{"id":108,"date":"2018-09-11T10:43:52","date_gmt":"2018-09-11T07:43:52","guid":{"rendered":"http:\/\/argusga.com\/blog\/?p=108"},"modified":"2021-03-31T14:24:10","modified_gmt":"2021-03-31T11:24:10","slug":"adim-adim-katma-deger-yaratmak-1-musteriyi-merkeze-almak","status":"publish","type":"post","link":"https:\/\/argusga.com\/blog\/adim-adim-katma-deger-yaratmak-1-musteriyi-merkeze-almak\/","title":{"rendered":"Pazarlama ile art\u0131 de\u011fer yaratmak #1"},"content":{"rendered":"

Katma (art\u0131) de\u011fer kavram\u0131n\u0131n genel kabul g\u00f6ren tan\u0131m\u0131, bir \u00fcr\u00fcn\u00fcn maliyet girdilerinin \u00e7ok \u00fczerinde bir fiyatla sat\u0131lmas\u0131n\u0131 sa\u011flayacak bir \u00f6zellik\/i\u015flev kazand\u0131r\u0131lmas\u0131d\u0131r. Yani \u00fcr\u00fcne, sat\u0131\u015f fiyat\u0131 ile \u00fcretim maliyetleri aras\u0131ndaki makas\u0131 olabildi\u011fince a\u00e7acak bir de\u011fer kat\u0131lmas\u0131 i\u015fidir. T\u00fcrkiye\u2019de de katma de\u011fer deyince bu tan\u0131m anla\u015f\u0131l\u0131r. Bu bak\u0131\u015f a\u00e7\u0131s\u0131 size katma de\u011fer yaratman\u0131n tek yolunun \u00fcr\u00fcnle ilgili oldu\u011funu dikte eder. Oysa katma de\u011fer yaratman\u0131n bir ba\u015fka yolu daha vard\u0131r: pazarlama yoluyla katma de\u011fer yaratmak. K\u0131saca onun da tan\u0131m\u0131n\u0131 yap\u0131p, nas\u0131l hayata ge\u00e7irebilece\u011fine \u0131\u015f\u0131k tutmaya \u00e7al\u0131\u015faca\u011f\u0131z. Pazarlamayla katma de\u011fer yaratmak, m\u00fc\u015fteriye rakip se\u00e7eneklerden daha y\u00fcksek bir \u2018de\u011fer\u2019 sunmakt\u0131r. Bu tan\u0131m\u0131n i\u00e7inde 3 temel bile\u015fen vard\u0131r: m\u00fc\u015fteri, rekabet ve tercih yaratacak daha y\u00fcksek bir fayda sunmak. Gelin bu yakla\u015f\u0131m\u0131 nas\u0131l kullanabilece\u011finize birlikte bakal\u0131m:<\/em><\/p>\n

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  1. Art\u0131 de\u011fer yaratman\u0131n \u015firket i\u00e7in anlam\u0131 k\u00e2rl\u0131l\u0131kt\u0131r.<\/strong><\/li>\n<\/ol>\n

    Bir \u015firketin art\u0131 de\u011fer yaratmak konusundaki motivasyonun ard\u0131nda daha k\u00e2rl\u0131 olmak vard\u0131r. Ancak bir \u015firketin k\u00e2rl\u0131l\u0131\u011fa yakla\u015f\u0131m\u0131 art\u0131 de\u011fer yaratma modelini de farkl\u0131la\u015ft\u0131r\u0131r. Bir \u015firket ya belli bir m\u00fc\u015fteri grubuna y\u00fcksek k\u00e2r marj\u0131 ile satmay\u0131 hedefleyebilir veya \u00e7ok say\u0131da m\u00fc\u015fteriyi kendine \u00e7ekecek cazip bir fiyat\/de\u011fer teklifiyle s\u00fcr\u00fcmden kazanabilir. \u0130lk yakla\u015f\u0131mda k\u00e2r marj\u0131n\u0131 y\u00fckseltmek i\u00e7in m\u00fc\u015fterilerin daha y\u00fcksek bir bedel (fiyat) \u00f6demesini sa\u011flamaya \u00e7al\u0131\u015fmak gerekirken, ikincisinde kitlesel olabilmek i\u00e7in olabildi\u011fince maliyet optimizasyonu yapmak ve yayg\u0131n \u015fekilde m\u00fc\u015fteriye eri\u015febilmek gerekir. Bu iki k\u00e2rl\u0131l\u0131k yakla\u015f\u0131m\u0131 \u00e7o\u011funlukla bir arada var olamazlar. Bu y\u00fczden pazarlama yoluyla art\u0131 de\u011fer yaratabilmek i\u00e7in \u00f6ncelikle m\u00fc\u015fteri f\u0131rsatlar\u0131n\u0131n hangisi i\u00e7in daha cazip oldu\u011funu analiz etmelisiniz. Her iki yol da kendi i\u00e7inde zorluklar ve yat\u0131r\u0131m maliyetleri gerektirir. Pe\u015fin kabullerle ve kendi i\u00e7g\u00fcd\u00fclerinizle karar vermekten ka\u00e7\u0131n\u0131n. Karar vermeden \u00f6nce mutlaka pazar\u0131, rekabeti ve m\u00fc\u015fteriyi derinlemesine analiz edin.<\/p>\n

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    1. M\u00fc\u015fterinizle ili\u015fkiniz bir \u00e7\u0131kar ili\u015fkisidir.<\/strong><\/li>\n<\/ol>\n

      M\u00fc\u015fteri, her \u015firketin hayat\u0131n\u0131 s\u00fcrd\u00fcrmesi i\u00e7in gereken temel varl\u0131\u011f\u0131d\u0131r. Her \u015firket \u00fcretti\u011fi \u00fcr\u00fcn\u00fc veya hizmeti satacak bir m\u00fc\u015fteri bulmak zorundad\u0131r. Bu y\u00fczden,\u00a0 her ne i\u015f yap\u0131yorsan\u0131z yap\u0131n e\u011fer m\u00fc\u015fteriniz yoksa i\u015finiz de yok.\u00a0 M\u00fc\u015fteriyi daha iyi anlamadan \u00f6nce bilmeniz gereken ilk \u015fey: insanlar\u0131n sadece kendi \u00e7\u0131karlar\u0131na sad\u0131k oldu\u011fudur. Yani m\u00fc\u015fteriniz onun i\u015fine yarad\u0131\u011f\u0131n\u0131z \u00f6l\u00e7\u00fcde m\u00fc\u015fteriniz olarak kal\u0131r. \u0130kinci temel konu ise bir \u015firketin veya markan\u0131n m\u00fc\u015fterisiyle ili\u015fkisi b\u00fcy\u00fck \u00f6l\u00e7\u00fcde ticari bir ili\u015fkidir. Yani aran\u0131zda bir para al\u0131\u015f veri\u015fi vard\u0131r. \u0130\u00e7ine para giren ili\u015fkiler kar\u015f\u0131l\u0131kl\u0131 \u00e7\u0131karlar\u0131n g\u00f6zetildi\u011fi ili\u015fkilerdir.<\/p>\n

      \u0130nsanlar\u0131n parayla olan ili\u015fkisini iyi anlamak gerekir \u00e7\u00fcnk\u00fc cebindeki paraya talip oldu\u011funuz insan\u0131n bunu neden size \u00f6demesi gerekti\u011fini y\u00f6netmek zorundas\u0131n\u0131z. \u00c7o\u011fu insan i\u00e7in paras\u0131ndan ayr\u0131lmak ac\u0131 verici bir bedeldir. Bu \u00f6nemli bir konu, \u00e7\u00fcnk\u00fc sizin i\u015finiz m\u00fc\u015fterinin cebindeki paradan g\u00f6n\u00fcl rahatl\u0131\u011f\u0131 ile ayr\u0131lmas\u0131n\u0131 sa\u011flayacak bir de\u011fer sunmakt\u0131r. \u00dcst\u00fcne \u00fcstl\u00fck bunu rakip se\u00e7enekler yerine sizi se\u00e7erek ve yeniden sizi se\u00e7erek yapmas\u0131d\u0131r.<\/p>\n

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      1. M\u00fc\u015fteri i\u00e7in art\u0131 de\u011fer yaratman\u0131n anlam\u0131 ona art\u0131 de\u011fer sunmakt\u0131r.<\/strong><\/li>\n<\/ol>\n

        M\u00fc\u015fteri size bir de\u011fer kar\u015f\u0131l\u0131\u011f\u0131 bir bedel \u00f6der. Sizi tercih etmesi i\u00e7in veya daha fazla \u00f6demesi i\u00e7in ona sundu\u011funuz de\u011feri art\u0131rmal\u0131s\u0131n\u0131z. Peki nas\u0131l? K\u0131saca insan zihni nas\u0131l \u00e7al\u0131\u015f\u0131yor, \u00e7evresini ve olaylar\u0131 nas\u0131l alg\u0131l\u0131yor, bakal\u0131m: \u0130nsanlar olaylar kar\u015f\u0131s\u0131nda hissettikleri hazz\u0131 ve ac\u0131y\u0131 zihinlerinin gerisinde kodlar, bunu ya\u015fad\u0131\u011f\u0131 durumlarla ili\u015fkilendirir ve tepkilerini, alg\u0131lar\u0131n\u0131 buna g\u00f6re \u015fekillendirirler. Temelde insan, haz odakl\u0131 bir canl\u0131 oldu\u011fu i\u00e7in de hazz\u0131 art\u0131rmaya veya ac\u0131y\u0131 azaltmaya\/yok etmeye programl\u0131d\u0131r. Bu bilgiye neden ihtiyac\u0131n\u0131z var? \u00c7\u00fcnk\u00fc anlaman\u0131z gereken sizin m\u00fc\u015fterinizin de bu \u015fekilde hareket etti\u011fidir. Bu y\u00fczden yapman\u0131z gereken m\u00fc\u015fterinizin sizin \u00fcr\u00fcn grubunuzla ili\u015fkilendirdi\u011fi ac\u0131 (k\u00fclfet) ve haz unsurlar\u0131n\u0131 anlamakla i\u015fe ba\u015flamak. K\u00fclfet ve haz unsurlar\u0131n\u0131 a\u00e7\u0131\u011fa \u00e7\u0131kard\u0131ktan sonra bunlar\u0131 ne \u015fekilde bir de\u011fere d\u00f6n\u00fc\u015ft\u00fcrebilece\u011finize odaklanmal\u0131s\u0131n\u0131z. Yani, k\u00fclfet noktalar\u0131n\u0131 nas\u0131l azaltabilece\u011finize veya haz noktalar\u0131n\u0131 nas\u0131l art\u0131rabilece\u011finize. M\u00fc\u015fterinin zihninin derinlerindeki ac\u0131 ve haz unsurlar\u0131n\u0131 a\u00e7\u0131\u011fa \u00e7\u0131karmak kolay bir i\u015f de\u011fildir. Bunun i\u00e7in m\u00fc\u015fterinin zihninin derinlerine inebilen ara\u015ft\u0131rma tekniklerinden yararlanman\u0131z gerekir. Bu konuda bir ara\u015ft\u0131rma \u00e7\u00f6z\u00fcm\u00fc aray\u0131\u015f\u0131n\u0131z varsa Argus\u2019un m\u00fc\u015fterilerin \u00f6rt\u00fcl\u00fc belleklerini analiz etmek \u00fczere 2003 y\u0131l\u0131nda geli\u015ftirdi\u011fi Avrupa\u2019n\u0131n ilk metafor temelli ara\u015ft\u0131rma modeli Mind-Decoder\u00ae ‘dan yararlanabilirsiniz. Detayl\u0131 bilgi i\u00e7in: hello@argusga.com<\/p>\n

          \n
        1. M\u00fc\u015fteriye de\u011fer sunarken m\u00fc\u015fterinin sizinle ya\u015fad\u0131\u011f\u0131 toplam s\u00fcrecin tamam\u0131na odaklan\u0131n.<\/strong><\/li>\n<\/ol>\n

          Pazarlamada art\u0131 de\u011fer yarat\u0131rken oda\u011f\u0131n\u0131z sadece \u00fcr\u00fcn olmamal\u0131. M\u00fc\u015fteri de\u011feri yaratabilece\u011finiz bir \u00e7ok farkl\u0131 alan ke\u015ffedebilirsiniz. Bu y\u00fczden sadece m\u00fc\u015fterinin \u00fcr\u00fcnle ilintili k\u00fclfet ve haz noktalar\u0131na de\u011fil, bu \u00fcr\u00fcn\u00fc almadan \u00f6nce, al\u0131rken, kullan\u0131rken ve kulland\u0131ktan sonraki t\u00fcm s\u00fcreci, sizin m\u00fc\u015fteriyle kurdu\u011funuz ili\u015fkinin tamam\u0131n\u0131 da mercek alt\u0131na al\u0131n. Bu s\u00fcre\u00e7lerde sizin nas\u0131l bir de\u011fer sundu\u011funuz kadar rakip se\u00e7eneklerin de m\u00fc\u015fteriye ne vaat etti\u011fine bak\u0131n. Bazen sadece rakiplerin iyi olmad\u0131\u011f\u0131 bir konuda \u00f6ne \u00e7\u0131kmak bile y\u00fcksek m\u00fc\u015fteri de\u011feri yaratman\u0131z\u0131 sa\u011flayabilir.<\/p>\n

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          1. De\u011fer teklifinizin anla\u015f\u0131l\u0131r ve net olmas\u0131n\u0131 sa\u011flay\u0131n.<\/strong><\/li>\n<\/ol>\n

            M\u00fc\u015fteri de\u011feri yaratman\u0131n alt\u0131n kural\u0131: m\u00fc\u015fterinin t\u00fcm di\u011fer se\u00e7eneklerin aras\u0131ndan sizi tercih etmesi ve sundu\u011funuz de\u011ferin kar\u015f\u0131l\u0131\u011f\u0131nda paras\u0131n\u0131 g\u00f6n\u00fcl rahatl\u0131\u011f\u0131 ile size vermesidir. Bu, daha iyi bir se\u00e7enek oldu\u011funuzu g\u00fc\u00e7l\u00fc ve net bir \u015fekilde ortaya koyman\u0131z\u0131 gerektirir. Argus\u2019un \u00f6nerisi, m\u00fc\u015fteriyle kurdu\u011funuz ileti\u015fimde s\u00fcsl\u00fc, dolamba\u00e7l\u0131 ve sofistike yollara sapmadan de\u011fer teklifinizi m\u00fc\u015fterinize yal\u0131n ve kolay anla\u015f\u0131l\u0131r \u015fekilde anlatabildi\u011finizden emin olman\u0131zd\u0131r. Hayat\u0131n herkes i\u00e7in gittik\u00e7e karma\u015f\u0131k ve \u00e7etrefilli hale geldi\u011fi g\u00fcn\u00fcm\u00fcz d\u00fcnyas\u0131nda yapaca\u011f\u0131n\u0131z en b\u00fcy\u00fck hata, karma\u015f\u0131k ve zor anla\u015f\u0131l\u0131r olman\u0131zd\u0131r.<\/p>\n

            Bora Al\u00e7\u0131<\/p>\n

            Kurucu,<\/p>\n

            Argus Growth Agency: T\u00fcrkiye\u2019nin ilk ve tek b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi<\/p>\n

            Argus Growth Agency markalar\u0131n ve \u015firketlerin g\u00fc\u00e7l\u00fc ve s\u00fcrekli b\u00fcy\u00fcmelerini sa\u011flayacak dan\u0131\u015fmanl\u0131k ve ara\u015ft\u0131rma hizmetleri sunar. B\u00fcy\u00fcme hedeflerinizi ger\u00e7ekle\u015ftirmeniz i\u00e7in size de yol g\u00f6stermemizi isterseniz bize ula\u015f\u0131n: hello@argusga.com<\/p>\n","protected":false},"excerpt":{"rendered":"

            Katma (art\u0131) de\u011fer kavram\u0131n\u0131n genel kabul g\u00f6ren tan\u0131m\u0131, bir \u00fcr\u00fcn\u00fcn maliyet girdilerinin \u00e7ok \u00fczerinde bir fiyatla sat\u0131lmas\u0131n\u0131 sa\u011flayacak bir \u00f6zellik\/i\u015flev kazand\u0131r\u0131lmas\u0131d\u0131r. Yani \u00fcr\u00fcne, sat\u0131\u015f fiyat\u0131 ile \u00fcretim maliyetleri aras\u0131ndaki makas\u0131 olabildi\u011fince a\u00e7acak bir de\u011fer kat\u0131lmas\u0131 i\u015fidir. T\u00fcrkiye\u2019de de katma de\u011fer deyince bu tan\u0131m anla\u015f\u0131l\u0131r. Bu bak\u0131\u015f a\u00e7\u0131s\u0131 size katma de\u011fer yaratman\u0131n tek yolunun \u00fcr\u00fcnle ilgili […]<\/p>\n","protected":false},"author":1,"featured_media":253,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/108"}],"collection":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/comments?post=108"}],"version-history":[{"count":4,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/108\/revisions"}],"predecessor-version":[{"id":257,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/108\/revisions\/257"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/253"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}