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Archived Theses
Ekom-Eczacıbaşı'nın Rusya piyasasındaki pazarlama stratejileri
With Russia's opening to the market economy, many Western countries began trading with Russia. From the beginning, Turkey, being Russia's neighbour country, benefited from deals such as the natural gas deal. This market research was undertaken to analyse the possibility of Ekom- Eczacıbaşı's entry to the Russian market on an established base. This study has three parts: Country Analysis, Market Audit & Competitive Market Analysis, and Preliminary Marketing Plan. The analysis provided supporting evidence that the entry of Ekom-Eczacıbaşı will be successful.
Bir Koç Holding / FİAT Sp.A. iş ortaklığı olan TOFAŞ'ın stratejik yönden incelenmesi
ABSTRACT: Tofaş, the leader of the Turkish automobile market, has been audited from a point of view of strategy, structure, process and managerial philosophy. Reaching excellence before the upcoming EC Customs Union is vital for Tofaş's strength in competition. This will be achieved by bringing together the characteristics mentioned above in a complete and complementary manner defined as "tight fit". Tofaş as an analyzer; that means a fast and efficient mover, should reach economies of scale in production in order to compete in the rapidly growing European automobile market. This depends on the stability and growth of the Turkish economy and consequently the income per capita. This will increase the aggregate demand for automobiles. Also by changing the Government and customer perception of automobiles from luxuories goods and investment instruments to durable consumer goods will lower the tax burden on automobile sales and increase the domestic automobile demand. Ultimately, the supply of the economies of scale and the increased demand will intercept in a much higher equilibrium point where Tofaş can generate the needed sources to maintain it's market leadership and compete within the EC Customs Union.
Sermaye arttırımlarının hisse senedi fiyatları üzerindeki etkileri
Abstract The theories regarding the effects of equity rights issues on stock prices are grouped into three categories as "no price effect", "positive price effect" and "negative price effect". Studies on efficient capital markets, like the USA indicate that the equity rights issues have a negative price effect on stock prices. This empirical study, based on 55 equity rights issues of 36 distinct companies traded in the Istanbul Stock Exchange (ISE) between 1989 and 1994, investigates the effect of equity rights issues on stock prices in Turkey. The study shows that no generalized significant conclusion can be made about the effect of equity rights issues. The effect is further analyzed by classifying the subject issues according to their sizes, and classifying the companies as "more reputable" and "less reputable" according to the common belief in the market. This analysis shows that the market reacts significantly positive to the issues of "more reputable" companies, and significantly negative to the issues of the "less reputable" companies, whereas the issue size has no significant effect. m
BMW müşterilerinin tüketici davranışları ve stratejik pazarlama önerileri
ABSTRACT The scope of this project is to analyze the strategic marketing implications based on the consumer behavior of BMW customers. Their attitudes toward their cars, and the service provided to them are examined. As a result of this analysis, specific marketing strategies are recommended to BMW Turkish distributor BORUSAN, the dealers - KOSÎFLER OTO, MEGA OTOMOTİV, BETA OTOMOTİV - and the authorized service centers. Throughout the report "the company", or "the organization" refer to the above mentioned firms. The study mainly focuses on four issues: 1) Complex Decision Making of potential BMW customers 2) Evaluation of pilot consumer survey regarding the satisfaction of old versus new BMW owners 3) Adaptation of the SERVQUAL model, developed by V.A. Zeithaml, A. Parasuraman, L.L. Berry, to the product, and service offered to the BMW owners 4) Marketing recommendations to the related companies In order to generate customer-oriented marketing recommendations for the related companies, a market study based on exploratory research is conducted among the dealers, and the BMW owners. IllIt is concluded that effective communication is required from the companies so that customers know what to expect, and service providers know what is expected of them. IV
Konserve ton balığı piyasasında tüketici davranışlarına ilişkin bir uygulama: Süperton
ABSTRACT Careful monitoring of consumer behavior of the consumers has become a crucial tool for companies to gain competitive edge in this century. The common characteristic of the market-oriented companies is the satisfaction they provide to their customers. In this spirit, this thesis consists of four main chapters in which a company in Turkey and its marketing experience are examined. The first chapter consists of information about the canned tuna fish market, the company (Kerevitaş), and the canned tuna fish product of Kerevitaş (Superton). In the second chapter, a survey which intends to assess various aspects of consumer behavior is discussed. The research methodology which was used, data analysis, and the findings are presented. The survey deals with three issues that are related to the advertising, pricing, and distribution functions in the canned tuna market. The major purpose of the survey was to gain more insight about the purchasing and consumption patterns of canned tuna fish in general and perceptions of three major brands in terms of some key attributes in particular. The third and the fourth chapters contain the conclusions of the survey and the recommendations, respectively. Ill
İstanbul Menkul Kıymetler Borsası'nda zamanlama ve ekonomik indikatörler
This study consists of three parts. In the first part Istanbul Stock Exchange (ISE) is introduced and general information is given about history, structure, trading rules and regulations. In the second part, an analysis, of to which degree an investor should have a predictive ability in order to beat a buy and hold strategy, is made. In the third part some plausible economic indicators which may improve investor's investment decision, are introduced. / III
Benetton: Global pazarlama stratejilerinin bölgesel uygulamaları üzerine vaka çalışması
ABSTRACT Fashion clothing products have a life cycle of only 6 months. Market trends change very rapidly in fashion clothing business. This study analyzes the consumer behavior trends in fashion clothing and the marketing strategies of Benetton. Benetton prefers to adopt itself to the changes in market trends rather than creating the high end fashion of the season itself. Benetton is able to meet changing trends in the market very fast and effectively by its flexible production technology, backed up with an efficient distribution system. The company differentiates itself by offering a broad variety of product designs, enriched by a very rich color combination and applying its unique marketing strategy. The company promotes its brand image rather than its products in global advertising campaigns. Benetton adopts its global marketing strategy very well, according to the life styles, cultures, habits and preferences in different countries. This is one of the main reasons for the success of the company worldwide. Retailing forms the final ring of the company chain, where the customers meet the products. Most purchase decisions are made at the stores and people are in much longer contact with sales personnel during their stay in the stores. The ability of sales personnel to understand the customers' needs and serve them in the best way possible is an important factor in success in this business. Ill
Niteliğe dayalı değerlendirmede olumsuzluk yanilgisi ve çerçeveleme etkisi
This dissertation consists of four essays pertaining to consumer judgment and decision making. It explores the importance of the valence description of an attribute in the context of the attribute framing effect. Attribute framing effect is a well-known phenomenon which refers to the tendency to evaluate an attribute presented in positive terms more favorably than the same attribute presented in negative terms (Levin, Schneider and Gaeth 1998). Prior research on framing effects has consistently used the complementary type of attributes in order to manipulate attribute valence. The present dissertation defines complementary attributes in terms of two key aspects: (i) positivity or negativity of information is determined by different attribute labels (e.g., success vs. failure rates); and (ii) different attribute values induce the same performance level when defined with different labels in positive and negative frames (e.g., 90% success rate vs. 10% failure rate). According to the conceptualization of the present dissertation, such a complementary structure of framed attributes results in three important impacts on evaluations, each of which is explored in a separate chapter: (i) inference effect (Essay 1), (ii) number polarization (Essay 2), and (iii) reverse-associations (Essay 3). The final chapter (Essay 4) concludes with the implication of valence framing on non-complementary attributes. Attribute framing effects rely on the fact that positively (vs. negatively) framed attributes carry positive (vs. negative) information. However, the main premise in Essay 1 is that an attribute frame may not convey either positive or negative information due to the v complementary structure of framed attributes. In fact, attribute frames can evoke positivity and negativity, simultaneously. When confronted with a positively framed attribute, decision makers not only make evaluations based on the given positively framed attribute, but also infer the negatively framed attribute, which has not been supplied. Essay 1 examines the validity of such an inference proposition and its consequences in the domain of attribute framing. Findings reveal that assessing positive and negative associations together lead to a significant negative impact on evaluations. According to the prominent explanation for attribute framing effects, when confronted with a positively framed attribute, triggered affective associations are more favorable than when confronted with a negatively framed attribute (e.g., Levin and Gaeth 1988; Levin, Schneider and Gaeth 1998). In an attempt to understand the role of attribute values in framing effects, Essay 2 and 3 advance alternative explanations that account for the impact of numbers and that builds on the premise that numbers can change attribute framing effects. Essay 2 reveals that numbers may influence the amount/strength of associations; consequently, the framing effect increases when more/stronger associations are triggered. Essay 3 shows that numbers may affect the valence of triggered associations—the framing effect may decrease significantly, even reversing in some instances. Essay 4 discusses the generalization of framing effects to the non-complementary type of attributes, i.e., when the effects of inference and numbers on the framing effect have been eliminated. Findings indicate that framing effects are not limited to complementary type of attributes, rather non-complementary attributes are also susceptible to attribute framing. Moreover, framing effect is more prominent in terms of inherently positive attributes (e.g., food quality) as opposed to inherently negative attributes (e.g., commuting distance). Also, attributes with more ambiguous value ranges (e.g., noise level of a vacuum cleaner) lead to stronger framing effects as compared to more definite value ranges (e.g., commuting time). vi The findings of the current investigation provide important implications for product positioning, product labeling, and advertising messages.
Yetkin tüketici: Başarı hedefi teorisi ve tüketici değerlendirmeleri
Competence, which is the feeling of being efficacious towards an action, is an inherent human motive and is one of the most fundamental aspects that individuals look for when making social judgments. Being perceived as competent is also crucial for companies. Competence is a central factor that consumers search for when evaluating brands and is one of the main factors that determine consumers' purchase intentions. Even though competence is a core assessment element for consumers and is a central pillar for firms, research still has not looked into how consumers themselves view competence and how it may affect their behavior in the marketplace. In my dissertation I base my framework on achievement goal theory to understand how the way consumers construe competence would affect their evaluations. The first essay of my dissertation focuses on a context in which the construct of competence is most explicitly used: comparative advertising. In this essay, I focus on achievement goal theory's effect on determining the effectiveness of direct versus indirect comparative advertising claims. In my second essay, I investigate motivational determinants of consumers' tendency to engage in brand dilution by looking into the interplay of achievement goal theory and self-brand connection.
Karmaşık örgütsel formlar ve risk üzerine pazarlama denemeleri
This dissertation consists of two interrelated essays, each of which deals with a specific complex organizational setting in marketing. In the first essay, we study a multilateral co-branding alliance. In the event of a brand crisis, when the shared alliance brand is the subject of negative press coverage, individual alliance partners may suffer from negative spillover effects, such as customers questioning their individual reputations. By linking the literature on governance with the body of knowledge on brand alliances and organizational crises in marketing, we show that the nature of the alliance partner's relationship with the alliance can help firms protect their brand reputations following a brand crisis. This effect is greater for alliance partners who maintain ties with the alliance characterized by frequent information exchange but it is weaker for partners with a vested interest in the alliance either via positive appraisal or via economic investments. The second essay explores portfolios of marketing alliances. We examine the value creation effect of marketing alliance portfolio composition through shareholder risk, a key aspect of firm value. Building on the resource-based view and governance theory in the literature, we demonstrate that the composition of the portfolio with respect to partner types and the alliance domain exert differential effects on stock risk. We find that overlap in terms of partners (active in the same industry, headquartered in the same nation), as well as overlap in terms of alliance activities (in related rather than unrelated domains), decreases risk. Overall, this dissertation advances and enriches the theoretical knowledge of performance implications for marketing alliances. In particular, it provides valuable insights into how the governance and composition of alliances can decrease risks associated with the specific alliance settings and financial returns.