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Tuketicilere Yonelik Satis Gelistirmenin Artan Onemi, Uygulanabilirligi ve Izlenecek Stratejilerin Isletmeler Acisindan Degerlendirilmesi

Author

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  • Ali Gulcubuk

    () (Celal Bayar Universitesi Salihli Meslek Yuksek Okulu Pazarlama Bolumu)

Abstract

Pazar kosullari ve tuketici davranislarindaki degisim, urunlerin giderek aynilasmasi ve sayica artmasi, perakende ticaretin kilit konuma gelmesi, kisa surede supermarketler, toptanci magazalar, yapi marketler, buyuk magazalar gibi satis noktalarinin birbiri ardinca acilmasini da beraberinde getirmistir. Bu cesitlilik ve hizli degisim hem tuketiciyi karar vermede zorlamis hem de urunlerin magaza raf ve reyonlarinda satin alinmak uzere beklemesine yol acmistir. Geleneksel reklamlarin bu duruma istenilen cozumu uretememesi ve yeterli etkiyi gosterememesi pazarlama ve iletisim karmasi bileseni satis gelistirmeyi on plana cikarmistir. Satis gelistirme, gunumuzde ureticilerin oldugu kadar perakendecilerin de ellerindeki urunleri tuketicilerin satis noktalarinda kolayca ve kisa surede satin almaya karar vermesi icin basvurduklari ve siklikla satisa donusen etkinliklerdir. Bu calismada sirasiyla satis gelistirmenin pazarlama ve iletisim karmasi icindeki yeri, satis gelistirme amaclari ve tuketici uzerindeki etkileri ile uygulanacak satis gelistirme araclari ve stratejilerinin ne olcude ve hangi kosullarda basarili olabilecegi ayrintili bir sekilde incelenecektir.

Suggested Citation

  • Ali Gulcubuk, 2007. "Tuketicilere Yonelik Satis Gelistirmenin Artan Onemi, Uygulanabilirligi ve Izlenecek Stratejilerin Isletmeler Acisindan Degerlendirilmesi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 7(1), pages 57-77.
  • Handle: RePEc:ege:journl:v:7:y:2007:i:1:p:57-77
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    More about this item

    Keywords

    Satis gelistirme; Satis noktasi; Satis gelistirme araclari ve stratejileri;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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