İHRACAT PAZARLAMASI STRATEJİLERİ İLE FİRMA PERFORMANSI İLİŞKİSİ

Yıl 2019, Cilt: 29 Sayı: 1, 205 - 225, 31.01.2019

Atilla Yücel

https://doi.org/10.18069/firatsbed.538680

Cited By: 4

Öz

Küreselleşme ihracatı birçok firma için önemli bir
faaliyet haline getirmektedir. Bu nedenle, firmaların dış pazarlarda başarılı
olabilmesi için, ihracat performansını etkileyen faktörlerin belirlenmesi önemli
bir unsur olarak ortaya çıkmaktadır. Firmaların ihracat performansını ve
başarısını etkileyen temel belirleyiciler ve tanımlayıcı faktörler birçok
çalışmada ele alınmakla beraber özellikle ihracat performansını etkileyen
değişkenler 5 temel grupta incelenmiştir: Yönetsel Faktörler, örgütsel faktörler,
çevresel faktörler, hedef pazar seçimi,  standardizasyon
ve adaptasyon kararlarını da içeren pazarlama karması değişkenleridir. Firmaların ihracat pazarlaması
mantığıyla dış pazarlarda başarılı olmalarında ve istenilen performansa
ulaşabilmelerinde uygulayacakları pazarlama stratejilerinin rolü büyüktür. Bu çalışmada; ihracat faaliyetinde bulunan firmaların
pazarlama stratejileri ile performansları arasındaki ilişkiler incelenmiştir.
İhracat pazarlaması stratejileri, pazarlama karması elemanları (ürün, fiyat,
dağıtım, tutundurma), pazarlama karmasının adaptasyonu ve standardizasyonu
kararları ve ihracat hedef pazar değişkenleri ( pazar seçimi ve bölümlendirme)
çerçevesinde ele alınarak farklı performans boyutları ile ilişkileri
belirlenmeye çalışılmıştır. 

Anahtar Kelimeler

İhracat, İhracat stratejileri, Pazarlama Stratejileri, İhracat Performansı, Firma Performansı

Kaynakça

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