{"id":357,"date":"2001-07-08T02:00:00","date_gmt":"2001-07-08T00:00:00","guid":{"rendered":"http:\/\/85.17.200.84\/~unaldi\/atif\/?p=357"},"modified":"2001-07-08T02:00:00","modified_gmt":"2001-07-08T00:00:00","slug":"ben-en-iyisine-layigim","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2001\/07\/08\/ben-en-iyisine-layigim\/","title":{"rendered":"Ben en iyisine lay\u0131\u011f\u0131m"},"content":{"rendered":"

Sene 2001. Ben bir m\u00fc\u015fteriyim. \u0130\u00e7inde bulundu\u011fum hedef kitle, bu kitlenin b\u00fcy\u00fckl\u00fc\u011f\u00fc, do\u011frulu\u011fu ve\/veya o gruba \u00fcreticilerin nas\u0131l bakt\u0131\u011f\u0131 beni hi\u00e7 ama hi\u00e7 ilgilendirmiyor. Ben en iyisine lay\u0131\u011f\u0131m. \u0130stedi\u011fimi al\u0131r, istedi\u011fimi yapar, istede\u011fim \u00fcr\u00fcn\u00fc istedi\u011fim \u015fekilde kullan\u0131r\u0131m. E\u011fer pazarda benin iste\u011fime uygun \u00fcr\u00fcn yoksa iste\u011fime en uygun \u00fcr\u00fcn\u00fcn be\u011fenmedi\u011fim k\u0131s\u0131mlar\u0131n\u0131 de\u011fi\u015ftirmek i\u00e7in bask\u0131 yapar\u0131m hatta (zaten \u00fcretimin son noktas\u0131 bu olacak) bana uygun \u00fcr\u00fcn \u00fcretilmesini sa\u011flar\u0131m. Gerekirse ald\u0131\u011f\u0131m \u00fcr\u00fcn\u00fc sadece denerim, b\u00fcy\u00fck bir ihtimalle bu \u00fcr\u00fcne para vermeden elde ederim. E\u011fer para vereceksem o zaman bana \u00f6zg\u00fc olmas\u0131n\u0131 isterim. \u00dcr\u00fcne de\u011fil, belki hizmete ve deste\u011fe para veriririm.
\nSene 2001 ve merak ediyorsunuz biz bu noktaya geldik mi? E\u011fer etraf\u0131n\u0131za bakarsan\u0131z bunun ne kadar yak\u0131n bir gelecek oldu\u011funu \u00e7ok net g\u00f6receksiniz. \u0130ki y\u0131l \u00f6nce levis’\u0131n sitesinde kendi pantolonunu kendin yap k\u00f6\u015fesi, sonra daha uygulanmamas\u0131na ra\u011fmen kredi kart\u0131n\u0131z\u0131 sokup, pantolonunuzu \u00e7izip alaca\u011f\u0131n\u0131z kiosk fikirleri bu noktaya ne kadar yakla\u015ft\u0131\u011f\u0131m\u0131z\u0131 g\u00f6steriyor. \u00c7evrenize bir bak\u0131n, www.toyota.com’da kendi araban\u0131 yap b\u00f6l\u00fcm\u00fc varken, dyo’nun sitesinde odan\u0131z\u0131 boyay\u0131n, koleksiyonun sitesinde odan\u0131z\u0131 d\u00f6\u015feyin imkanlar\u0131 ile yeni bir yolculu\u011fa do\u011fru gidiyoruz.
\nSene 2001 ve merak ediyorsunuz bu noktaya nereden geldik? Asl\u0131nda fikir son derece basit. Asl\u0131nda b\u00fct\u00fcn giyindi\u011fimiz, okudu\u011fumuz, i\u00e7ti\u011fimiz k\u0131saca parayla ve paras\u0131z ald\u0131\u011f\u0131m\u0131z her\u015fey bir mesaj i\u00e7eriyor. Bu mesaj\u0131 \u00fcretici,n \u00fcretti\u011fi mal\u0131 kullanarak yolluyor. Yani asl\u0131nda “”medium is the message”” de\u011fil “”product is the message””. O zaman her \u00fcretici kendi mesaj\u0131n\u0131 yollamaya \u00e7al\u0131\u015fan bir medya halini alm\u0131yor mu? Peki globalizasyon ile birlikte gelen demassification yani kitlelerin b\u00f6l\u00fcnmesi \u00fcretim i\u00e7inde ge\u00e7erli de\u011fil mi? Tabii ki ge\u00e7erli. Bir medyac\u0131 bu b\u00f6l\u00fcnmenin \u00f6n\u00fcn\u00fc g\u00f6rmekte belki zorlan\u0131r fakat bir internet medyas\u0131na sahip olan herkes bunun son noktas\u0131n\u0131 personalisation (ki\u015fiselle\u015ftirme)’yi son derece iyi bilir. Yani b\u00f6l\u00fcnmenin son noktas\u0131 bireydir. Bu nedenle her yeni \u00fcr\u00fcn bir ki\u015fiselle\u015ftirmeden \u00f6nce m\u00fc\u015fteri ile bulu\u015famaz. Bu \u00e7a\u011fda b\u00f6yle bir bulu\u015fman\u0131n sonu sadece h\u00fcsran olur.
\nD\u00fcnya pazarlama teknikleri konusunda y\u0131llard\u0131r uygulad\u0131\u011f\u0131 4p kural\u0131ndan vazge\u00e7mek \u00fczere. Bilindi\u011fi gibi 4P kural\u0131 (Product, Price, Promotion, Place ) kavramlar\u0131 \u00fczerinde yo\u011funla\u015f\u0131yordu fakat yeni kural 4C \u00fczerine. 4C ise Customer Value, Customer Cost, Customer Convenience, Customer Communication kavramlar\u0131 \u00fczerinde yo\u011funla\u015f\u0131yor. G\u00f6rd\u00fc\u011f\u00fcn\u00fcz gibi pazarlaman\u0131n b\u00fct\u00fcn konsantrasyonu m\u00fc\u015fteriye odaklanm\u0131\u015f durumda. \u0130\u015fin g\u00fczel yan\u0131 bu sadece bir ba\u015flang\u0131\u00e7. Ben bir m\u00fc\u015fteri olarak \u00fcr\u00fcn\u00fcn kalitesinin y\u00fckselmesini istemekle kalmay\u0131p, \u00fcr\u00fcn\u00fcn fiyat\u0131n\u0131 da istedi\u011fim gibi ayarl\u0131yabilme hakk\u0131na sahip olmal\u0131y\u0131m. E\u011fer kitlenin b\u00f6l\u00fcnmesi bireye kadar d\u00fc\u015ft\u00fcyse ben beni kapsayan \u00fcretici grubunun \u00e7o\u011funlu\u011fuyum. Dolays\u0131yla Pazar pay\u0131ndaki de\u011fi\u015fikli\u011fi benim \u00fcr\u00fcne g\u00f6sterdi\u011fim ilgi belirleyecek.Asl\u0131nda web \u00fczerinde yeni \u00e7\u0131kan \u00fcr\u00fcn\u00fc fiyatland\u0131rabilece\u011finiz bir site de var. Yak\u0131nda bunu \u00e7\u0131kan b\u00fct\u00fcn \u00fcr\u00fcnler i\u00e7in ger\u00e7ekle\u015ftiren ki\u015fi ve kurumlar oldu\u011funu g\u00f6receksiniz.
\nBen bir m\u00fc\u015fteriyim ve sadece bir \u00fcr\u00fcn\u00fcn yap\u0131s\u0131n\u0131 ve fiyat\u0131n\u0131 de\u011fi\u015ftirmekle u\u011fra\u015fmam. Belki de koca bir sekt\u00f6r\u00fcn i\u015fleyi\u015f bi\u00e7imini de\u011fi\u015ftiririm. Napster’\u0131 bir son olarak g\u00f6renleriniz mutlaka vard\u0131r. Fakat Napster asl\u0131nda bir sekt\u00f6r\u00fcn y\u0131llard\u0131r yanl\u0131\u015f i\u015fleyen mekanizmalar\u0131n\u0131 g\u00f6zden ge\u00e7irmesini sa\u011flayan b\u00fcy\u00fck bir \u015fans. Sadece bir ba\u015flang\u0131\u00e7 Gelecekte Napster’\u0131n m\u00fc\u015fteri bazl\u0131 paras\u0131z yap\u0131s\u0131n\u0131n asl\u0131nda neler kazand\u0131rd\u0131\u011f\u0131n\u0131 hep beraber g\u00f6rece\u011fiz. Asl\u0131nda telif haklar\u0131n\u0131n, da\u011f\u0131t\u0131c\u0131y\u0131 de\u011fil, \u00fcretici korumas\u0131 gerekti\u011fini de yak\u0131nda anlayaca\u011f\u0131z. Telif haklar\u0131n\u0131n, m\u00fc\u015fteriye de\u011fil da\u011f\u0131t\u0131m kanallar\u0131na \u00f6detilmesi gerekti\u011fini, miktar\u0131n\u0131n ise astronomik rakamlara ula\u015fmamas\u0131 gerekti\u011fini \u00f6\u011frenece\u011fiz.
\n\u00c7ok yak\u0131nda ben bir m\u00fc\u015fteri olarak sadece en iyisine de\u011fil, ayn\u0131 zamanda en \u00f6zeline hi\u00e7 para vermeden ula\u015fma hakk\u0131na da lay\u0131\u011f\u0131m.
\nNETle\u015fmek \u00fczere<\/p>\n","protected":false},"excerpt":{"rendered":"

Sene 2001. Ben bir m\u00fc\u015fteriyim. \u0130\u00e7inde bulundu\u011fum hedef kitle, bu kitlenin b\u00fcy\u00fckl\u00fc\u011f\u00fc, do\u011frulu\u011fu ve\/veya o gruba \u00fcreticilerin nas\u0131l bakt\u0131\u011f\u0131 beni hi\u00e7 ama hi\u00e7 ilgilendirmiyor. Ben en iyisine lay\u0131\u011f\u0131m. \u0130stedi\u011fimi al\u0131r, istedi\u011fimi yapar, istede\u011fim \u00fcr\u00fcn\u00fc istedi\u011fim…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-357","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nBen en iyisine lay\u0131\u011f\u0131m - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2001\/07\/08\/ben-en-iyisine-layigim\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ben en iyisine lay\u0131\u011f\u0131m - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Sene 2001. Ben bir m\u00fc\u015fteriyim. \u0130\u00e7inde bulundu\u011fum hedef kitle, bu kitlenin b\u00fcy\u00fckl\u00fc\u011f\u00fc, do\u011frulu\u011fu ve\/veya o gruba \u00fcreticilerin nas\u0131l bakt\u0131\u011f\u0131 beni hi\u00e7 ama hi\u00e7 ilgilendirmiyor. 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