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Son Akademik Yayınlar

Son Akademik Yayınlar (10)

On the 4P’s & 4 C’s of Green Logistics Marketing Mix

Bu makale prof. Dr. Ömer Baybars TEK ile Doç. Dr. Yücel Öztürkoğlu'nun ortak çalışmasıdır. Ancak Logistics and Transport dergisinin editörü Türkiye'den tek isimle geldiği gerekçesiyle sadece Doç. Dr. Yücel Öztüroğlu'nun ismini koymuşlardır. Burada koyduğum orijjnal pdf versiyonu iki isimlidir. Ayrıca editör, makalenin üstündeki Print screen ekran görüntüsünde görüldüğü gibi, itirazım üzerine İnternet üzerinden yapılan hatayı düzeltmiştir.Scientific Journal ‘Logistics & Transport Dergisinin yönetimince Derinin Nr 2 (Vol 30) 2016 fiziksel (print) ve online versiyonunda gerekli rektifikasyonun (düzeltme) yapıldığı ve Derginin kontrolü dışındaki nedenlerle 29, No 1 (2016) nüshasında tek yazar Yücel Ozturkoglu ) yerine 2 yazar( Yücel Özturkoglu ve Omer Baybars Tek) olması gerektiği belirtilerek makalenin doğru bibliyografik tanımının aşağıdaki gibi olması gerekir diye ifade edilmiştir: Yucel Ozturkoglu, Omer Baybars TEK, On the 4Ps & 4Cs of Green Logistics Marketing Mix, pp. 5 - 18, Logistics and Transport, vol. 29, No1 (2016).

Published : Web site meta data: Logistics and Transport No 1(29)/201*


Abstract
The word is getting more pollute each day. Fortunately, consumers are now more aware and concern about environmental issues. Customers are expecting the same sensitivity to the environment in both the marketing and the production strategies of the companies. The main aim of this chapter is to develop a framework for understanding the integration of green marketing concept with the marketing mix both in the form of 4P's (price, place, promotion, product) and 4C's (communication, costs, convenience customer). This chapter will take up the environment friendly measures to be taken by marketing organizations. In addition to the green marketing sub-mix, some important strategies, including green logistics and reverse logistics topics, is handled extensively with the aim of completing the framework of the green marketing.

Keywords: Green Marketing, Marketing Mix, 4Cs, 4Ps, Green Logistics, Reverse Logistics

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*This article that belongs to Prof.Dr.Omer Baybars Tek and Assoc.Prof.Dr.Yucel Ozturkoglu was mistakenly printed under the name of one author,that is Assoc.Prof.Dr.Yucel Ozturkoglu. The editor Piotr Czaja of the Journal corrected this in the web site as meta data as seen print screen data above.Yet as mentioned by the editor in e-mail, the misrepresented pdf version and printed version could not not have been changed.(Tuesday, May 31, 2016 12:18 PM- From: Logistics and Transport [mailto:Bu e-Posta adresi istenmeyen posta engelleyicileri tarafından korunuyor. Görüntülemek için JavaScript etkinleştirilmelidir. ].(I changed metadata of this artycle. Now it is not possible to modify pdf files - reason: online version is only a copy from oryginal printed version.Regards,Piotr Czaja)
 
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From: Logistics and Transport [mailto:Bu e-Posta adresi istenmeyen posta engelleyicileri tarafından korunuyor. Görüntülemek için JavaScript etkinleştirilmelidir. ]

Sent: Wednesday, May 25, 2016 11:42 AM

To: Ömer Baybars Tek <Bu e-Posta adresi istenmeyen posta engelleyicileri tarafından korunuyor. Görüntülemek için JavaScript etkinleştirilmelidir. >

Subject: ODP: about omission of the name of prof.dr omer baybars tek in
green marketing and logistcs article published in online verison of logisticss
and transport journal

Submitted article was
signed by a single author. Now the
only thing I can do is put a correction in the next issue. As for example in
issue 2014/4.

I can not publish the
same article twice.

If you can accept this
solution then send me accurate and correct data of this article.

Best regards

Piotr Czaja

Başlangıç tarihi: Logistics and Transport
<Bu e-Posta adresi istenmeyen posta engelleyicileri tarafından korunuyor. Görüntülemek için JavaScript etkinleştirilmelidir. >

Tarih: 5 07 2016 12:44 (GMT+02:00)

Alıcı: Ömer Baybars Tek
<Bu e-Posta adresi istenmeyen posta engelleyicileri tarafından korunuyor. Görüntülemek için JavaScript etkinleştirilmelidir. >

Konu: ODP: I WILL APPRECIATE VERY MUCH..
IMPORTANT AND URGENT... PLEASE REPLY AT YOUR EARLİEST CONVENİENCE

1.
Most important for us is what has been entered into the publishing system. Articles are anonymous in system to
send them to review. That is why we
insist that the authors themselves upload their work.

2. In issue 2016/2 we will be publish
correction (see atachment)

3. After publishing 2016/2 we can add
correction (not alter) to the head of the article on www site (PDF) but issue
2016/1 was indexed long ago and this corection will be not visible in
databases.

4. After issue 2016/2 is published indexing
organisations should alter databases records acording to atachment.

5. Printed version can't be altered.

Best regards

Piotr Czaja

From: Logistics and Transport
[mailto:Bu e-Posta adresi istenmeyen posta engelleyicileri tarafından korunuyor. Görüntülemek için JavaScript etkinleştirilmelidir. ]

Sent: Tuesday, May 31, 2016 12:18 PM

To: Ömer Baybars Tek

Subject: ODP: DEAR PIOTR I WİLL APPRECIATE
YOUR CONFIRMING OF RECEIVING THİS E -MAIL.THANK YOU.

I
changed metadata of this artycle.

Now
it is not possible to modify pdf files - reason: online version is only a copy
from oryginal printed version.

Regards Piotr Czaja

cc

 

dd

ee

 

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PROMISE MANAGEMENT AND THE ROLE OF LOGISTICS IN BRANDING

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Marketing Strategy is choosing of potential target customers and preparing Marketing Mix or Value Offer (the mix of poduct, promotion, price and place, 4Ps, and in the case of services and retailing services, 7Ps) for these customers. Logistics is the major part of the Place submix.  Actually the breakdown of the concept of Value Offer or Proposal can be expanded into two interrelated marketing subfunctions;(1) Obtaining demand (promising to sell) (2) Servicing demand (fulfilling demand, keeping promise, satisfying customers, delivery, logistics). Marketing management, in a sense, is Promise Management.  Products, and/or the Value Offers, even persons, could be transformed into a brand through appropriate conduct of Promise Management. “The Promise” consists not only the “obtaining demand subfunction” but also the “keeping promise” part or the “logistics subfunction” of marketing. In other words Value Offer could gain worth through the collaboration of whole 4Ps where logistics is the lifeblood and main driver.  “Brand name” is a sub element of product submix which is a part of the Promise (obtaining demand) and of Value Offer as well. Brand name alone is not the brand. For a brand name to rise up to what is called  the  ulterior brand, the firm  should go the extra miles.A brand name turns to be a brand only after the whole Value Offer is accepted and demanded by customers  many times over and over again, making the brand name identical with the Value Offer. Branding, a strategic process, starts with a promise to   provide a Value Offer to potential customers and keeping the promise by fulfilling the promise properly. Through this many repeat customers and thereby sustainable brand equity could be created. Therefore Brand equity is comprised of repeated orders and repurchases of satisfied customers over time   because the firm continues to keep its value promises uninterruptedly.   Achieving and maintaining a position superior than competitors is at the heart of “strategic marketing” and “Promise Management”.   Underneath this whole process lies the trust created in customers through successful Promise management which also includes continuous renewal of the value Offer over time.  Since “Fulfilling Promise” or “delivery/ logistics” is the equally important half of the Promise, ceteris paribus, mainly the strategic role of logistics will be brought into focus in this paper.  The purpose is to clarify the role of logistics in Promise Management and branding through a new and simplified model. The role of Information Technology in realization of Promise Management will also be analzyed. This descriptive model could be regarded as a preliminary contribution to the branding.

Key words__Logistics, marketing, marketing subfunctions, promise management 

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İşletme Alanı, Ünlü Bilim İnsanları

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Selçuk Üniversitesi Beyşehir Ali Akkanat İşletme Fakültesi'nin değerli Dekanı Dekanı Prof.Dr.Muammer Zeren'den tam hastalığım sırasında aldığım bu güzel onur beni birden bire iyileştirdi.Onur duydum.Sağolsunlar.Varolsunlar.Her zaman söylerim.Takdir etmesini bilenler takdir edilenlerden daha değerlidir.Öğrencilere ve başta değerli dekan Prof.Dr.Muammer Zeren olmak üzere bunu düşünen herkese en içten sevgi ve saygılarımı bir kere daha sunuyorum.Allah yollarını bahtlarını açık etsin.ÖMER BAYBARS TEK
Sayın Hocam merhaba nasılsınız? Selçuk Üniversitesi Beyşehir Ali Akkanat İşletme Fakültesinde İşletme alanıyla ilgili ünlü bilim adamlarının fotoğraflarını koyduk. Öğrencilerimizin saygı duyduğu, kitaplarını okuduğu hocalarımızdan biri olarak size selam ve saygılarımızı sunuyoruz. Prof.Dr. Muammer Zerenler (Dekan)

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PROMISE MANAGEMENT AND THE ROLE OF LOGISTICS IN BRANDING

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The 12th International Conference on Logistics & Sustainable Transport, Maribor University,Faulty of Logistics,11June,2015.Celje,Slovenia

Main focus of the paper is first to bring a new explanation for the concept of Promise Management through the model of Dual Marketing Subfunctions. And secondly, setting out from this new model showing how logistics submix could be used for brand building. Marketing Strategy is choosing of potential target customers and preparing Marketing Mix or Value Offer (the mix of poduct, promotion, price and place, 4Ps, and in the case of services and retailing services, 7Ps) for these customers. Logistics is the major part of the Place submix. Actually the breakdown of the concept of Value Offer or Proposal can be expanded into two interrelated marketing subfunctions;(1) Obtaining demand (promising to sell) (2) Servicing demand (fulfilling demand, keeping promise, satisfying customers, delivery, logistics). Marketing management, in a sense, is Promise Management. Products, and/or the Value Offers, even persons, could be transformed into a brand through appropriate conduct of Promise Management. “The Promise” consists not only the “obtaining demand subfunction” but also the “keeping promise” part or the “logistics subfunction” of marketing. In other words Value Offer could gain worth through the collaboration of whole 4Ps where logistics is the lifeblood and main driver. “Brand name” is a sub element of product submix which is a part of the Promise (obtaining demand) and of Value Offer as well. Brand name alone is not the brand. For a brand name to rise up to what is called the ulterior brand, the firm should go the extra miles.A brand name turns to be a brand only after the whole Value Offer is accepted and demanded by customers many times over and over again, making the brand name identical with the Value Offer. Branding, a strategic process, starts with a promise to provide a Value Offer to potential customers and keeping the promise by fulfilling the promise properly. Through this many repeat customers and thereby sustainable brand equity could be created. Therefore Brand equity is comprised of repeated orders and repurchases of satisfied customers over time because the firm continues to keep its value promises uninterruptedly. Achieving and maintaining a position superior than competitors is at the heart of “strategic marketing” and “Promise Management”. Underneath this whole process lies the trust created in customers through successful Promise management which also includes continuous renewal of the value Offer over time. Since “Fulfilling Promise” or “delivery/ logistics” is the equally important half of the Promise, ceteris paribus, mainly the strategic role of logistics will be brought into focus in this paper. The purpose is to clarify the role of logistics in Promise Management and branding through a new and simplified model.
This is a descriptive but theoretical study that brings a new, persusasive and conclusive explanation to the concept of Promise Management . This descriptive model which is focused on the role of logistics in branding could be regarded as a preliminary contribution to the branding not taken up so far in depth.

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Retailing In A Developing And Mixed Economic System: The Turkish Case; Proceedings of the International Symposium; Distribution Structure and Management,

1.INTRODUCTION : IMPORTANCE OF RETAILING IN GENERAL AND IN TURKEY
Let me make a few relevant comments on retailing in general before going into my specific study of the Turkish case.   As is known, retailing is the whole group of activities which are aimed at mar­keting of goods and services directly to the consumer.   Thus, it follows that retailing is the most visible aspect of marketing and even of a great part of the general economic activities of a country.   As it is, the retailing institutions are the final but one of the most important: gates of the marketing activities. As a matter of fact, the consumers see only the retailers as the representatives of a larger distribution network.   Therefore the whole responsibility and the ensuing (following) burden of distribution fall on the shoulders of retailers.   This is natural to a certain extent.   However beyond a certain point there needs to be a balance throughout the distribution channels.   This we may call intra-channel equilibrium.

Makalenin Tamamnına Ulaşmak İçin TIKLAYINIZ

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Retail Structure And Consumerism In Turkey: The Question Of Economic Development And Retail Technology Transfer

This paper examines the pending question of transfer of retail technology to developing countries and its impact on economic development. It attempts to review and synthesize various related theories and pragmatic proposals. The paper considers C. Slater's "Market Integration Thesis" to be promising. An important limitation appears to be a scarcity of suitable store locations. The paper introduces "consumerism" as a new dimension into the analyses, emphasizing the need for a simultaneous treatment and upgrading of retailer and consumer links in marketing channels. It studies the past and present retail structure and management practices, together with the consumer movement in Turkey. It elaborates on the problems of traditional retailing, and explains the necessity and terms of transfer of large scale retailing, mentioning the recent arrival of multinational retailers. Finally it presents some recommendations.

Makalenin tamamına ulaşmak iin TIKLAYINIZ

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MARKETING FUNCTION and LOGISTICS REVISITED: Revised Dual Sub-functional Model Approach

This paper attempts to point out the continued confusion in some literature with respect to the concepts of marketing and logistics, and their relatedness. These are usually, and maybe inadvertently, treated as separate and independent functions. This frame of reference can often lead to costly mistakes. Authors frequently describe them as if they are two different functions: that of marketing, and that of logistics. Actually, logistics is a submix of marketing. The fact that logistics is a part of marketing is usually ignored. This kind of approach is still prevalent in most writing. Yet we must talk about two submixes of marketing, one of which is logistics, or servicing demand, and the other, which is obtaining demand. Therefore, the connection and interdependence of marketing and logistics terminology must be put into their proper place for correct and complete analysis. For this purpose, a Dual Subfunction Model is presented to tie together logistics and the remaining part of marketing. This model may serve as a guide for more accurate analyses, or at least as a reminder for consideration by novices.
Keywords: Supply Chain, Marketing function, logistics subfunction, delivery, promise management, making promise ,keeping promise, obtaining demand subfunction, ethics and social responsibility in Logistics, Value Offer, Value Proposal, 4Ps, 4Cs, Marketing mix, Retailing mix, Relationship marketing, Love Brand, 3PL firms..

FULL TEXT

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THE STANCE LOGISTICS : An attempt to adapt Logistics principles on human and inter-human movement behaviors

Abstract


The broad span of Logistics Management encompasses control of time, place, movement, energy (efforts, labor), as well as the positioning, stance and movement of products, materials, commodities, and people. This study coins the term Stance Logistics to focus on the stance and movement of people within the range of Logistics principles. The philosophy behind this is to enhance the required sensitivity with respect to management and control of time, place, movement, motion, stance and energy in material and nonmaterial exchanges and in all types of human encounters. Stance Logistics includes not only the “on foot” (pedestrian) or “in-vehicle” (automated) movements and public behaviour in stopping, standing, and positioning, but also individual predisposition of physical and mental response, and awareness (aesthesia). This essay describes the application of the scientific principles of Logistics to the personal experiences of people. Current Logistics literature includes mostly models developed on pedestrian and evacuation movement behaviour. To the author’s knowledge, however, there is nothing documented on the issue of personal individual Logistics Stance. Behaviours, especially that of blocking other people’s ways and passages, intervening, rudeness and queue-jumping in various environmental settings have not been extensively studied, if at all, whether during walking, pausing, stopping, face-to-face encounters, standing or waiting in lines and lanes or waiting for an elevator or metro train door to open. This study seeks underlying clues to increase sensitivity and awareness of people’s movement particularly in public areas by shedding light on Logistics behaviours of people. When combined with applicable models of pedestrian movements and integrated with the general principles of Logistics, Stance Logistics can serve as an important guide to facilitate the daily activities of many people. It is believed that, this exploratory study will pave the way for further research to produce promising results on the aspects of this new concept of Stance Logistics

Keywords


Logistics, Stance Logistics, Logistics Sensitivity, Pedestrian movement, Pedestrian Logistics, Social allergens, personal space
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