Kurumsal marka çerçevesinde başarılı bir markanın yarar ve etkileri Örnek firma: Bir marka efsanesi olan "Vestel". / Influences and benefits of successful brand in the framework of institutional brand case firm: Vestel the legend of a brand
275
0
0
Tam metin
(2) Özet Yüksek Lisans Tezi .XUXPVDO0DUNDdHUoHYHVLQGH%DúDUÕOÕ%LU0DUNDQÕQ<DUDUYH(WNLOHUL Örnek Firma: Bir Marka Efsanesi “Vestel” øKVDQ.857%$ù )ÕUDWhQLYHUVLWHVL Sosyal Bilimler Enstitüsü. 5DG\R7HOHYL]\RQYH6LQHPD$QDELOLP'DOÕ 2007; Sayfa : XI+263 *QP]GHSD]DUGDKHPHQKHUJQRUWD\DoÕNDQUDNLSOHU\HQLGDKDJHOLúPLúUQOHUOH. ve pazarlama taktikleriyle piyasaya girerek, tüketici tercihlerini kendi lehlerine etkilemeye oDOÕúPDNWDGÕUODU %LOJL G]H\LQGHNL YH \DúDP VWDQGDUWODUÕQGDNL \NVHOPH\H ED÷OÕ RODUDN GDKD ]RUWDWPLQHGLOLUKDOHJHOHQWNHWLFLLVHoRNoHúLWOLDOWHUQDWLIOHUHDUWÕNoRNNROD\XODúPDVÕQHGHQL LOHLNQDHGLOPHVLYHHWNLOHQPHVLoRN]RUELUXQVXUKDOLQHJHOPLúWLUdQNJQP]GHPHVDMYH ELOJL ERPEDUGÕPDQÕQD WXWXOPXú PXKWHPHO WNHWLFL VLQLNOHúPLúWLU YH GROXP QRNWDVÕQÕ DúPÕú GX\XPVDOOÕN GHQLOHQ ELU DúDPD\D JHOPLúWLU %X PHVDM UQ KL]PHW KDWWD PDUND NDODEDOÕ÷ÕQGD WNHWLFLGH GX\JXVDO ED÷OÕOÕN \DUDWPDQÕQ HQ |QHPOL \ROX PDUNDODúPDNWDQ JHoPHNWHGLU 0DUND ELU NLúLQLQ VDWÕQ DOGÕ÷Õ YH GR\XP VD÷ODGÕ÷Õ ELU GL]L QLWHOLN YDDGLGLU %X \|Q\OH PDUND UQ NDYUDPÕQGDQIDUNOÕGÕUhUQIDEULNDGDUHWLOHQELUúH\GLU PDUNDLVHPXKWHPHOPúWHULOHULQL]LQ ]LKQLQGH \HU HWPHVLQL VD÷ODGÕ÷ÕQÕ] EHQ]HUVL] ILNLU \D GD NRQVHSWWLU 0DUNDODúPD VUHFLQGH HQ |QHPOL XQVXUODUGDQ ELU WDQHVL GH IDUNOÕODúPD oHUoHYHVLQGH NRQXPODQGÕUPDGÕU %X QRNWDGD ELU PDUND LQúD HWPHN LVWL\RUVDQÕ] PDUNDODúPD oDEDODUÕQÕ]Õ PXKWHPHO WNHWLFLQL]LQ ]LKQLQGH ELU. r kelimeye. Sonuçta. NHOLPH\HVDKLSRODPD\DRGDNODPDOÕVÕQÕ]%DúNDNLPVHQLQVDKLSROPDGÕ÷ÕEL. LVH PDUNDODúPD ILUPD\D UQH KL]PHWH D\ÕUW YH WHUFLK HGLOPH ELU SUHVWLM PDUNDVÕQD KDNLP ROPD KDWWD HQ D]Õ \NVHN IL\DWODU LVWH\HELOPHN RODQ EXQODU JLEL ELUoRN PWKLú ND]DQoODU VD÷ODPDNWDGÕU %X oDOÕúPDGD HOHNWURQLN YH EH\D] Hú\D DODQÕQGDNL \DWÕUÕPODUÕ\OD =RUOX *UXEX¶QXQ DPLUDO. JHPLVL. RODQ. 9HVWHO¶LQ. PDUNDODúPD. VUHFL. EX. VUHoWHNL. V|\OHPOHUL. YH. PDUND. NRQXPODQGÕUPDVÕPDUNDHQGDPÕLOHNDWHJRULVLQGH7UNL\H¶GHPDUNDODUOLJLQGHNL\HULNRQXQXQ NXUDPVDONÕVPÕ\ODNDUúÕODúWÕUÕODUDNLUGHOHQPLúWLU. Anahtar Kelimeler: Marka, Kurumsal Kimlik, Reklam, Tüketim, Pazarlama, Vestel.. II.
(3) SUMMARY Masters Thesis. Influences and Benefits of Successful Brand in the Framework of Institutional Brand Case Firm: Vestel the Legend of a Brand øKVDQ.857%$ù 8QLYHUVLW\RI)ÕUDW The Institute of Social Secience Radio – Television and Cinema Main Branch 2007, Page : XI+263 In today’s market each and every day new emergant competitors come into market with new and improved marketing strategies to turn consumer preferences into their side. Increase in information level and life standards leads to dissatisfaction of consumer and it is too hard to persuade and influence the consumers. Because consumers are bombed to information and message and this leads to the fullness of consumers and reach to the point of sensation. To get emotional tide with consumer in such a crovded environment of goods, services and brands is to get trademark. Brand is a series of quality which bought by consumers and got satisfactions to them. With this instance it differs from product. Product is a thing that produce in factory and brand is a thing that is an unique idea or concept take place in consumers’ mind. One of the important aspect of branding is positioning of it in framework of differentiation. In this point if you want to build a brand you must focus on to have a word in mind of consumer. The word that nobody have it. Finally branding gives many gaining to firms, products and services such as differentiation and preference, have a prestige brand, demand higher prices. In this study, we examine the Zorlu group’s leading brand of Vestel. It’s process of branding, pronunciation of process, brand positioning, brand look, and it’s position in the league of Turkish brand are taken into consideration. Key Words: Brand, Institutional Identity, Advertisement, Consumption, Marketing, Vestel. III.
(4) ødø1'(.ø/(5 *ø5øù. %ø5ø1&ø%g/h0. 1. .85806$/.ø0/ø.0$5.$9(5(./$0.$95$0/$5, .85806$/.ø0/ø..$95$0,25*$1ø=$6<21$/$1/$5,9(. .85806$/.ø0/ø.2/8ù7850$6$)+$/$5,. 8. .XUXPVDO.LPOLNYH2UJDQL]DV\RQ$ODQODUÕ. 8. 1.2. Kurumsal KimliN2OXúWXUPD6DIKDODUÕ 1.2.1. .RQXPODQGÕUPD 1.2.1.1. ÜrünYHhUQQ%R\XWODUÕ 1.2.1.1.1. Ürün. 12 12 12 13 15 16 19 19 21 22 23 23 24 25 26 27 27 27 28 30 30 30 31 35 35 36 36 36 37 38 41 41 41 42 42. hUQQ%R\XWODUÕ. 1.2.1.2. Fiyat 1.2.1.3. Terminoloji 1.2øsim øVLP6HoPH6UHFLQGHø]OHQHFHN6WUDWHMLOHU. anlar. øVLPOHUL0DUNDODUGD<DúD\. 1.2.1.5. 6DWÕODFDN0DO 1.2.1.67NHWLP<DSÕVÕQD8\JXQOXN 1.2.1.7. 0D÷D]D6DWÕúYH<HUOHúLP<HUL 1.2.1.8. 0LPDUL<DSÕ-'ÕúYHøo&HSKH 1.2.1.9. 0D÷D]D6DWÕFÕVÕ 1.2.1.10. $OÕP6RQUDVÕøOHWLúLP 1.2.1.11. Kültürel Analiz 1.2.2. Sözlü Kimlik 1.2.2.1. Slogan 1.2.2.2. 0DUNDVÕ]7DQÕPOD\ÕFÕ 1.2.2.3. $QDKWDU6|]YH<DUGÕPFÕ6|] 1..2.3. Görsel Kimlik 1.2.3.1. Logo 1.2.3.2. Amblem 1.2.3.3. Logo ve Amblem 1.2ømza 1.2.3.5. Paketleme ve Etiketleme 3DNHWOHPH$úDPDODUÕ. 1.2.3.5.2. Pazarlama Unsuru Olarak Paketleme 1.2.3.6. Ambalajlama $PEDODMÕQgQHPL $PEDODMÕ2OXúWXUDQ8QVXUODU. 1.2.3.6.2.1.'L]D\QÕ-ùHNLO-Boyut .XOODQÕODQ0DWHU\DO. 1.2.3.6.3. Ambalajda Yasal Zorunluluklar. IV.
(5) 1.2.3.7. Renk 1.2.3.7.1. Renk Psikolojisi ve Renklerin Dili 1.2.3.7.2. Moda Renklerde Seçim 1.2.4. MDUND.LPOL÷L. 1.3. Uyarlama. 43 44 48 48. 48. 0$5.$.$95$0,0$5.$/$>ù@0$6h5(&ø.85806$/ MARKA ÇERÇ(9(6ø1'(%$ù$5,/,0$5.$1,1<$5$5(7.ø/(5 50 0DUND0DUNDOD>ú. ]mak. 50. 0DUNDQÕQgQHPL. 57. 0DUNDg]YH0DUND*HOLúWLUPH6WUDWHMLOHUL. 58. 0DUNDODUÕQ.DUPDúÕN<DSÕVÕ. 60. 0DUNDøOHWLúLP6WUDWHMLOHUL. 61. 0DUND2OXúWXUPDQÕQ7HPHOOHUL. 62. 2.7. IQWHUQHW0HG\DVÕQGD0DUND2OXúWXUPD6UHFL. 68. 0DUNDQÕQ7NHWLFL$oÕVÕQGDQgQHPL. 70. 0DUND2OXúXP6UHFLQL2OXPVX](WNLOH\HQ8QVXUODU. %DúDUÕQÕQ'LNNDWL'D÷ÕWPDVÕ. 71 72 72 73 74 74. *HOHFHNWH0DUNDODúPD. 74. 0DUNDYH6XQGX÷X$QODPODU. 75. 2.10DUNDODU'Q\DVÕ. 76. 2.13. Marka Tercihi Yaratmak. 77. 0DUND0LPDULVLQL*HOLúWLUPHN. 81 82 82 82 83. 2.9.1. Taklitçilik 2.9.2. Tutulmayacak Marka Sözleri Vermek 2.9.3. Böbürlenmek øVWLNUDU. 2.14.1. Monolitik Marka 2.14.2. Sabit Marka 2.14.3. Esnek Marka 2.14.4.6DNÕQPDOÕ0DUND 2.15. Marka Denetimi Yapmak. 85. 2.16. 0DUNDGD'H÷LúLP0HNDQL]PDVÕ+DQJL'XUXPODUGDøúOHWLOPHOLGLU. 86. 2.17. 0DUNDODúPD6UHFLQGH<HU$ODQ .DYUDPODU
(6) 8QVXUODU 2.17.1. Kategori. 87 87. V.
(7) 2.17.2. .RQXPODQGÕUPD )DUNOÕODúPD. 2.17.4. FDUNÕQGDOÕN 2.17.5. Bilinirlik 2.17.6. 7DQÕQÕUOÕN 0DUND(úL÷L %UDQG(TXLW\
(8) 0DUND%D÷OÕOÕ÷Õ 0DUND%D÷OÕOÕ÷Õ6UHFLQGH0DUND'LQDPL÷L3LUDPLGL0RGHOL 0DUND%D÷OÕOÕ÷Õ6UHFLQGH'|QúP0RGHOL. 2.18. Lider ve Meydan Okuyan Marka 2.18.1. Lider Marka 0H\GDQ2NX\DQ0DUND /LGHU0DUNDODUÕQ5DNLSOHUL
(9). 92 94 96 97 97 98 98 99 100 101 101 104. $UWDQ.D]DQoODU<DVDVÕ. 106. .XUXPVDO0DUNDdHUoHYHVLQGH%DúDUÕOÕ0DUNDQÕQ<DUDUYH(WNLOHUL. 108 108 109 112 113 114. 2.20.1. Kurumsal Marka %DúDUÕOÕ0DUND %DúDUÕOÕ0DUNDODUÕQg]HOOLNOHUL %DúDUÕOÕ0DUNDQÕQ%\PH<|Q0DWULVL %DúDUÕOÕ0DUNDODUÕQ<DUDUYH(WNLOHUL %DúDUÕOÕ0DUNDODUÕQ<DUDUYH(WNLOHUL.DSVDPÕQGD (N'H÷HUOHUL 0DUND'H÷HULQL$UWWÕUPDQÕQ<ROODUÕ. 115 117. 0DUNDQÕQùLUNHWLQ+LVVH6HQHWLYH )LQDQVDO'H÷HULQH.DWNÕVÕ. 118. 2.20.2.3.4'Q\DQÕQ(Q'H÷HUOL0DUNDVÕYH0DUND'H÷HUOHUi 120 7UNL\H¶GH0DUND$QOD\ÕúÕYH<DVDO$úDPDODUÕ. 2.21.1. Markalar Ba\UDN7DúÕPDOÕPÕ 2.21.2. Türkiye’GH0DUNDODúPD6UHFL 2.21.3. 7UNL\H¶GH0DUNDODúPD6UHFLQGH<DVDO$úDPDODUÕ 0DUNDODúPD6UHFLQGH6D\ÕOÕ.DQXQ. 2.21.3.1. Markalar ve KoUXPDGDQ<DUDUODQDFDN.LúLOHU 2.21.3.2. 0DUND%DúYXUXVXYH7HVFLOøúOHPOHUL 2.21.3.3ø]LQVL]0DUND.XOODQÕPÕQÕQ&H]DODUÕ. 5(./$0.$95$0,9(0$5.$/$ù0$6h5(&ø1( REK/$0,152/h9(g1(0ø. 122 122 125 128 128 129 129. 130. 3.1. Reklam 130 5HNODPÕQ$PDoODUÕ øOHWLúLP$PDFÕ 6DWÕú$PDFÕ. 3.2.3. Özel Amaçlar. 132 133 134 135. 3.3. Reklam Türleri. 135. 5HNODPÕQøúOHYOHUL. 136. VI.
(10) 5HNODPÕQ7RSOXPVDO5RO. 136. 5HNODPøOHWLOHULQGH'LNNDW(GLOPHVL*HUHNHQ8QVXUODU. 141. Etkisi. 144. 'H÷LúHQ3L\DVD.RúXOODUÕQÕQ*HOHQHNVHO$QOD\ÕúD. 3.8. Hedef Kitle. 146. 3.9. Medya PlDQÕ. 149. 5HNODPYH+DONODøOLúNLOHU%LUELUOHULQGHQ)DUNOÕ8\JXODPDODUGÕU. 150. 5HNODPÕQ0DUND%D÷OÕOÕ÷Õ<DUDWPDGDNLgQHPLYH5RO. 155. VII.
(11) ø.ø1&ø%g/h0 3$=$5/$0$9(7h.(7ø&ø.$95$0/$5, 1 PAZALAMA KAVRAMI. 160. 1.1. PD]DUODPDQÕQg]HOOLNOHUL. 163. 3D]DUODPD.DUPDVÕ. 163. 3D]DUODPDøOHWLúLPL.DYUDPÕ. 164. 3D]DUODPDøOHWLúLPL(OHPDQODUÕ. 169. 1XPXQH3D]DUODPDQÕQ5RO. 170. 1.6. Tacizkar Pazarlama. 170. 1.7. *QP]GH3D]DUODPDQÕQ6RUXQODUÕ. 172. 7h.(7ø&ø. 175. 3D]DUGD7HUFLK(GLOHELOLU2OPDNøoLQ*HUHNHQ8QVXUODU. 177. 7NHWLFL.DUDU9HUPH$úDPDODUÕ. 180. 0úWHUL'H÷HU.DYUDPÕ. 183 u. øQVDQODUÕQ(YUHQVHOg]HOOLNOHUL.DSVDPÕQGD0HWDIRU.XOODQPD8QVXU. 184. VIII.
(12) ÜÇÜNCÜ BÖLÜM .85806$/0$5.$d(5d(9(6ø1'(9(67(/¶ø10$5.$/$ù0$ 6g</(0ø9(6h5(&ø. .858/8ù+$..,1'$. 186. 1.1. Zorlu Grubu. 186. 1.2. 9(67(/ùLUNHWOHU*UXEX 1.2.1. Rakamlarla Vestel 1.2.2. Vestel ve Ar-Ge 1.2.3. Vestel Pazarlama Stratejileri 1.2.3.1. Ürün 1.2.3.2. Yer 1.2.3.3. Fiyat 7DQÕWÕP 9HVWHO¶LQ0DUNDODúPD6WUDWHMLVL. 1.2.4.1. Markalar Liginde “VESTEL” 1.2.4.2. Vestel Logotype Görsel Kimlik Söylem Analizi 1.2.4.3. Vestel’in 0DUNDODúPD6UHFLQGH5HNODP$MDQVÕ)DNW|U. 9(67(/¶ø1³7(.12/2-ø1ø17h5.d(6ø´6/2*$1,1, .2180/$1',50$d(5d(9(6ø1'(³$1'52ø'9(<6(/´ 5(./$0/$5,1,16g</(0$1$/ø=ø. 187 189 189 190 191 193 196 196 199 199 208 213. 218. 9HVWHO ³$QGURLG9H\VHO´.DPSDQ\D%DúODQJÕo5HNODP)LOPL øoHULNYH6|. ylem Aanlizi. 220. 9HVWHO ³$QGURLG9H\VHO´5HNODP)LOPLøoHULNYH6|\OHP$QDOL]L. 226. 9HVWHO7UNL\H¶QLQ(Q'HULQ%X]GRODEÕQÕQ5HNODP)LOPLøoHULN9H6|\OHP$QDOL]L. 9HVWHO'037HOHYL]\RQ5HNODP)LOPLøoHULN9H6|\OHP$QDOL]L. 234. SONUÇ. 237. SÖZLÜKÇE. 246. KAYNAKÇA. 256. g=*(d0øù. 263. IX.
(13) TABLOLAR. 7DEOR.XUXP.LPOL÷LYH2UJDQL]DV\RQ$ODQODUÕ. 9. 7DEOR.XUXP.LPOL÷LQLQ+DULFL(WNLOHU. 11. 7DEOR0DUND*HOLúWLUPH6WUDWHMLVL. 59. 7DEOR0DUNDODUÕQ.DUPDúÕN<DSÕVÕ. 60. Tablo 5. Marka Mimarisi Tablosu. 82. 7DEOR0DUND'LQDPL÷L3LUDPLGL. 99. 7DEOR0DUND%D÷OÕOÕ÷Õ'|QúP0RGHOL. 100. 7DEOR0DUNDODUÕQ%\PH<|Q0DWULVL. 113. Tablo 9. Reklam Türleri. 135. 7DEOR'H÷LúHQ3L\DVD.XUDOODUÕ. 145. 7DEOR7HOHYL]\RQ3URJUDPÕø]OHPH2UDQODUÕQÕQ+DWÕUODPD\D(WNLVL. 148. 7DEORø]OH\LFLQLQ5HNODP$UDVÕQD7HSNLVL. 148. 7DEOR5HNODPÕQ7RSODP(WNLVL. 156. 7DEOR3D]DUODPD6UHFLQGH5HNODPÕQ. Etkisi. 158. 7DEOR$&1LHOVHQ³0DUNDODU%H÷HQLOPH2UDQODUÕ´$UDúWÕUPDVÕ. 200. 7DEOR7UNL\H¶GHøONg]HO6HNW|U)LUPDVÕ6ÕUDODPDVÕ. 200. 7DEOR7UNL\H¶GH(Q%H÷HQLOHQùLUNHWOHU/LVWHVL. -2005. 201. Tablo 18. Türkiye’nin En Büyük 50 Reklamvereni-2006. 203. Tablo 19. Türkiye’de En çok GRP Alan Reklamverenler-2006. 203. Tablo 20. Türkiye’de En Çok GRP Alan Markalar-2006. 203. 7DEOR7UNL\H¶GH793UJU¶ODUÕQD(QdRN6SRQVRU$ODQ0DUNDODU. -2006. 203. Tablo 22. Türkiye’de Televizyonda(QdRN<D\ÕPODQDQ.DPSDQ\DODU-2006. 206. Tablo 23. Türkiye’de Radyoyu En Çok Kullanan Markalar-2006. 206. 7DEOR7UNL\H¶GH6LQHPD\D(QdRN5HNODPYHUHQùLUNHWOHU. -2006. 206. Tablo 25. Türkiye’de Outdoor’da En Çok Reklamveren Markalar-2006. 206. Tablo 26. VeVWHO/RJRW\SH*|UQWVHO*|VWHUJHVLQLQ*|UVHOOHúWLULOPHVL. 210. 7DEOR 9HVWHO³$QGURLG9H\VHO´.DPSDQ\D%DúODQJÕo5HNODP)LOPL. Çzm.msi. 221. Tablo 28: Vestel “Android Veysel” Kampanya Üsler Filmi Çözümlemesi. 227. Tablo 29: Vestel Türkiye’nin En Derin BuzdoODEÕ)LOPLøoHULNYH6|\OHP$QDOL]L. 232. 7DEOR 9HVWHO'037HOHYL]\RQ5HNODP)LOPLøoHULNYH6|\OHP$QDOL]L. 234. X.
(14) ù(.ø//(5 ùHNLOhUQQho%R\XWX. 15. ùHNLO*|UVHO.LPOLN8QVXUODUÕ. 31. ùHNLO<RUNLH$PEDODM5HVPL. 34. ùHNLO<. orkie Bira Kutusu. 34. ùHNLO<RUNLH%ORNLH.XWXVX. 34. ùHNLO<RUNLH³3LOLoOHUL%HVOHPH\LQ´$ILúL. 35. ùHNLO$PDEDODMODPD\D<|QHOLN%LU5DIgUQH÷L. 40. ùHNLO7DFL]NDU3D]DUODPD. 171. ùHNLO 7DFL]NDU3D]DUODPDQÕQ6RQX. 171. ùHNLO3D]DUODPD6UHFLQGH7NHWLFL%LOLQo(WNLOHúLPL. 177. ùHNLO7NHWLFL.DUDU9HUPH$úDPDODUÕ. 182. ùHNLO9HVWHO7HNQLN6HUYLV'D÷ÕOÕP+DULWDVÕ. 195. ùHNLO9HVWHOdRNOX0DUND6WUDWHMLVL. 196. XI.
(15) ÖNSÖZ Kurumsal 0DUND dHUoHYHVLQGH %DúDUÕOÕ %LU 0DUNDQÕQ <DUDU YH (WNLOHUL gUQHN )LUPD %LU0DUND(IVDQHVL³9HVWHO´EDúOÕNOÕWH]oDOÕúPDVÕJHQHONDSVDPGDPDUNDNDYUDPÕoHUoHYHVLQGH 9HVWHOILUPDVÕQÕQPDUNDHQGDPÕQÕYHPDUNDODúPDVWUDWHMLOHULQLNRQXDOÕU%XED÷ODPGDNXUX ELU. PDUND. RODQ. 9HVWHO¶LQ. EX. VÕIDWÕ. ED]. DOÕQDUDN. NRQX. PDUNDQÕQ. NXUXPVDO. msal. NÕVPÕ\OD. LOLúNLOHQGLULOHUHNLUGHOHQPLúWLU %X NDSVDPGD oDOÕúPDQÕQ ELULQFL E|OPQGH NXUXPVDO NLPOLN PDUND YH UHNODP NDYUDPODUÕ. JHQHO KDWODUÕ\OD LUGHOHQPLú. EX. EDúOÕNODU DOWÕQGD. NXUXPVDO. NLPOL÷LQ WDQÕPÕ. RUJDQL]DV\RQ DODQODUÕ NXUXPVDO NLPOLN ROXúWXUPD VDIKDODUÕ PDUND PDUND ROXúWXUPD VUHFL WHPHOOHUL |QHPL \DSÕVÕ WNHWLFL DoÕVÕQGDQ |QHPL LOHWLúLP VWUDWHMLOHUL PDUND ROXúXP VUHFLQL. olumsuz etkileyen faktörler, gelecekte marNDODúPD. OLGHU PDUND PH\GDQ RNX\DQ PDUND. NXUXPVDO PDUND NXUXPVDO PDUND oHUoHYHVLQGH EDúDUÕOÕ PDUNDQÕQ \DUDU YH HWNLOHUL 7UNL\H¶GH PDUND NDYUDPÕ LOH PDUNDODúPD VUHFLQGH UHNODP XQVXUX UHNODPÕQ URO YH |QHPL JLEL NRQXODU GHWD\OÕFDLUGHOHQPLúWLU øNLQFLE|OPGHSD]DUODPDYHWNHWLFLNDYUDPODUÕNDSVDPÕQGDSD]DUODPD NDYUDPÕ |]HOOLNOHUL SD]DUODPD LOHWLúLPL NDYUDPÕ SD]DUODPD LOHWLúLPL NDYUDPÕQÕQ HOHPDQODUÕ. i karar verme. JQP]GH SD]DUODPDQÕQ VRUXQODUÕ WNHWLFL NDYUDPÕ PúWHUL NDYUDPÕ WNHWLF. DúDPDODUÕ JLEL VUHo YH NRQXODUD \HU YHULOPLúWLU hoQF E|OPGH LVH \XNDUÕGDNL NRQX YH NDYUDPODU GDKLOLQGH 9HVWHO ILUPDVÕQÕQ PDUNDODúPD VUHFL YH V|\OHPL NDSVDPÕQGD 9HVWHO PDUNDVÕQÕQ PHJD PDUNDVÕ =RUOX *UXEX KDNNÕQGD 9HVWHO ùLUNHWOHU *UXEX 9HVWHO¶LQ SD]DUODPD. sWUDWHMLOHUL PDUNDODúPD VWUDWHMLVL 9HVWHO ORJRVXQXQ J|VWHUJHELOLPVHO DQDOL]L LOH ³7HNQRORMLQLQ 7UNoHVL´ VORJDQÕQÕQ NRQXPODQGÕUÕOPDVÕ VUHFLQGH $QGURLG 9H\VHO UHNODPODUÕQÕQ LoHULN YH V|\OHPDQDOL]OHULoRNOXYHWDUWÕúPDFÕRUWDPDJ|UHo|]POHQPLúWLU. Bu çaOÕúPDVUHVLQFHKHUWUO\DUGÕPELOJLYHGHVWH÷LQLHVLUJHPH\HQGDQÕúPDQKRFDP <UG'Ro'U%DVUL%$587¶D|QFHOLNOHWHúHNNUHGHULP 7H]LQKD]ÕUODQPDVÕVUHVLQFHKHUWUOGHVWH÷LQLHVLUJHPH\HQ)ÕUDWhQLYHUVLWHVLøOHWLúLP. Fakültesi DHNDQÕPÕ] 6D\ÕQ 3Uof. Dr. Hasan KÜRÜM’e,. øOHWLúLP )DNOWHVL 'HNDQ <DUGÕPFÕVÕ. <UG 'Ro 'U $KPHW <$7.,1¶D YH PDQHYL GHVWH÷L\OH EDQD KHU ]DPDQ Jo YHUHQ DELP 'U øUIDQ .857%$ù NDUGHúLP 6LQDQ .857%$ù LOH DGÕQÕ VD\DPDGÕ÷ÕP øOHWLúLP )DNOWHVL. akDGHPLNYHLGDULoDOÕúPDarkadaúODUÕPDWHúHNNUHGHULP n. $\UÕFD oDOÕúPDQÕQ 9HVWHO NÕVPÕQÕQ ROXúPDVÕQGD ELOJL YH EHOJH GHVWH÷LQGH EXOXQD. , Hande. 9HVWHO øQVDQ .D\QDNODUÕ .RRUGLQDW|U 6D\ÕQ. Elif GÜNEY¶H. azarODPD 6RUXPOXVX 6D\ÕQ. ù$9$7$ 3. , Hulusi DERø&ø’ye, M.A.R.K.A.. 0$5.$ UHNODP DMDQVÕ VDKLEL 6D\ÕQ. ’eWHúHNNUOHULPLVXQDUÕP. 5HNODP$MDQVÕ0úWHUL7HPVLOFLVL6D\ÕQ2OFD\$.*h/. %X WH] oDOÕúPDVÕQÕ KHU IÕUVDWWD WHúHNNU HWPH\L ERUo ELOGL÷LP DQQHP EDEDP YH NDUGHúOHULPHLWKDIHGL\RUXP. XII.
(16) *ø5øù. %XQGDQ oRN X]XQ \ÕOODU HYYHO HVQDIODU GXYDUODUÕQ ya GD VDWÕODFDN Hú\DODUÕQ. ]HUOHULQHELUúH\LQNLPHDLWROGX÷XQX\DGDNLPWDUDIÕQGDQ \DSÕOGÕ÷ÕQÕJ|VWHrmek için. LúDUHWOHU NR\DUODUPÕú 'DKD VRQUD KNPHWOHU GDKD NROD\ YHUJL WRSODPDN DPDFÕ\OD. UQOHUL PKUOHPH\H EDúODGÕODU %X X\JXODPDODUÕQ DPDFÕ H÷HU LQVDQODU EX Hú\D\Õ EH÷HQLUOHUVH EXQXQ LoLQ NLPL |YHFHNOHULQL JHOHFHNWH EX PDOÕ QHUHGHQ WHPLQ. HGHFHNOHULQL YH ELU SUREOHPOH NDUúÕ NDUúÕ\D NDOGÕNODUÕQGD EX KDWDGDQ NLPLQ VRUXPOX ROGX÷XQX ELOPHOHULQL VD÷ODPDNWÕ 3D]DUODPD PDQWÕ÷ÕQÕQ |]Q RUWD\D NR\DQ bu. X\JXODPDODU PDUNDODúPD JHUHNoHVL YH DQOD\ÕúÕQÕQ GD QHGHQLGLU g]QGH DPDoWD KLoELU úH\GH÷LúPHPLúWLU$PDoKDOD \DSWÕ÷ÕLúLQDOWÕQDLP]DDWPDYHEXQXLQVDQODUÕQ]LKQLQH ND]ÕPD X÷UDúÕ LOH UQ YH\D KL]PHWH ELU NLPOLNNLúLOLN ND]DQGÕUPD X÷UDúÕGÕU. Günümü]GHWDúÕPDXODúÕPYHLOHWLúLPVHNW|UQGHNLJHOLúPHOHUD\QÕKDWWDGDKDNDOLWHOL UQOHULQ X]DN ONHOHUGHQ GDKD XFX]D EXOXQDELOPH NROD\OÕNODUÕQÕ GD JHWLUGL %X GD. |QFHOHUL HOOH o|POHNOHU UHWHQ YH EXQD |]HQOH NHQGL GDPJDODUÕQÕ ND]Õ\DQ HVQDIODU döneminin, pL\DVDVÕQÕQ WNHWLFLVLQLQ YH SD]DU NDYUDPÕQÕQ GH÷LúPHVLQL VD÷ODGÕ. *QP]GHKHPHQKHUUQKL]PHWoRNVD\ÕGDUHWLFLLúOHWPHWDUDIÕQGDQUHWLOPHNWHYH SL\DVD\D VUOPHNWHGLU %XQXQ \DQÕQGD KHPHQ KHU JQ RUWD\D oÕNDQ UDNLSOHU \HQL YH GDKDJHOLúPLúUQOHUOe ve pazarlama taktikleriyle piyasaya girerek tüketici tercihlerini. NHQGLOHKOHULQHHWNLOHPH\HoDOÕúPDNWDGÕUODU7NHWLFLQLQLVHELOJLG]H\LQGHNLYH\DúDP VWDQGDUWODUÕQGDNL \NVHOPH\H ED÷OÕ RODUDN GDKD ]RU WDWPLQ HGLOLU KDOH JHOPHVL oRN. oHúLWOL DOWHUQDWLIOHUH XODúDELOHQ WNHWLFLQLQ ND]DQÕOPDVÕQÕ ROGXNoD ]RU ELU oDED KDOLQH. JHWLUPHNWHGLU $\UÕFD HNRQRPLN WRSOXPVDO NOWUHO YH \|QHWVHO DQODPGD ELU GH÷LúLP VUHFL LoLQGH EXOXQDQ LúOHWPHOHU EX GH÷LúHQ RUWDP YH NRúXOODUD X\XP VD÷OD\DELOPHN \DúDPODUÕQÕVUGUHELOPHNYHUDNLSOHUL\OH\DUÕúDELOPHNLoLQIDUNOÕ\DSÕODQPDODUDJLWPHN ]RUXQGDNDOGÕODU%|\OHELUUHNDEHWRUWDPÕQGDEXDQOD\ÕúYHWHGLUJLQOLNOHWNHWLFL\H³KH\. VHQ´ GL\H VHVOHQHQ LúOHWPHOHU VRNDNODUÕ PHVDM ERPEDUGÕPDQÕQD WXWPXú GXUXPGDGÕUODU. dD÷ÕPÕ]GD WNHWLFLOHULQ ]LKLQOHULQLQ PHVDM ERPEDUGÕPDQÕ LOH ID]ODFD GROGXUXOPXú ROPDVÕ ³GROXP QRNWDVÕQÕ DúPÕú GX\XPVDOOÕN´ GHQHQ ELU IHQRPHQLQ RUWD\D oÕNPDVÕQD QHGHQROPXúWXU. Pa]DUÕQ GR\PDVÕ\OD GR\DQ SD]DUODUda pazaU SD\ÕQÕ DUWÕUPDN Wketici ilgisini. IDUNOÕ\|QOHUHoHNHELOPHNLoLQUQJHOLúWLUPHoDOÕúPDODUÕQÕQGDGHVWH÷L\OHUQOHULQDQD özelOLNOHULQH \DQ |]HOOLNOHU HNOHQPH\H EDúODGÕ 9H EX \DQ IDNDW ELU UQ GL÷HU Eir. UQGHQ IDUNOÕ NÕODQ |]HOOLNler tüketicinin ilgisini çekeFHN úHNLOOHUGH SD]DUODPD. 1.
(17) LOHWLúLPLQGHNXOODQÕOPD\DEDúODQGÕ+HUGHWHUMDQL\LWHPL]OLyordu, fakat bir deterjan daha. GúN ÕVÕODUGD L\L SHUIRUPDQV J|VWHUL\RU ya da sadeFH L\L \ÕNDPDNOD NDOPD\ÕS D\QÕ. ]DPDQGD oDPDúÕUODUÕQÕ]ÕQ GDKD L\L NRNPDVÕQÕ GD VD÷OÕ\RUGX 3HNL EL]LP ELU úDPSXDQÕ ELU GL÷HULQH \H÷OHPHPL]GH HQ HWNLQ URO QH R\QD\DFDN" %WQ DUDEDODUÕQ. EX]GRODSODUÕQÕQ oDPDúÕU PDNLQHOHULQLQ KÕ]OÕ VHUYLV ORNDQWDODUÕQÕQ KDYD \ROODUÕQÕQ YV. DúD÷Õ\XNDUÕGL÷HULQHEHQ]HUrün-hizmet avantDMODUÕVXQGX÷XUHNDEHWoLRUWDPGDEL]LQH. DODFD÷ÕPÕ]D NXOODQDFD÷ÕPÕ]D NDUDU YHUPHGH QH \|QOHQGLUHFHN" .XúNXVX] NL \DQÕW "markaRODFDNWÕU. %X VUHoWH PDUNDODúPDN LVH PDVD EDúÕQGD verilecek ve uygulanacak bir karar. olmayacak kadar emek, zaman, para, bilgi, tecrübe isteyen bir süreçtir. Marka,. \DSÕVÕQGDELUoRNELOHúNH\LEXOXQGXUXU%XELOHúNHOHU \DSÕODQGÕUÕOÕUNHQYHNXOODQÕOÕUNHQ. ELUELUOHUL\OHDKHQNLoLQGHROPDODUÕJHUHNLU0DUNDODúPDVUHFLQGHPDUNDQÕQELUDGÕ\DQ. DGODUÕ UHQJL JUDILN WDVDUÕPÕ VHVL NHOLPH KD]QHVL WHFUEHVL VORJDQÕ ORJRVX ve daha. ELUoRNELOHúNHVLYDUGÕU%XJQDUWÕNPDUNDQÕQNHQGLQHDLWELUNLPOL÷LYDU%XoDOÕúPDGD PDUNDODúPDVUHFLQGHEXELOHúNHOHULQWDPDPÕD\UÕQWÕOÕRODUDNLUGHOHQPHNWHGLU0DUND\Õ. WNHWLFL LON RODUDN UQQ ]HULQGHNL DPEDODMGD ORJRVXQGD NXUXPXQ GÕú FHSKHVLQGH ambleminde yani kurumsal kimlik de görmektedir.. .XUXPVDONLPOLN ³%LUILUPDQÕQNXUXP ya GDNXUXOXúXQX]XQG|QHPGHVWUDWHMLN. RODUDN SODQODQPÕú DPDoODUÕQD XODúDELOPHVL NHQGLQL YH ILUPD IHOVHIHVLQL oDOÕúDQODUÕQD. PúWHULOHULQH RUWDNODUÕQD YH KDOND WDQÕWPDN LoLQ WP PHWRWODUÕQ øúOHWPH .LPOL÷L 7DQÕWÕP .LPOL÷L YH 'DYUDQÕú .LPOL÷L¶QLQ WDPDPÕ
(18) WRSODPÕQÕQ WHN ELU Jo \DUDWDFDN úHNLOGH ELUOHúWLULOPHVL NXOODQÕOPDVÕ YH VRQXoWD UQ ya GD KL]PHWLQLQ DGÕQÕQ. PDUNDVÕQÕQ
(19) \DSWÕ÷Õ LúLQ EX LúLQ \DSÕOÕúÕQGDNL DQOD\ÕúÕQ J|UVHO ve fikirsel olarak. DNÕOODUGDEDúDUÕOÕ-EDúDUÕVÕ]ROXPOX-olumsuz, güzel-oLUNLQRODUDN\HUOHúPHVLGLU. Kurumsal kimlik görsel, sözlü birçok unsurdan meydana gelir ve imza, logo. úHNOL DPEOHP NHOLPH LúUHWL PDUNDVÕ] WDQÕPOD\ÕFÕODU DQDKWDU V|] UQ IL\DW Lsim,. VDWÕODFDN PDO WNHWLP \DSÕVÕQD X\JXQOXN PD÷D]D VDWÕú YH \HUOHúLP \HUL PLPDUL \DSÕ. GÕúYHLoFHSKHPD÷D]DVDWÕFÕVÕDOÕPVRQUDVÕLOHWLúLPNOWUHODQDOL]XQVXUODUÕNXUXPVDO. NLPOLN ELOHúHQOHUL YH VUHFLQL WHúNLO HGHU YH EX VUHoWHNL ED]Õ XQVXUODU pazarlama. LOHWLúLPL YHYH\D PDUND LOHWLúLPL\OH GR÷UXGDQ YH\D GROD\OÕ LOLQWLOL RODELOLU .XUXPVDO. NLPOLN XQVXUODUÕQGDQ EX ELOHúNHOHULQ KHU ELULQLQ WNHWLFL\L IDUNOÕ úHNLOOHUGH HWNLOHPH. JF YH \HWLVL YDUGÕU gUQH÷LQ ORJR PDUNDQÕQ NDUDNWHUL YH NLúLOL÷L KDNNÕQGD ELOJL verirken, ambalaj tüketicinin UQJ|UG÷FHELQGHUQDOPD\DKD]ÕUSDUDROGX÷X. 2.
(20) DQGDWNHWLFL\LVDWÕQDOPD\DWHúYLNHGHQELUXQVXURODELOPHNWHUHQNOHULVH WNHWLFLOHUOH kestirPHGHQLOHWLúLPNXUPDQÕQKDULNDELU\ROXYH\|QWHPLRODELOPHNtedir.. 0DUND NLPOL÷LQL ELU LQVDQÕQ NLPOL÷L JLEL GúQHELOLUL] gQFHOLNOH ELU oRFX÷XQ. NLPOL÷L HVDV ELU |]GHQ NLúLOLN |]HOOLNOHULQGHQ IL]LNVHO |]HOOLNOHUGHQ ELU LVLPGHQ YH nihayetinde temel bir keliPH KD]QHVLQGHQ ROXúXU .LPOLN VRQXQGD \DúOD ROJXQODúÕU. $UNDGDúODUYHLOLúNLOHUGH÷LúLULOJLOHUD] ya da çok, belki de tüP\OHGH÷LúHELOLUNHOLPH. KD]QHOHUL JHOLúLU KDWWD ED]HQ YFXW úHNOL J|] YH VDo UHQJL \HQL DQD ELU J|UQP HOGH etmek için de÷LúWLULOHELOLU%X]HNLFHELUGH÷LúLPGHQUDGLNDOELUGH÷LúLPH kaGDUIDUNOÕOÕN. J|VWHUHELOLU .XUXPVDO NLPOLN XQVXUODUÕ \ÕOODU ER\X VUHQ SVLNRORMLQLQ VRV\DO ELOLPOHULQ SD]DUODPDQÕQ LOHWLúLP ELOLPLQLQ V|\OHPOHULQL ED] DODQ VWUDWHMLN SODQOÕ oDOÕúPDODU VRQXFXQGD RUWD\D NRQXUODU %X XQVXUODU NRQWURO HGLOHELOLU XQVXrlar olarak. DGODQGÕUÕODELOLU EXQXQ QHGHQL GH KHUKDQJL ELU QRNWDGD GH÷LúWLULOHELOLU ROPDODUÕGÕU. Kurum kimli÷LQL \DUDWPDN YH \DúDWPDN \DUDWPDN YH GH÷LúWLUPH\H NÕ\DVOD GDKD ID]OD. KDNLPL\HW LVWHU 6WUDWHMLN YH SODQOÕ ROXúWXUXODQ NXUXPVDO NLPOLN NXUXP \DSÕVÕQD. \HGLULOPHOL VLVWHPLQ LoLQH LúOHQPHOLGLU %XQODUGDQ ED]ÕODUÕ Lú NDUWODUÕ DQWHWOHU LNLQFL ND÷ÕWODU ]DUIODU IDNVODU IDWXUDODU WHOJUDI ND÷ÕWODUÕ SRVWD HWLNHWOHUL SRVWD ]DUIODUÕ EURúUOHUUHNODPODU\ÕOOÕNUDSRUODUZHEVLWHOHULWDEHODODUGÕU. Ancak kurumsal kimlik. YHXQVXUODUÕPDUND\DUDWPDVUHFLQGHEWQQVDGHFHSDUoDVÕGÕU. Bütün, \DQL PDUND ELU LVLP LúDUHW VHPERO WDVDUÕP YH\D EXQODUÕQ KHSVLQLQ ELU. birleúLPL RODUDN ELU VDWÕFÕQÕQ YH\D VDWÕFÕODU JUXEXQXQ UQOHULQLQ YH\D VHUYLVOHULQLQ. WDQÕWÕOPDVÕ YH UDNLS úLUNHWOHU LoLQ IDUNOÕOÕN \DUDWPDVÕ YH VRQXoWD LúOHYVHO YH GX\JXVDO. ND]DQoODU VXQPDVÕGÕU 0DUND HVNLGHQ VDGHFH ORJR YH ELU UQQ ya GD ELU úLUNHWLQ. DGÕ\NHQ EXJQ UQ DGODUÕQGDQ D\UÕ EHQ]HUVL] NLPOLNOHUL YH NDOLWHOHUL NDSVD\DQ. nerede\VH PLVWLN ELU NUHDV\RQ KDOLQH JHOGL ùLPGL\H NDGDU PDUNDQÕQ ELUoRN WDQÕPÕ. \DSÕOPÕúNLPLVLPDUNDQÕQIL]LNVHOYH|]VHOER\XWXQDGLNNDWoHNPLúNLPLVL\VHPDUND\Õ EXQODUÕQ ]HULQH DUWÕ GH÷HUOHU katarak, WNHWLFL\H GX\JXVDO GR\XPODU GD ND]DQGÕUGÕ÷Õ. QRNWDVÕQGD ELUOHúPLúOHUGLU %X oDOÕúPDGD PDUND NDYUDPÕ LUGHOHQGLNWHQ VRQUD LNLQFL. \DNODúÕP WDU]Õ EHQLPVHQPLú, oDOÕúPD EX YDUVD\ÕP oHUoHYHVLQGH úHNLOOHQPLúWLU. *HUoHNWHQ GH \XNDUÕGDNL WDQÕP ELU \|Q\OH PDUNDQÕQ GX\JXVDO ND]DQoODU VD÷ODGÕ÷ÕQÕ. belirtmekle birlikte eksikWLU dQN PDUND KHUNHVLQ H]EHUH ELOGL÷L WHN ELU LVLP YH\D. ORJRGH÷LOGLU0DUNDELUNLúLQLQVDWÕQDOGÕ÷ÕYHGR\XPVD÷ODGÕ÷ÕELUGL]LQLWHOLNYDDGLGLU. 1LWHOLNOHUVRPXWYH\DJ|UQPH]DNÕOFÕYH\DGX\JXVDORODELOLU$QFDNEXQRNWDGDPDUND. UQOH NDUÕúWÕUÕOPDPDOÕGÕU øQVDQ oLNRODWD \HUNHQ VRPXW GR\XPXQ \DQÕQGD psikolojik. 3.
(21) RODUDN GD HN ND]DQÕPODU VD÷OD\DELOLU $QFDN EX R oLNRODWDQÕQ PDUND ROGX÷X DQODPÕ. WDúÕPD] dQN NDWHJRULGHNL WP oLNRODWDODU D\QÕ ND]DQÕPODUÕ VD÷OD\DELOLUOHU $QFDN bunlara ek olarak, NestlHGHUVHNEXoLNRODWDQÕQúDKVÕQDPQKDVÕU,NÕWÕUWÕVHVLROGX÷XQX. V|\OHUVHNPDUNDQÕQekstraVXQGX÷XGR\XPXQVXUXQXELUD]GDKDEHOLUJLQOHúWLUPLúROXUX] DPD EX GD \HWPH] 0DUND NDYUDPÕQÕ GDKD EHOLUJLQOHúWLUPHN LoLQ PDUND\OD UQ. DUDVÕQGDNLD\UÕPÕELUD] GDKDWHRULNOHúWLUHOLPhUQIDEULNDGD \DSÕODQELU úH\GLU marka. LVHWNHWLFLQLQVDWÕQDOGÕ÷ÕúH\%LUUQUDNLSoHNRS\DODQDELOLU PDUNDLVHEHQ]HUVL]GLU. %LU UQQ PRGDVÕ oDEXFDN gedebilir EDúDUÕOÕ ELU PDUND LVH VRQVX]GXU %X oHUoHYHGH. “pazarlanan herhangi ELUúH\´RODUDNDOJÕODPDPDNJHUHNLUdQN ELUúH\LQPDUka olup. oOPDGÕ÷ÕQDNDUDUYHUHELOHFHNNLúLVDWÕFÕGH÷LODOÕFÕGÕU%LUúH\LQPDUNDROPDVÕQÕLVWHPHN. YHKDWWDSD]DUODQPDVÕLoLQSDUDKDUFDPDNRQXPDUND\DSPD]$\UÕFD PDUNDoRNGDKD. EDúWDQ oÕNDUÕFÕGÕU %X ELU PDUNDQÕQ ELU úLUNHW \D GD NXUXOXúXQ UQ RODUDN GH÷LO. WNHWLFLQLQ DOPDN LVWHGL÷L ELU úH\ PXKWHPHO PúWHULOHULQ ]LKQLQGH \HU HWPHVLQL VD÷ODGÕ÷ÕQÕ]EHQ]HUVL]ELUILNLU ya da NRQVHSWWLUgUQH÷LQ HWLNHW]HULQGHNL&RFD-Cola. ya da Pepsi ismiNLPVHQLQRQXVDWÕQDOPDVÕLoLQ\HWHUOLGH÷LOGLU0DUNDQÕQELUDQODPÕ. ROPDOÕGÕUWNHWLFLQLQ]LKQLQGH|]HOELUDQODPÕROPDOÕGÕU1DVÕOELUDQODPPÕ"øQVDQODUÕQ. Pepsi ya da bir süper market PDUNDVÕQÕQ \HULQH &RFD-&ROD VDOÕQ DOPDVÕQÕQ VHEHEL PDUNDQÕQRQODUDLIDGH HWWL÷LúH\GLU&RFD-Cola JHUoHNWDWWÕU+HU]DPDQ &RFD-&ROD GÕU. Pepsi, yeni neslin seçimidir. Süper market PDUNDVÕ LVH XFX]GXU %XQODU EX PDUNDODUÕQ. YDDWOHULGLU%LUPDUND\ÕGL÷HUELUPDUND\DVWQNÕODQRQXQWHUFLKHGLOPHVLQLVD÷OD\DQ. faktörleU PDUNDQÕQ |]QGH VDNOÕ RODQ GUDPDGÕU 0DUNDODúPD VUHFLQL WDPDPOD\DQ. ILUPDODU EX GUDPD\Õ NRQXPODQGÕUPÕú EX VUHFL WDPDPOD\DELOPLú ILUPDODUGÕU %X. ED÷ODPGD PDUNDODúPD ELU UQQ ya GD KL]PHWLQ VXQXPXQX PDUND\D G|QúWUPH\H yönelik bilinçli strateji ve hDUHNHWWLU%XNDGDUEDVLWYHEXNDGDUGD]RULúWH. 6RQXoWD JoO ELU PDUND D\ÕUW HWPH WHUFLK ROXúWXUPD ELU SUHVWLM PDUNDVÕQD. KDNLP ROPD \HWLVLQH VDKLSWLU 0DUNDODúPD GR÷UX NRWDUÕOGÕ÷ÕQGD PDUND -HQ D]Õ \NVHN. fiyatlar isteyebilmek olan-PWKLúND]DQoODUVD÷ODU%XQXQLONDúDPDVÕELOLQLUROPDNWÕU 0DUND ELOJLVL LNL DQD SDUoDGDQ ROXúXU 0DUNDGDQ KDEHUGDU ROPD G]H\L YH PDUNDQÕQ. LPDMÕ 0DUNDGDQ KDEHUGDU ROPD, WNHWLFLQLQ KDIÕ]DVÕQGD PDUNDQÕQ UDNLSOHUOH. NDUúÕODúWÕUPDOÕRODUDNDOGÕ÷Õ\HUGLU0DUNDLPDMÕLVHPDUNDQÕQWNHWLFLKDIÕ]DVÕQGDKDQJL. |]HOOLNOHUOH \HU DOGÕ÷ÕQÕ YH UDNLSOHULQGHQ QDVÕO IDUNOÕODúWÕ÷ÕQÕ J|VWHULU (Q EDVLW KDOL LOH. PDUND VDGDNDWL DOÕúYHULú \DSWÕ÷ÕQÕ] \HUGH LVWHGL÷LQL] PDUND\Õ EXODPDGÕ÷ÕQÕ]GD JLGLS. 4.
(22) EDúND \HUGHQ DOPDQÕ]GÕU 6RQXoWD \NVHN Parka önemi, yüksek bir marka sadakati ve. UDNLSSD]DUODPDDNVL\RQODUÕQGDQID]ODHWNLOHQPHPHGHPHNWLU. *|UO\RUNLPDUND\DUDWPDYHPDUNDQÕQ|QHPLQLLQúDHWPHUQJHOLúWLUPHLOH. EDúOD\DQ YH NHQGLQL KHS ELU VW DúDPDGD WHNUDU HGHQ EWQOHúLN ELU SD]DUODPa. IDDOL\HWLQLQ VRQXFXGXU %WQOHúLN SD]DUODPD LOHWLúLPL VUHFLQGH UHNODPÕQ PDUND ROXúXPXQDHWNLVLoRNID]ODGÕU5HNODP%LUHWNLOH\LFLLOHWLúLPELoLPLRODUDNWNHWLFLOHUL. bir mal ya GD KL]PHWLQ YDUOÕ÷Õ KDNNÕQGD X\DUPDN YH R PDOD PDUND\D KL]PHWH YH\D. kXUXPD \|QHOLN ROXPOX ELU WXWXP \DUDWPDN DPDFÕ\OD J|]H YHYH\D NXOD÷D KLWDS HGHQ. PHVDMODUÕQ KD]ÕUODQPDVÕ YH EX PHVDMODUÕQ oHúLWOL PHG\DODUGD FUHWOL RODUDN. \D\ÕQODQPDVÕGÕU 5HNODP VDWÕú DPDFÕQD \|QHOLN LOJL YH LVWHN \DUDWPDN WDQÕWÕFÕ ELOJL. YHUPHNVDWÕúG]H\LQLQNRUXQPDVÕQÕYHJHOLúWLULOPHVLQLVD÷ODPDNGD÷ÕWÕPNDQDOODUÕQÕQ. YH VDWÕFÕODUÕQ HWNLQOL÷LQL DUWWÕUPDN \HQL PDOODUÕQ SD]DUODQPDVÕQÕ NROD\ODúWÕUPDN. JHUHNWL÷LQGHLúOHWPHQLQGHUHNODPÕQÕ\DSDUDNRLúOHWPHLoLQWNHWLFLOHUQD]DUÕQGDROXPOX. izlenimler \DUDWPDN JLEL WHPHO LúOHYOHUL \NOHQLU %XQX \DSDUNHQ UHNODPÕQ VXQGX÷X. HYUHQLOHJHUoHNHYUHQDUDVÕQGDEHQ]HUOL÷HYHG] GH÷LúPHFH\HGD\DOÕELULOLúNLNXUXOXU. *HUoHN\DúDPGDQNRSXSJHOHQX]DPÕQ]DPDQÕQYHQHVQHOHULQJ|UQWVJHUoHNHYUHQH. gönderme yapar 5HNODPÕQ PXWOX KX]XU GROX HYUHQL LOH JHUoHN HYUHQLQ QDVÕO \HU. GH÷LúWLUGL÷LSHNGHDoÕNGH÷LOGLU(VHQOLNOLHYUHQ³JHUoHNPLúJLEL´VXQXOXUYHDOJÕODQÕU. *HUoHNOLN HWNLVL X\DQGÕUPD\Õ DPDoOD\DQ UHNODP V|]FHVL JHUoH÷LQ EHQ]HU ELU GXUXPXQXQ EHOOL ELU ED÷ODPGD \HQLGHQ VXQXOPDVÕGÕU RQXQ LoLQ GH JHUoHN GH÷LO. ³JHUoHNVL´GLU ³*HUoHNVLOLN´ UHNODPGD VXQXODQ ELOJLOHULQ GR÷UXOX÷XQX JHUoHNOL÷LQL GH÷LO JHUoH÷H EHQ]HUOL÷LQL J|VWHULU *HUoHNVLOL÷LQ UHNODP V|]FHVLQH NDWWÕ÷Õ \DQÕOVDPD UQDOJÕVDOELUJHUoHNOL÷HRWXUWXU$QFDN UHNODPKDONÕQKL]PHtindeki kitlesel üretim. ve da÷ÕWÕP VLVWHPLQLQ YD]JHoLOPH] ELU SDUoDVÕGÕU 0DOODUÕQ UHWLFLOHULQLQ YH KL]PHWOHUL VXQDQODUÕQKDONDVXQGXNODUÕúH\KDNNÕQGDELOJLYHUPHNYHKDONÕVXQGXNODUÕna yöneltmek. için reklama ihtiyaçlarÕ YDUGÕU %X WU ELU ELOgi sistemi üretim ekonomisi LoLQ \DUDUOÕ. ROGX÷XJLELWNHWLFLOHULoLQGHoHúLWOLVHoHQHNOHUDUDVÕQGDWHUFLKyapaELOPHOHULDoÕVÕQGDQ. önemliGLU 5HNODP D\UÕFD UHWLPLQ SL\DVD\D VXQXOPDVÕQÕ JDUDQWL HGHUHN, LVWLKGDPÕQ stabilize oOPDVÕQGDGDELUHWNHQGLU5HNODP, pazardaki rekabetin temelidir. GHOLúPHOHUL. YH\DUDWÕFÕOÕ÷ÕKDUHNHWHJHoLULU SL\DVDLoLQDNVLWDNGLUGHoRNSDKDOÕ\DPDORODFDNPDOYH hizmetlerin düúN PDOL\HWOH VD÷ODQPDVÕQÕ PPNQ NÕODU %X oHUoHYHGH \LQH GH Parka LOHWLúim. stratejilerini,. UHNODP. KDONOD. LOLúNLOHU. IDDOL\HWOHULQLQ. EDúDUÕPÕ. LOH. VÕQÕUODQGÕUPDPDN JHUHNL\RU +Lo NXúNXVX] PDUNDODúPD VUHFLQLQ ROPD]VD ROPD]. 5.
(23) VRQXoODUÕGÕUKHULNLVL GH$QFDNPDUNDQÕQ|]UQGUYHUQOHULQWNHWLFLEHNOHQWLYH gereksinimlerinin de÷LúLNH÷LOLPOHULQHJ|UHVUHNOLJHOLúWLULOPHVLJHUHNPHNWHGLU. <XNDUÕGD NÕVDFD |]HWOHQHQ ELULQFL E|OPQ DUGÕQGDQ oaOÕúPDQÕQ LNLQFL. E|OPQGH PDUNDQÕQ \DúDP DODQÕ RODQ YDUOÕ÷ÕQÕ LGDPH HWWLUGL÷L SD]DU NDYUDPÕ LOH. PDUNDODúPD IDDOL\HWOHULQL LOHWLúLP unsuruyla EWQOHúWLUHQ YH EX XQVXUXQ VWUDWHMLN. NXUDOODU oHUoHYHVLQGH X\JXODQPDVÕQÕ |QJ|UHQ SD]DUODPD LOHWLúLPL NDYUDPÕ. irdelenmektedir. EY HNRQRPLVL GHYUL RODUDN GD DGODQGÕUÕODQ LQVDQODUÕQ ]RUXQOX JHUHNVLQLPOHULQLNDUúÕOD\DFDNUQOHULNHQGLOHULQLQUHWWLNOHUL dönemlerde pazarlama söz. NRQXVX GH÷LOGLU 3D]DUODPD NDYUDPÕ DQFDN LQVDQODUÕQ WHN WU UQ UHWLPLQGH. X]PDQODúWÕ÷Õ YH HOOHULQGHNL JHUHNVLQLP ID]ODVÕ UQOHUL GL÷HU UQOHUOH GH÷Lú WRNXú HWPH\H EDúODGÕ÷Õ WDNDV HNRQRPLVL G|QHPLQGH JQGHPH JHOPLúWLU dQN ELOLQGL÷L gibi, SD]DUODPDQÕQ |]Q GH÷LúLPH NRQX RODQ UQOHU ROXúWXUPDNWDGÕU %X UQOHU YH. tüm bu uygulamalar ise pazar denilen alanda cereyan etmektedir. Pazar, bir mala ihtiyaç. GX\DQWNHWLFLOHULQDOÕúYHULú\DSPDNLoLQJLWWLNOHULPHNDQGÕU3D]DUODUWNHWLFLOHUSD]DUÕ. |UJWVHOSD]DUODURODUDNLNL\HD\UÕOÕU%XoHUoHYHGHWNHWLFLOHUSD]DUÕ VRQWNHWicilerden. ROXúPDNWDGÕU %LUH\OHULQ KHU ELUL WHN WHN QLKDL WNHWLFL NDYUDPÕQÕ PH\GDQD JHWLU-. PHNWHGLU .LúLVHO LKWL\DoODUÕQ JLGHULOPHVL DPDFÕ LOH PDO YH KizPHW VDWÕQ DODQ ELUH\OHU. WNHWLFLOHUSD]DUÕNDYUDPÕQDGDKLOGLU. Örgütsel pazarlar ise; bir mal veya hizmet üretmek. LoLQ EDúND PDO YH\D KL]PHWOHUL UHWLP EDQGÕQGD NXOODQPD DPDFÕ LOH VDWÕQ DODQ NLúL YH. NXUXOXúODUÕQ ROXúWXUGX÷X SD]DUODUGÕU Bozkurt, 2006: 14). Pazarlama, pazar ve. SD]DUODPD LOHWLúLPL NDYUDPÕQÕQ ELULQFL YH HQ |QHPOL XQVXUX LVH WNHWLFL NDYUDPÕGÕU TNHWLFL NDYUDPÕ V|]F÷Q NHQGLVLQGHQ GH DQODúÕODFD÷Õ JLEL WNHWLP RODUDN DGODQGÕUÕODQ HWNLQOL÷L \DSPD\D JLULúHQ ELU NLúL\L DQODWÕU %X ED÷ODPda pazarlama;. PDOODUÕQ YH LKWL\DoODUÕQ UHWLFLGHQ WNHWLFL\H GR÷UX DNÕúÕQÕ \|QHWHQ LúOHWme. IDDOL\HWOHULQLQ \HULQH JHWLULOPHVL VUHFLQGH KHGHI WNHWLFL PúWHUL YH WRSOXPXQ JHUHNVLQLPOHULQL WDWPLQ HGHUHN NDU VD÷OD\DFDN SD]DUODPD ELOHúHQOHULQLQ SODQODQPDVÕ,. X\JXODQPDVÕ YH GHQHWLPL VUHFLGLU 0DOODUÕQ UHWLP \HUOHrinden, VDWÕú \HUOHULQH KDUHNHWLQLVD÷OD\DQIDDOL\HWOHUSD]DUODPDNDSVDPÕLoLQGHGúQOPHNWHGLU. dDOÕúPDQÕQ oQF E|OP WP EX WDQÕP YH NDYUDPODU NDSVDPÕQGD NXUXPVDO. PDUND oHUoHYHVLQGH EDúDUÕOÕ bir marka olan VESTEL’in pazarlama faaliyetleri,. PDUNDODúPD VUHFL NXUXPVDO GL]D\QÕ NXUXPVDO LOHWLúLPL YH LPDMÕ irdelemektedir. Bu. QRNWDGD ILUPDODU PDUND ROXUNHQ LúOHUOLN DoÕVÕQGDQ, VLVWHP DoÕVÕQGDQ ELU \DQGD GD NXUXPVDOODúPDN LVWHUOHU %X ED÷ODPGD NXUXPVDO PDUND SHN oRN ILUPD WDUDIÕQGDQ. 6.
(24) |]HOOLNOH HOHNWURQLN YH EH\D] Hú\D sektöründe) oldukça \R÷XQ ELU úHNLOGH NXOODQÕOPDNWDGÕU $QD ILUPDQÕQ UHWLFL ILUPDQÕQ
(25) DGÕ ürünlere YHULOPHVH ELOH \DSÕODQ. WDQÕWÕPoDOÕúPDODUÕQGDELUúHNLOGHYXUJXODQPDNWD =RUOX 9estel gibi), böylece firPDQÕQ. DGÕ .XUXPVDO0DUND
(26) PúWHUL\HELUJYHQJDUDQWL\NVHNNDOLWHOLSLUürüne sahip olma. YVJLELVDWÕQDOPD\ÕNROD\ODúWÕUÕFÕKLVOHUYHUPHNWHD\UÕFDILUPDQÕQLPDMÕQÕGDGHYDPOÕ RODUDN\NVHOWPHNWHNXYYHWOHQGLUPHNWHGLU'L÷HUWDUDIWDQ.XUXPVDO0DUNDEXúHNLOGH. NXOODQÕOGÕ÷ÕQGD\HQLoÕNDQUQOHULQWDQÕWÕPÕQÕGDGHVWHNOHPHNWHSL\DVDGDWXWXQPDVÕQÕ kolayODúWÕUPDNWD\HQLUQHGHUKDOELUVD\JÕQOÕNYHJYHQLUOLOLNVD÷ODPDNWDGÕU. (OHNWURQLNEH\D]Hú\DYHELOJLWHNQRORMLVLDODQODUÕQGDIDDOL\HW J|VWHUHQYH \HGL. yurtiçi, on biU \XUWGÕúÕ ROPDN ]HUH WRSODP RQ VHNL] úLUNHWWHQ ROXúDQ 9HVWHO ùLUNHWOHU *UXEX =RUOX *UXEX¶QXQ HOHNWURQLN YH EH\D] Hú\D VHNW|UQGHNL \DWÕUÕPODUÕQÕQ DPLUDO. JHPLVLGLU <XUWGÕúÕQGDNL úLUNHWOHUL, DUDODUÕQGD $OPDQ\D )UDQVD øQJLOWHUH øVSDQ\D. øWDO\D YH +ROODQGD¶QÕQ GD EXOXQGX÷X $% ONHOHULQGH \HU DOPDNWDGÕU 7HOHYL]\RQGDQ,. EH\D] Hú\D\D klimadan, ELOJLVD\DUD NDGDU GQ\D VWDQGDUWODUÕQGDNL UQOHUL\OH ülkeye ihracat yapan Vestel, bugün itibariyle özellikle AlPDQ\DøQJLOWHUHYH)UDQVDJLEL. $YUXSD¶QÕQ HQ JHOLúPLú ONHOHULQGH GQ ya da LVH RUDQÕQGD SD]DU SD\ÕQD. VDKLSWLU øo SD]DUÕQ \DQÕ VÕUD GÕú SD]DUODUGD GD EDúDUÕVÕQÕ \ÕOÕQGD JHUoHNOHúWLUGL÷L PLO\RQ GRODUOÕN LKUDFDW úDPSL\RQOX÷X LOH VRPXWOD\DQ 9HVWHO GQ\D oDSÕQGD. JHUoHNOHúWLUGL÷L \DWÕUÕPODUOD, ELQOHUFH NLúL\H LVWLKGDP RODQD÷Õ YH ONHVLQH E\N ELU LKUDFDW SRWDQVL\HOL VD÷ODPDNWDGÕU %X oHUoHYHGH 9HVWHO ILUPDVÕQÕQ PDUNDODúPD VUHFL. YHEXVUHoWHNLV|\OHPDQDOL]OHULLUGHOHQPLúWLU%|\OHFHWPGHQJHOLPPHWRGX\ODLúOHQHQ. oDOÕúPDGD PDUND EWQQ EDúDUÕOÕ-NXUXPVDO PDUND\OD LOLúNLVL YH VRQXoWD GD 9HVWHO. ILUPDVÕQÕQPDUNDHQGDPÕLúOHQPLúWLU0LOOLVHUPD\H\OHNXUXODQYH\UWOHQ7UNL\H¶GH markalar liginde 9HVWHO¶LQ \HUL YH |QHPL 9HVWHO¶LQ PDUNDODúPD VUHFLQLQ VDWÕúODUÕQD HWNLVL NRQXPODQGÕUPD VWUDWHMLVL EX VWUDWHML oHUoHYHVLQGH UHNODPODUÕ YH EX UHNODPODUÕQ. söylem ve içerik analizi,oDOÕúPDQÕQNXUXPVDONLPOLNUHNODPSD]DUODPDYHPDUNDODúPD. NÕVÕPODUÕ\ODEWQOHúWLULOPLúWLU. 7.
(27) %ø5ø1&ø%g/h0 KURU06$/.ø0/ø.0$5.$9(REKLAM KAVRAMLARI. 0DUNDODUÕQ URO |QHPL YH PDUND GH÷HUL VRQ G|QHPOHUGH JLGHUHN GDKD ID]OD. WDUWÕúÕODQ YH oHOLúNLOL J|UúOHUL EDUÕQGÕUDQ ELU NRQX ROPXúWXU %X GXUXP UHNODPFÕOÕN. ROJXVX LoLQGH D\QÕGÕU *HoPLúWH \DSÕODQ \]OHUFH UHNODP WDQÕPODUÕ UHNODPÕQ ROXPOX HWNLVLQLWDUWÕúPDVÕ]RODUDNNDEXOHWPLúNHQ, gQP]GHNLUHNODPYHUHNODPFÕOÕNDQOD\ÕúÕ. ³UHNODPÕQ UQ KL]PHW YH PDOODUÕQ VDWÕúÕQD ELOLQPH\HQ ELU NDWNÕGD EXOXQGX÷X´. çerçevesindedir. +HU úH\LQ ELU PHVDM LOHWWL÷L EXJQQ Lú GQ\DVÕQGD \DSWÕ÷ÕQÕ] \D GD. \DSPDGÕ÷ÕQÕ] KHU úH\ V|\OHGL÷LQL] \D GD V|\OHPHGL÷LQL] KHU V|] PDUNDODúPD hareketidir. 1. .85806$/.ø0/ø..$95$0,25*$1ø=$6<21$/$1/$5,VE. .85806$/.ø0/ø.2/8ù7850$6$)+$/$5,. *QP]GHNXUXPODUÕQ YHELUH\OHULQ
(28) VDKLSROGXNODUÕNLPOLNRQODUODNDUúÕODúDQ. KHGHI JUXSODUÕ ROXPOX YH\D ROXPVX] RODUDN HWNLOHPH JFQH VDKLSWLU %X QHGHQOH NXUXPODU \R÷XQ RODUDN HWNLOHPH JFQH VDKLSWLU %X QHGHQOH NXUXPODU \R÷XQ RODUDN. ³X\JXQ´ELUNLPOLNHGLQPHYH³EDúDUÕOÕ´ELULPDMDVDKLSROPDoDEDVÕLoLQHJLUPLúOHUGLU. $QFDN EX oDED oR÷X NH] NÕVD YDGHOL EDúDUÕODU JHWLUPHNWHGLU oQN SHN oRN NLúL YH. NXUXP NXUXP NLPOL÷LQLQ YH J|UVHO LPDMÕQ J|UVHO NLPOLNWHQ LEDUHW ROGX÷X \DQÕOJÕVÕQD. GúPHNWHGLU 2\VD EDúDUÕOÕ ELU NXUXP NLPOL÷L ROXúWXUPD YH EXQXQ QHWLFHVLQGH EDúDUÕOÕ. ELU LPDMD VDKLS ROPD ROGXNoD D\UÕQWÕOÕ ELU oDED JHUHNWLULU YH J|UVHO NLPOLN EXUDGD. GúQOPHVLJHUHNHQXQVXUODUGDQ\DOQÕ]FDELUWDQHVLGLU 2ND\
(29) $QFDNEXUDGD NXUXP NLPOL÷L ELU NXUXOXúXQ LOHWLúLP VWUDWHMLOHULQLQ PHUNH]LQGH EXOXQXU ve bir. NXUXPNXUXOXúXQ LOHWLúLP VWUDWHMLOHUL ROXúWXUXODQ EX NXUXP NLPOL÷L oHUoHYHVLQGH. ROPDOÕGÕU 2OXúWXUXODQ NXUXP NLPOL÷L NXUXP LoL YH GÕúÕ LOHWLOHUOH HQWHJUH ELU ELoLPGH. YHULOPHOLGLU %X oHUoHYHGH PDUNDODúPD VUHFLQGH NXUXP NLPOL÷L ROXúWXUXOPDVÕ YH uygXODQPDVÕEHOLUOLLOHWLúLPVWUDWHMLOHULoHUoHYHVLQGHROXúWXUXOPDOÕGÕU .XUXPVDO.LPOLNYH2UJDQL]DV\RQ$ODQODUÕ. .XUXPVDONLPOLN ³%LUILUPDQÕQNXUXP/NXUXOXúXQELUUQ ya GDKL]PHWLQDGÕQÕQ. PDUNDVÕQÕQ
(30) \DSWÕ÷Õ LúLQ EX LúLQ \DSÕOÕúÕQGDNL DQOD\ÕúÕQ, görsel ve fikirsel olarak. DNÕOODUGD EDúDUÕOÕ-EDúDUÕVÕ] ROXPOX-olumsuz, güzel-oLUNLQ RODUDN \HUOHúPLú úHNOLGLU. 8.
(31) WDQÕPODQDQ NLPOL÷LGLU $\QHQ ELU LQVDQÕQ VD÷OÕNOÕ-VD÷OÕNVÕ] ROXúX GÕú J|UQP güzellik-oLUNLQOL÷L WHPL]-SLV ROXúX JL\LP WDU]Õ NLúLVHO NDrakteri, kültürü, tahsili,. NRQXúPDWDU]ÕGDYUDQÕúODUÕLOHoHYUHVLQGHEÕUDNWÕ÷ÕL]OHQLPJLEL.XUXPVDO.LPOLNELU. firPDQÕQ X]XQ G|QHPGH VWUDWHMLN RODUDN SODQODQPÕú DPDoODUÕQD XODúDELOPHVL LoLQ. NHQGLQL YH ILUPD IHOVHIHVLQL oDOÕúDQODUÕQD PúWHULOHULQH RUWDNODUÕQD YH KDOND WDQÕWPDN. için tüm PHWRWODUÕQ øúOHWPH.LPOL÷L7DQÕWÕP.LPOL÷LYH'DYUDQÕú.LPOL÷L¶QLQWDPDPÕ
(32) . WRSODPÕQÕQ WHN ELU Jo \DUDWDFDN úHNLOGH ELUOHúWLULOPHVL NXOODQÕOPDVÕ ILUPDQÕQ KHU úH\L\OH DOJÕODQPDVÕ
(33) YH EXQXQ \DQVÕPDVÕGÕU $N, 1998: 18-19). Bu güçler bir arada. NXOODQÕOÕUNHQEHOOLELUEWQONVWUDWHMLYHX\XPLoLQGHROPDVÕJHUHNLU.XUXPVDONLPOLN. XQVXUODUÕROXúWXUXUNHQYHX\JXODQÕUNHQEXXQVXUJ|]DUGÕ edilmemelidir.. Ayla Okay, Kurum KLPOL÷LNLWDEÕQGD,NXUXPNLPOL÷LYHorganizasyon DODQODUÕQÕ. DúD÷ÕGDNLJLELWDEORODúWÕUDUDNVXQPXúWXU . Tablo .XUXP.LPOL÷L9H2UJDQL]DV\RQ$ODQODUÕ. .XUXP.LPOL÷L. .XUXP NLPOL÷L NXUXOXúXQRUJDQL]DV\RQXQ oDOÕúDQODU KHGHI JUXSODUÕ YH NDPX |QQGH NHQGLVLQL VXQGX÷X WP DNWLYLWHOHULQ WRSODPÕGÕU .XUXP NLPOL÷L VWUDWHMLVL NXUXP NLPOL÷LQLQ WHNOL 25*$1ø=$6<21 $/$1/$5,1,1 GL]D\Q NOWU YH LOHWLúLPLQ LIDGH WDU]ODUÕQÕQ X\XPXQX JHUHNWLULU %X o DOW DODQÕQ X\XPOX ED÷ODQWÕVÕ ]ÕWOÕNODUÕ RUWDGDQ NDOGÕUPDOÕ YH WHNLO HWNLOHUL JoOHQGLUPHOLGLU+('()úXQODUDUDFÕOÕ÷Õ\ODRUJDQL]DV\RQXQNLPOL÷LQLQL\LOHúWLULOPHVLGLU . • OUJDQL]DV\RQXQPHYFXWRODQD]VD\ÕGDNLWLSLN|]HOOLNOHULQGHQDOJÕODQPDVÕWDQÕQPDVÕYH KDWÕUODQPDVÕ. • OUJDQL]DV\RQKDNLQGHNLJ|UúRODUDNLoYHGÕúHWNL LPDM
(34) • ÇDOÕúDQODUÕQYHKHGHIJUXSODUÕQÕQNHQGLOHULQLNXUXOXúLOHEWQOHúWLUPHOHUL 7(0(/(5NDSVDPDOÕELUNXUXOXúYHoHYUHDQDOL]LGLU LPDMDQDOL]L
(35) YHNXUXOXúIHOVHIHVLQLQ. motifler, özellikler, faaliyetler ve durumlarla ifade edilmesidir. KURUM KÜLTÜRÜ Organizasyonun gelenek, yönetim WDU]Õ. GDYUDQÕúÕ. GH÷HUOHU. VLVWHPL. QRUPODUÕ YH JHOHQHNOHUL WDUDIÕQGDQ ROXúWXUXOPDNWDHWNLOHQPHNWHGLU oR÷XQOXNOD. YH. NHQGLOL÷LQGHQ. -. KURUMSAL. .85806$/ø/(7øùø0. 'ø=$<1. Hedefi, kurumun YH oDOÕúDQODUÕQ organizasyon hakNÕQGDNL tutumunu etkilemek veya. Spesifik bLU WDU]ÕQ toplam ifadesini ileten, organizasyona has yönetim çizgileri. GH÷LúWLUPHN DPDFÕ\OD LoH YH GÕúD \|QHOLN VWUDWHMLN RODUDN \|Q DOPÕú. JHOLúPHNWHGLU +HQ] \ÕOOÕN RODQ. WDUDIÕQGDQ. LOHWLúLPGLU %XQXQ DUDoODUÕ KDONOD. RUJDQL]DV\RQODUÕ ELOH VSHVLILN ELUHU. úHNLOOHQGLULOPLú. LOLúNLOHU UHNODP. NXUXPNOWUYDUGÕU. mimari ve tüm sunum. enformasyonudur. Organizasyona. WDU]ODUÕQÕQ. \|QHOLN LOHWLúLP RODUDN ³UHNODP´. materyaller, YV
(36) . J|UVHO. EDVÕOÕ. sergiler oÕNÕú. UQ. UHNODPÕ. YH oDOÕúDQODUÕQ. LPDM. UHNODPÕ
(37) . GH÷LOGLU. úHNOLGLU .85806$/ø0$.XUXPXQNLPOL÷LQLHWNLOHULQLQoDOÕúPDODUKHGHIJUXSODUÕYHNDPX]HULQGHNLQHWLFHVLGLU.LPOLNLOH RUJDQL]DV\RQXQELUJ|UQúUHVLPROXúXU%XLPDMG|UWQRNWD\ÕNDSVDU RUJDQL]DV\RQSUHVWLML WDVDYYXUHGLOHELOLUOL÷LUDNLSOHUOHNDUúÕODúWÕUÕODELOLUOL÷LYHWDQÕQÕUOÕN. Kaynak: Okay, 1999: 63. 9.
(38) .XUXPVDO NLPOL÷LQL]L WDPDPODUNHQ GL÷HU úLUNHWOerin de ''benzer ürünleri ve hizmetlHULD\QÕWDU]GDLQVDQODUDVDWPD\DoDOÕúWÕNODUÕP|÷UHQLUVLQL].LPOL÷HGD\DOÕEDNÕú DoVÕQGD, GROD\OÕ UDNLSOHU GR÷UXGDQ rakipler kadar önemlidir, hiçbiU QHGHQGHQ GH÷LOVH. ELOH HQ D]ÕQGDQ ³EHQ GH VHQGURPX´QX HQJHOOHPHN LoLQ 3D]DU DODQÕQÕ]GDNL KHU. WRSOXOX÷XQ ³QHQHUHGHQDVÕONLPH´ SURILOLQH HN RODUDN RQODUÕQ NLPOLNOHULQLQ V|]O YH görsel analizini yürütmekROGXNoDID\GDOÕGÕU/RJRODUÕQH\HEHQ]L\RU", Hangi renkler ve. úHNLOOHU NXOODQÕOPÕú", <DOQÕ]FD NHOLPH LúDUHWL PL NXOODQÕ\RUODU", øVimleri ne?,. 7DQÕPOD\ÕFÕ ya da koQXPODQGÕUPD HWLNHWL oL]JLVL PL \RNVD KHU LNLVLQL GH PL NXOODQÕ\RUODU", (÷HU |\OH\VH RQODU QHlerdir?, 1HOHU \DSWÕNODUÕQÕ ZHE VLWHOHULQGH YH EURúUOHUGHQDVÕOWDQÕPOÕ\RUODU", NeDoÕGDQEHQ]HUVL]OHU"1HDoÕGDQD\QÕODU".gUQH÷LQ. ELUoRN UDNLELQ NXOODQGÕ÷Õ EHlli görsel uygulamalar olabilir: KHOLPH LúDUHWL RODUDN PDYL rengi kullanmak gibi. Bu, nelerdeQ VDNÕQÕOPDVÕ JHUHNWL÷LQL J|VWHUHQ ELU X\DUÕ ED\UD÷Õ. olaUDN KL]PHW HGHU 6ÕUD J|UVHO NLPOLN \DUDWPD\D JHOGL÷L ]DPDQ WLSRJUDILN LúOHQLúH HN. olarak,ELUORJRLOHELUOLNWHNÕUPÕ]ÕJLELGL÷HUEDVNÕQELUUHQJLVHoLQ'L÷HUOHULJLELPDYL. keliPH LúDUHWLQL HGLQmek, WRSOX NLPOL÷LQ WDGÕQÕ oÕNDUDFD÷Õ IDUNOÕOÕN RUDQÕQÕ D]DOWÕU %LU EDúND WDUDIWD LVH \D\JÕQ GLO X\JXODPDODUÕQÕ EHOLUOHPHN KDQJL V|]FNOHULQ VDQD\L\L. NDSODGÕ÷ÕQÕ YH NDEXO HGLOHQ IDUNOÕ PHVDMODUÕ ROXúWXUPDQÕQ QH NRQXPGD GH÷HUOL oldu÷XQX ELOPHN DoÕVÕQGDQ ELU KD\OL \DUDUOÕGÕU (Perry ve Wisnom, 2004: 35-35). Bu. ED÷ODPGD DFÕPDVÕ] UHNDEHWOHULQ G|QG÷ SL\DVDGD UHNDEHW WRSODP FLUR VDWÕú IL\DW pazarlama hatta pazardan önce kurumun kendi resmini çektirirken ne kadar fotojenik ROXSROPDGÕ÷ÕQRNWDVÕQGDEDúOÕyor.. %XED÷ODPGDNXUXPVDONLPOL÷LQKDULFLHWNLOHULGHGR÷UXGDQHWNLOHULNDGDU|QHP. WDúÕPDNWDGÕU.XUXPNLPOL÷LQLQKDULFLHWNLVL*XWMDKUYH.HOOHUWDUDIÕQGDQDúD÷ÕGDNLúHNLO. \DUGÕPÕ\OD RUWD\D NRQXOPXúWXU %XQD J|UH NXUXP NLPOL÷LQLQ KDULFL HWNLVL o NROD. ayrÕOPDNWDGÕU D
(39) hUQOHULQ YH KL]PHW IDDOL\HWOHULQLQ VDWÕúÕ \DQL NXUXPXQ NDU DPDoODUÕQÕQ JHUoHNOHúWLULOPHVL E
(40) .XUXOXúXQ LOJLOHULQLQ VRV\DO DODQGD VDYXQXOPDVÕ c). .XUXOXúXQ JHQHO RODUDN NDPXR\XQGD VDYXQXOPDVÕ %X ED÷ODPGD NXUXP NLPOL÷LQLQ harici diye adlanGÕUÕODELOHFHNGL÷HU\DUDUYHHWNLOHULLVHúXúHNLOGHGLU. 10.
(41) Tablo 2 .XUXP.LPOL÷LQLQ+DULFL(WNLVL .XUXP.LPOL÷L+DULFL(WNLOHUL. Ürünlerin ve hizmet. .XUXOXúLOJLOHULQLQVRV\DO. Genel kamuoyunda NXUXOXú. IDDOL\HWOHULQLQVDWÕúÕ. DODQGDVDYXQXOPDVÕ. WDQÕWÕPÕ. V Ürününün ve marka. .XUXOXúXQWRSOXPVDOVL\DVL. .XUXOXúLPDMÕQÕQ. LPDMODUÕQÕQLPDMYHL\L. HNRQRPLNLúYHUHQVRV\DO. niyet transferinin profillendirilmesi. ortak, vergi ödeyen vs. olarak sosyal çevrelerinde. profilleQGLULOPHVL.XUXOXúXQ kamuda toplumsal, ekonomik, VL\DVLRODUDNGH÷HUOHQGLULOPHVL. GH÷HUOHQGLULOPHVL. V øPDMODUÕQ|OoOPHVL. øPDMODUÕQYHGDYUDQÕúODUÕQ. øPDMODUÕQYHGDYUDQPÕúODUÕQ. ürünlerin ve hizmet. ölçülmesi, sosyal etkilerin gözlemlenmesi (ÖUQLúEDúYXUXODUÕ
(42) . ölçülmesi, sosyal etkilerin gözlemlenmesi. IDDOL\HWOHULQDNVHSWDQVÕ WNHWLFLGDYUDQÕúODUÕQÕQ. (ÖUQLú\HULJ|]OHPOHQPHVLYV
(43) . gözlemlenmesi (ÖUQúLND\HWOHU
(44) . V .XUXPNLPOL÷LWHGELUOHULQLQ$QODúÕOÕUOÕNLQDQGÕUÕFÕOÕN .RQXO. u olmayan etkisi.. YHPHG\DQÕQ |UQLODQODU WHPDWLNHQIRUPDV\RQODUÕQELOJOHULQQLWHOL÷L. Pr DoÕNODPDODUÕJ|UVHOKDWÕUODQDELOPHVL görünüm resmi) etiketlerinin test edilmesi. Kaynak: Okay, 1999: 80.. BLU NXUXPXQ LWLEDUÕ PDUNDVÕ R PDUND\D DLW PDUND GH÷HUL NXUXPXQ ya da. PDUNDQÕQWNHWLFLQLQDNOÕQGDNLNRQXPXYHWNHWLFLOHULQRNXUXPYHPDUNDODUDNDUúÕRODQ. WXWXP YH GDYUDQÕúODUÕ LOH LOJLOL EWQ EX VUHo WNHWLFLOHU WDUDIÕQGDQ GR÷UXGDQ kendilerinceROXúWXUXOPDNWDGÕU%WQEXVUHoWHWDQÕPODQDQWNHWLFL-marka ve tüketici-. NXUXPLOLúNLVLQGHWNHWLFLNHQGL|]JULUDGHVLLOHNHQGLNRQXPXQXEHOLUOHPHNWHdir. Bu. VUHFLQ KLo NXúNXVX] HQ |QHPOL KDONDVÕ |UJW ya da kurumun sahiS ROGX÷X NOWUQ. WNHWLFL YH\D SRWDQVL\HO KHGHI NLWOHOHUH XODúDQ L]GúPOHULGLU <DQL WDQÕWÕP YH. WXWXQGXUPD oDOÕúPDODUÕQGDQ oRN R |UJWQ JHUoHNWHQ QH ROGX÷X YH QH\L QDVÕO UHWWL÷L. temel belirleyici unsurdur. Tüketiciler, kurumlardan ve onlara ait markaODUGDQ IDUNOÕ ND\QDNODUDUDFÕOÕ÷Õ\ODIDUNOÕPHVDMODUDOÕUODUYHEXPHVDMODUÕNHQGL|÷UHQPHVUHoOHULQGH EWQOHúWLUHUHNRNXUXPYH\DPDUNDLOHLOJLOLELUE|OPHND\GHGHUOHU%XGDRPDUND. ve kuUXPD NDUúÕ R WNHWLFLQLQ NHQGL WXWXP YH GDYUDQÕúÕQÕQ ROXúPaVÕQÕ VD÷ODU %XUDGD. dikkat edilmesi gereken en önemli XQVXU \XNDUÕGDNL PHVDM JUXSODUÕQD J|UH
(45) NXUXPODUÕQ SODQOD\DUDN WNHWLFLOHUH XODúWÕUGÕ÷Õ PHVDMODUGDQ oRN, R NXUXPODUÕQ LúOH\Lú. 11.
(46) süreçleri; mal ve hizmetlerin üretim kalitesi; mal ve hizmetleri, arzulanan fiyat ve. LVWHQHQ QRNWDODUGD LVWHQHQ ]DPDQGD SD]DUD VXQDELOPH \HWHQH÷L GL÷HU NXrumlar ve. tüketiciler ile iletiúLPL VDWÕúVRQUDVÕVHUYLVYHJDUDQWLX\JXODPDODUÕ oHYUH\HYHGR÷D\D. J|VWHUGLNOHUL|QHP oDOÕúDQODUÕYHRUWDNODUÕLOHRODQLOLúki ve iletLúLPOHUL PHG\DLOLúNLOeri;. yasalara ve kurallara uymaODUÕ HWLN GH÷HUOHUH J|VWHUGLNOHUL KDVVDVL\HW YH EXQXQ JLEL. örgüWQ EWQ Lo YH GÕú DNWLYLWHOHUL R |UJWOH YH PDUNDODUÕ LOH LOJLOL LWLEDUÕ PDUND. GH÷HULQLWNHWLFLWXWXPODUÕQÕYHGROD\ÕVÕ\ODdavrDQÕúODUÕQÕúHNLOOHQGLUPHNWHGLU (Bozkurt,. 2006: 46) %X oHUoHYHGH NXUXPGDQ GÕúDUÕ\D KDWWD NXUXP içine dahi gönderilecek her. WUO LOHWL NXUXP NLPOL÷LQL HWNLOH\HELOPHNWHGLU %X ED÷ODPGD DUWÕN NXUXP NLPOL÷LQLQ. |QHPLQH YDUPÕú PDUND ROPDQÕQ |]Q NDYUDPÕú WP NXUXPODU oDOÕúDQODUÕQÕ GDKL PúWHULJ|]QGHJ|UPHDQOD\ÕúÕ\ODKDUHNHWHWPHNWHGLUOHU 1.2. Kurumsal Kimlik OOXúWXUPD SDIKDODUÕ. Alycia Perry ve David :LVQRP 0DUNDQÕQ '1$¶VÕ NLWDEÕQGD, kLPOLN ROXúWXUPD. safhDODUÕQÕ .RQXPODQGÕUPD VWUDWHMLVL 6|]O *|UVHO YH 0DUND .LPOL÷L (Alycia ve. Wisnom, 2004: 154-155) úHNLOGH NDWHJRULOHUH D\ÕUPÕúWÕU %XQXQ \DQÕQGD |]QGH D\QÕ olmakla birlikte, IDUNOÕ EDúOÕNODU DOWÕQGD LUGHOHQHELOHFHN EX NRQXGD, oDOÕúPDQÕQ EX. NÕVPÕQÕQoHUçevesi,EXEDúOÕNODUHWUDIÕQGDLUGHOHQHFHNWLU 1.2.1. KRQXPODQGÕUPD. hUQ)L\DWøVLP6DWÕODFDN0DO7NHWLP<DSÕVÕQD8\JXQOXN0D÷D]D6DWÕúYH. <HUOHúLP<HUL0LPDUL<DSÕ'ÕúYHøo&HSKH0D÷D]D6DWÕFÕVÕ$OÕP6RQUDVÕøOHWLúLP .OWUHO$QDOL]XQVXUODUÕQÕQVWUDWHMLNYHSODQOÕELUúHNLOGHNRQXPODQGÕUÕOPDVÕ\ODROXúXU 1.2.1.1. ÜrünYHhUQQ%R\XWODUÕ. HHU PDUNDQÕQ |]QGH VRPXW ELU UQ YDUGÕU EX WHPHO PúWHLU LKWL\DoODUÕQÕ. NDUúÕúD\DQELUELUPHWDGÕU6XVD\DQPúWHULLoLQ EXVXGXU(NRQRPLVWOHUHJ|UHEXQODU DNÕOFÕ PúWHULOHULQ VHoLPLQH GD\DQDN RODQ VRPXW UQOHUGLU EXQXQ \DQÕQGD GQ\DQÕQ. G|UWELU\DQÕQGDLQVDQODUGH÷LúLNUQOHUHNDUúÕPDQWÕNGÕúÕELUED÷OÕOÕNROXúWXUXU%XQXQ QHGHQLLQVDQODUÕQWDUDIWXWPD\ÕVHYPHVLRODELOPHVLJLELEDúNDELUoRNQHGHQLYDUGÕU%X. QHGHQOHU UQQ |] ROGX÷X JLEL IL]LNVHO ve destekleyici birçok unsurun herhangi. ELULQGHQYHYH\DEWQQGHQROXúDELOLUOHU. 12.
(47) 1.2.1.1.1. Ürün. 0DUND LOHWLúLP VWUDWHMLOHULQL UHNODP KDONOD LOLúNLOHU IDDOL\HWOHULQLQ EDúDUÕPÕ LOH. VÕQÕUODQGÕUPDPDN JHUHNL\RU +Lo NXúNXVX] PDUNDODúPD VUHFLQLQ ROPD]VD ROmaz. VRQXoODUÕGÕUKHULNLVL GH$QFDNPDUNDQÕQ|]UQGUYHUQOHULQWNHWLFLEHNOHQWLYH JHUHNVLQLPOHULQLQ GH÷LúLN H÷LOLPOHULQH J|UH VUHNOL JHOLúWLULOPHVL JHUHNPHNWHGLU. *QP]\|QHWLPDQOD\ÕúODUÕQGDKÕ]YHULPOLOLOLNYHNDOLWHELOLQFLQLQELUOLNWHND]DQGÕ÷Õ |QHP UHNDEHWLQ GD\DWWÕ÷Õ NRúXOODUOD \DNÕQGDQ LOLúNLOL 9HULPOLOLN YH NDOLWH\L ELU DUDGD. sürdürebilecek yönetmelerLQ JHOLúWLULOPHVL ]RUXQOXOX÷X YDUGÕU 8]WX÷, 2003: 28). 9HULPOLOLN QRNWDVÕQGD PDUNDQÕQ |] RODQ UQ VR\XW YH IL]LNVHO ELUoRN ELOHúHQL bünyesinde bulunduran ve buELOHúHQOHULQWRSODPÕQGDQROXúDQELUXQVXUGXU. hUQ NDYUDPÕ JHOHQHNVHO RODUDN GDKD oRN VRPXW |]HOOLNOHU ]HULQGH. \R÷XQODúPDNWDGÕU *QP]GH LVH WNHWLFLOHULQ ELU UQ VDWÕQ DOGÕNODUÕQGD UQQ. somut (fiziksel) özelliklerinGHQ GDKD ID]OD úH\L VDWÕQ DOGÕNODUÕ V|\OHQHELOPHNWHGLU. "TüketiFLOHU UQ VDWÕQ DOPD]ODU VDWÕQ DOGÕNODUÕ úH\ UQQ VD÷OD\DFD÷Õ ID\GDODUGÕU. GúQFHVL EXJQN UQ DQOD\ÕúÕQÕ DoÕNoD LIDGH HWPHNWHGLU %X \]GHQ ELU UQ fiziksel bir nesneden çok daha fazla anlam içermektedir. Somut ya da fiziksel özellikler. DUDVÕQGD UQQ E\NO÷ ya GD NoNO÷ IDUNOÕ DQODPODU WDúÕPDNWDGÕU gUQH÷LQ . E\N GHWHUMDQ NXWXODUÕ ya GD PHúUXEDW úLúHOHUL HNRQRPLN ROPD PHVDMÕQÕ YHUPHNWHGLU 'L÷HUWDUDIWan renklerin de de÷LúLNDQODPODUÕYDUGÕU%H\D] WHPL]OLNVD÷OÕk ve bekareti. DQODWPDNWDGÕU 'HWHUMDQ ILUPDODUÕ EX \]GHQ EH\D] D÷ÕUOÕNOÕ UQ UHQNOHULQH GDha çok. \HU YHUPHNWHGLUOHU øúOHYVHO UQ |]HOOLNOHUL WNHWLFLOHULQ VDWÕQ DOPD NDUDUODUÕQda ve. WHNUDUVDWÕQDOPDODUÕnGD|QHPOLELUUROR\QDPDNWDGÕU (Bozkurt, 2006: 289). Fiziksel ve. VR\XW ELUoRN GH÷LúNHQL EQ\HVLQGH EXOXQGXUDQ rünün, LQVDQODUÕQ KD\DWÕQGD |QHPL. úDKÕVWDQ úDKÕVD GH÷LúHELOPHNWHGLU +HUNHVLQ KD\DWÕQGD RODQ ROPDVÕ JHUHNHQ ya da. ROPDVÕQÕ LVWHGL÷L úH\OHULQ ELU |QHP VÕUDVÕ YDUGÕU %X GD \LQH NLúLQLQ SVLNRORMLN durumuna, yaúÕQDNOWUYHHNRQRPLNG]H\LQHJ|UHGH÷LúPHNWHGLUgUQH÷LQ \DúOÕELU ED\DQLoLQPRGDJL\LPSHN|QHPOLGH÷LONHQEXELUJHQoNÕ]LoLQE|\OHGH÷LOGLU VWHOLN bazen daha da ileri de bir bo\XWWDGÕU *QP]GH JHQo NÕ] 0DUND JL\LQPHN. istemektedir. Genç erkHN GH dQN VDWÕQ DOGÕ÷Õ JL\LQGL÷L NÕ\DIHW LOH R PDUNDQÕQ. UHNODPODUÕQGD VXQGX÷X KD\DW ELoLPLQL GH VDWÕQ DOPDNWD YH EXQXQ EHGHOLQL VHYH VHYH. ödemektedir. øQVDQODUÕQVDWÕQDOPDH÷LOLPOHULoHúLWOL\DúDPúDUWODUÕYHEXOXQGXNODUÕUXK. alemi içinde, sabaha-DNúDPD JHceye-JQG]H D\ EDúÕQD-ay sonuna, yaza-NÕúD. \DúÕOÕ÷D-JHQoOL÷H PXWOXOX÷D-PXWVX]OX÷D J|UH GH÷LúHELOPHNWHGLU +DWWD NLúLOHULQ EX. 13.
(48) H÷LOLPOHUL ELU UQ VHoHUNHQ GH GH÷LúHELOPHNWH oR÷XQOXNOD NHQGL WHUFLK HWWLNOHUL ELU. PDUND\Õ. EDúNDVÕQD. KHGL\H. DOÕUNHQ. WHUFLK. HWPHPHNWH. EDúND. markalara. yönelebilmektedirler (Ak, 1998: 146). hUQQ JHQHO KDWODUÕ\OD IL]LNVHO YH DQODPVDO EX. ER\XWODUÕQÕ \DQÕQGD UQH SD]DUODPD LOHWLúLPL DoÕVÕQGDQ EDNWÕ÷ÕPÕ]GD ise; toplam ürün. WRWDO SURGXFW
Benzer Belgeler
Bu kelimelerin birer terim olarak izahının yapıldığı eserlerden Korkmaz’ın çalışmasında “eski” terimi için, “(Alm. archaic) eskiye ait, eski devirden kalma
In the case of Slovenia the results of the study show the importance of well planned and efficiently executed country branding process for overall strength of the brand, importance
yüzyıl ortalarında İdil-Ural bölgesinde artık kendi dillerinde bir gazete çıkarma ihtiyacı aydınlar arasında güçlü bir istek ve vazife hâline gelmiş; ama, Rus hükûmeti
Bununla birlikte örgütsel çift yönlülüğün -yani hem geliştirici hem de keşifsel yeteneğin- dönüşümsel liderliğin bir diğer boyutu olan entelektüel uyarım ile
As a matter of fact, Hussein et al., (2018) state that the hotel image positively affects the perceived quality and indirectly plays an important role in creating brand loyalty
Bu araştırmanın amacı; otel işletmelerinde “Tüketici Temelli Marka Denkliği” sonuçlarını belirlemek, marka denkliği ve marka bağlılığı arasındaki
Similarly, in the Study of Osteoporotic Fractures, the most comprehensive study of risk factors in American population including 9.516 women 65 years of age and older,
Diyabetli Hastalarda Şişmanlığın Görülme Sıklığı ve Şişmanlığın Beslenme Alışkanlıkları ile İlişkisi
Araştırmadan elde edilen bulgular diyabetli hastalarda şişman lık oranının fazla görüldüğünü genellikle şişman hastaların diyet uy gulamadıklarını,
