Yazar "Celik, Pelin" seçeneğine göre listele

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    Integrated QFD, Fuzzy Linear Regression and ZOGP: An Application of E-Store Design
    (Igi Global, 2019) Celik, Pelin; Ustasuleyman, Talha
    In the current, highly competitive marketplace, customer demand is a major factor in the product design process. Most firms make an effort to indicate that their products differ from the competitors' products. The purpose of this paper is to understand customers' expectations of and technical requirements for e-stores and to evaluate most popular e-stores in Turkey (i.e., ES1, ES2, ES3). In this study, the authors aim to understand the customer expectations and technical requirements by using quality function deployment (QFD). To prepare the house of quality (HoQ), the authors surveyed 20 experts who are customers who have elite membership (their expenses for these e-stores are more than regular customers and have elite cards) of the three e-stores and academicians. After creating the HoQ, the authors employ fuzzy linear regression to evaluate the relationships between customer expectations and technical requirements and among technical requirements themselves. Finally, the authors use zero-one goal programming (ZOGP) to select the most desirable e-store.
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    STRATEGIC MARKETING MANAGEMENT IN SMES: THE CASE OF L?LEBURGAZ
    (Mehmet Akif Ersoy Univ, 2023) Saylan, Onur; Esmer, Yusuf; Celik, Pelin
    Due to the changing conditions and new developments in the business world in recent years, SMEs in Turkey need to adopt a strategic marketing management approach in order to be successful and gain competitive advantage. Strategic marketing management, on the other hand, is the process of managers developing marketing strategies by identifying the strengths and weaknesses, threats and opportunities of the business towards marketing and applying these strategies. In this study, it is aimed to develop strategies for the marketing activities of these enterprises and to contribute to the relevant literature by making strategic analyzes of SMEs in the context of marketing, based on the example of Luleburgaz. For this purpose, first of all, the strengths and weaknesses, threats and opportunities of 17 SMEs operating in Luleburgaz district were determined by using the SWOT analysis technique. Then, based on the data obtained, 4 basic marketing strategies were developed by applying the expert opinion and using the SWARA method. These; (1) using quality materials and producing quality products to sell quality products, (2) developing a digital customer relationship management system, (3) engaging in digital and social media marketing activities, (4) reducing raw material costs.