{"id":850,"date":"2019-08-29T10:38:27","date_gmt":"2019-08-29T10:38:27","guid":{"rendered":"https:\/\/new.gidaperakendecileri.org\/?p=850"},"modified":"2019-09-20T10:29:57","modified_gmt":"2019-09-20T10:29:57","slug":"mahmut-eskiyoruk-turkiyenin-kalkinmasi-icin-tarim-en-onemli-sektor-2","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=850","title":{"rendered":"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Pazarlama \u00fczerine on y\u0131ldan fazla s\u00fcredir yaz\u0131yorum. Yazd\u0131\u011f\u0131m ilk yaz\u0131lardan birinin ba\u015fl\u0131\u011f\u0131 \u201cDe\u011fer Yaratan Pazarlamay\u0131 Siz de Ke\u015ffedin\u201ddi. 2006\u2019n\u0131n ba\u015flar\u0131yd\u0131 ve \u201cM\u00fc\u015fteri odakl\u0131l\u0131k\u201d, \u201cDe\u011fer yaratma\u201d gibi bug\u00fcn art\u0131k hayat\u0131n s\u0131radan bir par\u00e7as\u0131 haline gelmi\u015f kavramlar hararetle tart\u0131\u015f\u0131l\u0131yordu. O g\u00fcnlerdeki bu hararetli tart\u0131\u015fma, bug\u00fcn bu kavramlar\u0131n do\u011fru, yerli yerinde ve gerekti\u011fi gibi kullan\u0131lmas\u0131n\u0131 sa\u011flad\u0131 m\u0131, do\u011frusu pek emin de\u011filim. T\u00fcrk\u00e7ede \u201cdile kolay\u201d diye bir deyim vard\u0131r. \u201cS\u00f6ylemesi kolay\u201d anlam\u0131na gelir. \u0130\u015fte bu m\u00fc\u015fteri odakl\u0131l\u0131k veya de\u011fer yaratma kavramlar\u0131 da \u00f6yle dile kolay gelen ama yapmas\u0131 zor \u015feyler. <\/strong><\/h3>

Yaz\u0131: <\/b>G\u00fcvent\u00fcrk G\u00f6rg\u00fcl\u00fc<\/p>

\"\"<\/strong><\/h3>

\u201cDe\u011fer\u201d kavram\u0131n\u0131n ne oldu\u011funu daha iyi anlayabilmek i\u00e7in \u00f6nce pazarlaman\u0131n de\u011fi\u015fen tan\u0131m\u0131na bir g\u00f6z atmak gerekiyor. Hani eski zamanlarda \u201c\u00dcr\u00fcn ve hizmetlerin tutundurulmas\u0131, fiyatland\u0131r\u0131lmas\u0131, da\u011f\u0131t\u0131lmas\u0131\u201d \u015feklinde diye ba\u015flayan bir c\u00fcmle vard\u0131. \u0130\u015fte \u201cde\u011fer yaratmak\u201d, o c\u00fcmleyi bug\u00fcn\u00fcn de\u011fi\u015fen pazarlama anlay\u0131\u015f\u0131yla tekrar kurabilmek anlam\u0131na geliyor.<\/span>
\u2028Pazarlama d\u00fcnyas\u0131na \u201cMor \u0130nek\u201d kavram\u0131n\u0131 sokan Seth Godin, pazarlama kavram\u0131ndaki de\u011fi\u015fimi 2000\u2019lerin ba\u015f\u0131nda \u015f\u00f6yle anlat\u0131yordu: \u201cEskiden m\u00fchendisler icat eder, \u00fcretimciler imal eder, pazarlamac\u0131lar pazarlar ve sat\u0131\u015f\u00e7\u0131lar satard\u0131. Emek da\u011f\u0131l\u0131m\u0131 netti. B\u00fct\u00fcn i\u015fi tepedeki ba\u015fkan y\u00f6netirdi. Pazarlamac\u0131n\u0131n bir b\u00fct\u00e7esi olur, onunla reklam verirdi. Pazarlama b\u00f6l\u00fcm\u00fcn\u00fcn ad\u0131 pek\u00e2l\u00e2 ‘reklam ve tan\u0131t\u0131m’ olabilirdi. Pazarlama, geli\u015ftirme ve imalat s\u00fcreci sonras\u0131nda bir \u00fcr\u00fcn\u00fcn de\u011ferlerinin halka anlat\u0131lmas\u0131yla ilgili bir i\u015fti. G\u00fcn\u00fcm\u00fcz d\u00fcnyas\u0131nda pazarlamac\u0131 kavram\u0131n\u0131n merkezinde \u00fcr\u00fcnlerin \u00f6zellikleri -servisten tasar\u0131ma her \u015fey- bulunuyor. B\u00f6yle bir d\u00fcnyada o eski stratejinin ge\u00e7erlili\u011finin kalmad\u0131\u011f\u0131 \u00e7ok a\u00e7\u0131k. Pazarlama, \u00fcr\u00fcn\u00fcn icat edilmesi eylemidir. Dizayn\u0131n\u0131 yapma \u00e7abas\u0131, \u00fcretme h\u00fcneridir. Onu fiyatland\u0131rma sanat\u0131, satma tekni\u011fidir.\u201d<\/span><\/p>

\u0130nsanlar \u0130\u00e7in De\u011fer Yaratma<\/span><\/strong>
Do\u011frusunu isterseniz son y\u0131llarda bu tan\u0131m\u0131 daha da k\u0131salt\u0131p pazarlamay\u0131 \u201cM\u00fc\u015fteri i\u00e7in de\u011fer yaratma i\u015fi\u201d, pazarlamac\u0131y\u0131 da \u201cinsanlar i\u00e7in bir de\u011fer yaratma faaliyetinde uzmanla\u015fm\u0131\u015f ki\u015fi\u201d olarak tan\u0131ml\u0131yoruz. Bu tan\u0131mla birlikte g\u00fcn\u00fcm\u00fczde pazarlama s\u00fcrecini tekrar ele ald\u0131\u011f\u0131m\u0131zda, kabaca \u00fc\u00e7 ana a\u015famadan s\u00f6z ediyoruz: Bunlardan ilki, \u00fcr\u00fcn veya hizmetin tasar\u0131m ve \u00fcretim s\u00fcreci. \u0130kinci a\u015fama, \u201cPazarlama\u201d denildi\u011finde pek \u00e7ok ki\u015finin akl\u0131na gelen ilk \u015feyi, yani ileti\u015fim s\u00fcrecini kaps\u0131yor. \u00dc\u00e7\u00fcnc\u00fc a\u015fama ise sat\u0131\u015f ve sonras\u0131n\u0131… Ve bu \u00fc\u00e7 a\u015faman\u0131n da birbirini besleyerek geli\u015ftirmesi gerekiyor.<\/span><\/p>

Birinci a\u015famada, yani tasar\u0131m ve \u00fcretim a\u015famas\u0131nda \u201cm\u00fc\u015fteri odakl\u0131l\u0131k\u201d veya \u201cde\u011fer odakl\u0131l\u0131k\u201d derken, \u201cPazarlama 3.0\u201d kavram\u0131n\u0131n da \u00f6z\u00fcn\u00fc olu\u015fturan \u201cm\u00fc\u015fterinin \u00e7oktan sat\u0131n ald\u0131\u011f\u0131 veya almaya haz\u0131r oldu\u011fu bir \u00fcr\u00fcn veya hizmeti geli\u015ftirebilmeyi\u201d kast ediyoruz. Biraz daha a\u00e7arsak ticari a\u00e7\u0131dan \u201cde\u011fer\u201d, t\u00fcketicinin maksimum tatmini sa\u011flayaca\u011f\u0131 fonksiyonu, en iyi deneyimle sunabilmek anlam\u0131na geliyor. \u2028\u2028Ancak \u201cM\u00fc\u015fteri odakl\u0131\u201d veya \u201cDe\u011fer odakl\u0131\u201d hale gelmek y\u0131llarca \u00fcr\u00fcn odakl\u0131 \u00e7al\u0131\u015fm\u0131\u015f firmalar i\u00e7in hayli zor\u2026 Zira y\u0131llarca hep \u00fcr\u00fcn\u00fcn\u00fcz\u00fc m\u00fckemmelle\u015ftirmek, maliyetlerinizi d\u00fc\u015f\u00fcrmek, rekabet g\u00fcc\u00fcn\u00fcz\u00fc de bu yolla artt\u0131rabilmek i\u00e7in \u00e7al\u0131\u015ft\u0131ysan\u0131z, sizin i\u00e7in \u201cm\u00fc\u015fteri de\u011feri e\u015fittir en iyi \u00fcr\u00fcn\u201d demektir ve bu durumda \u201cTasar\u0131m ve \u00fcretimde m\u00fc\u015fteri odakl\u0131l\u0131k\u201d dendi\u011finde \u201c\u0130\u015fte en iyisini \u00fcretiyoruz\u201d diye elinizi masaya vuraca\u011f\u0131n\u0131za hi\u00e7 \u015f\u00fcphe yok.<\/span><\/p>


En \u0130yisini \u00dcretmek Asli G\u00f6rev<\/span><\/strong>
Elbette ister \u00fcr\u00fcn ister hizmet olsun \u201cEn iyisini\u201d \u00fcretmek bir \u015firketin asli g\u00f6revi. Zaten her \u015feyin standartlara ba\u011fland\u0131\u011f\u0131 ve standartlar\u0131n s\u00fcrekli y\u00fckseldi\u011fi bir \u00e7a\u011fda bunun aksini d\u00fc\u015f\u00fcnebilmemiz m\u00fcmk\u00fcn de\u011fil. M\u00fc\u015fteri de\u011ferini artt\u0131rabilmek i\u00e7in, yapt\u0131\u011f\u0131n\u0131z i\u015fi veya \u00fcr\u00fcn\u00fcn\u00fcz\u00fc de\u011fil, m\u00fc\u015fterinizin ihtiya\u00e7lar\u0131n\u0131 d\u00fc\u015f\u00fcnmeniz gerekiyor. Unutmay\u0131n ki Apple bunu d\u00fc\u015f\u00fcnerek m\u00fczik piyasas\u0131ndaki kurallar\u0131 y\u0131kt\u0131, Amazon bunu d\u00fc\u015f\u00fcnerek perakende al\u0131\u015fveri\u015f anlay\u0131\u015f\u0131n\u0131 k\u00f6k\u00fcnden de\u011fi\u015ftirdi.<\/span><\/p>

\u0130kinci a\u015famay\u0131, yani ileti\u015fim a\u015famas\u0131n\u0131 en sona b\u0131rak\u0131p \u00fc\u00e7\u00fcnc\u00fc a\u015famayla devam etmek istiyorum \u00e7\u00fcnk\u00fc ikinci a\u015famayla daha \u00e7ok i\u015fimiz olacak. \u00dc\u00e7\u00fcnc\u00fc a\u015fama, sat\u0131\u015f ve sonras\u0131ndaki s\u00fcre\u00e7 demi\u015ftik. \u00dcr\u00fcn veya hizmetiniz ister tamamen online kanallardan sat\u0131ls\u0131n ister k\u00f6\u015fedeki markette ister bayide ister ma\u011fazada, o noktada m\u00fc\u015fteriyle ne t\u00fcr bir ili\u015fki kuruyorsunuz, m\u00fc\u015fterinin kar\u015f\u0131s\u0131na nas\u0131l bir de\u011ferle \u00e7\u0131k\u0131yorsunuz? Ya da \u00fcr\u00fcn\u00fcn\u00fcz sat\u0131ld\u0131ktan sonra servis, de\u011fi\u015fim, par\u00e7a, ekleme, yenileme vb. imkanlar\u0131n\u0131zla m\u00fc\u015fteri g\u00f6z\u00fcnde bir \u00e7ekicili\u011fe sahip misiniz? Bu a\u015famada da pek \u00e7ok \u015firketin sorunu, m\u00fc\u015fteri odakl\u0131 de\u011fil de \u015firket, kurum, organizasyon odakl\u0131 d\u00fc\u015f\u00fcnmek oluyor. Yani sat\u0131\u015f a\u015famas\u0131na gelindikten sonra pek \u00e7ok \u015firket bir m\u00fc\u015fteri de\u011feri yaratmaya de\u011fil, kendi i\u00e7indeki sistemi nas\u0131l y\u00f6netece\u011fine odaklan\u0131yor. Stok takibi, faturalama, tedarik zinciri ve benzerleri, firmalar i\u00e7in m\u00fc\u015fteri deneyiminden \u00f6nde geliyor. Hele iade, sorun giderme, soru sorma, \u00e7a\u011fr\u0131 merkezi, servis gibi a\u015famalar devreye giriyorsa \u00e7o\u011fu zaman i\u015fler m\u00fc\u015fteri i\u00e7in daha da zorla\u015f\u0131yor ve deneyim giderek k\u00f6t\u00fcle\u015fmeye ba\u015fl\u0131yor.<\/span><\/p>

2004\u2019te Mavi Okyanus Stratejisi adl\u0131 kitab\u0131 yazan Chan Kim ve Ren\u00e9e Mauborgne, \u201cAl\u0131c\u0131 deneyimi\u201d s\u00fcrecini alt\u0131 a\u015famaya ay\u0131r\u0131yor: Sat\u0131n alma, teslimat, kullanma, ilaveler, bak\u0131m ve elden \u00e7\u0131karma. Tabii her \u00fcr\u00fcn ve hizmet i\u00e7in bu alt\u0131 a\u015faman\u0131n alt\u0131s\u0131n\u0131 da saymak elbette m\u00fcmk\u00fcn de\u011fil, ama bu bize al\u0131c\u0131 deneyimi \u00fczerinde d\u00fc\u015f\u00fcnebilece\u011fimiz genel bir \u00e7er\u00e7eve sunuyor. Bu alt\u0131 a\u015famada da m\u00fc\u015fteri deneyiminin iyi veya k\u00f6t\u00fc, olumlu veya olumsuz olmas\u0131n\u0131 belirleyen alt\u0131 fayda manivelas\u0131 (kald\u0131ra\u00e7) bulunuyor: M\u00fc\u015fteri verimlili\u011fi, sadelik, kolayl\u0131k, risk, e\u011flence ve imaj, \u00e7evre dostu olma faydalar\u0131ndan olu\u015fan bu kald\u0131ra\u00e7lar, m\u00fc\u015fteri deneyimi s\u00fcrecinin her a\u015famas\u0131nda deneyimi iyile\u015ftirme f\u0131rsat\u0131 sunuyor. Tabii bunu yapabilmek i\u00e7in firma taraf\u0131nda ciddi bir fark\u0131ndal\u0131\u011f\u0131n ortaya \u00e7\u0131kmas\u0131 gerekiyor.<\/span><\/p>

\u015eimdi gelelim ikinci a\u015famaya, yani pazarlaman\u0131n \u201cileti\u015fim\u201d s\u00fcrecine. Eski d\u00f6nemlerde tek ba\u015f\u0131na \u201cPazarlama\u201d olarak kabul edilen bu s\u00fcre\u00e7 de asl\u0131na bakarsan\u0131z \u201cm\u00fc\u015fteri\u201d ve \u201cde\u011fer\u201d konular\u0131nda pek \u00e7ok firma i\u00e7in kendinden \u00f6nceki ve sonraki iki a\u015famadan daha parlak bir durumda de\u011fil. Yani pek \u00e7ok firma, i\u015fin mesaj, mecra, maliyet taraf\u0131na odaklan\u0131yor ama \u201cde\u011fer yaratma\u201d taraf\u0131n\u0131 akl\u0131na bile getirmiyor. Oysa dijital d\u00fcnyan\u0131n hayat\u0131m\u0131z\u0131 de\u011fi\u015ftirmesiyle \u201cgeleneksel\u201d veya \u201ckitlesel\u201d diyebilece\u011fimiz ileti\u015fim y\u00f6ntemlerinin etkisini b\u00fcy\u00fck \u00f6l\u00e7\u00fcde yitirdi\u011fini ve yitirmeye devam etti\u011fini hepimiz g\u00f6r\u00fcyoruz. Bu nedenle acil olarak de\u011fer yaratan pazarlama ileti\u015fimi y\u00f6ntemlerini de i\u015fimizin bir par\u00e7as\u0131 haline getirmek zorunday\u0131z. \u2028\u2028Ancak sorun \u015fu ki, markalar\u0131n, \u015firketlerin, patronlar\u0131n, y\u00f6neticilerin veya pazarlama ileti\u015fimcilerinin \u00e7ok b\u00fcy\u00fck bir \u00e7o\u011funlu\u011fu h\u00e2l\u00e2 \u201cileti\u015fimin\u201d kendisinin bir de\u011fer yaratmas\u0131 gerekti\u011fine inanm\u0131yor. \u0130nanmad\u0131\u011f\u0131 i\u00e7in yine eskisi gibi t\u00fcketicinin g\u00fcnl\u00fck ya\u015fam\u0131nda \u201caraya girerek\u201d kendini g\u00f6stermeye, anlatmaya, kabul ettirmeye \u00e7al\u0131\u015f\u0131yor. D\u00fcnyan\u0131n tan\u0131nan medya f\u00fct\u00fcristlerinden Gerd Leonhard\u2019\u0131n g\u00f6r\u00fc\u015flerine yer veren 2013 tarihli bir Harvard Business Review (HBR) makalesinde, 2020’ye kadar \u201caraya giren\u201d (interruptive) pazarlama y\u00f6ntemlerinin i\u015flevini kaybedece\u011finden s\u00f6z ediliyordu. Yani \u00f6n\u00fcm\u00fczdeki y\u0131llarda geleneksel-kitlesel TV, gazete, a\u00e7\u0131k hava ileti\u015fimi ve b\u00fcy\u00fck \u00f6l\u00e7\u00fcde bunlar\u0131 taklit eden dijital reklamc\u0131l\u0131\u011f\u0131n yerine; ki\u015fiselle\u015ftirilmi\u015f, bireylerin g\u00f6r\u00fc\u015f ve ilgi alanlar\u0131na g\u00f6re \u015fekillendirilmi\u015f pazarlama ileti\u015fimi y\u00f6ntemleri a\u011f\u0131rl\u0131k kazanacak. Bu da b\u00fcy\u00fck \u00f6l\u00e7\u00fcde reklam\u0131n yerini \u201ci\u00e7eri\u011fin\u201d almas\u0131 anlam\u0131na geliyor.<\/span><\/p>

Hedef Kitlenize De\u011fer Sunmal\u0131s\u0131n\u0131z<\/span><\/strong>
Son y\u0131llarda pop\u00fcler olan \u201cInbound\u201d kavram\u0131 da a\u015fa\u011f\u0131 yukar\u0131 ayn\u0131 \u015feyi anlat\u0131yor. \u201cInbound marketing\u201d, sizin hedef kitlenize do\u011fru gitmeniz de\u011fil, hedef kitlenizin size do\u011fru y\u00f6nelmesini sa\u011flamak anlam\u0131na geliyor. Bunun i\u00e7in de ileti\u015fim a\u015famas\u0131nda da hedef kitlenize bir de\u011fer sunman\u0131z, onlar i\u00e7in iyi bir \u015feyler yapman\u0131z veya iyi bir \u015feyler yapmaya te\u015fvik etmeniz gerekiyor.<\/span><\/p>

Bu \u00fc\u00e7 a\u015famay\u0131 da bir arada \u00f6zetlemek gerekirse; g\u00fcn\u00fcm\u00fczde markan\u0131z\u0131n teklif etti\u011fi de\u011fer bir yana, m\u00fc\u015fteriniz i\u00e7in de\u011fer yaratacak bir dizi pazarlama faaliyeti y\u00fcr\u00fctmek zorundas\u0131n\u0131z. Yani \u00fcr\u00fcn\u00fcn\u00fcz veya hizmetiniz, m\u00fc\u015fterinizin maddi veya manevi bir ihtiyac\u0131n\u0131, yine onun beklentileri \u00e7er\u00e7evesinde kar\u015f\u0131layacak elbette. Ama bu yeterli de\u011fil. Bunun bir ad\u0131m \u00f6tesine ge\u00e7erek, o \u00fcr\u00fcn veya hizmet i\u00e7in pazarlama faaliyetlerini planlarken, hedef gruplar\u0131n\u0131z i\u00e7in mutlaka iyi bir \u015feyler de yapmal\u0131s\u0131n\u0131z. \u2028\u2028Bu “iyi \u015fey”den kast\u0131n\u0131z nedir, diye sorarsan\u0131z onun milyonlarca yolunu bulabilirsiniz… Bunlar\u0131n ba\u015f\u0131nda d\u00fcnyay\u0131 de\u011fi\u015ftirecek bir \u00fcr\u00fcn veya hizmet tasarlamak geliyor elbette. Ama b\u00f6yle bir \u00fcr\u00fcn veya hizmete sahip de\u011filseniz ba\u015fka yollar da var. \u00d6rne\u011fin m\u00fc\u015fterilerinizin hayat\u0131n\u0131 kolayla\u015ft\u0131rabilirsiniz, onlar\u0131n yepyeni bir deneyim ya\u015famas\u0131n\u0131 sa\u011flayabilirsiniz, bizzat de\u011fer yaratma s\u00fcrecine kat\u0131lmalar\u0131n\u0131 sa\u011flayabilirsiniz, birilerine yard\u0131mc\u0131 olacak yollar\u0131 a\u00e7abilirsiniz, yarat\u0131c\u0131 fikirler geli\u015ftirmelerini sa\u011flayabilirsiniz.<\/span><\/p>

De\u011fi\u015fmez Kurallar Var<\/span><\/strong>
Dedi\u011fim gibi, yol ve y\u00f6ntemler sonsuz ama bunlar\u0131 ortaya \u00e7\u0131karman\u0131n birka\u00e7 de\u011fi\u015fmez kural\u0131 var. \u00d6ncelikle hedef kitlenizi; m\u00fc\u015fteriyi m\u00fc\u015fteri olmayan\u0131 ay\u0131rt etmeden dinleyeceksiniz, m\u00fc\u015fteriyi anlayacaks\u0131n\u0131z, m\u00fc\u015fteriyi hat\u0131rlayacaks\u0131n\u0131z, m\u00fc\u015fteri i\u00e7in neyin \u00f6nemli ve de\u011ferli oldu\u011funu bileceksiniz. B\u00fct\u00fcn bu bildiklerinizin i\u015fe yaramas\u0131 i\u00e7in de do\u011fru bir strateji geli\u015ftirip uygulayacaks\u0131n\u0131z.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Pazarlama \u00fczerine on y\u0131ldan fazla s\u00fcredir yaz\u0131yorum. Yazd\u0131\u011f\u0131m ilk yaz\u0131lardan birinin ba\u015fl\u0131\u011f\u0131 \u201cDe\u011fer Yaratan Pazarlamay\u0131 Siz de Ke\u015ffedin\u201ddi. 2006\u2019n\u0131n ba\u015flar\u0131yd\u0131 ve \u201cM\u00fc\u015fteri odakl\u0131l\u0131k\u201d, \u201cDe\u011fer yaratma\u201d gibi bug\u00fcn art\u0131k hayat\u0131n s\u0131radan bir par\u00e7as\u0131 haline gelmi\u015f kavramlar hararetle tart\u0131\u015f\u0131l\u0131yordu. O g\u00fcnlerdeki bu hararetli tart\u0131\u015fma, bug\u00fcn bu kavramlar\u0131n do\u011fru, yerli yerinde ve gerekti\u011fi gibi kullan\u0131lmas\u0131n\u0131 sa\u011flad\u0131 m\u0131, do\u011frusu […]<\/p>\n","protected":false},"author":1,"featured_media":855,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25],"tags":[],"class_list":{"0":"post-850","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-makaleler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nM\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131 - GPD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gidaperakendecileri.org\/?p=850\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131 - GPD\" \/>\n<meta property=\"og:description\" content=\"Pazarlama \u00fczerine on y\u0131ldan fazla s\u00fcredir yaz\u0131yorum. Yazd\u0131\u011f\u0131m ilk yaz\u0131lardan birinin ba\u015fl\u0131\u011f\u0131 \u201cDe\u011fer Yaratan Pazarlamay\u0131 Siz de Ke\u015ffedin\u201ddi. 2006\u2019n\u0131n ba\u015flar\u0131yd\u0131 ve \u201cM\u00fc\u015fteri odakl\u0131l\u0131k\u201d, \u201cDe\u011fer yaratma\u201d gibi bug\u00fcn art\u0131k hayat\u0131n s\u0131radan bir par\u00e7as\u0131 haline gelmi\u015f kavramlar hararetle tart\u0131\u015f\u0131l\u0131yordu. O g\u00fcnlerdeki bu hararetli tart\u0131\u015fma, bug\u00fcn bu kavramlar\u0131n do\u011fru, yerli yerinde ve gerekti\u011fi gibi kullan\u0131lmas\u0131n\u0131 sa\u011flad\u0131 m\u0131, do\u011frusu […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gidaperakendecileri.org\/?p=850\" \/>\n<meta property=\"og:site_name\" content=\"GPD\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-29T10:38:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-09-20T10:29:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1181\" \/>\n\t<meta property=\"og:image:height\" content=\"824\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"ph16171887571_m2ho1594\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ph16171887571_m2ho1594\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850\"},\"author\":{\"name\":\"ph16171887571_m2ho1594\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371\"},\"headline\":\"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131\",\"datePublished\":\"2019-08-29T10:38:27+00:00\",\"dateModified\":\"2019-09-20T10:29:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850\"},\"wordCount\":1793,\"image\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg\",\"articleSection\":[\"Makaleler\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850\",\"url\":\"https:\/\/www.gidaperakendecileri.org\/?p=850\",\"name\":\"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131 - GPD\",\"isPartOf\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg\",\"datePublished\":\"2019-08-29T10:38:27+00:00\",\"dateModified\":\"2019-09-20T10:29:57+00:00\",\"author\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.gidaperakendecileri.org\/?p=850\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage\",\"url\":\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg\",\"contentUrl\":\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg\",\"width\":1181,\"height\":824},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/?p=850#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.gidaperakendecileri.org\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/#website\",\"url\":\"https:\/\/www.gidaperakendecileri.org\/\",\"name\":\"GPD\",\"description\":\"G\u0131da Perakendecileri Derne\u011fi\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.gidaperakendecileri.org\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371\",\"name\":\"ph16171887571_m2ho1594\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6aa3f1f40edc90be5904b6c95a027d0e9963a528a5b2f13ee07d82a1baae7c25?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6aa3f1f40edc90be5904b6c95a027d0e9963a528a5b2f13ee07d82a1baae7c25?s=96&d=mm&r=g\",\"caption\":\"ph16171887571_m2ho1594\"},\"url\":\"https:\/\/www.gidaperakendecileri.org\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131 - GPD","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gidaperakendecileri.org\/?p=850","og_locale":"en_US","og_type":"article","og_title":"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131 - GPD","og_description":"Pazarlama \u00fczerine on y\u0131ldan fazla s\u00fcredir yaz\u0131yorum. Yazd\u0131\u011f\u0131m ilk yaz\u0131lardan birinin ba\u015fl\u0131\u011f\u0131 \u201cDe\u011fer Yaratan Pazarlamay\u0131 Siz de Ke\u015ffedin\u201ddi. 2006\u2019n\u0131n ba\u015flar\u0131yd\u0131 ve \u201cM\u00fc\u015fteri odakl\u0131l\u0131k\u201d, \u201cDe\u011fer yaratma\u201d gibi bug\u00fcn art\u0131k hayat\u0131n s\u0131radan bir par\u00e7as\u0131 haline gelmi\u015f kavramlar hararetle tart\u0131\u015f\u0131l\u0131yordu. O g\u00fcnlerdeki bu hararetli tart\u0131\u015fma, bug\u00fcn bu kavramlar\u0131n do\u011fru, yerli yerinde ve gerekti\u011fi gibi kullan\u0131lmas\u0131n\u0131 sa\u011flad\u0131 m\u0131, do\u011frusu […]","og_url":"https:\/\/www.gidaperakendecileri.org\/?p=850","og_site_name":"GPD","article_published_time":"2019-08-29T10:38:27+00:00","article_modified_time":"2019-09-20T10:29:57+00:00","og_image":[{"width":1181,"height":824,"url":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg","type":"image\/jpeg"}],"author":"ph16171887571_m2ho1594","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ph16171887571_m2ho1594","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#article","isPartOf":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=850"},"author":{"name":"ph16171887571_m2ho1594","@id":"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371"},"headline":"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131","datePublished":"2019-08-29T10:38:27+00:00","dateModified":"2019-09-20T10:29:57+00:00","mainEntityOfPage":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=850"},"wordCount":1793,"image":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage"},"thumbnailUrl":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg","articleSection":["Makaleler"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.gidaperakendecileri.org\/?p=850","url":"https:\/\/www.gidaperakendecileri.org\/?p=850","name":"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131 - GPD","isPartOf":{"@id":"https:\/\/www.gidaperakendecileri.org\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage"},"image":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage"},"thumbnailUrl":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg","datePublished":"2019-08-29T10:38:27+00:00","dateModified":"2019-09-20T10:29:57+00:00","author":{"@id":"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371"},"breadcrumb":{"@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.gidaperakendecileri.org\/?p=850"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#primaryimage","url":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg","contentUrl":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/deger-yaratmak-3.jpg","width":1181,"height":824},{"@type":"BreadcrumbList","@id":"https:\/\/www.gidaperakendecileri.org\/?p=850#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.gidaperakendecileri.org\/"},{"@type":"ListItem","position":2,"name":"M\u00fc\u015fteri De\u011feri Yaratman\u0131n A\u015famalar\u0131"}]},{"@type":"WebSite","@id":"https:\/\/www.gidaperakendecileri.org\/#website","url":"https:\/\/www.gidaperakendecileri.org\/","name":"GPD","description":"G\u0131da Perakendecileri Derne\u011fi","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.gidaperakendecileri.org\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/2a9973560de07919114aa1faead0a371","name":"ph16171887571_m2ho1594","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gidaperakendecileri.org\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6aa3f1f40edc90be5904b6c95a027d0e9963a528a5b2f13ee07d82a1baae7c25?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6aa3f1f40edc90be5904b6c95a027d0e9963a528a5b2f13ee07d82a1baae7c25?s=96&d=mm&r=g","caption":"ph16171887571_m2ho1594"},"url":"https:\/\/www.gidaperakendecileri.org\/?author=1"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/posts\/850","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=850"}],"version-history":[{"count":5,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/posts\/850\/revisions"}],"predecessor-version":[{"id":1187,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/posts\/850\/revisions\/1187"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=\/wp\/v2\/media\/855"}],"wp:attachment":[{"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=850"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=850"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gidaperakendecileri.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}