{"id":913,"date":"2018-01-14T17:10:27","date_gmt":"2018-01-14T14:10:27","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=913"},"modified":"2020-05-17T19:30:31","modified_gmt":"2020-05-17T16:30:31","slug":"pazarlamada-yapilan-on-buyuk-hata","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=913","title":{"rendered":"Pazarlama’da yap\u0131lan on b\u00fcy\u00fck hata"},"content":{"rendered":"
    \n
  1. \u015eirket, yeterince pazar odakl\u0131 ve m\u00fc\u015fteri odakl\u0131 de\u011filse<\/strong><\/li>\n<\/ol>\n
      \n
    • Pazar ara\u015ft\u0131rmas\u0131 ve pazar analizi yapmadan bir \u00fcr\u00fcn, hizmet veya marka olu\u015fturduysan\u0131z,<\/li>\n
    • Pazar ve m\u00fc\u015fteri segmentinizi bilmiyorsan\u0131z,<\/li>\n
    • T\u00fcm segmentler aras\u0131nda bir \u00f6ncelik s\u0131ralamas\u0131 yoksa<\/li>\n
    • Segmentler aras\u0131 \u00fcr\u00fcn ve fiyat politikan\u0131z yoksa<\/li>\n<\/ul>\n

      <\/p>\n

        \n
      1. \u015eirket, hedef m\u00fc\u015fterilerini tam olarak anlam\u0131yorsa<\/strong><\/li>\n<\/ol>\n
          \n
        • M\u00fc\u015fterilerin beklentilerini ve hedef kitlesini bilmiyorsan\u0131z,<\/li>\n
        • M\u00fc\u015fterinin sat\u0131n alma davran\u0131\u015flar\u0131n\u0131, \u00fcr\u00fcn\u00fc kullan\u0131m al\u0131\u015fkanl\u0131\u011f\u0131n\u0131, \u00fcr\u00fcne olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 veya \u015fikayetini bilmiyorsan\u0131z,<\/li>\n
        • D\u00fczenli pazarlama ara\u015ft\u0131rmas\u0131 yapm\u0131yorsan\u0131z,<\/li>\n
        • Sat\u0131\u015f departman\u0131 d\u0131\u015f\u0131nda kimseye m\u00fc\u015fteri veya pazar ziyareti yapm\u0131yorsan\u0131z,<\/li>\n
        • M\u00fc\u015fteri \u015fikayetlerine cevap vermiyorsan\u0131z,<\/li>\n<\/ul>\n
            \n
          1. \u015eirket, rakiplerini iyi tan\u0131m\u0131yor ve izlemiyorsa<\/strong><\/li>\n<\/ol>\n
              \n
            • Rakip tan\u0131mlamas\u0131nda dolayl\u0131 rakipler ve do\u011frudan rakipler kavramlar\u0131n\u0131 anlam\u0131yor ve kendisi i\u00e7in bunlar\u0131 tarif edemiyorsa,<\/li>\n
            • Rakiplerin ne yapt\u0131\u011f\u0131yla ilgili bilgi toplam\u0131yor ve bunlar\u0131 de\u011ferlendirmiyorsa,<\/li>\n<\/ul>\n
                \n
              1. \u015eirket, hissedarlar\u0131 ve \u00e7al\u0131\u015fanlar\u0131yla ili\u015fkisini iyi y\u00f6netemiyorsa<\/strong><\/li>\n<\/ol>\n
                  \n
                • \u015eirket \u00e7al\u0131\u015fanlar\u0131n\u0131z genel olarak mutsuzsa,<\/li>\n
                • En iyi tedarik\u00e7ileri kendinize \u00e7ekemiyorsan\u0131z,<\/li>\n
                • Yat\u0131r\u0131mc\u0131lar\u0131n\u0131z\/bayileriniz mant\u0131kl\u0131 beklentilerinde mutsuzsa,<\/li>\n<\/ul>\n
                    \n
                  1. \u015eirket, yeni f\u0131rsatlar bulma konusunda ba\u015far\u0131s\u0131zsa<\/strong><\/li>\n<\/ol>\n
                      \n
                    • \u015eirket son d\u00f6nemde heyecan verici yeni bir f\u0131rsat yakalayamam\u0131\u015fsa,<\/li>\n
                    • Piyasaya s\u00fcrd\u00fc\u011f\u00fc yeni \u00fcr\u00fcnlerde veya fikirlerde ba\u015far\u0131s\u0131z olduysa,<\/li>\n
                    • Yeni \u00f6nerilere a\u00e7\u0131k de\u011filse veya bu \u00f6nerileri te\u015fvik edecek bir sistem kurmad\u0131ysa,<\/li>\n<\/ul>\n
                        \n
                      1. \u015eirketin, pazarlama planlamas\u0131 s\u00fcreci kusurluysa<\/strong><\/li>\n<\/ol>\n
                          \n
                        • \u015eirketin bir pazarlama plan\u0131 yoksa ve buna inanm\u0131yorsa,<\/li>\n
                        • Y\u0131ll\u0131k pazarlama plan\u0131n\u0131n format\u0131, do\u011fru unsurlar\u0131 ve do\u011fru mant\u0131\u011f\u0131 ta\u015f\u0131m\u0131yorsa,<\/li>\n
                        • Y\u0131ll\u0131k pazarlama plan\u0131n\u0131 takip etmiyorsa,<\/li>\n
                        • Plan\u0131 finansal olarak de\u011ferlendirmiyor, gerekli revizeleri yapm\u0131yorsa,<\/li>\n<\/ul>\n
                            \n
                          1. \u015eirketin \u00fcr\u00fcn ve hizmet politikalar\u0131 s\u0131k\u0131la\u015ft\u0131r\u0131lm\u0131yorsa<\/strong><\/li>\n<\/ol>\n
                              \n
                            • \u015eirketin \u00e7ok fazla \u00fcr\u00fcn\u00fc varsa,<\/li>\n
                            • Sat\u0131\u015f ve k\u00e2rl\u0131l\u0131k \u00fcr\u00fcn baz\u0131nda takip edilmiyorsa,<\/li>\n
                            • \u00dcr\u00fcn ve hizmetlerinde \u00e7apraz sat\u0131\u015f yapm\u0131yorsa,<\/li>\n
                            • \u00dcr\u00fcn sunumunda (miktar ve ambalaj) rakiplerini takip etmiyorsa,<\/li>\n<\/ul>\n
                                \n
                              1. \u015eirketin marka geli\u015ftirme ve ileti\u015fim becerileri zay\u0131fsa<\/strong><\/li>\n<\/ol>\n
                                  \n
                                • Hedef pazar\u0131n\u0131z sizi tan\u0131m\u0131yorsa,<\/li>\n
                                • Markan\u0131z\u0131n ay\u0131rt edici \u00f6zelli\u011fi yoksa ve di\u011fer markalardan daha iyi g\u00f6r\u00fcnm\u00fcyorsa,<\/li>\n
                                • Her y\u0131l ayn\u0131 pazarlama b\u00fct\u00e7esi ve ara\u00e7lar\u0131yla \u015firketi y\u00f6netiyorsa,<\/li>\n
                                • Promosyon kampanyalar\u0131n\u0131z\u0131n ROI etkisinin de\u011ferlendirilmesi yap\u0131lm\u0131yor veya az yap\u0131l\u0131yorsa,<\/li>\n<\/ul>\n
                                    \n
                                  1. \u015eirket, verimli ve etkili bir pazarlamay\u0131 ger\u00e7ekle\u015ftirecek kadar iyi organize<\/strong> edilmemi\u015fse<\/strong><\/li>\n<\/ol>\n
                                      \n
                                    • Pazarlama m\u00fcd\u00fcr\u00fc \u00e7ok etkili bir konumda g\u00f6r\u00fcnm\u00fcyorsa,<\/li>\n
                                    • Sat\u0131\u015f\u00e7\u0131lar\u0131n\u0131za h\u00e2l\u00e2 pazarlamac\u0131 g\u00f6z\u00fcyle bak\u0131yorsan\u0131z,<\/li>\n
                                    • Personeliniz 21. y\u00fczy\u0131l pazarlama becerilerine sahip de\u011filse,<\/li>\n
                                    • Pazarlama\/sat\u0131\u015f ve di\u011fer departmanlar aras\u0131nda k\u00f6t\u00fc bir ili\u015fki varsa,<\/li>\n<\/ul>\n
                                        \n
                                      1. \u015eirketin teknolojilerden azami d\u00fczeyde yararlanm\u0131yorsa<\/strong><\/li>\n<\/ol>\n
                                          \n
                                        • \u015eirketiniz interneti, sanal ortam\u0131 ve h\u0131zland\u0131r\u0131c\u0131 i\u015flemleri minimum d\u00fczeyde kullan\u0131yorsa,<\/li>\n
                                        • \u015eirketin sat\u0131\u015f otomasyon sisteminin modas\u0131 ge\u00e7mi\u015fse, sat\u0131\u015f \u00fcr\u00fcn ciro baz\u0131nda analizlerinizi  anl\u0131k raporlama alam\u0131yorsan\u0131z,<\/li>\n
                                        • Bir web siteniz yoksa veya yetersiz ise, sipari\u015fleri sisteminize uyumlu web sayfan\u0131z \u00fczerinden almadan faksla, mail veya hala s\u00f6zl\u00fc al\u0131yorsan\u0131z. <\/em><\/li>\n<\/ul>\n

                                          Philip Kotler – Pazarlama G\u00fcnah\u0131<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

                                          \u015eirket, yeterince pazar odakl\u0131 ve m\u00fc\u015fteri odakl\u0131 de\u011filse Pazar ara\u015ft\u0131rmas\u0131 ve pazar analizi yapmadan bir \u00fcr\u00fcn, hizmet veya marka olu\u015fturduysan\u0131z, Pazar ve m\u00fc\u015fteri segmentinizi bilmiyorsan\u0131z, T\u00fcm segmentler aras\u0131nda bir \u00f6ncelik s\u0131ralamas\u0131 yoksa Segmentler aras\u0131 \u00fcr\u00fcn ve fiyat politikan\u0131z yoksa<\/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\/913"}],"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=913"}],"version-history":[{"count":3,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/913\/revisions"}],"predecessor-version":[{"id":1100,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/913\/revisions\/1100"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=913"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=913"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}