Risk yönetimi çerçevesinde pazarlama stratejileri ile krizleri ele alma

With highly accelerating alteration and for the organizations who are not ready and can't adapt alteration cause different dimensions of crisis. Abiltiy of the management appears at this point and by taking preventive actions they can change crisis into opportunity. Otherwise the problems get worser and can reach an undesired level. Because of this, risk management, which is not considered importantly in past years, today gets the priority of the management. There are different types of solution techniques for different varieties of risk. There are three major factors in risk management which is structure, strategy and culture. Today, companies that are going through complicated organizational structures, raise a need for risk management, which shows us to determine and eliminate those potential threats. Also, companies should take their marketing strategies into account when they are dealing with risk management. The main reason for that is that a company's survival is totally dependant on its customers. Therefore, customer satisfaction must be the ultimate goal of all companies. The existing competition in the markets today, disables companies holding on to their customers. Having many choices, customers have the ability to shop around and get the best deal. To get over this problem, companies should prosper in their marketing strategies in different ways and provide their customers low priced and high quality products. This will help companies hold on to their loyal customers and maybe add some more. However, companies running under risk tend to cut their costs, which hurt their training and quality standards. As a result, the quality of a company's products goes down over time resulting in decrease in customers and sales. As a final point, it is possible for companies to be prepared for crisis times and it is also possible for them to take advantage of the crisis times by the help of integrating marketing strategies with risk management. Key words: Risk, Risk Management, Marketing Vlll