Publication: From Standardized Global Marketing to Global One to One Marketing: A Demand Oriented Transition
Abstract
Standart global pazarlama kavramı uzun yıllar pazarlama disiplininde tartışılagelmiş, olumlu ve olumsuz çok sayıda eleştiri almış konulardan biridir. Söz konusu kavramın en önemli özelliklerinden biri talep yönlü değil, arz yönlü bir yaklaşım olmasıdır. Pazarlama literatüründe bu modele getirilen alternatif ise birebir pazarlama olmuştur. Birebir pazarlama ise özellikle yüksek maliyetli bir uygulama olması nedeniyle eleştirilere uğramıştır. Bununla birlikte, özellikle internetin de gelişmesiyle bu iki kavramı bir araya getiren global birebir pazarlama yaklaşımı, günümüz firmalarının yoğun bir şekilde benimsediği bir strateji haline gelmiştir. Uygulanabilme olanakları üründen ürüne farklılık gösterse de, bu strateji günümüzün önemli alternatiflerinden biridir. Bu çalışmada global standart pazarlama kavramı ile global birebir pazarlama kavramı karşılaştırılmakta ve global standart pazarlamadan global birebir pazarlamaya geçiş süreci irdelenmektedir.
The concept of standard global marketing stands among those subjects that have been discussed in the discipline of marketing and received both positive and negative criticism. One of the features of this concept is that it is not a demand-oriented approach but rather a supply-oriented one. The model developed as an alternative to this model is one to one marketing. One to one marketing has been subject to much criticism especially because it is an application 0/ high-cost. However, especially with the emergence and development of internet, the approach of global one to one marketing has become a strategy adopted intensively by companies of our time. Even though its application opportunities differ with respect to many products, this strategy can be counted among the significant alternatives of today. In this study, the concepts of global standard marketing and global one to one marketing are compared and the process of transition from the former to the latter has been examined.
The concept of standard global marketing stands among those subjects that have been discussed in the discipline of marketing and received both positive and negative criticism. One of the features of this concept is that it is not a demand-oriented approach but rather a supply-oriented one. The model developed as an alternative to this model is one to one marketing. One to one marketing has been subject to much criticism especially because it is an application 0/ high-cost. However, especially with the emergence and development of internet, the approach of global one to one marketing has become a strategy adopted intensively by companies of our time. Even though its application opportunities differ with respect to many products, this strategy can be counted among the significant alternatives of today. In this study, the concepts of global standard marketing and global one to one marketing are compared and the process of transition from the former to the latter has been examined.