Pazarlama y\u00f6netiminin iki temel sorunu vard\u0131r: Bunlardan birincisi, faaliyet g\u00f6sterilecek pazar ya da pazarlar\u0131n belirlenmesidir ki, buna hedef pazar\u0131n tayini denir. Bu, farkl\u0131 \u00f6zellikteki pazar b\u00f6l\u00fcmlerinde yatan f\u0131rsatlar\u0131n ara\u015ft\u0131r\u0131lmas\u0131n\u0131, \u00f6l\u00e7\u00fclmesini ve de\u011ferlendirilmesini ifade eder. \u0130kincisi ise, hedef pazarlara en uygun pazarlama bile\u015fenlerini geli\u015ftirip uygulamay\u0131 i\u00e7erir. Birinci olmadan ikinci olamaz. \u00c7\u00fcnk\u00fc bir pazar b\u00f6l\u00fcm\u00fc i\u00e7in uygun olan strateji ve politikalar, bir ba\u015fka b\u00f6l\u00fcm i\u00e7in uygun olmayabilir.<\/p>\n
Bir pazarlamac\u0131, de\u011fi\u015fik \u00f6zelliklere sahip t\u00fcketicilerin de\u011fi\u015fik tatminler pe\u015finde ko\u015ftuklar\u0131n\u0131, de\u011fi\u015fik arzu ve isteklerinin bulundu\u011funu ve bu de\u011fi\u015fik arzu ve isteklerin de\u011fi\u015fik pazarlama bile\u015fenleri ile kar\u015f\u0131lanabilece\u011fini bilmelidir. B\u00f6yle olunca da bir pazarlamac\u0131n\u0131n \u00e7ok de\u011fi\u015fik istek ve arzular\u0131 olan t\u00fcketicilerin benzer ihtiya\u00e7lar\u0131n\u0131 benzer pazarlama bile\u015fenleri ile tatmin edemeyece\u011fi a\u00e7\u0131kt\u0131r. Bu nedenle, her pazarlamac\u0131 kendine en uygun f\u0131rsatlar\u0131 ta\u015f\u0131yan bir ya da bir ka\u00e7 pazar b\u00f6l\u00fcm\u00fcn\u00fc se\u00e7erek, pazarlama stratejilerini bu pazar b\u00f6l\u00fcmlerine y\u00f6nelik olarak geli\u015ftirmelidir.<\/p>\n
Pazar\u0131 b\u00f6l\u00fcmlere ay\u0131rarak k\u00e2rl\u0131l\u0131k umudu ta\u015f\u0131yan b\u00f6l\u00fcmlerine y\u00f6nelmek fikri olduk\u00e7a yeni olmakla birlikte, global pazarlama anlay\u0131\u015f\u0131 \u00e7er\u00e7evesinde, tart\u0131\u015f\u0131lmaktad\u0131r. Levit, \u00a0k\u00fcresel pazarlar\u0131n teknoloji, ileti\u015fim ve seyahat alan\u0131ndaki h\u0131zl\u0131 geli\u015fmeler nedeniyle geli\u015fti\u011fini; standart urun ve pazarlama programlar\u0131n\u0131n maliyet nedeniyle daha d\u00fc\u015f\u00fck fiyatlarla insanlara daha iyi hizmet edebilece\u011fini savunarak pazarlar\u0131n bir b\u00fct\u00fcn olarak ele al\u0131nmas\u0131n\u0131n daha do\u011fru olaca\u011f\u0131n\u0131 ileri s\u00fcrerek pazar b\u00f6l\u00fcmlendirmesine kar\u015f\u0131 \u00e7\u0131km\u0131\u015ft\u0131r. Ancak, yap\u0131lan uygulamal\u0131 ara\u015ft\u0131rmalar Levitt’in g\u00f6r\u00fc\u015f\u00fcn\u00fc do\u011frulamad\u0131, tersine reddetti. Kitlesel \u00fcretimin ge\u00e7erli oldu\u011fu d\u00f6nemlerde pazar, pazar ihtiya\u00e7lar\u0131 ve istekleri y\u00f6n\u00fcnden farkl\u0131l\u0131k g\u00f6stermeyen t\u00fcketiciler toplulu\u011fu idi. Pazar\u0131n istek ve ihtiya\u00e7lar y\u00f6n\u00fcnden farkl\u0131l\u0131k g\u00f6sterdi\u011fi anla\u015f\u0131l\u0131nca, pazarlama felsefesi, t\u00fcketiciye d\u00f6n\u00fck tutum anlay\u0131\u015f\u0131 \u00fczerinde odakla\u015fm\u0131\u015ft\u0131r. Bu g\u00f6r\u00fc\u015fe g\u00f6re, farkl\u0131 \u00f6zellikteki t\u00fcketicilerin ayn\u0131 pazarlama bile\u015fenlerine g\u00f6sterdikleri tepkiler farkl\u0131d\u0131r. Nitekim son y\u0131llarda bir pazar b\u00f6l\u00fcm\u00fcn\u00fc daha alt homojen gruplara ay\u0131rarak \u00f6zel i\u00e7in \u00f6zel olma stratejileri uygulayan ve bunda da ba\u015far\u0131l\u0131 olan i\u015fletme say\u0131s\u0131 h\u0131zla artmaktad\u0131r. Bu stratejiye \u00f6zel pazar b\u00f6l\u00fcm\u00fc stratejisi (market niches) denmektedir. K\u0131saca pazarlama uygulamalar\u0131n\u0131n giderek bireyselle\u015fti\u011fi dikkati \u00e7ekmekte oldu\u011fu g\u00f6r\u00fclmektedir.<\/p>\n
Otomobil pazar\u0131na bak\u0131ld\u0131\u011f\u0131nda, farkl\u0131 \u00f6zellikteki t\u00fcketicilerin farkl\u0131 nitelik ve kimlikteki otomobil markalar\u0131na y\u00f6neldikleri, hatta baz\u0131lar\u0131n\u0131n tamamen ki\u015fisel istek ve arzular\u0131n\u0131 kar\u015f\u0131layacak Otomobilleri, \u00f6zel sipari\u015f esas\u0131na g\u00f6re edindikleri g\u00f6r\u00fclmektedir. Bu t\u00fcr \u00f6rnekleri, giyim-ku\u015fam ve s\u00fcs e\u015fyalar\u0131 i\u00e7in de vermek m\u00fcmk\u00fcnd\u00fcr. \u0130\u015fte bu y\u00fczden farkl\u0131 pazar b\u00f6l\u00fcmlerinin sundu\u011fu farkl\u0131 f\u0131rsatlardan en etkin bi\u00e7imde yararlanmak i\u00e7in, pazarlamac\u0131, hizmet edece\u011fi pazar b\u00f6l\u00fcm ya da b\u00f6l\u00fcmlerini belirlemelidir. Bu g\u00f6r\u00fc\u015f\u00fc daha da ileriye g\u00f6t\u00fcrenler, “bir m\u00fc\u015fteri bir pazar b\u00f6l\u00fcm\u00fc” denecek kadar \u00f6zel pazar b\u00f6l\u00fcmlerinin oldu\u011funu vurgulamaktad\u0131rlar’.<\/p>\n
Bir pazarlamac\u0131n\u0131n hangi t\u00fcketici gruplar\u0131na hizmet edece\u011fini belirlemesi ona \u015fu yararlar\u0131 sa\u011flar:<\/strong><\/p>\n 1.<\/strong>Pazar f\u0131rsatlar\u0131n\u0131n hangi pazar b\u00f6l\u00fcmlerinde yatt\u0131\u011f\u0131n\u0131 g\u00f6sterir,<\/p>\n 2.<\/strong>Pazarlama y\u00f6neticisinin do\u011fru karar alma olas\u0131l\u0131\u011f\u0131n\u0131 art\u0131r\u0131r,<\/p>\n 3.<\/strong>Pazarlama bile\u015fenlerinin geli\u015ftirilmesine yol g\u00f6sterir,<\/p>\n 4.<\/strong>Pazarlama y\u00f6neticisinin dikkatlerini devaml\u0131 pazar b\u00f6l\u00fcm\u00fcnde yo\u011funla\u015ft\u0131r\u0131r,<\/p>\n 5.<\/strong>Rekabetin yo\u011fun oldu\u011fu ya da olmad\u0131\u011f\u0131 pazar b\u00f6l\u00fcmlerini ortaya \u00e7\u0131kart\u0131r.<\/p>\n Pazarlamac\u0131 hangi pazar b\u00f6l\u00fcmlerinde faaliyet g\u00f6stermesi gerekti\u011fine karar verebilmek, bir ba\u015fka deyi\u015fle, hedef pazar\u0131n\u0131 tayin edebilmek i\u00e7in, \u015fu i\u015flemleri yapmal\u0131d\u0131r:<\/strong><\/p>\n 1.<\/strong>Pazar\u0131 belli \u00f6l\u00e7\u00fclere g\u00f6re b\u00f6l\u00fcmlere ay\u0131rmak,<\/p>\n 2.<\/strong>Pazar b\u00f6l\u00fcmlerini b\u00fcy\u00fckl\u00fck ve de\u011fer olarak \u00f6l\u00e7mek,<\/p>\n 3.<\/strong>Rakiplerin pazar b\u00f6l\u00fcmlerindeki g\u00fc\u00e7lerini de\u011ferlendirmek,<\/p>\n 4.<\/strong>Hizmet edilmeyen ya da yeterince hizmet g\u00f6t\u00fcr\u00fclmeyen pazar b\u00f6l\u00fcmlerini ortaya \u00e7\u0131karmak,<\/p>\n 5.<\/strong>\u00c7ekici g\u00f6z\u00fcken pazar b\u00f6l\u00fcmlerinin ay\u0131rt edici \u00f6zelliklerini belirlemek,<\/p>\n 6.<\/strong>Hizmet edilmesi uygun g\u00f6r\u00fclen pazar b\u00f6l\u00fcmlerine karar vermek.<\/p>\n Hedef pazar\u0131 belirlerken pazar\u0131 dilimlere ay\u0131rmadan \u00f6nce pazar\u0131n do\u011fru tan\u0131mlanmas\u0131na dikkat etmek gerekir. Pazar\u0131n t\u00fcm\u00fc do\u011fru tan\u0131mlanmazsa, farkl\u0131 pazar b\u00f6l\u00fcmleri yeterince fark edilmez. \u00d6rne\u011fin, pazar u\u00e7ak yolcusu olarak tan\u0131mlanm\u0131\u015f ise, sadece belirli u\u00e7u\u015f hatlar\u0131 akla gelir. Pazar toplu ta\u015f\u0131ma ara\u00e7lar\u0131 ya da seyahat olarak tan\u0131mlan\u0131rsa, \u00e7ok de\u011fi\u015fik pazar t\u00fcrleri ortaya \u00e7\u0131kar.<\/p>\n Kaynak: Pazarlama Y\u00f6netimi – Prof.Dr. Ahmet Hamdi \u0130slamo\u011flu.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Pazarlama y\u00f6netiminin iki temel sorunu vard\u0131r: Bunlardan birincisi, faaliyet g\u00f6sterilecek pazar ya da pazarlar\u0131n belirlenmesidir ki, buna hedef pazar\u0131n tayini denir. Bu, farkl\u0131 \u00f6zellikteki pazar b\u00f6l\u00fcmlerinde yatan f\u0131rsatlar\u0131n ara\u015ft\u0131r\u0131lmas\u0131n\u0131, \u00f6l\u00e7\u00fclmesini ve de\u011ferlendirilmesini ifade eder. \u0130kincisi ise, hedef pazarlara en uygun pazarlama bile\u015fenlerini geli\u015ftirip uygulamay\u0131 i\u00e7erir. Birinci olmadan ikinci olamaz. \u00c7\u00fcnk\u00fc bir pazar b\u00f6l\u00fcm\u00fc i\u00e7in uygun […]<\/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\/728"}],"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=728"}],"version-history":[{"count":1,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/728\/revisions"}],"predecessor-version":[{"id":729,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/728\/revisions\/729"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=728"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=728"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=728"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}