ULUSLARARASI B2B İŞLETMELERİNDE VERİ TABANI PAZARLAMASININ SATIŞ BÜYÜMESİNE ETKİSİ

Yıl 2021, , 1704 - 1718, 19.12.2021

Fatma Betül Ortaköy , Murat Düzgün

https://doi.org/10.46928/iticusbe.954356

Öz

Amaç: Bu çalışmada, veri tabanı pazarlaması kullanımının endüstriyel pazarlarda faaliyet gösteren uluslararası B2B işletmelerinin satış büyümesine etkisi incelenmektedir. B2C işletmelerinde veri tabanı pazarlaması (DBM) araçları sıklıkla kullanılıyor olsa da B2B işletmeleri açısından aynı durumu söylemek çok mümkün görünmemektedir. Özellikle Türk işletmelerine yapılan bu çalışma, Türkiye’deki B2B işletmelerinin veri tabanı pazarlaması kullanımına dair veri elde edilirken, DBM kullanan firmalarda DBM ve satış büyümesi ilişkisine odaklanmaktadır.
Yöntem: Araştırmada veri tabanı pazarlaması kullanımının satış büyümesine etkisini analiz edebilmek amacıyla anket yöntemi ile veri toplanmış, internet üzerinden yayılan anket aracılığı ile 53 firmanın soruları doğrudan yanıtlaması sağlanmıştır. DBM ve satış büyümesi ilişkisini analiz edebilmek amacıyla regresyon testleri uygulanmıştır.
Bulgular: Analiz sonuçlarına göre 53 firmanın 7 tanesi uluslararası pazarlarda faaliyet göstermemektedir. 46 adet B2B işletmesinin ise 14 adedi DBM kullanmamaktadır. Regresyon analizi sonuçlarına göre DBM’in satış büyümesine etkisi az da olsa tespit edilmiştir.
Özgünlük: Çalışma, bu alanda Türkiye’deki uluslararası pazarlarda faaliyet gösteren B2B işletmelerine uygulanması açısından özgünlük taşımaktadır.

Anahtar Kelimeler

Veri tabanı pazarlaması, B2B, uluslararası pazarlama

Destekleyen Kurum

İstanbul Medipol Üniversitesi

The Effect of Database Marketing on International B2B Sales

Öz

Abstract
Purpose: This study examines the effect of database marketing on the sales growth of international B2B businesses. Although database marketing (DBM) is frequently used in B2C businesses, it does not seem possible to say the same for B2B firms. So, the purpose of this study to analyze whether there is a relationship between DBM and sales growth especially for B2B businesses in Turkey.
Method: In order to analyze the effect of database marketing on sales growth, data was collected through a questionnaire, and 53 companies were enabled to directly answer the questions. Regression tests were applied to analyze the relationship between DBM and sales growth.
Findings: According to the results, 7 of the 53 firms are excluded from the analysis because of not serving in international markets. 14 of 46 B2B firms are not using DBM. The regression test show there is a positive effect of DBM on sales growth.
Originality: This research made on international B2B firms in Turkey, while other papers focusing on B2C firms.

Anahtar Kelimeler

Database marketing, B2B, international marketing

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