Hayatı Zorlu Yaşayanlar (Engelliler) İçin İlişkisel Pazarlama Yaklaşımı

Öz

Alışverişin temel ihtiyaçları gidermenin ötesinde anlamlar taşıdığı günümüzde, bundan mahrum kalmak bireylerin bütünlüğünü muhafaza etmesinde bir engel olmakla birlikte, topluma uyum sağlamalarında da olumsuzluk yaratabilmektedir. Gelişmiş toplumlar hayatı zorlu yaşayan (Bu makalede engelli kelimesi yerine engelli bireylerin psikolojik anlamda incinmelerini önlemek maksadıyla “Hayatı Zorlu Yaşayanlar” ifadesi kullanılacaktır. Böylece toplumda engelli bireylerin daha nazik bir üslup ile ifade edilmesi konusunda bir farkındalık yaratmaya çalışılacaktır.) grupların toplum içindeki konumlarını iyileştirme yönünde irade ortaya koymuş, bunun birçok bacağından biri olarak pazarlama alanında da gelişmeler kaydedilmiştir. Bu çalışmada literatür taranarak “Hayatı Zorlu Yaşayan-HZY” tanımı ve kapsamındaki değişim incelenmiş, HZY grupların yararına yapılanlar ve yapılabilecekler ile ilgili pazarlama alanına özgü sonuçlara ulaşılmaya çalışılmıştır. Çalışmada HZY’a yönelik iki farklı yaklaşım olan tıbbi yaklaşım ve sosyal yaklaşım arasındaki farklara dikkat çekilmiştir. Çalışmanın önemi ülkemizde konu hakkındaki farkındalığın henüz yeni gelişmeye başladığını bu nedenle de akademik çalışmaların yetersiz olduğunu ortaya koymaktır. Bu açıdan, söz konusu makale ilk akademik çalışmalardan biridir.

Anahtar Kelimeler

• Hayatı Zorlu Yaşayanlar
• Engelli
• İlişkisel Pazarlama

Relational Marketing Approach for the Challenged (Disabled)

Öz

In today's world, where shopping carries meanings beyond meeting basic needs, being deprived of this can not only be an obstacle for individuals to maintain their integrity, but also create a negative impact on their adaptation to society. Developed societies have developed the term "those who live life hard" groups in the society, and developments have been made in the field of marketing as one of the many legs of this. In this study, the literature was reviewed to examine the definition of " those who live life hard - HZY" and the change in its scope, and to reach marketing-specific conclusions about what has been done and what can be done for the benefit of HZY groups. In the review, the differences between the two different approaches to HZY, the medical approach and the social approach, were highlighted. The importance of the study is to reveal that the awareness on the subject has just started to develop in our country and therefore academic studies are insufficient. In this respect, this article is one of the first academic studies. In addition, this study addressed the EIA approach for HZY within the accessibility dimension from a relationship marketing perspective

Anahtar Kelimeler

• Those who live life hard
• Disabled
• Relationship Marketing

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