SERTAÇ ÇİFCİ, Murat DOĞANAY, Ahmet Zafer GÜLŞEN

Pazarlama giderlerinin işletme karlılıkları üzerindeki etkisi

Yapılan bu çalışmada, işletmelerin yaptıkları pazarlama giderleri ile işletmelerin performansları arasındaki ilişkinin ve performansı etkileyen diğer faktörlere kıyasla etkinlik gücünün incelenmesi amaçlanmıştır. Bunun içinde, performans göstergesi net dönem karı/zararı alınarak, işletmelerin performansını etkileyen faktörleri bir model içerisine koyarak, 2000-2008 yıllarını kapsayacak biçimde, İstanbul Menkul Kıymetler Borsasında işlem gören 82 şirketin 2664 gözlem verileri panel veri analizi ile incelenmeye çalışılmıştır. Araştırma bulgularının sonucunda; pazarlama giderlerinin, genel yönetim harcamalarının ve toplam aktif büyüklüğünün işletmelerin performansı üzerinde olumlu etkisinin olduğu ve bunların arasında da en önemli değişkenin pazarlama giderleri olduğu saptanmıştır.

The effect of marketing expenditures on business performance

In this study, the relationship between enterprises spending on marketing and their performance has been analyzed, besides analyze of the efficiency power in comparison to other factors that affect the performance. To this end, it have been tried to analyze with panel data analyses that the net profit/loss has been taken as the performance indicator by putting the factors that effect the enterprises performance into a model, including the period between 2000-2008, 2664 observation datas of the 82 companies which have active stock in the Istanbul Stock Exchange. According to the findings of the study; marketing expenditures, general administration expenditures and total asset size have positive impacts on the performance of the business and it has been identified that among them the most important vari- able is the marketing expenditures

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