Yazar "Düzgün, Fehim" seçeneğine göre listele

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    The effect of promoter incentive to the smartphone sales in retail chains: A turkish case
    (Hilaris, 2016) Düzgün, Fehim; Yamamoto Telli, Gonca
    Mobile Phone market is getting more aggressive and competitive. Smartphone brands are looking for a way to increase their sales, especially in retail business where competition getting tough day by day. Therefore, companies are trying to do their best to increase the sales, for this reason technology stores are becoming important channels for the smartphone brands. These kinds of stores are also suitable for brand which wants to increase their sales in a short period of time. In these stores, dealer’s recommendation has becoming one of the key factors to affect consumer purchase decision in Turkey. The aim of our study is examine promoter incentive affect to the smartphone sales in technology chain stores. Promoters become key elements for the brands. So far, most of brands are allocate their brand promoters in technology stores to go one-step further from the other brands and affect consumer who get in the shop and looking for device. Our key question is if promoter’s sales performance increases for the specific brand with an incentive given by the dealer. We also want to search if there is an increase in specific brand smartphone sales with these incentives given to the sales promoters between all brands in these technology stores. Our expectation of promoter’s sales incentive system has positive affect to the sales. We finalize our study with a causal research designed to give proof for incentive affect with one of the global brand smartphone sales in Teknosa, which is the biggest chain store in Turkey.
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    The effect of travel incentive to sales person performance in corporate channel
    (Maltepe Üniversitesi, 2019) Düzgün, Fehim; Telli, Eda; Telli, Gonca
    Sales persons in corporate channel are responsible for selling the products and services to companies. They visit companies and improve relationship to convince them to buy products. Mostly these are white collar employees and have mid-level education & earnings. To improve sales person motivation and performance, mainly operator apply small cash incentives based on their sales target and Key Performance Indicators. In corporate channel (B2B); companies buy products for their employees and mainly they choose well-known brands not get their employees complain in case of dissatisfaction. For that reason, smaller brands need to make push effect to companies to convince them to buy their products. In this case study, a travel campaign has applied as incentive as a non-monetary to sales people which is expected to give high value perception. Aim of this case study is to check the nonmonetary incentive affect to corporate sales person motivation and sales performance.
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    Sales effect of product positioning on average sales price level in Turkey smartphone market
    (Maltepe Üniversitesi, 2018) Düzgün, Fehim; Telli Yamamoto, Gonca
    Product positioning is an important part of a marketing plan. Positioning is also one of the critical elements for brand awareness and perception. Brands should make right product positioning for an effective product launch to the market. Although it is said that many corporate companies should consider positioning strategically, brands position their products based on either intuitive approach or competitors' actions most of the time. There is a need of scientific analysis of market status for right product positioning. Consumer needs and demands should be considered while product positioning. Non-popular products also can reach successful sales performance and become popular with fulfilling consumer demands with the correct positioning. In this study, we have examined the sales performance of a smartphone product that positioned empty ASP (Average Sales Price) level. Aim of this study is to check the consumer demands on ASP level with positioning new product on that price segment.
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    SMS promotion effects on consumer behaviour: A turkish case
    (Hilaris, 2017) Düzgün, Fehim; Yamamoto Telli, Gonca
    Mobile phones brought rapid, extensive, and personal communication to our lives. Parallel to Mobile phone development, Marketers started to consider mobile phone as a marketing tool to reach their consumers. SMS marketing is the most basic and widely used method of mobile marketing since the early days of mobile marketing. Beside of that, Smartphone development changed the Mobile Phone market characteristics and user habits, hence marketing communication methods changed and extended with many alternatives. The question is; after smartphone development, SMS marketing is still affecting consumer behaviour or not? So far, literature has been supporting that SMS marketing is an effective way to reach the consumer and it affects consumer behaviour. In our research, to examine effect of SMS marketing, we have made promotional sales campaign with SMS communication for a smartphone product in Turkey market. We have sent location base SMS through one of the biggest Telecom operator with addressing Operator shops and analysed the consumer behaviour result.