Bir ülke ekonomisinin yapı taşlarından olan işletmelerin içinde bulundukları ekonomik koşullar makro anlamda ülke ekonomisini belirlemektedir. İşletmelerin ekonomik kriz dönemlerinde pazarlama politikalarına yönelik uyguladıkları değişiklikler finansal performanslarına yansımaktadır. Bu bağlamda bu araştırmada Türkiye’de yapılan çalışmaların konuyu ele alış biçimleri ilk bölümde incelenmiş ve ikinci bölümde ise ekonomik kriz dönemlerinde uygulanması gereken pazarlama politikalarının neler olabileceğine değinilmiştir. Bu amaçla, Düzce İli’nde faaliyet gösteren ihracat yapan ve yapmayan firmaların yöneticileriyle yapılan görüşmeler neticesinde; firmalar krizin ilk günlerinde yaşanan belirsizlik ortamından kaynaklanan bunalımı çabuk atlatmış ve firmalar satışlarını artırmak adına pazarlama politikalarına ağırlık vermişlerdir. Uygulanan pazarlama politikalarının çıktısını ise talep artışı olarak almışlardır. Sonuç olarak firmalar ekonomik kriz dönemlerinde yaşanan olumsuzlukları pazarlama politikaları ile önlemişlerdir
Enterprises determines the macro economy of a country. Marketing policies changes that enterprises applied in an economic crises reflects their financial performances. In this context, in the first part of the study the economic crisis discussed in the terms of; macro perspective, businesses and consumers. In the second part, marketing policies to be applied to what happens in times of economic crisis were clarified and the research. For this purpose, interviews have done with the directors of experting and non-experting enterprises. Findings of the research; a crisis in the early days of the crisis caused by uncertainty has quickly averted and companies marketing policies have gained importance in order to increase sales. They received an increase in demand as applied to the output of marketing policies. As a result, companies prevented negatives in the stage of an economic crisis by using marketing policies.
Journal Section | Articles |
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Authors | |
Publication Date | October 16, 2015 |
Published in Issue | Year 2014 Volume: 1 Issue: 4 |
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