Ugur Ünal
107604084
The Making of the Europian Energy Market :
The Interplay of Governance and Government
In this case, writer (Burkhard EBERLEIN) indicates the energy market of the EU member states. He adviced that the seperation of governmental hyerarchy policy and sectoral function governance.In accordance with the general special issue ,this article conceptualises the delegation relationship in policymaking based on analytical distinction between political government and sectoral or functional governance.In today circumstances European Commission is to be as a governmental actor and that delegates policymaking responsibilities to agents of sectoral governance in order to pursue two goals in a technically complex policy area : the liberalisation of national electricity and gas markets and their integration into a single European energy market .The key question is whether this delegation to sectoral governance agents enhances policy efficacy or whether it requries a shadow of governmental hierarchy to deliver the desired policy result. Policy efficacy is defined as the successful production and enachment of rules and standarts necessary to achieve the given policy goal; it does not include performance in the sense of policy outcomes.
The commision as governmental policymaker faced a regulatory dilemma not uncommon in the EU polity: On the one hand, incrased uniformity is certainly needed ; on the other hand ,greater centralization is politically inconceivable .In this context of incomplete vertical delegation the commission began experimenting with new modes of sectoral governance.
The seperation of the energy market in Europe havea strategic marketing planning to accelarate the development of the markets.
The Making of the Europian Energy Market :
The Interplay of Governance and Government
In this case, writer (Burkhard EBERLEIN) indicates the energy market of the EU member states. He adviced that the seperation of governmental hyerarchy policy and sectoral function governance.In accordance with the general special issue ,this article conceptualises the delegation relationship in policymaking based on analytical distinction between political government and sectoral or functional governance.In today circumstances European Commission is to be as a governmental actor and that delegates policymaking responsibilities to agents of sectoral governance in order to pursue two goals in a technically complex policy area : the liberalisation of national electricity and gas markets and their integration into a single European energy market .The key question is whether this delegation to sectoral governance agents enhances policy efficacy or whether it requries a shadow of governmental hierarchy to deliver the desired policy result. Policy efficacy is defined as the successful production and enachment of rules and standarts necessary to achieve the given policy goal; it does not include performance in the sense of policy outcomes.
The commision as governmental policymaker faced a regulatory dilemma not uncommon in the EU polity: On the one hand, incrased uniformity is certainly needed ; on the other hand ,greater centralization is politically inconceivable .In this context of incomplete vertical delegation the commission began experimenting with new modes of sectoral governance.
The seperation of the energy market in Europe havea strategic marketing planning to accelarate the development of the markets.
Ugur Ünal
107604084
Wednesday, January 9, 2008
Tuesday, January 8, 2008
SUMMARY OF INTERNET MARKETING SECRETS
If you’re developing a new website, or just want to improve the natural search results of an existing website, there are a few Internet marketing secrets you need to be aware of - especially those that can provide a significant boost to your rankings.
Marketing Experts Start with Google
Ask any marketing expert where he or she would spend their search engine optimization efforts and they will undoubtedly say “Google”. Do what you can to rank well on Google. As a result, you will see results on other search engines as well.
If you’re an established business, chances are that your web site has been up for more than a year. Google likes to see longevity and commitment. If you plan to be around for some time, register your domain for three years and show Google that you’re in business to stay.
Optimize Your Home Page for a Keyword Phrase
You have to use the right keywords if you want your website to appear at the top of any search result list. This can be tricky because most single key words are very competitive. What to do? Another internet marketing secret is to use a keyword phrase, not just a single keyword.
On Page Optimization
If you are going to rank well for any keyword phrase, you need to effectively manage your on page optimization.
The Internet marketing secret here is to copy your competition and do things slightly better.
You will need to copy what the best websites for that keyword phrase have done and improve upon it. You don’t need a marketing expert to show you how to do what I’ve just described, simply copy the best and evaluate each point noted. Shape your site to appeal to Google and other key search engines.
Off - Page Optimization
The final Internet Marketing Secret you must learn is the importance of off-page optimization. This refers to the number of links pointing to your site, the PR rank (stands for Google Page Rank) of the sites linking to you, and the Anchor text of the link.Once you begin developing links, you’ll need to monitor them on an ongoing basis. Keep in mind that you will often have to provide a link on your website to the third party site. Be sure to create a links page where you maintain your link exchanges and monitor it regularly to insure that third party links to your domain still exist. If removed, you should remove your link as well.
The Internet marketing secrets shared in this article are essential for improving your search engine results. Take your time and implement each one in a controlled and disciplined manner and you will see your rankings improve.
LEVENT AKÇAY 106604153
MICHAEL FLEISCHNER(internet marketing expert) http://www.marketingscoop.com/Internet-marketing-secrets.htm
Marketing Experts Start with Google
Ask any marketing expert where he or she would spend their search engine optimization efforts and they will undoubtedly say “Google”. Do what you can to rank well on Google. As a result, you will see results on other search engines as well.
If you’re an established business, chances are that your web site has been up for more than a year. Google likes to see longevity and commitment. If you plan to be around for some time, register your domain for three years and show Google that you’re in business to stay.
Optimize Your Home Page for a Keyword Phrase
You have to use the right keywords if you want your website to appear at the top of any search result list. This can be tricky because most single key words are very competitive. What to do? Another internet marketing secret is to use a keyword phrase, not just a single keyword.
On Page Optimization
If you are going to rank well for any keyword phrase, you need to effectively manage your on page optimization.
The Internet marketing secret here is to copy your competition and do things slightly better.
You will need to copy what the best websites for that keyword phrase have done and improve upon it. You don’t need a marketing expert to show you how to do what I’ve just described, simply copy the best and evaluate each point noted. Shape your site to appeal to Google and other key search engines.
Off - Page Optimization
The final Internet Marketing Secret you must learn is the importance of off-page optimization. This refers to the number of links pointing to your site, the PR rank (stands for Google Page Rank) of the sites linking to you, and the Anchor text of the link.Once you begin developing links, you’ll need to monitor them on an ongoing basis. Keep in mind that you will often have to provide a link on your website to the third party site. Be sure to create a links page where you maintain your link exchanges and monitor it regularly to insure that third party links to your domain still exist. If removed, you should remove your link as well.
The Internet marketing secrets shared in this article are essential for improving your search engine results. Take your time and implement each one in a controlled and disciplined manner and you will see your rankings improve.
LEVENT AKÇAY 106604153
MICHAEL FLEISCHNER(internet marketing expert) http://www.marketingscoop.com/Internet-marketing-secrets.htm
100 000 TIK GETİREN YENİ REKLAM ALANI
Yonja.com, bugün yeni reklam alanı “Sponsor Link”in tıklanma rekorları kırdığını açıkladı. Son dönemde global pazarda da büyük ilgi gören yeni nesil sosyal reklamlardan biri olan “Sponsor Link”, Kasım ayından bu yana Yonja’da da en çok tercih edilen reklam uygulamalarından biri haline geldi.
Tek bir kampanyada 100.000 click üzerinde performans gösteren bu alanda click maliyetleri minimuma inerken CTR oranları da piyasa standartlarının 10 katına ulaşıyor. Banner prodüksiyon maliyetleri gibi her türlü görsel reklam maaliyetini sıfıra indiren bu reklam alanı, markalara maksimum 25 karakter ile istedikleri her türlü mesajı verebilme imkanı sunuyor. Hedef kitleye göre demotargeting uygulanabilen “Sponsor Link” reklamları, kullanıcıların ana sayfasında, arkadaşlarının aktivitelerini izleyebildikleri “Neler Oluyor?” bölümününde yer alıyor. Uygulanmaya başladığı ilk günden beri kullanıcılar tarafından büyük ilgi gören bu aplikasyonun bir parçası olan “Sponsor Link” reklamlarının, kullanıcıların gözünden kaçması söz konusu olmuyor.
Mitsubishi, Algida, Yapı Kredi Bankası gibi farklı sektörlerden bir çok markanın tercih ettiği “Sponsor Link” reklam alanında en büyük başarılardan birini marka ismi kullanmadan verdiği mesajıyla Clear elde etti. “Kadınlar gerçekten ne ister? Sende Keşfet!” sloganıyla Clear reklamı, toplamda 111.200 click aldı.
LEVENT AKÇAY 106604153
http://www.marketingturkiye.com/Haberler/Detay/?no=9955
Tek bir kampanyada 100.000 click üzerinde performans gösteren bu alanda click maliyetleri minimuma inerken CTR oranları da piyasa standartlarının 10 katına ulaşıyor. Banner prodüksiyon maliyetleri gibi her türlü görsel reklam maaliyetini sıfıra indiren bu reklam alanı, markalara maksimum 25 karakter ile istedikleri her türlü mesajı verebilme imkanı sunuyor. Hedef kitleye göre demotargeting uygulanabilen “Sponsor Link” reklamları, kullanıcıların ana sayfasında, arkadaşlarının aktivitelerini izleyebildikleri “Neler Oluyor?” bölümününde yer alıyor. Uygulanmaya başladığı ilk günden beri kullanıcılar tarafından büyük ilgi gören bu aplikasyonun bir parçası olan “Sponsor Link” reklamlarının, kullanıcıların gözünden kaçması söz konusu olmuyor.
Mitsubishi, Algida, Yapı Kredi Bankası gibi farklı sektörlerden bir çok markanın tercih ettiği “Sponsor Link” reklam alanında en büyük başarılardan birini marka ismi kullanmadan verdiği mesajıyla Clear elde etti. “Kadınlar gerçekten ne ister? Sende Keşfet!” sloganıyla Clear reklamı, toplamda 111.200 click aldı.
LEVENT AKÇAY 106604153
http://www.marketingturkiye.com/Haberler/Detay/?no=9955
Baymak'ın ortağı BC Partners Migros'a talip
Baymak'ın ortağı BC Partners Migros'a talip
Koç Holding’in en büyük süpermarket zincirlerinden Migros’un yüzde 51’ini satacağını açıklamasının ardından, 2007 Aralık ayı sonunda Migros ile 9 farklı grup ilgilendi. Satışla ilgilenen firmaların büyük bir çoğunluğunu private equity’ler (girişim fonları) oluşturuyor. JP Morgan tarafından yürütülen Migros satışında bilgi odası süreci Ocak ayının ilk haftasında kapanacak. Bundan sonra, bu önemli satış için teklif verme süreci başlayacak.
Dünyanın en önemli fon girişim firması İngiliz yatırımcı BC Partners; Kohlberg Kravis Roberts&Co.,Bain Capital ve Turkven konsorsiyum halinde ihaleye katılma kararı aldılar. BC Partners, 11 milyar €’luk sermayesi ile fon girişim firmalarının lideri konumunda bulunuyor. BC Partners, son 20 yılda, hisse senedi satış pazarının büyümesinde aktif rol oynarken, dünya çapında 65 firmaya yaptığı yatırımların toplam değeri yaklaşık 49 milyar €’yu buldu. BC Partners uzmanları, hem Avrupa’daki hem de çok uluslu firmaları, yönetim ortaklıklarına değer kazandırmak için geliştirirlerken, Avrupa ve Kuzey Amerika’daki ofisler arasında entegre bir takım gibi çalışıyorlar.
BC Partners aynı zamanda 2004 yılında, İngiltere’nin lider, Avrupa’nın 3.büyük ısıtma&soğutma ürünleri üretici firması olan BAXI’ye yaklaşık 984 milyon € değerinde yatırım yaptı. Baxi Group da her sene 20 milyon €’luk yatırım yaparken, 2002 yılında Türkiye’de ısıtma&soğutma sektöründeki lider konumdaki Baymak ile yüzde 50 oranında ortaklığa imza attı.
LEVENT AKÇAY 106604153
http://www.blogger.com/post-create.g?blogID=5889302174790868637
Koç Holding’in en büyük süpermarket zincirlerinden Migros’un yüzde 51’ini satacağını açıklamasının ardından, 2007 Aralık ayı sonunda Migros ile 9 farklı grup ilgilendi. Satışla ilgilenen firmaların büyük bir çoğunluğunu private equity’ler (girişim fonları) oluşturuyor. JP Morgan tarafından yürütülen Migros satışında bilgi odası süreci Ocak ayının ilk haftasında kapanacak. Bundan sonra, bu önemli satış için teklif verme süreci başlayacak.
Dünyanın en önemli fon girişim firması İngiliz yatırımcı BC Partners; Kohlberg Kravis Roberts&Co.,Bain Capital ve Turkven konsorsiyum halinde ihaleye katılma kararı aldılar. BC Partners, 11 milyar €’luk sermayesi ile fon girişim firmalarının lideri konumunda bulunuyor. BC Partners, son 20 yılda, hisse senedi satış pazarının büyümesinde aktif rol oynarken, dünya çapında 65 firmaya yaptığı yatırımların toplam değeri yaklaşık 49 milyar €’yu buldu. BC Partners uzmanları, hem Avrupa’daki hem de çok uluslu firmaları, yönetim ortaklıklarına değer kazandırmak için geliştirirlerken, Avrupa ve Kuzey Amerika’daki ofisler arasında entegre bir takım gibi çalışıyorlar.
BC Partners aynı zamanda 2004 yılında, İngiltere’nin lider, Avrupa’nın 3.büyük ısıtma&soğutma ürünleri üretici firması olan BAXI’ye yaklaşık 984 milyon € değerinde yatırım yaptı. Baxi Group da her sene 20 milyon €’luk yatırım yaparken, 2002 yılında Türkiye’de ısıtma&soğutma sektöründeki lider konumdaki Baymak ile yüzde 50 oranında ortaklığa imza attı.
LEVENT AKÇAY 106604153
http://www.blogger.com/post-create.g?blogID=5889302174790868637
Word of Mouth (WOM) in the World of Marketing, HARSH ARORA, The Icfai Journal of Marketing Management, Vol. 6, No. 4, pp. 51-65, November 2007
The Notion of “word of mouth” is very old itself. Even in the ancient times, people were giving advices to each other about the animals and plants that they could eat. In today’s modern world, this notion still exists and is more powerful that’s for sure. People are giving advices to each other about which product they should buy. In other words, they share their experiences with a particular product. So, sharing is the key word for “word of mouth”. Other than advertisements on television or in newspapers, consumers themselves have a great power to influence each other and they can use this power against or in favor of the product. If a consumer is satisfied with a product, he/she shares this positive experience with his/her friends. Therefore in the world of marketing, this kind of consumers can be called buyer-salesman. They promote a product because they like it and want other people to use it.
Because today’s consumers have a greater awareness and can’t be easily influenced by traditional advertising and other promotional activities, the concept of “word of mouth” is very important for the sellers. Moreover, it’s very useful because it’s costless. There are many researches made in US related to the influence of WOM. For example, according to the E-Marketer, two-thirds of all economic activity in the US is influenced by shared opinions. Another finding is that %15 of all conversations people made include something about a product or brand.
Global Consumers aged 13+ who feel the following sources are very trustworthy for purchase ideas or information:
People / word of mouth : 70%
Advertising : 59%
Editorial : 55%
Online/Internet : 18%
Source: Brand Strategy, 2006
As a conclusion, the concept of word of mouth is very effective today. If the influence of a product is positive it helps businesses to increase their revenues and grow. However, if it’s negative, sooner or later, businesses can not grow and collapse. Because communication between people will be easier and more important, the effectiveness of WOM will increase in the future with no doubt.
Dilara KAPLANGI 107604063
The Notion of “word of mouth” is very old itself. Even in the ancient times, people were giving advices to each other about the animals and plants that they could eat. In today’s modern world, this notion still exists and is more powerful that’s for sure. People are giving advices to each other about which product they should buy. In other words, they share their experiences with a particular product. So, sharing is the key word for “word of mouth”. Other than advertisements on television or in newspapers, consumers themselves have a great power to influence each other and they can use this power against or in favor of the product. If a consumer is satisfied with a product, he/she shares this positive experience with his/her friends. Therefore in the world of marketing, this kind of consumers can be called buyer-salesman. They promote a product because they like it and want other people to use it.
Because today’s consumers have a greater awareness and can’t be easily influenced by traditional advertising and other promotional activities, the concept of “word of mouth” is very important for the sellers. Moreover, it’s very useful because it’s costless. There are many researches made in US related to the influence of WOM. For example, according to the E-Marketer, two-thirds of all economic activity in the US is influenced by shared opinions. Another finding is that %15 of all conversations people made include something about a product or brand.
Global Consumers aged 13+ who feel the following sources are very trustworthy for purchase ideas or information:
People / word of mouth : 70%
Advertising : 59%
Editorial : 55%
Online/Internet : 18%
Source: Brand Strategy, 2006
As a conclusion, the concept of word of mouth is very effective today. If the influence of a product is positive it helps businesses to increase their revenues and grow. However, if it’s negative, sooner or later, businesses can not grow and collapse. Because communication between people will be easier and more important, the effectiveness of WOM will increase in the future with no doubt.
Dilara KAPLANGI 107604063
Ticaretin Yakışıklısı
Koç Holding-Fiat Auto ortaklığı ile faaliyet gösteren ve Türkiye’nin en yüksek kapasiteli otomotiv üreticisi olan Tofaş’ın ürettiği Fiat Fiorino’nun kendisi kadar reklam filmi de göz kamaştırıyor. Tamamı Türkiye’de çekilen reklam filminde başrolü yakışıklı Fiorino oynuyor. Reklamın teması “Fiorino’nun yanında olan herşey daha estetik, daha yakışıklı gözüküyor” ana fikri üzerine kuruldu.
İlk olarak Türkiye ve İtalya’da satışa sunulan Fiat Fiorino, yeni ve şehirli ticari araç kimliği ile; yakıt tüketimindeki tutumluluğu, kullanım giderlerindeki ekonomikliği ile trafikte kıvrak ve park etmesi kolay bir kompakt van arayanların ihtiyaçlarını karşılamak üzere tasarlandı. “Ticaretin Yakışıklısı” sloganı ile yollara çıkan Fiat Fiorino’nun reklam filmini Madonnna’nın kliplerini çeken Firederik Calingard çekti. İki gün süren çekimlerde Fiorino’nun sloganına uygun olarak fiziği düzgün yabancı oyuncular seçildi.
3 Aralık’ta yayınlanmaya başlanan reklamın müziği olarak Right Said Fred’in ünlü parçası “I’m too sexy” kullanıldı.
Daha önce bu segmentteki araçlarda varolmayan bir ihtiyaç bu araç ve bu pazarlama strajesi ile yeniden tanımlandı. Araç seçiminde görünüşü ilk sırada tutan kişilerin, araçlarıyla kendini özdeşleştiren kişilerin seçimlerini ciddi şekilde etkileyecek bir kampanya olduğunu düşünüyorum.
107604104
http://www.marketingturkiye.com/Haberler/Detay/?no=9869
İlk olarak Türkiye ve İtalya’da satışa sunulan Fiat Fiorino, yeni ve şehirli ticari araç kimliği ile; yakıt tüketimindeki tutumluluğu, kullanım giderlerindeki ekonomikliği ile trafikte kıvrak ve park etmesi kolay bir kompakt van arayanların ihtiyaçlarını karşılamak üzere tasarlandı. “Ticaretin Yakışıklısı” sloganı ile yollara çıkan Fiat Fiorino’nun reklam filmini Madonnna’nın kliplerini çeken Firederik Calingard çekti. İki gün süren çekimlerde Fiorino’nun sloganına uygun olarak fiziği düzgün yabancı oyuncular seçildi.
3 Aralık’ta yayınlanmaya başlanan reklamın müziği olarak Right Said Fred’in ünlü parçası “I’m too sexy” kullanıldı.
Daha önce bu segmentteki araçlarda varolmayan bir ihtiyaç bu araç ve bu pazarlama strajesi ile yeniden tanımlandı. Araç seçiminde görünüşü ilk sırada tutan kişilerin, araçlarıyla kendini özdeşleştiren kişilerin seçimlerini ciddi şekilde etkileyecek bir kampanya olduğunu düşünüyorum.
107604104
http://www.marketingturkiye.com/Haberler/Detay/?no=9869
Arçelik teknomarketlere savaş açtı
Koç Holding Dayanıklı Tüketim Grubu Başkanı ve Arçelik A.Ş. Genel Müdürü Aka Gündüz Özdemir, “Eskiden bakkal-market savaşlardı, elektromarket-bayii savaşlarına döndürmek isteyenler var. Dönmeyecektir. Göreceksiniz bayii sistemi taş gibi ayakta kalmaya devam edecektir. Çünkü beyaz eşya ticareti Türkiye’de bu şekilde dejenere edilemeyecektir. Bayilik sisteminin yüzde 100 arkasındayız" dedi.
Arçelik’in 2007 değerlendirmesinin yapıldığı ve 2008’e yönelik beklentilerin paylaşıldığı basın toplantısında basın mensuplarının sorularını yanıtlayan Özdemir, "Türkiye’de patlama yapan tekno marketler sizi nasıl etkiledi?" şeklindeki bir soruya karşılık, "Olayları o kadar abartmayalım, tekno marketler konusunda bir patlama falan yok. Bu tür mağazaları açanlar, dünyanın her yerinde rollerini güzel oynuyorlar. Reklam yapmak yerine, sansasyon yaptılar. Medya da bunu alıyor her zaman olduğu gibi abartıyor. Adam amacına ulaşıyor. Türkiye’de 100 liraya yapacağı reklamı belki de 5 liraya yapıyor" dedi.
Bayii sisteminin en büyük savunucusu olan Arçelik’in bayii sisteminin en büyük savunucusu olduğunu, toplam işinin yüzde 20’sini elektronik ürünlerin kapladığını dile getiren Özdemir, “Bundan etkilenmemek mümkün değil. Belki de pozitif etkileneceğiz, şu anda geçiş dönemindeyiz. Ama hiçbir şekilde, bizim bir bayiimizin işini tehlikeye sokacak boyutta bir yapılanma olmadığını söyleyebilirim. Önemli olan elektro marketlerin ne kadar beyaz eşya satacağıdır. Biz sistemimizi bundan dolayı bozmayacağız, hiçbir şekilde Beko ve Arçelik markalı beyaz eşyalarını bu firmalara vermeyeceğiz. Bayiilik sistemini sonuna kadar destekleyeceğiz" diye konuştu.
Özdemir, Türkiye’de şu anda bir tekno market ve alışveriş merkezi enflasyonu yaşandığını, kimsenin bu hızı kaldıracak potansiyel olup olmadığını hesaba katmadığını söyledi. Özdemir, hükümetin de bu duruma gereken dikkate göstermediğini savunarak, “Sözüm ona tüketiciyi korurken, Türkiye’nin kalitesiz mallar çöplüğü amacına istenmeyerek hizmet edilmektedir. Buna dikkat etmek lazım. Ucuz mal alınmasına itirazım yok ama tüketici yarın birgün bir problem yaşadığında, bu problemi giderecek ne firmayı, ne yedek parçayı ne servisi bulamadığı zaman kaldırıp o malı çöpe atmak mı daha ucuzdur, yoksa bu hizmetleri veren firmalarla işbirliği kurmak mı daha ucuzdur?" değerlendirmesinde bulundu.
Tekno marketlerin Türkiye’ye çok hızlı bir giriş yaptığını, oysa Türkiye’de iş yapmanın kolay olmadığını vurgulayan Özdemir, şunları söyledi:
“Tabi gelsinler, tüketici de alsın ama asla tüketici istismar edilmesin. Türkiye’nin bu hale gelmesine uzun yıllar emek vermiş, bu kadar istihdam ve vergi sağlayan firmaları bir kalemde bu şekilde değerlendirmek, kötü bir yere koymak doğru değil. Eskiden bakkal-market savaşlardı, şimdi elektromarket-bayii savaşlarına döndürmek isteyenler var. Dönmeyecektir. Göreceksiniz bayii sistemi taş gibi ayakta kalmaya devam edecektir. Çünkü beyaz eşya ticareti Türkiye’de bu şekilde dejenere edilemeyecektir. Bayilik sisteminin yüzde 100 arkasındayız."
Satış kanallarının öneminin bilincinde bir yöneticinin bilinçli, ve uzun vadeli açıklamalarıdır. Ayrıca arçelik bir teknoloji şirketi olduğunun vurgusunu bir süredir yapsada, servis ve bayilik gibi konuların önemli olduğu küçük şehir insanlarına da sizden uzaklaşmıyoruz mesajını vermiştir. Tabiki bu mesajta, fiyat avantajı sağlamasına rağmen, teknomarketlerin müşteri memnuniyetinden uzak oluşunun etkisi de kaçınılmazdır.
107604104
http://www.milliyet.com.tr/2008/01/07/son/soneko25.asp?prm=0,757111650
Arçelik’in 2007 değerlendirmesinin yapıldığı ve 2008’e yönelik beklentilerin paylaşıldığı basın toplantısında basın mensuplarının sorularını yanıtlayan Özdemir, "Türkiye’de patlama yapan tekno marketler sizi nasıl etkiledi?" şeklindeki bir soruya karşılık, "Olayları o kadar abartmayalım, tekno marketler konusunda bir patlama falan yok. Bu tür mağazaları açanlar, dünyanın her yerinde rollerini güzel oynuyorlar. Reklam yapmak yerine, sansasyon yaptılar. Medya da bunu alıyor her zaman olduğu gibi abartıyor. Adam amacına ulaşıyor. Türkiye’de 100 liraya yapacağı reklamı belki de 5 liraya yapıyor" dedi.
Bayii sisteminin en büyük savunucusu olan Arçelik’in bayii sisteminin en büyük savunucusu olduğunu, toplam işinin yüzde 20’sini elektronik ürünlerin kapladığını dile getiren Özdemir, “Bundan etkilenmemek mümkün değil. Belki de pozitif etkileneceğiz, şu anda geçiş dönemindeyiz. Ama hiçbir şekilde, bizim bir bayiimizin işini tehlikeye sokacak boyutta bir yapılanma olmadığını söyleyebilirim. Önemli olan elektro marketlerin ne kadar beyaz eşya satacağıdır. Biz sistemimizi bundan dolayı bozmayacağız, hiçbir şekilde Beko ve Arçelik markalı beyaz eşyalarını bu firmalara vermeyeceğiz. Bayiilik sistemini sonuna kadar destekleyeceğiz" diye konuştu.
Özdemir, Türkiye’de şu anda bir tekno market ve alışveriş merkezi enflasyonu yaşandığını, kimsenin bu hızı kaldıracak potansiyel olup olmadığını hesaba katmadığını söyledi. Özdemir, hükümetin de bu duruma gereken dikkate göstermediğini savunarak, “Sözüm ona tüketiciyi korurken, Türkiye’nin kalitesiz mallar çöplüğü amacına istenmeyerek hizmet edilmektedir. Buna dikkat etmek lazım. Ucuz mal alınmasına itirazım yok ama tüketici yarın birgün bir problem yaşadığında, bu problemi giderecek ne firmayı, ne yedek parçayı ne servisi bulamadığı zaman kaldırıp o malı çöpe atmak mı daha ucuzdur, yoksa bu hizmetleri veren firmalarla işbirliği kurmak mı daha ucuzdur?" değerlendirmesinde bulundu.
Tekno marketlerin Türkiye’ye çok hızlı bir giriş yaptığını, oysa Türkiye’de iş yapmanın kolay olmadığını vurgulayan Özdemir, şunları söyledi:
“Tabi gelsinler, tüketici de alsın ama asla tüketici istismar edilmesin. Türkiye’nin bu hale gelmesine uzun yıllar emek vermiş, bu kadar istihdam ve vergi sağlayan firmaları bir kalemde bu şekilde değerlendirmek, kötü bir yere koymak doğru değil. Eskiden bakkal-market savaşlardı, şimdi elektromarket-bayii savaşlarına döndürmek isteyenler var. Dönmeyecektir. Göreceksiniz bayii sistemi taş gibi ayakta kalmaya devam edecektir. Çünkü beyaz eşya ticareti Türkiye’de bu şekilde dejenere edilemeyecektir. Bayilik sisteminin yüzde 100 arkasındayız."
Satış kanallarının öneminin bilincinde bir yöneticinin bilinçli, ve uzun vadeli açıklamalarıdır. Ayrıca arçelik bir teknoloji şirketi olduğunun vurgusunu bir süredir yapsada, servis ve bayilik gibi konuların önemli olduğu küçük şehir insanlarına da sizden uzaklaşmıyoruz mesajını vermiştir. Tabiki bu mesajta, fiyat avantajı sağlamasına rağmen, teknomarketlerin müşteri memnuniyetinden uzak oluşunun etkisi de kaçınılmazdır.
107604104
http://www.milliyet.com.tr/2008/01/07/son/soneko25.asp?prm=0,757111650
Monday, January 7, 2008
Türkiyenin En Büyük Teknoloji Marketi Ağı
Türk Telekom, son dönemde pazarın yükselen potansiyelini görünce, fatura tahsilatı yapan bayilerini teknoloji marketlerine çevirme kararı aldı. Türk Telekom`un 2 bin bayisinin teknoloji marketine dönüşmesi ile Türkiye`nin en büyük teknoloji marketi ağı da oluşacak. Şimdiye kadar telefon faturası tahsilatı yapan bayiler artık, plazmadan DVD`ye bilgisayardan kameraya kadar tüm teknolojik ürünleri satacak.
Bayiler şimdiye kadar tahsilat yaptığı küçük büfelerin yerine şehrin işlek caddelerinde yeni dükkanlar tutup, teknoloji marketine dönüşecekler. Aynı zamanda fatura tahsilatı da yapacak bayilerin satacağı teknolojik ürünleri Türk Telekom verecek. Bayiler ise belirli bir kâr marjı ile bu ürünlerin satışını yapacak.
Bu bayilerin 150`si şehirlerin en iyi alışveriş merkezlerinde veya caddelerinde belirli bir büyüklükte olacak. `Premium` adını alacak olan bu bayiler, başta internet olmak üzere tüketicilere tüm teknolojik hizmetleri özel olarak sunacak. Daha iyi yerlerde yeni mağazalar tutup bunların restorasyonunu da yapacak olan bayiler bunun için gerekli olan 40-50 bin YTL`yi bir çok bayinin bulamayacağını ve bayiliklerin el değiştireceğini ifade ediyorlar. Telekom`un teknoloji marketleri belirli standartta ve aynı konseptte yapılacağı için yer değiştirmek zorunda olmayan bayiler bile restorasyon yapmak zorunda kalacak.
Mustafa Kurtulmuş
107604055
Bayiler şimdiye kadar tahsilat yaptığı küçük büfelerin yerine şehrin işlek caddelerinde yeni dükkanlar tutup, teknoloji marketine dönüşecekler. Aynı zamanda fatura tahsilatı da yapacak bayilerin satacağı teknolojik ürünleri Türk Telekom verecek. Bayiler ise belirli bir kâr marjı ile bu ürünlerin satışını yapacak.
Bu bayilerin 150`si şehirlerin en iyi alışveriş merkezlerinde veya caddelerinde belirli bir büyüklükte olacak. `Premium` adını alacak olan bu bayiler, başta internet olmak üzere tüketicilere tüm teknolojik hizmetleri özel olarak sunacak. Daha iyi yerlerde yeni mağazalar tutup bunların restorasyonunu da yapacak olan bayiler bunun için gerekli olan 40-50 bin YTL`yi bir çok bayinin bulamayacağını ve bayiliklerin el değiştireceğini ifade ediyorlar. Telekom`un teknoloji marketleri belirli standartta ve aynı konseptte yapılacağı için yer değiştirmek zorunda olmayan bayiler bile restorasyon yapmak zorunda kalacak.
Mustafa Kurtulmuş
107604055
LG, pazarlamasını değiştirip marka kimliği oluşturacak
Cep telefonu, LCD televizyon ve dizüstü bilgisayar olmak üzere üç alana odaklanma kararı alan şirket, pazarlama ve tanıtım faaliyetleri için 10 milyon dolarlık yatırım yapacak.
Son olarak güvenlik sistemlerinde iş ortağı Alerta ile Güney Kore dışındaki ikinci üretim tesisini Türkiye’de açan LG, Türkiye’de gideceği strateji değişikliğiyle 2010 yılına kadar tüketici elektroniğinde birinciliğe oynamayı hedefliyor. Güney Koreli firma, Türkiye’deki pazarlama stratejisini değiştirerek, cep telefonu, LCD televizyon ve dizüstü bilgisayara odaklanma kararı aldı. Pazarlama ve tanıtım faaliyetlerini de dağıtıcılarından devralan LG, 10 milyon dolarlık reklam bütçesini bundan sonra kendisi yönetecek.
Pazarlamasını değiştirip marka kimliği oluşturacak
LG’nin reklam ve pazarlama faaliyetlerini de birleştirme kararı aldıklarını da anlatan Andy Kim, gelecek yıl pazarlama aktivitelerini birleştirerek marka kimliği yaratacaklarını vurguladı. Kim, notebook, GSM ve plazma olmak üzere üç ürün kategorisine 10 milyon dolarlık pazarlama ve reklam yatırımı yapacaklarını açıkladı. LG, Türkiye’deki marka imajında da 2008 yılında ciddi değişiklik yapmayı planlıyor. Marka kimliklerinde daha açık olacaklarını ve marka stratejisine odaklanacaklarını kaydeden Andy Kim, LG markasını, yaratıcı, şık ve güvenilir yapmaya çalıştıklarını ve bu imajla genç Türk tüketicisini çekmek istediklerini vurguladı.
Türk tüketicisi satın almada duygusal ve pratik
Türk tüketicisinin çok özel satınalma alışkanlıklarının bulunduğuna da değinen Andy Kim, şu değerlendirmeyi yaptı: "Türk tüketicisi satınalma kararını verirken mantığını çok kullanmıyor. Bazen duygusal, bazen de pratik hareket ediyor. İmajımızı şık ve inovatif şeklinde yaratmak istiyoruz. Türk tüketicisi tasarıma çok önem veriyor. Teknoloji ve ilerlemiş imaj önemli. Ben Asya ve Ortadoğu ülkelerinde görev yaptığım için bu kültüre yakınım. Alışmam zor olmadı."
If LG succeeds to build a strong brand it can differentiate it’s products from the most of it’s competitors. LG already has qualified, high technology products. If the product quality is backed by creatively designed and executed marketing, it’s possible for LG reach it’s market target. It seems that the brand already has a carefully planned strategy and a great deal of long term investment.
By combining it’s marketing activities and creating a total brand strategy LG can emphasize on the a different way of living that the company presents which will create an impact on Turkish consumers. As loyalty and the product image increase with the new strategy, LG can grow it’s market share in Turkey.
Oyku Ozcan
107604019
Cep telefonu, LCD televizyon ve dizüstü bilgisayar olmak üzere üç alana odaklanma kararı alan şirket, pazarlama ve tanıtım faaliyetleri için 10 milyon dolarlık yatırım yapacak.
Son olarak güvenlik sistemlerinde iş ortağı Alerta ile Güney Kore dışındaki ikinci üretim tesisini Türkiye’de açan LG, Türkiye’de gideceği strateji değişikliğiyle 2010 yılına kadar tüketici elektroniğinde birinciliğe oynamayı hedefliyor. Güney Koreli firma, Türkiye’deki pazarlama stratejisini değiştirerek, cep telefonu, LCD televizyon ve dizüstü bilgisayara odaklanma kararı aldı. Pazarlama ve tanıtım faaliyetlerini de dağıtıcılarından devralan LG, 10 milyon dolarlık reklam bütçesini bundan sonra kendisi yönetecek.
Pazarlamasını değiştirip marka kimliği oluşturacak
LG’nin reklam ve pazarlama faaliyetlerini de birleştirme kararı aldıklarını da anlatan Andy Kim, gelecek yıl pazarlama aktivitelerini birleştirerek marka kimliği yaratacaklarını vurguladı. Kim, notebook, GSM ve plazma olmak üzere üç ürün kategorisine 10 milyon dolarlık pazarlama ve reklam yatırımı yapacaklarını açıkladı. LG, Türkiye’deki marka imajında da 2008 yılında ciddi değişiklik yapmayı planlıyor. Marka kimliklerinde daha açık olacaklarını ve marka stratejisine odaklanacaklarını kaydeden Andy Kim, LG markasını, yaratıcı, şık ve güvenilir yapmaya çalıştıklarını ve bu imajla genç Türk tüketicisini çekmek istediklerini vurguladı.
Türk tüketicisi satın almada duygusal ve pratik
Türk tüketicisinin çok özel satınalma alışkanlıklarının bulunduğuna da değinen Andy Kim, şu değerlendirmeyi yaptı: "Türk tüketicisi satınalma kararını verirken mantığını çok kullanmıyor. Bazen duygusal, bazen de pratik hareket ediyor. İmajımızı şık ve inovatif şeklinde yaratmak istiyoruz. Türk tüketicisi tasarıma çok önem veriyor. Teknoloji ve ilerlemiş imaj önemli. Ben Asya ve Ortadoğu ülkelerinde görev yaptığım için bu kültüre yakınım. Alışmam zor olmadı."
If LG succeeds to build a strong brand it can differentiate it’s products from the most of it’s competitors. LG already has qualified, high technology products. If the product quality is backed by creatively designed and executed marketing, it’s possible for LG reach it’s market target. It seems that the brand already has a carefully planned strategy and a great deal of long term investment.
By combining it’s marketing activities and creating a total brand strategy LG can emphasize on the a different way of living that the company presents which will create an impact on Turkish consumers. As loyalty and the product image increase with the new strategy, LG can grow it’s market share in Turkey.
Oyku Ozcan
107604019
Havalanlarında kişiye özel reklam
02.01.2008
Bir havalimanına indiğinizde cep telefonunuza kiralık araba kampanyası mesajı gelecek. Peki bu nasıl mümkün olacak?
Operatör, daha önceki konuşmaların analizini anında yapıp sizin o kentte genelde bir haftalık tatiller yaptığınızı hesaplayıp buna göre kampanya sunacak. Şimdi operatörler insanları rahatsız etmeden bu sistemin işlemesi için çareler arıyor.
Kaynak: Vatan
107604019
Oyku Ozcan
02.01.2008
Bir havalimanına indiğinizde cep telefonunuza kiralık araba kampanyası mesajı gelecek. Peki bu nasıl mümkün olacak?
Operatör, daha önceki konuşmaların analizini anında yapıp sizin o kentte genelde bir haftalık tatiller yaptığınızı hesaplayıp buna göre kampanya sunacak. Şimdi operatörler insanları rahatsız etmeden bu sistemin işlemesi için çareler arıyor.
Kaynak: Vatan
107604019
Oyku Ozcan
ŞIK KOT GAS
2002 yılında ÜNİTİM Holding tarfından Türkiye’ye getirilen İtalyan GAS giyim firması isim tescilini gerçekleştiremediği için ülkeyi terk etmek zorunda kaldı.
Marka tescili bir markanın kendini koruyabilmesi için en önemli unsurlardan biridir. GAS firması Türkiye pazarına girerken es geçmiş olduğu isim tescili araştırması ; hızla büyüdüğü bu ülkede hiç beklenmedik bir şekilde kepenkleri tümüyle kapatmasına sebep oldu.
17 sene once ŞIK KOT isimli giyim firması tarafından alınan isim hakkına rağmen kurulan ve gönderilen ihtara rağmen faaliyetlerine devam eden GAS’ı dava eden ŞIK KOT 3,5 yıllık dava sonunda kazanan taraf oldu.
İsim tescili konusunda firmaların hacimleri , kulisleri veya ciroları kesinlikle ayırt edici bir özellik taşımamaktadır. Her firma bir ülkeye girmeden evvel kendi markasının tescili için gerekli araştırmaları yapması gerekmektedir. Aksi halde bu örnekte de görüldüğü üzere maddi kayıba ilaveten prestij kaybıda kaçınılmaz olur.
www.referansgazetesi.com/haber.aspx?HBR_KOD=75526&KTG_KOD=179 - 33k -
106604201
Marka tescili bir markanın kendini koruyabilmesi için en önemli unsurlardan biridir. GAS firması Türkiye pazarına girerken es geçmiş olduğu isim tescili araştırması ; hızla büyüdüğü bu ülkede hiç beklenmedik bir şekilde kepenkleri tümüyle kapatmasına sebep oldu.
17 sene once ŞIK KOT isimli giyim firması tarafından alınan isim hakkına rağmen kurulan ve gönderilen ihtara rağmen faaliyetlerine devam eden GAS’ı dava eden ŞIK KOT 3,5 yıllık dava sonunda kazanan taraf oldu.
İsim tescili konusunda firmaların hacimleri , kulisleri veya ciroları kesinlikle ayırt edici bir özellik taşımamaktadır. Her firma bir ülkeye girmeden evvel kendi markasının tescili için gerekli araştırmaları yapması gerekmektedir. Aksi halde bu örnekte de görüldüğü üzere maddi kayıba ilaveten prestij kaybıda kaçınılmaz olur.
www.referansgazetesi.com/haber.aspx?HBR_KOD=75526&KTG_KOD=179 - 33k -
106604201
It's just business
EDITORIAL POSTLUDE
HERBERT JACK ROTFELD
It’s Just Business
Unfortunately, the study of social issues is often treated as a minor area outside the mainstream of marketing scholarship. Many schools do not offer any courses dedicated to public policy issues or to the analysis of marketing and society; some leading scholars tell doctoral students to not focus research work on social issues until after they have tenure or established a reputation by work in other areas. It’s not as if they consider the consumers’ interests trivial, but like business professionals, some educators see marketing as almost above reproach because they are serving consumers’ needs, at least the needs of targeted consumer segments.
For as long as I’ve been a scholar of business practices, I’ve heard marketing experts (both practitioners and educators) say, ‘‘The marketing concept says that we should _satisfy consumer needs,’ so since we are satisfying consumers, we serve the consumers’ interests.’’ To them it is a tautology. I’ve never encountered a statement of the marketing concept indicating that it can (or should) be driven by altruism, nor has altruism been used as the foundation of a book on business ethics. To the contrary, first and foremost, a firm seeks to satisfy its own needs. Nonetheless, the issues of the times or situations of disservice to consumers too often get overlooked.
What too many fail to acknowledge is that the consumers are more likely at the mercy of the businesses whose rules serve the majority of situations but fail to serve others (Rotfeld 2004a). What interests a consumer ‘‘segment’’ is not necessarily meeting or even understanding the interests of consumers as people (Rotfeld 2004b). Recognizing that customers want good service, many businesses are using upbeat slogans and advertising about the good service they claim to provide. And yet, while seeming to assert a devotion to servicing the consumers’ interests, they have nigh inflexible rules that result in a different outcome.
This is not just an issue of the stores whose blasting stereos and televisions that they think attract young shoppers yet turn away many other customers, nor is it a problem of people outside a target market segment being offended by a business that they’d never patronize. Under the heading of ‘‘doing business,’’ undesirable outcomes proliferate and consumers are abused. Some individual tales are rather telling.
The Perez family lives in Slidell, Louisiana, a town along the Gulf Coast about 35 miles northeast of New Orleans. Last fall, not knowing that hurricane Katrina was on its way to provide an international news event with extensive damage to the area, when the family car had gone in for repairs on Friday they rented a car from a national company that for many years had advertised a desire to ‘‘Try harder’’ to please customers. The evacuation orders came Saturday morning, before any businesses were open, so they were forced to pack the rental car for their escape to central Alabama to stay with some friends, expecting to return in a few days without incident. The world knows what happened next, as the portion of Katrina’s eye passed over Slidell, virtually destroying much of the town and inundating many of the areas with up to 20 feet of water. In the aftermath, roads were closed, the area was flooded, and Slidell was shut down.
They called the car company’s central customer service line on Tuesday, the day originally scheduled to return the car, and asked what to do; it was pretty absurd to expect a return to the now-submerged original location. Customer service indicated that they had not yet decided how they were handling the situation, so they were told to call back ‘‘in a couple of days.’’ What about the additional days of usage? The agent wasn’t sure. Two days later, another customer service agent said to return it that day to avoid additional charges, with the two extra days waived.
It appeared that the company was trying harder for the unfortunate hurricane victims—you’d think the Perez family should be given a reward since they saved the car from being flooded with the rest of the company’s inventory still in Slidell—but initial appearances are sometimes deceiving.
Yet when they actually came to an office to return the car, they were presented with a final invoice for six days rather than four days rental, with an increase from $33.99/day to $159.99/day, plus additional charges for returning the car to a different location. The bill increased from roughly $150 to over $1,558, never mind what they were told over the phone or that the original location was probably under water. An argument followed in which the corporate agents were not very sympathetic, explaining the high bill because they are ‘‘just a business,’’ these are the rules, and Perez did not adhere to the original contract-promised period or drop-off directions.
Since no one in the office offered to make a needed phone call, Perez had to use several hours of personal cell phone minutes to the company’s central customer service office, which finally acquiesced to adjust charges to $332, a higher fee from not waiving the extra two days as previously promised charged at the higher rate, and that amount was charged to Perez’s debit card. About a week later, Perez was finally able to be in touch with the customer service person who made the original promises, and after an hour or more of discussion, the representative agreed to honor the original four-day agreement, without additional charges, stating that the company would refund the difference that they were charged. Of course, it took a week more and additional arguments over the phone to get the additional charges reversed, but therein lies another tale about credit cards, debit cards, and customer rights (a not-uncommon topic for articles in JCA).
Consumers do respond to the corporate social responsibility that they perceive as practices in a business (Mohr and Webb 2005). And yet, while a single customer service agent seemed to care or try harder, the frontline customer contact people hardly tried. They knew about the hurricane and its impact, they expressed personal sympathy, but did not seem to care enough to change business rules.
In an older tale (from Rotfeld 2001), a chain noted for its low-priced electronic equipment, computer supplies, music CDs, and DVDs had an advertising motto of ‘‘I care’’ printed on lapel pins worn by everyone in the store. Zachery had purchased a computer part fromthe store, only to have his office computer person return it, unopened, saying it was the wrong one. Unfortunately, it was not returned to Zachery with the receipt. No problem, or so my friend thought, for a store that cares.
He was just asking for store credit, not a refund, but the clerk was not empowered to accept any return without the receipt. The manager, visible in his loft but not willing to come down and talk to the customer, sent the message, ‘‘Tell him he is out of luck.’’ A little put off by this ‘‘Like, I care?’’ variation on the motto, Zachery informed the clerk that he would take his business elsewhere. The clerk shuffled back upstairs and returned to report, ‘‘The manager said, _too bad.’’’ Apparently, the store was using limited service and strict rules for all returns as a shortsighted device to hold down costs. And maybe the rules are inflexible because they consider all their employees idiots. When Zachery complained to the national offices, he received a form letter that just repeated the clerk’s whine, stating, ‘‘By requiring receipts we are able to hold down prices,’’ as if the details of what Zachery wrote were never read.
Still, what made the bad service all the more galling was that they were running an advertising campaign and having clerks wear lapel pins with the slogan proclaiming that they care about customers, like the car rental company advertised that it tries harder. And in neither case were the employees willing to do what is right.
Employees’ own perceptions of ethics, at least in some retail situations, can sometimes result in them doing the right thing (Dubinsky, Nataraajan, and Huang 2004), that is, if the company trusted the employees enough to do it. The company has rules for the employees, the customers are caught in the businesses’ grip, and not even an internationally known disaster can get people in the office to deal with the customers as people instead of an uncertain mass that must obey their rules.
REFERENCE;
The Journal of Consumer Affairs, Vol. 40, No. 1, 2006
ISSN 0022-0078
Copyright 2006 by The American Council on Consumer Interests
THE JOURNAL OF CONSUMER AFFAIRS
Comment;
For a long years, the consumer interests or needs in marketing are not accepting as a social issue. Lots of education institutes, schools and universities did not offer any courses to the students about that subject because they consider the customer needs are not trivial. However some educators and business professionals understood that it is wrong. And they tried to discover the consumers interests and how to satisfy their needs. To the contrary, they see that firstly the firms seeks to satisfy their own needs. We know the most important point that the customers want good service. There are 2 examples about the firms attitudes to their customers in two different incidents.
First one is the Perz family’s incident; they rented a car for a few days however there becomes a very big natural disaster “Hurricane Katrina” at the place where they rented the car. At that moment they went to another town to pass few days with their friends. But after the hurricane disastered, they could not go back. They communicated with the agent but they said “you have to pay extra fees for the extra days, also you give the car to the another agent so it is charged extra fee for you”. But at that moment we have to know that this firm’s motto was “trying harder” to make the customer happy. Then Perez started to try to solve this problem. He solved it, got the extra money back which he paid. However it took lots of days , time and costet lots of money for Perez’s family.
Second incident is Zachery’s situation, he bought a computer part from a store which has a motto as “Like, ı care?”. That part was a wrong part for Zachery’s office computer, so he wanted to chnge it. However when he went to back to the store, he understood that this store had a strict rules and limited services. The clerks could not make decision witout rules, means rules are not flexible. So the process of changing the part, took lots of time for Zachery. He complained to the national office.
At the both of two cases, the employees were not willing to do what is wright because the rules are strict, inflexible because the firms had not enough trust to their employees. We see that all firms have to give some authority to their employees. Because we know that customers want good and quick services. If we give enough authority to them, it can be a solution for the problems. Firms make some advertisements and mottos about to satisfy the customer needs. However we know that the firms firstly have to describe and satisfy their own needs.
oğuz İnce
107604100
HERBERT JACK ROTFELD
It’s Just Business
Unfortunately, the study of social issues is often treated as a minor area outside the mainstream of marketing scholarship. Many schools do not offer any courses dedicated to public policy issues or to the analysis of marketing and society; some leading scholars tell doctoral students to not focus research work on social issues until after they have tenure or established a reputation by work in other areas. It’s not as if they consider the consumers’ interests trivial, but like business professionals, some educators see marketing as almost above reproach because they are serving consumers’ needs, at least the needs of targeted consumer segments.
For as long as I’ve been a scholar of business practices, I’ve heard marketing experts (both practitioners and educators) say, ‘‘The marketing concept says that we should _satisfy consumer needs,’ so since we are satisfying consumers, we serve the consumers’ interests.’’ To them it is a tautology. I’ve never encountered a statement of the marketing concept indicating that it can (or should) be driven by altruism, nor has altruism been used as the foundation of a book on business ethics. To the contrary, first and foremost, a firm seeks to satisfy its own needs. Nonetheless, the issues of the times or situations of disservice to consumers too often get overlooked.
What too many fail to acknowledge is that the consumers are more likely at the mercy of the businesses whose rules serve the majority of situations but fail to serve others (Rotfeld 2004a). What interests a consumer ‘‘segment’’ is not necessarily meeting or even understanding the interests of consumers as people (Rotfeld 2004b). Recognizing that customers want good service, many businesses are using upbeat slogans and advertising about the good service they claim to provide. And yet, while seeming to assert a devotion to servicing the consumers’ interests, they have nigh inflexible rules that result in a different outcome.
This is not just an issue of the stores whose blasting stereos and televisions that they think attract young shoppers yet turn away many other customers, nor is it a problem of people outside a target market segment being offended by a business that they’d never patronize. Under the heading of ‘‘doing business,’’ undesirable outcomes proliferate and consumers are abused. Some individual tales are rather telling.
The Perez family lives in Slidell, Louisiana, a town along the Gulf Coast about 35 miles northeast of New Orleans. Last fall, not knowing that hurricane Katrina was on its way to provide an international news event with extensive damage to the area, when the family car had gone in for repairs on Friday they rented a car from a national company that for many years had advertised a desire to ‘‘Try harder’’ to please customers. The evacuation orders came Saturday morning, before any businesses were open, so they were forced to pack the rental car for their escape to central Alabama to stay with some friends, expecting to return in a few days without incident. The world knows what happened next, as the portion of Katrina’s eye passed over Slidell, virtually destroying much of the town and inundating many of the areas with up to 20 feet of water. In the aftermath, roads were closed, the area was flooded, and Slidell was shut down.
They called the car company’s central customer service line on Tuesday, the day originally scheduled to return the car, and asked what to do; it was pretty absurd to expect a return to the now-submerged original location. Customer service indicated that they had not yet decided how they were handling the situation, so they were told to call back ‘‘in a couple of days.’’ What about the additional days of usage? The agent wasn’t sure. Two days later, another customer service agent said to return it that day to avoid additional charges, with the two extra days waived.
It appeared that the company was trying harder for the unfortunate hurricane victims—you’d think the Perez family should be given a reward since they saved the car from being flooded with the rest of the company’s inventory still in Slidell—but initial appearances are sometimes deceiving.
Yet when they actually came to an office to return the car, they were presented with a final invoice for six days rather than four days rental, with an increase from $33.99/day to $159.99/day, plus additional charges for returning the car to a different location. The bill increased from roughly $150 to over $1,558, never mind what they were told over the phone or that the original location was probably under water. An argument followed in which the corporate agents were not very sympathetic, explaining the high bill because they are ‘‘just a business,’’ these are the rules, and Perez did not adhere to the original contract-promised period or drop-off directions.
Since no one in the office offered to make a needed phone call, Perez had to use several hours of personal cell phone minutes to the company’s central customer service office, which finally acquiesced to adjust charges to $332, a higher fee from not waiving the extra two days as previously promised charged at the higher rate, and that amount was charged to Perez’s debit card. About a week later, Perez was finally able to be in touch with the customer service person who made the original promises, and after an hour or more of discussion, the representative agreed to honor the original four-day agreement, without additional charges, stating that the company would refund the difference that they were charged. Of course, it took a week more and additional arguments over the phone to get the additional charges reversed, but therein lies another tale about credit cards, debit cards, and customer rights (a not-uncommon topic for articles in JCA).
Consumers do respond to the corporate social responsibility that they perceive as practices in a business (Mohr and Webb 2005). And yet, while a single customer service agent seemed to care or try harder, the frontline customer contact people hardly tried. They knew about the hurricane and its impact, they expressed personal sympathy, but did not seem to care enough to change business rules.
In an older tale (from Rotfeld 2001), a chain noted for its low-priced electronic equipment, computer supplies, music CDs, and DVDs had an advertising motto of ‘‘I care’’ printed on lapel pins worn by everyone in the store. Zachery had purchased a computer part fromthe store, only to have his office computer person return it, unopened, saying it was the wrong one. Unfortunately, it was not returned to Zachery with the receipt. No problem, or so my friend thought, for a store that cares.
He was just asking for store credit, not a refund, but the clerk was not empowered to accept any return without the receipt. The manager, visible in his loft but not willing to come down and talk to the customer, sent the message, ‘‘Tell him he is out of luck.’’ A little put off by this ‘‘Like, I care?’’ variation on the motto, Zachery informed the clerk that he would take his business elsewhere. The clerk shuffled back upstairs and returned to report, ‘‘The manager said, _too bad.’’’ Apparently, the store was using limited service and strict rules for all returns as a shortsighted device to hold down costs. And maybe the rules are inflexible because they consider all their employees idiots. When Zachery complained to the national offices, he received a form letter that just repeated the clerk’s whine, stating, ‘‘By requiring receipts we are able to hold down prices,’’ as if the details of what Zachery wrote were never read.
Still, what made the bad service all the more galling was that they were running an advertising campaign and having clerks wear lapel pins with the slogan proclaiming that they care about customers, like the car rental company advertised that it tries harder. And in neither case were the employees willing to do what is right.
Employees’ own perceptions of ethics, at least in some retail situations, can sometimes result in them doing the right thing (Dubinsky, Nataraajan, and Huang 2004), that is, if the company trusted the employees enough to do it. The company has rules for the employees, the customers are caught in the businesses’ grip, and not even an internationally known disaster can get people in the office to deal with the customers as people instead of an uncertain mass that must obey their rules.
REFERENCE;
The Journal of Consumer Affairs, Vol. 40, No. 1, 2006
ISSN 0022-0078
Copyright 2006 by The American Council on Consumer Interests
THE JOURNAL OF CONSUMER AFFAIRS
Comment;
For a long years, the consumer interests or needs in marketing are not accepting as a social issue. Lots of education institutes, schools and universities did not offer any courses to the students about that subject because they consider the customer needs are not trivial. However some educators and business professionals understood that it is wrong. And they tried to discover the consumers interests and how to satisfy their needs. To the contrary, they see that firstly the firms seeks to satisfy their own needs. We know the most important point that the customers want good service. There are 2 examples about the firms attitudes to their customers in two different incidents.
First one is the Perz family’s incident; they rented a car for a few days however there becomes a very big natural disaster “Hurricane Katrina” at the place where they rented the car. At that moment they went to another town to pass few days with their friends. But after the hurricane disastered, they could not go back. They communicated with the agent but they said “you have to pay extra fees for the extra days, also you give the car to the another agent so it is charged extra fee for you”. But at that moment we have to know that this firm’s motto was “trying harder” to make the customer happy. Then Perez started to try to solve this problem. He solved it, got the extra money back which he paid. However it took lots of days , time and costet lots of money for Perez’s family.
Second incident is Zachery’s situation, he bought a computer part from a store which has a motto as “Like, ı care?”. That part was a wrong part for Zachery’s office computer, so he wanted to chnge it. However when he went to back to the store, he understood that this store had a strict rules and limited services. The clerks could not make decision witout rules, means rules are not flexible. So the process of changing the part, took lots of time for Zachery. He complained to the national office.
At the both of two cases, the employees were not willing to do what is wright because the rules are strict, inflexible because the firms had not enough trust to their employees. We see that all firms have to give some authority to their employees. Because we know that customers want good and quick services. If we give enough authority to them, it can be a solution for the problems. Firms make some advertisements and mottos about to satisfy the customer needs. However we know that the firms firstly have to describe and satisfy their own needs.
oğuz İnce
107604100
Thursday, January 3, 2008
Sunday, December 30, 2007
Why You're Losing Traffic and How to Make Them Stay
It is too hard to keep visitors in your website if it is first, visitor decide to continue or escape in 3 second so you must decide what you will show to visitors at the entrance according to your purpose. Web designers must not write long paragraphs at first page, they should put important articles on first page and must highlight or remark it to show visitor. Another important thing is you should beware from Giving Web Visitors Too Many Distractions. This can direct visitors other then they need. If visitor want to buy from your web site the important thing is trust, visitor must be already convinced while he or she visited your web site. You can get this trust by high-class looking or giving info about your company and history.
If visitor got good impact from your web site of course he or she will visit your site again if want to buy something or just surfing. If you get the visitor you can start to second stage to keep your visitor without escape and sell more, while doing this you must not show many offer just what the visitor interested in because if you start to show them many articles they can become bored and escape. After choosing the item which visitor want to buy there must be a really simple click to ‘buy now’ some sites have but still not direct. You should to direct pay and go for no time customers. You must keep your visitors data and should keep their opinions about your website to improve but you must avoid long form which make boring visitors. Maybe you should ask little questions every time maybe just one not more because percentage of filling forms is less then starting and not completing ones.
Anyway there are many ways of getting visitors to your website but hard thing is to keep them and enter again your website. For winning visitors your website must be clear, authoritative, trustworthy, and easy to navigate.
Melih Kocaoglu
107604015
Reference:
http://www.marketingscoop.com/why-losing-traffic.htm
Definition of Blog
Blogs are simple web sites which look like a diary. The web site that is not necessitates any technical information to develop. People developed these sites to write want they would like to write in a free way.
It was born from combination of English words “web” and “log”. It was originally “weblog” but by passage of time the word changes to “blog”.
Blogs are writings that usually listed from last updated ones to older ones. At the end of the blogs you can find the name of the writer and written date. Readers may comment on these writings. Comments are the significant main dynamics of the blog culture. Communication between writer and reader can be established by this way.
There have been estimates indicating that as many as 30 million Americans (about 10% actively contribute to a weblog.) These numbers are staggering when you consider that by logging has only become a mainstream in the last couple of years.
There are some special indexing mechanisms and search engines that help you to search blogs. (eg. Google blog engine, Technorati)
To sum up, Blog mania is enormously growing day to day. It is a very good platform to express yourself and share your culture, knowledge vs.
Canberk TONGUC
107604027
Reference: http://www.marketingscoop.com/definition-of-blog.htm
It was born from combination of English words “web” and “log”. It was originally “weblog” but by passage of time the word changes to “blog”.
Blogs are writings that usually listed from last updated ones to older ones. At the end of the blogs you can find the name of the writer and written date. Readers may comment on these writings. Comments are the significant main dynamics of the blog culture. Communication between writer and reader can be established by this way.
There have been estimates indicating that as many as 30 million Americans (about 10% actively contribute to a weblog.) These numbers are staggering when you consider that by logging has only become a mainstream in the last couple of years.
There are some special indexing mechanisms and search engines that help you to search blogs. (eg. Google blog engine, Technorati)
To sum up, Blog mania is enormously growing day to day. It is a very good platform to express yourself and share your culture, knowledge vs.
Canberk TONGUC
107604027
Reference: http://www.marketingscoop.com/definition-of-blog.htm
Wednesday, December 26, 2007
Ülker: Godiva Türkiye’ye bayram hediyemiz olsun
http://www.hurriyet.com.tr/ekonomi/7905880.asp?m=1
Global piyasalarda rekabet etmek konusunda “marka tanınırlığı”nın yeri yadsınamaz. Ülker’in Godiva’nın global tüketicide yarattığı algıyı yakalayabilmesi yıllarını alacakken, Godiva’yı satın almak global oyunda Ülker’in işini kolaylaştırdı. Ayrıca, söz konusu satın alma esasen iç pazarda Ülker’in algısını olumlu yönde değiştirmek için de son derece elverişli bir araç. Nestle ile kıyaslandığında bir alt kalitede olduğu algısını veren Ülker, böylelikle kendi markasıyla da iç pazarda A-B grubu tüketici nezdinde daha olumlu bir konuma sahip olacak. Aynı şekilde esasen innovasyon konusunda son derece olumlu çalışmaları bulunan Ülker’in mevcut müşteri algısında (özellikle A-B grubu müşteriler için) Nestle’ye göre daha “hantal ve gelenekçi” konumu da Godiva’nın satın alınması ile değişebilir.
Ercan OĞUL
107604033
http://www.hurriyet.com.tr/ekonomi/7905880.asp?m=1
Global piyasalarda rekabet etmek konusunda “marka tanınırlığı”nın yeri yadsınamaz. Ülker’in Godiva’nın global tüketicide yarattığı algıyı yakalayabilmesi yıllarını alacakken, Godiva’yı satın almak global oyunda Ülker’in işini kolaylaştırdı. Ayrıca, söz konusu satın alma esasen iç pazarda Ülker’in algısını olumlu yönde değiştirmek için de son derece elverişli bir araç. Nestle ile kıyaslandığında bir alt kalitede olduğu algısını veren Ülker, böylelikle kendi markasıyla da iç pazarda A-B grubu tüketici nezdinde daha olumlu bir konuma sahip olacak. Aynı şekilde esasen innovasyon konusunda son derece olumlu çalışmaları bulunan Ülker’in mevcut müşteri algısında (özellikle A-B grubu müşteriler için) Nestle’ye göre daha “hantal ve gelenekçi” konumu da Godiva’nın satın alınması ile değişebilir.
Ercan OĞUL
107604033
Summary: Internet Marketing Secrets
When you are creating a new website or want to increase the search results of an existing website you’d better follow the Internet marketing secrets which can be helpful to increase the rankings.
Marketing Experts Starts with Google: Google is the main player of search - commanding around 60% of all search engine traffic. You will see the results on other search engines if you rank on Google.You’d better to register your domain name for 3 years in order to register for 1 year like the others. Google likes to see permanence and commitment so show it that you are in business to stay.
Optimize Your Home Page for a Keyword Phrase: To appear at the top of any search results you should choose the right keywords. Actually it is difficult because most single keywords are highly competitive. Also, you have to use not only single keywords but also keyword phrase
On Page Optimization: It has to be well managed to rank well for any keyword phrase. Especially, H1 and H2 tags, page title, alt images, bolded text, italicized text, underlined text, and keyword proximity. You can type in your keyword phrase in Google and visit the top 5 competitor sites listed. Find the websites for that keyword phrase and look what they have done and improve.
Off - Page Optimization: This refers to the number of links pointing to your site, the PR (stands for Google Page Rank) rank of the sites linking to you.
Also, link building software on the Internet will let you to make the most of your time and target the best sites to improve your link popularity. Once you begin developing links, you’ll need to monitor them on an ongoing basis and don’t forget to provide a link on your website to the third party site. These Internet marketing secrets are important for improving the search engine results.
http://www.marketingscoop.com/Internet-marketing-secrets.htm
Tuğçe Pakakar 107604066
Marketing Experts Starts with Google: Google is the main player of search - commanding around 60% of all search engine traffic. You will see the results on other search engines if you rank on Google.You’d better to register your domain name for 3 years in order to register for 1 year like the others. Google likes to see permanence and commitment so show it that you are in business to stay.
Optimize Your Home Page for a Keyword Phrase: To appear at the top of any search results you should choose the right keywords. Actually it is difficult because most single keywords are highly competitive. Also, you have to use not only single keywords but also keyword phrase
On Page Optimization: It has to be well managed to rank well for any keyword phrase. Especially, H1 and H2 tags, page title, alt images, bolded text, italicized text, underlined text, and keyword proximity. You can type in your keyword phrase in Google and visit the top 5 competitor sites listed. Find the websites for that keyword phrase and look what they have done and improve.
Off - Page Optimization: This refers to the number of links pointing to your site, the PR (stands for Google Page Rank) rank of the sites linking to you.
Also, link building software on the Internet will let you to make the most of your time and target the best sites to improve your link popularity. Once you begin developing links, you’ll need to monitor them on an ongoing basis and don’t forget to provide a link on your website to the third party site. These Internet marketing secrets are important for improving the search engine results.
http://www.marketingscoop.com/Internet-marketing-secrets.htm
Tuğçe Pakakar 107604066
CRM AS STRATEGY: AVOIDING THE PITFALL OF TACTICS.
CRM Strategies Rather Than Singular Tactics
In these days, to contend against others, to continue to serve and to keep the customers are the significant factors for the firms. In order to reach their targets they need some new, superior, and effective business course of action. In that sense this course of action points at continuous developments in how customers are served which emphasis customer relation management (CRM). We should not think CRM as a tactic but we should focus on its being long term strategy maintainable market and its intense relationship with customers.
As Bland expresses CRM is the bundling of customer strategies and processes, supported by means of relevant software, in order to improve customer loyalty to provide a competitive edge. That explains us CRM should involve a strategy which is supported by technology (software). In that way the companies will be able to make their customers loyal to them and by doing it they can compete with other companies in the market.
A new paradigm change in position to that CRM has re-oriented marketing activities to underline relationships with individual customers, to develop sustainable competitive advantages (Bauer, Grether and Leach 2002). The idea signifies the creation of long-lasting relationship with each customer. That means if a company manages its customer relationships better than its competitors it can not only keep its customers but also it can attract the attention of new customers as well.
The Present Condition Of CRM
CRM is not a new concept. It is stated in the trade books such as The One to One Future (Peppers and Rogers 1993). According to Gordon today most managers believe that CRM is essentially significant to the future of their business. He underlines here the importance of CRM for their future works. Also the companies today invest in technologies to understand customers much more clearly and to take advantage of this awareness about the customers. When they get more information about the customers they can offer products to answer their needs. Yet also firms have committed big amounts of resources to CRM technology. According to the studies nearly 60 % of CRM projects fail to achieve an important return on investment. (Rigby, Reichhed and Dawson 2003; Kale 2003; McKim 2002).
Carrying Out CRM As A Strategy
According to an incorrect common idea, CRM is tied up with “technology”. Than means CRM is something like a tool that we can buy and implement to our works without showing any effort. This misunderstanding brings the failure of CRM because those applications fail to advance to customers the real benefits that are attributable to CRM. Yet when we look at the successful companies we see that they adapted their CRM with strategies “only” technology. They shaped their CRM programme in a way of showing responsibility to the customer needs and wants. They used technology to find out the customer need and then they decided which strategy they should follow. That means they see CRM as an integral part of formulating a clear business strategy that balances there units: technology, process and people. Not only a singular factor they need but also the way to success brings those there concepts with a balance.
Also planning is one of the significant parts of CRM. To be successful the companies should put strategy before software (technology). The absence of strategy (planning) is the reason for the “failure of CRM”. Although strategic planning is important, some managers still think CRM as “tactics-driven”. Yet we see that researches emphasis that CRM is a strategy to build a long term customer loyalty. In other words, according to Gordon, if a company faces difficulties about CRM strategies, there may be no coherent strategy for moving the company ahead so the company should reshape their strategy and make it coherent with the other factors such as process, people and technology.
“Successful businesses, like Dell Inc. or Walmart, know exactly which customer they want and how valuable they are” (Rigby Reichheld and Dawson 2003, p2). This quotation explains that these successful companies know about their customers. They are aware of their needs and they show interest to them. In that way customer feels that they are important and valuable. Also they want to exceed those customers’ expectations and they manage to keep their customers with their CRM strategies. This also underlines that they answer the expectations of the customers so that they can keep the customers. On the other hand if a company doesn’t know which customers are their target customers, they formulate their strategies that neither cogent nor focused. That shows they lose ground to competitors by appealing to too many segments (Rigby Reichheld and Dawson 2003).
To accomplish a successful CRM strategy, a company “should act” as follows.
1) They should be aware which customers are their customers.
2) They should know what makes servicing these customers “profitable”
3) They should learn the reason why the customers buy from them but not from others
4) They should examine in which percentage their customers are in the market by means of profitable work.
5) They should investigate if they can find customers like them (target customer)
6) They should focus on what to do to keep the customers and to do more business with them.
7) They should work on how they can reduce the serving cost but still profitable to the customer.
With the example of Dell Inc and the others, in the light of above mentioned information, if a company’s strategy applies to above questions, there is no doubt for it to be successful.
Future Of CRM
Technology is moving too fast. While it advances, CRM must be integrated into strategy as it becomes available. In time there will be renewals, differentiations, new technologies but we should not forget that CRM is a journey, not a final destination. That means we will never be able to reach any result – there is nothing like a result in CRM. Yet we will always investigate, search and seek for it. This is the core of CRM.
Also as the technology moves forward customers had opportunity to reach more information through Internet (WWW). In this manner they are able to reach many many products. We can say that in the future companies will have to conduct marketing operations in a manner that does meet customers’ expectations. To say in other words they have to become more customer-centric than they may have been in the past.
Internet based customer relationship management (ICRM) is also a new revolution. As I mentioned above, the customers can see the wider picture with the advance technology (Internet). When we look at ICRM it can be fundamental and it is successful way of business since customers demand more and more knowledge from the companies. ICRM is a way for an organization to create, capture and use again the knowledge to achieve its objectives. In this way the companies will use these concepts (mostly) in the close future.
To sum up I would like to signify that we should not see CRM as tactics but we should see it as a strategy – as a whole. CRM is composed of strategy, technology, planning, process and being aware of customer needs. Also we are all aware that the technology is advancing and to become a successful company companies should deliver knowledge management to their customers on deman; ANYTIME & ANYWHERE. A circle may be a good example for it: There is never an end in a circle; but there is always a movement since we don’t know where the circle starts and ends. It is an action never comes to an end. Like a circle CRM should fall into step with customers in every dimension.
Ercan OĞUL
107604033
Source: Marketing Management Journal; Fall2006, Vol. 16 Issue 2, p147-154, 8p
To read the original article, please click on;
Saturday, December 22, 2007
Numara Taşınabilirliğinde Nihayet Akılcı Çözüm
Numara taşınabilirliğinde nihayet akılcı çözüm
TELEKOMÜNİKASYON Kurumu (TK) cep telefonlarında numara taşınabilirliği tartışmasını, akılcı bir orta yol bularak tatlıya bağlama yönünde önemli bir adım attı.
Daha önce Hürriyet e.yaşam’da birkaç kez eleştirdiğimiz hukuksal problemlere ve haksızlıklara yol açacak tam numara taşınabilirliği uygulamasından vazgeçilerek, kısmi numara taşınabilirliği uygulamasına geçileceği açıklandı.
TK Başkanı Tayfun Acarer tarafından Avea ile Uzak Mesafe Telefon Hizmetleri veren şirketler arasında yapılan arabağlantı anlaşmasının imza töreninde yapılan açıklamaya göre, kurumun altı aydır üzerinde çalıştığı numara taşınabilirliği uygulamasında sona yaklaşıldı.
Bugün üç cep telefonu operatörü ve TK’nın katılımıyla yapılacak toplantıda numara taşınabilirliği konusunda mutabakat sağlanması bekleniyor.
TK’nın öngördüğü uygulamaya göre bir operatörden başka bir operatöre geçecek kullanıcı, eski cep telefonu numarasını üç haneli operatör kodu haricinde yeni operatörüne aynen taşıyabilicek.
Örneğin 0532 xxx xx xx olan numarasını, yeni operatöre geçince 0542 xxx xx xx olarak kullanabilecek.
Bu çözümün açıklanmasından önce, numara taşınabilirliği uygulamasının operatör kodu da dahil olmak üzere tam olarak yapılması öngörülüyordu.
Yani örneğin 0532 xxx xx xx numarasını kullanan bir Turkcell abonesinin, Telsim’e geçtiğinde operatör kodunu da değiştirmeden 0532 xxx xx xx numarasını aynen kullanmaya devam etmesi düşünülüyordu.Ancak bu uygulamanın sayısız sakıncası vardı. TK’nın şu anda önerdiği kısmi numara taşınabilirliği ile herkesi mutlu edecek orta yol bulunmuş oldu.
Cevap bulunamayan tek soru, Türk Telekom’un sabit hat numaralarının bu numara taşınabilirliği uygulamasından neden muaf tutulduğu oldu. Türk Telekom’a sağlanan bu ayrıcalık, TK’nın Türk Telekom’un yeni sahibi Öger’i kayırdığına yönelik kuşkuları artırdı.Yurtsan Atakan
http://www.hurriyet.com.tr/yazarlar/4975106.asp?yazarid=52&gid=61
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Numara taşınabilirliği yasası yürürlüğe girerse, GSM operatörlerinin bugüne kadar "marka" olarak gördüğü prefixe (532,542,555... gibi) yaptığı yatırımlar çöpe gitmiş olacak. Farklı operatörler ile bağdaşlaşmış olan farklı numaralar, son kullanıcının gözünde operatör ile özleşdeşmiş durumdalar. Operatörün değeri ve kurumsal kültürü aynı zamanda numaralara da yansıyor. Hatta bu numaralardan bazıları markalaşmada daha ileri giderek, gazete ve internette seri ilanlarla satılır hale gelmiştir. Dolayısıyla, her bir operatörün sahip olduğu numaların ve diğer bir adı ile markasının müşterinin algısındaki değeri o operatör ile özdeşleşmiştir ve bu markaların parasal değerleri de birbirinden çok farklıdır. Bu değerleri silmek veya karıştırmak, marka pazarlamasında başarılı olmuş firmaya haksızlık etmek olur diye düşünüyorum.
Fatih-Noyan-105604187
TELEKOMÜNİKASYON Kurumu (TK) cep telefonlarında numara taşınabilirliği tartışmasını, akılcı bir orta yol bularak tatlıya bağlama yönünde önemli bir adım attı.
Daha önce Hürriyet e.yaşam’da birkaç kez eleştirdiğimiz hukuksal problemlere ve haksızlıklara yol açacak tam numara taşınabilirliği uygulamasından vazgeçilerek, kısmi numara taşınabilirliği uygulamasına geçileceği açıklandı.
TK Başkanı Tayfun Acarer tarafından Avea ile Uzak Mesafe Telefon Hizmetleri veren şirketler arasında yapılan arabağlantı anlaşmasının imza töreninde yapılan açıklamaya göre, kurumun altı aydır üzerinde çalıştığı numara taşınabilirliği uygulamasında sona yaklaşıldı.
Bugün üç cep telefonu operatörü ve TK’nın katılımıyla yapılacak toplantıda numara taşınabilirliği konusunda mutabakat sağlanması bekleniyor.
TK’nın öngördüğü uygulamaya göre bir operatörden başka bir operatöre geçecek kullanıcı, eski cep telefonu numarasını üç haneli operatör kodu haricinde yeni operatörüne aynen taşıyabilicek.
Örneğin 0532 xxx xx xx olan numarasını, yeni operatöre geçince 0542 xxx xx xx olarak kullanabilecek.
Bu çözümün açıklanmasından önce, numara taşınabilirliği uygulamasının operatör kodu da dahil olmak üzere tam olarak yapılması öngörülüyordu.
Yani örneğin 0532 xxx xx xx numarasını kullanan bir Turkcell abonesinin, Telsim’e geçtiğinde operatör kodunu da değiştirmeden 0532 xxx xx xx numarasını aynen kullanmaya devam etmesi düşünülüyordu.Ancak bu uygulamanın sayısız sakıncası vardı. TK’nın şu anda önerdiği kısmi numara taşınabilirliği ile herkesi mutlu edecek orta yol bulunmuş oldu.
Cevap bulunamayan tek soru, Türk Telekom’un sabit hat numaralarının bu numara taşınabilirliği uygulamasından neden muaf tutulduğu oldu. Türk Telekom’a sağlanan bu ayrıcalık, TK’nın Türk Telekom’un yeni sahibi Öger’i kayırdığına yönelik kuşkuları artırdı.Yurtsan Atakan
http://www.hurriyet.com.tr/yazarlar/4975106.asp?yazarid=52&gid=61
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Numara taşınabilirliği yasası yürürlüğe girerse, GSM operatörlerinin bugüne kadar "marka" olarak gördüğü prefixe (532,542,555... gibi) yaptığı yatırımlar çöpe gitmiş olacak. Farklı operatörler ile bağdaşlaşmış olan farklı numaralar, son kullanıcının gözünde operatör ile özleşdeşmiş durumdalar. Operatörün değeri ve kurumsal kültürü aynı zamanda numaralara da yansıyor. Hatta bu numaralardan bazıları markalaşmada daha ileri giderek, gazete ve internette seri ilanlarla satılır hale gelmiştir. Dolayısıyla, her bir operatörün sahip olduğu numaların ve diğer bir adı ile markasının müşterinin algısındaki değeri o operatör ile özdeşleşmiştir ve bu markaların parasal değerleri de birbirinden çok farklıdır. Bu değerleri silmek veya karıştırmak, marka pazarlamasında başarılı olmuş firmaya haksızlık etmek olur diye düşünüyorum.
Fatih-Noyan-105604187
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