{"id":21152,"date":"2024-02-28T11:24:28","date_gmt":"2024-02-28T08:24:28","guid":{"rendered":"https:\/\/www.yuksekbilgili.com\/wordpress\/?p=21152"},"modified":"2024-02-28T11:25:47","modified_gmt":"2024-02-28T08:25:47","slug":"dikkat-edilmesi-gereken-pazarlama-stratejileri","status":"publish","type":"post","link":"https:\/\/www.yuksekbilgili.com\/wordpress\/dikkat-edilmesi-gereken-pazarlama-stratejileri\/","title":{"rendered":"Kabile Pazarlamas\u0131"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"704\" height=\"324\" src=\"https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2024\/02\/tribal.jpg?resize=704%2C324&#038;ssl=1\" alt=\"\" class=\"wp-image-21153\" srcset=\"https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2024\/02\/tribal.jpg?w=704&amp;ssl=1 704w, https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2024\/02\/tribal.jpg?resize=300%2C138&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.yuksekbilgili.com\/wordpress\/wp-content\/uploads\/2024\/02\/tribal.jpg?resize=150%2C69&amp;ssl=1 150w\" sizes=\"(max-width: 704px) 100vw, 704px\" data-recalc-dims=\"1\" \/><\/figure>\n\n\n\n<p>-Dr.Zeki Y\u00dcKSEKB\u0130LG\u0130L\u0130-<\/p>\n\n\n\n<p>Pazarlamadaki en temel problem, pazarlaman\u0131n en ilkel halinden bu g\u00fcn deneyim tasarlad\u0131\u011f\u0131m\u0131z, yapay zeka kulland\u0131\u011f\u0131m\u0131z geli\u015fkin evresine do\u011fru ilerlerken, asl\u0131nda hemen hemen hi\u00e7 de\u011fi\u015fmedi; m\u00fc\u015fteriyi do\u011fru tan\u0131mlamak. Bu ba\u011flamda \u00f6zellikle son y\u00fczy\u0131l\u0131n yar\u0131s\u0131n\u0131 pazarlama profesyonelleri ve akademisyenler pazar b\u00f6l\u00fcmleme (segmentasyon) ile ilgilenerek m\u00fc\u015fteriyi tan\u0131mlay\u0131p, m\u00fc\u015fterilerini do\u011fru \u015fekilde s\u0131n\u0131flamaya harcad\u0131lar.<\/p>\n\n\n\n<p>En basit hali ile pazar b\u00f6l\u00fcmleme, markalar\u0131n ilgili oldu\u011fu pazar\u0131 b\u00f6l\u00fcmlere ay\u0131rarak, se\u00e7ilen k\u00fc\u00e7\u00fck pazara y\u00f6nelik strateji olu\u015fturmay\u0131 hedefleyen y\u00f6ntem olarak tan\u0131mlanabilir.&nbsp; Kavramsal olarak pazar b\u00f6l\u00fcmlendirme stratejisi, t\u00fcm pazar\u0131n farkl\u0131 par\u00e7alar\u0131na farkl\u0131 pazarlama programlar\u0131n\u0131n uygulanmas\u0131 ve geli\u015ftirilmesini kapsar<a href=\"#_ftn1\" id=\"_ftnref1\">[1]<\/a>. Dolay\u0131s\u0131yla pazar b\u00f6l\u00fcmlendirme, pazardaki farkl\u0131 gruplar\u0131n tan\u0131mlanmas\u0131n\u0131, onlar\u0131n isteklerinin belirlenmesini ve buna g\u00f6re farkl\u0131 \u00fcr\u00fcn ve pazarlama programlar\u0131n\u0131n geli\u015ftirilmesini gerektirir<a href=\"#_ftn2\" id=\"_ftnref2\">[2]<\/a>.<\/p>\n\n\n\n<p>Pazar b\u00f6l\u00fcmlemedeki temel yakla\u015f\u0131m geni\u015f bir pazar\u0131n ortak ihtiya\u00e7lara ve \u00f6zelliklere sahip t\u00fcketici alt gruplar\u0131na b\u00f6l\u00fcnmesi ve bu gruplar\u0131n ihtiya\u00e7 ve isteklerini hedefleyecek pazarlama stratejileri olu\u015fturulmas\u0131d\u0131r. Zira pazar b\u00f6l\u00fcmlemesi uygulanmas\u0131n\u0131n alt\u0131nda yatan mant\u0131k, i\u015fletmenin pazar\u0131n her belirgin b\u00f6l\u00fcm\u00fcn\u00fcn ihtiya\u00e7lar\u0131n\u0131n ayr\u0131 bir pazarlama karmas\u0131 ile daha iyi kar\u015f\u0131lanaca\u011f\u0131 d\u00fc\u015f\u00fcncesidir<a href=\"#_ftn3\" id=\"_ftnref3\">[3]<\/a>.<\/p>\n\n\n\n<p>Geleneksel pazar b\u00f6l\u00fcnmesi y\u0131llar i\u00e7erisinde geli\u015fmi\u015ftir. Pazar i\u00e7inde yer alan ki\u015filerin kimi \u00f6zelliklerinden dolay\u0131 birbirlerinden farkl\u0131l\u0131k g\u00f6stermekte oldu\u011fu anla\u015f\u0131lm\u0131\u015f ve bu ki\u015filer ve gruplara ayr\u0131lm\u0131\u015ft\u0131r. S\u00f6z konusu \u00f6zellikler; co\u011frafik (\u00fclke, \u015fehir, b\u00f6lge), demografik (cinsiyet, ya\u015f, e\u011fitim, medeni durum, gelir), psikografik (sosyal s\u0131n\u0131f, ya\u015fam tarz\u0131, ki\u015filik) ve davran\u0131\u015fsal (anlay\u0131\u015f, tav\u0131r, \u00fcr\u00fcn kullan\u0131m\u0131) \u00f6zellikler olarak grupland\u0131r\u0131labilmektedir<a href=\"#_ftn4\" id=\"_ftnref4\">[4]<\/a>.<\/p>\n\n\n\n<p>Pazar b\u00f6l\u00fcmlemenin sundu\u011fu yararlar olduk\u00e7a fazlad\u0131r. Her \u015feyden \u00f6nce pazar\u0131n alt b\u00f6l\u00fcmlerinde yer alan farkl\u0131 t\u00fcketici gruplar\u0131n\u0131n ihtiya\u00e7lar\u0131 daha iyi kar\u015f\u0131lan\u0131r, en karl\u0131 en cazip pazar b\u00f6l\u00fcmlerine y\u00f6nelinir, tutundurma stratejileri daha etkin ve verimli olur, pazardaki de\u011fi\u015fimler daha iyi izlenir, kaynaklar daha etkin kullan\u0131l\u0131r. \u0130\u015fte bu sebepler dolay\u0131s\u0131yla, \u00f6nceden de belirtildi\u011fi gibi pazarlaman\u0131n en temel konular\u0131ndan biri Pazar b\u00f6l\u00fcmleme olmu\u015ftur.<\/p>\n\n\n\n<p>Her ne kadar pazar b\u00f6l\u00fcmlendirmenin faydalar\u0131 a\u00e7\u0131k\u00e7a g\u00f6r\u00fclse de, bu g\u00fcn\u00fcn post-modern pazarlama anlay\u0131\u015f\u0131 ile pazar b\u00f6l\u00fcmlendirme yapabilmek gittik\u00e7e daha zor hale gelmektedir. Postmodern pazarlama anlay\u0131\u015f\u0131 imaj\u0131n, sanal ger\u00e7ekli\u011fin ve \u00fcr\u00fcnlerin fonksiyonel yararlar\u0131ndan \u00e7ok duygusal yararlar\u0131n\u0131n \u00f6n planda oldu\u011fu bir yap\u0131yla kar\u015f\u0131m\u0131za \u00e7\u0131kmaktad\u0131r. Bireyin kendi de\u011ferleriyle ortakl\u0131k hissetti\u011fi topluluklar postmodern pazarlama anlay\u0131\u015f\u0131nda yeni bir yakla\u015f\u0131m olarak kabile pazarlamas\u0131<\/p>\n\n\n\n<p>anlay\u0131\u015f\u0131n\u0131 ortaya \u00e7\u0131karm\u0131\u015ft\u0131r. Kabile pazarlamas\u0131n\u0131n temelinde yatan, ortak tecr\u00fcbelere ve duygulara sahip, \u00e7e\u015fitli markalar, \u00fcr\u00fcnler ve faaliyetler yoluyla kolektif sosyal eyleme giri\u015fen bireylerin birbirleriyle \u00f6zde\u015fle\u015fmesidir<a href=\"#_ftn5\" id=\"_ftnref5\">[5]<\/a>.<\/p>\n\n\n\n<p>Yap\u0131lan ara\u015ft\u0131rmalara g\u00f6re, t\u00fcketicilerin sosyalizasyonunun sadece bir marka etraf\u0131nda ger\u00e7ekle\u015fmedi\u011fini, aksine t\u00fcketicilerin sosyalle\u015fmek i\u00e7in ortak bir t\u00fcketim eylemi etraf\u0131nda da bir araya geldi\u011fini g\u00f6stermi\u015ftir. Ortak tecr\u00fcbelere ve duygulara sahip, \u00e7e\u015fitli markalar, \u00fcr\u00fcnler ve faaliyetler yoluyla kolektif sosyal eyleme giri\u015fen bireylerin birbirleriyle \u00f6zde\u015fle\u015fmesi ile postmodern t\u00fcketici kabileleri ortaya \u00e7\u0131km\u0131\u015ft\u0131r<a href=\"#_ftn6\" id=\"_ftnref6\">[6]<\/a>.<\/p>\n\n\n\n<p>Klasik Pazar b\u00f6l\u00fcmlenmesi, her ge\u00e7en g\u00fcn pazarlamac\u0131lar a\u00e7\u0131s\u0131ndan gittik\u00e7e daha karma\u015f\u0131k hale gelmektedir. \u00d6rne\u011fin medya sa\u011flay\u0131c\u0131s Netflix\u2019den Todd Yellin\u2019in \u201c19 ya\u015f\u0131ndaki gen\u00e7ler Dance Moms izliyor, 73 ya\u015f\u0131ndaki kad\u0131nlar Breaking Bad izliyor\u201d a\u00e7\u0131klamas\u0131<a href=\"#_ftn7\" id=\"_ftnref7\">[7]<\/a> klasik pazar b\u00f6l\u00fcmlemesininin bug\u00fcn\u00fcn t\u00fcketicisini a\u00e7\u0131klayamad\u0131\u011f\u0131n\u0131 ortaya koymaktad\u0131r.<\/p>\n\n\n\n<p>\u0130\u015fte t\u00fcm bu sebeplerden bir \u00e7ok pazarlama sistemi m\u00fc\u015fterilerini daha iyi anlayabilmek, onlara \u00f6zel pazarlama planlar\u0131 yapabilmek ad\u0131na Pazar b\u00f6l\u00fcmlendirmesi yerine \u201cKabile Pazarlamas\u0131\u201d mant\u0131\u011f\u0131 ile hareket etmeyi tercih etmeye ba\u015flam\u0131\u015ft\u0131r. Bunun i\u00e7in \u00f6ncelikle benzer ya\u015fam tarzlar\u0131na, benzer korkulara ve benzer tutkulara sahip kabilelerin tespit edilmesi ve tespit edilen kabilelere uygun, kabilelere \u00f6zel pazarlama planlar\u0131n\u0131n yap\u0131lmas\u0131 gerekmektedir.<\/p>\n\n\n\n<p>Son y\u0131llarda \u00fclkemizde de&nbsp; Siemens, Bosch, Profilo, Danone&nbsp; gibi dev markalar, pazarlama sistemlerine y\u00f6n verebilmek ad\u0131na kabile pazarlama \u00e7al\u0131\u015fmalar\u0131n\u0131 ger\u00e7ekle\u015ftirmi\u015flerdir.&nbsp; Burada pazarlama ile ilgilenen her profesyonelin kendi organizasyonu i\u00e7in sormas\u0131 gereken soru ise \u015fu olmal\u0131; \u201cBenim m\u00fc\u015fterilerimin olu\u015fturdu\u011fu, g\u00f6z\u00fcmden ka\u00e7an bir kabile var m\u0131?\u201d<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> Robert&nbsp; C.,B.&nbsp; &amp;&nbsp; Subrata,&nbsp; K. (1974). Market&nbsp; Segmentation&nbsp; Using&nbsp; Models&nbsp; of&nbsp; Multidimensional Purchasing Behavior.Journal of Marketing.<\/p>\n\n\n\n<p><a href=\"#_ftnref2\" id=\"_ftn2\">[2]<\/a> Croft , M. (1994). Market Segmentation.N.Y. USA: Routledge.<\/p>\n\n\n\n<p><a href=\"#_ftnref3\" id=\"_ftn3\">[3]<\/a> Mucuk, \u0130. (2001) Pazarlama \u0130lkeleri, 13.Bas\u0131m, T\u00fcrkmen Kitabevi, \u0130stanbul<\/p>\n\n\n\n<p><a href=\"#_ftnref4\" id=\"_ftn4\">[4]<\/a> Kotler, P. (1982). Marketing for nonprofit organizations, New Jersey: Prentice-Hall.<\/p>\n\n\n\n<p><a href=\"#_ftnref5\" id=\"_ftn5\">[5]<\/a> Yeygel, S. (2006). Postmodern Toplumsal Yap\u0131n\u0131n Pazarlamaya Getirdi\u011fi Yeni Boyut: Topluluk Pazarlamas\u0131 (Tribal Marketing). Bilig Dergisi, 38, 197227.<\/p>\n\n\n\n<p><a href=\"#_ftnref6\" id=\"_ftn6\">[6]<\/a> Goulding, C., Shankar, A., &amp; Elliott, R. (2002). Working Weeks, Rave Weekends: Identity Fragmentation And The Emergence Of New Communities. Consumption, Markets and Culture, 5, 261\u2013284.<\/p>\n\n\n\n<p><a href=\"#_ftnref7\" id=\"_ftn7\">[7]<\/a> Schiuma, G., &amp; Carlucci, D. (2018). Big data in the arts and humanities: Theory and practice. CRC Press.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>-Dr.Zeki Y\u00dcKSEKB\u0130LG\u0130L\u0130- Pazarlamadaki en temel problem, pazarlaman\u0131n en ilkel halinden bu g\u00fcn deneyim tasarlad\u0131\u011f\u0131m\u0131z, yapay zeka kulland\u0131\u011f\u0131m\u0131z geli\u015fkin evresine do\u011fru ilerlerken, asl\u0131nda hemen hemen hi\u00e7 de\u011fi\u015fmedi; m\u00fc\u015fteriyi do\u011fru tan\u0131mlamak. Bu ba\u011flamda \u00f6zellikle son y\u00fczy\u0131l\u0131n yar\u0131s\u0131n\u0131 pazarlama profesyonelleri ve akademisyenler pazar b\u00f6l\u00fcmleme (segmentasyon) ile ilgilenerek m\u00fc\u015fteriyi tan\u0131mlay\u0131p, m\u00fc\u015fterilerini do\u011fru \u015fekilde s\u0131n\u0131flamaya harcad\u0131lar. En basit hali ile&hellip;&nbsp;<a href=\"https:\/\/www.yuksekbilgili.com\/wordpress\/dikkat-edilmesi-gereken-pazarlama-stratejileri\/\" class=\"\" rel=\"bookmark\">Daha fazlas\u0131n\u0131 oku &raquo;<span class=\"screen-reader-text\">Kabile Pazarlamas\u0131<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":21153,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"right","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"[\"title\",\"tags\",\"content\"]","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_ti_tpc_template_sync":false,"_ti_tpc_template_id":""},"categories":[525],"tags":[1342,336,1339,1341,1027,367,45],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kabile Pazarlamas\u0131 - Y\u00fcksekbilgili E\u011fitim ve Dan\u0131\u015fmanl\u0131k<\/title>\n<meta name=\"description\" content=\"Postmodern pazarlama anlay\u0131\u015f\u0131 imaj\u0131n, sanal ger\u00e7ekli\u011fin ve \u00fcr\u00fcnlerin fonksiyonel yararlar\u0131ndan \u00e7ok duygusal yararlar\u0131n\u0131n \u00f6n planda oldu\u011fu bir yap\u0131yla kar\u015f\u0131m\u0131za \u00e7\u0131kmaktad\u0131r. Bireyin kendi de\u011ferleriyle ortakl\u0131k hissetti\u011fi topluluklar postmodern pazarlama anlay\u0131\u015f\u0131nda yeni bir yakla\u015f\u0131m olarak kabile pazarlamas\u0131 anlay\u0131\u015f\u0131n\u0131 ortaya \u00e7\u0131karm\u0131\u015ft\u0131r. Kabile pazarlamas\u0131n\u0131n temelinde yatan, ortak tecr\u00fcbelere ve duygulara sahip, \u00e7e\u015fitli markalar, \u00fcr\u00fcnler ve faaliyetler yoluyla kolektif sosyal eyleme giri\u015fen bireylerin birbirleriyle \u00f6zde\u015fle\u015fmesidir\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yuksekbilgili.com\/wordpress\/dikkat-edilmesi-gereken-pazarlama-stratejileri\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kabile Pazarlamas\u0131 - Y\u00fcksekbilgili E\u011fitim ve Dan\u0131\u015fmanl\u0131k\" \/>\n<meta property=\"og:description\" content=\"Postmodern pazarlama anlay\u0131\u015f\u0131 imaj\u0131n, sanal ger\u00e7ekli\u011fin ve \u00fcr\u00fcnlerin fonksiyonel yararlar\u0131ndan \u00e7ok duygusal yararlar\u0131n\u0131n \u00f6n planda oldu\u011fu bir yap\u0131yla kar\u015f\u0131m\u0131za \u00e7\u0131kmaktad\u0131r. 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