D. G. Brian JONES, Eric H. SHAW, Paula A. MCCLEAN, Çevirmen: Sinem MAKUL

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Modern Pazarlama Düşünce Okulları

Amaçlarımız için bu bölümde, pazarlama düşüncesi okulunu "bir dizi bilim insanı tarafından geliştirilen, pazarlama faaliyetlerinin ne, nasıl, kim, neden, ne zaman ve nerede yapıldığının en az bir yönünü açıklayan önemli bir bilgi bütünü" olarak tanımlayan önceki bölümü takip etmekteyiz. Yirminci yüzyılın ortalarında, bir dizi yeni okul geliştikçe, pazarlama düşüncesinde geleneksel yaklaşımları gölgede bırakan bir paradigma değişikliği olmuştur. Okullar sırasıyla: Pazarlama yönetimi, pazarlama sistemleri, tüketici davranışı, makro pazarlama, mübadele ve pazarlama tarihidir. Bu bölüm, bahsedilen altı modern pazarlama düşüncesi okulunun değişimini izlemektedir. Paradigmanın geleneksel yaklaşımlardan modern pazarlama düşüncesi okullarına doğru değişimi, bir takım gelişmelerden kaynaklanmaktadır. Örneğin İkinci Dünya Savaşı sırasında doğrusal programlama gibi matematiksel modellemedeki askeri gelişmelerden etkilenmiştir. Savaşın ardından kapasitenin askeri üretimden tüketim mallarına kayması, Amerika Birleşik Devletleri’nde ekonomik büyümeyi teşvik etmiştir. Bu da arz fazlalığının oluşması ve bununla birlikte firmaların talep yaratma faaliyetlerine ihtiyaç duymasına yol açmıştır. Paradigma değişimi aynı zamanda Ford Vakfı ve Carnegie Vakfı'nın 1959 tarihli işletme eğitiminde daha fazla uygunluk çağrısı yapması ve önemli müfredat değişiklikleri üretmek için vakıf finansmanı sağlayan raporlarından etkilenmiştir. Yine de pazarlama düşüncesinde paradigma değişiminin en büyük nedenlerinden biri zamanının en baskın bilim insanlarından olan Wroe Alderson’dır. Sayısız makalesi, pazarlama teorisi seminerleri, haber bültenleri ve iki çığır açan kitabı (1957, 1965); pazarlama yönetimi, pazarlama sistemleri, tüketici davranışı, makro pazarlama ve mübadele dahil olmak üzere en modern düşünce okullarıyla sonuçlanmış veya bunları etkilemiştir. İlginç bir şekilde Alderson’ın (1957) Pazarlama Davranışı ve Yönetici Eylemi, Ford Vakfı tarafından işletme eğitiminin ilerlemesi gereken yönün bir örneği olarak övülmüştür (Tadajewski, 2006). Modern pazarlama okullarından ilki, pazarlamayı anlamak için yönetimsel bir yaklaşım benimseyen pazarlama yönetimidir. Pazarlama sistemleri okulu Alderson’un işlevselci yaklaşımı ile oldukça ilişkili ve yine Alderson’un bir dizi meslektaşı ve öğrencisi tarafından geliştirilmiştir. Tüketici davranışı okulu, Alderson’un akademik araştırmanın bir temeli olarak ekonomiyi desteklemek için davranış bilimlerine yaptığı vurgudan etkilenmiştir. Sonuç olarak çok sayıda psikolog, sosyal psikolog ve sosyolog, pazarlama çalışmalarına çekilmiştir. Pazarlama yönetimi ve tüketici davranışı okullarının yükselişi ve pazarlama sistemleri düşüncesinin azalan etkisiyle, makro pazarlama; pazarlama faaliyetlerinin toplum ve toplumun pazarlama üzerindeki etkisi ve sonuçlarıyla ilgilenmek için, pazarlama sistemlerini de kapsayacak şekilde, bir düşünce okulu olarak ortaya çıkmıştır. Alderson’un öncülüğünü yaptığı bir başka pazarlama alt alanı da; piyasa işlemlerinde bir satıcı ile bir alıcının etkileşimi ve kanal geçişlerindeki alıcı ve satıcı gruplarının etkileşimleriyle ilgilenen mübadele okuludur. Pazarlama tarihi okulu ise pazarlama çalışmalarına en eski yaklaşımları ortaya koysa da yalnızca son zamanlarda bir pazarlama düşüncesi okulu olarak ortaya çıkmıştır.
Anahtar Kelimeler:

pazarlama tarihi, düşünce okulları, modern pazarlama

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Pazarlama İçgörüsü Üzerine Çalışmalar-Cover
  • Başlangıç: 2017
  • Yayıncı: Olgun KİTAPCI
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