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PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ

Year 2012, Volume: 30 Issue: 1, 49 - 67, 30.06.2012

Bahtışen Kavak , Taner Sığındı

Abstract

Kolayda, beğenmeli ve özellikli malları içeren Copeland’ın ürün sınıflandırmasını ele alan mevcut çalışmalarda, belirli bir ürünün çeşitli durumlarda farklı ürün sınıflarında değerlendirilip değerlendirilemeyecekleri konusunda ortak bir görüşün bulunmadığı görülmektedir. Bu noktadan hareketle çalışmanın amacı, Copeland’ın ürün sınıflandırması ile ilgili bir yazın taraması yaparak yaklaşıma yapılan katkıların ve eleştirilerin bir bütün olarak ortaya konulması ile belirli bir ürün tipinin iki farklı ürün sınıfında yer alıp alamayacağının tartışılmasıdır. Bunun için söz konusu sınıflandırmanın geliştirildiği tarih olarak kabul edilen 1923’ten günümüze dek yapılan çalışmalar taranmış, bu sınıflandırmanın ortaya atıldığı hâli ile günümüzdeki yorumlanışı arasındaki farklar ve sahip oldukları ortak noktalar irdelenmeye çalışılmıştır. Sonuç olarak, Copeland’ın geliştirdiği sınıflandırmanın günümüzde geçerliliğini koruduğu tespit edilmiştir. Bunun yanında bireylere, ürüne ve çevresel etmenlere bağlı olarak; bir ürün tipinin hangi ürün sınıfında yer aldığının değişkenlik gösterebildiği sonucuna ulaşılmıştır.

 

 

Keywords

Kolayda mal beğenmeli mal özellikli mal ürün sınıflandırması

References

  • American Marketing Association, (1948) Reports of the Definition Committee, Journal of Marketing, 13(2), October, 202-217.
  • Avlonitis, G. (2000) Product Management. In Blois, K. (Ed.), The Oxford Textbook of Marketing (318-642), New York: Oxford University Press Inc.
  • Baker, M.J. (2007) Marketing Strategy and Management (4thed.), China: Palgrave Macmillan.
  • Bucklin, L.P. (1963) Retail Strategy and Classification of Consumer Goods, Journal of Marketing, 27(1), January, 50-55.
  • Bucklin, L.P. (1976) Retrospective Comment on Retail Strategy and the Classification of Consumer Goods. In Thompson, H.A. (Ed.), The Great Writings in Marketing, (382-388), Plymouth, MI: The Commerce Press.
  • Copeland, M.T. (1923) Relation of Consumers’ Buying Habits to Marketing Methods, Harvard Business Reviews, 1(3), 282-289.
  • Dommermuth, W.P. (1965) The Shopping Matrix and Marketing Strategy, Journal of Marketing Research, 2(2), 128-132.
  • Dubois, P.L., A. Jolibert and H. Muhlbacher (2007) Marketing Management: A Value-Creation Process, New York: Palgrave Macmillan.
  • East, R., W. Lomax, G. Willson and P. Harris (1994) Decision Making and Habit in Shopping Times, European Journal of Marketing, 28(4), 56-71.
  • Foxall, G.R. (1992) The Consumer Situation: An Integrative Model for Research in Marketing, Journal of Marketing Management, 8, 383-404.
  • Harrell, G.D. (2002) Marketing: Connecting with Customers (2nd ed.), New Jersey: Prentice-Hall.
  • Holbrook, M.B. and J.A. Howard (1977) Frequently Purchased Nondurable Goods and Services. In Ferber, R. (Ed.), Selected Aspects of Consumer Behavior (189- 222), Washington DC: National Science Foundation.
  • Holton, R.H. (1958) The Distinction Between Convenience Goods, Shopping Goods, and Specialty Goods, Journal of Marketing, 23(1), 53-56.
  • Holton, R.H. (1959) What is Really Meant by Specialty Goods? Journal of Marketing, 24(1), 64-66.
  • Kaish, S. (1967) Cognitive Dissonance and the Classification of Consumer Goods. Journal of Marketing, 31, October, 28-31.
  • Kerin, R.A., E.N. Berkowitz, S.W. Hartley and W. Rudelius (2003) Marketing (7 th ed.). New York: McGraw-Hill.
  • Kotler, P. (2003) Marketing Management (11th ed.), New Jersey: Prentice Hall.
  • Kotler, P. and G. Armstrong (2008) Principles of Marketing (12th ed.), New Jersey: Pearson-PrenticeHall.
  • Luck, D.J. (1959) On the Nature of Specialty Goods, Journal of Marketing, 24(1), 61- 64.
  • Mason, R. (2005) Missing Links: Product Classification Theory and the Social Characteristics of Goods, Marketing Theory, 5(3), 309-322.
  • Mayer, M.L. J.B. Mason and M. Gee (1971) A Reconceptualization of Store Classification As Related to Retail Strategy Formulation, Journal of Retailing, 47(3), Fall, 27-36.
  • McDaniel, C., Jr.C.W. Lamb and Jr.J.F. Hair (2007) Marketing Essentials (5th int. ed.), Ohio: Thomson South-Western.
  • Miracle, G.E. (1965) Product Characteristics and Marketing Strategy, Journal of Marketing, 29(1), January, 18-24.
  • Murphy, P.E. and B.M. Enis (1986) Classifying Products Strategically, Journal of Marketing, 50, July, 24-42.
  • Perreault, Jr. W.D. and E.J. McCarthy (2002) Basic Marketing: A Global-Managerial Approach (14th international edition), New York: McGraw-Hill/Irwin.
  • Schoell, W.F. and J.P. Guiltinan (1995) Marketing: Contemporary Concepts and Practices (6th edition), New Jersey: Prentice-Hall.
  • Sommers, M.S; J.G. Barnes, W.J. Stanton, M.J. Etzel and B.J. Walker (1992) Fundamentals of Marketing (6th edition), Toronto, ON: McGraw-Hill Ryerson Limited.
  • Tek, Ö.B. (1999) Pazarlama İlkeleri: Türkiye Uygulamaları, Global Yönetimsel Yaklaşım (8. baskı), İstanbul: Beta Basım A.Ş.
  • Worsley, A., W.C. Wang and W. Hunter (2010) Baby Boomers’ Food Shopping Habits. Relationships with Demographics and Personal Values, Appetite, 55(3), 466- 472.
  • Zikmund, W.G. and M. d’Amico (1995) Effective Marketing: Creating and Keeping Customers, St Paul, MI: West Publishing Company.

Year 2012, Volume: 30 Issue: 1, 49 - 67, 30.06.2012

Bahtışen Kavak , Taner Sığındı

Abstract

References

  • American Marketing Association, (1948) Reports of the Definition Committee, Journal of Marketing, 13(2), October, 202-217.
  • Avlonitis, G. (2000) Product Management. In Blois, K. (Ed.), The Oxford Textbook of Marketing (318-642), New York: Oxford University Press Inc.
  • Baker, M.J. (2007) Marketing Strategy and Management (4thed.), China: Palgrave Macmillan.
  • Bucklin, L.P. (1963) Retail Strategy and Classification of Consumer Goods, Journal of Marketing, 27(1), January, 50-55.
  • Bucklin, L.P. (1976) Retrospective Comment on Retail Strategy and the Classification of Consumer Goods. In Thompson, H.A. (Ed.), The Great Writings in Marketing, (382-388), Plymouth, MI: The Commerce Press.
  • Copeland, M.T. (1923) Relation of Consumers’ Buying Habits to Marketing Methods, Harvard Business Reviews, 1(3), 282-289.
  • Dommermuth, W.P. (1965) The Shopping Matrix and Marketing Strategy, Journal of Marketing Research, 2(2), 128-132.
  • Dubois, P.L., A. Jolibert and H. Muhlbacher (2007) Marketing Management: A Value-Creation Process, New York: Palgrave Macmillan.
  • East, R., W. Lomax, G. Willson and P. Harris (1994) Decision Making and Habit in Shopping Times, European Journal of Marketing, 28(4), 56-71.
  • Foxall, G.R. (1992) The Consumer Situation: An Integrative Model for Research in Marketing, Journal of Marketing Management, 8, 383-404.
  • Harrell, G.D. (2002) Marketing: Connecting with Customers (2nd ed.), New Jersey: Prentice-Hall.
  • Holbrook, M.B. and J.A. Howard (1977) Frequently Purchased Nondurable Goods and Services. In Ferber, R. (Ed.), Selected Aspects of Consumer Behavior (189- 222), Washington DC: National Science Foundation.
  • Holton, R.H. (1958) The Distinction Between Convenience Goods, Shopping Goods, and Specialty Goods, Journal of Marketing, 23(1), 53-56.
  • Holton, R.H. (1959) What is Really Meant by Specialty Goods? Journal of Marketing, 24(1), 64-66.
  • Kaish, S. (1967) Cognitive Dissonance and the Classification of Consumer Goods. Journal of Marketing, 31, October, 28-31.
  • Kerin, R.A., E.N. Berkowitz, S.W. Hartley and W. Rudelius (2003) Marketing (7 th ed.). New York: McGraw-Hill.
  • Kotler, P. (2003) Marketing Management (11th ed.), New Jersey: Prentice Hall.
  • Kotler, P. and G. Armstrong (2008) Principles of Marketing (12th ed.), New Jersey: Pearson-PrenticeHall.
  • Luck, D.J. (1959) On the Nature of Specialty Goods, Journal of Marketing, 24(1), 61- 64.
  • Mason, R. (2005) Missing Links: Product Classification Theory and the Social Characteristics of Goods, Marketing Theory, 5(3), 309-322.
  • Mayer, M.L. J.B. Mason and M. Gee (1971) A Reconceptualization of Store Classification As Related to Retail Strategy Formulation, Journal of Retailing, 47(3), Fall, 27-36.
  • McDaniel, C., Jr.C.W. Lamb and Jr.J.F. Hair (2007) Marketing Essentials (5th int. ed.), Ohio: Thomson South-Western.
  • Miracle, G.E. (1965) Product Characteristics and Marketing Strategy, Journal of Marketing, 29(1), January, 18-24.
  • Murphy, P.E. and B.M. Enis (1986) Classifying Products Strategically, Journal of Marketing, 50, July, 24-42.
  • Perreault, Jr. W.D. and E.J. McCarthy (2002) Basic Marketing: A Global-Managerial Approach (14th international edition), New York: McGraw-Hill/Irwin.
  • Schoell, W.F. and J.P. Guiltinan (1995) Marketing: Contemporary Concepts and Practices (6th edition), New Jersey: Prentice-Hall.
  • Sommers, M.S; J.G. Barnes, W.J. Stanton, M.J. Etzel and B.J. Walker (1992) Fundamentals of Marketing (6th edition), Toronto, ON: McGraw-Hill Ryerson Limited.
  • Tek, Ö.B. (1999) Pazarlama İlkeleri: Türkiye Uygulamaları, Global Yönetimsel Yaklaşım (8. baskı), İstanbul: Beta Basım A.Ş.
  • Worsley, A., W.C. Wang and W. Hunter (2010) Baby Boomers’ Food Shopping Habits. Relationships with Demographics and Personal Values, Appetite, 55(3), 466- 472.
  • Zikmund, W.G. and M. d’Amico (1995) Effective Marketing: Creating and Keeping Customers, St Paul, MI: West Publishing Company.
There are 30 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Bahtışen Kavak

Taner Sığındı This is me

Publication Date June 30, 2012
Submission Date April 14, 2015
Published in Issue Year 2012 Volume: 30 Issue: 1

Cite

APA Kavak, B., & Sığındı, T. (2012). PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 30(1), 49-67.
AMA Kavak B, Sığındı T. PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. June 2012;30(1):49-67.
Chicago Kavak, Bahtışen, and Taner Sığındı. “PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 30, no. 1 (June 2012): 49-67.
EndNote Kavak B, Sığındı T (June 1, 2012) PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 30 1 49–67.
IEEE B. Kavak and T. Sığındı, “PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 30, no. 1, pp. 49–67, 2012.
ISNAD Kavak, Bahtışen - Sığındı, Taner. “PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 30/1 (June 2012), 49-67.
JAMA Kavak B, Sığındı T. PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2012;30:49–67.
MLA Kavak, Bahtışen and Taner Sığındı. “PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 30, no. 1, 2012, pp. 49-67.
Vancouver Kavak B, Sığındı T. PAZARLAMA’DAKİ ÜRÜN SINIFLANDIRMASINA İLİŞKİN BİR YAZIN İNCELEMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2012;30(1):49-67.

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