{"id":7931,"date":"2024-01-17T06:59:11","date_gmt":"2024-01-17T06:59:11","guid":{"rendered":"https:\/\/burcuates.com.tr\/?p=7931"},"modified":"2024-02-21T12:08:16","modified_gmt":"2024-02-21T12:08:16","slug":"tuketici-siz-orada-yokken-urununuz-veya-sizin-hakkinizda-ne-soyluyor","status":"publish","type":"post","link":"https:\/\/burcuates.com.tr\/index.php\/2024\/01\/17\/tuketici-siz-orada-yokken-urununuz-veya-sizin-hakkinizda-ne-soyluyor\/","title":{"rendered":"T\u00fcketici Siz orada Yokken \u00dcr\u00fcn\u00fcn\u00fcz Veya Sizin Hakk\u0131n\u0131zda Ne S\u00f6yl\u00fcyor?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7931\" class=\"elementor elementor-7931\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-092486d e-flex e-con-boxed e-con e-parent\" data-id=\"092486d\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d819fbb elementor-widget elementor-widget-text-editor\" data-id=\"d819fbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>\u2018Markan\u0131z, siz odada yokken insanlar\u0131n sizin hakk\u0131n\u0131zda ne s\u00f6yledi\u011fidir\u2019 der Jeff Bezoz.<\/p><p>Stratejik Pazarlama ve Marka Konumlama ile ilgili konu\u015fmaya ba\u015flayabilmek i\u00e7in \u00f6ncelikle \u2018Stratejik Pazarlama\u2019 ve \u2018marka\u2019 tan\u0131mlar\u0131n\u0131n ne oldu\u011funa bakmak gerekiyor. Markan\u0131n en bilinen tan\u0131m\u0131 T\u00fcrk Dil Kurumu\u2019nun tan\u0131m\u0131d\u0131r. TDK\u2019ya g\u00f6re; \u2018Marka;\u00a0 bir \u00fcr\u00fcn\u00fc ya da hizmeti tan\u0131mlamak ve rakiplerinden farkl\u0131la\u015ft\u0131rmak amac\u0131yla kullan\u0131lan ad, terim, i\u015faret, simge veya tasar\u0131md\u0131r.<\/p><p>Bununla beraber Al Ries ve Laura Ries marka kavram\u0131n\u0131 biraz daha ileriye ta\u015f\u0131rlar. \u2018\u2026.bir paketin \u00fcst\u00fcndeki marka ismi ile zihindeki marka ismi ayn\u0131 \u015fey de\u011fildir diyerek \u00fcr\u00fcn\u00fcn ya da hizmetin kendisi ile t\u00fcketicinin zihnindeki o \u00fcr\u00fcn ya da hizmetle ilgili\u00a0 alg\u0131s\u0131n\u0131n farkl\u0131 olabilece\u011fini vurgularlar.<\/p><p>Hakikaten\u00a0 marka, \u00fcr\u00fcn, isim ya da logodan fazlas\u0131d\u0131r. T\u00fcm m\u00fc\u015fterileriniz i\u00e7in belirledi\u011finiz\u00a0<strong>vaat<\/strong>\u00a0ve yapt\u0131\u011f\u0131n\u0131z\u00a0<strong>kontratt\u0131r<\/strong>. E\u011fer insanlar beklediklerini bulamazlarsa, yani marka vaadini kar\u015f\u0131layamazsan\u0131z, markan\u0131n \u00fcr\u00fcnlerini sat\u0131n almay\u0131 b\u0131rak\u0131rlar. \u201d\u00a0 T\u00fcketicinin zihninde konumlanmas\u0131 ve rakiplerine g\u00f6re fark yaratan g\u00fc\u00e7l\u00fc marka alg\u0131s\u0131 i\u015fte tam burada ortaya \u00e7\u0131kar.<\/p><p>Stratejik Pazarlama ise t\u00fcketiciyi dinlemek ve t\u00fcketim ihtiyac\u0131n\u0131 anlayarak bu ihtiyac\u0131 en karl\u0131 \u015fekilde kar\u015f\u0131lamak i\u00e7in yol haritas\u0131 ve aksiyon plan\u0131 belirlemektir. Ikea insanlar\u0131n d\u00fc\u015f\u00fck \u00a0maliyetlerle kaliteli mobilya ihtiyac\u0131 oldu\u011funu farkedip ihtiyaca y\u00f6nelik \u00e7\u00f6z\u00fcmler sundu\u011fu i\u00e7in IKEA olmu\u015ftur. Yeni d\u00f6nemde ise t\u00fcketici ihtiyac\u0131 bu mobilyalar\u0131 satin almadan kiralamak oldu\u011funu \u00f6\u011frendi\u011fi i\u00e7in buna y\u00f6nelik \u00e7al\u0131\u015fmalara ba\u015flam\u0131\u015ft\u0131r. IPOD\u2019un ilk yola \u00e7\u0131k\u0131\u015f\u0131 t\u00fcketicinin b\u00fcy\u00fck CD Playerlar de\u011fil \u00e7ok daha k\u00fc\u00e7\u00fck boyutta ve yolculuk s\u0131ras\u0131nda ta\u015f\u0131nabilir bir cihazla kendi ki\u015fisel m\u00fczik listesini \u00e7alabilece\u011fi bir \u00fcr\u00fcn istediklerini \u00f6\u011frenmeleri ile ba\u015flam\u0131\u015ft\u0131r. Yani hedefledi\u011fimiz m\u00fc\u015fteri ne istiyor, bu m\u00fc\u015fteriye biz hangi de\u011feri yaratarak ula\u015fabiliriz ve hali haz\u0131rdaki mevcut ve potansiyel m\u00fc\u015fteri ile ba\u011f kurabilmek i\u00e7in hangi oyun plan\u0131 ile yola en etkin ve verimli \u015fekilide devam edebiliriz konusu ile ilgilenir.<\/p><p>Yukar\u0131da g\u00f6rd\u00fc\u011f\u00fcn\u00fcz tablo en basit ve yal\u0131n haliyle pazarlamay\u0131 anlat\u0131r.<\/p><p>Bug\u00fcn hangi \u00fcr\u00fcn olursa olsun o \u00fcr\u00fcn ya da hizmet ile ilgili ciddi bir rekabet ya\u015fad\u0131\u011f\u0131ndan bahsedebiliriz. Bu rekabet yar\u0131\u015f\u0131ndan karl\u0131 \u00e7\u0131kabilmek i\u00e7in t\u00fcketiciyi sizin \u00fcr\u00fcn ya da hizmetinizin daha iyi, daha g\u00fcvenilir, ona daha fayda sa\u011flayaca\u011f\u0131na dair ikna etmeniz gerekir. Bu ikna s\u00fcreci g\u00fcn\u00fcm\u00fczde daha da zorlu bir hal alm\u0131\u015ft\u0131r. Ge\u00e7mi\u015fte t\u00fcketici \u00fcr\u00fcn\u00fcn \u00f6zelliklerine g\u00f6re, birinin tavsiyesine g\u00f6re, \u00fcr\u00fcn ya da hizmetin hikayesine g\u00f6re\u00a0 ya da sundu\u011funuz faydan\u0131n \u00f6zelliklerine g\u00f6re o \u00fcr\u00fcn ya da hizmeti sat\u0131n almaya ikna olabiliyordu. Bug\u00fcn\u00fcn t\u00fcketicisini ise ikna etmek \u00e7ok daha zor. Bug\u00fcn\u00fcn t\u00fcketicisi o hizmet ya da \u00fcr\u00fcn\u00fc deneyimlemek, o hikayenin bir par\u00e7as\u0131 olmak \u00fcstelik bunu yaparken de \u00e7ok zaman ve emek vermeden bunu yapmak istiyor. Dolay\u0131s\u0131yla ister bir markan\u0131n temsilcisi olarak bir yerde \u00e7al\u0131\u015f\u0131n, ister kendi markan\u0131z i\u00e7in \u00e7al\u0131\u015f\u0131n, ister kendiniz marka olun mutlaka t\u00fcketicinin zihninde konumlan\u0131p, t\u00fcketiciyle onu da i\u00e7ine alacak deneyimsel bir ba\u011f kurman\u0131z\u00a0 gerekmektedir.<\/p><p>Peki ya ki\u015filerin marka olmas\u0131?<\/p><p>\u0130ster politikac\u0131, sanat\u00e7\u0131 ya da sporcu olun ister avukat ya da doktor bu alanda daha bilinir olmak kariyeri ne olursa olsun ki\u015filerin ba\u015far\u0131 \u015fans\u0131n\u0131 \u00f6nemli \u00f6l\u00e7\u00fcde artt\u0131r\u0131r. Ki\u015filerin marka olabilmeleri i\u00e7in alan\u0131nda \u00e7ok iyi bir mesleki donan\u0131ma sahip olmalar\u0131 gerekti\u011finin yan\u0131 s\u0131ra bir de marka olmak i\u00e7in \u00f6zel \u00e7al\u0131\u015fmalar yapmalar\u0131 gerekir.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e94550 elementor-widget elementor-widget-image\" data-id=\"8e94550\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"180\" height=\"180\" src=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/kriz-zamanlari.jpg\" class=\"attachment-large size-large wp-image-7926\" alt=\"\" srcset=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/kriz-zamanlari.jpg 180w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/kriz-zamanlari-150x150.jpg 150w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/kriz-zamanlari-100x100.jpg 100w\" sizes=\"(max-width: 180px) 100vw, 180px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u2018Markan\u0131z, siz odada yokken insanlar\u0131n sizin hakk\u0131n\u0131zda ne s\u00f6yledi\u011fidir\u2019 der Jeff Bezoz. Stratejik Pazarlama ve Marka Konumlama ile ilgili konu\u015fmaya ba\u015flayabilmek i\u00e7in \u00f6ncelikle \u2018Stratejik Pazarlama\u2019 ve \u2018marka\u2019 tan\u0131mlar\u0131n\u0131n ne oldu\u011funa bakmak gerekiyor. Markan\u0131n en bilinen tan\u0131m\u0131 T\u00fcrk Dil Kurumu\u2019nun tan\u0131m\u0131d\u0131r. TDK\u2019ya g\u00f6re; \u2018Marka;\u00a0 bir \u00fcr\u00fcn\u00fc ya da hizmeti tan\u0131mlamak ve rakiplerinden farkl\u0131la\u015ft\u0131rmak amac\u0131yla kullan\u0131lan ad, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[74],"tags":[],"_links":{"self":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7931"}],"collection":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/comments?post=7931"}],"version-history":[{"count":4,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7931\/revisions"}],"predecessor-version":[{"id":7935,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7931\/revisions\/7935"}],"wp:attachment":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=7931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=7931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=7931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}