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Engelli bireyler (engelli olarak etiketlenmiş bireyler) tarih boyunca toplumdan ayrıştırıldılar, toplum tarafından baskı altına alındılar ve etiketlendiler. Bir süre dini kurumlar tarafından ayrıştırılan engelli olarak etiketlenmiş bireyler, sonrasında, tıbbi kurumlar ve yorumlamalar aracılığıyla özel hastanelerde ayrıştırıldılar. Sonrasında, endüstrileşmeyle birlikte bu bireyler, üretim sistemine olan katkılarıyla değerlendirilip etiketlendiler. Günümüzde piyasa mekanizmasının bireylerin etiketlenmesi ve ayrıştırılmasında tetikleyici olduğu görülmektedir. Bu tez, engelli olarak etiketlenmiş bireylerin hayatına etkisi olan diğer faktörlerle birlikte tüketim kültürünü incelemekte, nispeten az sayıda çalışmanın yapıldığı hassas grupların ihtiyacıyla ilgili pazarlama literatürüne teorik katkılar yapmaktadır.Bu kapsamda, tüketici odaklı bir yaklaşım kullanarak, nitel bakış açısıyla 30 derinlemesine mülakat ile engelliliği tecrübe eden ve engellilik ile ilgili normları koyan aktörlerin duygu, düşünce ve algılarına ilişkin detaylı fikir edinilmesi amaçlanmaktadır. Bulgular, engelli olarak etiketlenmiş bireylerin dahil edilme ve dışlanma süreçlerindeki aktörleri incelemekte ve normalliği sorgulamaktadır. Bu çalışma, engellilikle ilgili var olan iki ana modelle ilgili kısıt ve eleştirileri dikkate alarak `sosyal pazarlama modeli`ni sunmakta, pazarlama ve sosyal açıdan çözüm önerileri sunmaktadır. Throughout the history, disabled people (labeled as disabled – LAD) have been discriminated, oppressed and labeled in society. For a while, religious institutions discriminated LAD people. Then, they were classified in terms of medical interpretations and marginalized in asylums and special hospitals. Experiencing industrialization, they were labeled through their contributions to the production system. Today, the market system enforces these labels. This thesis, therefore, investigates the impact of consumer culture among other factors on the lives of LAD people and makes theoretical contributions to the relatively silent literature in marketing about the needs of this vulnerable group. Taking a consumer centric approach, with a qualitative perspective, 30 in-depth interviews were conducted, aiming to achieve a deeper understanding of the feelings, thoughts, and perceptions of those who experience disability, and those who have impact in setting the norms about disability. The findings lay out the inclusion and exclusion process of LAD people in society, investigating the actors behind, and questioning `normality`. Taking into consideration the critiques and limitations of the major disability models, an alternative model, the social marketing model of disability is presented, and marketing and societal implications are explored. 154

Non-profit organizations have used marketing methods and principles, including the marketing mix, to develop their financial resources and achieve their goals and vision. Due to the different organizational nature and the lack of academic studies on the marketing mix and fundraising, non-profit organizations find it difficult to reach a marketing mix commensurate with their work and environment. This study aimed to demonstrate the effect of using the marketing mix elements (price, place, product, promotion) on collecting donations in non-profit organizations in Iraq. The Statistical Package for Social Sciences (SPSS) program was used to test hypotheses and analyze data for research methodologies. The questionnaire was distributed to workers in non-profit organizations in Iraq via the Internet, and 267 responses were collected. It has been found that the price component of the marketing mix in this study has a significant relationship with fundraising. At the same time, the analysis of the results showed that there is no relationship between product, promotion, place and fundraising. This paper contributes to understanding the impact of using marketing mix elements on fundraising operations in Iraq's nonprofit organizations.