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COĞRAFİ ENFORMASYON SİSTEMİ VE PAZARLAMA ALANINDAKİ KULLANIMI: COĞRAFİ PAZARLAMA

AS A GEOGRAPHIC INFORMATION SYSTEM AND DECISION SUPPORT SYSTEM THE GEOMARKETING

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Abstract (2. Language): 
In order to meet the needs of consumers, who become more and more mobile, today's business entreprises urgently need new tools to express this mobility and to start effective marketing campaigns with detailed analysis at the markets they offer product and service. This tool is Geomarketing, which is located at the intersection of many disciplines. Today, with the help of Geomarketing, business enterprises can provide answers to spatial problems caused by distribution, marketing, organization, and logistics by means of the methods of geography, informatics, statistics, and operations research in the light of geo-economic and even psychological, medical and criminal approaches. Within the scope of this study Geomarketing as a Geographical Information System and Decision Support System, which is started to be implemented in our country's business enterprises, will be introduced and its application areas in marketing especially in product, price, promotion and distribution mixes is explained.
Abstract (Original Language): 
Günümüz işletmelerinin ürün ve hizmet sundukları pazarlarda, gittikçe daha mobil hale gelen tüketicilerin ihtiyaçlarını karşılamak için, işletmelerin acilen bu hareketliliği ifade edebileceği ve detaylı analizlerle etkin pazarlama kampanyaları başlatabileceği yeni araçlara ihtiyacı vardır. İşte bu araç coğrafi pazarlamadır. Coğrafi pazarlama birçok bilim dalının kesişim noktasında yer almaktadır. Günümüzde coğrafi pazarlama yardımıyla işletmeler dağıtım, pazarlama, organizasyon ve lojistik kaynaklı mekânsal sorularına coğrafi, iktisadi ve hatta psikolojik, tıbbi ve kriminal yaklaşımlar ışığında coğrafi, enformatik, istatistik ve yöneylem metotları ile cevap bulmaktadır. Bu çalışma kapsamında ülkemiz işletmelerinde yeni uygulanmaya başlanan bir Coğrafi Enformasyon Sistemi ve Karar Destek Sistemi olan Coğrafi Pazarlama tanı¬tılmaya ve pazarlamadaki özellikle ürün, fiyat, tutundurma ve dağıtım karmalarında uygulama alanları anlatılmaya çalışılmıştır.

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REFERENCES

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