Research Article
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Pandemi Sürecinde Marka Pazarlama Stratejileri

Year 2021, Volume: 10 Issue: 20, 1 - 9, 31.12.2021

Abstract

İlk defa Çin’in Wuhan kentinde ortaya çıkan COVID-19 pandemisi hızlı bir şekilde bütün dünyaya yayılmış ve Dünya Sağlık Örgütü tarafından pandemi ilanı yapılmıştır. Bu dönemde zorunlu karantinalar, evden çalışma, çoğu işletmenin fiziksel olarak kapanması birçok hususta dönüşüm ve değişim yarattığı gibi tüketici davranışlarında da etkisini göstermiştir. Tüketici davranışlarının farklı ürün ya da alışveriş tarzlarına yönelmesi markaların da değişen tüketici yapısına uygun pazarlama stratejilerinin geliştirmesinde itici güç olmuştur. Bu dönemde en bariz değişiklik çoğu alışverişin çevrimiçi ortama taşınmasıdır. Daha önce çevrimiçi ortamla tanışmamış markalar artık stratejilerini bu ortama uygun hale getirmiştir. Ayrıca daha önce çevrim içi alışveriş deneyimlememiş müşterilerin de zorunluluktan bu kanalı tercih etmesi markaları bu müşteri tipinin sürekliliğini sağlayacak stratejilere yöneltmiştir. Bu stratejilerin özünün incelendiği bu çalışmada yeni normal ve pandemi sonrası olarak nitelendirilen süreçte değişen marka stratejilerinin sürekliliği hakkında tespitler de bulunulmuştur.

References

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  • Hampson, D. P., & McGoldrick, P. J. (2013). A typology of adaptive shopping patterns in recession. Journal of Business Research, 7, 831-838.
  • Hardy, Q. (2020). COVID-19 And Our Surprising Digital Transformation, Forbes. [Çevrimiçi]: https://www.forbes.com./sites/googlecloud/2020/03/11/beyond-spreadsheets/#401e43c76c7f
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  • Kaswengi, J., & Diallo, M.F. (2015). Consumer choice of store bards across store formats: A panel data analysis under crisis periods. Journal of Retailing and Consumer Service, 23, 70-76.
  • Kim., R. Y. (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales, in IEEE Engineering Management Review, vol. 48, no. 3, 212-218.
  • Lammenett, E. (2014). Praxiswissen Online-Marketing, Springer Gabler.
  • Leggett, R. (2020). QUALITY AND EFFICACY MAY BEAT OUT PRICE SENSITIVITIES AMID CORONAVIRUS CONCERNS, Nielsen Research.
  • Millet, K., Lamey, L., & Van den Bergh, B. (2012). Avoiding negative vs. achieving positive outcomes in hard and prosperous economic times. Organizational behavior and Human Decision Processes, 117(2), 275-284.
  • Mooradian, T. A., Matzler, K., Ring, L. J., (2012). Strategic Marketing, Pearson Education.
  • Nielsen, (2020a). A Look At How Home Care Product Claim Preferences Have Shifted Amid The Covid-19 Pandemic. Nielsen Insights.
  • Nielsen, (2020b). Key Consumer Behavior Thresholds Identified As The Coronavirus Outbreak Evolves, Nielsen Insights.
  • Nielsen., (2020). COVID-19: TRACKING THE IMPACT ON FMCG, RETAIL AND MEDIA, Nielsen, [Çevrimiçi]: https://www.nielsen.com/us/en/insights/article/2020/covid-19-trackingthe-impact-on-fmcg-and-retail/
  • Rogers, K. ve Cosgrove, A. (2020). Future Consumer Index: How COVID-19 is changing consumer behaviors. EY Global: https://www.ey.com/en_gl/consumer-products-retail/how-covid-19-could-change-consumer-behaviour.
  • Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2011). Strategic Brand Management. Oxford University Press.
  • Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45-60.
  • Steenkamp, J. E.M. ve Fang, E. (2011). The impact of economic contractions on the effectiveness of R&D and advertising: evidence from US companies spanning three decades, Marketing Science , 30 (4), 628-45.
  • TMS Web Sitesi, (2021). [Çevrimiçi]: https://tms.trendyol.com/ Erişim Tarihi: 23.01.2021.
  • Torry, H. (2020). Coronavirus Pandemic Widens Divide Between Online, Traditional Businesses, The Wall Street Journal [Çevrimiçi]: https://www.wsj.com/articles/coronavirus-pandemic-widens-divide-between-online-traditionalbusinesses-1185733402
  • Yudkin, M., & Stork, H. (2014). The Benefits of Branding. Namedatlast.
  • Zoltners, A. A., Sinha, P. ve Lorimer, S. E. (2018). How Sales Teams Can Thrive in a Digital World, Harvard Business Review. [Çevrimiçi]: https:// hbr.org/2020/02/how-sales-teams-can-thrive-in-a-digital-world
Year 2021, Volume: 10 Issue: 20, 1 - 9, 31.12.2021

Abstract

References

  • Ang. S. H., Leong, S. M. & Kotler, P. (2000). The Asian Apocalypse: Crisis marketing for consumer and businesses. Long Range Planning, 33(1), 97-119.
  • Ayush, G.K. ve Gowda, D. (2020). A Study On Impact Of Covid-19 On Digital Marketing, Vidyabharati. International Interdisiplinary Research Journal (Special Issue June 2020), ss.225-228.
  • Belloni, F. (2009). Branding Strategies: Powerful Tool to Position Hotels Effectively In The Market. International Seminar on Tourism Branding Strategies.
  • Bhargava, S. (2020). Survey: US Consumer Sentiment During the Coronavirus Crisis, MckinseyCo. [Çevrimiçi]: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/survey-us-consumersentiment-during-the-coronavirus-crisis.
  • HBR, (2020). Brand Marketing Through the Coronavirus Crisis.
  • Çakır, V. (2001). Geleceğe Bir Dokunuş, Mediacat Yayınları: Ankara.
  • Dekimpe, M. G. Ve Deleersnyder, B. (2018). Business cycle research in marketing: a Review and research agenda, Journal of the Academy of Marketing Science, 46(1), 31-58.
  • Deleersnyder, B., Marnik, G. D., Jan-Benedict, E.M. (2009). The role of national culture in advertising’s sensitivity to business cycles: An investigation across continents, Journal of Marketing Research, 46 (5), 623-636.
  • Demir, E. (2006). Kurumsal Marka İmajının Oluşumunda Reklam Stratejilerinin Etkisi: World of Wonders Otel İşletmelerinde Bir Uygulama” Gazi Üniversitesi Yüksek Lisans Tezi, Ankara.
  • Fernandez, A. A., & Shaw, G. P. (2020). Academic Leadership in a Time of Crisis: The Coronavirus and COVİD-19. Journal of Leadership Studies.
  • Florack, A., & Scarabis, M. (2006). How advertising claims affect brand perferences and category-brand associations: The role of regulatory fit. Psychology & Marketing, 23(9), 741-755.
  • Gardner, H. K. ve Matviak, I. (2020). Coronavirus Could Force Teams to Work Remotely, Harvard Business Review, [Çevrimiçi]: https://hbr.org./2020/03/coronavirus-could-force-teams-to-work-remotely
  • Gázquez-Abad, J. C., Martínez-López, F. J., & Esteban-Millat, I. (2017). The role of consumers’ attitude towards economic climate in their reaction to ‘PL-only’ assortments: Evidence from United States and Spain. Journal of Retailing and Consumer Services.
  • Gençyürek Erdoğan, M. (2020). Covid-19 Döneminde E- Ticaret ve Dijital Reklam Yatırımları. Selçuk İletişim, 13(3), 1296-1318.
  • Gorzelany, J. (2020). Best Ways To Buy A Car in The Age Of Coronavirus, Forbes. [Çevrimiçi]: https://www.forbes.com/sites/jimgorzelany/2020/03/17/car-buying-in-the-age-of-coronovirus.
  • Grech, V. (2020). Unknown unknowns- COVID-19 and potential global mortality, Early Human Development, 144, May 2020. doi.org/10.1016/j.earlhumdev.2020.105026.
  • Hampson, D. P., & McGoldrick, P. J. (2013). A typology of adaptive shopping patterns in recession. Journal of Business Research, 7, 831-838.
  • Hardy, Q. (2020). COVID-19 And Our Surprising Digital Transformation, Forbes. [Çevrimiçi]: https://www.forbes.com./sites/googlecloud/2020/03/11/beyond-spreadsheets/#401e43c76c7f
  • Hoeffler, S., &Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 1, 1-6.
  • Kaswengi, J., & Diallo, M.F. (2015). Consumer choice of store bards across store formats: A panel data analysis under crisis periods. Journal of Retailing and Consumer Service, 23, 70-76.
  • Kim., R. Y. (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales, in IEEE Engineering Management Review, vol. 48, no. 3, 212-218.
  • Lammenett, E. (2014). Praxiswissen Online-Marketing, Springer Gabler.
  • Leggett, R. (2020). QUALITY AND EFFICACY MAY BEAT OUT PRICE SENSITIVITIES AMID CORONAVIRUS CONCERNS, Nielsen Research.
  • Millet, K., Lamey, L., & Van den Bergh, B. (2012). Avoiding negative vs. achieving positive outcomes in hard and prosperous economic times. Organizational behavior and Human Decision Processes, 117(2), 275-284.
  • Mooradian, T. A., Matzler, K., Ring, L. J., (2012). Strategic Marketing, Pearson Education.
  • Nielsen, (2020a). A Look At How Home Care Product Claim Preferences Have Shifted Amid The Covid-19 Pandemic. Nielsen Insights.
  • Nielsen, (2020b). Key Consumer Behavior Thresholds Identified As The Coronavirus Outbreak Evolves, Nielsen Insights.
  • Nielsen., (2020). COVID-19: TRACKING THE IMPACT ON FMCG, RETAIL AND MEDIA, Nielsen, [Çevrimiçi]: https://www.nielsen.com/us/en/insights/article/2020/covid-19-trackingthe-impact-on-fmcg-and-retail/
  • Rogers, K. ve Cosgrove, A. (2020). Future Consumer Index: How COVID-19 is changing consumer behaviors. EY Global: https://www.ey.com/en_gl/consumer-products-retail/how-covid-19-could-change-consumer-behaviour.
  • Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2011). Strategic Brand Management. Oxford University Press.
  • Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45-60.
  • Steenkamp, J. E.M. ve Fang, E. (2011). The impact of economic contractions on the effectiveness of R&D and advertising: evidence from US companies spanning three decades, Marketing Science , 30 (4), 628-45.
  • TMS Web Sitesi, (2021). [Çevrimiçi]: https://tms.trendyol.com/ Erişim Tarihi: 23.01.2021.
  • Torry, H. (2020). Coronavirus Pandemic Widens Divide Between Online, Traditional Businesses, The Wall Street Journal [Çevrimiçi]: https://www.wsj.com/articles/coronavirus-pandemic-widens-divide-between-online-traditionalbusinesses-1185733402
  • Yudkin, M., & Stork, H. (2014). The Benefits of Branding. Namedatlast.
  • Zoltners, A. A., Sinha, P. ve Lorimer, S. E. (2018). How Sales Teams Can Thrive in a Digital World, Harvard Business Review. [Çevrimiçi]: https:// hbr.org/2020/02/how-sales-teams-can-thrive-in-a-digital-world
There are 36 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Hasan Selçuk Eti 0000-0002-3792-697X

Publication Date December 31, 2021
Acceptance Date October 28, 2021
Published in Issue Year 2021 Volume: 10 Issue: 20

Cite

APA Eti, H. S. (2021). Pandemi Sürecinde Marka Pazarlama Stratejileri. Balkan Sosyal Bilimler Dergisi, 10(20), 1-9.