Pazarlama 4.0: Teknolojik Gelişmelerin Pazarlama Faaliyetlerine Yansımaları

Yıl 2018, Cilt: 8 Sayı: 2, 621 - 640, 31.07.2018

Hayriye Nur Başyazıcıoğlu Kurtuluş Karamustafa

Öz

Teknik bir yenilik olmanın ötesine geçen teknolojik gelişmeler, tüketicilerin alışkanlıklarını ve davranışlarını değiştirmek suretiyle günlük hayatı derinden etkilemektedir. 1950’ler ile günümüzdeki günlük hayat kıyaslaması yapıldığında, bu değişimler açık bir şekilde görülmektedir. Bu nedenle pazarlama faaliyetleri de teknolojideki değişimlerle paralel bir şekilde ilerleyerek, tüketicileri tatmin etmeye yönelik yeni uygulamalarla Pazarlama 4.0’a dönüştüğü görülmektedir. Bu nedenle, bu çalışmada pazarlamanın teknolojiyi takip ederek geçirdiği dönüşüm ve bu dönüşümün pazarlama karması unsurlarında meydana getirdiği değişimler sistematik bir şekilde ele alınarak, teknolojik gelişmelerin pazarlama faaliyetleri üzerindeki etkisinin vurgulanması ve her bir pazarlama döneminin ayırt edici özellikleri ile birlikte detaylı bir şekilde açıklanması amaçlanmaktadır. Bu amaç doğrultusunda, ilgili literatürden hareketle pazarlama faaliyetlerindeki değişim endüstri, pazar ve tüketici yapısındaki değişimlerle birlikte ele alınarak, Pazarlama 1.0, Pazarlama 2.0, Pazarlama 3.0 ve Pazarlama 4.0 olmak üzere dört ayrı dönemde incelenmiştir. Bu dönemlerin ayırt edici özellikleri açıklandıktan sonra teknolojinin pazarlama karması unsurlarında meydana getirdiği değişimler detaylı olarak ele alınmıştır. Bu nedenle bu çalışmanın teknoloji ve pazarlama arasında ilişkiyi kapsamlı bir şekilde incelediği düşünülmektedir.

Anahtar Kelimeler

Pazarlama 1.0, Pazarlama 2.0, Pazarlama 3.0, Pazarlama 4.0, Pazarlama Karması

MARKETING 4.0: IMPACTS OF TECHNOLOGICAL DEVELOPMENTS ON MARKETING ACTIVITIES

Öz

Technological developments, which have transcended just being an innovation, have a profound influence on production processes and daily life of consumers by changing their habits and behaviors. Comparing the production technology and daily life of the 1950s with today, the changes are apparently noticed. Therefore, proceeding in a parallel manner with the changes in technology, marketing activities have converted to Marketing 4.0. Thus, in the light of literature, this study systematically aims to reveal the changes in marketing activities based on technological developments and to explain the distinctive features of each marketing stages. Hence, in this study firstly the changes in marketing activities are investigated in terms of changes in industry, markets and consumers. It is understood that marketing activities can be examined in four stages namely; Marketing 1.0, Marketing 2.0, Marketing 3.0 and Marketing 4.0. The differences of all stages are explained in detail. Finally, the transformation of marketing mix elements has been investigated based on technological developments. Thus, the relationship between technology and marketing has been addressed in a comprehensive manner.

Anahtar Kelimeler

: Marketing 1.0, Marketing 2.0, Marketing 3.0, Marketing 4.0, Marketing Mix

Kaynakça

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