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2005 - 200922010 - 20151
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Bölüm: Işık University, Faculty of Economics and Administrative Sciences, Department of Management × Konu: Marketing ×

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Listeleniyor 1 - 3 / 3
  • Küçük Resim
    Yayın
    Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample
    (Bogazici Universitesi, 2009) Gül, Mısra Çağla
    The aim of this study is to understand the influence of marketing operational efficiency and marketing system effectiveness on firm performance dimensions. Marketing operational efficiency and marketing system effectiveness are two dimensions of marketing effectiveness derived as a result of the exploratory factor analysis performed on the data. Firm performance dimensions used in the study are overall performance, ROI, percentage of new product sales, change in market share, and sales growth, all measured relative to competitors. Multiple respondent firm level data are collected through a survey of 74 firms operating in a variety of industries, resulting in 296 individual surveys. Findings indicate that marketing operational efficiency, a set of short-term, operational dimensions, positively influences all of the firm performance dimensions. On the other hand, marketing system effectiveness, measuring longer-term, strategic factors, does not have such an impact.
  • Küçük Resim
    Yayın
    The effect of mad cow (BSE) scare on beef demand and sales loss: The case of Izmir
    (Scientific Technical Research Council Turkey-Tubitak, 2005) Miran, Bülent; Akgüngör, Emine Sedef
    This paper investigates the effect of the BSE scare on beef consumption due to the intense media coverage. Using monthly data, a beef demand model for January 1995-February 1997 period is estimated for Izmir Province. Beef sales dropped immediately after the media coverage on BSE in April 1996 and continued through June 1996 when the intense media coverage stopped. The econometric model reveals that beef sales in Izmir would have been 36.4 % higher if the BSE crisis never occurred. The annual individual willingness to pay is $0.5224 per year to avoid consuming BSE contaminated meat.
  • Küçük Resim
    Yayın
    An analysis of factors affecting understanding and applications of branded housing project marketing around the Istanbul metropolitan area
    (PressAcademia, 2015-03-29) Polat, Selçuk; Ferman, Murat
    Marketing is a quite crucial topic for success in the current competitive environment. Efficient and effective marketing practices will allow the companies to grow and to be more successful. Companies can gain competitive advantage by developing various marketing strategies. The objective of this study is to research the factors affecting the understanding and applications of ‘branded housing project marketing’ around the Istanbul metropolitan area. Branding and market positioning depend on fulfillment of certain conditions and key criteria. The criteria such as the structure of companies, product quality, professional services, and marketing and communication perspectives all constitute a quite important process in the enhancement of the perceived value of the company. Companies should be aware that it is highly vital to create brand in order to benefit from the advantages of the brand such as creating differentiation, positive high-quality corporate and brand image and customer loyalty and resolution. Today, the number of construction companies carrying out branded housing projects is quite high. It has been observed that the activities regarding branding are quite prevalent in construction industry. In line with this, every housing project should have its own identity and brand image. Especially in business fields with higher economic value such as residential real estate sector, marketing and sales activities display unique characteristics.