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Biz tüketiciler ürünlerin kalitelisini almaya çalışırız ki aldığımız ürünler uzun ömürlü olsun. Bunun için de gerekirse biraz daha fazla ücret ödeyip en iyisini almaya çalışırız. Peki üretilen ürünlerin en başından itibaren ömürlerinin ayarlandığını ve tüketicilerin bu ürünleri maksimum ne kadar süre kullanacağının bilindiğini söylesem?
Evet bu doğru. Çoğu üründe, en başından itibaren tüketicinin o ürünü ne kadar kullanacağı ayarlanmış durumda. Bunun adı bile var;
“Planlı Eskitme”
Yok hayır bu biraz kaba oldu. Buna daha tatlı bir dille “Ürün Yaşam Döngüsü” dediler. Hatta bu Planlı Eskitme’ nin hayata geçirilmesi 1920′ leri bulmakta. O zamanlar sanayi sektöründen bazı kişilerin kurdukları oluşumlarla bu fikirleri hayata geçirmeye başladılar.
Örnek verecek olursak;
Naylonun icadından sonra bunu hangi alanlarda kullanılacağını düşünen üreticilerin aklına bir fikir geldi;
“Naylon Kadın Çorabı”
Komik gelse de bu bir icat. İlk üretildiği yıllarda üretici firmaların talebi karşılamakta oldukça zorluk çektiği bir icattı bu. Ancak o ilk üretilen naylon kadın çoraplarının günümüzdekilerden bir farkı var. O zamanlar üretilen naylon kadın çorabıyla araba çekenler oldu. Oysa şimdikilere baktığınızda bırakın araba çekmeyi, çorabın kendisi ayakta sağlam durmuyor. Kadınların çorabım kaçtı söylemleri de işte hep bundan.
Peki nasıl oldu da araba çekecek kadar sağlam üretilen naylon kadın çorapları şimdilerde daha ayağa giymeden sıkıntı çıkarmaya başladı? İşte bunun açıklaması yukarıda da yazdığım gibi “Planlı Eskitme”.
Bir diğer örnek de Apple’ ın yeni telefon çıkardığında eski telefonların pillerinin stabil çalışmasını sağlamak için hızlarını yavaşlattığını açıklamasıydı. Yenisini almaya zorlamak için değil tabi yanlış anlamayın.
Tüketiciler açısından sürekli talep oluşmasını sağlamak için oluşturulmuş bu “Ürün Yaşam Döngüsü” günümüzde de birçok üründe kullanılmakta. Ne kadar kaliteli ürün almaya çalışsak da o ürünün ömrü önceden ayarlanmış durumda. Yani alacağınız ampuller bir gün elbet ölecek. Buna hazırlıklı olun.
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