{"id":127,"date":"2019-10-30T07:21:36","date_gmt":"2019-10-30T05:21:36","guid":{"rendered":"http:\/\/argusga.com\/blog\/?p=127"},"modified":"2021-03-31T14:24:09","modified_gmt":"2021-03-31T11:24:09","slug":"konuk-yazar-faruk-sener-yazdi-bayi-kanaliyla-buyume","status":"publish","type":"post","link":"https:\/\/argusga.com\/blog\/konuk-yazar-faruk-sener-yazdi-bayi-kanaliyla-buyume\/","title":{"rendered":"Konuk yazar Faruk \u015eener yazd\u0131: Bayi Kanal\u0131yla B\u00fcy\u00fcme"},"content":{"rendered":"<p><em>T\u00fcrkiye\u2019nin ilk ve tek b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi Argus Growth Agency, blo\u011funu&nbsp; konuk yazarlara a\u00e7t\u0131\u011f\u0131 zaman, bir yaz\u0131yla katk\u0131da bulunmak istedim. Ancak yaz\u0131 bir b\u00fcy\u00fcme ajans\u0131n\u0131n&nbsp; blo\u011funa yak\u0131\u015f\u0131r i\u00e7erikte &nbsp;olmal\u0131yd\u0131. Sonu\u00e7ta bayi y\u00f6netimi konusunda bir kitap yazm\u0131\u015f dan\u0131\u015fman olarak konumu \u201cBayi Kanal\u0131yla B\u00fcy\u00fcme\u201d olarak belirledim. <\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Bayi kanal\u0131 \u00fclkemizde ki en yayg\u0131n da\u011f\u0131t\u0131m kanal\u0131d\u0131r. Geleneksel bayilerden franchise sistemine kadar b\u00fct\u00fcn \u00e7e\u015fitleri pazarda g\u00f6rmek m\u00fcmk\u00fcnd\u00fcr. Bayi kanal\u0131n\u0131n \u015firketler i\u00e7in \u00f6nemi, \u00fcr\u00fcnlerin fiziksel da\u011f\u0131t\u0131m\u0131n\u0131 yapman\u0131n \u00f6tesindedir. Bayi, \u015firketlerin pazara uzanan kolu ve pazardaki y\u00fcz\u00fcd\u00fcr. M\u00fc\u015fteriler \u00fcretici firmalar\u0131 g\u00f6rmezler ve bilmezler. M\u00fc\u015fterinin firma ad\u0131na muhatab\u0131 pazarda bayidir. Bu nedenle bayiler yapt\u0131klar\u0131 ve yapmad\u0131klar\u0131 ile firman\u0131n pazarlama s\u00fcre\u00e7lerine etkide bulunurlar. Marka bilinirli\u011finden m\u00fc\u015fteri sadakatine ve hatta firma itibar\u0131na kadar pek \u00e7ok konuda pazarlamaya etkide bulunurlar.<\/p>\n<p>Ancak bayi kanal\u0131ndan en \u00f6nemli beklenti &nbsp;sat\u0131\u015f b\u00fcy\u00fcmesine katk\u0131da bulunmas\u0131d\u0131r. Bayi kanal\u0131n\u0131n firma i\u00e7in tek kanal t\u00fcr\u00fc oldu\u011fu durumlarda bunun \u00f6nemi daha da artar. Bayi, \u015firketin t\u00fcm pazarlama s\u00fcre\u00e7lerinin d\u00fc\u011f\u00fcm noktas\u0131d\u0131r.<\/p>\n<p>Bayi kanal\u0131 temelde iki y\u00f6n\u00fc ile sat\u0131\u015f b\u00fcy\u00fcmesine katk\u0131da bulunur;<\/p>\n<ul>\n<li>Markan\u0131n zihinsel ula\u015f\u0131labilirli\u011fine katk\u0131da bulunur.<\/li>\n<li>Markan\u0131n fiziksel ula\u015f\u0131labilirli\u011fini geli\u015ftirir.<\/li>\n<\/ul>\n<p>Bunlardan birincisi g\u00f6rece kolayd\u0131r. \u0130kincisi daha zor ve zahmetlidir. Ancak bayi kanal\u0131 bu iki rol\u00fc oynayabilmesi i\u00e7in firman\u0131n temel \u00f6devlerini iyi yapmas\u0131 gerekir. Bu \u00f6devler;<\/p>\n<ul>\n<li>Bayi kanal\u0131na rekabet\u00e7i \u00fcst\u00fcnl\u00fc\u011fe sahip bir \u00fcr\u00fcn veya marka vermek<\/li>\n<li>Tatmin edici bir i\u015f hacmi ve karl\u0131l\u0131k vermek<\/li>\n<li>\u0130yi \u00e7al\u0131\u015fan bir bayi destek program\u0131 vermek<\/li>\n<li>Etki bir bayi y\u00f6netimi yapmak.<\/li>\n<\/ul>\n<p>Bayi kanal\u0131, bu d\u00f6rt unsura sahip oldu\u011funda g\u00fcc\u00fc ve etkinli\u011fi artacakt\u0131r. Bu altyap\u0131 ile markan\u0131n hem zihinsel hem de fiziksel ula\u015f\u0131labilirli\u011fine katk\u0131da bulunmaya ba\u015flayacakt\u0131r.<\/p>\n<p><strong>Bayinin Zihinsel Ula\u015f\u0131labilirli\u011fe Katk\u0131s\u0131<\/strong><\/p>\n<p>Bu boyutun g\u00f6rece kolay oldu\u011funu belirtmi\u015ftik. Bayi, marka haf\u0131zas\u0131n\u0131n yarat\u0131ld\u0131\u011f\u0131 stratejik bir m\u00fc\u015fteri temas noktas\u0131d\u0131r. Bayide markan\u0131n ayr\u0131\u015ft\u0131r\u0131c\u0131 unsurlar\u0131 (renk, logo, \u015fekil, form, amblem, ses vb), ma\u011faza dekorasyonu, tabela, ara\u00e7lar, personel k\u0131yafetleri, bayi deposu, kullan\u0131lan bro\u015f\u00fcrler, kataloglar vb. ile sergilenir. Kolay olan k\u0131s\u0131m bayide marka haf\u0131zas\u0131n\u0131 geli\u015ftirecek ayr\u0131\u015ft\u0131r\u0131c\u0131 unsurlar\u0131n belirlenmesi ve tasarlanmas\u0131d\u0131r. G\u00f6rece zor olan k\u0131sm\u0131 ise bu unsurlar\u0131n bayide uygulanmas\u0131d\u0131r. Uygulama yetmez ayn\u0131 zamanda uygulamada istikrar ve tutarl\u0131l\u0131k gerekir . Markan\u0131n ayr\u0131\u015ft\u0131r\u0131c\u0131 unsurlar\u0131 bayide ne kadar istikrarl\u0131 ve tutarl\u0131 kullan\u0131l\u0131rsa marka haf\u0131zas\u0131 o kadar g\u00fc\u00e7l\u00fc olur. Bunun i\u00e7in bayinin ikna ve motive edilmesi gerekir. Bayiye verilecek uygulama destekleri (kat\u0131l\u0131m pay\u0131) ve te\u015fvik sistemleri (prim) ile bunu a\u015fmak m\u00fcmk\u00fcnd\u00fcr. Bayinin marka haf\u0131zas\u0131n\u0131n olu\u015fumu i\u00e7in g\u00f6sterdi\u011fi performans\u0131n etkin takibi ve prim ile \u00f6d\u00fcllendirilmesi sonu\u00e7 verecektir.&nbsp; Bayinin marka haf\u0131zas\u0131 yaratmadaki rol\u00fc nedeni ile yeterli b\u00fct\u00e7enin ayr\u0131lmas\u0131 gerekir.<\/p>\n<p><strong>&nbsp;<\/strong><strong>&nbsp;<\/strong><\/p>\n<p><strong>Bayinin Fiziksel Ula\u015f\u0131labilirli\u011fe Katk\u0131s\u0131<\/strong><\/p>\n<p>\u015eimdi zor olan k\u0131sma bakaca\u011f\u0131z. Sat\u0131\u015f b\u00fcy\u00fcmesi i\u00e7in \u00fcr\u00fcnlerin daha geni\u015f co\u011frafyalarda bulunmas\u0131 ve daha \u00e7ok m\u00fc\u015fteriye eri\u015fiminin sa\u011flanmas\u0131 gerekir. Unutulmamal\u0131d\u0131r ki iyi bir da\u011f\u0131t\u0131m\u0131 olan marka, da\u011f\u0131t\u0131m\u0131 ve m\u00fc\u015fteriye eri\u015fimi zay\u0131f olan markaya kar\u015f\u0131 her zaman kazan\u0131r. Da\u011f\u0131t\u0131m\u0131n geli\u015fmesinin iki boyutu vard\u0131r;<\/p>\n<ul>\n<li>Bayi say\u0131s\u0131n\u0131n artarak \u00fcr\u00fcn\u00fcn daha geni\u015f co\u011frafyalarda bulunmas\u0131<\/li>\n<li>Bir bayinin kendi sahas\u0131nda daha \u00e7ok m\u00fc\u015fteriye eri\u015fmesi<\/li>\n<\/ul>\n<p>Ancak bu iki boyut kendili\u011finden ger\u00e7ekle\u015fmez. Firman\u0131n hem yeni bayi kazan\u0131m\u0131nda hem de bayinin yeni m\u00fc\u015fteri kazan\u0131m\u0131 i\u00e7in stratejiler geli\u015ftirmesi gerekir. Bayi aday\u0131n\u0131n hangi i\u015f kollar\u0131ndan \u00e7\u0131kaca\u011f\u0131, nas\u0131l bulunaca\u011f\u0131, nas\u0131l kazan\u0131laca\u011f\u0131, nas\u0131l \u00e7al\u0131\u015faca\u011f\u0131 belirlenmelidir. Yo\u011fun rekabet \u015fartlar\u0131nda bayili\u011fi \u00e7ekici k\u0131lmak ve tercih edilir hale getirmek gerekir. Bu \u00e7al\u0131\u015fmalar yap\u0131lmadan yeni bayi kazan\u0131m\u0131 m\u00fcmk\u00fcn olmayacakt\u0131r.<\/p>\n<p>Bu a\u015famada en \u00f6nemli karar hangi i\u015f kolunda faaliyet g\u00f6sterecek firmalara bayilik verilece\u011fidir. Satt\u0131\u011f\u0131 \u00fcr\u00fcn ve m\u00fc\u015fteri portf\u00f6y\u00fc ile firmaya b\u00fcy\u00fcme sinerjisi katacak firmalar\u0131n belirlenmesi gerekir. Yanl\u0131\u015f karar sat\u0131\u015f, gelir ve zaman kayb\u0131 yarat\u0131r. Bayilik verilecek firmalar\u0131n belirlenmesi i\u00e7in bir \u00e7\u00f6z\u00fcm a\u015fa\u011f\u0131dad\u0131r.<\/p>\n<ul>\n<li>\u00dcr\u00fcn kom\u015fular\u0131: Firman\u0131n \u00fcr\u00fcn\u00fc ile benzer \u00fcr\u00fcnleri satan bayiler. Mobilya bayisi ayn\u0131 zamanda yatak bayisi olabilir.<\/li>\n<li>Sekt\u00f6r Kom\u015fular\u0131: Sekt\u00f6rel birikim, k\u00fclt\u00fcr ve network nedeni ile yak\u0131n sekt\u00f6rdeki bayiler. Beyaz e\u015fya bayisi-klima bayisi veya akaryak\u0131t bayisi-madeni ya\u011f bayisi olabilir.<\/li>\n<li>De\u011fer Zinciri kom\u015fular\u0131: Baz\u0131 i\u015fler birbirini besleyerek sinerji olu\u015ftururlar. Ak\u00fc-lastik-madeni ya\u011f bayili\u011fi gibi. \u00dc\u00e7 \u00fcr\u00fcn de motorlu ta\u015f\u0131tlara sat\u0131l\u0131r.<\/li>\n<li>Kanal Kom\u015fular\u0131: Organizasyonu ve \u00e7al\u0131\u015fma sistemi a\u00e7\u0131s\u0131ndan birbirine yak\u0131n olan firmalar. LPG ve g\u0131da bayili\u011fi gibi.<\/li>\n<li>M\u00fc\u015fteri Nezdinde Kom\u015fular: Firmayla ayn\u0131 m\u00fc\u015fteriye giden firmalar.<\/li>\n<\/ul>\n<p>Yeni bayileri kazanmak i\u00e7in bayi aday\u0131na ticari de\u011fer fakat en \u00f6nemlisi katmade\u011fer sunan bir firma olmak gerekir. Bayiye yap\u0131lacak teklif, ticari de\u011fer ve katmade\u011ferin bile\u015fiminden olu\u015fmal\u0131d\u0131r. Katma de\u011fer ne kadar kuvvetliyse sunaca\u011f\u0131 ticari de\u011fer f\u0131rsat\u0131 o kadar y\u00fcksek olacakt\u0131r. Katmade\u011fer yakla\u015f\u0131m\u0131 konusunda dikkate al\u0131nabilecek ba\u015fl\u0131ca \u00e7\u00f6z\u00fcmler \u015funlard\u0131r. (Daha geni\u015f bilgi i\u00e7in bak\u0131n\u0131z: <a href=\"https:\/\/argusga.com\/blog\/isinizi-buyutecek-6-katmadeger-yaklasimi\/\">https:\/\/argusga.com\/blog\/isinizi-buyutecek-6-katmadeger-yaklasimi\/<\/a> &nbsp;)<\/p>\n<ul>\n<li>M\u00fc\u015fteri de\u011feri yaratmak<\/li>\n<li>\u00dcr\u00fcn\/inovasyon de\u011feri yaratmak<\/li>\n<li>Marka de\u011feri yaratmak<\/li>\n<li>Sistem de\u011feri yaratmak<\/li>\n<li>Deneyim ve K\u00fclt\u00fcr de\u011feri yaratmak<\/li>\n<li>Toplumsal de\u011fer yaratmak<\/li>\n<\/ul>\n<p>Do\u011fru bayi aday\u0131 se\u00e7ilmi\u015fse ula\u015f\u0131lacak m\u00fc\u015fteri potansiyeli artacakt\u0131r. Ancak bu potansiyelin geli\u015ftirilmesi i\u00e7in bayinin te\u015fvik edilmesi, \u00e7al\u0131\u015fma metodolojisinin geli\u015ftirilmesi ve yerel pazarlama deste\u011fi verilmesi gerekir. Do\u011fru se\u00e7ilmi\u015f ve sat\u0131\u015f kabiliyeti geli\u015ftirilmi\u015f bir bayi kanal\u0131 ile fiziksel ula\u015f\u0131labilirlik geli\u015ftirilmi\u015f olacakt\u0131r.<\/p>\n<p>M\u00fc\u015fteriye katmade\u011fer sunan bir pazarlama yakla\u015f\u0131m\u0131 ve bu de\u011feri hayata ge\u00e7irecek bir bayi kanal\u0131 ile s\u00fcrd\u00fcr\u00fclebilir bir b\u00fcy\u00fcme potansiyeli yarat\u0131lacakt\u0131r.<\/p>\n<p><strong>Faruk \u015eener<\/strong><\/p>\n<p>Pazarlama Dan\u0131\u015fman\u0131. Detayl\u0131 bilgi ve eri\u015fim i\u00e7in: <a href=\"http:\/\/www.faruksener.com\">www.faruksener.com<\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/i.dr.com.tr\/cache\/500x400-0\/originals\/0001701602001-1.jpg\" alt=\"faruk \u015fener kitap ile ilgili g\u00f6rsel sonucu\"><\/p>\n<p><em>Yukar\u0131daki i\u00e7erik, Argus Growth Agency\u2019nin \u00e7al\u0131\u015fma anlay\u0131\u015f\u0131 ve hizmet etme yakla\u015f\u0131mlar\u0131n\u0131 yans\u0131tmayabilir. \u0130fade edilen g\u00f6r\u00fc\u015fler yazar\u0131n ki\u015fisel g\u00f6r\u00fc\u015fleridir, hi\u00e7bir ko\u015ful ve surette Argus Growth Agency\u2019yi ba\u011flamaz.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>T\u00fcrkiye\u2019nin ilk ve tek b\u00fcy\u00fcme dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi Argus Growth Agency, blo\u011funu&nbsp; konuk yazarlara a\u00e7t\u0131\u011f\u0131 zaman, bir yaz\u0131yla katk\u0131da bulunmak istedim. Ancak yaz\u0131 bir b\u00fcy\u00fcme ajans\u0131n\u0131n&nbsp; blo\u011funa yak\u0131\u015f\u0131r i\u00e7erikte &nbsp;olmal\u0131yd\u0131. Sonu\u00e7ta bayi y\u00f6netimi konusunda bir kitap yazm\u0131\u015f dan\u0131\u015fman olarak konumu \u201cBayi Kanal\u0131yla B\u00fcy\u00fcme\u201d olarak belirledim. &nbsp; Bayi kanal\u0131 \u00fclkemizde ki en yayg\u0131n da\u011f\u0131t\u0131m kanal\u0131d\u0131r. Geleneksel bayilerden [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":301,"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\/127"}],"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=127"}],"version-history":[{"count":4,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/127\/revisions"}],"predecessor-version":[{"id":242,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/posts\/127\/revisions\/242"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media\/301"}],"wp:attachment":[{"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/media?parent=127"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/categories?post=127"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/argusga.com\/blog\/wp-json\/wp\/v2\/tags?post=127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}