Doğal değerlerin yönetimi ve sosyal pazarlama anlayışı: Atatürk Arboretumu örneği

Year 2019, Volume: 20 Issue: 4, 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

References

• Altman, J.A., Petkus, E.J., 1994. Toward a stakeholder-based process: An application of the social marketing perspective to environmental policy development. Policy Sciences, 27:37-51.
• AMA, 2010. Amerikan Pazarlama Derneği. https://www.marketingstudyguide.com/amas-definition-marketing/ , Erişim: 04.10.2010.
• Andreasen, A.R., 1994. Social marketing: Its definition and domain. Public Policy & Marketing, 13(1): 108-114.
• Andriamalala, G., Peabody, S., Gardner C.J., Westerman, K., 2013. Using social marketing to foster sustainable behaviour in traditional fishing communities of southwest Madagascar. Conservation Evidence, 10: 37‐41.
• Ayaydın, Y., Ün, D., Şeşen, B.A., Gezer, S.U., Erdoğan, S.C., 2018. Environmental awareness and sensitivity of the gifted students: Science and art explorers in the nature. Bartın University Journal of Faculty of Education, 7(2), 507-536.
• Balmer, J., 2001. Corporate identity, corporate branding and corporate marketing ‐ seeing through the fog. European Journal of Marketing, 35(3/4): 248-291, DOI: 10.1108/03090560110694763.
• Bates, C.H., 2010. Use of social marketing concepts to evaluate ocean sustainability campaigns. Social Marketing Quarterly, 16(1): 71-96, DOI: 10.1080/15245000903528357.
• Bright, D.A., 2000. The Role of social marketing in leisure and recreation management. Journal of Leisure Research, 32(1): 12-17, DOI: 10.1080/00222216.2000.11949878.
• Butler, B.J., Tyrrell, M., Feinberg, G., VanManen, S., Wiseman, L., Wallinger, S. 2007. Understanding and reaching family forest owners: lessons from social marketing research. Journal of Forestry, 105(7): 348-357.
• Carrigan, M., Moraes, C., Leek, S., 2011. Fostering responsible communities: A community social marketing approach to sustainable living. Journal of Business Ethics, 100: 515–534, DOI: 10.1007/s10551-010-0694-8.
• Eser, Z., Özdoğan, F.B., 2006. Sosyal Pazarlama Toplumun Refahı ve Kaliteli Yaşamı İçin. Siyasal Kitapevi, ISBN 975-6325-54-2, Ankara.
• Ford, J.B., Mottner, S., 2003. Retailing in the nonprofit sector: an exploratory analysis of church-connected retailing ventures. International Journal of Nonprofit and Voluntary Sector Marketing, 8(4): 337 – 348, DOI: 10.1002/nvsm.224.
• Foxall, G.R., Oliveira-Castro, J.M., James, V.K., Yani-de-Soriano, M.M., Sigurdsson, V., 2006. Consumer behavior analysis and social marketing: The case of environmental conservation. Behavior and social issues, 15(1): 101-125, DOI: 10.5210/bsi.v15i1.338. Freeman, M.,C., Quick, R.,E., Abbott, D.P., Ogutu, P., Rheingans, R., 2009. Increasing equity of access to point-of-use water treatment products through social marketing and entrepreneurship: A case study in western Kenya. Journal of Water and Health, 7(3): 527-534.
• Gainer, B., Padanyi, P., 2002. Applying the marketing concept to cultural organisations: An empirical study of the relationship between market orientation and performance. International Journal of Nonprofit and Voluntary Sector Marketing, 7(2): 182–193, DOI: 10.1002/nvsm.178.
• İlter, E., Ok, K., 2004. Ormancılık ve Orman Endüstrisinde Pazarlama İlkerleri ve Yönetimi, Form Ofset Matbaacılık, I. Basım, ISBN: 978-975-96967-4-0, Ankara.
• İlter, E., Ok, K., 2012. Ormancılık ve Orman Endüstrisinde Pazarlama İlkerleri ve Yönetimi. Genişletilmiş ve Geliştirilmiş III: Baskı, ISBN: 978-975-96967-5-7. Ankara.
• Kaplan, A., M., Haenlein, M., 2009. The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration. European Management Journal, 27(3): 197– 212.
• Kennedy, A.L., 2010. Using community-based social marketing techniques to enhance environmental regulation. Sustainability, 2010(2): 1138-1160, DOI:10.3390/su2041138.
• Kotler, P., Zaltman, G., 1971. Social marketing: An approach to planned social change. Journal of Marketing, 35(3): 3-12.
• Kotler, P., 1975. Marketing for Non Profit Organizations. Prentice-Hall Inc, Englewood Cliffs, New Jersey.
• Lavack, A.M., Magnuson S.L., Deshpande, S., Basil, D.Z., Basil, M.D., Mintz, J.H., 2008. Enhancing occupational health and safety in young workers: The role of social marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 13: 193–204, DOI: 10.1002/nvsm.322.
• Luca, N.R., Suggs, L.S., 2010. Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly, 16(4): 122-149, DOI: 10.1080/15245004.2010.522767.
• Lynch, R.L., Ross, H.C., Wray, R.D. 1992. Introduction to Marketing. Macmillan / McGraw-Hill.
• McNichol, T., 2005. Creative marketing strategies in small museums: Up close and innovative. Int. J. Nonprofit Volunt. Sect. Mark, 10: 239–247, DOI: 10.1002/nvsm.28.
• Mejón, J.C., Fransi, E.C., Johansson, A.T., 2004. Marketing management in cultural organizations: A case study of Catalan Museums. International Journal of Arts Management, 6(2): 11-22.
• Mottner, S., Ford, J.B., 2003. Measuring nonprofit marketing strategy performance: The case of museum stores. Journal of Business Research, 58(2005): 829–840, DOI: 10.1016/j.jbusres.2003.06.004.
• Ocak, R.Ö., Kurtaslan, B.Ö., 2015. Education function of botanical gardens. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9(6): 2230-2234.
• OGM, 2019. Orman Genel Müdürlüğü, İşletme Pazarlama Daire Başkanlığı. https://www.ogm.gov.tr/Baskanliklar/IsletmevePazarlama/Sayfalar/isletme_ve_Pazarlama.aspx, Erişim: 31.07.2019.
• Ok, K., 2003. Ormancılık sektörünün finansmanında katılım. Orman ve Av Dergisi, 80(5): 20-32.
• Ok, K., 2005. Idea marketing in forestry: some implications from the Turkish Forestry experience. Forest Policy and Economics, 7(4): 493-500.
• Oyman, M., 2013. Kar Amacı Gütmeyen Organizasyonlar İçin Pazarlama. Detay Yayıncılık, ISBN 978-605-5216-83-2, Ankara.
• Palacio, A.B., Santana, J.D.M., 2015. How to increase blood donation by social marketing. International Review on Public and Nonprofit Marketing, 12: 253–266, DOI: 10.1007/s12208-015-0133-8.
• Pope, J.A., Isely, E.S., Asamoa‐Tutu, F., 2009. Developing a marketing strategy for nonprofit organizations: An exploratory study. Journal of Nonprofit & Public Sector Marketing, 21(2): 184-201, DOI: 10.1080/10495140802529532.
• Rentschler, R., 2002. Museum and performing arts marketing: The age of discovery. The Journal of Arts Management, Law, and Society, 32(1): 7-14, DOI: 10.1080/10632920209597330.
• Shang, J., Basil, D.Z., Wymer, W., 2010. Using social marketing to enhance hotel reuse programs. Journal of Business Research, 63(2): 166–172, DOI: 10.1016/j.jbusres.2009.02.012.
• Smith, A.M., O'Sullivan, T., 2012. Environmentally responsible behaviour in the workplace: An internal social marketing approach. Journal of Marketing Management, 28(3-4): 469-493, DOI: 10.1080/0267257X.2012.658837.
• Smith, W.A., 2002. Social marketing and its potential contribution to a modern synthesis of social change. Social Marketing Quarterly, 8(2): 46-48.
• Still, R.R., Cundiff, E.W., 1966. Essentials of Marketing. Prentice-Hall Inc., New Jersey.
• Şat, B., 2006. Doğa koruma ve çevre eğitimi acısından arboretumların işlevleri ve Atatürk Arboretumu. İstanbul Üniversitesi Orman Fakültesi Dergisi, 56(2): 253-270.
• Takahashi, B., 2009. Social marketing for the environment: An assessment of theory and practice. Applied Environmental Education and Communication, 8:135–145, DOI: 10.1080/15330150903135889.
• Thomas, M.J., 1976. Marketing: Not for Profit?, In: Marketing in Adversity (Ed: Baker, M.B.), The Macmillan Press LTD, ISBN 333-19661-9, Britain.
• Tyson, B., Hurd, D.M., 2009. Social Marketing Environmental Issues. I-Universe Publishers, Bloomington, ISBN: 978-1-4401-2245-3.
• Tyson, C.B., Brodericka, S.H., Snyder, L.B., 1998. A social marketing approach to landowner. Education Journal of Forestry, 96(2): 34-40.
• Wayman, G., Lowry, R.J., Hardy S., Jordan, C., 2004. Using social marketing to increase recruitment of pregnant smokers to smoking cessation service: A success story. Public Health, 118: 239–243.
• Wymer, W., 2011. Developing more effective social marketing strategies. Journal of Social Marketing, 1(1): 17-31, DOI: 10.1108/20426761111104400.
• Yaltırık, F., 1988. Atatürk Arboretumu. İstanbul Üniversitesi Orman Fakültesi Dergisi, 38(2): 39-53.
• Zeleke, A.N., 2018. İstanbul Atatürk Arboretumunun ziyaretçi profilinin pazar bölümlendirmesi. Yüksek lisans tezi, İstanbul Üniversitesi, Fen Bilimleri Enstitüsü, İstanbul.