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Pazarlama ve i\u015f d\u00fcnyas\u0131n\u0131 bir araya getiren, i\u015f d\u00fcnyas\u0131n\u0131n etkin liderleri ile ilham veren \u00fcnl\u00fc isimlerin kat\u0131ld\u0131\u011f\u0131 ve \u201cS\u00fcrd\u00fcr\u00fclebilir \u0130\u015f- S\u00fcrd\u00fcr\u00fclebilir D\u00fcnya\u201d temas\u0131yla d\u00fczenlenen Global Marketing Summit 2023 \u0130stanbul\u2019da ba\u015flad\u0131. Etkinli\u011fin a\u00e7\u0131l\u0131\u015f\u0131nda konu\u015fan Ticaret Bakan\u0131 \u00d6mer Bolat, d\u00fcnyadaki ekonomik d\u00fczenin ve i\u015f yapma modellerinin s\u00fcrd\u00fcr\u00fclebilir olmad\u0131\u011f\u0131n\u0131 aktard\u0131. Bolat, s\u00fcrd\u00fcr\u00fclebilir bir pazarlaman\u0131n yenilik\u00e7i olman\u0131n yan\u0131 s\u0131ra, ancak i\u015f ahlak\u0131na ba\u011fl\u0131 kalarak, devaml\u0131l\u0131\u011f\u0131 sa\u011flayarak, verimlili\u011fi art\u0131rarak, rekabet ederek, optimum kaynak kullan\u0131m\u0131n\u0131 sa\u011flayarak, israftan ka\u00e7\u0131narak, do\u011fay\u0131 ve \u00e7evreyi koruyarak ve sosyal sorumluluk projeleri geli\u015ftirerek sa\u011flanabilece\u011fini s\u00f6yledi.<\/p>\n
\u201cGelecek nesillerin ihtiyac\u0131 unutulmas\u0131n\u201d<\/strong><\/p>\n S\u00fcrd\u00fcr\u00fclebilirlik ve toplumsal sorumluluk bilincinin i\u015fletmeler i\u00e7in giderek bir mecburiyet haline geldi\u011fi gibi, prestij ve toplumsal me\u015fruiyet de sa\u011flad\u0131\u011f\u0131n\u0131 ifade eden Bolat, k\u00fcresel s\u00fcrd\u00fcr\u00fclebilirlik ve toplumsal refah\u0131n sa\u011flanmas\u0131na y\u00f6nelik olarak i\u015f d\u00fcnyas\u0131nda ortak bir vizyon olu\u015fturman\u0131n m\u00fcmk\u00fcn oldu\u011funu aktard\u0131. Bakan Bolat, pazarlaman\u0131n \u201cy\u0131k\u0131c\u0131 rekabet\u201d \u00fczerinde y\u00fckselmemesi gerekti\u011fini vurgulayarak, s\u00f6zlerini \u015f\u00f6yle s\u00fcrd\u00fcrd\u00fc: \u201cA\u015f\u0131r\u0131 kar g\u00fcd\u00fcs\u00fc toplum ve \u00e7evreye kar\u015f\u0131 sorumluluk duygusunun \u00f6n\u00fcne ge\u00e7memeli. Toplumsal ve ahlaki de\u011ferler pazarlama anlay\u0131\u015f\u0131n\u0131n temel ayaklar\u0131ndan biri olmal\u0131.<\/p>\n Pazarlama, t\u00fcketici refah\u0131n\u0131 ve memnuniyetini \u00f6ncelemenin yan\u0131nda, toplumsal fayday\u0131 g\u00f6zeten, do\u011faya kar\u015f\u0131 duyarl\u0131 ve \u00e7e\u015fitli sosyal sorumluluk projelerini geli\u015ftiren bir anlay\u0131\u015fta olmal\u0131. \u0130\u015fletmelerin belli de\u011ferleri de olmal\u0131d\u0131r. Firmalar\u0131n sadece para ve daha \u00e7ok kazanmak, \u00fcr\u00fcn veya hizmet satmak de\u011fil, ayn\u0131 zamanda \u00fclke ve toplum sorunlar\u0131na \u00e7\u00f6z\u00fcm bulmayla da ilgili olmalar\u0131 beklenmektedir. Bug\u00fcnk\u00fc neslin ihtiya\u00e7lar\u0131 kar\u015f\u0131lan\u0131rken, gelecek nesillerin ihtiya\u00e7lar\u0131 da unutulmamal\u0131d\u0131r.\u201d<\/p>\n “Al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131 Kovid-19 ile de\u011fi\u015fti”<\/strong><\/p>\n \u00d6mer Bolat, Kovid-19 salg\u0131n\u0131n\u0131n t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131 ve t\u00fcketici davran\u0131\u015flar\u0131n\u0131n yan\u0131nda pazarlama anlay\u0131\u015f\u0131n\u0131 da de\u011fi\u015ftirdi\u011fini kaydetti. Bolat s\u00f6zlerini \u015f\u00f6yle s\u00fcrd\u00fcrd\u00fc: \u201cMaalesef i\u015fin ahlaki taraf\u0131nda bir dezenformasyona yol a\u00e7t\u0131\u011f\u0131 da s\u00f6ylenebilir. Bu s\u00fcre\u00e7te, stok\u00e7uluk, ba\u015fkalar\u0131n\u0131n \u00fcr\u00fcnlerine el koyma, f\u0131rsat\u00e7\u0131l\u0131k, tamahk\u00e2rl\u0131k gibi k\u00f6t\u00fcc\u00fcl anlay\u0131\u015f ve uygulamalar, ticaret ahlak\u0131nda ciddi zafiyetler maalesef olu\u015fmu\u015ftur. Ahlaki kayg\u0131lar\u0131 g\u00f6zeten, toplumsal fayday\u0131 g\u00f6z ard\u0131 etmeyen, \u00e7evreye duyarl\u0131 ve gelecek nesilleri ihmal etmeyen s\u00fcrd\u00fcr\u00fclebilir bir pazarlama anlay\u0131\u015f\u0131 temenni ediyorum.<\/p>\n \u00d6ncelikle, \u2018yaln\u0131z ben\u2019, \u2018hep ben\u2019 diye asla demeden, \u2018biz\u2019, \u2018hep birlikte\u2019 ve \u2018\u00fclkemiz\u2019 diyerek; empati yaparak, yani kendimizi kar\u015f\u0131m\u0131zdakinin yerinde d\u00fc\u015f\u00fcnerek, kar\u015f\u0131l\u0131kl\u0131 sayg\u0131 ve birlikte payla\u015fma de\u011ferlerine sahip \u00e7\u0131karak, y\u0131k\u0131c\u0131 rekabetle de\u011fil, rekabet ederken birlikte ya\u015fama, \u2018bu d\u00fcnya hepimize yeter, gelecek nesillere borcumuzun oldu\u011funu unutmamal\u0131y\u0131z\u2019 gibi temel de\u011ferler etraf\u0131nda birle\u015fmeliyiz.<\/p>\n<\/p><\/div>\n