CONTRIBUTION OF THREE-DIMENSIONAL PRINTERS TO THE 4P’S OF MARKETING

Yıl 2021, Cilt: 10 Sayı: 2, 276 - 298, 31.12.2021

Yıldırım Yıldırım , Özge Yiğitbaşı

Öz

The technological developments experienced affect all types of industries and sectors, and it becomes possible to see the traces of technological developments even in the routine applications of daily life. The most exciting of these developments is seen as 3D printers. Although some problems have been encountered regarding its prevalence yet, it is thought that these printers will be reduced to desktop size and affordable by everyone in the future. The purpose of this article is to reveal the contribution of 3D printers to 4P of marketing. As a result of the extensive literature review, it has been seen that 3D printers will contribute to the product concept, to produce sustainable, environmentally friendly products, to personalize, to produce safer, healthier and more useful products. It will contribute to the concept of price in terms of having cheap products that are more cost-effective, independent of the manufacturers; It has been observed that it promises to reduce the carbon footprint in distribution and the dependence on physical distribution channels, it will contribute to the formation of different distribution strategies and the establishment of new logistics/distribution alliances. Finally, it has been concluded that the concept of promotion contributes to the fact that people can produce their own brands and that they will do the advertising and promotion of three-dimensional printers themselves. In addition, as a result of the wide-ranging literature review in the article, statements that have the potential to be a scale in the future regarding product, price, distribution and promotion activities are also included.

Anahtar Kelimeler

3D printers, Marketing, 4P, Mass personalization

ÜÇ BOYUTLU YAZICILARIN PAZARLAMANIN 4P’SİNE KATKISI

Öz

Yaşanan teknolojik gelişmeler bütün sanayi ve sektör türlerini etkilemekte, gündelik hayatın rutin uygulamalarında dahi teknolojik gelişmelerin izlerini görmek mümkün hale gelmektedir. Bu gelişmelerin en heyecan verici olanı üç boyutlu yazıcılar olarak görülmektedir. Henüz yaygınlığı konusunda bazı sorunlar ile karşılaşılsa da gelecekte bu yazıcıların masaüstü boyuta ve herkes tarafından uygun maliyetle satın alınabilir seviyeye ineceği düşünülmektedir. Bu makalenin amacı üç boyutlu yazıcıların pazarlamanın 4P’sine olan katkısını ortaya koymaktır. Yapılan geniş literatür taraması sonucunda üç boyutlu yazıcıların ürün kavramına, sürdürülebilirliğe, çevre dostu ürünler üretme, kişiselleştirme, daha güvenli, sağlıklı ve faydalı ürünler üretebilme konularına katkı sağlayacağı görülmüştür. Fiyat kavramına ise daha uygun maliyetli, üreticilerden bağımsız ucuz ürünlere sahip olabilme konularında katkı sağlayacağı; dağıtımda karbon ayak izini ve fiziksel dağıtım kanallarına olan bağlılığı azaltmayı vaat etmesi, farklı dağıtım stratejilerinin oluşmasına ve yeni lojistik/dağıtım ittifaklarının kurulmasına imkân tanıması konularında katkı sağlayacağı görülmüştür. Son olarak tutundurma kavramına ise kişilerin kendi markalarını üretebilme ve üç boyutlu yazıcıların reklam ve tutundurmasını kendileri yapacakları yönünde katkı sağladığı sonucuna ulaşılmıştır. Ayrıca makale içinde yapılan geniş çaplı literatür taraması sonucunda ürün, fiyat, dağıtım ve tutundurma faaliyetlerine ilişkin ileride yapılacak çalışmalarda ölçek olabilme potansiyeline sahip ifadelere de yer verilmiştir.

Anahtar Kelimeler

Üç boyutlu yazıcı, Pazarlama, 4P, Kitlesel kişiselleştirme

Kaynakça

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