00fcnlerden<\/strong> ve hizmetlerinizden elde etti\u011finiz kazan\u00e7lar\u0131 paraya d\u00f6n\u00fc\u015ft\u00fcr\u00fcn. \u0130ki \u00fcr\u00fcn oldu\u011funu d\u00fc\u015f\u00fcn\u00fcn: 6 dolar fiyat\u0131 olan \u00fcr\u00fcn A, S dolar fiyat\u0131 olan \u00fcr\u00fcn B elen y\u00fczde 25 daha uzun \u00f6m\u00fcrl\u00fcd\u00fcr. Yani \u00fcr\u00fcn B’nin 10 birimle yapabilece\u011fi i\u015fi \u00fcr\u00fcn A 7,5 birimle yapabilmektedir. 7,5 kere 6 dolar- 45 dolar. 10 kere 5 dolar-50 dolar. \u0130\u015fte bu hesaba paraya \u00e7evirme denilir. \u00dcr\u00fcn (A) n\u0131n fiyat\u0131 y\u00fcksektir, ancak en d\u00fc\u015f\u00fck maliyetli \u00e7\u00f6z\u00fcmd\u00fcr.<\/p>\n

9- <\/strong>Pazara<\/strong> yeni \u00fcr\u00fcnlerle ve \u00fcr\u00fcn inovasyonlar\u0131yla sald\u0131r\u0131n. M\u00fckemmel \u00fcr\u00fcn\u00fc geli\u015ftirmek i\u00e7in beklemeyin. E\u011fer yeni bir \u00fcr\u00fcn. Pazardaki sizin \u00fcr\u00fcnleriniz de dahil di\u011ferlerinden daha iyiyse onu hemen piyasaya s\u00fcr\u00fcn.<\/p>\n

\u00a0<\/strong>10- \u00d6n plana daima marka isminizi \u00e7\u0131kar\u0131n<\/strong>. Sak\u0131n marka ismi yerine “Biz” kelimesini kullanmay\u0131n. “Biz” bir marka ismi de\u011fildir.<\/p>\n

11- “Bizim \u00fcr\u00fcn\u00fcm\u00fcz farkl\u0131d\u0131r” iddias\u0131nda bulunmay\u0131n. <\/strong>“Fark\u0131 g\u00f6r\u00fcn”, “Fark\u0131 tad\u0131n”, “Fark\u0131 hissedin” t\u00fcr\u00fcnden iddialar\u0131n\u0131z olmas\u0131n. E\u011fer arada ger\u00e7ekten bir fark varsa o zaman onu kan\u0131tlar\u0131yla birlikte ayr\u0131nt\u0131s\u0131yla sunun. M\u00fc\u015fteriler ak\u0131ll\u0131d\u0131r. E\u011fer arada bir fark oldu\u011funu anlar ve bu fark\u0131n hayatlar\u0131n\u0131 kolayla\u015ft\u0131raca\u011f\u0131na inan\u0131rlarsa zaten o \u00fcr\u00fcn\u00fc sat\u0131n almay\u0131 d\u00fc\u015f\u00fcneceklerdir.<\/p>\n

12- Az\u0131l\u0131 rekabet\u00e7i pazarlama s\u00fcper starlar\u0131<\/strong>, her g\u00fcn, her an sadece satmay\u0131, satmay\u0131 ve satmay\u0131 d\u00fc\u015f\u00fcn\u00fcr. \u015eirket genelinde her bir \u00e7al\u0131\u015fan\u0131n gelir yaratman\u0131n \u00f6nemine odaklanmas\u0131n\u0131 sa\u011flamak i\u00e7in 5 dakikal\u0131k g\u00fcnl\u00fck sat\u0131\u015f toplant\u0131lar\u0131 d\u00fczenleyin.<\/p>\n

13- S\u00fcper starlar her g\u00fcn, bir m\u00fc\u015fteriyi dinler<\/strong>, bir ya\u011fmur ya\u011fd\u0131r\u0131c\u0131y\u0131 dinler, bir te\u015fekk\u00fcr notu g\u00f6nderir, cam bir y\u00fczeyi temizler, bir re\u00e7eteyi test eder, gereksiz bir maliyeti f\u0131rlat\u0131p atar. Sat\u0131\u015flara parazit yapan herhangi bir \u015feyi defederler.<\/p>\n

14- Pazarlama s\u00fcper starlar\u0131 her g\u00fcn, bir veya daha fazla telefon g\u00f6r\u00fc\u015fmesi yapar<\/strong>, bir veya daha fazla m\u00fc\u015fteri \u015fik\u00e2yetiyle ilgilenir, ge\u00e7 \u00f6deme yapan bir m\u00fc\u015fteriye kar\u015f\u0131 dost\u00e7a yakla\u015f\u0131r, bir \u00fcr\u00fcn\u00fcn geri \u00e7a\u011fr\u0131m\u0131n\u0131 iptal ederler.<\/p>\n

15- Pazarlama s\u00fcper starlar\u0131 zor ko\u015fullar\u0131n kendileri i\u00e7in avantaj oldu\u011funa inanan<\/strong> az\u0131l\u0131 rakiplerdir. Rakiplerinin geri \u00e7ekildi\u011fi, dizlerinin \u00fczerine \u00e7\u00f6kt\u00fc\u011f\u00fc ve pazarda karamsarl\u0131\u011fa kap\u0131ld\u0131\u011f\u0131 g\u00fcnleri iyi bilirler. Bu s\u00fcper starlar, bile\u011fi b\u00fck\u00fclm\u00fc\u015f rakipler taraf\u0131ndan kendilerine sunulan pazar kapma f\u0131rsatlar\u0131na bay\u0131l\u0131r. \u0130\u015fte bunlar s\u00fcper starlar\u0131n pazarlama yapacaklar\u0131 ve kapacaklar\u0131 m\u00fc\u015fterilerdir.<\/p>\n

Kaynak: Jeffrey Fox – Capital<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a01- Prof. Peter Drucker’\u0131n, “Varl\u0131k nedeni, m\u00fc\u015fteri yaratmak olan herhangi bir i\u015f giri\u015fiminin iki ama sadece iki temel i\u015flevi vard\u0131r: Pazarlama ve inovasyon. Pazarlama, bir \u015firketi di\u011ferlerinden ayr\u0131\u015ft\u0131ran ve e\u015fsizle\u015ftiren i\u015flevdir” \u015feklinde \u00f6zetledi\u011fi, ana fikri iyi kavray\u0131n. Bunun anlam\u0131, s\u00fcper star \u015firketlerin haber b\u00fcltenlerine,<\/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\/239"}],"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=239"}],"version-history":[{"count":5,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/239\/revisions"}],"predecessor-version":[{"id":242,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/239\/revisions\/242"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=239"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=239"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=239"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}