Doğal değerlerin yönetimi ve sosyal pazarlama anlayışı: Atatürk Arboretumu örneği

Year 2019, , 373 - 380, 27.12.2019

Kenan Ok , Mehtap Koç

https://doi.org/10.18182/tjf.600103

Cited By: 1

Abstract

Toplumun doğaya ve ormanlara atfettiği değerler sürekli çeşitlenmektedir. Bu değerler ürün ve hizmet şeklinde olabildiği gibi, bazen düşünce veya değişim şeklinde de karşımıza çıkmaktadır. Günümüz insanlığı miras, seçenek ve varlık değerleri gibi kullanım dışı değerlerin önemini bilimsel anlamda keşfetmiş fakat bu değerleri toplumsallaştırıp güncel yaşamın parçası haline getirememiştir. Arboretum, herbaryum ve botanik bahçesi benzeri alanlar başta olmak üzere, tüm korunan alanlar, doğal değerler hakkında toplumsal farkındalıkların artırılabileceği en elverişli yerlerdir. Beklenen farkındalığın oluşabilmesi için sadece fiziki düzenlemeler yeterli olmamakta, hedeflenmiş toplumsal değişimi sağlayacak özel programların hazırlanması gerekmektedir. Sosyal pazarlama anlayışı, pek çok alanda ve özellikle kâr amacı gütmeyen kurumlarca, toplumsal değişim programlarının hazırlanmasında yararlı bir yaklaşım olarak kullanılmaktadır. Bu çalışmanın amacı Türkiye’nin ilk arboretumu olan Atatürk Arboretumu’nu sosyal pazarlama anlayışı altında incelemek ve sosyal pazarlama karması bileşenleri temelinde öneriler geliştirmektir. Geleneksel pazarlama çalışmalarında, Mal, Fiyat, Tutundurma ve Dağıtım bileşenlerinden oluşan bir pazarlama karmasıyla (4P) yetinilirken, sosyal pazarlama yaklaşımında bu bileşenlere ek olarak, Kamu, Politika, Ortaklık ve Fon Yaratma bileşenlerinin (8P) de tasarlanması gerekmektedir. Çalışmada, önce Atatürk Arboretumu çalışmaları içerisinde sosyal pazarlama karmasının varlığı araştırılmıştır. Yapılan incelemede Atatürk Arboretumu’nda sosyal pazarlama anlayışının uygulanmadığı tespit edilmiştir. Buna rağmen Atatürk Arboretumu yönetiminde sosyal pazarlama karmasının tüm bileşenleri kapsamında yapılabilecek fırsatlar olduğu saptanarak, yeni programların geliştirilmesine yardımcı öneriler geliştirilmiştir.

Keywords

Doğa bilinci, Farkındalık, Kâr amaçsız pazarlama, Sosyal pazarlama, Toplumsal değişim

Management of natural values and social marketing: The case of Atatürk Arboretum

Abstract

The values that society attributes to nature and forests are constantly diversified. These values can be in the form of products and services, sometimes only in the form of thought or change. Today, humanity has scientifically discovered the importance of non-use values such as bequest, option and existence values, but has not socialized these values and made them a part of contemporary life. All protected areas, Arboretums, herbariums and botanical gardens especially are the most suitable places to improve social awareness about natural values. Physical arrangements are not enough to create the expected awareness, special programs should be prepared to provide targeted social change. In many areas and especially by non-profit organizations, social marketing approach is used as a useful approach to prepare social changing programs. The purpose of this study is to examine Ataturk Arboretum that Turkey’s first under the social marketing concept and to develop recommendations on the basis of social marketing mix components. In the traditional marketing activities, the target markets can be addressed with a marketing mix consisting of Product, Price, Promotion and Place components (4P), in the social marketing approach, the Public, Policy, Partnership and Fund Raising components (8P) should be designed in addition to these components. In this study, the existence of social marketing mix in Atatürk Arboretum was investigated. It was found out that such an understanding was not implemented, but it was found that social marketing could be done within the scope of all components of 8P, and suggestions were developed to help design new programs.

Keywords

Nature consciousness, Awareness, Nonprofit marketing, Social marketing, Social change

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