{"id":557,"date":"2014-03-22T19:30:50","date_gmt":"2014-03-22T17:30:50","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=557"},"modified":"2014-03-22T19:35:44","modified_gmt":"2014-03-22T17:35:44","slug":"pazar-payi-stratejisi-ve-musteri-payi-stratejisi-nedir","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=557","title":{"rendered":"Pazar Pay\u0131 Stratejisi ve M\u00fc\u015fteri Pay\u0131 Stratejisi nedir?"},"content":{"rendered":"

Pazar pay\u0131n\u0131 art\u0131rma \u00e7abalar\u0131 m\u00fc\u015fteri pay\u0131 elde etme \u00e7abalar\u0131ndan farkl\u0131 olmakla birlikte, iki strateji kar\u015f\u0131t de\u011fildir. Bir \u015firket yeni m\u00fc\u015fteriler kazanmaya ve zaten sahip oldu\u011fu m\u00fc\u015fterileri koruyup de\u011ferlerini art\u0131rmaya ayn\u0131 anda odaklanabilir.\u00a0M\u00fc\u015fteri stratejisi i\u015fletmelerinin, bir m\u00fc\u015fteriyle etkile\u015fim kurmas\u0131 ve o m\u00fc\u015fterinin bu etkile\u015fimle ilgili geribildirimlerini ki\u015fiye \u00f6zel bir \u00fcr\u00fcn ya da hizmet sunmak i\u00e7in kullanmas\u0131 gerekir. Pazar y\u00f6nelimli \u00e7abalar, bunlar\u0131n \u00fcst\u00fcnde bir de m\u00fc\u015fteriye \u00f6zel felsefe y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fcnde, m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamakta stratejik olarak etkin, hatta daha verimli olabilir. M\u00fc\u015fteri y\u00f6nelimli s\u00fcre\u00e7 zamana ba\u011fl\u0131 ve evrimseldir \u00e7\u00fcnk\u00fc \u00fcr\u00fcn ya da hizmet s\u00fcrekli olarak geli\u015ftirilir ve m\u00fc\u015fteri gittik\u00e7e di\u011fer m\u00fc\u015fterilerden farkl\u0131la\u015f\u0131r. Toplu pazar i\u015fletmesi “\u00fcr\u00fcnleri farkl\u0131la\u015ft\u0131rarak” rekabet ederken, m\u00fc\u015fteri y\u00f6nelimli i\u015fletme “m\u00fc\u015fterileri farkl\u0131la\u015ft\u0131rarak” rekabet eder. Geleneksel toplu pazar i\u015fletmesi fiili (yeni \u00fcr\u00fcnler lanse ederek ya da yerle\u015fik \u00fcr\u00fcn gruplar\u0131n\u0131 de\u011fi\u015ftirerek veya geni\u015fleterek) ya da alg\u0131lanm\u0131\u015f bir \u00fcr\u00fcn farkl\u0131la\u015ft\u0131rmas\u0131 (reklam ve halkla ili\u015fkilerle) olu\u015fturmaya \u00e7al\u0131\u015f\u0131r. M\u00fc\u015fteri y\u00f6nelimli i\u015fletme ise, her seferinde tek bir m\u00fc\u015fteriye hizmet sunar ve her m\u00fc\u015fteriyi di\u011ferlerinden farkl\u0131la\u015ft\u0131rmaya dayan\u0131r.<\/p>\n

M\u00fc\u015fteri odakl\u0131 i\u015f modelinin ilkeleri bir\u00e7ok a\u00e7\u0131dan kitlesel pazarlamadan farkl\u0131l\u0131k g\u00f6sterir. Her \u015feyden \u00f6nce, geleneksel pazarlama \u015firketi, ne kadar dost\u00e7a olursa olsun, en sonunda m\u00fc\u015fterileri d\u00fc\u015fman olarak g\u00f6r\u00fcr ve m\u00fc\u015fteriler de \u015firkete kar\u015f\u0131 ayn\u0131 duygulan besler. \u015eirket ve m\u00fc\u015fteri s\u0131f\u0131r-toplaml\u0131 (sonucu s\u0131f\u0131r olan) bir oyun oynar: M\u00fc\u015fteri indirim al\u0131rsa, \u015firket k\u00e2r marj\u0131n\u0131 kaybeder. \u00c7\u0131karlar\u0131 geleneksel olarak birbiriyle \u00e7at\u0131\u015f\u0131r: M\u00fc\u015fteri en d\u00fc\u015f\u00fck fiyattan m\u00fcmk\u00fcn oldu\u011funca \u00e7ok \u00fcr\u00fcn sat\u0131n almak isterken, \u015firket de y\u00fcksek fiyata m\u00fcmk\u00fcn olan en az \u00fcr\u00fcn\u00fc satmak ister. \u0130\u015fletme ve m\u00fc\u015fterinin bir al\u0131\u015fveri\u015f \u00f6ncesinde ve sonras\u0131nda hi\u00e7bir ili\u015fkisi yoksa t\u00fcm etkile\u015fimleri tek bir m\u00fcnferit i\u015flemi ve bu i\u015flemin k\u00e2rl\u0131l\u0131\u011f\u0131n\u0131 merkez al\u0131r. Dolay\u0131s\u0131yla, i\u015fleme dayal\u0131, \u00fcr\u00fcn merkezli bir i\u015f modelinde, sat\u0131c\u0131 ne kadar farkl\u0131 davranmaya \u00e7al\u0131\u015f\u0131rsa \u00e7al\u0131\u015fs\u0131n, al\u0131c\u0131 ve sat\u0131c\u0131 d\u00fc\u015fmand\u0131r. Bu i\u015f modelinde, pratikte, m\u00fc\u015fterinin kendisine sat\u0131lan \u00fcr\u00fcne ve hizmete g\u00fcvenebilece\u011finin tek garantisi markan\u0131n genel itibar\u0131d\u0131r.<\/p>\n

Buna kar\u015f\u0131n, m\u00fc\u015fteriye dayal\u0131 bir i\u015fletme, m\u00fc\u015fteri i\u015fbirli\u011fini k\u00e2rl\u0131l\u0131kla ayn\u0131 eksene oturtur. Her i\u015flem daha uzun vadeli bir ili\u015fki ba\u011flam\u0131nda ger\u00e7ekle\u015fti\u011finde her iki taraf\u0131n sergileyece\u011fi davran\u0131\u015flar\u0131 kar\u015f\u0131la\u015ft\u0131r\u0131n. Yeni ba\u015flayanlar i\u00e7in a\u00e7\u0131klamak gerekirse, birebir i\u015fletme, m\u00fc\u015fteriyle ili\u015fkisi uzun vadede k\u00e2rl\u0131ysa, b\u00fcy\u00fck ihtimalle tek bir zarar\u0131na i\u015flemin yaratt\u0131\u011f\u0131 bir sorunu \u00e7\u00f6zmeye istekli olacakt\u0131r,<\/p>\n

Pazar Fay\u0131 ve M\u00fc\u015fteri Pay\u0131 Stratejilerinin Kar\u015f\u0131la\u015ft\u0131rmas\u0131:<\/b><\/p>\n\n\n\n\n\n\n\n\n\n\n
\n

Pazar Pay\u0131 \u00a0 Stratejisi<\/b><\/b><\/p>\n<\/td>\n

\n

M\u00fc\u015fteri \u00a0 Pay\u0131 Stratejisi<\/b><\/b><\/p>\n<\/td>\n<\/tr>\n

\u015eirket, \u00a0 \u00fcr\u00fcn ve markalar\u0131 t\u00fcm \u015firket de\u011ferinin kayna\u011f\u0131 olarak g\u00f6r\u00fcr.<\/td>\n\u015eirket, m\u00fc\u015fterileri \u00a0( tan\u0131m gere\u011fi ) tek gelir kayna\u011f\u0131 olarak \u00a0 g\u00f6r\u00fcr.<\/td>\n<\/tr>\n
\u00dcr\u00fcn (ya da marka) m\u00fcd\u00fcrleri \u00a0 m\u00fcmk\u00fcn oldu\u011funca \u00e7ok m\u00fc\u015fteriye her seferinde bir \u00fcr\u00fcn satar.<\/td>\nM\u00fc\u015fteri \u00a0 m\u00fcd\u00fcr\u00fc, her seferinde bir m\u00fc\u015fteriye m\u00fcmk\u00fcn oldu\u011funca \u00e7ok \u00fcr\u00fcn satar.<\/td>\n<\/tr>\n
\u00dcr\u00fcnleri rakiplerden farkl\u0131la\u015ft\u0131r\u0131r.<\/td>\nM\u00fc\u015fterilerini birbirinden farkl\u0131la\u015ft\u0131r\u0131r.<\/td>\n<\/tr>\n
M\u00fc\u015fterilere satar.<\/td>\nM\u00fc\u015fterilerle i\u015fbirli\u011fi kurar<\/td>\n<\/tr>\n
S\u00fcrekli \u00a0 yeni bir m\u00fc\u015fteri ak\u0131\u015f\u0131 bulur.<\/td>\nYerle\u015fik \u00a0 m\u00fc\u015fterilerden s\u00fcrekli bir yeni i\u015f ak\u0131\u015f\u0131 bulur.<\/td>\n<\/tr>\n
\u015eirket her \u00fcr\u00fcn\u00fcn ve muhtemelen \u00a0 her i\u015flemin, bir m\u00fc\u015fterinin g\u00fcveni pahas\u0131na da olsa k\u00e2rl\u0131 olmas\u0131n\u0131 sa\u011flar.<\/td>\n\u015eirket, arada s\u0131rada bir \u00fcr\u00fcnden \u00a0 ya da i\u015flemden para kaybetmek anlam\u0131na gelse bile, her m\u00fc\u015fterinin k\u00e2rl\u0131 \u00a0 olmas\u0131n\u0131 sa\u011flar.<\/td>\n<\/tr>\n
Markala\u015fmak ve \u00fcr\u00fcnleri duyurmak \u00a0 i\u00e7in kitlesel medyay\u0131 kullan\u0131r.<\/td>\nBireysel ihtiya\u00e7lar\u0131 belirlemek ve \u00a0 her bireyle ileti\u015fim kurmak i\u00e7in interaktif ileti\u015fimi kullan\u0131r.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0\u00a0\u00a0\u00a0\u00a0 \u201c M\u00fc\u015fteri ili\u015fkilerinin y\u00f6netilmesinin ana amac\u0131, i\u015fletmenin m\u00fc\u015fteri taban\u0131n\u0131n genel de\u011ferini art\u0131rmaya odaklanmas\u0131d\u0131r ve bu, m\u00fc\u015fteri tutma ba\u015far\u0131s\u0131 a\u00e7\u0131s\u0131ndan kritik \u00f6nemdedir. \u201c<\/i><\/b><\/p>\n

M\u00fc\u015fteri ili\u015fkilerinin y\u00f6netilmesinin ana amac\u0131, i\u015fletmenin m\u00fc\u015fteri taban\u0131n\u0131n genel de\u011ferini art\u0131rmaya odaklanmas\u0131d\u0131r ve bu, m\u00fc\u015fteri tutma ba\u015far\u0131s\u0131 a\u00e7\u0131s\u0131ndan kritik \u00f6nemdedir. M\u00fc\u015fteri taban\u0131n\u0131n de\u011ferinin art\u0131r\u0131lmas\u0131, ister \u00e7apraz sat\u0131\u015f (m\u00fc\u015fterilerin ba\u015fka \u00fcr\u00fcnleri ve hizmetleri sat\u0131n almas\u0131n\u0131n sa\u011flanmas\u0131), ister yukar\u0131 sat\u0131\u015f (m\u00fc\u015fterilerin daha pahal\u0131 \u00fcr\u00fcnleri sat\u0131n almas\u0131n\u0131n sa\u011flanmas\u0131), ister m\u00fc\u015fteri y\u00f6nlendirmeleriyle olsun, daha k\u00e2rl\u0131 bir i\u015fletmeyle sonu\u00e7lanacakt\u0131r. \u0130\u015fletme ayn\u0131 zamanda en iyi m\u00fc\u015fterilerine hizmet etmenin maliyetini, i\u015fletmeden al\u0131\u015fveri\u015f yapmay\u0131 onlar i\u00e7in daha elveri\u015fli k\u0131larak d\u00fc\u015f\u00fcrebilir.<\/p>\n

Kaynak: M\u00fc\u015fteri ili\u015fkileri y\u00f6netimi. Don Peppers<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Pazar pay\u0131n\u0131 art\u0131rma \u00e7abalar\u0131 m\u00fc\u015fteri pay\u0131 elde etme \u00e7abalar\u0131ndan farkl\u0131 olmakla birlikte, iki strateji kar\u015f\u0131t de\u011fildir. Bir \u015firket yeni m\u00fc\u015fteriler kazanmaya ve zaten sahip oldu\u011fu m\u00fc\u015fterileri koruyup de\u011ferlerini art\u0131rmaya ayn\u0131 anda odaklanabilir.\u00a0M\u00fc\u015fteri stratejisi i\u015fletmelerinin, bir m\u00fc\u015fteriyle etkile\u015fim kurmas\u0131 ve o m\u00fc\u015fterinin bu etkile\u015fimle ilgili geribildirimlerini ki\u015fiye \u00f6zel bir \u00fcr\u00fcn ya da hizmet sunmak i\u00e7in kullanmas\u0131 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/557"}],"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=557"}],"version-history":[{"count":1,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/557\/revisions"}],"predecessor-version":[{"id":558,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/557\/revisions\/558"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}