Pazarlama gurusu Jack Trout’un fantastik pazarlamada en s\u0131k yap\u0131lan hatalar. \u0130\u015fte pek \u00e7ok CEO’nun hakk\u0131nda bilgisi olmas\u0131na ra\u011fmen yenik d\u00fc\u015ft\u00fc\u011f\u00fc pazarlaman\u0131n yedi \u00f6l\u00fcmc\u00fcl hatas\u0131:<\/p>\n
\u201cEgo, ba\u015far\u0131l\u0131 bir pazarlama stratejisinin en b\u00fcy\u00fck d\u00fc\u015fmanlar\u0131ndand\u0131r.\u201d<\/strong><\/em><\/p>\n 1- K\u0130B\u0130R<\/strong><\/span><\/p>\n Kibir, ilk hatad\u0131r. Ba\u015far\u0131 genellikle kibire yol a\u00e7ar, kibir de ba\u015far\u0131s\u0131zl\u0131\u011fa. Ego, ba\u015far\u0131l\u0131 pazarlaman\u0131n bir numaral\u0131 d\u00fc\u015fman\u0131d\u0131r. Tarafs\u0131z olmak gerekiyor. Oysa insanlar ba\u015far\u0131l\u0131 olduklar\u0131nda daha az tarafs\u0131z olmaya e\u011filimlidirler. Genellikle kendi yarg\u0131lar\u0131n\u0131 pazar\u0131n isteklerinin yerine koyarlar. Parlak pazarlamac\u0131lar potansiyel m\u00fc\u015fteri gibi d\u00fc\u015f\u00fcnebilme yetisine sahip olanlard\u0131r. Kendilerini m\u00fc\u015fterinin yerine koyarlar. Kendi d\u00fcnyalar\u0131n\u0131n g\u00f6r\u00fc\u015f\u00fcn\u00fc zorla kabul ettirmeye \u00e7al\u0131\u015fmazlar. Ama baz\u0131 ara\u015ft\u0131rmalar, uzun s\u00fcreli ba\u015far\u0131l\u0131 d\u00f6nemlerin ard\u0131ndan insanlar\u0131n daha az isabetli kararlar ald\u0131klar\u0131n\u0131 g\u00f6stermektedir.<\/p>\n 2- A\u00c7G\u00d6ZL\u00dcL\u00dcK<\/span> <\/strong><\/p>\n A\u00e7g\u00f6zl\u00fcl\u00fck di\u011fer b\u00fcy\u00fck hatalardan biridir. Bir \u015firketi in\u015fa etmek yerine, y\u00f6netimler \u015firketin hisse senedi fiyat\u0131n\u0131 in\u015fa etmeye odaklan\u0131rlar. Bu, \u015firketlerin markalar\u0131n\u0131n temsil ettiklerini baltalamalar\u0131 demektir. Enron, hisse senedi de\u011ferinin y\u00fcksek tutulmas\u0131 i\u00e7in bir enerji \u015firketinin bir ticari \u015firkete d\u00f6n\u00fc\u015fmesinin klasik bir \u00f6rne\u011fidir. Akbabalar World-Com’un \u00fczerinde dolan\u0131yorlar. CEO’lar\u0131 Bernie Ebbers. Onu Hewlett-Packard’\u0131n kurucusu Dave Packard ile kar\u015f\u0131la\u015ft\u0131ral\u0131m. Bay Packard \u00f6ld\u00fc\u011f\u00fcnde, kar\u0131s\u0131 i\u00e7in 1957’de in\u015fa ettirdi\u011fi ayn\u0131 k\u00fc\u00e7\u00fck evde oturuyordu. Hay\u0131r, kurumlar\u0131na 5,6 milyon dolar miras b\u0131rakt\u0131. Bay Ebbers, A.B.D’de 460.000 hektarl\u0131k orman arazisine ve \u0130ngiliz Colombia’s\u0131nda 60 milyon dolar de\u011ferinde 164.000 hektarl\u0131k s\u0131\u011f\u0131r \u00e7iftli\u011fine sahip. 366 milyon dolar borcu var ve \u00f6ld\u00fc\u011f\u00fcnde muhtemelen paras\u0131n\u0131n \u00e7o\u011funu hay\u0131r kurumlar\u0131na de\u011fil, alacakl\u0131lara b\u0131rakacak.<\/p>\n A\u00e7g\u00f6zl\u00fcl\u00fck b\u00fct\u00fcn y\u00f6netim basamaklar\u0131na yay\u0131lan bir vir\u00fcs gibidir. \u00dcst y\u00f6netimdekilerin milyonlar kazand\u0131\u011f\u0131n\u0131 fark eden herkes, b\u00fcy\u00fck paralar kazanmalar\u0131 gerekti\u011fini hissetmeye ba\u015flar. Kendi gelirleri i\u00e7in iyi olan, ancak \u015firketin geliri i\u00e7in iyi olmayan kararlar\u0131 b\u00fcy\u00fck bir h\u0131zla almaya ba\u015flarlar. Biz y\u00f6netim kurulu \u00fcyelerine gere\u011finden fazla para \u00f6dendi\u011fini g\u00f6rd\u00fc\u011f\u00fcm\u00fczde, m\u00fcmk\u00fcn olan en k\u0131sa s\u00fcrede elimizdeki hisse senetlerini elden \u00e7\u0131kar\u0131r\u0131z.<\/p>\n 3- CEHALET<\/strong><\/span><\/p>\n Pek \u00e7ok b\u00fcy\u00fck \u015firket, mevcut ve potansiyel m\u00fc\u015fterilerinin zihinlerine y\u00f6nelik sava\u015f stratejisinde cahilce davranarak ba\u015flar\u0131n\u0131 derde sokarlar. \u0130\u015fin esas\u0131 daha iyi bir \u00fcr\u00fcnle ilgili de\u011fil, daha iyi bir alg\u0131lamayla ilgilidir. AT&T ve Xerox, pazar\u0131 bilgisayar \u015firketi olduklar\u0131na ikna etmek u\u011fruna milyarlarca dolar kaybettiler. Cahillikten ka\u00e7\u0131nmak i\u00e7in ise insanlar\u0131n zihinlerinin nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 incelemelisiniz. Ve incelemeyi asla b\u0131rakmamal\u0131s\u0131n\u0131z.<\/p>\n 4- TEMENN\u0130 EDEN D\u00dc\u015e\u00dcNCE \u015eEKL\u0130<\/strong><\/span><\/p>\n Temenni eden d\u00fc\u015f\u00fcnce \u015fekli di\u011fer bir g\u00fcnaht\u0131r ve \u015firketler planlar\u0131nda ger\u00e7eklerden \u00e7ok d\u00fc\u015fleri kulland\u0131klar\u0131nda ortaya \u00e7\u0131kar. Pek \u00e7ok ba\u015far\u0131l\u0131 \u015firket ‘hedeflerini’ nas\u0131l isimlendirece\u011fini bi\u00e7imlendirmekten \u00e7ok ger\u00e7e\u011fin ac\u0131mas\u0131zl\u0131\u011f\u0131na odaklan\u0131r. Bu ne yapmak istedi\u011finle ilgili bir soru de\u011fil, ne yapabilece\u011finle ilgili. Pazar potansiyelini g\u00f6z\u00fcnde a\u015f\u0131r\u0131 b\u00fcy\u00fctmek onu anlamak kadar tehlikelidir. Roy Ash, Litton’u adresli zarf \u00e7o\u011faltma i\u015finde bir zamanlar b\u00fcy\u00fck bir oyuncu olan Addressograph’\u0131 kurtarmak i\u00e7in terk etti. Stratejisi, yeni geli\u015fen bir alan olan ofis otomasyonuna ge\u00e7mekti. \u00d6nce, yerle\u015fik y\u00fcksek teknoloji isimleri yerine eski moda bir ismi ald\u0131\u011f\u0131ndan alg\u0131lanma sorunlar\u0131 ya\u015fad\u0131. Sonra, IBM, DEC, Xerox ve di\u011ferleriyle anla\u015fmak zorunda kald\u0131. Temenni eden d\u00fc\u015f\u00fcnce \u015fekli iflasla sonu\u00e7land\u0131.<\/p>\n 5- ODAKTAN UZAKLA\u015eMAK<\/strong><\/span><\/p>\n Odaktan uzakla\u015fmak, pazarlama stratejilerinde yap\u0131lan \u00e7ok pop\u00fcler g\u00fcnahlardan biri. Bu, ayr\u0131ca i\u015fin en sonunda ba\u015far\u0131l\u0131 olmakla da \u00e7ok yak\u0131ndan ilgilidir. CEO’lar as\u0131l ilgilenmeleri gereken konulara ilgilerini kaybederler ve ba\u015fka aktivitelere dalarlar. Bu durumu Chrysler firmas\u0131ndan \u00fcnl\u00fc Lee Lacocca’dan daha iyi hi\u00e7 kimse a\u00e7\u0131klayamaz. \u015eirkete \u00e7ok odaklanm\u0131\u015ft\u0131. Y\u00f6netimi yeniden yap\u0131land\u0131rd\u0131, s\u0131k\u0131 mali denetimleri kurumsalla\u015ft\u0131rd\u0131, kalite kontrol\u00fcn\u00fc geli\u015ftirdi, toplu i\u015ften \u00e7\u0131karmalarla nakit para sa\u011flad\u0131. Hattatelevizyon reklamlar\u0131nda bile oynad\u0131. Reklamlarda \u015fu m\u00fcthi\u015f repli\u011fi s\u00f6yl\u00fcyordu: “E\u011fer daha iyi bir araba bulabilirseniz sat\u0131n al\u0131n.” Ayr\u0131ca \u00e7ok satan bir kitap yazd\u0131. Ans\u0131z\u0131n ona olan talep m\u00fcthi\u015f artm\u0131\u015ft\u0131 ve egosu gaza geldi. \u00d6zg\u00fcrl\u00fck Heykeli’nin restorasyonu i\u015fine y\u00f6neldi. Sonra parlamentoyla ilgili b\u00fct\u00e7e indirimi hakk\u0131nda bir komisyona kat\u0131ld\u0131. \u0130kinci bir kitap daha yazd\u0131, \u0130talya’da bir villa sat\u0131n ald\u0131 ve kendi \u015farab\u0131yla zeytinya\u011f\u0131n\u0131 \u015fi\u015felemeye ba\u015flad\u0131. Hatta daha sonra ba\u015far\u0131s\u0131zl\u0131\u011fa u\u011frayan Maserati ile bile ortakl\u0131k kurdu. Gerisini s\u00f6ylemeye gerek yok, Chrysler b\u00fcy\u00fck bir s\u0131k\u0131nt\u0131ya girdi ve b\u00fcy\u00fck bir Alman otomobil \u015firketi taraf\u0131ndan sat\u0131n al\u0131nd\u0131.<\/p>\n 6- K\u00dc\u00c7\u00dcK DE\u011e\u0130\u015e\u0130KL\u0130KLER<\/strong><\/span><\/p>\n K\u00fc\u00e7\u00fck de\u011fi\u015fiklikleri \u00f6l\u00fcmc\u00fcl bir g\u00fcnah olarak adland\u0131ramam ama baz\u0131 b\u00fcy\u00fck problemlere yol a\u00e7abilirler. Sana birka\u00e7 soru \u00f6nce \u00f6\u011fretti\u011fim gibi kaosa giden yol geli\u015fmelerle d\u00f6\u015felidir. Enerji dolu b\u00fct\u00fcn pazarlamac\u0131lar geli\u015fmeleri kendince ba\u015flatmay\u0131 isterler. \u00dcr\u00fcnle oynarlar, \u00fcr\u00fcn gam\u0131 geni\u015flemesine giderler, ba\u015fkalar\u0131n\u0131n i\u015fini takip ederler ve genellikle her \u015feyi berbat ederler. McDonald\u2019s\u0131n, franchise konusunda yapt\u0131\u011f\u0131 k\u00fc\u00e7\u00fck de\u011fi\u015fiklik bu konuya \u00f6rnek olabilecek k\u00f6t\u00fc bir vakad\u0131r. 44 adet yeni men\u00fcn\u00fcn zaten a\u015f\u0131r\u0131 y\u00fckl\u00fc men\u00fc panosunda d\u00f6n\u00fc\u015f\u00fcml\u00fc olarak g\u00f6sterilmeye ba\u015flamas\u0131; kar\u0131\u015f\u0131kl\u0131k, kasada s\u0131ran\u0131n yava\u015f ilerlemesi gibi m\u00fc\u015fteri \u015fik\u00e2yetleriyle sonu\u00e7land\u0131. CEO Jack Greenberg i\u015fin basit haline geri d\u00f6nse iyi eder yoksa bozguna u\u011frayacak. Hayal k\u0131r\u0131kl\u0131\u011f\u0131 yaratan k\u00e2r raporlar\u0131 listesi uzay\u0131p gidiyor. Genellikle sat\u0131\u015flar sabitse ya da d\u00fc\u015f\u00fc\u015fteyse k\u00fc\u00e7\u00fck de\u011fi\u015fiklikler ortaya \u00e7\u0131kar. Coca-Cola’n\u0131n yerinde sayan sat\u0131\u015flar\u0131na bak. Ne yapt\u0131lar? Kutunun \u00fcst\u00fcndeki grafi\u011fi yeniden tasarlad\u0131lar. Sanki t\u00fcketici, “bu Cola’y\u0131 sat\u0131n ald\u0131m \u00e7\u00fcnk\u00fc kutunun yeni g\u00f6r\u00fcn\u00fc\u015f\u00fc ho\u015fuma gitti.” diyecekmi\u015f gibi bir durum ortaya \u00e7\u0131k\u0131yor.<\/p>\n 7. GURUR<\/strong><\/span><\/p>\n \u015eirketinin pazardaki konumu y\u00fcz\u00fcnden hakl\u0131 oldu\u011fundan \u00f6ylesine eminsindir ki… Rakiplerini k\u00fc\u00e7\u00fcmsersin, \u00e7\u00fcnk\u00fc sen daha b\u00fcy\u00fcks\u00fcnd\u00fcr, daha zenginsindir ve daha fazla \u015fey bildi\u011fini san\u0131rs\u0131n. Tevaz\u00fcn yoktur, ba\u015fkalar\u0131 hata yaparken nadiren hata yapt\u0131\u011f\u0131na kendi inand\u0131rm\u0131\u015fs\u0131nd\u0131r. Kendisine ko\u00e7luk yapt\u0131\u011f\u0131m en m\u00fctevaz\u0131 ama en ba\u015far\u0131l\u0131 CEO, Southwest Havayollar\u0131ndan Herb Kelleher idi. Y\u0131llarca rakiplerini k\u00fc\u00e7\u00fck g\u00f6rmemeye \u00e7ok dikkat etti. Kendi ger\u00e7eklerini do\u011fru okudu ve bunlara isabetli bir \u015fekilde ba\u011fl\u0131 kald\u0131. Tek bir \u00e7e\u015fit k\u00fc\u00e7\u00fck u\u00e7a\u011fa, daha k\u00fc\u00e7\u00fck havaalanlar\u0131na devam etti ve daima rakiplerini takdir edip, onlar\u0131 anlamaya \u00e7al\u0131\u015ft\u0131. Y\u0131llard\u0131r en ba\u015far\u0131l\u0131 havayolu \u015firketini y\u00f6netiyor. O tam bizim tarz\u0131m\u0131zda bir CEO.<\/p>\n Kaynak: Jack Trout.<\/em><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Pazarlama gurusu Jack Trout’un fantastik pazarlamada en s\u0131k yap\u0131lan hatalar. \u0130\u015fte pek \u00e7ok CEO’nun hakk\u0131nda bilgisi olmas\u0131na ra\u011fmen yenik d\u00fc\u015ft\u00fc\u011f\u00fc pazarlaman\u0131n yedi \u00f6l\u00fcmc\u00fcl hatas\u0131: \u201cEgo, ba\u015far\u0131l\u0131 bir pazarlama stratejisinin en b\u00fcy\u00fck d\u00fc\u015fmanlar\u0131ndand\u0131r.\u201d 1- K\u0130B\u0130R Kibir, ilk hatad\u0131r. Ba\u015far\u0131 genellikle kibire yol a\u00e7ar, kibir de ba\u015far\u0131s\u0131zl\u0131\u011fa. Ego, ba\u015far\u0131l\u0131 pazarlaman\u0131n bir numaral\u0131 d\u00fc\u015fman\u0131d\u0131r. Tarafs\u0131z olmak gerekiyor. Oysa […]<\/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\/614"}],"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=614"}],"version-history":[{"count":3,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/614\/revisions"}],"predecessor-version":[{"id":627,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/614\/revisions\/627"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}