Kategori: Pazarlama Ders Notları

İstanbul Üniversitesi 2012 Bahar dönemi Pazarlama İlkeleri ve Pazarlama Yönetimi vize sınav sonuçları aşağıdadır. Notlarınız beklentimin daha altında ama umarım final kağıtlarınız daha iyi olur.

Sınıfın ortalaması 48.8 dır.

ipek Uluzlu 65
Elif Ünlü 58
Perran Tamay Hanlıoğlu 76
Duygu Koçer 80
Hüseyincan Arslan 44
Can Kat 12
Serkan Can 15
Seyit Ahmet Demirci 14
Tolga Toaar 26
Deniz İşbilen 38
Ahmet Yücelen 26
Burak Palamir 20
Berna Taşçı 42
Harun Yanık 48
Serhan Ünyeli 55
Gökhan Çetin 21
Gökay Akçekaya 34
Hicran Yımaz 68
Yiğit Akıncı 56
Gökhan Algın 34
M. Eren Yurtseven 43
Ümit Uzun 5
Esin Demir 52
Kaan Güler 58
Aslan Ayverdi 50
F. Elif Çalık 58
Ahmet Çolak 92
Mehummad Reza Khashaein 16
Özge Eski 63
Mesut Çil 25
Hüseyin Vardar 65
Cengiz Boy 26
Didem Tokmak 86
Esra Sare Demir 86
İsmail Ender Mazı 50
Murat Ayaz 69
Yakubguly Öurzov 63
Mustafa Özgür Çağlayan 80
Çağdaş Kılıç 40
Barış Yozcu 83
Hakan Aydoğar 75
Hazal Yaşar 38
Sibel Danışmaz 56
Ayşe Çevik 67
Begüm Akinle 71
Şeyma Özge 16
Oğuzhan Hatunoğlu 65
Özgür Makak 39
Özcan Dayan 38
M. Fatih Yanık 46
Mert Altınkaynak 38

Pazarlama Ders Notları

Content marketing is non-promotional information that entertains and/or helps your prospects, customers and the public while supporting your purchase process.

  • A is for articles, source of useful content and opinions on your internal platforms such as your website, newsletters and blog, or third party sites. In addition, it represents audio books. Audio books are a useful resource since they incorporate the human voice and can be listened to on the go while commuting or working out.
  • B is for blogs, a great content resource that helps distribute information while supporting search optimization. It also stands for old-fashioned print books. These are in-depth well polished tomes of content. They can be written by a member of your team or can be part of a promotion related to your offering.
  • C is for case studies that support sales of your product. These work best when they provide useful content and demonstrate success with your offering. B2B marketers often used them. Comic books can be a form of tailored content. This format can be expensive to use and effective for marketers.
  • D is for discussion boards, both on your website and third parties. They require your firm to be present and interact with others. It’s a good way to answer your customers’ questions. D is also for DVD which can contain a lot of information. You can use them for a variety of content formats. Since many computers may not have a DVD drive, alternatively, consider using a flash drive.
  • E is for ebook. Ebooks can take a variety of forms. They’re useful for conveying research and other information to help build your email list or generate leads for your sales team. From a business perspective, they’re best when they have attractive design and graphic elements to attract a broader audience.
  • F is for Facebook content that comes in a variety of formats.
  • G is for games. Some online games are a great way to engage prospects and gather information. Additionally g is for Google Plus where people share content in terms of links, status updates and discussion.
  • H is for help desk. Every digital portal needs some form of help or FAQ. Monitor your help to ensure that you’re responding to your customers’ questions.
  • I is for Infographics. Infographics integrate research and design to convey information.
  • J is for journal, a more personal form of content. It can be useful for showing the day-by-day activities or opinions. Alternatively, it can be used to show a customer or employee’s personal journey.
  • K is for knowledge. Your content should always aim to enhance your readers’ knowledge of a subject.
  • L is for  LinkedIn content that comes in a variety of formats.
  • M is for magazine. Custom magazines are tailored offline publications focused on your company or product. M is for microblogging, particularly Twitter although Tumblr is starting to gain traction. M also represents mobile apps to deliver content to your audience on-the-go.
  • N is for newsletters both enewletters and print newsletters. Newsletters build customer relationships by delivering useful information. Include a combination of unique content and links to your other content.
  • O is for online communities. These can be built on your website or third party websites. They’re great for gathering customer input for improvements they want to see in your products and for providing product support.
  • P is for presentations, photographs and podcasts. Post your executives’ presentations on a slide sharing site to extend your reach. Take photographs for your website, blog, Facebook and photo sharing sites. Lastly, use podcasts to add the human voice to your content.
  • Q is for Q&A sites such as AnswerWiki and LinkedIn. Q is also for QR codes, concise op art graphics to link to additional content.
  • R is for research which fuels content and RSS feeds a means of distributing your content.
  • S is for social media in general where content is created and shared. It’s also for social media press releases as a means to attract attention.
  • T is for tablets (aka iPads), the newest digital device for consuming content. T is also for trade press an important content source for B2B entities.
  • U is for user manual. Don’t overlook the power of this content to support your customers, keep your brand top of mind and extend the usefulness of your product.
  • V is for videos to entertain, build brand and support product usage.
  • X is for x-factor that unknown element that can throw your marketing plans off course.
  • Y is for YouTube, the 900 pound gorilla of video sharing. It’s also for you, as in the consumer of your content. Don’t forget that your content must entertain and/or be useful for readers, listeners and views.
  • Z is for zebra, a term used by former colleagues to describe compromised executions that incorporated a variety of view points and lost their effectiveness. You don’t want your content to be a zebra!

Kaynak; http://heidicohen.com/content-marketing-abc/

Genel Pazarlama Ders Notları

Brands have a wide range of uses for businesses, products and individuals in today’s dynamic marketing landscape where publishing and message distribution are no longer limited to media entities. Through the use of social media platforms, every consumer is a publisher and has his own brand to promote. Each brand is competing for time and attention—today’s scarce resources—to break though the message clutter in order to build relationships with their target audience(s). By itself, a brand isn’t a marketing strategy.

In their own words, here are thirty branding definitions from marketers and visionary leaders (aka the original Mad Men) to help you understand what branding entails.

  1. The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”
  2. Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. To brand something is when a company or person makes descriptive and evocative communications, subtle and overt statements that describe what the company stands for. For example, is the brand the most economical, does it stands for superior service, is it an environmental responsible provider of x,y,z service or product. Each communication is deliberate in evoking emotion in the receiver to leave him/her with an essence of what the company or person stands for. Donna Antonucci
  3. Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa. Jay Baer Convince & Convert. Author with Amber Naslund of The Now Revolution
  4. A brand is the essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique “you”. Otherwise, your brand will just be a facade. The power of a strong logo in brand identity is that a simple visual can instantaneously communicate a brand and what it is about. Some large brands are able to do this by symbol only, without words, that is the Holy Grail that brands dream about. This seems to represent the very essence of communication at its most primitive roots. Few can pull it off. Logos are vitally important, but are just one component of what creates a strong brand. Logos should support the broader brand strategy that supports an even bigger brand story. Paul Biedermannre:DESIGN
  5. A brand is a reason to choose. Cheryl Burgess – Blue Focus Marketing
  6. A brand symbol as “anything that leaves a mental picture of the brand’s identity. Leo Burnett
  7. Branding is more than a name and symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media and especially social media. Like when a child is born and given a name, a brand needs nurturing, support, development and continuous care in order to thrive and grow. Some brands have a life cycle and grow old like people. Some brands are timeless and never die, are “born again” or reinvented, while some brands live a short but powerful life and have an iconic legacy.  Lisa BuyerThe Buyer Group
  8. Branding is the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic. Margie Clayman
  9. Brands are shorthand marketing messages that create emotional bonds with consumers. Brands are composed of intangible elements related to its specific promise, personality, and positioning and tangible components having identifiable representation including logos, graphics, colors and sounds. A brand creates perceived value for consumers through its personality in a way that makes it stand out from other similar products. Its story is intricately intertwined with the public’s perception and consistently provides consumers with a secure sense that they know what they’re paying for. In a world where every individual is also a media entity, your consumers own your brand (as it always was).  Heidi Cohen – Riverside Marketing Strategies
  10. Branding, to me, is the identity of a product or service. It’s the name, the logo, the design, or a combination of those that people use to identify, and differentiate, what they’re about to buy. A good brand should deliver a clear message, provide credibility, connect with customers emotionally, motivate the buyer, and create user loyalty. Gini DietrichSpin Sucks
  11. Branding is the sub-total of all the “experiences” your customers have with your business. For successful branding you need to understand the principles of Ivan Pavlov as my brother Jeffrey and I discussed in our Waiting For Your Cat to Bark. For branding to work you must have:
    • Consistency. Pavlov never offered food without ringing the bell and never rang the bell without offering food.
    • Frequency. The bell rang several times a day, day after day.
    • Anchoring. Pavlov tied the experiment to something about which the dog was emotional. Frequency and consistency create branding only when the message is associated with an emotional anchor. This is the most difficult and essential element to get correct.

    However, keep in mind Pavlov had an easier time because he chose dogs which are much better at following a leader, today’s customers are more cat like and not as easily persuaded or motivated. Bryan Eisenberg – Author of Waiting for Your Cat to Bark

  12. In today’s social, customer-controlled world, marketers may be spending their money to build a brand. But they don’t own it. In their influential book, Groundswell, Charlene Li and Josh Bernoff state “your brand is whatever your customers say it is…” As a marketer, this means that, while a brand is the emotional relationship between the consumer and the product, you must engage with consumers and build positive brand associations. The deeper the relationship, the more brand equity exists. Neil FeinsteinTrue North
  13. Branding can be divided into old and new.
    • Old Branding.  Advertisers shouting carefully pedicured messages at consumers who don’t want to hear it.
    • New Branding. Advertisers [1] humbly listening to what consumers tell others the brand is and back up with real action (like repeat purchases) and [2] incorporating appropriate innovations so their products continue to earn consumers’ loyalty and word of mouth.

    Dr. Augustine Fou – Marketing Science Consulting Group, Inc.

  14. Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. Ashley Friedlein –Econsultancy
  15. Branding is an ongoing process of looking at your company’s past and present…and then creating a cohesive personality for the company and its products going forward. We do SWOT (Strengths, weaknesses, opportunities, threats) analysis and go through all the benefits (real and emotional) that the product or service fulfills for its customers. We review the key factors that spurred growth, pricing, corporate culture, key players, and we figure out “who you are”, by key players, the president, customer service. Then we create the brand voice first. It’s a wonderful process. Lois GellerLois Geller Marketing Group
  16. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin – Author of Linchpin
  17. Brand is the image people have of your company or product. It’s who people think you are. Or quoting Ze Frank, it’s the “emotional aftertaste” that comes after an experience (even a second-hand one) with a product, service or company.  (Also, it’s the mark left after a red-hot iron is applied to a steer’s hindquarters.) Ann Handley – MarketingProfs, Author with C.C. Chapman of Content Rules
  18. Attention is a scarce resource. Branding is the experience marketers create to win that attention. Jeffrey HarmonOrabrush
  19. Branding is the representation of your organization as a personality. Branding is who you are that differentiates you. Dave KerpenLikeable Media, Author of Likeable Social Media
  20. A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor. Phillip Kotler – Author of Marketing Management
  21. That old “a brand is a promise” saw holds true, but only partially true. Rebecca Lieb, author of The Truth About Search Engine Optimization
  22. Don Zahorsky is an old cattle breeder in my neighborhood. He’s been in the business of registered Angus cattle for decades, even back when my dad was a kid. Ride around in the pasture with Don, and he can tell you the parentage of every animal. “What’s that tag number? 0282? That’s another Dominator son. His mother is a real good cow. Her father was the grand champion … “ He has invested his life in breeding the best registered Angus cattle he possibly can. He’s bought bulls back from people, because he didn’t like the way they performed. He’s never thought once about business brands, about emotional experiences, about logos. But he does care a lot about his reputation and the service he provides his buyers. He brands his bulls with a DZ on the right hip. Everyone around here knows that brand. They know Don. They know that brand means a good bull. Here’s the lesson: It’s not the brand that makes the bull valuable. It’s Don’s reputation that makes the bull valuable. The brand is just a way of showing it. Becky McCraySmall Business Survival
  23. A brand is the meaningful perception of a product, a service or even yourself –either good, bad or indifferent — that marketers want people to believe based on what they think they hear, see, smell, taste and generally sense from others around them. Josh Moritz
  24. A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” David Ogilvy, Author of On Advertising
  25. Branding is the defined personality of a product, service, company, organization or individual. Many folks confuse “having a logo” for an ongoing branding process, but in fact a good logo is an extension of a defined identity for a venture in the same way that a flag or national anthem may represent a country. A well designed brand personality can be seen in everything from customer service to the actual products a company may offer. Another misconception about brands is that they should reflect a quality; and that may be true in a brand that’s about quality (think of a Chanel logo which communicates the idea of luxury) but on the other hand if a local dollar store even has a designed logo that may in fact work against the goals of their brand as they may seem overpriced. Like an artist finding his or her voice the goal of a branding process should be to always frame in a concise way what makes your endeavor unique; and then apply that message to each medium. Michael Pinto Very Memorable Design (Disclaimer: I use Michael for my branding.)
  26. “A brand is a singular idea or concept that you own inside the mind of a prospect.” Al Ries – Author of Positioning: the Battle for Your Mind
  27. “Branding” is what lazy and ineffective marketing people do to occupy their time and look busy. < with consumers and build positive brand associations. The deeper the relationship, the more brand equity exists. Neil Feinstein – True North
  28. Branding can be divided into old and new.
    • Old Branding.  Advertisers shouting carefully pedicured messages at consumers who don’t want to hear it.
    • New Branding. Advertisers [1] humbly listening to what consumers tell others the brand is and back up with real action (like repeat purchases) and [2] incorporating appropriate innovations so their products continue to earn consumers’ loyalty and word of mouth.

    Dr. Augustine Fou – Marketing Science Consulting Group, Inc.

  29. Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. Ashley Friedlein –Econsultancy
  30. Branding is an ongoing process of looking at your company’s past and present…and then creating a cohesive personality for the company and its products going forward. We do SWOT (Strengths, weaknesses, opportunities, threats) analysis and go through all the benefits (real and emotional) that the product or service fulfills for its customers. We review the key factors that spurred growth, pricing, corporate culture, key players, and we figure out “who you are”, by key players, the president, customer service. Then we create the brand voice first. It’s a wonderful process. Lois Geller – Lois Geller Marketing Group
  31. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin – Author of Linchpin
  32. Brand is the image people have of your company or product. It’s who people think you are. Or quoting Ze Frank, it’s the “emotional aftertaste” that comes

Kaynak; http://heidicohen.com/30-branding-definitions/

Genel Pazarlama Ders Notları

Derslerime katılan herkese teşekkür ederim.

Bazı notlarda değişiklik olmuştur. (Pulatbek Rimbayer’in notunu yanlışlıkla 80 girmişim, 50 olarak düzeltildi. Bunun dışında da devamı eklemeyi unuttuğum bir kaç kişi var ama onlar ufak değişiklikler.)

Gazi Kurban 100
Gürkay Kıtay 100
Seyma Beyazıt 100
Yusuf Yılmaz 95
Mustafa Öztaşkın 95
Yusuf Oğuzkan 95
Hamza Can Şimşekçi 95
Hande Atikyılmaz 90
Özlem Recep 90
Emre Yıldız 90
Metin Doğan 90
Ömer Soner 90
Caner Çiçekdiken 90
Gizem Sönmez 90
Umur Soydan 90
Sibel Ünal 85
Kerim Kartoğlu 85
Erhan Demir 85
Egemen Serçe 85
Aytaç Işık 85
Göksel Şimdi 85
Serkan Anıl 80
Tuğba Bayram 80
Abdülsamet Seçkin 80
Sercan Uzun 80
Enes Gündoğan 80
Onur Keçeli 80
Elif Arslan 80
Emre Can Ölmez 80
Gülçin Yurdakul 75
Barış Can Çelik 75
Ali Miçooğulları 75
Seda Salman 75
Bilge Dalkılıç 70
Emin Deniz Özkan 70
Arzucan Çalpar 70
Muharrem Çiftçi 70
Muhammed Çağrı Dural 70
Bilal Cingör 70
Buse Ufak 70
Ufuk Açan 65
Hasan Yaşar Arıcı 65
Kahraman Onur 60
Hüseyin Doğan 60
Amir Haji 60
Oğuz Yılmaz 60
Adem Ekşi 60
Okan Özdoğan 55
Hayrettin Onay 55
Fatih Taşkın 55
Pulatbek Rimbayer 50
Lütfüllah Yeşiloğlu 45
Rufi Yıldız 45
Ömer Serhat Uzun 45
Yüce Karanki 45
Sencer Ergün 45
Mahmut Edip Yılmaz 45

Genel Pazarlama Ders Notları