A Research on Software Businesses and their Marketing Problems

Gülsen Alkaç Özdemir; Erkan Özdemir

Makale detayları

A Research on Software Businesses and their Marketing Problems

Yazarlar:

Gülsen Alkaç Özdemir | Erkan Özdemir

Yayıncı:

Bursa Uludağ University

Ana Başlıklar:

Endüstri Mühendisliği

Dergi:

Uludağ Üniversitesi Mühendislik Fakültesi Dergisi Vol.28 Issue 1, pp.273-292

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287421

pISSN:

2148-4155

Anahtar kelimeler:

Özet:

 The software industry is a sector in which businesses are experiencing intense competition in the rapidly developing technology environment and the demands and needs of the customers are constantly changing. It is seen that the businesses in this sector are not at the desired level in terms of marketing and are experiencing problems. The aim of this study is to determine the marketing problems of businesses in the software sector and to prioritize these problems for solution. For this purpose, first of all, the problem areas of software businesses in marketing were determined, and then the Analytical Hierarchy Process was applied in order to determine the priorities. As a result of the analysis, it has been found that software businesses have problems especially about price, one of the four variables expressed as marketing mix. On the basis of the sub-criteria of the marketing mix, it was found that the most important marketing problem is price bargaining. In order of importance, other problems are in the areas of sales, after-sales services, branding and price determination. As software businesses solve the problems in the field of marketing according to their importance, they will be successful especially in global competition.

 The software industry is a sector in which businesses are experiencing intense competition in the rapidly developing technology environment and the demands and needs of the customers are constantly changing. It is seen that the businesses in this sector are not at the desired level in terms of marketing and are experiencing problems. The aim of this study is to determine the marketing problems of businesses in the software sector and to prioritize these problems for solution. For this purpose, first of all, the problem areas of software businesses in marketing were determined, and then the Analytical Hierarchy Process was applied in order to determine the priorities. As a result of the analysis, it has been found that software businesses have problems especially about price, one of the four variables expressed as marketing mix. On the basis of the sub-criteria of the marketing mix, it was found that the most important marketing problem is price bargaining. In order of importance, other problems are in the areas of sales, after-sales services, branding and price determination. As software businesses solve the problems in the field of marketing according to their importance, they will be successful especially in global competition.

 The software industry is a sector in which businesses are experiencing intense competition in the rapidly developing technology environment and the demands and needs of the customers are constantly changing. It is seen that the businesses in this sector are not at the desired level in terms of marketing and are experiencing problems. The aim of this study is to determine the marketing problems of businesses in the software sector and to prioritize these problems for solution. For this purpose, first of all, the problem areas of software businesses in marketing were determined, and then the Analytical Hierarchy Process was applied in order to determine the priorities. As a result of the analysis, it has been found that software businesses have problems especially about price, one of the four variables expressed as marketing mix. On the basis of the sub-criteria of the marketing mix, it was found that the most important marketing problem is price bargaining. In order of importance, other problems are in the areas of sales, after-sales services, branding and price determination. As software businesses solve the problems in the field of marketing according to their importance, they will be successful especially in global competition.

 Yazılım sektörü, hızla gelişen teknoloji çevresinde işletmelerin yoğun rekabet yaşadığı ve müşterilerin istek ve ihtiyaçlarının da sürekli değiştiği bir sektördür. Bu sektördeki işletmelerin pazarlama açısından istenilen seviyede olmadığı ve sorunlar yaşadığı görülmektedir. Bu çalışmanın amacı yazılım sektöründeki işletmelerin pazarlama sorunlarını belirleyerek, çözüme yönelik olarak bu sorunları öncelik sırasına koymaktır. Bu amaçla öncelikle yazılım işletmelerinin pazarlama konusundaki sorun alanları belirlenmiş, sonrasında da öncelikleri tespit etmek amacıyla Analitik Hiyerarşi Süreci uygulanmıştır. Analiz sonucunda yazılım işletmelerinin pazarlama karması olarak ifade edilen dört değişkenden özellikle fiyat konusunda sorun yaşadıkları bulunmuştur. Pazarlama karmasının alt kriterleri bazında ise en önemli pazarlama sorununun fiyat pazarlığı olduğu bulunmuştur. Önem sırasına göre diğer sorunlar ise satış, satış sonrası hizmetler, markalaşma, fiyat belirleme alanlarındaki sorunlardır. Yazılım işletmeleri pazarlama alanındaki sorunları önem derecesine göre çözdükçe özellikle küresel rekabette de başarılı olabileceklerdir.

Makale detayları

A Research on Software Businesses and their Marketing Problems

Yazarlar:

Gülsen Alkaç Özdemir | Erkan Özdemir

Yayıncı:

Bursa Uludağ University

Ana Başlıklar:

Endüstri Mühendisliği

Dergi:

Uludağ Üniversitesi Mühendislik Fakültesi Dergisi Vol.28 Issue 1, pp.273-292

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287421

pISSN:

2148-4155

Software Businesses

Marketing

Marketing Problems

Analytical Hierarchy Process

Software Industry

Yazılım İşletmeleri

Pazarlama

Pazarlama Sorunları

Analitik Hiyerarşi Süreci

Yazılım Sektörü

Sayı

Makale detayları

Yazarlar: Gülsen Alkaç Özdemir | Erkan Özdemir

Yayıncı: Bursa Uludağ University

Ana Başlıklar: Endüstri Mühendisliği

Dergi: Uludağ Üniversitesi Mühendislik Fakültesi Dergisi Vol.28 Issue 1, pp.273-292

Belge Tipi: Makale

Yayın Tarihi: 4/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001287421

pISSN: 2148-4155

Sayı

Yazarlar:

Gülsen Alkaç Özdemir | Erkan Özdemir

Yayıncı:

Bursa Uludağ University

Ana Başlıklar:

Endüstri Mühendisliği

Dergi:

Uludağ Üniversitesi Mühendislik Fakültesi Dergisi Vol.28 Issue 1, pp.273-292

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287421

pISSN:

2148-4155