ŞİRKETLERİN PAZARLAMA FAALİYETLERİNDE MÜŞTERİ ODAKLI ANLAYIŞIN FARKINDALIK DÜZEYİ
COMPANIES' LEVEL OF AWARENESS OF CUSTOMERORIENTED UNDERSTANDING IN THEIR MARKETING ACTIVITIES

Summary/Abstract: The changes of today which occur at every other area are reflected in marketing as well. Along with the globalization, developments have made it necessary for consumers to improve their living standards while at the same time differentiating the needs of the target groups. These changes in the target groups have led to significant changes in the competitive conditions of companies, especially in terms of marketing activities.At this point, it has now become inevitable for the companies to adopt consumer-oriented marketing approaches in order to ensure company continuity. In this context, it is getting more important for the companies to determine the demands and needs of their target groups and direct their marketing activities accordingly in the increasingly competitive conditions of the changing world. In the study, an area survey was conducted in the TRNC with the aim of determining the level of awareness of the companies towards the customer-oriented marketing approach, which is getting more important day by day. In this research, which is prepared by qualitative data collection techniques, a semi-structured interview technique is used. For this purpose, it is aimed to determine what kind of customer oriented marketing activities are adopted by the companies.

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