{"id":585,"date":"2014-05-25T12:24:40","date_gmt":"2014-05-25T09:24:40","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=585"},"modified":"2014-10-28T00:04:10","modified_gmt":"2014-10-27T22:04:10","slug":"musteriyi-on-yedi-ayrinti-ile-elde-tutma-yontemleri","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=585","title":{"rendered":"M\u00fc\u015fteriyi On Yedi Ayr\u0131nt\u0131 \u0130le Elde Tutma Y\u00f6ntemleri"},"content":{"rendered":"

Bir kurumun ba\u015far\u0131s\u0131n\u0131n ard\u0131ndaki d\u00f6rt temel direkten biri de pazarlamad\u0131r. Di\u011ferleri inovasyon, sa\u011flam bir k\u00fclt\u00fcr ve mant\u0131kl\u0131 bir liderliktir. Pazarlaman\u0131n uzun uzad\u0131ya tan\u0131m\u0131 mevcut m\u00fc\u015fterileri tan\u0131mlamak, onlar\u0131 cezbetmek, yenilerini kazanmak ve mevcut olanlar\u0131 elde tutmak \u015feklindedir. Pazarlaman\u0131n kestirme yoldan tan\u0131m\u0131 ise mevcut m\u00fc\u015fterileri elde tutmak ve yenilerini kazanmaktan ibarettir.<\/p>\n

Bir \u015firketin ba\u015far\u0131l\u0131 olabilmesi i\u00e7in gerekli ilk fakt\u00f6r ne insanlar, ne planlar, ne \u00fcr\u00fcnler, ne finansman, ne de misyondur. \u0130lk fakt\u00f6r, daima m\u00fc\u015fterilere sahip olmakt\u0131r.<\/p>\n

\u0130\u015fte bu y\u00fczden pazarlaman\u0131n k\u00f6kten bir \u00f6nemi vard\u0131r ve bu k\u00f6kl\u00fc \u00f6nem b\u00fct\u00fcn sivil toplum kurulu\u015flar\u0131 i\u00e7in de ge\u00e7erlidir.<\/p>\n

A\u015fa\u011f\u0131da her Sat\u0131\u015f M\u00fcd\u00fcr\u00fcn\u00fcn \u00fczerinde \u0131srarla durmas\u0131 gereken ve her bir i\u015f plan\u0131 ile pazarlama stratejisinde olmas\u0131 \u015fart 17 madde s\u0131ralan\u0131yor:<\/p>\n

    \n
  1. \u00c7al\u0131\u015fanlar\u0131n her birinin, bug\u00fcn ve yar\u0131n mevcut m\u00fc\u015fterilerin elde tutulmas\u0131 ve yeni m\u00fc\u015fterilerin kazan\u0131lmas\u0131yla kendi yapt\u0131klar\u0131 i\u015fin do\u011frudan veya dolayl\u0131 yoldan nas\u0131l ili\u015fkili oldu\u011funu net bir \u015fekilde bilmesi gerekir. E\u011fer \u015firket i\u00e7inde herhangi bir i\u015fi yapan ki\u015fi, m\u00fc\u015fterilerin nas\u0131l elde tutuldu\u011fu ve yeni m\u00fc\u015fterilerin nas\u0131l kazan\u0131ld\u0131\u011f\u0131n\u0131 bilmiyorsa o zaman bu ki\u015fi ya k\u00f6t\u00fc y\u00f6netiliyor ya k\u00f6t\u00fc e\u011fitilmi\u015f ya da \u015firkete d\u0131\u015far\u0131dan i\u015f yapan biri demektir.<\/li>\n
  2. \u015eirketin nas\u0131l para kazand\u0131\u011f\u0131 ve her g\u00fcn para kazanmak i\u00e7in neler yapmas\u0131 gerekti\u011fi net olarak tan\u0131mlay\u0131n.<\/li>\n
  3. M\u00fc\u015fterinizin sat\u0131n alma \u00f6zelliklerini ve kriterlerini tan\u0131mlay\u0131n ve sat\u0131\u015f personeli ile veriler \u00fczerinden m\u00fc\u015fterileri ikna edecek sat\u0131\u015f aksiyonlar\u0131 planlay\u0131n.<\/li>\n
  4. M\u00fc\u015fterinizin \u00f6zel isteklerine her iki taraf\u0131nda kazanc\u0131n\u0131 art\u0131racak form\u00fcller \u00fcreterek destek olun.<\/li>\n
  5. M\u00fc\u015fterinin, “Ni\u00e7in sat\u0131n almas\u0131 gerekti\u011fini \u00f6zel olarak anlatan mesajlar” verin. Mesela, “Bu i\u015finizi daha iyi g\u00f6r\u00fcr” demek anlams\u0131zd\u0131r. Burada “bu” ve “daha iyi” ne anlama geliyor? Bu kelimelerin hi\u00e7bir anlam\u0131 yok. Oysa, “Size bir ayda 1.000 dolar tasarruf ettirir” demek m\u00fc\u015fterinin ilgisini \u00e7eker.<\/li>\n
  6. Pozitif marka fark\u0131ndal\u0131\u011f\u0131 yaratmaya b\u00fct\u00e7e ay\u0131r\u0131n ve yat\u0131r\u0131m yap\u0131n.<\/li>\n
  7. \u0130\u015fe s\u00fcrekli olarak rainmaker (ya\u011fmur ya\u011fd\u0131r\u0131c\u0131lar) al\u0131n. \u00c7\u00fcnk\u00fc bu gibi sat\u0131\u015f elemanlar\u0131, \u015firkete muazzam gelir kap\u0131lar\u0131 yarat\u0131r. Yeni i\u015fler ve yeni m\u00fc\u015fteriler bulurlar.<\/li>\n
  8. B\u00fct\u00fcn sat\u0131\u015f elemanlar\u0131n\u0131, sat\u0131\u015f ekibinin liderlerini ve herkesi istikrarl\u0131 bir \u015fekilde e\u011fitin.<\/li>\n
  9. Prim planlar\u0131n\u0131 artan br\u00fct sat\u0131\u015f k\u00e2r \u00fczerinden yap\u0131n.<\/li>\n
  10. \u0130malat veya \u015firket i\u00e7indeki kalite departman\u0131 taraf\u0131ndan de\u011fil m\u00fc\u015fterilerce tan\u0131mlanm\u0131\u015f \u00fcr\u00fcn kalitesine dikkat edin.<\/li>\n
  11. Br\u00fct k\u00e2r marj\u0131 oran\u0131 hedefine g\u00f6re de\u011fil, m\u00fc\u015fterinin \u00fcr\u00fcn\u00fc sat\u0131n almas\u0131ndan elde etti\u011fi dolar cinsinden de\u011ferle fiyat\u0131 belirleyin. Sunulan de\u011fere g\u00f6re fiyat bi\u00e7mek ve k\u00e2r\u0131 art\u0131rmak \u00f6nemlidir.<\/li>\n
  12. T\u00fcm sat\u0131\u015f elemanlar\u0131n\u0131 m\u00fc\u015fterinin yapt\u0131\u011f\u0131 yat\u0131r\u0131m\u0131n geri d\u00f6n\u00fc\u015f\u00fcn\u00fc hesaplayabilecek \u015fekilde e\u011fitin.<\/li>\n
  13. Sat\u0131\u015f M\u00fcd\u00fcr\u00fc olarak en se\u00e7kin 100 m\u00fc\u015fteriyi ziyaret edin ve en az\u0131ndan %25 oran\u0131n\u0131 yeme\u011fe g\u00f6t\u00fcr\u00fcn ya da toplam gelirlerin y\u00fczde 80’ini olu\u015fturan m\u00fc\u015fterileri ziyaret edecek \u015fekilde 12 ayl\u0131k bir \u00e7izelge haz\u0131rlay\u0131n.<\/li>\n
  14. Zengin ve \u00e7e\u015fitlendirilmi\u015f bir “Ba\u015fkan \u0131n Yeni \u00dcr\u00fcn Planlan” dosyas\u0131 haz\u0131rlay\u0131n. Yeni \u00fcr\u00fcnler \u00e7\u0131karmas\u0131 i\u00e7in y\u00f6netiminize bilgi aktarmaya devam edin.<\/li>\n
  15. M\u00fc\u015fterileri dinleyin. Sizin \u00fcr\u00fcn\u00fcn\u00fcz yerine hangi \u00fcr\u00fcnleri ald\u0131klar\u0131n\u0131 tespit edin ve bunu belirlemek i\u00e7in b\u00fct\u00e7e ay\u0131r\u0131p yat\u0131r\u0131m yap\u0131n.<\/li>\n
  16. Sosyal medya hakk\u0131nda sa\u011fl\u0131kl\u0131 kinizm yap\u0131n. Facebook gibi yerlere verilen reklamlar\u0131n d\u00f6n\u00fc\u015f\u00fc olup olmad\u0131\u011f\u0131n\u0131 ara\u015ft\u0131r\u0131n. Pazarlama \u00e7\u0131lg\u0131nl\u0131klar\u0131na kap\u0131lmay\u0131n.<\/li>\n
  17. Piyasaya sizinkinden yeni teknolojilerin s\u0131z\u0131p s\u0131zmad\u0131\u011f\u0131n\u0131 ara\u015ft\u0131rmaya yat\u0131r\u0131m yap\u0131n.<\/li>\n<\/ol>\n

    Kaynak: Jeffrey Fox – Strateji<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Bir kurumun ba\u015far\u0131s\u0131n\u0131n ard\u0131ndaki d\u00f6rt temel direkten biri de pazarlamad\u0131r. Di\u011ferleri inovasyon, sa\u011flam bir k\u00fclt\u00fcr ve mant\u0131kl\u0131 bir liderliktir. Pazarlaman\u0131n uzun uzad\u0131ya tan\u0131m\u0131 mevcut m\u00fc\u015fterileri tan\u0131mlamak, onlar\u0131 cezbetmek, yenilerini kazanmak ve mevcut olanlar\u0131 elde tutmak \u015feklindedir. Pazarlaman\u0131n kestirme yoldan tan\u0131m\u0131 ise mevcut m\u00fc\u015fterileri elde tutmak ve yenilerini kazanmaktan ibarettir. Bir \u015firketin ba\u015far\u0131l\u0131 olabilmesi i\u00e7in gerekli […]<\/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\/585"}],"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=585"}],"version-history":[{"count":2,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/585\/revisions"}],"predecessor-version":[{"id":587,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/585\/revisions\/587"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}