{"id":470,"date":"2018-02-12T13:29:18","date_gmt":"2018-02-12T10:29:18","guid":{"rendered":"http:\/\/www.yagizozbir.com\/?p=470"},"modified":"2018-02-19T13:25:15","modified_gmt":"2018-02-19T10:25:15","slug":"hizmet-pazarlamasi","status":"publish","type":"post","link":"https:\/\/www.yagizozbir.com\/index.php\/2018\/02\/12\/hizmet-pazarlamasi\/","title":{"rendered":"H\u0130ZMET PAZARLAMASI"},"content":{"rendered":"<p>Pazarlama; insanlar\u0131n arzular\u0131na, taleplerine ve beklentilerine g\u00f6re, \u00fcr\u00fcn ve\/veya hizmet sunmak olarak \u00f6zetlenebilir.<\/p>\n<p>Hizmet \u00fcretimi; \u00fcretildi\u011fi an t\u00fcketilme esas\u0131na dayal\u0131, hata telafi e\u015fi\u011fi s\u0131f\u0131ra yak\u0131n olan, kalite alg\u0131s\u0131 subjektif(g\u00f6rece) ve duyusal alg\u0131lamaya dayal\u0131 bir faaliyettir.<\/p>\n<p>Hizmet; hizmet \u00fcretici ile al\u0131c\u0131n\u0131n kar\u015f\u0131la\u015ft\u0131\u011f\u0131 anda olu\u015fan gereksinimler ve istemler do\u011frultusunda, doygunlu\u011fu sa\u011flayan ve sahiplikle sonu\u00e7lanmayan; eylem, s\u00fcre\u00e7 ve performanslard\u0131r. Hizmetin niteliklerini ise, a\u015fa\u011f\u0131daki \u015fekilde s\u0131ralamak m\u00fcmk\u00fcnd\u00fcr;<\/p>\n<ul>\n<li>Soyuttur. Duyusal ve psikolojik de\u011ferlendirmeyle \u00f6l\u00e7\u00fcl\u00fcr.<\/li>\n<li>T\u00fcrde\u015f de\u011fildir. Hizmette farkl\u0131la\u015fma m\u00fcmk\u00fcnd\u00fcr.<\/li>\n<li>\u00dcretim ve t\u00fcketim ayn\u0131 andad\u0131r.<\/li>\n<li>Hizmet alan ile hizmet \u00fcretenin etkile\u015fimiyle ortaya \u00e7\u0131kar.<\/li>\n<li>Hizmet al\u0131c\u0131lar, hizmetin \u00fcretilmesi a\u015famas\u0131nda yer al\u0131r.<\/li>\n<li>Hizmet al\u0131c\u0131n\u0131n envanterinde bulundurulamaz, stoklanamaz.<\/li>\n<\/ul>\n<p>Hizmetler, \u00fc\u00e7 farkl\u0131 \u015fekilde aktar\u0131l\u0131rlar;<\/p>\n<ul>\n<li>Do\u011frudan<\/li>\n<li>Acente ve\/veya \u015fube arac\u0131l\u0131\u011f\u0131yla<\/li>\n<li>Franchising (Marka kiralama, temsilcilik<\/li>\n<\/ul>\n<p>Hizmetler, \u00fcretim esnas\u0131nda kullan\u0131lan y\u00f6nteme g\u00f6re iki k\u0131s\u0131mda s\u0131n\u0131fland\u0131r\u0131l\u0131r;<\/p>\n<p>A. Ara\u00e7 Gerece Dayal\u0131<\/p>\n<ol>\n<li>Otomatik hizmetler (\u00d6r: K\u00f6pr\u00fc, otoban ge\u00e7i\u015f\/\u00f6deme sistemleri)<\/li>\n<li>Uzmanlarca alet ve makine yard\u0131m\u0131 al\u0131narak \u00fcretilen hizmetler (\u00d6r: Lashing, tehlikeli madde ambalajlamas\u0131)<\/li>\n<li>Uzman gerektirmeyen hizmetler (\u00d6r: \u0130stifleme, hammaliye)<\/li>\n<\/ol>\n<p>B. \u0130nsana Dayal\u0131<\/p>\n<ol>\n<li>Nitelikli i\u015fg\u00fcc\u00fc (Bilgi ve beceri gerektirir. \u00d6r: Havayolu ta\u015f\u0131mac\u0131l\u0131\u011f\u0131)<\/li>\n<li>Uzman i\u015fg\u00fcc\u00fc (Bilgi, beceri ve deneyim gerektirir. \u00d6r: ta\u015f\u0131ma i\u015fleri organizat\u00f6rl\u00fc\u011f\u00fc hizmetleri, forwarding)<\/li>\n<li>Profesyonel i\u015fg\u00fcc\u00fc (Bir alanda uzmanl\u0131k gerektiren, meslek sahibi personel taraf\u0131ndan ger\u00e7ekle\u015ftirilen i\u015flerdir. \u00d6r: Gemi kaptanl\u0131\u011f\u0131, pilotluk)<\/li>\n<\/ol>\n<p>Hizmet i\u015fletmelerinde, \u00fcretime esas al\u0131nan hizmetlere ait giderlerin toplam\u0131na, <strong>hizmet \u00fcretim maliyeti<\/strong> denir. Hizmet \u00fcretim maliyetlerini olu\u015fturan unsurlar a\u015fa\u011f\u0131daki gibidir;<\/p>\n<ul>\n<li>De\u011fi\u015fken maliyet (Hizmete \u00f6zg\u00fc i\u015f\u00e7ilik ve malzeme gideridir.)<\/li>\n<li>Sabit maliyet (Genel y\u00f6netim gideri, genel \u00fcretim gideri ve finansman giderinden olu\u015fur.)<\/li>\n<li>Pazarlama maliyeti (Sat\u0131\u015f ve da\u011f\u0131t\u0131m giderlerinden olu\u015fur.)<\/li>\n<\/ul>\n<p>Hizmet pazarlamas\u0131; m\u00fc\u015fteri beklenti, talep ve isteklerinin soyut kavramlar \u00fczerine kurulu oldu\u011fu ve \u00fcreticisinin bu y\u00f6nde hizmet sunmay\u0131 ama\u00e7lad\u0131\u011f\u0131 faaliyetlerdir.<\/p>\n<p>Hizmet pazarlamas\u0131n\u0131n nitelendirilmesi gerekli ilkeleri(7P) a\u015fa\u011f\u0131daki gibidir;<\/p>\n<ul>\n<li>Product (Hizmete konu olan \u00fcr\u00fcnd\u00fcr.)<\/li>\n<li>Price (Hizmetin fiyatland\u0131r\u0131lmas\u0131d\u0131r.)<\/li>\n<li>Place (Hizmetin ula\u015ft\u0131r\u0131lmas\u0131, hizmetin da\u011f\u0131t\u0131m kanal\u0131d\u0131r.)<\/li>\n<li>Promotion (Reklam, ki\u015fisel sat\u0131\u015f, sat\u0131\u015f geli\u015ftirme ve halkla ili\u015fkileri kapsayan faaliyetlerdir.)<\/li>\n<li>People (Hizmetin hedef m\u00fc\u015fteri kitlesidir.)<\/li>\n<li>Physical Evidence (Hizmetin referanslar\u0131 ve fiziksel kan\u0131t\u0131d\u0131r.)<\/li>\n<li>Process (Hizmetin \u00fcretim s\u00fcrecidir.)<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-471 aligncenter\" src=\"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Capture.jpg\" alt=\"\" width=\"451\" height=\"309\" srcset=\"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Capture.jpg 451w, https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Capture-300x206.jpg 300w, https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Capture-438x300.jpg 438w\" sizes=\"auto, (max-width: 451px) 100vw, 451px\" \/><\/p>\n<p>Etkin bir hizmet pazarlamas\u0131; g\u00fcvenilir ve m\u00fc\u015fteriye \u00f6zg\u00fc olmal\u0131d\u0131r. Uzun d\u00f6nemde de\u011ferli m\u00fc\u015fteri portf\u00f6y\u00fc (CLV \u2013 Customer Life Time Value) olu\u015fturabilmek i\u00e7in, a\u015fa\u011f\u0131daki ad\u0131mlar\u0131n takip edilmesi \u00f6nemlidir;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-472\" src=\"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/capture-2.png\" alt=\"\" width=\"752\" height=\"338\" srcset=\"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/capture-2.png 752w, https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/capture-2-300x135.png 300w, https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/capture-2-500x225.png 500w\" sizes=\"auto, (max-width: 752px) 100vw, 752px\" \/><\/p>\n<p>Hizmet pazarlamas\u0131nda kalite alg\u0131s\u0131n\u0131 olu\u015fturan kriterler \u015funlard\u0131r;<\/p>\n<ul>\n<li><strong>G\u00fcvenilirlik <\/strong>: Hizmetin g\u00fcvenilir ve do\u011fru bi\u00e7imde sunulmas\u0131d\u0131r.<\/li>\n<li><strong>Duyarl\u0131l\u0131k \/ Kar\u015f\u0131l\u0131k Vermek<\/strong> : Hizmetin tam zaman\u0131nda \u00fcretilmesidir.<\/li>\n<li><strong>Yeterlilik<\/strong> : Hizmet \u00fcreticisinin, tamam\u0131yla gerekli bilgi ve beceriye sahip olabilmesidir.<\/li>\n<li><strong>Eri\u015filebilirlik<\/strong> : Hizmete kolay ula\u015fabilmeyi ve uygun zaman alg\u0131s\u0131n\u0131 ifade eder.<\/li>\n<li><strong>Nezaket<\/strong> : M\u00fc\u015fteriyle y\u00fcr\u00fct\u00fclen ili\u015fkilerin, olumlu y\u00f6nde geli\u015fimidir.<\/li>\n<li><strong>\u0130leti\u015fim<\/strong> : M\u00fc\u015fterilerle anla\u015fabilme, m\u00fc\u015fterilerin talep ve ihtiya\u00e7lar\u0131na g\u00f6re farkl\u0131la\u015f\u0131labilmektir.<\/li>\n<li><strong>\u0130tibar<\/strong> : G\u00fcvenilirlik, d\u00fcr\u00fcstl\u00fck, m\u00fc\u015fteri \u00e7\u0131karlar\u0131n\u0131n g\u00f6zetilmesi ve sorumluluklara ba\u011fl\u0131l\u0131k gibi de\u011ferleri ifade eder.<\/li>\n<li><strong>G\u00fcvenlik<\/strong> : Fiziksel ve finansal g\u00fcvenlik ile mahremiyet g\u00fcvenli\u011fini olu\u015fturan unsurlard\u0131r.<\/li>\n<li><strong>M\u00fc\u015fteriyi Bilmek ve Anlamak<\/strong> : \u00c7\u00f6z\u00fcm orta\u011f\u0131 olabilmek i\u00e7in g\u00f6sterilen \u00e7abay\u0131 temsil eder.<\/li>\n<li><strong>Fiziksel Varl\u0131klar<\/strong> : Hizmet sunmak i\u00e7in faydalan\u0131lan alet ve ekipmanlard\u0131r.<\/li>\n<\/ul>\n<p>Her bir \u00fcr\u00fcn\u00fcn geli\u015fme, b\u00fcy\u00fcme, olgunla\u015fma ve d\u00fc\u015f\u00fc\u015f s\u00fcreci oldu\u011fu gibi; hizmetler i\u00e7in de benzer s\u00fcre\u00e7 ge\u00e7erlidir. Lojistik hizmetleri de, \u00fcr\u00fcn ya\u015fam e\u011frisinin genel mant\u0131\u011f\u0131na uygun olarak; var olu\u015f ve yok olu\u015f ilkesine uygundur. \u00dcr\u00fcn ve hizmet aras\u0131ndaki fark; teoride hizmet standart\u0131 hedeflense dahi, sunulan hizmette bir kalite b\u00fct\u00fcnl\u00fc\u011f\u00fcn\u00fcn m\u00fcmk\u00fcn olmamas\u0131d\u0131r.<\/p>\n<p>Ba\u015far\u0131l\u0131 bir hizmet pazarlamas\u0131n\u0131n s\u0131rr\u0131; etkinli\u011fi s\u00fcrd\u00fcr\u00fclebilir hale d\u00f6n\u00fc\u015ft\u00fcrerek, hizmette s\u00fcreklilik sa\u011flamakt\u0131r.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-474 aligncenter\" src=\"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Untitled.png\" alt=\"\" width=\"601\" height=\"144\" srcset=\"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Untitled.png 601w, https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Untitled-300x72.png 300w, https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/Untitled-500x120.png 500w\" sizes=\"auto, (max-width: 601px) 100vw, 601px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pazarlama; insanlar\u0131n arzular\u0131na, taleplerine ve beklentilerine g\u00f6re, \u00fcr\u00fcn ve\/veya hizmet sunmak olarak \u00f6zetlenebilir. Hizmet \u00fcretimi; \u00fcretildi\u011fi an t\u00fcketilme esas\u0131na dayal\u0131, hata telafi e\u015fi\u011fi s\u0131f\u0131ra yak\u0131n olan, kalite alg\u0131s\u0131 subjektif(g\u00f6rece) ve duyusal alg\u0131lamaya dayal\u0131 bir faaliyettir. Hizmet; hizmet \u00fcretici ile al\u0131c\u0131n\u0131n&#8230;<\/p>\n","protected":false},"author":1,"featured_media":477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[79],"tags":[],"class_list":["post-470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yeni-kategori"],"jetpack_featured_media_url":"https:\/\/www.yagizozbir.com\/wp-content\/uploads\/2018\/02\/question-mark-2492009_1280.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/posts\/470","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/comments?post=470"}],"version-history":[{"count":1,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/posts\/470\/revisions"}],"predecessor-version":[{"id":475,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/posts\/470\/revisions\/475"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/media\/477"}],"wp:attachment":[{"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/media?parent=470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/categories?post=470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yagizozbir.com\/index.php\/wp-json\/wp\/v2\/tags?post=470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}