Opinions on the structure of marketing function in forest enterprises

Abstract

This study was carried out to determine the opinions of forest engineers about the importance of marketing for business management and its structure in forestry enterprises. Within the scope of the research, the opinions of forest engineers and companies that are in the position of customers were also compared on some issues regarding the structure of the marketing function in forest enterprises. The data of research were collected through literature and documentation analysis, observation, interview and survey techniques. 410 people participated in the online survey conducted for forest engineers working in the public or private sector. The survey for companies purchasing products from the Isparta Regional Directorate of Forestry was conducted face-to-face with 59 company officials. Basic statistical tests, chi-square test and Mann-Whitney U test were used in the analysis of the research data. According to the research findings; It has been determined that the effects of the production concept, which is the first stage of the marketing development processes, have rather decreased, and that marketing has started to be given more importance especially in terms of promotion efforts. However, there are also important shortcomings such as the lack of importance to non-wood products and services, the problems in the pricing and sales of forest products etc.

Keywords

• marketing
• marketing mix
• marketing function
• state forest enterprises
• pazarlama
• pazarlama karması
• pazarlama fonksiyonu
• devlet orman i̇şletmeleri