{"id":205,"date":"2019-05-06T03:08:02","date_gmt":"2019-05-06T00:08:02","guid":{"rendered":"https:\/\/www.arimigdis.com\/?p=205"},"modified":"2020-11-29T13:50:39","modified_gmt":"2020-11-29T10:50:39","slug":"3-2-1-pazarlama","status":"publish","type":"post","link":"https:\/\/www.arimigdis.com\/en\/2019\/05\/06\/3-2-1-pazarlama\/","title":{"rendered":"3 2 1 Marketing"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><a rel=\"noreferrer noopener\" aria-label=\"End\u00fcstri 4.0, toplum 5.0'dan (yeni sekmede a\u00e7\u0131l\u0131r)\" href=\"https:\/\/www.arimigdis.com\/en\/2019\/03\/25\/yazilim-canavari\/\" target=\"_blank\">End\u00fcstri 4.0, toplum 5.0&#8217;dan<\/a> bahsederken bir de pazarlama 4.0&#8217;dan da bahsetmenin do\u011fru olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fcm. Peki pazarlama 1.0, 2.0, 3.0 nelerdi ki, pazarlama 4.0&#8217;a gelebildik. K\u0131saca bahsetmek gerekirse 1.0 \u00fcr\u00fcn merkezli, 2.0 t\u00fcketici merkezli, 3.0 insan merkezli pazarlamay\u0131 temsilen olu\u015fturulmu\u015f sekt\u00f6r aral\u0131klar\u0131d\u0131r. Pazarlama 4.0 ise 3.0&#8217;a benzer fakat insan taraf\u0131nda daha derin bir h\u00e2l alm\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0130nternet bir\u00e7ok de\u011fi\u015fime sebep oldu\u011fu gibi pazarlama d\u00fcnyas\u0131nda da b\u00fcy\u00fck de\u011fi\u015fimler olmas\u0131na sebep oldu. \u0130nternetle gelen bilgi payla\u015f\u0131m h\u0131z\u0131 m\u00fc\u015fterilerin &#8211; t\u00fcketicilerin &#8211; \u015firketler hakk\u0131nda daha ger\u00e7ek bilgilere ula\u015fmas\u0131n\u0131 sa\u011flad\u0131. Bu ger\u00e7ek bilgiler en \u00e7ok da di\u011fer m\u00fc\u015fterilerin ayn\u0131 \u015firket veya \u00fcr\u00fcn hakk\u0131nda yapt\u0131\u011f\u0131 yorumlar oldu. Bu yorumlar bug\u00fcne kadar reklamlar yoluyla uzun u\u011fra\u015flar sonucunda elde edilen etkiden \u00e7ok daha b\u00fcy\u00fck bir etkiyi m\u00fc\u015fteri \u00fczerinde b\u0131rakmaya ba\u015flad\u0131. Bu yorumlar\u0131n etkisi artt\u0131k\u00e7a geleneksel reklamlar\u0131n etkisinin d\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc \u015firketlerin hissetmesi \u00e7ok da uzun s\u00fcrmedi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eski d\u00f6nemlerde kendilerine pazar bulamayan spesifik sorunlara \u00e7\u00f6z\u00fcmler \u00fcreten k\u00fc\u00e7\u00fck firmalar i\u00e7inde \u015fans internet ile birlikte do\u011fmu\u015f oldu. Bu \u015firketler birbirlerine esin kayna\u011f\u0131 olarak d\u00fcnyan\u0131n farkl\u0131 yerlerinde olu\u015fmaya ba\u015flad\u0131. Her biri kuruldu\u011fu \u00fclkelerdeki yerel farkl\u0131l\u0131klardan kaynaklanan problemlere \u00e7\u00f6z\u00fcm getirerek kendi yollar\u0131n\u0131 \u00e7izmeye ba\u015flad\u0131lar. Bu k\u00fc\u00e7\u00fck \u015firketler m\u00fc\u015fterileriyle daha samimi ba\u011flar yaratarak sat\u0131\u015flar\u0131n\u0131 artt\u0131r\u0131rken, b\u00fcy\u00fck \u015firketlerin de bir ad\u0131m atmas\u0131 gerekiyordu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00fcy\u00fck \u015firketler, bu k\u00fc\u00e7\u00fck yerel \u015firketlerin inovatif \u00e7\u00f6z\u00fcmlerine ayak uydurabilmek i\u00e7in her ne kadar \u015firket i\u00e7i AR-GE \u00e7al\u0131\u015fmalar\u0131 yapsalar da hi\u00e7bir zaman onlar\u0131n pratikli\u011fine &#8211; kurumsal yap\u0131lar\u0131 sebebiyle &#8211; ula\u015famayacaklar\u0131n\u0131 anlam\u0131\u015flard\u0131. B\u00f6ylece ilk de\u011fi\u015fim ya\u015fan\u0131yordu, art\u0131k d\u0131\u015flay\u0131c\u0131 de\u011fil kapsay\u0131c\u0131 politikalar izleyeceklerdi. Bu k\u00fc\u00e7\u00fck \u015firketleri kendi yap\u0131lar\u0131na katarak veya onlara gerekli deste\u011fi sa\u011flay\u0131p onlar\u0131 pazara dahil ederek kazan\u00e7 sa\u011flayacaklard\u0131.<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\">kapsay\u0131c\u0131 &gt; d\u0131\u015flay\u0131c\u0131<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu pazar yap\u0131s\u0131yla birlikte hi\u00e7bir \u015firketin di\u011ferini ezici \u00fcst\u00fcnl\u00fckle bast\u0131ramayaca\u011f\u0131 da ortaya \u00e7\u0131k\u0131yordu. \u00c7\u00fcnk\u00fc bu k\u00fc\u00e7\u00fck \u015firketler m\u00fc\u015fterilerine sadece bir hedef olarak bakm\u0131yorlard\u0131, onlara t\u0131pk\u0131 <a rel=\"noreferrer noopener\" aria-label=\"\u00f6nceki yaz\u0131mda (yeni sekmede a\u00e7\u0131l\u0131r)\" href=\"https:\/\/www.arimigdis.com\/en\/2019\/03\/10\/icini-senlendiren-nedir-bolum-1\/\" target=\"_blank\">\u00f6nceki yaz\u0131mda<\/a> bahsetti\u011fim gibi bir hik\u00e2ye anlat\u0131yorlard\u0131. \u015eirketin ger\u00e7ek de\u011ferini ortaya koyan, m\u00fc\u015fteriyi de i\u00e7ine alan &#8220;kapsay\u0131c\u0131&#8221; bir hik\u00e2ye. Bu k\u00fc\u00e7\u00fck \u015firketler zamanla birbirlerine de destek olarak sekt\u00f6rel birle\u015fmeler olu\u015fturdular. Bu birle\u015fmeler sekt\u00f6rde yatay geli\u015fmeyi ba\u015flatt\u0131, art\u0131k bir \u015firket sadece bir alanda de\u011fil bir\u00e7ok alanda, birka\u00e7 farkl\u0131 \u015firket ile birle\u015ferek de i\u015f yapabiliyordu. Bu \u015firketlerin kazan\u00e7lar\u0131n\u0131 artt\u0131rmalar\u0131 a\u00e7\u0131s\u0131ndan her ne kadar avantajl\u0131 g\u00f6r\u00fcnse de \u015firketlerin rakiplerini tan\u0131malar\u0131n\u0131 zorla\u015ft\u0131rarak pazara yeni bir boyut da kazand\u0131rm\u0131\u015f oldu.<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\">yatay &gt; dikey<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ba\u015far\u0131ya ula\u015fan \u015firketler m\u00fc\u015fterilerine art\u0131k ger\u00e7ek y\u00fczlerini g\u00f6stermenin ve bunun yan\u0131nda hik\u00e2yelerini anlatman\u0131n m\u00fc\u015fteri \u00fczerinde nas\u0131l pozitif bir etki yaratt\u0131\u011f\u0131n\u0131 biliyorlar. Fakat tabi sadece hik\u00e2ye anlatarak da \u015firketin s\u00fcrd\u00fcr\u00fclebilirli\u011fini sa\u011flamak m\u00fcmk\u00fcn de\u011fil \u00e7\u00fcnk\u00fc yaz\u0131m\u0131n ba\u015f\u0131nda da bahsetti\u011fim gibi m\u00fc\u015fteriler yorumlar\u0131 \u00f6nemsiyorlar. Yani bireysel olarak yapt\u0131klar\u0131 al\u0131\u015fveri\u015fleri bile asl\u0131nda sosyal olarak sadece fiyat etiketine bakarak de\u011fil bahsetti\u011fim di\u011fer t\u00fcm etkenleri de bilin\u00e7li veya bilin\u00e7siz olarak g\u00f6z \u00f6n\u00fcne alarak yap\u0131yorlar. Pazarlama sekt\u00f6r\u00fcndeki bu de\u011fi\u015fimleri g\u00f6r\u00fcnce gelecekte pazarlaman\u0131n nas\u0131l bir y\u00f6ne gidece\u011fini merak ediyorum, hep birlikte g\u00f6rece\u011fiz.<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\">sosyal &gt; bireysel<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">Kaynak: Pazarlama 4.0 &#8211; Philip Kotler, Hermawan Kartajaya, Iwan Setiawan<\/p>","protected":false},"excerpt":{"rendered":"<p>End\u00fcstri 4.0, toplum 5.0&#8217;dan bahsederken bir de pazarlama 4.0&#8217;dan da bahsetmenin do\u011fru olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fcm. Peki pazarlama 1.0, 2.0, 3.0 nelerdi ki, pazarlama 4.0&#8217;a gelebildik. K\u0131saca bahsetmek gerekirse 1.0 \u00fcr\u00fcn merkezli, 2.0 t\u00fcketici merkezli, 3.0 insan merkezli pazarlamay\u0131 temsilen olu\u015fturulmu\u015f sekt\u00f6r aral\u0131klar\u0131d\u0131r. Pazarlama 4.0 ise 3.0&#8217;a benzer fakat insan taraf\u0131nda daha derin bir h\u00e2l alm\u0131\u015ft\u0131r. \u0130nternet [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":208,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,44],"tags":[13],"class_list":["post-205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-teknoloji","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 2 1 Pazarlama | Ari&#039;Blog<\/title>\n<meta name=\"description\" content=\"End\u00fcstri 4.0, toplum 5.0&#039;dan bahsederken bir de pazarlama 4.0&#039;dan da bahsetmenin do\u011fru olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fcm. 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