Cevahir UZKURT, Ömer TORLAK, Müjdat ÖZMEN

PAZARLAMA AHLÂKININ PAZAR BİLGİSİYLE İLİŞKİSİ VE PAZARLAMA PERFORMANSINA ETKİSİ: PAZARLAMA YÖNETİCİLERİ ÜZERİNDE BİR ARAŞTIRMA

İşletme anlayışındaki ve teknolojideki gelişmeler, pazarlama faaliyetlerinde bir takım sosyal ve ahlaki sorumluluk ihlallerine de yol açabilmektedir. Özellikle, işletmeler için müşteri tatmininde ve rekabet avantajı elde etmede en önemli araçlardan birisi olan pazar bilgisinin üretilme sürecinde, yöneticilerin pazarlama ahlakına uygun hareket etmeleri önemli bir konu olarak karşımıza çıkmaktadır. Bu çalışmada, pazarlama ahlâkı ve pazar bilgisi arasındaki ilişki ve yöneticilerin pazarlama ahlâkı algılarının pazarlama performansına etkileri incelenmiştir. Araştırma sonucunda yöneticilerin pazarlama ahlâkı algıları ile pazar bilgisi üretme sürecinin bazı boyutlarında anlamlı bir ilişkinin varlığı görülürken; yöneticilerin pazarlama ahlâkıyla ilgili algıları ile pazarlama performans kriterleri arasında anlamlı bir ilişkiye rastlanmamıştır. Ancak toplum tarafından onaylanmayan yanlış pazarlama uygulamalarına artan tüketici tepkilerinin ve toplumun ahlâki değerlerinin yöneticilerce dikkate alınması, işletmenin imajında ve dolayısıyla performansında olumlu etkiler yapması olasıdır.

Anahtar Kelimeler:

Pazarlama Ahlâkı, Pazar Bilgisi, Pazarlama Performansı

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