{"id":793221,"date":"2010-09-06T14:40:28","date_gmt":"2010-09-06T14:40:28","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/ters-segmentasyon-nedir\/"},"modified":"2010-09-06T14:40:28","modified_gmt":"2010-09-06T14:40:28","slug":"ters-segmentasyon-nedir","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/ters-segmentasyon-nedir\/","title":{"rendered":"Ters Segmentasyon Nedir?"},"content":{"rendered":"<p>taraf\u0131ndan yaz\u0131lm\u0131\u015f ola\u011fan\u00fcst\u00fc bir yaz\u0131 var <em><br \/>\n  <strong>Nico Peruzzi <\/strong><br \/>\n<\/em>ters segmentasyon hakk\u0131nda, yararl\u0131 bulaca\u011f\u0131n\u0131z\u0131 umuyoruz.<\/p>\n<p><!--more-->\u0130tiraf etmeliyim ki &#8220;ters segmentasyon&#8221; terimini daha \u00f6nce hi\u00e7 duymam\u0131\u015ft\u0131m ve segmentasyon konusunda aptal\u0131m. <a href=\"https:\/\/www.questionpro.com\/blog\/what-is-market-segmentation\/\">Pazar segmentasyonu<\/a> ve <a href=\"https:\/\/www.questionpro.com\/blog\/what-is-research\/\">ara\u015ft\u0131rmas\u0131nda<\/a> B\u00dcY\u00dcK bir geli\u015fmeyi ka\u00e7\u0131rm\u0131\u015f olabilir miyim? Hay\u0131r. Bunu zaten yap\u0131yor ve bununla m\u00fccadele ediyor olman\u0131z ve sadece bug\u00fcnlerde buna ne ad verdi\u011fimizi bilmiyor olman\u0131z b\u00fcy\u00fck bir olas\u0131l\u0131kt\u0131r.<\/p>\n<h2><strong>Tersine Segmentasyon S\u00fcrecinin Tan\u0131m\u0131<\/strong><\/h2>\n<p>Temel bilgilerle ba\u015flayal\u0131m &#8212; segmentasyon grupland\u0131rmad\u0131r. Pazarlama y\u00f6neticileri ve k\u00fc\u00e7\u00fck i\u015fletme sahipleri sezgisel olarak daha k\u00fc\u00e7\u00fck, daha hedefli gruplar\u0131n daha cazip oldu\u011funu bilir ve anlar \u00e7\u00fcnk\u00fc onlara hitap eden bir mesaj geli\u015ftirebilir ve bizi se\u00e7melerini daha olas\u0131 hale getirebiliriz.<\/p>\n<p>Tipik olarak iki temel <a href=\"https:\/\/www.questionpro.com\/blog\/types-of-market-segmentation\/\">Pazar Segmentasyonu t\u00fcr\u00fc<\/a> olmu\u015ftur:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.questionpro.com\/blog\/demographic-segmentation\/\">Demografik segmentasyon<\/a> (cinsiyet, gelir, ya\u015f vb. gibi daha somut ve g\u00f6zlemlenebilir <a href=\"https:\/\/www.questionpro.com\/blog\/demographic-segmentation\/\">segmentler<\/a> )<\/li>\n<li><a href=\"https:\/\/www.questionpro.com\/blog\/psychographic-segmentation\/\">Psikografik segmentasyon<\/a> (duygusal, istek uyand\u0131ran, ba\u011f\u0131ms\u0131z, organize, pratik veya temkinli gibi tutumsal nitelikler).<\/li>\n<\/ul>\n<p>Segmentasyonla ilgili yayg\u0131n bir ele\u015ftiri, genellikle ya demografik ya da psikografik bilgi toplad\u0131\u011f\u0131m\u0131z, ancak her ikisini de toplamad\u0131\u011f\u0131m\u0131z y\u00f6n\u00fcndedir. \u0130\u015fte bu noktada &#8220;ters segmentasyon&#8221; devreye giriyor.<\/p>\n<h3><strong>Ters Segmentasyon i\u00e7in Tetikleyici Nedir &#8211; Yapman\u0131z Gerekti\u011fini Nas\u0131l Anlars\u0131n\u0131z?<\/strong><\/h3>\n<p>Diyelim ki \u00fcr\u00fcn\u00fcn\u00fcz\u00fc sat\u0131n alan 25-35 ya\u015f aras\u0131 Ohio&#8217;lu \u00fcniversite e\u011fitimli kad\u0131nlardan olu\u015fan mevcut bir m\u00fc\u015fteri segmentiniz var. \u015eimdi de ka\u00e7\u0131n\u0131n erteleyici oldu\u011funu ya da ka\u00e7\u0131n\u0131n para\u015f\u00fctle atlamaya gitti\u011fini merak ediyorsunuz? \u00c7\u00fcnk\u00fc %50&#8217;den fazlas\u0131 erteleyici olsayd\u0131, sadece onlar i\u00e7in bir teklif geli\u015ftirebilirdiniz. Bu, <strong>ters segmentasyon<\/strong> i\u00e7in bir i\u015f gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\n<p>Deft Research&#8217;ten Richard Hamer, &#8220;Tersine Segmentasyon Ara\u015ft\u0131rmas\u0131 Nedir?&#8221; ba\u015fl\u0131kl\u0131 makalesinde ba\u015fka bir \u015fekilde ifade ediyor. Tek yapman\u0131z gerekenin mevcut bir m\u00fc\u015fteri veritaban\u0131nda zaten sahip oldu\u011funuz demografik verileri almak ve yeni (belki de psikografik) veriler atamak i\u00e7in daha fazla ara\u015ft\u0131rma yapmak oldu\u011funu a\u00e7\u0131klad\u0131.<\/p>\n<p><strong>Tersine Segmentasyon Yapmak i\u00e7in <a class=\"zem_slink\" title=\"SoruPro\" href=\"https:\/\/www.questionpro.com\" rel=\"homepage\">QuestionPro<\/a> ve <a class=\"zem_slink\" title=\"Anket Analiti\u011fi\" href=\"https:\/\/www.surveyanalytics.com\" rel=\"homepage\">Survey Analytics<\/a>&#8216;in \u00d6zel De\u011fi\u015fkenlerini Kullan\u0131n<\/strong><\/p>\n<p>Bunu okuduktan sonra akl\u0131ma gelen ilk \u015fey QuestionPro&#8217;daki \u00f6zel de\u011fi\u015fkenler ara\u00e7lar\u0131n\u0131 kullanarak yapt\u0131\u011f\u0131m y\u00fczlerce <a href=\"https:\/\/www.questionpro.com\/blog\/surveys\/\">anket<\/a> oldu. M\u00fc\u015fterilerim hakk\u0131nda zaten bildi\u011fim verileri buraya koydum. \u00d6rne\u011fin, s\u0131k ve \u00e7ok say\u0131da i\u015flem yapan m\u00fc\u015fterilerin memnuniyet d\u00fczeylerinin, daha az uzman olan ve az say\u0131da i\u015flem yapan m\u00fc\u015fterilerden farkl\u0131 olup olmad\u0131\u011f\u0131n\u0131 \u00f6\u011frenmek istedim.<\/p>\n<p>Mevcut veritaban\u0131m\u0131z\u0131 ald\u0131k ve bu m\u00fc\u015fterilerin ger\u00e7ekle\u015ftirdi\u011fi i\u015flem say\u0131s\u0131na g\u00f6re 4 segment olu\u015fturduk. Ard\u0131ndan anketi ger\u00e7ekle\u015ftirdik ve memnuniyet sonu\u00e7lar\u0131n\u0131 bu segmentlere ekledik. Daha sonra bir fark olup olmad\u0131\u011f\u0131n\u0131 g\u00f6rmek i\u00e7in baz\u0131 analizler yapt\u0131k.<\/p>\n<p>G\u00f6r\u00fcn\u00fc\u015fe g\u00f6re ters segmentasyon yeni bir terim olabilir &#8211; ancak bunu yapmak i\u00e7in gerekli ara\u00e7lara ba\u015f\u0131ndan beri sahibiz.<\/p>\n<p>&#8220;Ters segmentasyon&#8221; ile ilgili deneyiminiz nedir?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>taraf\u0131ndan yaz\u0131lm\u0131\u015f ola\u011fan\u00fcst\u00fc bir yaz\u0131 var Nico Peruzzi ters segmentasyon hakk\u0131nda, yararl\u0131 bulaca\u011f\u0131n\u0131z\u0131 umuyoruz.<\/p>\n","protected":false},"author":128,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"Ters Segmentasyon","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1114],"tags":[1573,1574,1150,1575,1578,1577,1572,1576,1151],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ters Segmentasyon Nedir? 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