Bölümlü 0D÷D]DODU

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%|OPO PD÷D]DODU KL]PHW RGDNOÕ ROPDODUÕ\OD |Q SODQGDGÕU .UHGL WHVOLPDW NLúLVHO \DUGÕP UQ LDGHVL YH KRú ELU DOÕúYHULú DWPRVIHUL VXQDU %LUçok bölümlü PD÷D]D EH÷HQPHOLN PD÷D]D QLWHOL÷LQH VDKLSWLU <DQL WNHWLFLOHU ELU PD÷D]DGDNL IL\DW NDOLWH YH KL]PHWL UDNLS PD÷D]D ve markaODUOD NÕ\DVODU 0DF\¶V 0Drshall Field’s ve BloomingdDOH¶V VDWÕúODUÕQÕQ E\N ELU NÕVPÕQÕ JL\VL DNVHVXDU YH kozmetikten elde eder.2

%|OPOPD÷D]DODU|QFHOLNOHED\DQODUD\|QHOLNPD÷D]DODUGÕU5HNODPVHUJL GRQDWÕPYHKL]PHWOHU|QFHOLNOHED\DQPúWHULOHULQ]HYNOHULQHX\JXQRODUDNSODQODQÕU %D\DQODU LoLQ PPNQ ROGX÷XQFD UDKDW YH KRú ELU DOÕúYHULú RUWDPÕ \DUDWÕOPD\D oDOÕúÕOÕU3 _{%D\DQJL\LPLQVDWÕúKDFPLQLQ\DUÕVÕQGDQID]ODVÕQÕ ifade etmesi nedeniyle,} ED\DQ UQOHUL E\NON NXOODQÕP VÕNOÕ÷Õ VSRU JL\LP Lú JL\LPL \DúDP WDU]Õ WXWXFXJHOHQHNVHOJQFHOYH\D\DúDNoNJHQoED\DQ dayanan departmanlara bölünür.4

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1 _{Skinner, Op.Cit., s.431.}

2 _{Pride and Ferrell, Op.Cit., s.365.}

3 _{Barker, Anderson and Butterworth, Op.Cit., s.67.} 4 _{Levy and Weitz, Retailing Management, s.44.} 5 _{Barker, Anderson and Butterworth, Op.Cit., ss: 68-69.}

6RQ \ÕOODUGD E|OPO PD÷D]DODUÕQ WRSODP VDWÕúODUÕ LQGLULPOL YH |]HOOLNOL PD÷D]DODUODDUWDQUHNDEHWWHQGROD\ÕGXUJXQODúPÕúWÕUøQGLULPOLPD÷D]DODUGDKDGúN IL\DWODU WHNOLI HGHU YH E|OPO PD÷D]DODUGD VDWÕODQ D\QÕ PDUND JL\VLOHULQ ED]ÕVÕQÕ VDWPD\D EDúODPÕúWÕU 'L÷HU \DQGDQ E|OPO PD÷D]DODUGD PúWHUL KL]PHWL NDOLWHVL D]DOPÕúWÕU%LUoRNPúWHUL|]HOOLNOLPD÷D]DODUÕQE|OPOPD÷D]DODUÕQVXQGX÷XQGDQ GDKDL\LKL]PHWYHUQoHúLWOHPHVLVXQGX÷XQXGúQPHNWHGLU1

2.3.3. Süpermarketler

1930’lardan önce, pek oRNJÕGDDLOHOHULQVDKLSROPDVÕYHLúOHWPHVLQHGHQL\OH “mom-and-pop”PD÷D]DODU olarakDGODQGÕUÕODQPDUNHWOHUGHQVDWÕQDOÕQÕUGÕ%XQODUÕQ \HULQL ROGXNoD GúN IL\DWODU WHNOLI HGHQ GDKD E\N, self-servis süpermarketler almÕúWÕr. 6SHUPDUNHWOHULQ JHOLúLPLQL YH E\PHVLQL WHúYLN HGHQ VRV\DO GH÷LúLNOLNOHUGHQ ED]ÕODUÕ RWRPRELO NXOODQÕPÕQÕQ \D\JÕQODúPDVÕ \RO VLVWHPOHULQGHNL JHOLúPHOHU XOXVDO NLWOH LOHWLúLP DUDoODUÕQÕQ JHOLúLPL XOXVDO PDUNDODUÕQ DUWÕúÕ tüketicilerin artan ince zHYNOHULJHOLúWLULOPLúSDNHWOHPHYHVR÷XWPD\|QWHPOHULGLU2

6SHUPDUNHWGúNNDUPDUMÕLOHoDOÕúDQ|]HOOLNOHJÕGDYHEDNNDOL\HPDOODUÕQÕ VDWDQ ERO oHúLWWH YH VHOI-VHUYLV \|QWHPL\OH VDWÕú \DSDQ SHUDNHQGHFL NXUXOXú RODUDN WDQÕPODQDELOLU3_{ %LU EDúND WDQÕmda ise, süpermarket; temel olarak taze et ve et} UQOHULLOHVWYHVWUQOHULQL\DúPH\YHYHVHE]HEDNNDOL\HPDOODUÕGDKLOROPDN ]HUHKHUWUOJÕGDPDGGHOHULQLEROoHúLWRODUDND\UÕUH\RQODUGDVHUJLOH\HQELUGHQ oRN\D]DUNDVDoÕNÕúOÕKÕ]OÕVWRNG|QúPOSHúLQVDWÕúGúNIL\DWYH VHOI-servis LONHOHULQHJ|UHoDOÕúDQJHQHORODUDNJHQLúYHED÷ÕPVÕ]ELUELQDGD\HUOHúLNPúWHULOHUL LoLQ RWRSDUNÕ RODQ, UH\RQODUD D\UÕOPÕú SHUDNHQGHFLOLN NXUXOXúX RODUDN WDQÕPODQPDNWDGÕU.4

1 _{Levy and Weitz, Retailing Management, s.46.}

2 _{David Appel, “The Supermarket: Early Development of An Institutional Innovation”, Journal of}

Retailing, Vol.48 (1972)’den aktaran Ibid, ss. 39-40.

3_{gPHU%D\EDUV7HN³0RGHUQ%LU*ÕGD3HUDNHQGHFLOLN.XUXPX6SHUPDUNHW´Pazarlama Dergisi,}

<ÕO6D\Õ+D]Lran 1972), s.17’den aktaran $KPHW+DPGLøVODPR÷OXPazarlama Yönetimi: 6WUDWHMLNYH*OREDO<DNODúÕPEøVWDQEXO%HWDV

Süpermarket fikri 1929 ekonRPLN EXQDOÕPÕQÕQ EDúODQJÕFÕQD GD\DQÕU %D]Õ \HQLOLNoLOHU GDKD GúN IL\DWODU X\JXOD\DUDN VDWÕúODUÕ DUWÕUDELOHFHNOHULQL GúQPúOHUGLU 0DOL\HWOHUL GúUPHN LoLQ VHOI-VHUYLV X\JXODPÕú YH GDKD E\N PD÷D]DODUGD GDKDJHQLúUQoHúLWOLOL÷LVXQPXúODUGÕU%DúDUÕYHNDUOÕOÕN\NVHNIL\DW DUWÕúODUÕQGDQGH÷LOE\NKDFLPOLVDWÕúODUGDQVD÷ODQPÕúWÕU1

Süpermarketler ortalama 30.000 adet ürün kalemini, \DNODúÕN2.500 m²’lik bir DODQGD WNHWLFLQLQ EH÷HQLVLQH VXQDU $PHULND¶GD úX DQGD  GROD\ÕQGD RODQ süpermarkHW VD\ÕVÕ DUWPD\D GHYDP HWPHNWHGLU %LUoRN E|OJHGH GR\XP G]H\L \NVHNWLUGROD\ÕVÕ\ODUHNDEHW\R÷XQGXU2

6SHUPDUNHWOHUJÕGDUQOHULQLQJHQLúoHúLWOLOL÷L\DQÕQGDNR]PHWLNYHUHoHWHVL] LODo JLEL JÕGD GÕúÕ UQOHUL GH VDWDQ self-VHUYLV PD÷D]DODUGÕU *ÕGD 3D]DUlama Enstitüsü’ne göre bir süperPDUNHWLQ \ÕOOÕN VDWÕúODUÕ minimum 2 milyon $ düzeyindedir. hUQOHULQ VWRNODQPDVÕ YH LGDUH HGLOPHVLQGH PDNVLPXP YHULPOLOL÷L VD÷ODPDN LoLQ VSHUPDUNHWOHU E|OPOHU KDOLQGH G]HQOHQLU 'DKD NoN EDNNDOL\H perakendeciOHULQHJ|UHGDKDGúNIL\DWODUX\JXODQÕUYHJHQHOOikle bedava park yeri VD÷ODQÕU3

Günümüzde |]HOOLNOH ED]Õ E|OJHOHUGH QIXV DUWÕú KÕ]ÕQÕQ \DYDúODPDVÕ YH kolayOÕNPD÷D]DODUÕLQGLULPOLJÕGDSHUDNHQGHFLOHULYHVSHUPD÷D]DODULOHUHNDEHWLQ DUWPDVÕ nedenL\OHELUoRNVSHUPDUNHWLQVDWÕúODUÕQGDNLE\PH\DYDúODPÕúWÕU$\UÕFD WNHWLFLOHULQ HY GÕúÕQGD \HPHN \HPH DOÕúNDQOÕ÷ÕQGDNL KÕ]OÕ DUWÕútan olumsuz HWNLOHQPLúOHUGLU4

Süpermarketler, hipermarket ve depo klüpleri gibi E\N IRUPDWOÕ perakendecilerle de rekaEHWH PDUX] NDOÕU gUQH÷LQ $PHULNDOÕ WNHWLFLOHULQ GHSR

1 _{David Appel, “The Supermarket: Early Development of An Institutional Inovation”, Journal of}

Retailing, 1972, ss. 39-53’den aktaran Perreault and McCarthy, Op.Cit., s.353.

2_{http://www.fmi.org/food/superfact; “Grocery Shoppers Can Be Own Cashiers”, USA Today, 1998,}

s.6B’den aktaran Ibid.

3 _{Pride and Ferrell, Op.Cit., s.368.} 4 _{Kotler and Armstrong, Op.Cit., s.391.}

NOSOHULQGH\DSWÕNODUÕKDUFDPDODU¶GH¶\DJ|UH RUDQÕQGDDUWPÕúWÕU1 <LQH\DNÕQ]DPDQGD\DSÕODQELUDQNHWWH, NDWÕOÕPFÕODUÕQ¶LJÕGDDOÕúYHULúOHULLoLQ depo klüplerini daha fazla tercLKHWWLNOHULQLEHOLUWPLúWLU2

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