Elektronik pazarlama yöntemlerinin incelenmesi : Düzce tüketicisi üzerine bir araştırma

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(27) ELECTRONIC MARKETING METHODS: A CONSUMER RESEARCH IN DUZCE SUMMARY. Key Words: Electronic marketing, customer satisfaction, online shopping, corporate web sites. Marketing is ages old. However, in this day and age with the improvements in information technologies marketing concept has changed drastically. Marketing today has new rules and requires building new strategies. Business professionals know this and in addition to promote their product generally, they make customized efforts to ensure the success of their operations. But they cannot market a product to each customer. So, to be able to do this they have to determine the customers whom will add the most value to their business. Then, they have to proceed to make efforts to win those customers over, know them, gather necessary data about them, retain them and most importantly add value to them in return. They have to remember the best advertisement will be made by a satisfied customer. It would be deadly to try to use the old methods for firms in the information age. In Turkey it is a legal obligation to build a web site for a corporation but building a web site is not enough on its own. In this study, the importance of being able to use the internet and the ways to do effective marketing online is mentioned. Then a FRQVXPHUUHVHDUFKWKDWKDVEHHQGRQHLQ']FHis explained. Based on this research, conclusions on sectors which consumers do electronic shopping the most, most ZLGHO\ XVHG LQWHUQHW VLWHV FRQVXPHU¶V EHKDYLRU RQ XVLQJ HOHFWURQLF FRPPHUFH KDV been made.. xiii.

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(38) 10. %LUoRNLúOHWPHEQ\HVLQGHPDOYHKL]PHWLLoLoHEDUÕQGÕUPDNWDGÕUgUQH÷LQELUIDVWIRRGUHVWRUDQÕQDJLGHQWNHWLFLKHPUQKHPGHKL]PHWVDWÕQDOÕU [8]. Etkinlikler; 8OXVODUDUDVÕ Vpor aktiviteleri, konserler, festivaller VHUJLOHU IXDUODU YE«. HWNLQOLNOHUWNHWLFLOHUHUHNODPYHWDQÕWÕPNDPSDQ\DODUÕLOHSD]DUODQPDNWDGÕU. Deneyimler; BLUNDo UQ YH VHUYLV ELUOHúWirilerek deneyimler ROXúWXUXODELOPHNWH YH. pazarlanabilmektedir. gUQH÷LQ :DOW 'LVQH\ :RUOG¶V 0DJLF .LQJGRP¶GD periler ONHVL NRUVDQ JHPLVL KD\DOHWOL HY JLEL \HUOHU ]L\DUHW edilebilmektedir. .LúLVHOOHúWLULOPLú GHQH\LPOHULQ ELU SD]DUÕ ELOH YDUGÕU gUQH÷LQ emekli oyuncularla EDVHEDOO R\QD\DELOHFH÷LQL] EDVHEDOO NDPSÕ GDNLNDOÕ÷ÕQD &KLFDJR VHQIRQL RUNHVWUDVÕQÕ\|QHWPHúDQVÕJLEL« [8]. <ŝƔŝůĞƌ; ùDUNÕFÕODU ILOP \ÕOGÕ]ODUÕ VDQDWNkUODU YE PHQDMHUOHUL \DUGÕPÕ\OD NHQGLOHULQL. pazarlarlar. Yerler; ùHKLUOHULQ ONHOHULYEHNRQRPLQLQJHOLúWLULOPHVLDPDFÕ\ODWXULVWOHULVDQD\L\L. NRQVHUIXDUJLELoHúLWOLDNWLYLWHOHULkendine oHNPH\HoDOÕúPDVÕGÕU Organizasyonlar; +HU úLUNHW EHOOL ELU DPDFD VDKLS ROPDN LoLQ oDEDODU YH VDGHFH. UQOHULQL GH÷LO NHQGLVLQL GH SD]DUODU %|\OHFH WNHWLFLQLQ J|]QGH ³GUVW´ ³oDOÕúNDQ´ ³GDNLN´ ³KHVDSOÕ´ ³VRV\DO VRUXPOXOX÷XQXQ ELOLQFLQGH´ YE« SR]LWLI ELU L]OHQLPJHOLúWLUHUHNWHUFLKHGLOPH\LDPDoODUODU Bilgi; BLOJL ELUUQRODUDNUHWLOHELOLUYHSD]DUODQDELOLU2NXOODUÕQ YHQLYHUVitelerin. DLOHOHUH ELU EHGHO NDUúÕOÕ÷ÕQGD UHWWL÷L YH XODúWÕUGÕ÷Õ úH\ ELOJLGLU %LOLPVHO GHUJLOHU DQVLNORSHGLOHUYHNXUJXVDOROPD\DQNLWDSODUÕQE\NoR÷XQOX÷XELOJLSD]DUODU Fikirler; HHUSD]DUEDVLWELUILNLUOHEDúODUhUQOHUYHVHUYLVOHELUILNLUYH ID\GD\ÕEL]H. XODúWÕUDQSODWIRUPODUGÕU [8]..

(39) 11. 1.5. 0úWHUL'H÷HUL9H7DWPLQL )DDOL\HWDODQÕKDQJLVHNW|UROXUVDROVXQWPLúletme WUOHULLOLúNLLoHULVLQGHROGXNODUÕ PúWHULOHULQLQ PHPQXQ HGLOPHVL QRNWDVÕQGD ROGXNoD E\N oDED LoHULVLQGHGLUOHU g]HOOLNOH ELUH\OHULQ H÷LWLP G]H\OHULQLQ JLGHUHN DUWPDVÕ JHOLúHQ WHNQRORML YH EXQD ED÷OÕ RODUDNLOHWLúLPRODQDNODUÕPúWHULNRUXPDKDUHNHWOHULQLQ\R÷XQOXNND]DQPDVÕ WU QH ROXUVD ROVXQ iúOHWPHOHULQ PúWHUL PHPQXQL\HWLQH G|QN oDOÕúPDODUÕ |QHPVHPHOHULQGH HWNLOL RODQ IDNW|UOHU RODUDN GLNNDW oHNPHNWHGLU %XQXQOD ELUOLNWH NDOLWH NDYUDPÕQGDNL \HQL JHOLúPHOHU WNHWLFLOHULQ ELOLQoOHQPHVL YH EX GR÷UXOWXGD WNHWLFL OHKLQH JHOLúHQ ELUoRN IDNW|U PúWHUL PHPQXQL\HWLQH YHULOHQ |QHPLQ sebeplerinden VD\ÕODELOLU. TDWPLQ WNHWLFLOHULQ VDWÕQ DOGÕNODUÕ PDO \D GD KL]PHWLQ EHNOHQWLOHULNDUúÕODPDVÕLOHLOJLOLGLU [15]. $UWÕNPúWHULOHULQ GH÷HU RGDNOÕKDUHNHW HWWLNOHUL EX \]GHQVHUYLV srecinin kalitesi YHVRQXoODUÕQDUQKL]PHWLoLQ|GHGLNOHULIL\DWYHHULúLP maliyetlerinden daha fazla |QHP YHUGLNOHUL ELOLQPHNWHGLU. 0úWHULQLQ DOJÕODGÕ÷Õ GH÷HU IL]LNVHO PDOL YH\D bedensel RODUDNIHGDHWWLNOHULLOHKL]PHWVRQXFXHOGHHWWL÷LID\GDODUDUDVÕQGDNLSR]LWLI IDUNWÕU )LUPDQÕQ PúWHULOHULQH VWQ nitelikli GH÷HU \DUDWDELOPHVL WP GH÷HU zincirinin sadece EXJQ ROGX÷XJLELGH÷LO ]DPDQLoLQGHNLJHOLúLPLQLNDSVD\DFDNELU úHNLOGH DQODúÕOPDVÕQD ED÷OÕGÕU. <DSÕODQ DUDúWÕUPDODU DOJÕODQDQ GH÷HULQ PúWHUL WDWPLQLQ GR÷UXGDQ HWNLOHGL÷LQL YH WDWPLQLQ HQ |QHPOL EHOLUOH\LFLVL ROGX÷XQX J|VWHUPHNWHGLU[16]. $UDúWÕUPDODU VRQXFXQGD WDWPLQ ROPDPÕú PúWHULOHULQ ¶Õ Lúletmeyle iliúkisini kesmekte. bir. dahaNL VHIHUH KL]PHWL D\QÕ Lúletmeden. DOPDPDNWDGÕU.. Bu. PHPQXQL\HWVL]OL÷LQL HQ D] NLúL\OH SD\ODúPDNWDGÕU. Memnuniyetsizlik duyan PúWHULOHULQ¶QQEXGXUXPXNLúL\HDNWDUGÕ÷ÕRUWD\DoÕNPÕúWÕU [15]. hUQ DOWHUQDWLIL DUWÕN R NDGDU oRNWXU NL PúWHULOHU LVWHNOHULQL IDUNOÕ DOWHUQDWLIOHUOH NDUúÕOD\DELOPHNWHGLUOHU (÷HU SD]DUODPDFÕ PúWHULQLQ NHQGLVLQL VHoPHVLQL LVWL\RUVD IDUNOÕODúPDN YH WHUFLK HGLOPHN LoLQ GH÷LúLN \ROODUD EDúYXUPDOÕGÕU 0úWHUL PHPQXQL\HWLGHEXQXVD÷ODPDQÕQHQ|QHPOL\ROODUÕQGDQELULGLUYHSD]DUODPDGDNLOLW.

(40) 12. URO R\QDU 0úWHUL\L HOGH WXWPDQÕQ PDOL\HWLQLQ \HQL PúWHUL ND]DQPD PDOL\HWLQGHQ GDKDGúNROGX÷XXQXWXOPDPDOÕGÕU 1.6. +L]PHW(GLOHFHN0úWHULOHULQ6HoLPL ùLUNHW|QFHKL]PHWHGHFH÷LPúWHULOHULVHoPHOLGLU%XQXSD]DUÕPúWHUL E|OPOHULQH D\ÕUDUDN (pazar segmantasyonu) ve hangi E|OPOHUL KHGHIOH\HFH÷LQL (hedef SD]DUODPD

(41) VHoHUHN \DSPDNWDGÕUODU %D]ÕODUÕ SD]DUODPDQÕQ PPNQ ROGX÷XQFD oRN PúWHUL EXOXS WDOHEL DUWWÕUPDN ROGX÷XQX GúQPHNWH DQFDN ELU úLUNHW KHU PúWHUL\H KHU úHNLOGH KL]PHW YHUHPHPHNWHGLU (÷HU EXQX GHQHUVH KLoELU PúWHUL\H L\L KL]PHW veremez %X \]GHQ úLUNHWOHU NDUOÕ YH L\L ELU úHNLOGH KL]PHW YHUHEilecekleri PúWHULOHULVHoPHNWedirler. ùLUNHWD\UÕFDKHGHIPúWHULOHUHQDVÕOKL]PHWYHUHFH÷LQHGH NDUDU YHUPHOLGLU 3D]DUGD NHQGLQL QDVÕO IDUNOÕODúWÕUDFDN YH NRQXPODQGÕUDFDN NDUDU vermelidir [7].. 1.7. Pazar øú GQ\DVÕ YH SD]DUÕQ GH÷LúPH QHGHQOHUL dH÷LúHQ WHNQRORML kUHVHOOHúPH GHUHJODV\RQ |]HOOHúWLUPH PúWHULOHULQ JoOHQPHVL NLúLVHOOHúWLUPH UHNDEHWLQ DUWPDVÕ HQGVWUL \DNÕQVDPDVÕ SHUDNHQGHFL G|QúP DUDFÕODUGÕU [8]. Pazarlama SD]DUÕ\|QHWPH\LGHNDSVDPDNWDGÕU3D]DUODPDFÕODUÕQSD]DUÕoRNL\LDQlayabilmek ve SD]DU KDNNÕQGD Lo J|U ND]DQDUDN UQOHUL SD]DUOD\DELOPHN LoLQ VWUDWHMLN SODQODU JHOLúWLULOPHVLYHX\JXODQPDVÕJHUHNPHNWHGLU7HPHOGHSD]DUODPDVWUDWHMLOHULoJUXEX LoLQH DOÕU %XQODU úLUNHW PúWHUL YH UDNLSOHUGLU 9HULPOL VWUDWHMLOHU JHOLúWLULOHELOPHVL LoLQ úLUNHWLQ DQODúÕOÕU YH DoÕN ELU SD]DU WDQÕPÕ \DSPDVÕ úLUNHWLQ JoO \|QOHUL LOH SD]DUÕQLKWL\DoODUÕDUDVÕQGDSDUDOHOOLNYHUDNLSOHUGHQGDKDL\LSHUIRUPDQVJ|VWHUPHGLU [17]. ùHNLO¶WH modern bir pazarlama sisteminin ana HOHPDQODUÕ SD\ODúÕOPÕúWÕU.

(42) 13. ùHNLO1.5. 0RGHUQELUSD]DUODPDVLVWHPLQLQHOHPDQODUÕ [7]. 1RUPDOGHSD]DUODPDUDNLSOHUOH\DUÕúDUDNWNHWLFLSD]DUÕQDKL]PHWHWPHNWLUùLUNHWYH RQXQ UDNLSOHUL WHNOLIOHULQL GLUHNW \D GD DUDFÕODU VD\HVLQGH WNHWLFLOHUH VXQDrlar. Sistemdeki. herkes. demografi,. ekonomi,. fiziksel,. teknoloji,. politik/yasal,. VRV\DONOWUHOJLELoHYUHVHOIDNW|UOHUGHQHWNLOHQLUOHU [8]. 6LVWHPGHNL KHUNHV ELU VRQUDNL DúDPD\D GH÷HU NDWDU 2NODU ROXúWXUXOPDVÕ YH JHOLúWLULOPHVLJHUHNHQLOLúNLOHULJ|VWHULU<DQLELUúLUNHWLQNDUOÕLOLúNLOHUJHOLúWLUPHGHNL EDúDUÕVÕ VDGHFH NHQGL EDúDUÕVÕQD GH÷LO VLVWHPLQ WNHWLFLOHUH QH NDGar iyi hizmet HWWL÷LQHED÷OÕGÕU [8]. 1.7.1. 3D]DUoHúLWOHUL 3D]DUoHúLWOHULú|\OHGLU a. dƺŬĞƚŝĐŝǇĞ ǇƂŶĞůŝŬ ƉĂǌĂƌůĂƌ úLUNHWOHULQ NLWOHVHO UQOHULQL WNHWLFLOHUH VDWWÕ÷Õ SD]DUODUGÕU b. 7Ɣ ĚƺŶǇĂƐŦŶĂ ǇƂŶĞůŝŬ ƉĂǌĂƌůĂƌ úLUNHWOHULQ UDNLS WHNOLIOHUL GH GH÷HUOHQGLUPHGH GHQH\LPOLYHL\LH÷LWLPOLSURIHV\RQHOOHUHLúOHUL\OHDODNDOÕVHUYLVYHUQOHULQ VDWÕúÕQÕ\DSWÕ÷ÕSD]DUODUGÕU c. <ƺƌĞƐĞůƉĂǌĂƌůĂƌúLUNHWOHULQVHUYLVYHUQOHULQLNUHVHOSD]DUODUGDVDWPDVÕGÕU d. <Ăƌ ĂŵĂĐŦ ŐƺƚŵĞǇĞŶ ǀĞ ĚĞǀůĞƚ ƉĂǌĂƌůĂƌŦ úLUNHWOHULQ UQOHULQL NDU DPDFÕ JWPH\HQúLUNHWOHUHYH\DGHYOHWHVDWPDVÕGÕU[8]..

(43) 14. 1.7.2. 'H÷LúHQpazar dinamikleri hUQYHLQVDQKDUHNHWOHULQLGQ\D|OoH÷LQGHJLWWLNoHDUWDQ|OoGHVÕQÕUVÕ]KDOHJHWLUHQ NUHVHOOHúPH ROJXVX\OD ELUOLNWH SD]DUÕQ \DSÕVÕQGD GD ELoLP YH LoHULN \|QQGHQ ROGXNoD|QHPOLGH÷LúLPOHU\DúDQPÕúWÕU*QGHOLNKD\DWWDNXOODQÕODQ mal ve hizmetler LQFHOHQGL÷LQGH yenilen SLULQo LoLOHQ oD\ \D da kahve, NXOODQÕODQ cep telefonu, ELOJLVD\DU YH RWRPRELOOHULQ GQ\DQÕQ oRN IDUNOÕ E|OJHOHULQGH UHWLOHQ YH \D PRQWH HGLOHQ UQOHU ROGX÷X J|UOU 7NHWLFLOHU EX UQOHUL VDGHFH \DúDGÕNODUÕ YH\D EXOXQGXNODUÕ\HUOHUGHQGH÷LOIDUNOÕ\HUOHUHJLGHUHNHGLQHELOGL÷LJLELLQWHUQHW\ROX\OD \DúDGÕNODUÕ E|OJH GÕúÕQGDQ GD VLSDULú YHUHELOPHNWHGLUOHU 'ROD\ÕVÕ\OD EXJQQ SD]DUODUÕJHoPLúWHNLQGHQIDUNOÕ\DSÕGDGÕUYHGLQDPLNOHULGH÷LúPLúWLU [2]. øQWHUQHW |QHPOL ELU úHNLOGH UHNDEHWoL HQGVWUL \DSÕVÕQÕ GH÷LúWLUHQ VDGHFe yeni SD]DUODPDLOHWLúLPDUDFÕRODUDNGH÷LOD\QÕ]DPDQGDELUEWQRODUDNSD]DUDJLUPHQLQ GH \HQL ELU \ROXGXU .oN LúOHWPHOHU LQWHUQHW VD\HVLQGH oRN GúN PDOL\HWOHUOH ulusal ve XOXVODUDUDVÕ SD]DUDXODúDELOPHNWHGLU%XGH÷LúLPSD]DUDJLULúPDOL\HWOHULni YHSD]DUÕQUHNDEHWoL\DSÕVÕQÕHWNLOHPHNWHGLU [2]. %XJQQ GH÷LúHQ SD]DUODPDFÕOÕN DQOD\ÕúÕQGD úLUNHWOHU o HN IDNW|U J|] |Qnde EXOXQGXUPDOÕGÕU a. 0úWHULYHRUWDNLOLúNLOHULROXúWXUDUDNSD]DUODPDWHNQRORMLOHULQLJHOLúWLUPHOL b. .UHVHOIÕUVDWODUGDQ\DUDUODQPDOÕ c. (WLNYHVRV\DOVRUXPOXOXNODUÕQÕELOHQELUúHNLOGHGDYUDQPDOÕGÕUODU [1]. 1.7.3. <HQLWNHWLFLLPNDQODUÕ 'LMLWDO GHYULP Lú GQ\DVÕQD YH WNHWLFLOHUH \HQL \HWHQHNOHU ND]DQGÕUPÕúWÕU 7NHWLFLOHULQ HVNLGHQ VDKLS ROPDGÕNODUÕ DQFDN úLPGL ID\GDODQGÕNODUÕ ED]Õ LPNkQODU DúD÷ÕGDJ|UOHELOLU: a. 6DWÕQ DOPD JFQGH |QHPOL GHUHFHGH DUWÕú ELOJL oD÷ÕQGD DUWÕN WNHWLFLOHU ELU UQQEWQUDNLSIL\DWODUÕELOPHNWHKDWWDUQOHUHIL\DWYHUHELOPHNWHGLUOHU b. 0HYFXWUQYHVHUYLVOHUGHoHúLWOLOLNWNHWLFLOHUQHUHGH\VHLVWHGLNOHULKHUúH\L LQWHUQHWWHQVDWÕQDODELOLUOHU.

(44) 15. c. +HU úH\ KDNNÕQGD ELOJL HGLQHELOPH LQVDQODU GLOHGLNOHUL GLOGHNL KHUKDQJL ELU gazeteyi, online ansiklopedileri YHUL WDEDQODUÕQÕ WNHWLFL GHQH\LPOHUL YE« GQ\DQÕQKHU\HULQGHQRNX\DELOLUOHU. d. 6LSDULúYHUPHYHWHVOLPDWÕNROD\OÕ÷ÕVLSDULúYHUHELOLULVWHGL÷LQL]DGUHVH WHVOLPLQLVD÷OD\DELOLUVLQL] e. hUQOHUYHVHUYLVOHUKDNNÕQGDILNLUDOÕú-YHULúLRUWDNLOJLDODQÕQDVDKLSNLúLOHULQ NRQXúWXNODUÕ VRV\DO SD\ODúÕP VLWHOHUL IRUXPODU YE VD\HVLQGH UQ KDNNÕQGD VDGHFH UQ VDWPDN LVWH\HQ LQVDQODUÕQ GH÷LO UQ GDKD |QFH NXOODQPÕú WNHWLFLOHULQYHUGL÷i bilgilere sahip olunabilir [8]..

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