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                                                                            }{\b\fs24\insrsid15421175\charrsid15411841                             }{\b\fs24\insrsid1852904\charrsid15411841 Zehra Ne\'fee \'deENG\'d6K}{
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\lang1033\langfe1055\langnp1033\insrsid5903897\charrsid15411841 ADVERT\'ddS\'ddNG AND PR\'ddCE OF ELAST\'ddC\'ddTY
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In this study, we investigated of effect advertisement expenditures on price elasticity.   }{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 The studies consist of two parts. The first part star}{
\fs24\lang1033\langfe1055\langnp1033\insrsid11098951\charrsid15411841 t}{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 s with a discussion of the definition of advertising, market structu}{
\fs24\lang1033\langfe1055\langnp1033\insrsid11098951\charrsid15411841 re, price ela}{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 sticity of demand as well}{\fs24\lang1033\langfe1055\langnp1033\insrsid10170907\charrsid15411841 
 as a survey of the previous a}{\fs24\insrsid3479812\charrsid15411841  empirical}{\fs24\lang1033\langfe1055\langnp1033\insrsid3479812\charrsid15411841  }{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 studies on variables co}{
\fs24\lang1033\langfe1055\langnp1033\insrsid10170907\charrsid15411841 rrelated with advertising and pri}{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 ce elasticity. The second deals with that regressions
 were run or all of the 13 manufacturing subsectors where more of the }{\fs24\lang1033\langfe1055\langnp1033\insrsid5976276\charrsid15411841 advertising}{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 
 to determine the relations between }{\fs24\lang1033\langfe1055\langnp1033\insrsid5976276\charrsid15411841 advertisement expenditures }{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669\charrsid15411841 and }{
\fs24\lang1033\langfe1055\langnp1033\insrsid5976276\charrsid15411841 price elasticity.}{\fs24\lang1033\langfe1055\langnp1033\insrsid12533669 
\par }{\fs24\lang1033\langfe1055\langnp1033\insrsid8131057\charrsid15411841 
\par }{\b\fs24\insrsid8131057 1. }{\b\fs24\insrsid1852904\charrsid15411841 G\'ddR\'dd\'de
\par }{\fs24\insrsid1852904\charrsid15411841 Piyasalar\'fd birbirlerinden ay\'fdran ba\'fel\'fdca \'f6zellikler, giri\'fe engelleri, piyasa yo\'f0unla\'femas\'fd ve \'fcr\'fcn fakl\'fdla\'fet\'fdrmas\'fdd\'fdr. Bu farkl\'fdl\'fdklar \'f6
zellikle tekelci rekabet ve oligopol piyasalar\'fdnda daha fazla ortaya \'e7\'fdkmaktad\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid8131057 
\par }\pard\plain \s21\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 Giri\'fe engelleri, potansiyel firmalar\'fdn sekt\'f6
re girme karar\'fdn\'fd olumsuz y\'f6nde etkileyen durumlar\'fd ifade etmektedir. Piyasa giri\'feini engelleyen bu unsurlar, piyasada mevcut olan b\'fcy\'fck \'f6l\'e7ekli firmalar ve ba\'felang\'fd\'e7 sermaye ihtiyac\'fdn\'fdn y\'fcksekli\'f0
i olarak kar\'fe\'fdm\'fdza \'e7\'fdkmaktad\'fdr. Bu unsurlar\'fdn piyasada mevcut olmas\'fd, piyasay\'fd, tam rekabetin temel varsay\'fdm\'fd olan piyasaya giri\'fe ve \'e7\'fdk\'fd\'fe serbestli\'f0inden uzakla\'fet\'fdrmaktad\'fdr.}{\insrsid1852904 

\par }{\insrsid8131057\charrsid15411841 
\par }\pard\plain \qj \fi709\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 Piyasa yo\'f0unla\'femas\'fd
, ekonomik faaliyetlerin b\'fcy\'fck bir oran\'fdn\'fdn, bu faaliyete kat\'fdlan birimlerin k\'fc\'e7\'fck bir oran\'fd veya faaliyete kat\'fdlan birimler i\'e7inden az say\'fdda birim taraf\'fdndan denetlenmesidir. Ba\'feka bir ifadeyle, piyasa arz\'fdn
\'fdn az say\'fdda firma taraf\'fdndan denetlenmesidir. Bu durum, bir bak\'fdma firmalar\'fdn tekelci g\'fc\'e7lerini ifade etmektedir.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid6296327\charrsid15411841 
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid6296327 \'dcr\'fcn farkl\'fdla\'fet\'fdrmas\'fd; }{\fs24\insrsid1852904\charrsid15411841  temelde, k\'e2rl\'fdl\'fd\'f0\'fdn\'fd art\'fd
racak \'feekilde firman\'fdn piyasa talep ve arz e\'f0rilerinin \'feeklini ve konumunu de\'f0i\'fetirme giri\'feimini kapsamaktad\'fdr. \'dcr\'fcn farkl\'fdla\'fet\'fdrmas\'fd, \'fcr\'fcn\'fc kalite, renk, model, ambalaj, dayan\'fdkl\'fdl\'fdk, kullan\'fd
m kolayl\'fd\'f0\'fd-zorunlulu\'f0u, sat\'fd\'fe sonras\'fd bak\'fdm ve onar\'fdm hizmetleri gibi y\'f6nlerden bir ya}{\fs24\insrsid13705040  }{\fs24\insrsid1852904\charrsid15411841 da birka\'e7\'fd bak\'fdm\'fdndan t\'fcketici g\'f6z\'fcnde farkl\'fd k
\'fdlacak \'feekilde ger\'e7ekle\'fetirilebilir. Ayr\'fdca reklam ve di\'f0er sat\'fd\'fe teknikleri de \'fcr\'fcn farkl\'fdla\'fet\'fdrmas\'fdnda rol oynamaktad\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid13705040\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam, firman\'fdn \'fcretip, piyasaya sundu\'f0u \'fcr\'fcn\'fcn fiyat\'fd, \'f6zellikleri, kullan\'fdm \'feekli vs. hakk\'fdnda bilgi vermek veya t\'fcketiciyi ikna etmek yoluyla t\'fcketici tercihlerinin de\'f0i
\'femesine neden olarak firma talep e\'f0risinin e\'f0imini, \'feeklini, durumunu ve talep \'feartlar\'fdn\'fd de\'f0i\'fetiren ve firman\'fdn maliyet fonksiyonuna giren bir piyasa y\'f6netimi unsurudur.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 
\chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Reklam konusuyla ilk ilg
ilenen iktisat\'e7\'fd A.Marshal\rquote d\'fdr. Bu konuda yap\'fdlan ilk \'e7al\'fd\'fema ise, Dorfman-Steiner\rquote e aittir. Daha fazla ayr\'fdnt\'fdl\'fdu bilgi i\'e7in bknz. R. B. Jr. EKELUND ve D. S. SAURMAN: }{\ul\insrsid1852904 Reklam ve Piyasa S
\'fcreci}{\insrsid1852904 , \'c7ev: Vural SAVA\'de (Ankara, 1999), 27-28., P. R. FERGUSON: }{\ul\insrsid1852904 Industrial Economics}{\insrsid1852904 : \'ddssuesand Perspectif (London, 1992), 44, A. KOUTSOY\'ddANN\'ddS: }{\ul\insrsid1852904 
Non-Price Decisions}{\insrsid1852904  (London, 1982), 51.}}}{\fs24\insrsid1852904\charrsid15411841  }{\fs24\insrsid1852904 
\par }{\fs24\insrsid13705040\charrsid15411841 
\par }\pard\plain \s21\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 Reklam \'fcr\'fcnler hakk\'fdnda bilgi vererek ya}{
\insrsid13705040  }{\insrsid1852904\charrsid15411841 da o \'fcr\'fcn\'fcn farkl\'fd oldu\'f0una inand\'fdrarak al\'fdc\'fdlar\'fdn tercihlerini etkileyebilmektedir. \'dcr\'fcn farkl\'fdla\'fet\'fdrmas\'fdn\'fd sa\'f0layan reklam ve di\'f0er sat\'fd\'fe
 art\'fdr\'fdc\'fd tekniklerin iki \'f6nemli boyutu bulunmaktad\'fdr. Bu durumda reklam faaliyetlerinin }{\insrsid13705040 de }{\insrsid1852904\charrsid15411841 iki temel boyutu bulunmaktad\'fdr. \'ddlki; reklam, t\'fcketicilerin fayda fonksiyonlar\'fdn
\'fdn parametrik yap\'fds\'fdn\'fd de\'f0i\'fetirmeyi ama\'e7lamaktad\'fdr. Ba\'feka bir ifadeyle, reklam\'fd yap\'fdlan \'fcr\'fcn\'fcn kar\'fe\'fdlayaca\'f0\'fd ihtiyac\'fdn, reklamdan sonra, t\'fcketici g\'f6z\'fcnde \'feiddeti farkl\'fdla\'fe
makta ve zaman i\'e7inde tekrarlanma s\'fdkl\'fd\'f0\'fd de\'f0i\'femektedir. Bu olgu, ceteris paribus, t\'fcketicinin talep fonksiyonunun parametrelerini etkilemektedir. Bu ise, talep kaymas\'fdndan ba\'feka bir \'feey de\'f0ildir. \'dd
kincisi, reklam harcamalar\'fd, bir maliyet unsuru olarak firmalar\'fd toplam maliyetlerini art\'fdrmaktad\'fdr.}{\insrsid16065083 
\par }{\insrsid1852904\charrsid15411841  
\par }\pard\plain \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 Reklam\'fdn tan\'fdm\'fdndan da anla\'fe\'fdlaca\'f0
\'fd \'fczere t\'fcketiciler \'fczerinde iki i\'felevi bulunmaktad\'fdr. Reklam\'fdn bilgi fonksiyonu piyasa yap\'fds\'fd ve fiyatlar \'fczerinde farkl\'fd sonu\'e7lar do\'f0urmaktad\'fdr. \'dcr\'fcn \'f6zellikleri hakk\'fdnda bilgi veren reklam daha \'e7
ok \'fcr\'fcn\'fcn fiyat esnekli\'f0ini ve \'e7apraz fiyat esnekli\'f0ini etkilemek suretiyle talebi etkilemektedir. Nelson\rquote a g\'f6re talep e\'f0risinin esnek olmamas\'fdn\'fdn ba\'fel\'fdca nedenlerinden biri bilgi eksikli\'f0idir.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841  \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  P. NELSON: \'93The Economic Consequences of Advertasing \'94, }{\ul\insrsid1852904 Journal of Business}{\insrsid1852904 , 48 (1975), 213-241., P. NELSON: \'93Advertising as \'ddnformation\'94, }{\ul\insrsid1852904 Journ
al of Political Economy}{\insrsid1852904 , 82 (1974b), 729-54.}}}{\fs24\insrsid1852904\charrsid15411841   Reklam \'fcr\'fcnler hakk\'fdnda spesifik bilgiler vererek piyasadaki bu a\'e7\'fd\'f0\'fd kapatmaktad\'fdr. Bundan dolay\'fd reklam talep esnekli
\'f0ini art\'fdrmaktad\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid1712967\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Bu durum piyasa yo\'f0unla\'femas\'fdn\'fd etkileyebilecektir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841  \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Ayr\'fdnt\'fdl\'fd bilgi i\'e7
in bknz. P. R. FERGUSON: a.g.e., 71-73. N.H.M. VON DER FEHR-K.STEV\'ddK:\'94Persuasive Advertising and Product Diferantation\'94, }{\ul\insrsid1852904 Southern Economic Journal}{\insrsid1852904 , 65(1), 1998, 113-126.}}}{
\fs24\insrsid1852904\charrsid15411841  \'de\'f6yle ki, d\'fc\'fe\'fck fiyatlar ve artan rekabet bask\'fds\'fd firmalar\'fdn daha az piyasa g\'fcc\'fcne sahip olu\'f0unu ifade etmektedir. Bu durumda t\'fcketicilerin ihtiya\'e7lar\'fdn\'fd en iyi \'fe
ekilde kar\'fe\'fdlayabilecek \'fcr\'fcnleri sunan firmalar piyasa g\'fc\'e7lerini art\'fdrarak k\'e2rlar\'fdn\'fd art\'fdrabileceklerdir. Sonu\'e7 olarak piyasa daha fazla yo\'f0unla\'fem\'fd\'fe olabilecektir. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid1712967\charrsid15411841 
\par }\pard\plain \s19\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs22\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 \'ddkna edici fonksiyonuna g\'f6re reklam, t\'fc
ketici tercihlerini reklam\'fd yap\'fdlm\'fd\'fe \'fcr\'fcnlere y\'f6nelik olarak de\'f0i\'fetirmektedir. Bu ise, \'fcr\'fcn talebini fiyat de\'f0i\'feimlerine kar\'fe\'fd daha az duyarl\'fd olmas\'fdna neden olabilmektedir. Reklam, reklam\'fd yap\'fdlan 
\'fcr\'fcnler ile bunlar\'fdn yak\'fdn ikameleri aras\'fdndaki talebin \'e7apraz fiyat esnekli\'f0ini azaltan bir etkiye sahiptir. Bu durum, piyasada k\'e2r\'fdn\'fd maksimize eden firmalara mutlak maliyet \'fcst\'fcnl\'fc\'f0\'fc sa\'f0lamaktad\'fdr.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841  \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  P. R. FERGUSON: a.g.e., 71; N.H.M. VON DER FEHR-K.STEV\'ddK: a.g..m., 113-126}}}{\fs24\insrsid1852904\charrsid15411841  Bu ise piyasaya yeni girecek firmalar\'fdn \'fcr\'fcnleri hakk\'fdnda ya daha fazla reklam yapmas\'fdna ya}{
\fs24\insrsid1712967  }{\fs24\insrsid1852904\charrsid15411841 da \'fcr\'fcnlerinde \'f6nemli derecede fiyat indiriminde bulunmas\'fdna neden olacakt\'fdr. Dolay\'fds\'fdyla piyasaya giri\'fe engeli artacakt\'fdr.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  Ayr\'fdnt\'fdl\'fd bilgi i\'e7in bknz. P.R. FERGUSON: a.g.e., 70-71; R.S. P\'ddNOYCK-D.L. RUB\'ddNFELD: }{\ul\insrsid1852904 Microeconomics}{\insrsid1852904  (New York, 1998).}}}{\fs24\insrsid1852904\charrsid15411841 
 Bu ise, piyasada fiyatlar\'fdn y\'fckseli\'fei ve k\'e2r art\'fd\'fe\'fd ile birlikte piyasa yo\'f0unla\'femas\'fd  ile sonu\'e7lanacakt\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid1712967\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Bizde }{\fs24\insrsid1712967 \'fc}{\fs24\insrsid1852904\charrsid15411841 lkemizde yap\'fdlan reklam harcamalar\'fdn\'fdn piyasa talep esnekli\'f0ini ne y\'f6nde etkiledi}{\fs24\insrsid9572232 \'f0ini g\'f6rmek amac
\'fdyla bu \'e7al\'fd\'fema}{\fs24\insrsid1852904\charrsid15411841  yap\'fd}{\fs24\insrsid9572232 lm\'fd\'fet\'fdr}{\fs24\insrsid1852904\charrsid15411841 . \'c7al\'fd\'femam\'fdzda ilk \'f6nce, reklam ve piyasa yap\'fds\'fdn\'fd, talebin fiyat esnekli\'f0
ini etkileyen unsurlar\'fd ve reklam\'fdn fiyatlar \'fczerind}{\fs24\insrsid9572232 eki etkisine y\'f6nelik \'e7al\'fd\'femalar}{\fs24\insrsid1852904\charrsid15411841  incele}{\fs24\insrsid9572232 nmi\'fetir}{\fs24\insrsid1852904\charrsid15411841 
. Daha sonra, T\'fcrkiye \'ddmalat Sanayinin reklam\'fd en \'e7ok yap\'fdlan 13 adet d\'f6rt basamakl\'fd alt sekt\'f6rlerine a}{\fs24\insrsid9572232 it bir regresyon analizi yap\'fdlarak}{\fs24\insrsid1852904\charrsid15411841  \'e7al\'fd\'fema tamamla}{
\fs24\insrsid1712967 nm\'fd\'fet\'fdr.}{\fs24\insrsid1852904\charrsid15411841  }{\fs24\insrsid1852904 
\par }{\fs24\insrsid9572232 
\par 
\par }{\fs24\insrsid9572232\charrsid15411841 
\par }\pard\plain \qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 \tab }{\b\fs24\insrsid9572232 2}{
\b\fs24\insrsid15411841\charrsid15411841 . REKLAM VE P\'ddYASA YAPISI }{\b\fs24\insrsid1852904\charrsid15411841 
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841 T\'fcketiciler \'fcr\'fcn hakk\'fdnda tam bilgiye sahipse, reklam\'fdn neden yap\'fdld\'fd\'f0\'fdn\'fd a\'e7\'fd
klamak m\'fcmk\'fcn olamaz. \'c7\'fcnk\'fc tam rekabet piyasalar\'fdnda bir firma, veri fiyatla istedi\'f0i kadar \'fcr\'fcn satabilir. B\'f6yle bir durumda firman\'fdn, \'fcr\'fcn\'fcne y\'f6nelik talebi reklam yaparak art\'fdrmas\'fd m\'fcmk\'fcn de\'f0
ildir. Dolay\'fds\'fdyla tam rekabet piyasalar\'fdnda reklam faaliyetlerine ba\'fevurman\'fdn firma a\'e7\'fds\'fdndan bir yarar\'fd olmayacakt\'fdr.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid15096893\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Ancak t\'fcketicilerin \'fcr\'fcn hakk\'fdndaki bilgileri eksikse, o zaman reklam ve reklam\'fdn yan\'fd s\'fdra di\'f0er sat\'fd\'fe art\'fdr\'fdc\'fd faaliyetler s\'f6z konusu olacakt\'fdr. T\'fcketiciler \'fcr
\'fcn ve \'fcr\'fcn\'fcn \'f6zelliklerini k\'fdsmen biliyorsa, reklam ve di\'f0er sat\'fd\'fe maliyetleri, y\'fcksek sat\'fd\'fe  d\'fczeyinde meydana gelir. Bundan dolay\'fd, reklam yapma; bir \'fcr\'fcn hakk\'fdnda yeni t\'fc
keticilere bilgi vermek, eski t\'fcketicilere hat\'fdrlatmak ve piyasaya yeni firmalar\'fdn giri\'feini engellemek i\'e7in kullan\'fdlabilir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Ayr\'fdnt\'fdl\'fd bilgi i\'e7in bknz. P.R. FERGUSON: 1992, 45.}}}{
\fs24\insrsid1852904 
\par }{\fs24\insrsid15096893\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Tekel, tek bir sat\'fdc\'fdn\'fdn oldu\'f0u, ayn\'fd \'fcretim dal\'fdna giri\'fein yasakland\'fd\'f0\'fd ve ikamesi g\'fc\'e7 olan bir \'fcr\'fcn\'fcn tek bir i\'feletme taraf\'fdndan \'fcretilip sat\'fdld\'fd\'f0
\'fd piyasay\'fd tan\'fdmlar. Tekelci bir piyasada her ne kadar tekelci firma, arz\'fd t\'fcm\'fcyle denetleyen bir karar birimi ise de, yinede reklam harcamalar\'fd yaparak, k\'e2r\'fdn\'fd art\'fdrma imkan\'fdna sahiptir. Tekel piyasalar\'fd
ndaki reklam faaliyetleriyle tekelci i\'feletme, \'fcr\'fcn\'fcne y\'f6nelik piyasa talebini, daha \'e7ok k\'e2r elde etmesine imkan verecek \'feekilde kayd\'fdrmay\'fd ama\'e7lar.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid15096893\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 K\'e2r\'fdn\'fd maksimize etmek isteyen bir tekelci firman\'fdn, optimal reklam d\'fczeyinin, reklam ve fiyat esneklikleri aras\'fdndaki orana ba\'f0l\'fd oldu\'f0u, Dorfman-Steiner (1954) taraf\'fdndan ileri s\'fcr
\'fclm\'fc\'fet\'fcr.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  R. DORFMAN ve P. O. STE\'ddNER: \'93Optimal Advertising and Optimal Quality\'94, }{\ul\insrsid1852904 American Economic Review,}{\insrsid1852904  44 (1954), 826-836.}}}{
\fs24\insrsid1852904\charrsid15411841  Dorfman ve Steiner modelinde; talep, fiyat\'fdn ve reklam harcamalar\'fdn\'fdn bir fonksiyonu olarak ele al\'fdnm\'fd\'fet\'fdr. Bu model daha sonra Schmalensee, Arrow ve Nerlove\rquote in makaleleri ile geli\'fe
tirilmi\'fetir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  M. NERLOVE ve K. J. ARROW: \'93Optimal Advertasing Policy Under Dynamic Conditions\'94, }{\ul\insrsid1852904 Economica}{\insrsid1852904 , 29 (1962), 129-142; R. J. SCHMALENSEE: \'93
A Note on Monopolistic Competition and Excess Capacity\'94, }{\ul\insrsid1852904 Journal Political Economy}{\insrsid1852904 , 80 (1972).}}}{\fs24\insrsid1852904\charrsid15411841  Bu modeli geli\'fetiren \'e7al\'fd\'femalarda, talep, fiyat\'fd
n ve reklam mesajlar\'fdn\'fdn bir fonksiyonu olarak al\'fdnm\'fd\'fet\'fdr. \'c7\'fcnk\'fc reklam mesajlar\'fd (A), talebi, dolay\'fds\'fdyla \'fcretilecek mal miktar\'fdn\'fd etkilemektedir. Firma, reklam mesajlar\'fdn\'fd, birim ba\'fe\'fdna
 sabit maliyetten, yani (T) gibi bir fiyattan sat\'fdn almaktad\'fdr. K\'e2r\'fdn\'fd maksimize etmek isteyen firma i\'e7in, optimal reklam-sat\'fd\'fe oran\'fd a\'fea\'f0\'fddaki gibi bulunur.
\par }\pard\plain \s21\qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\lang1024\langfe1024\noproof\insrsid14680317 
{\shp{\*\shpinst\shpleft1895\shptop47\shpright2915\shpbottom747\shpfhdr0\shpbxcolumn\shpbxignore\shpbypara\shpbyignore\shpwr1\shpwrk0\shpfblwtxt0\shpz0\shplid1026{\sp{\sn shapeType}{\sv 75}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}
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\'fet\'fdr\'fdlm\'fd\'fe oligopol piyasalar\'fdnda reklam ve di\'f0er sat\'fd\'fe art\'fdr\'fdc\'fd faaliyetlerin, fiyat rekabetinden \'e7ok daha \'f6nemli rol oynad\'fd\'f0\'fd ileri s\'fcr\'fclmektedir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 
\chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  P.R.Ferguson: a.g.e.,67-68.}}}{
\fs24\insrsid1852904\charrsid15411841  Oligopolistik piyasalarda reklam g\'fcd\'fcs\'fcn\'fcn y\'fcksekli\'f0i, fiyatlardaki de\'f0i\'feiklikler ile bu de\'f0i\'feikliklerin firmalar\'fdn ba\'felang\'fd\'e7 k\'e2rlar\'fd \'fczerindeki ters etkisini k\'fd
yaslayan firmalar taraf\'fdndan izlenmesi ile a\'e7\'fdklanmaktad\'fdr. Rakip firmalar reklam\'fdn kendi piyasa paylar\'fdn\'fd daha az tehdit etti\'f0ini d\'fc\'fe\'fcnd\'fckleri i\'e7in, reklamdaki bir art\'fd\'fea tepki vermeyebilirler. }{
\fs24\insrsid1852904 
\par }{\fs24\insrsid15096893\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Buna kar\'fe\'fdl\'fdk rekabet bask\'fds\'fd, reklam d\'fczeyinin azalmas\'fdn\'fd engelleyebilmektedir. Cowling, oligopolistin optimal reklam d\'fczeyinin rakiplerinin tepkilerine ba\'f0l\'fd oldu\'f0unu g\'f6
stermektedir. Oligopolistlerin aralar\'fdnda gizli anla\'fema yapmas\'fd halinde, tekel piyasas\'fdndakine benzer olarak, reklam etkisinin azalmakta oldu\'f0u belirtilmektedir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote 
\pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  K.COWL\'ddNG: }{\ul\insrsid1852904 
Market Structure and Corporate Behavior: Theory and Empirical Analysis of the Firm}{\insrsid1852904  (London-1972)}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid15096893\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Dorfman-Steiner\rquote in modeli, birka\'e7 oligopolistik firma aras\'fdndaki rekabeti de kapsayacak \'feekilde, Schmalensee (1972) taraf\'fdndan genelle\'fetirilmi\'fetir.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  D.A.HAY-D.J.MORR\'ddS: }{\ul\insrsid1852904 \'ddndustrial Economics and Organization, Teory and Evidence}{\insrsid1852904  (Oxford, 1991), 130; R.CLARKE: }{\ul\insrsid1852904 \'ddndustrial Economics}{\insrsid1852904  (
Oxford, 1990), 123-124; G.T\'dcZ\'dcN: \'93Piyasa Yap\'fds\'fd ile Firma Davran\'fd\'fe ve Ba\'fear\'fds\'fd Aras\'fdndaki \'ddli\'feki\'94, }{\ul\insrsid1852904 M\'fclkiyeliler Birli\'f0i Yay\'fdnlar\'fd}{\insrsid1852904 , No:8, Ankara, 1989, 362-371.}}}
{\fs24\insrsid1852904\charrsid15411841  Bu modele g\'f6re, optimal reklam d\'fczeyi, rakiplerin tepkisine de ba\'f0l\'fdd\'fdr. Yani rakiplerin reklam alan\'fdndaki tepkileri ve beklentileri, talebin reklam esnekli\'f0
ini etkilemektedir. Bu durumda bir firman\'fdn talebi, hem kendisinin, hem de rakiplerinin her birinin fiyat ve reklam politikalar\'fdna ba\'f0l\'fd olacakt\'fdr. Dolay\'fds\'fdyla oligopol piyasas\'fdndaki bir firman\'fdn \'fcr\'fcn\'fcne y\'f6
nelik talep, fiyat\'fdn ve reklam mesajlar\'fdn\'fdn yan\'fds\'fdra rakiplerinin reklam mesajlar\'fdn\'fdn da bir fonksiyonu olarak al\'fdnm\'fd\'fet\'fdr. K\'e2r\'fdn\'fd maksimize etmek isteyen bir firma i\'e7in, optimal reklam-sat\'fd\'fe oran\'fd a
\'fea\'f0\'fddaki gibi bulunur.
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\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D. Needham: a.g.e., (1978),87.}}}{\fs24\insrsid1852904\charrsid15411841 
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841 Tekelci rekabet piyasalar\'fdnda reklam, \'fcr\'fcn farkl\'fdla\'fet\'fdrmas\'fd ara\'e7lar\'fd
ndan biridir. Tekel piyasas\'fdnda oldu\'f0u gibi, tekelci rekabet piyasas\'fdnda da bir firma, \'fcr\'fcn\'fcne y\'f6nelik talebin \'feeklini ve konumunu etkilemek amac\'fdyla reklam faaliyetinde bulunur. Tekelci rekabet piyasas\'fdndaki bir firman\'fdn 
\'fcr\'fcn\'fcne y\'f6nelik talep, sadece fiyata ba\'f0l\'fd de\'f0ildir. Fiyattan ba\'feka, \'fcr\'fcnle ilgili tasar\'fdm, sat\'fd\'fe an\'fdnda ve sonras\'fdnda verilen hizmetler, tan\'fdt\'fdm ve reklam gibi sat\'fd\'fe art\'fdr\'fdc\'fd
 faaliyetlere de ba\'f0l\'fdd\'fdr.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  \'ddsmail BULMU\'de: }{\ul\insrsid1852904 Mikroiktisat}{\insrsid1852904  (Ankara, 1994), 428.}}}{\fs24\insrsid1852904\charrsid15411841  Firma, reklam faaliyetleri ile talebin fiyat esnekli\'f0
ini azaltarak \'fcr\'fcn\'fcn\'fcn fiyat\'fdn\'fd y\'fckseltir ve k\'e2r\'fdn\'fd art\'fdr\'fdr.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid15096893\charrsid15411841 
\par }\pard\plain \s20\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\insrsid15096893 3}{\b\insrsid15411841\charrsid15411841 . TALEB\'ddN REKLAM ESNEKL
\'dd\'d0\'ddN\'dd ETK\'ddLEYEN UNSURLAR}{\b\insrsid1852904\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 Reklam bir \'fcr\'fcn\'fcn sat\'fdc\'fds\'fdn\'fdn varl\'fd\'f0\'fd, \'fcr\'fcn\'fcn nitelikleri, fiyat\'fd ve \'fcr\'fcn\'fcn bir markayla il\'fekilendirilmesine y\'f6nelik bilgi vererek, ya}{\insrsid14049026  }{
\insrsid1852904\charrsid15411841 da \'fcr\'fcn\'fcn farkl\'fd oldu\'f0una al\'fdc\'fdlar\'fd ikna ederek al\'fdc\'fdlar\'fdn farkl\'fdla\'fet\'fdr\'fdlm\'fd\'fe \'fcr\'fcnlere ili\'fekin tercihlerini etkilemektedir. }{\insrsid1852904 
\par }{\insrsid14049026\charrsid15411841 
\par }\pard \s20\qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\insrsid1852904\charrsid15411841 \tab Bilgi verici reklamlarda talebin reklam esnekli\'f0ini etkileyen unsurlar, Ozga ve Stigler taraf\'fdndan ara\'fet\'fd
r\'fdlm\'fd\'fet\'fdr.}{\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  S. A. OZGA: \'93\'ddmperfect Markets Through Lack orf Knowledge\'94, }{\ul\insrsid1852904 Quartely Journal of Economics}{\insrsid1852904 , 74 (1960), .29-52; G. ST\'ddGLER: }{\ul\insrsid1852904 
The Organization of \'ddndustry}{\insrsid1852904  (Homewood \'ddllinois, 1968), 171-190.}}}{\insrsid1852904\charrsid15411841  Burada, potansiyel piyasan\'fdn, bilgi sahibi olan ve olmayan al\'fdc\'fdlar a\'e7\'fds\'fdndan bile\'feimi de\'f0i\'fetik\'e7
e bir noktaya kadar reklam\'fdn artaca\'f0\'fd belirtilmektedir. Ancak, reklam\'fdn al\'fdc\'fdlara ula\'femak a\'e7\'fds\'fdndan etkinli\'f0i ile piyasan\'fdn bilgi a\'e7\'fds\'fdndan bile\'feimindeki de\'f0i\'femenin g\'f6reli durumuna g\'f6
re, bir noktadan sonra piyasan\'fdn bilgi a\'e7\'fds\'fdndan bile\'feiminin de\'f0i\'femesi optimal reklam d\'fczeyinin azalmas\'fdna yol a\'e7t\'fd\'f0\'fd belirtilmektedir.}{\insrsid1852904 
\par }{\insrsid14049026\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 \tab \'ddkna edici reklamda da bilgi verici reklamda oldu\'f0u gibi potansiyel piyasan\'fdn ne h\'fdzla de\'f0i\'feti\'f0i ve al\'fdc\'fdlar\'fdn edindikleri bilgiyi ne derece unuttuklar\'fd talebin reklam esnekli\'f0
ini etkileyen unsurlard\'fdr.}{\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D. A. HAY ve D. J. MORR\'ddS: }{\ul\insrsid1852904 a.g.e.}{\insrsid1852904 , 424.}}}{\insrsid1852904\charrsid15411841  Bununla birlikte, ikna edici reklamlarda \'fcr\'fcn\'fcn niteli\'f0
i de optimal reklam harcamalar\'fd-sat\'fd\'fe geliri oran\'fdn\'fdn \'fczerinde etkili olmaktad\'fdr. Sat\'fdn al\'fdnma s\'fdras\'fdnda kalite ve nitelik de\'f0erlendirilmesi g\'fc\'e7 olan ve fiyat\'fd g\'f6reli olarak d\'fc\'fe\'fck olan \'fcr\'fc
nlerde al\'fdc\'fdlar\'fdn reklam arac\'fdl\'fd\'f0\'fdyla ikna etmenin daha kolay oldu\'f0u, buna kar\'fe\'fdl\'fdk; sat\'fdn al\'fdnma s\'fdras\'fdnda kalite ve nitelik de\'f0erlendirilmesinin kolay ve fiyat\'fd g\'f6reli olarak y\'fcksek olan \'fcr\'fc
nlerde ise, al\'fdc\'fdlar\'fd reklam yoluyla ikna etmenin zor oldu\'f0u belirtilmektedir. }{\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  P. DOYLE: \'93Advertising Expenditure and Consumer Demand\'94, }{\ul\insrsid1852904 Oxford Economic Papers}{\insrsid1852904 , 20 (1968b), 395-4
17.}}}{\insrsid1852904 
\par }{\insrsid14049026\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 \tab Di\'f0er taraftan, reklam\'fdn yeni \'fcr\'fcnlerin piyasaya s\'fcr\'fclmesi ve tan\'fdt\'fdlmas\'fdndaki \'f6neminin de dikkate al\'fdnd\'fd\'f0\'fd ve bu ba\'f0lamda reklam harcamalar\'fd ile \'fcr\'fcn\'fcn ge
\'e7irdi\'f0i a\'feamalar aras\'fdnda bir ili\'feki kurulmaktad\'fdr.}{\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  J. LAMB\'ddN: }{\ul\insrsid1852904 Advertising, Competition and Market Conduct in Oligopoly Over Time}{\insrsid1852904  (Amsterdam \endash 
 Oxford, 1976), 4.b\'f6l\'fcm.}}}{\insrsid1852904\charrsid15411841  Al\'fdc\'fdlar yeni bir \'fcr\'fcn\'fc belirli bir s\'fcre\'e7te \'f6\'f0renmektedirler. Burada reklam, al\'fdc\'fdlar\'fdn \'f6\'f0renme h\'fdz\'fdn\'fd etkileyerek \'f6
nemli bir rol oynamaktad\'fdr. Reklam ba\'felang\'fd\'e7ta al\'fdc\'fdlar\'fd yeni \'fcr\'fcn\'fc almaya ikna etmekte, daha sonra ise bu \'fcr\'fcn\'fcn kullan\'fdm\'fdn\'fdn al\'fdc\'fdlar aras\'fdnda yay\'fdlmas\'fdn\'fd sa\'f0lamaktad\'fd
r. Firma ise, piyasa pay\'fd elde etmek amac\'fdyla, \'fcr\'fcn\'fcn ilk olarak piyasaya tan\'fdt\'fdlmas\'fd a\'feamas\'fdnda reklam faaliyetlerini art\'fdrmaktad\'fdr. Daha sonra ise ilgili \'fcr\'fcn piyasas\'fdnda elde etti\'f0i piyasa pay\'fdn\'fd
 korumak amac\'fdyla daha az reklam faaliyetlerinde bulunmaktad\'fdr.}{\insrsid1852904 
\par }{\insrsid14049026\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 \tab Talebin reklam esnekli\'f0ini etkileyen unsurlardan biride rakiplerin reklam\'fdndaki nispi de\'f0i\'feimin firman\'fdn reklam\'fdndaki nispi de\'f0i\'feime oran\'fdd\'fdr (}{\f39\insrsid1852904\charrsid15411841 
\'e7). Firma say}{\insrsid1852904\charrsid15411841 \'fds\'fdn\'fdn az oldu\'f0u bir piyasa t\'fcr\'fc olan oligopol piyasalarda, firmalar karar al\'fdrken rakiplerinin tepkilerini de g\'f6z \'f6n\'fcne almak durumundad\'fdrlar. Yo\'f0unla\'fe
ma derecesi firmalar\'fdn reklam konusundaki tepkileri \'fczerinde etkili olmaktad\'fdr. Yo\'f0unla\'fema derecesi artt\'fdk\'e7a, fiyat ve reklam konusunda rakiplerin tepki g\'f6sterece\'f0i beklentisi de artmaktad\'fdr. \'de
ayet firma reklam konusunda rakiplerinin tepki g\'f6sterece\'f0i beklentisi i\'e7inde ise, ortaya \'e7\'fdkacak olumsuz sonu\'e7lardan ka\'e7\'fdnmak i\'e7in reklam faaliyetine girm
eyebilir. Ancak rakiplerin bu tepkisi zaman alabilir. Bununla birlikte, firma d\'fczenledi\'f0i reklam kampanyas\'fdn\'fdn ba\'fear\'fdl\'fd oldu\'f0una ve rakiplerinin de ayn\'fd d\'fczeyde bir reklam faaliyetinde bulunamayaca\'f0\'fdna inanabilir.}{
\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  D. A. HAY ve D. J. MORR\'ddS: a.g.e., 427-428.}}}{\insrsid1852904 
\par }{\insrsid14049026\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 \tab Firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talebin reklam esnekli\'f0inin (Ea) belirleyicilerinden biri olan ve rakiplerin reklam\'fdndaki nispi de\'f0i\'feimin, firman\'fdn reklam\'fdndaki nispi de\'f0i\'feime oran
\'fdn\'fd ifade eden (}{\f39\insrsid1852904\charrsid15411841 \'e7) terimi, (Ea) arac}{\insrsid1852904\charrsid15411841 \'fdl\'fd\'f0\'fdyla optimal reklam harcamalar\'fd-sat\'fd\'fe geliri oran\'fdn\'fd etkilemektedir. Burada (Ea)\rquote n\'fdn ve firman
\'fdn \'fcr\'fcn\'fcne y\'f6nelik talep miktar\'fdndaki nispi de\'f0i\'feimin, rakiplerin reklam\'fdndaki nispi de\'f0i\'feime oran\'fdn\'fd ifade eden (Ea1) teriminin negatif olmas\'fd beklenir. Firman\'fdn reklam faaliyetlerini art\'fdrmas\'fdna kar\'fe
\'fdl\'fdk rakiplerinin de reklam faaliyetlerini art\'fdrmas\'fd bekleniyorsa, (}{\f39\insrsid1852904\charrsid15411841 \'e7) teriminin pozitif olmas}{\insrsid1852904\charrsid15411841 \'fd gerekir. Bu durumda yo\'f0unla\'fema artt\'fdk\'e7
a rakiplerinde reklam konusunda tepki g\'f6stermeleri bekleniyorsa (}{\f39\insrsid1852904\charrsid15411841 \'e7) terimi artacakt}{\insrsid1852904\charrsid15411841 \'fdr. B\'f6ylece (Ea)\rquote n\'fdn de\'f0eri k\'fc\'e7\'fclecektir. Di\'f0er \'fe
eyler sabitken ceteris paribus, (Ea)\rquote n\'fdn k\'fc\'e7\'fclmesi, optimal reklam harcamalar\'fd-sat\'fd\'fe geliri oran\'fdn\'fdn azalmas\'fdna yol a\'e7acakt\'fdr. 
\par \tab Di\'f0er taraftan, yo\'f0unla\'fema derecesi artt\'fdk\'e7a, firman\'fdn fiyat\'fdndaki nispi de\'f0i\'feme rakiplerin piyasaya sundu\'f0u miktardaki nispi de\'f0i\'feimi g\'f6steren (Es) teriminin mutlak b\'fcy\'fckl\'fc\'f0\'fc de art\'fd
yorsa ve (Es) negatif ise, (Ed) k\'fc\'e7\'fclecektir. (Ea) sabitken (Ed) nin k\'fc\'e7\'fclmesi ise optimal reklam harcamalar\'fd-sat\'fd\'fe geliri oran\'fdn\'fdn artmas\'fdna yol a\'e7acakt\'fdr. B\'f6ylece yo\'f0unla\'fema artt\'fdk\'e7a fi
yat rekabetinin yerini reklam rekabetinin almas\'fd m\'fcmk\'fcn olabilir. B\'f6yle olmakla birlikte, yo\'f0unla\'fema artt\'fdk\'e7a hem (Ea) hem de (Ed) de\'f0i\'feebilir. Bu durumda ise sonu\'e7, (Ea) ve (Ed) nin g\'f6reli durumuna g\'f6
re belirlenecektir.}{\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D. NEEDHAM: a.g.e., 139.}}}{\insrsid1852904 
\par }{\insrsid14117918\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 \tab \'d6te yandan, rakiplerin reklam tepkilerini inceleyen ara\'fet\'fdrmalarda yap\'fdlm\'fd\'fet\'fdr. Bu \'e7al\'fd\'femalarda ele al\'fdnan \'fcr\'fcnlerde firman\'fdn reklam\'fd ve rakiplerin reklam\'fdn\'fdn sat
\'fd\'felar \'fczeri}{\insrsid14117918 n}{\insrsid1852904\charrsid15411841 de ters etki yapt\'fd\'f0\'fd belirtilmektedir. Bu \'e7al\'fd\'femalarda rakiplerin reklam alan\'fdndaki tepkilerinin \'f6nemli boyutta olmas\'fdna ra\'f0men, firman\'fd
n reklam faaliyetlerinde rakiplerin tepkilerini \'f6nemsemedikleri belirtilmekte olup, \'feu \'feekilde a\'e7\'fdklanmaktad\'fdr}{\insrsid396494 :}{\cs16\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D. A. HAY ve D. J. MORR\'ddS: a.g.e., 428-429.}}}{
\insrsid1852904\charrsid15411841  Firmalar deneyimleri yoluyla rakiplerinin reklam}{\f39\insrsid1852904\charrsid15411841  konusundaki tepkilerinin (\'e7) b}{\insrsid1852904\charrsid15411841 \'fcy\'fck oldu\'f0unu tahmin etmekle birlikte, \'fcr\'fcn\'fc
ne y\'f6nelik talebin reklam esnekli\'f0ini (Ea)\rquote n\'fdn firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talep miktar\'fdndaki nispi de\'f0i\'feimin rakiplerin reklam\'fdndaki nispi de\'f0i\'feime oran\'fdndan (Ea1)\rquote dan b\'fcy\'fck oldu\'f0unu 
varsaymaktad\'fdrlar. B\'f6ylece her firma bu \'feekilde d\'fc\'fe\'fcnd\'fc\'f0\'fcnde yo\'f0un reklam faaliyetinde bulunacakt\'fdr.}{\insrsid1852904 
\par }{\insrsid6450329\charrsid15411841 
\par }\pard\plain \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\fs24\insrsid6450329 4}{\b\fs24\insrsid15411841\charrsid15411841 . REKLAMIN F\'ddYATLAR 
\'dcZER\'ddNDEK\'dd ETK\'ddLER\'ddNE Y\'d6NEL\'ddK \'c7ALI\'deMALAR}{\b\fs24\insrsid1852904\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Chamberlin reklam\'fd, bir firman\'fdn \'fcr\'fcn\'fcn\'fc di\'f0er firmalar\'fdn \'fcr\'fcn\'fcnden farkl\'fd k\'fdlacak bir y\'f6ntem olarak d\'fc\'fe\'fcnm\'fc\'fet\'fcr. Chamberline, ayr\'fdca, bir firman\'fd
n, reklam yoluyla belirli bir \'fcretim miktar\'fd i\'e7in t\'fcketicinin \'f6demeye istekli oldu\'f0u fiyat\'fd y\'fckseltebilece\'f0ini veya \'fcr\'fcne olan talebi art\'fdrabilece\'f0ini ileri s\'fcrm\'fc\'fet\'fcr. Bununla birlikte reklam, t\'fcketi
cinin, fiyat de\'f0i\'feimlerine kar\'fe\'fd olan duyarl\'fdl\'fd\'f0\'fdn\'fd azaltacakt\'fdr. \'c7\'fcnk\'fc reklam\'fdn, t\'fcketici isteklerini yeniden d\'fczenleme ve ayarlama g\'fcc\'fc vard\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Firma satt\'fd\'f0\'fd \'fcr\'fcn\'fcn reklam\'fdn\'fd yaparak bir marka tutkunlu\'f0u yaratabilirse, t\'fcketicilerin g\'f6z\'fcnde bu \'fcr\'fcn ayr\'fd bir \'f6neme sahip olacakt\'fdr. B\'f6ylece s\'f6z konusu 
\'fcr\'fcn reklam yoluyla piyasadaki di\'f0er \'fcr\'fcnlerden farkl\'fdla\'fet\'fdr\'fdlm\'fd\'fe olacakt\'fdr. Bu durumda, t\'fcketiciler s\'f6z konusu \'fcr\'fcn\'fcn fiyat\'fdndaki de\'f0i\'feimlere kar\'fe\'fd daha az duyarl\'fd olacakt\'fd
r. Bu durumu, iktisat terminolojisi ile ifade edersek, reklam talep esnekli\'f0ini azaltacakt\'fdr. Bu durumda firma fiyat\'fdn\'fd y\'fckseltirse, talep e\'f0risinin esnekli\'f0i reklam yoluyla azalm\'fd\'fe olaca\'f0\'fdndan, talep miktar\'fd
 fiyattaki y\'fckselmeye ba\'f0l\'fd olarak azalacakt\'fdr. Ancak talepteki bu azal\'fd\'fe, firman\'fdn rekabet \'feartlar\'fd i\'e7inde \'e7al\'fd\'femas\'fd durumundaki talepte meydana gelecek azal\'fd\'fetan daha az olacakt\'fdr.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  R. B. Jr. EKELUND ve D. S. SAURMAN, a.g.e., 37-38.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam faaliyetleri talep esnekli\'f0ini etkilemek suretiyle fiyat\'fd etkilemektedir. Reklam ve fiyatlar aras\'fdndaki ili\'feki hakk\'fdnda alternatif g\'f6r\'fc\'feler sunulmu\'fetur. Reklamla fiyatlar aras\'fd
ndaki ili\'feki, reklam\'fdn bilgi verici ve ikna edici fonksiyonuna g\'f6re farkl\'fdl\'fdklar g\'f6stermektedir. Reklam\'fdn ikna edici fonksiyonuna g\'f6re, reklamla fiyatlar aras\'fdnda negatif bir ili\'fekinin oldu\'f0u, buna kar\'fe\'fdl\'fd
k; bilgi verici fonksiyonuna g\'f6re ise, pozitif bir ili\'fekinin bulundu\'f0u ileri s\'fcr\'fclmektedir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  P. R. FERGUSON: a.g.e., 79.}}}{
\fs24\insrsid1852904\charrsid15411841  }{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam\'fdn fiyatlar\'fd d\'fc\'fe\'fcr\'fcc\'fc etkisi, reklam\'fdn bilgi verici fonksiyonu \'e7er\'e7evesinde a\'e7\'fdklanmaktad\'fdr. Bilgi verici fonksiyonuna g\'f6re reklam, \'fcr\'fcn\'fcn kalitesi, fiyat\'fd
, sat\'fd\'fe \'feartlar\'fd gibi konularda t\'fcketicileri ayd\'fdnlatarak marka ba\'f0\'fdml\'fdl\'fd\'f0\'fdn\'fdn k\'fdr\'fdlmas\'fdna neden olmaktad\'fdr. B\'f6ylece reklam firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talebi esnek duruma getirerek, fiyat
\'fdn d\'fc\'femesine neden olmaktad\'fdr.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Ayr\'fdnt\'fdl\'fd bilgi i\'e7in bknz. Y. BROZEN: \'93\'dds Advertising A Barrier To Entry ?\'94, }{\ul\insrsid1852904 Advertising and Society}{
\insrsid1852904  (New York, 1974), 79-109; H. DEMSETZ: \'93The Nature of Equilibrium in Monopolistic Competition\'94, }{\ul\insrsid1852904 Journal of Political Economy}{\insrsid1852904 , 67 (1959), 21-30.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Buna kar\'fe\'fdl\'fdk; ikna edici fonksiyonuna g\'f6re reklam, marka ba\'f0\'fdml\'fdl\'fd\'f0\'fd yaratarak firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talebi daha az esnek hale getirmektedir. Bu ise, firman\'fd
n tekelci g\'fcc\'fcn\'fcn artmas\'fdna yol a\'e7maktad\'fdr. B\'f6ylece fiyat, tam rekabet d\'fczeyinin \'fczerinde belirlenmektedir. Ba\'feka bir ifadeyle, reklam faaliyetleri fiyat\'fdn y\'fckselmesine yol a\'e7maktad\'fdr. Bununla birlikte, reklam\'fd
n bir giri\'fe engeli olu\'feturmas\'fd durumunda, end\'fcstride mevcut firmalar, end\'fcstriye yeni firma giri\'feini \'f6zendirmeksizin fiyat\'fd tam rekabet d\'fczeyinin \'fczerinde bir d\'fczeyde belirliyebilirler.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  Ayr\'fdnt\'fdl\'fd bilgi i\'e7in bknz. J. S. BA\'ddN: }{\ul\insrsid1852904 Barriers To New Competition}{\insrsid1852904 , Cambridge, M.A., Harward University Press. (1956), B\'f6l\'fcm 4.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Needham, fiyat\'fdn reklam nedeniyle d\'fc\'femesinin, reklam sonras\'fd sat\'fd\'fe miktar\'fdn\'fdn ve buna ba\'f0l\'fd olarak \'fcretim miktar\'fdn\'fdn artmas\'fdna ve ortalama maliyetin azalmas\'fdna ba\'f0l
\'fd oldu\'f0unu belirtmektedir. B\'f6ylece \'fcr\'fcne y\'f6nelik piyasa talebi de\'f0i\'femeden, reklam yapan firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talep, reklam yapmayan veya daha az reklam yapan firman\'fdn \'fcr\'fcn\'fcne y\'f6
nelik talebin azalmas\'fd kar\'fe\'fdl\'fd\'f0\'fdnda artacakt\'fdr. Bu durumda baz\'fd firmalar\'fdn end\'fcstriyi terk etmesi halinde fiyat d\'fc\'feebilecektir. Buna kar\'fe\'fdl\'fdk, reklam nedeniyle reklam\'fd yap\'fdlan \'fcr\'fcn\'fcn piyasa taleb
inin artmas\'fd halinde, end\'fcstride t\'fcm firmalar i\'e7in bir talep art\'fd\'fe\'fd s\'f6z konusu olabilir ve \'f6l\'e7ek ekonomilerinden yararlanma f\'fdrsat\'fd ortaya \'e7\'fdkabilir. B\'f6ylece fiyat\'fdn d\'fc\'femesi m\'fcmk\'fcn olabilir.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  D. NEEDHAM: a.g.e., 90.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Di\'f0er taraftan, bir firman\'fdn reklam harcamalar\'fdn\'fd art\'fdrmas\'fdna kar\'fe\'fdl\'fdk rakiplerinin de reklam harcamalar\'fdn\'fd art\'fdrarak tepki g\'f6stermesi halinde, firman\'fdn mal\'fdna y\'f6
nelik talebi reklam arac\'fdl\'fd\'f0\'fdyla de\'f0i\'fetirememesi sonucu da ortaya \'e7\'fdkabilir. Bu reklam\'fdn fiyat y\'fckseltici etkisinde s\'f6z edilebilir. B\'f6yle bir durumda firmalar aras\'fdnda anla\'fema sa\'f0lanmadan, bir firman\'fd
n reklam harcamalar\'fdn\'fd azaltmas\'fd m\'fcmk\'fcn olmamaktad\'fdr. \'c7\'fcnk\'fc firma reklam harcamalar\'fdn\'fd azalt\'fdrsa piyasa pay\'fdn\'fdn azalmas\'fdndan endi\'fee edebilir. \'deayet end\'fcstrideki t\'fcm firmalar reklam harcamalar\'fdn
\'fd azaltmada anla\'fe\'fdrlarsa, bu durumda maliyetlerin d\'fc\'femesi s\'f6z konusu olabilir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  J. V. KOCH: }{\ul\insrsid1852904 \'ddndustrial Organization and Prices}{\insrsid1852904  (1980), 324-325; D. NEEDHAM: a.g.e., 90.}}}{
\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Ger\'e7ekte reklam mesajlar\'fdn\'fdn \'e7o\'f0u \'fcr\'fcn\'fcn fiyat\'fd, kalitesi hakk\'fdnda ge\'e7erli bilgi i\'e7ermemektedir. Reklam mesajlar\'fdn\'fdn genel amac\'fd \'fcr\'fcn hakk\'fd
nda belirli bir imaj yaratmakt\'fdr. Tekelci rekabet \'e7er\'e7evesinde maliyet fonksiyonu, talebin fiyat esnekli\'f0i ve reklam harcamalar\'fdna kar\'fe\'fd talep tepkisi hakk\'fdnda detayl\'fd kantitatif bilgi olmaks\'fdz\'fdn reklam\'fdn fiyat \'fc
zerine etkisini tahmin etmek m\'fcmk\'fcn olmamaktad\'fdr. Geleneksel oligopol teorisinde, reklam, birle\'feik k\'e2r maksimizasyonu d\'fczeyine ge\'e7mede bir ara\'e7 olarak g\'f6r\'fclmektedir. Modern oligopol teorisi ise, reklam harcamalar\'fdn\'fdn k
\'e2r maksimizasyonu d\'fczeyinde oldu\'f0undan daha y\'fcksek olaca\'f0\'fdn\'fd kabul eder. B\'f6ylece ne geleneksel nede modern oligopol teori reklam ve fiyat aras\'fdndaki ili\'fekiyi belirlemektedir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841 
\chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  A. KOUTSOY\'ddANN\'dd
S: a.g.e. (1982), 132.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\b\fs24\insrsid14032600 4}{\b\fs24\insrsid15411841\charrsid15411841 .1. }{\b\fs24\insrsid1852904\charrsid15411841 \'ddmalat Sanayiinde Reklam Faaliyetlerinin Fiyatlar \'dczerine Etkisi
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam faaliyetlerinin, t\'fcketicinin sat\'fdn al\'fdm kararlar\'fdn\'fd ne y\'f6nde etkiledi\'f0i, bu faaliyetlerin yap\'fdld\'fd\'f0\'fd piyasalarda; fiyat\'fdn sat\'fd\'felar \'fczerinde etkili olup olmad\'fd
\'f0\'fd ve reklam faaliyetlerinin talebin fiyat esnekli\'f0i \'fczerindeki etkisinin ne y\'f6nde oldu\'f0u \'e7al\'fd\'femam\'fdzda cevap arayaca\'f0\'fdm\'fdz sorular\'fd te\'fekil etmektedir. Reklam faaliyetlerinin, talebin fiyat esnekli\'f0ini azaltt
\'fd\'f0\'fd g\'f6r\'fc\'fe\'fc, \'e7al\'fd\'femam\'fdz\'fdn temel varsay\'fdm\'fdn\'fd olu\'feturmaktad\'fdr.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid8786570\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam faaliyetlerinin, talebin fiyat esnekli\'f0i \'fczerindeki etkisinin a\'e7\'fdklanmas\'fdnda genel olarak tekli regresyon analizi y\'f6ntemi kullan\'fdlmaktad\'fdr.}{
\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  J.LAMB\'ddN: a.g.e., 138-140.}}}{\fs24\insrsid1852904\charrsid15411841  \'c7al\'fd\'femam\'fdzda ISIC-Rev.3 kodlama sistemine g\'f6re d\'fczenlenmi\'fe d\'f6rt basamakl\'fd 127 adet imalat sanayii alt sekt\'f6rlerinden reklam\'fd en \'e7
ok yap\'fdlan \'fcr\'fcnlere sahip olan 13 adet sekt\'f6r\'fcn 1999-2000 y\'fdllar\'fdna ait verilerini kulland\'fdk. Daha sonra, se\'e7ti\'f0imiz her bir alt sekt\'f6re ait talebin fiyat ve reklam esneklik katsay\'fdlar\'fdn\'fd bulduk. \'c7al\'fd\'femam
\'fdzda ba\'f0\'fdml\'fd de\'f0i\'feken olarak, talebin fiyat esnekli\'f0i katsay\'fds\'fdn\'fd, ba\'f0\'fdms\'fdz de\'f0i\'feken olarak ise, talebin reklam esnekli\'f0i katsay\'fds\'fdn\'fd kulland\'fdk. Ba\'f0\'fdml\'fd ve ba\'f0\'fdms\'fdz de\'f0i\'fe
kenleri bu \'feekilde almam\'fdzdaki ama\'e7, reklam harcamalar\'fdndaki bir de\'f0i\'feimin talep \'fczerinde yaratt\'fd\'f0\'fd de\'f0i\'feimin, talebin fiyat esnekli\'f0ini ne y\'f6nde etkiledi\'f0ini \'f6l\'e7mektir. Tahmin denkleminde kulland\'fd\'f0
\'fdm\'fdz ba\'f0\'fdml\'fd ve ba\'f0\'fdms\'fdz de\'f0i\'fekenlerin tan\'fdmlar\'fd, \'f6l\'e7\'fcmleri ve veri kaynaklar\'fd a\'fea\'f0\'fdda belirtilmi\'fetir}{\b\fs24\insrsid1852904\charrsid15411841 .}{\b\fs24\insrsid1852904 
\par }{\b\fs24\insrsid8786570\charrsid15411841 
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}}\pard \qj \fi-360\li720\ri0\sl360\slmult1\widctlpar\jclisttab\tx720\aspalpha\aspnum\faauto\ls62\adjustright\rin0\lin720\itap0\pararsid8786570 {
\b\fs24\insrsid1852904\charrsid15411841 Talebin Fiyat Esnekli\'f0i Katsay\'fds\'fd}{\cs16\b\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \qj \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Genel olarak esneklik ba\'f0\'fdml\'fd de\'f0i\'fekendeki oransal de\'f0i\'femenin a\'e7\'fdklay\'fdc\'fd de\'f0i\'fekendeki oransal de\'f0i\'fe
meye oran\'fd olarak tan\'fdmlanmaktad\'fdr. De\'f0i\'fekenlerdeki de\'f0i\'femelerin differans yani fark \'feeklinde olmas\'fd halinde, bulunacak esneklik a\'e7\'fd ya}{\insrsid8786570  }{\insrsid1852904 da yay esnekli\'f0ini ifade etmektedir. Buna kar
\'fe\'fdl\'fdk a\'e7\'fdklay\'fdc\'fd ve ba\'f0\'fdml\'fd de\'f0i\'feken belirli bir de\'f0erden kalk\'fdp, kendisine en yak\'fdn ba\'feka bir de\'f0ere ge\'e7iyorsa yani, de\'f0i\'fekenlerdeki de\'f0i\'femeler differansiyel ya}{\insrsid8786570  }{
\insrsid1852904 da farksal ise, bu takdirde nokta esneklikten s\'f6z edilmektedir. Talebin fiyat esneklik katsay\'fds\'fd, bir mal\'fdn talebi ile kendi fiyat\'fd aras\'fdndaki esneklik ili\'fekisini ifade etmektedir. Talebin fiyat esneklik katsay\'fds
\'fd, t\'fcketicinin d\'f6nem harcamas\'fd ve di\'f0er mallar\'fdn fiyatlar\'fd sabitken (Ceteris paribus), bir mal\'fdn talep miktar\'fdndaki oransal de\'f0i\'feimin kendi fiyat\'fdndaki oransal de\'f0i\'femeye oran\'fdn\'fd ifade e
tmektedir. Esneklik katsay\'fds\'fdn\'fdn y\'fcksek bir say\'fdsal de\'f0er vermesi, oransal olarak ilgili mal\'fdn talep miktar\'fdn\'fdn fiyattaki de\'f0i\'feime kar\'fe\'fd \'e7ok duyarl\'fd oldu\'f0unu g\'f6stermektedir.}{\fs24\insrsid1852904  }{
\insrsid1852904 Esneklik hesaplamalar\'fdnda kulland\'fd\'f0\'fdm\'fdz veriler differans ya}{\insrsid8786570  }{\insrsid1852904 da fark \'feeklinde olmas\'fd nedeniyle, \'e7al\'fd\'femam\'fdzdaki esneklik hesaplamalar\'fdnda yay esnekli\'f0ini kulland\'fd
k. Fiyat\'fdn yay esnekli\'f0ini form\'fclle g\'f6stermek istersek;
\par e = (\uc1\u8710\'3fQ/\u8710\'3fP).(P/Q)     1999 y\'fdl\'fdn\'fd=a, 2000y\'fdl\'fdn\'fd=b ile g\'f6sterirsek;
\par }\pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904 e = (Qb-Qa)/(Pb-Pa) / (Pb+Pa)/(Qb+Qa). Ayr\'fdnt\'fdl\'fd bilgi i\'e7in bknz. \'dd
smail BULMU\'de: a.g.e., 98-99.}}}{\b\fs24\insrsid1852904\charrsid15411841 : }{\fs24\insrsid1852904\charrsid15411841 Talebin fiyat esnekli\'f0inin hesaplanmas\'fdnda, imalat sanayiinde reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere sahip, d\'f6rt basamakl
\'fd 13 adet imalat sanayi alt sekt\'f6rleri dikkate al\'fdnm\'fd\'fet\'fdr. \'ddlgili sekt\'f6rlerin 1999 ve 2000 y\'fdllar\'fdna ait sat\'fd\'fe miktarlar\'fd ve sat\'fd\'fe de\'f0erlerine ili\'fekin verileri D\'ddE\rquote den elde ettik. Fiyat esnekli
\'f0inin hesaplanmas\'fdnda, \'f6nce, sat\'fd\'fe de\'f0erini sat\'fd\'fe miktar\'fdna b\'f6lerek her bir sekt\'f6r i\'e7in birim fiyat\'fd bulduk. Elde etti\'f0imiz bu fiyat nominal fiyat oldu\'f0u i\'e7in, bu de\'f0eri, enflasyon oran\'fdndan ar\'fdnd
\'fdrmak amac\'fdyla, D\'ddE\rquote den elde etti\'f0imiz 1999 ve 2000 y\'fdllar\'fdna ait 1994=100 bazl\'fd Sekt\'f6rel T\'fcketici Fiyat \'ddndeksi}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D\'ddE }{\ul\insrsid1852904 Ayl\'fdk \'ddstatistik B\'fclteni Aral
\'fdk 1998}{\insrsid1852904 , D\'ddE Yay\'fdnlar\'fd, 334.}}}{\fs24\insrsid1852904\charrsid15411841  ile deflate ederek reel fiyat\'fd bulduk. Daha sonra, Q=sat\'fd\'fe miktar\'fd, P=reel fiyat\'fd g\'f6stermek \'fczere esneklik form\'fcl\'fcn\'fc
 kullanarak, her bir sekt\'f6r i\'e7in talebin fiyat esneklik katsay\'fds\'fdn\'fd hesaplad\'fdk. Hesaplanan fiyat esneklik katsay\'fdlar\'fd Ek: 2\rquote de sunulmu\'fetur.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}}\pard \qj \fi-360\li720\ri0\sl360\slmult1\widctlpar\jclisttab\tx720\aspalpha\aspnum\faauto\ls62\adjustright\rin0\lin720\itap0\pararsid2711584 {
\b\fs24\insrsid1852904\charrsid15411841 Talebin Reklam Esnekli\'f0i Katsay\'fds\'fd: }{\fs24\insrsid1852904\charrsid15411841 Dorfman-Steiner\rquote in sundu\'f0u optimal reklam harcamalar\'fd-sat\'fd\'fe has\'fdlat\'fd oran\'fd modeli \'e7er\'e7
evesinde ele al\'fdnm\'fd\'fet\'fdr. Daha sonra bu model, Schnalensee, Arrow ve Nerlove\rquote un makaleleri taraf\'fdndan geli\'fetirilmi\'fetir. Dorfman-Steiner modelinde talep, reklam harcamalar\'fd ve fiyat\'fdn bir fonksiyonu olarak ele al\'fdnmaktad
\'fdr. Modelde talebin reklam esnekli\'f0i, bir firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talep miktar\'fdndaki nispi de\'f0i\'femenin firman\'fdn reklam harcamalar\'fdndaki nispi de\'f0i\'femeye oran\'fd \'feeklinde tan\'fdmlanmaktad\'fdr. Bu ifade, (dQ/Q
)/(dA/A) \'feeklinde g\'f6sterilmektedir.}{\cs16\b\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  R. DORFMAN ve P. O. STE\'ddNER: a.g.m., 826-836.}}}{\fs24\insrsid1852904\charrsid15411841  Dofman-Steiner modelinin Schnalensee, Arrow ve Nerlove
\rquote un makaleleri ile geli\'fetirilmesiyle talebin reklam esnekli\'f0inin tan\'fdm\'fd de\'f0i\'femi\'fetir.}{\cs16\b\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  R. SCHNALENSEE: }{\ul\insrsid1852904 The Economics of Advertising}{
\insrsid1852904  (Amsterdam, 1972), 39-43.; M. NERLOVE ve K. J. ARROW: a.g.m., 129-142.}}}{\fs24\insrsid1852904\charrsid15411841  Rakiplerin reklam alan\'fdndaki tepkileri ve bu tepkilere ili\'fekin beklentilerde talebin reklam esnekli\'f0
ini etkilemektedir. Bu durumda talep, fiyat\'fdn, reklam harcamalar\'fdn\'fdn ve rakiplerin reklam harcamalar\'fdn\'fdn bir fonksiyonu olmaktad\'fdr. B\'f6ylece talebin reklam esneklik katsay\'fds\'fd;
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841 Ea = EA+EAr+Ekonj \'feeklinde ifade edilmektedir. Burada;
\par }{\fs24\insrsid2711584 (EA); f}{\fs24\insrsid1852904\charrsid15411841 irman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talep miktar\'fdndaki nispi de\'f0i\'femenin firman\'fdn reklam harcamalar\'fdndaki nispi de\'f0i\'femeye oran\'fdn\'fd,
\par }{\fs24\insrsid2711584 (EAr); f}{\fs24\insrsid1852904\charrsid15411841 irman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talep miktar\'fdndaki nispi de\'f0i\'femenin rakiplerin reklam harcamalar\'fdndaki nispi de\'f0i\'femeye oran\'fdn\'fd,
\par }{\fs24\insrsid2711584 (Ekonj); r}{\fs24\insrsid1852904\charrsid15411841 akiplerin reklam harcamalar\'fdndaki nispi de\'f0i\'femenin firman\'fdn reklam harcamalar\'fdndaki nispi de\'f0i\'femeye oran\'fdn\'fd ifade etmektedir.
\par }\pard\plain \s22\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 Sekt\'f6rel bazda bir \'e7al\'fd\'fema yapmam\'fd
z nedeniyle, }{\fs24\insrsid8792807 \'e7}{\fs24\insrsid1852904\charrsid15411841 al\'fd\'femada Dorfman-Steiner modelindeki talebin reklam esnekli\'f0i}{\fs24\insrsid8792807  tan\'fdm\'fd}{\fs24\insrsid1852904\charrsid15411841  kullan}{
\fs24\insrsid8792807 \'fdlm\'fd\'fet\'fdr}{\fs24\insrsid1852904\charrsid15411841 . Talebin reklam esnekli\'f0inin hesaplanmas\'fdnda, imalat sanayiinde reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere sahip, d\'f6rt basamakl\'fd
 13 adet imalat sanayi alt sekt\'f6rlerinin, 1999 ve 2000 y\'fdllar\'fdna ait sat\'fd\'fe miktarlar\'fd ve reklam harcamalar\'fdna ili\'fekin verileri D\'ddE\rquote den elde ettik. Enflasyon oran\'fdndan ar\'fdnd\'fdrmak amac\'fdyla, reklam harcamalar\'fd
na ait verileri 1999 ve 2000 y\'fdllar\'fdna ait 1994=100 bazl\'fd Sekt\'f6rel T\'fcketici Fiyat \'ddndeksi ile deflate ederek reel reklam harcamalar\'fdn\'fd bulduk. Daha sonra, Q=sat\'fd\'fe miktar\'fd, A=reel reklam harcamalar\'fdn\'fd g\'f6stermek 
\'fczere talebin reklam esnekli\'f0i form\'fcl\'fcn\'fc kullanarak, her bir sekt\'f6r i\'e7in talebin reklam esneklik katsay\'fds\'fdn\'fd hesaplad\'fdk. Hesaplanan reklam esneklik katsay\'fdlar\'fd Ek:2\lquote de sunulmu\'fetur. 
\par }\pard\plain \s21\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 Regresyon denklemleri yard\'fdm\'fd
yla bu denklemlerde yer alan a\'e7\'fdklay\'fdc\'fd de\'f0i\'fekenlerin parametreleri tahmin edilecektir. Bir de\'f0i\'fekene ait parametrenin pozitif i\'fearet (+) almas\'fd o de\'f0i\'feken ile ba\'f0\'fdml\'fd de\'f0i\'feken aras\'fdnda ayn\'fd y\'f6
nde, buna kar\'fe\'fdl\'fdk negatif (-) i\'fearet almas\'fd ise o de\'f0i\'feken ile ba\'f0\'fdml\'fd de\'f0i\'feken aras\'fdnda tersine bir ili\'feki oldu\'f0unu g\'f6sterir.}{\insrsid1852904 
\par }{\insrsid1145102\charrsid15411841 
\par }{\insrsid1852904\charrsid15411841 Reklam, marka tercihi yaratarak veya marka tercihini g\'fc\'e7lendirerek, firmalar\'fdn kar\'fe\'fd kar\'fe\'fdya olduklar\'fd talep e\'f0risinin esnekli\'f0inin azalmas\'fdna yol a\'e7maktad\'fdr. B\'f6
ylece bir taraftan reklam, firmalar\'fdn monopol g\'fcc\'fcn\'fc art\'fdrarak, do\'f0rudan fiyat ve \'fcr\'fcn baz\'fdnda rekabetlerini en aza indirerek, oligopol\'fcn anti rekabet potansiyelini art\'fdrmaktad\'fdr. Di\'f0
er taraftan ise, talebin fiyat esnekli\'f0inin azalmas\'fd ile y\'fckselen fiyatlara yol a\'e7maktad\'fdr. Bu nedenle talebin reklam esneklik katsay\'fds\'fdna ili\'fekin parametrenin i\'fearetinin negatif olmas\'fd beklenmektedir.}{\insrsid1852904 

\par }{\insrsid1145102\charrsid15411841 
\par }\pard\plain \s1\qj \fi708\li0\ri0\sl360\slmult1\keepn\widctlpar\aspalpha\aspnum\faauto\outlinelevel0\adjustright\rin0\lin0\itap0 \b\fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid14032600 4}{\insrsid15411841\charrsid15411841 .1.1. }{
\insrsid1852904\charrsid15411841 Tahmin Edilen Regresyon Denklemleri ve Sonu\'e7lar\'fd
\par }\pard\plain \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 D\'f6rt basamakl\'fd 13 adet imalat sanayii alt sekt
\'f6rlerine ait fiyat ve reklam harcamalar\'fd verilerini, D\'ddE\rquote den elde etti\'f0imiz 1999 ve 2000 y\'fdllar\'fdna ait 1994=100 bazl\'fd sekt\'f6rel T\'fcketici Fiyat \'ddndeksi ile deflate ederek hesaplad\'fd\'f0\'fdm\'fd
z fiyat ve reklam esneklik katsay\'fdlar\'fdn\'fd kullanarak bir regresyon analizi yapt\'fdk. Bu regresyon analizine ili\'fekin tahmin denklemi ve sonucu a\'fea\'f0\'fdda verilmi\'fetir.
\par FE =- 0.9517487 \endash  1.0527303 RE
\par           (t)-2.4642806   (t)-2.1605188
\par           R\'b2=0.28              F=5.357735
\par }{\fs24\insrsid1145102 
\par }{\fs24\insrsid1852904\charrsid15411841 Yukar\'fdda verilen tahmin denkleminden de g\'f6r\'fcld\'fc\'f0\'fc \'fczere, talebin fiyat esnekli\'f0i ile reklam esnekli\'f0i aras\'fdndaki ili\'feki negatif \'e7\'fdkm\'fd\'fet\'fd
r. Tahmin edilen parametreler, (0.25) d\'fczeyinde anlaml\'fd bulunmu\'fetur. Tahmin edilen bu parametrelerin bu d\'fczeyde anlaml\'fd olmas\'fd, tahminin ge\'e7erli bir g\'fcvenilirli\'f0e sahip oldu\'f0unu g\'f6stermektedir. }{\fs24\insrsid1852904 

\par }{\fs24\insrsid1145102\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Tahmin etti\'f0imiz regresyon denkleminin fiyat esneklik katsay\'fds\'fdn\'fdn  kendi ortalamas\'fd \'e7evresinde yapt\'fd\'f0\'fd varyasyonu ne \'f6l\'e7\'fcde a\'e7\'fdklama g\'fcc\'fcne sahip oldu\'f0unu g\'f6
steren R\'b2 ise %28 olarak \'e7\'fdkm\'fd\'fet\'fdr. T\'fcrk \'ddmalat Sanayiinde reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere sahip olan d\'f6rt basamakl\'fd 13 adet imalat sanayi alt sekt\'f6rlerine ili\'fekin talebin fiyat ve reklam esnekli\'f0
i aras\'fdnda negatif bir ili\'feki tespit ettik. Bu ise, \'dclkemizde yap\'fdlan reklam harcamalar\'fdn\'fdn, bir anlamda talep esnekli\'f0ini azaltt\'fd\'f0\'fd ancak bu etkinin, d\'fc\'fe\'fck oldu\'f0u s\'f6ylenebilir.
\par 1997-1998 y\'fdllar\'fdna ait yapt\'fd\'f0\'fdm\'fdz \'e7al\'fd\'femada ise, fiyat ve reklam esnekli\'f0i aras\'fdnda pozitif bir ili\'feki tespit edilmi\'fetir. Bu durum, reklam harcamalar\'fdn\'fdn, bir anlamda talep esnekli\'f0ini art\'fdrd\'fd\'f0\'fd
n\'fd ifade etmektedir.}{\cs16\fs24\super\insrsid1852904\charrsid15411841  \chftn {\footnote \pard\plain \s17\qj \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {
\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  1997-1998 y\'fdllar\'fdna ait }{\insrsid12287561 d}{\insrsid1852904 \'f6rt basamakl\'fd 21 adet imalat sanayii alt sekt\'f6rlerine ait fiyat ve reklam harcamalar\'fd verilerini, kullanarak yapt\'fd\'f0
\'fdm\'fdz \'e7al\'fd\'femada; D\'ddE\rquote den elde edilen 1997 ve 1998 y\'fdllar\'fdna ait 1994=100 bazl\'fd Sekt\'f6rel T\'fcketici Fiyat \'ddndeksi ile deflate edilerek hesaplanan fiyat ve reklam esneklik katsay\'fdlar\'fdn\'fdn kullan\'fdlarak yap
\'fdlan regresyon analizinde; tahmin denklemindeki parametrelere ili\'fekin katsay\'fdlar pozitif \'e7\'fdkm\'fd\'fet\'fdr. Tahmin edilen parametreler, (0.05) d\'fczeyinde anlaml\'fd bulunmu\'fetur. Tahmin edilen bu parametrelerin bu d\'fczeyde anlaml\'fd
 olmas\'fd, tahminin b\'fcy\'fck \'f6l\'e7\'fcde ge\'e7erli g\'fcvenilir oldu\'f0unu g\'f6stermektedir. Ayr\'fdca Tahmin edilen regresyon denkleminin fiyat esneklik katsay\'fds\'fdn\'fdn  kendi ortalamas\'fd \'e7evresinde yapt\'fd\'f0\'fd varyasyonu ne 
\'f6l\'e7\'fcde a\'e7\'fdklama g\'fcc\'fcne sahip oldu\'f0unu g\'f6steren R\'b2 ise %52 olarak bulunmu\'fetur. \'ddmalat sanayinin reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere sahip olan d\'f6rt basamakl\'fd 21 adet alt sekt\'f6r\'fcne ait yapt\'fd\'f0
\'fdm\'fdz bu \'e7al\'fd\'femada talebin fiyat esnekli\'f0i ile reklam esnekli\'f0i aras\'fdnda pozitif bir ili\'feki tespit edilmi\'fetir. Z.Ne\'fee \'deENG\'d6K: }{\ul\insrsid1852904 Reklam Harcamalar\'fdn\'fdn Farkl\'fd Piyasa T\'fcrlerine G\'f6
re Ekonomik Etrkileri ve T\'fcrkiye \'d6rne\'f0i}{\insrsid1852904 , Ankara Gazi \'dcniversitesi, (Yay\'fdnlanmam\'fd\'fe Doktora Tezi),186-188.}}}{\fs24\insrsid1852904\charrsid15411841  Buradan hareketle, T\'fcrkiye\rquote de yap\'fd
lan reklam faaliyetlerinin niteli\'f0inin de\'f0i\'feti\'f0ini s\'f6yleyebiliriz. Ba\'feka bir ifadeyle, bilgi verici nitelikten ikna edici niteli\'f0e do\'f0ru bir de\'f0i\'feim oldu\'f0u sonucuna var\'fdlabilir.
\par }{\fs24\insrsid4795633\charrsid15411841 
\par 
\par }{\b\fs24\insrsid14032600 4}{\b\fs24\insrsid15411841\charrsid15411841 .1.2. }{\b\fs24\insrsid1852904\charrsid15411841 Talebin Fiyat ve Reklam Esneklik Katsay\'fdlar\'fdn\'fdn A\'e7\'fdklanmas\'fd
\par }{\fs24\insrsid1852904\charrsid15411841 T\'fcrk \'ddmalat Sanayiinde reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere sahip olan d\'f6rt basamakl\'fd 13 adet imalat sanayi alt sekt\'f6rlerine ili\'feki talebin fiyat esneklik katsay\'fdlar\'fdn\'fd
n beklentilerimiz do\'f0rultusunda \'e7\'fdkmas\'fdna kar\'fe\'fdn, reklam esnekli\'f0i katsay\'fdlar\'fdnda farkl\'fd sonu\'e7lar elde ettik. 13 adet imalat sanayii alt sekt\'f6r\'fcnden 4 tanesinde ise, talebin reklam esneklik katsay\'fdlar\'fd negatif 
\'e7\'fdkm\'fd\'fet\'fdr. }{\fs24\insrsid16399939 B}{\fs24\insrsid1852904\charrsid15411841 u}{\fs24\insrsid16399939 ,}{\fs24\insrsid1852904\charrsid15411841  beklentimizin tersi bir sonu\'e7tur. \'dd\'feareti negatif \'e7\'fdkan 4 adet sekt\'f6
rden iki tanesinin i\'feareti, reklam harcamalar\'fd artt\'fd\'f0\'fd halde sat\'fd\'fe miktarlar\'fd azalan sekt\'f6rlerdir. Di\'f0er iki sekt\'f6r ise, reklam harcamas\'fd azald\'fd\'f0\'fd halde sat\'fd\'fe miktarlar\'fd artan sekt\'f6rlerdir. 
\par Reklam harcamalar\'fd azald\'fd\'f0\'fd halde sat\'fd\'fe miktarlar\'fd artan bu sekt\'f6rler;
\par }{\b\fs24\insrsid1852904\charrsid15411841 1.}{\fs24\insrsid1852904\charrsid15411841  1514 kod numaral\'fd Bitkisel ve hayvansal kat\'fd ya\'f0 imalat\'fd,
\par }{\b\fs24\insrsid1852904\charrsid15411841 2. }{\fs24\insrsid1852904\charrsid15411841 1554 kod numaral\'fd alkols\'fcz i\'e7ecek imalat\'fd, maden ve memba sular\'fd \'fcretimi sanayii; memba sular\'fd, suni soda, meyveli, kolal\'fd ve sade gazoz,
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid15283750 {\fs24\insrsid12591925\charrsid15411841 Taraf\'fdmca hesaplanan b}{\fs24\insrsid1852904\charrsid15411841 u sekt\'f6rlere ili\'fekin t
alebin fiyat ve reklam esneklik katsay\'fdlar\'fd}{\fs24\insrsid12591925\charrsid15411841  a\'fea\'f0\'fdda }{\fs24\insrsid1145102 \'c7izelge}{\fs24\insrsid1852904\charrsid15411841  1}{\fs24\insrsid12591925\charrsid15411841 , }{\fs24\insrsid1145102 \'c7
izelge}{\fs24\insrsid1145102\charrsid15411841  }{\fs24\insrsid12591925\charrsid15411841 2 ve }{\fs24\insrsid1145102 \'c7izelge}{\fs24\insrsid1145102\charrsid15411841  }{\fs24\insrsid12591925\charrsid15411841 3}{\fs24\insrsid1852904\charrsid15411841 
\rquote }{\fs24\insrsid12591925\charrsid15411841 d}{\fs24\insrsid1852904\charrsid15411841 e g\'f6sterilmi\'fetir.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid3736380 
\par 
\par 
\par 
\par 
\par }\pard \qc \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\b\fs24\insrsid10517159 \'c7izelge}{\b\fs24\insrsid1852904\charrsid15411841  1}{\b\fs24\insrsid10517159 .}{\b\fs24\insrsid1852904\charrsid15411841 
 Talebin Reklam Esneklik Katsay\'fdlar\'fd
\par Negatif \'c7\'fdkan Sekt\'f6rler
\par }{\fs24\insrsid1852904\charrsid15411841 (Sat\'fd\'fe Miktar\'fd Artan Reklam Harcamas\'fd Azalan Sekt\'f6rler)
\par (T\'dcFE \'ddndeksi Sekt\'f6rel Bazda, 1994=100)
\par }{\fs24\ul\insrsid1852904\charrsid15411841 Kod}{\fs24\insrsid1852904\charrsid15411841           }{\fs24\ul\insrsid1852904\charrsid15411841 Fiyat Esnekli\'f0i}{\fs24\insrsid1852904\charrsid15411841           }{\fs24\ul\insrsid1852904\charrsid15411841 
Reklam Esnekli\'f0i
\par }\pard \qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841                                    1514                  -0.43                             -0.07
\par                                    1554                  -0.12                             -0.95
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841 Reklam harcamalar\'fd artt\'fd\'f0\'fd halde sat\'fd\'fe miktarlar\'fd azalan di\'f0er iki sekt\'f6r ise,
\par }{\b\fs24\insrsid1852904\charrsid15411841 1. }{\fs24\insrsid1852904\charrsid15411841 1549 kod numaral\'fd ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe g\'fdda maddeleri imalat\'fd; domates p\'fcresi, ket\'e7ap, haz\'fdr \'e7orbalar, et sular\'fd m
\'fcstehzarlar\'fd,
\par }{\b\fs24\insrsid1852904\charrsid15411841 2.}{\fs24\insrsid1852904\charrsid15411841  2212 kod numaral\'fd gazete, dergi ve s\'fcreli yay\'fdnlar\'fdn yay\'fdm\'fd,
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid15283750 {\fs24\insrsid1852904\charrsid15411841 Bu sekt\'f6rlere ili\'fekin talebin fiyat ve reklam esneklik katsay\'fdlar\'fd Tablo: 2\rquote 
de g\'f6sterilmi\'fetir.
\par }\pard \qc \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\b\fs24\insrsid3736380 \'c7izelge 2.}{\b\fs24\insrsid1852904\charrsid15411841  Talebin Reklam Esneklik Katsay\'fdlar\'fd
\par Negatif \'c7\'fdkan Sekt\'f6rler
\par }{\fs24\insrsid1852904\charrsid15411841 (Sat\'fd\'fe Miktar\'fd Azalan Reklam Harcamas\'fd Artan Sekt\'f6rler)
\par (T\'dcFE \'ddndeksi Sekt\'f6rel Bazda, 1994=100)
\par }\pard \qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841                                  }{\fs24\ul\insrsid1852904\charrsid15411841 Kod}{\fs24\insrsid1852904\charrsid15411841 
          }{\fs24\ul\insrsid1852904\charrsid15411841 Fiyat Esnekli\'f0i}{\fs24\insrsid1852904\charrsid15411841           }{\fs24\ul\insrsid1852904\charrsid15411841 Reklam Esnekli\'f0i
\par }{\fs24\insrsid1852904\charrsid15411841                                 1549                  -0.41                              -0.32
\par                                 2212                  -0.82                              -0.06
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid15283750 {\fs24\insrsid1852904\charrsid15411841 \'ddmalat sanayiinin reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere sahip olan d\'f6rt basamakl
\'fd 13 adet imalat sanayii alt sekt\'f6rlerinde talebin reklam esnekli\'f0ine ili\'fekin yapt\'fd\'f0\'fdm\'fdz bu \'e7al\'fd\'femada, 9 sekt\'f6rde reklam esneklik katsay\'fdlar\'fd beklentimiz do\'f0rultusunda pozitif \'e7\'fdkm\'fd\'fet\'fdr. Bu sonu
\'e7, imalat sanayiinde yap\'fdlan reklam faaliyetlerinin, genel olarak t\'fcketicinin sat\'fdn al\'fdm kararlar\'fdn\'fd etkiledi\'f0ini, ancak bu etkinin d\'fc\'fe\'fck oldu\'f0unu ve sat\'fdn al\'fdm kararlar\'fd \'fczerinde reklam d\'fd\'fe\'fdnda ba
\'feka etkenlerinde (\'fcr\'fcn fiyat\'fd, kalitesi, gibi) etkili oldu\'f0u s\'f6ylenebilir.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid3156786\charrsid15411841 
\par }\pard \qc \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\b\fs24\insrsid3156786 \'c7izelge 3.}{\b\fs24\insrsid1852904\charrsid15411841  Talebin Reklam Esneklik Katsay\'fdlar\'fd Pozitif Olan
\par }{\fs24\insrsid1852904\charrsid15411841 Sekt\'f6rlere Ait Reklam ve Fiyat Esneklik Katsay\'fdlar\'fd ve Yo\'f0unla\'fema (CR4) oranlar\'fd}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  2000 Y\'fdl\'fdna Ait Yo\'f0unla\'fema Oranlar\'fd (CR4) D\'ddE
\rquote den elde edilmi\'fetir.}}}{\fs24\ul\insrsid1852904\charrsid15411841 
\par }\pard \qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\ul\insrsid1852904\charrsid15411841 Kod}{\fs24\insrsid1852904\charrsid15411841            }{\fs24\ul\insrsid1852904\charrsid15411841 Yo\'f0. Oran\'fd
 (CR4)}{\fs24\insrsid1852904\charrsid15411841                   }{\fs24\ul\insrsid1852904\charrsid15411841 Reklam Esnek.Kats}{\fs24\insrsid1852904\charrsid15411841 .          }{\fs24\ul\insrsid1852904\charrsid15411841 Fiyat Esneklik katsay\'fds\'fd
\par }{\fs24\insrsid1852904\charrsid15411841 1511                   31.19                                        0.81                                   -0.99
\par 1513                   36.32                                        0.12                                   -0.60
\par 1541                   43.8                                          0.40                                   -0.34
\par 1543                  59.56                                         1.02                                   -1.46
\par 1920                  35.1                                           1.84                                  .-4.24
\par 2109                  46.29                                         0.06                                   -2.46
\par 2930                  57.92                                         0.03                                   -0.27
\par 3230                  47.9                                           0.31                                   -4.13
\par 3610                 35.59                                          1.12                                   -0.64}{\fs24\insrsid1852904 
\par }{\fs24\insrsid2889206\charrsid15411841 
\par }\pard \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841 Se\'e7ti\'f0imiz sekt\'f6rler i\'e7inde, g\'fdda sekt\'f6r\'fcnde; et \'fcr\'fcnleri sanayii, sebze ve meyvelerin i
\'felenmesi ve saklanmas\'fd, f\'fdr\'fdn \'fcr\'fcnleri imalat\'fd, kakao, \'e7ikolata ve \'feekerleme imalat\'fd, giyim sekt\'f6r\'fcnde; ayakkab\'fd imalat\'fd (spor ayakkab\'fds\'fd), ka\'f0\'fdt ve mukavva \'fcr\'fcnleri imalat\'fd
, elektrikli ev aletleri imalat\'fd, (elektrikli k\'fc\'e7\'fck ev aletleri, buzdolab\'fd, \'e7ama\'fe\'fdr makinesi, bula\'fe\'fdk makinesi, vb.) televizyon ve radyo al\'fdc\'fdlar\'fd (ses ve g\'f6r\'fcnt\'fc kaydeden veya \'fcreten te\'e7
hizat ve bunlarla ilgili ara\'e7lar\'fdn imalat\'fd) ve mobilya imalat\'fd sanayilerinde, reklam esneklik katsay\'fds\'fd pozitif \'e7\'fdkm\'fd\'fet\'fdr. Ancak bununla birlikte, bu \'fcr\'fcnlerin reklam esneklik katsay\'fdlar\'fdna de\'f0
er olarak bakacak olursak (Tablo-3), talebin reklam esnekli\'f0inin, kakao, \'e7ikolata ve \'feekerleme imalat\'fd (1.02), ayakkab\'fd imalat\'fd (spor ayakkab\'fds\'fd) (1.84) ve mobilya imalat\'fd (1.12) sanayileri hari\'e7 olmak \'fczere, di\'f0er \'fc
r\'fcnlerde az esnek oldu\'f0u g\'f6r\'fclmektedir. Ba\'feka bir }{\fs24\insrsid2889206 ifadeyle, reklam harcamalar\'fdnda}{\fs24\insrsid1852904\charrsid15411841  ancak, y\'fcksek bir art\'fd\'fe kar\'fe\'fds\'fdnda sat\'fd\'fe miktar\'fdnda y\'fck}{
\fs24\insrsid16416264 sek bir art\'fd\'fe g\'f6r\'fclebilecektir. K}{\fs24\insrsid1852904\charrsid15411841 akao, \'e7ikolata ve \'feekerleme imalat\'fd (1.02), ayakkab\'fd imalat\'fd (spor ayakkab\'fds\'fd) (1.84) ve mobilya imalat\'fd
 (1.12) sanayilerinde ise, talebin reklam esnekli\'f0inin daha esnek oldu\'f0u g\'f6r\'fclmektedir. Ba\'feka bir ifadeyle, reklam harcamalar\'fdnda k\'fc\'e7\'fck bir art\'fd\'fe\'fdn sat\'fd\'fe miktar\'fdnda b\'fcy\'fck bir art\'fd\'fea yol a\'e7
abilecektir.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid2889206\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam faaliyetlerinin t\'fcketici sat\'fdn al\'fdm kararlar\'fdn\'fdn belirlenmesinde ve sat\'fd\'fe miktar\'fd \'fczerindeki etkisinin az olmas\'fd, t\'fcketici sat\'fdn al\'fdm kararlar\'fdn\'fdn ve sat\'fd\'fe
 miktar\'fdn\'fdn ba\'feka unsurlar taraf\'fdndan etkilendi\'f0inin bir g\'f6stergesi olmaktad\'fdr. T\'fcketicinin karar vermesinde al\'fd\'fe-veri\'fe \'f6ncesi bilgi, tutum ve davran\'fd\'felarla, al\'fd\'fe-veri\'fe s\'fdras\'fd
nda kendisine etki eden fakt\'f6rler bir arada t\'fcketiciyi etkileyebilmektedir. Di\'f0er taraftan gelir, e\'f0itim d\'fczeyi ba\'feta olmak \'fczere, ya\'fe, aile ya\'feam d\'f6nemi de t\'fcketicinin sat\'fdn al\'fdm kararlar\'fdn\'fd
 etkileyebilmektedir.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid16416264\charrsid15411841 
\par }{\fs24\insrsid16541650 
\par 
\par }{\fs24\insrsid1852904\charrsid15411841 Di\'f0er taraftan Nazik, \'dclkemizde 7 sekt\'f6r dahilinde (g\'fdda, temizlik maddeleri, ki\'feisel bak\'fdm malzemeleri, giyim, k\'fc\'e7\'fck ev aletleri, b\'fcy\'fck ev aletleri-mobilya ve ot}{
\fs24\insrsid16416264 omobil sekt\'f6rleri) yap\'fdlan, 15 b}{\fs24\insrsid1852904\charrsid15411841 \'fcy\'fck\'feehir ve }{\fs24\insrsid16416264 d}{\fs24\insrsid1852904\charrsid15411841 i\'f0er }{\fs24\insrsid16416264 i}{
\fs24\insrsid1852904\charrsid15411841 lleri kapsayan bir \'e7al\'fd\'fema yapm\'fd\'fet\'fdr. }{\fs24\insrsid16541650 
\par 
\par }{\fs24\insrsid1852904\charrsid15411841 B\'fct\'fcn \'fcr\'fcnlerde piyasa ara\'fet\'fdrmas\'fd yaparak bilgi edinme ilk s\'fdray\'fd almakla birlikte, temizlik ve ki\'feisel bak\'fdm \'fcr\'fcnlerinde biraz daha d\'fc\'fe\'fck oranlardad\'fd
r. Yine, bunu, b\'fct\'fcn mal gruplar\'fdnda ki\'feisel deneyim izlemektedir. Ayr\'fdca reklamlardan etkilenme g\'fdda maddeleri ve giyim e\'feyalar\'fdnda daha da az olarak b\'fct\'fcn mal gruplar\'fdnda %10\rquote nun alt\'fdndad\'fdr. T\'fcketici sat
\'fdn al\'fdm kararlar\'fdn\'fdn ortalama %54\rquote \'fcn\'fcn piyasa ara\'fet\'fdrmas\'fd, %25\rquote inin deneyim, %7\rquote sininde reklam taraf\'fdndan kalan\'fdn\'fdn ise di\'f0er unsurlar (arkada\'fe tavsiyesi ve sat\'fdc\'fd tavr\'fd) taraf\'fd
ndan belirlendi\'f0i tespit edilmi\'fetir. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid16541650\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 T\'fcketicilerin reklamdan etkilenme oranlar\'fdna sekt\'f6rel a\'e7\'fddan bakt\'fd\'f0\'fdm\'fdzda; g\'fdda maddelerinde %4.2, temizlik maddelerinde %7.6, ki\'feisel bak\'fdm \'fcr\'fcnlerinde %8.5, giyim e\'fe
yalar\'fdnda %3.7, k\'fc\'e7\'fck ev aletlerinde %7.5, b\'fcy\'fck ev aletleri ve mobilyalarda %7, otomobilde %7.9}{\fs24\insrsid16541650 \rquote }{\fs24\insrsid1852904\charrsid15411841 dur.}{\fs24\insrsid16541650 
\par }{\fs24\insrsid1852904\charrsid15411841  
\par T\'fcketici sat\'fdn al\'fdm kararlar\'fdnda reklamdan etkilenmesinin bir belirleyicisi, t\'fcketicinin gelir d\'fczeyidir. Gelir d\'fczeyi artt\'fdk\'e7a, reklam\'fdn t\'fcketici sat\'fdn al\'fdm kararlar\'fd \'fczerindeki etkisi de art\'fd\'fe g\'f6
stermektedir. Geliri 100 milyon ve alt\'fdnda olan gelir grubunda reklam\'fdn t\'fcketici sat\'fdn al\'fdm kararlar\'fd \'fczerindeki etkisi % 5.6 iken; bu oran, geliri 100 milyon-200 milyon aras\'fdnda olanlarda %6.7, geliri 200 milyon-300 milyon aras
\'fdnda olanlarda %12.6 ve geliri 300 milyon ve \'fcst\'fc olanlarda %14 olmaktad\'fdr.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid16541650\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Sat\'fdn al\'fdm kararlar\'fdn\'fdn reklamdan etkilenmesinde ikinci bir etken, e\'f0itim d\'fczeyidir. E\'f0itim d\'fczeyi artt\'fdk\'e7a t\'fcketici sat\'fdn al\'fdm kararlar\'fdnda reklam\'fdn etkisi de artmaktad
\'fdr. E\'f0itim d\'fczeyi ilk ve daha az olanlarda reklam\'fdn t\'fcketici sat\'fdn al\'fdm kararlar\'fd \'fczerindeki etkisi %4 iken, bu oran, orta \'f6\'f0renimlilerde %8, y\'fcksek \'f6\'f0renimlilerde ise %9 olmaktad\'fdr.}{\fs24\insrsid1852904 

\par }{\fs24\insrsid16541650\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Sat\'fdn al\'fdm kararlar\'fdn\'fdn reklamdan etkilenmesinde \'fc\'e7\'fcnc\'fc bir etken, t\'fcketicinin ya\'fe d\'fczeyidir. Ya\'fe d\'fczeyi y\'fckseldik\'e7e, reklamdan etkilenme oran\'fd azalmaktad\'fd
r. 20 ve alt\'fdndaki ya\'felarda t\'fcketicinin reklamdan etkilenme oran\'fd %13.3 iken, bu oran 21-30 ya\'fe aras\'fdnda %10, 31-40 ya\'fe aras\'fdnda %7.5, 41-50 ya\'fe ve 51 ve \'fcst\'fc ya\'felarda %5 olmaktad\'fdr.
\par Ayr\'fdca, kad\'fdnlar\'fdn erkeklere oranla, reklamdan etkilenme oran\'fd daha y\'fcksektir. Kad\'fdnlarda reklamdan etkilenme oran\'fd %9 iken bu oran erkeklerde %6 d\'fczeyindedir. Bununla birlikte, reklamlardan etkilenme d\'fczeyi \'e7al\'fd\'fe
ma durumuna g\'f6re de de\'f0i\'feiklik g\'f6stermektedir. \'c7al\'fd\'fean kesimde reklamlardan etkilenme oran\'fd %7 iken, bu oran \'e7al\'fd\'femayan kesimde %6 olmaktad\'fdr.}{\cs16\fs24\super\insrsid1852904\charrsid16541650 \chftn {\footnote 
\pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Hamil NAZ\'ddK: }{\ul\insrsid1852904 T\'fcrkiye\rquote 
de T\'fcketici Profili}{\insrsid1852904  (Ankara, 1999), 34-42.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid16541650\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Di\'f0er taraftan t\'fcketicinin sat\'fdn al\'fdm kararlar\'fdn\'fdn belirlenmesinde en \'f6nemli fakt\'f6r\'fcn \'fcr\'fcn fiyatlar\'fd oldu\'f0u g\'f6r\'fclmektedir. \'dcr\'fcn fiyatlar\'fd %82 oran\'fdnda t\'fc
keticinin sat\'fdn al\'fdm kararlar\'fdn\'fd etkilemektedir. Bunu ise, %68 ile marka tercihi (TSE, ISO, vb.) izlemektedir. Reklamlar\'fdn sat\'fdn al\'fdm kararlar\'fd \'fczerindeki etkisi ise, %8 oldu\'f0u g\'f6r\'fclm\'fc\'fet\'fcr.}{
\cs16\fs24\super\insrsid1852904\charrsid16541650 \chftn {\footnote \pard\plain \s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{
\insrsid1852904  Hamil NAZ\'ddK: a.g.e., 45.}}}{\fs24\insrsid1852904\charrsid16541650  }{\fs24\insrsid1852904 
\par }{\fs24\insrsid16541650\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Gelir d\'fczeyi, e\'f0itim d\'fczeyi, ya\'fe gibi unsurlarda t\'fcketicinin marka tercihi \'fczerinde etkili olmaktad\'fdr. Gelir d\'fczeyi ve e\'f0itim d\'fczeyi artt\'fdk\'e7a marka tercihinin de artt\'fd\'f0\'fd
 g\'f6r\'fclmektedir. Ancak}{\fs24\insrsid2650153 ,}{\fs24\insrsid1852904\charrsid15411841  fiyat d\'fczeyinin, t\'fcm gruplarda etkin oldu\'f0u, sadece y\'fcksek gelir d\'fczeylerinde, geliri 300 milyon ve \'fczerinde olanlarda, \'e7
ok az bir farkla marka tercihini izledi\'f0i g\'f6r\'fclmektedir (Marka tercihi %76, fiyat etkisi %74.7)}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  Hamil NAZ\'ddK: a.g.e., 46.}}}{
\fs24\insrsid1852904\charrsid15411841 .}{\fs24\insrsid1852904 
\par }{\fs24\insrsid2650153\charrsid15411841 
\par }{\fs24\insrsid2650153 \'c7izelge}{\fs24\insrsid1852904\charrsid15411841  3\rquote de de g\'f6r\'fcld\'fc\'f0\'fc gibi, genel olarak, piyasa yo\'f0unla\'fema oran\'fdn\'fdn %30 ile %70 aras\'fdnda olan sekt\'f6rlerde talebin reklam esneklik katsay\'fdlar
\'fd da pozitif \'e7\'fdkm\'fd\'fet\'fdr. Bu durum yo\'f0unla\'fema d\'fczeyi %30-%70 aras\'fdnda olan sekt\'f6rlerde yani, tekelci rekabet ve oligopol piyasalar\'fdnda}{\cs16\fs24\super\insrsid1852904\charrsid15411841 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D\'f6rt firma yo\'f0unla\'fema oran\'fd %40 dan k\'fc\'e7\'fc
k olan (CR4<%40) piyasalar tekelci rekabet olarak, d\'f6rt firma yo\'f0unla\'fema oran\'fd %40 dan b\'fcy\'fck olan (CR+>%40) piyasalar ise oligopol olarak kabul edilmektedir. D\'f6rt firma yo\'f0unla\'fema oran\'fdn\'fdn %60 dan k\'fc\'e7\'fck oldu\'f0
u (CR+<%60) piyasalar zay\'fdf oligopol, d\'f6rt firma yo\'f0unla\'fema oran\'fdn\'fdn %60 dan b\'fcy\'fck oldu\'f0u (CR4>%60) piyasalar kuvvetli oligopol denilmektedir. Kuvvetli oligopol durumunda firmalar\'fdn aralar\'fdnda anla\'fearak teke
lci gibi davranma olas\'fdl\'fd\'f0\'fd y\'fcksektir. Ayr\'fdnt\'fdl\'fd bilgi i\'e7in bknz. Erdal \'dcNSAL: }{\ul\insrsid1852904 Mikro \'ddktisat}{\insrsid1852904  (Ankara, 1998), 436-437.}}}{\fs24\insrsid1852904\charrsid15411841  reklam harcamalar\'fdn
\'fdn sat\'fd\'fe miktarlar\'fd \'fczerinde etken oldu\'f0unu g\'f6stermektedir. Ayr\'fdca, talebin fiyat ve reklam esneklik katsay\'fdlar\'fdn\'fd kullanarak yapt\'fd\'f0\'fdm\'fdz regresyon analizinde de, talebin fiyat esneklik katsay\'fdlar\'fd
 ile reklam esneklik katsay\'fdlar\'fd aras\'fdnda negatif ve anlaml\'fd bir ili\'feki tespit edilmi\'fetir. Bu bulgu, bir anlamda, reklam harcamalar\'fdn\'fdn talebin fiyat esnekli\'f0i \'fczerinde azalt\'fdc\'fd bir etkisinin oldu\'f0
unu ifade etmektedir. Bu ise, t\'fcketicilerin fiyat de\'f0i\'feimlerine kar\'fe\'fd duyarl\'fdl\'fd\'f0\'fdn\'fdn azalmas\'fdna yol a\'e7abilecektir. B\'f6ylece reklam, marka ba\'f0\'fdml\'fdl\'fd\'f0\'fd yaratarak firman\'fdn \'fcr\'fcn\'fcne y\'f6
nelik talebi daha az esnek hale getirebilecektir. Bu ise, firman\'fdn tekelci g\'fcc\'fcn\'fcn artmas\'fdna yol a\'e7abilecektir. Ba\'feka bir ifadeyle, yo\'f0unla\'fema d\'fczeyi artabilecektir. Ayr\'fdca, reklam faaliyetleri, firman\'fd
n maliyet fonksiyonuna girmesi nedeniyle, firma a\'e7\'fds\'fdndan bir maliyet unsuru olmaktad\'fdr. T\'fcm bu par\'e7alar birle\'fetirildi\'f0inde ise, reklam harcamalar\'fdn\'fdn fiyatlar \'fczerinde y}{\fs24\insrsid13843543 \'fc
kseltici bir etkisinin oldu\'f0u s\'f6ylen}{\fs24\insrsid1852904\charrsid15411841 ebilir.}{\fs24\insrsid13843543 
\par }{\fs24\insrsid9843882\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam harcamalar\'fdn\'fdn fiyatlar \'fczerindeki etkisi baz\'fd ekonomistler taraf\'fdndan ara\'fet\'fdr\'fdlm\'fd\'fet\'fdr. Needham, reklam\'fdn fiyat d\'fc\'femesine yol a\'e7abilmesi i\'e7in, reklam sonucu sat
\'fdlan \'fcr\'fcn miktar\'fdn\'fdn artmas\'fd ve ortalama maliyetlerin \'fcretim miktar\'fd artt\'fdk\'e7a d\'fc\'femesi gerekti\'f0ini belirtmektedir. B\'f6ylece reklam\'fd yap\'fdlan \'fcr\'fcn i\'e7in piyasa talebinin de\'f0i\'fe
memesi halinde, bir firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talebin artmas\'fd, bir di\'f0er firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talebin azalmas\'fd sonucu ger\'e7ekle\'feecektir. Bu durumda, ancak baz\'fd firmalar\'fdn end\'fc
striyi terk etmesi halinde fiyat\'fdn d\'fc\'femesi s\'f6z konusu olacakt\'fdr. Reklam sonucu reklam\'fd yap\'fdlan \'fcr\'fcn\'fcn piyasa talebi artarsa, end\'fcstrideki firmalar\'fdn hepsi i\'e7in bir talep art\'fd\'fe\'fd m\'fcmk\'fc
n olabilir. Bu durumda \'f6l\'e7ek ekonomilerinden yararlanma durumu s\'f6z konusu olabilir. B\'f6ylece fiyat\'fdn d\'fc\'femesi s\'f6z konusu olabilir.}{\cs16\fs24\super\insrsid1852904\charrsid9843882 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  D. NEEDHAM: }{\ul\insrsid1852904 a.g.e,. }{\insrsid1852904 90.}}}{
\fs24\insrsid1852904 
\par }{\fs24\insrsid9843882\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Di\'f0er taraftan bir end\'fcstride, bir firman\'fdn reklam harcamalar\'fdn\'fd art\'fdrmas\'fdna kar\'fe\'fd rakipleri reklam alan\'fdnda yo\'f0un tepki g\'f6sterebilir. Bu durumda firma kar\'fe\'fd kar\'fe\'fd
ya oldu\'f0u talep ko\'feullar\'fdn\'fd reklam yoluyla de\'f0i\'fetirmeyebilir. B\'f6yle bir durumda reklam\'fdn fiyat\'fd y\'fckseltici etkisi s\'f6z konusu olabilir. Bununla birlikte, firmalar aras\'fd anla\'fema olmad\'fdk\'e7a, bir firman\'fd
n reklam harcamalar\'fdn\'fd azaltmas\'fd da m\'fcmk\'fcn olamaz. \'c7\'fcnk\'fc firma, bu durumun, piyasa pay\'fdn\'fdn azalmas\'fdna neden olaca\'f0\'fdn\'fd d\'fc\'fe\'fcn\'fcr. Buna kar\'fe\'fdl\'fdk, t\'fcm firmalar\'fdn reklam\'fd
 azaltma konusunda anla\'femalar\'fd, maliyetleri d\'fc\'fe\'fcrme a\'e7\'fds\'fdndan olumlu bir sonu\'e7 verecektir.}{\cs16\fs24\super\insrsid1852904\charrsid9843882 \chftn {\footnote \pard\plain 
\s17\ql \li0\ri0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\cs16\super\insrsid1852904 \chftn }{\insrsid1852904  J. V. KOCH: }{\ul\insrsid1852904 a.g.e.}{\insrsid1852904 
, 324-325; D. NEEDHAM: a.g.e., 90.}}}{\fs24\insrsid1852904 
\par }{\fs24\insrsid9843882\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Reklam harcamalar\'fd bir taraftan, bir maliyet unsuru olarak firman\'fdn maliyetlerinin artmas\'fdna yol a\'e7arak di\'f0er taraftan da, t\'fcketici tercihlerini etkileyerek piyasaya giri\'fe
i engellemek suretiyle yo\'f0unla\'femay\'fd art\'fdr\'fdc\'fd bir rol oynamaktad\'fdr. Gelir ve e\'f0itim d\'fczeyi y\'fckseldik\'e7e reklam\'fdn t\'fcketiciler \'fczerindeki etkisinin de artt\'fd\'f0\'fd yap\'fdlan anket \'e7al\'fd\'femas\'fdndan da g
\'f6r\'fclm\'fc\'fet\'fcr. Yo\'f0unla\'femay\'fd art\'fdran unsurlardan biri olarak reklam, piyasada rekabeti engelleyici bir rol oynamaktad\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid9843882 
\par }{\fs24\insrsid9843882\charrsid15411841 
\par }{\b\fs24\insrsid14032600 5}{\b\fs24\insrsid15411841\charrsid15411841 . }{\b\fs24\insrsid1852904\charrsid15411841 SONU\'c7
\par }\pard\plain \s21\qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1392231 \'c7al\'fd\'fema}{\insrsid1852904\charrsid15411841 da reklam harcamalar
\'fdn\'fdn fiyat esnekli\'f0i \'fczerindeki etkisini \'f6l\'e7mek amac\'fdyla, T\'fcrkiye \'ddmalat Sanayinin reklam\'fd en \'e7ok yap\'fdlan \'fcr\'fcnlere ait d\'f6rt basamakl\'fd 13 adet alt sekt\'f6re ait 1999 ve 2000 y\'fdl\'fdna ait veriler kullan
\'fdlarak her bir sekt\'f6re ait talebin fiyat ve reklam esneklik katsay\'fdlar\'fd hesaplanm\'fd\'fet\'fdr. Daha sonra bu katsay\'fdlara ait tekli regresyon analizleri yap\'fdlm\'fd\'fet\'fdr. Yap\'fdlan regresyon analizi sonucu elde edilen tahmin d
enkleminde, fiyat esnekli\'f0i ile reklam esnekli\'f0i aras\'fdnda istatistiksel olarak anlaml\'fd ve negatif bir ili\'feki tespit edilmi\'fetir. }{\insrsid1852904 
\par }{\insrsid14307679\charrsid15411841 
\par }\pard\plain \qj \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 Bu bulgu, bir anlamda, reklam harcamalar\'fdn\'fd
n talebin fiyat esnekli\'f0i \'fczerinde azalt\'fdc\'fd bir etkisinin oldu\'f0unu ifade etmektedir. Bu ise, t\'fcketicilerin fiyat de\'f0i\'feimlerine kar\'fe\'fd duyarl\'fdl\'fd\'f0\'fdn\'fdn azalmas\'fdna yol a\'e7abilecektir. B\'f6
ylece reklam, marka ba\'f0\'fdml\'fdl\'fd\'f0\'fd yaratarak firman\'fdn \'fcr\'fcn\'fcne y\'f6nelik talebi daha az esnek hale getirebilecektir. Bu ise, firman\'fdn tekelci g\'fcc\'fcn\'fcn artmas\'fdna yol a\'e7abilecektir. Ba\'feka bir ifadeyle, yo\'f0
unla\'fema d\'fczeyi artabilecektir. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid14307679\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Ayr\'fdca, reklam faaliyetleri, firman\'fdn maliyet fonksiyonuna girmesi nedeniyle, firma a\'e7\'fds\'fdndan bir maliyet unsuru olmaktad\'fdr. Bu ise k\'fc\'e7\'fck \'f6l\'e7ekli firmalar\'fdn piyasaya giri\'fe
ini engelleyerek bir giri\'fe engeli olu\'feturacakt\'fdr. }{\fs24\insrsid1852904 
\par }{\fs24\insrsid14307679\charrsid15411841 
\par }{\fs24\insrsid1852904\charrsid15411841 Sonu\'e7 olarak, reklam, end\'fcstride mevcut firmalar, end\'fcstriye yeni firma giri\'feini \'f6zendirmeksizin fiyat\'fd tam rekabet d\'fczeyinin \'fczerinde bir d\'fczeyde belirliyebileceklerdir. Ba\'fe
ka bir ifadeyle, reklam harcamalar\'fdn\'fdn fiyatlar \'fczerinde y\'fckseltici bir etkisinin oldu\'f0unu s\'f6yleyebiliriz.}{\fs24\insrsid1852904 
\par }{\fs24\insrsid14307679\charrsid15411841 
\par }\pard\plain \s20\ql \fi708\li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\insrsid1392231 YARARLANILAN KAYNAKLAR}{\b\insrsid1852904\charrsid15411841 
\par {\listtext\pard\plain\s20 \f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}}\pard \s20\ql \fi-360\li720\ri0\sl360\slmult1\widctlpar\jclisttab\tx720\aspalpha\aspnum\faauto\ls64\adjustright\rin0\lin720\itap0\pararsid1392231 {
\insrsid1852904\charrsid15411841 BA\'ddN, J. S.: }{\b\ul\insrsid1852904\charrsid4868930 Barriers To New Competition}{\insrsid1852904\charrsid15411841 , Cambridge, M.A., Harward University Press. (1956).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}}\pard\plain \qj \fi-360\li720\ri0\sl360\slmult1\widctlpar\jclisttab\tx720\aspalpha\aspnum\faauto\ls63\adjustright\rin0\lin720\itap0\pararsid1392231 
\fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 BROZEN, Y.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 \'dds Advertising A Barrier To Entry ?}{\fs24\insrsid1852904\charrsid15411841 \'94, }{
\fs24\ul\insrsid1852904\charrsid15411841 Advertising and Society}{\fs24\insrsid1852904\charrsid15411841  (New York, 1974)., 79-109.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}BULMU\'de, }{\fs24\ul\insrsid1852904\charrsid15411841 \'ddsmail: Mikroiktisat}{\fs24\insrsid1852904\charrsid15411841  (Ankara, 1994).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}CLARKE, R.: }{\fs24\ul\insrsid1852904\charrsid15411841 \'ddndustrial Economics}{\fs24\insrsid1852904\charrsid15411841  (Oxford, 1990).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}COWL\'ddNG, K.: }{\b\fs24\ul\insrsid1852904\charrsid4868930 Market Structure and Corporate Behavior: Theory and Empirical Analysis of the Firm}{
\fs24\insrsid1852904\charrsid15411841  (London-1972).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}DEMSETZ, H.: }{\b\fs24\insrsid1852904\charrsid4868930 \'93The Nature of Equilibrium in Monopolistic Competition}{\fs24\insrsid1852904\charrsid15411841 \'94, }{
\fs24\ul\insrsid1852904\charrsid15411841 Journal of Political Economy}{\fs24\insrsid1852904\charrsid15411841 , 67 (1959), 21-30.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}D\'ddE: }{\fs24\ul\insrsid1852904\charrsid15411841 Ayl\'fdk \'ddstatistik B\'fclteni}{\fs24\insrsid1852904\charrsid15411841  Aral\'fdk 1998, D\'ddE Yay\'fdnlar
\'fd.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}DORFMAN, R. ve STE\'ddNER, P. O.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 Optimal Advertising and Optimal Quality}{\fs24\insrsid1852904\charrsid15411841 \'94
, }{\fs24\ul\insrsid1852904\charrsid15411841 American Economic Review}{\fs24\insrsid1852904\charrsid15411841 , 44 (1954), 826-836.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}DOYLE, P.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 Advertising Expenditure and Consumer Demand}{\fs24\insrsid1852904\charrsid15411841 \'94, }{
\fs24\ul\insrsid1852904\charrsid15411841 Oxford Economic Papers}{\fs24\insrsid1852904\charrsid15411841 , 20 (1968b), 395-417.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}EKELUND, Jr R. B. ve SAURMAN, D. S.: }{\b\fs24\insrsid1852904\charrsid4868930 Reklam ve Piyasa S\'fcreci}{\fs24\insrsid1852904\charrsid15411841 , \'c7
ev: Vural SAVA\'de (Ankara, 1999).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}FERGUSON, P. R}{\fs24\insrsid1852904\charrsid4868930 .: }{\b\fs24\insrsid1852904\charrsid4868930 Industrial Economics: \'ddssuesand Perspectif}{
\fs24\insrsid1852904\charrsid15411841  (London, 1992).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}HAY, D. A.-MORR\'ddS, D. J.: }{\b\fs24\insrsid1852904\charrsid4868930 \'ddndustrial Economics and Organization}{\fs24\insrsid1852904\charrsid4868930 
, Teory and Evidence }{\fs24\insrsid1852904\charrsid15411841 (Oxford, 1991).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}KOCH, J. V.: }{\b\fs24\insrsid1852904\charrsid4868930 \'ddndustrial Organization and Prices}{\fs24\insrsid1852904\charrsid15411841  (1980).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}KOUTSOY\'ddANN\'ddS, A.: }{\b\fs24\insrsid1852904\charrsid4868930 Non-Price Decisions}{\fs24\insrsid1852904\charrsid15411841  (London, 1982).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}LAMB\'ddN, J.: }{\b\fs24\insrsid1852904\charrsid4868930 Advertising, Competition and Market Conduct in Oligopoly Over Time}{\fs24\insrsid1852904\charrsid15411841 
 (Amsterdam \endash  Oxford, 1976).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}NAZ\'ddK, Hamil}{\b\fs24\insrsid1852904\charrsid4868930 : }{\b\fs24\ul\insrsid1852904\charrsid4868930 T\'fcrkiye\rquote de T\'fcketici Profili}{
\fs24\insrsid1852904\charrsid15411841  (Ankara, 1999).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}NEEDHAM, D.: }{\b\fs24\ul\insrsid1852904\charrsid4868930 The Economics of \'ddndustrial Structure And Performance}{\fs24\insrsid1852904\charrsid15411841 
 (Holt Rinehart and Winston, 1978).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}NELSON, P.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 Advertising as \'ddnformation}{\fs24\insrsid1852904\charrsid15411841 \'94, }{
\fs24\ul\insrsid1852904\charrsid15411841 Journal of Political Economy}{\fs24\insrsid1852904\charrsid15411841 , 82 (1974b), 729-54.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}NELSON, P.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 The Economic Consequences of Advertasing}{\fs24\insrsid1852904\charrsid15411841  \'94, }{
\fs24\ul\insrsid1852904\charrsid15411841 Journal of Business}{\fs24\insrsid1852904\charrsid15411841 , 48 (1975), 213-241.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}NERLOVE, M. ve ARROW, K. J.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 Optimal Advertasing Policy Under Dynamic Conditions}{
\fs24\insrsid1852904\charrsid15411841 \'94, }{\fs24\ul\insrsid1852904\charrsid15411841 Economica}{\fs24\insrsid1852904\charrsid15411841 , 29 (1962), 129-142.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}OZGA, S. A.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 \'ddmperfect Markets Through Lack orf Knowledge}{\fs24\insrsid1852904\charrsid15411841 \'94, }{
\fs24\insrsid1852904\charrsid4868930 Quartely Journal of Economics}{\fs24\insrsid1852904\charrsid15411841 , 74 (1960), .29-52.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}P\'ddNOYCK-D.L. RUB\'ddNFELD: }{\b\fs24\ul\insrsid1852904\charrsid4868930 Microeconomics}{\b\fs24\insrsid1852904\charrsid4868930  }{
\fs24\insrsid1852904\charrsid15411841 (New York, 1998).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}SCHMALENSEE, R. J.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 A Note on Monopolistic Competition and Excess Capacity}{\fs24\insrsid1852904\charrsid15411841 
\'94, }{\fs24\ul\insrsid1852904\charrsid15411841 Journal Political Economy}{\fs24\insrsid1852904\charrsid15411841 , 80 (1972).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}SCHNALENSEE, R.: }{\b\fs24\ul\insrsid1852904\charrsid4868930 The Economics of Advertising}{\fs24\insrsid1852904\charrsid15411841  (Amsterdam, 1972).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}\'deENG\'d6K, Z. Ne\'fee: }{\b\fs24\insrsid1852904\charrsid4868930 Reklam Harcamalar\'fdn\'fdn Farkl\'fd Piyasa T\'fcrlerine G\'f6re Ekonomik Etkileri ve T\'fc
rkiye \'d6rne\'f0i}{\fs24\insrsid1852904\charrsid15411841 , Ankara Gazi \'dcniversitesi, (Yay\'fdnlanmam\'fd\'fe Doktora Tezi).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}ST\'ddGLER, G.: }{\b\fs24\insrsid1852904\charrsid4868930 The Organization of \'ddndustry}{\fs24\insrsid1852904\charrsid15411841  (Homewood \'ddllinois, 1968).

\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}T\'dcZ\'dcN, G.: \'93}{\b\fs24\insrsid1852904\charrsid4868930 Piyasa Yap\'fds\'fd ile Firma Davran\'fd\'fe ve Ba\'fear\'fds\'fd Aras\'fdndaki \'ddli\'feki}{
\fs24\insrsid1852904\charrsid15411841 \'94, }{\fs24\insrsid1852904\charrsid4868930 M\'fclkiyeliler Birli\'f0i Yay\'fdnlar\'fd}{\fs24\insrsid1852904\charrsid15411841 , No:8, Ankara, 1989, 362-371.
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}\'dcNSAL, M. Erdal: }{\fs24\insrsid1852904\charrsid4868930 Mikro \'ddktisat }{\fs24\insrsid1852904\charrsid15411841 (Ankara,1998).
\par {\listtext\pard\plain\f3\insrsid1852904\charrsid15411841 \loch\af3\dbch\af0\hich\f3 \'b7\tab}VON DER FEHR, N. H. M. \endash STEV\'ddK, K.:\'94}{\b\fs24\insrsid1852904\charrsid4868930 Persuasive Advertising and Product Diferantation}{
\fs24\insrsid1852904\charrsid15411841 \'94, }{\fs24\insrsid1852904\charrsid4868930 Southern Economic Journal, 65}{\fs24\insrsid1852904\charrsid15411841 (1), 1998,
\par }\pard \qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid15283750\charrsid15411841 
\par }{\fs24\insrsid4795633\charrsid15411841 
\par }{\fs24\insrsid15283750\charrsid15411841 
\par }\pard\plain \s1\qj \fi708\li3540\ri0\sl360\slmult1\keepn\widctlpar\aspalpha\aspnum\faauto\outlinelevel0\adjustright\rin0\lin3540\itap0\pararsid15283750 \b\fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 EKLER

\par }\pard\plain \s7\qc \li0\ri0\sl360\slmult1\keepn\widctlpar\aspalpha\aspnum\faauto\outlinelevel6\adjustright\rin0\lin0\itap0 \b\fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 EK-1
\par }\pard\plain \qc \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\fs24\insrsid1852904\charrsid15411841 \'ddktisadi Faaliyetlerin Uluslararas\'fd
 Standart Sanayii S\'fdn\'fdflamas\'fd (ISIC REV. 3)}{\b\fs24\insrsid15283750\charrsid15411841  }{\b\fs24\insrsid1852904\charrsid15411841 
\par }\pard\plain \s1\qc \fi708\li0\ri0\sl360\slmult1\keepn\widctlpar\aspalpha\aspnum\faauto\outlinelevel0\adjustright\rin0\lin0\itap0 \b\fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 D\'f6rt Basamakl\'fd \'dd
malat Sanayii S\'fdn\'fdflamas\'fd ve Sekt\'f6r \'ddsimleri
\par }\pard\plain \qj \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\fs24\ul\insrsid1852904\charrsid15411841 Kod}{\b\fs24\insrsid1852904\charrsid15411841        }{
\b\fs24\ul\insrsid1852904\charrsid15411841 Sekt\'f6r \'ddsimleri}{\fs24\insrsid1852904\charrsid15411841  
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1511\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls1\pnrnot0\pndec\pnstart1511\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls1\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Mezbahac\'fdl\'fdk; Etin i\'felenmesi ve saklanmas\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1512\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls1\pnrnot0\pndec\pnstart1511\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls1\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Bal\'fdk ve bal\'fdk \'fcr\'fcnlerinin i\'felenmesi ve saklanmas\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1513\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls1\pnrnot0\pndec\pnstart1511\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls1\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Sebze ve meyvelerin i\'felenmesi ve saklanmas\'fd
\par {\pntext\pard\plain\s8 \insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1514\tab}}\pard\plain \s8\qj \fi-900\li900\ri0\sl240\slmult0\keepn\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls1\pnrnot0\pndec\pnstart1511\pnindent360\pnsp120\pnhang
}\aspalpha\aspnum\faauto\ls1\outlinelevel7\adjustright\rin0\lin900\itap0\pararsid4795633 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 Bitkisel ve hayvansal s\'fdv\'fd ve kat\'fd ya\'f0 imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1520\tab}}\pard\plain \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls2\pnrnot0\pndec\pnstart1520\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls2\adjustright\rin0\lin900\itap0\pararsid4795633 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 S\'fct \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1531\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls3\pnrnot0\pndec\pnstart1531\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls3\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'d6\'f0\'fct\'fclm\'fc\'fe tah\'fdl \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1532\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls3\pnrnot0\pndec\pnstart1531\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls3\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ni\'feasta ve ni\'feasta \'fcr\'fcnlerinin imalat\'fd
\par }\pard \qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 1533       Haz\'fdr hayvan yemleri imalat\'fd
\par 1541       F\'fdr\'fdn \'fcr\'fcnleri imalat\'fd
\par 1542       \'deeker imalat\'fd
\par 1543       Kakao, \'e7ikolata ve \'feekerleme imalat\'fd
\par 1544       Makarna, \'feehriye, kuskus vb unlu mamullerin imalat\'fd
\par 1549       Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe g\'fdda maddeleri imalat\'fd
\par 1551       Alkoll\'fc i\'e7eceklerin dam\'fdt\'fdlmas\'fd, ar\'fdt\'fdlmas\'fd ve kar\'fd\'fet\'fdr\'fdlmas\'fd; Mayal\'fd maddelerden etil
\par                alkol \'fcretimi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1552\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls59\pnrnot0\pndec\pnstart1552\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls59\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'dearap imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1553\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls59\pnrnot0\pndec\pnstart1552\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls59\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Bira ve malt imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1554\tab}}\pard \qj \fi-480\li480\ri0\sl240\slmult0\widctlpar\jclisttab\tx480{\*\pn \pnlvlbody\ilvl0\ls58\pnrnot0\pndec\pnfs24\pnstart1554\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls58\adjustright\rin0\lin480\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841        Alkols\'fcz i\'e7ecek imalat\'fd, maden ve memba sular\'fd \'fcretimi
\par }\pard\plain \s21\qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\insrsid1852904\charrsid15411841 1600       T\'fct\'fcn \'fcr\'fcnleri imalat
\'fd
\par 1711       Tekstil elyaf\'fdn\'fdn haz\'fdrlanmas\'fd ve iplik haline getirilmesi; 
\par                Tekstil dokumac\'fdl\'fd\'f0\'fd
\par {\pntext\pard\plain\s21 \insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1712\tab}}\pard \s21\qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls60\pnrnot0\pndec\pnstart1712\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls60\adjustright\rin0\lin900\itap0\pararsid4795633 {\insrsid1852904\charrsid15411841 Tekstilin aprelenmesi
\par }\pard \s21\qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\insrsid1852904\charrsid15411841 1721       Giyim e\'feyas\'fd d\'fd\'fe\'fdndaki haz\'fdr tekstil \'fcr\'fcnleri imalat\'fd
\par 1722       Hal\'fd ve kilim imalat\'fd
\par 1723       Halat, ip, sicim ve a\'f0 imalat\'fd
\par 1729       Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe tekstil \'fcr\'fcnleri imalat\'fd
\par 1730       Trikotaj (\'f6rme) \'fcr\'fcnleri imalat\'fd
\par 1810       K\'fcrk hari\'e7, giyim e\'feyas\'fd imalat\'fd
\par {\pntext\pard\plain\s21 \insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 1820\tab}}\pard \s21\qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls61\pnrnot0\pndec\pnstart1820\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls61\adjustright\rin0\lin900\itap0\pararsid4795633 {\insrsid1852904\charrsid15411841 K\'fcrk\'fcn i\'felenmesi ve boyanmas\'fd; K\'fcrk mamulleri imalat\'fd
\par }\pard \s21\qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\insrsid1852904\charrsid15411841 1911       Derinin tabaklanmas\'fd ve i\'felenmesi
\par 1912       Bavul, el \'e7antas\'fd ve benzerleri ile sara\'e7l\'fdk ve ko\'feum tak\'fdm\'fd imalat\'fd
\par 1920       Ayakkab\'fd imalat\'fd
\par 2010       Kereste ve parke sanayi
\par 2021       Tahta plaka imalat\'fd; Kontrplak, yonga levha, sunta, di\'f0er pano ve tahtalar\'fdn imalat\'fd
\par 2022       \'ddn\'feaat kerestesi ve do\'f0rama imalat\'fd
\par 2023       A\'f0a\'e7tan yap\'fdlan ambalaj malzemeleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2029\tab}}\pard\plain \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls4\pnrnot0\pndec\pnstart2029\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls4\adjustright\rin0\lin900\itap0\pararsid4795633 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\fs24\insrsid1852904\charrsid15411841 Di\'f0er a\'f0a\'e7 \'fcr\'fcnleri imalat\'fd; Has\'fdr ve buna benzer, \'f6r\'fc
lerek yap\'fdlan maddelerin 
\par }\pard \qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841                \'ddmalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2101\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls5\pnrnot0\pndec\pnstart2101\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls5\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ka\'f0\'fdt hamuru, ka\'f0\'fdt ve mukavva imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2102\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls5\pnrnot0\pndec\pnstart2101\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls5\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Oluklu karton ve mukavva ile ka\'f0\'fdt ve mukavvadan yap\'fdlan ambalajlar\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2109\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls6\pnrnot0\pndec\pnstart2109\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls6\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Di\'f0er ka\'f0\'fdt ve mukavva \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2211\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls7\pnrnot0\pndec\pnstart2211\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls7\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Kitap, bro\'fe\'fcr, m\'fczik kitaplar\'fd ve di\'f0er yay\'fdnlar\'fdn yay\'fdm\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2212\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls7\pnrnot0\pndec\pnstart2211\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls7\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Gazete, dergi ve s\'fcreli yay\'fdnlar\'fdn yay\'fdm\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2213\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls7\pnrnot0\pndec\pnstart2211\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls7\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Plak, kaset vb kay\'fdtl\'fd medyan\'fdn yay\'fdm\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2219\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls8\pnrnot0\pndec\pnstart2219\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls8\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Di\'f0er yay\'fdmlar
\par }\pard \qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 2221       Bas\'fdm
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2222\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls9\pnrnot0\pndec\pnstart2222\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls9\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Bas\'fdmla ilgili hizmet faaliyetleri
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2230\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls10\pnrnot0\pndec\pnstart2230\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls10\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Plak, kaset vb kay\'fdtl\'fd medyan\'fdn \'e7o\'f0alt\'fdlmas\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2310\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls11\pnrnot0\pndec\pnstart2310\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls11\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Kok f\'fdr\'fdn\'fd \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2320\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls12\pnrnot0\pndec\pnstart2320\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls12\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Rafine edilmi\'fe petrol \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2330\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls13\pnrnot0\pndec\pnstart2330\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls13\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 N\'fckleer yak\'fdt\'fdn elde edilmesi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2411\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls14\pnrnot0\pndec\pnstart2411\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls14\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ana kimyasal maddelerin imalat\'fd (Kimyasal g\'fcbre ve azotlu bile\'feikler hari\'e7)
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2412\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls14\pnrnot0\pndec\pnstart2411\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls14\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Kimyasal g\'fcbre ve azotlu bile\'feiklerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2413\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls14\pnrnot0\pndec\pnstart2411\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls14\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Sentetik kau\'e7uk ve plastik hammaddeleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2421\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls15\pnrnot0\pndec\pnstart2421\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls15\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Pestisit (Ha\'fearat ilac\'fd) ve di\'f0er zirai-kimyasal \'fcr\'fcnlerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2422\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls15\pnrnot0\pndec\pnstart2421\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls15\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Boya, vernik vb kaplay\'fdc\'fd maddeler ile matbaa m\'fcrekkebi ve macun imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2423\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls15\pnrnot0\pndec\pnstart2421\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls15\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Eczac\'fdl\'fdkta ve t\'fdpta kullan\'fdlan kimyasal ve bitkisel kaynakl\'fd \'fcr\'fcnlerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2424\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls15\pnrnot0\pndec\pnstart2421\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls15\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Sabun ve deterjan, temizlik ve cilalama maddeleri; Parf\'fcm; Kozmetik ve tuvalet malzemeleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2429\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls16\pnrnot0\pndec\pnstart2429\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls16\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe kimyasal \'fcr\'fcnlerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2430\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls16\pnrnot0\pndec\pnstart2429\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls16\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Suni ve sentetik elyaf imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2511\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls17\pnrnot0\pndec\pnstart2511\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls17\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'dd\'e7 ve d\'fd\'fe lastik imalat\'fd; Lasti\'f0e s\'fdrt ge\'e7irilmesi ve yeniden i\'felenmesi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2519\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls18\pnrnot0\pndec\pnstart2519\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls18\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Di\'f0er kau\'e7uk \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2520\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls18\pnrnot0\pndec\pnstart2519\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls18\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Plastik \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2610\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls19\pnrnot0\pndec\pnstart2610\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls19\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Cam ve cam \'fcr\'fcnleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2691\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls20\pnrnot0\pndec\pnstart2691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls20\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Yap\'fd malzemeleri d\'fd\'fe\'fdndaki, ate\'fee dayan\'fdkl\'fd olmayan seramik e\'feya imalat\'fd (\'c7anak, \'e7\'f6mlek, \'e7
ini, porselen vb)
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2692\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls20\pnrnot0\pndec\pnstart2691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls20\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ate\'fee dayan\'fdkl\'fd seramik \'fcr\'fcnlerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2693\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls20\pnrnot0\pndec\pnstart2691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls20\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ate\'fee dayan\'fdkl\'fd olmayan, kil ve seramik yap\'fd malzemesi \'fcr\'fcnlerinin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2694\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls20\pnrnot0\pndec\pnstart2691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls20\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'c7imento, kire\'e7 ve al\'e7\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2695\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls20\pnrnot0\pndec\pnstart2691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls20\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'c7imento ve al\'e7\'fd ile sertle\'fetirilmi\'fe maddelerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2696\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls20\pnrnot0\pndec\pnstart2691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls20\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ta\'fe\'fdn kesilmesi, \'feekil verilmesi ve kullan\'fdlabilir hale getirilmesi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2699\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls21\pnrnot0\pndec\pnstart2699\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls21\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe metalik olmayan mineral \'fcr\'fcnlerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2710\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls22\pnrnot0\pndec\pnstart2710\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls22\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Demir-\'e7elik ana sanayii
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2720\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls23\pnrnot0\pndec\pnstart2720\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls23\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Demir-\'e7elik d\'fd\'fe\'fdndaki ana metal sanayii
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2731\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls24\pnrnot0\pndec\pnstart2731\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls24\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Demir ve \'e7eli\'f0in d\'f6k\'fcm\'fc
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2732\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls24\pnrnot0\pndec\pnstart2731\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls24\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Demir d\'fd\'fe\'fdndaki metallerin d\'f6k\'fcm\'fc
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2811\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls25\pnrnot0\pndec\pnstart2811\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls25\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Metal yap\'fd malzemeleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2812\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls25\pnrnot0\pndec\pnstart2811\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls25\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Tank, sarn\'fd\'e7 ve metal muhafaza imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2813\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls25\pnrnot0\pndec\pnstart2811\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls25\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Buhar kazan\'fd imalat\'fd, merkezi kalorifer kazanlar\'fd hari\'e7
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2891\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls26\pnrnot0\pndec\pnstart2891\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls26\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Metallerin d\'f6v\'fclmesi, preslenmesi, bask\'fdlanmas\'fd ve yuvarlanmas\'fd; Toz metal\'fcrjisi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2892\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls26\pnrnot0\pndec\pnstart2891\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls26\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'dccret veya s\'f6zle\'feme esas\'fdna dayal\'fd olarak metallerin kaplanmas\'fd ve i\'felenmesi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2893\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls26\pnrnot0\pndec\pnstart2891\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls26\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'c7atal-b\'fd\'e7ak tak\'fdm\'fd, el aletleri ve h\'fdrdavat malzemeleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2899\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls27\pnrnot0\pndec\pnstart2899\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls27\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe metal e\'feya imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2911\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls28\pnrnot0\pndec\pnstart2911\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls28\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'dd\'e7ten yanmal\'fd motor ve t\'fcrbin imalat\'fd; U\'e7ak, motorlu ta\'fe\'fdt ve motosiklet motorlar\'fd hari\'e7
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2912\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls28\pnrnot0\pndec\pnstart2911\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls28\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Pompa, kompres\'f6r, musluk ve vana imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2913\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls28\pnrnot0\pndec\pnstart2911\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls28\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Mil yata\'f0\'fd, di\'feli, di\'feli tak\'fdm\'fd ve tahrik tertibat\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2914\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls28\pnrnot0\pndec\pnstart2911\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls28\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Sanayi f\'fdr\'fdn\'fd, ocak ve ocak ate\'feleyicilerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2915\tab}}\pard \qj \fi-984\li984\ri0\sl240\slmult0\widctlpar\jclisttab\tx984{\*\pn \pnlvlbody\ilvl0\ls28\pnrnot0\pndec\pnstart2911\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls28\adjustright\rin0\lin984\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Kald\'fdrma ve ta\'fe\'fdma te\'e7hizat\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2919\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls29\pnrnot0\pndec\pnstart2919\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls29\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Di\'f0er genel ama\'e7l\'fd makinelerin imalat\'fd
\par }\pard \qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 2921       Tar\'fdm ve orman makineleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2922\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls30\pnrnot0\pndec\pnstart2922\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls30\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Tak\'fdm tezgahlar\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2923\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls30\pnrnot0\pndec\pnstart2922\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls30\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Metal\'fcrji makineleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2924\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls30\pnrnot0\pndec\pnstart2922\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls30\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Maden, ta\'fe oca\'f0\'fd ve in\'feaat makineleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2925\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls30\pnrnot0\pndec\pnstart2922\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls30\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 G\'fdda, i\'e7ecek ve t\'fct\'fcn i\'feleyen makinelerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2926\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls30\pnrnot0\pndec\pnstart2922\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls30\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Tekstil, giyim e\'feyas\'fd ve deri i\'felemede kullan\'fdlan makinelerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2927\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls30\pnrnot0\pndec\pnstart2922\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls30\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Silah ve m\'fchimmat imalat\'fd
\par }\pard \qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 2929       Di\'f0er \'f6zel ama\'e7l\'fd makinelerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 2930\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls31\pnrnot0\pndec\pnstart2930\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls31\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe ev aletleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3000\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls32\pnrnot0\pndec\pnstart3000\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls32\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 B\'fcro, muhasebe ve bilgi i\'felem makineleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3110\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls33\pnrnot0\pndec\pnstart3110\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls33\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Elektrik motoru, jenerat\'f6r ve transformat\'f6rlerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3120\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls34\pnrnot0\pndec\pnstart3120\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls34\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Elektrik da\'f0\'fdt\'fdm ve kontrol cihazlar\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3130\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls35\pnrnot0\pndec\pnstart3130\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls35\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'ddzole edilmi\'fe tel ve kablo imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3140\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls36\pnrnot0\pndec\pnstart3140\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls36\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ak\'fcm\'fclat\'f6r, pil ve batarya imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3150\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls37\pnrnot0\pndec\pnstart3150\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls37\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Elektrik ampul\'fc ve lambalar\'fd ile ayd\'fdnlatma te\'e7hizat\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3190\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls38\pnrnot0\pndec\pnstart3190\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls38\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe elektrikli te\'e7hizat imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3210\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls39\pnrnot0\pndec\pnstart3210\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls39\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Elektrik valf ve elektron t\'fcpleri ile di\'f0er elektronik par\'e7alar\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3220\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls40\pnrnot0\pndec\pnstart3220\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls40\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Radyo ve televizyon vericileri ile telefon ve telgraf hatt\'fd te\'e7hizat\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3230\tab}}\pard \qj \fi-912\li912\ri0\sl240\slmult0\widctlpar\jclisttab\tx912{\*\pn \pnlvlbody\ilvl0\ls41\pnrnot0\pndec\pnstart3230\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls41\adjustright\rin0\lin912\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Televizyon ve radyo al\'fdc\'fdlar\'fd; Ses ve g\'f6r\'fcnt\'fc kaydeden veya \'fcreten te\'e7hizat ve bunlarla ilgili ara\'e7lar\'fdn imalat
\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3311\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls42\pnrnot0\pndec\pnstart3311\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls42\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 T\'fdbbi ve cerrahi te\'e7hizat ile ortopedik ara\'e7lar\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3312\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls42\pnrnot0\pndec\pnstart3311\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls42\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 \'d6l\'e7me, kontrol, test, seyr\'fcsefer vb ama\'e7l\'fd alet ve cihazlar\'fdn imalat\'fd (Sanayide kullan\'fdlan i\'felem kontrol te\'e7
hizat\'fd hari\'e7)
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3313\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls42\pnrnot0\pndec\pnstart3311\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls42\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Sanayide kullan\'fdlan i\'felem kontrol te\'e7hizat\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3320\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls43\pnrnot0\pndec\pnstart3320\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls43\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Optik aletler ve foto\'f0raf\'e7\'fdl\'fdk te\'e7hizat\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3330\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls44\pnrnot0\pndec\pnstart3330\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls44\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Saat imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3410\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls45\pnrnot0\pndec\pnstart3410\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls45\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Motorlu kara ta\'fe\'fdtlar\'fdn\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3420\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls46\pnrnot0\pndec\pnstart3420\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls46\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Motorlu kara ta\'fe\'fdtlar\'fd karoseri imalat\'fd; R\'f6mork ve yar\'fd r\'f6mork imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3430\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls47\pnrnot0\pndec\pnstart3430\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls47\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Motorlu kara ta\'fe\'fdtlar\'fd ve bunlar\'fdn motorlar\'fdyla ilgili par\'e7a ve aksesuarlar\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3511\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls48\pnrnot0\pndec\pnstart3511\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls48\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Gemi yap\'fdm\'fd ve onar\'fdm\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3512\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls48\pnrnot0\pndec\pnstart3511\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls48\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 E\'f0lence ve sportif ama\'e7l\'fd teknelerin yap\'fdm\'fd ve onar\'fdm\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3520\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls49\pnrnot0\pndec\pnstart3520\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls49\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Demiryolu ve tramvay lokomotifleri ile vagonlar\'fdn\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3530\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls50\pnrnot0\pndec\pnstart3530\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls50\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Hava ve uzay ta\'fe\'fdtlar\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3591\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls51\pnrnot0\pndec\pnstart3591\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls51\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Motosiklet imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3592\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls51\pnrnot0\pndec\pnstart3591\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls51\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Bisiklet ve sakat ta\'fe\'fdy\'fdc\'fdlar\'fd imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3599\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls52\pnrnot0\pndec\pnstart3599\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls52\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe di\'f0er ula\'fe\'fdm ara\'e7lar\'fdn\'fdn imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3610\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls53\pnrnot0\pndec\pnstart3610\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls53\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Mobilya imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3691\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls54\pnrnot0\pndec\pnstart3691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls54\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Kuyumculuk ve ilgili maddelerin imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3692\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls54\pnrnot0\pndec\pnstart3691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls54\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 M\'fczik aletleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3693\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls54\pnrnot0\pndec\pnstart3691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls54\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Spor malzemeleri imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3694\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls54\pnrnot0\pndec\pnstart3691\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls54\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Oyun ve oyuncak imalat\'fd
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3699\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls55\pnrnot0\pndec\pnstart3699\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls55\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Ba\'feka yerde s\'fdn\'fdfland\'fdr\'fdlmam\'fd\'fe di\'f0er imalat
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3710\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls56\pnrnot0\pndec\pnstart3710\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls56\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Metal at\'fdk ve hurdalar\'fdn yeniden de\'f0erlendirilmesi
\par {\pntext\pard\plain\insrsid1852904\charrsid15411841 \hich\af0\dbch\af0\loch\f0 3720\tab}}\pard \qj \fi-900\li900\ri0\sl240\slmult0\widctlpar\jclisttab\tx900{\*\pn \pnlvlbody\ilvl0\ls57\pnrnot0\pndec\pnstart3720\pnindent360\pnsp120\pnhang }
\aspalpha\aspnum\faauto\ls57\adjustright\rin0\lin900\itap0\pararsid4795633 {\fs24\insrsid1852904\charrsid15411841 Metal olmayan at\'fdk ve hurdalar\'fdn yeniden de\'f0erlendirilmesi}{\fs24\insrsid15283750\charrsid15411841 
\par }\pard \qj \li0\ri0\sl240\slmult0\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4795633 {\fs24\insrsid4795633\charrsid15411841 
\par 
\par }\pard\plain \s20\qc \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs24\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\insrsid1852904\charrsid15411841 EK: 2
\par 2000 Y\'fdl\'fdna Ait Talebin Fiyat ve Reklam 
\par Esneklik Katsay\'fdlar\'fd
\par (T\'dcFE \'ddndeksi Sekt\'f6rel Bazda, 1994=100)
\par }\pard\plain \qc \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \fs20\lang1055\langfe1055\cgrid\langnp1055\langfenp1055 {\b\fs24\insrsid1852904\charrsid15411841        }{\b\fs24\insrsid14050936\charrsid15411841 
                  }{\b\fs24\insrsid1852904\charrsid15411841    }{\b\fs24\ul\insrsid1852904\charrsid15411841 Fiyat Esnekli\'f0i}{\b\fs24\insrsid1852904\charrsid15411841     }{\b\fs24\insrsid14050936\charrsid15411841                 }{
\b\fs24\insrsid1852904\charrsid15411841    }{\b\fs24\ul\insrsid1852904\charrsid15411841 Reklam Esnekli\'f0i  
\par }{\fs24\insrsid14050936\charrsid15411841            }{\fs24\ul\insrsid1852904\charrsid15411841 Kod}{\fs24\insrsid1852904\charrsid15411841     }{\fs24\ul\insrsid1852904\charrsid15411841 Reklam Esnek.Katsay\'fds\'fd}{\fs24\insrsid1852904\charrsid15411841 
.          }{\fs24\ul\insrsid1852904\charrsid15411841 Fiyat Esneklik katsay\'fds\'fd
\par }{\fs24\insrsid1852904\charrsid15411841 1511                0.81                                                 -0.99
\par 1513                0.12                                                 -0.60
\par 1514               -0.07                                                -0.43
\par 1541                0.40                                                -0.34
\par 1543                1.02                                                -1.46
\par 1549               -0.32                                                -0.41
\par 1554               -0.95                                                -0.12
\par 1920               1.84                                                .-4.24
\par 2109               0.06                                                -2.46
\par 2212              -0.06                                                 -0.82
\par 2930               0.03                                                  -0.27
\par 3230                0.31                                                  -4.13
\par }\pard \ql \li0\ri0\sl360\slmult1\widctlpar\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\fs24\insrsid1852904\charrsid15411841                                3610                1.12                                                 -0.64
\par 
\par 
\par 
\par }}