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Yayın Importance of packaging as a marketing tool and two examples from soft-drinks industry(Işık Üniversitesi, 2003) Sağlamer, Seçil; Çakıcı, Metin; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Yöneticiler İçin İşletme Yönetimi Yüksek Lisans ProgramıIn this project, the role of packaging as a marketing tool will be analyzed. In regards to packaging , it can be said that consumers may think that a product with an attractive package is of better quality than its competitors, which have less attractive or easy to open packages. Whatever the features, a package should provide advantage, especially according to the product type and the expectations of the target audience. The first part of the project will concentrate on the definition of a product, packaging; and on the strategic importance of packaging. In the second part, the functions of packaging will be analyzed. It will concentrate on the effect of packaging in creating a quality image and the relationship between packaging and brand communication. The effects of packaging in transportation, the importance accord,ng to the environmental issues, the safety concerns, relevant engineering tests and the future of packaging will also be analyzed. In the third part, there are two case studies. One is about the packaging of a new product on the market, and the second is about the new package design of a famous soft drink company. This part concludes with the effects of packaging on marketing.Yayın Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample(Bogazici Universitesi, 2009) Gül, Mısra ÇağlaThe 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.Yayın Factors affecting understanding and applications of branded housing project marketing around the İstanbul metropolitan area(Işık Üniversitesi, 2015-01-28) Polat, Selçuk; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıMarketing is a very important issue to corporate success in today’s competitive business environment. Company’s growth and success can be strongly influenced by marketing practices. Developing marketing strategies can provide significant advantages for companies over their competitors. The aim of this study is to investigate the critical factors affecting 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 criterion.It is known that the following criterion- structure of companies, quality of the product, professional services, marketing and communications perspectives- both constitute important process and leverage to increase the perceived value of a product or a company in the market. It is crucial for companies to build a solid brand in today's highly-competitive markets to benefit from the brand-related advantages such as, creating overall differentiation providing costumer encouragement and maintaining overall image of high quality. Nowadays, construction companies which build branded housing projects have already established themselves as prime actors of one of the leading and most dynamic sectors of the Turkish economy.It is an observed fact that the brand- related activities are becoming of a more strategic parameter in construction industry. In relation to this fact, each and every housing project aim to be related with a unique identity and brand image. Especially in residential real estate sector, due to the high economic values involved, marketing and sales activities are classified as crucial elements of corporate conduct.Yayın Boutique pastry management as a rising services marketing practice and a comprehensive survey of boutique pastries in İstanbul(Işık Üniversitesi, 2008) Demir, Gülper; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıConsumption of food and beverages always holds a place at the top of the list when we analyze the daily habits of consumption of human beings. The different behaviors of consumers towards food and beverage products force the relevant producers to define their consumer profiles and most appropriate marketing strategies in accordance with their target group . In food industry, customization of products can also be observed in addition to the traditional massive production strategies. Therefore, the number of enterprices like boutique pastries which produce customized products that both possess an artistic value and aims complete contentment of their customers as well is increasing very rapidly day by day in Istanbul. Although boutique pastries exist in service sector, they are forced to develop marketing strategies that are specific to their need due to the several reaons such as market demands and infinite diversity of the product opportunities, which carry artistic value. With this research , certain phenomena are explored: boutique business making customization of production and adding artistic value to the products. While conducting interviews with managers of boutique pastries provided us with information about the current state of the business, the surveys enabled us to learn more about the current state of the business, the surveys enabled us to learn more about purchase behaviours. As a result of this research, the most appropriate marketing methodologies for boutique pastry businesses are defined in accordance with the analyses consumer behaviours.Yayın Consumer response to economic crisis and lessons for marketers: The Turkish experience(Elsevier Science Inc, 2014-01) Kaytaz, Mehmet; Gül, Mısra ÇağlaPrivate consumption is the largest component of gross domestic product (GDP). It has a substantial impact on the speed of recovery from an economic crisis. This paper aims to examine the behavior of consumers, firms, and government in Turkey in response to the recent global economic crisis. Turkey was one of the few countries that emerged from the economic downturn relatively quickly. The demographics of consumers, the solidity of financial sector, and the government policies led to a speedy recovery from the crisis through an increase in consumption expenditures. During the initial shock, consumers switched to cheaper goods and decreased consumption expenditures in total. The government emphasized that the impact of crisis would be limited. The opening of credit lines, the temporary reduction in value-added tax and special consumption tax on certain commodities, aggressive marketing campaigns, and a rosy future drawn by chambers of commerce and NGOs in specific promotional activities were influential in increasing consumption. This paper discusses the consumer response to and the marketing lessons derived from this experience.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 SedefThis 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.Yayın Comparison of evolutionary techniques for Value-at-Risk calculation(Springer-Verlag Berlin, 2007) Uludağ, Gönül; Etaner Uyar, Ayşe Şima; Senel, Kerem; Dağ, HasanThe Value-at-Risk (VaR) approach has been used for measuring and controlling the market risks in financial institutions. Studies show that the t-distribution is more suited to representing the financial asset returns in VaR calculations than the commonly used normal distribution. The frequency of extremely positive or extremely negative financial asset returns is higher than that is suggested by normal distribution. Such a leptokurtic distribution can better be approximated by a t-distribution. The aim of this study is to asses the performance of a real coded Genetic Algorithm (CA) with Evolutionary Strategies (ES) approach for Maximum Likelihood (ML) parameter estimation. Using Monte Carlo (MC) simulations, we compare the test results of VaR simulations using the t-distribution, whose optimal parameters are generated by the Evolutionary Algorithms (EAs), to that of the normal distribution. It turns out that the VaR figures calculated with the assumption of normal distribution significantly understate the VaR figures computed from the actual historical distribution at high confidence levels. On the other hand, for the same confidence levels, the VaR figures calculated with the assumption of t-distribution are very close to the results found using the actual historical distribution. Finally, in order to speed up the MC simulation technique, which is not commonly preferred in financial applications due to its time consuming algorithm, we implement a parallel version of it.Yayın An evaluation of consumer intention to participate in mobile advertising and an empirical study conducted in İstanbul(Işık Üniversitesi, 2007) Yücel, Yasemin; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıMobile services provide companies with a strong marketing potential, because mobile technologies enable brands to have a direct communication with consumers, regardless of time and place. Therefore, mobile marketing brings about a variety of opportunities for marketers. New digital marketing channels like Internet and mobile telephony lead to interactive and personalized content and context in marketing messages so, considering marketing communications, these channels offer a unique opportunity to reach consumers. High market penetration of mobile phones and the emergence of high speed mobile network technologies have attracted advertising industry and using of mobile medium as a marketing communication tool has been increasing. Marketing communications were highly influenced by recent developments in technology and the gradual transformation from mass marketing to targeted marketing. Besides the Internet, mobile medium presents important advertising opportunities Mobile marketing has been an issue of interest for both academics and practitioners. Moreover, the number of companies investing in mobile marketing campaigns is increasing. However, in spite of the increasing attention from both academics and practitioners, there is little academic research conducted on this topic and yet, the nature and implications of the mobile channel are not fully understood. Considering the potential of mobile media, it is interesting to understand the relation between consumer's attitude towards mobile marketing and mobile marketing efforts In this context, this research aims to help understanding this relation and it examines the factors which affect the acceptance of mobile advertising from consumers' perspective. Mobile marketing stands for the use of SMS, MMS, client applications and other interactive multimedia methods as being marketing media in both pull and push type campaigns. Because of insufficient definitions of mobile advertising and mobile marketing terms create ambiguity in literature and, various terms seem to refer to the same phenomenon, it is important to highlight that above mentioned type of activities are investigated under the scope of mobile advertising campaigns in this study. The study aims to investigate the appreciation of mobile advertising by consumers. Besides, another intention of the research is to cues about mobile marketing, positioning with mobile advertising, evaluation of the concepts, potentials, boundaries and finally the critical success factors from the customer acceptance point of view. This study makes two contributions to the literature: Firstly, assessing previous studies in the field, the study proposes a conceptual research model of consumer intention to join mobile advertising campaigns. The literature was surveyed to provide a benchmark for better understanding the phenomena and deriving the theoretical framework for the proposed research in Chapter 1 and Chapter 2. Secondly, the model is tested by empirical data obtained from Turkish mobile market. Mobile market in Turkey has experienced 60% mobile phone penetration; three active mobile operators with around 250 service provider partners operate in the market and population is predominantly young in Turkey. Additionally, 3G (3rd Generation) network licenses tender that is planned to be hold on 7th of September; 2007 will allow 5 operators who will serve wide band services including advanced mobile advertising campaigns. These facts imply that Turkish mobile market has a huge potential for mobile marketing activities and mobile advertising campaigns. A model of consumer intention to participate in mobile advertising is developed in the Chapter 3 of this study, along with a number of associated hypotheses and Chapter 3 also includes the testing of the model and findings are presented, with managerial implications and suggestions for future studies. Conclusions are provided in Chapter 4. The results of the study will provide various managerial insights to enlighten both contemporary and future cases of mobile advertising medium as an emerging one-to-one marketing channel. Findings give insights about influential factors on customer intention to participate in mobile advertising campaigns. The results might be helpful for those who take part in Turkish mobile advertising value chain, such as mobile marketing agencies, mobile marketing advertisers, mobile operators, and service providers etc. in clearly understanding antecedents of successful mobile advertising campaigns. This study will be beneficial for brands willing to be more active in direct marketing and mobile operators who are actively involved in mobile marketing campaigns, in understanding the degree of consumer response to mobile marketing campaigns and in determination of campaign types which are more desirable for consumers to participate.Yayın Effects of industry 4.0 on automobile marketing strategies a research among auto executives in Turkey(Işık Üniversitesi, 2020-06-12) Haşmet, Mehmet Korhan; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıThe world is at the edge of the much expected digital transformation orchestrated by the Fourth Industrial Revolution. In recent years, the industry has been going through a process that involves fully digitizing production processes, especially the automotive manufacturing industry. Intelligent production technologies such as autonomous robots, laser cutting, 3D printers, as well as new technologies such as big data, cloud data, augmented reality (AR) and the Internet of Things (IoT) have entered our lives with the Industry 4.0 revolution. To face the increasing complexity and greater flexibility in production processes in the markets, it is necessary to pay more attention to customers. Recent literature shows that Industry 4.0 allow manufacturing firms to achieve such results quickly customized products and time to market response with higher efficiency and productivity rates. The concept of Industry 4.0 appears for the first time in Germany in 2011 as a concept that has been studied in economic policies. It can be considered as a strategy related to high technology and internet systems. The potential revolution called "4.0" is followed by the footsteps of the three previous industrial revolutions. The concept of Industry 4.0 can be explained as the industrial revolution based on cyberphysical systems, the Internet of Things (IoT) and therefore concepts and technologies that support communication over the internet or involve continuous internet communication. This revolution means data exchange and unlimited interaction not only between consumer and consumer (C2C) but also between consumer and machine (C2M) or between machine and machine (M2M). Industry 4.0 describes the widespread integration of information and communication technology in industrial manufacturing. However, it is not enough to address the developments associated with the fourth industrial revolution from just a technological perspective, companies also need to transform their organization and their marketing strategy and their culture as well. While advanced technologies do make it possible to access a much wider range of data, the ability to leverage the underlying potential of this data is just as dependent on a company’s organizational structure and culture. From this point of view, the ultimate goals of companies are to adapt to a changing environment continuously and quickly and to increase their learning skills. In the future, cars, road signs, traffic lights, car parks and other types of transport infrastructure will use sensors and processors to automatically collect, analyze, process and share data. Vehicles will themselves become nodes on the web (smart cars), enabling intelligent traffic flow management (smart traffic). This process will be driven by especially Internet of Things (IoT) and big This study focuses on marketing strategies in the adaptation of Industry 4.0 technologies. Industry 4.0 is an industrial revolution that occurs at the factory level and changes the way products are produced, but it is also a digital revolution. Marketing plays a crucial role in providing feedback to the production function. Therefore, it can be emphasized once again that firms should pay more attention to their marketing strategy. As briefly, marketing is additionally developing similar to new digital technology referred to as industry 4.0. To support the new digital challenges, to form cost reduction and to extend market growth, majorities of the firms are getting to change their marketing strategy alongside industry 4.0. So, it requires a next generation of marketing and sales for the organization. Industry 4.0 can be considered as market-oriented technologies that help companies improve the standard data management. A company's main goal should focus on understanding and fulfilling its customers' needs. This is one of the main topics of Marketing Management. As always repeated, the marketing department plays a critical role in actively guiding customers to the purchase decision. By integrating individual purchasing processes into digital purchasing processes, adding value to the customer and creating customer loyalty from an early stage and placing the customer in the center of the company. of relationship with buyers, as well as reduce production costs, reduce cost in terms of marketing and sales, and increase market growth with flexibility. The hypotheses of the dissertation are related to this subject. In summary of the above explanations, this study analyzes the relationships between Industry 4.0 and the automobile marketing strategy. In this analysis, determinants are organized with the help of technological, organizational and environmental research model. Six indicators have been investigated and examples of auto companies were investigated in Turkey.Yayın Doğrudan pazarlama amaçlı hedef kitle analizi(Institute of Electrical and Electronics Engineers Inc., 2018-07-05) Kegeci, Sinan; Özbek, Eyüp Erkan; Türkel, Mustafa Sertaç; Düzağaç, Remzi; Yıldız, Olcay TanerDoğrudan pazarlama, uygun ürünleri uygun kişilerle en kısa yoldan buluşturma sürecidir. Son yılların en popüler pazarlama yaklaşımlarından birisidir. Bu çalışmada turizm sektörüne ait isimsizleştirilmiş bir veri tabanını kullandık. Bir otel zinciri için yapılan kampanya kapsamında veri madenciliği tekniklerini uygulayarak hedef kitle seçimi yaptık. Çalışmada birçok makine öğrenmesi yöntemini denedik. Sonuç olarak; geçmişte yapılan ve herhangi bir makine öğrenmesi yöntemi kullanılmadan hazırlanan kampanya sonuçlarına göre daha iyi sonuçlar elde ederken benzer analizlerde kullanılabilecek bir altyapı oluşturmuş olduk.
