You are here

Home » Content

MÜŞTERİ ODAKLI ÜRÜN GELİŞTİRME VE TÜRK BUZDOLABI PİYASASINDAN BİR UYGULAMA ÖRNEĞİ

CUSTOMER-FOCUSED PRODUCT DEVELOPMENT AND A CASE STUDY IN TURKISH REFRIGERATOR MARKET

Journal Name:

  • İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi

Publication Year:

  • 2006

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
As product life cycles are getting shorter, new products have to be developed in the shortest time in order to gain advantages against the competitors. Moreover, market requirements defining new features of products should be determined. Companies are continuously seeking for methods to provide their R&D teams with the necessary information about customer requirements. As customer requirements are also an important component of quality as well, embedding thecustomer expectations into the technical requirements is necessary. From this point of view, Quality Function Deployment (QFD) is presented in the study as a strategic marketing tool for the adaptation of the companies to the dynamic markets for product development. In the study, the methodology issupported with a case study in Turkish refrigerator market. Data gathered from Turkish consumers are used as customer expectations and QFD is used as a tool to convert these expectations to engineering requirements
Bookmark/Search this post with
Abstract (Original Language): 
Günümüzde ürünlerin piyasadaki arzedilebilirlilik süreleri kısaldıkça, rakiplere karşı üstünlük sağlanabilmesi için yeni ürünlerin en kısa süre içinde piyasaya sunulması giderek daha da çok gereklilik göstermeye başlamıştır. Buna ek olarak yeni ürünlerin özelliklerinin tayininde de piyasanın taleplerinin takip edilmesi başarı için önemli bir etkendir. Bu sebeplerden dolayı firmalar, ArGe Gruplarına müşteri taleplerini ulaştırabilmek adına sürekli yeni yöntemler aramaktadır.Müşteri ihtiyaçları aynı zamanda kalite açısından da önemli bir unsur olduklarından dolayı, müşteri beklentilerinin teknik tanımlamalar ile örtüşmesi de gereklilik arz etmektedir. Bu çalışmada Kalite Fonksiyon Yayılımı (KFY), firmaların dinamik pazar koşullarına adapte olabilmesi için stratejik bir pazarlama aracı olarak sunulmaktadır. Ayrıca çalışma kapsamındaki bu metodoloji Türk buzdolabı pazarındaki bir uygulama örneği ile de desteklenmektedir. Bu amaçla hazırlanan anket ile toplanan bilgiler teknik ihtiyaçların tanımlanmasında kullanılmıştır.
FULL TEXT (PDF): 
PDF icon arastirmax-musteri-odakli-urun-gelistirme-turk-buzdolabi-piyasasindan-bir-uygulama-ornegi.pdf
  • 10
81-97
  • English

REFERENCES

References: 

Bond, E. U. and Fink, R. L. (2003), “Customer Satisfaction and the Marketing-Quality Interface”, Foster College of Business Administration, Bradley University,
Peoria, Illinois, Usa, Journal of Business and Industrial Market in G, 18, 3, 204-218.
Clear, C. (2003), “Creating a Customer-Centric Online Experience”, Power Point
Presentation, Bank of America Customer Experience.
Davis, G., Zannier, C. and Geras, A. (2004), “QFD for Software Requirements
Management”, Powerpoint Presentation, www.adamgeras.com, Last Accessed: June
2006.
Day, R. (1993), “Quality Function Deployment: Linking A Company with Its
Customers”, Asqc Quality Press: Milwaukee, Wi Online Help Manual, QFD
Designer 3, 15, Qualisoft.
Griffin, A. and Hauser, J. (1994), “The Marketing and R and D Interface”, ISBM
Working Series 14, P.4.
Herrmann, A., F. Huber and C. Braunstein (2000), “Market-Driven Product and
Service Design: Bridging the Gap Between Customer Needs, Quality Management,
and Customer Satisfaction”, Johannes Gutenberg Universitat Mainz, Int. J.
Production Economics 66, 77-96.
İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi Güz 2006/2
97
John S. O., (2003), “TQM: Text With Cases”, Third Edition, Butterworth-Heinemann; 3rd Edition.
John Terninko, (1997), “Step-By-Step QFD: Customer-Driven Product Design”,
CRC Press; 2nd Edition.
Kotler P. and G. Armstrong (1999), “Principles of Marketing”, 8th Edition, Prentice
Hall.
Lai, K.H. (2003), “Market Orientation in Quality-Oriented Organizations and its
Impact on Their Performance”, Department of Shipping and Transport Logistics, the
Hong Kong Polytechnic University, Int. J. Production Economics 84, 17-34.
Lu, M. H. and C.H. Kuei (1995), “Strategic Marketing Planning: A Quality Function
Deployment Approach”, International Journal of Quality and Reliability
Management, 12, 6, 85-96.
Nowacki, R. (2001), Power Point Presentation, www.Ampolbiz.Com, Ampol
Consulting, September 2004, Last Accessed: March 2006
“Roi and Quality: Can You Have Both?”, A Presentation and Group Discussion as
Delivered at the Roi Technology Conference, Aspen, Colorado, February 20th,
2003, www.Isp.Nl, Last Accessed: June 2006.
Sandelands, E. (1994), “Designing for Customer Satisfaction”, Management
Decision 32, 5, Abi/Inform Global: 37.
Starbek, M. and J. Grum (2002), “Concurrent Engineering in Small Companies”,
International Journal of Machine Tools and Manufacture 42, 417–426.
Statistics on Baysad Web Page, www.Beysad.Org.Tr , Last Accessed: August 2006
Tzokas, N., E. J. Hultink, and S. Hart (2003), “Navigating the New Product
Development Process”, Industrial Marketing Management, 05618.
Walker, M. (2002), “Customer-Driven Breakthroughs Using QFD and Policy
Deployment”, Management Decision; 40, 3, Abi/InformGlobal, 248.

Thank you for copying data from http://www.arastirmax.com