B2B pazarlama alan\u0131nda \u015firketlerin potansiyellerini ortaya koymak ad\u0131na bir ara\u015ft\u0131rma metodolojisi geli\u015ftirdiklerini ifade eden Dr. Kutalm\u0131\u015f Emre Ceylan, B2B pazarlama olgunlu\u011fu ara\u015ft\u0131rmas\u0131n\u0131n T\u00fcrkiye\u2019de bir ilk oldu\u011funu belirtti.<\/p>\n
Fortune 500 T\u00fcrkiye listesinde yer alan \u015firketlerin y\u00fczde 66\u2019s\u0131 \u00fcretti\u011fi mal veya hizmetleri di\u011fer \u015firketlere pazarl\u0131yor. D\u00fcnya e-ticaret hacmi incelendi\u011finde ise B2B olarak adland\u0131r\u0131lan \u015firketler aras\u0131 ticaretin oran\u0131 y\u00fczde 86 iken, son t\u00fcketiciye (B2C) sat\u0131\u015flar sadece y\u00fczde 14\u2019l\u00fck bir orana denk geliyor. Buna kar\u015f\u0131l\u0131k T\u00fcrkiye\u2019de pazarlama konulu sempozyumlara, verilen ba\u015far\u0131 \u00f6d\u00fcllerine ya da yaz\u0131lan kitaplara bak\u0131ld\u0131\u011f\u0131nda \u00e7ok b\u00fcy\u00fck bir k\u0131sm\u0131n\u0131n son t\u00fcketiciye yani B2C pazarlamaya y\u00f6nelik oldu\u011fu tespit edildi.<\/p>\n
\u0130stanbul Geli\u015fim \u00dcniversitesi, ETK\u0130 merkezi ve akademisyen Dr. Kutalm\u0131\u015f Emre Ceylan\u2019\u0131n i\u015f birli\u011fi ile y\u00fcr\u00fct\u00fclen B2B pazarlama olgunlu\u011fu ara\u015ft\u0131rmas\u0131 kapsam\u0131nda i\u015fletmeden i\u015fletmeye (B2B) mal veya hizmet sunan \u015firketlerin pazarlama kabiliyetlerinin tespit edilerek bir endeks haline getirilmesi sa\u011fland\u0131\u011f\u0131 kaydedildi. Yap\u0131lan bilgilendirmede; \u015firketler, bu endeks sayesinde faaliyet g\u00f6sterdikleri pazardaki durumlar\u0131n\u0131 \u00fccretsiz olarak inceleyebiliyor. Ara\u015ft\u0131rmada, B2B pazarlama yapan \u015firketlerin mutlaka uygulamas\u0131 gereken 40 pazarlama fakt\u00f6r\u00fc pazarlama y\u00f6neticileriyle y\u00fcz y\u00fcze m\u00fclakat yap\u0131larak de\u011ferlendiriliyor. Ara\u015ft\u0131rma sonucunda g\u00f6r\u00fc\u015f\u00fclen \u015firketin pazarlama uygulamalar\u0131 a\u00e7\u0131s\u0131ndan karnesi ortaya \u00e7\u0131k\u0131yor. Ara\u015ft\u0131rmaya kat\u0131lan firmalar ayn\u0131 zamanda iyi olan ve geli\u015ftirilmesi gereken y\u00f6nlerini tespit edip bu \u00e7er\u00e7evede strateji geli\u015ftirebiliyor. Ara\u015ft\u0131rmaya B2B pazarda faaliyet g\u00f6steren ve yabanc\u0131 hisse oran\u0131 y\u00fczde 20\u2019nin alt\u0131nda olan T\u00fcrk i\u015fletmeler pazarlama endeksi web sitesinden \u00fccretsiz olarak kat\u0131labiliyor.<\/p>\n
“B2B pazarlamaya y\u00f6nelik kaynak say\u0131s\u0131 \u00e7ok k\u0131s\u0131tl\u0131”<\/p>\n
Uygulamaya d\u00f6n\u00fck akademik projenin y\u00fcr\u00fct\u00fcc\u00fcs\u00fc Dr. Kutalm\u0131\u015f Emre Ceylan, ara\u015ft\u0131rman\u0131n T\u00fcrkiye\u2019de ilk oldu\u011funu belirterek \u015funlar\u0131 aktard\u0131: “T\u00fcrkiye Fortune 500 \u015firketlerinin y\u00fczde 66\u2019s\u0131 \u00fcretti\u011fi mal veya hizmetleri bir ba\u015fka \u015firkete sunuyor. Buna kar\u015f\u0131l\u0131k T\u00fcrkiye\u2019de pazarlama denilince akla her zaman son t\u00fcketiciye yani B2C pazarlamaya y\u00f6nelik \u00e7al\u0131\u015fmalar geliyor ve at\u0131lan ad\u0131mlar\u0131n \u00e7o\u011fu da bu y\u00f6nde. B2B pazarlama yapan \u015firketlerin istifade edebilece\u011fi kaynak say\u0131s\u0131 o kadar k\u0131s\u0131tl\u0131 ki; bu alanda bir fark\u0131ndal\u0131k olu\u015fturmak ve T\u00fcrkiye\u2019deki b\u00fcy\u00fck k\u00fc\u00e7\u00fck t\u00fcm i\u015fletmelerimizin faydalanabilece\u011fi kaynaklar \u00fcretmek zorunlu hale geldi. Bu nedenle i\u015fe yerli i\u015fletmelerimizin pazarlamay\u0131 ne kadar iyi y\u00f6nettiklerini \u00f6l\u00e7mekle ba\u015flad\u0131k. Kendi \u015firketi i\u00e7in yap\u0131lan \u00f6l\u00e7\u00fcm\u00fcn sonu\u00e7lar\u0131n\u0131, g\u00f6r\u00fc\u015ft\u00fc\u011f\u00fcm\u00fcz \u015firkete \u00fccretsiz olarak raporluyoruz. Bu sayede hem \u015firket kendini geli\u015ftirmek i\u00e7in bu rapordan istifade ediyor, hem de endeks geni\u015fliyor”.<\/p>\n","protected":false},"excerpt":{"rendered":"
B2B PAZARLAMA ALANINDA \u015e\u0130RKETLER\u0130N POTANS\u0130YELLER\u0130N\u0130 ORTAYA KOYMAK ADINA B\u0130R ARA\u015eTIRMA METODOLOJ\u0130S\u0130 GEL\u0130\u015eT\u0130RD\u0130KLER\u0130N\u0130 \u0130FADE EDEN DR. KUTALMI\u015e EMRE CEYLAN, B2B PAZARLAMA OLGUNLU\u011eU ARA\u015eTIRMASININ T\u00dcRK\u0130YE\u2019DE B\u0130R \u0130LK OLDU\u011eUNU BEL\u0130RTT\u0130.<\/p>\n","protected":false},"author":1,"featured_media":164300,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[19],"tags":[21966,38997,1647,38998,2815,453],"class_list":["post-164299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-arastirmasi","tag-b2b","tag-basliyor","tag-olgunlugu","tag-pazarlama","tag-turkiye"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2019\/05\/turkiye-b2b-pazarlama-olgunlugu-arastirmasi-basliyor_67d2f8e.jpg?fit=1000%2C669","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-GJZ","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/164299","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=164299"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/164299\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/164300"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=164299"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=164299"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=164299"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}