İhracatta Ulusal ve Uluslararası Pazarlama İstihbaratı Kaynakları - Elektronik Veritabanları ve Faydalı Linkler

Yıl 2022, Cilt: 5 Sayı: 1, 68 - 96, 31.07.2022

Hilal Memiş Kamacı Mustafa Kemal Yılmaz Atakan Durmaz

https://doi.org/10.55065/intraders.1100279

Öz

Ticaret hem sosyal hem de ekonomik argümanlara dayalı ve ilk çağlardan itibaren insan hayatını şekillendiren bir olgudur. En genel tanımıyla ticareti; malların, hizmetlerin ya da bilginin; para, başka bir mal, hizmet ya da bilgi ile mübadele edilmesi şeklinde tanımlamak mümkündür. Söz konusu takas işleminde tarafların uluslararası pozisyonları, ticareti de uluslararası ticaret ya da dış ticaret şeklinde tanımlamayı gerektirmektedir. Dış ticareti, ticaretten apayrı bir olgu olarak değerlendirmek yanlış olmakla beraber; dış ticaret akışında yer alan işlemlerin karmaşık yapısı, tarafların sahip olması gereken bilgi ve bilginin istihbarat niteliği taşıması özelliğinin önemini vurgulamaktadır. Bu çalışma, kuruluşların dış ticaret operasyonlarını yönetirken organizasyonlarının altyapı hazırlık sürecinden dış ticaret mevzuat ve teamüllerine, ürün, pazar ve müşteri profili araştırmalarından pazara giriş stratejilerine, dış ticaret iş akışında oldukça önemli bir yere sahip olan vesaik konusundan çeşitli ödeme yöntemlerine kadar ihtiyaç duydukları bilgilere ve duyulan bilgi ihtiyacına yanıt verebilecek pazarlama istihbaratı kaynaklarına odaklanmaktadır. İçerisinde bulunduğumuz Covid-19 pandemi sürecinde dış ticaret operasyonlarının, ülkelerin aldığı tedbirlerden olumsuz etkilenmemesi mümkün değildir. Bu sebeple, günümüz dış ticaret operasyonlarının yönetilmesinde önemli bir yere sahip olan masa başı araştırmaların ve dolayısıyla elektronik veritabanlarının önemi önceki dönemlere kıyasla daha fazla vurguya ihtiyaç duymaktadır. Araştırmanın kapsamını sınırlandırmak amacıyla, çalışmaya dahil edilen istihbarat kaynakları, alanyazında ekonomik büyüme ile sıklıkla ilişkilendirilen ihracat uygulamaları açısından tartışılmaktadır.

Anahtar Kelimeler

İhracat, İhracat yönetimi, Pazarlama istihbaratı, Elektronik veritabanı, Faydalı link

National and International Marketing Intelligence Resources in Export- Electronic Databases and Useful Links

Öz

Trade is a phenomenon that is based on both social and economic arguments and has shaped human life since the first ages. In its most general definition, trade; it is possible to define it as the exchange of goods, services or information with money, another good, service or information. The international positions of the parties in the aforementioned barter transaction necessitate defining the trade as international trade or foreign trade. Although it is wrong to consider foreign trade as a separate phenomenon from trade; the complex nature of the transactions in the foreign trade flow emphasizes the importance of the information that the parties should have and the intelligence quality of the information. This study examines the information they need from the infrastructure preparation process of their organizations to foreign trade regulations and practices, from product, market and customer profile research to market entry strategies, from the document issue, which has a very important place in the foreign trade workflow, to various payment methods, while managing their foreign trade operations. focuses on marketing intelligence resources that can respond to information needs. It is not possible for foreign trade operations not to be adversely affected by the measures taken by countries during the Covid-19 pandemic we are in. For this reason, the importance of desk research and electronic databases, which have an important place in the management of today's foreign trade operations, needs more emphasis than in previous periods. In order to limit the scope of the research, the intelligence sources included in the study are discussed in terms of export practices, which are frequently associated with economic growth in the literature.

Anahtar Kelimeler

export, export management, marketing intelligence, electronic database, useful link

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