SOSYAL PAZARLAMANIN FİRMALARIN PERFORMANSLARI VE

Yıl 2017, Cilt: 4 Sayı: 12, 566 - 581, 01.12.2017

Serap Korkarer Meri Taksi Deveciyan , Cem Çetin

Öz

In today's postmodern world with the acceleration of digitalization and technology and the acceleration of change consumers shape their preferences not only based on price and quality, but also on the sensitivity to the environment. In this context, marketing viewpoints evolved to evaluate the consumers as both rational decision-making beings, and social and emotional-decision making ones. Researches have shown that companies interested in environmental and human-focused issues have a positive impact on people which tends people to be attracted to buy their products and services, which are associated with such a good purpose. For this reason, businesses have had to build social marketing strategies via which they can reach people's spirits by creating partnerships with non-profit-making institutions, public institutions, engaging in social issues, and associating their activities with their products, thereby captivating and creating loyal customers. Firms acquire economic and social benefits through social marketing. Campaigns in this strategy, which started with the American Express's CRM campaign to renovate Statue of Liberty in the 1980s, serve a dual purpose; on one side raising awareness, support, and on the other side increasing corporate reputation, loyalty and financial gains. Thus, businesses have transformed their short-term aid activities into a long-term, planned, effective strategy within the framework of mutual winnings. In this study, social marketing and the effect of this marketing strategy on the performance and sustainability of firms will be examined

Anahtar Kelimeler

Social marketing, corporate social responsibility, sustainability, performance, brand partnership

SOSYAL PAZARLAMANIN FİRMALARIN PERFORMANSLARI VE SÜRDÜRÜLEBİLİRLİKLERİNE ETKİSİ

Öz

Dijitalleşme ve teknoloji ile birlikte değişimin ivmelenmesinin arttığı günümüzün postmodern dünyasında tüketiciler, tercihlerini sadece fiyat ve kalite bazlı değil, aynı zamanda çevreye olan duyarlılığa göre de biçimlendirmektedir. Bu bağlamda, dönemin şartlarına istinaden her alanda olduğu gibi pazarlama bakış açısı da müşterileri salt rasyonel karar alan varlıklar değil sosyal, duygusal varlıklar olarak da görecek şekilde evrimleşmiştir. Yapılan araştırmalar, çevre ve insan odaklı konularla ilgilenen şirketlerin insanlar üzerinde pozitif etki yarattığı ve bu şekilde iyi bir amaçla ilişkilendirilen bir ürünü desteklemek için insanları, bu şirketlerin ürün ve hizmetlerini almaya eğilimli hale getirdiğini ortaya çıkarmaktadır. İşletmeler bu sebeple, kar amacı gütmeyen kurumlar, kamu kurumları ile ortaklıklar kurmaya başlamış, toplumsal ve sosyal konulara duyarlı faaliyetlerde bulunarak ve faaliyetlerini ürünleri ile ilişkilendirerek insanların ruhlarına ulaşmak ve dolayısıyla da kendilerine müşteri çekebilecekleri ve sadık müşteri oluşturabilecekleri sosyal pazarlama stratejilerini oluşturmak durumunda kalmışlardır. Firmalar, sosyal pazarlama ile ekonomik ve sosyal kazanımlar elde etmektedirler. 1980 lerde American Express’in Hürriyet Heykeli hareketi ile başlayan bu stratejide kampanyalar, çift yönlü amaca hizmet etmektedirler; bir taraftan sosyal konularda farkındalığı artırmak, desteklemek diğer taraftan kurum itibarını, sadakati ve finansal kazanımları artırmak. Böylece işletmeler kısa süreli yaptıkları yardım faaliyetlerini karşılıklı kazan kazan çerçevesinde uzun vadeli, planlanmış, etkili bir strateji haline dönüştürmüşlerdir. Bu çalışmada sosyal pazarlama ile ilgili alanyazın ve stratejinin firmaların performansları ve sürdürülebilirlikleri üzerine olan etkileri incelenecektir

Anahtar Kelimeler

Sosyal pazarlama, kurumsal sosyal sorumluluk, sürdürülebilirlik, performans, marka ortaklığı

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