fiirketler art›k ürünün psikolojik yönünü ön plana ç›kart›yorlar

RÖPORTAJ/ §INTERVIEWTechnology it is very important to spot and fullysatisfy opportunities in terms of customerneeds and market opportunities. This is true formore conventional companies as well. Thosecompanies are now emphasizing the emotionalappeal of their products and try to win customers‘loyalty."Which strategies, then, should marketingmanagers prioritize? Depending on the circumstances,says Koç, all strategies should haveone common core idea. "The age of mass marketingis past. Now, it is in the enlightened selfinterestof companies to treat every consumeras a target market and interact with him or herindividually. Due to increases in communication,it is now best to learn the needs of thecustomer – even mine the data in your databasesto predict the needs – and satisfy themwith the help of flexible production systems.Levi‘s clothing store in Manhattan sheds lighton the future in this regard. Customers cannow virtually "try on" a pair of jeans, have itspecifically fitted to their body and pick it upthe next day from that store. There‘s a lot thatmanagers should do to prepare for this environment."When listening Ahmet Koç, the question ofhow managers will prepare themselves for sucha future casts intrigue. Koç presents somehints. "The level of interaction between academiaand private sector is of crucial importancehere. If academics keep up with the latest inmanagement thinking, private sector will haveall the more incentive to bring their problems tothe university, where solutions will be searchedby the involvement of both parties. This will bea win-win situation"After years of work in the field of Marketing,Ahmet Koç seems to be excited and surprisedat how rapidly the issues are evolving. As thenext generation of academics and businesspeople ponder over these questions, theywould be well advised to remember the wordsof Ahmet Koç. rak›m›z› sezen Ahmet Koç, ipuçlar›n› veriyor."Bu noktada üniversite -özel sektöriflbirli¤inin niteli¤i çok önemli. Akademisyenlerinözel sektörde olanlar› yak›ndantakip etmesi, özel sektörün de iflle ilgilisorunlar›n çözümü için üniversiteyegitmesi karfl›l›kl› kazan›mlar›n oldu¤u dinamikbir ortam yaratacakt›r."Yaklafl›k k›rk y›ll›k çal›flman›n ard›ndanda olsa, Ahmet Koç pazarlama dal›ndakih›zl› de¤iflimden heyecan duyuyorve kimi zaman flafl›rd›¤›n› da belli ediyor.Bir sonraki neslin akademisyenleri ve ifladamlar› / kad›nlar› bu konular› düflündükçe,Ahmet Koç‘un analizlerini hat›rlamalar›ndabüyük fayda var. 16 • Leaders May›s 2004