Satış Stratejilerinin Oluşturulması ve Uygulanmasında Gerilla Pazarlamanın Önemi

Yıl 2024, Cilt: 11 Sayı: 20, 1 - 18, 11.07.2024

Selda Bağcı , Ayşe Nur Kılbaş

https://doi.org/10.54709/jobesam.1332056

Öz

Teknolojik ilerlemeler ve dönüşen küresel dinamikler, hem ürün hem de hizmet sunan işletmeler için yeni zorluklar ve fırsatlar yaratmaktadır. Bu bağlamda, işlevsellik ve somut özellikler artık temel bir farklılaşma stratejisi olmaktan uzaklaşmış, pazarlama faaliyetleri ise başarıya ulaşmanın kritik bir parçası haline gelmiştir. Günümüzde, geleneksel pazarlama yöntemlerinin etkinliğini yitirdiği, tüketici davranışlarının değiştiği bir dönemde, sınırlı bir bütçeye sahip olan ancak büyük hayalleri olan girişimciler için gerilla pazarlama, ideal bir pazarlama stratejisi olarak değerlendirilmektedir. Özellikle küçük ve orta ölçekli işletmelerde kullanılan gerilla pazarlama, küçük ancak etkileyici ataklarla diğer rakiplerin moralini bozmayı ve piyasada kendine bir yer edinmeyi hedefler. Bu strateji, sıra dışı fikirlerle dikkat çekmeyi, rakiplerden farklılaşmayı ve tüketiciye unutulmaz bir deneyim sunmayı amaçlar. Gerilla pazarlama, yaratıcılığı ve esnekliği bir araya getirerek, sınırlı kaynaklarla büyük etki yaratma potansiyeline sahiptir. Böylece küçük işletmeler, daha az maliyetle ve yaratıcı yaklaşımlarla büyük başarılar elde edebilirler. Bu çalışmada ilgili literatür taranarak, günümüz rekabetçi iş dünyasında firmaların ayakta kalabilmesi, rekabet üstünlüğü elde edebilmesi ve marka başarısını artırabilmesi için gerçekleştirmeleri gereken stratejilere odaklanmaktadır. Derleme makale türünde hazırlanan bu çalışmada, ürün veya hizmet sunumu sürecindeki çeşitli evrelerin - üretim, ürün geliştirme, satış ve pazarlama - her birinin önemi vurgulanmakta ve özellikle pazarlama stratejisinin, ürünün piyasaya sürülmesi ve sonrasındaki başarısı üzerindeki etkisi incelenmektedir. Geleneksel yaklaşımlardan farklı olarak, gerilla pazarlama anlayışının yaratıcı ve yenilikçi pazarlama stratejileri sunma potansiyeli tartışılmaktadır. Özetle, bu derleme, rekabetçi iş dünyasında sürdürülebilir başarıya ulaşmanın ve pazarda elde edilecek başarıyı pekiştirmenin, özgün ve yenilikçi pazarlama yöntemlerini benimseme yeteneğine bağlı olduğunu ortaya koymaktadır

Anahtar Kelimeler

Pazarlama, Gerilla Pazarlama, Pazarlama Kampanyaları, Satış Stratejileri

The Importance of Guerrilla Marketing in Creating and Implementing Sales Strategies

Öz

Technological advances and transforming global dynamics create new challenges and opportunities for businesses that offer both products and services. In this context, functionality and tangible features have no longer been a basic differentiation strategy, and marketing activities have become a critical part of achieving success. Today, in a period when traditional marketing methods are losing their effectiveness and consumer behavior is changing, guerrilla marketing is considered an ideal marketing strategy for entrepreneurs who have a limited budget but have big dreams. Guerilla marketing, used especially in small and medium-sized businesses, aims to demoralize other competitors and gain a place in the market with small but impressive attacks. This strategy aims to attract attention with extraordinary ideas, differentiate from competitors and offer the consumer an unforgettable experience. By combining creativity and flexibility, guerrilla marketing has the potential to create great impact with limited resources. Thus, small businesses can achieve great success with less cost and creative approaches. This study scans the relevant literature and focuses on the strategies that companies need to implement in order to survive in today's competitive business world, gain competitive advantage and increase brand success. This study, prepared in the form of a review article, emphasizes the importance of each of the various stages in the product or service offering process - production, product development, sales and marketing - and specifically examines the impact of the marketing strategy on the launch and subsequent success of the product. Unlike traditional approaches, the potential of guerrilla marketing to offer creative and innovative marketing strategies is discussed. In summary, this review reveals that achieving sustainable success in the competitive business world and consolidating success in the market depends on the ability to adopt original and innovative marketing methods.

Anahtar Kelimeler

Marketing, Guerrilla Marketing, Marketing Campaigns, Sales Strategies.

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