Küresel rekabetin zihinsel izdüşümü: Kavram satmak
Yükleniyor...
Tarih
2009
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Elektronik Sosyal Bilimler
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmada; küresel rekabet sürecinde kavram oluşturma ve bu kavramın hedef kitleye pazarlanmasının önemi ele alınmıştır. Çalışmada, küresel rekabetin pazarlama anlayışı üzerine etkileri, zihinsel pazar oluşturmada kavram satma stratejileri ve kavram satma sürecinin önündeki engellere ayrıntılı yer verilmiştir. Bu bağlamda kavram satma araçları; marka oluşturma, reklam, özdeyişler, bilgilendirme, söylenceler, moda yaratıcılığı, propaganda ve imaj yaratma başlıkları ile incelenirken, kavram satma eyleminin önündeki engeller ise; algı ve algıda seçicilik, alışkanlıklar, kavramsal baskı yoğunluğu, tutum ve davranışlar, pazarlama miyopluğu ve kavram satma eyleminin yetersizliği başlıkları altında incelenmiştir. Sonuç olarak kavram satmaya ilişkin literatür incelemesi yapılarak kavram satmaya kavramsal bir boyut kazandırılmıştır.
In this study, the importance of forming concepts and marketing the concept to the target group within the process of global competition was handled. In the study, the effects of the global competition on the conception of marketing, the concept selling strategies in forming an intellectual market and the barriers in front of the process of concept selling were handled in detail. Within this framework, concept selling media were examined under the titles of forming a trademark, advertisements, epigrams, informing, legends, fashion creation, propaganda and image creation; on the other hand, the barriers in front of the concept selling were examined under the titles of perception and selectivity in perception, behaviour, the intensity of conceptual pressure, manners and behaviour, marketing shortsightedness and the insufficiency of act of concept selling. In conclusion, a conceptual dimension was added to the concept selling through making a literature review on concept selling.
In this study, the importance of forming concepts and marketing the concept to the target group within the process of global competition was handled. In the study, the effects of the global competition on the conception of marketing, the concept selling strategies in forming an intellectual market and the barriers in front of the process of concept selling were handled in detail. Within this framework, concept selling media were examined under the titles of forming a trademark, advertisements, epigrams, informing, legends, fashion creation, propaganda and image creation; on the other hand, the barriers in front of the concept selling were examined under the titles of perception and selectivity in perception, behaviour, the intensity of conceptual pressure, manners and behaviour, marketing shortsightedness and the insufficiency of act of concept selling. In conclusion, a conceptual dimension was added to the concept selling through making a literature review on concept selling.
Açıklama
Anahtar Kelimeler
Küresel Rekabet, Kavram Satmak, Kavram Satma Araçları, Global Competition, Concept Selling, Concept Selling Media
Kaynak
Elektronik Sosyal Bilimler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
28
