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Use of internet-based applications at private art galleries for promotional purposes
Along with the continued development in technology, the Internet has become an indispen-sable part of the human life. Helping individuals to maintain communication with their own social circle, the Internet enables people to carry out a vast number of activities including knowledge acquisition, shopping and financial transactions. The new opportunities created by the rapid development of the Internet have also influ-enced and changed marketing, a notion which cannot be separated from human develop-ment. The Internet as well as the websites and social media platforms contained within the web have become places of marketing activities for businesses apart from being places for indi-viduals. It has especially become one of the most significant tools of promotion, one of the elements of the marketing mix. A type of business, Private Art Galleries have a history of about 60 years in Turkey. As in every type of business, Private Art Galleries need to catch up with modern technology and carry out promotional activities to fulfill their social responsibility and commercial as-signments. The study goes through the phases which the art gallery market has been through, the social and cultural and economic factors of impact, and types of art galleries and their as-signments. The subsequent stage of the study describes the progress of marketing, the ele-ments that had an impact in its development, and the events that influenced these elements. The next heading of the study mentions the development of Internet technologies, the spaces that have emerged after this development, the types of these spaces, their influence on the perception of artworks, the statistical data of the users of these domains in Turkey, and their effect in promotion, an element of the marketing mix. The study also includes a survey with art galleries. The survey aims to detect how much Private Art Galleries use which of the Internet-based applications to what extent, what they showcase on these spaces, and what their usage purposes are. Keywords: Art Gallery, Social Network, Development of Marketing
Gastronomy tourism: A solution for small cities marketing and regional development
There is a growing consensus in relevant literature about the role of local culinary culture in marketing of destinations. All indications pointed that, local food holds big potential to strengthen local economy, contribute sustainability in tourism, viability of local agricultural system and food production sector, when food is properly used in marketing of that destination. This study aims to show how local culinary culture can be effectively used in the marketing process of the small cities which have not much any other attraction and to study the best way using gastronomy tourism to create a working value chain and economic development. The focus of this study is on the destination marketing strategies, the role of food in destination marketing process, gastronomy tourism development strategies, and resources of gastronomy tourism which were suggested in relevant literature. A case study was conducted in Beypazarı which has transformed from an ordinary small town to a popular tourism destination in a very short period of time. Culinary component of Beypazarı destination marketing activities is main point of interest. The methodology was mainly through in-depth interviews with local DMO members of Beypazarı and confirmation of interview findings with content analysis of promotional materials of Beypazarı brochures, booklets and websites. In addition to this information secondary data sources was used to complement results of the primary sources. While performing interviews, the Hjalager?s four orders `typology of gastronomy tourism? applied in order to understand the development process of the gastronomy tourism at the destination. Valuable data was obtained and analyzed regarding the marketing process of the small cities that has limited resources and the role of food in this marketing and development progress. The study highlights the importance of local culinary culture as one of the main component of local culture. There is important development potential at the food, place and tourism relationship. Every destination cannot identify itself as a `gastronomy tourism destination? but, every destination can use local food in their destination marketing activities.
İstanbul'da şehir markalaşmasının mevcut durum analizi
One of the most prevalent concerns of the last decades is the issue of city branding. With the effect of globalization the boundaries of countries have disappeared and importance of cities, the concept of city branding are becoming more of an issue. Indeed, city branding is increasingly taking part in an international competition. There has been a growing awareness on the citizens as well. Local authorities, private organizations and citizens try to promote the city in order to attract tourists and investors. But this interest sometimes results in conflict. As there is neither a strategic plan nor a shared slogan. This thesis defines the literary terms related with city branding firstly then it analyses the various approaches around the World and subsequently it presents different city branding cases in Turkey. Later on the current situation in Istanbul is summarized with regard to the undergoing projects held by Istanbul Development Agency. And it aims to focus on the processes that should be gone through to have a successful city branding campaign in Istanbul based on those projects. Key words: City Branding, Marketing, Place Marketing, Brand, City Branding in Istanbul.
The impacts of re-positioning on brands and the case study: CINE5 channel
The general purpose of this research is to show all brands and products generate a perception on consumers and this perception can only change with a serious repositioning study During the research's process and the technical analysis two methods have been used; Face to face survey system and quantative research system. Face to face survey system has been made between 01 May 2013 – 19 May 2013 which helped to find some statistics about Cine5. As the sampling; Istanbul has been chosen during the survey which made with 374 people. Also the simple coincidence sampling method has been used in some of the big districts like Sarıyer, Beşiktaş, Kadıköy and Beyoğlu to complete the survey. As the result of the research, the brand that created a culture on consumers mind should be really careful if the plan to do revisions. If not as we can see from the result, consumers might have wrong and negative ideas about the brand. Key Words: repositioning, brand value, branding, marketing
Geographic indicatiors in the world and in Turkey and the case of Adapazari Islama Köfte
The view that local product preference is a stance against globalization and the approach of preserving traditional are gaining strength gradually. Local culinary culture and local product has a huge role to strengthen the local economy, also preserve the traditional local product reservoir that is distilled from social life and tradition hundreds of years. This study aims to analyze the local products within the context of Geographical Indicators (GI) and addresses the issues of registration, usage and inspection of geographic indicators, conditions and stages of their registration, their protection according to various national and international regulations and through trademarks. Within the scope of this research that is designed as a descriptive and exploratory study, alternative ways of certification for the GIs are investigated in relation to unfair competition, branding law and administrative arrangements .
The examination of customer oriented sales promotion activities in terms of demographic features
Promotion activities that encourage consumers to purchase a product are carried out at places where products are put up for sale by retailers and purchased by consumers. These activities are characterized as "sales promotion activities". Thanks to these activities, products or services become more attractive. Furthermore, these activities are deemed as the "the last opportunities" that may be utilized to perform the sales right before consumers decide to purchase. Gifts, sweepstakes and contests and distribution of free and sample products in an area etc. are included in sales promotion activities. Influence of sales promotion activities on the consumer behaviors is examined in this study. The aim is to determine the opinion of consumers, who go to supermarkets for shopping, on the promotion activities carried out at these points of purchase and whether they are influenced by these activities. Sometimes, people would purchase goods for a reason, even though they do not need any product. In this study, I will firstly mention the influence of promotion activities on consumers within purchase point communication, with regard to its importance in terms of integrated marketing. I will conduct a survey with the consumers in the supermarket, ground my research on various statistical findings and make an evaluation in terms of marketing strategies. I will firstly ask consumers general questions about the consumption and promotion activities and then try to determine the importance of factors in the supermarket (discounts, exhibitions and presentations, coupons etc.) aiming at increasing shopping at the supermarket. In consequence of the survey and thesis, I hope to determine whether or not consumers shop for their needs in the supermarket and whether or not they are influenced by the promotion activities and purchase other products.
Effects of new communication technologies on crm: A case study on Trilux lighting company
Advancements in communication technology have significant impacts on the marketing era through offering vital opportunities to choose how to interact with the customers. The golden opportunity of new ways for engagement highlights the real game changers: that is the social media, which is offering new set of tools to listen customers and to encourage them to engage with the brand. The dizzying developments in communication technologies within the era of the social customer have changed the whole business ecosystem. The transition from customer-focused ecosystem to real-time customer ecosystem has vital effects on CRM, as well. Paul Greenberg, one of the foremost CRM thought leaders, described this significant transition at the name of his famous book that is "CRM at the speed of light". Greenberg (2010) summarized the change, as there is no longer control of business ecosystem by companies but there is a new strategy direction of more direct engagement between the company and the customer in new CRM that focuses on the engagement in real time with customer centric updates are possible. Today's highly competitive and dynamic business environment makes it necessary to respond the changes rapidly in an effective manner. In order to stay competitive and to have valuable relationships with customers it is a key to adapt the CRM within the real-time customer ecosystem.
Effects of existing brand loyalty on new product development in the high tech product market: A case study on Asus Nexus 7 tablet pc
Computer usage rate is rapidly increasing all around the world and vendors also facing difficulty with catching the market because of its very dynamic structure. Being successful, as all marketers say, going through the creating a strong brand loyalty and faithful customers. However, in such an energetic industry, no one can promise about success of the new product launch in high tech product market even if there is an existing brand loyalty. This paper targets to examine the correlation between existing brand loyalty and the success of the new product launch. In order to look in depth to brand loyalty concept, literature survey was conducted by using many valuable sources. The research data about computer industry was gathered from various origins such as research corporations, surveys, industry experts, and one of the most significant vendors in computer industry in Turkey, Asus. Due to relevance of the work subject, a case study on Asus Nexus 7 Tablet launch in Turkey was analyzed and results were resolved. As a brief summary, existing brand loyalty affects the success of the new product launch, but its contribution depends on the efforts that how much marketing has done for new product itself.