{"id":17755,"date":"2015-04-02T15:39:57","date_gmt":"2015-04-02T12:39:57","guid":{"rendered":"http:\/\/balarisi.org\/?p=17755"},"modified":"2015-04-09T14:57:38","modified_gmt":"2015-04-09T11:57:38","slug":"bal-endustrisinde-prestij-fiyatlandirmayla-prestijli-marka-yaratma-kosullari","status":"publish","type":"post","link":"https:\/\/www.beyazkovan.com\/?p=17755","title":{"rendered":"Bal end\u00fcstrisinde prestij fiyatland\u0131rmayla prestijli marka yaratma ko\u015fullar\u0131"},"content":{"rendered":"<p><strong>Artun Uzatmac\u0131yan<\/strong><br \/>\nY\u00fcksek Lisans Tezi, \u0130stanbul \u00dcniversitesi \/ Sosyal Bilimler Enstit\u00fcs\u00fc \/ Pazarlama Bilim Dal\u0131, 2004, 122 s.<br \/>\nTEZ NO: <strong>146821<\/strong><br \/>\n<!--more--><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/tez.yok.gov.tr\/UlusalTezMerkezi\/tarama.jsp\" target=\"_blank\">Sorgu Penceresine TEZ NO&#8217;yu yazarak Ayr\u0131nt\u0131l\u0131 Bilgi ve PDF d\u00f6k\u00fcmana ula\u015fmak i\u00e7in t\u0131klay\u0131n\u0131z <\/a><\/span><\/p>\n<p><strong>\u00d6ZET<br \/>\n<\/strong> Psikolojik fiyatland\u0131rma ile marka kavram\u0131ndan yola \u00e7\u0131k\u0131larak \u00fcr\u00fcnlerine\/markalar\u0131na prestij kazand\u0131rmak firmalar i\u00e7in \u00e7o\u011fu zaman karl\u0131 sonu\u00e7lar do\u011furmu\u015f bir pazarlama y\u00f6ntemidir. Prestij kazanan \u00fcr\u00fcnlerin t\u00fcketici g\u00f6z\u00fcndeki &#8220;de\u011fer&#8221;inin kalitatif bir \u00f6l\u00e7\u00fcs\u00fc kalmamaktad\u0131r. Bu tip \u00fcr\u00fcnlerde kar marjlar\u0131 belirli bir s\u0131n\u0131n a\u015fmamak kayd\u0131yla istenildi\u011fi gibi art\u0131nlabilmektedir \u00e7\u00fcnk\u00fc t\u00fcketici prestijli bir \u00fcr\u00fcn\u00fc sat\u0131n al\u0131rken \u00fcreticiye olan maliyeti g\u00f6z \u00f6n\u00fcnde bulundurmayacakt\u0131r. Aslen tabiat\u0131n kendi kendine olu\u015fturdu\u011fu ve son derece de\u011ferli olan bal T\u00fcrkiye&#8217;de y\u0131llar boyu ger\u00e7ek kimli\u011fini bulamayan bir \u00fcr\u00fcn olmu\u015ftur. T\u00fcrkiye&#8217;de yerle\u015fik ve m\u00fc\u015fteri ba\u011f\u0131ml\u0131l\u0131\u011f\u0131m sa\u011flam\u0131\u015f bir bal markas\u0131 bulunmamaktad\u0131r. T\u00fcrkiye&#8217;deki bal \u00fcretiminin %60&#8217;\u0131 markal\u0131 \u00fcreticiler taraf\u0131ndan pazara sunulmakta; kalan %40&#8217;l\u0131k bir b\u00f6l\u00fcm ise markas\u0131 bulunmaks\u0131zm ve \u00e7o\u011fu zaman yerel k\u00f6y \u00fcreticileri taraf\u0131ndan \u00fcretilerek, direkt olarak veya bakkal, market ve \u00e7e\u015fitli g\u0131da \u00fcr\u00fcnleri satan ma\u011fazalarda a\u00e7\u0131kta pazarlanmaktad\u0131r. Sekt\u00f6rde marka ba\u011f\u0131ml\u0131l\u0131\u011f\u0131 olu\u015fmam\u0131\u015ft\u0131r ve da\u011f\u0131t\u0131m lideri de pazar lideri konumunda bulunmaktad\u0131r. G\u00fcn\u00fcm\u00fczde 1 kg. s\u00fczme veya petek balm sat\u0131\u015f fiyat\u0131 yakla\u015f\u0131k 10 milyon TL gibi c\u00fczi bir rakama kar\u015f\u0131l\u0131k gelmektedir. Bu fiyat\u0131n c\u00fczi olarak yorumlanmas\u0131n\u0131n sebebi, bal \u00fcr\u00fcn\u00fc gibi bir yandan benzersiz bir tada sahip olan bunun yam s\u0131ra bir\u00e7ok hastal\u0131\u011fa faydal\u0131 olup insan v\u00fccuduna bir\u00e7ok yarar sa\u011flayabilen bir \u00fcr\u00fcn\u00fcn, e\u015fde\u011fer lezzete sahip ve e\u015fde\u011fer faydalar g\u00f6steren bir\u00e7ok \u00fcr\u00fcne g\u00f6re \u00e7ok daha ucuz olu\u015fudur. T\u00fcm bu yukar\u0131daki bilgilerden hareketle, bal \u00fcr\u00fcn\u00fc i\u00e7in bal\u0131 en az &#8220;hak etti\u011fi de\u011ferden&#8221; sat\u0131labilecek hale getirecek &#8220;prestijli&#8221; bir &#8220;marka&#8221;n\u0131n eksikli\u011fi saptanmaktad\u0131r. Bu sebeple prestij kavram\u0131 ve bal \u00fcr\u00fcn\u00fcne ili\u015fkin toplanan bilgilerin \u0131\u015f\u0131\u011f\u0131nda &#8220;prestijli bir bal markas\u0131 yaratman\u0131n yollar\u0131&#8221; ara\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r. Ara\u015ft\u0131rmada \u00f6nce bal \u00fcr\u00fcn\u00fcn\u00fcn pazarlanmas\u0131 a\u00e7\u0131s\u0131ndan kritik birka\u00e7 fakt\u00f6r\u00fcn genel durumu ara\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r. Bir ad\u0131m sonra ise bu fakt\u00f6rler t\u00fcketici demografik \u00f6zellikleri ile kar\u015f\u0131la\u015ft\u0131r\u0131lm\u0131\u015f ve hangi demografik \u00f6zelliklere sahip kitlelerin hangi tutundurma akivitelerine nas\u0131l yan\u0131t verece\u011fi g\u00f6zlemlenmi\u015ftir. Daha sonra bal\u0131n ger\u00e7ek de\u011ferini vurgulayacak bir prestij (y\u00fcksek) fiyatland\u0131rma stratejisinin etkili bi\u00e7imde uygulanabilmesi i\u00e7in dikkat edilmesi gereken \u00fcr\u00fcn, da\u011f\u0131t\u0131m ve tutundurma m\u000baktivitelerinin hangileri olabilece\u011fi ortaya \u00e7\u0131kar\u0131lm\u0131\u015ft\u0131r. Bu a\u015famada bala \u00f6zel 8 iddian\u0131n ya da aktivitenin, normal fiyat ko\u015fullar\u0131 altoda t\u00fcketici tarar\u0131ndan alaca\u011f\u0131 tepki ile y\u00fcksek fiyat ko\u015fulu alt\u0131nda alaca\u011f\u0131 tepki kar\u015f\u0131la\u015ft\u0131r\u0131lm\u0131\u015f ve b\u00f6ylece prestij fiyat uygulamas\u0131 s\u00f6z konusu olaca\u011f\u0131 zaman hangi iddian\u0131n ya da aktivitenin bal markas\u0131n\u0131 prestijli k\u0131lma adma pozitif sonu\u00e7lar do\u011furaca\u011f\u0131 belirlenmi\u015ftir.<br \/>\n<strong>Anahtar Kelimeler:<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Artun Uzatmac\u0131yan Y\u00fcksek Lisans Tezi, \u0130stanbul \u00dcniversitesi \/ Sosyal Bilimler Enstit\u00fcs\u00fc \/ Pazarlama Bilim Dal\u0131, 2004, 122 s. TEZ NO: 146821<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[37],"tags":[],"class_list":["post-17755","post","type-post","status-publish","format-standard","","category-yuksek-lisans-tezleri","yazarlar-artun-uzatmaciyan","anahtarkelimeler-bal-markasi-yaratma"],"_links":{"self":[{"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=\/wp\/v2\/posts\/17755","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=17755"}],"version-history":[{"count":1,"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=\/wp\/v2\/posts\/17755\/revisions"}],"predecessor-version":[{"id":17756,"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=\/wp\/v2\/posts\/17755\/revisions\/17756"}],"wp:attachment":[{"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=17755"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=17755"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beyazkovan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=17755"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}