DETERMINING DIFFERENCES BETWEEN MARKETING STRATEGY ATTITUDES OF EXPORTING AND NOT EXPORTING FIRMS DURING CRISIS AND HOW THEY ARE AFFECTED

As it is known the most essential external environment element threatining the existence of the firms is crisis fact. Firms should find right reactions to overcome the crisis they face. There is a need to develop pro active strategies before and after the crisis to be less affected or even to get advantage from it. Establishing an effective crisis management, determining "accurate marketing strategies" in addition to preparing crisis action plan, changing these strategies (if necessary) are one of these pro active strategies. First aim of this study is determing the relation between how firms are affected from the crisis and their level of income, size and export. Second aim is to determine differences between marketing strategies of exporting and not exporting firms during crisis. In direction of these aims, questionarre method was applied to the managers of the number of 412 small, medium and large scale furniture firms in Istanbul, and the results were statistically analyzed. According to the final results, the exporting and high level of income firms are less affected from the crisis .On the other hand, it is observed that there are differences between the marketing strategies of exporting and not exporting firms during the crisis.