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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
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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.
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  • 10
81-97
  • English

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