EKLER

EK 1: ve D Kapak rnei
T.C.
DOKUZ EYLL NVERSTES
SOSYAL BLMLER ENSTTS
.ANABLM DALI
PROGRAMI
DOKTORA TEZ / YKSEK LSANS TEZ/TEZSZ YKSEK
LSANS DNEM PROJES
(Seeneklerden uygun olan biri yazlacaktr)

TEZ BALII

rencinin Ad SOYADI

Danman
Danmann akademik unvan Ad SOYADI

ZMR - Yl

ek s.1
EK 2: ngilizce Doktora Programlar in D ve Kapak rnei
(Tm bilgiler ngilizce olarak yazlacaktr.)

DOKUZ EYLL UNIVERSITY

GRADUATE SCHOOL OF SOCIAL SCIENCES
DEPARTMENT OF
PROGRAM
DOCTORAL THESIS
Doctor of Philosophy (PhD)

THESIS TITLE

Students Name SURNAME

Supervisor
Supervisors Name SURNAME With Academic Title
(Prof.Dr. or Assoc.Prof.Dr. or Assist.Prof.Dr. ..)

ZMR- Year

ek s.2
EK 3: ngilizce Tezli/Tezsiz Yksek Lisans Programlar iin D ve Kapak rnei
(Tm bilgiler ngilizce olarak yazlacaktr.)

DOKUZ EYLL UNIVERSITY

GRADUATE SCHOOL OF SOCIAL SCIENCES
DEPARTMENT OF
PROGRAM
MASTERS THESIS/NON-THESIS MASTERS TERM PROJECT

THESIS TITLE

Students Name SURNAME

Supervisor
Supervisors Name SURNAME With Academic Title
(Prof. Dr. or Assoc. Prof. Dr. or Assist. Prof. Dr. ..)

ZMR-Year

ek s.3
EK 4: Tezli Yksek Lisans ve Doktora in Tez Onay Sayfas, Tezsiz Yksek Lisans
Dnem Projesi Onay Sayfas rnei

Bu form spiral cilt kullanarak tezinizi bastrdnzda tezin iinde

konmayacaktr.

Savunmadan sonra baarl bulunduunuz takdirde renci ilerinden

alacanz Tez/Proje Onay Sayfas bastracanz tezin iine eklenecektir.

ek s.4
EK 5: Yemin Metni rnei (Doktora rencileri in)

YEMN METN

Doktora Tezi olarak sunduum .......................................................................

.........................................................................................................................................
............................................................ adl almann, tarafmdan, akademik
kurallara ve etik deerlere uygun olarak yazldn ve yararlandm eserlerin
kaynakada gsterilenlerden olutuunu, bunlara atf yaplarak yararlanlm
olduunu belirtir ve bunu onurumla dorularm.

Tarih
..../..../.......
Ad SOYADI
mza

ek s.5
EK 6: ngilizce Yemin Metni rnei (Doktora rencileri in)

DECLARATION

I hereby declare that this doctoral thesis titled as

. has
been written by myself in accordance with the academic rules and ethical conduct. I
also declare that all materials benefited in this thesis consist of the mentioned
resourses in the reference list. I verify all these with my honour.

Date
//.
Name SURNAME
Signature

ek s.6
EK 7: Yemin Metni rnei (Tezli Yksek Lisans / Tezsiz Yksek Lisans
rencileri in)

YEMN METN

Yksek Lisans Tezi / Tezsiz Yksek Lisans Dnem Projesi olarak sunduum
.......................................................................................................................................
.......................................................................................................................................
adl almann, tarafmdan, akademik kurallara ve etik deerlere uygun olarak
yazldn ve yararlandm eserlerin kaynakada gsterilenlerden olutuunu,
bunlara atf yaplarak yararlanlm olduunu belirtir ve bunu onurumla dorularm.

Tarih
..../..../.......
Ad SOYADI
mza

ek s.7
EK 8: ngilizce Yemin Metni rnei (Tezli Yksek Lisans / Tezsiz Yksek Lisans
rencileri in)

DECLARATION

I hereby declare that this masters thesis/non-thesis masters term project

titled as .
.. has been written by myself in accordance with the academic rules and
ethical conduct. I also declare that all materials benefited in this thesis consist of the
mentioned resourses in the reference list. I verify all these with my honour.

Date
//.
Name SURNAME
Signature

ek s.8
EK 9: Trke zet
ZET
Doktora Tezi / Yksek Lisans Tezi/ Tezsiz Yksek Lisans Dnem Projesi
(Seeneklerden biri yazlacaktr.)
Tez Bal
rencinin Ad SOYADI

Dokuz Eyll niversitesi

Sosyal Bilimler Enstits
Anabilim Dal
.Program

Globalizasyon srecinin yaratt etkiler sonucunda firmalar artk

pazarlama uygulamalarnda stratejik dnce ve ynetime arlk
vermektedirler. Ayrca teknolojik gelimeler de pazar ortamnda srekli
deiimi gndeme getirmektedir. Teknolojik gelimelerin pazarlama
uygulamalarndaki etkileri; yeni rn sunumlarnn art, dk maliyetli
retim ve rnler arasndaki farkllamalarn giderek azalmasdr. Bu nedenle,
firmalar, rnlerine zg bir tketici kitlesi ve ballk salamak iin marka
yaratmaya gitmektedirler. Bununla birlikte, globalleme ile balayan deiim
srecinin pazarlama uygulamalarndaki etkileri ise, uluslararas ve ok uluslu
firmalarn ortaya k ve bu firmalarn yerel pazarlarda faaliyete balamas
eklinde belirginlemektedir.
Globalleme ve uluslararas ticaret anlamalar sonucunda firmalar ok
daha gl bir rekabet ortam ile kar karya kalmaktadr. O kadar ki, artk
yerel pazarlarda dahi firmalar karlarnda gl global markalar ile kar
karya kalmaktadr ve bu yzden yeniden yaplanmaya gitmektedirler.
Uluslararas alanda rekabet eden firmalar iin ise, etkin bir marka ynetimi ve
firmaya uygun marka stratejileri gerekmektedir.
Pazar koullar markalar baarl olmaya, baarl olmayan markalar
ise piyasadan ekilmeye zorlarlar. Ulusal veya uluslararas pazar koullar
altnda marka firmalarn rekabeti stnl salanmasnda en nemli unsur

ek s.9
olarak karmza kmaktadr. Trk hazr giyim sektrnde son yllarda
markalama almalarna nem verilmeye balanmtr. Trk hazr giyim
sektr artk fason retimi brakp, dnya tketici eilimlerini takip etmeye,
kendisine zgn tasarm ve koleksiyonlar hazrlayarak dnya pazarlarnda
adn duyurmaya balamtr. Bu proje kapsamnda marka stratejileri
incelenerek, Trk Hazr Giyim Sektrndeki markalama zerine bir uygulama
yaplmtr.

Anahtar Kelimeler: Marka, Marka Stratejileri, Tekstil Sektrnde

Markalama, Piyasa Ynetimi, Taahht.

ek s.10
EK 10: ngilizce zet (Doktora Program rnei)

ABSTRACT
Doctoral Thesis
Doctor of Philosophy(PhD)
Thesis Title
Students Name SURNAME

Dokuz Eyll University

Graduate School of Social Sciences
Department of
. Program

As a result of the effects of the globalization process that is put forward,

the companies from now on emphasize the importance of strategic approach
and administration in their marketing applications. Technological developments
also bring forth the idea of the continuous change in the marketing
ambient.The results of the technological developments in the marketing
applications are, an increase in the number of the offer of new products, low-
cost production and reduction in the differences among the products. That is
the reason why the companies try to establish a new brand in order to ensure a
specific consumer segment and commitment. Nevertheless, the effects of this
change process as a consequence of globalization, are the emergence of
international and multinational companies and their crystallized initiation in
the local markets.
As an outcome of the globalization and international commercial treaties,
the firms are faced with a more demanding rivalry circumstances. In so much
as that, even now in the local markets, the strong global brands are so face to
face with each other that,they go further to reconstruct themselves. For the ones
which compete on international grounds,it is essential to have an effective brand
management and strategies that fit best with the companys.

ek s.11
 The requirements of the market system enforce the brands to be thriving,
or withdraw if they cant succeed. Brand mark confronts us with this most
crucial fact that it is the basis of rivalry on the marketing ground.Much more
emphasisis has been put on the branding studies through the years in Turkish
ready-wear sector. Turkish ready-wear sector has no longer any connection
with contract manufacturing. It has begun to make its name known among the
world markets with its differentiative collections and unique designs. In this
research project brand strategies are analyzed and an application has been done
on the branding in Turkish ready-wear sector.

Keywords: Brand, Brand Strategies, Branding Textile Sector, Market

Management, Commitment.

ek s.12
EK 11: ngilizce zet (Tezli/Tezsiz Yksek Lisans Program rnei)

ABSTRACT
Masters Thesis/Non-Masters Term Project
Thesis/Project Title
Students Name SURNAME

Dokuz Eyll University

Graduate School of Social Sciences
Department of
. Program

As a result of the effects of the globalization process that is put forward,

the companies from now on emphasize the importance of strategic approach
and administration in their marketing applications. Technological developments
also bring forth the idea of the continuous change in the marketing
ambient.The results of the technological developments in the marketing
applications are,an increase in the number of the offer of new products, low-
cost production and reduction in the differences among the products.That is
the reason why the companies try to establish a new brand in order to ensure a
specific consumer segment and commitment. Nevertheless, the effects of this
change process as a consequence of globalization, are the emergence of
international and multinational companies and their crystallized initiation in
the local markets.
As an outcome of the globalization and international commercial treaties,
the firms are faced with a more demanding rivalry circumstances. In so much
as that, even now in the local markets, the strong global brands are so face to
face with each other that,they go further to reconstruct themselves. For the ones
which compete on international grounds, it is essential to have an effective
brand management and strategies that fit best with the companys.

ek s.13
 The requirements of the market system enforce the brands to be thriving,
or withdraw if they cant succeed. Brand mark confronts us with this most
crucial fact that it is the basis of rivalry on the marketing ground.Much more
emphasisis has been put on the branding studies through the years in Turkish
ready-wear sector. Turkish ready-wear sector has no longer any connection
with contract manufacturing. It has begun to make its name known among the
world markets with its differentiative collections and unique designs. In this
research project brand strategies are analyzed and an application has been done
on the branding in Turkish ready-wear sector.

Keywords: Brand, Brand Strategies, Branding Textile Sector, Market

Management, Commitment.

ek s.14
EK 12: indekiler Listesi

KONAKLAMA LETMELERNDE KALTE GVENCE SSTEM NDE

KALTE MALYETLERNN ANALZ

NDEKLER
TEZ/PROJE ONAY SAYFASI ii
YEMN METN iii
ZET iv
ABSTRACT v
NDEKLER vi
KISALTMALAR viii
TABLOLAR LSTES ix
EKLLER LSTES x
EKLER LSTES xi

GR 1

BRNC BLM
GENEL OLARAK KONAKLAMA LETMELER

1.1. KONAKLAMA LETMELERNN TANIMI 11

1.2. KONAKLAMA LETMELERNN ZELLKLER 12
1.3. KONAKLAMA LETMELERNN SINIFLANDIRILMASI 13
1.3.1. lek Bakmndan Snflandrma 13
1.3.2. Gelime Aamasna Gre Snflandrma 14
1.3.3. alma Srelerine Gre Snflandrma 15
.
.
.

ek s.15
 DRDNC BLM
KONAKLAMA LETMELERNDE KALTE MALYETLERNN
ANALZNE LKN BR MODEL NERS

4.1. MODEL NERSNN TABANLARI 136

4.2. KALTE MALYETLERNN ANALZNE LKN
BR MODEL NERS 137
4.3. KALTE MALYETLERNN BTELENMES 138

SONU 195
KAYNAKA 198
EKLER

ek s.16
EK 13: Ksaltmalar

KISALTMALAR

AB Avrupa Birlii
ABD Amerika Birleik Devletleri
bkz. Baknz
DBM Dsal Baarszlk Maliyeti
s. Sayfa No
ss. Sayfadan Sayfaya
SBE Sosyal Bilimler Enstits
TKY Toplam Kalite Ynetimi

ek s.17
EK 14: Tablolar Listesi

TABLOLAR LSTES

Tablo 1: X letmesinin Aylara Gre Kalite Maliyetleri Raporu s. 65

Tablo 2: X letmesinin Belirli Aylara Ait sel Baarszlk Maliyetleri s. 102
.
.
.
.
Tablo 16: Y letmesinin Aylara Gre Satlan Maln Maliyetleri s. 172

ek s.18
EK 15: ekiller Listesi

EKLLER LSTES

ekil 1: Orta lekli Bir Konaklama letmesinin Organizasyonu emas s. 8

ekil 2: Klasik Yaklama Gre Kalite Maliyetler s. 61
ekil 3: ada Yaklama Gre Kalite Maliyetleri s. 62
ekil 4: Kalite Maliyetleri Raporu s. 72
ekil 5: Aylara Gre Kalite Maliyetleri Raporu s. 77

ek s.19
EK 16: Ekler Listesi

EKLER LSTES

EK 1: Aratrmada Kullanlan Anket Formu ek s.1

EK 2: TSAD 2009 Tketici Raporu ek s.3

TEZ KTAPIININ DI VE KAPAK LLER N LNKE

TIKLAYINIZ.

ek s.20