An investigation into Turkey's cosmetic industry from a marketing point of view
Başlık çevirisi mevcut değil.
- Tez No: 400287
- Danışmanlar: DR. PAUL GARNEAU
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Endüstri ve Endüstri Mühendisliği, Business Administration, Industrial and Industrial Engineering
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2006
- Dil: İngilizce
- Üniversite: Mıddlesex Unıversıty
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Endüstri Mühendisliği Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Marketing activities have a pervasive influence on almost all aspects of our everyday life. Furthermore, the principles of marketing can be applied to any industry but the cosmetic industry differs from others. The cosmetic industry is a sector with many unique characteristics, problems and opportunities and it is the industry that I would like to work. So these facts make the study of the cosmetic industry?s marketing activities a worthwhile topic.The dissertation examines the marketing behaviour of the cosmetic industry in Turkey. My own personal objectives in this project were to put into practice many of the modules studied last year and as well as understanding and analysing secondary data, gaining practical experience of primary qualitative research and uncovering new information for the marketing of cosmetic products.The central focus of this study is the marketing activities and promotion methods adopted by the cosmetic companies in Turkey in order to promote their products. Furthermore, another factor that should be taken into account in this dissertation is the influence that the government has in the cosmetic industry. Finally this project will outline the differences in marketing cosmetic products as opposed to other consumer products.The structure of the dissertation reflects the objectives mentioned above. Two major parts can be defined: the first part is considered with the theoretical background and literature review related to marketing concepts and their adaptation and implementation within the cosmetic industry. In the second part, empirical findings are presented and the conclusion of the dissertation is discussed.In the second chapter the definition of cosmetic products and cosmetic industry are given. Then it is followed by information regarding the world cosmetic industry, the European Cosmetic industry and finally the cosmetic industry in Turkey is described. It involves sections about the major players in Turkey and the distribution methods used by cosmetic companies in Turkey.The third chapter provides essential background information regarding the cosmetic industry and its marketing activities. Segmentation, target market selection, positioning and marketing mix are the main components in marketing strategy and the primary concern of marketing managers. Besides, it is well known that research and development is one of the most crucial functions in the cosmetic industry. In this chapter, differences between cosmetic marketing and marketing concept are outlined.Further, the promotional mix and how cosmetic companies promote their products are presented within fourth chapter. Advertising, direct selling, sales promotion and public relations are the traditional methods of promoting cosmetics.Chapter 5 includes a detailed description and explanation of the methods used to perform the research into the area of cosmetic marketing.In chapter 6 main research findings are presented and limitations of survey are given.
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