{"id":85,"date":"2023-08-08T16:29:18","date_gmt":"2023-08-08T14:29:18","guid":{"rendered":"https:\/\/decannibalize.com\/?p=85"},"modified":"2023-08-08T16:29:19","modified_gmt":"2023-08-08T14:29:19","slug":"cannibalisation-definition","status":"publish","type":"post","link":"https:\/\/decannibalize.com\/tr\/yamyamlastirma-tanimi\/","title":{"rendered":"Pazarlama Kanibalizasyonunun Tan\u0131m\u0131 (\u00dcr\u00fcn ve Pazar)"},"content":{"rendered":"<p>Pazarlama kanibalizasyonu, bir marka yeni bir \u00fcr\u00fcn veya hizmet pazarlamaya karar verdi\u011finde s\u0131kl\u0131kla meydana gelen bir olayd\u0131r. <strong>Yeni teklifler eskilerini bast\u0131r\u0131yor<\/strong>Bu da sat\u0131\u015flar\u0131n azalmas\u0131na ve depolama endi\u015fesine yol a\u00e7maktad\u0131r.&nbsp;<\/p>\n\n\n\n<p>Pazarlama yamyaml\u0131\u011f\u0131 \u00e7e\u015fitli nedenlerle ortaya \u00e7\u0131kabilir. Dahas\u0131, yamyamla\u015fma hem \u00fcr\u00fcnleri hem de pazarlar\u0131 etkileyebilir. Pazarlama yamyaml\u0131\u011f\u0131 hakk\u0131nda bilmeniz gereken her \u015feyi burada bulabilirsiniz.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Farkl\u0131 pazarlama kanibalizasyonu t\u00fcrleri&nbsp;<\/h2>\n\n\n\n<p>Pazarlamada farkl\u0131 yamyaml\u0131k t\u00fcrleri vard\u0131r. Bunlar <strong>\u00fcr\u00fcn yamyaml\u0131\u011f\u0131<\/strong> yeni bir \u00fcr\u00fcn\u00fcn sat\u0131\u015flar\u0131ndaki art\u0131\u015fla karakterize edilen bir olgudur. Eski \u00fcr\u00fcnler pahas\u0131na. Bu <strong>reklam nedeniyle yamyamla\u015fma<\/strong> Bir markan\u0131n yeni bir teklifi tan\u0131tmak i\u00e7in pop\u00fcler bir ki\u015fiyi se\u00e7meye karar vermesidir. Halk\u0131n dikkati bu ki\u015fi taraf\u0131ndan da\u011f\u0131t\u0131l\u0131r ve tan\u0131t\u0131lan \u00fcr\u00fcne dikkat etmez.&nbsp;<\/p>\n\n\n\n<p>\u015eirketlerin yeni sat\u0131\u015f noktalar\u0131 a\u00e7maya karar verdiklerinde de dikkatli olmalar\u0131 gerekir. Ayn\u0131 \u00fcr\u00fcnleri pazarl\u0131yor olsalar bile, yeni sat\u0131\u015f noktalar\u0131n\u0131n mevcut sat\u0131\u015f noktalar\u0131yla rekabet etmesi s\u0131kl\u0131kla kar\u015f\u0131la\u015f\u0131lan bir durumdur. Bu olgu \u015fu \u015fekilde bilinir <strong>ma\u011faza kanibalizasyonu<\/strong> 'den farkl\u0131 olan <strong>Da\u011f\u0131t\u0131m y\u00f6ntemiyle ba\u011flant\u0131l\u0131 yamyaml\u0131k. <\/strong>\u0130kincisi, bir \u015firket belirli bir pazarlama kanal\u0131n\u0131 tercih etti\u011finde ortaya \u00e7\u0131kar. Ayn\u0131 zamanda, daha \u00f6nce kulland\u0131\u011f\u0131 kanal\u0131 ihmal eder.&nbsp;<\/p>\n\n\n\n<p>Ayr\u0131ca <strong>miktar\u0131n yamyamla\u015ft\u0131r\u0131lmas\u0131<\/strong>. \u00d6zel ambalajdan yararlanan bir \u00fcr\u00fcn\u00fcn \u00f6ne \u00e7\u0131kar\u0131lmas\u0131n\u0131 i\u00e7erir. Bu da halk\u0131n temel e\u011fitime olan ilgisini zay\u0131flat\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00dcr\u00fcn yamyaml\u0131\u011f\u0131: kas\u0131tl\u0131 bir pazarlama stratejisi mi?&nbsp;<\/h2>\n\n\n\n<p>Pazarlama yamyaml\u0131\u011f\u0131, bir \u015firket eski modellerini terk ederken yeni bir \u00fcr\u00fcn pazarlad\u0131\u011f\u0131nda ortaya \u00e7\u0131kar. Bir \u015firket <strong>i\u015faret eski bir \u00fcr\u00fcn veya hizmeti yenisiyle de\u011fi\u015ftirmek istiyor<\/strong>. Bu \u015fekilde, eskisinden daha karl\u0131 olabilecek bir \u00fcr\u00fcn\u00fc satmay\u0131 ama\u00e7layan stratejik bir pazarlama stratejisi g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc al\u0131r.<\/p>\n\n\n\n<p>Bununla birlikte, pazarlama kanibalizasyonu genellikle a\u015fa\u011f\u0131dakilerin bir sonucudur <strong>tek bir pazarda yeni bir \u00fcr\u00fcn\u00fcn piyasaya s\u00fcr\u00fclmesi<\/strong>. Bu stratejik bir hatad\u0131r. Asl\u0131nda bu durum, bir \u015firketin ayn\u0131 alanda faaliyet g\u00f6steren ba\u015fka bir marka ile rekabet etme iste\u011finin sonucudur. Ancak, rekabete meydan okumak yerine, <strong>yeni \u00fcr\u00fcn veya<\/strong> <strong>hizmet, \u015firketin di\u011fer \u00fcr\u00fcnlerini g\u00f6lgede b\u0131rak\u0131yor<\/strong>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pazar yamyaml\u0131\u011f\u0131: pazarlama yamyaml\u0131\u011f\u0131n\u0131n yayg\u0131n bir bi\u00e7imi&nbsp;<\/h2>\n\n\n\n<p>Pazar veya \u015firket yamyaml\u0131\u011f\u0131, bir marka yaln\u0131zca mevcut m\u00fc\u015fterilerine odakland\u0131\u011f\u0131nda ortaya \u00e7\u0131kar. Yeni bir \u00fcr\u00fcn\u00fc tan\u0131t\u0131rken yeni m\u00fc\u015fteriler \u00e7ekmeye \u00e7al\u0131\u015fmaz. Sorun \u015fudur <strong>\u00fcretim harcamalar\u0131n\u0131 art\u0131r\u0131r. <\/strong>Ayn\u0131 zamanda,<strong> <\/strong>pazar pay\u0131 b\u00fcy\u00fcmemektedir. Genel olarak, pazar yamyaml\u0131\u011f\u0131n\u0131n kurban\u0131 olan \u015firketler istemeden de olsa m\u00fc\u015fterileri bir \u00fcr\u00fcnden yeni bir \u00fcr\u00fcne y\u00f6nlendirir. Bunun ciro \u00fczerinde olumsuz bir etkisi vard\u0131r.&nbsp;<\/p>\n\n\n\n<p>T\u00fczel ki\u015filerin a\u015fa\u011f\u0131daki durumlarda da <strong>kas\u0131tl\u0131 olarak pazar\u0131 yamyamla\u015ft\u0131rmak<\/strong>. Bir \u015firket eski ma\u011fazalar\u0131ndan birinin yak\u0131n\u0131nda yeni bir sat\u0131\u015f noktas\u0131 a\u00e7maya karar verdi\u011finde durum b\u00f6yledir. Bu, iki sat\u0131\u015f noktas\u0131n\u0131n birbirini yamyamla\u015ft\u0131raca\u011f\u0131 d\u00fc\u015f\u00fcncesiyle yap\u0131l\u0131r. Ancak, yeni ma\u011faza ayn\u0131 zamanda <strong>Rakiplerden pazar pay\u0131 almak.&nbsp;<\/strong><\/p>\n\n\n\n<p>\u015eunu unutmay\u0131n ki <strong>strateji\u0307k bi\u0307r pazarlama strateji\u0307si\u0307 olarak cannibalisation<\/strong> borsa analistleri taraf\u0131ndan onaylanmad\u0131. Bu uzmanlar, bu durumda bir risk g\u00f6r\u00fcyorlar <strong>k\u0131sa vadeli kar kayb\u0131<\/strong>.<\/p>\n\n\n\n<p>Sonu\u00e7 olarak, \u015firketlerin pazarlamada yamyaml\u0131ktan ka\u00e7\u0131nmak i\u00e7in ad\u0131mlar atmas\u0131 gerekiyor. Bu, yeni bir \u00fcr\u00fcn geli\u015ftirmeden \u00f6nce derinlemesine pazar ara\u015ft\u0131rmas\u0131 yap\u0131larak ger\u00e7ekle\u015ftirilir. Kar\u015f\u0131la\u015ft\u0131r\u0131labilir maliyetlere sahip \u00fcr\u00fcnlerin \u00f6nemli bir yamyaml\u0131k riski ta\u015f\u0131d\u0131\u011f\u0131 unutulmamal\u0131d\u0131r. Bu riski azaltmak i\u00e7in, \u015firketlerin maliyet a\u00e7\u0131s\u0131ndan benzer yeni \u00fcr\u00fcnler geli\u015ftirmenin bir yolunu bulmalar\u0131 gerekir. <strong>benzersiz markal\u0131 \u00fcr\u00fcnler<\/strong>. Bu nedenle yeni \u00fcr\u00fcnlerin fiyat\u0131, eski \u00fcr\u00fcnlerin fiyat\u0131yla de\u011fil, di\u011fer rakip markalar\u0131n fiyat\u0131yla rekabet etmelidir. &nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Pazarlama yamyaml\u0131\u011f\u0131, bir marka yeni bir \u00fcr\u00fcn veya hizmet pazarlamaya karar verdi\u011finde s\u0131kl\u0131kla meydana gelen bir olayd\u0131r. Yeni teklifler eskilerini bast\u0131r\u0131r, sat\u0131\u015flarda d\u00fc\u015f\u00fc\u015fe ve stoklama endi\u015fesine yol a\u00e7ar.  Pazarlama kanibalizasyonuna yol a\u00e7abilecek bir dizi fakt\u00f6r vard\u0131r. Buna ek olarak, bu [...]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-85","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>D\u00e9finition de la Cannibalisation Marketing (Produit &amp; Marche)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/decannibalize.com\/tr\/yamyamlastirma-tanimi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9finition de la Cannibalisation Marketing (Produit &amp; Marche)\" \/>\n<meta property=\"og:description\" content=\"La cannibalisation marketing est un \u00e9v\u00e8nement qui se produit fr\u00e9quemment lorsqu\u2019une marque d\u00e9cide de commercialiser un nouveau produit ou service. 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