PAZARLAMA KARMASI ELEMANLARI VE GÜVEN

Kârlar, nakit girişi, pazar payı, müşteri payı ve cirolarda artış, yatırımın geri ödeme süresi ve getirisi gibi sayısal pazarlama performansı ile birlikte, imaj ve itibar yaratılması, marka değerinde artış, müşteri sadakati, tüketici tatmini, hizmet kalitesi gibi sayısal olmayan pazarlama performansının her ikisi de işletme performansını etkiler. Pazarlama performansı ise, pazarlama faaliyetlerine ilişkin, planlama, strateji ve taktik geliştirip program hazırlamada temel pazarlama teorilerinden birisi olarak kabul edilen pazarlama karması elemanlarına ilişkin alınan etkin karar ve uygulamalara bağlıdır. Pazarlama karması pazarlama faaliyetlerinin kısa, açık ve net bir sınıflandırılması olup, ürün, fiyat, dağıtım, tutundurma, fiziksel unsurlar, insanlar ve süreç bileşenlerinden oluşan ve İngilizce baş harfleri nedeniyle de 7P olarak bilinen temel teorilerden birisi niteliğindedir. Pazarlama teorisi ve uygulamalarına önemli bir rehber niteliğinde olan bu elemanlara ilişkin farklı öneriler getirilmiş olsa da (Goldsmith, 1999; Zontanos, G. ve Anderson, 2004; Martin 2009), 7P kullanımı uzun yıllardır geçerliliğini korumaktadır. Bunun yanı sıra, tüketici yönlülüğü gerçekleştirmede, tüketicinin algıladığı riskin azalması ve uzun süreli ilişkiler kurulup sadakatinin sağlanmasında en temel unsurlardan birisinin de güven olduğu açıktır. Bu çalışmada, güven unsurunun, pazarlama karması elemanlarına “positiveness/trust” olarak 8’inci P olarak eklenmesi önerilmektedir. Pazarlamada güven, tüketicinin kendisine sunulan dokunulabilir ve dokunulamayan unsurların güvenilir, samimi ve yardımsever olduğuna ilişkin, duygusal ve bilişsel olarak geliştirdiği inanç, olarak tanımlanabilir.

MARKETING MIX AND POSITIVENESS/TRUST

Components of the marketing mix, which is one of the fundamental marketing theories of market activity, planning, and strategy development have a significant effect on marketing performance. Along with the quantitative marketing performances, such as, marketing profits, cash flow, market share, increase in financial turnovers, and profits from investment; non-quantitative performances, such as, reputation, increase in brand value, customer loyalty, quality of services affect firm performance. Marketing mix, which is also known as “7P”, is a theory of market activity and is a composition of product, price, place, promotion, people, physical evidence, and process. 7P is still a common usage of marketing mix despite the several attempts to redefine the compounds of marketing mix (Goldsmith, 1999; Zontanos, G. ve Anderson, 2004; Martin 1999). Although 7P is a common and descriptive concept, it falls short in terms of providing explanations to customer acquisition, maintaining long-term relationship and loyalty, and decreasing the risk perceived by customer. Hence, this study claims to change the marketing mix theory as “8P”, by adding a new compound, that is, “positiveness/trust”. Trust in marketing is a comprehensive notion of consumer’s cognitive and emotional beliefs, which are created through the reliability of the sources during the relationship between company and consumer.

PDF

___

Aydin Serkan, Gökhan Özer, (2005). "The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market", European Journal of Marketing, Vol. 39 Issue: 7/8, pp.910-925.
David C. Arnott, (2007). "Trust – current thinking and future research", European Journal of Marketing, Vol. 41 Issue: 9/10, pp.981-987.
Doney Patricia M., James M. Barry, Russell Abratt, (2007). "Trust determinants and outcomes in global B2B services", European Journal of Marketing, Vol. 41 Issue: 9/10, pp.1096-1116
Goldsmith E. Ronald , (1999). "The personalised marketplace: beyond the 4Ps", Marketing Intelligence & Planning, Vol. 17 Issue: 4, pp.178-185.
Grönroos Christian, (1994). "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing", Management Decision, Vol. 32 Issue: 2, pp.4-20.
Ivy Jonathan, (2008). "A new higher education marketing mix: the 7Ps for MBA marketing", International Journal of Educational Management, Vol. 22 Issue: 4, pp.288-299.
Kim Min-Seong, Jihye Kim, (2018). "Linking marketing mix elements to passion-driven behavior toward a brand: Evidence from the foodservice industry", International Journal of Contemporary Hospitality Management, Vol. 30 Issue: 10, pp.3040-3058.
Leonidas C. Leonidou, Constantinos N. Leonidou, Olga Kvasova, (2013). "Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior", European Journal of Marketing, Vol. 47 Issue: 3/4, pp.525-556.
Martin M. Diane , (2009). "The entrepreneurial marketing mix", Qualitative Market Research: An International Journal, Vol. 12 Issue: 4, pp.391-403.
McAllister J. Daniel, (1995). “Affect- and cognition-based trust as foundatıons for interpersonal cooperatıon in organizations”, Academy of Management Journal, Vol. 38 Issue: 1,pp.24-59.
Rafiq Mohammed, Pervaiz K. Ahmed, (1995). "Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics", Marketing Intelligence & Planning, Vol. 13 Issue: 9, pp.4-15.
Sichtmann Christina, (2007). "An analysis of antecedents and consequences of trust in a corporate brand", European Journal of Marketing, Vol. 41 Issue: 9/10, pp.999-1015.
Thorne A. R., (1971). "The marketing mix – a problem analysis", European Journal of Marketing, Vol. 5 Issue: 4, pp.207-216.
Young Louise, (2006) "Trust: looking forward and back", Journal of Business & Industrial Marketing, Vol. 21 Issue: 7, pp.439-445.
Zontanos Grigorios, Alistair R. Anderson, (2004) "Relationships, marketing and small business: an exploration of links in theory and practice", Qualitative Market Research: An International Journal, Vol. 7 Issue: 3, pp.228-236.