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Avrupa Birligi Pazarinin Kuru Incir Icin Bolumlenmesi: Ornek Olay Analizi

Author

Listed:
  • Bilge Akyol

    () (Dokuz Eylul Universitesi, Isletme Fakultesi, Isletme Bolumu)

Abstract

Avrupa Birligi (AB) pazari, Turkiye’nin en onemli ihracat pazarlarindan biridir. Turkiye, dunya ve AB kuru incir uretiminde ve ihracatinda lider ulke konumundadir. Dis ticaretimizde onemli bir urun olan kuru incir icin AB pazarinda dogru pazarlama stratejileri gelistirilmelidir. Pazarlama stratejilerinin gelistirilmesi oncelikle hedef pazarin tanimlanmasini gerektirmektedir. Bu calismanin amaci, kuru incir icin AB pazarinin bolumlenmesi ve olasi hedef pazarlarin bulunmasi ile bunlara uygun pazarlama stratejilerinin gelistirilmesi icin onerilerde bulunmaktir. Bu calismada uluslararasi marka tescili olan ve AB’ye ihracat yapan firmalarin kendi pazarlama stratejilerini belirleyebilecekleri varsayilmaktadir. Bu varsayimla Ege Bolgesi’nde, gida sektorunde en fazla uluslararasi marka tesciline sahip olan ve kuru incir uretimi ve ihracati yapan bir firmada bir ornek olay incelemesi gerceklestirilmistir. Calismada, nitel ve nicel arastirma yontemlerinden yararlanilmistir. Calismanin temelinde Kale ve Sudharshan’in (1987) “Stratejik Olarak Esdeger Pazar Dilimi” yaklasimi kullanilmistir. Oncelikle pazar bolumleme kriterlerini ortaya cikarmak icin soz konusu firmada kuru incirin dis satislarindan sorumlu mudur yardimcisi ile bir gorusme yapilmis, daha sonra bu gorusme verileri betimsel analize tabi tutulmustur. Bu kriterler temel alinarak AB uyesi ulkeler ve bunlarin bolgeleri icin kumeleme analizleri yapilmis ve AB pazari kuru incir icin bolumlere ayrilmistir.

Suggested Citation

  • Bilge Akyol, 2009. "Avrupa Birligi Pazarinin Kuru Incir Icin Bolumlenmesi: Ornek Olay Analizi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(2), pages 539-557.
  • Handle: RePEc:ege:journl:v:9:y:2009:i:2:p:539-557
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    References listed on IDEAS

    as
    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. Yilmaz, Cengiz & Alpkan, Lutfihak & Ergun, Ercan, 2005. "Cultural determinants of customer- and learning-oriented value systems and their joint effects on firm performance," Journal of Business Research, Elsevier, vol. 58(10), pages 1340-1352, October.
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    More about this item

    Keywords

    Uluslararasi pazar bolumlemesi; kuru incir; Avrupa Birligi pazari.;

    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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