Bilinen rakamlarla yakla\u015f\u0131k iki as\u0131rd\u0131r, 1830’lardan beri, T\u00fcrkiye d\u0131\u015f ticareti a\u00e7\u0131k veriyor. Bunun bir anlam\u0131 da ulusal gelirden, bu s\u00fcre i\u00e7inde, ba\u015fka \u00fclkelere kaynak aktarm\u0131\u015f\u0131z! \u0130hracat\u0131m\u0131z\u0131n, yakla\u015f\u0131k, 2\/3’\u00fc ithal \u00fcr\u00fcnlerden kaynaklan\u0131yor. Rekabet\u00e7i teknolojik d\u00fczeyi y\u00fcksek \u00fcr\u00fcnlerin end\u00fcstriyel \u00fcr\u00fcnler ihracat\u0131 i\u00e7indeki pay\u0131, yakla\u015f\u0131k, %5’ler d\u00fczeyindedir. \u0130hra\u00e7 edilen \u00fcr\u00fcnlerin kat etti\u011fi mesafe, gerilemeye ba\u015flam\u0131\u015ft\u0131r.D\u00fcnya Ekonomik Formu verilerine g\u00f6re, k\u00fcresel rekabet edebilirlik endeksinde 45. s\u0131raday\u0131z. Katma de\u011feri y\u00fcksek rekabet\u00e7i \u00fcr\u00fcnleri yeterince \u00fcretip ihra\u00e7 edemiyoruz. K\u00fcresel pazarlarda, asimetrik bir rekabetle kar\u015f\u0131 kar\u015f\u0131yay\u0131z. Bu, biraz da \u00e7ekirdek uzmanl\u0131k, mikro ve makro ARGE b\u00fct\u00e7elerinin yetersizli\u011finden kaynaklan\u0131yor. Bunlar\u0131 vb., bilmeyenin olmad\u0131\u011f\u0131n\u0131 da d\u00fc\u015f\u00fcnm\u00fcyoruz. S\u0131ra \u00e7\u00f6z\u00fcme ve bu \u00e7\u00f6z\u00fcm\u00fc sa\u011flayabilecek vizyon, ama\u00e7 monopolizasyonu ve stratejik niyetle mali ve be\u015feri kaynak ay\u0131rmaya gelince, i\u015fte, bunu, yeterince, yapam\u0131yoruz. En az\u0131ndan, biz, son otuz y\u0131ldan beri, i\u00e7 ve d\u0131\u015f pazarda asimetrik bir rekabetle kar\u015f\u0131 kar\u015f\u0131ya oldu\u011fumuzu yaz\u0131p anlatmaya \u00e7al\u0131\u015f\u0131yoruz. Sesimizi duyan\u0131n oldu\u011funu da sanm\u0131yoruz. Temel de mezar ta\u015f\u0131na yazd\u0131rm\u0131\u015f: “Hastayum dedum, inanmadunuz, hastayum dedum, inanmadunuz, ne oldi?” \u00d6ldi!K\u00fcreselle\u015fme, d\u00fcnyan\u0131n Romal\u0131la\u015ft\u0131r\u0131lmas\u0131 olarak nitelendirilebilir. “Roma’da Romal\u0131 olmak” yerine, d\u00fcnya Roma haline getirilebilirse, herkes Romal\u0131 olur. Nitekim 26 \u00fclkede 6500 gen\u00e7 \u00fczerinde yap\u0131lan bir ara\u015ft\u0131rmada, bu ki\u015filerin, ayn\u0131 \u00fcr\u00fcnleri ayn\u0131 nedenlerle t\u00fckettikleri g\u00f6r\u00fcl\u00fcyor. Bir t\u00fcr “paralel t\u00fcketim ve ya\u015fam” s\u00f6z konusu olmaktad\u0131r.K\u00fcresel pazarlama, ulusal duyarl\u0131l\u0131klar\u0131n d\u00fc\u015f\u00fck oldu\u011fu, pazarlama bile\u015fenleri (\u00fcr\u00fcn, fiyat, da\u011f\u0131t\u0131m ve pazarlama ileti\u015fimi) stratejilerinin merkezi olarak belirlendi\u011fi bir pazarda ge\u00e7erli olabilmektedir. Bu nedenle reklam, geleneksel medya, sosyal medya, turizm vb. ulusal duyarl\u0131l\u0131klar\u0131n azalt\u0131lmas\u0131na giri\u015filmektedir!D\u00fcnya’da fert ba\u015f\u0131na ortalama “gelir” 1000’li y\u0131llarda 400 dolarm\u0131\u015f. Yani o y\u0131llarda, d\u00fcnya ortalamas\u0131 d\u00fczeyinde gelire sahipmi\u015fiz! D\u00fcnya Bankas\u0131 verilerine g\u00f6re, 2015’te, 195 \u00fclkenin ortalama ulusal geliri, fert ba\u015f\u0131na, 10.000 dolard\u0131r. T\u00fcrkiye’nin fert ba\u015f\u0131na ulusal geliri de d\u00fcnya ortalamas\u0131 d\u00fczeyinde ve yakla\u015f\u0131k 10.000 dolard\u0131r! Bu bin y\u0131ll\u0131k yolculukta, “az gitmi\u015fiz, uz gitmi\u015fiz, dere tepe d\u00fcz gitmi\u015fiz” ve ayn\u0131 gelir seviyesini korumu\u015fuz! “\u0130stikrar” dedi\u011fin, b\u00f6yle olur! Bu s\u00fcrede, baz\u0131lar\u0131, bizi, be\u015fe katlam\u0131\u015f!2050 y\u0131l\u0131 d\u00fcnyas\u0131, nas\u0131l bir d\u00fcnya olacak? Bilen ve anlatan var m\u0131? Do\u011fan \u00e7ocuklar\u0131n kula\u011f\u0131na ezan okunup ad konulurken, 2050 y\u0131llar\u0131ndan ve bug\u00fcn edinilen bor\u00e7lar\u0131 \u00f6demesi gerekti\u011finden s\u00f6z edilmeli! Rahmetli Bar\u0131\u015f Man\u00e7o’nun \u015fark\u0131s\u0131ndaki gibi, “Sar\u0131 \u00c7izmeli Memet a\u011falar\u0131na\/Han\u0131m a\u011falar\u0131na,” bu hesab\u0131\/bor\u00e7lar\u0131, yar\u0131n \u00f6deyecekleri de hat\u0131rlat\u0131lmal\u0131d\u0131r! Ne demi\u015fler? “Adam olacak \u00e7ocuk, bezinden belli olur!” S\u00f6z, “bezden” a\u00e7\u0131lm\u0131\u015fken, Brezilya \u00e7ocuk bezi pazar\u0131nda, iki k\u00fcresel marka, \u00fc\u00e7 y\u0131l s\u00fcreyle fiyat rekabetine giri\u015fip fiyatlar\u0131 2\/3 oran\u0131nda d\u00fc\u015f\u00fcrm\u00fc\u015f ve yerli rakiplerini pazardan silmi\u015fler ve u\u011frad\u0131klar\u0131 kay\u0131plar\u0131 da ba\u015fka \u00fclkelerden sa\u011flad\u0131klar\u0131 k\u00e2rlarla kar\u015f\u0131lam\u0131\u015flar!\u0130\u015fte, otuz y\u0131ld\u0131r, anlatmak istedi\u011fimiz de bu asimetrik rekabet ve portf\u00f6y yakla\u015f\u0131m\u0131! K\u00fcresel Pazarlama, bize, k\u00fcreselle\u015fmenin “yanl\u0131\u015f anlat\u0131ld\u0131\u011f\u0131” ger\u00e7e\u011finden hareketle sizlere, bir ders kitab\u0131ndan \u00f6te, “i\u015fin” e\u011frisini de\u011fil, olabildi\u011fince, do\u011frusunu anlatmaya \u00e7al\u0131\u015f\u0131yor!<\/p>\n","protected":false},"excerpt":{"rendered":"
Bilinen rakamlarla yakla\u015f\u0131k iki as\u0131rd\u0131r, 1830’lardan beri, T\u00fcrkiye d\u0131\u015f ticareti a\u00e7\u0131k veriyor. Bunun bir anlam\u0131 da ulusal gelirden, bu s\u00fcre i\u00e7inde, ba\u015fka \u00fclkelere kaynak aktarm\u0131\u015f\u0131z! \u0130hracat\u0131m\u0131z\u0131n, [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[13043,17492],"product_tag":[],"class_list":{"0":"post-765555","1":"product","2":"type-product","3":"status-publish","5":"product_cat-ekonomi","6":"product_cat-pazarlama-satis-reklam","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-orion-kitabevi","10":"pa_yazar-muhittin-karabulut","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/765555","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=765555"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=765555"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=765555"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=765555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}