ESRA DEMİRBAS
I was born in Ankara, Turkey. I live in İstanbul since 1969. I am married with two children as one elder daughter and one younger son. I am Galatasaray Highschool graduates that mean a french based education school since 1868. I am also an Istanbul Technical University graduate of 1988. I am a management engineer. Then I completed my MBA at Bosphorus University in business administration. Meanwhile, I worked as a research assistant at ITU during my first two years of MBA education. In 1990, I started to work in Koç Headquarters as a management trainee in the finance department, in 1991 I had become a financial analyst. Between March 1996-February 2000, I worked in Koçfinans A.Ş. as vice president and from March 2000 till the end of 2009, I worked as a deputy general manager and assistant general manager in Koç Fiat Kredi A.Ş. I turn back to scholarship life after 20 years as a marketing lecturer at Bahcesehir University. At the same time, I started the PH-D program in Bahcesehir at marketing management in 2010. I continued both of them till 2014 and I completed PH-D in June 2014. Since September 2014, I have been at İstanbul Yeni Yüzyıl University as an associate professor in the faculty of Business Administration and Economics. I am a marketing management and research lecturer. At the same time, I am the associate dean of my faculty.
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of the last century, have not been completed yet. Meanwhile, there is no common determination for the beginning
of the marketing history, yet. These uncompleted and undetermined situations lead marketing people to continue
looking for the history of marketing. The objective of this conceptual study is to contribute to the literature on the
marketing history by reviewing previous studies on socioeconomic activities that occurred in Anatolia during the
prehistorical period and to try finding out traces to be served in the history of marketing. Moreover, to contribute
to a few studies on the history of marketing in Ancient Anatolia. At the end of the Ice Age which lasted more than
half a million years and in which people had survived by hunting and gathering, the Neolithic age began and
people passed to settled life. Those people started to live in villages nearby a river or a lake and deal with
agriculture and taming animals to use them in their daily life and they became productive. Finally, they found out
to exchange their excess products with other producers who have what they need and meanwhile request their
products. They presented the first attempts at economic transactions by exchanging, sharing, and distributing their
products and goods. European marketing school accepts the ancient greek period for the beginning of marketing
history. However, this conceptual study will provide evidence-based on previous written archeological sources
about prehistorical Anatolia to date earlier the beginning of the marketing history than ancient Greek through the
Bronze Age, considering the advanced commercial activities of Assyrian trading colonies.
of the last century, have not been completed yet. Meanwhile, there is no common determination for the beginning
of the marketing history, yet. These uncompleted and undetermined situations lead marketing people to continue
looking for the history of marketing. The objective of this conceptual study is to contribute to the literature on the
marketing history by reviewing previous studies on socioeconomic activities that occurred in Anatolia during the
prehistorical period and to try finding out traces to be served in the history of marketing. Moreover, to contribute
to a few studies on the history of marketing in Ancient Anatolia. At the end of the Ice Age which lasted more than
half a million years and in which people had survived by hunting and gathering, the Neolithic age began and
people passed to settled life. Those people started to live in villages nearby a river or a lake and deal with
agriculture and taming animals to use them in their daily life and they became productive. Finally, they found out
to exchange their excess products with other producers who have what they need and meanwhile request their
products. They presented the first attempts at economic transactions by exchanging, sharing, and distributing their
products and goods. European marketing school accepts the ancient greek period for the beginning of marketing
history. However, this conceptual study will provide evidence-based on previous written archeological sources
about prehistorical Anatolia to date earlier the beginning of the marketing history than ancient Greek through the
Bronze Age, considering the advanced commercial activities of Assyrian trading colonies.
in every area, whether it was a product or service category. It was
also, an important management technique to make organizations
reach not only the current goals but also their future goals
According to the customer-oriented marketing approach, life
insurance companies need to define the decision-making process of
consumer groups on the choice and purchase of life insurance
policies and accordingly should consider the redefinition of their
products, prices, distribution channels, and promotional activities
to make consumers decide to buy their products and be satisfied by
their policies.
The developing Turkish finance sector also affected the life
insurance sector, and the market had been transformed from a
producer to a buyer market. As a result, the definition of
consumers' attitudes, needs, and preferences has become inevitable
for life insurance companies. The empirical study on consumers'
the decision-making process for life insurance services
conducted in 1991 takes place in this book. Turkish people's
knowledge about insurance services and their consumption habits
in those years are also included in this study.
The primary data of the empirical study showed that Turkish
people had a low degree of awareness of insurance services, and
they had everyday consumption habits at the beginning of the last
a decade of the twentieth century. Most customers purchased a life
policy to secure their future or to be protected from risk. The
consumption tendency for life insurance services was high among
males, married people, the 36-45 age group, and people who have a
total monthly family income of less than TRY 1 million. It was also
high among primary school and below-educated groups and
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professionals, homemakers, retired people, and students. The lack of
marketing concepts for life insurance companies and the lack of
information and confidence in companies for consumers were the
main problems of the Turkish life insurance sector. Operating with the
marketing concept; accordingly, product differentiation to fulfill
consumers' needs and to hedge against inflation, intensive promotional
and introduction activities, and employing well-trained staff were the
urgent actions to be taken to solve the above problems.
The first four chapters of the book include the literature review
about services and life insurance marketing. The last two chapters
include the field study that was conducted among 248 respondents
by a self-administrated questionnaire, the research methodology,
and the frequency analysis results.
This book is a valuable guide for countries where life
insurance services are just emerging.
I would like to thank the Nobel publishing house's members,
who contributed to the publication of my master's thesis as a book.