Uluslararası pazarlamada tutundurma kararları (Coca-Cola örneği)

Abstract

SUMMARY On our day, when we study the operations of the firms engaged in international marketing, it seems necessary that these firms should adopt and practice the understanding of modern marketing to be able to show activity at international markets, These differences come into being as different customer groups, different competition models, eot. At the international markets where intensive competition exists, as a result of gradual increase in international marketing activities, international marketing research, strategies, and the mixture of the two gain importance so this issue should be approached in a scientific way* In the present thesis, the validity of this issue is investigated in respect to the understanding of international marketing. For the firms that consider going into foreign markets and for those that are already engaged in international marketing, decisions of promotion for International markets bear great importance. It is possible to evaluate the promotion decisions to plan, to increase their market share, to raise sales, and to create image of brand. In the light of this essential information, the Turkish branch of Coca-Cola Corporation, which operates at the Turkish market of bevarages, has been studided in respect to elements of marketing mix and especially to decisions of promotion.Bu temel bilgiler ışığında Türkiye meşrubat pazarında faaliyet gösteren Coca-Cola Corporation Türkiye Şubesi, pazar lama karması elemanları açısından ve özellikle tutundurma kararları asısından incelenmiştir.

SUMMARY On our day, when we study the operations of the firms engaged in international marketing, it seems necessary that these firms should adopt and practice the understanding of modern marketing to be able to show activity at international markets, These differences come into being as different customer groups, different competition models, eot. At the international markets where intensive competition exists, as a result of gradual increase in international marketing activities, international marketing research, strategies, and the mixture of the two gain importance so this issue should be approached in a scientific way* In the present thesis, the validity of this issue is investigated in respect to the understanding of international marketing. For the firms that consider going into foreign markets and for those that are already engaged in international marketing, decisions of promotion for International markets bear great importance. It is possible to evaluate the promotion decisions to plan, to increase their market share, to raise sales, and to create image of brand. In the light of this essential information, the Turkish branch of Coca-Cola Corporation, which operates at the Turkish market of bevarages, has been studided in respect to elements of marketing mix and especially to decisions of promotion.