\u00dcnald\u0131, Vaatleri sat\u0131n al\u0131r\u0131z!
\n27 Nisan 2007 Cuma 23:30
\nAt\u0131f \u00dcnald\u0131: \u201cT\u00fcrkiye\u2019de bir KOB\u0130 sahibi d\u00fcnyan\u0131n en b\u00fcy\u00fck \u015firketlerinde kolayl\u0131kla y\u00f6netici olabilir\u201d<\/p>\n
http:\/\/www.malatyaguncel.com\/news_detail.php?id=415<\/p>\n
KOB\u0130LER K\u00dc\u00c7\u00dcK B\u00dcT\u00c7ELERLE MARKA OLAB\u0130L\u0130R
\nMalatyal\u0131 \u0130\u015fadamlar\u0131 Derne\u011fi (M\u0130AD) 8. Fikir Platformu toplant\u0131s\u0131nda \u201cK\u00fc\u00e7\u00fck B\u00fct\u00e7eler B\u00fcy\u00fck Markalar ve Medya Planlamas\u0131\u201d konusunu ele alan Marka Dan\u0131\u015fman\u0131 At\u0131f \u00dcnald\u0131 grup, \u00e7al\u0131\u015fanlar ve t\u00fcketiciler i\u00e7in markan\u0131n farkl\u0131 anlamlar ifade etti\u011finin alt\u0131n\u0131 \u00e7izdi.<\/p>\n
\u00dcnald\u0131, K\u00fc\u00e7\u00fck i\u015fletmelerden b\u00fcy\u00fck markalar olabilece\u011fini, \u00fcretkenli\u011fimizi faydal\u0131 kullanabilirsek bunun \u00e7ok da zor olmad\u0131\u011f\u0131n\u0131 ifade etti.<\/p>\n
M\u0130AD\u2019\u0131n \u0130stanbul G\u00fcne\u015fli\u2019de ki merkezinde M\u0130AD \u00fcyesi i\u015fadamlar\u0131na hitap eden ve t\u00fcketici taraf\u0131ndan bak\u0131ld\u0131\u011f\u0131nda markan\u0131n \u201cvaat\u201d oldu\u011funu vurgulayan At\u0131f \u00dcnald\u0131;
\n\u201cMarkalar t\u00fcketicilere farkl\u0131 vaatlerde bulunup devam\u0131nda da bir hayat bi\u00e7imi sunarlar ve biz de asl\u0131nda bu vaatleri sat\u0131n al\u0131r\u0131z\u201d dedi.<\/p>\n
\u00dcnald\u0131, sahibi a\u00e7\u0131s\u0131ndan marka olman\u0131n bir \u00fcr\u00fcn\u00fc daha y\u00fcksek fiyatlara satabilmek ve katma de\u011fer \u00fcretebilmek anlam\u0131na geldi\u011fini, asl\u0131nda burada kar y\u00fckselmese de vaadin y\u00fckselece\u011fini bunun halk\u0131n markay\u0131 tan\u0131mas\u0131n\u0131 ve dolay\u0131s\u0131yla da tan\u0131nan markan\u0131n Pazar pay\u0131n\u0131n y\u00fckselece\u011fini vurgulad\u0131.<\/p>\n
As\u0131l problemin o markan\u0131n \u00e7al\u0131\u015fanlar\u0131 a\u00e7\u0131s\u0131ndan markan\u0131n neyi ifade etti\u011fi oldu\u011funu belirten Marka Dan\u0131\u015fman\u0131 At\u0131f \u00dcnald\u0131 \u015funlar\u0131 s\u00f6yledi:
\n\u201cBenim Matrix filminde \u00e7ok sevdi\u011fim bir s\u00f6z vard\u0131r. \u2018Ger\u00e7e\u011fin \u00e7\u00f6l\u00fcne ho\u015f geldiniz\u2019 der. Evet, buras\u0131 da tam anlam\u0131yla ger\u00e7ekli\u011fin \u00e7\u00f6l\u00fcd\u00fcr. Burada her \u015fey \u00e7ok de\u011fi\u015fkendir, \u00e7ok fazla bilgi vard\u0131r ve her \u015feyin konu\u015fulmas\u0131 gerekir. Bir ki\u015fi i\u00e7in farkl\u0131 on ki\u015fi i\u00e7in \u00e7ok farkl\u0131 \u015fey ifade eder marka. Marka bir logo, bir kimliktir. Bu kimlik ve logonun etraf\u0131nda olu\u015fturulan ba\u015fka \u015feyler de vard\u0131r. Reklamd\u0131r, servistir, halkla ili\u015fkilerdir, sosyal sorumluluktur. Bunlardan herhangi birini eksik b\u0131rakt\u0131\u011f\u0131n\u0131zda o marka eksik olur. \u00dc\u00e7l\u00fc sac aya\u011f\u0131 gibidir marka. Bu ayaklardan biri eksikse o sac devrilir. Marka da \u00f6yledir.\u201d<\/p>\n
\u0130\u015f adamlar\u0131na verdi\u011fi \u00f6rneklerle konuyu derinlemesine anlatan At\u0131f \u00dcnald\u0131, bir\u00e7ok i\u015fadam\u0131n\u0131n \u00f6nemini kavrayamad\u0131\u011f\u0131 Halkla \u0130li\u015fkiler \u00e7al\u0131\u015fmas\u0131n\u0131 \u00f6rneklerle a\u00e7\u0131klad\u0131.
\nAt\u0131f \u00dcnald\u0131, \u201cFirma marka bilinirlili\u011fini art\u0131rmak i\u00e7in reklam vermeye ba\u015flar ve herkes onu tan\u0131r. Bizde \u2018meyve veren a\u011fa\u00e7 ta\u015flan\u0131r\u2019 derler i\u015fte tam o s\u0131rada rakipleriniz sizi ta\u015flamaya ba\u015flarlar, ta\u015flama noktas\u0131nda halkla ili\u015fkiler imdad\u0131n\u0131za yeti\u015fir. Olu\u015fabilecek her t\u00fcrl\u00fc problemi siz halkla ili\u015fkilerle kapatmaya ba\u015flars\u0131n\u0131z\u201d diyerek. \u00dc\u00e7l\u00fc sacaya\u011f\u0131n\u0131n \u00f6nemini bir kez daha vurgulad\u0131.<\/p>\n
D\u00fcnyada ekonomik sistemin de\u011fi\u015fti\u011fini yenilik aray\u0131\u015f\u0131n\u0131n markala\u015fmaya itti\u011fini ifade eden At\u0131f \u00dcnald\u0131, \u201cAmerika d\u0131\u015f ticaret a\u00e7\u0131\u011f\u0131n\u0131 kapatmak i\u00e7in bir \u015fey bulmal\u0131yd\u0131 havadan bir \u015fey buldular, bu da marka oldu. Art\u0131k \u00fcretimle de\u011fil markala\u015fma ile para kazan\u0131yorlar. Devlet politikas\u0131 ile google gibi b\u00fcy\u00fck devlerin kurulu\u015funu y\u00fckselmesini te\u015fvik ediyorlar. \u00c7in dezavantaj olarak g\u00f6r\u00fclen n\u00fcfusunu \u00fcretim yaparak avantaja d\u00f6n\u00fc\u015ft\u00fcrd\u00fc. Art\u0131k her \u015feyi \u00fcretebiliyorlar. \u00c7in markala\u015fma d\u00fcnyas\u0131na kendi isimleri ile girmeye ba\u015flad\u0131\u011f\u0131nda k\u0131yamet o zaman kopacak Amerikan\u0131n o zaman ne yapaca\u011f\u0131n\u0131 merak ediyorum\u201d dedi.<\/p>\n
Bug\u00fcn bir\u00e7ok uluslararas\u0131
\nFirmada T\u00fcrk y\u00f6netici \u00e7al\u0131\u015f\u0131yor<\/p>\n
\u00dcnald\u0131, k\u00fc\u00e7\u00fck Kobilerden b\u00fcy\u00fck markalar \u00e7\u0131kar\u0131labilece\u011fini bunun i\u00e7in alternatif mecralar\u0131n kullan\u0131larak ba\u015far\u0131ya ula\u015f\u0131labilinece\u011fini belirtti. Sunumunu da yurt d\u0131\u015f\u0131nda ve \u00fclkemizden \u00f6rneklerle zenginle\u015ftiren \u00dcnald\u0131: \u201ck\u00fc\u00e7\u00fck b\u00fct\u00e7elerle b\u00fcy\u00fck markalar olu\u015fturulabilir. \u00d6zellikle T\u00fcrk insan\u0131n\u0131n yenilik\u00e7i \u00f6zelli\u011fi \u00e7ok \u00f6n planda bug\u00fcn uluslar aras\u0131 bir\u00e7ok firman\u0131n y\u00f6netiminde T\u00fcrkleri g\u00f6r\u00fcyoruz. \u00d6rne\u011fin Microsoft\u2019un 2. adam\u0131 T\u00fcrk, hatta yine Microsoft da strateji b\u00f6l\u00fcm\u00fcnde bir Malatyal\u0131 olan Mustafa K\u0131l\u0131\u00e7arslan var. T\u00fcrklerin y\u00f6netici \u00f6zelli\u011fi her zaman \u00f6n plana \u00e7\u0131k\u0131yor. D\u00fcnyan\u0131n b\u00fcy\u00fck \u015firketlerine CEO olarak gelmeleri bunu a\u00e7\u0131k\u00e7a g\u00f6steriyor. G\u00fcn\u00fcm\u00fczde d\u00fcnyada \u00fcretim \u015fekilleri de\u011fi\u015fti. Art\u0131k markalar \u00fcretim yapm\u0131yorlar. Kolayl\u0131kla istedikleri tasar\u0131mlar\u0131 haz\u0131rlat\u0131p kendi markalar\u0131n\u0131 yerle\u015ftirerek piyasaya \u00e7\u0131kar\u0131yorlar. Bir\u00e7ok marka ayn\u0131 yerden mal alarak tasar\u0131mlar\u0131n\u0131 ayn\u0131 \u00fcreticiye yapt\u0131r\u0131yorlar. \u00d6rne\u011fin HP, DELL gibi bir\u00e7ok firma yak\u0131n zamanda hepsi ayn\u0131 zamanda pil sorunu ya\u015fad\u0131lar. \u00c7\u00fcnk\u00fc hepsi ayn\u0131 yerden pilleri al\u0131yordu\u201d dedi<\/p>\n
K\u00fc\u00e7\u00fck i\u015fletmelerin T\u00fcrkiye\u2019de \u00e7ok zor \u015fartlarda ba\u015far\u0131l\u0131 olduklar\u0131n\u0131 vurgulayan \u00dcnald\u0131, \u201cT\u00fcrkiye\u2019de bir Kobi sahibi d\u00fcnyan\u0131n en b\u00fcy\u00fck \u015firketlerinde rahatl\u0131kla y\u00f6netici olabilir. Bunu i\u00e7tenlikle s\u00f6yl\u00fcyorum. \u00dclkemizde ne zaman ne olaca\u011f\u0131 hi\u00e7 belli olmuyor. Bug\u00fcn bir a\u00e7\u0131klamada bir c\u00fcmle farkl\u0131 kurulsa ekonominin nas\u0131l bir hal alaca\u011f\u0131 belli de\u011fil. Buna ra\u011fmen Kobilerimiz m\u00fccadele edebiliyor.\u201d diyerek \u00fclkemizdeki ekonomik sistemin zorluklar\u0131ndan bahsetti.<\/p>\n
Toplant\u0131 sonunda kat\u0131l\u0131mlar\u0131ndan dolay\u0131 At\u0131f \u00dcnald\u0131\u2019ya te\u015fekk\u00fcr plaketini toplant\u0131y\u0131 organize eden Gen\u00e7 M\u0130AD Y\u00fcr\u00fctme Kurulu Ba\u015fkan\u0131 Ahmet \u015eamil Onur verdi.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u00dcnald\u0131, Vaatleri sat\u0131n al\u0131r\u0131z! 27 Nisan 2007 Cuma 23:30 At\u0131f \u00dcnald\u0131: \u201cT\u00fcrkiye\u2019de bir KOB\u0130 sahibi d\u00fcnyan\u0131n en b\u00fcy\u00fck \u015firketlerinde kolayl\u0131kla y\u00f6netici olabilir\u201d http:\/\/www.malatyaguncel.com\/news_detail.php?id=415 KOB\u0130LER K\u00dc\u00c7\u00dcK B\u00dcT\u00c7ELERLE MARKA OLAB\u0130L\u0130R Malatyal\u0131 \u0130\u015fadamlar\u0131 Derne\u011fi (M\u0130AD) 8. Fikir Platformu…<\/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-658","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\n