MARKET ORIENTATION APPROACHES: A LITERATURE REVIEW

Yıl 2017, Cilt: 1 Sayı: 1, 33 - 44, 20.06.2017

Şahin Ekber Fariz Ahmadov

Öz

Market
orientation concept has emerged in the 1990s as an application of marketing
concept. The concept was the subject for many researchers`
studies. The purpose of this study is to investigate the fundamental
thoughts in literature about market orientation concept. The widespread thought
in the literature is that the market orientation comprise customers and
competitors. One of the main emphases of concept is that the business functions
are coordinated and market-oriented. The views of Kohli and Jaworski, Narver
and Slater, two leading views on the subject, overlap in this sense. However,
unlike Kohli and Jaworski, Narver and Slater underlined that the application of
marketing concept can not be realized in a single activity, but must also be
adopted as culture. There are also some opinions in the literature that argue
that customer orientation and competitive orientation can not be examined under
the same structure. Literature review has provided us with the result that
customer-oriented culture should be adopted as a culture, competitor-oriented
and customer-oriented behaviors should be fed from this culture.

Anahtar Kelimeler

Market Orientation, Customer Orientation

PAZAR ODAKLILIK YAKLAŞIMLARI: BİR LİTERATÜR İNCELEMESİ

Öz

Pazar odaklılık anlayışı pazarlama anlayışının
uygulanması olarak 1990`larda ortaya çıkmıştır. Anlayış birçok araştırmacının
araştırmasına konu olmuştur. Bu araştırmanın amacı pazar odaklılıkla ilgili
literatürdeki temel fikirleri eleştirel bir yaklaşımla incelemektir. Literatürde
yaygın düşünce pazar odaklılığın müşteri ve rakipleri kapsamalı olduğudur.
Anlayışın esas vurgularından bir diğeri işletme fonksiyonlarının koordinasyonlu
bir şekilde faaliyette bulunması ve pazar odaklı olmasıdır. Konuyla ilgili iki
öncü görüş olan Kohli ve Jaworski ile Narver ve Slater’in görüşleri de bu
anlamda örtüşmektedirler. Bununla birlikte Narver ve Slater Kohli ve
Jaworski`den farklı olarak pazarlama anlayışının uygulanmasının bir tek
faaliyetlerle gerçekleşemeyeceğini, aynı zamanda kültür olarak da
benimsenilmesi gerektiğinin altını çizmişler. Literatürde hem de, müşteri
odaklılıkla rakip odaklılığın aynı yapı altında incelenemeyeceğini savunan
görüşler de az değildir. Literatür incelemesi, müşteri odaklılığı kültür olarak
benimsemenin, rakip odaklılık ve müşteri odaklılık davranışlarının ise bu
kültürden beslenmış olmaları gerektiği sonucuna varmamızı sağlamıştır.

Anahtar Kelimeler

Pazar Odaklılık, Müşteri Odaklılık

Kaynakça

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