Pazarlama 4.0: Teknolojik Gelişmelerin Pazarlama Faaliyetlerine Yansımaları

Yıl 2018, Cilt: 8 Sayı: 2, 621 - 640, 31.07.2018

Hayriye Nur Başyazıcıoğlu , Kurtuluş Karamustafa

Öz

Teknik bir yenilik olmanın ötesine geçen teknolojik gelişmeler, tüketicilerin alışkanlıklarını ve davranışlarını değiştirmek suretiyle günlük hayatı derinden etkilemektedir. 1950’ler ile günümüzdeki günlük hayat kıyaslaması yapıldığında, bu değişimler açık bir şekilde görülmektedir. Bu nedenle pazarlama faaliyetleri de teknolojideki değişimlerle paralel bir şekilde ilerleyerek, tüketicileri tatmin etmeye yönelik yeni uygulamalarla Pazarlama 4.0’a dönüştüğü görülmektedir. Bu nedenle, bu çalışmada pazarlamanın teknolojiyi takip ederek geçirdiği dönüşüm ve bu dönüşümün pazarlama karması unsurlarında meydana getirdiği değişimler sistematik bir şekilde ele alınarak, teknolojik gelişmelerin pazarlama faaliyetleri üzerindeki etkisinin vurgulanması ve her bir pazarlama döneminin ayırt edici özellikleri ile birlikte detaylı bir şekilde açıklanması amaçlanmaktadır. Bu amaç doğrultusunda, ilgili literatürden hareketle pazarlama faaliyetlerindeki değişim endüstri, pazar ve tüketici yapısındaki değişimlerle birlikte ele alınarak, Pazarlama 1.0, Pazarlama 2.0, Pazarlama 3.0 ve Pazarlama 4.0 olmak üzere dört ayrı dönemde incelenmiştir. Bu dönemlerin ayırt edici özellikleri açıklandıktan sonra teknolojinin pazarlama karması unsurlarında meydana getirdiği değişimler detaylı olarak ele alınmıştır. Bu nedenle bu çalışmanın teknoloji ve pazarlama arasında ilişkiyi kapsamlı bir şekilde incelediği düşünülmektedir.

Anahtar Kelimeler

Pazarlama 1.0, Pazarlama 2.0, Pazarlama 3.0, Pazarlama 4.0, Pazarlama Karması

MARKETING 4.0: IMPACTS OF TECHNOLOGICAL DEVELOPMENTS ON MARKETING ACTIVITIES

Öz

Technological developments, which have transcended just being an innovation, have a profound influence on production processes and daily life of consumers by changing their habits and behaviors. Comparing the production technology and daily life of the 1950s with today, the changes are apparently noticed. Therefore, proceeding in a parallel manner with the changes in technology, marketing activities have converted to Marketing 4.0. Thus, in the light of literature, this study systematically aims to reveal the changes in marketing activities based on technological developments and to explain the distinctive features of each marketing stages. Hence, in this study firstly the changes in marketing activities are investigated in terms of changes in industry, markets and consumers. It is understood that marketing activities can be examined in four stages namely; Marketing 1.0, Marketing 2.0, Marketing 3.0 and Marketing 4.0. The differences of all stages are explained in detail. Finally, the transformation of marketing mix elements has been investigated based on technological developments. Thus, the relationship between technology and marketing has been addressed in a comprehensive manner.

Anahtar Kelimeler

: Marketing 1.0, Marketing 2.0, Marketing 3.0, Marketing 4.0, Marketing Mix

Kaynakça

• Acs, Z. J., and Preston, L. (1997). Small and medium-sized enterprises, technology, and globalization: Introduction to a special issue on small and medium-sized enterprises in the global economy. Small Business Economics, 9(1), 1-6.
• Albay, M. N. (2010). Geleneksel Pazarlamadan Yeni Pazarlama Yaklaşımlarına Geçiş Süreci. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(2). 213-235.
• Aldhaheri, A., and Bach, C. (2013). How to implement marketing 2.0 successfully. arXiv preprint arXiv:1308.4894.
• Baygin, M., Yetis, H., Karakose, M., and Akin, E. (2016, September). An effect analysis of industry 4.0 to higher education. In Information Technology Based Higher Education and Training (ITHET), 2016 15th International Conference on (pp. 1-4). IEEE.
• Buhalis, D., Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism management, 29(4), 609-623.
• Capon, N., and Glazer, R. (1987). Marketing and technology: a strategic coalignment. The Journal of Marketing, 1-14.
• Chen, P. T., and Hsieh, H. P. (2012). Personalized Mobile Advertising: Its Key Attributes, Trends, and Social Impact. Technologic Forecasting and Social Change, 79. 543-557.
• Chu, S. C., and Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
• Closs D. J. and Xu, K. (2000). Logistics Information Technology Practice in Manufacturing and Merchandising Firms. International Journal of Physical Distribution and Logistics Management, 30(10), 869-886.
• Craven, R. (2005). Customer is king: how to exceed their expectations. Random House.
• Crawford, R. D. (1991). In the Era of Human Capital: The Emergence of Talent, Intelligence and Knowledge as the Worldwide Economic Force and What it Means to Managers and Investors. Harper Business.
• Çelik, V., and Balık, D. T. (2007). Genetiği değiştirilmiş organizmalar (GDO). Erciyes Üniversitesi Fen Bilimleri Enstitüsü Dergisi, 23(1-2), 13-23.
• Çıtır, I. Ö. (2013). “Elektronik Ticaret ve İnternette Pazarlama” İ. Kırçova ve T. Benli (Ed.), in Pazarlama Yönetimi (473-486). İstanbul: Lisans Yayıncılık.
• Dholakia, N., Zwick, D., and Denegri-Knott, J. (2010). Technology, consumers, and marketing theory. Marketing Theory, 494-511.
• Drath, R., Horch, A. (2014). Industrie 4.0: Hit or hype? IEEE industrial electronics magazine, 8(2), 56-58.
• Erragcha, N., and Romdhane, R. (2014). New faces of marketing in the era of the web: from marketing 1.0 to marketing 3.0. Journal of Research in Marketing, 2(2), 137-142.
• Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
• İnal, M.E. (2009). Müşteri Analizi in Pazarlama Stratejileri Yönetsel Bir Yaklaşım, Ö. Torlak and R. Altunışık (Eds), 107-136. İstanbul: Beta Basım Yayım A.Ş.
• Jara, A. J., Parra, M. C., and Skarmeta, A. F. (2012, July). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In Innovative Mobile and Internet Services in Ubiquitous Computing (IMIS), 2012 Sixth International Conference on (pp. 852-857). IEEE.
• Jayaram, D., Manrai, A. K., and Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science, 20(39), 118-132.
• Jiménez-Zarco, A. I., Rospigliosi, A., Martínez-Ruiz, M. P., and Izquierdo-Yusta, A. (2017). Marketing 4.0: Enhancing Consumer-Brand Engagement. Socio-Economic Perspectives on Consumer Engagement and Buying Behavior, 94.
• Karafakioğlu, M. (2013). Uluslararası Pazarlama Yönetimi Teori, Uygulama ve Örnek Olaylar (8. Baskı). İstanbul: Beta Basım A. Ş.
• Kengpola A., and Tuominenb, M. (2006). A Framework for Group Decision Support Systems: An Application in The Evaluation of Information Technology for Logistics Firms. International Journal of Production Economics, 101 (1), 159-171.
• Kopczak, L. R. (1997). Logistics Partnerships and Supply Chain Restructuring: Survey Results from The US Computer Industry. Production and Operations Management, 6(3), 226–247.
• Kopetz, H. (2011). Internet of things. In Real-time systems (pp. 307-323). Springer, Boston, MA.
• Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
• Kotler, P. (2012). Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri (Çev. Ümit Şensoy) (3. Baskı). İstanbul: Optimist Yayınları.
• Kotler, P., and Keller, K. (2006). Marketing Management (12th Edition), New Jersey: Pearson Prentice Hall.
• Kotler, P., Kartajaya, H., and Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley Sons.
• Kotler, P., Kartajaya, H., and Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley Sons.
• Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information systems research, 13(2), 205-223.
• Kumar, V., Rahman, Z., Kazmi, A. A., and Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37, 482-489.
• Lasi, H., Fettke, P., Kemper, H. G., Feld, T., and Hoffmann, M. (2014). Industry 4.0. Business Information Systems Engineering, 6(4), 239-242.
• Li, K., and Du, T. C. (2012). Building A Targeted Mobile Advertising System for Location-Based Services. Decision Support System, 54. 1-8.
• Mangold, W. G., and Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
• McLuhan, M., and Nevitt, B. (1972). Pro-log to exploration. Take today: The executive as dropout, 3-6.
• Moncrief, W. C., and Cravens, D. W. (1999). Technology and Changing Marketing World. Marketing Intelligence and Planning, 17(7), 329-332.
• Nowacki, F. (2015). Marketing 4.0 As A Solution for International Entrepreneurship in New Trends in Economics, Management and Finance, (309-321), P. Michnon, A. Poczta- Wajda, M. Osak, P Marszalek, R. Gray and S. Bialowas (Eds.). Poland: Poznan University of Economics and Business Print Shop.
• Ntalkos, L., Kambourakis, G., and Damopoulos, D. (2015). Let’s Meet! A participatory-based discovery and rendezvous mobile marketing framework. Telematics and Informatics, 32(4), 539-563.
• Peattie, K., and Peters, L. (1997). The Marketing Mix in The Third Age of Computing. Marketing Intelligence and Planning, 15(3), 142-150.
• Rust, R. T., and Espinoza, F. (2006). How technology advances influence business research and marketing strategy. Journal of Business Research, 59(10-11), 1072-1078.
• Sari, Y., and Kozak, M. (2005). Turizm Pazarlamasına İnternetin Etkisi: Destinasyon Web Siteleri için Bir Model Önerisi. Akdeniz İİBF Dergisi, 9, 248-271.
• Sharma, A., and Sheth, J. N. (2004). Web-based marketing: The coming revolution in marketing thought and strategy. Journal of business research, 57(7), 696-702.
• Sun, C. (2012). Application of RFID Technology for Logistics on Internet of Things. AASRI Procedia, 1, 106-111.
• Tarabasz, A. (2013). The reevaluation of communication in customer approach–towards marketing 4.0.
• Tekin, M. M., and Zerenler A. B. (2005). Bilişim Teknolojileri Kullanımının İşletme Performansına Etkileri: Lojistik Sektöründe Bir Uygulama. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 4(8), 115-129.
• Varey, R. J., and McKie, D. (2010). Staging consciousness: marketing 3.0, post-consumerism and future pathways. Journal of Customer Behavior, 9(4), 321-334.
• Vassileva, B. (2017). Marketing 4.0: How technologies transform marketing organization. Obuda University e-Bulletin, 7(1), 47-56.
• Wahlster, W. (2012). From industry 1.0 to industry 4.0: Towards the 4th industrial revolution. In Forum Business meets Research.
• Wang, X., Yu, C., and Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), 198-208.
• Waters, D. (2003). Logistics: An Introduction to Supply Chain Management. England: Palgrave Macmillan.
• Webster, F. (2006). Theories of the information society (3. Edition). New York: Routledge.
• Xiang, Z., and Gretzel, U. (2010). Role of Social Media in Online Travel Information Search. Tourism Management, 31(2), 179-188.
• Zhang, D., Ning, H., Xu, K.S., Lin, F., and Yang, L.T. (2012). Internet of Things. J. UCS, 18, 1069-1071.