Copyright © 2013. dar al-yazori. All rights reserved.

May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law.

AN: 924151 ; .;
Account: ns063387
FORMATION PROFESSIONNELLE
EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION NATIONALE, DE LA
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻤﺤﺘﻮﻳﺎﺕ‬
‫اﳌﻘﺪﻣﺔ‪1 ............................... ................................ ................................ :‬‬
‫اﻟﻔﺼ ـ ـ ــﻞ اﻷول ‪3 ......................... ................................ ................................‬‬
‫ﻣﺪﺧﻞ ﰲ اﻹﺳﱰاﺗﻴﺠﻴﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪3 ......... ................................ ................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬ﻣﻔﻬﻮم اﻹﺳﱰاﺗﻴﺠﻴﺔ ‪3 ....... ................................ ................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ‪ :‬ﻣﻔﻬﻮم اﻟﺘﺴﻮﻳﻖ وﺗﻌﺮﻳﻔﻪ ‪6 .... ................................ ................................‬‬
‫اﳌﺒﺤﺚ اﻟﺜﺎﱐ‪ :‬ﻣﻔﻬﻮم اﻻﺳﱰاﺗﻴﺠﻴﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ‪11 .............................. ................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬اﻹﺳﱰاﺗﻴﺠﻴﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪11 .... ................................ ................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ‪ :‬اﻟﺘﺨﻄﻴﻂ اﻻﺳﱰاﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ‪12 ............................ ................................‬‬
‫اﳌﺒﺤﺚ اﻟﺜﺎﻟﺚ‪ :‬اﻟﺒﻴﺌﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ودور ﻧﻈﺎم اﳌﻌﻠﻮﻣﺎت اﻟﺘﺴﻮﻳﻘﻲ ﰲ رﻗﺎﺑﺘﻬﺎ ‪19 .... ................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬ﻣﻔﻬﻮم اﻟﺒﻴﺌﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪19 .... ................................ ................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ‪ :‬ﻣﻔﻬﻮم ﻧﻈﺎم اﳌﻌﻠﻮﻣﺎت اﻟﺘﺴﻮﻳﻘﻴﺔ ‪21 ........................... ................................‬‬
‫اﻟﻔﺼـ ـ ـ ــﻞ اﻟﺜﺎﱐ ‪- 29 - ...................................................................................‬‬
‫ﻣﺮاﺣﻞ إﻋﺪاد اﻹﺳﱰاﺗﻴﺠﻴﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪- 29 - ................................................................‬‬
‫اﳌﺒﺤﺚ اﻷول‪ :‬اﻟﺘﺤﻠﻴﻞ واﻟﺘﺸﺨﻴﺺ ‪- 29- .................................................................‬‬
‫اﳌﻄﻠﺐ اﻷول ‪ :‬ﻣﻔﻬﻮم ﲢﻠﻴﻞ ﺳﻮات ‪- 29 - ................................................................‬‬
‫اﳌﻄﻠﺐ اﻷول ‪ :‬ﻣﻔﻬﻮم اﻷﻫﺪاف ‪- 38 - ...................................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ ‪ :‬إﺟﺮاءات ﺗﺸﻜﻴﻞ اﻷﻫﺪاف ‪- 41- ..........................................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬ﻣﺎﻫﻴﺔ اﻟﺮﻗﺎﺑﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪- 43- ...............................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ ‪ :‬أﻧﻮاع اﻟﺮﻗﺎﺑﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪- 45 - ...............................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﻟﺚ ‪ :‬اﳌﺮاﺟﻌﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪- 49 - .................................................................‬‬
‫اﻟﻔﺼـ ــﻞ اﻟﺜﺎﻟﺚ ‪- 54 - ...................................................................................‬‬
‫إﺳﱰاﺗﻴﺠﻴﺎت اﳌﺰﻳﺞ اﻟﺘﺴﻮﻳﻘﻲ ‪- 54 - ......................................................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬ﻣﻔﻬﻮم اﳌﻨﺘﺞ ‪- 54 - .......................................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ ‪ :‬ﻣﻔﻬﻮم ﻣﺰﻳﺞ اﳌﻨﺘﺠﺎت ‪- 57- ...............................................................‬‬
‫‪or applicable copyright law.‬‬

‫اﳌﻄﻠﺐ اﻟﺜﺎﻟﺚ ‪ :‬ﻣﻔﻬﻮم اﳌﻨﺘﺠﺎت اﳉﺪﻳﺪة ‪- 59- ...........................................................‬‬

‫اﳌﺒﺤﺚ اﻟﺜﺎﱐ ‪ :‬إﺳﱰاﺗﻴﺠﻴﺔ اﻟﺴﻌﺮ ‪- 64 - ..................................................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬اﻟﺴﻌﺮ وﺗﻘﻨﻴﺎت اﻟﺘﺴﻌﲑ ‪- 64- ..............................................................‬‬

‫‪I‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ ‪ :‬إﺳﱰاﲡﻴﺎت اﻟﺘﺴﻌﲑ ‪- 67 - .................................................................‬‬

‫اﳌﻄﻠﺐ اﻟﺜﺎﻟﺚ‪ :‬ردود اﻟﻔﻌﻞ ﻣﻦ ﺗﻐﻴﲑات اﻟﺴﻌﺮ وإدارﺗﻪ ‪- 69 - ................................................‬‬
‫اﳌﺒﺤﺚ اﻟﺜﺎﻟﺚ‪:‬إﺳﱰاﺗﻴﺠﻴﺔ اﻟﺘﻮزﻳﻊ ‪- 72 - ...................................................................‬‬
‫اﳌﻄﻠﺐ اﻷول ‪ :‬ﻣﻔﻬﻮم اﻟﺘﻮزﻳﻊ وأﳘﻴﺘﻪ ‪- 72 - ...............................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ ‪ :‬ﻗﻨﻮات وإﺳﱰاﲡﻴﺎت اﻟﺘﻮزﻳﻊ‪- 74 - ...........................................................‬‬
‫اﳌﺒﺤﺚ اﻟﺮاﺑﻊ ‪:‬إﺳﱰاﺗﻴﺠﻴﺔ اﻟﱰوﻳﺞ ‪- 79- ................................................................. .‬‬
‫اﳌﻄﻠﺐ اﻷول ‪ :‬ﻣﻔﻬﻮم اﻟﱰوﻳﺞ وﻋﻨﺎﺻﺮ اﳌﺰﻳﺞ اﻟﱰوﳚﻲ ‪- 79 - ................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ ‪ :‬اﻻﺳﺘﺠﺎﺑﺔ اﻟﱰوﳚﻴﺔ ‪- 83 - .................................................................‬‬
‫اﻟﻔﺼﻞ اﻟﺮاﺑﻊ ‪- 86 - .....................................................................................‬‬
‫ﻋﻤﻠﻴﺎت اﻹﺳﱰاﺗﻴﺠﻴﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪- 86 - ....................................................................‬‬
‫اﳌﻄﻠﺐ اﻷول ‪ :‬ﻣﻔﻬﻮم اﻟﺘﺠﺰﺋﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ‪- 86 - ............................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ‪ :‬ﻣﺮاﺣﻞ اﻟﺘﺠﺰﺋﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﺘﻐﲑاﻬﺗﺎ ‪- 91- .....................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﻟﺚ‪ :‬أﺳﺒﺎب اﻟﺘﺠﺰﺋﺔ اﻟﺘﺴﻮﻳﻘﻴﺔ وأﻫﺪاﻓﻬﺎ ‪- 94 - ...................................................‬‬
‫اﳌﻄﻠﺐ اﻷول‪ :‬ﺧﻄﻮات ﻋﻤﻠﻴﺔ اﻻﺳﺘﻬﺪاف وﻣﺘﻐﲑاﺗﻪ ‪- 95- ..................................................‬‬
‫اﳌﻄﻠﺐ اﻟﺜﺎﱐ‪ :‬ﺧﻄﻮات ﻋﻤﻠﻴﺔ اﻟﺘﻤﻮﺿﻊ وﻣﻔﻬﻮم اﳋﺮﻳﻄﺔ اﻹدراﻛﻴﺔ ‪- 112 - ....................................‬‬
‫اﳋـﺎﲤــﺔ ‪- 118 - ........................................................................................‬‬
‫اﳌﺮاﺟﻊ اﳌﻌﺘﻤﺪة ‪- 120- .................................................................................‬‬
‫أوﻻ‪:‬ﺑﺎﻟﻌﺮﺑﻴﺔ‪- 120 - ................................................................................... :‬‬
‫ﺛﺎﻧﻴﺎ‪:‬ﺑﺎﻷﺟﻨﺒﻴﺔ‪- 123 - ................................................................................. :‬‬
‫ﺛﺎﻟﺜﺎ‪ :‬ﻣﻮاﻗﻊ ﻣﻦ اﻻﻧﱰﻧﺖ‪- 124 - ....................................................................... :‬‬
‫‪or applicable copyright law.‬‬

‫‪II‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻣﻘﺩﻣﺔ‪:‬‬
‫ﻣﻨﺬ ﺑﺪﺍﻳﺔ ﺍﻟﻌﺸﺮﻳﺔ ﺍﻟﺴﺎﺑﻘﺔ ﻭﺣﺘﻰ ﻳﻮﻣﻨﺎ ﺍﻟﺤﺎﻟﻲ ﻧﺠﺪ ﺍﻟﻌﺎﻟﻢ ﻳﻤﺮ ﺑﺠﻤﻠﺔ‬
‫ﻭﺍﻻﺟﺘﻤﺎﻋﻴﺔ ‪،‬‬ ‫ﺗﺤﻮﻻﺕ ﻫﺎﻣﺔ‪ ،‬ﻭﻫﺬﺍ ﻋﻠﻰ ﻛﺎﻓﺔ ﺍﻷﺻﻌﺪﺓ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻣﻨﻬﺎ‪،‬‬
‫ﻭﺍﻻﻗﺘﺼﺎﺩﻱ‪ .‬ﻭﻟﻌ ّﻞ ﺃﺑﺮﺯﻫﺎ ﻫﺬﻩ ﺍﻷﺧﻴﺮﺓ ﻭﻣﺎ ﺍﻧﺠ ّﺮ ﻋﻨﻬﺎ ﻣﻦ ﺍﺗﺠﺎﻩ ﺍﻟﺪﻭﻝ ﺇﻟﻰ‬
‫ﺓ‬
‫ﺗﻄﺒﻴﻖ ﺁﻟﻴﺎﺕ ﺍﻟﺴﻮﻕ‪،‬ﻭﺗﻮﺟﻪ ﻣﺆﺳﺴﺎﺗﻬﺎ ﺇﻟﻰ ﺍﻟﺘﺤﺎﻟﻒ ﻭﺍﻻﻧﺪﻣﺎﺝ ﻣﻦ ﺟﻬﺔ‪ ،‬ﻭﺑﻨﺎء‬
‫ﺗﺠﻤﻌﺎﺕ ﺇﻗﻠﻴﻤﻴﺔ ﻛﺎﻻﺗﺤﺎﺩ ﺍﻷﻭﺭﻭﺑﻲ ﺃﻭ ﻅﻬﻮﺭ ﻣﻨﻈﻤﺔ ﺍﻟﺘﺠﺎﺭﺓ ﺍﻟﻌﺎﻟﻤﻴﺔ ﺍﻟﺘﻲ‬
‫ﺻﺎﺭﺕ ﺗﺆﺛﺮ ﻋﻠﻰ ﺍﻗﺘﺼﺎﺩﻳﺎﺕ ﺩﻭﻝ ﻛﺜﻴﺮﺓ ﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ‪ .‬ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﺃﺩﻯ‬
‫ﺑﺎﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﺘﻲ ﺗﺴﻌﻰ ﺇﻟﻰ ﺍﻟﻌﺎﻟﻤﻴﺔ ﻭﺗﻮﺳﻴﻊ ﺣﺼﺼﻬﺎ ﺍﻟﺴﻮﻗﻴﺔ ﺇﻟﻰ ﺗﻐﻴﻴﺮ ﻁﺮﻳﻘﺔ‬
‫ﺗﺴﻴﻴﺮﻫﺎ ﻭﺇﺩﺍﺭﺗﻬﺎ ﺑﺎﻟﺘﺤﻮﻝ ﺍﻟﻤﻄﻠﻖ ﻟﻺﺩﺍﺭﺓ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ‪ ،‬ﻭ ﻟﻤﺠﺎﻻﺕ ﺗﻌﺰﻳﺰ‬
‫ﺗﻨﺎﻓﺴﻴﺘﻬﺎ ﻭﻣﺎ ﺗﻨﻄﻮﻱ ﻋﻠﻴﻪ ﻛﺎﻻﻫﺘﻤﺎﻡ ﺑﺎﻟﺠﻮﺩﺓ ﻭﻣﻌﺎﻳﻴﺮﻫﺎ‪ ،‬ﺗﺤﻠﻴﻞ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‪،‬‬
‫ﺿﻒ ﺇﻟﻰ ﺫﻟﻚ ﺍﻟﺘﻄﻮﺭﺍﺕ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ ﺑﺎﻟﺘﻜﺎﻟﻴﻒ‪ ،‬ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪...‬ﺍﻟﺦ‪ِ .‬‬
‫ﺍﻟﺤﺎﺻﻠﺔ ﻓﻲ ﻣﺠﺎﻝ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ‪ ،NTIC‬ﻭﺗﻮﺳﻴﻊ ﺍﺳﺘﺨﺪﺍﻡ ﺩﺍﺋﺮﺓ‬
‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﺧﺎﺻﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺍﻟﺘﻲ ﺳﺎﻫﻤﺖ ﺑﻜﺜﻴﺮ ﻓﻲ ﺍﻧﻔﺘﺎﺡ ﺍﻷﺳﻮﺍﻕ‪ ،‬ﻭﺑﺮﻭﺯ‬
‫ﺍﺗﺠﺎﻫﺎﺕ ﻭﺍﺳﺘﺨﺪﺍﻣﺎﺕ ﺟﺪﻳﺪﺓ ﻓﻲ ﺍﻻﻗﺘﺼﺎﺩ ﺍﻟﺤﺪﻳﺚ ﺍﻟﻤﻌﺘﻤﺪ ﻋﻠﻰ ﻫﺬﻩ‬
‫ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎﺕ ﻛﺒﺮﻭﺯ ﻣﻔﻬﻮﻡ ﺍﻟﺘﺠﺎﺭﺓ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﻧﻲ‪ ،‬ﻧﻈﻢ‬
‫ﺇﺩﺍﺭﺓ ﺍﻟﻌﻤﻼء ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ‪...‬ﺍﻟﺦ‪.‬‬
‫ﻛﻞ ﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ ﻭ ﻏﻴﺮﻫﺎ ﺳﺎﻫﻤﺖ ﻓﻲ ﺍﻧﻔﺘﺎﺡ ﺍﻟﺴﻮﻕ ﺍﻟﺘﻲ ﺻﻌﺒﺖ ﻣﻦ‬
‫ﻣﻬﻤﺔ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻓﻲ ﻣﺮﺍﻗﺒﺔ ﺃﺳﻮﺍﻗﻬﺎ‪ ،‬ﻭﺑﻴﺌﺘﻬﺎ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺫﺍﺕ ﺍﻟﻮﺗﻴﺮﺓ ﺍﻟﻤﺘﺴﺎﺭﻋﺔ‪.‬‬
‫ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﺳﻴﻨﻌﻜﺲ ﺣﺘ ًﻤﺎ ﻋﻠﻰ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻹﺩﺍﺭﻳﺔﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﺘﻠﻚ ﺍﻟﻤﺆﺳﺴﺎﺕ‪.‬‬
‫ﻑ ّﻞ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﺣﺎﻟﻴﺎ ﺕﺣﺎﻭﻝ ﺗﻄﺒﻴﻖ ﺍﻟﻤﻔﺎﻫﻴﻢ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﺟ‬
‫ﻟﻮﻅﺎﺋﻔﻬﺎ ﻭﺑﺎﻋﺘﺒﺎﺭ ﻭﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺴﺆﻭﻟﺔ ﻋﻦ ﺍﻻﺗﺼﺎﻝ ﺑﺎﻟﻤﺤﻴﻂ ﺍﻟﺨﺎﺭﺟﻲ‬
‫ﻭﻫﺬﺍ ﺑﺘﺼﺮﻳﻒ ﻣﻨﺘﺠﺎﺗﻬﺎ ﻭﺧﺪﻣﺎﺗﻬﺎ‪ ،‬ﻭﺇﺷﺒﺎﻉ ﺭﻏﺒﺎﺕ ﻋﻤﻼﺋﻬﺎ ﻭﺧﺪﻣﺔ ﺃﺳﻮﺍﻗﻬﺎ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﺑﺄﻓﻀﻞ ﻣﻦ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺤﺎﻟﻴﻴﻦ ﻭﺍﻟﻤﺮﺗﻘﺒﻴﻦ ﻭﺧﻠﻖ ﺇﺩﺭﺍﻙ ﻣﺘﻤﻴﺰ ﻟﻬﺎ‬
‫ﻟﻦ ﻳﺘﺄﺗﻰ ﺫﻟﻚ ﺇﻻّ ﺑﺈﻋﺪﺍﺩ‬
‫ﻭﻣﻮﺿﻌﺎ ﺑﻴﻦ ﻫﺬﺍ ﺍﻟﺰﺣﺎﻡ ﺍﻟﺘﻨﺎﻓﺴﻲ ﻟﻠﻤﺆﺳﺴﺎﺕ‪ ،‬ﻑ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻘﻴﺔ ﻣﺤﻜﻤﺔ ﺗﺮﺗﻜﺰ ﻋﻠﻰ ﻣﺠﻤﻮﻋﺔ ﻋﻨﺎﺻﺮ ﻋﻤﻠﻴﺔ ﻳﻄﻠﻖ ﻋﻠﻴﻬﺎ‬
‫ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻷﺭﺑﻌﺔ )ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺍﻟﺴﻌﺮ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻟﺘﺮﻭﻳﺞ( ﺃﻭ ﻣﺎ‬
‫‪or applicable copyright law.‬‬

‫ﻳﺴﻤﻰ ﺑﻌﻨﺎﺻﺮ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﻤﻠﻲ ﺇﺫﺍ ﺗﻢ ﻓﻬﻤﻬﺎ ﻭﺗﻄﺒﻴﻘﻬﺎ ﺑﻜﻔﺎءﺓ ﻭﻓﻌﺎﻟﻴﺔ ﻓﺴﻴﺘﻢ ﺗﺤﻘﻴﻖ‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﺴﻄﺮﺓ ﻣﻦ ﻗﺒﻞ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻋﻠﻰ ﺍﻗﺘﻨﺎﺹ ﺟﻤﻴﻊ ﺍﻟﻔﺮﺹ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﻮﺟﻮﺩﺓ ﺑﺎﻟﺒﻴﺌﺔ ﻭﺗﺠﻨﺐ ﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﺍﻟﻤﻤﻜﻨﺔ ﻟﻠﻤﺆﺳﺴﺔ‪.‬‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﻓﺎﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻫﻲ ﻣﺠﻤﻮﻋﺔ ﻣﺮﺍﺣﻞ ﺗﺒﺪﺃ ﺑﺎﻟﺘﺤﻠﻴﻞ ﺍﻟﺒﻴﺌﻲ‬

‫ﺍﻟﺪﺍﺧﻠﻲ ﻭﺍﻟﺨﺎﺭﺟﻲ ﻟﻠﻤﺆﺳﺴﺔ ﻋﺎﻣﺔ ‪ -‬ﻭﺧﺼﻮﺻﺎ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﺘﻨﺎﻓﺴﻲ‪ -‬ﻭﻟﻮﻅﻴﻔﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺧﺎﺻﺔ ﺇﻧﺘﻬﺎءﺍ ﺑﺎﻟﺮﻗﺎﺑﺔ ﻭﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻸﻋﻤﺎﻝ ﺍﻟﻤﻨﺠﺰﺓ‬
‫ﺑﻐﺮﺽ ﺗﺼﺤﻴﺢ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ ﻭﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻬﺎ ﻣﺴﺘﻘﺒﻼ‪ .‬ﻭﻫﻲ ﻛﺬﻟﻚ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬
‫ﻋﻤﻠﻴﺔ ﺗﺘﻜﻮﻥ ﻣﻦ ﻣﺠﻤﻮﻋﺔ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻷﺭﺑﻌﺔ ‪،‬ﻛﻤﺎ ﺃﻧﻬﺎ ﻋﻤﻠﻴﺎﺕ ﻣﻨﺘﻈﻤﺔ‪ ،‬ﻣﺘﺘﺎﺑﻌﺔ‪،‬‬
‫ﻭﻣﺴﺘﻤﺮﺓ ﺗﺘﻤﺤﻮﺭ ﺣﻮﻝ ﺗﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ ﺍﻟﻜﻠﻲ ﺇﻟﻰ ﻗﻄﺎﻋﺎﺕ ﺃﻭ ﺃﺳﻮﺍﻕ ﻓﺮﻋﻴﺔ‬
‫ﻣﺴﺘﻬﺪﻓﺔ ﺑﻤﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻣﻼﺋﻢ ﻟﺨﻠﻖ ﺍﻧﻄﺒﺎﻉ ﻭﺗﻤﻮﺿﻊ ﻟﻠﻤﺆﺳﺴﺔ ﻭﻣﻨﺘﺠﺎﺗﻬﺎ‪.‬‬
‫ﻓﻬﺬﺍ ﺍﻟﻜﺘﺎﺏ ﻱﺷﺘﻤﻞ ﻋﻠﻰ ﻣﻨﺎﻗﺸﺔ ﻛﻴﻔﻴﺔ ﺇﻋﺪﺍﺩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺑﺎﻹﺿﺎﻓﺔ ﻝﻋﻤﻠﻴﺎﺗﻬﺎ‪ ،‬ﻭﺗﻢ ﺗﻘﺴﻴﻤﻪ ﺇﻟﻰ ﺃﺭﺑﻌﺔ ﻓﺼﻮﻝ ﺗﻨﺎﻭﻟﻨﺎ ﻓﻲ ﺍﻷﻭﻝ ﺍﻟﺘﻌﺮﻳﻒ‬
‫ﺑﺎﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻭﺩﻭﺭ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻓﻲ ﻓﻬﻢ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻤﺤﻴﻄﺔ‬
‫ﺑﺎﻟﻤﺆﺳﺴﺔ‪ .‬ﺃﻣﺎ ﺍﻝ ﻓﺼﻞ ﺍﻟﺜﺎﻧﻲ ﻓﻘﺪ ﺗﻄﺮﻗﻨﺎ ﻓﻴﻪ ﻟﻤﺮﺍﺣﻞ ﺇﻋﺪﺍﺩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﺒﺪﺃ ﺑﺎﻟﺘﺤﻠﻴﻞ ﺍﻟﺒﻴﺌﻲ ﺍﻟﺪﺍﺧﻠﻲ ﻭﺍﻟﺨﺎﺭﺟﻲ ﺛﻢ ﺗﺸﻜﻴﻞ ﺍﻷﻫﺪﺍﻑ‬
‫ﻭﺍﻟﺘﻌﺮﺽ ﻟﺮﻗﺎﺑﺔ ﻫﺬﻩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﻣﺮﺍﺟﻌﺘﻬﺎ‪ ،‬ﻭﺗﺮﻛﻨﺎ ﺍﻝﻓﺼﻞ ﺍﻟﺜﺎﻟﺚ ﻳُﻔَﺼﻞ‬
‫ﺃﻛﺜﺮ ﻓﻲ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﻤﻠﻲ ﺃﻭ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﺎ‪،‬‬
‫ﻭﺍﻝﻓﺼﻞ ﺍﻟﺮﺍﺑﻊ ﻭﺿﺢﻧﺎ ﻓﻴﻪ ﺃﻫﻢ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﻲ ﺗﺨﺘﺺ ﺑﻬﺎﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺍﻟﺘﻲ ﻳﻌﺘﺒﺮﻫﺎ ﺍﻟﻜﺜﻴﺮ ﻋﻠﻰ ﺃﻧﻬﺎ ﺻﻠﺐﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻫﻲ ﺛﻼﺛﺔ‪ ،‬ﻋﻤﻠﻴﺔ‬
‫ﺗﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ‪ ،‬ﺍﻻﺳﺘﻬﺪﺍﻑ ﺛﻢ ﺍﻟﺘﻤﻮﺿﻊ ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﻌﺘﺒﺮ ﻧﺘﺎﺝ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺍﻟﻤﻨﺎﻓﺲ‬
‫ﻭﻫﺪﻓﻬﺎ ﺍﻟﻤﺘﻤﺜﻞ ﻓﻲ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻤﻜﺎﻧﻲ‪ ،‬ﺃﻭ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﺬﻫﻨﻲ ﺑﺄﺣﺴﻦ ﻣﻦ ﻱﻥ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪2‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻔﺻـــــــﻝ ﺍﻷﻭﻝ‬
‫ﻣﺩﺧﻝ ﻓﻲ ﺍﻹﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ‬
‫ﻳﻌﻤﻞ ﺍﻟﺘﻮﺟﻪ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻋﻠﻰ ﺩﻓﻊ ﺍﻟﻤﺆﺳﺴﺔ ﻟﺘﺒﻨﻲ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬
‫ﻭﻅﻴﻔﻴﺔ‪ ،‬ﺧﺎﺻﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻨﻬﺎ‪ ،‬ﻻﺭﺗﺒﺎﻁﻬﺎ ﺑﺎﻟﻤﺤﻴﻂ ﺍﻟﺨﺎﺭﺟﻲ ﻣﻦ ﺧﻼﻝ ﺗﺼﺮﻳﻒ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﺇﻟﻰ ﺍﻟﺴﻮﻕ ﺑﺘﻠﺒﻴﺔ ﺭﻏﺒﺎﺕ ﻭﺣﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺑﻨﺎء ﻋﻼﻗﺎﺕ ﺟﻴﺪﺓ‬
‫ﻣﻌﻬﻢ‪ ،‬ﺑﻌﺪﻣﺎ ﻛﺎﻧﺖ ﻓﻲ ﻭﻗﺖ ﻣﻀﻰ ﻣﻘﺘﺼﺮﺓ ﻋﻠﻰ ﺍﻟﺒﻴﻊ‪ .‬ﻭﻫﻮ ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﺘﻄﻠﺐ‬
‫ﻣﻨﻬﺎ ﺇﻋﺪﺍﺩ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻘﻴﺔ ﻣﺤﻜﻤﺔ ﺍﻧﻄﻼﻗﺎ ﻣﻦ ﻓﻬﻢ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻤﺤﻴﻄﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ‬
‫ﻭﺍﻟﻤﺆﺛﺮﺓ ﻋﻠﻰ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ .‬ﻭﻳﺘﺄﺗﻰ ﺫﻟﻚ ﺑﻮﺟﻮﺩ ﻧﻈﺎﻡ ﻣﻌﻠﻮﻣﺎﺕ ﺗﺴﻮﻳﻘﻲ‬
‫ﻓﻌﺎﻝ ﺑﺘﻮﻓﻴﺮﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻜﺎﻓﻴﺔ ﻋﻦ ﺗﻠﻚ ﺍﻟﺒﻴﺌﺔ ﻭﺧﺎﺻﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‪ ،‬ﻭﻛﻤﺪﺧﻞ ﺑﺴﻴﻂ‬
‫ﺳﻨﺘﻄﺮﻕ ﻟﻤﻔﻬﻮﻡ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺛﻢ ﻣﻔﻬﻮﻡ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪،‬‬
‫ﻭﺑﻌﺪﻫﺎ ﺩﻭﺭ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻓﻲ ﺭﻗﺎﺑﺔ ﻭﻓﻬﻢ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﺤﻴﻄﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ‪.‬‬
‫ﺍﻟﻤﺒﺤﺚ ﺍﻷﻭﻝ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﺭﺗﺒﻄﺖ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻛﺜﻴﺮﺍ ﺑﺎﻟﺴﻮﻕ ﺍﻟﺘﻲ ﺗﺒﻴﻊ ﺑﻬﺎ ﻣﻨﺘﺠﺎﺗﻬﺎ‪،‬‬
‫ﻭﺍﻟﺬﻱ ﻳﺨﺘﺺ ﺑﻬﺬﺍ ﺍﻟﻌﻤﻞ ﻫﻮ ﺍﻟﻮﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻟﻬﺬﺍ ﺳﻨﻘﺪﻡ ﻣﺪﺧﻼ ﺑﺴﻴﻄﺎ ﻓﻲ‬
‫ﻫﺬﺍ ﺍﻟﻤﻄﻠﺐ ﻟﻠﺘﻌﺮﻳﻒ ﺑﻤﻔﻬﻮﻣﻲﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﺴﻮﻳﻖ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬

‫" ﻳﻌﺘﺒﺮ ﻣﻔﻬﻮﻡ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﻦ ﺍﻟﻤﻔﺎﻫﻴﻢ ﺍﻟﺤﺪﻳﺜﺔ ﺍﻻﺳﺘﻌﻤﺎﻝ‪ ،‬ﻭﺫﻟﻚ‬
‫ﻟﺘﺰﺍﻳﺪ ﺃﻫﻤﻴﺘﻬﺎ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﺤﺎﺿﺮ‪ ،‬ﻭﻓﻲ ﻣﺨﺘﻠﻒ ﺍﻟﻤﺠﺎﻻﺕ‪ ،‬ﺑﺎﻋﺘﺒﺎﺭﻫﺎ ﺃﺣﺪ ﺃﻫﻢ‬
‫ﺍﻟﺠﻮﺍﻧﺐ ﺍﻟﺘﻲ ﺗﻌﺘﻤﺪ ﻋﻠﻴﻬﺎ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻓﻲ ﻣﻮﺍﺟﻬﺔ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺍﻟﺘﻐﻴﺮﺍﺕ ﺍﻟﺒﻴﺌﻴﺔ‬
‫ﺍﻟﻤﺤﻴﻄﺔ ﺑﻬﺎ‪ ،‬ﻓﻘﺪ ﺗﻢ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻔﻬﻮﻡ ﻣﻨﺬ ﻋﺪﺓ ﻗﺮﻭﻥ ﻓﻲ ﺍﻟﻤﺠﺎﻝ ﺍﻟﻌﺴﻜﺮﻱ‪ ،‬ﻓﻬﻲ‬
‫ﻣﺼﻄﻠﺢ ﻳﻮﻧﺎﻧﻲ ﺍﻷﺻﻞ ﻳﻨﻘﺴﻢ ﺇﻟﻰ ﻗﺴﻤﻴﻦ)‪ (stratos‬ﻭﻳﻌﻨﻲ ﺍﻟﺠﻴﺶ‪ ،‬ﻭﺍﻟﻘﺴﻢ ﺍﻟﺜﺎﻧﻲ‬
‫)‪ (agos‬ﻭﻳﻌﻨﻲ ﺃﻗﻮﺩ‪ ،‬ﺃﻱ ﺃﻥ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﻌﻨﻲ ﺃﻗﻮﺩ ﺍﻟﺠﻴﺶ ﺑﺎﻟﻤﻔﻬﻮﻡ ﺍﻟﺤﺮﺑﻲ ﺍﻟﺘﻲ‬
‫ﻳﻌﺮﻓﻬﺎ ‪ clauswitz‬ﺑﺄﻧﻬﺎ‪ " :‬ﻓﻦ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻌﺎﺭﻙ ﻛﻮﺳﻴﻠﺔ ﻟﺘﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻟﺤﺮﺏ‬
‫"‪ ،‬ﻭﻣﻨﻪ ﻓﺈﻥ ﺗﺤﻘﻴﻖ ﺍﻟﻬﺪﻑ ﻳﺘﻄﻠﺐ ﺧﻄﺔ ﻋﺎﻣﺔ ﻳﺘﺤﺪﺩ ﻓﻲ ﺇﻁﺎﺭﻫﺎ ﺍﻟﻬﺪﻑ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺮﻏﻮﺏ ﻭﻣﺨﺘﻠﻒ ﺍﻷﻋﻤﺎﻝ ﺍﻟﻼﺯﻣﺔ ﻟﺘﺤﻘﻴﻘﻪ‪.‬‬

‫]…[ ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺘﻜﺘﻴﻜﺎﺕ ﺍﻟﻤﺘﺮﺍﺑﻄﺔ ﻭﺍﻟﻤﺘﺴﻠﺴﻠﺔ‪،‬‬
‫ﻓﻜﻠﻤﺔ ﺗﻜﺘﻴﻚ ﻫﻲ ﺃﻳﻀﺎ ﻳﻮﻧﺎﻧﻴﺔ ﻣﺸﺘﻘﺔ ﻣﻦ ﻛﻠﻤﺔ‪ ،Tacine‬ﻓﺤﺴﺐ ‪ " :Clauswitz‬ﺇﺫﺍ‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻛﺎﻧﺖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻫﻲ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻌﺎﺭﻙ ﻟﺼﺎﻟﺢ ﺍﻟﺤﺮﺏ ﻛﻜﻞ ﻓﺈﻥ ﺍﻟﺘﻜﺘﻴﻚ ﻋﺒﺎﺭﺓ‬
‫ﻋﻦ ﺍﻻﺳﺘﺨﺪﺍﻡ ﺍﻟﻔﻌﻠﻲ ﻟﻠﻘﻮﻯ ﺍﻟﺤﺮﺑﻴﺔ" ‪.‬‬
‫ﻓﻤﻦ ﻫﺬﺍ ﺍﻟﻤﻔﻬﻮﻡ ﻧﺮﻯ ﺑﺄﻥ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺠﻬﻞ ﺍﻟﺠﺰﺋﻴﺎﺕ ﻓﻲ ﺣﻴﻦ ﺃﻥ‬
‫ﺍﻟﺘﻜﺘﻴﻚ ﻳﺤﻘﻖ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺠﺰﺋﻴﺔ‪،‬ﻭﻫﻲ ﻓﻲ ﺍﻷﺧﻴﺮ ﺗﺘﺮﺟﻢ ﺍﻻﻧﺘﺼﺎﺭ "‪.1‬‬
‫‪F0‬‬

‫ﻫﺬﺍ ﻭﺗُﻌﺮﻑ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻷﻓﻌﺎﻝ ﺍﻟﻤﻮﺟﻬﺔ‬

‫ﻟﻤﻼﺋﻤﺔ ﺍﻟﻤﻮﺍﺭﺩ ﻭﺍﻟﺤﺎﺟﺎﺕ ﺍﻟﺤﺎﻟﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻣﻊ ﻣﻮﺍﺭﺩﻫﺎ ﻭﺣﺎﺟﺎﺗﻬﺎ‬
‫ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ " ‪ . 2‬ﻓﻬﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﻳﺮﻛﺰ ﻋﻠﻰ ﺗﺨﺼﻴﺺ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ‪،‬‬ ‫‪F1‬‬

‫ﺍﻟﻤﺎﻟﻴﺔ‪ ،‬ﺍﻟﺼﻨﺎﻋﻴﺔ‪ ،‬ﺍﻟﺒﺸﺮﻳﺔ‪ ...‬ﻭﺍﻟﺘﻲ ﻣﻦ ﺷﺄﻧﻬﺎ ﺇﻋﻄﺎء ﺍﻟﻤﺆﺳﺴﺔ ﻣﻴﺰﺓ ﺗﻨﺎﻓﺴﻴﺔ‬

‫ﺩﺍﺋﻤﺔ ﻭﺍﻟﻤﻤﻜﻦ ﺍﻟﺪﻓﺎﻉ ﻋﻨﻬﺎ‪.‬‬
‫ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﻛﻞ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺴﺎﺑﻘﺔ ﻳﻤﻜﻦ ﺍﻟﺘﻄﺮﻕ ﺇﻟﻰ ﺟﻤﻠﺔ ﻣﻦ‬
‫‪:3‬‬
‫ﻣﺪﺍﺭﺱ‬ ‫ﺍﻟﺘﻌﺎﺭﻳﻒ ﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺣﺴﺐ ﻋﺪﺓ‬
‫‪F2‬‬

‫‪ -1‬ﻣﺪﺭﺳﺔ ‪ :corporate stratégie‬ﺣﻴﺚ ﻳﻌﺮﻓﻬﺎ ‪ Ansoff‬ﺑﻘﻮﻟﻪ‪ " :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬

‫ﺍﻟﻤﺆﺳﺴﺔ ﺗﺮﺗﺒﻂ ﺑﺎﻟﻌﻮﺍﻣﻞ ﺍﻟﺨﺎﺭﺟﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﺩﻭﻥ ﺍﻟﺪﺍﺧﻠﻴﺔ ﺇﺫ ﺗﺤﺪﺩ ﻋﻼﻗﺎﺕ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﻟﻤﺤﻴﻂ ﺍﻟﺨﺎﺭﺟﻲ ﻭﺧﺎﺻﺔ ﻓﻲ ﺷﻜﻞ )ﻣﻨﺘﺞ ‪ /‬ﺳﻮﻕ( ﺃﻱ ﺍﺧﺘﻴﺎﺭ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺳﺘﺼﻨﻌﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﻷﺳﻮﺍﻕ ﺍﻟﺘﻲ ﺳﺘﺒﻴﻊ ﺑﻬﺎ " ‪.‬‬
‫‪ -2‬ﻣﺪﺭﺳﺔ ﺍﻟﺘﺨﻄﻴﻂ ﻁﻮﻳﻞ ﺍﻟﻤﺪﻯ‪ The long range planning‬ﺇﺫ ﻟﻢ ﺗﺪﺭﺱ ﻣﻔﻬﻮﻡ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻜﻨﻬﺎ ﺗﻄﺮﻗﺖ ﺇﻟﻰ ﻣﻔﻬﻮﻡ ﺁﺧﺮ ﻳﻘﺘﺮﺏ ﻛﺜﻴﺮﺍ ﻣﻨﻪ ﻭﻫﻮ ﺍﻟﺘﺨﻄﻴﻂ‬
‫ﻁﻮﻳﻞ ﺍﻟﻤﺪﻯ ﻓﻴﺬﻛﺮ ‪ Scott et Mac Carthy‬ﺃﻥ ﺍﻟﺘﺨﻄﻴﻂ ﻣﻌﺒﺮ ﻋﻨﻪ ﺑﻤﺎ ﻳﺴﻤﻰ‬
‫ﺍﻟﺘﺴﻴﻴﺮ ﺍﻟﺘﻘﺪﻳﺮﻱ ﻭﻫﻮ ﻓﻲ ﺍﻟﻮﺍﻗﻊ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﻲ ﺗﺨﺘﺺ ﺑﺼﻴﺎﻏﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﻪ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪.‬‬
‫‪ -3‬ﻣﺪﺭﺳﺔ ﻫﺎﺭﻓﺎﺭﺩ ﻹﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ‪ Harvard Business School‬ﻓﻴﻌﺮﻑ‬
‫‪ Chandler‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺑﺄﻧﻬﺎ‪ " :‬ﺗﺤﺪﻳﺪ ﺃﻫﺪﺍﻑ ﺍﻟﺴﻴﺎﺳﺔ ﺍﻟﻄﻮﻳﻠﺔ ﺍﻟﻤﺪﻯ‬
‫ﻟﺘﺤﻘﻴﻘﻬﺎ‪.‬‬
‫"‬ ‫ﻟﻠﻤﺆﺳﺴﺔ ﻭﺑﻨﺎء ﺧﻄﻂ ﺗﻨﻔﻴﺬﻳﺔ ﻭﺗﺨﺼﻴﺺ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻀﺮﻭﺭﻳﺔ‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺒﺎﺭﻛﺔ ﺳﻮﺍﻛﺮﻱ‪ ،‬ﻭﺿﻌﻴﺔ ﺍﻟﺘﺴﻴﻴﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﺑﺎﻟﻤﺆﺳﺴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪ ،‬ﺭﺳﺎﻟﺔ ﻣﺎﺟﺴﺘﻴﺮ ﻏﻴﺮ‬
‫ﻣﻨﺸﻮﺭﺓ‪ ،‬ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭ ﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﻴﺮ‪ ،‬ﺟﺎﻣﻌﺔ ﺍﻟﺠﺰﺍﺋﺮ‪ ،1995 ،‬ﺹ ﺹ‪-18 .‬‬
‫‪ 20‬ﺑﺘﺼﺮﻑ ‪.‬‬
‫‪2- Mohamed Seghir Djetli, Marketing Stratégique, Ibn Sina édition, Alger, 2001, p.14.‬‬
‫‪ -3‬ﻣﺒﺎﺭﻛﺔ ﺳﻮﺍ ﻛﺮﻱ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 25 -20 .‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻟﻘﺪ ﺗﻢ ﺗﻘﺪﻳﻢ ﻋﺪﺓ ﺗﻌﺎﺭ ﻳﻒ ﻣﺨﺘﻠﻔﺔ ﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻠﻰ ﺣﺴﺐ‬

‫ﺗﻮﺟﻬﺎﺕ ﺭﻭﺍﺩ ﺍﻟﻤﺪﺍﺭﺱ ﺍﻟﻔﻜـﺮﻳﺔ ﻭﺍﻹﺩﺍﺭﻳﺔ‪ ،‬ﻭﻣﻦ ﺍﻟﻤﻤﻜﻦ ﺃﻥ ﻧﻘﻮﻡ ﺑﻤﺤﺎﻭﻟﺔ‬
‫ﺻﻴﺎﻏﺔ ﺗﻌﺮﻳﻒ ﺷﺎﻣﻞﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻨﻘﻮﻝ ﺇﻧﻬﺎ ﻣﺴـﺎﺭ ﺃﻭ ﻣﺴﻠﻚ ﺃﺳﺎﺳﻲ‬
‫ﺗﺨﺘﺎﺭﻩ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺑﻴﻦ ﺍﻟﻤﺴﺎﺭﺍﺕ ﺍﻟﺒﺪﻳﻠﺔ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﺍﻟﻤﺘﻮﺍﻓﺮﺓ ﻟﺪﻳﻬﺎ ﻟﺘﺤﻘﻴﻖ‬
‫ﺃﻫﺪﺍﻓﻬﺎ ﻓﻲ ﻅﺮﻭﻑ ﻋﺪﻡ ﺍﻟﺘﺄﻛﺪﻭﺍﻟﻤﺨﺎﻁﺮﺓ ﻭﻋﻠﻰ ﺿﻮء ﺗﻮﻗﻌﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻟﺨﻄﻂ‬
‫ﻭﻣﺴﺎﺭﺍﺕ ﻛﻞ ﻣﻦ ﺗﺘﻌﺎﻣﻞ ﻣﻌﻬﻢ ﺃﻭ ﺗﺆﺛﺮ ﻋﻠﻰ ﻣﺼﺎﻟﺤﻬﻢ ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﻭﺟﻮﺩ‬
‫ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﻅﻴﻔﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻛﺎﻹﻧﺘﺎﺝ‪ ،‬ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺍﻟﻤﺎﻟﻴﺔ‪،‬‬
‫ﻭﺑﺠﺪﺭ ﺑﻨﺎ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻰ ﺑﻌﺾ ﺍﻟﻤﻔﺎﻫﻴﻢ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﺎﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﻲ ﻳﺠﺐ‬
‫ﺗﺤﺪﻳﺪﻫﺎ ﺗﺤﺪﻳﺪﺍ ﺩﻗﻴﻘﺎ ﺗﺤﺪﻳﺪ ﺩﻗﻴﻖ ﻟﻬﺎ‪:‬‬
‫‪ -‬ﺍﻟﺴﻴﺎﺳﺔ‪ la politique :‬ﺗﻌﺮﻑ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻌﺒﺎﺭﺍﺕ ﺍﻟﻤﻮﺟﺰﺓ‬
‫ﺍﻟﺘﻲ ﺗﻮﺿﻊ ﺑﻘﺼﺪ ﺇﺭﺷﺎﺩ ﺍﻟﻤﺪﻳﺮﻳﻦ ﻋﻨﺪ ﺗﻌﺎﻣﻠﻬﻢ ﻣﻊ ﺍﻟﻤﻮﺍﻗﻒ ﺍﻟﻤﺘﻜﺮﺭﺓ‪". 1‬‬
‫‪F3‬‬

‫‪ -‬ﺍﻟﻤﻬﻨﺔ ‪ le métier‬ﺇﻥ ﺗﺤﺪﻳﺪ ﻭﺗﻌﺮﻳﻒﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺧﺎﺻﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻳﻤﺮ ﻋﺒﺮ‬

‫ﺗﺤﺪﻳﺪ ﻣﻬﻨﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﻟﺘﻲ ﺗﻌﺮﻑ ﺑﺎﻣﺘﻼﻙ ﺍﻟﻤﻬﺎﺭﺓ‪ le savoir-faire‬ﺍﻟﻤﻘﺪﻣﺔ‬
‫ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﺃﻱ ﺍﻟﻜﻔﺎءﺍﺕ ﺍﻟﻤﺘﻤﻴﺰﺓ ﺍﻟﺘﻲ ﺗﻤﺘﻠﻜﻬﺎ‪ ،‬ﻭﺍﻟﺘﻲ ﺑﻮﺍﺳﻄﺘﻬﺎ‬
‫‪2‬‬
‫ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪.‬‬ ‫ﺗﺴﺘﻔﻴﺪ ﻣﻦ ﻣﻴﺰﺓ ﺧﺎﺻﺔ ﻣﻘﺎﺭﻧﺔ ﺑﺒﻘﻴﺔ‬
‫‪4F‬‬

‫ﻓﺘﻌﺮﻳﻒ ﻣﻬﻨﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻳﻌﻮﺩ ﺇﻟﻰ ﻭﺻﻒ ﻣﻬﺎﺭﺍﺗﻬﺎ ﻭﻛﻔﺎءﺍﺗﻬﺎ ﺍﻟﻤﺘﻤﻴﺰﺓ ﻓﻲ‬
‫ﺟﻤﻴﻊ ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ‪ ،‬ﺍﻟﺘﺠﺎﺭﻳﺔ‪ ،‬ﺍﻟﻤﺎﻟﻴﺔ‪...‬ﺍﻟﺦ ﻭﻳﺠﺐ ﺍﻟﺘﻔﺮﻳﻖ ﺑﻴﻦ‬
‫ﺍﻟﻤﻬﻨﺔ ﺍﻟﺤﻘﻴﻘﻴﺔ ﺍﻟﺘﻲ ﺗﻤﺜﻞ ﺍﻟﻜﻔﺎءﺓ ﺍﻟﻤﻮﺟﻮﺩﺓ ﺍﻟﻔﻌﻠﻴﺔ ﻭﺍﻟﻤﻬﻨﺔ ﺍﻟﻤﺘﻮﻗﻌﺔ ﺍﻟﺘﻲ‬
‫‪.3‬‬
‫ﻟﻠﻨﺸﺎﻁ‪...‬‬ ‫ﺗﺨﺺ ﺍﻟﻜﻔﺎءﺍﺕ ﺍﻟﻀﺮﻭﺭﻳﺔ ﻟﻠﻤﻤﺎﺭﺳﺔ ﺍﻟﻔﻌﻠﻴﺔ‬
‫‪F5‬‬

‫‪-‬ﺍﻟﻤﻬﻤﺔ ‪ Mission :‬ﻫﻲ ﺍﻟﺘﻲ ﺗﺤﺪﺩ ﻧﺸﺎﻁﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺗﺤﻤﻴﻬﺎ ﻣﻦ ﻣﻐﺮﻳﺎﺕ‬

‫ﺗﻮﺳﻌﻬﺎ ﻭﻣﻨﻪ ﻳﻤﻜﻦ ﺗﻌﺮﻳﻒ ﺍﻟﻤﻬﻤﺔ ﺑﺄﻧﻬﺎ‪ " :‬ﺗﺤﺪﻳﺪ ﻣﺎ ﻳﻤﻜﻦ ﺃﻥ ﺗﻘﻮﻡ ﺑﻪ ﻭﻣﺎ‬
‫ﻳﻤﻜﻦ ﺃﻻ ﺗﻘﻮﻡ ﺑﻪ "‪. 4‬‬ ‫‪F6‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺃﺣﻤﺪ ﻋﻮﺽ‪ ،‬ﺍﻹﺩﺍﺭﺓ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻄﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪،‬‬
‫‪or applicable copyright law.‬‬

‫ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪ ،2001 ،‬ﺹ ‪. 11.‬‬

‫‪2- Jean Pierre Védrine , Martin sylvie, marketing (les concepts clés), CHihab édition,‬‬
‫‪Alger, Algerie, 1996, p.162.‬‬
‫‪3- Ibid, p.163.‬‬
‫‪4- André Boyer et Autres, Panorama de la gestion, Edition Organisation, Paris, France,‬‬
‫‪1997, p.249.‬‬
‫‪5‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻓﺎﻟﻤﻬﻤﺔ ﻫﻲ ﻏﺎﻳﺔ ﻭﺟﻮﺩ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﺃﻱ ﺃﻧﻮﺍﻉ ﺍﻟﻨﺸﺎﻁﺎﺕ ﻭﺍﻷﺳﻮﺍﻕ ﺍﻟﺘﻲ‬

‫ﺗﻌﻤﻞ ﺃﻭ ﺗﻤﺘﻨﻊ ﺃﻥ ﺗﻨﺸﻂ ﺑﻬﺎ‪ ،‬ﻓﻬﻲ ﺑﺬﻟﻚ ﺧﺼﺎﺋﺺ ﻓﺮﻳﺪﺓ ﻟﻠﻤﺆﺳﺴﺔ ﻭﺍﻟﺘﻲ‬
‫ﺗﻤﻴﺰﻫﺎ ﻋﻦ ﻏﻴﺮﻫﺎ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻤﻤﺎﺛﻠﺔ ﻟﻬﺎ‪.‬‬
‫‪-‬ﺍﻷﻫﺪﺍﻑ ‪ objectives :‬ﻭﻫﻲ ﺍﻟﻨﻮﺍﻳﺎ ﻭﺍﻟﺘﻔﻀﻴﻼﺕ ﺍﻟﻤﻮﺟﻬﺔ ﻭﺍﻟﺪﺍﻓﻌﺔ ﻟﺤﺮﻛﺔ‬
‫‪.1‬‬
‫ﻟﻠﻤﺆﺳﺴﺔ‬ ‫ﺍﻟﻤﺆﺳﺴﺔ ﻭﻫﻲ ﺑﺬﻟﻚ ﺗﻌﺒﺮ ﻋﻦ ﺍﻟﺘﻄﻠﻌﺎﺕ ﺍﻟﻌﺎﻣﺔ‬
‫‪F7‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺗﻌﺮﻳﻔﻪ‬

‫ﻳﻤﺜﻞ ﺍﻟﺘﺴﻮﻳﻖ ﺃﺣﺪ ﺍﻷﻧﺸﻄﺔ ﺍﻷﺳﺎﺳﻴﺔ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺑﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﻛﻤﺎ ﻳﻌﺪ‬
‫ﻣﺤﻮﺭﺍ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎ ﻷﻳﺔ ﻣﻮﺍﺟﻬﺔ ﺑﻴﻦ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻲ ﺗﻮﺟﺪ ﻓﻴﻬﺎ‪ ،‬ﻏﻴﺮ ﺃﻥ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺃﺧﺬ ﻋﺪﺓ ﻣﻔﺎﻫﻴﻢ ﻭﺗﻌﺮﻳﻔﺎﺕ ﺣﺘﻰ ﺑﻠﻮﻏﻪ ﻣﺮﺍﺣﻞ ﻣﺘﻘﺪﻣﺔ ﻭﺍﺗﺠﺎﻫﺎﺕ ﺣﺪﻳﺜﺔ‪،‬‬
‫‪2‬‬
‫ﺍﻟﺘﺎﻟﻲ‪:‬‬ ‫ﻭﺃﻫﻢ ﻫﺬﻩ ﺍﻟﻤﻔﺎﻫﻴﻢ ﻳﻤﻜﻦ ﺗﻠﺨﻴﺼﻬﺎ ﻋﻠﻰ ﺍﻟﻨﺤﻮ‬
‫‪F8‬‬

‫‪ - 1‬ﺍﻟﻤﻔﻬﻮﻡ ﺍﻹﻧﺘﺎﺟﻲ ‪ (1920-1890) :‬ﺣﻴﺚ ﻅﻬﺮ ﻓﻲ ﺍﻟﺒﻠﺪﺍﻥ ﺍﻟﻤﺘﻘﺪﻣﺔ‬

‫ﺍﻗﺘﺼﺎﺩﻳﺎ ﻭﺍﻟﺘﻲ ﻋﺮﻓﺖ ﺗﺤﺴﻴﻨﺎﺕ ﻓﻲ ﺍﻹﻧﺘﺎﺝ ﻣﻦ ﺧﻼﻝ ﺗﻄﺒﻴﻖ ﻣﺒﺎﺩﺉ ﺍﻹﺩﺍﺭﺓ‬
‫ﺍﻟﻌﻠﻤﻴﺔ ∗ ﻭﺍﻫﺘﻤﺖ ﺑﺘﺤﺴﻴﻦ ﺍﻟﻤﻨﺘﺞ ﺩﻭﻥ ﻣﺮﺍﻋﺎﺓ ﺃﺫﻭﺍﻕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﺣﻴﺚ ﻛﺎﻥ‬ ‫‪F‬‬ ‫‪9‬‬

‫ﺍﻟﻄﻠﺐ ﺃﻛﺒﺮ ﻣﻦ ﺍﻟﻌﺮﺽ‪ ،‬ﺃﻱ ﻣﺎ ﻳﻨﺘﺞ ﻳﺒﺎﻉ‪.‬‬

‫‪ - 2‬ﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺒﻴﻌﻲ‪ :‬ﺑﻌﺪ ﺳﻨﺔ ‪ 1930‬ﺗﺤﻮﻝ ﺍﻻﻫﺘﻤﺎﻡ ﻣﻦ ﺍﻹﻧﺘﺎﺝ ﺇﻟﻰ ﺍﻟﺒﻴﻊ ﻭﻟﻢ‬
‫ﻳﻌﺪ ﺍﻟﻤﺸﻜﻞ ﻧﻘﺺ ﺍﻟﻌﺮﺽ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﻟﻜﻦ ﺃﺻﺒﺢ ﺍﻟﻨﻘﺺ ﻓﻲ ﺍﻟﻄﻠﺐ‬
‫ﻧﺘﻴﺠﺔ ﻷﺯﻣﺔ ﺍﻟﻜﺴﺎﺩ ﺍﻟﻌﺎﻟﻤﻲ )‪.(1933-1929‬‬
‫‪ - 3‬ﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻘﻲ‪ :‬ﻅﻬﺮ ﺧﻼﻝ ﺳﻨﻮﺍﺕ ﺍﻟﺨﻤﺴﻴﻨﺎﺕ ﻓﻲ ﺍﻟﻮ‪.‬ﻡ‪.‬ﺃ‪ .‬ﻭﻣﻊ ﺑﺪﺍﻳﺔ‬
‫ﺍﻟﺴﺘﻴﻨﺎﺕ ﻓﻲ ﺃﻭﺭﺑﺎ‪ ،‬ﻓﺄﺻﺒﺤﺖ ﺍﻟﻤﻬﻤﺔ ﺍﻷﺳﺎﺳﻴﺔ ﻟﻠﻤﺆﺳﺴﺎﺕ ﻫﻲ ﺗﺤﺪﻳﺪ‬
‫ﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺣﺎﺟﺎﺗﻬﻢ ﻓﻈﻬﺮﺕ ﺑﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺇﺩﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻖ‪،‬‬
‫ﻭﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ ﻳﻮﺿﺢ ﺍﻟﻔﺮﻕ ﺑﻴﻦ ﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺴﺎﺑﻖ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪1 -Op. cit, p.250.‬‬

‫‪2 -Jean Pierre Védrine, Martin Sylvie, Op.Cit, p.13.‬‬
‫∗‪ -‬ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻤﻴﺔ ﻭﻫﻮ ﺗﻮﺟﻪ ﻭﻓﻜﺮ ﺇﺩﺍﺭﻱ ﻟﻠﻤﺪﺭﺳﺔ ﺍﻟﻜﻼﺳﻴﻜﻴﺔ ﻟﻺﺩﺍﺭﺓ ﺑﻘﻴﺎﺩﺓ ﻓﺮﻳﺪﺭﻳﻚ ﺗﺎﻳﻠﻮﺭ‪.‬‬
‫‪6‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ ( 01‬ﻳﻮﺿﺢ ﺍﻟﻔﺮﻕ ﺑﻴﻦ ﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺒﻴﻌﻲ ﻭﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﻨﻬﺎﻳﺔ‬ ‫ﺍﻟﻮﺳﻴﻠﺔ‬ ‫ﺍﻟﺘﺮﻛﻴﺰ‬

‫اﻷرﺑﺎح ﻣﻦ ﺧﻼل‬ ‫اﻟﺒﻴﻊ واﻟﱰوﻳﺞ‬ ‫اﻟﺴﻠﻊ‬ ‫اﻟﻤﻔﻬﻮم‬

‫ﺣﺠﻢ اﳌﺒﻴﻌﺎت‬ ‫اﻟﺒﻴﻌﻲ‬

‫اﻷرﺑﺎح ﻣﻦ ﺧﻼل‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﺣﺎﺟﺎت‬

‫ﺣﺠﻢ اﳌﺒﻴﻌﺎت رﺿﺎ‬ ‫اﳌﺘﻜﺎﻣﻞ‬ ‫اﳌﺴﺘﻬﻠﻜﲔ‬ ‫اﻟﻤﻔﻬﻮم‬
‫ﺍﻟﻤﺼﺪﺭ‪Jean Pierre Védrine , Martin sylvie, P.14:‬‬
‫اﻟﺘﺴﻮﻳﻘﻲ‬
‫‪ - 4‬ﺍﻟﻤﻔﻬﻮﻡ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻟﻠﺘﺴﻮﻳﻖ‪:‬ﻅﻬﺮ ﻛﺮﺩ ﻓﻌﻞ ﻟﻠﻤﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻧﺘﻴﺠﺔ ﻟﻌﺪﺓ‬
‫ﻋﻮﺍﻣﻞ ﻣﻨﻬﺎ‪ :‬ﺍﻟﺘﻼﻋﺐ ﺑﻤﺸﺎﻋﺮ ﻭﺃﺣﺎﺳﻴﺲ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﻭﺍﻻﻫﺘﻤﺎﻡ ﺑﺎﻷﺭﺑﺎﺡ‬
‫ﻭﺇﻧﺘﺎﺝ ﺑﻌﺾ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻏﻴﺮ ﺍﻟﻤﺘﻮﺍﻓﻘﺔ ﻣﻊ ﺭﺿﺎ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺍﻟﺒﻴﺌﺔ‪ ،‬ﻣﺜﻞ‬
‫ﺣﺮﻛﺔ ﺣﻤﺎﺓ ﺍﻟﻤﺴﺘﻬﻠﻚ‪ Consumérisme.‬ﻭﺟﻤﻌﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻷﺧﻀﺮ‪.‬‬
‫‪ - 1‬ﻣﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ‪ :‬ﻭﻓﻘﺎ ﻟﻠﻤﺘﻐﻴﺮﺍﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫ﻭﺍﻟﺘﻨﻈﻴﻤﻴﺔ‪ ،‬ﺗﻄﻮﺭ ﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺗﺒﺎﻳﻨﻬﺎ‪ ،‬ﻭﺗﻌﺪﺩ ﺍﻟﺴﻠﻊ ﻭﺍﻟﺤﺎﺟﺎﺕ‬
‫ﻭﺍﺷﺘﺪﺍﺩ ﺍﻟﻤﻨﺎﻓﺴﺔ ﺧﺎﺻﺔ ﺍﻟﺪﻭﻟﻴﺔ ﻣﻦ ﺍﻷﺳﺒﺎﺏ ﺍﻟﺘﻲ ﺟﻌﻠﺖ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﺘﻮﺟﻪ‬
‫ﻧﺤﻮ ﺍﻟﺘﻔﻜﻴﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ‪.‬‬
‫ﺍﻟﻌﻼﻗﺎﺕ ﻭﻣﻔﺎﺩﻩ ﺍﻟﻨﻈﺮ ﺇﻟﻰ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻋﻠﻰ ﺃﻧﻪ ﺟﺰء‬
‫‪:‬‬ ‫‪ - 2‬ﻣﻔﻬﻮﻡ ﺗﺴﻮﻳﻖ‬
‫ﻣﻦ ﺗﻠﻚ ﺍﻟﺘﻔﺎﻋﻼﺕ ﺍﻟﺘﻲ ﺗﺤﺪﺙ ﺑﻴﻦ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺍﻟﺬﻱ ﻳﺆﺩﻱ ﻓﻲ‬
‫ﺍﻟﻨﻬﺎﻳﺔ ﺇﻟﻰ ﻭﺟﻮﺩ ﻋﻼﻗﺔ ﺩﺍﺋﻤﺔ ﻭﻣﺴﺘﻤﺮﺓ ﻣﻌﻪ ﻭﻛﺬﻟﻚ ﺑﺘﻌﻤﻴﻖ ﺭﻭﺡ ﺍﻟﻮﻻء‬
‫‪1‬‬
‫ﻭﻣﻨﺘﺠﺎﺗﻬﺎ‪.‬‬ ‫ﻭﺍﻻﻧﺘﻤﺎء ﻭﺍﻟﺜﻘﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ‬
‫‪or applicable copyright law.‬‬

‫‪F10‬‬

‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻄﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪،‬‬
‫‪ ،1999‬ﺹ‪.34 .‬‬
‫‪7‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻭﺑﻤﺎ ﺃﻥ ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﻣﺠﺎﻝ ﻭﺍﺳﻊ ﻭﻣﻌﻘﺪ ﻳﺘﺪﺍﺧﻞ ﻣﻊ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﻧﺸﻄﺔ‬

‫ﺍﻷﺧﺮﻯ ﻟﻠﻤﺆﺳﺴﺔ ﻓﺈﻧﻨﺎ ﻧﺠﺪ ﻋﺪﺓ ﺗﻌﺎﺭﻳﻒ‪ ،‬ﻓﺈﺫﺍ ﻧﻈﺮﻧﺎ ﺇﻟﻰ ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ‬
‫ﻛﻠﻴﺔ ‪ macro économie‬ﻓﻴﻌﺮﻑ ﺍﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺫﻟﻚ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺬﻱ ﻳﺤﻜﻢ‬
‫ﺍﻟﺘﺪﻓﻖ ﺍﻻﻗﺘﺼﺎﺩﻱ ﻟﻠﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﻤﺎ ﻳﺤﻘﻖ ﺍﻷﻫﺪﺍﻑ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﻟﻠﻤﺠﺘﻤﻊ " ‪.1‬‬ ‫‪F1‬‬

‫ﺃﻣﺎ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﺠﺰﺋﻲ‪ micro économie‬ﻓﻘﺪ ﺗﺒﺎﻳﻨﺖ ﻭﺟﻬﺎﺕ ﺍﻟﻨﻈﺮ‬

‫ﺑﺸﺄﻥ ﺗﻌﺮﻳﻒ ﺍﻟﺘﺴﻮﻳﻖ‪.2‬‬ ‫‪F12‬‬

‫ﻓﺘﻌﺮﻑ ﺍﻟﺠﻤﻌﻴﺔ ﺍﻷﻣﺮﻳﻜﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ)‪ -1960-(AMA‬ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺍﻟﻨﺸﺎﻁ ﺍﻟﺨﺎﺹ ﺑﺘﺴﻌﻴﺮ ﻭﺗﺮﻭﻳﺞ ﻭﺗﻮﺯﻳﻊ ﺍﻟﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ ﻭﺍﻷﻓﻜﺎﺭ‬
‫ﺍﻟﺘﻲ ﺗﺴﻌﻰ ﺇﻟﻰ ﺇﺷﺒﺎﻉ ﺭﻏﺒﺎﺕ ﺍﻷﻓﺮﺍﺩ ﻭﺍﻟﻤﺆﺳﺴﺔ "‪.‬‬
‫ﺃﻣﺎ ﻣﺎﺯﻭﺭ )‪ -1947-(Mazor‬ﻓﻴﻌﺮﻓﻪ ﺑﺄﻧﻪ ‪ " :‬ﺧﻠﻖ ﻭﺗﺴﻠﻴﻢ ﻣﺴﺘﻮﻯ‬
‫ﻣﻌﻴﺸﺔ ﺃﻓﻀﻞ ﻟﻠﻤﺠﺘﻤﻊ " ‪.‬‬
‫ﻭﻓﻲ ﺳﻨﺔ ‪ 1971‬ﻋﺮﻓﻪ ﺳﺘﺎﻧﺘﻮﻥ )‪ ( Stanton‬ﻛﻤﺎ ﻳﻠﻲ‪ " :‬ﻧﻈﺎﻡ ﻛﻠﻲ‬
‫ﻟﺘﻜﺎﻣﻞ ﺃﻧﺸﻄﺔ ﺍﻷﻋﻤﺎﻝ ﺍﻟﻤﺼﻤﻤﺔ ﻟﺘﺨﻄﻴﻂ ﻭﺗﺴﻌﻴﺮ ﻭﺗﺮﻭﻳﺞ‬
‫ﻭ ﺗﻮﺯﻳﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺸﺒﻌﺔ ﻟﺮﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﺤﺎﻟﻴﻴﻦ " ‪.‬‬
‫ﻛﻤﺎ ﻋﺮﻓﻪ ﺃﻳﻨﺰ )‪ -1977- (Aynez‬ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺃﻧﺸﻄﺔ ﺗﺒﺎﺩﻟﻴﺔ ﺷﺎﻣﻠﺔ‬
‫ﺗُ َﺆ َﺩﻯ ﺑﻮﺍﺳﻄﺔ ﺃﻓﺮﺍﺩ ﻭﺗﻨﻈﻴﻤﺎﺕ ﺑﻬﺪﻑ ﺇﺷﺒﺎﻉ ﺍﻟﺮﻏﺒﺎﺕ ﺍﻹﻧﺴﺎﻧﻴﺔ " ‪.‬‬
‫ﻭﻣﻦ ﺃﻛﺜﺮ ﺍﻟﺘﻌﺎﺭﻳﻒ ﻗﺒﻮﻻ ﺑﻴﻦ ﺭﺟﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻣﺎ ﺃﺷﺎﺭ ﺇﻟﻴﻪ ﻛﻮﺗﻠﺮ "‬
‫‪ -1981- " P.KOTLER‬ﺭﺍﺋﺪ ﺍﻟﻤﺪﺭﺳﺔ ﺍﻟﺤﺪﻳﺜﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ ﺣﻴﺚ ﻋﺮﻑ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺑﺄﻧﻪ‪ " :‬ﺍﻟﺠﻬﻮﺩ ﺍﻟﺘﻲ ﻳﺒﺬﻟﻬﺎ ﺍﻷﻓﺮﺍﺩ ﻭﺍﻟﺠﻤﺎﻋﺎﺕ ﻓﻲ ﺇﻁﺎﺭ ﺍﺟﺘﻤﺎﻋﻲ‬
‫ﻭﺇﺩﺍﺭﻱ ﻣﻌﻴﻦ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺣﺎﺟﺎﺗﻬﻢ ﻭﺭﻏﺒﺎﺗﻬﻢ ﻣﻦ ﺧﻼﻝ ﺇﻳﺠﺎﺩ ﻭﺗﺒﺎﺩﻝ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﻘﻴﻢ ﻣﻦ ﺍﻵﺧﺮﻳﻦ "‪.3‬‬
‫‪F13‬‬
‫‪or applicable copyright law.‬‬

‫‪ - 1‬ﻁﻠﻌﺖ ﺃﺳﻌﺪ ﻋﺒﺪ ﺍﻟﺤﻤﻴﺪ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﻌﺎﻝ )ﺍﻷﺳﺎﺳﻴﺎﺕ ﻭﺍﻟﺘﻄﺒﻴﻖ(‪ ،‬ﻣﻜﺘﺒﺔ ﻋﻴﻦ ﺷﻤﺲ‪ ،‬ﺍﻟﻘﺎﻫﺮﺓ‪،‬‬
‫ﻣﺼﺮ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻟﺴﺎﺑﻌﺔ‪ ،1997 ،‬ﺹ‪.17 .‬‬
‫‪ -2‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ )ﻣﻔﺎﻫﻴﻢ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ(‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻄﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺮ‬
‫ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪ ،1998 ،‬ﺹ ‪.07.‬‬
‫‪ -3‬ﻁﻠﻌﺖ ﺃﺣﻤﺪ ﻋﺒﺪ ﺍﻟﺤﻤﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.20.‬‬
‫‪8‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻭﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﻤﺘﻌﺪﺩﺓ ﻟﻠﺘﺴﻮﻳﻖ ﻳﻤﻜﻦ ﻟﻨﺎ ﺍﻟﻘﻮﻝ ﺑﺄﻧﻪ ﻋﻤﻠﻴﺔ ﺗﺒﺎﺩﻟﻴﺔ‬
‫ﻣﺘﻜﺎﻣﻠﺔ ﺗﺘﻤﺎﺷﻰ ﻣﻊ ﺃﻫﻤﻴﺔ ﻣﺮﻛﺰ ﺍﻟﻤﺴﺘﻬﻠﻚ‪ ،‬ﺑﺤﻴﺚ ﺍﻧﻪ ﻋﻤﻠﻴﺔ ﺍﻛﺘﺸﺎﻑ ﻟﻤﻄﺎﻟﺒﻪ‬
‫ﻭﺗﺮﺟﻤﺘﻬﺎ ﺇﻟﻰ ﻣﻮﺍﺻﻔﺎﺕ ﺧﺎﺻﺔ ﺑﺎﻟﻤﻨﺘﺞ ﻭﺟﻌﻠﻬﺎ ﻓﻲ ﻣﺘﻨﺎﻭﻝ ﺃﻛﺒﺮ ﻋﺪﺩ ﻣﻤﻜﻦ ﻣﻦ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﻭﻳﻤﻜﻦ ﺍﻻﺳﺘﻨﺘﺎﺝ ﺑﺄﻥ ﺍﻟﺘﺴﻮﻳﻖ ﻧﻈﺎﻡ ﻣﺘﻜﺎﻣﻞ ﻭﻧﺸﺎﻁ ﺍﺟﺘﻤﺎﻋﻲ ﻭﻫﻮ‬
‫‪1‬‬
‫ﻳﻠﻲ‪:‬‬ ‫ﻋﺒﺎﺭﺓ ﻋﻦ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻮﻅﺎﺋﻒ ﻭﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺇﺟﻤﺎﻟﻬﺎ ﻓﻴﻤﺎ‬
‫‪F14‬‬

‫‪ -‬ﻭﻅﺎﺋﻒ ﺍﺗﺼﺎﻟﻴﺔ ‪ :‬ﻭﺍﻟﺘﻲ ﺗﺘﻌﻠﻖ ﺑﻜﺎﻓﺔ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﻲ ﺗﺴﺘﻬﺪﻑ ﺍﻟﺒﺤﺚ ﻋﻦ‬
‫ﻣﺸﺘﺮﻳﻦ ﻭﺑﺎﺋﻌﻴﻦ ﻟﻠﺴﻠﻊ؛‬
‫‪ -‬ﻭﻅﺎﺋﻒ ﺍﻟﻤﺒﺎﺩﻟﺔ‪ :‬ﻭﺗﻀﻢ ﺃﻧﺸﻄﺔ ﺍﻟﺒﻴﻊ ﻭﺍﻟﺸﺮﺍء ﻭﻣﺎ ﺗﻀﻤﻪ ﻣﻦ ﺇﺟﺮﺍءﺍﺕ ؛‬
‫ﺍﻟﻤﺎﺩﻱ ﻭﺗﻀﻢ ﺃﻧﺸﻄﺔ ﺍﻟﻨﻘﻞ ﻭﺍﻟﺘﺨﺰﻳﻦ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﺴﻠﻌﺔ؛‬
‫‪:‬‬ ‫‪ -‬ﻭﻅﺎﺋﻒ ﺍﻟﻨﻘﻞ‬
‫‪ -‬ﻭﻅﺎﺋﻒ ﺗﺮﻭﻳﺠﻴﺔ ﻭﺃﺧﺮﻯ ﺗﺴﻌﻴﺮﻳﺔ؛‬
‫‪ -‬ﻭﻅﺎﺋﻒ ﺗﺴﻬﻴﻠﻴﺔ ‪ :‬ﻭﺗﻀﻢ ﺍﻟﺘﻤﻮﻳﻞ‪ ،‬ﺗﺤﻤﻞ ﻣﺨﺎﻁﺮ ﺍﻟﺘﻨﻤﻴﻂ ﻭﺍﻟﺘﺪﺭﻳﺞ ﺍﻟﺴﻠﻌﻲ‬
‫ﺗﺠﺰﺋﺔ ﺍﻟﻜﻤﻴﺎﺕ ﺍﻟﻜﺒﻴﺮﺓ ﺇﻟﻰ ﻛﻤﻴﺎﺕ ﺻﻐﻴﺮﺓ ﺗﺘﻨﺎﺳﺐ ﻣﻊ ﺍﻟﻄﻠﺐ‪ ،‬ﺑﺤﻮﺙ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‪.‬‬
‫ﻭﺗﺘﺼﻒ ﻫﺬﻩ ﺍﻟﻘﺎﺋﻤﺔ ﻣﻦ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺎﻟﺸﻤﻮﻟﻴﺔ ﺍﻟﻜﺎﻓﻴﺔ ﻻﺳﺘﻴﻌﺎﺏ‬
‫ﺍﻟﻤﻀﺎﻣﻴﻦ ﺍﻟﺘﻲ ﻳﻨﻄﻮﻱ ﻋﻠﻴﻬﺎ ﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺤﺪﻳﺚ‪.‬‬
‫ﻛﻤﺎ ﺃﻥ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻪ ﺃﻫﻤﻴﺔ ﻛﺒﻴﺮﺓ ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﻭﻫﺬﺍ ﻣﻦ ﺧﻼﻝ ﺗﺤﺴﻴﻦ ﻣﺮﺩ‬
‫ﻭﺩﻳﺔ ﻭﺃﺩﺍء ﺍﻟﻤﺆﺳﺴﺔ ﻟﺘﺼﺒﺢ ﺃﻛﺜﺮ ﺗﻘﺪﻣﺎ ﻭﺃﻛﺜﺮ ﻗﺪﺭﺓ ﻋﻠﻰ ﺗﻠﺒﻴﺔ ﺣﺎﺟﺎﺕ ﺍﻷﻓﺮﺍﺩ‬
‫ﻭﺗﻄﻠﻌﺎﺗﻬﻢ ﻣﻦ ﺧﻼﻝ ﺗﺤﺴﻴﻦ ﺟﻮﺩﺓ ﻣﺎ ﺗﻘﺪﻣﻪ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻓﻀﻼ ﻋﻦ ﺗﺠﺪﻳﺪ ﻭﺗﻄﻮﻳﺮ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻟﻼﻧﺘﻘﺎﻝ ﺇﻟﻰ ﻣﺴﺘﻮﻯ ﺇﺷﺒﺎﻉ ﺃﻓﻀﻞ ﻣﻤﺎ ﺳﺒﻖ‪ ،‬ﻛﻤﺎ ﻳﺴﺎﻫﻢ ﻓﻲ ﺗﻮﻓﻴﺮ‬
‫ﻓﺮﺹ ﺍﻟﺘﻮﻅﻴﻒ ﻓﻲ ﺍﻟﻤﺆﺳﺴﺔ ﻓﺒﺪﻭﻧﻪ ﻻ ﻳﻤﻜﻦ ﺍﺳﺘﻤﺮﺍﺭ ﺍﻟﻌﺎﻣﻠﻴﻦ ﺑﻘﺴﻢ ﺍﻹﻧﺘﺎﺝ ﻓﻲ‬
‫ﻣﻤﺎﺭﺳﺔ ﻋﻤﻠﻬﻢ ﺇﺫﺍ ﻟﻢ ﻳﻜﻦ ﻫﻨﺎﻙ ﻧﻈﺎﻡ ﻟﻠﺘﻮﺯﻳﻊ ﻭﺗﺮﻭﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ‪ ،‬ﻓﺎﻟﻨﺸﺎﻁ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﻳﻌﺪ ﻋﺎﻣـﻼ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎ ﻓﻲ ﺧﻠﻖ ﺍﻟﻤﻨﺎﻓﻊ ﺍﻻﻗﺘﺼـﺎﺩﻳﺔ ﻟﻸﻓﺮﺍﺩ ﻭﺫﺍ ﺃﻫﻤﻴﺔ‬
‫ﺑﺎﻟﻐﺔ ﻓﻲ ﺗﺤﻘﻴﻖ ﺍﻟﺘﻨﻤﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪.‬‬
‫" ﺇﻥ ﺍﻟﺘﻨﻤﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﺍﻟﺘﻲ ﺗﺴﻌﻰ ﺇﻟﻴﻬﺎ ﺍﻟﺪﻭﻝ ‪ -‬ﻭﺧﺎﺻﺔ ﺍﻟﻨﺎﻣﻴﺔ ‪ -‬ﻻ‬
‫ﻳﻤﻜﻦ ﺃﻥ ﺗﺘﻢ ﺑﺸﻜﻞ ﻣﺮﺿﻲ ﻣﺎ ﻟﻢ ﻳﻜﻦ ﻫﻨﺎﻙ ﺟﻬﺎﺯ ﺇﺩﺍﺭﻱ ﻣﺘﻜﺎﻣﻞ‪ ،‬ﻭﺑﻄﺒﻴﻌﺔ ﺍﻟﺤﺎﻝ‬
‫‪or applicable copyright law.‬‬

‫ﺇﻥ ﺍﻟﻨﻈﺎﻡ ﺍﻹﺩﺍﺭﻱ ﺍﻟﻤﺘﻜﺎﻣﻞ ﻳﻀﻢ ﺍﻟﺘﺴﻮﻳﻖ ﻛﺄﺣﺪ ﻋﻨﺎﺻﺮﻩ‪ ،‬ﻷﻥ ﺍﻟﺤﺪﻳﺚ ﻋﻦ‬

‫‪ -1‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﺃﺻﻮﻝ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ(‪ ،‬ﺩﺍﺭ ﻭﺍﺋﻞ ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪،‬‬
‫ﺍﻷﺭﺩﻥ‪ ،2005 ،‬ﺹ‪.16 .‬‬
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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬

‫ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﺃﻱ ﻣﺠﺘﻤﻊ ﺇﻧﻤﺎ ﻫﻮ ﻣﺮﺍﺩﻑ ﺗﻤﺎﻣﺎ ﻟﻠﺤﺪﻳﺚ ﻋﻦ ﻣﺴﺘﻮﻯ ﺍﻟﻤﻌﻴﺸﺔ ﻓﻲ‬

.1 " ‫ﺫﻟﻚ ﺍﻟﻤﺠﺘﻤﻊ‬ F15
or applicable copyright law.

،‫ ﻟﻴﺒﻴﺎ‬،‫ ﺑﻨﻐﺎﺯﻱ‬،‫ ﻣﻨﺸﻮﺭﺍﺕ ﺟﺎﻣﻌﺔ ﻗﺎﺭ ﻳﻮﻧﺲ‬،‫ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺩﻭﺭﻩ ﻓﻲ ﺍﻟﺘﻨﻤﻴﺔ‬،‫ ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‬-1
.25 .‫ ﺹ‬،1993
10

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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻣﺑﺣﺙ ﺍﻟﺛﺎﻧﻲ‪ :‬ﻣﻔﻬﻭﻡ ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ‬

‫ﺗﻌﺘﺒﺮ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺧﻄﺔ ﻁﻮﻳﻠﺔ ﺍﻷﺟﻞ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺑﺼﻴﺎﻏﺘﻬﺎ‬
‫ﺍﻹﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻦ ﺧﻼﻝ ﻣﺠﻤﻮﻋﺔ ﺧﻄﻮﺍﺕ ﻣﺘﺘﺎﻟﻴﺔ ﺗﻌﺒﺮ ﻋﻦ ﺍﻟﺘﺨﻄﻴﻂ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻸﻋﻤﺎﻝ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻧﻈﺮﺍ ﻻﺧﺘﻼﻑ ﻭﺟﻬﺎﺕ ﺍﻟﻨﻈﺮ ﻭﻣﺮﻭﺭ ﺍﻟﺘﺴﻮﻳﻖ ﺑﻤﻔﺎﻫﻴﻢ ﻋﺪﻳﺪﺓ ﻧﺠﺪ ﻋﺪﺓ‬
‫ﺗﻌﺎﺭﻳﻒ ﻣﺘﺒﺎﻳﻨﺔ ﻧﺬﻛﺮ ﻣﻨﻬﺎ ‪:‬‬
‫‪ -1‬ﻳُﻌﺮﻑ ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﺧﻄﺔ ﻁﻮﻳﻠﺔ‬
‫ﺍﻷﺟﻞ ﺗﺘﻌﻠﻖ ﺑﺘﻨﻤﻴﺔ ﺫﻟﻚ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺬﻱ ﻳﺤﻘﻖ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ "‬
‫‪ .1‬ﻓﻤﻦ ﺧﻼﻝ ﻫﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﻧﺴﺘﺨﻠﺺ ﺃﻥﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﻌﺒﺮ ﻋﻦ‬ ‫‪F16‬‬

‫ﺧﻄﺔ ﻁﻮﻳﻠﺔ ﺍﻷﺟﻞ ﻣﺘﻌﻠﻘﺔ ﺑﺪﺭﺍﺳﺔ ﻭﺗﻨﻤﻴﺔ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺪﺍﺧﻠﻴﺔ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﺴﺘﻄﻴﻊ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﺘﺤﻜﻢ ﻓﻴﻬﺎ ﺣﺘﻰ ﺗﺴﺘﻄﻴﻊ ﺑﺬﻟﻚ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺃﻫﺪﺍﻓﻬﺎ‪.‬‬
‫‪ -2‬ﻳﻌﺮﻑ ‪ Philip kotler‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﺍﻟﺴﻴﺮﻭﺭﺓ ﺍﻟﺘﻲ‬
‫ﺍﻟﻬﺪﻑ‪،‬‬ ‫ﺗﺤﺘﻮﻱ ﻋﻠﻰ ﺗﺤﻠﻴﻞ ﺍﻟﻔﺮﺹ ﺍﻟﻤﻮﺟﻮﺩﺓ ﻓﻲ ﺍﻟﺴﻮﻕ ﻭﺍﺧﺘﻴﺎﺭ‬
‫ﺍﻟﺘﻤﻮﺿﻊ‪ ،‬ﻣﺨﻄﻄﺎﺕ ﺍﻟﻌﻤﻞ ﻭﻧﻈﺎﻡ ﺍﻟﺮﻗﺎﺑﺔ "‪.2‬‬
‫‪F17‬‬

‫ﺇﻥ ﻫﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﻳﺠﺮﻧﺎ ﺇﻟﻰ ﺗﺤﺪﻳﺪ ﺧﻄﻮﺍﺕ ﺇﻋﺪﺍﺩﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺘﻲ ﺗﺒﺪﺃ ﺑﺘﺤﻠﻴﻞ ﺍﻟﻔﺮﺹ ﺍﻟﻤﻮﺍﺗﻴﺔ ﻭﻟﻠﻤﺆﺳﺴﺔ ﻓﻲ ﺍﻟﺴﻮﻕ‪ ،‬ﻭﺍﺧﺘﻴﺎﺭ ﺍﻟﻮﺍﻋﺪ ﻣﻨﻬﺎ ﺛﻢ‬
‫ﺍﻟﻘﻴﺎﻡ ﺑﺎﻟﺘﻤﻮﺿﻊ ﺑﻬﺎ ﻭﺫﻟﻚ ﺑﺈﻋﺪﺍﺩ ﻣﺨﻄﻄﺎﺕ ﺍﻟﻌﻤﻞ ﻣﻊ ﻭﺟﻮﺩ ﻧﻈﺎﻡ ﻟﻠﺮﻗﺎﺑﺔ ﻋﻠﻰ‬
‫ﻫﺬﻩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﻌﺪ ﻋﻤﻠﻴﺔ ﺗﻨﻔﻴﺬﻫﺎ ‪.‬‬
‫‪ -3‬ﺗﻌﺮﻳﻒ ﺁﺧﺮ ﻝ ـ ‪ " :ANDRE Boyer‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﻣﺴﺘﻮﻯ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪ :‬ﻳﺘﻄﻠﺐ ﺗﺤﺪﻳﺪ ﻣﻬﻨﺘﻬﺎ ﺛﻢ ﻣﻴﺎﺩﻳﻦ ﻧﺸﺎﻁﻬﺎﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻲ ﺗﺮﻳﺪ‬
‫ﺍﻟﻌﻤﻞ ﺑﻬﺎ‪ ،‬ﻭﻋﻠﻰ ﻣﺴﺘﻮﻯ ﻛﻞ ﻧﺸﺎﻁ ‪:‬ﺍﻟﺨﻴﺎﺭ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻳﻤﺮ ﺑﺎﻟﺘﺸﺨﻴﺺ‬
‫‪or applicable copyright law.‬‬

‫‪ - 1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.66.‬‬

‫‪2 -Philip kotler , Bernard Dubois, Marketing Management, Publi Union édition, Paris,‬‬
‫‪France , 10 eme édition, 2002, p.120.‬‬
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‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺛﻢ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ‪ ،‬ﺃﻣﺎ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻤﻨﺘﺞ‪ :‬ﺍﻻﻫﺘﻤﺎﻡ ﺑﺘﻌﺮﻳﻒ ﺍﻟﺴﻮﻕ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﺑﻮﺍﺳﻄﺔ ﺇﺟﺮﺍءﺍﺕ ﺍﻟﺘﻤﻮﺿﻊ ﻭﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ‪."1‬‬
‫‪F18‬‬

‫ﻟﻺﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﻟﻘﺪ ﺗﻢ ﻓﻲ ﻫﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﺗﻮﺿﻴﺢ ﺍﻟﻤﺴﺘﻮﻳﺎﺕ ﺍﻟﺜﻼﺙ‬

‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﺍﻟﻨﺸﺎﻁ‪ ،‬ﺍﻟﻤﻨﺘﺞ‪.‬‬
‫‪2‬‬
‫ﻳﻠﻲ‪:‬‬
‫‪F19‬‬‫ﻭﻫﺬﻩ ﺍﻟﻤﺴﺘﻮﻳﺎﺕ ﻫﻲ ﻛﻤﺎ‬
‫‪ -1‬ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻤﺆﺳﺴﺔ‪ :‬ﻓﺎﻟﺘﺴﻮﻳﻖ ﻫﻨﺎ ﻳﻠﻌﺐ ﺩﻭﺭﺍً ﺛﺎﻧﻮﻳﺎ َ ﻋﻠﻰ ﻋﻜﺲ ﺍﻟﻮﻅﻴﻔﺔ‬
‫ﺍﻟﻤﺎﻟﻴﺔ‪ ،‬ﻭﻫﺬﺍ ﻻ ﻳﻌﻨﻲ ﺃﻥ ﺍﻟﺘﺴﻮﻳﻖ ﻏﻴﺮ ﻣﻬﻢ ﻓﻲ ﻫﺬﻩ ﺍﻟﻤﺆﺳﺴﺎﺕ‪ ،‬ﻓﻔﻲ ﻫﺬﺍ‬
‫ﺍﻟﻤﺴﺘﻮﻯ ﻳﺘﻢ ﺍﻟﺘﺪﺧﻞ ﻓﻲ ﺇﺛﺒﺎﺕ ﻭﻣﺼﺎﺩﻗﺔﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻷﺳﺎﺳﻴﺔ ﺍﻟﻤﻌﺪﺓ ﻣﻦ‬
‫ﻁﺮﻑ ﺍﻟﺘﺴﻮﻳﻖ‪.‬‬
‫‪ -2‬ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﻭﺣﺪﺍﺕ ﺍﻷﻋﻤﺎﻝ ∗ ‪ :‬ﻳﻠﻌﺐ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺪﻭﺭ ﺍﻟﻤﻬﻢ ﻓﻲ ﻣﺸﺎﺭﻛﺔ‬
‫‪20F‬‬

‫ﺧﻴﺎﺭﺍﺕ ﻣﺤﻔﻈﺔ ﺍﻷﻧﺸﻄﺔ ﻭﺗﻌﺮﻳﻒ ﺍﻟﻤﻴﺰﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﺗﻜﻮﻥ ﻭﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻖ‬

‫ُﻣ ًﻜﻠًﻔﺔ ﺑﺴﻴﺎﺳﺔ ﺍﻟﻌﻼﻣﺔ ﻣﺜﻼ ﺍﻟﺘﻲ ﺗﻌﺪ ﺍﻟﻴﻮﻡ ﻋﻨﺼﺮ ﻫﺎﻣﺎ َ ﻓﻲ ﺳﻴﺎﺳﺔ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪.‬‬
‫‪ - 3‬ﻋﻠﻰ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻮﻅﻴﻔﻲ ‪ :‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺗﺨﺘﺺ ﺑﺘﺸﻜﻴﻞ ﺍﻟﻤﻨﺘﺠﺎﺕ‪،‬‬
‫ﺟﺰء ﺍﻟﺴﻮﻕ ﺃﻭ ﺻﻨﻒ ﻣﻌﻴﻦ ﻣﻦ ﺍﻟﻌﻤﻼء ﺍﻟﺬﻳﻦ ﻳﻬﻤﻮﻥ ﺍﻟﻤﺆﺳﺴﺔ ﺑﻮﺟﻪ‬
‫ﻋﻤﻠﻲ ﺳﺘﺄﺧﺬ ﺷﻜﻞ ﺧﻴﺎﺭﺍﺕ ﺍﺳﺘﻬﺪﺍﻑ‪ ،‬ﺗﻤﻮﺿﻊ‪ ،‬ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻟﻤﻨﺘﺠﺎﺗﻬﺎ‬
‫ﺍﻟﺘﻲ ﺗﻨﺘﺠﻬﺎ‪.‬‬
‫ﻣﻦ ﺧﻼﻝ ﻣﺎ ﺳﺒﻖ ﻣﻦ ﺑﻌﺾ ﺍﻟﺘﻌﺎﺭﻳﻒ ﻳﺘﺒﻴﻦ ﺃﻥﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﻫﻲ ﻋﻤﻠﻴﺔ ﺗﺘﻀﻤﻦ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ‪ ،‬ﻭﻫﻲ ﻛﺎﻓﺔ ﺍﻹﺟﺮﺍءﺍﺕ‬
‫ﺍﻟﻬﺎﺩﻓﺔ ﺇﻟﻰ ﻭﺿﻊ ﺃﻫﺪﺍﻑ ﻣﻤﻜﻨﺔ ﺍﻟﺘﻨﻔﻴﺬ ﺑﺎﻟﻨﻈﺮ ﺇﻟﻰ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤﺤﻴﻄﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ‬
‫ﻭﻋﻠﻰ ﺿﻮء ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻤﺎﻟﻴﺔ ﻭﺍﻟﺒﺸﺮﻳﺔ ﺍﻟﻤﺘﺎﺣﺔ‪ .‬ﻭﺇﺫﺍ ﻛﺎﻥ ﻫﺬﺍ ﻛﺬﻟﻚ‪ ،‬ﻓﻤﺎ ﻫﻮ‬
‫ﺗﻌﺮﻳﻒ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ؟‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻧﻲ‪ :‬ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ‬

‫‪or applicable copyright law.‬‬

‫‪1 -André Boyer et autres, Op.Cit, p. 69.‬‬

‫‪2- Jacques lendrevie, Denis lindon, Mercator, Dalloz édition, Paris, France, 7 eme‬‬
‫‪édition, 2003, p.662.‬‬
‫∗‪ -‬ﻭﺣﺪﺓ ﺍﻟﻌﻤﻞ ‪ :‬ﻫﻲ ﻭﺣﺪﺓ ﺗﻨﻈﻴﻤﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﺗﺒﻴﻊ ﻣﺠﻤﻮﻋﺔ ﻣﻌﺮﻭﻓﺔ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻟﻤﺠﻤﻮﻋﺔ‬
‫ﻣﻌﻴﻨﺔ ﻣﻦ ﺍﻟﻌﻤﻼء ﻓﻲ ﻭﺟﻪ ﻣﻨﺎﻓﺴﻴﻦ ﻣﻌﻴﻨﻴﻦ‪.‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻳﺮﻛﺰ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻋﻠﻰ ﻣﺨﺘﻠﻒ ﻋﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﻴﺔ ﺍﻟﻜﻠﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ‪،‬‬

‫ﻭﻫﺬﺍ ﻳﻌﻨﻲ ﺿﺮﻭﺭﺓ ﻓﻬﻢ ﺍﻟﺒﻴﺌﺔ ﻭﺧﺎﺻﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ‪ ،‬ﻭﻣﻦ ﺍﻟﻤﻼﺣﻆ ﺃﻳﻀﺎ ﺃﻥ‬
‫ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻳﻌﺘﻤﺪ ﺑﺪﺭﺟﺔ ﻛﺒﻴﺮﺓ ﻋﻠﻰ ﺩﺭﺍﺳﺔ ﺃﺛﺮ ﻣﺨﺘﻠﻒ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺘﻲ‬
‫ﺗﺆﺛﺮ ﻓﻲ ﻧﺠﺎﺡ ﺃﻭ ﻓﺸﻞ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻲ ﻳﺘﻢ ﺗﺤﺪﻳﺪﻫﺎ ﻣﺴﺒﻘﺎ‪.‬‬
‫ﻭﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻳﻼﺣﻆ ﺃﻥ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﻫﻲ ﺍﻟﻤﻮﺟﻪ‬
‫ﺍﻟﻤﺮﻛﺰﻱ ﻟﻺﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻧﻔﺴﻬﺎ‪ ،‬ﻭﻫﺬﺍ ﺑﺤﻜﻢ ﺍﻟﻮﻅﻴﻔﺔ ﺍﻟﺘﻲ ﻟﻬﺎ ﻗﺪﺭﺓ‬
‫ﻛﺒﻴﺮﺓ ﻋﻠﻰ ﻓﻬﻢ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤﺤﻴﻄﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ ﻭﺍﻻﺗﺼﺎﻝ ﺍﻟﻤﺴﺘﻤﺮ ﺑﺎﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬
‫ﻭﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪ ،‬ﻭﻳﻤﻜﻦ ﺗﻮﺿﻴﺢ ﺍﻟﻌﻼﻗﺔ ﺑﻴﻦ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﻤﺆﺳﺴﺔ‬
‫ﻭﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻦ ﺧﻼﻝ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ‪:‬‬
‫‪or applicable copyright law.‬‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (02‬ﻳﻮﺿﺢ ﻣﺴﺘﻮﻳﺎﺕ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬

‫اﺳﺘﺮاﺗﻴﺠﻴﺔ اﻟﻤﺆﺳﺴﺔ‬
‫اﺳﺘﺮاﺗﻴﺠﻴﺔ وﺣﺪات اﻷﻋﻤﺎل‬

‫اﺳﺘﺮاﺗﻴﺠﻴﺔ اﻟﺘﺴﻮﻳﻖ‬

‫ﺍﻟﻤﺼﺪﺭ‪ :‬ﻣﺤﻤﺪ ﺇﺑﺮﺍﻫﻴﻢ ﻋﺒﻴﺪﺍﺕ‪ ،‬ﺹ‪.24.‬‬

‫ﺇﻥ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﻤﺆﺳﺴﺔ ﻳﺘﻀﻤﻦ ﺳﻠﺴﻠﺔ ﻣﻦ ﺍﻷﻧﺸﻄﺔ ﻭﻫﻲ‬

‫‪1‬‬
‫ﻛﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪F21‬‬

‫‪ -‬ﺗﺤﻠﻴﻞ ﺃﺩﺍء ﺍﻟﻤﺆﺳﺴﺔ ﺑﺸﻜﻞ ﻋﺎﻡ ؛‬

‫‪ -‬ﺗﺤﺪﻳﺪ ﺍﻟﺘﺤﺪﻳﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻲ ﺗﻮﺍﺟﻬﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﺣﺎﺿﺮﺍ‬
‫ﻭﻣﺴﺘﻘﺒﻼ ﺇﻥ ﺃﻣﻜﻦ ؛‬
‫‪ -‬ﺗﺤﺪﻳﺪ ﺍﻟﻔﺮﺹ ﺍﻟﻤﺘﻮﻓﺮﺓ ﺃﻣﺎﻡ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ‬
‫ﻻﺳﺘﻐﻼﻝ ﺗﻠﻚ ﺍﻟﻔﺮﺹ؛‬
‫‪ -‬ﺗﺤﺪﻳﺪ ﻣﻬﻤﺔ‪ ،‬ﺃﻫﺪﺍﻑ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺣﺪﺍﺕ ﺍﻟﻌﻤﻞ ﺩﺍﺧﻞ ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫‪ -‬ﺗﻘﺮﻳﺮ ﺍﻷﻭﻟﻮﻳﺎﺕ ﻣﻦ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺮﺍﺩ ﺗﻨﻔﻴﺬﻫﺎ‪ ،‬ﻣﻊ ﺗﻄﻮﻳﺮ ﺍﻻﺳﺘﺮﺍﺗﺠﻴﺎﺕ‬
‫ﺍﻟﻔﺮﻋﻴﺔ ﻟﻜﻞ ﻭﺣﺪﺓ ﻋﻤﻞ‪.‬‬
‫ﺃﻣﺎ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﻘﻊ ﺿﻤﻦ ﻣﺴﺆﻭﻟﻴﺔ ﺍﻟﻤﺪﻳﺮ ﺍﻟﺘﻨﻔﻴﺬﻱ ﻓﻬﻲ ‪:‬‬
‫‪ -‬ﺍﻟﻤﺸﺎﺭﻛﺔ ﻓﻲ ﺇﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻠﻤﺆﺳﺴﺔ ؛‬
‫‪ -‬ﺗﻄﻮﻳﺮ ﻭﺣﺪﺍﺕ ﺍﻟﻌﻤﻞ ﺑﻤﺎ ﻳﺘﻨﺎﺳﺐ ﻣﻊ ﺃﻭﻟﻮﻳﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻗﺪﺭﺍﺗﻬﺎ ﺍﻟﻤﺎﻟﻴﺔ‬
‫ﻭﺍﻟﺒﺸﺮﻳﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

‫ﻭﻳﻌﺮﻑ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺍﻟﻨﺸﺎﻁ ﺍﻹﺩﺍﺭﻱ‬

‫ﺍﻟﺬﻱ ﻳﻤﻜﻦ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﻣﻮﺍﺟﻬﺔ ﺍﻟﺘﺤﺪﻱ ﺍﻟﻨﺎﺗﺞ ﻋﻦ ﺗﻐﻴﺮ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻲ ﺗﻌﻤﻞ‬
‫‪ -1‬ﻣﺤﻤﺪ ﺇﺑﺮﺍﻫﻴﻢ ﻋﺒﻴﺪﺍﺕ‪ ،‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﺳﻠﻮﻛﻲ (‪ ،‬ﺩﺍﺭ ﻭﺍﺋﻞ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪،‬‬
‫ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻟﺜﺎﻟﺜﺔ‪ ،2002 ،‬ﺹ‪.24 .‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺑﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻤﺎ ﻳﻔﺮﺽ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺘﻌﺪﻳﻞ ﻭﺍﻟﺘﻜﻴﻒ ﺍﻟﻤﺴﺘﻤﺮ ﺑﻤﺎ‬
‫ﻳﺘﻀﻤﻨﻪ ﺫﻟﻚ ﺍﻟﺘﻌﺪﻳﻞ ﻣﻦ ﺃﺑﻌﺎﺩ ﺗﻨﻈﻴﻤﻴﺔ ﻭﺗﺨﻄﻴﻄﻴﺔ ‪."1‬‬
‫‪F2‬‬

‫ﻓﻬﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﻳﺘﻮﺟﻪ ﺃﺳﺎﺳﺎ ﺇﻟﻰ ﻋﻤﻞ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﻣﺴﺎﻳﺮﺓ ﺍﻟﺘﻐﻴﺮ‬
‫ﺍﻟﻤﺴﺘﻤﺮ ﻓﻲ ﺍﻟﺒﻴﺌﺔ ﻭ ﺧﺎﺻﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﺗﻌﺪﻳﻞ ﻗﺮﺍﺭﺍﺗﻬﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺘﻜﻴﻒ ﻣﻊ‬
‫ﺍﻟﻈﺮﻭﻑ ﺍﻟﺴﻮﻗﻴﺔ‪.‬‬
‫ﻭﻳﻌﺮﻑ ﻛﺬﻟﻚ – ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ‪ -‬ﻋﻠﻰ ﺃﻧﻪ‬
‫" ﺍﻟﻌﻤﻠﻴﺔ ﺍﻹﺩﺍﺭﻳﺔ ﺍﻟﺘﻲ ﻳﺘﻢ ﻣﻦ ﺧﻼﻟﻬﺎ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﺗﻨﻤﻴﺔ ﻋﻨﺎﺻﺮ‬
‫ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺘﻲ ﺗﻮﺻﻞ ﺇﻟﻰ ﺗﺤﻘﻴﻖ ﻫﺬﻩ ﺍﻷﻫﺪﺍﻑ‪ ،‬ﻭﺍﻟﻘﻴﺎﻡ ﺑﺎﻟﻤﻔﺎﺿﻠﺔ ﺑﻴﻦ‬
‫ﺍﻟﺒﺪﺍﺋﻞ ﻭﺍﺧﺘﻴﺎﺭ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻤﻨﺎﺳﺐ ﻭﺧﻠﻖ ﺍﻟﻈﺮﻭﻑ ﺍﻟﻤﻨﺎﺳﺒﺔ ﻟﺘﻨﻔﻴﺬ ﺑﺮﺍﻣﺞ‬
‫ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻤﺨﺘﺎﺭ "‪.2‬‬
‫‪F23‬‬

‫ﻣﻤﺎ ﻳﻼﺣﻆ ﻋﻠﻰ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ﺃﻧﻪ ﻳﻌﻜﺲ ﺟﻤﻠﺔ ﻣﻦ‬
‫‪3‬‬
‫ﺍﻟﺨﺼﺎﺋﺺ ﻭﻫﻲ‪:‬‬ ‫‪F24‬‬

‫‪ -1‬ﺍﻟﻤﺨﺎﻁﺮﺓ ﺍﻟﻤﺤﺴﻮﺑﺔ‪ :‬ﻓﺎﻟﻤﺴﻮﻕ ﻳﻌﻤﻞ ﻋﺎﺩﺓ ﻓﻲ ﻅﺮﻭﻑ ﻋﺪﻡ ﺍﻟﺘﺄﻛﺪ ﺑﺪﺭﺟﺔ‬

‫ﻛﺒﻴﺮﺓ؛‬
‫‪ -2‬ﺗﻮﻗﻊ ﺭﺩﻭﺩ ﻓﻌﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻭﺍﻻﺣﺘﻴﺎﻁ ﻣﻨﻬﺎ؛‬
‫‪ -3‬ﺍﻟﺘﻜﻴﻒ ﻣﻊ ﺍﻟﻈﺮﻭﻑ ﺍﻟﺒﻴﺌﻴﺔ ﻭﺧﺎﺻﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ ﻭﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﻟﻤﺨﺮﺟﺎﺕ‬
‫ﺑﺎﻟﺪﺭﺟﺔ ﺍﻷﻭﻟﻰ ؛‬
‫‪ -4‬ﺗﻨﻤﻴﺔ ﺃﻛﺒﺮ ﻋﺪﺩ ﻣﻦ ﺍﻟﺒﺪﺍﺋﻞ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺮﺋﻴﺴﻴﺔ؛‬
‫‪ -5‬ﺍﻟﻨﻈﺮﺓ ﺍﻟﺸﻤﻮﻟﻴﺔ ﻟﻠﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺘﻲ ﻳﺘﻢ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻬﺎ‪ ،‬ﻭﺍﻟﻤﺮﻭﻧﺔ ﻓﻲ ﺍﻟﺘﻜﻴﻒ‬
‫ﻣﻊ ﺍﻟﻈﺮﻭﻑ ﺍﻟﻤﺘﻐﻴﺮﺓ ﺑﺼﻔﺔ ﻋﺎﻣﺔ؛‬
‫‪ -6‬ﺍﻟﺘﻜﺎﻣﻞ ﻭﺍﻟﺘﺮﺍﺑﻂ ﺑﻴﻦ ﺟﻤﻴﻊ ﻭﻅﺎﺋﻒ ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫‪or applicable copyright law.‬‬

‫‪ - 1‬ﻫﺎﻧﻲ ﺣﺎﻣﺪ ﺍﻟﻀﻤﻮﺭ‪ ،‬ﺗﺴﻮﻳﻖ ﺍﻟﺨﺪﻣﺎﺕ‪ ،‬ﺩﺍﺭ ﻭﺍﺋﻞ ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻟﺜﺎﻟﺜﺔ‪،‬‬
‫‪ ،2005‬ﺹ‪.144 .‬‬
‫‪ -2‬ﻋﺼﺎﻡ ﺍﻟﺪﻳﻦ ﺃﻣﻴﻦ ﺍﺑﻮﻋﻘﻠﺔ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ )ﺍﻟﻤﻔﺎﻫﻴﻢ ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‪ ،‬ﺍﻟﻨﻈﺮﻳﺔ ﻭﺍﻟﺘﻄﺒﻴﻖ(‪ ،‬ﺍﻟﺠﺰء‬
‫ﺍﻷﻭﻝ‪ ،‬ﻣﺆﺳﺴﺔ ﺣﻮﺭﺱ ﺍﻟﺪﻭﻟﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪ ،2002،‬ﺹ‪.128 .‬‬
‫‪ -3‬ﻋﺒﺪ ﺍﻟﺮﺣﻤﻦ ﺗﻮﻓﻴﻖ‪ ،‬ﺍﻟﻤﻨﺎﻫﺞ ﺍﻟﺘﺪﺭﻳﺒﻴﺔ ﺍﻟﻤﺘﻜﺎﻣﻠﺔ )ﻭﺿﻊ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ(‪ ،‬ﻣﺮﻛﺰ ﺑﻤﻴﻚ‬
‫ﻟﻠﺨﺒﺮﺍﺕ ﺍﻟﻤﻬﻨﻴﺔ‪ ،‬ﺍﻟﺠﻴﺰﺓ‪ ،‬ﻣﺼﺮ‪ ،2003 ،‬ﺹ ﺹ‪. 03 -02 .‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -7‬ﺍﻟﺤﺎﺟﺔ ﻟﻘﺪﺭ ﻛﺒﻴﺮ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺃﻏﻠﺒﻬﺎ ﺗﺄﺗﻲ ﻣﻦ ﺧﺎﺭﺝ ﺍﻟﻤﺆﺳﺴﺔ‪،‬‬

‫ﻭﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﻟﺒﻌﺪ ﺍﻟﺰﻣﻨﻲ ﻟﻠﺘﻄﻮﺭ ﻭﺃﻥ ﻳﻜﻮﻥ ﻣﻤﻜﻨﺎ ﻭﻭﺍﻗﻌﻴﺎ ﻣﻊ ﺗﺤﺪﻳﺪ‬
‫ﺃﻓﻖ ﺯﻣﻨﻲ ﻣﻨﺎﺳﺐ ﻟﺘﺤﻘﻴﻖ ﺍﻷﻫﺪﺍﻑ؛‬
‫‪ -8‬ﺗﻮﻓﻴﺮ ﺍﻟﺘﻐﺬﻳﺔ ﺍﻟﻤﺮﺗﺪﺓ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ‪.‬‬
‫ﻭﻳﻤﻜﻦ ﺍﻟﻨﻈﺮ ﺇﻟﻰ ﻣﺒﺮﺭﺍﺕ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ﻣﻦ ﺧﻼﻝ‬
‫‪1‬‬
‫ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫ﺗﺤﻠﻴﻞ ﺃﺛﺮ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
‫‪F25‬‬

‫‪ -‬ﺗﺰﺍﻳﺪ ﺩﺭﺟﺔ ﺗﻌﻘﻴﺪ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻤﺤﻴﻄﺔ ﺑﺎﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﺤﺪﻳﺜﺔ ﻣﻦ ﻧﺎﺣﻴﺔ‪ ،‬ﻭﺗﻌﺎﻅﻢ ﺩﺭﺟﺔ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ ﺍﻟﺴﺎﺋﺪﺓ ﺑﻴﻦ ﺗﻠﻚ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺩﺍﺧﻞ ﻧﻔﺲ ﺍﻟﺼﻨﺎﻋﺔ ﻭﺗﺸﺎﺑﻚ ﺍﻟﻌﻮﺍﻣﻞ‬
‫ﺍﻟﺨﺎﺭﺟﻴﺔ ﺍﻟﻤﺘﻐﻴﺮﺓ ﺑﺎﺳﺘﻤﺮﺍﺭ ﻣﻦ ﻧﺎﺣﻴﺔ ﺃﺧﺮﻯ؛‬
‫‪ -‬ﺍﻟﺘﻐﻴﺮ ﺍﻟﻤﺴﺘﻤﺮ ﻧﺴﺒﻴﺎ ﻓﻲ ﺃﺫﻭﺍﻕ ﻭﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‬
‫ﻭﺍﻟﺬﻱ ﻳﺆﺩﻱ ﺇﻟﻰ ﺗﻐﻴﻴﺮ ﺃﻭ ﺗﻌﺪﻳﻞ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻠﻤﻨﺘﺞ؛‬
‫‪ -‬ﺍﻟﺘﻘﺪﻡ ﺍﻟﻔﻨﻲ ﻭﺍﻟﺘﻜﻨﻮﻟﻮﺟﻲ ﻓﻲ ﻣﺨﺘﻠﻒ ﺍﻟﺼﻨﺎﻋﺎﺕ ﻭﺍﻟﺬﻱ ﺃﺩﻯ‪ -‬ﻭﺳﻴﺆﺩﻱ‪-‬‬
‫ﺑﺪﺭﺟﺎﺕ ﻣﺨﺘﻠﻔﺔ ﺇﻟﻰ ﺇﺣﺪﺍﺙ ﺗﻐﻴﻴﺮ ﻧﺴﺒﻲ ﻓﻲ ﺃﺫﻭﺍﻕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ؛‬
‫‪ -‬ﻧﺪﺭﺓ ﺍﻟﻤﻮﺍﺭﺩ ﻭﺿﺮﻭﺭﺓ ﺗﻮﺯﻳﻌﻬﺎ ﻋﻠﻰ ﺍﻷﻭﻟﻮﻳﺎﺕ ﺍﻟﻤﻘﺮﺭﺓ ﻣﻦ ﻗﺒﻞ ﺍﻹﺩﺍﺭﺓ‬
‫ﺍﻟﻌﺎﻣﺔ ﻟﻠﻤﺆﺳﺴﺎﺕ‪.‬‬
‫‪ -‬ﺍﺗﺴﺎﻉ ﺍﻷﺳﻮﺍﻕ ﻭﺗﺒﺎﻳﻦ ﺧﺼﺎﺋﺼﻬﺎ؛‬
‫‪ -‬ﺍﺷﺘﺪﺍﺩ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺧﺎﺻﺔ ﺑﻌﺪ ﺗﺤﻮﻝ ﻣﻌﻈﻢ ﺍﻗﺘﺼﺎﺩﻳﺎﺕ ﺍﻟﻌﺎﻟﻢ ﺇﻟﻰ ﻓﻠﺴﻔﺔ ﺍﻗﺘﺼﺎﺩ‬
‫ﺍﻟﺴﻮﻕ ﺣﻴﺚ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺗﺤﺮﻳﺮ ﺍﻷﺳﻌﺎﺭ ﻭﺍﺗﺴﺎﻉ ﻧﻄﺎﻕ ﺍﻟﺪﻭﻝ ﺍﻟ ُﻤﻨﻈَﻤﺔُ ﺇﻟﻰ‬
‫ﺍﺗﻔﺎﻗﻴﺔ ﺍﻟﺘﺠﺎﺭﺓ ﺍﻟﻌﺎﻟﻤﻴﺔ‪.‬‬
‫ﻭﻹﻧﺠﺎﺡ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺟﺐّ ﺍﻻﻟﺘﺰﺍﻡ ﺑﻌﺪﺓ ﻣﺤﺪﺩﺍﺕ ﻟﻬﺎ ﻭﻫﻲ‬
‫‪2‬‬
‫ﻋﻠﻰ ﺍﻟﻨﺤﻮ ﺍﻟﺘﺎﻟﻲ‪:‬‬ ‫‪F26‬‬

‫‪ -‬ﺍﻟﺘﺤﺪﻳﺪ ﺍﻟﻮﺍﺿﺢ ﻟﻤﻬﻤﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺄﻥ ﺗﻜﻮﻥ ﻣﻤﻜﻨﺔ ﻭﻣﺴﺘﺠﻴﺒﺔ ﻟﻜﺎﻓﺔ‬

‫ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻭﺍﻟﺨﺎﺭﺟﻴﺔ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺇﺑﺮﺍﻫﻴﻢ ﻋﺒﻴﺪﺍﺕ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ‪.20.‬‬

‫‪ -2‬ﺍﻟﻤﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ‪ ،‬ﺹ ﺹ‪. 22 -21 .‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺍﺷﺘﻘﺎﻕ ﺟﻞ ﺍﻷﻫﺪﺍﻑ ﻣﻦ ﻣﻬﻤﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺗﻜﺎﻣﻠﻬﺎ ﻭﺇﺷﺒﺎﻉ ﻟﺤﺎﺟﺎﺕ‬

‫ﻭﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ؛‬
‫‪ -‬ﺗﺤﺪﻳﺪ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻟﻠﻤﺆﺳﺴﺔ ﻣﻦ ﺃﺟﻞ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻴﺰﺓ ﺃﻭ ﺍﻟﻤﺰﺍﻳﺎ‬
‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻴﻬﺎ ﻓﻲ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻌﺎﻣﺔ ﻭﻟﻤﻮﺍﺟﻬﺔ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ ؛‬
‫‪ -‬ﺍﻟﻤﺘﺎﺑﻌﺔ ﺍﻟﻤﺴﺘﻤﺮﺓ ﻟﺤﺎﺟﺎﺕ‪ ،‬ﺭﻏﺒﺎﺕ‪ ،‬ﺃﺫﻭﺍﻕ‪ ،‬ﺇﻣﻜﺎﻧﻴﺎﺕﻭﺗﻮﻗﻌﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬
‫ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ؛‬
‫‪ -‬ﺇﻥ ﻣﻌﺮﻓﺔ ﺃﻭﺿﺎﻉ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺗُﺴﺎﻋﺪ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺗﺒﻨﻲ ﺍﻟﺨﻄﻂ ﻭﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﺘﻲ‬
‫ﺗﻤﻜﻨﻬﺎ ﻣﻦ ﺍﻟﺘﻔﻮﻕ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺮﺋﻴﺴﻴﻴﻦ ﻟﻬﺎ؛‬
‫‪ -‬ﻳﺴﺎﻋﺪ ﺗﺤﻠﻴﻞ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﻋﻠﻰ ﻓﻬﻢ ﺍﻟﺨﺼﺎﺋﺺ ﻭﺍﻟﻤﻮﺍﺻﻔﺎﺕ‬
‫ﺍﻟﺪﻳﻤﻐﺮﺍﻓﻴﺔ ﻭﺍﻟﻨﻔﺴﻴﺔ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺣﺠﻢ ﺍﻟﺘﻐﻴﻴﺮ ﻓﻲ ﺃﺫﻭﺍﻗﻬﻢ‬
‫ﻭﻣﻴﻮﻟﻬﻢ ﺍﻟﺸﺮﺍﺋﻴﺔ ﺍﻟﺤﺎﻟﻴﺔ ﻭﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ؛‬
‫‪ -‬ﻳﺴﺎﻋﺪ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻤﻨﺎﺳﺐ ﻟﻠﻌﻼﻣﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟ ُﻤﻨﺘﺠﺔ ﺇﻟﻰ ﺇﻧﺠﺎﺡ ﻋﻤﻠﻴﺔ‬
‫ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ؛‬
‫‪ -‬ﺍﻟﻤﺘﺎﺑﻌﺔ ﺍﻟﻤﺴﺘﻤﺮﺓ ﻭﺍﻟﺪﻗﻴﻘﺔ ﻟﻤﺎ ﻳﺘﻢ ﺗﻨﻔﻴﺬﻩ ﻣﻦ ﺃﻋﻤﺎﻝ ﻭﺃﻧﺸﻄﺔ ﺩﺍﺧﻞ ﺍﻟﻤﺆﺳﺴﺔ‪.‬‬
‫ﺑﻌﺪ ﺗﻌﺮﺿﻨﺎ ﻟﻤﻔﻬﻮﻡ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬
‫ﻟﻠﺘﺴﻮﻳﻖ ﻳﻨﺒﻐﻲ ﻋﻠﻴﻨﺎ ﺍﻟﺘﻌﺮﻳﻒ ﺑﻤﺮﺍﺣﻞ ﺇﻋﺪﺍﺩﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫ﻓﻲ ﺍﻟﻐﺎﻟﺐ ﻧﺠﺪ ﻋﺪﺓ ﻧﻤﺎﺫﺝ ﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ﺍﻟﺘﻲ‬
‫ﺗﺘﺸﺎﺑﻪ ﻓﻲ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻻﻋﺘﺒﺎﺭﺍﺕ‪ ،‬ﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺍﻻﺧﺘﻼﻓﺎﺕ ﺍﻟﺸﻜﻠﻴﺔ ﻓﻲ ﻋﺪﺩ‬
‫ﺍﻟﺨﻄﻮﺍﺕ‪ ،‬ﻭﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (03‬ﻳﻮﺿﺢ ﻣﺮﺍﺣﻞ ﺇﻋﺪﺍﺩﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬

‫( ﻳﻮﺿﺢ ﻣﺮﺍﺣﻞ ﺇﻋﺪﺍﺩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬03) ‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‬

‫ﻣﻬﻧﺔ ﺍﻟﻣﺅﺳﺳﺔ‬ ‫ﺍﻟﺕﺣﻠﻳﻝ‬ ‫ﺍﻟﺗﺷﺧﻳﺹ‬

‫ﻭﺭﺳﺎﻟﺗﻬﺎ‬ ‫ﺍﻟﺧﺎﺭﺟﻲ‬ ‫ﺍﻟﺩﺍﺧﻠﻲ‬

‫ﺍﻟﻔﺭﺹ‬ ‫ﻧﻘﺎﻁ ﺍﻟﻘﻭﺓ‬

‫ﺃﻫﺩﺍﻑ‬ ‫ﻭﺍﻟﺗﻬﺩﻳﺩﺍﺕ‬ ‫ﻭﺍﻟﺿﻌﻑ‬
‫ﺍﻟﻣﺅﺳﺳﺔ‬

‫ﺍﻷﻫﺩﺍﻑ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ‬

‫ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ‬

‫ﺍﻟﻣﺯﻳﺞ ﺍﻟﺗﺳﻭﻳﻘﻲ‬

‫ﺍﻟﻣﻧﺗﺞ‬ ‫ﺍﻟﺳﻌﺭ‬ ‫ﺍﻟﺗﻭﺯﻳﻊ‬ ‫ﺍﻟﺗﺭﻭﻳﺞ‬

Jean Pierre Védrine , Martin Sylvie,Op.Cit, p. 192 :‫ﺍﻟﻤﺼﺪﺭ‬

‫ﺇﺟﺭﺍءﺍﺕ ﺭﻗﺎﺑﺔ‬
‫ﺍﻟﻣﺭﺍﺟﻌﺔ‬
‫ﺍﻷﺩﺍء‬
or applicable copyright law.

18

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 924151 ; .;
Account: ns063387
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻣﺑﺣﺙ ﺍﻟﺛﺎﻟﺙ‪ :‬ﺍﻟﺑﻳﺋﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ ﻭﺩﻭﺭ ﻧﻅﺎﻡ ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺗﺳﻭﻳﻘﻲ ﻓﻲ‬

‫ﺭﻗﺎﺑﺗﻬﺎ‬
‫ﻳﻌﺘﻤﺪ ﻧﺠﺎﺡ ﺍﻟﻤﺆﺳﺴﺔ ﻋﺎﻣﺔ ﻭﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﺗﻄﻮﻳﺮ ﺍﻟﻤﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻬﺎ‪ ،‬ﺍﻟﺬﻱ ﻳﺘﻨﺎﺳﺐ ﻣﻊ ﺍﻻﺗﺠﺎﻫﺎﺕ ﻭﺍﻟﺘﻄﻮﺭﺍﺕ ﺍﻟﺘﻲ ﺗﺤﺪﺙ ﻓﻲ ﺍﻟﺒﻴﺌﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺧﺎﺻﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ ﻣﻨﻬﺎ ﺃﻱ ﻣﺠﻤﻮﻋﺔ ﺍﻟﻘﻮﻯ ﻏﻴﺮ ﺍﻟﻤﺴﻴﻄﺮﺓ ﻋﻠﻴﻬﺎ‪،‬‬
‫ﻭﺍﻟﻮﺍﺟﺐ ﻋﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻥ ﺗﻜﻴﻒ ﻣﺰﻳﺠﻬﺎ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﻓﻘﺎ ﻟﻬﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ‪ ،‬ﻭﻫﻮ ﻣﺎ‬
‫ﻳﺴﺘﺪﻋﻲ ﻣﻨﻬﺎ ﺗﻮﺍﻓﺮ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺗﻠﻚ ﺍﻟﺒﻴﺌﺔ ﻭﻻ ﻳﺘﺄﺗﻰ ﻟﻬﺎ ﻫﺬﺍ ﺍﻷﻣﺮ ﺇﻻ ﺑﺘﻔﻌﻴﻞ‬
‫ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺳﻮﻑ ﻧﻘﻮﻡ ﺑﺎﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺨﺎﺭﺟﻴﺔ ﺩﻭﻥ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺪﺍﺧﻠﻴﺔ‪،‬‬
‫ﻭﺍﻟﺘﻲ ﺗﺴﺘﻄﻴﻊ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﺴﻴﻄﺮﺓ ﻋﻠﻴﻬﺎ ﻭﺍﻟﻤﺴﻤﺎﺓ ﺑﺎﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻭﺗﻨﻘﺴﻢ ﺇﻟﻰ‬
‫‪1‬‬
‫ﻗﺴﻤﻴﻦ ﻭﻫﻲ‪:‬‬ ‫‪F27‬‬

‫ﺍﻷﺭﺑﻌﺔ )‬
‫‪Les‬‬ ‫‪ -‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ ﺍﻟﻤﺒﺎﺷﺮﺓ‪ :‬ﺃﻱ ﻣﺠﻤﻮﻉ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫‪(4' P‬‬
‫‪ -‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻏﻴﺮ ﺍﻟﻤﺒﺎﺷﺮﺓ‪ :‬ﻭﻫﻲ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﻏﻴﺮ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻛﺄﻧﻈﻤﺔ‬
‫ﺍﻹﻧﺘﺎﺝ‪ ،‬ﻧﻈﺎﻡ ﺍﻟﺘﻤﻮﻳﻞ‪ ،‬ﺍﻷﻓﺮﺍﺩ‪ ،‬ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‪...‬ﺍﻟﺦ‪.‬‬
‫ﺃﻣﺎ ﻋﻦ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﻬﻤﺔ )ﻏﻴﺮ ﺍﻟﻤﺴﻴﻄﺮ ﻋﻠﻴﻬﺎ( ﺃﻱ ﺍﻟﺨﺎﺭﺟﻴﺔ ﻓﻘﺪ‬
‫ﻋﺮﻓﻬﺎ ‪ kotler‬ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻟﻘﻮﻯ ﻭﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺨﺎﺭﺟﻴﺔ ﺍﻟﺘﻲ ﺗﺆﺛﺮ ﻋﻠﻰ‬
‫ﻗﺪﺭﺓ ﺍﻹﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻓﻲ ﺍﻟﺘﻄﻮﻳﺮ ﻭﺍﻟﺤﻔﺎﻅ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺒﺎﺩﻝ ﻣﻊ ﻋﻤﻼﺋﻬﺎ‬
‫‪2‬‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﻴﻦ "‬ ‫‪F28‬‬

‫‪3‬‬
‫ﻭﻗﺪ ﺣﺪﺩﻫﺎ ﺑﺴﺖ ﺑﻴﺌﺎﺕ ﻭﻫﻲ‪:‬‬
‫‪F29‬‬

‫‪ - 1‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﻳﻤﻐﺮﺍﻓﻴﺔ‪ :‬ﻭﻣﻦ ﺃﻣﺜﻠﺘﻬﺎ ‪:‬‬

‫‪ -‬ﺍﻻﻧﻔﺠﺎﺭ ﺍﻟﺪﻳﻤﻐﺮﺍﻓﻲ ﺍﻟﻌﺎﻟﻤﻲ ﺃﻭ ﺍﻟﻤﺤﻠﻲ؛‬
‫‪ -‬ﺍﻟﺘﺮﻛﻴﺒﺔ ﺍﻟﺴﻜﺎﻧﻴﺔ )ﺍﻟﻌﻤﺮ ‪،‬ﺍﻟﺠﻨﺲ ‪،‬ﺍﻷﻗﺎﻟﻴﻢ‪(...‬؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﻛﻤﻲ ﻭﺗﺤﻠﻴﻠﻲ( ‪ ،‬ﺩﺍﺭ ﻭﻣﻜﺘﺒﺔ ﺍﻟﺤﺎﻣﺪ‬
‫ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪ ،2000 ،‬ﺹ‪.56 .‬‬
‫‪ -2‬ﻫﺎﻧﻲ ﺣﺎﻣﺪ ﺍﻟﻀﻤﻮﺭ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.78 .‬‬
‫‪3 -P. Kolter, B .Dubois, Op. Cit, p p. 172- 192.‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺍﻟﺘﺤﺮﻛﺎﺕ ﺍﻟﺠﻐﺮﺍﻓﻴﺔ؛‬
‫‪ -‬ﻣﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻢ ﺍﻟﻤﺮﺗﻔﻊ ؛‬
‫‪ -‬ﺍﻟﺤﺮﻛﻴﺔ ﺍﻟﻌﺮﻗﻴﺔ ﺍﻟﻤﺘﻌﺪﺩﺓ ﻭﻫﺬﺍ ﻣﺎ ﻣﻦ ﺷﺄﻧﻪ ﺗﻜﻮﻳﻦ ﻋﺎﺩﺍﺕ ﺷﺮﺍﺋﻴﺔ‬
‫ﻭﺍﺳﺘﻬﻼﻛﻴﺔ ﻣﺠﺰﺃﺓ؛‬
‫‪... -‬ﺍﻟﺦ‪.‬‬
‫‪ -2‬ﺍﻟﺒﻴﺌﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪ :‬ﻭﻣﻦ ﺑﻴﻨﻬﺎ‬
‫‪ -‬ﺍﺭﺗﻔﺎﻉ ﺍﻟﻘﺪﺭﺓ ﺍﻟﺸﺮﺍﺋﻴﺔ ﻭﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻌﺪﺓ ﻋﻮﺍﻣﻞ ﻛﺎﻟﺘﻀﺨﻢ‪ ،‬ﺍﻟﻤﺪﺍﺧﻴﻞ ﻭﺍﻷﺟﻮﺭ؛‬
‫‪ -‬ﻣﺴﺘﻮﻯ ﺍﻷﺳﻌﺎﺭ ﺍﻟﺴﺎﺋﺪﺓ ﻭﺗﻘﻠﺒﺎﺗﻬﺎ؛‬
‫‪ -‬ﺍﻟﺘﻐﻴﺮ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﻫﻴﻜﻞ ﺍﻹﻧﻔﺎﻕ؛‬
‫‪ -‬ﺍﻟﺘﻜﺘﻼﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ؛‬
‫‪... -‬ﺍﻟﺦ‪.‬‬
‫‪ - 3‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﻄﺒﻴﻌﻴﺔ‪ :‬ﻭﻣﻦ ﺑﻴﻨﻬﺎ‪:‬‬
‫‪ -‬ﻧﺪﺭﺓ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻄﺒﻴﻌﻴﺔ‪ ،‬ﺗﻜﺎﻟﻴﻒ ﺍﻟﻄﺎﻗﺔ‪:‬ﻭﺗﺠﺪﺭ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻰ ﺃﻥ ﺍﻟﻤﻮﺍﺭﺩ ﻣﻘﺴﻤﺔ‬
‫ﺇﻟﻰ ﺛﻼﺙ )ﺍﻟﻤﺤﺪﻭﺩﺓ ﻛﺎﻟﻐﺎﺯ‪ ،‬ﺍﻟﺒﺘﺮﻭﻝ‪) ،(...‬ﺍﻟﻤﺘﺠﺪﺩﺓ ﻛﺎﻟﻄﺎﻗﺔ ﺍﻟﺸﻤﺴﻴﺔ‪) ،(...‬‬
‫ﺍﻟﻼﻣﺤﺪﻭﺩﺓ ﻛﺎﻟﻤﺎء ‪...‬ﺇﻟﺦ(؛‬
‫‪ -‬ﺍﺭﺗﻔﺎﻉ ﻅﺎﻫﺮﺓ ﺍﻟﺘﻠﻮﺙ‪ ،‬ﻓﻘﺪ ﻳﺨﻠﻖ ﻓﺮﺻﺎ ً ﻟﻠﻤﺆﺳﺴﺔ ﺑﺘﺴﻮﻳﻖ ﻣﻨﺘﺠﺎﺕ ﻏﻴﺮ ﻣﻠﻮﺛﺔ‬
‫ﻟﻠﺒﻴﺌﺔ ﻭﺗﻜﻮﻥ ﻣﻘﺒﻮﻟﺔ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ؛‬
‫‪ -‬ﺍﻟﺘﺪﺧﻞ ﺍﻟﻤﺘﺰﺍﻳﺪ ﻟﻠﺪﻭﻟﺔ ﻓﻲ ﺗﺴﻴﻴﺮ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻄﺒﻴﻌﺔ ‪...‬ﺍﻟﺦ‪.‬‬
‫‪-4‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ‪ :‬ﻭﻣﻦ ﺑﻴﻨﻬﺎ ‪:‬‬
‫‪ -‬ﺗﺴﺎﺭﻉ ﺍﻟﺘﻄﻮﺭ ﺍﻟﺘﻘﻨﻲ؛‬
‫‪ -‬ﺍﻻﺑﺘﻜﺎﺭ ﻏﻴﺮ ﺍﻟﻤﺤﺪﻭﺩ ﻓﻲ ﻛﺎﻓﺔ ﺍﻟﻤﺠﺎﻻﺕ ﺧﺎﺻﺔ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ ﻟﻺﻋﻼﻡ‬
‫ﻭﺍﻻﺗﺼﺎﻝ‪NTIC‬؛‬
‫‪ -‬ﻣﻴﺰﺍﻧﻴﺎﺕ ﺍﻟﺒﺤﺚ ﻭﺍﻟﺘﻄﻮﻳﺮ ﺍﻟﻤﺨﺼﺼﺔ ﻣﻦ ﻁﺮﻑ ﺍﻟﺪﻭﻟﺔ ﻣﻤﺎ ﻳﺸﺠﻊ ﻋﻠﻰ‬
‫ﺍﻟﺒﺤﺚ ﻭﺍﻟﺘﻄﻮﻳﺮ ﻓﻲ ﺍﻟﺠﺎﻣﻌﺎﺕ ﻭﺍﻟﻤﺨﺎﺑﺮ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺧﺎﺻﺔ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ )‪ %20‬ﻓﻲ ﻗﻄﺎﻉ ﺍﻻﺗﺼﺎﻻﺕ ﻣﻦ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ(؛‬
‫‪ -‬ﻣﻌﺪﻻﺕ ﺍﻟﺘﻐﻴﻴﺮ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻲ‪...‬ﺍﻟﺦ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -5‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻟﺘﺸﺮﻳﻌﻴﺔ‪ :‬ﻭﻣﻨﻬﺎ‪:‬‬

‫‪ -‬ﺍﻟﺘﺪﺧﻞ ﺍﻟﻤﺘﺰﺍﻳﺪ ﻟﻠﺪﻭﻟﺔ‪ :‬ﻭﺧﺎﺻﺔ ﻓﻲ ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﻲ ﺗﺮﺗﺒﻂ ﺑﺎﻟﺪﻓﺎﻉ‪ ،‬ﺍﻟﺼﺤﺔ‪،‬‬
‫ﺍﻟﻤﺮﺍﻓﻖ ﺍﻟﻌﺎﻣﺔ‪...‬؛‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺍﻟﺘﺸﺮﻳﻌﺎﺕ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻬﻴﻜﻠﺔ ﺍﻷﺳﻮﺍﻕ‪ ،‬ﻭﻣﻨﻬﺎ ﺍﻟﺘﺸﺮﻳﻌﺎﺕ ﺍﻟﺨﺎﺻﺔ ﺑﻤﺤﺎﺭﺑﺔ‬

‫ﺍﻟﻔﺴﺎﺩ ﻭﺍﻻﺣﺘﻴﺎﻝ ﺩﺍﺧﻞ ﺍﻷﺳﻮﺍﻕ ﻗﻮﺍﻧﻴﻦ ﺍﻻﺳﺘﻬﻼﻙ‪...‬؛‬
‫‪ -‬ﺍﻟﻤﺠﻤﻮﻋﺎﺕ‪ ،‬ﻭﻣﻨﻬﺎ ﺟﻤﺎﻋﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻮﻥ‪ ،‬ﻣﺠﻤﻮﻋﺎﺕ ﺍﻟﺪﻓﺎﻉ ﻋﻦ ﺍﻟﺒﻴﺌﺔ‪...‬ﺍﻟﺦ‪.‬‬
‫‪ - 6‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺴﻮﺳﻴﻮﻟﻮﺟﻴﺔ‪ :‬ﻭﺃﻫﻢ ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﺘﻲ ﻳﺠﺐ ﻋﻠﻰ ﺭﺟﻞ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﻣﻌﺮﻓﺘﻬﺎ ﻫﻲ‪:‬‬
‫‪ -‬ﺍﻟﻘﻴﻢ ﺍﻟﺜﻘﺎﻓﻴﺔ ﺍﻷﺻﻠﻴﺔ ﻟﻠﻤﺠﺘﻤﻊ؛‬
‫‪ -‬ﺍﻟﺘﻄﻮﺭﺍﺕ ﺍﻟﺜﻘﺎﻓﻴﺔ ﺍﻟﺤﺎﺻﻠﺔ ﻓﻲ ﻫﺬﺍ ﺍﻟﻤﺠﺘﻤﻊ ؛‬
‫" ﻓﻼ ﻳﻤﻜﻦ ﺇﻧﺘﺎﺝ ﻣﻨﺘﺠﺎﺕ ﺗﺘﻨﺎﻓﻰ ﻭﺗﺘﻘﺎﻁﻊ ﻣﻊ ﺍﻟﻌﺎﺩﺍﺕ ﻭﺍﻟﺘﻘﺎﻟﻴﺪ ﺃﻭ ﺃﻥ‬
‫ﺗﻜﻮﻥ ﺳﻠﻌﺎ ﻣﻤﻨﻮﻋﺔ ﺩﻳﻨﻴﺎ ﺃﻭ ﻋﺮﻓﻴﺎ ﻣﺜﻞ ﺍﻟﺨﻤﻮﺭ ﻋﻨﺪ ﺍﻟﻤﺠﺘﻤﻌﺎﺕ ﺍﻹﺳﻼﻣﻴﺔ‪ .‬ﺇﻥ‬
‫ﺍﻻﺳﺘﻌﺪﺍﺩﻳﺔ ﻭﺍﻟﻘﺎﺑﻠﻴﺔ ﻭﺭﺳﻮﺥ ﺍﻟﻤﻌﺘﻘﺪﺍﺕ ﻣﻦ ﺍﻟﻤﺴﺎﺋﻞ ﺍﻟﻤﻬﻤﺔ ﻭﺍﻟﺤﻴﻮﻳﺔ ﺍﻟﺘﻲ ﻳﺠﺐ‬
‫ﻣﻌﺮﻓﺘﻬﺎ ﻭﻛﺬﻟﻚ ﻣﻌﺮﻓﺔ ﺍﻻﺗﺠﺎﻫﺎﺕ ﻭﻗﻮﺓ ﻫﺬﻩ ﺍﻷﺧﻴﺮﺓ ‪-‬ﺍﻟﻤﻌﺘﻘﺪﺍﺕ‪ -‬ﺍﻟﻤﻮﺟﻮﺩﺓ ﺣﺘﻰ‬
‫ﻻ ﺗﺘﻘﺎﻁﻊ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻌﻬﺎ "‪.1‬‬
‫‪F30‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ‪ :‬ﻣﻔﻬﻮﻡ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻳﺘﻄﻠﺐ ﻓﻬﻢ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﻮﺍﻓﺮ ﻣﻌﻠﻮﻣﺎﺕ ﺩﻗﻴﻘﺔ ﻭﺷﺎﻣــﻠﺔ ﻭﺃﺻﻴﻠﺔ ﺣﻮﻝ‬
‫ﺍﻟﺴﻮﻕ ﻭﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺗﻮﺍﻓﺮ ﻧﻈﻢ ﺁﻟﻴﺔ ﻟﺘﺴﻴﻴﺮ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‪ ،‬ﺇﻥ ﺍﻟﻤﺴﺆﻭﻝ ﻋﻦ ﺗﻮﻓﻴﺮ‬
‫ﺫﻟﻚ ﻫﻮ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺬﻱ ﻳﻌﺮﻑ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺷﺒﻜﺔ ﻣﺘﺪﺍﺧﻠﺔ ﻣﻦ‬
‫ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻬﻴﻜﻠﻴﺔ ﻣﻦ ﺍﻷﻓﺮﺍﺩ ﻭﺍﻹﺟﺮﺍءﺍﺕ ﻭﺍﻵﻻﺕ ﺍﻟﻤﺼﻤﻤﺔ ﻟﺠﻤﻊ‪ ،‬ﺗﺤﻠﻴﻞ‪،‬‬
‫ﺗﺨﺰﻳﻦ ﻭﺗﻘﻴﻴﻢ ﺗﺪﻓﻖ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻭﺍﻟﺨﺎﺭﺟﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﻭﺍﻟﻤﻮﺟﻬﺔ‬
‫ﻟﻼﺳﺘﺨﺪﺍﻡ ﻣﻦ ﻗﺒﻞ ﻣﺘﺨﺬﻱ ﺍﻟﻘﺮﺍﺭﺍﺕ ﻟﺘﺤﺴﻴﻦ ﻭﺗﻄﻮﻳﺮ ﻭﻣﺘﺎﺑﻌﺘﻬﻢ ﻭﺭﻗﺎﺑﺘﻬﻢ ﻋﻠﻰ‬
‫ﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ "‪.2‬‬ ‫‪F31‬‬

‫ﺇﻥ ﺍﻟﺘﻌﺮﻳﻒ ﻳﻮﺿﺢ ﺃﻥ ﻧﻈﻢ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻴﺴﺖ ﻣﺠﺮﺩ ﺁﻻﺕ‪ ،‬ﺑﻞ‬
‫ﺗﺘﻌﺪﺍﻫﺎ ﺇﻟﻰ ﺗﻮﻓﺮ ﺃﻓﺮﺍﺩ ﻣﺆﻫﻠﻴﻦ ﻟﺠﻤﻊ ﻭﺗﺨﺰﻳﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﻣﺴﺎﻋﺪﺗﻬﻢ ﻋﻠﻰ ﺍﺗﺨﺎﺫ‬
‫ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﻲ ﻣﻦ ﺷﺄﻧﻬﺎ ﺍﻟﺮﻓﻊ ﻣﻦ ﻓﻌﺎﻟﻴـﺔﺍﻟﻤﺨﻄـﻄﺎﺕ ﻭﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.60 .‬‬

‫‪2 -P.kotler, B.Dubois, Op.Cit, p. 137.‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬

‫ﻭﺣﺴﺐ ﻛﻮﺗﻠﺮ ﻓﺈﻥ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻜﻮﻥ ﻣﻦ ﺃﺭﺑﻌﺔ ﻧﻈﻢ‬

: ‫ﻭﻫﻲ ﻣﻮﺿﺤﺔ ﻓﻲ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ‬
or applicable copyright law.

22

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 924151 ; .;
Account: ns063387
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (04‬ﻳﻮﺿﺢ ﻣﻜﻮﻧﺎﺕ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﺼﺪﺭ‪Denis .Pettigrew , Normand Turgeon, p.66.:‬‬

‫‪ -1‬ﻧﻈﺎﻡ ﺍﻟﺘﻘﺎﺭﻳﺮ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻭﺍﻟﺴﺠﻼﺕ ﺍﻹﺩﺍﺭﻳﺔ‪ :‬ﻭﺍﻟﺘﻲ ﻟﻬﺎ ﻓﺎﺋﺪﺓ ﻛﺒﺮﻯ ﻟﺮﺟﺎﻝ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﻓﻤﻨﻬﺎ ﺍﻟﻤﻌﻄﻴﺎﺕ ﺍﻟﻤﺎﻟﻴﺔ ﻭﺍﻟﺘﻲ ﺗﻘﻴﺲ ﺍﻟﻤﺮﺩﻭﺩﻳﺔ ﺍﻟﻤﻨﺘﻈﺮﺓ ﻭﺗﻮﺟﻪ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﺠﻬﻮﺩ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ‪ .‬ﺍﻟﻤﺤﺎﺳﺒﺔ ﺍﻟﻤﺎﻟﻴﺔ ﺗﻌﻤﻞ ﻋﻠﻰ ﺣﺼﺮ ﻣﺠﻮﻉ ﺍﻟﻤﺒﻴﻌﺎﺕ‬

‫ﻭﻫﻜﺬﺍ ﻟﻠﺘﻜﺎﻟﻴﻒ ﺍﻟﺤﺎﻟﻴﺔ ﻭﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻭﻫﻮ ﻣﺎ ﻳﺴﺘﺪﻋﻲ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺔ ﺗﺒﻨﻲ ﻧﻈﺎﻡ‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻣﺤﺎﺳﺒﻲ ﻳﻘﻴﺲ ﻟﻨﺎ ﺍﻟﺤﺎﻻﺕ ﺍﻟﻤﺎﻟﻴﺔ ﻭﺍﻟﺘﻲ ﺗﺘﻜﻴﻒ ﻣﻊ ﺍﺣﺘﻴﺎﺟﺎﺕ ﻣﺘﺨﺬﻱ‬

‫ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.1‬‬ ‫‪F32‬‬

‫ﺇﻥ ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ ﻳﻌﺘﺒﺮ ﺍﻟﻨﻈﺎﻡ ﺍﻷﻗﺪﻡ ﻓﻲ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﺃﻱ ﺃﻧﻪ‬
‫ﺍﻟﻨﻈﺎﻡ ﺍﻟﻘﺎﻋﺪﻱ ﻣﻦ ﻁﺮﻑ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﻣﺘﺨﺬﻱ ﺍﻟﻘﺮﺍﺭ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻤﺮﺍﻗﺒﺔ ﻛﻴﺎﻧﺎﺕ‬
‫ﺍﻟﻄﻠﺒﻴﺎﺕ ﻭﺍﻟﻤﺒﻴﻌﺎﺕ ﻭﺍﻟﻤﺨﺰﻭﻥ‪ ...‬ﻓﻘﺪ ﻳﺴﺘﺨﺪﻡ ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ ﻟﺘﻮﺭﻳﺪ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
‫ﺑﺴﺮﻋﺔ‪ ،‬ﻭﻧﺴﺠﻞ ﺑﺄﻥ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻗﺪ ﺗﻨﺸﺄ ﺳﺠﻼﺕ ﺧﺎﺻﺔ ﺑﺎﻟﻤﺒﻴﻌﺎﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺸﻬﺮﻳﺔ‪،‬ﺍﻟﺴﻨﻮﻳﺔ‪... ،‬ﺍﻟﺦ‪.2‬‬
‫‪F3‬‬

‫‪ -2‬ﻧﻈﻢ ﺍﻻﺳﺘﺨﺒﺎﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪ :‬ﻋﺮﻓﻪ ﻛﻮﺗﻠﺮ ﺑﺄﻧﻪ " ﻣﺠﻤﻮﻉ ﺍﻟﻮﺳﺎﺋﻞ‬

‫ﻭﺍﻟﻤﻌﺪﺍﺕ ﺍﻟﺘﻲ ﺗﺴﻤﺢ ﻟﻠﻤﺴﻴﺮﻳﻦ ﺑﺘﺪﻓﻖ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺑﺎﺳﺘﻤﺮﺍﺭ ﺣﻮﻝ ﺗﻄﻮﺭ‬
‫ﻣﺤﻴﻄﻬﻢ ﺍﻟﺘﺠﺎﺭﻱ ﻭﺍﻟﺘﻨﺎﻓﺴﻲ "‪. 3‬‬
‫‪F34‬‬

‫ﻭ ﻳﺘﻢ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺑﻌﺪﺓ ﺃﻭﺟﻪ ﻣﻨﻬﺎ ﺍﻟﻤﺠﻼﺕ‬

‫ﺍﻟﻤﻨﺎﻓﺴﻮﻥ‪ ،‬ﺍﻟﻤﻮﺭﺩﻭﻥ‪ ،‬ﺍﻟﻤﻠﺘﻘﻴﺎﺕ‪،‬‬ ‫ﺍﻟﻤﺘﺨﺼﺼﺔ‪ ،‬ﻧﻘﺎﻁ ﺍﻟﺒﻴﻊ‪ ،‬ﺍﻟﻌﻤﻼء‬
‫ﺍﻟﻤﻌﺎﺭﺽ‪...‬ﺍﻟﺦ‪ .‬ﻳﻌﺘﻤﺪ ﺑﺼﻔﺔ ﻛﺒﻴﺮﺓ ﻓﻲ ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ ﻋﻠﻰ ﻗﻮﺓ ﺭﺟﺎﻝ ﺍﻟﺒﻴﻊ ﻭﻣﻤﺜﻠﻴﻦ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺭﺻﺪ ﻛﻞ ﺍﻟﺘﺤﺮﻛﺎﺕ ﻭﺧﺎﺻﺔ ﻟﺪﻯ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻭﻫﺬﺍ ﺑﺘﻔﻌﻴﻞ ﻧﻈﻢ‬
‫ﻟﻠﻴﻘﻈﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‪.4‬‬ ‫‪F35‬‬

‫ﻭﺍﻟﻨﻤﺬﺟﺔ ﺗﺤﻠﻴﻞ ﻣﺠﻤﻞ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻤﺘﺤﺼﻞ ﻋﻠﻴﻬﺎ ﻣﻦ ﺍﻟﻨﻈﻢ‬

‫‪:‬‬ ‫‪ -3‬ﻧﻈﺎﻡ ﺍﻟﺘﺤﻠﻴﻞ‬
‫ﺍﻟﻔﺮﻋﻴﺔ ﺍﻷﺧﺮﻯ‪ ،‬ﻳﺘﻢ ﺫﻟﻚ ﺑﺄﺧﺬ ﻛﻞ ﻣﻌﻠﻮﻣﺎﺗﻬﻢ ﻭﺑﻨﺎء ﻧﻤﻮﺫﺝ ﺗﺴﻮﻳﻘﻲ ﺳﻮﺍء ﻣﺎ‬
‫ﺗﻌﻠﻖ ﺑﺎﻟﻤﻨﺘﺞ‪ ،‬ﺃﻭ ﺑﻌﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲﺍﻷﺧﺮﻯ‪.‬‬
‫‪5‬‬
‫ﺍﻟﻤﻌﻨﻴﺔ‪.‬‬
‫‪F36‬‬ ‫ﻭﺍﻟﺬﻱ ﻳﺴﺎﻋﺪﻧﺎ ﻓﻲ ﺗﻮﺟﻴﻪ ﺍﻟﻘﺮﺍﺭﺍﺕ ﻧﺤﻮ ﺍﻟﺴﻮﻕ‬
‫ﺑﻨﻈﺎﻡ ﺩﻋﻢ ﺍﻟﻘﺮﺍﺭ‬ ‫ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ ﻗﺪ ﻳﺘﻜﻮﻥ ﻣﻦ ﻧﻈﺎﻡ ﺁﺧﺮ ﻭﺍﻟﻤﺴﻤﻰ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﺍﻟﺬﻱ ﻳﻌﺮﻑ ﻋﻠﻰ ﺍﻧﻪ‪ " :‬ﻣﺠﻤﻮﻉ ﻣﺘﻜﺎﻣﻞ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‪،‬‬
‫ﺍﻹﺟﺮﺍءﺍﺕ‪ ،‬ﺍﻷﺩﻭﺍﺕ ﻭﺍﻟﺘﻘﻨﻴﺎﺕ )ﺁﻻﺕ– ﺑﺮﻣﺠﻴﺎﺕ( ﺗﺴﻤﺢ ﻟﻠﻤﺆﺳﺴﺔ ﻋﻠﻰ ﺟﻤﻊ‬
‫ﻭﺗﺮﺟﻤﺔ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻟﺘﺴﻬﻴﻞ ﺍﻟﻌﻤﻞ ﺍﻟﺘﺴﻮﻳﻘﻲ ‪. "6‬‬
‫‪F37‬‬

‫‪1- D.Pettigrew , Normand Turgeon, Marketing, Chenelière / Mac Graw Hill édition,‬‬
‫‪or applicable copyright law.‬‬

‫‪Montèral, Kanada, 3 eme édition, 1996 , p. 65.‬‬

‫‪2- P. kolter, B .Dubois, Op. Cit, p. 137.‬‬
‫‪3 -Ibid , p.139.‬‬
‫‪4 -Denis. Pettigrew, Normand Turgeon, Op. Cit, p. 66.‬‬
‫‪5 -Ibid, p. 67.‬‬
‫‪6 -P. kolter, B.Dubois, Op .Cit, p. 154.‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‪ :‬ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻣﻨﻬﺎ‬
‫ﻭﺗﻮﺟﺪ ﻣﺠﻤﻮﻋﺔ ﺑﺮﻣﺠﻴﺎﺕ ﻟﻬﺬﺍ ﺍﻟﻐﺮﺽ ‪:‬‬
‫‪BRANDAID,‬‬ ‫‪DETAILER, CALL PLAN, GEOLINE,‬‬
‫‪...MEDIAC, PROMOTER, ADCAD ,COVERSTORY‬ﺍﻟﺦ‪.‬‬
‫ﻓﻌﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ ﺑﺮﻧﺎﻣﺞ ‪ BRANDAID‬ﻫﻮ ﺑﺮﻧﺎﻣﺞ ﻟﺘﺴﻴﻴﺮ ﺍﻟﻤﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻠﻤﻨﺘﺠﺎﺕ ﺍﻟﻮﺍﺳﻌﺔ ﺍﻻﺳﺘﻬﻼﻙ ﺍﻟﺬﻱ ﻳﺴﻤﺢ ﻟﻠﻤﺴﺆﻭﻝ ﻋﻦ ﻋﻼﻣﺔ ﻟﺘﺒﺪﻳﻞ‬
‫ﺇﻋﻼﻥ ﺃﻭ ﺃﺳﻌﺎﺭ ﻭﺳﻴﻨﺎﺭﻳﻮﻫﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ‪.‬‬
‫ﺃﻣﺎ ﺑﺮﻧﺎﻣﺞ ‪ DETAILER‬ﻓﻬﻮ ﺑﺮﻧﺎﻣﺞ ﻳﺤﺪﺩ ﻧﻮﻉ ﺍﻟﻌﻤﻼء ﺍﻟﻮﺍﺟﺐ‬
‫ﺯﻳﺎﺭﺗﻬﻢ ﻭﻁﺒﻴﻌﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻘﺪﻣﺔ ﻭﻫﻮ ﺑﺮﻧﺎﻣﺞ ﻁﻮﺭ ﺧﺼﻴﺼﺎ ﻟﻠﻤﻔﻮﺿﻴﻦ ﻓﻲ‬
‫ﻣﺠﺎﻝ ﺍﻷﺩﻭﻳﺔ ﻭﺍﻟﺬﻱ ﻳﺘﻢ ﻓﻲ ﻛﻞ ﻣﺮﺓ ﺗﻘﺪﻳﻢ ﺛﻼﺙ ﺃﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻓﻲ ﻋﺪﺓ‬
‫‪1‬‬
‫ﺍﻷﺭﺑﺎﺡ‪.‬‬ ‫ﻣﺮﺍﺕ ﻓﻲ ﺣﺎﻻﺕ ﻋﺪﻳﺪﺓ ﻗﺪ ﺳﻤﺢ ﻫﺬﺍ ﺍﻟﻨﻤﻮﺫﺝ ﺑﺘﺤﺴﻴﻦ‬
‫‪F38‬‬

‫‪ -4‬ﻧﻈﺎﻡ ﺍﻟﺪﺭﺍﺳﺎﺕ ﻭﺍﻟﺒﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪ :‬ﺧﺎﺭﺝ ﻣﻀﺎﻣﻴﻦ ﺍﻷﻧﻈﻤﺔ ﺍﻟﺴﺎﺑﻘﺔ ﻗﺪ‬

‫ﻳﺤﺘﺎﺝ ﺭﺟﻞ ﺍﻟﺘﺴﻮﻳﻖ ﻣﺮﺍﺭﺍ ﺇﻟﻰ ﺇﺟﺮﺍء ﺑﺤﺚ ﺃﻭ ﺩﺭﺍﺳﺔ ﺣﻮﻝ ﻣﺸﺎﻛﻞ ﻣﻌﻴﻨﺔ‬
‫ﻟﺪﺭﺍﺳﺔ ﺍﻟﺴﻮﻕ‪ ،‬ﺍﺧﺘﻴﺎﺭ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺗﻘﺪﻳﺮ ﺍﻟﻤﺒﻴﻌﺎﺕ‪...‬ﺍﻟﺦ‪.‬‬
‫ﻭﻳﻌﺮﻑ ﻛﻮﺗﻠﺮ ﺩﺭﺍﺳﺔ ﺃﻭ ﺑﺤﺚ ﺍﻟﺴﻮﻕ ﺑﺄﻧﻪ " ﺍﻟﺘﺤﻀﻴﺮ‪ ،‬ﺍﻟﺠﻤﻊ‪ ،‬ﺍﻟﺘﺤﻠﻴﻞ‪،‬‬
‫ﻭﺍﺳﺘﻐﻼﻝ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﺍﻟﻤﻌﻄﻴﺎﺕ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻮﺿﻌﻴﺔ ﺗﺴﻮﻳﻖ ﻣﺎ ‪".2‬‬
‫‪F39‬‬

‫ﻭﻳﺴﺘﺨﺪﻡ ﻓﻲ ﺣﻞ ﻫﺬﻩ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺘﻘﻨﻴﺎﺕ ﻣﻦ ﺟﻤﻊ‬

‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﺗﺤﻠﻴﻠﻬﺎ‪...‬ﻭﺗﻘﺪﻳﻢ ﺗﻘﺮﻳﺮ ﻋﻦ ﻫﺬﻩ ﺍﻟﻨﺘﺎﺋﺞ ﻣﻊ ﺍﻟﺘﻮﺻﻴﺎﺕ‪.‬‬
‫ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺍﻟﺘﻌﺮﻳﻒ ﺑﻨﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻧﺠﺪ ﺃﻧﻪ ﻳﻮﺟﺪ ﺑﺪﺍﺧﻠﻪ‬
‫ﺛﻤﺎﻧﻴﺔ ﻧﻈﻢ ﻓﺮﻋﻴﺔ ﻣﺘﺼﻠﺔ ﺑﻪ ﻭﻛﻞ ﻣﻨﻬﺎ ﻟﻪ ﻣﺠﺎﻝ ﺧﺎﺹ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ‪:‬‬
‫‪ -1‬ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫‪ -2‬ﺍﻟﺘﻨﺒﺆﺍﺕ‬
‫‪ -3‬ﺍﻟﺒﺤﺚ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫‪ -4‬ﺳﻴﺎﺳﺔ ﺍﻟﺴﻌﺮ‬
‫‪ -5‬ﺗﻨﻤﻴﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ‬
‫‪ -6‬ﺍﻟﺘﺮﻭﻳﺞ‬
‫‪or applicable copyright law.‬‬

‫‪ -7‬ﺍﻟﺘﻮﺯﻳﻊ‬

‫‪1- Op. Cit, p.154.‬‬

‫‪2- Ibid, p.141.‬‬
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‫ ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬

.1‫ ﺗﺨﻄﻴﻂ ﺍﻟﻤﻨﺘﺠﺎﺕ‬-8

F40

‫ﻭﺇﺟﻤﺎﻻ ﻳﻤﻜﻦ ﺍﻟﺘﻄﺮﻕ ﺇﻟﻰ ﻛﻞ ﻣﺎ ﺳﺒﻖ ﻣﻦ ﺍﻟﻌﻨﺎﺻﺮ ﻓﻲ ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ‬

‫ﺍﻟﺘﺎﻟﻲ‬
: ‫ﺍﻟﻤﺘﻜﺎﻣﻞ ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻲ ﻋﻠﻰ ﺷﻜﻞ ﻧﻈﺎﻡ ﻣﺘﻨﺎﺳﻖ ﻓﻲ ﺍﻟﺸﻜﻞ‬
or applicable copyright law.

1 -www.fsa.ulaval.casimkaidsimk.htm. Page consulté le 20/12/2005

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‫ ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬

‫ ( ﺍﻟﻨﻈﺎﻡ ﺍﻟﻤﺘﻜﺎﻣﻞ ﻟﻨﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬05 ) ‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‬

Talvinen, Jari M., Information Systems in Marketing, European Journal of : ‫ﺍﻟﻤﺼﺪﺭ‬

Marketing, Vol. 29 No. 1, 1995, p p. 8-26.

‫ﺣﺎﻟﻴﺎ ﻳﻄﻠﻖ ﻋﻠﻰ ﻧﻈﻢ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﺳﻢ ﻧﻈﻢ ﺩﻋﻢ ﺍﻟﺘﺴﻴﻴﺮ‬
or applicable copyright law.

‫ ﻭﻫﻮ ﻓﻲ ﺗﻄﻮﺭ ﻣﺘﺴﺎﺭﻉ ﺇﺫ ﺑﻠﻎ ﻣﺮﺍﺣﻞ ﻣﺘﻘﺪﻣﺔ ﺟﺪﺍ ﻛﻨﻈﺎﻡ‬. MMSS∗ ‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬ 41F

،(1990) ‫( ﻧﻈﺎﻡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺮﺗﻜﺰ ﻋﻠﻰ ﺍﻟﻤﻌﺮﻓﺔ‬1985) ‫ﺍﻟﺨﺒﺮﺓ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ‬

∗ MMSS: Marketing Management Support Systems

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‫ ﻣﺪﺧﻞ ﻓﻲ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬

‫ ﻧﻈﺎﻡ ﺗﺴﻮﻳﻖ‬،(1995) ‫ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻤﺮﺗﻜﺰ ﻋﻠﻰ ﺍﻟﺤﺎﻻﺕ‬

. 1(1995) ‫ﺍﻟﺸﺒﻜﺎﺕ‬
42F

‫ﻭﻣﺎ ﻳﻤﻜﻦ ﻗﻮﻟﻪ ﺃﻥ ﻧﻈﻢ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﺎ ﻫﻲ ﺇﻻ ﻭﺳﻴﻠﺔ ﻹﻣﺪﺍﺩ‬

‫ ﻭﻟﻜﻲ ﻳﻨﺠﺢ ﻫﺬﺍ ﺍﻟﻨﻈﺎﻡ ﻓﻲ‬،‫ﺭﺟﻞ ﺍﻟﺘﺴﻮﻳﻖ ﺑﺎﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺼﻮﺭﺓ ﻣﻨﺘﻈﻤﺔ‬
‫ﺃﺩﺍء ﺭﺳﺎﻟﺘﻪ ﻓﻼ ﺑﺪ ﻣﻦ ﺃﻥ ﺗﺼﻞ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺇﻟﻰ ﻣﺪﻳﺮ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﺍﻟﻮﻗﺖ‬
‫ﺍﻟﻤﻨﺎﺳﺐ ﻭﺃﻥ ﺗﻜﻮﻥ ﻓﻲ ﺍﻟﺸﻜﻞ ﺍﻟﻤﻨﺎﺳﺐ ﻭﺍﻟﺬﻱ ﻳﻤﻜﻦ ﻓﻬﻤﻪ ﺑﺴﻬﻮﻟﺔ ﻭﻣﻦ ﺛﻢ ﻳﻤﻜﻦ‬
‫ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻴﻬﺎ ﺑﺎﻟﻔﻌﻞ ﻓﻲ ﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺃﻭ ﻓﻲ ﺭﺳﻢ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬
. ‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ‬
or applicable copyright law.

1– B. Wierenge et G.H. Van Bruggen, The integration of Marketing problem- solving

Modes and Marketing Management support systems, Journal of Marketing, vol. 61,
July, 1997, p. 21.
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‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻔﺻــــــــﻝ ﺍﻟﺛﺎﻧﻲ‬
‫ﻣﺭﺍﺣﻝ ﺇﻋﺩﺍﺩ ﺍﻹﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ‬
‫ﺇﻥ ﻋﻤﻠﻴﺔ ﺇﻋﺪﺍﺩﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﻤﺮ ﺃﺳﺎﺳﺎ ﺑﻤﺎ ﻳﺘﻀﻤﻨﻪ ﻫﺬﺍ ﺍﻹﻋﺪﺍﺩ‬
‫ﻣﻦ ﺗﺸﺨﻴﺺ ﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﻭﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺪﺍﺧﻠﻴﺔ ﺍﻟﺘﻲ ﺗﻤﺜﻞ ﻓﻲ ﻣﺠﻤﻠﻬﺎ ﻧﻘﺎﻁ ﻗﻮﺓ ﺃﻭ‬
‫ﺿﻌﻒ ﻭﺗﺤﻠﻴﻞ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ ﺍﻟﺘﻲ ﻗﺪ ﻳﺘﻮﺍﺟﺪ ﺑﻬﺎ ﺗﻬﺪﻳﺪﺍﺕ ﻳﻨﺒﻐﻲ ﺗﺠﻨﺒﻬﺎ ﺃﻭ ﻓﺮﺹ‬
‫ﻣﻮﺍﺗﻴﺔ ﻟﻬﺎ ﻭﻹﻣﻜﺎﻧﻴﺎﺗﻬﺎ ﺍﻟﺪﺍﺧﻠﻴﺔ‪ ،‬ﻭﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺧﺎﺻﺔ‪ ،‬ﻭﻫﺬﺍ‬
‫ﺑﺘﺤﺪﻳﺪ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔﺍﻟﻤﻼﺋﻤﺔ ﻟﺘﺤﻘﻴﻖ ﺃﻫﺪﺍﻓﻬﺎ ﻭﺑﺘﻨﻤﻴﺔ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻬﺎ‪ .‬ﻭﻗﺼﺪ‬
‫ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﺈﻥ ﺍﻟﻤﺆﺳﺴﺔ ﻣﺠﺒﺮﺓ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﻗﻴﺎﺱ ﻭﺗﻘﻴﻴﻢ‬
‫ﻭﻣﺮﺍﺟﻌﺔ ﺍﻟﻨﺘﺎﺋﺞ ﻟﻤﻨﻊ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ ﻭﺍﺗﺨﺎﺫ ﺍﻹﺟﺮﺍءﺍﺕ ﺍﻟﺘﺼﺤﻴﺤﻴﺔ ﺍﻟﻼﺯﻣﺔ‪ ،‬ﻭﻟﺬﻟﻚ‬
‫ﺳﻨﻘﺘﺼﺮ ﻓﻲ ﻫﺬﺍ ﺍﻟﻤﺒﺤﺚ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺗﺤﻠﻴﻞ ﺍﻟﻤﻜﺎﻧﺔ‪ ،‬ﻭﻋﻤﻠﻴﺔ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ‬
‫ﻭﺃﺧﻴﺮﺍ ﺭﻗﺎﺑﺔ ﻭﻣﺮﺍﺟﻌﺔ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭ ﺳﻨﺮﺟﺊ ﺗﻮﺿﻴﺢ ﻋﻨﺎﺻﺮ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﻤﻠﻲ ﺍﻷﺭﺑﻌﺔ ﺇﻟﻰﺍﻟﻔﺼﻞ ﺍﻟﻘﺎﺩﻡ‪.‬‬

‫ﺍﻟﻤﺒﺤﺚ ﺍﻷﻭﻝ‪ :‬ﺍﻟﺘﺤﻠﻴﻞ ﻭﺍﻟﺘﺸﺨﻴﺺ‬

‫ﻳﻤﺮ ﺗﺸﻜﻴﻞ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺘﺤﻠﻴﻞ ﻣﻌﻤﻖ ﻟﻠﻮﺿﻌﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺧﺎﺻﺔ ﻭﺍﻟﻤﺆﺳﺴﺔ ﻋﺎﻣﺔ‪ .‬ﻭﻟﻐﺮﺽ ﺫﻟﻚ ﺳﻨﺘﻄﺮﻕ ﺇﻟﻰ ﻣﻔﻬﻮﻡ ﺗﺤﻠﻴﻞ ﺳﻮﺍﺕ‬
‫ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺑﺎﻟﻀﺒﻂ‪ ،‬ﻭﺫﻟﻚ ﻷﻧﻪ ﻣﺮﺗﺒﻂ‬ ‫*‪ S.O.W.T‬ﺛﻢ ﺍﻟﺘﻌﺮﺽ ﺇﻟﻰ‬ ‫‪43F‬‬

‫ﺑﺈﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺑﻮﻅﺎﺋﻔﻬﺎ ﻣﻨﻬﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﻭﺟﻪ ﺍﻟﺨﺼﻮﺹ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ ‪ :‬ﻣﻔﻬﻮﻡ ﺗﺤﻠﻴﻞ ﺳﻮﺍﺕ‬

‫ﻳﻌﺪ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﺟﺰ ًءﺍ ﻫﺎﻣﺎ َ ﻓﻲ ﺇﺟﺮﺍءﺍﺕ ﺍﻟﺘﺤﻠﻴﻞ ﻭﺍﻟﺘﺨﻄﻴﻂ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻓﻨﺠﺪ ﺑﺄﻥ ﻫﻨﺎﻙ ﻋﻮﺍﻣﻞ ﺩﺍﺧﻠﻴﺔ ﺗﻤﺜﻞ ﻧﻘﺎﻁ ﻗﻮﺓ‪ ()s‬ﺃﻭ ﻧﻘﺎﻁ ﺿﻌﻒ )‬
‫‪ ,( T‬ﻭﺑﺎﻟﻤﻘﺎﺑﻞ ﻭﺟﻮﺩ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺨﺎﺭﺟﻴﺔ ﺍﻟﺘﻲ ﺗﻤﺜﻞ ﻓﺮﺻﺎ‪ ()0‬ﺃﻭ ﺗﻬﺪﻳﺪﺍﺕ ) ‪،( w‬‬
‫ﻭﺑﻤﻌﺮﻓﺔ ﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻷﺭﺑﻌﺔ ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺘﺤﺪﻳﺪ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻮﺍﺟﺐ‬
‫ﺇﺗﺒﺎﻋﻬﺎ‪ .‬ﻓﺎﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺠﻴﺪﺓ ﻭﺍﻟﺴﻠﻴﻤﺔ ﺃﺳﺎﺳﻬﺎ ﺇﺩﺭﺍﻙ ﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ‪ ,‬ﻭﻳﻌﺘﺒﺮ ﻫﺬﺍ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻌﻤﻞ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻲ ﺣﺪ ﺫﺍﺗﻪ‪.‬‬

‫‪*- s.w.o.t : (s) strength ( o) opportunities , (w) weaknesses (t) threats‬‬

‫‪- 29 -‬‬

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‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻭﺗﻌﺮﻑ ﺍﻟﻔﺮﺻﺔ ﺑﺄﻧﻬﺎ‪ " :‬ﻣﺠﺎﻝ ﺟﺬﺍﺏ ﻳﻤﻜﻦ ﻟﻠﻤﺆﺳﺴﺔ ﻣﻦ ﺧﻼﻟﻪ ﻣﻊ‬
‫ﺑﻌﺾ ﺍﻟﺠﻬﻮﺩ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻦ ﺗﺤﻘﻴﻖ ﻣﻴﺰﺓ ﺗﻨﺎﻓﺴﻴﺔ " ‪.‬‬
‫ﺃﻣﺎ ﺍﻟﺘﻬﺪﻳﺪ ﻓﻬﻮ‪ " :‬ﺗﺤ ٍﺪ ﻣﻌﻴﻦ ﺃﻭ ﺧﻄﺮ ﺃﻭ ﻣﺸﻜﻠﺔ ﻣﻌﻴﻨﺔ ﺗﻨﺸﺄ ﻧﺘﻴﺠﺔ ﻟﺒﻌﺾ‬
‫ﺍﻻﺿﻄﺮﺍﺑﺎﺕ ﺃﻭ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﻴﺔ ﻏﻴﺮ ﺍﻟﻤﺮﻏﻮﺏ ﻓﻴﻬﺎ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﻌﻤﻞ ﻭﺗﺆﺛﺮ ﺗﺄﺛﻴﺮﺍ‬
‫ﺳﻠﺒﻲ ﻋﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻭﻳﺘﺮﺗﺐ ﻋﻠﻴﻬﺎ ﺗﺮﺍﺟﻊ ﺃﻭ ﺍﻧﺨﻔﺎﺽ ﺇﻣﺎ ﻓﻲ ﺭﺑﺤﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻭ‬
‫ﺗﻘﺎﺩﻡ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺧﺎﺻﺔ ﻓﻲ ﻅﻞ ﻏﻴﺎﺏ ﺍﻟﺠﻬﻮﺩ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪".1‬‬
‫‪F4‬‬

‫ﻭﺗُﻌﺮﻑ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﻫﻲ ﺍﻟﻤﺰﺍﻳﺎ ﻭﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﻟﺘﻲ ﺗﺘﻤﺘﻊ ﺑﻬﺎ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﻟﻤﻘﺎﺭﻧﺔ ﺑﻤﺎ ﻳﺘﻤﺘﻊ ﺑﻪ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺃﻣﺎ ﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ﻓﻬﻲ‪ " :‬ﻗﺼﻮﺭ‬
‫ﺍﻹﻣﻜﺎﻧﺎﺕ ﻭﺍﻟﻤﺸﻜﻼﺕ ﺍﻟﺘﻲ ﺗﻌﻮﻕ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻦ ﺍﻟﻤﻨﺎﻓﺴﺔ ﺑﻔﻌﺎﻟﻴﺔ ﻛﻤـﺎ ﺃﻧﻬﺎ ﺗﻘﻠﻞ‬
‫ﻣﻦ ﺭﺿﺎ ﺍﻟﻤﺘﻌﺎﻣﻠﻴﻦ ﻣﻌﻬﺎ "‪.2‬‬
‫‪F45‬‬

‫ﻭﺗﺠﺪ ُﺭ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻰ ﺃﻧﻪ ﻻ ﺗﻮﺟﺪ ﻧﻘﺎﻁ ﻗﻮﺓ ﻭﻻ ﻧﻘﺎﻁ ﺿﻌﻒ ﺛﺎﺑﺘﺔ ﺑﻞ ﺗﺘﻐﻴﺮ‬
‫‪3‬‬
‫ﺑﺤﺴﺐ ﺍﻟﻤﺤﺪﺩﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ‪:‬‬ ‫‪F46‬‬

‫‪ -‬ﺩﻭﺭﺓ ﺣﻴﺎﺓ ﺍﻟﻤﺆﺳﺴﺔ؛‬

‫‪ -‬ﻁﺒﻴﻌﺔ ﺍﻟﺼﻨﺎﻋﺔ ﻭﻣﺎ ﻳﺮﺗﺒﻂ ﺑﻌﻮﺍﻣﻞ ﻧﺠﺎﺣﻬﺎ ﺍﻟﺮﺋﻴﺴﻴﺔ؛‬
‫ﺍﻟﻤﺴﺘﻬﺪﻑ‬
‫؛‬ ‫‪ -‬ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻮﻗﻲ‬
‫‪ -‬ﻁﺒﻴﻌﺔ ﺍﻟﻤﻨﺎﻓﺴﺔ‪ :‬ﻭﻫﺬﺍ ﺑﺘﻐﻴﺮ ﺍﻟﻮﺿﻌﻴﺎﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺍﻟﺴﻮﻕ ؛‬
‫‪ -‬ﺣﺠﻢ ﺍﻟﻤﺆﺳﺴﺔ ‪ :‬ﻭﻫﺬﺍ ﺑﺈﺗﺒﺎﻉ ﻧﻔﺲ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻲ ﻣﺮﺣﻠﺘﻴﻦ ﻣﺨﺘﻠﻔﺘﻴﻦ ﻣﻦ‬
‫ﻣﺮﺍﺣﻞ ﻧﻤﻮﻫﺎ‪.‬‬
‫ﻭﻳﻤﻜﻦ ﺫﻛﺮ ﺑﻌﺾ ﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﺍﻟﻤﻮﺟﻮﺩﺓ ﻓﻲ ﻣﺤﻴﻂ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺍﻟﺘﺎﻟﻲ‬
‫ﻭﺑﻌﺾ ﻧﻘﺎﻁ ﻗﻮﺓ ﻭﻧﻘﺎﻁ ﺿﻌﻒ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺍﻟﺠﺪﻭﻝ ‪:‬‬
‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(1‬‬
‫ﻳﻮﺿﺢ ﺑﻌﺾ ﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ‪ ،‬ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻟﻠﻤﺆﺳﺴﺔ‬
‫ﻋﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ‬ ‫ﻋﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ‬
‫‪or applicable copyright law.‬‬

‫‪1- P.Kotler, B. Dubois, Op.Cit, p.110‬‬

‫‪ -2‬ﻣﺤﻤﺪ ﺃﺣﻤﺪ ﻋﻮﺽ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.09.‬‬
‫‪ -3‬ﺍﻟﻤﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ‪ ،‬ﺹ‪.140 .‬‬
‫‪- 30 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ‬ ‫ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ‬ ‫ﺍﻟﺘﻬﺪﻳﺪﺍﺕ‬ ‫ﺍﻟﻔﺮﺹ‬

‫‪ -‬ﻋﺪﻡ ﻭﺟﻮﺩ ﻗﺴﻢ‬ ‫‪ -‬ﺇﻟﻐﺎء ﺍﻟﺪﻋﻢ ﺍﻟﺤﻜﻮﻣﻲ ﻋﻦ ‪ -‬ﻭﺟﻮﺩ ﻋﻼﻣﺔ‬ ‫‪ -‬ﻅﻬﻮﺭ ﺑﺪﺍﺋﻞ‬
‫ﻟﻠﺒﺤﺚ‬ ‫ﺗﺠﺎﺭﻳﺔ‬ ‫ﺍﻟﻤﺆﺳﺴﺔ ؛‬ ‫ﺟﺪﻳﺪﺓ ﻓﻲ‬
‫ﻭﺍﻟﺘﻄﻮﻳﺮ؛‬ ‫ﻣﻌﺮﻭﻓﺔ‪...‬؛‬ ‫‪ -‬ﺗﺰﺍﻳﺪ ﺍﻟﺠﻤﻌﻴﺎﺕ‬ ‫ﺍﻟﺨﺎﻣﺎﺕ ﺃﻭ‬
‫‪ -‬ﺣﺼﺔ ﺳﻮﻗﻴﺔ ﻛﺒﻴﺮﺓ ‪ -‬ﺿﻌﻒ ﻭﺟﻮﺩ ﺑﺮﺍﻣﺞ‬ ‫ﻭﺍﻟﻘﻮﺍﻧﻴﻦ ﻟﺤﻤﺎﻳﺔ‬ ‫ﺍﻟﻤﻮﺭﺩﻳﻦ؛‬
‫ﻟﺘﺨﻔﻴﺾ‬ ‫؛‬ ‫ﺍﻟﺒﻴﺌﺔ ﻭﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ؛‬ ‫‪ -‬ﻅﻬﻮﺭ ﺃﺻﻨﺎﻑ‬
‫ﺍﻟﺘﻜﺎﻟﻴﻒ؛‬ ‫‪ -‬ﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺠﺎﺕ؛‬ ‫‪ -‬ﺗﺨﻔﻴﺾ ﺍﻟﺮﺳﻮﻡ‬ ‫ﺟﺪﻳﺪﺓ‬
‫‪ -‬ﻋﺪﻡ ﺍﺳﺘﻐﻼﻝ‬ ‫‪ -‬ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ‬ ‫ﺍﻟﺠﻤﺮﻛﻴﺔ ﻋﻠﻰ‬ ‫ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ‬
‫ﺍﻟﻄﺎﻗﺎﺕ‬ ‫ﺍﻻﺑﺘﻜﺎﺭ؛‬ ‫ﺍﻟﻮﺍﺭﺩﺍﺕ‪ ،‬ﻭﻣﺎ ﻳﻨﺘﺞ‬ ‫ﻭﺍﺯﺩﻳﺎﺩ‬
‫ﺍﻹﻧﺘﺎﺟﻴﺔ؛‬ ‫‪ -‬ﺗﻜﺎﻟﻴﻒ ﺇﻧﺘﺎﺝ‬ ‫ﻋﻨﻪ ﻣﻦ ﺯﻳﺎﺩﺓ‬ ‫ﻋﺪﺩﻫﻢ؛‬
‫‪ -‬ﺍﺭﺗﻔﺎﻉ ﺍﻟﺘﻜﺎﻟﻴﻒ‬ ‫ﻣﻨﺨﻔﻀﺔ ؛‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ ﺍﻷﺟﻨﺒﻴﺔ؛‬ ‫‪ -‬ﺗﻮﺍﻓﺮ ﻣﺼﺎﺩﺭ‬
‫ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﻨﻘـــﻞ‬ ‫‪ -‬ﺍﺭﺗﻔﺎﻉ ﺃﺳﻌﺎﺭ ﺍﻟﻄﺎﻗﺔ ﺃﻭ ‪ -‬ﺗﻮﺍﻓﺮ ﻗﻮﺓ ﺑﻴﻌﻴﺔ ﻋﻠﻰ‬ ‫ﺗﻤﻮﻳﻞ‬
‫ﻭﺍﻟﺘﻮﺯﻳﻊ؛‬ ‫ﺩﺭﺟﺔ ﻋﺎﻟﻴﺔ ﻣﻦ‬ ‫ﺍﻟﻤﻮﺍﺩ ﺍﻷﻭﻟﻴﺔ؛‬ ‫ﻭﺗﺴﻬﻴﻼﺕ ﻧﻘﺪﻳﺔ؛‬
‫‪ -‬ﻋﺪﻡ ﻭﺟﻮﺩ ﻧﻈﻢ‬ ‫ﺍﻟﻤﻬﺎﺭﺓ ؛‬ ‫‪ -‬ﺗﻐﻴﺮ ﺃﻭ ﺗﻄﻮﺭ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ‬ ‫‪ -‬ﺻﻌﻮﺑﺔ ﺩﺧﻮﻝ‬
‫ﻟﻠﻴﻘﻈﺔ‬ ‫‪ -‬ﻭﺟﻮﺩ ﺧﺪﻣﺎﺕ‬ ‫ﺍﻟﺼﻨﺎﻋﺔ‪...‬ﺍﻟﺦ‪.‬‬ ‫ﻣﻨﺎﻓﺴﻴﻦ‬
‫ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‪...‬ﺍﻟﺦ‪.‬‬ ‫ﻣﺎ ﺑﻌﺪ ﺍﻟﺒﻴﻊ؛‬ ‫ﺟﺪﺩ‪...‬ﺍﻟﺦ‪.‬‬
‫‪ -‬ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺍﻟﺘﻤﻮﻳﻞ‬
‫ﺍﻟﺬﺍﺗﻲ‪.‬‬
‫ﺍﻟﻤﺼﺪﺭ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩﺍﻟﻜﺎﺗﺐ‬

‫ﺇﻥ ﺍﻟﺘﻘﺎﻁﻊ ﺑﻴﻦ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﻴﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ ﻭﻋﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻳﻨﺘﺞ ﻟﻨﺎ‬
‫ﻣﺎ ﻳﺴﻤﻰ ﺑﻤﺼﻔﻮﻓﺔ ﺳﻮﺍﺕ ‪ MATRICE DE SWOT:‬ﻭﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺗﻮﺿﻴﺤﻬﺎ‬
‫ﺑﺎﻟﺠﺪﻭﻝ ﺍﻟﻤﻮﺍﻟﻲ‪.‬‬
‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(2‬‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﺎ‬
‫‪.‬‬ ‫ﻳﻮﺿﺢ ﻟﻨﺎ ﻣﺼﻔﻮﻓﺔ‪ SWOT‬ﻭﺃﻫﻢ‬
‫ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ ‪ /‬ﺍﻟﺒﻴﺌﺔ‬ ‫ﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ‬ ‫ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ‬
‫ﺍﻟﺨﺎﺭﺟﻴﺔ‬
‫ﺍﻟﻔﺮﺹ‬ ‫ﻧﻘﺎﻁ ﺿﻌﻒ ﺗﺤﻮﻝ ﺩﻭﻥ‬ ‫ﻧﻘﺎﻁ ﻗﻮﺓ ﻳﻤﻜﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻓﻲ‬
‫ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺍﻟﻔﺮﺹ‬ ‫ﺍﺳﺘﻐﻼﻝ ﺍﻟﻔﺮﺹ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺇﺻﻼﺣﻴﺔ‬ ‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﻮﺳﻌﻴﺔ‬
‫ﺍﻟﺘﻬﺪﻳﺪﺍﺕ‬ ‫ﻧﻘﺎﻁ ﺿﻌﻒ ﺗﺴﺒﺐ ﻭﺗﺰﻳﺪ ﻣﻦ‬ ‫ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻳﻤﻜﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻓﻲ‬
‫ﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﺍﻟﺨﺎﺭﺟﻴﺔ‬ ‫ﻣﻮﺍﺟﻬﺔ ﺍﻟﺘﻬﺪﻳﺪﺍﺕ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺇﻧﻜﻤﺎﺷﻴﺔ‬ ‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺩﻓﺎﻋﻴﺔ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺼﺪﺭ ‪ :‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ‪.183.‬‬

‫‪- 31 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻭﻳُﻌﺘﻤﺪ ﻋﻠﻰ ﺃﺳﻠﻮﺏ‪ swot‬ﻓﻲ ﺍﻟﺘﺤﻠﻴﻞ ﻭﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻋﻠﻰ ﺍﻟﻨﺤﻮ‬

‫‪1‬‬
‫ﺍﻟﺘﺎﻟﻲ‪:‬‬ ‫‪F47‬‬

‫‪ -1‬ﺗﻮﺟﻴﻪ ﺍﻟﺘﺮﻛﻴﺰ ﺇﻟﻰ‪:‬‬

‫‪ -‬ﻣﺎ ﻫﻲ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ؟‪.‬‬
‫‪ -‬ﺍﻟﻮﺿﻊ ﺍﻟﺘﻨﺎﻓﺴﻲ‪ ،‬ﺃﻱ ﻛﻴﻒ ﺗﻤﻴﺰ ﺍﻟﻤﺆﺳﺴﺔ ﻧﻔﺴﻬﺎ ﻋﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻷﺧﺮﻯ ؟‬
‫‪ -2‬ﺗﺤﻠﻴﻞ ﺍﻟﻔﺮﺹ ‪ :‬ﻭﺍﻟﺘﻲ ﺗﻨﺸﺎ ﻛﻨﺘﻴﺠﺔ ـ‪:‬ﻝ‬
‫‪ -‬ﺍﻟﻔﺠﻮﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ﻟﻠﻤﻨﺎﻓﺴﻴﻦ ؛‬
‫‪ -‬ﺍﻻﺗﺠﺎﻫﺎﺕ ﺍﻹﻳﺠﺎﺑﻴﺔ ﻓﻲ ﺍﻟﻤﺤﻴﻂ ؛‬
‫‪ -‬ﺍﻟﺪﻋﻢ ﻭﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﺴﻴﺎﺳﻲ ﻭﺍﻻﺟﺘﻤﺎﻋﻲ ﻟﺘﻄﻮﺭﺍﺕ ﻣﻌﻴﻨﺔ؛‬
‫ﻭﻣﻦ ﺍﻟﻤﻤﻜﻦ ﻓﺮﺯ ﻫﺬﻩ ﺍﻟﻔﺮﺹ ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺍﻟﻈﺮﻭﻑ ﺍﻟﻔﻌﻠﻴﺔ ﻭﺍﻻﺗﺠﺎﻫﺎﺕ‬
‫ﺍﻟﻤﺤﺘﻤﻠﺔ ﻓﻲ ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﺎﻟﻴﺔ ‪:‬‬
‫‪-‬ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺒﻴﺌﻴﺔ ﺍﻟﻤﺤﻴﻄﺔ)ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪ ،‬ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪ ،‬ﺍﻟﺪﻳﻤﻘﺮﺍﻁﻴﺔ‪(...‬؛‬
‫‪-‬ﺍﻻﺑﺘﻜﺎﺭﺍﺕ؛‬
‫‪-‬ﺍﻷﺳﻮﺍﻕ ﻭﺍﻟﻈﺮﻭﻑ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ؛‬
‫‪-‬ﻋﻮﺍﻣﻞ ﺃﺧﺮﻯ‪.‬‬
‫‪ -3‬ﺗﺤﻠﻴﻞ ﺍﻟﺘﻬﺪﻳﺪﺍﺕ ‪ :‬ﻭﺗﻨﺸﺄ ﻛﻨﺘﻴﺠﺔ ﻝ ‪:‬‬
‫‪ -‬ﺩﺧﻮﻝ ﻣﻨﺎﻓﺴﻴﻦ ﺟﺪﺩ ﺇﻟﻰ ﺍﻟﺴﻮﻕ؛‬
‫‪ -‬ﺗﻮﺍﻓﺮ ﻣﻨﺘﺠﺎﺕ ﺃﻭ ﺧﺪﻣﺎﺕ ﺑﺪﻳﻠﺔ؛‬
‫‪ -‬ﻗﻮﺓ ﺍﻟﻤﻮﻗﻒ ﺍﻟﺘﻔﺎﻭﺿﻲ ﻟﻠﻌﻤﻼء ﺃﻭ ﺍﻟﻤﻮﺭﺩﻳﻦ ﺇﺯﺍء ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫‪ -‬ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺘﻘﻠﻴﺪﻳﻴﻦ؛‬
‫‪ -‬ﺍﻟﺴﻴﺎﺳﺎﺕ ﻭﺍﻹﺟﺮﺍءﺍﺕ ﺫﺍﺕ ﺍﻟﺘﺄﺛﻴﺮ ﺍﻟﺴﻠﺒﻲ ﻋﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ ‪.‬‬
‫ﻭﺍﻟﻈﺮﻭﻑ ﺍﻟﺴﻠﺒﻴﺔ ﺑﺸﻜﻞ ﻋﺎﻡ ‪.‬‬
‫‪ -4‬ﺍﻟﻔﺮﺯ ﺍﻷﻭﻟﻲ ﻟﻠﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ ‪ :‬ﻭﻳﺴﺎﻋﺪ ﺫﻟﻚ ﻋﻠﻰ ﺗﺮﻛﻴﺰ ﺍﻟﺘﺤﻠﻴﻞ ﻋﻠﻰ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﻮﺍﺿﻴﻊ ﺫﺍﺕ ﺍﻟﻌﻼﻗﺔ ﻋﻨﺪ ﺩﺭﺍﺳﺔ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ‪.‬‬

‫‪WWW .NGOCE .ORG‬‬ ‫‪ -1‬ﻣﺮﻛﺰ ﺍﻟﺘﻨﻤﻴﺔ ﻟﻠﻤﻨﻈﻤﺎﺕ ﻏﻴﺮ ﺍﻟﺤﻜﻮﻣﻴﺔ‪،‬‬

‫‪Page Consulter le 21/12/2005.‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -5‬ﺗﺤﻠﻴﻞ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ‪:‬ﻳﺘﻢ ﺇﻋﺪﺍﺩ ﻗﺎﺋﻤﺔ ﺑﺎﻟﻌﻨﺎﺻﺮ ﺍﻟﻤﻬﻤﺔ ﺍﻟﺘﻲ ﺗﺤﺪﺩ ﺃﺩﺍء‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻭﺫﻟﻚ ﺑﺎﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺍﻷﺳﺌﻠﺔ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -‬ﻣﺎ ﻫﻲ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﺫﺍﺕ ﺍﻟﻌﻼﻗﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ؟؛‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺃﻫﻤﻴﺔ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻫﺬﻩ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﺍﻟﻤﺤﺪﺩﺓ‬
‫ﺳﺎﺑﻘﺎ‪.‬‬
‫‪ -6‬ﺍﺧﺘﻴﺎﺭ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ‪ :‬ﻭﺫﻟﻚ ﺑﺘﺤﺪﻳﺪ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻮﺍﺟﺐ ﺇﺗﺒﺎﻋﻬﺎ ﺑﻬﺪﻑ‬
‫ﻣﻮﺍءﻣﺔ ﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﻟﻨﻘﺎﻁ ﺍﻟﻘﻮﺓ ﺃﻭ ﺍﻟﻀﻌﻒ‪.‬‬
‫‪ -7‬ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻘﺼﻴﺮﺓ ﻭﺍﻟﻤﺘﻮﺳﻄﺔ ﻭﺍﻟﻄﻮﻳﻠﺔ ﺍﻷﺟﻞ‪:‬ﻭﻣﻦ ﺍﻟﻤﻬﻢ ﻫﻨﺎ ﻣﻌﺮﻓﺔ‬
‫ﺍﻟﻤﺆﺷﺮﺍﺕ ﺍﻟﺘﻲ ﺗﺤﺪﺩ ﺍﻷﻫﺪﺍﻑ ﺳﻮﺍء ﻧﻮﻋﻴﺎ ﺃﻭ ﻛﻤﻴﺎ ﻭﻛﺬﻟﻚ ﺍﻟﺘﻲ ﺗﺤﺪﺩ ﻣﺎ ﺇﺫﺍ‬
‫ﺳﻴﺘﻢ ﺇﻧﺠﺎﺯﻩ ﻭﻣﺘﻰ ﻭﺃﻳﻦ؟‬
‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ‪ :‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‬
‫ﺇﻥ ﺍﻟﺠﺰء ﺍﻟﻬﺎﻡ ﻭﺍﻟﺨﺎﺹ ﻓﻲ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﺨﺎﺭﺟﻲ ﻫﻮ ﺍﻟﺬﻱ ﻳﺮﺗﻜﺰ ﻋﻠﻰ‬
‫ﺩﺭﺍﺳﺔ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺬﻱ ﻳﻤﺮ ﺃﻭﻻ ﺑﺎﻟﺘﻌﺮﻑ ﺇﻟﻰ ﻣﺨﺘﻠﻒ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺛﻢ ﺑﻌﺪ ﺫﻟﻚ‬
‫ﺩﺭﺍﺳﺔ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺫﻭﻱ ﺍﻷﻭﻟﻮﻳﺔ ﻭﺃﺧﻴﺮﺍ ﺗﺤﻠﻴﻞ ﻭﺿﻌﻴﺎﺗﻬﻢ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻭﺗﺘﻢ ﻋﻠﻰ‬
‫‪1‬‬
‫ﺍﻟﻨﺤﻮ ﺍﻟﺘﺎﻟﻲ‪:‬‬ ‫‪F48‬‬

‫‪ .1‬ﺗﻌﺮﻳﻒ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪:‬ﺑﺎﻟﻤﻔﻬﻮﻡ ﺍﻟﻮﺍﺳﻊ ﻣﻨﺎﻓﺴﺔ ﻣﻨﺘﺞ ﻟﻤﻨﺘﺞ ﺁﺧﺮ ﻫﻲ ﺗﺒﺪﻳﻞ ﺍﻟﻌﻤﻴﻞ‬

‫ﻟﻪ ﻛﻠﻴﺔ ﺃﻭ ﺟﺰء ﻣﻨﻪ ﻭﻋﻨﺪ ﻗﻴﺎﻣﻨﺎ ﺑﻬﺬﺍ ﺍﻟﺘﺤﻠﻴﻞ ﻓﺈﻧﻨﺎ ﻣﻄﺎﻟﺒﻮﻥ ﺑﺎﻹﺟﺎﺑﺔ ﻋﻠﻰ‬
‫ﺍﻷﺳﺌﻠﺔ‪:‬‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺍﻷﺻﻨﺎﻑ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻟﻠﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﺴﺘﺠﻴﺐ ﻟﻨﻔﺲ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ؟؛‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺍﻣﺘﺪﺍﺩﺍﺕ ﺍﻟﺘﻄﻮﺭ ﻟﻠﻤﻨﺎﻓﺴﻴﻦ ﻏﻴﺮ ﺍﻟﻤﺒﺎﺷﺮﻳﻦ ﻋﻠﻰ ﺣﺴﺐ ﺍﻟﺤﺠﻢ ﺃﻭ‬
‫ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،‬ﺍﺧﺘﺮﺍﻕ ﺍﻟﺴﻮﻕ‪ ،‬ﺍﻷﺳﻌﺎﺭ؟؛‬
‫‪ -‬ﻣﻦ ﻫﻢ ﺃﻫﻢ ﻣﻨﺎﻓﺴﻴﻨﺎ ؟‪.‬‬
‫‪ .2‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﻤﺒﺎﺷﺮﻳﻦ ﻭﻏﻴﺮ ﺍﻟﻤﺒﺎﺷﺮﻳﻦ‪:‬ﻭﻳﺘﻢ ﺑﻮﺟﻪ ﺗﻘﺮﻳﺒﻲ ﻋﻠﻰ ﺍﻟﻨﺤﻮ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﺘﺎﻟﻲ‪:‬‬

‫‪1 -Jacques lendrevie, Denis lindon., Op.Cit, p.83.‬‬

‫‪- 33 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺗﻌﺮﻳﻒ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺤﺎﻟﻴﻴﻦ‪ ،‬ﺍﻟﺪﺍﺧﻠﻴﻦ ﺍﻟﺠﺪﺩ ﻭﺍﻟﻤﺤﺘﻤﻠﻴﻦ؛‬

‫‪ -‬ﻭﺿﻌﻴﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻓﻲ ﺍﻟﻤﺠﺎﻝ ﺍﻟﺘﻨﺎﻓﺴﻲ )ﺍﻟﻤﺒﺎﺷﺮ ﻭﻏﻴﺮ ﺍﻟﻤﺒﺎﺷﺮ(؛‬
‫‪ -‬ﺗﻌﺮﻳﻒ ﺍﻷﻫﻢ ﻭﺍﻟﺨﻄﻴﺮ ﻣﻨﻬﻢ ﺍﻟﺤﺎﻟﻲ ﻭﺍﻟﻤﻨﺘﻈﺮ ﻣﻦ ﺣﻴﺚ ﻗﺪﺭﺍﺗﻬﻢ‪،‬‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﻢ‪ ،‬ﺭﺩﻭﺩ ﺃﻓﻌﺎﻟﻬﻢ‪.‬‬
‫‪ .3‬ﺗﺤﻠﻴﻞ ﺍﻟﻮﺿﻌﻴﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‪ :‬ﻭﺃﻫﻢ ﻣﺆﺷﺮ ﻟﻘﻴﺎﺳﻪ ﻫﻮ ﺗﺤﻠﻴﻞ ﺍﻟﺤﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ‬
‫ﻟﻠﻤﻨﺎﻓﺴﺔ ﺳﻮﺍء ﺑﺎﻟﻜﻤﻴﺔ ﺃﻭ ﺑﺎﻟﻘﻴﻤﺔ ﺃﻭ ﻗﻴﺎﺱ ﺍﻟﺤﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻣﻘﺎﺭﻧﺔ‬
‫ﺑﺎﻟﻤﻨﺎﻓﺴﻴﻦ‪.‬‬
‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﻤﺒﺎﻋﺔ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ‬
‫)ﺑﺎﻟﻜﻤﻴﺔ(‬
‫=‬ ‫ﺍﻟﺤﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ ﻟﻤﻨﺘﺞ‪/‬ﻣﺆﺳﺴﺔ‬
‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﻤﺒﺎﻋﺔ ﻣﻦ ﻁﺮﻑ ﺟﻤﻴﻊ ﺍﻟﻤﺆﺳﺴﺎﺕ‬
‫ﺃﻭ‪:‬‬
‫ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ ﺍﻟﻤﺤﻘﻖ ﻣﻦ ﻁﺮﻑ ﻣﻨﺘﺞ ﻣﺎ‪/‬ﻣﺆﺳﺴﺔ‬
‫)ﺑﺎﻟﻘﻴﻤﺔ(‬
‫=‬ ‫ﺍﻟﺤﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ ﻟﻤﻨﺘﺞ‪/‬ﻣﺆﺳﺴﺔ‬
‫ﻣﺠﻤﻮﻉ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ ﺍﻟﻤﺤﻘﻖ ﻣﻦ ﻁﺮﻑ ﻣﺠﻤﻮﻉ‬
‫ﺍﻟﻤﺆﺳﺴﺎﺕ‪/‬ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻌﻴﻦ‬
‫ﺇﻥ ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻫﻮ ﻋﻤﻠﻴﺔ ﺗﻘﻴﻴﻢ ﻟﻠﻤﻨﺎﻓﺴﻴﻦ ﻭﻣﻌﻨﺎﻩ ﻣﻌﺮﻓﺔ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ‬
‫ﻭﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ﻭﺃﻫﻢ ﻣﺎ ﻳﺠﺐ ﺍﻟﻘﻴﺎﻡ ﺑﻪ ﻭﻣﻌﺮﻓﺘﻪ ﻫﻮ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺨﺎﺹ ﺑﻜﻞ‬
‫ﻣﻨﺎﻓﺲ‪ ،‬ﻫﺎﻣﺶ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ‪ ،‬ﺍﻟﺘﺪﻓﻖ ﺍﻟﻨﻘﺪﻱ‪ ،‬ﺑﺮﺍﻣﺞ ﺍﻻﺳﺘﺜﻤﺎﺭﺍﺕ‪ ،‬ﻭﺍﻟﻘﺪﺭﺍﺕ‬
‫‪Le‬‬ ‫ﺍﻹﻧﺘﺎﺟﻴﺔ‪ ،‬ﻛﻤﺎ ﺃﻥ ﻫﻨﺎﻙ ﺗﻘﻨﻴﺎﺕ ﺳﻮﻗﻴﺔ ﺃﺧﺮﻯ ﻛﺎﻟﻘﻴﺎﺱ ﺍﻟﻤﻘﺎﺭﻥ‬
‫‪ Benchmarking‬ﺗﺴﺘﻌﻤﻠﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﻟﻠﻤﻘﺎﺭﻧﺔ ﺑﻴﻨﻬﺎ ﻭﺑﻴﻦ ﻣﻨﺎﻓﺴﻴﻬﺎ ﻟﻤﻌﺮﻓﺔ ﻧﻘﺎﻁ‬
‫ﺿﻌﻔﻬﻢ ﻭﻹﻅﻬﺎﺭ ﺿﻌﻒ ﻓﺮﺿﻴﺎﺗﻬﻢ‪ ،‬ﻓﺒﻌﺾ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﻌﺘﻘﺪ ﺃﻥ ﻣﻨﺘﺠﻬﺎ ﻫﻮ‬
‫ﺍﻷﻓﻀﻞ ﻟﻜﻦ ﺍﻟﻮﺍﻗﻊ ﻏﻴﺮ ﺫﻟﻚ‪.‬‬
‫ﻛﻤﺎ ﺃﻥ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺘﺒﻌﺔ ﻣﻦ ﻁﺮﻑ ﻣﺘﻨﺎﻓﺲ ﻣﺎ ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﻧﻘﺎﻁ ﻗﻮﺗﻪ‬
‫ﻭﺿﻌﻔﻪ ﺗﻔﺴﺮ ﻓﻲ ﻏﺎﻟﺐ ﺍﻷﺣﻴﺎﻥ ﻣﺒﺎﺩﺭﺍﺗﻪ ﻭﺭﺩﻭﺩ ﺃﻓﻌﺎﻟﻪ ﻓﻴﻤﺎ ﻳﺨﺺ ﺍﻷﺳﻌﺎﺭ‪،‬‬
‫ﺗﺮﻗﻴﺔ ﺍﻻﺳﺘﺜﻤﺎﺭ‪ ،‬ﻭﺍﻟﺸﺮﻭﻉ ﻓﻲ ﺇﻁﻼﻕ ﻣﻨﺘﺠﺎﺕ ‪.1‬‬
‫ﺟﺪﻳﺪﺓ‬ ‫‪F49‬‬

‫ﻭﻳﻤﻜﻦ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻰ ﻭﺟﻮﺩ ﺃﺭﺑﻌﺔ ﺃﻧﻮﺍﻉ ﻣﻦ ﺍﻟﻤﺘﻨﺎﻓﺴﻴﻦ ﻋﻠﻰ ﻣﺴﺘﻮﻯ‬

‫‪2‬‬
‫‪or applicable copyright law.‬‬

‫ﺍﻷﺳﻮﺍﻕ ﺣﻴﺚ ﻧﺠﺪ‪:‬‬ ‫‪F50‬‬

‫‪1- P. kolter, B .Dubois, Op.cit, p. 256.‬‬

‫‪2 -Ibid, p.256.‬‬
‫‪- 34 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪-1‬ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻟﻤﺘﺠﺎﻭﺯ‪ DEPASSE:‬ﻫﻲ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﺘﻲ ﺗﺘﻔﺎﻋﻞ ﺑﺒﻂء ﺃﻭ ﺑﺨﺠﻞ‬

‫ﻣﻊ ﺍﻟﺘﻐﻴﺮﺍﺕ ﺍﻟﺘﻲ ﺗﺤﺪﺙ ﻓﻲ ﺍﻟﺴﻮﻕ‪ ،‬ﻭﺍﻟﺴﺒﺐ ﻭﺭﺍء ﺫﻟﻚ ﺭﺍﺟﻊ ﺃﺣﻴﺎﻧﺎ ﺇﻣﺎ‬
‫ﻻﻋﺘﻘﺎﺩﻫﺎ ﺑﻮﻓﺎء ﺯﺑﺎﺋﻨﻬﺎ ﻟﻬﺎ ﺃﻭ ﻷﻧﻬﺎ ﻟﻢ ﺗﻜﺘﺸﻒ ﺍﻟﺘﻐﻴﺮﺍﺕ ﺑﻌﺪ ﺃﻭ ﺃﻧﻬﺎ ﺗﻔﺘﻘﺮ‬
‫ﻟﻸﻣﻮﺍﻝ؛‬
‫‪ -2‬ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻻﺧﺘﻴﺎﺭﻱ‪ SELECTIVE:‬ﻫﺬﺍ ﺍﻷﺧﻴﺮ ﻳﺘﻔﺎﻋﻞ ﻣﻊ ﺑﻌﺾ ﺍﻟﻬﺠﻤﺎﺕ‬
‫ﻓﻘﻂ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻷﺳﻌﺎﺭ ﻣﺜﻼ ﻳﺠﻌﻞ ﺃﺳﻌﺎﺭﻩ ﺗﺘﻤﺎﺷﻰ ﻣﻊ ﺃﺳﻌﺎﺭ ﺍﻵﺧﺮﻳﻦ‬
‫ﻟﻌﺪﻡ ﺗﺸﺠﻴﻊ ﺍﻟﻤﺒﺎﺩﺭﺍﺕ ﺍﻟﻼﺣﻘﺔ ﻓﻲ ﺍﻟﺰﻳﺎﺩﺓ ﻓﻲ ﺍﻷﺳﻌﺎﺭ‪ ،‬ﻭﺗﻔﺎﺩﻱ ﻛﺜﺮﺓ‬
‫ﺍﻹﻋﻼﻥ ﻷﻧﻪ ﻳﺘﻄﻠﺐ ﺃﻣﻮﺍﻻ ﻛﺜﻴﺮﺓ ﻟﻜﻦ ﺍﻟﻜﺸﻒ ﻋﻠﻰ ﻧﻘﺎﻁ ﺿﻌﻒ ﺃﻭ ﺣﺴﺎﺳﻴﺔ‬
‫ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻻﺧﺘﻴﺎﺭﻱ ﻳﻌﺘﺒﺮ ﺑﺎﻟﻜﺴﺐ ﺍﻟﺜﻤﻴﻦ؛‬
‫‪ -3‬ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻟﻤﻔﺘﺮﺱ ‪ FéROCE :‬ﺣﻴﺚ ﻳﺘﻔﺎﻋﻞ ﺑﻘﺴﻮﺓ ﻣﻊ ﻛﻞ ﻫﺠﻮﻡ ﻳﻤﺲ‬
‫ﺇﻗﻠﻴﻤﻪ ﻣﺜﻼ ﻓﻲ ﺳﻮﻕ ﺍﻟﺼﻮﺭ ﺍﻟﻠﺤﻈﻴﺔ ﻭﻗﻔﺖ ﻣﺆﺳﺴﺔ ‪ Plaroid‬ﺿﺪ ﻣﺆﺳﺴﺔ‬
‫‪ Kodak‬ﺍﻟﻤﺸﻬﻮﺭﺓ ﺑﻜﻞ ﺍﻟﻮﺳﺎﺋﻞ ﻟﻤﻬﺎﺟﻤﺘﻬﺎ ﺣﺘﻰ ﺃﻟﺰَﻣﺘﻬﺎ ﺍﻟﺘﺨﻠﻲ ﻋﻦ‬
‫ﻣﻨﺘﺠﺎﺗﻬﺎ؛‬
‫‪ -4‬ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻟﻌﺸﻮﺍﺋﻲ‪ ALAETOIRE :‬ﺑﻌﺾ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻻ ﺗﻬﺎﺟﻢ ﺑﺼﻔﺔ‬
‫ﻣﺘﻨﺎﺳﻘﺔ ﺣﻴﺚ ﺇﻧﻬﺎ ﻓﻲ ﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ ﺗﻬﺎﺟﻢ ﻭﺃﺣﻴﺎﻧﺎ ﺃﺧﺮﻯ ﺗﻔﻀﻞ ﺍﻟﺨﻤﻮﻝ ﻟﺬﺍ‬
‫ﻳﺼﺒﺢ ﻣﻦ ﺍﻟﺼﻌﺐ ﻋﻠﻴﻨﺎ ﺍﻛﺘﺸﺎﻑ ﻣﺜﻞ ﻫﺬﻩ ﺍﻟﻤﻤﺎﺭﺳﺎﺕ ﻏﻴﺮ ﺍﻟﻤﻨﻈﻤﺔ ﻭﺍﻟﺘﻲ‬
‫ﺗﺘﻤﺎﺷﻰ ﻣﻊ ﺍﻟﻈﺮﻭﻑ ﺍﻟﺘﻲ ﺗﺴﻮﺩ ﺍﻟﺴﻮﻕ‪.‬‬
‫ﻭﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ ﻓﺈﻥ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﺬﻱ ﺗﻘﻮﻡ ﺑﻪ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻦ‬
‫ﻣﻨﺎﻓﺴﻴﻬﺎ ﻳﺴﻤﺢ ﻟﻬﺎ ﺑﺘﺤﻀﻴﺮ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻟﻠﻤﻮﺍﺟﻬﺔ ﺃﻭ ﺍﻟﺘﻔﺎﺩﻱ‪ ،‬ﻭﺑﺄﻱ ﺣﺎﻝ ﻣﻦ‬
‫ﺍﻷﺣﻮﺍﻝ ﻧﺒﺪﺃ ﺑﺎﻟﻬﺠﻮﻡ؟ ﻭﻣﺘﻰ ﻧﺘﻔﺎﺩﺍﻩ ؟ ﻓﻬﻞ ﻧﻮﺍﺟﻪ‪:‬‬
‫‪ -‬ﺍﻟﻘﻮﻱ ﺃﻡ ﺍﻟﻀﻌﻴﻒ‪ :‬ﻓﺎﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﻔﻀﻞ ﻣﻮﺍﺟﻬﺔ ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻟﻀﻌﻴﻒ‬
‫ﻷﻥ ﻫﺬﺍ ﻳﻜﻠﻔﻬﺎ ﻣﻮﺍﺭﺩ ﺃﻗﻞ ﻭﻳﺮﺑﺤﻬﺎ ﻭﻗﺘﺎ َ ﺃﻛﺒﺮ‪ ،‬ﻋﻜﺲ ﺑﻌﺾ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻓﺈﻧﻬﺎ‬
‫ﺗﻮﺍﺟﻪ ﺍﻟﻤﺘﻨﺎﻓﺲ ﺍﻟﻘﻮﻱ ﻻﺳﺘﻄﻼﻋﻬﺎ ﻋﻠﻰ ﺍﻟﺠﺪﻳﺪ ﻭﻛﺸﻒ ﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ﻭﺍﻟﻘﻮﺓ‬
‫ﻟﺘﻔﺎﺩﻱ ﻣﺎ ﻫﻮ ﺿﻌﻴﻒ ﻭﺗﺘﺒﻊ ﺍﻟﺠﻴﺪ ؛‬
‫‪ -‬ﺍﻟﻘﺮﻳﺐ ﺃﻡ ﺍﻟﺒﻌﻴﺪ‪ :‬ﻓﻤﻌﻈﻢ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﻔﻀﻞ ﻣﻮﺍﺟﻬﺔ ﺍﻟﻘﺮﻳﺐ ﻷﻥ ﻫﺬﺍ ﻳﻜﻠﻔﻬﺎ‬
‫ﺃﻗﻞ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -‬ﺍﻟﺤﺴﻦ ﺃﻡ ﺍﻟﺴﻴﺊ ‪ :‬ﻟﻜﻦ ﺍﻷﻭﻝ ﻳﻤﺘﺎﺯ ﻋﻨﻪ ﻋﻠﻰ ﺍﻟﺜﺎﻧﻲ ﺑﻤﺠﻤﻮﻋﺔ ﻣﻦ‬
‫ﺍﻟﺨﺼﺎﺋﺺ‪:‬‬
‫‪ -‬ﻳُﻘﻴﻢ ﻗﻴﺎﺳﻪ ﺍﻟﺨﺎﺹﺏﺇﻣﻜﺎﻧﻴﺎﺕ ﻧﻤﻮ ﺍﻟﺴﻮﻕ؛‪.‬‬
‫‪- 35 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﻳﺤﺪﺩ ﺃﺳﻌﺎﺭﻩ ﺑﺼﻔﺔ ﻋﻘﻼﻧﻴﺔ‪.‬‬

‫‪ -‬ﺇﻧﻪ ﻳﻔﻀﻞ ﺍﻻﻋﺘﺪﺍﻝ ﻓﻲ ﺍﻟﻘﻄﺎﻉ‪.‬ﻳﺤﺘﺮﻡ ﺣﺪﻭﺩ ﻭﺿﻌﻴﺘﻪ ﻓﻲ ﺟﺰء ﻣﻌﻴﻦ ﻣﻦ‬
‫ﺍﻟﺴﻮﻕ؛‬
‫‪ -‬ﻳﻌﻤﻞ ﻋﻠﻰ ﺗﻄﻮﻳﺮ ﻣﻨﺘﺠﺎﺗﻪ؛‬
‫‪ -‬ﻻ ﻳﺮﻓﺾ ﺗﻘﺴﻴﻢ ﻛﻞ ﻣﻦ ﺍﻟﺴﻮﻕ ﻭﺍﻷﺭﺑﺎﺡ‪.‬‬
‫ﻋﻠﻰ ﻋﻜﺲ ﺍﻟﺜﺎﻧﻲ – ﺍﻟﺴﻴﺊ – ﻫﻮ ﻣﺘﺤﺎﻳﻞ ﻋﻠﻰ ﺍﻟﻘﺎﻧﻮﻥ ﻭﻳﺸﻜﻞ ﺗﻬﺪﻳﺪﺍَ◌ً‬
‫ﻋﻠﻰ ﺍﻋﺘﺪﺍﻝ ﺍﻟﺴﻮﻕ‪.‬‬
‫ﻭﻣﺎ ﺗﺠﺪﺭ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻴﻪ ﻓﻲ ﺁﺧﺮ ﻫﺬﺍ ﺍﻟﻤﻄﻠﺐ ﺃﻧﻨﺎ ﻧﺴﺘﻨﺘﺞ ﺃﻥ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺤﻠﻴﻞ‬
‫ﻭﺍﻟﺘﺸﺨﻴﺺ ﻋﻤﻠﻴﺔ ﻓﻲ ﻏﺎﻳﺔ ﺍﻷﻫﻤﻴﺔ ﻟﻜﻞ ﺍﻟﻤﺮﺍﺣﻞ ﺍﻟﻘﺎﺩﻣﺔ ﻹﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻳﻤﻜﻦ ﺃﻥ ﺗﻘﻮﻡ ﺑﺬﻛﺮ ﺃﻫﻢ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﻮﺍﺟﺐ ﺗﺤﻠﻴﻠﻬﺎ ﻓﻲ ﻫﺬﺍ ﺍﻟﻤﻘﺎﻡ ﻭﻫﻲ‬
‫ﻣﻮﺿﺤﺔ ﻓﻲ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ‪:‬‬
‫‪or applicable copyright law.‬‬

‫‪- 36 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‬

‫( ﻳﻮﺿﺢ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺤﻠﻴﻞ ﻭﺍﻟﺘﺸﺨﻴﺺ ﺍﻟﺒﻴﺌﻲ‬6) ‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‬

‫ ﻣﻦ ﺇﻋﺪﺍﺩ ﺍﻟﻜﺎﺗﺐ‬:‫ﺍﻟﻤﺼﺪﺭ‬

‫ ﺗﺸﻜﻴﻞ ﺍﻷﻫﺪﺍﻑ‬:‫ﺍﻟﻤﺒﺤﺚ ﺍﻟﺜﺎﻧﻲ‬

or applicable copyright law.

‫ﻓﻲ ﻫﺬﻩ ﺍﻟﻤﺮﺣﻠﺔ ﻣﻦ ﻣﺮﺍﺣﻞ ﺇﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﺤﺪﺩ ﺇﺩﺍﺭﺓ‬

‫ﺍﻟﻤﺆﺳﺴﺔ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻲ ﺗﺮﻏﺐ ﻓﻲ ﺗﺤﻘﻴﻘﻬﺎ ﻣﻦ ﺧﻼﻝ ﺃﻧﺸﻄﺘﻬﺎ ﻭﺟﻬﻮﺩﻫﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
.‫ﻭﻫﻮ ﻣﺎ ﻳﺴﺘﺪﻋﻲ ﺍﻟﺘﻌﺮﻳﻒ ﺑﺎﻷﻫﺪﺍﻑ ﻭﻣﺮﺍﺣﻞ ﺻﻴﺎﻏﺘﻬﺎ‬
- 37 -

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻷﻫﺪﺍﻑ‬

‫ﻗﺒﻞ ﺍﻟﺘﻄﺮﻕ ﺇﻟﻰ ﻣﻔﻬﻮﻡ ﺍﻷﻫﺪﺍﻑ ﻳﺠﺪﺭ ﺑﻨﺎ ﺍﻟﺘﻌﺮﻳﻒ ﺑﻤﻔﺎﻫﻴﻢ ﻣﺮﺗﺒﻄﺔ ﺑﻪ‬
‫ﻭﻫﻲ ﺍﻟﻐﺎﻳﺎﺕ‪ ،‬ﺍﻟﻐﺮﺽ‪ ،‬ﺇﺫ ﺗﻌﺮﻑ ﺍﻟﻐﺎﻳﺎﺕ ﻋﻠﻰ ﺃﻧﻬﺎ ‪:‬‬
‫" ﺍﻟﻨﺘﺎﺋﺞ ﺍﻟﻨﻬﺎﺋﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﺮﺗﺒﻂ ﺑﺘﺤﺪﻳﺪ ﺍﻟﻐﺮﺽ ﺍﻟﺬﻱ ﻳﻤﻴﺰﻫﺎ ﻋﻦ ﻏﻴﺮﻫﺎ‬
‫ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻤﻤﺎﺛﻠﺔ‪ ،‬ﻭﻋﺎﺩﺓ ﻣﺎ ﺗﺴﺘﻨﺪ ﺍﻟﻐﺎﻳﺎﺕ ﺇﻟﻰ ﺭﺳﺎﻟﺔ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻭﺻﻮﺭﺗﻬﺎ‬
‫ﺍﻟﻤﻤﻴﺰﺓ ﻭﺗﻌﻜﺲ ﻣﻨﺘﺠﺎﺗﻬﺎ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻭﺃﺳﻮﺍﻗﻬﺎ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺑﺨﺪﻣﺘﻬﺎ ﻭﺍﻟﺤﺎﺟﺎﺕ‬
‫ﺍﻷﺳﺎﺳﻴﺔ ﺍﻟﺘﻲ ﺗﺤﺎﻭﻝ ﺇﺷﺒﺎﻋﻬﺎ " ‪.1‬‬
‫‪F51‬‬

‫ﺃﻣﺎ ﺍﻟﻐﺮﺽ ﻓﻴﺸﻴﺮ ﺇﻟﻰ‪ " :‬ﺍﻟﺪﻭﺭ ﺍﻷﺳﺎﺳﻲ ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﻭﺍﻟﺬﻱ ﻳﺘﻢ ﺗﻌﺮﻳﻔﻪ‬
‫ﺑﻮﺍﺳﻄﺔ ﻛﻞ ﺍﻷﻁﺮﺍﻑ ﺻﺎﺣﺒﺔ ﺍﻟﻤﺼﻠﺤﺔ ﻭﺍﻟﺘﻲ ﺗﺘﺤﻤﻞ ﺍﻟﻤﺨﺎﻁﺮﺓ ﺑﺎﻟﺘﻌﺎﻣﻞ‬
‫‪2‬‬
‫ﻣﻌﻬﺎ"‪.‬‬ ‫‪F52‬‬

‫ﻓﺎﻟﻐﺮﺽ ﻛﻤﺎ ﻳﺘﻢ ﺭﺅﻳﺘﻪ ﺑﻮﺍﺳﻄﺔ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻫﻮ ﺃﻥ ﺗُﻤﺪﻫﻢ ﺍﻟﻤﺆﺳﺴﺔ‬

‫ﺑﻤﻨﺘﺠﺎﺕ ﺫﺍﺕ ﺟﻮﺩﺓ ﻭﺃﺳﻌﺎﺭ ﻣﻌﻘﻮﻟﺔ‪ ،‬ﺃﻣﺎ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﻫﻮ ﺃﻥ ﺗُ ِﻤﺪﻫﻢ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺑﻈﺮﻭﻑ ﻣﻼﺋﻤﺔ ﻭﺃﺟﻮﺭ ﻋﺎﺩﻟﺔ ﻭﻣﺤﻔﺰﺓ‪ ،‬ﺃﻣﺎ ﻋﻨﺪ ﺃﺻﺤﺎﺏ ﺍﻷﺳﻬﻢ ﻓﻬﻮ ﺃﻥ ﺗﺤﻘﻖ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺃﻗﺼﻰ ﻣﻌﺪﻝ ﻋﺎﺋﺪ ﻋﻠﻰ ﺍﻷﻣﻮﺍﻝ ﺍﻟﺘﻲ ﻳﺴﺘﺜﻤﺮﻭﻧﻬﺎ ‪.‬‬
‫ﺇﺫﻥ ﺍﻟﻐﺎﻳﺎﺕ ﻫﻲ ﺑﻤﺜﺎﺑﺔ ﺃﻫﺪﺍﻑ ﻋﺎﻣﺔ ﻭﺷﺎﻣﻠﺔ ﺗﻌﻜﺲ ﻣﺎ ﺗﺴﻌﻰ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺇﻟﻰ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻪ ﻓﻲ ﺍﻵﺟﺎﻝ ﺍﻟﻄﻮﻳﻠﺔ ﻣﺜﻞ ﺍﻟﺮﺑﺢ‪ ،‬ﺍﻟﻨﻤﻮ‪ ،‬ﺍﻟﺘﻮﺳﻊ‪...‬‬
‫ﺍﻟﺦ‪.‬‬
‫ﻓﻺﺩﺭﺍﻙ ﺍﻟﻤﺆﺳﺴﺔ ﻏﺮﺿﻬﺎ ﻭﺗﺤﻘﻴﻘﻪ ﻻ ﺑُ َﺪ ﻟﻬﺎ ﻭﺃﻥ ﺗﻀﻊ ﺭﺳﺎﻟﺘﻬﺎ ﺍﻟﻤﺤﺪﺩﺓ‬
‫ﺍﻟﻤﻬﻤﺔﻳﺠﺐ ﻋﻠﻴﻬﺎ ﺗﺤﻘﻴﻖ‬
‫‪-‬‬ ‫ﻓﻲ ﺟﻤﻠﺔ ﺃﻭ ﻋﺪﺓ ﺟﻤﻞ ﻭﻟﻜﻲ ﻳﺘﻢ ﺗﺤﻘﻴﻖ ﻫﺬﻩ ﺍﻟﺮﺳﺎﻟﺔ ‪-‬‬
‫ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻲ ﺗﻌﻤﻞ ﻋﻠﻰ ﺗﺤﻘﻴﻘﻬﺎ‪ ،‬ﻭﺍﻷﻫﺪﺍﻑ‬
‫ﻫﻲ ‪ " :‬ﺍﻟﻨﺘﺎﺋﺞ ﺍﻟﻤﻄﻠﻮﺏ ﺗﺤﻘﻴﻘﻬﺎ ﻟﺘﺮﺟﻤﺔ ﻣﻬﺎﻡ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺭﺳﺎﻟﺘﻬﺎ ﺇﻟﻰ ﻭﺍﻗﻊ‬
‫‪3‬‬
‫ﻋﻤﻠﻲ"‬ ‫‪F53‬‬

‫ﻛﻤﺎ ﺃﻥ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ﺗﺘﻌﺪﺩ ﻋﻠﻰ ﺣﺴﺐ ﺯﻣﻦ ﺇﻧﺠﺎﺯﻫﺎ ﻓﻤﻨﻬﺎ ﺍﻟﻄﻮﻳﻠﺔ‪،‬‬
‫ﺍﻟﻤﺘﻮﺳﻄﺔ‪ ،‬ﺍﻟﻘﺼﻴﺮﺓ‪ ،‬ﺃﻭ ﺃﻥ ﻫﻨﺎﻙ ﺃﻫﺪﺍﻓﺎ ﺍﻗﺘﺼﺎﺩﻳﺔ ﺃﻭ ﺍﺟﺘﻤﺎﻋﻴﺔ‪ ...‬ﻭﺣﺴﺐ ﺑﻴﺘﺮ‬
‫ﺩﺭﺍﻛﺮ ﻓﺈﻧﻪ ﻳﻘﺘﺮﺡ ﺛﻤﺎﻧﻴﺔ ﻣﺠﺎﻻﺕ ﺭﺋﻴﺴﻴﺔ ﻭﻫﻲ‪:‬‬
‫‪ -1‬ﻭﺿﻌﻴﺔ ﺍﻟﺴﻮﻕ‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺼﻄﻔﻰ ﻣﺤﻤﻮﺩ ﺃﺑﻮ ﺑﻜﺮ‪ ،‬ﺍﻟﻤﺮﺟﻊ ﻓﻲ ﺍﻟﺘﻔﻜﻴﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﺍﻹﺩﺍﺭﺓ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﺍﻟﺪﺍﺭ‬
‫ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪ ،2004 ،‬ﺹ‪.322 .‬‬
‫‪ -2‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.04 .‬‬
‫‪ -3‬ﻣﺼﻄﻔﻰ ﻣﺤﻤﻮﺩ ﺃﺑﻮ ﺑﻜﺮ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.323.‬‬
‫‪- 38 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫;‪AN: 924151 ; .‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ – 2‬ﺍﻻﺑﺘﻜﺎﺭ‬
‫‪ – 3‬ﺍﻹﻧﺘﺎﺟﻴﺔ‬
‫‪ – 4‬ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻤﺎﻟﻴﺔ ﻭﺍﻟﻠﻮﺟﺴﺘﻴﺔ‬
‫‪ –5‬ﺍﻟﺮﺑﺤﻴﺔ‬
‫‪ –6‬ﺍﻟﻨﻤﻮ ﻭﺍﻷﺩﺍء‬
‫‪ –7‬ﻗﺪﺭﺍﺕ ﻭﺃﺩﺍء ﺍﻷﻓﺮﺍﺩ‬
‫‪1‬‬
‫‪ –8‬ﺍﻟﻤﺴﺆﻭﻟﻴﺔ ﺍﻟﻌﻤﻮﻣﻴﺔ‪.".‬‬
‫‪F54‬‬

‫‪2‬‬
‫ﺑﻜﻮﻧﻬﺎ‪:‬‬ ‫ﺗﺘﻤﻴﺰ ﺟﻤﻠﺔ ﺍﻷﻫﺪﺍﻑ‬
‫‪F5‬‬

‫ﺣﺎﻟﺔ ﺃﻭ ﻭﺿﻊ ﻣﺮﻏﻮﺏ ﻓﻴﻪ؛‬ ‫‪.1‬‬

‫ﻭﺳﻴﻠﺔ ﻟﻘﻴﺎﺱ ﺍﻟﺘﻘﺪﻡ ﺍﺗﺠﺎﻩ ﺍﻟﻮﺿﻊ ﺍﻟﻤﺮﻏﻮﺏ ﻓﻴﻪ؛‬ ‫‪.2‬‬
‫ﻧﺘﻴﺠﺔ ﻳﻤﻜﻦ ﺗﺤﻘﻴﻘﻬﺎ؛‬ ‫‪.3‬‬
‫ﺇﻁﺎﺭ ﺯﻣﻨﻲ ﻳﻤﻜﻦ ﻣﻦ ﺧﻼﻟﻪ ﺗﺤﻘﻴﻖ ﺍﻟﻨﺘﺎﺋﺞ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‪.‬‬ ‫‪.4‬‬
‫ﻗﻴﺎﺱ ( ﻣﺮﺩﻭﺩﻳﺔ ) ﻭﺿﻊ ( ﺑـ‬ ‫ﻭﻣﺜﺎﻝ ﺫﻟﻚ‪ :‬ﻧﻨﺘﻈﺮ ﻣﻌﺪﻝ )‬
‫‪) % 20‬ﻧﺘﻴﺠﺔ( ﺧﻼﻝ ﺍﻟﺴﻨﺘﻴﻦ ﺍﻟﻘﺎﺩﻣﺘﻴﻦ )ﺇﻁﺎﺭ ﺯﻣﻨﻲ ( ﻭﻳﻔﺴﺮ ﻫﺬﺍ ﺑﺄﻥ ﺍﻷﻫﺪﺍﻑ‬
‫ﺗﺤﺪﺩ ﻣﺎ ﺍﻟﺬﻱ ﻳﻤﻜﻦ ﺇﻧﺠﺎﺯﻩ ﺃﻭ ﺗﺤﻘﻴﻘﻪ ﻭﻣﺘﻰ ﺳﻮﻑ ﻳﺘﻢ ﺗﺤﻘﻴﻘﻪ‪ .‬ﺃﻣﺎ ﺗﺤﻘﻴﻘﻪ ﻓﺬﻟﻚ‬
‫ﺃﻣﺮ ﺗﻘﻮﻡ ﺑﻪ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺨﻄﻴﻂ ﻟﻸﻧﺸﻄﺔ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺍﻟﻼﺯﻣﺔ ﻟﺘﺤﻘﻴﻖ ﺍﻟﻬﺪﻑ ‪.‬‬
‫ﺃﻥ ﺗﺘﻮﻓﺮ ﻓﻴﻬﺎ ﻋﺪﺓ‬ ‫ﺇﻥ ﺟﻤﻠﺔ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻲ ﺗﺤﺪﺩﻫﺎ ﺍﻟﻤﺆﺳﺴﺔ ﻳﺠﺐ‬
‫ﺧﺼﺎﺋﺺ ﺃﻫﻤﻬﺎ‪:‬‬
‫‪ -1‬ﺍﻟﺘﺴﻠﺴﻞ ﻭﺍﻟﻬﺮﻣﻴﺔ‪ Hieararchisés :‬ﻓﻠﻠﻤﺆﺳﺴﺔ ﻋﺪﺓ ﺃﻫﺪﺍﻑ ﻣﺘﺴﺎﻭﻳﺔ ﻓﻲ‬
‫ﺍﻷﻫﻤﻴﺔ ﻓﻴﺠﺐ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻴﻬﺎ ﺣﺴﺐ ﺃﻫﻤﻴﺘﻬﺎ ﻭﺣﺴﺐ ﺗﺴﻠﺴﻠﻬﺎ ﺍﻟﺘﻨﻈﻴﻤﻲ ﻓﻬﻨﺎﻙ‬
‫ﺗﺴﻠﺴﻞ ﻓﻲ ﺍﻷﻫﺪﺍﻑ ﻟﺘﺤﺪﻳﺪ ﺍﻟﺪﻭﺭ ﺍﻟﻤﻄﻠﻮﺏ ﻣﻦ ﻛﻞ ﻭﺣﺪﺓ ﺗﻨﻈﻴﻤﻴﺔ ﻓﻲ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺗﺤﻘﻴﻘﺎ ﻟﻠﻬﺪﻑ ﺍﻟﻤﻄﻠﻮﺏ ﺇﻧﺠﺎﺯﻩ ﻭﺍﻟﺬﻱ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﻣﺘﻤﺎﺷﻴﺎ ﻣﻊ‬
‫ﺃﻏﺮﺍﺽ ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫‪ -2‬ﺍﻟﺘﻌﺒﻴﺮ ﺍﻟﻜﻤﻲ ﺃﻭ ﺍﻟﺘﻜﻤﻴﻢ‪ :Quantifiés :‬ﻳﻔﻀﻞ ﺃﻥ ﻳﻜﻮﻥ ﺍﻟﻬﺪﻑ ﺍﻟﻤﻄﻠﻮﺏ‬
‫ﺗﺤﻘﻴﻘﻪ ﻓﻲ ﺷﻜﻞ ﻛﻤﻲ ﻭﺃﻥ ﻳﺤﺪﺩ ﻓﻴﻪ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻄﻠﻮﺏ ﺇﻧﺠﺎﺯﻩ؛‬
‫‪or applicable copyright law.‬‬

‫‪1- Raymand. Alain Thieatart, la stratégie d'entreprise, Ediscience international édition, Paris,‬‬
‫‪France, 1996, p .153.‬‬
‫‪ -2‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.05.‬‬
‫‪- 39 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -3‬ﺍﻟﻮﺍﻗﻌﻴﺔ ﻭﺍﻟﻘﺎﺑﻠﻴﺔ ﻟﻺﻧﺠﺎﺯ‪ :Réalistes:‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺍﻟﻬﺪﻑ ﻭﺍﻗﻌﻴﺎ ﻭﻣﻤﻜﻨﺎ‬

‫ﺑﺎﻟﻨﺴﺒﺔ ﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻣﺎﻟﻴﺎ ﻭﺑﺸﺮﻳﺎ‪...‬ﺍﻟﺦ ﻭﻳﺠﺐ ﺍﻻﻋﺘﻤﺎﺩ ﻓﻲ ﺫﻟﻚ ﻋﻠﻰ‬
‫ﺩﺭﺍﺳﺔ ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺩﺭﺍﺳﺔ ﺍﻟﻔﺮﺹ ﺍﻟﻤﺘﺎﺣﺔ ﻭﺍﻟﻌﻮﺍﻣﻞ‬
‫ﺍﻟﻤﺘﺼﻠﺔ ﺑﺎﻟﺒﻴﺌﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ؛‬
‫‪ -4‬ﺍﻟﺘﻨﺎﺳﻖ‪ :cohérentes :‬ﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻣﺘﻨﺎﺳﻘﺔ ﻭﻏﻴﺮ‬
‫ﻣﺘﻌﺎﺭﺿﺔ‪ ،‬ﻭﻣﻦ ﺍﻟﻨﻘﺎﻁﺍﻟﺘﻲ ﻗﺪ ﻳﻮﺟﺪ ﻓﻴﻬﺎ ﺍﻟﺘﻌﺎﺭﺽ ﻛﻞ ﻣﻦ ﺍﻷﺭﺑﺎﺡ ﻗﺼﻴﺮﺓ‬
‫ﺍﻷﺟﻞ ﻭﻁﻮﻳﻠﺔ ﺍﻷﺟﻞ ﻭﻣﺠﻤﻞ ﺍﻷﺭﺑﺎﺡ ﻭﺍﻟﻤﺮﻛﺰ ﺍﻟﺘﻨﺎﻓﺴﻲ‪ ،‬ﺯﻳﺎﺩﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺤﻠﻴﺔ ﻭﺗﻨﻤﻴﺔ ﺃﺳﻮﺍﻕ ﺟﺪﻳﺪﺓ ﺍﻟﺮﺑﺢ ﻭﺍﻟﻤﺴﺆﻭﻟﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫‪....‬ﺍﻟﺦ‪.‬‬
‫‪1‬‬
‫ﻭﻫﻲ‪:‬‬ ‫ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﻣﺎ ﺳﺒﻖ ﻳﻤﻜﻦ ﺗﺤﺪﻳﺪ ﺟﻤﻠﺔ ﻣﻦ ﺍﻟﺴﻤﺎﺕ ﻟﻸﻫﺪﺍﻑ‬
‫‪F56‬‬

‫‪ -‬ﺍﻟﻤﻼءﻣﺔ‪ :‬ﺃﻱ ﺗﻨﺎﺳﺐ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻮﺿﻮﻋﺔ ﻣﻊ ﺍﻷﻏﺮﺍﺽ ﺍﻟﻌﺎﻣﺔ ﻟﻠﻤﺆﺳﺴﺔ؛‬

‫‪ -‬ﺍﻟﻮﺿﻮﺡ ﻭﺍﻟﻔﻬﻢ ﻭﺍﻟﻤﺮﻭﻧﺔ‪ :‬ﺃﻱ ﻗﺪﺭﺓ ﺍﻷﻫﺪﺍﻑ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﺍﻟﺘﻜﻴﻒ ﻣﻊ‬
‫ﺍﻟﻤﺘﻐﻴﺮﺍﺕ‪ ،‬ﻭﻣﻨﻬﺎ ﻭﺿﻊ ﻣﺴﺘﻮﻳﺎﺕ ﺑﺪﻳﻠﺔ ﻭﺃﻥ ﻳﺤﺪﺩ ﻧﻄﺎﻕ ﺍﻟﺘﻌﺪﻳﻞ؛‬
‫‪ -‬ﺍﻟﻘﺒﻮﻝ‪ :‬ﻭﻣﻌﻨﺎﻩ ﻣﺸﺎﺭﻛﺔ ﺟﻤﻴﻊ ﺍﻟﻌﺎﻣﻠﻴﻦ ﻓﻲ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﻭﻗﺒﻮﻟﻬﻢ ﻟﻬﺎ‪ ،‬ﻭﻗﺪ‬
‫ﺗﻤﺘﺪ ﺇﻟﻰ ﺃﻁﺮﺍﻑ ﺧﺎﺭﺝ ﺍﻟﻤﺆﺳﺴﺔ ﻛﺠﻤﺎﻋﺎﺕ ﺍﻟﻀﻐﻂ ﻣﺜﻼ؛‬
‫‪ -‬ﺍﻟﺘﺤﻔﻴﺰ ‪ :‬ﺃﻱ ﻭﺿﻊ ﺍﻷﻫﺪﺍﻑ ﺑﺸﻜﻞ ﻣﺤﻔﺰ ﻟﻸﻓﺮﺍﺩ‪ ،‬ﻭﻟﻴﺲ ﻣﺜﺒﻂ ﻟﻬﻢ‪.‬‬
‫‪2‬‬
‫ﺍﻟﺘﺴﻮﻳﻖ‪:‬‬
‫‪57F‬‬ ‫ﻫﻨﺎﻙ ﻧﻮﻋﺎﻥ ﻣﻦ ﺍﻷﻫﺪﺍﻑ ﻳﺘﻢ ﺗﺤﺪﻳﺪﻫﻤﺎ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺇﺩﺍﺭﺓ‬
‫‪ -‬ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺎﻟﻴﺔ ‪ :‬ﻭﺗﺘﻌﻠﻖ ﻛﺜﻴﺮﺍ ﺑﻤﻌﺪﻝ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ ﻓﻲ ﺍﻵﺟﺎﻝ ﺍﻟﻄﻮﻳﻠﺔ‪،‬‬
‫ﺍﻟﻘﺼﻴﺮﺓ‪ ،‬ﺍﻟﻤﺘﻮﺳﻄﺔ‪ ،‬ﺍﻟﺘﺪﻓﻖ‪ ،‬ﺍﻟﻨﻘﺪﻱ ﻭﺍﻷﺭﺑﺎﺡ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ؛‬
‫‪ -‬ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪ :‬ﻭﺗﺮﺗﻜﺰ ﻋﻠﻰ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺎﻟﻴﺔ ﺍﻟﺴﺎﺑﻘﺔ ﻭﺗﺘﺮﺟﻢ ﻓﻲ ﺭﻗﻢ‬
‫ﺃﻋﻤﺎﻝ ﻣﺒﻴﻌﺎﺕ‪ ،‬ﺣﺼﺔ ﺍﻟﺴﻮﻕ‪ ،‬ﻭﻣﻨﻬﺎ ﻛﺬﻟﻚ ﺍﻟﺘﻐﻄﻴﺔ ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺻﻮﺭﺓ‬
‫ﺍﻟﺸﻬﺮﺓ‪...‬ﺍﻟﺦ‪.‬‬
‫‪.‬‬ ‫ﺍﻟﻤﺆﺳﺴﺔ‪،‬‬
‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫ﻭﻋﻤﻮﻣﺎ ﻫﻨﺎﻙ ﺛﻼﺛﺔ ﺃﻧﻮﺍﻉ ﺭﺋﻴﺴﻴﺔ ﻷﻫﺪﺍﻑ‬
‫‪or applicable copyright law.‬‬

‫ﻭﻫﻲ‪.1:‬‬
‫‪F58‬‬

‫‪ -1‬ﻣﺼﻄﻔﻰ ﻣﺤﻤﻮﺩ ﺃﺑﻮ ﺑﻜﺮ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪ .‬ﺹ‪.334 -333 .‬‬
‫‪2- P.Kotler, B. Dubois, Op.Cit, p.115.‬‬
‫‪- 40 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻻﺳﺘﺜﻤﺎﺭ ﻭﻫﻲ ﺃﻫﺪﺍﻑ ﻣﺎﻟﻴﺔ‪ .‬ﻓﺄﻫﺪﺍﻑ ﺍﻟﻤﺮ‬

‫‪:‬‬ ‫ﺃ‪ -‬ﺃﻫﺪﺍﻑ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ ﻭﺍﻟﻌﺎﺋﺪ ﻋﻠﻰ‬
‫ﺩﻭﺩﻳﺔ ﺗﺘﺤﺪﺩ ﺑﺄﻫﺪﺍﻑ ﺭﺑـﺤﻴﺔ‪ ،‬ﺍﻹﻳﺮﺍﺩ ﻋﻠﻰ ﺭﺃﺱ ﺍﻟﻤﺎﻝ ﺍﻟﻤﺴﺘﺜﻤﺮ ﺃﻭ ﻛﺬﻟﻚ‬
‫ﺑﻤﺪﻯ ﻣﺴﺎﻫﻤﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻓﻲ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺜﺎﺑﺘﺔ ﻭﺃﺭﺑﺎﺡ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻓﺄﻫﺪﺍﻑ‬
‫ﺍﻟﻤﺴﺎﻫﻤﺔ ﻗﺪ ﺗﺘﺸﻜﻞ ﺑﻘﻴﻢ ﻣﻄﻠﻘﺔ ﺃﻭ ﺑﻨﺴﺒﺔ ﻣﻦ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ ﻣﺜﺎﻝ ﺫﻟﻚ ﺍﻟﺤﻔﺎﻅ‬
‫ﺏ ‪ %30‬ﻣﻦ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ ﺧﻼﻝ‬ ‫ﻋﻠﻰ ﻣﺴﺎﻫﻤﺔ ﺍﻟﻤﻨﺘﺞ )ﺱ( ﻋﻠﻰ ﺍﻷﻗﻞ ـ‬
‫ﺍﻟﺜﻼﺙ ﺳﻨﻮﺍﺕ ﺍﻟﻘﺎﺩﻣﺔ ‪.‬‬
‫ﺍﻟﺴﻮﻕ ﻭﻫﻲ ﻣﺮﺗﺒﻄﺔ ﺑﺎﻟﺤﺠﻢ ﺍﻟﻤﺮﻏﻮﺏ ﻓﻲ ﺍﻟﺴﻮﻕ‬
‫‪:‬‬ ‫ﺏ‪ -‬ﺃﻫﺪﺍﻑ ﺍﻟﺤﺠﻢ ﻭﺣﺼﺔ‬
‫ﺍﻟﻤﻌﻨﻲ‪ ،‬ﺃﻫﺪﺍﻑ ﻫﺬﺍ ﺍﻟﺼﻨﻒ ﻗﺪ ﺗﺘﺸﻜﻞ ﺑﺎﻟﺘﻨﺎﻭﺏ ﺃﻭ ﺳﻮﻳﺎ ﻋﻠﻰ ﺣﺴﺐ ‪:‬‬
‫‪ -‬ﺣﺠﻢ ﺍﻟﻤﺒﻴﻌﺎﺕ ) ﺑﺎﻟﻄﻦ‪ ،‬ﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﻤﺒﺎﻋﺔ‪...‬ﺍﻟﺦ (؛‬
‫‪ -‬ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ؛‬
‫‪ -‬ﺣﺼﺔ ﺍﻟﺴﻮﻕ ﺑﺎﻟﻜﻤﻴﺔ ﺃﻭ ﺑﺎﻟﻘﻴﻤﺔ‪.‬‬
‫ﺏ‬
‫ﻭﻣﺜﺎﻝ ﺫﻟﻚ‪ :‬ﺭﻓﻊ ﺭﻗﻢ ﺃﻋﻤﺎﻟﻨﺎ ﺧﻼﻝ ﺍﻟﺜﻼﺙ ﺳﻨﻮﺍﺕ ﺍﻟﻘﺎﺩﻣﺔ ﻋﻠﻰ ﺍﻷﻗﻞ ـ‬
‫‪ %15‬ﻭﺗﺠﺎﻭﺯ ﺣﺼﺘﻨﺎ ﺍﻟﺴﻮﻗﻴﺔ ﺑﻘﻴﻤﺔ ﻣﺎ ﺑﻴﻦ‪ %20‬ﺇﻟﻰ ‪ %30‬ﻟﻠﻤﺆﺳﺴﺔ‪.‬‬
‫ﻭﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻲ ﺗﺘﺤﺪﺩ ﻋﻠﻰ ﺣﺴﺐ ﺣﺼﺔ ﺍﻟﺴﻮﻕ ﻫﻲ ﻣﺮﺗﺒﻄﺔ ﺑﺎﻟﻮﺿﻌﻴﺔ‬
‫ﺍﻟﺘﻲ ﻧﺮﻳﺪ ﺷﻐﻠﻬﺎ ﻓﻲ ﺍﻟﺴﻮﻕ ) ﻗﺎﺋﺪ‪ ،‬ﻣﺘﺤﺪﻯ ﺍﻟﻘﺎﺋﺪ‪ ،‬ﺗﺎﺑﻊ‪ ،‬ﻣﺘﺨﺼﺺ (‪.‬‬
‫ﺝ‪ -‬ﺃﻫﺪﺍﻑ ﺃﺧﺮﻯ ‪ :‬ﻭﻗﺪ ﺗﻜﻮﻥ – ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﻟﺪﻯ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﺍﻟﻤﻮﺯﻋﻴﻦ‬
‫ﻭﻫﺬﺍ ﻧﺘﻴﺠﺔ ﻟﻠﺘﻤﻮﺿﻊ ﺍﻟﺠﻴﺪ ﻭﺍﻟﺴﻴﺎﺳﺎﺕ ﺍﻻﺗﺼﺎﻟﻴﺔ ‪.‬‬
‫ﻭﻣﺜﺎﻝ ﺫﻟﻚ‪ :‬ﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺭﻓﻊ ﻣﻌﺪﻝ ﺇﺭﺿﺎء ﺍﻟﻌﻤﻼء ﻓﻴﻤﺎ ﻳﺘﻌﻠﻖ ﺑﺨﺪﻣﺎﺗﻨﺎ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻧﻲ ‪ :‬ﺇﺟﺮﺍءﺍﺕ ﺗﺸﻜﻴﻞ ﺍﻷﻫﺪﺍﻑ‬

‫‪2‬‬
‫ﻳﻠﻲ‪:‬‬ ‫ﺇﻥ ﺍﻟﺘﺸﻜﻴﻞ ﺍﻟﻤﻨﻬﺠﻲ ﻟﻸﻫﺪﺍﻑ ﻳﻔﺘﺮﺽ ﺍﺣﺘﺮﺍﻡ ﻋﺪﺓ ﺧﻄﻮﺍﺕ ﻛﻤﺎ‬
‫‪F59‬‬

‫‪ - 1‬ﺍﻟﺒﺤﺚ ﻋﻦ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻤﻜﻨﺔ ﻟﻠﻤﺆﺳﺴﺔ ‪ :‬ﻭﺗﺘﺤﺪﺩ ﺍﻧﻄﻼﻗﺎ ﻣﻦ ﺍﻷﻫﺪﺍﻑ‬

‫ﺍﻟﺮﺋﻴﺴﻴﺔ ﻛﺘﺤﺴﻴﻦ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ‪ ،‬ﺍﻟﻨﻤﻮ‪ ،‬ﻣﺜﻼ‪:‬ﻫﺬﺍ ﺍﻻﺧﺘﻴﺎﺭ ﻳﺘﻌﻠﻖ ﻛﻠﻴﺔ ﺑﺪﺭﺍﺳﺎﺕ‬
‫ﺍﻟﺒﻴﺌﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ )ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ‪ /‬ﺍﻟﻀﻌﻒ ( ﻭﻋﻠﻰ ﺍﻟﻘﻴﻮﺩﻭﺍﻟﻔﺮﺹ ﺍﻟﻤﻮﺟﻮﺩﺓ ﻓﻲ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺤﻴﻂ‪.‬‬
‫‪1- Jacques lendrevie, Denis lindon, Op.Cit, p p. 841- 842.‬‬
‫‪2 -Jean Pierre Helfer, Jacques Orsoni, Michael Kalika, Management (Stratégie et‬‬
‫‪organisation), Vuibert édition, Paris, France, 1996, p p. 42- 45.‬‬
‫‪- 41 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻷﻫﺪﺍﻑ ﺑﻤﺠﺮﺩ ﻋﺮﺽ ﺍﻟﺨﻴﺎﺭﺍﺕ ﺍﻟﻤﻤﻜﻨﺔ ﻳﺠﺐ ﺍﻟﺘﺪﻗﻴﻖ ﻓﻲ‬

‫‪:‬‬ ‫‪ -2‬ﺗﺤﺪﻳﺪ ﺗﺸﻐﻴﻞ‬
‫ﻭﻫﻢ‪:‬‬
‫ﻣﻮﺿﻮﻋﻴﻦ ﻣﻠﻤﻮﺳﻴﻦ ‪:‬‬
‫‪ -‬ﺍﻟﻘﻴﻢ ﺍﻟﻤﻨﺘﻈﺮﺓ ﻛﺎﻟﻤﺮﻭﺭ ﻣﻦ ﻧﺴﺒﺔ‪ %20‬ﺇﻟﻰ ‪ % 30‬ﻣﻦ ﺣﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ ؛‬
‫ﻣﺜﻼ‬
‫‪ -‬ﻣﺪﺓ ﺇﻧﺠﺎﺯ ﻫﺬﻩ ﺍﻷﻫﺪﺍﻑ ﻛﻤﺪﺓ ﺧﻤﺲ ﺳﻨﻮﺍﺕ ‪.‬‬
‫‪ -3‬ﺗﺤﻠﻴﻞ ﺍﻟﻌﻼﻗﺎﺕ ﺑﻴﻦ ﺍﻷﻫﺪﺍﻑ‪ :‬ﺳﻨﻘﻮﻡ ﺑﻨﻮﻋﻴﻦ ﻣﻦ ﺍﻟﺪﺭﺍﺳﺎﺕ ‪:‬‬
‫‪ -‬ﺍﻷﻭﻟﻰ‪ :‬ﺗﺮﻛﺰ ﻋﻠﻰ ﻋﻼﻗﺎﺕ ﺍﻻﺭﺗﺒﺎﻁ ﻭﻋﺪﻡ ﺍﻻﺭﺗﺒﺎﻁ ﻣﺎ ﺑﻴﻦ ﺍﻷﻫﺪﺍﻑ ﺑﺄﺑﻌﺎﺩ‬
‫ﺍﻟﺨﻴﺎﺭﺍﺕ ﺍﻟﻤﺘﻌﺎﺭﺿﺔ‬
‫ﺍﻟﻨﻤﻮ ‪ /‬ﺍﻟﺘﺼﺪﻳﺮ)‪(+‬؛‬ ‫ﺍﻟﻨﻤﻮ ‪ /‬ﺍﻟﺘﺸﻐﻴﻞ)‪(+‬؛‬ ‫ﺍﻟﻨﻤﻮ ‪ /‬ﺍﻟﻤﺮﺩﻭﺩﻳﺔ)‪(-‬؛‬
‫ﺍﻟﻤﺮﺩﻭﺩﻳﺔ‪/‬ﺍﻟﺘﺼﺪﻳﺮ)=(؛ ﺍﻟﺘﺼﺪﻳﺮ‪/‬ﺍﻟﺘﺸﻐﻴﻞ)‪. (+‬‬ ‫ﺍﻟﻤﺮﺩﻭﺩﻳﺔ‪/‬ﺍﻟﺘﺸﻐﻴﻞ)‪(-‬؛‬
‫)‪ (-‬ﺃﻫﺪﺍﻑ ﻣﺘﻌﺎﺭﺿﺔ‪.‬‬ ‫)=( ﺃﻫﺪﺍﻑ ﻣﺨﺘﻠﻔﺔ؛‬ ‫ﺣﻴﺚ‪ (+) :‬ﺃﻫﺪﺍﻑ ﻣﺘﻜﺎﻣﻠﺔ؛‬
‫‪ -‬ﺃﻣﺎ ﺍﻟﺜﺎﻧﻴﺔ ﻓﻮﻅﻴﻔﺘﻬﺎ ﺇﻧﺠﺎﺯ ﺍﻟﻌﻼﻗﺎﺕ ﺫﺍﺕ ﺍﻷﻭﻟﻮﻳﺔ ﺑﻴﻦ ﻣﺨﺘﻠﻒ ﺍﻷﻫﺪﺍﻑ‪ ،‬ﻭﻟﺬﻟﻚ‬
‫ﺳﻨﻘﻮﻡ ﺑﺘﺮﺗﻴﺐ ﺍﻟﺨﻴﺎﺭﺍﺕ ﺍﻟﻤﻤﻜﻨﺔ ﻭﺗﺨﺼﻴﺺ ﻣﻌﺎﻣﻼﺕ ﻟﻬﺎ‪.‬‬
‫‪ -4‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﻤﻴﺰﺍﺕ ﺍﻟﻤﺤﻘﻘﺔ ﻟﻸﻫﺪﺍﻑ‪:‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﻣﺴﺘﻮﻯ ﺍﻟﻄﻤﻮﺡ ﺧﻴﺎﻟﻴﺎ‬
‫ﺇﺫ ﻳﺠﺐ ﺍﻟﺘﺴﺎﺅﻝ ﻋﻠﻰ ﻛﻞ ﺍﻟﻨﻘﺎﻁ ﺍﻟﻤﺘﺎﺣﺔ ﻣﻦ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﻜﺎﻓﻴﺔ ﻟﺘﺤﻘﻴﻖ ﺍﻷﻫﺪﺍﻑ‬
‫ﻭﺍﻷﻓﺮﺍﺩ ﺫﻭﻱ ﺍﻟﺘﻜﻮﻳﻦ ﺍﻟﺠﻴﺪ ﻭﺑﺄﻋﺪﺍﺩ ﻛﺎﻓﻴﺔ‪ ،‬ﺭﺃﺳﻤﺎﻝ‪ ،‬ﻣﻌﺎﺭﻑ‬
‫ﺗﻜﻨﻮﻟﻮﺟﻴﺔ‪...‬ﺍﻟﺦ؛‬
‫ﺍﻷﻫﺪﺍﻑ ﻣﻦ ﺑﻴﻦ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻤﻜﻨﺔ ﺳﻨﺨﺘﺎﺭ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻮﺍﺋﻤﺔ‬‫‪:‬‬ ‫‪ -5‬ﺍﺧﺘﻴﺎﺭ ﻧﻈﺎﻡ‬
‫ﻟﻘﻴﻢ ﻓﺮﻳﻖ ﺍﻹﺩﺍﺭﺓ؛‬
‫‪ - 6‬ﺗﺤﻘﻴﻖ ﺍﻷﻫﺪﺍﻑ‪ :‬ﻳﻠﺘﻘﻲ ﺍﻟﻤﺴﺆﻭﻟﻴﻦ ﻭﻳﻌﺮﺿﻮﻥ ﺍﻟﺨﻄﻮﻁ ﺍﻟﻌﺮﻳﻀﺔ ﻟﻠﺨﻄﺔ‬
‫ﺑﺎﻟﺘﻔﺎﻭﺽ ﻭﺗﺮﻙ ﺍﻟﻤﻘﺎﻭﻣﺔ؛‬
‫‪ -7‬ﺍﻟﺮﻗﺎﺑﺔ‪ :‬ﻧﻈﺎﻡ ﺍﻟﺮﻗﺎﺑﺔ ُﻣ َﺸﻜ ٌﻞ ﻟِ ِ‬
‫ﻬﺪﻑ ﻛﺸﻒ ﺇﻧﺠﺎﺯ ﺍﻷﻫﺪﺍﻑ ﻟﺘﻜﻴﻴﻔﻬﺎ ﻣﻊ ﻫﺬﻩ‬
‫ﺍﻟﺘﻐﻴﺮﺍﺕ‪.‬‬
‫ﺍﻟﻤﺒﺤﺚ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺭﻗﺎﺑﺔ ﻭﻣﺮﺍﺟﻌﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺗﻌﺘﺒﺮ ﺍﻟﺮﻗﺎﺑﺔ ﻋﻠﻰ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﻤﺜﺎﺑﺔ ﺍﻟﺤﻠﻘﺔ ﺍﻷﺧﻴﺮﺓ ﺍﻟﺘﻲ‬
‫ﺗﻜﺘﻤﻞ ﺑﻬﺎ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻫﻲ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺃﻥ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺴﻄﺮﺓ ﻓﻲ‬
‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻄﺎﺑﻘﺔ ﻟِ َﻤﺎ ﺣﺪﺙ ﻓﻲ ﺍﻟﻮﺍﻗﻊ ﺍﻟﻌﻤﻠﻲ ﻟﻬﺎ‪ ،‬ﻭﻫﻲ ﺑﺬﻟﻚ ﺗﻮﻓﺮ‬
‫ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻲ ﺗﻈﻬﺮ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻓﻲ ﺍﻟﺘﻨﻔﻴﺬ ﻗﺼﺪ ﻣﻌﺎﻟﺠﺘﻬﺎ‬
‫ﻭﻣﻨﻊ ﺗﻜﺮﺍﺭ ﺣﺪﻭﺛﻬﺎ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪- 42 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﻣﺎﻫﻴﺔ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺗﻌﺮﻑ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﺃﻧﻬﺎ ‪ " :‬ﻋﻤﻠﻴﺔ ﻗﻴﺎﺱ ﻭﺗﻘﻴﻴﻢ ﻧﺘﺎﺋﺞ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺍﻟﺨﻄﻂ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﺗﺨﺎﺫ ﺍﻹﺟﺮﺍءﺍﺕ ﺍﻟﺘﺼﺤﻴﺤﻴﺔ ﻟﻠﺘﺄﻛﺪ ﻣﻦ ﺃﻥ‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻗﺪ ﺗﻢ ﺗﺤﻘﻴﻘﻬﺎ "‪.1‬‬
‫‪F60‬‬

‫‪ -‬ﻳﺸﻴﺮ ‪ Procter‬ﺇﻟﻰ ﺃﻧﻬﺎ ‪ " :‬ﻋﻤﻠﻴﺔ ﻣﺴﺘﻤﺮﺓ ﻻﻛﺘﺸﺎﻑ ﻭﻗﻴﺎﺱ ﺍﻻﻧﺤﺮﺍﻑ ﻋﻦ‬
‫ﺍﻟﻨﺘﺎﺋﺞ ﺍﻟﻤﺮﻏﻮﺏ ﺑﻬﺎ ﻭﺍﺗﺨﺎﺫ ﺍﻹﺟﺮﺍءﺍﺕ ﺍﻟﺘﺼﺤﻴﺤﻴﺔ ‪."2‬‬
‫‪F61‬‬

‫‪ -‬ﺗﻌﺮﻑ ﺃﻳﻀﺎ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻲ ﺑﻮﺍﺳﻄﺘﻬﺎ ﺗﺴﺘﻄﻴﻊ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺗﺤﻘﻖ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺗﺤﺪﻳﺪ ﺃﻭ ﺍﻟﻘﻴﺎﻡ ﺑﺎﻹﺟﺮﺍءﺍﺕ ﺍﻟﻼﺯﻣﺔ‬
‫ﻟﺘﺤﺴﻴﻦ ﺍﻷﺩﺍء ﺃﻭ ﺗﻌﺪﻳﻞ ﺍﻷﻫﺪﺍﻑ ﻓﻲ ﺣﺎﻟﺔ ﺍﺧﺖــــ ﻻﻑ ﺍﻷﺩﺍء ﺍﻟﻔﻌﻠﻲ ﻋﻦ‬
‫ﺍﻟﺨﻄﺔ " ‪. 3‬‬ ‫‪F‬‬ ‫‪62‬‬

‫ﻓﺎﻟﻌﻤﻠﻴﺔ ﺍﻟﺮﻗﺎﺑﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ ﻫﻲ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﻤﺴﺘﻤﺮﺓ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺑﻬﺎ ﺇﺩﺍﺭﺓ‬

‫ﺍﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ ﺧﻄﻄﻬﺎ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﺎ ﻗﺼﺪ ﺗﺼﺤﻴﺢ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ ﺍﻟﻨﺎﺗﺠﺔ ﻋﻦ‬
‫ﺍﻟﻔﺮﻭ ﻗﺎﺕ ﺑﻴﻦ ﻣﺎ ﺧﻄﻂ ﻟﻪ ﻭﻣﺎ ﺗﻢ ﺗﺤﻘﻴﻘﻪ ‪ .‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺗﻮﻓﻴﺮﻫﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
‫ﺍﻟﻀﺮﻭﺭﻳﺔ ﻋﻦ ﺍﻷﺩﺍء ﺍﻟﺘﺴﻮﻳﻘﻲ ﺑﻮﺟﻪ ﻋﺎﻡ ‪.‬‬
‫ﺗﺴﺘﺨﺪﻡ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻟﺮﻗﺎﺑﺔ ﻣﺠﻤﻮﻋﺔ ﺃﺩﻭﺍﺕ ﻣﻨﻬﺎ ﺍﻟﻤﺤﺎﺳﺒﻴﺔ‬
‫ﻭﺃﺧﺮﻯ ﻏﻴﺮ ﻣﺤﺎﺳﺒﻴﺔ‪: 4‬‬ ‫‪F63‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪،‬‬
‫‪or applicable copyright law.‬‬

‫ﻣﺺﺭ‪ ،2000 ،‬ﺹ‪. 371.‬‬

‫‪ -2‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪ ﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.321.‬‬
‫‪ -3‬ﻣﺤﻤﺪ ﺍﻟﺼﻴﺮﻓﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻣﺆﺳﺴﺔ ﺣﻮﺭﺱ ﺍﻟﺪﻭﻟﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪،‬‬
‫ﻣﺼﺮ‪ ،2005 ،‬ﺹ‪.247.‬‬
‫‪4 -J.P. védrine, M. Sylvie, Op.Cit, p p. 196- 197.‬‬
‫‪- 43 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺍﻷﺩﻭﺍﺕ ﺍﻟﻤﺤﺎﺳﺒﻴﺔ‪ :‬ﺗﺘﺄﻟﻒ ﻣﻦ ﺍﻟﻤﺤﺎﺳﺒﺔ ﺍﻟﺘﺤﻠﻴﻠﻴﺔ ﻭﻫﺬﺍ ﺑﺎﺣﺘﺴﺎﺏ ﺍﻟﺘﻜﺎﻟﻴﻒ‪،‬‬

‫ﻭﺭﻗﺎﺑﺔ ﺍﻟﻤﻮﺍﺯﻧﺎﺕ ﻣﻦ ﺧﻼﻝ ﺍﻷﺩﻭﺍﺕ ﻏﻴﺮ ﺍﻟﻤﺤﺎﺳﺒﻴﺔ ﻭﻣﻴﺰﺍﻧﻴﺎﺕ ﺗﻌﺪ ﻟﻬﺬﺍ‬
‫ﺍﻟﻐﺮﺽ ﻭﻟﻜﻞ ﻋﻨﺼﺮ ﺗﻜﻠﻔﺔ ﺃﻭ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﺮﻏﺐ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺇﻧﺘﺎﺟﻬﺎ؛‬
‫‪ -‬ﺍﻷﺩﻭﺍﺕ ﻏﻴﺮ ﺍﻟﻤﺤﺎﺳﺒﻴﺔ‪:‬ﻭﺗﺘﻜﻮﻥ ﻣﻦ ﺧﻼﻝ ﺍﻟﻤﺼﺎﺩﺭ ﺍﻟﻤﺘﻌﺪﺩﺓ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻣﻨﻬﺎ‬
‫ﻛﺎﻹﺣﺼﺎﺋﻴﺎﺕ ﻋﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺃﻭ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻤﺴﺘﻘﺎﺓ ﻣﻦ ﻣﻠﻔﺎﺕ ﺍﻟﻌﻤﻼء‪.‬ﺃﻭ‬
‫ﺍﻟﺨﺎﺭﺟﻴﺔ ﻣﻦ ﺧﻼﻝ ﻧﺘﺎﺋﺞ ﺩﺭﺍﺳﺎﺕ ﺍﻟﺴﻮﻕ‪ ،‬ﻛﻞ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺗﺸﻜﻞ ﻣﺎ‬
‫ﻳﺴﻤﻰ ﺑﻠﻮﺣﺔ ﺍﻟﻘﻴﺎﺩﺓ ﺍﻟﻤﺘﻜﻮﻧﺔ ﻣﻦ ﻣﺠﻤﻮﻋﺔ ﻣﺆﺷﺮﺍﺕ ﻣﻔﺘﺎﺣﻴﺔ‪.‬‬
‫ﻭ ﻳﻤﻜﻦ ﺗﻠﺨﻴﺺ ﺍﻷﺳﺒﺎﺏ ﺍﻟﺘﻲ ﺗﺪﻋﻮ ﺇﻟﻰ ﺍﻻﻫﺘﻤﺎﻡ ﺑﺎﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻓﻴﻤﺎ‬
‫‪1‬‬
‫ﻳﻠﻲ‪:‬‬ ‫‪F64‬‬

‫‪ -‬ﺇﻧﻬﺎ ﺗﻤﻜﻦ ﻣﻦ ﺍﻟﺤﻜﻢ ﻋﻠﻰ ﺍﻷﺩﺍء ﺍﻟﻜﻠﻲ ﺃﻭ ﺍﻟﺠﺰﺋﻲ ﻹﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻭﻣﺪﻯ‬
‫ﻣﺴﺎﻫﻤﺘﻬﺎ ﻓﻲ ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫‪ -‬ﺗﺤﺪﻳﺪ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻓﻲ ﺃﺩﺍء ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ؛‬
‫‪ -‬ﺗﺤﺪﻳﺪ ﺍﻟﺠﻬﻮﺩ ﺍﻟﻀﺎﺋﻌﺔ ﺃﻭ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﺍﺳﺘﺨﺪﺍﻣﺎ ﺳﻴﺌﺎ ﻣﻤﺎ ﻳﺰﻳﺪ ﻣﻦ ﺗﻜﺎﻟﻴﻒ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪.‬‬
‫ﺇﻥ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﻬﺪﻑ ﺃﺳﺎﺳﺎ ﺇﻟﻰ ﻣﻨﻊ ﺍﻷﺧﻄﺎء ﺍﻟﺘﻲ ﻗﺪ ﺗﺤﺪﺙ ﻋﻨﺪ‬
‫ﺗﻨﻔﻴﺬ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺃﻭ ﺍﻛﺘﺸﺎﻑ ﻫﺬﻩ ﺍﻷﺧﻄﺎء ﻗﺒﻞ ﺣﺪﻭﺛﻬﺎ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﺗﺤﺪﻳﺪ‬
‫ﻧﻈﺎﻡ ﺍﻟﺤﻮﺍﻓﺰ ﻟﻸﻓﺮﺍﺩ ﺍﻟﻘﺎﺋﻤﻴﻦ ﻋﻠﻰ ﺗﻨﻔﻴﺬ ﺍﻟﺨﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﺗﻬﺪﻑ ﻛﺬﻟﻚ ﺇﻟﻰ‬
‫ﺗﺼﺤﻴﺢ ﺍﻷﺧﻄﺎء ﺍﻟﺘﻲ ﻭﻗﻌﺖ ﻓﻲ ﺍﻟﻤﺎﺿﻲ ﻭﻣﻨﻊ ﺣﺪﻭﺛﻬﺎ ﻓﻲ ﺍﻟﻤﺴﺘﻘﺒﻞ‪.‬‬
‫ﻭﻳﻘﻮﻝ ﺗﻮﻓﻴﻖ ﻣﺤﻤﺪ ﻋﺒﺪ ﺍﻟﻤﺤﺴﻦ‪ " :‬ﺇﻥ ﺍﻛﺘﺸﺎﻑ ﺍﻷﺧﻄﺎء ﻭﻣﻨﻊ‬
‫ﺣﺪﻭﺛﻬﺎ ﺃﻭ ﺗﺼﺤﻴﺤﻬﺎ ﺃﻭ ﺗﺤﺪﻳﺪ ﻧﻈﺎﻡ ﺍﻟﺤﻮﺍﻓﺰ ﻣﺎ ﻫﻮ ﺇﻻ ﻣﻮﺍﺻﻔﺎﺕ ﻧﻈﺎﻡ‬
‫ﺍﻟﺮﻗﺎﺑﺔ‪ ،‬ﺑﻞ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺍﻟﺪﺍﻓﻊ ﺍﻷﺳﺎﺳﻲ ﻣﻦ ﻭﺭﺍء ﻋﻤﻠﻴﺔ ﺍﻟﺮﻗﺎﺑﺔ ﻫﻮ ﺍﻟﺬﻱ‬
‫‪2‬‬
‫ﻳﻬﺪﻑ ﺇﻟﻰ ﺗﺤﺪﻳﺪ ﺍﻟﻐﺮﺽ ﻣﻦ ﻧﻈﺎﻡ ﺍﻟﺮﻗﺎﺑﺔ ﻓﻲ ﺷﻜﻞ ﻳﺘﻀﻤﻦ ﺃﻛﺜﺮ ﻣﻦ ﻫﺬﺍ "‪.‬‬
‫‪F65‬‬

‫ﻓﻨﻈﺎﻡ ﺍﻟﺮﻗﺎﺑﺔ ﻫﻮ ﺍﻟﺬﻱ ﻳﻬﺪﻑ ﺇﻟﻰ ﺗﻮﺣﻴﺪ ﺍﻷﺟﺰﺍء ﻭﻗﻄﺎﻋﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ‬

‫ﺑﻐﻴﺔ ﺗﺤﻘﻴﻖ ﻫﺪﻑ ﻭﺍﺣﺪ‪ ،‬ﻛﻤﺎ ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺇﻁﺎﺭﺍً ﻟﺠﻤﻴﻊ ﺧﻄﻂ ﺍﻟﻤﺆﺳﺴﺔ‬
‫‪or applicable copyright law.‬‬

‫ﻭﺳﻴﺎﺳﺘﻬﺎ‪.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺢﻥ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.372.‬‬

‫‪ -2‬ﺗﻮﻓﻴﻖ ﻣﺤﻤﺪ ﻋﺒﺪ ﺍﻟﻤﺤﺴﻦ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻣﺪﺧﻞ ﺗﺪﻋﻴﻢ ﺍﻟﻘﺪﺭﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﺪﻭﻟﻴﺔ‪ ،‬ﺩﺍﺭ‬
‫ﺍﻟﻨﻬﻀﺔ ﺍﻟﻌﺮﺑﻴﺔ‪ ،‬ﺍﻟﻘﺎﻫﺮﺓ‪ ،‬ﻣﺼﺮ‪ ،1996 ،‬ﺹ‪.339.‬‬
‫‪- 44 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪1‬‬
‫ﻭﻫﻲ‪:‬‬ ‫ﺇﻥ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﺃﻣﺎﻣﻬﺎ ﺛﻼﺛﺔ ﺃﺳﺎﻟﻴﺐ ﻟﻠﺮﻗﺎﺑﺔ ﻗﺪ ﺗﺘﺒﻌﻬﺎ‬
‫‪F6‬‬

‫‪ -1‬ﺭﻗﺎﺑﺔ ﺑﻌﺪﻳﺔ ‪ :‬ﻭﺗﺘﻢ ﻓﻲ ﻧﻬﺎﻳﺔ ﺍﻟﺴﻨﺔ ﺑﺘﺤﺪﻳﺪ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ ﺍﻟﻨﺎﺗﺠﺔ ﻋﻦ ﻋﻮﺍﻣﻞ‬

‫ﺩﺍﺧﻠﻴﺔ ﺃﻭ ﺧﺎﺭﺟﻴﺔ ﻭﻫﻲ ﺍﻟﺘﻲ ﺗﻜﻮﻥ ﺫﺍﺕ ﺍﻷﺛﺮ ﺍﻟﻜﺒﻴﺮ ﻋﺎﺩﺓ؛‬
‫‪ -2‬ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﻘﺒﻠﻴﺔ ) ﺍﻟﻤﻮﺟﻬﺔ ‪ (:‬ﻭﻫﻮ ﺃﺳﻠﻮﺏ ﻟﻠﺘﻨﺒﺆ ﺑﺎﻻﻧﺤﺮﺍﻓﺎﺕ ﺍﻟﺘﻲ ﻗﺪ ﺗﺤﺪﺙ‬
‫ﻋﻦ ﺍﻷﻫﺪﺍﻑ ﻭﻳﻮﺟﻪ ﺍﻹﺩﺍﺭﺓ ﻟﻸﻋﻤﺎﻝ ﺍﻟﻤﻄﻠﻮﺑﺔ ﻟﻮﺿﻊ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻋﻠﻰ‬
‫ﺍﻟﻤﺴﺎﺭ ﺍﻟﺼﺤﻴﺢ ﺳﻮﺍء ﺑﺘﻌﺪﻳﻞ ﺍﻷﻫﺪﺍﻑ‪ ،‬ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺃﻭ ﺍﻟﺒﺮﺍﻣﺞ ﻟﻤﻨﻊ‬
‫ﺣﺪﻭﺙ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ؛‬
‫‪-3‬ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﻜﻴﻔﻴﺔ ) ﺗﺘﻢ ﺃﺛﻨﺎء ﺗﻨﻔﻴﺬ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ (‪ :‬ﻭﺗﻌﻤﻞ ﻋﻠﻰ ﺗﻌﺪﻳﻞ ﺃﻭ‬
‫ﺗﻜﻴﻴﻒ ﺍﻟﺨﻄﻂ ﺑﻨﺎ ًءﺍ ﻋﻠﻰ ﻧﻈﺎﻡ ﺍﻟﺘﻨﺒﺆ ﺑﺎﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺘﻲ ﺗﺤﺪﺙ ﻓﻲ ﻅﺮﻭﻑ‬
‫ﺍﻟﺒﻴﺌﺔ‪ ،‬ﻭﻫﻲ ﺑﺬﻟﻚ ﺭﺩ ﻓﻌﻞ ﻟﻼﻧﺤﺮﺍﻓﺎﺕ ﻋﻦﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺃﺛﻨﺎء ﺗﻨﻔﻴﺬﻫﺎ ‪.‬‬
‫ﻭﻣﻬ َﻤﺎ ﻛﺎﻥ ﺍﻷﺳﻠﻮﺏ ﺍﻟﻤﺘﺒﻊ ﺃﻭ ﺍﻟﻤﺴﺘﺨﺪﻡ ﺃﻭ ﺍﻟﻤﺘﻨﺒﺊ ﻓﻌﻤﻠﻴﺔ ﺍﻟﺮﻗﺎﺑﺔ ﺗﻤﺮ‬
‫‪2‬‬
‫ﺑﺎﻟﺨﻄﻮﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫‪F67‬‬

‫‪ -1‬ﺗﺤﺪﻳﺪ ﺍﻟﺠﻮﺍﻧﺐ ﺍﻟﺘﻲ ﺗﺘﻀﻤﻨﻬﺎ ﻋﻤﻠﻴﺔ ﺍﻟﺮﻗﺎﺑﺔ ﻭﺍﻟﺘﻘﻴﻴﻢ‪ :‬ﻭ ﻫﺬﺍ ﻋﻠﻰ ﻛﻞ‬
‫ﺟﻮﺍﻧﺐ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺒﺤﺚ ﻋﻦ ﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ﻭﺍﻻﺧﺘﻨﺎﻕ ﺍﻟﺘﻲ ﺗﺘﻄﻠﺐ‬
‫ﺍﻟﻤﻌﺎﻟﺠﺔ ﻟﻤﺎ ﻗﺪ ﺗﺴﺒﺒﻪ ﻓﻲ ﺇﻋﺎﻗﺔﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ؛‬
‫‪ -2‬ﻭﺿﻊ ﻣﻌﺎﻳﻴﺮ ﻧﻤﻮﺫﺟﻴﺔ ﻟﻺﻧﺠﺎﺯ ﺳﻮﺍء ﻛﻤﻴﺔ ﺃﻭ ﻧﻮﻋﻴﺔ ‪ :‬ﻋﻠﻰ ﺃﻥ ﺗﻜﻮﻥ‬
‫ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫ﺍﻟﻤﻌﺎﻳﻴﺮ ﺍﻟﻤﻌﺘﻤﺪﺓ ﻣﻨﺴﺠﻤﺔ ﻣﻊ ﻣﺎ ﻫﻮ ﺳﺎﺋﺪ ﻓﻲ ﺑﻴﺌﺔ‬
‫‪ :‬ﻭﻫﺬﺍ ﺑﺘﺤﺪﻳﺪ ﻛﻴﻔﻴﺔ ﺍﻧﺠﺎﺯ‬ ‫‪ -3‬ﻭﺿﻊ ﺃﺳﻠﻮﺏ ﺃﻭ ﺳﻴﺎﻕ ﺍﻟﺮﻗﺎﺑﺔ‬
‫ﻭﺗﻮﻓﻴﺮ ﻧﻈﺎﻡ ﻣﻌﻠﻮﻣﺎﺕ ﺫﻱ ﻛﻔﺎءﺓ ﻋﺎﻟﻴﺔ؛‬
‫‪ -4‬ﻣﻘﺎﺭﻧﺔ ﺍﻟﻨﺘﺎﺋﺞ ﻣﻊ ﻣﻌﺎﻳﻴﺮ ﺍﻹﻧﺠﺎﺯ ‪ :‬ﺑﻐﻴﺔ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﺪﻯ ﺗﻨﻔﻴﺬ ﺍﻟﺨﻄﺔ‬
‫ﻭﻛﺬﻟﻚ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ ﻋﻨﺪ ﺣﺼﻮﻟﻬﺎ ﻭﺗﻌﺪﻳﻠﻬﺎ ؛‬
‫‪ -5‬ﻭﺿﻊ ﺍﻟﺤﻠﻮﻝ ﺍﻟﻼﺯﻣﺔﻭﺍﻹﺟﺮﺍءﺍﺕ ﺍﻟﺘﺼﺤﻴﺤﻴﺔ ﻭﺗﺸﺠﻴﻊ ﺍﻟﺠﻬﺎﺕ ﺍﻟﻘﺎﺋﻤﺔ ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻧﻲ ‪ :‬ﺃﻧﻮﺍﻉ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻋﺒﺪ ﺍﻟﺮﺣﻤﻦ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪.46 -44 .‬‬
‫‪ -2‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪.313 -321 .‬‬
‫‪- 45 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‬

‫ﻳﻤﻜﻦ ﺍﻟﺘﻤﻴﻴﺰ ﺑﻴﻦ ﺃﺭﺑﻌﺔ ﺃﻧﻮﺍﻉ ﻣﻦ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻫﻲ ﻛﻠﻬﺎ ﺗﻬﺪﻑ ﺇﻟﻰ‬
‫ ﻛﻤﺎ ﺃﻥ ﻫﺬﻩ ﺍﻟﺮﻗﺎﺑﺔ ﺗﻜﻮﻥ ﻓﻲ‬،‫ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ ﻭﺍﻟﺠﺪﻭﻝ‬،‫ ﻭﻛﻞ ﻣﻨﻬﺎ ﻟﻪ ﺃﺩﻭﺍﺗﻪ ﺍﻟﺮﻗﺎﺑﻴﺔ ﻭﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺘﻮﺧﺎﺓ ﻣﻨﻬﺎ‬،‫ﻣﺴﺘﻮﻳﺎﺕ ﻣﺨﺘﻠﻔﺔ‬
:‫ﺍﻟﺘﺎﻟﻲ ﻳﻮﺿﺢ ﻫﺬﻩ ﺍﻷﻧﻮﺍﻉ‬
or applicable copyright law.

- 46 -

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 924151 ; .;
Account: ns063387
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(3‬‬

‫ﻳﻮﺿﺢ ﺍﻷﻧﻮﺍﻉ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻠﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪.‬‬
‫ﺍﻟﻤﺴﺆﻭﻟﻴﺔ‬
‫ﺍﻷﺩﻭﺍﺕ‬ ‫ﺍﻟﻬﺪﻑ ﻣﻦ ﺍﻟﺮﻗﺎﺑﺔ‬ ‫ﻧﻮﻉ ﺍﻟﺮﻗﺎﺑﺔ‬
‫ﺍﻷﺳﺎﺳﻴﺔ‬
‫‪ -‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،‬ﺍﻟﺤﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ‬ ‫‪ -‬ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ‪ -‬ﻗﻴﺎﺱ ﻣﺪﻯ ﺗﺤﻘﻖ‬
‫ﺭﻗﺎﺑﺔ ﺍﻟﺨﻄﺔ‬
‫‪ -‬ﻣﻌﺎﻣﻼﺕ ﺍﻹﻧﻔﺎﻕ ﻣﻘﺎﺭﻧﺔ ﺑﺮﻗﻢ ﺍﻷﻋﻤﺎﻝ‬ ‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻨﺘﻈﺮﺓ‬ ‫‪ -‬ﺍﻹﺩﺍﺭﺓ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫‪ -‬ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﻤﺎﻟﻲ‬ ‫ﺍﻟﻮﺳﻄﻰ‬
‫ﺩﺭﺍﺳﺔ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ ﻣﻦ ﺧﻼﻝ‪:‬‬ ‫‪ -‬ﻗﻴﺎﺱ ﻣﺪﻯ ﺭﺑﺢ‬ ‫‪ -‬ﺍﻟﻤﺮﺍﻗﺐ‬
‫‪ -‬ﺍﻟﻤﻨﺘﺞ‬ ‫ﻭﺧﺴﺎﺭﺓ ﺍﻟﻤﺆﺳﺴﺔ‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫‪ -‬ﺍﻟﻘﻄﺎﻉ ﺍﻟﺠﻐﺮﺍﻓﻲ‬ ‫ﻟﻠﻌﻤﺎﻝ‬ ‫ﺍﻟﺮﻗﺎﺑﺔ ﻋﻠﻰ‬
‫‪ -‬ﺍﻟﺠﺰء ﺍﻟﺴﻮﻗﻲ‬ ‫ﺍﻟﺮﺑﺤﻴﺔ‬
‫‪ -‬ﺣﻠﻘﺎﺕ ﺍﻟﺘﻮﺯﻳﻊ‬
‫‪ -‬ﺣﺠﻢ ﺍﻟﻄﻠﺒﻴﺎﺕ‬
‫‪ -‬ﺗﻘﻴﻴﻢ ﻭﺗﺤﺴﻴﻦ ﺍﻟﻜﻔﺎءﺓ ﺗﺤﻠﻴﻞ‪:‬‬ ‫‪ -‬ﺍﻹﺩﺍﺭﺓ‬
‫‪ -‬ﺍﻹﻧﺘﺎﺟﻴﺔ )ﺍﻟﻜﻔﺎءﺓ(‬ ‫ﺍﻟﺘﻨﻔﻴﺬﻳﺔ ‪ -‬ﺍﻷﻋﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫‪ -‬ﺍﻟﻘﻮﻯ ﺍﻟﺒﻴﻌﻴﺔ‬ ‫ﻭﺃﺛﺮﻫﻤﺎ ﻋﻠﻰ‬ ‫ﻭﺍﻟﻮﺳﻄﻰ‬ ‫ﺍﻟﺮﻗﺎﺑﺔ ﻋﻠﻰ‬
‫‪ -‬ﺍﻹﻋﻼﻥ‬ ‫ﺍﻟﻨﻔﻘﺎﺕ‬ ‫‪ -‬ﺍﻟﻤﺮﺍﻗﺐ‬ ‫ﺍﻟﻜﻔﺎءﺓ‬
‫‪ -‬ﺗﺮﻭﻳﺞ ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫‪ -‬ﺍﻟﺘﻮﺯﻳﻊ‬
‫‪ -‬ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ ﻗﻴﺎﺱ ﻣﺪﻯ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ‪ -‬ﺗﺤﻠﻴﻞ ﺍﻟﻔﻌﺎﻟﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ‬
‫‪ -‬ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫ﺍﻟﻔﺮﺹ ﺗﺒﻌﺎ‪:‬‬ ‫‪ -‬ﺍﻟﻤﺮﺟﻊ‬
‫ﺍﻟﺮﻗﺎﺑﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ‪ -‬ﻟﻸﺳﻮﺍﻕ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫‪ -‬ﺍﻟﻤﻨﺘﺠﺎﺕ‬
‫‪ -‬ﺣﻠﻘﺎﺕ ﺍﻟﺘﻮﺯﻳﻊ‬
‫ﺍﻟﻤﺼﺪﺭ‪P. Kotler , B. Dubois, p.700 :‬‬

‫‪ -1‬ﺍﻟﺮﻗﺎﺑﺔ ﻋﻠﻰ ﺍﻟﺨﻄﺔ ﺍﻟﺴﻨﻮﻳﺔ‪ :‬ﻭﻫﺪﻓﻬﺎ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺃﻥ ﺍﻟﻤﺆﺳﺴﺔ ﻗﺪ ﺣﻘﻘﺖ‬

‫ﺍﻟﻤﺒﻴﻌﺎﺕ ﻭﺍﻷﺭﺑﺎﺡ ﻭﺍﻷﻫﺪﺍﻑ ﺍﻷﺧﺮﻯ ﺍﻟﺘﻲ ﺗﻢ ﺗﺤﺪﻳﺪﻫﺎ ﻓﻲ ﺍﻟﺨﻄﺔ ﺍﻟﺴﻨﻮﻳﺔ‬
‫ﻭﺍﻟﺸﻜﻞ ﺍﻟﻤﻮﺍﻟﻲ ﻳﻮﺿﺢ ﺍﻟﺨﻄﻮﻁ ﺍﻷﺭﺑﻌﺔ ﺍﻟﻼﺯﻣﺔ ﻟﺘﺤﻘﻴﻖ ﺭﻗﺎﺑﺔ ﺍﻟﺨﻄﺔ‬
‫ﺍﻟﺴﻨﻮﻳﺔ‪.‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (7‬ﺧﻄﻮﻁ ﺭﻗﺎﺑﺔ ﺍﻟﺨﻄﺔ ﺍﻟﺴﻨﻮﻳﺔ‪:‬‬
‫‪or applicable copyright law.‬‬

‫ﺍﺗﺧﺎﺫ ﺍﻹﺟﺭﺍءﺍﺕ‬ ‫ﺗﻘﻳﻳﻡ‬ ‫ﻗﻳﺎﺱ‬ ‫ﺗﺣﺩﻳﺩ‬

‫ﺍﻟﺗﺻﺣﻳﺣﻳﺔ‬ ‫ﺍﻷﺩﺍء‬ ‫ﺍﻷﺩﺍء‬ ‫ﺍﻷﻫﺩﺍﻑ‬

‫ﻣﺎ ﺍﻟﺫﻱ‬ ‫ﻟﻣﺎﺫﺍ‬ ‫ﻣﺎ ﻫﻭ‬ ‫ﻣﺎ ﺍﻟﺫﻱ‬

‫ﻳﻧﺑﻐﻲ‬ ‫ﺣﺩﺙ‬ ‫‪-‬‬ ‫‪47‬‬ ‫‪-‬‬ ‫ﻣﺳﺗﻭﻯ‬ ‫ﻧﺭﻳﺩ‬
‫ﻋﻣﻠﻪ‬ ‫ﺫﻟﻙ؟‬ ‫ﺍﻷﺩﺍء؟‬ ‫ﺗﺣﻘﻳﻘﻪ؟‬
‫ﺑﺧﺻﻭﺹ‬
‫‪EBSCO Publishing‬‬ ‫‪: eBook Arabic Collection Trial - printed on 4/6/2020 2:09‬‬ ‫‪AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA‬‬ ‫‪PROFESSIONNELLE‬ﺫﻟﻙ؟‬
‫‪FORMATION‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺼﺤﻦ ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪،‬ﺹ‪.374.‬‬

‫‪،‬‬ ‫ﺍﻟﻤﺼﺪﺭ‪ :‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ‬

‫ﻓﺎﻹﺩﺍﺭﺓ ﺗﻘﻮﻡ ﺑﺘﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺸﻬﺮﻳﺔ ﺃﻭ ﺍﻟﺴﻨﻮﻳﺔ ﺛﻢ ﺗﻘﻮﻡ ﺑﻘﻴﺎﺱ ﺍﻷﺩﺍء ﻓﻲ‬
‫ﺍﻟﺴﻮﻕ ﺃﻱ ﻗﻴﺎﺱ ﻗﺪﺭﺗﻬﺎ ﻋﻠﻰ ﺍﻟﻨﻤﻮ ﻓﻲ ﺍﻟﺴﻮﻕ‪ ،‬ﺑﻌﺪ ﺫﻟﻚ ﺗﻘﻴﻢ ﺃﺩﺍﺋﻬﺎ ﻓﻲ ﺍﻟﺴﻮﻕ‬
‫ﻭﻣﻌﺮﻓﺔ ﺃﺳﺒﺎﺏ ﺍﻧﺤﺮﺍﻓﻬﺎ‪ ،‬ﻭﻣﻨﻪ ﺗﻌﻤﻞ ﺍﻹﺩﺍﺭﺓ ﻋﻠﻰ ﺗﺼﺤﻴﺢ ﺍﻻﻧﺤﺮﺍﻓﺎﺕ ﺑﺈﺟﺮﺍء‬
‫ﺗﻌﺪﻳﻞ ﺟﺰﺋﻲ ﺃﻭ ﻛﻠﻲ ﻭﻫﻨﺎﻙ ﺃﺭﺑﻌﺔ ﻁﺮﻕ ﺗﺴﺘﺨﺪﻣﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﻗﻴﺎﺱ ﺃﺩﺍء ﻣﺪﻯ‬
‫ﺍﻟﺘﻘﺪﻡ ﻓﻲ ﺗﺤﻘﻴﻖ ﺍﻷﻫﺪﺍﻑ‪ ،‬ﻣﻨﻬﺎ ‪ : 1‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،‬ﺗﺤﻠﻴﻞ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪،‬‬
‫‪F68‬‬

‫ﺗﺤﻠﻴﻞ ﺍﻟﺤﺼﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﺍﺗﺠﺎﻫﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻚ‪.‬‬

‫‪ -2‬ﺍﻟﺮﻗﺎﺑﺔ ﻣﻦ ﺧﻼﻝ ﺍﻟﺮﺑﺤﻴﺔ‪ :‬ﺗﻔﻴﺪ ﻫﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ﻓﻲ ﺗﺤﺪﻳﺪ ﻣﻌﺪﻝ ﺍﻟﺮﺑﺤﻴﺔ ﺍﻟﺬﻱ‬
‫ﻳﻌﺪ ﻣﺆﺷﺮﺍ ﻭﻫﺪﻓﺎ ﻟﻠﻤﺆﺳﺴﺔ ﻟﻜﻞ ﻣﻨﺘﺞ ﻓﻲ ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﺴﻮﻗﻴﺔ‪ ،‬ﻭﻫﺬﻩ‬
‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺳﻮﻑ ﺗﻔﻴﺪ ﺍﻹﺩﺍﺭﺓ ﻓﻲ ﺗﺤﺪﻳﺪ ﻣﺎ ﺇﺫﺍ ﻛﺎﻧﺖ ﺍﻟﺮﺑﺤﻴﺔ ﻧﺎﺗﺠﺔ ﻣﻦ ﻣﻨﺘﺞ‬
‫ﺃﻭ ﻣﻨﻄﻘﺔ ﺃﻭ ﻧﺸﺎﻁ ﺗﺴﻮﻳﻘﻲ ﺃﻭ ﻗﻨﻮﺍﺕ ‪...‬ﺍﻟﺦ ‪ .‬ﻓﻴﺠﺐ ﺃﻥ ﻳﺘﻢ ﺍﻟﺘﻮﺳﻊ ﻓﻴﻪ ﺃﻭ‬
‫ﺗﻘﻠﻴﺼﻪ ﺃﻭ ﺇﻗﺼﺎءﻩ ﻣﻦ ﻧﺸﺎﻁ ﺍﻟﻤﺆﺳﺴﺔ ‪ .2‬ﻭﻳﻌﺘﻤﺪ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺮﻗﺎﺑﺔ‬
‫‪F69‬‬

‫ﺑﺼﻔﺔ ﺃﺳﺎﺳﻴﺔ ﻋﻠﻰ ﺗﺤﻠﻴﻞ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﺍﻟﺘﻲ ﺗﺮﺗﺒﻂ ﺑﺄﺩﺍء ﻛﻞ‬
‫ﻧﺸﺎﻁ ﻋﻠﻰ ﺣﺪﺓ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺍﻟﺠﺰء ﺍﻟﺴﻮﻗﻲ‪ ،‬ﺍﻟﻘﻄﺎﻉ ﺍﻟﺠﻐﺮﺍﻓﻲ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ‪،‬‬
‫ﺍﻟﻄﻠﺒﻴﺎﺕ‪...‬ﺍﻟﺦ‪.‬‬
‫‪ -3‬ﺍﻟﺮﻗﺎﺑﺔ ﻋﻠﻰ ﺍﻟﻜﻔﺎءﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ :‬ﺇﺫﺍ ﺃ ﻭﺿﺤﺖ ﺍﻟﺪﺭﺍﺳﺔ ﺍﻟﺴﺎﺑﻘﺔ ﺃﻥ ﻣﻌﺪﻻﺕ‬
‫ﺍﻟﺮﺑﺤﻴﺔ ﻏﻴﺮ ﻣﻨﺎﺳﺒﺔ ﻟﺒﻌﺾ ﻣﺠﺎﻻﺕ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺍﻟﻤﻨﺎﻁﻖ ﺃﻭ ﺍﻟﻌﻤﻼء ﺃﻭ‬
‫ﺍﻷﺳﻮﺍﻕ ﺍﻟﺴﺎﺑﻖ ﺗﻘﻴﻴﻤﻬﺎ‪ ،‬ﻓﺈﻥ ﺍﻟﺴﺆﺍﻝ ﺍﻟﺬﻱ ﻳﺘﺒﺎﺩﺭ ﺇﻟﻰ ﺍﻟﺬﻫﻦ ﻫﻮ ﻣﺎ ﺇﺫﺍ ﻛﺎﻧﺖ‬
‫ﻫﻨﺎﻙ ﻁﺮﻕ ﺃﻛﺜﺮ ﻛﻔﺎءﺓ ﻟﻺﺩﺍﺭﺓ ﻗﻮﻯ ﺍﻟﺒﻴﻊ ﺃﻭ ﺍﻹﻋﻼﻥ ﻭﺍﻟﺘﻮﺯﻳﻊ ﺃﻭ ﺗﻨﺸﻴﻂ‬
‫ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،3‬ﻭﻳﻤﻜﻦ ﺳﺮﺩ ﺑﻌﺾ ﺃﻫﻢ ﺍﻟﻤﺆﺷﺮﺍﺕ ﺍﻟﺨﺎﺻﺔ ﺑﺄﺩﺍء ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ‬ ‫‪F70‬‬

‫‪4‬‬
‫‪:‬‬ ‫‪F71‬‬

‫‪ -‬ﺍﻟﻜﻔﺎءﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻜﻠﻴﺔ =‬

‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺗﻮﻓﻴﻖ ﻣﺤﻤﺪ ﻋﺒﺪ ﺍﻟﻤﺤﺴﻦ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.340.‬‬

‫‪ -2‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.386.‬‬
‫‪ -3‬ﻋﺒﺪ ﺍﻟﺮﺣﻤﺎﻥ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 46 -44 .‬‬
‫‪ -4‬ﻓﺮﻳﺪ ﺍﻟﻨﺠﺎﺭ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺘﺠﺮﻳﺒﻲ ) ﺗﻨﻤﻴﺔ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺒﻴﻌﻴﺔ(‪ ،‬ﻣﺆﺳﺴﺔ ﺷﺒﺎﺏ‬
‫ﺍﻟﺠﺎﻣﻌﺔ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪ ،1999 ،‬ﺹ‪. 203.‬‬
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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ /‬ﺗﻜﺎﻟﻴﻒ‬ ‫ﻗﻴﻤﺔ ﺍﻟﻤﺒﻴﻌﺎﺕ ‪ /‬ﺗﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻖ ﺃﻭ ﺻﺎﻓﻲ ﺍﻷﺭﺑﺎﺡ‬

‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫‪ -‬ﺍﻟﻜﻔﺎءﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻨﻮﻋﻴﺔﻟﻤﻨﺘﺞ ﺃﻭ ﻣﻨﻄﻘﺔ ﺑﻴﻌﻴﺔ=‬
‫ﻗﻴﻤﺔ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﻨﻮﻋﻴﺔ‪/‬ﺗﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻠﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻤﻨﻄﻘﺔ‬
‫‪ -‬ﺍﻟﻜﻔﺎءﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻜﻞ ﻋﻨﺼﺮ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ=‬
‫ﻣﺜﻼ‬
‫ﻗﻴﻤﺔ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺃﻭ ﺻﺎﻓﻲ ﺍﻷﺭﺑﺎﺡ‪ /‬ﺗﻜﻠﻔﺔ ﺍﻟﺘﺮﻭﻳﺞ ‪.‬‬
‫‪ -‬ﺍﻟﻔﻌﺎﻟﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔﺍﻟﻜﻠﻴﺔ=‬
‫ﻗﻴﻤﺔ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺤﻘﻘﺔ‪/‬ﻗﻴﻤﺔ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺨﻄﻄﺔ ﻟﻔﺘﺮﺓ ﺃﻭ ﻣﻨﻄﻘﺔ ﻣﺎ ﺃﻭ‬
‫ﻣﻨﺪﻭﺏ ﺑﻴﻊ ﻭﺍﺣﺪ‪.‬‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‬
‫‪.‬‬ ‫ﺃﻭ ﻫﻲ ﻛﺬﻟﻚ‪ :‬ﻗﻴﻤﺔ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻔﻌﻠﻴﺔ‪ /‬ﻗﻴﻤﺔ ﺍﻷﻫﺪﺍﻑ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫‪.‬‬ ‫‪ -‬ﺇﻧﺘﺎﺟﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ= ﺍﻟﻔﻌﺎﻟﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪/‬ﺍﻟﻜﻔﺎءﺓ‬
‫‪ -‬ﻓﻌﺎﻟﻴﺔ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ=‬
‫ﺍﻟﻨﻤﻄﻴﺔ‬
‫‪.‬‬ ‫ﺗﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﻌﻠﻴﺔ ‪/‬ﺗﻜﺎﻟﻴﻒ ﺍﻟﺘﺴﻮﻳﻖ‬
‫‪ -4‬ﺍﻟﺮﻗﺎﺑﺔ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ :‬ﻳﻬﺪﻑ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺇﻟﻰ ﻣﺮﺍﺟﻌﺔ ﻛﻔﺎءﺓ ﺍﻷﺩﺍء ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫ﺑﺸﻜﻞ ﺇﺟﻤﺎﻟﻲ‪ ،‬ﻭﺗﺘﻢ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻋﻠﻰ ﻓﺘﺮﺍﺕ ﻣﺘﺒﺎﻋﺪﺓ ﻷﻥ‬
‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺘﻄﻠﺐ ﻓﺘﺮﺓ ﺯﻣﻨﻴﺔ‪ ،‬ﺛﻢ ﺑﻌﺪ ﺫﻟﻚ ﺗﺤﺘﺎﺝ ﺍﻟﻤﺆﺳﺴﺔ ﺇﻟﻰ ﻣﺮﺍﺟﻌﺔ‬
‫‪.1‬‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫ﺍﻟﻤﺨﻄﻂ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻌﺎﻡ‪ ،‬ﻭﺗﻢ ﻣﻦ ﺧﻼﻝ ﺃﺳﻠﻮﺏ ﺍﻟﻤﺮﺍﺟﻌﺔ‬
‫‪F72‬‬

‫ﻭﺍﻟﺮﻗﺎﺑﺔ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺮﻛﺰ ﻋﻠﻰ ﺍﻟﻘﻀﺎﻳﺎ ﺍﻟﻜﺒﻴﺮﺓ ﻭﺗﻄﻠﺐ ﺗﻐﻴﺮﺍﺕ ﻣﺆﺛﺮﺓ‬

‫ﻓﻲ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ‪ ،‬ﻭﻓﻲ ﺃﻋﻤﺎﻝ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻭﻣﺨﻄﻄﻬﻢ‪ ،‬ﻭﻓﻲ ﺍﻹﺩﺭﺍﻙ ﺍﻟﺬﻱ ﻳﺤﻤﻠﻪ‬
‫ﺍﻟﻌﻤﻼء ﻋﻦ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻭ ﻣﻨﺘﺠﺎﺗﻬﺎ‪ ،‬ﻭﻓﻲ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻟﻠﻤﺆﺳﺴﺔ ‪ .2‬ﻭﻫﺬﺍ‬
‫‪F73‬‬

‫ﻣﺎ ﻳﺘﻄﻠﺐ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺔ ﺭﺻﺪ ﻭﻣﺮﺍﻗﺒﺔ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻐﻴﻴﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻓﻲ ﺍﻟﺒﻴﺌﺔ ﻭﺃﻫﻢ‬
‫ﻣﺼﺎﺩﺭ ﺫﻟﻚ ﻫﻮ ﺍﻟﺘﻐﻴﺮ ﻋﻠﻰ ﺍﻟﻄﻠﺐ ﻧﺘﻴﺠﺔ ﻟﻠﺘﻐﻴﺮ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻲ ﺃﻭ ﺣﻠﻮﻝ ﻣﻨﺘﺠﺎﺕ‬
‫‪.3‬‬
‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬ ‫ﺑﺪﻳﻠﺔ‪ ،‬ﻁﺒﻴﻌﺔ ﺍﻷﺳﻮﺍﻕ‪ ،‬ﺍﻟﺘﻐﻴﺮ ﻓﻲ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﻭﻁﺒﻴﻌﺔ‬
‫‪F74‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻟﺚ ‪ :‬ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪or applicable copyright law.‬‬

‫‪1 -P.Kotler, B. Dubois, Op.Cit, p.724.‬‬

‫‪ -2‬ﻫﺎﻧﻲ ﺣﺎﻣﺪ ﺍﻟﻀﻤﻮﺭ‪ ،‬ﺗﺴﻮﻳﻖ ﺍﻟﺨﺪﻣﺎﺕ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.417.‬‬
‫‪ -3‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.324.‬‬
‫‪- 49 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺗﻌﺮﻑ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﺃﻧﻬﺎ ‪ " :‬ﻋﻤﻠﻴﺔ ﺗﻘﻴﻴﻢ ﺇﺟﻤﺎﻟﻲ ﻟﻠﺒﻴﺌﺔ‬
‫‪.1‬‬
‫ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﺎ "‬
‫‪F75‬‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻭﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻗﺪﺭﺍﺗﻬﺎ ﻭﻷﻫﺪﺍﻓﻬﺎ‬
‫ﻓﻬﻲ ﺗﻘﻴﺲ ﻣﺪﻯ ﻣﻀﻲ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺍﻟﻄﺮﻳﻖ ﺍﻟﺼﺤﻴﺢ ﻭﺇﻥ ﻟﻢ ﺗﻜﻦ ﻓﺄﻳﻦ‬
‫ﻳﻨﺒﻐﻲ ﺃﻥ ﺗﻮﺟﻪ ﺍﻻﻫﺘﻤﺎﻣﺎﺕ‪ ،‬ﻛﻤﺎ ﻳﻤﻜﻦ ﺍﻟﻘﻮﻝ ﺑﺄﻥ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻫﻲ‪" :‬‬
‫ﺃﺳﻠﻮﺏ ﺍﺧﺘﺒﺎﺭ ﺷﺎﻣﻞ ﻭﻧﻈﺎﻣﻲ ﻭﻣﺴﺘﻘﻞ ﻟﺒﻴﺌﺔ ﻭﺃﻫﺪﺍﻑ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺃﻧﺸﻄﺔ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻟﺘﺤﺪﻳﺪ ﺍﻟﻤﺸﺎﻛﻞ ﻭﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﻭﺗﺤﺪﻳﺪ ﺍﻟﺘﺼﺮﻓﺎﺕ ﺍﻟﻮﺍﺟﺒﺔ‬
‫ﻟﺘﺤﺴﻴﻦ ﺍﻷﺩﺍء ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻠﻤﺆﺳﺴﺔ "‪. 2‬‬
‫‪F76‬‬

‫ﻭﺗﻌﺮﻑ ﻛﺬﻟﻚ ﺑﺄﻧﻬﺎ ‪ " :‬ﺍﻟﻔﺤﺺ ﺍﻹﺩﺍﺭﻱ ﺍﻟﺸﺎﻣﻞ ﻭﺍﻟﻤﻨﻬﺠﻲ ﻭﺍﻟﻤﺴﺘﻤﺮ‬

‫ﻟﻠﺒﻴﺌﺔ ﻭﺍﻟﺘﻨﻈﻴﻢ ﻭﺍﻟﻨﻈﻢ ﻭﺍﻹﻧﺘﺎﺟﻴﺔ ﻭﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ ﻣﻦ ﻧﺎﺣﻴﺔ‪،‬‬
‫ﻭﻟﻸﻫﺪﺍﻑ ﻭﺍﻟﺴﻴﺎﺳﺎﺕ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻠﻤﺸﺮﻭﻉ ﻣﻦ ﻧﺎﺣﻴﺔ ﺃﺧﺮﻯ ﻭﺫﻟﻚ ﺑﻬﺪﻑ‬
‫ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﻣﺪﻯ ﺗﻨﺎﺳﻘﻬﺎ ﻭﻣﻼءﻣﺘﻬﺎ ﻟﺘﺤﻘﻴﻖ ﻛﻔﺎءﺓ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺑﺸﻜﻞ ﻋﺎﻡ‪،‬‬
‫ﻭﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺸﻜﻞ ﺧﺎﺹ "‪.3‬‬
‫‪F7‬‬

‫ﻛﻤﺎ ﻳﻌﺮﻓﻬﺎ ﻛﻮﺗﻠﺮ ﺑﺄﻧﻬﺎ ‪ " :‬ﺍﺧﺘﺒﺎﺭ ﺷﺎﻣﻞ‪ ،‬ﻣﺴﺘﻘﻞ ﻧﻈﺎﻣﻲ ﻭﺩﻭﺭﻱ ﻟﻠﺒﻴﺌﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﺍﻷﻫـﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‪ ،‬ﺃﻋﻤﺎﻝ ﺍﻟﻤﺆﺳﺴﺔ ﻟﻠﺘﻌﺮﻑ ﻋﻠﻰ‬
‫ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﻲ ﺗﻌﺘﺮﺿﻬﺎ ﻣﺸﺎﻛﻞ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﺘﻄﻠﺐ ﺇﺟﺮﺍءﺍﺕ ﺗﺼﺤﻴﺤﻴﺔ ﺗﻮﺟﻪ‬
‫ﻟﻠﺘﺤﺴﻴﻦ ﻣﻦ ﻓﻌﺎﻟﻴﺘﻬﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ "‪.4‬‬
‫‪F78‬‬

‫ﻓﺎﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﺘﻢ ﺑﺼﻔﺔ ﺩﺍﺋﻤﺔ ﻭﻣﻨﺘﻈﻤﺔ ﻫﺪﻓﻬﺎ ﺍﻟﻜﺸﻒ ﻋﻦ ﻣﻨﺎﻁﻖ‬

‫ﺍﻟﺨﻠﻞ ﻭﺍﻟﻀﻌﻒ ﻓﻲ ﺍﻟﻨﻮﺍﺣﻲ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻣﺤﺎﻭﻟﺔ ﺗﺼﺤﻴﺤﻬﺎ ﻭﺗﺼﻮﻳﺒﻬﺎ ﻧﺤﻮ‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺮﺟﻮﺓ ﻭﺍﻟﻤﻨﺘﻈﺮﺓ‪.‬‬
‫ﻭﻟﺘﺤﻘﺒﻖ ﻫﺬﺍ ﺍﻟﻐﺮﺽ ﺫﻟﻚ ﻳﺠﺐ ﻋﻠﻰ ﻧﻈﺎﻡ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺃﻥ‬
‫‪5‬‬
‫ﻳﺘﺼﻒ ﺑﺨﺼﺎﺋﺺ ﺃﻫﻤﻬﺎ‪:‬‬ ‫‪F79‬‬

‫‪ -‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺷﺎﻣﻼ ‪ :‬ﺃﻱ ﺍﺷﺘﻤﺎﻟﻪ ﻛﻞ ﺍﻟﺠﻮﺍﻧﺐ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﺎﻟﺠﻬﻮﺩ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻟﻠﻤﺆﺳﺴﺔ ﻭﻟﻴﺲ ﻓﻘﻂ ﺗﻠﻚ ﺍﻟﺠﻮﺍﻧﺐ ﺍﻟﺘﻲ ﺗﺴﺒﺐ ﻧﻮﻋﺎ ﻣﻦ ﺍﻟﻤﺸﻜﻼﺕ ﻓﻲ ﺍﻷﺩﺍء‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.89 .‬‬

‫‪ -2‬ﻣﺤﻤﺪ ﺍﻟﺼﻴﺮﻓﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.307.‬‬
‫‪ -3‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ‪.307.‬‬
‫‪4- P.Kotler, B. Dubois, Op.Cit, p.307.‬‬
‫‪ -5‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 90 -89 .‬‬
‫‪- 50 -‬‬

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‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻧﻈﺎﻣﻴﺎ ﻭﻫﺬﺍ ﺑﺎﻟﻤﺮﻭﺭ ﺑﺨﻄﻮﺍﺕ ﻣﺨﻄﻄﺔ ﻭﻣﺘﺘﺎﺑﻌﺔ؛‬

‫‪:‬‬ ‫‪ -‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ‬
‫‪ -‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﻣﻦ ﺟﻬﺔ ﻣﺴﺘﻘﻠﺔ ﻭﻣﺤﺎﻳﺪﺓ‪ :‬ﻓﻠﻀﻤﺎﻥ ﺍﻟﻤﺮﺍﺟﻌﺔ ﻭﺍﻟﺘﻘﻴﻴﻢ ﻣﻦ‬
‫ﺍﻷﻓﻀﻞ ﺃﻥ ﺗﺘﻢ ﻣﻦ ﻗﺒﻞ ﺑﻌﺾ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺨﺎﺭﺟﻴﻴﻦ ﺑﺪﻻ ﻣﻦ ﺃﻭﻟﺌﻚ ﺍﻷﻓﺮﺍﺩ‬
‫ﺍﻟﻤﺴﺆﻭﻟﻴﻦ ﻋﻨﺪ ﺗﻨﻔﻴﺬﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ؛‬
‫‪ -‬ﻳﺠﺐ ﺃﻥ ﻳﺆﺩﻱ ﺑﺸﻜﻞ ﺩﻭﺭﻱ‪ :‬ﺃﻥ ﺗﺆﺩﻱ ﻋﻠﻰ ﺃﺳﺎﺱ ﻣﻨﺘﻈﻢ )ﺷﻬﺮﻳﺎ ﺃﻭ ﻧﺼﻒ‬
‫ﺳﻨﻮﻱ ﻣﺜﻼ(‪.‬‬
‫ﺇﻥ ﻧﻈﺎﻡ ﺍﻟﻤﺮﺍﺟﻌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻳﻘﻮﻡ ﺑﺎﺧﺘﺒﺎﺭ ﺳﺘﺔ ﻣﺠﺎﻻﺕ ﺗﻌﻜﺲ ﺍﻟﻤﻮﺍﻗﻒ‬
‫‪1‬‬
‫ﻳﻠﻲ‪:‬‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﻫﻲ ﻛﻤﺎ‬
‫‪F80‬‬

‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫‪:‬‬ ‫‪.1‬ﻣﺮﺍﺟﻌﺔ ﺍﻟﺒﻴﺌﺔ‬
‫‪ -‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ )ﺍﻟﺴﻜﺎﻧﻴﺔ‪ ،‬ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪ ،‬ﺍﻟﺴﻴﺎﺳﻴﺔ‪ ،‬ﺍﻟﺜﻘﺎﻓﻴﺔ‪(...‬؛‬
‫‪ -‬ﺍﻟﺒﻴﺌﺔ ﺍﻟﺨﺎﺻﺔ )ﺍﻷﺳﻮﺍﻕ‪ ،‬ﺍﻟﻤﺠﻬﺰﻭﻥ‪ ،‬ﺍﻟﻤﻮﺯﻋﻮﻥ‪ ،‬ﺍﻟﻤﺴﺘﻬﻠﻜﻮﻥ‪.(...‬‬
‫‪.2‬ﻣﺮﺍﺟﻌﺔ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ :‬ﻭﺗﺘﻤﺜﻞ ﻓﻲ ﺍﺳﺘﻌﺮﺍﺽ ﺭﺳﺎﻟﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ‬
‫ﺿﻮء ﺍﻻﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﻔﻌﻠﻴﺔ ﻓﻲ ﺍﻟﺴﻮﻕ ﻭﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﻣﺴﺘﻮﻯ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻭﻛﺬﻟﻚ ﺍﺳﺘﻌﺮﺍﺽ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻣﺪﻯ ﻣﻨﺎﺳﺒﺘﻬﺎ ﻟﻠﺒﻴﺌﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺤﺎﻟﻴﺔ ﻭﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻣﺜﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺮﻛﺰ ﺍﻟﺘﻨﺎﻓﺴﻲ ﻭﺍﻟﺴﻮﻗﻲ ﺍﻟﺘﻲ‬
‫ﺗﻢ ﺗﻄﺒﻴﻘﻬﺎ ﻭﻣﺎ ﻫﻲ ﺍﻟﺘﻮﺟﻬﺎﺕﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻲ ﻗﺎﻣﺖ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺘﺒﻨﻴﻬﺎ‪.‬‬
‫‪.3‬ﻣﺮﺍﺟﻌﺔ ﺍﻷﻧﻈﻤﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔﻭﺗﺸﻤﻞ ﻋﻠﻰ‪:‬‬
‫‪ -‬ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻲ؛‬
‫‪ -‬ﻧﻈﺎﻡ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻟﺘﺴﻮﻳﻘﻲ؛‬
‫‪ -‬ﻧﻈﺎﻡ ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻲ‪.‬‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫‪:‬‬ ‫‪.4‬ﻣﺮﺍﺟﻌﺔ ﺍﻟﻨﻈﺎﻡ‬
‫‪ -‬ﺍﻟﻨﻈﺎﻡ ﺍﻟﺮﺳﻤﻲ ﺃﻭ ﺍﻟﻬﻴﻜﻞ ﺍﻟﺘﻨﻈﻴﻤﻲ ﻟﻮﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻖ؛‬
‫‪ -‬ﺍﻟﻔﻌﺎﻟﻴﺔ ﺍﻟﺘﻨﻈﻴﻤﻴﺔ ﻟﻤﺨﺘﻠﻒ ﺍﻹﺩﺍﺭﺍﺕ ﺍﻟﺘﻲ ﺗﺸﺘﺮﻙ ﻣﻊ ﻭﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻖ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺗﻮﻓﻴﻖ ﻋﺒﺪ ﺍﻟﻤﺤﺴﻦ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.354.‬‬

‫ﻭﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 322 -321 .‬‬
‫‪- 51 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺃﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻫﺬﺍ ﻣﻦ ﺧﻼﻝ ﺗﺤﻠﻴﻞ ﺍﻟﺮﺑﺤﻴﺔ ﻭﺗﺤﻠﻴﻞ ﺍﻟﻔﻌﺎﻟﻴﺔ‬

‫‪:‬‬ ‫‪.5‬ﻣﺮﺍﺟﻌﺔ ﺍﻹﻧﺘﺎﺟﻴﺔ‬
‫ﻭﻣﺪﻯ ﺍﻟﺮﻗﻲ ﻓﻲ ﺍﻷﺩﺍء ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﻫﻨﺎﻙ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﻣﺆﺷﺮﺍﺕ ﺍﻟﻔﻌﺎﻟﻴﺔ‬
‫ﻭﺍﻹﻧﺘﺎﺟﻴﺔ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﺳﻮﺍء ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺑﺸﻜﻞ‬
‫ﻋﺎﻡ ﺃﻭ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﻛﻞ ﻋﻨﺼﺮ ﻣﻦ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﻗﺪ ﺗﻄﺮﻗﻨﺎ ﺇﻟﻰ‬
‫ﺑﻌﺾ ﻣﻨﻬﺎ‪.‬‬
‫‪ .6‬ﻣﺮﺍﺟﻌﺔ ﺍﻟﻮﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ‪ :‬ﻭﻫﺬﺍ ﺑﺘﻘﻴﻴﻢ ﻣﺘﻌﻤﻖ ﻟﻜﻞ ﻋﻨﺼﺮ ﻣﻦ ﻋﻨﺎﺻﺮ‬
‫ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ )ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺍﻟﺴﻌﺮ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻟﺘﺮﻭﻳﺞ( ﻭﻣﺪﻯ ﻗﺪﺭﺗﻪ ﻋﻠﻰ ﺗﺤﻘﻴﻖ‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪- 52 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
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 Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.
or applicable copyright law.

AN: 924151 ; .;
Account: ns063387
NATIONALE, DE LA FORMATION PROFESSIONNELLE
EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﻔﺻــــﻝ ﺍﻟﺛﺎﻟﺙ‬
‫ﺇﺳﺗﺭﺍﺗﻳﺟﻳﺎﺕ ﺍﻟﻣﺯﻳﺞ ﺍﻟﺗﺳﻭﻳﻘﻲ‬
‫ﻳُﻌﺒﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻋﻦ ﺗﻠﻚ ﺍﻟﺘﻮﻟﻴﻔﺔ ﺍﻟﺮﺑﺎﻋﻴﺔ ﺍﻟﻤﻜﻮﻧﺔ ﻣﻦ )ﺍﻟﻤﻨﺘﺞ‪،‬‬
‫ﺍﻟﺴﻌﺮ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻟﺘﺮﻭﻳﺞ( ﺍﻟﺘﻲ ﺗﺴﺘﺨﺪﻣﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻠﺘﻤﻜﻦ ﻣﻦ ﺇﺷﺒﺎﻉ‬
‫ﺭﻏﺒﺎﺕ ﻭﺣﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻣﻦ ﺟﻬﺔ ‪ .‬ﻭﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺑﻨﺎء ﻗﻮﺍﻋﺪ‬
‫ﺗﻨﺎﻓﺴﻴﺔ ﻣﻦ ﺟﻬﺔ ﺛﺎﻧﻴﺔ ﺇﺫﺍ ﻣﺎ ﺃﺣﺴﻦ ﻓﻬﻢ ﺻﻴﺎﻏﺔ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺧﺎﺻﺔ ﺑﻜﻞﻋﻨﺼﺮ‪،‬‬
‫ﻭﻩ ﻭ ﻣﺎ ﺳﻨﺘﻨﺎﻭﻟﻪ ﻓﻲ ﻫﺬﺍ ﺍﻟﻤﺒﺤﺚ‪.‬‬
‫ﺍﻟﻤﺒﺤﺚ ﺍﻷﻭﻝ ‪ :‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﻨﺘﺞ‬
‫ﻳﻌﺘﺒﺮ ﺍﻟﻤﻨﺘﺞ ﻗﻠﺐﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻓﺸﻠﻪ ﻓﻲ ﺍﻟﺴﻮﻕ ﺃﻭ ﻓﻲ ﺗﻠﺒﻴﺔ‬
‫ﺭﻏﺒﺎﺕ ﻭﺣﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻟﻦ ﻳﻌﻮﺿﻪ ﺃﻱ ﺟﻬﺪ ﺁﺧﺮ ﻣﻦ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ‪ ،‬ﻓﻬﻮ ﺣﺠﺮ ﺍﻷﺳﺎﺱ ﺍﻟﺬﻱ ﺗﺪﻭﺭ ﺣﻮﻟﻪ ﺟﻤﻴﻊ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻟﻬﺬﺍ‬
‫ﺳﻨﻘﻮﻡ ﺑﺸﻲء ﻣﻦ ﺍﻹﻳﺠﺎﺯ ﺍﻟﺘﻌﺮﻳﻒ ﺑﻤﻔﻬﻮﻡ ﺍﻟﻤﻨﺘﺞ ﻭﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ‪ ،‬ﻭﺍﻟﺘﻌﺮﺽ‬
‫ﺇﻟﻰ ﻣﻔﻬﻮﻡ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ ﻭﻣﺮﺍﺣﻞ ﺗﻄﻮﻳﺮﻫﺎ ﻭﺗﻨﻤﻴﺘﻬﺎ ﺑﺎﻋﺘﺒﺎﺭﻫﺎ ﺃﺣﺪ ﺍﻟﻘﺮﺍﺭﺍﺕ‬
‫ﺍﻟﻬﺎﻣﺔ ﻓﻲ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﻨﺘﺞ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﻤﻨﺘﺞ‬

‫ُ‬
‫ﻳﻌﺮﻑ ﺍﻟﻤﻨﺘﺞ ﺑﻤﻔﻬﻮﻣﻪ ﺍﻟﺸﺎﻣﻞ ﺑﺄﻧﻪ ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﻨﺎﻓﻊ ﺍﻟﺘﻲ ﻳﺤﺼﻞ‬
‫ﻋﻠﻴﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻹﺷﺒﺎﻉ ﺣﺎﺟﺎﺗﻪ ﻭﻫﻲ ﻣﺎﺩﻳﺔ ﻣﻦ ﺧﺼﺎﺋﺺ ﻣﻜﻮﻧﺔ ﻟﻪ ﻭﻣﻨﺎﻓﻊ ﻧﻔﺴﻴﺔ‬
‫ﻣﻦ ﺟﺮﺍء ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﻤﻨﺘﺞ "‪. 1‬‬
‫‪F81‬‬

‫ﻭﻋﺮﻓﻪ ‪ STATON‬ﺑﺄﻧﻪ ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺼﻔﺎﺕ ﺍﻟﻤﻠﻤﻮﺳﺔ‬

‫ﻭﻏﻴﺮ ﺍﻟﻤﻠﻤﻮﺳﺔ ﻳﻀﻤﻨﻬﺎ ﺍﻟﻐﻼﻑ‪ ،‬ﺍﻟﻠﻮﻥ‪ ،‬ﺍﻟﺴﻌﺮ ﻭﺷﻬﺮﺓ ﺍﻟﻤﻨﺘﺞ ﻭﺧﺪﻣﺎﺗﻪ‪ ،‬ﻭﺍﻟﺘﻲ‬
‫ﻳﻘﺒﻠﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻋﻠﻰ ﺃﻧﻬﺎ ﺗﺸﺒﻊ ﺣﺎﺟﺎﺗﻪﻭﺭﻏﺒﺎﺗﻪ " ‪.2‬‬
‫‪F82‬‬

‫ﻭﻳﻌﺮﻑ ﻛﻮﺗﻠﺮ ﺍﻟﻤﻨﺘﺞ ﺑﺄﻧﻪ ‪ " :‬ﺃَﻱْ ﺷﻲء ﻳﻤﻜﻦ ﻋﺮﺿﻪ ﻓﻲ ﺍﻟﺴﻮﻕ ﻟﺘﻠﺒﻴﺔ‬
‫ﺭﻏﺒﺔ ﺃﻭ ﺣﺎﺟﺔ ﻣﺎ "‪. 3‬‬
‫‪or applicable copyright law.‬‬

‫‪F83‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ‪. 180.‬‬
‫‪ -2‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.226 .‬‬
‫‪3- P. Kotler, B. Dubois, Op.Cit, p. 412.‬‬
‫‪- 54 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﻭ ﻳﻀﻴﻒ ﺑﺄﻧﻪ ﻛﻞ ﻣﺎ ﻳﺴﺘﺤﻖ ﺟﺬﺏ ﺍﻻﻫﺘﻤﺎﻡ ﺃﻭ ﺍﻟﺘﻤﻠﻚ ﺃﻭ ﺍﻻﺳﺘﻬﻼﻙ‪ ،‬ﻛﻤﺎ‬

‫ﻗﺪ ﻳﻜﻮﻥ ﺍﻟﻤﻨﺘﺞ ﻣﺎﺩﻳﺎَ‪ ،‬ﺧﺪﻣﺔ ﺃﻓﺮﺍﺩ‪ ،‬ﻣﻜﺎﻥ‪ ،‬ﻣﻨﻈﻤﺔ‪ ،‬ﻓﻜﺮﺓ‪.‬‬
‫ﻓﻤﻦ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺴﺎﺑﻘﺔ ﻧﺴﺘﻨﺘﺞ ﺃﻥ ﺍﻟﻤﻨﺘﺞ ﻫﻮ ﻣﺠﻤﻮﻋﺔ ﺍﻟﺼﻔﺎﺕ ﺍﻟﺘﻲ‬
‫ﺍﻟﻤﺎﺩﻳﺔﻏﻴﺮ‬
‫–‬ ‫ﻳﻘﺪﻣﻬﺎ ﺍﻟﻤﻨﺘﺞ ﺳﻮﺍء ﺍﻟﻤﺎﺩﻳﺔ ‪ -‬ﺍﻟﻤﻠﻤﻮﺳﺔ‪ -‬ﻭﺍﻟﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺍﻟﺴﻠﻊ ﺃﻭ ﻏﻴﺮ‬
‫ﺍﻟﻤﻠﻤﻮﺳﺔ – ﻭﺍﻟﻤﺘﻤﺜﻠﺔ ﻓﻲ ﺍﻟﺨﺪﻣﺎﺕ ﻭﺍﻟﺘﻲ ﺗﻘﺪﻡ ﻣﻨﺎﻓﻊ ﻹﺷﺒﺎﻉ ﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ‬
‫‪1‬‬
‫ﺍﻟﺘﺎﻟﻴﺔ ‪:‬‬
‫‪F84‬‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﻳﻤﻜﻦ ﺍﻟﺘﻔﺮﻗﺔ ﺑﻴﻦ ﺍﻟﺴﻠﻊﻭﺍﻟﺨﺪﻣﺎﺕ ﺑﺎﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺍﻷﺳﺌﻠﺔ‬
‫‪ -‬ﻣﻠﻤﻮﺳﻴﺘﻬﺎ ) ﻫﻞ ﺍﻟﻤﻨﺘﺞ ﻣﻠﻤﻮﺱ ؟ ( ؛‬
‫‪ -‬ﺗﺨﺰﻳﻨﻬﺎ ) ﻫﻞ ﺍﻟﻤﻨﺘﺞ ﻳﻤﻜﻦ ﺗﺨﺰﻳﻨﻪ ؟ ( ؛‬
‫‪ -‬ﻗﻴﺎﺳﻴﺔ ) ﻫﻞ ﻫﻲ ﻗﻴﺎﺳﻴﺔ ؟ ( ؛‬
‫‪ -‬ﻣﺸﺎﺭﻛﺔ ﺍﻟﻤﺴﺘﻬﻠﻚ ) ﻫﻞ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻳﺸﺎﺭﻙ ﻓﻲ ﺗﺸﻜﻴﻠﻬﺎ ﺃﻭ ﺗﻮﺯﻳﻌﻬﺎ )ﻧﻘﻞ‬
‫ﺍﻟﻤﻨﺘﺞ( ؟ ( ‪.‬‬
‫ﻟﻠﻤﻨﺘﺞ ﻋﺪﺓ ﺗﺼﻨﻴﻔﺎﺕ ﻭﻫﻲ ﻣﻮﺿﺤﺔ ﻓﻲ ﺍﻟﺠﺪﻭﻝ ﺍﻟﺘﺎﻟﻲ ‪:‬‬
‫‪or applicable copyright law.‬‬

‫‪1- D. Pettigrew, Normand Turgeon, Op .Cit, p.131.‬‬

‫‪- 55 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(4‬‬

‫ﻳﻮﺿﺢ ﺗﺼﻨﻴﻔﺎﺕ ﻭﺗﻘﺴﻴﻤﺎﺕ ﺍﻟﻤﻨﺘﺞ‪.‬‬
‫ﺍﻷﻣﺜﻠﺔ ﻟﻠﻤﻨﺘﺞ‬ ‫ﺍﻟﺘﺼﻨﻴﻒ ﺣﺴﺐ‬ ‫ﺍﻷﻣﺜﻠﺔ ﻟﻠﻤﻨﺘﺞ‬ ‫ﺍﻟﺘﺼﻨﻴﻒ ﺣﺴﺐ‬
‫ﺍﻟﻄﺒﻴﻌﺔ‬ ‫ﺍﻟﻄﺒﻴﻌﺔ‬
‫ﺷﺨﺼﻲ‪ ،‬ﺟﻤﺎﻋﻲ‬ ‫ﺍﻻﺳﺘﺨﺪﺍﻡ‬ ‫‪-‬‬ ‫ﻣﻜﻤﻠﺔ‪ ،‬ﺑﺪﻳﻠﺔ‬ ‫ﺍﻟﺒﻌﺪ ﻻﻗﺘﺼﺎﺩﻱ‬ ‫‪-‬‬
‫ﺃﻭﻟﻴﺔ‪ ،‬ﻣﻜﻤﻠﺔ‬ ‫ﺍﻟﺤﺎﺟﺔ ﻟﻠﻤﻨﺘﺞ‬ ‫‪-‬‬ ‫ﺻﻨﺎﻋﻲ‪ ،‬ﺍﺳﺘﻬﻼﻛﻲ‬ ‫ﺍﻟﻤﺸﺘﺮﻱ‬ ‫‪-‬‬
‫ﺳﻠﻊ ﻣﻴﺴﺮﺓ‪ ،‬ﺗﺴﻮﻕ‪ ،‬ﺗﺨﺼﺺ‬ ‫ﺍﻟﺠﻬﺪ ﺍﻟﺸﺮﺍﺋﻲ‬ ‫‪-‬‬ ‫ﺍﺳﺘﻬﻼﻛﻴﺔ‪ ،‬ﺻﻨﺎﻋﻴﺔ‬ ‫ﻏﺮﺽ ﺍﻟﺸﺮﺍء‬ ‫‪-‬‬
‫ﺳﻠﻊ ﻣﻌﻤﺮﺓ‪ ،‬ﻏﻴﺮ ﻣﻌﻤﺮﺓ‪...‬ﺍﻟﺦ‬ ‫ﻁﻮﻝ ﺍﻟﻌﻤﺮ‬ ‫‪-‬‬

‫ﺍﻟﻜﺎﺗﺐ‬
‫‪.‬‬ ‫ﺍﻟﻤﺼﺪﺭ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩ‬

‫ﻟﻺﺷﺎﺭﺓ ﻓﺈﻥ ﺍﻟﻤﻨﺘﺞ ﻟﻪ ﺧﻤﺴﺔ ﺃﺑﻌﺎﺩ ﻭﺍﻟﺘﻲ ﻻ ﺑﺪ ﻋﻠﻰ ﻣﺼﻠﺤﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺃﻥ‬
‫ﺗﻜﻮﻥ ﻋﻠﻰ ﺩﺭﺍﻳﺔ ﺑﻬﺎ ﻭﻫﻲ‪:‬‬
‫‪ - 1‬ﻧﻮﺍﺓ ﺍﻟﻤﻨﺘﺞ‪ :‬ﺣﻴﺚ ﻳﺼﻒ ﺍﻟﻤﻴﺰﺓ ﺍﻷﺳﺎﺳﻴﺔ ﺃﻭ ﺍﻟﺨﺎﺻﻴﺔ ﺍﻟﺘﻲ ﺗﻌﺮﺽ‬
‫ﻟﻠﻤﺴﺘﻬﻠﻚ ﻓﻲ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻓﻔﻲ ﻣﺜﺎﻝ ﺍﻟﺴﻴﺎﺭﺍﺕ ﻧﺠﺪ ﺍﻟﺨﺎﺻﻴﺔ ﺍﻷﺳﺎﺳﻴﺔ ﻟﻠﻤﻨﺘﺞ‬
‫ﻫﻲ ﺍﻟﻨﻘﻞ‪ ،‬ﺃﻣﺎ ﺍﻟﻔﻨﺎﺩﻕ ﻓﻬﻲ ﺍﻟﻤﺒﻴﺖ؛‬
‫‪ - 2‬ﺍﻟﻤﻨﺘﺞ ﺍﻷﺳﺎﺳﻲ‪ :‬ﻭﻳﺘﻜﻮﻥ ﻣﻦ ﺧﺼﺎﺋﺺ ﺍﻟﻤﻨﺘﺞ ) ﻛﺎﻟﺘﻌﺒﺌﺔ‪ ،‬ﺍﻟﺸﻜﻞ‪ ،‬ﺍﻟﺠﻮﺩﺓ‪،‬‬
‫ﺍﻟﺼﻮﺭﺓ ( ﻓﻔﻲ ﻣﺜﺎﻝ ﺍﻟﺴﻴﺎﺭﺍﺕ ﻧﺠﺪ ﺍﻟﻤﻨﺘﺞ ﺍﻷﺳﺎﺳﻲ ﻫﻮ ﺍﻟﺨﺼﺎﺋﺺ‬
‫ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﺸﻜﻞ‪ ،‬ﺍﻟﺤﺠﻢ‪ ،‬ﺍﻟﻠﻮﻥ‪...‬؛‬
‫‪ - 3‬ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻨﺘﻈﺮ‪ :‬ﻳﺮﺗﺒﻂ ﺑﺠﻤﻴﻊ ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﺘﻲ ﻳﻨﺘﻈﺮﻫﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻣﻦ‬
‫ﺧﻼﻝ ﺍﻗﺘﻨﺎء ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻮﺟﻮﺩ ﻓﻌﻼ ) ﻓﻨﺪﻕ ﻧﻈﻴﻒ‪ ،‬ﺍﺳﺘﻘﺒﺎﻝ ﺣﺎﺭ ( ﺃﻭ ﺳﻴﺎﺭﺓ‬
‫ﺫﺍﺕ ﺩﻭﺭﺍﻥ ﺳﻬﻞ؛‬
‫‪ - 4‬ﺍﻟﻤﻨﺘﺞ ﺍﻹﺟﻤﺎﻟﻲ‪:‬ﻭﻫﻮ ﻳﺸﻤﻞ ﺟﻤﻴﻊ ﺧﺼﺎﺋﺺ ﺍﻟﻤﻨﺘﺞ ﺍﻷﺳﺎﺳﻲ ﻭﺍﻟﻤﻨﺘﻈﺮ‪،‬‬
‫ﻭﺑﺘﻘﺪﻳﻢ ﻫﺬﻩ ﺍﻟﺨﺼﺎﺋﺺ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻟﻠﺘﻤﻴﻴﺰ ﻋﻠﻰ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪ ،‬ﻓﻔﻲ‬
‫ﻣﺜﺎﻝ ﺍﻟﺴﻴﺎﺭﺍﺕ ﺗﻘﺪﻳﻢ ﺧﻴﺎﺭﺍﺕ ﺧﺎﺻﺔ‪ ،‬ﻧﻈﺎﻡ ﺍﻵﻣﺎﻥ‪ ،‬ﻋﻘﺪ ﺍﻟﺼﻴﺎﻧﺔ‪ ،‬ﺗﻮﻓﻴﺮ‬
‫ﺳﻴﺎﺭﺍﺕ ﺑﺪﻳﻠﺔ‪ ...‬ﺇﻥ ﻫﺬﺍ ﺍﻟﻤﺴﺘﻮﻯ ﻣﻦ ﺍﻟﻤﻨﺘﺞ ﻳﺘﻢ ﻋﻠﻰ ﺃﺳﺎﺳﻪ ﺍﻟﻤﻘﺎﺭﻧﺔ ﻣﻦ‬
‫ﻁﺮﻑ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻟﻠﻌﺮﻭﺽ ﺍﻟﻤﻘﺪﻣﺔ ﻭﺍﻟﺘﻲ ﻳﺘﻢ ﻓﻴﻬﺎ ﺍﻟﺘﻤﺎﻳﺰ ﻣﻦ ﺣﻴﺚ ﺍﻟﻤﻨﺘﺞ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻹﺟﻤﺎﻟﻲ‪.‬‬

‫‪- 56 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ - 5‬ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﺤﺘﻤﻞ ‪ :‬ﻭ ﻳﻀﻢ ﺟﻤﻴﻊ ﺍﻟﺘﺤﺴﻴﻨﺎﺕ ﻭﺍﻟﺘﻌﺪﻳﻼﺕ‪ ،‬ﻭﻫﻲ ﻛﺜﻴﺮﺓ‪،‬‬

‫ﻭﺍﻻﻫﺘﻤﺎﻡ ﺑﻬﺬﺍ ﺍﻟﻤﺴﺘﻮﻯ ﻣﻦ ﺍﻟﻤﻨﺘﺞ ﻫﻮ ﻣﻬﻢ ﺧﺎﺻﺔ ﻓﻲ ﺍﻟﻤﺴﺘﻘﺒﻞ ﻻﺷﺘﺪﺍﺩ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ ﻓﻔﻲ ﻣﺜﺎﻟﻨﺎ ﻟﻠﺴﻴﺎﺭﺍﺕ ﻳﻜﺜﺮ ﺍﻟﺤﺪﻳﺚ ﻋﻦ ﺍﻟﻘﻴﺎﺩﺓ ﺍﻟﺬﻛﻴﺔ ﻣﺜﻼ ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻧﻲ ‪ :‬ﻣﻔﻬﻮﻡ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ‬

‫ﻳُﻌﺮﻑ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺑﺄﻧﻪ‪ " :‬ﺗﻠﻚ ﺍﻟﺘﺮﻛﻴﺒﺔ ﺍﻟﺘﻲ ﺗُ َﻜ َﻮﻥ ﻣﺠﻤﻮﻋﺔ‬
‫ﻭﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﻌﺮﺿﻬﺎ ﻓﻲ ﺍﻟﺴﻮﻕ ‪"1‬‬
‫‪F85‬‬

‫ﻭﻳﻌﺮﻑ ﻛﺬﻟﻚ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﻗﺎﺋﻤﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﺮﻏﺐ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺒﻴﻌﻬﺎ‬
‫ﻓﻲ ﺍﻟﺴﻮﻕ ﻭﻳﻜﻮﻥ ﻣﺘﻜﻮﻧﺎ َ ﻣﻦ ﻣﻨﺘﺞ ﻭﺍﺣﺪ ﻭﻫﻮ ﻣﺰﻳﺞ ﺑﺴﻴﻂ‪ ،‬ﺃﻭ ﻣﻦ ﻋﺪﺓ ﻣﻨﺘﺠﺎﺕ‬
‫ﻭﻳﺴﻤﻰ ﺑﺘﺸﻜﻴﻠﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ "‪.2‬‬
‫‪F86‬‬

‫ﺃﻣﺎ ﻛﻮﺗﻠﺮ ﻓﻌﺮﻓﻪ ﺑﺄﻧﻪ " ﻣﺠﻤﻮﻋﺔ ﺍﻟﺘﺸﻜﻴﻼﺕ ﻭﺍﻟﻤﻮﺍﺩ ﺍﻟﻤﻘﺘﺮﺣﺔ ﻟﻠﺒﻴﻊ ﻣﻦ‬
‫ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ " ‪. 3‬‬ ‫‪F87‬‬

‫ﻛﻤﺎ ﻳﺠﺐ ﺍﻟﺘﻔﺮﻗﺔ ﺑﻴﻦ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ)‪ (MIX DES PRODUITS‬ﺍﻟﺘﻲ‬

‫)‪ (LA GAMME‬ﺍﻟﺘﻲ ﻫﻲ ‪:‬‬ ‫ﺗﻢ ﺗﻌﺮﻳﻔﻬﺎ ﻣﻦ ﻗﺒﻞ‪ ،‬ﻭﻣﻔﻬﻮﻡ ﺍﻟﺘﺸﻜﻴﻠﺔ‬
‫" ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺮﺗﺒﻄﺔ ﻓﻴﻤﺎ ﺑﻴﻨﻬﺎ ﻭﺍﻟﻤﺘﺸﺎﺑﻬﺔ ﻓﻲ ﺍﻻﺳﺘﻌﻤﺎﻝ ﺃﻭ ﺍﻟﻤﻮﺟﻬﺔ‬
‫ﻟﻨﻔﺲ ﺍﻟﻌﻤﻼء ﺃﻭ ﺗﺒﺎﻉ ﻟﻨﻔﺲ ﻧﻘﺎﻁ ﺍﻟﺒﻴﻊ ﺃﻭ ﺗﺒﺎﻉ ﺿﻤﻦ ﻣﺠﺎﻝ ﺳﻌﺮ ﻣﺤﺪﺩ‪". 4‬‬
‫‪8F‬‬

‫ﻳﻠﻲ ‪:‬‬
‫‪5‬‬
‫‪89F‬‬‫ﻭﻳﺘﺼﻒ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺑﻤﺎ‬
‫‪ -‬ﺍﻻﺗﺴﺎﻉ‪ :‬ﻫﻮ ﻋﺪﺩ ﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻮﺟﻮﺩﺓ ﺑﺪﺍﺧﻞ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻭﺍﻟﺬﻱ ﻳﻤﻜﻦ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺗﺤﻘﻴﻖ ﺳﻤﻌﺔ ﻁﻴﺒﺔ ﻭﺗﻘﺪﻳﻢ ﻣﻨﺘﺠﺎﺕ ﺗﺪﻭﺭ ﺣﻮﻝ ﺍﺣﺘﻴﺎﺟﺎﺕ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ‪،‬‬
‫‪ -‬ﺍﻟﻌﻤﻖ‪ :‬ﻳﺸﻴﺮ ﺇﻟﻰ ﻋﺪﺩ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﻨﺘﺠﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺪﺍﺧﻞ ﻛﻞ ﺧﻂ‪ ،‬ﻭﻳﺤﻘﻖ‬
‫ﻟﻠﻤﺆﺳﺴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﻗﻄﺎﻋﺎﺕ ﺳﻮﻗﻴﺔ ﺟﺪﻳﺪﺓ ﻭﺗﻠﺒﻴﺔ ﺣﺎﺟﺎﺕ ﻣﺘﺒﺎﻳﻨﺔ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺣﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 185 .‬‬

‫‪ -2‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ‪. 185.‬‬
‫‪3- P.Kotler, B. Dubois, Op.Cit, p.417.‬‬
‫‪4- Ibid, p.418.‬‬
‫‪ -5‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 237 -236 .‬‬
‫‪- 57 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﺍﻻﺭﺗﺒﺎﻁ ‪ :‬ﺩﺭﺟﺔ ﺍﻟﺘﻨﺎﺳﻖ ﺑﻴﻦ ﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺞ ﻭﺃﺳﺎﺱ ﺍﻟﺘﻔﺮﻗﺔ ﻫﻮ ﺑﻮﺍﻋﺚ‬

‫ﺍﻻﺳﺘﻌﻤﺎﻝ ﺃﻭ ﻁﺮﻕ ﺍﻟﺘﻮﺯﻳﻊ ﺃﻭ ﺍﻹﻧﺘﺎ ﺝ‪...‬ﺍﻟﺦ‪ .‬ﻓﻜﻠﻤﺎ ﺯﺍﺩ ﺍﻻﺭﺗﺒﺎﻁ ﺑﻴﻦ ﻫﺬﺍ‬
‫ﺍﻟﻤﺰﻳﺞ ﺃﻣﻜﻦ ﺗﺤﻘﻴﻖ ﺍﺳﻢ ﻟﻠﻤﺆﺳﺴﺔ ﻭﺗﺪﻋﻴﻢ ﻫﺬﺍ ﺍﻻﺳﻢ ﻓﻲ ﻣﺠﺎﻝ ﻣﻌﻴﻦ؛‬
‫‪1‬‬
‫‪ -‬ﻁﻮﻝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﻫﻮ ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻔﺮﺩﻳﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻤﺰﻳﺞﺍﻟﻤﻨﺘﺠﺎﺕ‪.‬‬
‫‪F90‬‬

‫ﺇﻥ ﻣﻌﺮﻓﺔ ﺍﻷﺑﻌﺎﺩ ﺍﻷﺭﺑﻌﺔ ﻟﻤﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺷﺄﻧﻬﺎ ﻣﺴﺎﻋﺪﺓ ﻣﺘﺨﺬﻱ‬

‫ﺍﻟﻘﺮﺍﺭ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻓﻲ ﺗﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ ﻟﻜﻞ ﻣﻨﺘﺞ ﻭﻫﻲ‬
‫‪2‬‬
‫ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫ﺗﻨﺪﺭﺝ ﺿﻤﻦ ﺍﻟﻤﻀﺎﻣﻴﻦ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫‪F91‬‬

‫‪ -‬ﺇﺿﺎﻓﺔ ﺧﻄﻮﻁ ﻣﻨﺘﺠﺎﺕ ﺟﺪﻳﺪﺓ ﻟﺘﻮﺳﻴﻊ ﻣﺰﻳﺞ ﻣﻨﺘﺠﺎﺗﻪ؛‬

‫‪ -‬ﺇﺿﺎﻓﺔ ) ﺗﻮﺳﻴﻊ ( ﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻮﺟﻮﺩﺓ ﺣﺎﻟﻴﺎ ؛‬
‫‪ -‬ﺇﺿﺎﻓﺔ ﻧﻤﺎﺫﺝ ﻣﻌﺪﻟﺔ ﻣﻦ ﺍﻟﻤﻨﺘﺞ ﺇﻟﻰ ﻛﻞ ﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺠﺎﺕ؛‬
‫‪ -‬ﺯﻳﺎﺩﺓ ﺍﻟﺘﻜﺎﻣﻞ ﻭﺍﻟﺘﺮﺍﺑﻂ ﺑﻴﻦ ﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺠﺎﺕ‪.‬‬
‫ﻭﺍﻟﻤﻬﻢ ﻓﻲ ﺩﺭﺍﺳﺔ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻫﻮ ﺍﻟﻘﻴﺎﻡ ﺑﺘﺤﻠﻴﻠﻬﺎ ﻣﻦ ﻭﺟﻬﺘﻴﻦ ﺍﻷﻭﻟﻰ‬
‫‪3‬‬
‫ﺗﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺜﺎﻧﻴﺔ ﻣﺎﻟﻴﺔ‪.‬‬ ‫‪F92‬‬

‫‪ -1‬ﺗﺤﻠﻴﻞ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺧﻼﻝ ﻧﻤﻂ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭ‬

‫ﻧﺠﺪ ﺃﻥ ﻫﻨﺎﻙ‪:‬‬
‫‪ -‬ﻣﻨﺘﺠﺎﺕ ﺭﺍﺋﺪﺓ‪:‬ﻭﻫﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﺤﻘﻖ ﺭﻗﻢ ﺃﻋﻤﺎﻝ ﻛﺒﻴﺮ؛‬
‫‪ -‬ﻣﻨﺘﺠﺎﺕ ﺍﻟﺠﺬﺏ‪ :‬ﻟﻬﺎ ﺩﻭﺭ ﺟﺬﺏ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﻘﺼﺪ ﺍﻟﺸﺮﺍء ﻭﺩﻓﻊ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬
‫ﻟﻠﺘﻌﺮﻳﻒ ﺑﺎﻟﻤﺆﺳﺴﺔ ﻭﺻﻮﺭﺗﻬﺎ؛‬
‫‪ -‬ﻣﻨﺘﺠﺎﺕ ﻋﻠﻰ ﺧﻂ ﺍﻻﻧﻄﻼﻕ‪ :‬ﻭﻫﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺳﺘﻌﻮﺽ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺮﺍﺋﺪﺓ‬
‫ﺃﻭ ﻣﻨﺘﺠﺎﺕ ﻳﺘﻢﺍﻟﻤﺮﻭﺭ ﻡﻥ ﺧﻼﻟﻬﺎ ﺑﻴﻦ ﻣﻨﺘﺠﻴﻦ ﺭﺍﺋﺪﻳﻦ؛‬
‫‪ -‬ﻣﻨﺘﺠﺎﺕ ﺍﻟﺘﻌﺪﻳﻞ‪:‬ﻭ ﻫﻲ ﻣﻨﺘﺠﺎﺕ ﻻﻣﺘﺼﺎﺹ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺜﺎﺑﺘﺔ ﻭﺗﻌﻮﻳﺾ ﺗﻘﻠﺒﺎﺕ‬
‫ﺍﻟﻤﺒﻴﻌﺎﺕ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪ ﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 186 .‬‬
‫‪ -2‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 158 -157 .‬‬
‫‪3- Jacques Lendrevie , Denis lindon , Op.Cit, p .319.‬‬
‫‪- 58 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻜﺘﻴﻜﻴﺔ‪:‬ﻭﻏﺮﺿﻬﺎ ﺇﺯﻋﺎﺝ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺃﻭ ﺍﻻﺳﺘﺠﺎﺑﺔ ﺍﻟﺴﺮﻳﻌﺔ ﻷﻓﻌﺎﻝ‬

‫ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ‪.‬‬
‫ﺍﻷﻋﻤﺎﻝﻭﻫﺬﺍ ﺑﺈﺗﺒﺎﻉ ﺍﻟﻘﺎﻋﺪﺓ ﺍﻟﻤﻌﺮﻭﻓﺔ‬
‫‪:‬‬ ‫‪ -2‬ﺗﺤﻠﻴﻞ ﻣﺰﻳﺞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺧﻼﻝ ﺭﻗﻢ‬
‫ﺇﻥ ﺣﻮﺍﻟﻲ‪ %80‬ﻣﻦ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ ﻳﻨﺠﺰ ﻣﻦ ﺧﻼﻝ ‪ %20‬ﻣﻦ‬ ‫‪ 80/20‬ﺑﺤﻴﺚ َ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ) ﺍﻟﺮﺍﺋﺪﺓ ( ‪.‬‬
‫ﺇﻥ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﻨﺘﺞ ﺗﺘﻀﻤﻦ ﻣﺠﻤﻮﻋﺔ ﻗﺮﺍﺭﺍﺕ ﻭﻳﻤﻜﻦ ﺗﻠﺨﻴﺺ ﺃﻫﻤﻬﺎ‬
‫ﻛﻤﺎ ﻳﻠﻲ‪: 1‬‬ ‫‪F93‬‬

‫‪ -‬ﻗﺮﺍﺭﺍﺕ ﺧﺎﺻﺔ ﺑﺎﻟﻌﻼﻣﺔ‪:‬ﻋﻦ ﻁﺮﻳﻖ ﺍﻷﺳﻤﺎء ﻭﺍﻟﻜﻠﻤﺎﺕ ﺃﻭ ﺍﻟﺮﻣﻮﺯ ﺃﻭ ﺍﻟﺼﻮﺭ‬

‫ﺃﻭ ﻣﺰﻳﺞ ﺑﻌﺾ ﻣﻨﻬﺎ ﺑﻬﺪﻑ ﺗﻌﺮﻳﻒ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺍﻟﻤﻨﺘﺞ ﺍﻟﺬﻱ ﺗﻘﺪﻣﻪ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﻟﺘﻤﻴﺰﻩ ﻋﻦ ﻣﻨﺘﺠﺎﺕ ﺑﺎﻗﻲ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ؛‬
‫‪ -‬ﻗﺮﺍﺭﺍﺕ ﺍﻟﺘﻐﻠﻴﻒ ﻭﺍﻟﺘﻌﺒﺌﺔ‪ :‬ﻭﻫﻲ ﻣﺠﻤﻮﻋﺔ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﻲ ﺗﻬﺘﻢ ﺑﺘﺼﻤﻴﻢ ﺇﻧﺘﺎﺝ‬
‫ﻋﺒﻮﺓ ﺍﻟﻤﻨﺘﺞ ﻭﻏﻼﻓﻬﺎ ﺍﻟﺨﺎﺭﺟﻲ ﻭﻳﻌﺘﺒﺮ ﺍﻟﻐﻼﻑ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺟﺰءﺍَ‬
‫ﺃﺳﺎﺳﻴﺎ َ ﻟﻠﻤﻨﺘﺞ ﻓﻲ ﺣﺪ ﺫﺍﺗﻪ ؛‬
‫‪ -‬ﻗﺮﺍﺭ ﺍﻟﻀﻤﺎﻥ ‪ :‬ﻭﻫﻮ ﺗﻘﺪﻳﻢ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻮﺳﻴﻂ ﻟﻠﻤﺴﺘﻬﻠﻚ ﻣﺴﺆﻭﻟﻴﺘﻪ ﻋﻦ ﺍﻟﻌﻴﻮﺏ‬
‫ﺍﻟﺘﻲ ﻗﺪ ﺗﻈﻬﺮ ﻓﻲ ﺑﻌﺾ ﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﻤﺒﺎﻋﺔ ﻭﺿﻤﺎﻥ ﻁﺮﻳﻘﺔ ﺃﺩﺍء ﺍﻟﻤﻨﺘﺞ‬
‫ﺑﻄﺮﻳﻘﺔ ﻣﺮﺿﻴﺔ ؛‬
‫‪ -‬ﻗﺮﺍﺭ ﺍﻟﺨﺪﻣﺔ ‪ :‬ﻭﻫﻮ ﺟﺰءﺍ ﻻ ﻳﺘﺠﺰﺃ ﻣﻦ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻻ ﻳﺠﺐ ﺃﻥ ﺗـﻨﻘﻄﻊ‬
‫ﺍﻟﻌﻼﻗﺔ ﻣﻊ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﻗﺪ ﺗﺘﻀﻤﻦ ﺍﻟﺘﺴﻠﻴﻢ‪ ،‬ﺍﻟﺘﺜﺒﻴﺖ‪ ،‬ﺿﻤﺎﻥ ﺧﺪﻣﺎﺕ ﻣﺎ ﺑﻌﺪ‬
‫ﺍﻟﺒﻴﻊ‪ ،‬ﺍﻹﺻﻼﺡ ‪...‬ﺍﻟﺦ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻟﺚ ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ‬

‫ﺇﻥ ﺃﺣﺪ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﻬﺎﻣﺔ ﻭﺍﻟﺬﻱ ﻳﻌﺪ ﻣﻦ ﺍﻟﻤﺴﺎﺋﻞ ﺍﻟﺤﻴﻮﻳﺔ ﻭﺍﻟﻤﻬﻤﺔ ﻟﻨﺠﺎﺡ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﺳﺘﻤﺮﺍﺭﻫﺎ ﻫﻮ ﻣﺪﻯ ﻗﺪﺭﺗﻬﺎ ﻋﻠﻰ ﺗﻘﺪﻳﻢ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﻨﻈﺮ‬
‫ﻣﻦ ﺣﻴﺚ ﺩﺭﺟﺔ ﺍﻟﺨﺒﺮﺓ ﻓﻲ ﺍﻟﺴﻮﻕ‪ ،‬ﻭﻣﻦ ﺣﻴﺚ ﺩﺭﺟﺔ ﺍﻟﺠﺪﺓ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻭﻓﻲ‬
‫ﻫﺬﺍ ﻧﺠﺪ ﺍﻷﻧﻮﺍﻉ ﺍﻟﺘﺎﻟﻴﺔ‪: 2‬‬
‫‪or applicable copyright law.‬‬

‫‪F94‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪ 266 -251 .‬ﺑﺘﺼﺮﻑ‪.‬‬
‫‪ -2‬ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 110 .‬‬
‫‪- 59 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -1‬ﻣﻨﺘﺠﺎﺕ ﺟﺪﻳﺪﺓ ﺑﺎﻟﻤﺮﺓ‪ :‬ﻭﻫﻲ ﺍﻟﺘﻲ ﺗﺨﻠﻖ ﺃﺳﻮﺍﻗﺎ ﺟﺪﻳﺪﺓ ﻟﻢ ﺗﻜﻦ ﻣﻌﺮﻭﻓﺔ ﻣﻦ‬
‫ﻗﺒﻞ‪.‬‬
‫‪ -2‬ﺧﻄﻮﻁ ﻣﻨﺘﺠﺎﺕ ﺟﺪﻳﺪﺓ ‪ :‬ﻭﺍﻟﺘﻲ ﺗﺴﻤﺢ ﻟﻠﻤﺆﺳﺴﺔ ﻣﻦ ﺩﺧﻮﻝ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻘﺎﺋﻤﺔ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬
‫‪.‬‬ ‫ﻓﻌﻼ ﺑﻬﺬﻩ‬
‫‪ -3‬ﺇﺿﺎﻓﺔ ﺇﻟﻰ ﺧﻄﻮﻁ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻘﺎﺋﻤﺔ ‪ :‬ﺣﻴﺚ ﻳﺘﻢ ﺇﺿﺎﻓﺔ ﻣﻨﺘﺠﺎﺕ ﺟﺪﻳﺪﺓ ﺇﻟﻰ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻤﺎﺛﻠﺔ ﺍﻟﻤﻮﺟﻮﺩﺓ ﻭﺍﻟﺘﻲ ﺗﺴﻮﻗﻬﺎ ﺍﻟﻤﺆﺳﺴﺔ؛‬
‫‪ -4‬ﺗﺤﺴﻴﻦ ﻭﻣﺮﺍﺟﻌﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻮﺟﻮﺩﺓ ‪ :‬ﺣﻴﺚ ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺈﺩﺧﺎﻝ‬
‫ﺗﺤﺴﻴﻨﺎﺕ ﻋﻠﻰ ﻣﻨﺘﺠﺎﺗﻬﺎ ﺍﻟﻘﺎﺋﻤـﺔ ﻭﺃﻫﻢ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﻲ ﺗﺨﺺ ﺫﻟﻚ ‪: 1‬‬
‫ﻫﻲ‬ ‫‪F95‬‬

‫‪ -‬ﺇﺟﺮﺍء ﺗﻐﻴﻴﺮﺍﺕ ﻓﻲ ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﻮﻅﻴﻔﻴﺔ ﻟﻠﻤﻨﺘﺞ ﺑﺘﺤﻮﻳﺮﺍﺕ ﻭﺗﻌﺪﻳﻼﺕ ﺑﺴﻴﻄﺔ؛‬

‫‪ -‬ﺇﺟﺮﺍء ﺗﻐﻴﻴﺮﺍﺕ ﻓﻲ ﺍﻟﻨﻮﺍﺣﻲ ﺍﻟﻨﻮﻋﻴﺔ ﻟﻠﻤﻨﺘﺞ ﻭﺟﻮﺩﺗﻪ ؛‬
‫‪ -‬ﺇﺟﺮﺍء ﺗﻐﻴﻴﺮﺍﺕ ﻓﻲ ﺗﺼﻤﻴﻢ ﺍﻟﻤﻨﺘﺞ ﻭﻋﻠﻰ ﺍﻟﻤﻈﻬﺮ ﺍﻟﺨﺎﺭﺟﻲ ﺑﻬﺪﻑ ﺍﻟﻤﺤﺎﻓﻈﺔ‬
‫ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻤﻄﻠﻮﺏ ﻣﻦ ﺍﻟﺠﺎﺫﺑﻴﺔ ﺍﻟﺘﻲ ﻳﻨﺒﻐﻲ ﺃﻥ ﻳﻮﻓﺮﻫﺎ ﻟﻠﻤﺴﺘﻬﻠﻚ؛‬
‫‪ -‬ﺇﺟﺮﺍء ﺣﺬﻑ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻋﺪﻳﻤﺔ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ ‪.‬‬
‫‪-5‬ﺇﻋﺎﺩﺓ ﺗﺤﺪﻳﺪ ﻣﻮﻗﻊ ﺍﻟﻤﻨﺘﺞ ﻣﻦ ﺍﻟﺴﻮﻕ ) ﺇﻋﺎﺩﺓ ﺗﻤﻮﺿﻌﻪ ( ‪:‬ﻭﻫﺬﺍ ﻋﻦ ﻁﺮﻳﻖ‬
‫ﺗﻮﺟﻴﻪ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻮﺟﻮﺩﺓ ﺣﺎﻟﻴﺎ ﻟﺘﺨﺪﻡ ﺃﺳﻮﺍﻕ ﺟﺪﻳﺪﺓ ﺃﻭ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺃﺟﺰﺍء‬
‫ﻣﺤﺪﺩﺓ ﻣﻦ ﺃﺳﻮﺍﻕ ﻣﻌﻴﻨﺔ ؛‬
‫‪ -6‬ﺗﺨﻔﻴﺾ ﺗﻜﻠﻔﺔ ﺇﻧﺘﺎﺝ ﺍﻟﻤﻨﺘﺞ ‪ :‬ﺗﻘﺪﻳﻢ ﻧﻔﺲ ﺍﻟﻤﻨﺘﺞ ﻟﻠﺴﻮﻕ ﻭﻟﻜﻦ ﺑﺄﻗﻞ ﺗﻜﻠﻔﺔ‬
‫ﺑﺈﺩﺧﺎﻝ ﺗﺤﺴﻴﻨﺎﺕ ﻓﻲ ﺃﺳﺎﻟﻴﺐ ﻭﻁﺮﻕ ﺍﻹﻧﺘﺎﺝ ﻭﺍﻟﺘﺴﻮﻳﻖ ‪.‬‬
‫ﻛﻤﺎ ﺃﻥ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﻌﻤﻞ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻓﻬﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻄﺮﺡ ﺍﻟﻤﻨﺘﺞ‬
‫‪2‬‬
‫ﺍﻟﺘﺎﻟﻴﺘﻴﻦ ‪:‬‬ ‫ﺍﻟﺠﺪﻳﺪ ﺑﺈﺣﺪﻯ ﺍﻹﺳﺘﺮﺍﺗﺠﻴﺘﻴﻦ‬
‫‪F96‬‬

‫‪ -‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻤﻠﻚ ‪ :‬ﻭﻫﺬﺍ ﺑﺎﻟﺒﺤﺚ ﻋﻦ ﻣﺆﺳﺴﺎﺕ ﺃﻗﻞ ﻣﻨﻬﺎ ﺣﺠﻤﺎ َ ﻭﺍﻟﺘﻲ‬

‫ﻁﻮﺭﺕ ﺑﻌﺾ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺸﺮﺍﺋﻬﺎ ﺑﺎﻟﻜﺎﻣﻞ ﺃﻭ ﺷﺮﺍء ﻋﻼﻣﺔ‬
‫ﺗﺠﺎﺭﻳﺔ ﻣﻌﻴﻨﺔ ﻣﻦ ﺃﺻﺤﺎﺑﻬﺎ ﺍﻟﺪﻳﻦ ﻁﻮﺭﻭﻫﺎ ﺃﺻﻼ ﺃﻭ ﺣﻖ ﺍﻟﺘﺮﺧﻴﺺ ﺑﺘﺼﻨﻴﻊ‬
‫‪or applicable copyright law.‬‬

‫ﻣﻨﺘﺠﺎﺕ ﻣﻌﻴﻨﺔ؛‬
‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪ ﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪ 203 -201 .‬ﺑﺘﺼﺮﻑ ‪.‬‬
‫‪ -2‬ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 111 .‬‬
‫‪- 60 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻄﻮﻳﺮ ‪ :‬ﻭﻫﺬﺍ ﺑﺘﻄﻮﻳﺮ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻨﺘﺠﺎﺕ ﺟﺪﻳﺪﺓ ﺑﻨﻔﺴﻬﺎ‪ ،‬ﺇﻣﺎ‬

‫ﺩﺍﺧﻠﻴﺎ ﻣﻦ ﺧﻼﻝ ﻭﺣﺪﺓ ﺧﺎﺻﺔ ﺑﺎﻟﺒﺤﺚ ﻭﺍﻟﺘﻄﻮﻳﺮ‪ ،‬ﺃﻭ ﺧﺎﺭﺟﻴﺎ ﻋﻦ ﻁﺮﻳﻖ‬
‫ﺍﻟﺘﻌﺎﻗﺪ ﻣﻊ ﺑﺎﺣﺜﻴﻦ ﺃﻭ ﻣﺆﺳﺴﺎﺕ ﺑﺤﺜﻴﺔ ﻣﺘﺨﺼﺼﺔ ﻹﺟﺮﺍء ﺍﻟﺪﺭﺍﺳﺎﺕ‬
‫ﺍﻟﻤﻄﻠﻮﺑﺔ‪.‬‬
‫ﻭﻣﻦ ﺃﻫﻢ ﺍﻷﺳﺒﺎﺏ ﺍﻟﺘﻲ ﺗﺪﻋﻮ ﺇﻟﻰ ﺇﻁﻼﻕ ﻭﺗﻨﻤﻴﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ ﻣﺎ‬
‫ﻳﻠﻲ‪:‬‬
‫‪ -‬ﻛﻞ ﻣﻨﺘﺞ ﻟﻪ ﺩﻭﺭﺓ ﺣﻴﺎﺓ ﻣﻌﻴﻨﺔ‪ ،‬ﻣﻤﺎ ﻳﺴﺘﺪﻋﻲ ﺇﻁﻼﻕ ﻣﻨﺘﺠﺎﺕ ﻣﺘﺘﺎﻟﻴﺔ ﻟﺒﻘﺎء‬
‫ﻭﺍﺳﺘﻤﺮﺍﺭ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺗﺰﻛﻴﺘﻬﺎ؛‬
‫‪ -‬ﺗﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﻟﻨﻤﻮ ﻟﻠﻤﺆﺳﺴﺔ؛‬
‫‪ -‬ﺗﺰﻳﺪ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ ﻣﻦ ﺗﻌﺪﺩ ﺍﺧﺘﻴﺎﺭﺍﺕ ﻭﺗﻔﻀﻴﻼﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ؛‬
‫‪ -‬ﻧﻘﺺ ﺍﻟﻤﻮﺍﺭﺩ ﻭﺯﻳﺎﺩﺓ ﺍﻟﺘﺪﺧﻼﺕ ﺍﻟﺤﻜﻮﻣﻴﺔ ﻟﺤﻤﺎﻳﺔ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﻣﻤﺎ ﻳﺪﻓﻊ ﺇﻟﻰ‬
‫ﻣﺤﺎﻭﻟﺔ ﺇﻁﻼﻕ ﻭﺗﻄﻮﻳﺮ ﻣﻨﺘﺠﺎﺕ ﺃﻗﻞ ﺇﺿﺮﺍﺭﺍَ ﺑﺎﻟﻤﺴﺘﻬﻠﻚ ﻭﺍﻟﺒﻴﺌﺔ‪.‬‬
‫ﻭﺗﻤﺮ ﻋﻤﻠﻴﺔ ﺗﻄﻮﻳﺮ ﺍﻟﻤﻨﺘﺞ ﺍﻟﺠﺪﻳﺪ ﻭﺇﻁﻼﻗﻪ ﺑﺎﻟﻤﺮﺍﺣﻞ ﺍﻟﻤﻮﺿﺤﺔ ﻛﺎﻵﺗﻲ‪:‬‬
‫‪or applicable copyright law.‬‬

‫‪- 61 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‪ ( 8) :‬ﻳﻮﺿﺢ ﺍﻟﻤﺮﺍﺣﻞ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺘﻄﻮﻳﺮ ﻭﺇﻁﻼﻕ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ‬

‫*‬
‫‪F‬‬ ‫‪97‬‬

‫‪ – 3‬ﺗﻁﻭﻳﺭ‬ ‫‪ – 2‬ﺗﺻﻔﻳﺔ‬ ‫‪ -1‬ﺍﻟﺑﺣﺙ‬

‫ﻭﺍﺧﺗﻳﺎﺭ ﺍﻟﻧﻣﻭﺫﺝ‬ ‫ﺍﻷﻓﻛﺎﺭ‬ ‫ﻋﻥ ﺍﻷﻓﻛﺎﺭ‬

‫‪ – 4‬ﺇﻋﺩﺍﺩ‬ ‫‪ – 5‬ﺍﻟﺗﺣﻠﻳﻝ‬ ‫‪ – 6‬ﺇﻋﺩﺍﺩ‬

‫ﺍﻻﺳﺗﺭﺍﺗﻳﺟﻳﺔ‬ ‫ﺍﻻﻗﺗﺻﺎﺩﻱ‬ ‫ﺍﻟﻣﻧﺗﺞ‬
‫ﺍﻟﺗﺳﻭﻳﻘﻳﺔ ﻟﻠﻣﻧﺗﺞ‬

‫‪ – 8‬ﺇﻁﻼﻕ‬ ‫‪ – 7‬ﺍﺧﺗﺑﺎﺭ‬
‫ﺍﻟﻣﻧﺗﺞ‬ ‫ﺍﻟﺳﻭﻕ‬
‫‪P.Kotler,‬‬ ‫ﺍﻟﻤﺼﺪﺭ ‪B. Dubois, p.356 :‬‬

‫ﻭﺇﺟﻤﺎﻻ ﻳﻤﻜﻦ ﺗﻘﺪﻳﻢ ﺷﺮﺡ ﻣﺨﺘﺼﺮ ﻟﻠﻤﺮﺍﺣﻞ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺘﻄﻮﻳﺮ ﻭﺇﻁﻼﻕ‬

‫ﺍﻟﻤﻨﺘﺞ ﺍﻟﺠﺪﻳﺪ ﻛﺎﻵﺗﻲ‪: 1‬‬ ‫‪F98‬‬

‫‪ – 1‬ﺍﻟﺒﺤﺚ ﻋﻦ ﺍﻷﻓﻜﺎﺭ ‪ :‬ﻳﻤﻜﻦ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﻣﺠﻤﻮﻋﺔ ﺍﻷﻓﻜﺎﺭ ﺍﻟﺘﻲ ﺗﺼﻠﺢ‬

‫ﻛﻤﻨﺘﺠﺎﺕ ﻋﻦ ﻁﺮﻳﻖ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺼﺎﺩﺭ‪ ،‬ﺍﻟﻌﻤﻼء‪ ،‬ﺍﻟﻄﺎﻟﺒﻴﻦ‪ ،‬ﺍﻟﻤﻮﺯﻋﻴﻦ‪،‬‬
‫ﺍﻟﻤﻤﺜﻠﻴﻦ‪ ،‬ﺍﻟﻤﺪﻳﺮﻳﺔ ﺍﻟﻌﺎﻣﺔ‪ ،‬ﺍﻟﺒﺤﻮﺙ ﺍﻟﻮﺛﺎﺋﻘﻴﺔ‪ ،‬ﺍﻟﻤﻨﺎﻓﺴﻮﻥ‪ ...‬ﻓﻜﻠﻬﺎ ﺗﺸﺎﺭﻙ‬
‫ﻹﻣﺪﺍﺩﻧﺎ ﺑﺄﻓﻜﺎﺭ ﺟﺪﻳﺪﺓ؛‬
‫‪ – 2‬ﺗﺼﻔﻴﺔ ﺍﻷﻓﻜﺎﺭ ‪ :‬ﺗﻌﻤﻞ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻠﻰ ﺗﺼﻔﻴﺔ ﺍﻷﻓﻜﺎﺭ ﺍﻟﺠﺬﺍﺑﺔ ﻣﻦ ﺍﻟﻤﺮﺣﻠﺔ‬
‫ﺍﻟﺴﺎﺑﻘﺔ ﻭﺇﻗﺼﺎء ﺍﻟﺴﻴﺌﺔ ﻣﻨﻬﺎ ﻭﺍﻻﺣﺘﻔﺎﻅ ﺑﺎﻟ ُﻤ ِﻬ َﻤﺔُ ﻣﻨﻬﺎ‪ ،‬ﻭﻫﺬﺍ ﺑﻄﺮﺡ ﻣﺠﻤﻮﻋﺔ‬
‫ﺗﺴﺎﺅﻻﺕ ﺣﻮﻝ ﺗﻮﺍﻓﻖ ﺍﻷﻓﻜﺎﺭ ﻣﻊ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻣﻮﺍﺭﺩﻫﺎ ﻭﻣﻌﺮﻓﺔ‬
‫ﻋﻮﺍﻣﻞ ﺍﻟﻨﺠﺎﺡ ﺍﻟﺨﺎﺻﺔ ﺑﻜﻞ ﻓﻜﺮﺓ؛‬
‫‪ – 3‬ﺗﻨﻤﻴﺔ ﻭﺍﺧﺘﻴﺎﺭ ﺍﻟﻨﻤﻮﺫﺝ‪ :‬ﻓﺎﻷﻓﻜﺎﺭ ﻳﺠﺐ ﺃﻥ ﺗُﺤﻮﻝ ﺇﻟﻰ ﻧﻤﻮﺫﺝ‪ ،‬ﺃﻱ ﻭﺻﻒ‬
‫ﻟﻠﻤﻨﺘﺞ ﺍﻟﺬﻱ ﺳﻴﻘﺪﻡ ﻟﻠﻤﺴﺘﻬﻠﻚ ﻭﻳﻜﻮﻥ ﺟﺬﺍﺑﺎ ﻓﻲ ﺍﻟﺴﻮﻕ؛‬
‫‪or applicable copyright law.‬‬

‫*‪ -‬ﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻹﻁﻼﻉ ﻭﺍﻟﺘﻌﻤﻖ ﺍﻟﺮﺟﻮﻉ ﺇﻟﻰ‪:‬‬

‫‪- P.Kotler , B . Dubois, Op.Cit, p p. .375- 380‬‬
‫‪1- Marc Vandercammen, Marketing (L'esseentiel pour comprendre, décide, agir),‬‬
‫‪Deboeck édition, Bruxelles, Belgique, 2002, p p. 326- 327.‬‬
‫‪- 62 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ – 4‬ﺇﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻠﻤﻨﺘﺞ ‪ :‬ﻓﻲ ﻫﺬﻩ ﺍﻟﻤﺮﺣﻠﺔ ﻋﻠﻰ ﺍﻟﺠﻬﺔ‬

‫ﺍﻟﻤﺴﺆﻭﻟﺔ ﻋﻦ ﺗﻨﻤﻴﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺗﻌﺮﻳﻒ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺇﻁﻼﻕ ﺍﻟﻤﻨﺘﺞ ﺍﻟﺠﺪﻳﺪ‬
‫ﻭﺗﺤﺪﻳﺪ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ) ﺍﻟﺤﺠﻢ‪ ،‬ﺍﻟﺘﻨﻈﻴﻢ‪ ،‬ﺍﻟﺴﻠﻮﻙ(‪ ،‬ﺗﻤﻮﺿﻊ ﻫﺬﺍ ﺍﻟﻤﻨﺘﺞ‬
‫ﻭﺗﻌﺮﻳﻒ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻨﺘﻈﺮﺓ ﻓﻲ ﺷﻜﻞ ﺭﻗﻢ ﺍﻷﻋﻤﺎﻝ‪ ،‬ﺣﺼﺔ ﺳﻮﻗﻴﺔ ‪،‬ﺃﺭﺑﺎﺡ‪...‬‬
‫ﺍﻟﺦ؛‬
‫‪ – 5‬ﺍﻟﺘﺤﻠﻴﻞ ﺍﻻﻗﺘﺼﺎﺩﻱ‪ :‬ﻣﻦ ﺧﻼﻝ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺤﺪﺩﺓ‪ ،‬ﻋﻠﻰ ﻣﺴﺆﻭﻝ ﺍﻟﻤﻨﺘﺞ‬
‫ﺍﻟﺠﺪﻳﺪ ﺃﻭ ﺍﻟﻬﻴﺌﺔ ﺍﻟﻤﻜﻠﻔﺔ ﺑﺈﻁﻼﻗﻪ ﺩﺭﺍﺳﺔ ﺍﻷﺑﻌﺎﺩ ﺍﻟﺘﺠﺎﺭﻳﺔ‪ ،‬ﺍﻟﻤﺎﻟﻴﺔ ﻭﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﻭﻫﺬﺍ ﺑﺘﻘﺪﻳﺮ ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،‬ﺍﻟﺘﻜﺎﻟﻴﻒ ﻭﺍﻷﺭﺑﺎﺡ؛‬
‫‪ – 6‬ﺇﻋﺪﺍﺩ ﺍﻟﻤﻨﺘﺞ‪ :‬ﻭﻫﻨﺎ ﻳﺘﻢ ﺗﺤﻮﻳﻞ ﺍﻟﻤﻔﻬﻮﻡ ﺇﻟﻰ ﻧﻤﻮﺫﺝ ﻻﺧﺘﺒﺎﺭﻩ‬
‫ﻭ ﺗﺠﺮﺑﺘﻪ ﻟﻠﺘﺤﺴﻴﻦ ﻣﻦ ﺟﻮﺩﺗﻪ ﺍﻟﻮﻅﻴﻔﻴﺔ ﻭﺍﻟﻘﺒﻮﻝ ﻟﺪﻯ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺎﺧﺘﻴﺎﺭ‬
‫ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺍﺳﻤﻪ‪ ،‬ﺍﻟﺘﻐﻠﻴﻒ‪..‬؛‬
‫‪ – 7‬ﺍﺧﺘﺒﺎﺭﺍﺕ ﺍﻟﺴﻮﻕ‪ :‬ﺣﻴﺚ ﻳﺘﻢ ﺍﺧﺘﺒﺎﺭﻩ ﻓﻲ ﺍﻟﻤﺤﻴﻂ ﺍﻟﺘﺠﺎﺭﻱ ﻟﻪ‪ ،‬ﻭﻗﻴﺎﺱ ﺭﺩﻭﺩ‬
‫ﺃﻓﻌﺎﻝ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﺍﻟﺒﺎﺋﻌﻴﻦ ﺃﻭ ﺍﻟﻤﻮﺯﻋﻴﻦ‪ ...‬ﻭﻳﺘﻢ ﺍﻟﻘﻴﺎﺱ ﻣﻦ ﻋﺪﺓ ﺟﻮﺍﻧﺐ ﻣﺜﻞ‬
‫ﻓﻌﺎﻟﻴﺔ ﺍﻹﻋﻼﻥ ﻋﻨﻪ‪ ،‬ﻓﻌﺎﻟﻴﺔ ﺍﻟﺤﻮﺍﻓﺰ ﺍﻟﻤﻘﺪﻣﺔ‬ ‫ﻓﻌﺎﻟﻴﺔ ﺗﻘﺪﻳﻢ ﺍﻟﻤﻨﺘﺞ‪،‬‬
‫ﻟﻠﻮﺳﻄﺎء‪...‬ﺍﻟﺦ؛‬
‫‪ – 8‬ﺇﻁﻼﻕ ﺍﻟﻤﻨﺘﺞ‪ :‬ﻭﻫﻲ ﺍﻟﻤﺮﺣﻠﺔ ﺍﻷﺧﻴﺮﺓ ﻓﻲ ﺗﻨﻤﻴﺔ ﺍﻟﻤﻨﺘﺞ ﻭﻫﺬﺍ ﻣﺎ ﻳﺴﺘﻠﺰﻡ ﻣﻦ‬
‫ﺍﻟﺠﻬﺔ ﺍﻟﻤﻜﻠﻔﺔ ﺑﺎﻟﺘﺤﺮﻙ ﺍﻟﻔﻌﻠﻲ ﻭﺍﻟﻌﻤﻠﻲ ﻹﻁﻼﻗﻪ ﻭﺗﺤﺪﻳﺪ ﻭﻗﺖ ﺫﻟﻚ ﻭﻣﻜﺎﻧﻪ‬
‫ﻭﺍﻷﺳﻮﺍﻕ ﻭﺍﻟﻤﺸﺘﺮﻳﻦ ﻟﻪ ﻭﻛﻠﻬﺎ ﻣﻌﻠﻮﻣﺎﺕ ﺳﻴﻮﻓﺮﻫﺎ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻠﻤﺆﺳﺴﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪- 63 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﻤﺒﺤﺚ ﺍﻟﺜﺎﻧﻲ ‪ :‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺴﻌﺮ‬

‫ﻣﻦ ﺑﻴﻦ ﺃﻫﻢ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺘﻲ ﺗﺠﻌﻞ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻛﺜﺮ ﺗﻨﺎﻓﺴﻴﺔ ﻫﻮ ﺍﻟﺴﻌﺮ ﺍﻟﺬﻱ‬
‫ﻳﺘﻄﻠﺐ ﺗﺤﺪﻳﺪﻩ ﺇﺗﺒﺎﻉ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺨﻄﻮﺍﺕ‪ ،‬ﺑﻐﻴﺔ ﺗﺤﺪﻳﺪ ﺍﻟﺴﻌﺮ ﺍﻟﻤﻘﺒﻮﻝ ﻣﻦ‬
‫ﻁﺮﻑ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺗﻤﻜﻴﻦ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺗﻌﻈﻴﻢ ﻣﺒﻴﻌﺎﺗﻬﺎ ﻭﻣﻨﻪ ﺃﻗﺼﻰ ﺃﺭﺑﺎﺡ ﻭﺍﻟﺒﻘﺎء‬
‫ﻓﻲ ﺍﻟﺴﻮﻕ ﺑﻤﺴﺘﻮﻯ ﺗﻨﺎﻓﺴﻲ ﻣﻘﺒﻮﻝ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﺍﻟﺴﻌﺮ ﻭﺗﻘﻨﻴﺎﺕ ﺍﻟﺘﺴﻌﻴﺮ‬

‫ﻟﻴﺲ ﻣﻦ ﺍﻟﺴﻬﻞ ﺗﻌﺮﻳﻒ ﺍﻟﺴﻌﺮ ﻧﻈﺮﻳﺎ ﻷﻧﻪ ﻣﻦ ﺍﻟﻤﻤﻜﻦ ﺃﻥ ﻳُﻔﻬﻢ ﺃﻭ ﻳُﻌﺮﻑ‬
‫ﺑﻌﺪﺓ ﺃﻭﺟﻪ) ﺍﻟﻤﺼﺮﻭﻑ‪ ،‬ﺍﻹﻳﺠﺎﺭ‪ ،‬ﺍﻟﻔﺎﺋﺪﺓ‪ ،‬ﺍﻟﺘﻌﺮﻳﻔﺔ‪ (...‬ﺇﻻ ﺃﻧﻪ ﻳﻌﺮﻑ ﺏـ ‪ " :‬ﺃﻱ‬
‫ﻗﻴﻤﺔ ﻳﻀﻌﻬﺎ ﺍﻟﻔﺮﺩ ﻣﻘﺎﺑﻞ ﺣﺼﻮﻟﻪ ﻋﻠﻰ ﻣﻨﻔﻌﺔ ﻣﺎ ﺗﺄﺗﻲ ﻣﻦ ﺧﺪﻣﺔ ﺃﻭ ﺳﻠﻌﺔ ﻣﺎ‪".1‬‬
‫‪F9‬‬

‫ﻳُﻘﺼﺪ ﺑﺎﻟﺴﻌﺮ‪ " :‬ﺍﻟﻘﻴﻤﺔ ﺍﻟﻨﻘﺪﻳﺔ ﺃﻭ ﺍﻟﻌﻴﻨﻴﺔ ﺍﻟﺘﻲ ﻳﺪﻓﻌﻬﺎ ﺍﻟﻤﺸﺘﺮﻱ ﻧﻈﻴﺮ‬
‫ﺣﺼﻮﻟﻪ ﻋﻠﻰ ﺍﻟﺴﻠﻌﺔ ﺃﻭ ﺍﻟﺨﺪﻣﺔ "‪.2‬‬
‫‪F10‬‬

‫ﻛﻤﺎ ﻳُﻌﺮﻑ ﺍﻟﺴﻌﺮ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺍﻟﻤﻘﺪﺍﺭ ﺍﻟﻨﻘﺪﻱ ﺍﻟﺬﻱ ﻳﺘﻄﻠﺐ ﺇﻧﻔﺎﻗﻪ‪ ،‬ﻟﺠﻠﺐ‬
‫ﺗﻮﻟﻴﻔﺔ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻘﺒﻮﻟﺔ ﻹﺭﺿﺎء ﺣﺎﺟﺔ ﻟﻤﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﻤﻌﻴﻨﻴﻦ‬
‫ﻓﻲ ﺇﻁﺎﺭ ﻣﺎﺩﻱ ﻭﻧﻔﺴﻲ ﻣﻌﻄﻲ "‪.3‬‬
‫‪F10‬‬

‫ﻭﻣﻤﺎ ﻳﺴﺘﻨﺘﺞ ﻣﻦ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺴﺎﺑﻘﺔ ﺃﻥ ﺍﻟﺴﻌﺮ ﻫﻮ ﻣﻘﺪﺍﺭ ﻧﻘﺪﻱ ﻳﺪﻓﻌﻪ‬

‫ﻣﺒﺎﺩﻟﺔ ‪.‬‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﻧﻈﻴﺮ ﺣﺼﻮﻟﻪ ﻋﻠﻰ ﻣﻨﺎﻓﻊ ﻣﻨﺘﺞ ﻣﻦ ﺟﺮﺍء ﻋﻤﻠﻴﺔ‬
‫‪4‬‬
‫ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪F102‬‬ ‫ﻭﺗﻜﻤﻦ ﺃﻫﻤﻴﺔ ﺍﻟﺴﻌﺮ ﺧﺎﺻﺔ ﻟﻠﻤﺆﺳﺴﺎﺕ ﻓﻲ ﺍﻷﺳﺒﺎﺏ‬
‫‪ -‬ﺇﻥ ﺍﻟﺴﻌﺮ ﻣﻦ ﺃﺳﻬﻞ ﻭﺃﺳﺮﻉ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺗﻐﻴﻴﺮﺍ ﻭﺗﻌﺪﻳﻼ ﻟﻤﻘﺎﺑﻠﺔ ﺍﻟﻄﻠﺐ ﺃﻭ‬
‫ﺗﺼﺮﻓﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ؛‬
‫‪ -‬ﻳﻌﺪ ﺍﺭﺗﻔﺎﻉ ﺍﻟﺴﻌﺮ ﻣﺆﺷﺮﺍ ﻋﻠﻰ ﺍﻟﺠﻮﺩﺓ ﻣﻦ ﺟﻬﺔ ﻧﻈﺮ ﻓﺌﺔ ﻣﻦ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﻓﻘﺪ‬
‫ﺑﻴﻨﺖ ﺑﻌﺾ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺑﺄﻥ ﻫﻨﺎﻙ ﻋﻼﻗﺔ ﺇﻳﺠﺎﺑﻴﺔ ﺑﻴﻦ ﺍﻟﺴﻌﺮ ﻭﺍﻟﺠﻮﺩﺓ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 419 .‬‬

‫‪ -2‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 196 .‬‬
‫‪3- Marc Vandercammen, Op .Cit, p.330.‬‬
‫ﺹ‪4 196 .‬‬ ‫‪ -‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪،‬‬
‫‪- 64 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﻭﺟﻮﺩ ﻋﻼﻗﺔ ﺑﻴﻦ ﺍﻟﺴﻌﺮ ﻭﻣﻘﺪﺍﺭ ﺇﻳﺮﺍﺩﺍﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺃﺭﺑﺎﺣﻬﺎ؛‬

‫‪ -‬ﻳﻌﺪ ﺍﻟﺴﻌﺮ ﺃﺣﺪ ﻣﺠﺎﻻﺕ ﺍﻟﺘﻨﺎﻓﺲ ﺑﻴﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ‪.‬‬
‫ﻛﻤﺎ ﻳﻌﺮﻑ ﺍﻟﺘﺴﻌﻴﺮ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﻓﻦ ﺗﺮﺟﻤﺔ ﻗﻴﻤﺔ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﻭﻗﺖ ﻣﺎ ﺇﻟﻰ‬
‫‪1‬‬
‫ﻗﻴﻤﺔ ﻧﻘﺪﻳﺔ "‬ ‫‪F103‬‬

‫ﻭﻟﻐﺮﺽ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺗﺴﻌﻴﺮ ﻣﻨﺎﺳﺐ ﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻓﻬﻲ ﻣﺠﺒﺮﺓ‬

‫ﻋﻠﻰ ﺍﻟﻤﺮﻭﺭ ﺑﺎﻟﺨﻄﻮﺍﺕ ﺍﻟﻤﻮﺿﺤﺔ ﻓﻲ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ‪:‬‬
‫∗‬
‫ﻟﻠﺘﺴﻌﻴﺮ ‪:‬‬
‫‪F‬‬ ‫‪104‬‬‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (10‬ﻳﻮﺿﺢ ﺍﻟﺨﻄﻮﺍﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ‬

‫ﺘﻘدﻴر‬ ‫ﺘﻘﻴﻴم اﻟطﻠب‬ ‫ﺘﺤدﻴد‬

‫اﻟﺘﻛﺎﻟﻴف‬ ‫اﻷﻫداف‬

‫ﺘﺤﻠﻴﻝ‬ ‫اﺨﺘﻴﺎر طرﻴﻘﺔ‬ ‫ﺘﺜﺒﻴت اﻟﺴﻌر‬

‫اﻟﻤﻨﺎﻓﺴﺔ‬ ‫اﻟﺘﺴﻌﻴر‬ ‫) اﻟﺘﺴﻌﻴر(‬

‫ﺍﻟﻤﺼﺪﺭ ‪P.Kotler, B. Dubois, p .465:‬‬

‫ﻭﻳﻤﻜﻦ ﺇﻳﺠﺎﺯ ﺃﻫﻢ ﺃﻫﺪﺍﻑ ﺍﻟﺴﻌﺮ ﻭﻁﺮﻕ ﺍﻟﺘﺴﻌﻴﺮ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻛﻤﺎ‬
‫ﻳﻠﻲ ‪:‬‬
‫‪ - 1‬ﺃﻫﺪﺍﻑ ﺍﻟﺴﻌﺮ‪ :‬ﺗﻬﺪﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺳﻴﺎﺳﺔ ﺍﻟﺴﻌﺮ ﺇﻟﻰ ﺃﻛﺜﺮ ﻣﻦ ﻫﺪﻑ ﻭﻫﻲ‬
‫‪2‬‬
‫ﻣﺨﺘﺼﺮﺓ ﻛﻤﺎ ﻳﻠﻲ‪:‬‬ ‫‪F105‬‬

‫‪ . 1.1‬ﺃﻫﺪﺍﻑ ﺍﻟﺮﺑﺢ‪ :‬ﺣﻴﺚ ﻳﻌﺘﺒﺮ ﻫﺪﻑ ﺍﻟﺮﺑﺢ ﺃﻛﺒﺮ ﻣﺆﺛﺮ ﻓﻲ ﻗﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻌﻴﺮ‬
‫ﻭﺗﻨﺪﺭﺝ ﺿﻤﻨﻪ ﻣﺠﻤﻮﻋﺔ ﺃﻫﺪﺍﻑ ﻓﺮﻋﻴﺔ ﻛﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪420 .‬‬

‫∗ ‪ -‬ﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻻﻁﻼﻉ ﺣﻮﻝ ﻫﺬﻩ ﺍﻟﺨﻄﻮﺍﺕ ﺍﻧﻈﺮ ‪:‬‬
‫‪P.Kotler et B. Dubois, p p. 465- 477 -‬‬
‫‪ -2‬ﻣﺤﻤﺪ ﺳﻌﻴﺪ ﻋﺒﺪ ﺍﻟﻔﺘﺎﺡ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ ﺍﻟﻌﺮﺑﻴﺔ‪ ،‬ﻣﺼﺮ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪،‬‬
‫‪ ،1984‬ﺹ‪ .‬ﺹ‪. 378 -382 .‬ﺑﺘﺼﺮﻑ‪.‬‬
‫‪- 65 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﺗﻨﻈﻴﻢ ﺍﻷﺭﺑﺎﺡ؛‬
‫‪ -‬ﻣﻌﺪﻝ ﻋﺎﺋﺪ ﻋﻠﻰ ﺍﻻﺳﺘﺜﻤﺎﺭ؛‬
‫‪ -‬ﺃﺭﺑﺎﺡ ﻣﻌﻘﻮﻟﺔ‪.‬‬
‫‪ . 2.1‬ﺃﻫﺪﺍﻑ ﺍﻟﻤﺒﻴﻌﺎﺕ ‪:‬ﻭﺗﺘﻀﻤﻦ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻷﻫﺪﺍﻑ ﻣﻠﺨﺼﺔ ﻛﻤﺎ ﻳﻠﻲ ‪:‬‬
‫‪ -‬ﺍﻟﻮﺻﻮﻝ ﺑﺈﻳﺮﺍﺩﺍﺕ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺇﻟﻰ ﺃﻗﺼﻰ ﻣﺎ ﻳﻤﻜﻦ ؛‬
‫‪ -‬ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﻧﺼﻴﺐ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺍﻟﺴﻮﻕ ﺇﻟﻰ ﺃﻗﺼﻰ ﻣﺎ ﻳﻤﻜﻦ " ﻣﻦ ﺣﺼﺔ‬
‫ﺍﻟﺴﻮﻕ " ؛‬
‫‪ -‬ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﻋﺪﺩ ﻣﻦ ﺍﻟﻌﻤﻼء ﺇﻟﻰ ﺃﻗﺼﻰ ﺣﺪ ﻣﻤﻜﻦ‪.‬‬
‫ﺍﻟﻤﻮﻗﻒ ﻓﺘﻬﺪﻑ ﺍﻟﻤﺆﺳﺴﺔ ﺃﺣﻴﺎﻧﺎ ﺇﻟﻰ ﺍﺗﺒﺎﻉ ﺳﻴﺎﺳﺔ ﺳﻌﺮﻳﻪ‬
‫‪:‬‬ ‫‪ . 3.1‬ﺃﻫﺪﺍﻑ ﻣﻮﺍﺟﻬﺔ‬
‫ﺧﺎﺻﺔ ﺑﻤﻮﺍﺟﻬﺔ ﺍﻟﻤﻮﺍﻗﻒ ﺍﻟﺠﺪﻳﺪﺓ ﻣﻦ ﺧﻼﻝ‪) :‬ﻣﻮﺍﺟﻬﺔ ﺍﻟﻤﻨﺎﻓﺴﺔ‪ ،‬ﺍﻟﻤﺤﺎﻓﻈﺔ‬
‫ﻋﻠﻰ ﻧﺼﻴﺐ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﺍﻟﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ ﺗﺼﻮﺭ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﺍﻟﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ‬
‫ﺍﺳﺘﻤﺮﺍﺭ ﺍﻷﺳﻌﺎﺭ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﻧﺴﺒﺔ ﺇﺿﺎﻓﻴﺔ ﻣﻌﻴﻨﺔ‪ ،‬ﺗﻐﻄﻴﺔ ﺟﺰء ﻣﻦ‬
‫ﺍﻟﻨﻔﻘﺎﺕ(‪.‬‬
‫‪ – 2‬ﺗﻘﻨﻴﺎﺕ ﺍﻟﺘﺴﻌﻴﺮ ‪:‬ﺣﻴﺚ ﻧﻤﻴﺰ ﺑﻴﻦ ﺛﻼﺙ ﺗﻘﻨﻴﺎﺕ ﺃﻭ ﻁﺮﻕﻭﻫﻲ‪: 1‬‬
‫‪F106‬‬

‫‪ .1. 2‬ﺍﻟﺘﺴﻌﻴﺮ ﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻟﺘﻜﺎﻟﻴﻒ‪:‬ﻭﻳﻮﺟﺪ ﻁﺮﻳﻘﺘﺎﻥ ‪:‬‬

‫ﺃ‪ -‬ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﻜﻠﻴﺔ‪:‬ﻭﺗﻈﻬﺮ ﺑﺎﻟﻌﻼﻗﺔ ﺍﻟﺘﺎﻟﻴﺔ ‪:‬‬
‫ﺍﻟﺴﻌﺮ = ﻣﺠﻤﻮﻋﺔ ﺍﻟﺘﻜﺎﻟﻴﻒ‪ +‬ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻹﺿﺎﻓﻴﺔ ‪ +‬ﻫﺎﻣﺶ ﺍﻟﺮﺑﺢ‬
‫ﺣﻴﺚ ﺃﻥ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻹﺿﺎﻓﻴﺔ = ﻧﺼﻴﺐ ﺍﻟﻮﺣﺪﺓ ﻣﻦ ﺍﻟﺘﻜﻠﻔﺔ ﺍﻟﺜﺎﺑﺘﺔ ﻏﻴﺮ‬
‫ﺍﻟﻤﺒﺎﺷﺮﺓ ﻣﺜﻞ ﺇﻫﺘﻼﻛﺎﺕ ﺍﻵﻻﺕ‪ ...‬ﺃﻣﺎ ﻫﺎﻣﺶ ﺍﻟﺮﺑﺢ ﻓﻴﺘﻀﻤﻦ ﺍﻟﻌﺎﺋﺪ ﺍﻟﻤﻨﺎﺳﺐ‬
‫ﻭﺍﻟﻤﻌﻘﻮﻝ‪.‬‬
‫ﺏ – ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﻤﺒﺎﺷﺮﺓ ‪ :‬ﻭﺗﺴﻤﻰ ﻛﺬﻟﻚ ﺑﻨﻘﻄﺔ ﺍﻟﺘﻌﺎﺩﻝ ﻭﺍﻟﺘﻲ ﺗﻌﺘﻤﺪ ﺃﺳﺎﺳﺎ ﻋﻠﻰ‬
‫ﻧﺴﺒﺔ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﻜﻠﻴﺔ ﺇﻟﻰ ﺍﻹﻳﺮﺍﺩ ﺍﻟﻜﻠﻲ ﻭﺍﻟﺬﻱ ﻣﻨﻪ ﻧﻌﺮﻑ ﺍﻟﺤﺠﻢ ﺍﻟﺬﻱ ﻳﻤﻜﻦ‬
‫‪or applicable copyright law.‬‬

‫ﻟﻠﻤﺆﺳﺴﺔ ﺃﻥ ﻳﻐﻄﻲ ﻋﻨﺪﻩ ﺍﻟﺘﻜﺎﻟﻴﻒ‪ ،‬ﺃﻱ ﻣﺎ ﻳﺴﻤﻰ ﺑﻨﻘﻄﺔ ﺍﻟﺘﻌﺎﺩﻝ ﺍﻟﺘﻲ ﺗﺴﺎﻭﻱ‬
‫ﺍﻹﻳﺮﺍﺩ ﺍﻟﻜﻠﻲ ﻣﻊ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﻜﻠﻴﺔ ﻭﺍﻟﺸﻜﻞ ﻳﻮﺿﺢ ﺍﻟﻔﻜﺮﺓ‪.‬‬
‫‪1- Claude Demeure, Marketing, Sirey Edition, Paris, France, 2 éme édition, 2000, p p.‬‬
‫‪117- 119.‬‬
‫‪- 66 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ ) ‪ ( 10‬ﻳﻮﺿﺢ ﻣﻔﻬﻮﻡ ﻧﻘﻄﺔ ﺍﻟﺘﻌﺎﺩﻝ‬

‫اﻹﻴراد‪ ،‬اﻟﺘﻛﺎﻟﻴف‬ ‫اﻹﻴراد اﻟﻛﻠﻲ‬ ‫اﻟﺘﻛﺎﻟﻴف اﻟﻛﻠﻴﺔ‬

‫اﻟﺘﻛﺎﻟﻴف اﻟﻤﺘﻐﻴرة‬
‫رﻗم اﻷﻋﻤﺎﻝ اﻟﻤﺤق‬ ‫اﻟﺘﻛﺎﻟﻴف اﻟﺜﺎﺒﺘﺔ‬
‫ﻟﻨﻘطﺔ اﻟﺘﻌﺎدﻝ‬

‫اﻹﻨﺘﺎج‪Claude‬‬ ‫ﺍﻟﻤﺼﺪﺭ‪ p.118.:‬ﻛﻤﻴﺔ‬

‫‪Demeure,‬‬

‫ﻭﻳﻤﻜﻦ ﺣﺴﺎﺏ ﻧﻘﻄﺔ ﺍﻟﺘﻌﺎﺩﻝ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻌﺎﺩﻟﺔ ﺍﻵﺗﻴﺔ ‪:‬‬

‫ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺜﺎﺑﺘﺔ‬
‫ﻧﻘﻄﺔ ﺍﻟﺘﻌﺎﺩﻝ =‬
‫ﺳﻌﺮ ﺑﻴﻊ ﺍﻟﻮﺣﺪﺓ – ﺍﻟﺘﻜﻠﻔﺔ ﺍﻟﻤﺘﻐﻴﺮﺓ ﻟﻠﻮﺣﺪﺓ‬
‫‪ .2. 2‬ﺍﻟﺘﺴﻌﻴﺮ ﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ‪:‬ﻳﻌﺘﺒﺮ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻣﻦ ﺃﺳﻬﻞ ﺍﻷﺳﺎﻟﻴﺐ‬
‫ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ ﺗﺤﺪﻳﺪ ﺍﻟﺴﻌﺮ ﻭﻟﻜﻨﻪ ﻳﺘﻄﻠﺐ ﻣﺘﺎﺑﻌﺔ ﻣﺎ ﻳﻘﻮﻡ ﺑﻪ ﺍﻟﻤﻨﺎﻓﺴﻮﻥ‬
‫ﻭﺍﻟﻮﻗﻮﻑ ﻋﻠﻰ ﺃﺳﻌﺎﺭﻫﻢ‪ ،‬ﻓﻘﺪ ﺗﺤﺪﺩ ﺍﻟﻤﺆﺳﺴﺔ ﻧﻔﺲ ﺃﺳﻌﺎﺭ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪ ،‬ﺃﻭ ﻗﺪ‬
‫ﺗﻀﻊ ﺃﺳﻌﺎﺭﺍ ﺃﻋﻠﻰ ﺃﻭ ﺃﻗﻞ ﻣﻦ ﺃﺳﻌﺎﺭﻫﻢ ﻭﺫﻟﻚ ﺣﺴﺐ ﻣﻘﺘﻀﻴﺎﺕ ﺍﻟﺤﺎﻟﺔ‬
‫ﻭﺍﻟﻈﺮﻭﻑ‪ ،‬ﻭﻳﻤﻜﻦ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺃﺳﻌﺎﺭ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻣﻊ ﺗﻜﻠﻔﺔ‬
‫‪.1‬‬
‫ﻭﺃﻫﺪﺍﻓﻬﺎ‬ ‫ﺍﻟﻤﻨﺘﺞ ﻛﺄﺳﺎﺱ ﻟﻮﺿﻊ ﺳﻌﺮ ﻳﺘﻼءﻡ ﻣﻊ ﻅﺮﻭﻑ ﺍﻟﻤﺆﺳﺴﺔ‬
‫‪F107‬‬

‫‪ .2.3‬ﺍﻟﺘﺴﻌﻴﺮ ﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻟﻄﻠﺐ ‪:‬ﺣﻴﺚ ﻳﺮﺗﻜﺰ ﺍﻟﺘﺴﻌﻴﺮ ﻓﻲ ﻅﻞ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ‬

‫ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﻁﻠﺐ ﺍﻟﻤﻨﺘﺞ ﻻ ﻋﻠﻰ ﺗﻜﺎﻟﻴﻔﻬﺎ‪ ،‬ﻓﺈﺫﺍ ﺯﺍﺩ ﺍﻟﻄﻠﺐ ﺍﺭﺗﻔﻊ ﺳﻌﺮﻫﺎ‪،‬‬
‫ﻭﺍﻟﻌﻜﺲ ﺻﺤﻴﺢ‪ ،‬ﻭﻳﺸﺘﺮﻁ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﺗﺤﺪﻳﺪ ﻭﺗﻘﻴﻴﻢ ﺍﻟﻄﻠﺐ‬
‫ﻋﻠﻰ ﺍﻟﻤﻨﺘﺞ ﻭﺗﺤﺪﻳﺪ ﻣﺮﻭﻧﺘﻪ ﻣﻦ ﺃﺟﻞ ﺗﺤﺪﻳﺪ ﺫﻟﻚ ‪.2‬‬
‫ﺍﻟﺴﻌﺮ‬ ‫‪F108‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻟﺜﺎﻧﻲ ‪ :‬ﺇﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﺍﻟﺘﺴﻌﻴﺮ‬

‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ ‪،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪.220 -219 .‬‬
‫‪ -2‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ‪.221.‬‬
‫‪- 67 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺗﻌﺘﻤﺪ ﻣﻌﻈﻢ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻓﻲ ﺗﺴﻌﻴﺮ ﻣﻨﺘﺠﺎﺗﻬﺎ ﺍﻟﺠﺪﻳﺪﺓ ﻋﻠﻰ ﺇﺳﺘﺮﺍﺗﺠﻴﺘﻴﻦ‬

‫ﺃﺳﺎﺳﻴﺘﻴﻦ ﻫﻤﺎ‪: 1‬‬ ‫‪F109‬‬

‫‪ – 1‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻛﺸﻂ ﺍﻟﺴﻮﻕ – ‪ : Ecrémage‬ﻭﺗﺘﺒﻊ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻲ‬

‫ﺍﻟﺴﻮﻕ ﺍﻟﻤﺘﺒﺎﻳﻨﺔ ﺣﺴﺐ ﻓﺌﺎﺕ ﺍﻟﺪﺧﻞ ﻭﻣﺮﻭﻧﺔ ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻭﻳﺘﻢ ﺗﺤﺪﻳﺪ‬
‫ﺳﻌﺮ ﻣﺮﺗﻔﻊ ﻟﻠﻤﻨﺘﺞ ﺍﻟﺠﺪﻳﺪ ﺑﺤﻴﺚ ﻳﻮﺟﻪ ﻫﺬﺍ ﺍﻟﺴﻌﺮ ﺇﻟﻰ ﺍﻟﻔﺌﺔ ﺍﻷﻭﻟﻰ ﻓﻲ‬
‫ﺍﻟﺴﻮﻕ ﻭﺍﻟﺘﻲ ﻳﻬﻤﻬﺎ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻤﻨﺘﺞ ﻣﻬﻤﺎ ﻛﺎﻥ ﺍﻟﺴﻌﺮ ﻣﺮﺗﻔﻌﺎ‪.‬ﻭﻋﻨﺪﻣﺎ‬
‫ﺗﻘﻞ ﺍﻟﻔﺮﺹ ﺍﻟﺒﻴﻌﻴﺔ ﺍﻟﺠﺪﻳﺪﺓ ﺃﻭ ﺗﻨﻌﺪﻡ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻬﺬﻩ ﺍﻟﻔﺌﺔ ﻳﺘﻢ ﺗﺨﻔﻴﺾ ﺍﻟﺴﻌﺮ‬
‫ﺑﺤﻴﺚ ﻳﻜﻮﻥ ﻣﻼﺋﻤﺎ ﻟﻠﻔﺌﺔ ﺍﻟﺘﻲ ﺗﻠﻴﻬﺎ ﻓﻲ ﺍﻟﺴﻮﻕ‪ ،‬ﻭﻫﻜﺬﺍ ﻳﺘﻢ ﺍﻟﺘﺨﻔﻴﺾ‬
‫ﺑﺎﺳﺘﻤﺮﺍﺭ ﻟﻜﺴﺐ ﻓﺌﺎﺕ ﺟﺪﻳﺪﺓ‪.‬‬
‫ﻭﻫﺬﺍ ﻣﺎ ﻻﺣﻈﻨﺎﻩ ﻓﻲ ﺳﻮﻕ ﺍﻻﺗﺼﺎﻻﺕ ﺑﺎﻟﺠﺰﺍﺋﺮ ﺑﻄﺮﺡ ﻣﻨﺘﺞ ﺟﻴﺰﻱ‬
‫ﺑﺄﺳﻌﺎﺭ ﻣﺮﺗﻔﻌﺔ ﻓﻲ ﺑﺎﺩﺉ ﺍﻷﻣﺮ ﻭﺗﻢ ﺗﺨﻔﻴﺾ ﺍﻷﺳﻌﺎﺭ ﺣﺘﻰ ﻭﺻﻮﻟﻬﺎ ﺇﻟﻰ ﺍﻷﺳﻌﺎﺭ‬
‫ﺍﻟﻤﻨﺨﻔﻀﺔ ﺍﻟﺤﺎﻟﻴﺔ‪.‬‬
‫‪ – 2‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻻﺧﺘﺮﺍﻕ ﺍﻟﺴﻮﻗﻲ ‪ : Pénétration‬ﺗﻬﺪﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺇﺗﺒﺎﻉ‬
‫ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺇﻟﻰ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺣﺠﻢ ﻛﺒﻴﺮ ﻣﻦ ﺍﻟﺴﻮﻕ ﻏﻴﺮ ﺍﻟﻤﺠﺰﺃ‬
‫ﺣﺴﺐ ﺍﻟﺪﺧﻞ ﺃﻭ ﻣﺮﻭﻧﺔ ﺍﻟﻄﻠﺐ‪ ،‬ﺑﺤﻴﺚ ﺗﺴﻌﺮ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺴﻮﻕ ﺍﻟﻜﻠﻴﺔ‪،‬‬
‫ﻭﻫﺬﺍ ﺑﺘﺤﺪﻳﺪ ﺃﺳﻌﺎﺭ ﻣﻨﺨﻔﻀﺔ ﻟﻤﻨﺘﺠﺎﺗﻬﺎ‪ ،‬ﻭﻳﻔﻀﻞ ﺇﺗﺒﺎﻉ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻲ‬
‫ﺍﻟﺤﺎﻻﺕ ﺍﻟﺘﺎﻟﻴﺔ ‪:‬‬
‫‪ -‬ﻋﻨﺪﻣﺎ ﺗﺰﻳﺪ ﺣﺴﺎﺳﻴﺔ ﺍﻟﺴﻮﻕ ﻟﻠﺴﻌﺮ‪ ،‬ﻭﻋﻨﺪﻣﺎ ﻳﺠﺬﺏ ﺍﻟﺴﻌﺮ ﺍﻟﻤﻨﺨﻔﺾ ﻋﺪﺩﺍَ ﻛﺒﻴﺮ‬
‫ﻣﻦ ﺍﻟﻌﻤﻼء؛‬
‫‪ -‬ﺇﺫﺍ ﻛﺎﻥ ﺍﻟﻤﻨﺘﺞ ﻳﻮﺍﺟﻪ ﻣﻨﺎﻓﺴﺔ ﻣﺤﺘﻤﻠﺔ ﻗﻮﻳﺔ ؛‬
‫‪ -‬ﻓﻲ ﺣﺎﻟﺔ ﺍﺗﺠﺎﻩ ﺍﻟﺘﻜﻠﻔﺔ ﺍﻟﻮﺣﺪﻭﻳﺔ ﻟﻼﻧﺨﻔﺎﺽ ﻣﻊ ﺯﻳﺎﺩﺓ ﺍﻟﻜﻤﻴﺎﺕ ﺍﻟﻤﺒﺎﻋﺔ‬
‫)ﻭﻓﻮﺭﺍﺕ ﺍﻟﺤﺠﻢ(‪.‬‬
‫ﻭﻫﺬﺍ ﻣﺎ ﺍﺗﺒﻌﺘﻪ ﺍﻟﺸﺮﻛﺔ ﺍﻟﻜﻮﻳﺘﻴﺔ ﻟﻼﺗﺼﺎﻻﺕ ﻓﻲ ﺍﻟﺴﻮﻕ ﺍﻟﺠﺰﺍﺋﺮﻳﺔ‬
‫ﻟﺘﺴﻌﻴﺮ ﻣﻨﺘﺠﺎﺗﻬﺎ– ﻧﺠﻤﺔ – ﻓﻲ ﺍﻟﺠﺰﺍﺋﺮ ‪.‬‬
‫ﻭﻳﻮﺟﺪ ﻧﻮﻉ ﺛﺎﻟﺚ ﻣﻦ ﺇﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﺍﻟﺘﺴﻌﻴﺮ ﻭﻫﻮﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻗﻴﺎﺩﺓ ﺍﻟﺴﻌﺮ‬
‫ﻭﺍﻟﺘﻲ ﺗﺘﺠﺴﺪ ﻋﻨﺪﻣﺎ ﻳﻜﻮﻥ ﻫﻨﺎﻟﻚ ﻣﺠﻬﺰ ﻣﻌﻴﻦ ﻣﻘﺒﻮﻝ ﺑﺸﻜﻞ ﻋﺎﻡ ﻣﻦ ﻗﺒﻞ ﺑﻘﻴﺔ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺠﻬﺰﻳﻦ ﺑﺎﻋﺘﺒﺎﺭﻩ ﻗﺎﺋﺪﺍَ ﻟﻸﺳﻌﺎﺭ‪ ،‬ﺣﻴﺚ ﺇﻧﻪ ﻫﻮ ﺍﻟﺬﻱ ﻳﺤﺪﺩ ‪.2‬‬

‫ﺍﻟﺴﻌﺮ‬ ‫‪F10‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪ 297 -295 .‬ﺑﺘﺼﺮﻑ‪.‬‬
‫‪ -2‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪. 218 .‬‬
‫‪- 68 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﻭﺗﻮﺍﺟﻪ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﻮﺍﻗﻒ ﺍﻟﺘﻲ ﻳﺘﻌﻴﻦ ﻋﻠﻴﻬﺎ ﺗﻐﻴﻴﺮ ﺍﻟﺴﻌﺮ ﻭﻫﻮ‬
‫ﻣﺎ ﻳﺆﺩﻱ ﺃﺣﻴﺎﻧﺎ ﺇﻟﻰ ﺗﻘﻠﻴﺺ ﺣﺠﻢ ﺍﻟﻤﺒﻴﻌﺎﺕ‪ ،‬ﻭﺍﻧﺨﻔﺎﺽ ﺍﻷﺭﺑﺎﺡ‪ ،‬ﺃﻭ ﻗﺪ ﻻ ﺗﺴﺘﻄﻴﻊ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﻘﻴﺎﻡ ﺑﺮﻓﻊ ﺍﻟﺴﻌﺮ ﻧﺘﻴﺠﺔ ﻟﻠﻤﻨﺎﻓﺴﺔ ﺍﻟﻘﻮﻳﺔ ﺃﻭ ﻟﻌﺪﻡ ﺍﺳﺘﻌﺪﺍﺩ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺩﻓﻊ‬
‫ﺳﻌﺮ ﺃﻋﻠﻰ ﻓﻲ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻭﻛﺒﺪﻳﻞ ﻟﺮﻓﻊ ﺍﻷﺳﻌﺎﺭ ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺈﺗﺒﺎﻉ ﻋﺪﺩ ﻣﻦ‬
‫ﺍﻹﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﺍﻷﺧﺮﻯ ﺍﻟﺘﻲ ﻻ ﺗﺆﺛﺮ ﻋﻠﻰ ﺳﻌﺮ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻭﻣﻦ ﺿﻤﻦ ﻫﺬﻩ‬
‫ﺍﻹﺳﺘﺮﺍﺗﺠﻴﺎﺕ‪:‬‬
‫‪ -‬ﺗﻐﻴﻴﺮ ﻛﻤﻴﺔ ﺃﻭ ﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞ ﺩﻭﻥ ﺗﻐﻴﻴﺮ ﻓﻲ ﺍﻷﺳﻌﺎﺭ؛‬
‫‪ -‬ﺗﻐﻴﻴﺮ ﺍﻟﻤﻨﺘﺞ ﺍﻷﺳﺎﺳﻲ ﻭﻫﺬﺍ ﺑﺘﻐﻴﻴﺮ ﻣﻜﻮﻧﺎﺗﻪ؛‬
‫‪ -‬ﺗﻐﻴﻴﺮ ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﻨﺎﻓﻊ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﺎﻟﻤﻨﺘﺞ ﻭﻫﺬﺍ ﺑﺘﻘﻠﻴﻞ ﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﻤﺼﺎﺣﺒﺔ‬
‫ﻟﻠﻤﻨﺘﺞ ﺃﻭ ﺣﺬﻓﻬﺎ ﻧﻬﺎﺋﻴﺎ؛‬
‫‪ -‬ﺗﻐﻴﻴﺮ ﻁﺮﻳﻘﺔ ﺍﻟﺘﺴﺪﻳﺪ ﻛﺈﻁﺎﻟﺔ ﺁﺟﺎﻝ ﺍﻟﺘﺴﺪﻳﺪ ﺃﻭ ﺑﺈﺗﺒﺎﻉ ﺳﻴﺎﺳﺔ ﺍﻟﺒﻴﻊ‬
‫ﺑﺎﻟﺘﻘﺴﻴﻂ‪...‬ﺍﻟﺦ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻟﺚ‪ :‬ﺭﺩﻭﺩ ﺍﻟﻔﻌﻞ ﻣﻦ ﺗﻐﻴﻴﺮﺍﺕ ﺍﻟﺴﻌﺮ ﻭﺇﺩﺍﺭﺗﻪ‬

‫ﻋﻨﺪ ﻗﻴﺎﻡ ﺃﻱ ﻣﺆﺳﺴﺔ ﻓﻲ ﺍﻟﺴﻮﻕ ﺑﺘﻌﺪﻳﻞ ﺃﻭ ﺗﻐﻴﻴﺮ ﺍﻟﺴﻌﺮ ﻓﻬﻨﺎﻙ ﺭﺩﻭﺩ‬
‫ﺃﻓﻌﺎﻝ ﻟﻜﻞ ﻣﻦ ﺗﺘﻌﺎﻣﻞ ﻣﻌﻬﻢ ﻭﺧﺼﻮﺻﺎ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻭﺍﻟﻤﺸﺘﺮﻳﻦ‪.‬‬
‫‪ -1‬ﺭﺩ ﻓﻌﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪:‬ﻋﻨﺪﻣﺎ ﺗﻘﺮﺭ ﺍﻟﻤﺆﺳﺴﺔ ﺗﻐﻴﻴﺮ ﺍﻟﺴﻌﺮ ﻓﺈﻥ ﺭﺩ ﻓﻌﻞ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‬
‫ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﻋﺪﺓ ﻋﻮﺍﻣﻞ‪ ،‬ﻓﻬﻮ ﻳﺘﻌﻠﻖ ﺑﺎﻟﻌﻮﺍﻣﻞ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ) ﺳﻌﺔ ﺍﻹﻧﺘﺎﺝ‬
‫ﻭﺷﺮﻭﻁ ﺇﻧﺘﺎﺟﻪ (‪ ،‬ﻋﻮﺍﻣﻞ ﺗﺠﺎﺭﻳﺔ ) ﺩﺭﺟﺔ ﺗﺠﺎﻧﺲ ﺍﻟﺴﻮﻕ‪ ،‬ﺣﺼﺔ ﺍﻟﺴﻮﻕ‪،‬‬
‫ﺩﺭﺟﺔ ﺗﺸﺒﻌﻪ‪ ،(...‬ﻋﻮﺍﻣﻞ ﻣﺎﻟﻴﺔ )ﻗﻮﺓ ﺗﺤﻤﻞ ﺍﻟﺨﺴﺎﺋﺮ ﻭﺗﺤﻠﻴﻠﻬﺎ‬
‫ﺇﻟﻰ ﻋﻮﺍﻣﻞ ﺗﺘﻌﻠﻖ ﺑﺎﻟﺴﻠﻮﻛﻴﺎﺕ ) ﺍﻷﻫﺪﺍﻑ‪ ،‬ﻁﺮﻕ ﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭ‪ ،‬ﺩﺭﺟﺔ‬
‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ(‪.‬‬
‫ﻭﻫﻨﺎﻙ ﻋﺪﺓ ﺗﻘﻨﻴﺎﺕ ﺗﺴﺘﻌﻤﻞ ﻟﺘﻘﺪﻳﺮ ﻧﺘﺎﺋﺞ ﺍﻟﺘﺨﻔﻴﺾ ﻓﻲ ﺍﻟﺴﻌﺮ ﻣﺜﻞ‬
‫ﻧﻈﺮﻳﺔ ﺍﻷﻟﻌﺎﺏ ) ﺑﺤﻮﺙ ﺍﻟﻌﻤﻠﻴﺎﺕ( ﺷﺠﺮﺓ ﺍﻟﻘﺮﺍﺭﺍﺕ ﻭﺍﻟﺘﻲ ﺗﺴﻤﺢ ﺑﺪﻣﺞ ﺭﺩﻭﺩ‬
‫ﺃﻓﻌﺎﻝ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪.1‬‬
‫‪or applicable copyright law.‬‬

‫‪F1‬‬

‫‪1- Jean Pierre Védrine, Martin Sylvie, Op.Cit, p p. 114- 115.‬‬

‫‪- 69 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -2‬ﺭﺩ ﺍﻟﻔﻌﻞ ﺍﻟﻤﺆﺳﺴﺔ ‪ :‬ﺇﺫﺍ ﺧﻔﺾ ﺍﻟﻤﻨﺎﻓﺲ ﻣﻦ ﺃﺳﻌﺎﺭﻩ ﻳﺠﺐ ﻋﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺗﻮﺿﻴﺢ ﺃﺳﺒﺎﺏ ﺫﻟﻚ ‪،‬ﻫﻞ ﻳﺮﻳﺪ ﺭﻓﻊ ﺣﺼﺔ ﺍﻟﺴﻮﻕ ‪،‬ﺗﺼﺮﻳﻒ ﻣﺨﺰﻭﻧﻪ ﻭﻳﺠﺐ‬
‫ﺗﻘﻴﻴﻢ ﺧﺼﺎﺋﺺ ﻫﺬﺍ ﺍﻟﺘﻐﻴﺮ‪ ،‬ﻭﻟﻜﻲ ﺗﻮﺍﺟﻪ ﺍﻟﻤﺆﺳﺴﺔ ﺧﻔﺾ ﺳﻌﺮ ﺍﻟﻤﻨﺎﻓﺲ ﻻ ﺑﺪ‬
‫‪1‬‬
‫ﺇﺳﺘﺮﺍﺗﺠﻴﺎﺕ ‪:‬‬ ‫ﻋﻠﻴﻬﺎ ﺃﻥ ﺗﻨﺘﻬﺞ ﻭﺗﺘﺒﻊ ﺛﻼﺙ‬
‫‪F12‬‬

‫‪ -‬ﺍﻟﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ ﺃﺳﻌﺎﺭﻫﺎ ﺩﻭﻥ ﺭﺩﻭﺩ ﺃﻓﻌﺎﻝ ﺃﺧﺮﻯ؛‬

‫ﺍﻟﺘﺴﻮﻳﻘﻲ؛‬
‫‪ -‬ﺍﻟﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ ﺍﻷﺳﻌﺎﺭ ﻭﺍﻟﻤﻮﺍﺟﻬﺔ ﺑﻤﺘﻐﻴﺮﺍﺕ ﺃﺧﺮﻯ ﻟﻠﻤﺰﻳﺞ‬
‫‪ -‬ﺗﺨﻔﻴﺾ ﺃﺳﻌﺎﺭﻫﺎ‪.‬‬
‫‪ -3‬ﺭﺩﻭﺩ ﺃﻓﻌﺎﻝ ﺍﻟﻤﺸﺘﺮﻳﻦ‪ 2:‬ﻳﺘﺮﺟﻢ ﺍﻟﻤﺸﺘﺮﻭﻥ ﺍﻟﺘﻐﻴﺮﺍﺕ ﺍﻟﺤﺎﺻﻠﺔ ﻓﻲ ﺍﻧﺨﻔﺎﺽ‬ ‫‪F13‬‬

‫ﺍﻷﺳﻌﺎﺭ ﺑﻌﺪﺓ ﺃﻭﺟﻪ ﻭﻓﻲ ﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ ﺑﺼﻔﺔ ﻋﻔﻮﻳﺔ ﻭﻫﺬﺍ ﻋﻦ ﻁﺮﻳﻖ ‪:‬‬
‫‪ -‬ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﺒﺎﻉ ﻻ ﻳﺒﺎﻉ ﺑﻄﺮﻳﻘﺔ ﺟﻴﺪﺓ‬
‫‪ -‬ﺍﻟﻤﺆﺳﺴﺔ ﺗﻮﺍﺟﻪ ﺻﻌﻮﺑﺎﺕ ﻣﺎﻟﻴﺔ ‪.‬‬
‫‪ -‬ﺍﻧﺨﻔﺎﺽ ﻓﻲ ﺍﻟﺠﻮﺩﺓ‪.‬‬
‫ﺃﻣﺎ ﺍﺭﺗﻔﺎﻉ ﺳﻌﺮ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻓﻴﻔﺴﺮ ﺑﻄﺮﻕ ﻣﺘﻌﺪﺩﺓ‪:‬‬
‫‪ -‬ﺍﻟﻤﻨﺘﺞ ﻳﺸﻬﺪ ﻁﻠﺒﺎ ﻛﺒﻴﺮﺍ؛‬
‫‪ -‬ﺍﻟﻤﻨﺘﺞ ﺫﻭ ﻗﻴﻤﺔ ﻋﺎﻟﻴﺔ ﻭﺇﺫﺍ ﻟﻢ ﻳﺴﺘﻄﻊ ﺷﺮﺍﺋﻪ ﻓﺈﻥ ﺳﻌﺮﻩ ﻳﺮﺗﻔﻊ‪.‬‬
‫ﺇﺫﻥ ﺗﺮﺟﻊ ﺭﺩﻭﺩ ﺃﻓﻌﺎﻝ ﺍﻟﻤﺸﺘﺮﻳﻦ ﺇﻟﻰ ﻁﺒﻴﻌﺔ ﺗﺼﻮﺭﻫﻢ ﻟﻠﻤﻨﺘﺞ‪ ،‬ﻛﻤﺎ ﻳﻌﺘﺒﺮ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﺣﺴﺎﺱ ﺟﺪﺍ ﻟﺴﻌﺮ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺮﺗﻔﻌﺔ ﺍﻟﺴﻌﺮ ﺃﻭ ﺫﺍﺕ ﺍﻟﺸﺮﺍء ﺍﻟﻤﺘﻜﺮﺭ‪،‬‬
‫ﻓﻴﺴﺘﻄﻴﻊ ﺍﻟﺒﺎﺋﻊ ﺃﻥ ﻳﻘﺘﺮﺡ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺳﻌﺮﺍَ ﺃﻛﺒﺮ ﻣﻦ ﺃﺳﻌﺎﺭ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‬
‫ﺑﺘﻮﺿﻴﺢ ﺃﻫﻤﻴﺘﻪ‪ ،‬ﻭﻫﻮ ﻣﺎ ﻣﻦ ﺷﺄﻧﻪ ﺇﻗﻨﺎﻋﻪ ﻋﻠﻰ ﺃﻥ ﻫﺬﺍ ﺍﻟﻤﻨﺘﺞ ﻭﺗﻜﺎﻟﻴﻔﻪ ﺍﻟﻨﻬﺎﺋﻴﺔ‬
‫ﻣﺤﺪﻭﺩﺓ ‪.‬‬
‫ﻭﻟﺘﺠﻨﺐ ﺍﻟﻤﺆﺳﺴﺔ ﺭﺩﻭﺩ ﺍﻟﻔﻌﻞ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺃﻭ ﺍﻟﻤﺸﺘﺮﻳﻦ‪ ،‬ﻓﻘﺪ‬
‫ﺗﻠﺠﺄ ﺇﻟﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺴﻌﺮ ﺑﺤﻴﺚ ﻳﺘﻼءﻡ ﻣﻊ ﺟﻤﻴﻊ ﺍﻟﻔﺌﺎﺕ ﺍﻟﺴﻮﻗﻴﺔ ﻭﻫﺬﺍ ﺑﺈﺩﺍﺭﺓ ﻷﺳﻌﺎﺭ‬
‫‪or applicable copyright law.‬‬

‫‪1‬‬
‫ﻭﻫﻲ‪:‬‬ ‫ﻣﻨﺘﺠﺎﺗﻬﺎ ﻓﺘﻌﻤﻞ ﻋﻠﻰ ﺗﻌﺪﻳﻞ ﺍﻟﺴﻌﺮ ﻭﻓﻘﺎ ﻟﻠﻈﺮﻭﻑ ﺍﻟﺴﻮﻗﻴﺔ‬
‫‪F14‬‬

‫‪1 -Ibid, p.115.‬‬

‫‪2- P. Kotler , B. Dubois, Op.Cit, p.487.‬‬
‫‪- 70 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﻣﺒﻴﻌﺎﺕ ﺗﺘﻢ ﻋﻨﺪ ﻛﻤﻴﺎﺕ ﻣﺨﺘﻠﻔﺔ؛‬

‫‪ -‬ﻣﺒﻴﻌﺎﺕ ﺗﺘﻢ ﺗﺤﺖ ﺳﻴﺎﺳﺎﺕ ﻣﺨﺘﻠﻔﺔ ﻣﻦﺍﻻﺋﺘﻤﺎﻥ ﻭﺍﻟﺘﺤﺼﻴﻞ ؛‬
‫‪ -‬ﻣﺒﻴﻌﺎﺕ ﺗﺘﻢ ﻷﻧﻮﺍﻉ ﻣﺨﺘﻠﻔﺔ ﻣﻦ ﺍﻟﻮﺳﻄﺎء ﺍﻟﺬﻳﻦ ﻳﺆﺩﻭﻥ ﻭﻅﺎﺋﻒ ﻣﺨﺘﻠﻔﺔ ؛‬
‫‪ -‬ﻣﺒﻴﻌﺎﺕ ﺗﺘﻢ ﻟﻤﺸﺘﺮﻳﻦ ﻓﻲ ﻣﻮﺍﻗﻊ ﺟﻐﺮﺍﻓﻴﺔ ﻣﺨﺘﻠﻔﺔ‪.‬‬
‫ﻓﻔﻲ ﻅﻞ ﺍﻟﻈﺮﻭﻑ ﺍﻟﺴﺎﺑﻘﺔ ﻧﺠﺪ ﺃﻧﻪ ﻣﻦ ﻏﻴﺮ ﺍﻟﻤﻨﻄﻖ ﺃﻥ ﻳﻮﺿﻊ‬
‫ﻭﻫﺬﺍ‬ ‫ﺳﻌﺮ ﻣﻮﺣﺪ ﻟﻜﻞ ﻣﻮﻗﻒ ﻓﻴﺠﺐ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﺗﻌﺪﻳﻞ ﺃﺳﻌﺎﺭﻫﺎ‬
‫ﻣﻦ ﺧﻼﻝ ﺳﻴﺎﺳﺔ )ﺍﻟﺨﺼﻮﻣﺎﺕ‪ ،‬ﺍﻟﺘﺄﺟﻴﺮ‪ ،‬ﺍﻟﺘﻤﻴﺰ ﺍﻟﺴﻌﺮﻱ ﻭﻓﻘﺎ ﻟﻠﻤﻨﺎﻁﻖ ﺍﻟﺠﻐﺮﺍﻓﻴﺔ‬
‫‪....‬ﺍﻟﺦ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.305.‬‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﻤﺒﺤﺚ ﺍﻟﺜﺎﻟﺚ‪:‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻮﺯﻳﻊ‬

‫ﻳﺸﻜﻞ ﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺑﺈﻳﺼﺎﻝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺃﻣﺎﻛﻦ‬
‫ﺻﻨﻌﻬﺎ –ﺍﻟﻤﻨﺘﺞ‪ -‬ﺇﻟﻰ ﺃﻣﺎﻛﻦ ﺍﺳﺘﻬﻼﻛﻬﺎ –ﺍﻟﻤﺴﺘﻬﻠﻚ –ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﻲ ﺗﻤﺮ ﻣﻦ‬
‫ﺧﻼﻝ ﺍﻟﻮﺳﻄﺎء ﺍﻟﺬﻳﻦ ﻳﺸﻜﻠﻮﻥ ﻗﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻊ ﻭﺍﻟﺘﻲ ﺗﺨﺘﺎﺭ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﻤﻼﺋﻤﺔ ﻣﻨﻬﺎ‬
‫ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﻌﻤﻼء ﺍﻟﻤﺴﺘﻬﺪﻓﻴﻦ ﻓﻲ ﺍﻟﻮﻗﺖ ﻭﺍﻟﻤﻜﺎﻥ ﺍﻟﻤﻨﺎﺳﺒﻴﻦ ﻣﺘﺒﻌﺔ ﻓﻲ ﺫﻟﻚ‬
‫ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﻌﻴﻨﺔ ﻟﺠﺬﺏ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻧﺤﻮ ﻣﻨﺘﺠﺎﺗﻬﺎ ﺃﻭ ﺩﻓﻊ ﺍﻟﻮﺳﻄﺎء ﺃﻭ ﺍﻟﻤﻮﺯﻋﻴﻦ‬
‫ﺇﻟﻰ ﺑﺬﻝ ﺍﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻟﺠﻬﻮﺩ ﺍﻟﺘﻲ ﻣﻦ ﺷﺄﻧﻬﺎ ﺇﺭﺿﺎء ﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬
‫ﻓﻤﺎ ﻫﻮ ﺍﻟﺘﻮﺯﻳﻊ ؟‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﺘﻮﺯﻳﻊ ﻭﺃﻫﻤﻴﺘﻪ‬

‫ﻫﻨﺎﻙ ﻋﺪﺓ ﺗﻌﺎﺭﻳﻒ ﻗﺪﻣﺖ ﻟﻠﺘﻮﺯﻳﻊ ﻳﻤﻜﻦ ﺫﻛﺮ ﺑﻌﻀﻬﺎ ﻛﻤﺎ ﻳﻠﻲ ‪:‬‬
‫ﻳﻌﺮﻑ ﻣﺤﻤﺪ ﺻﻐﻴﺮ ﺟﻄﻠﻲ ﺍﻟﺘﻮﺯﻳﻊ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺍﻟﺘﻮﺯﻳﻊ ﻳﺘﻀﻤﻦ ﺟﻤﻴﻊ‬
‫ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﻲ ﻟﻬﺎ ﺻﻠﺔ ﺑﺘﻮﺻﻴﻞ ﺍﻟﻤﻨﺘﺞ ﺇﻟﻰ ﻏﺎﻳﺔ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻨﻬﺎﺋﻲ ﺑﻬﺪﻑ ﻭﺿﻊ‬
‫ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻘﺒﻮﻝ ﻭﺑﻄﺮﻳﻘﺔ ﺳﻬﻠﺔ ﻟﻠﺸﺮﺍء "‪.1‬‬
‫‪F15‬‬

‫ﻭﻳﻌﺮﻑ ﺍﻟﺼﻤﻴﺪﻋﻲ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﻮﺯﻳﻌﻲ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﺍﻟﻨﺸﺎﻁ ﺍﻟﺬﻱ ﻳﺴﺎﻋﺪ‬
‫ﻋﻠﻰ ﺍﻧﺴﻴﺎﺏ ﺍﻟﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ ﻣﻦ ﺍﻟﻤﻨﺘﺞ ﺇﻟﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺃﻭ ﺍﻟﻤﺴﺘﻌﻤﻞ ﺑﻜﻔﺎءﺓ‬
‫ﻭﻓﻌﺎﻟﻴﺔ ﻭﺑﺎﻟﻜﻤﻴﺔ ﻭﺍﻟﻨﻮﻋﻴﺔ ﻭﺍﻟﻮﻗﺖ ﺍﻟﻤﻼﺋﻤﻴﻦ ﻣﻦ ﺧﻼﻝ ﻗﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻊ‪".2‬‬
‫‪F16‬‬

‫ﻭﻳﺮﻯ ‪ J.P.Védrine‬ﺑﺄﻥ " ﺍﻟﺘﻮﺯﻳﻊ ﻳﺘﻀﻤﻦ ﺟﻤﻴﻊ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﻲ ﺗﺴﻤﺢ‬

‫ﺑﺎﻧﺘﻘﺎﻝ ﺍﻟﻤﻨﺘﺞ ﻣﻦ ﺃﻣﺎﻛﻦ ﺍﻹﻧﺘﺎﺝ ﺇﻟﻰ ﺃﻥ ﻳﻮﺿﻊ ﻓﻲ ﻣﺘﻨﺎﻭﻝ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺃﻭ‬
‫‪3‬‬
‫ﺍﻟﻤﺴﺘﺨﺪﻡ"‬ ‫‪F17‬‬

‫ﺃﻣﺎ ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ ﻓﻌﺮﻑ ﺍﻟﺘﻮﺯﻳﻊ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﻋﻤﻠﻴﺔ ﺇﻳﺼﺎﻝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺇﻟﻰ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻨﻬﺎﺋﻲ ﺃﻭ ﺍﻟﻤﺸﺘﺮﻱ ﺍﻟﻨﻬﺎﺋﻲ ﻭﺫﻟﻚ ﻋﻦ ﻁﺮﻳﻖ ﻣﺠﻤﻮﻋﺔ ﺍﻷﻓﺮﺍﺩ‬
‫‪or applicable copyright law.‬‬

‫‪1- Mohamed seghir Djetli, Marketing, Berti Édition, Alger, Algérie, 1998, p.177.‬‬
‫‪ -2‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ‪.240.‬‬
‫‪3- Jean Pierre Védrine, Martin Sylvie, Op.Cit, p.117.‬‬
‫‪- 72 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﻭﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﺘﻲ ﻳﺘﻢ ﻋﻦ ﻁﺮﻳﻘﻬﺎ ﺧﻠﻖ ﺍﻟﻤﻨﺎﻓﻊ ﺍﻟﺰﻣﻨﻴﺔ ﻭﺍﻟﻤﻜﺎﻧﻴﺔ ﻭ ﺍﻟﺤﻴﺎﺯﻳﺔ‬

‫ﻟﻠﺴﻠﻊ"‪.1‬‬ ‫‪F18‬‬

‫ﺑﺼﻔﺔ ﻋﺎﻣﺔ ﻳﻤﻜﻦ ﺗﻌﺮﻳﻒ ﺍﻟﺘﻮﺯﻳﻊ ﻋﻠﻰ ﺃﻧﻪ ﺫﻟﻚ ﺍﻟﻨﺸﺎﻁ ﻭﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﻲ ﻳﺘﻢ‬
‫ﺑﻬﺎ ﺇﻳﺼﺎﻝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺇﻟﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻨﻬﺎﺋﻲ ﻭﺍﻟﺘﻲ ﻳﻘﻮﻡ ﺑﻬﺎ ﻣﺠﻤﻮﻋﺔ ﺃﻓﺮﺍﺩ ﺃﻭ‬
‫ﻣﺆﺳﺴﺎﺕ ﻟﻬﺬﺍ ﺍﻟﻐﺮﺽ ﻓﻲ ﺷﺮﻭﻁ ﻛﻤﻴﺔ ﻭﻧﻮﻋـﻴﺔﻭﺯﻣﻨﻴﺔ ﻭﻣﻜﺎﻧﻴﺔ ﻟﺘﻠﺒﻴﺔ ﺭﻏﺒﺎﺕ‬
‫ﻭﺣﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻚ ‪.‬‬
‫‪2‬‬
‫ﺗﺘﻤﺜﻞ‪:‬‬
‫‪F19‬‬ ‫ﻭﺃﻫﻢ ﺍﻟﻤﻨﺎﻓﻊ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺃﻥ ﻳﺨﻠﻘﻬﺎ ﺍﻟﺘﻮﺯﻳﻊ ﻟﻠﻤﺴﺘﻬﻠﻚ‬
‫‪ -‬ﺍﻟﻤﻨﻔﻌﺔ ﺍﻟﺸﻜﻠﻴﺔ‪ :‬ﻭﻫﻲ ﺍﻟﻘﻴﻤﺔ ﺍﻟﺘﻲ ﻳﺪﺭﻛﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻓﻲ ﺍﻟﻤﻨﺘﺞ ﻋﻨﺪﻣﺎ ﺗﺄﺧﺬ‬
‫ﺃﺷﻜﺎﻻ‪،‬ﺃﻭ ﻭﺿﻌﺎ ﻣﻌﻴﻨﺎ‪ ،‬ﻭﻣﺜﻠﻬﺎ ﺇﺿﺎﻓﺔ ﺍﻟﻮﺳﻄﺎء ﺗﺠﺰﺋﺔ ﻭﺑﻴﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻓﻲ‬
‫ﻋﺒﻮﺍﺕ ﺻﻐﻴﺮﺓ ﺗﺘﻨﺎﺳﺐ ﻭﺣﺎﺟﺎﺕ ﺍﻟﻌﻤﻼء ﻭﺽﻉﻫﺎ ﻓﻲ ﺃﻣﺎﻛﻦ ﻣﺴﺎﻋﺪﺓ ﻟﻬﻢ‬
‫ﻋﻠﻰ ﺭﺅﻳﺘﻬﺎ؛‬
‫‪ -‬ﺍﻟﻤﻨﻔﻌﺔ ﺍﻟﺰﻣﻨﻴﺔ‪ :‬ﻭﻫﻲ ﺍﻟﻘﻴﻤﺔ ﺍﻟﺘﻲ ﻳﺪﺭﻛﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻓﻲ ﺍﻟﻤﻨﺘﺞ ﻧﺘﻴﺠﺔ ﺗﻮﻓﺮﻫﺎ‬
‫ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻳﻄﻠﺒﻬﺎ ﻓﻴﻪ ﻭﻣﺜﻠﻬﺎ ﻋﻤﻠﻴﺔ ﺗﺨﺰﻳﻦ ﺍﻟﻤﻨﺘﺞ ﻋﻨﺪ ﺍﻟﻮﺳﻄﺎء ﺇﻟﻰ‬
‫ﺣﻴﻦ ﺍﺣﺘﻴﺎﺟﻬﺎ ﻣﻦ ﻁﺮﻑﺍﻟﻤﺴﺘﻬﻠﻚ؛‬
‫‪ -‬ﺍﻟﻤﻨﻔﻌﺔ ﺍﻟﻤﻜﺎﻧﻴﺔ‪ :‬ﺍﻟﻘﻴﻤﺔ ﺍﻟﺘﻲ ﻳﺪﺭﻛﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻓﻲ ﺍﻟﻤﻨﺘﺞ ﻧﺘﻴﺠﺔ ﺗﻮﻓﺮﻫﺎ ﻓﻲ‬
‫ﺍﻟﻤﻜﺎﻥ ﺍﻟﺬﻱ ﻳﺮﻳﺪﻫﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﻻ ﺷﻚ ﺃﻥ ﺍﻟﻮﺳﻄﺎء ﻳﺤﺮﺻﻮﻥ ﻋﻠﻰ ﺗﻮﻓﻴﺮ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻓﻲ ﺍﻷﻣﺎﻛﻦ ﺍﻟﻘﺮﻳﺒﺔ ﻭﺍﻟﻤﺮﺑﺤﺔ ﻟﻠﻤﺸﺘﺮﻱ؛‬
‫‪ -‬ﻣﻨﻔﻌﺔ ﺍﻟﺘﻤﻠﻴﻚ ﻭﺍﻟﺤﻴﺎﺯﺓ ‪ :‬ﻭﻫﻲ ﺍﻟﻘﻴﻤﺔ ﺍﻟﺘﻲ ﻳﺪﺭﻛﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻧﺘﻴﺠﺔ ﺗﻤﻠﻜﻪ‬
‫ﻟﻠﻤﻨﺘﺞ ﺃﻭ ﺣﻴﺎﺯﺗﻪ ﻟﻪ‪ ،‬ﻓﺎﻟﻮﺳﻄﺎء ﻳﻘﻮﻣﻮﻥ ﺑﺘﺴﻬﻴﻞ ﻧﻘﻞ ﺍﻟﻤﻠﻜﻴﺔ ﻣﻦ ﻋﻀﻮ ﻵﺧﺮ‬
‫ﻓﻲ ﺍﻟﻘﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ‪.‬‬
‫ﻭﻟﻬﺬﺍ ﻓﺈﻥ ﺃﻫﻤﻴﺔ ﺍﻟﺘﻮﺯﻳﻊ ﺗﺒﺮﺯ ﻣﻦ ﺧﻼﻝ ﻣﻘﺎﺭﻧﺘﻪ ﺑﻌﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻷﺧﺮﻯ‪ ،‬ﺇﺫ ﺇﻥ ﻟﻪ ﺩﻭﺭﺍَ ﺗﻜﺎﻣﻠﻴﺎ ﺿﻤﻦﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫ﺇﻥ ﺍﻟﺘﻮﺯﻳﻊ ﻳﻨﻄﻮﻱ ﻋﻠﻰ ﺗﺰﻭﻳﺪ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﻟﻮﺳﻴﻠﺔ ﺍﻟﺘﻲ ﺗﻤﻜﻨﻬﺎ ﻣﻦ ﺗﻨﻔﻴﺬ‬
‫ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻣﻦ ﺧﻼﻝ ﺗﺤﺪﻳﺪ ﻛﻴﻔﻴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‪،‬‬
‫ﺑﺎﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬
‫‪.‬‬ ‫ﺇﺿﺎﻓﺔ ﺇﻟﻰ ﺃﻧﻪ ﻳﺮﺗﺒﻂ‬
‫‪or applicable copyright law.‬‬

‫‪1‬‬
‫ﻣﻨﻬﺎ‪:‬‬
‫‪F120‬‬ ‫ﻭﻳﻘﻮﻡ ﺍﻟﺘﻮﺯﻳﻊ ﺑﺘﺄﺩﻳﺔ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﻤﻬﻤﺔ‬

‫‪ -1‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.226.‬‬

‫‪ -2‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ ﺹ‪.230 -229 .‬‬
‫‪- 73 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -1‬ﺍﻟﺒﺤﻮﺙ‪ :‬ﺟﻤﻊ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﺗﺼﻨﻴﻔﻬﺎ ﻭﺫﻟﻚ ﻟﺘﺴﻬﻴﻞ ﻋﻤﻠﻴﺔ ﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭﺍﺕ؛‬

‫‪ -2‬ﺍﻟﺘﺮﻭﻳﺞ ‪ :‬ﻭﺫﻟﻚ ﺑﻬﺪﻑ ﺗﻄﻮﻳﺮ ﺑﻨﺎء ﺍﻹﺩﺭﺍﻙ ﻭﺍﻟﻘﺒﻮﻝ ﻟﻠﺸﺊ ﺍﻟﻤﻌﺮﻭﺽ ﻓﻲ‬
‫ﺇﻁﺎﺭ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺒﺎﺩﻝ ؛‬
‫‪ -3‬ﺍﻻﺗﺼﺎﻝ‪ :‬ﻳﻬﺪﻑ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﻌﻤﻴﻞ ﺍﻟﻤﺮﺗﻘﺐ ﻭﺑﻨﺎء ﻋﻼﻗﺎﺕ ﺗﺒﺎﺩﻟﻴﺔ ﻣﻌﻪ؛‬
‫‪ -4‬ﺍﻟﺮﺑﻂ ﻭﺍﻟﺠﻤﻊ‪:‬ﺃﻱ ﻣﻼﺋﻤﺔ ﺷﻜﻞ ﺍﻟﻤﻨﺘﺞ ﻣﻊ ﺣﺎﺟﺎﺕ ﺍﻟﻌﻤﻴﻞ ﻭﺭﻏﺒﺎﺗﻪ؛‬
‫‪ -5‬ﺍﻟﺘﻔﺎﻭﺽ ‪ :‬ﺃﻱ ﻣﺤﺎﻭﻟﺔ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﺗﻔﺎﻕ ﺣﻮﻝ ﺍﻷﺳﻌﺎﺭ ﻭﺷﺮﻭﻁ ﺃﺧﺮﻯ‬
‫ﺍﻟﻤﻠﻜﻴﺔ ﻭﻣﺠﻤﻞ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺴﺎﺑﻘﺔ ﺗﻌﺘﺒﺮ ﻭﻅﺎﺋﻒ ﻣﺴﺎﻋﺪﺓ ﻟﺘﺴﻬﻴﻞ ﻋﻤﻠﻴﺔ‬
‫‪.‬‬ ‫ﺑﻨﻘﻞ‬
‫ﺍﻟﺘﺒﺎﺩﻝ‪.‬‬
‫‪ -6‬ﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﻤﺎﺩﻱ‪:‬ﺍﻟﻨﻘﻞ‪ ،‬ﺍﻟﺘﺨﺰﻳﻦ‪ ،‬ﺍﻟﺘﻔﺮﻳﻎ‪.‬‬
‫‪ -7‬ﺍﻟﺘﻤﻮﻳﻞ‪ :‬ﺑﻨﺎء ﻣﻴﺰﺍﻧﻴﺔ ﻟﺘﺤﺪﻳﺪ ﻧﻔﻘﺎﺕ ﺍﻟﺘﻮﺯﻳﻊ ﻭﺇﺩﺍﺭﺗﻬﺎ ﺑﺸﻜﻞ ﺳﻠﻴﻢ‪.‬‬
‫‪ -8‬ﺍﻟﻤﺨﺎﻁﺮﺓ ‪ :‬ﺗﺤﻤﻞ ﺍﻟﻤﺨﺎﻁﺮﺓ ﺍﻟﻨﺎﺗﺠﺔ ﻋﻦ ﺍﻟﻘﻴﺎﻡ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﺍﻟﺴﺎﺑﻘﺔ‬
‫ﻭﻫﺬﻩ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺜﻼﺙ ﺍﻷﺧﻴﺮﺓ ﻫﻲ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﻼﺯﻣﺔ ﻭﺍﻟﻀﺮﻭﺭﻳﺔ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ ‪ :‬ﻗﻨﻮﺍﺕ ﻭﺇﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﺍﻟﺘﻮﺯﻳﻊ‬

‫ﺗﻌﺮﻑ ﻗﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻊ ﺑﺄﻧﻬﺎ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﺘﺪﺧﻠﻴﻦ ﺍﻟﺬﻳﻦ ﻳﺘﻜﻔﻠﻮﻥ ﺑﺄﻧﺸﻄﺔ‬
‫‪2‬‬
‫ﺍﻻﺳﺘﻬﻼﻙ "‬
‫‪F12‬‬ ‫ﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﺘﻲ ﺗﻌﻤﻞ ﻋﻠﻰ ﺗﻤﺮﻳﺮ ﺍﻟﻤﻨﺘﺞ ﻣﻦ ﺣﺎﻟﺔ ﺍﻟﺼﻨﻊ ﺇﻟﻰ ﺣﺎﻟﺔ‬
‫ﻭﻳﻌﺮﻑ ﻛﺬﻟﻚ ﺑﺄﻧﻬﺎ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻭﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻱ ﺗﻘﻊ ﻋﻠﻰ‬
‫ﻣﺴﺆﻭﻟﻴﺘﻬﻢ ﺍﻟﻘﻴﺎﻡ ﺑﻤﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﻀﺮﻭﺭﻳﺔ ﻭﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻌﻤﻠﻴﺔ ﺗﺪﻓﻖ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺍﻟﻤﻨﺘﺠﻴﻦ ﺇﻟﻰ ﺍﻟﻌﻤﻼء ﻓﻲﺍﻷﺳﻮﺍﻕ ﺃﻭ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ "‪. 3‬‬
‫‪F12‬‬

‫ﻓﺎﻟﻘﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﻫﻲ ﺍﻟﻮﺳﻄﺎء ﺍﻟﺬﻳﻦ ﻳﻘﻮﻣﻮﻥ ﺑﺈﻳﺼﺎﻝ ﺍﻟﻤﻨﺘﺞ ﻣﻦ ﺃﻣﺎﻛﻦ‬

‫ﺍﻹﻧﺘﺎﺝ ﺇﻟﻰ ﺃﻣﺎﻛﻦ ﺍﻻﺳﺘﻬﻼﻙ‪ ،‬ﻭﻗﺪ ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﺑﻨﻔﺴﻬﺎ ﺃﻭ‬
‫ﺑﺎﺳﺘﺨﺪﺍﻡ ﻋﺪﺓ ﻭﺳﻄﺎء ﻭﻫﺬﺍ ﻣﺎ ﻣﻦ ﺷﺄﻧﻪ ﺇﻁﺎﻟﺔ ﺍﻟﻘﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﺍﻟﺬﻱ ﻳﻜﻮﻥ ﻓﻲ‬
‫ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻷﺣﻴﺎﻥ ﻏﻴﺮ ﻣﻨﺎﺳﺐ ﻟﻬﺎ ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻫﺎﻧﻲ ﺣﺎﻣﺪ ﺍﻟﻀﻤﻮﺭ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ‪ ،‬ﺩﺍﺭ ﻭﺍﺋﻞ ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ‬
‫ﺍﻷﻭﻟﻰ‪ ،1999 ،‬ﺹ ﺹ‪.26 -24 .‬‬
‫‪2- P.Kotler, B. Dubois, Op.Cit, p.496.‬‬
‫‪ -3‬ﻫﺎﻧﻲ ﺣﺎﻣﺪ ﺍﻟﻀﻤﻮﺭ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.22.‬‬
‫‪- 74 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﻋﻤﻮﻣﺎ ﺗﻮﺟﺪ ﻋﺪﺓ ﻣﺴﺘﻮﻳﺎﺕ ﻟﻠﻘﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﻭﻫﻲ ﻣﻤﺜﻠﺔ ﻓﻲ ﺍﻟﺸﻜﻞ‬

‫ﺍﻟﺘﺎﻟﻲ‪:‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (11‬ﻳﻮﺿﺢ ﺍﻟﻤﺴﺘﻮﻳﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻊ‬
‫‪ -1‬ﺗﺳﻭﻳﻕ‬
‫ﻣﺑﺎﺷﺭ‬
‫ﺗﺎﺟﺭ‬
‫‪ -2‬ﻗﻧﺎﺓ ﺫﺍﺕ‬ ‫ﺍﻟﺗﺟﺯﺋﺔ‬
‫ﻣﺳﺗﻭﻯ ﻭﺍﺣﺩ‬

‫اﻟﻤﺴﺘﻬﻠك‬
‫اﻟﻤﻨﺘﺞ‬

‫‪ -3‬ﻗﻧﺎﺓ‬ ‫ﺗﺎﺟﺭ‬
‫ﺫﺍﺕ ﻣﺳﺗﻭﻳﻥ‬ ‫ﺗﺎﺟﺭ‬
‫ﺍﻟﺟﻣﻠﺔ‬ ‫ﺍﻟﺗﺟﺯﺋﺔ‬
‫‪ -4‬ﻗﻧﺎﺓ ﺫﺍﺕ‬
‫ﺛﻼﺛﺔ‬
‫ﺗﺎﺟﺭ‬ ‫ﺗﺎﺟﺭ ﻧﺻﻑ‬
‫ﻣﺳﺗﻭﻳﺎﺕ‬ ‫ﺗﺎﺟﺭ‬
‫ﺍﻟﺟﻣﻠﺔ‬ ‫ﺍﻟﺗﺟﺯﺋﺔ‬
‫ﺍﻟﺗﺟﺯﺋﺔ‬
‫ﺍﻟﻤﺼﺪﺭ‪P.Kotler, B. Dubois, p. 496:‬‬

‫ﻭﺍﻟﺠﺪﻳﺮ ﺑﺎﻟﺬﻛﺮ ﺃﻧﻪ ﻻ ﺑﺪ ﻋﻨﺪ ﺍﺧﺘﻴﺎﺭ ﻣﻨﻔﺬ ﺍﻟﺘﻮﺯﻳﻊ ∗ ﻣﻦ ﺍﻟﻘﻴﺎﻡ ﺑﺪﺭﺍﺳﺔ‬

‫‪F‬‬ ‫‪123‬‬

‫ﺗﺤﻠﻴﻠﻴﺔ ﻟﻠﺴﻮﻕ ﻭﺍﻟﺴﻠﻊ ﻭﺍﻟﻤﺆﺳﺴﺔ ﻭﺍﻟﻮﺳﻄﺎء ﺑﺎﻟﻨﻈﺮ ﻻﺧﺘﻼﻑ ﺍﻻﻋﺘﺒﺎﺭﺍﺕ‬

‫ﺍﻟﺨﺎﺻﺔ ﺑﻜﻞ ﻣﻨﻬﺎ‪: 1‬‬ ‫‪F124‬‬

‫ﺃ – ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﺴﻮﻕ ‪) :‬ﻁﺒﻴﻌﺔ ﺍﻟﺴﻮﻕ‪ ،‬ﺍﻟﺘﻤﺮﻛﺰ ﺍﻟﺠﻐﺮﺍﻓﻲ ﻟﻠﺴﻮﻕ‪،‬‬

‫ﺣﺠﻢ ﺍﻟﺴﻮﻕ‪ ،‬ﻋﺎﺩﺍﺕ ﺍﻟﺸﺮﺍء‪ ،‬ﻛﻤﻴﺔ ﻭﺣﺠﻢ ﺍﻟﻄﻠﺒﻴﺎﺕ ( ؛‬
‫ﺏ – ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﻤﺆﺳﺴﺔ‪ ):‬ﺣﺠﻢ ﻭﺳﻤﻌﺔ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﺍﻟﺨﺒﺮﺓ ﻭﺍﻟﻜﻔﺎءﺓ‬
‫ﺍﻹﺩﺍﺭﻳﺔ ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺪﻭﺭﻳﺔ ﺍﻟﻤﺤﻜﻤﺔ ﻋﻠﻰ ﻣﻨﻔﺬ ﺍﻟﺘﻮﺯﻳﻊ( ؛‬
‫ﺝ –ﺍﻻﻋﺘﺒﺎﺭﺍﺕ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﻮﺳﻄﺎء ‪:‬ﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﻤﻘﺪﻣﺔ ﻣﻦ ﻁﺮﻓﻬﻢ‪ ،‬ﺍﻟﺴﻴﺎﺳﺔ‬
‫ﺍﻟﻤﺘﺒﻌﺔ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﺗﺼﺮﻳﻒ ﺍﻟﻤﻨﺘﺠﺎﺕ‪ ،‬ﺣﺠﻢ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﻤﺘﻮﻗﻌﺔ‪،‬‬
‫ﻱ ﺍﻷﺭﺑﺎﺡ (‪.‬‬
‫ﺻﺎﻑ‬

‫∗‪ -‬ﻳﻘﺼﺪ ﺑﻤﻨﻔﺬ ﺍﻟﺘﻮﺯﻳﻊ ‪ :‬ﻣﺠﻤﻮﻉ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﺍﻟﺘﺎﺑﻌﺔ ﻟﻠﻤﺆﺳﺴﺔ)ﺍﻟﻤﻨﺘﺞ(‪.‬‬

‫‪or applicable copyright law.‬‬

‫ﺃﻣﺎ ﺍﻟﻘﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ‪ :‬ﻓﻬﻲ ﻣﺠﻤﻮﻋﺔ ﺍﻟﻮﺳﻄﺎء ﺍﻟﻤﺴﺎﻫﻤﻴﻦ ﻓﻲ ﺇﻳﺼﺎﻝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺍﻟﻤﻨﺘﺞ‬
‫ﻋﻠﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ‪.‬‬
‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺑﻮﺧﺎﻭﺓ ﻭﻋﺒﺪ ﺍﻟﻘﺎﺩﺭ ﻋﻄﻮﻱ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ ﻛﺄﺩﺍﺓ ﻟﻠﻤﻘﺎﺭﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﺮﻓﻊ ﺗﻨﺎﻓﺴﻴﺔ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻣﻄﺒﻮﻋﺔ ﺍﻟﻤﻠﺘﻘﻰ ﺍﻟﺪﻭﻟﻲ ﺣﻮﻝ ﺗﻨﺎﻓﺴﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺗﺤﻮﻻﺕ ﺍﻟﻤﺤﻴﻂ‪،‬‬
‫ﺟﺎﻣﻌﺔ ﻣﺤﻤﺪ ﺧﻴﻀﺮ –ﺑﺴﻜﺮﺓ‪ -‬ﺍﻟﺠﺰﺍﺋﺮ ‪ 30/29،‬ﺃﻛﺘﻮﺑﺮ ‪ ،2002‬ﺹ‪.98.‬‬
‫‪- 75 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﻭﺑﺨﺼﻮﺹ ﺃﻧﻮﺍﻉ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﻣﻦ ﺣﻴﺚ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﺴﻮﻗﻴﺔ ﻓﻴﻤﻜﻦ‬

‫ﺫﻛﺮ ﺛﻼﺛﺔ ﺃﻧﻮﺍﻉ ﻭﻫﻲ‪:1‬‬ ‫‪F125‬‬

‫‪ -1‬ﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﻤﻜﺜﻒ )‪ : (D.Intensive‬ﻭﻳﺘﻀﻤﻦ ﺫﻟﻚ ﺗﻮﻓﻴﺮ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﻋﺪﺩ ﻛﺒﻴﺮ‬

‫ﻣﻦ ﺍﻟﻤﻨﺎﻓﺬ ﻭﻳﺼﻠﺢ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻟﺘﻮﺯﻳﻊ ﺍﻟﺴﻠﻊ ﺍﻟﻤﺴﻴﺮﺓ ﺍﻟﻮﺍﺳﻌﺔ ﺍﻻﻧﺘﺸﺎﺭ‪ ،‬ﻭﺍﻟﺘﻲ‬
‫ﻳﺮﻏﺐ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻓﻲ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻴﻬﺎ ﺑﺄﻗﻞ ﺟﻬﺪ ﻭﻭﻗﺖ ﻣﻤﻜﻨﻴﻦ‪ ،‬ﻭﻳﻤﻜﻦ‬
‫ﺍﺳﺘﺨﺪﺍﻡ ﺁﻻﺕ ﺍﻟﺒﻴﻊ ﻭﻣﺘﺎﺟﺮ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺼﻐﻴﺮﺓ ﻟﺨﺪﻣﺔ ﻫﺬﺍ ﺍﻟﻐﺮﺽ ؛‬
‫‪ -2‬ﺍﻟﺘﻮﺯﻳﻊ ﺍﻻﺧﺘﻴﺎﺭﻱ )‪ : ( D. Selective‬ﻭﻧﻌﻨﻲ ﺑﻬﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺘﻮﺯﻳﻊ ﺗﻮﻓﻴﺮ‬
‫ﻋﺪﺓ‪ ،‬ﻭﻳﺘﻢ‬
‫ﺍﻟﺴﻠﻌﺔ ﻓﻲ ﻣﺘﺎﺟﺮ ) ﺃﻭ ﻣﻨﺎﻓﺬ ﺗﻮﺯﻳﻌﻴﺔ ﻗﻠﻴﻠﺔ ﻭﻣﻨﺘﻘﺎﺓ ﻣﻦ ﺑﻴﻦ ﺑﺪﺍﺋﻞ (‬
‫ﺍﺧﺘﻴﺎﺭ ﺍﻟﻤﻨﺎﻓﺬ ﺍﻟﻤﺮﻏﻮﺑﺔ ﻋﻠﻰ ﺃﺳﺎﺱ ﻣﻌﺎﻳﻴﺮ ﻣﻌﻴﻨﺔ ﻣﺜﻞ ‪:‬ﺳﻤﻌﺔ ﺍﻟﻤﻮﺯﻉ‬
‫ﻭﻗﺪﺭﺗﻪ ﻋﻠﻰ ﺧﺪﻣﺔ ﺍﻟﺴﻠﻌﺔ ﺃﻭ ﺍﻟﺘﺰﺍﻣﻪ ﺑﺎﻟﺴﻌﺮ ﺍﻟﻤﺤﺪﺩ ﻣﻦ ﻗﺒﻞ ﺍﻟﻤﻨﺘﺞ ﻭﻳﺼﻠﺢ‬
‫ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺑﺸﻜﻞ ﻋﺎﻡ ﻟﺴﻠﻊ ﺍﻟﺘﺴﻮﻕ؛‬
‫‪- 3‬ﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﺤﺼﺮﻱ ) ‪ : (D. Exclusive‬ﻭﻳﺸﻴﺮ ﺇﻟﻰ ﺍﺧﺘﻴﺎﺭ ﻣﻮﺯﻉ ﺃﻭ ﻭﻛﻴﻞ‬
‫ﻭﺣﻴﺪ ﻓﻲ ﻛﻞ ﻣﻨﻄﻘﺔ ﺟﻐﺮﺍﻓﻴﺔ ﻳﺮﻏﺐ ﺍﻟﻤﻨﺘﺞ ﻓﻴﻬﺎ ﻭﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻬﺎ‪ ،‬ﻭﻳﺘﻢ ﻫﺬﺍ‬
‫ﺍﺧﺘﻴﺎﺭ ﻧﺘﻴﺠﺔ ﺗﺄﻛﺪ ﺍﻟﻤﻨﺘﺞ ﻣﻦ ﺟﻬﺪ ﺍﻟﻤﻮﺯﻉ ﻭﻗﻮﺗﻪ ﻭﺳﻤﻌﺘﻪ ﻓﻲ ﺍﻟﺴﻮﻕ ﻭﻗﺪ ﻳﺘﻢ‬
‫ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﻫﺬﺍ ﺍﻟﻤﻮﺯﻉ ) ﺍﻟﻮﻛﻴﻞ ( ﻋﻦ ﻁﺮﻳﻖ ﻋﻘﺪ ﻗﺎﻧﻮﻧﻲ ﻣﻠﺰﻡ ﻟِﻜﻼ‬
‫ﺍﻟﻄﺮﻓﻴﻦ ‪.‬ﻣﺜﻼ ﻣﻨﺘﺠﺎﺕ ﺳﻴﺎﺭﺍﺕ ﺑﻴﺠﻮ ﺍﻟﻔﺮﻧﺴﻴﺔ ﻓﻲ ﺍﻟﺠﺰﺍﺋﺮ ‪.‬‬
‫ﻭﻟﻐﺮﺽ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺃﻫﺪﺍﻑ ﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﻤﺴﻄﺮﺓ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ‬
‫‪2‬‬
‫ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫ﻓﺈﻧﻬﺎ ﺗﺘﺒﻊ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕﻟﺬﻟﻚ ﻭﻳﻤﻜﻦ ﺃﻥ ﻧﻤﻴﺰ ﺑﻴﻦ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬
‫‪F126‬‬

‫‪ -1‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺪﻓﻊ " ‪ : " PUSH‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﻋﻠﻰ ﺩﻓﻊ ﻣﻨﺘﺠﺎﺕ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﺗﺠﺎﻩ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺑﻔﻀﻞ ﺍﻟﻮﺳﻄﺎء ﻭﻷﺟﻞ ﺫﻟﻚ ﺗﺮﻛﺰ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻠﻰ‬
‫ﺳﻴﺎﺳﺔ ﺍﻻﺗﺼﺎﻝ ﻭﺍﻟﺘﺮﻭﻳﺞ ﺍﻟﻤﻮﺟﻬﺔ ﺇﻟﻰ ﺍﻟﻤﻮﺯﻋﻴﻦ ﻟﺤﺜﻬﻢ ﻋﻠﻰ ﺍﻟﺘﺄﺛﻴﺮ ﻋﻠﻰ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻣﻦ ﺧﻼﻝ ) ﺍﻟﺘﺨﻔﻴﻀﺎﺕ‪ ،‬ﻫﺎﻣﺶ ﺍﻟﺮﺑﺢ ﺍﻟﻌﺎﻟﻲ ﻛﻤﺤﻔﺰ ﻟﻠﺒﻴﻊ‪،‬‬
‫ﻟﻠﻤﻨﺘﺞ‬
‫‪.‬‬ ‫ﺗﺨﻔﻴﻀﺎﺕ ﺁﺧﺮ ﺍﻟﺴﻨﺔ ‪ .(...‬ﻓﺎﻟﻤﻮﺯﻉ ﻳﻜﻮﻥ ﻋﻮﻥ ﺗﺮﻭﻳﺞ‬
‫ﺗﻌﻤﻞ ﻫﺬﻩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻋﻠﻰ ﺗﺤﺮﻳﺾ ﺍﻟﻤﻮﺯﻋﻴﻦ ﻭﺍﻟﻤﺸﺎﺭﻛﺔ ﺍﻹﺩﺍﺭﻳﺔ‬
‫ﻣﻊ ﺍﻟﻤﻨﺘﺞ ‪ .‬ﻭﻣﺎ ﻳﻌﺎﺏ ﻋﻠﻰ ﻫﺬﺍﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻫﻲ ﺗﺨﻮﻑ ﺍﻟﻤﻮﺯﻉ ﻣﻦ ﺍﻟﺘﺤﻮﻝ ﺇﻟﻰ‬
‫ﻋﻮﻥ ﻏﻴﺮ ﻣﺮﺍﻗﺐ ﻭﻫﺬﺍ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻻ ﻳﺼﺒﺢ ﻳﻤﺜﻞ ﻭﺯﻥ ﻛﺒﻴﺮ ﻓﻲ‬
‫‪or applicable copyright law.‬‬

‫ﻗﺮﺍﺭﺍﺕ ﺍﻟﻤﺆﺳﺴﺔ‪.‬‬

‫‪ -1‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ ﻭﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪238.‬‬

‫‪2- Mohamed seghir Djetli, Marketing, Op .Cit, p p. 191- 192.‬‬
‫‪- 76 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -2‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺠﺬﺏ " ‪ : " PULL‬ﻻ ﻳﻤﺜﻞ ﺍﻟﻤﻮﺯﻉ ﻣﺮﻛﺰ ﺍﻟﻔﺎﺋﺪﺓ ﺍﻟﻤﺒﺎﺷﺮﺓ‬
‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﻭﺇﻧﻤﺎ ﻣﺮﻛﺰ ﺍﻟﻔﺎﺋﺪﺓ ﻫﻮ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺣﺴﺐ ﻫﺬﻩ‬
‫ﻓﺎﻟﺠﻬﻮﺩ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﺗﻮﺟﻪ ﺑﺎﺗﺠﺎﻩ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻨﻬﺎﺋﻲ‪ ،‬ﻭﻫﺬﺍ ﻣﻦ ﺧﻼﻝ‬
‫)ﺍﻹﻋﻼﻥ‪ ،‬ﺍﻟﺤﻮﺍﻓﺰ‪ ،‬ﺍﻟﺨﺪﻣﺎﺕ‪ ،‬ﺍﻟﻀﻤﺎﻧﺎﺕ‪.(...‬‬
‫ﺗﺘﻄﻠﺐ ﻫﺬﻩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺇﺫﻥ ﺍﺳﺘﺜﻤﺎﺭﺍﺕ ﺇﻋﻼﻧﻴﺔ ﻭﺗﺮﻭﻳﺠﻴﺔ ﻛﺒﻴﺮﺓ ﻭﻫﺬﺍ‬
‫ﺑﺎﻟﺘﺮﻛﻴﺰ ﺍﻟﺪﻭﺭﻱ ﻭﺑﺎﻧﺘﻈﺎﻡ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻟﻬﺬﻩ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺃﻣﺎﻛﻦ ﺑﻴﻌﻬﺎ‪ ،‬ﻓﻬﻲ‬
‫ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻁﻮﻳﻠﺔ ﺍﻷﺟﻞ ‪.‬‬
‫‪- 4‬ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻤﺨﺘﻠﻔﺔ " ‪ : " MIXTE‬ﻭﻫﻲ ﺍﻟﺘﻮﻓﻴﻖ ﺑﻴﻦ ﺍﻹﺳﺘﺮﺍﺗﺠﻴﺘﻴﻦ‬
‫ﺍﻟﺴﺎﺑﻘﻴﻦ ﻷﻧﻪ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﺣﻴﺎﻥ ﻻ ﺗﻄﺒﻖ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺇﺟﻤﺎﻻ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺍﻟﺠﺬﺏ ﻭﺍﻟﺪﻓﻊ ﺑﻬﺬﺍ ﺍﻻﻗﺘﺮﺍﺏ‪ ،‬ﻓﻬﻲ ﺗﺘﺠﻨﺐ ﻋﺪﺍء ﺍﻟﻤﻮﺯﻋﻴﻦ ﻭﺍﻻﺳﺘﺤﻮﺍﺫ ﻋﻠﻰ‬
‫‪ (13‬ﻳﻮﺿﺢ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺜﻼﺙ‬ ‫ﺍﻟﺘﻌﺎﻭﻥ ﻓﻲ ﻣﻨﺎﻓﺬ ﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﻭﺍﻟﺸﻜﻞ ﺭﻗﻢ )‬
‫ﻟﻠﺘﻮﺯﻳﻊ ‪.‬‬
‫ﻛﻤﺎ ﺃﻥ ﺍﻟﻤﺆﺳﺴﺔ ﺗﻘﻮﻡ ﺑﺘﻌﺪﻳﻞ ﻭﺗﻜﻴﻴﻒ ﺇﺳﺘﺮﺍﺗﺠﻴﺘﻬﺎ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ ﺳﻮﺍء‬
‫ﺑﺎﻟﺘﻮﺳﻊ ﺃﻭ ﺍﻟﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ ﺍﻟﻘﻨﺎﺓ ﺃﻭ ﺗﻌﺪﻳﻠﻬﺎ ﺃﻭ ﺗﺨﻔﻴﻀﻬﺎ ﺃﻭ ﺣﺘﻰ ﺍﺳﺘﺒﺪﺍﻟﻬﺎ ﺑﻤﺎ‬
‫ﻳﻨﺴﺠﻢ ﻣﻊ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ﻋﺎﻣﺔ ﻭﺍﻟﺘﺴﻮﻳﻖ ﺧﺎﺻﺔ ‪.‬‬
‫ﻭﻣﻦ ﺃﻫﻢ ﺃﺳﺒﺎﺏ ﻫﺬﺍ ﺍﻟﺘﻌﺪﻳﻞ ﻣﺎ ﻳﻠﻲ‪:1‬‬
‫‪F127‬‬

‫‪ -‬ﺍﻟﺘﻐﻴﺮﺍﺕ ﻓﻲ ﺍﺗﺠﺎﻫﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ؛‬

‫‪ -‬ﺍﻟﺘﻐﻴﺮﺍﺕ ﻓﻲﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ؛‬
‫‪ -‬ﺍﻟﺘﻐﻴﺮ ﻓﻲ ﺍﻟﻘﻨﺎﺓ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻧﻔﺴﻬﺎ؛‬
‫‪ -‬ﺍﻟﺘﻐﻴﺮ ﻓﻲ ﺍﻟﺒﻴﺌﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.250.‬‬

‫‪- 77 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‬

. ‫ﻑ ﻟﻠﺘﻮﺯﻳﻊ‬
‫ ( ﻳﻮﺿﺢ ﺍﻹﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﺍﻟﻤﺨﺘﻞﺓ‬12) ‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‬

Ibid, p .193:‫ﺍﻟﻤﺼﺪﺭ‬
or applicable copyright law.

- 78 -

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 924151 ; .;
Account: ns063387
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﻣﺑﺣﺙ ﺍﻟﺭﺍﺑﻊ ‪:‬ﺇﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺍﻟﺗﺭﻭﻳﺞ ‪.‬‬

‫ﺇﻥ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻻ ﺗﺘﻮﻗﻒ ﺑﺈﻋﺪﺍﺩ ﺍﻟﻤﻨﺘﺠﺎﺕ‪ ،‬ﺗﺴﻌﻴﺮﻫﺎ‪ ،‬ﻭﺍﺧﺘﻴﺎﺭ‬
‫ﻧﻤﻂ ﺍﻟﺘﻮﺯﻳﻊ ﻟﻬﺎ‪ .‬ﺑﻞ ﺗﺘﻌﺪﺍﻫﺎ ﺇﻟﻰ ﺗﺤﻮﻳﻞ ‪،‬ﺇﺑﻼﻍ ﻭﺇﻗﻨﺎﻉ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﺤﺎﻟﻴﻴﻦ‬
‫ﻭﺍﻟﻤﺤﺘﻤﻠﻴﻦ‪ ،‬ﺍﻟﻤﻮﺯﻋﻴﻦ ﻭﻏﻴﺮﻫﻢ ﻣﻤﻦ ﻟﻬﻢ ﻣﺼﻠﺤﺔ ﻓﻲ ﻣﻨﺘﺞ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺇﻣﺪﺍﺩﻫﻢ‬
‫ﺑﺎﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﻬﺎﻭﺑﻤﻨﺘﺠﺎﺗﻬﺎ‪ ،‬ﻭﻫﺬﺍ ﻣﻦ ﺧﻼﻝ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﺍﻟﻨﺎﺟﻢ ﻋﻨﻬﺎ‬
‫ﺣﻴﺚ ﻳﻌﺘﺒﺮ ﺍﻟﻤﺮﺁﺓ ﻭﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻬﺎﻡ ﺍﻟﻤﺪﺭﻙ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺍﻟﺬﻱ‬
‫ﻳﺘﻢ ﺑﻌﺪﺓ ﺃﻭﺟﻪ ﺣﺴﺐ ﻗﺪﺭﺍﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺃﻫﺪﺍﻓﻬﺎ ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﺘﺮﻭﻳﺞ ﻭﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺮﻭﻳﺠﻲ‬

‫ﺗﻌﺪﺩﺕ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺘﻲ ﺃﻋﻄﻴﺖ ﻟﻠﺘﺮﻭﻳﺞ ﻭﻳﻤﻜﻦ ﺫﻛﺮ ﺑﻌﻀﻬﺎ ﻛﻤﺎ ﻳﻠﻲ‪:‬‬
‫ﻳُﻌﺮﻑ ﺍﻟﺘﺮﻭﻳﺞ ﺑﺄﻧﻪ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻟﻨﺸﺎﻁﺎﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﺘﺰﻭﻳﺪ ﺍﻟﻤﺴﺘﻬﻠﻚ‬
‫ﺑﻤﻌﻠﻮﻣﺎﺕ ﻋﻦ ﻣﺰﺍﻳﺎ ﺍﻟﻤﻨﺘﺞ ﺑﻬﺪﻑ ﺇﺛﺎﺭﺓ ﺍﻫﺘﻤﺎﻣﻪ ﻭﺇﻗﻨﺎﻋﻪ ﺑﺘﻤﺎﻳﺰ ﺍﻟﻤﻨﺘﺞ ﻋﻦ‬
‫ﻣﻨﺘﺠﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻭﺩﻓﻌﻪ ﺇﻟﻰ ﺍﻟﺸﺮﺍء "‪.1‬‬
‫‪F128‬‬

‫ﻛﻤﺎ ﻳُﻌﺮﻑ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﻧﺸﺎﻁ ﺗﺴﻮﻳﻘﻲ ﻳﻨﻄﻮﻱ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺍﺗﺼﺎﻝ‬
‫ﺇﻗﻨﺎﻋﻲ‪ ،‬ﻳﺘﻢ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻌﺮﻳﻒ ﺑﺴﻠﻌﺔ ﺃﻭ ﺧﺪﻣﺔ ﺃﻭ ﻓﻜﺮﺓ ﺃﻭ ﺷﺨﺺ ﺃﻭ ﻧﻤﻂ‬
‫ﺳﻠﻮﻛﻲ ﻣﻌﻴﻦ‪ ،‬ﺑﻬﺪﻑ ﺍﻟﺘﺄﺛﻴﺮ ﻋﻠﻰ ﺃﺫﻫﺎﻥ‪ ،‬ﺃﻓﺮﺍﺩ ﺟﻤﻬﻮﺭ ﻣﻌﻴﻦ ﻻﺳﺘﻤﺎﻟﺔ ﺍﺳﺘﺠﺎﺑﺘﻬﻢ‬
‫ﺍﻟﺴﻠﻮﻛﻴﺔ ﺇﺯﺍء ﻣﺎ ﻳﺮﻭﺝ ﻟﻪ "‪.2‬‬
‫‪F129‬‬

‫ﻛﺬﻟﻚ ﻫﻮ‪ " :‬ﺍﻻﺗﺼﺎﻝ ﺑﺎﻵﺧﺮﻳﻦ ﻭﺗﻌﺮﻳﻔﻬﻢ ﺑﺎﻟﻤﻨﺘﺞ ﻭﺣﺜﻬﻢ ﻋﻠﻰ ﺍﻟﺤﺼﻮﻝ‬
‫ﻋﻠﻴﻪ ﻭﺑﺎﻟﺘﺎﻟﻲ ﺗﻨﺸﻴﻂ ﺍﻟﻄﻠﺐ ﻭﺯﻳﺎﺩﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻭﺗﺤﻘﻴﻖ ﺍﻷﺭﺑﺎﺡ ﻟﻠﻤﺆﺳﺴﺔ ﻣﻦ ﺧﻼﻝ‬
‫ﻭﺳﺎﺋﻞ ﺍﻻﺗﺼﺎﻝ " ‪. 3‬‬ ‫‪F130‬‬

‫ﻓﻬﻮ ﺇﺫﻥ‪ " :‬ﻋﻤﻠﻴﺔ ﺍﺗﺼﺎﻝ ﻣﺒﺮﻣﺠﺔ ﻭﻫﺎﺩﻓﺔ ﺗﺮﻣﻲ ﺇﻟﻰ ﺇﻅﻬﺎﺭ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺃﻭ ﺃﺣﺪ ﻣﻨﺘﺠﺎﺗﻬﺎ ﺑﺼﻮﺭﺓ ﻣﻘﻨﻌﺔ ﻟﺪﻯ ﻣﺨﺘﻠﻒ ﺍﻷﻁﺮﺍﻑ ﺍﻟﺘﻲ ﻳﺠﺮﻱ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻬﺎ‬
‫‪1‬‬
‫ﻋﺒﺮ ﻣﺨﺘﻠﻒ ﻣﺮﺍﺣﻞ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ "‬
‫‪F13‬‬
‫‪or applicable copyright law.‬‬

‫) ﺍﻟﺪﻟﻴﻞ ﺍﻟﻌﻤﻠﻲ ﻟﻺﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺍﻟﺨﻄﻂ‬ ‫‪ -1‬ﺣﺴﻴﻦ ﻋﻠﻲ‪ ،‬ﺍﻷﺳﺎﻟﻴﺐ ﺍﻟﺤﺪﻳﺜﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ‬

‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ(‪ ،‬ﺩﺍﺭ ﺍﻟﺮﺿﺎ ﻟﻠﻨﺸﺮ‪ ،‬ﺩﻣﺸﻖ‪ ،‬ﺳﻮﺭﻳﺎ‪ ،2000 ،‬ﺹ‪.259.‬‬
‫‪ -2‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.294.‬‬
‫‪ -3‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.256.‬‬
‫‪- 79 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺑﻨﺎ َءﺍ ﻋﻠﻰ ﻣﺎ ﺗﻘﺪﻡ ﻧﺮﻯ ﺃﻥ ﺍﻟﺘﺮﻭﻳﺞ ﻫﻮ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺬﻱ ﻳﻨﻄﻮﻱ‬
‫ﻋﻠﻰ ﻣﺤﺎﻭﻻﺕ ﺍﻹﻗﻨﺎﻉ ﺍﻻﺗﺼﺎﻟﻲ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺃﺩﻭﺍﺕ ﺗﺮﻭﻳﺠﻴﺔ ﻣﻮﺟﻬﺔ ﻟﻠﺘﺄﺛﻴﺮ ﻋﻠﻰ‬
‫ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻟﺪﻓﻌﻪ ‪ -‬ﺣﺜﻪ ‪ -‬ﻋﻠﻰ ﺍﻟﺸﺮﺍء‪.‬‬
‫‪2‬‬
‫ﺇﻟﻰ‪:‬‬ ‫ﻭﻳﻬﺪﻑ ﺍﻟﺘﺮﻭﻳﺞ ﺑﻜﻞ ﻋﻨﺎﺻﺮﻩ‬
‫‪F132‬‬

‫‪ -‬ﺗﺰﻭﻳﺪ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﺤﺎﻟﻲ ﻭﺍﻟﻤﺤﺘﻤﻞ ﺑﻤﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺍﻟﻤﻨﺘﺞ ؛‬

‫‪ -‬ﺇﺛﺎﺭﺓ ﺍﻫﺘﻤﺎﻡ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺑﺎﻟﻤﻨﺘﺞ ؛‬
‫‪ -‬ﺧﻠﻖ ﻣﻮﻗﻒ ﺇﻳﺠﺎﺑﻲ ﻟﺪﻯ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻣﻦ ﺍﻟﻤﻨﺘﺞ ﻭﺍﻟﻤﺆﺳﺴﺔ ‪.‬‬
‫ﻭﺍﻟﺘﺮﻭﻳﺞ ﻫﻮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﻤﻜﻮﻥ ﻣﻦ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺫﻛﺮﻫﺎ ﺑﺼﻔﺔ‬
‫‪3‬‬
‫ﻭﻫﻲ ‪:‬‬ ‫ﻣﻮﺟﺰﺓ ﻛﻤﺎ ﺣﺪﺩﻫﺎ ﻛﻮﺗﻠﺮ ﺑﺨﻤﺴﺔ‬
‫‪F13‬‬

‫‪ -1‬ﺍﻹﻋﻼﻥ ‪ :‬ﻭﻫﻮ ﺃﻱ ﺻﻴﻐﺔ ﻏﻴﺮ ﺷﺨﺼﻴﺔ ﻭﻏﻴﺮ ﻣﺠﺎﻧﻴﺔ )ﻣﺪﻓﻮﻋﺔ ﺍﻷﺟﺮ (‬

‫ﻟﻌﺮﺽ ﻭﺗﺮﻭﻳﺞ ﺳﻠﻊ ﻭﺧﺪﻣﺎﺕ ﻭﺃﻓﻜﺎﺭ ﻣﻦ ﻗﺒﻞ ﻣﺆﺳﺴﺔ ﻣﺤﺪﺩﺓ ﻭﻣﻌﺮﻭﻓﺔ‬
‫ﻭﻣﻦ ﺃﻣﺜﻠﺘﻬﺎ ﺍﻹﻋﻼﻥ ﻓﻲ ﺍﻟﺼﺤﻒ‪ ،‬ﺍﻟﺘﻠﻔﺰﻳﻮﻥ‪ ،‬ﺍﻹﺫﺍﻋﺔ‪ ،‬ﺍﻟﻤﻄﺒﻮﻋﺎﺕ‪،‬‬
‫ﺍﻟﺸﺮﺍء‬
‫‪..‬ﺍﻟﺦ‪.‬‬ ‫‪.‬‬ ‫ﺇﺷﺎﺭﺍﺕ ﺍﻟﻌﺮﺽ ﻓﻲ ﺍﻟﻄﺮﻕ‪ ،‬ﺍﻹﻋﻼﻥ ﻓﻲ ﺃﻣﺎﻛﻦ‬
‫‪ -2‬ﺗﻨﺸﻴﻂ ﺍﻟﻤﺒﻴﻌﺎﺕ ‪ :‬ﺟﻤﻴﻊ ﺍﻟﻤﺤﺮﺿﺎﺕ ﻓﻲ ﺍﻷﻣﺪ ﺍﻟﻘﺼﻴﺮ ﺍﻟﻤﻮﺟﻬﺔ ﻟﺘﺸﺠﻴﻊ‬
‫ﺷﺮﺍء ﻣﻨﺘﺞ‪ ،‬ﻣﻦ ﺃﻣﺜﻠﺘﻬﺎ ﺍﻟﻤﺴﺎﺑﻘﺎﺕ‪ ،‬ﺍﻷﻟﻌﺎﺏ‪ ،‬ﺍﻟﻬﺪﺍﻳﺎ‪ ،‬ﺗﻮﺯﻳﻊ ﺍﻟﻌﻴﻨﺎﺕ ﻣﺠﺎﻧﻴﺔ‪،‬‬
‫ﺍﻟﺒﻴﻊ ﺑﺎﻟﺘﻘﺴﻴﻂ‪ ،‬ﺍﻟﺘﺒﺪﻳﻞ ) ﺍﻟﻤﻘﺎﻳﻀﺔ ( ‪...‬ﺍﻟﺦ‪.‬‬
‫‪ -3‬ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ‪:‬ﺟﻤﻴﻊ ﺍﻷﻧﺸﻄﺔ ﺍﻟﻬﺎﺩﻓﺔ ﺇﻟﻰ ﺗﺤﺴﻴﻦ ﺻﻮﺭﺓ ﻋﻼﻣﺔ ﺍﻟﻤﻨﺘﺞ ﺃﻭ‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪ .‬ﻭﻳﻌﺮﻓﻬﺎ ﺍﻟﻤﻌﻬﺪ ﺍﻟﺒﺮﻳﻄﺎﻧﻲ ﻟﻠﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺑﺄﻧﻬﺎ " ﺟﻬﻮﺩ ﻣﺨﻄﻄﺔ‬
‫ﻭﻣﺮﺳﻮﻣﺔ ﻳﻘﺼﺪ ﻣﻨﻬﺎ ﺇﻗﺎﻣﺔ ﺍﻟﺘﻔﺎﻫﻢ ﺍﻟﻤﺴﺘﻤﺮ ﺑﻴﻦ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺟﻤﺎﻫﻴﺮﻫﺎ "‪،4‬‬
‫‪F134‬‬

‫ﻭﻣﻦ ﺃﻣﺜﻠﺘﻬﺎ ﻧﺸﺮﺍﺕ ﻓﻲ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ‪ ،‬ﻧﺪﻭﺍﺕ ﺗﻘﺎﺭﻳﺮ ﺳﻨﻮﻳﺔ ‪،‬ﺍﻟﺮﻋﺎﻳﺔ‪،‬‬

‫ﻣﺠﻠﺔ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﺍﻷﺣﺪﺍﺙ‪...‬ﺍﻟﺦ‪.‬‬
‫‪ -4‬ﺍﻟﺒﻴﻊ ﺍﻟﺸﺨﺼﻲ ‪ :‬ﺟﻤﻴﻊ ﺍﻟﻠﻘﺎءﺍﺕ ﺍﻟﻠﻔﻈﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻣﻊ ﻣﺸﺘﺮﻱ ﺃﻭ ﻋﺪﺓ‬
‫ﻣﺸﺘﺮﻳﻦ ﻣﺤﺘﻤﻠﻴﻦ ﺑﻬﺪﻑ ﺗﻘﺪﻳﻢ ﻣﻨﺘﺞ‪ ،‬ﺍﻻﺳﺘﺠﺎﺑﺔ ﻟﻤﺸﺎﻛﻠﻬﻢ‪ ،‬ﻋﻘﺪ ﺻﻔﻘﺔ ﻭﻣﻦ‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺃﺑﻮﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ‪.68.‬‬

‫‪ -2‬ﺣﺴﻴﻦ ﻋﻠﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.259.‬‬
‫‪3- P.Kotler, B. Dubois, Op.Cit, p.551.‬‬
‫‪ -4‬ﺣﺴﻴﻦ ﻋﻠﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.261.‬‬
‫‪- 80 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺃﻣﺜﻠﺘﻬﺎ ﺍﻟﻌﺮﻭﺽ ﺍﻟﺒﻴﻌﻴﺔ‪ ،‬ﺍﻟﻠﻘﺎءﺍﺕ‪ ،‬ﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﺘﺤﻔﻴﺰﻳﺔ ﺍﻟﺒﻴﻊ ﻓﻲ‬

‫ﺍﻟﻤﻌﺎﺭﺽ‪..‬ﺍﻟﺦ‬
‫‪.‬‬
‫‪ - 5‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺒﺎﺷﺮ ‪:‬ﺟﻤﻴﻊ ﺍﻻﺗﺼﺎﻻﺕ ﺍﻟﺒﺮﻳﺪﻳﺔ‪ ،‬ﺍﻟﻬﺎﺗﻔﻴﺔ ﺃﻭ ﻏﻴﺮﻫﺎ ﺍﻟﺘﻲ ﺗﻘﻮﻡ‬
‫ﻋﻠﻰ ﻭﺳﺎﺋﻞ ﺍﺗﺼﺎﻝ ﺧﺎﺻﺔ ﺑﻐﺮﺽ ﺍﻻﺗﺼﺎﻝ ﺑﺎﻟﻤﺸﺘﺮﻳﻦ ﺍﻟﻤﺤﺘﻤﻠﻴﻦ ﻟﺪﻓﻌﻬﻢ‬
‫ﻋﻠﻰ ﺍﻟﺸﺮﺍء ﻭﺃﻣﺜﻠﺘﻬﺎ ﺍﻟﻜﺘﺎﻟﻮﻗﺎﺕ‪ ،‬ﺍﻟﺒﺮﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺑﺎﻟﻔﺎﻛﺲ‪،‬‬
‫ﺍﻟﺤﺼﺺ ﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ﺍﻟﻤﺒﺎﺷﺮﺓ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﻋﺒﺮ ﺍﻟﻬﺎﺗﻒ ‪...‬ﺍﻟﺦ ‪.‬‬
‫ﻭﺍﻟﺠﺪﻭﻝ ﺍﻟﺘﺎﻟﻲ ﻳﻮﺿﺢ ﻣﻘﺎﺭﻧﺔ ﺑﻴﻦ ﺑﻌﺾ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺮﻭﻳﺠﻲ‪.‬‬
‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪( 5‬‬
‫ﻳﻮﺿﺢ ﺧﺼﺎﺋﺺ ﺑﻌﺾ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺮﻭﻳﺞ‬
‫ﺗﻦﺵﻳﻂ ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﺍﻟﺒﻴﻊ ﺍﻟﺸﺨﺼﻲ‬ ‫ﺍﻟﺨﺎﺻﻴﺔ‬
‫ﻏﻴﺮ ﻣﺒﺎﺷﺮ ﻭﻏﻴﺮ ﻣﺨﺘﻠﻂ‬ ‫ﻣﺒﺎﺷﺮ ﻭﻏﻴﺮ ﺷﺨﺼﻲ‬ ‫‪ -‬ﻣﻦ ﺣﻴﺚ ﻧﻤﻂ ﺍﻻﺗﺼﺎﻝ‬
‫ﺷﺨﺼﻲ‬
‫ﻏﻴﺮ ﻣﻨﺘﻈﻢ‬ ‫ﻣﻨﺘﻈﻢ ﻣﺘﻜﺮﺭ‬ ‫ﻣﻨﺘﻈﻢ ﻭﻣﺘﻜﺮﺭ‬ ‫‪ -‬ﻣﻦ ﺣﻴﺚ ﺍﻻﻧﺘﻈﺎﻡ ﻭﺗﻜﺮﺍﺭ‬
‫ﻭﻳﺴﺘﺨﺪﻡ ﻟﻠﺘﻨﺸﻴﻂ‬ ‫ﺍﻟﻨﺸﺎﻁ‬
‫ﻗﺼﻴﺮ ﺍﻟﻤﺪﻯ‬
‫ﻣﻮﺣﺪﺓ ﻭﻏﻴﺮ‬ ‫ﻣﻮﺣﺪﺓ ﻭﻏﻴﺮ‬ ‫ﺷﺨﺼﻴﺔ ﻭﺗﺼﻤﻢ‬ ‫‪ -‬ﻣﻦ ﺣﻴﺚ ﻣﺮﻭﻧﺔ ﺍﻟﺮﺳﺎﻟﺔ‬
‫ﻣﺨﺘﻠﻔﺔ‬ ‫ﻣﺨﺘﻠﻔﺔ‬ ‫ﻟﺘﻨﺎﺳﺐ ﻛﻞ ﺣﺎﻟﺔ ﻋﻠﻰ‬ ‫ﺍﻟﻤﺮﺍﺩ ﺇﻳﺼﺎﻟﻬﺎ‬
‫ﺣﺪﻯ‬
‫ﻣﺨﺘﻠﻂ‬ ‫ﻏﻴﺮ ﻣﺒﺎﺷﺮ‬ ‫ﺭﺩ ﻓﻌﻞ ﻣﺒﺎﺷﺮ‬ ‫‪ -‬ﻣﻦ ﺣﻴﺚ ﺭﺩ ﺍﻟﻔﻌﻞ‬
‫ﺗﻮﺟﺪ ﺳﻴﻄﺮﺓ‬ ‫ﺗﻮﺟﺪ ﺳﻴﻄﺮﺓ‬ ‫ﺗﻮﺟﺪ ﺳﻴﻄﺮﺓ‬ ‫‪ -‬ﻣﻦ ﺣﻴﺚ ﺍﻟﺴﻴﻄﺮﺓ ﻋﻠﻰ‬
‫ﺍﻟﺮﺳﺎﻟﺔ ﺍﻟﻤﺮﺍﺩ ﺇﻳﺼﺎﻟﻬﺎ‬
‫ﻣﻌﺮﻭﻑ‬ ‫ﻣﻌﺮﻭﻑ‬ ‫ﻣﻌﺮﻭﻑ‬ ‫‪ -‬ﻣﻦ ﻣﻌﺮﻓﺔ ﻣﺼﺪﺭ ﺍﻟﺘﺮﻭﻳﺞ‬
‫ﺗﺨﺘﻠﻒ ﺣﺴﺐ ﺍﻟﺤﺎﻟﺔ‬ ‫ﻣﻨﺨﻔﻀﺔ ﺇﻟﻰ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫‪ -‬ﻣﻦ ﺣﻴﺚ ﺗﻜﻠﻔﺔ ﻛﻞ ﺭﺳﺎﻟﺔ‬
‫ﻣﺘﻮﺳﻂ‬
‫ﺍﻟﻤﺼﺪﺭ‪ :‬ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪،‬ﺹ‪72 .‬‬

‫ﺇﻥ ﺍﺧﺘﻴﺎﺭ ﺃﺣﺪ ﻋﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺮﻭﻳﺠﻲ ﻳﺘﻮﻗﻒ ﻋﻠﻰ ﺟﻤﻠﺔ ﻋﻮﺍﻣﻞ‬
‫ﻳﺠﺐ ﻣﺮﺍﻋﺎﺗﻬﺎ ﻭﻫﻲ‪: 1‬‬ ‫‪F135‬‬

‫‪ -‬ﻧﻮﻉ ﺍﻟﻤﻨﺘﺞ‪ :‬ﻓﻜﻞ ﻣﻨﺘﺞ ﻟﻪ ﺧﺼﺎﺋﺺ ﻣﻌﻴﻨﺔ ﻭﺍﻟﺘﻲ ﺗﻠﻌﺐ ﺩﻭﺭﺍ ﻛﺒﻴﺮﺍ ﻓﻲ ﺗﺤﺪﻳﺪ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﺤـﺎﻟﻴﻴﻦ ﻭﺍﻟﻤﺤﺘﻤﻠﻴﻦ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -‬ﺩﻭﺭﺓ ﺣﻴﺎﺓ ﺍﻟﻤﻨﺘﺞ‪ :‬ﻓﺘﺨﺘﻠﻒ ﺍﻹﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﻭﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﺗﺒﻌﺎ ﻟﻠﻤﺮﺣﻠﺔ‬

‫ﺍﻟﺘﻲ ﻳﻤﺮ ﺑﻬﺎ ﺍﻟﻤﻨﺘﺞ ؛‬

‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 268 -266 .‬‬
‫‪- 81 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -‬ﺇﺳﺘﺮﺍﺗﺠﻴﺎﺕ ﺍﻟﺪﻓﻊ ﻭﺍﻟﺠﺬﺏ ‪ ،‬ﻓﻴﺘﻮﻗﻒ ﺍﺧﺘﻴﺎﺭﻫﺎ ﺑﺸﻜﻞ ﻛﺒﻴﺮ ﻋﻠﻰ ﻧﻮﻉ ﺍﻟﻤﻨﺘﺞ‬
‫ﺳﻮﺍء ﺻﻨﺎﻋﻲ ﻭﻳﻜﻮﻥ ﺍﻟﺒﻴﻊ ﺍﻟﺸﺨﺼﻲ ﻫﻮ ﺍﻷﻧﺴﺐ ﺃﻭ ﺍﺳﺘﻬﻼﻛﻲ ﻓﻴﻌﺘﻤﺪ ﻋﻠﻰ‬
‫ﺍﻟﻌﻨﺎﺻﺮ ﺍﻷﺧﺮﻯ؛‬
‫‪ -‬ﺍﻟﺮﻗﻌﺔ ﺍﻟﺠﻐﺮﺍﻓﻴﺔ )ﺣﺠﻢ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺴﺘﻬﺪﻑ( ‪ :‬ﻓﺘﺨﺘﻠﻒ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻋﻠﻰ‬
‫ﺣﺴﺐ ﺍﻟﺮﻗﻌﺔ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ؛‬
‫‪ -‬ﻁﺒﻴﻌﺔ ﺍﻟﺴﻮﻕ ‪:‬ﻭ ﻳﻌﻮﺩ ﺇﻟﻰ ﺍﺧﺘﻼﻓﺎﺕ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺴﺘﻬﺪﻑ ﻓﻲ ﺍﻟﻌﺎﺩﺍﺕ ﻭﺍﻟﺘﻘﺎﻟﻴﺪ‬
‫ﻭﺩﺭﺟﺔ ﺍﻟﺘﻘﺪﻡ ﺍﻟﺜﻘﺎﻓﻲ‪ ،‬ﺍﻟﻌﻠﻢﻱ ﻭﺍﻟﺘﻘﻨﻲ؛‬
‫‪ -‬ﺣﺠﻢ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ ‪:‬ﻓﺎﻷﻧﺸﻄﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﺗﺘﻮﻗﻒ ﻋﻠﻰ ﺣﺠﻢ ﺍﻷﻣﻮﺍﻝ ﺍﻟﻤﺘﻮﻓﺮﺓ‬
‫ﻭﺍﻟﻤﺨﺼﺼﺔ ﻟﻜﻞ ﻧﺸﺎﻁ‪.‬‬
‫ﻭﻳﻌﺘﺒﺮ ﺍﻟﻌﻨﺼﺮ ﺍﻷﺧﻴﺮ )ﺣﺠﻢ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ ﻭﺗﺤﺪﻳﺪﻫﺎ( ﻣﻦ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻮﺍﺟﺐ‬
‫ﺗﻮﺿﺤﻴﻬﺎ‪ ،‬ﻭﻟﺬﻟﻚ ﻳﻨﺒﻐﻲ ﺃﻥ ﻧﻤﻴﺰ ﺑﻴﻦ ﻋﺪﺓ ﻁﺮﻕ ﻟﺘﺤﺪﻳﺪ ﻣﻴﺰﺍﻧﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻌﻞ‬
‫ﺃﻫﻤﻬﺎ ﻭﺃﺷﻬﺮﻫﺎ‪: 1‬‬ ‫‪F136‬‬

‫‪ -1‬ﻧﺴﺒﺔ ﻣﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ ‪ :‬ﺣﻴﺚ ﺗﻌﺘﺒﺮ ﺍﻟﻄﺮﻳﻘﺔ ﺍﻟﺒﺴﻴﻄﺔ ﻭﺗﺘﺤﺪﺩ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ ﺑﻨﺴﺒﺔ‬

‫ﻣﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﺴﻨﻮﻳﺔ ﺍﻟﺴﺎﺑﻘﺔ ﺃﻭ ﺍﻟﻘﺎﺩﻣﺔ‪ ،‬ﻭﺍﻟﻌﻴﺐ ﺃﻧﻬﺎ ﺗﺠﻌﻞ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺃﺳﺎﺱ‬
‫ﻟﻠﻘﻴﺎﻡ ﺑﻨﺸﺎﻁ ﺍﻟﺘﺮﻭﻳﺞ ﻭﻟﻴﺲ ﺍﻟﻌﻜﺲ ﻭﻫﻮ ﻣﺎ ﻳﺠﻌﻞ ﻫﺬﻩ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ ﻣﺘﻐﻴﺮﺓ ﻣﻦ‬
‫ﺳﻨﺔ ﻷﺧﺮﻯ ﺍﻟﺬﻱ ﻳﺆﺛﺮ ﻋﻠﻰ ﺗﺨﻄﻴﻂ ﺍﻟﺘﺴﻮﻳﻖ ﺑﺸﻜﻞ ﻋﺎﻡ ؛‬
‫‪ -2‬ﻧﺴﺒﺔ ﻣﻦ ﺍﻷﺭﺑﺎﺡ‪ :‬ﺗﺸﺒﻪ ﻓﻲ ﺧﺼﺎﺋﺼﻬﺎ ﺍﻟﻄﺮﻳﻘﺔ ﺍﻷﻭﻟﻰ‪ ،‬ﻭﺗﻜﻤﻦ ﺧﻄﻮﺭﺗﻬﺎ‬
‫ﻓﻲ ﺣﺎﻝ ﻋﺪﻡ ﺗﺤﻘﻴﻖ ﺃﺭﺑﺎﺡ ﺃﻭ ﻓﻲ ﺣﺎﻟﺔ ﺍﻟﺨﺴﺎﺭﺓ‪ ،‬ﻭﻫﻮ ﻣﺎ ﻳﺠﺒﺮ ﺍﻟﻤﺆﺳﺴﺔ ﺇﻟﻰ‬
‫ﻋﺪﻡ ﺍﻟﻤﺨﺎﻁﺮﺓ ﺑﻤﺼﺎﺭﻳﻒ ﺗﺮﻭﻳﺠﻴﺔ ﻛﺒﻴﺮﺓ ؛‬
‫‪ -3‬ﻁﺮﻳﻘﺔ ﺣﺴﺐ ﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﻭﺍﻻﺳﺘﻄﺎﻋﺔ ‪ :‬ﺗﻮﺿﻊ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ ﻋﻠﻰ ﺃﺳﺎﺱ ﻣﻦ‬
‫ﺇﻣﻜﺎﻧﻴﺎﺕ ﻣﺎﺩﻳﺔ ﻣﺘﺎﺣﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻋﻨﺪ ﺇﻋﺪﺍﺩ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ‪ ،‬ﻭﺗﻌﺒﺮ ﻋﻦ ﻋﺪﻡ ﻓﻬﻢ‬
‫ﺍﻟﻌﻼﻗﺔ ﺑﻴﻦ ﺗﻜﻠﻔﺔ ﺍﻟﺘﺮﻭﻳﺞ ﻭﻧﺘﺎﺋﺠﻪ‪ ،‬ﻭﻗﺪ ﺗﺆﺩﻱ ﺇﻟﻰ ﻋﺪﻡ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺑﻌﺾ‬
‫ﺍﻟﻔﺮﺹ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺃﻥ ﺗﻈﻬﺮ ﻓﻲ ﺍﻟﺴﻮﻕ ؛‬
‫‪ -4‬ﺗﻘﻠﻴﺪ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﺮﺋﻴﺴﻴﻦ ‪:‬ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﻟﻨﻈﺮ ﺇﻟﻰ ﺧﺒﺮﺓ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﻓﻲ‬
‫ﻣﺠﺎﻝ ﺍﻟﺘﺮﻭﻳﺞ ﻭﻣﺤﺎﻛﺎﺗﻬﻢ ﻋﻠﻰ ﺍﻋﺘﺒﺎﺭ ﺃﻥ ﻣﺎ ﺗﺘﺒﻌﻪ ﻏﺎﻟﺒﻴﺔ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻳﻌﺒﺮ‬
‫ﻟﻠﻘﻄﺎﻉﻭ ﺳﻠﺒﻴﺔ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﻋﺪﻡ ﺍﻷﺧﺬ ﺑﺨﺼﻮﺻﻴﺔ‬
‫‪.‬‬ ‫ﻋﻦ ﺍﻟﺤﻜﻤﺔ ﺍﻟﺠﻤﺎﻋﻴﺔ‬
‫‪or applicable copyright law.‬‬

‫ﻭﺿﻊ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻭﺿﻊ ﻣﻨﺎﻓﺴﻴﻬﺎ ؛‬

‫‪ -1‬ﺣﺴﻴﻦ ﻋﻠﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪.277 -276 .‬‬

‫‪- 82 -‬‬

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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫‪ -5‬ﻁﺮﻳﻘﺔ ﺍﻟﻬﺪﻑ ﻭﺍﻟﻤﻬﻤﺔ ‪:‬ﻭﻫﻲ ﺍﻷﻛﺜﺮ ﻣﻮﺿﻮﻋﻴﺔ ﺇﺫ ﻫﻲ ﺗﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻟﻤﻨﻬﺞ‬

‫ﺍﻟﻌﻠﻤﻲ ﻭﺗﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻷﺳﻠﻮﺏ ﺍﻟﻤﻌﺎﻛﺲ ﻟﻠﻄﺮﻕ ﺍﻟﺴﺎﺑﻘﺔ‪ ،‬ﺣﻴﺚ ﺇﻧﻬﺎ ﺗﻘﻮﻡ ﻋﻠﻰ‬
‫ﺗﺤﺪﻳﺪ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﺍﻟﻼﺯﻣﺔ ﻟﺘﺤﻘﻴﻖ ﺍﻷﻫﺪﺍﻑ ﻭﺑﻌﺪﻫﺎ ﺗﺨﺼﻴﺺ‬
‫ﺍﻷﻣﻮﺍﻝ ﺍﻟﻼﺯﻣﺔ ﻟﺘﻠﻚ ﺍﻷﻧﺸﻄﺔ ﻭﻫﻲ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﻤﻤﺜﻠﺔ ﻓﻲ ﻣﺠﻤﻮﻋﻬﺎ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ‬
‫ﺍﻟﻜﻠﻴﺔ ﻟﻠﺘﺮﻭﻳﺞ ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ ‪ :‬ﺍﻻﺳﺘﺠﺎﺑﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ‬

‫ﻳﻤﺮ ﺍﻟﻤﺸﺘﺮﻱ ﻓﻲ ﻗﺮﺍﺭﻩ ﺍﻟﺸﺮﺍﺋﻲ‪ -‬ﻭﺑﻌﺪ ﺗﻄﺒﻴﻖ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﻣﻦ‬
‫ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺔ‪ -‬ﺑﻌﺪﺓ ﻣﺠﺎﻻﺕ ﻣﻦ ﺍﻻﺳﺘﺠﺎﺑﺔ ﺣﻴﺚ ﺇﻥ ﻫﺪﻑ ﺍﻟﺘﺮﻭﻳﺞ ﻫﻮ ﺗﻬﻴﺌﺔ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﺫﻫﻨﻴﺎ ﻟﻴﺴﺘﺠﻴﺐ ﺑﺴﻠﻮﻙ ﻓﻌﻠﻲ ﻭﺍﻟﻤﺘﻤﺜﻞ ﻓﻲ ﺗﺒﻨﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺮﻭﺝ ﻟﻬﺎ‬
‫ﺑﺎﻟﻔﻌﻞ ﺍﻟﺸﺮﺍﺋﻲ‪.‬‬
‫" ﺇﻥ ﺍﻵﻟﻴﺔ ﺍﻹﻗﻨﺎﻋﻴﻪ ﻟﻠﺘﺮﻭﻳﺞ ﺗﻌﻤﻞ ﻋﻠﻰ ﻣﺴﺘﻮﻳﻴﻦ ﻫﻤﺎ ﺍﻻﺗﺼﺎﻝ‪ ،‬ﺣﻴﺚ‬
‫ﻳﺘﻢ ﻣﻦ ﺧﻼﻟﻪ ﻧﻘﻞ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺛﻢ ﺇﺣﺪﺍﺙ ﺍﻟﺘﺄﺛﻴﺮ ﺍﻟﻤﻄﻠﻮﺏ ﻣﻦ ﺧﻼﻝ‬
‫ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﻌﻠﻢ ﻭﺍﻻﻛﺘﺴﺎﺏ ﺍﻟﺘﻲ ﺗُﺒﻴﻨﻬﺎ ﻋﻤﻠﻴﺔ ﺍﻻﺗﺼﺎﻝ ‪."1‬‬
‫‪F137‬‬

‫ﻟﻘﺪ ﺃﺩﺕ ﺃﻋﻤﺎﻝ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻄﺎﻟﺒﻴﻦ ﻟﺪﺭﺍﺳﺔ ﻣﺮﺍﺣﻞ ﺍﻻﺳﺘﺠﺎﺑﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ‬

‫ﻟﻠﻤﻨﺘﺠﺎﺕ ﻭﻫﻲ ﺗﻤﺮ ﻓﻲ ﻣﺠﻤﻠﻬﺎ ﺑﺜﻼﺙ ﻣﺠﺎﻻﺕ‪ :‬ﺍﻟﻤﺠﺎﻝ ﺍﻹﺩﺭﺍﻛﻲ )‪،(Cognitive‬‬
‫ﺍﻟﻤﺠﺎﻝ ﺍﻟﺸﻌﻮﺭﻱ )‪ ،( Affective‬ﺍﻟﻤﺠﺎﻝ ﺍﻹﺭﺍﺩﻱ ﺍﻟﺴﻠﻮﻛﻲ )‪Comportemental‬‬
‫(‪.‬‬
‫‪2‬‬
‫ﺳﻠﻮﻙ‪.‬‬ ‫ﻭﺑﺼﻔﺔ ﻋﺎﻣﺔ ﻗﺪ ﺗﺄﺧﺬ ﺷﻜﻞ ﻣﻌﺮﻓﺔ‪ ،‬ﺇﺣﺴﺎﺱ‪،‬‬
‫‪F138‬‬

‫ﻗﺪﻣﻪ ‪Elmo.‬‬
‫ﺍﻟﺬﻱ‬ ‫ﻭﻣﻦ ﺃﻛﺜﺮ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﻨﻈﺮﻳﺔ ﺍﻟﻤﺸﻬﻮﺭﺓ ﻭﺃﻭﻟﻬﺎ ﺍﻟﻨﻤﻮﺫﺝ‬
‫‪ Lewis‬ﺳﻨﺔ ‪ AIDA* – 1898‬ﺗﺮﻣﺰ ﺇﻟﻰ ﺍﻟﺤﺮﻭﻑ ﺍﻷﻭﻟﻰ ﻣﻦ ﺍﻟﻨﻤﻮﺫﺝ ﻭﺗﻌﻨﻲ ‪1‬‬ ‫‪139F‬‬

‫‪ /‬ﺍﻻﻧﺘﺒﺎﻩ‪ /2 ،‬ﺍﻻﻫﺘﻤﺎﻡ‪ /3 ،‬ﺍﻟﺮﻏﺒﺔ‪ /4 ،‬ﺍﻟﺘﺼﺮﻑ )ﺍﻟﺸﺮﺍء( ‪ . -‬ﻭﺍﻟﺬﻱ ﻳﻌﻤﻞ ﻭﻳﻤﺮ‬

‫ﺍﻟﺴﺎﺑﻘﺔ‬
‫‪.‬‬ ‫ﺗﻘﺮﻳﺒﺎ ﻋﻠﻰ ﺍﻟﻤﺠﺎﻻﺕ‬
‫ﻓﻮﻓﻘﺎ ﻟﻬﺬﺍ ﺍﻟﻨﻤﻮﺫﺝ ﻓﺈﻥ ﻣﻦ ﺍﻟﻤﺘﻮﻗﻊ ﺃﻥ ﻳﻤﺮ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺑﺄﺭﺑﻌﺔ ﻣﺮﺍﺣﻞ ﻗﺒﻞ‬
‫ﺃﻥ ﻳﻘﻮﻡ ﺑﻌﻤﻠﻴﺔ ﺍﻟﺸﺮﺍء ﺍﻟﻔﻌﻠﻲ ﻟﻠﻤﻨﺘﺞ‪ ،‬ﻭﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺃﻥ ﻫﺬﺍ ﺍﻟﻨﻤﻮﺫﺝ ﻣﻮﺟﻪ‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.304.‬‬

‫‪2- P.Kotler, B. Dubois, Op.Cit, p.557.‬‬
‫‪* -A.I.D.A: A( Atention) , I( Interest) , D( Désire), A (Action).‬‬
‫‪- 83 -‬‬

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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‬

1
‫ ﺑﺎﻹﺿﺎﻓﺔ‬.‫ﺍﻷﺧﺮﻯ‬ ‫ ﻓﻘﺪ ﻳﻤﻜﻦ ﺗﻌﻤﻴﻤﻪ ﻋﻠﻰ ﻛﺎﻓﺔ ﺍﻟﺠﻬﻮﺩ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ‬،‫ﻟﺮﺟﺎﻝ ﺍﻟﺒﻴﻊ‬
F140

‫ﺇﻟﻰ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﻤﻮﺿﺤﺔ ﻓﻲ ﺍﻟﺠﺪﻭﻝ ﺍﻟﺘﺎﻟﻲ ﻭﺍﻟﺘﻲ ﺃﺗﺖ ﻣﺘﻮﺍﻟﻴﺔ ﻓﻲ ﻣﺤﺎﻭﻟﺔ ﻟﺘﻔﺴﻴﺮ‬
.‫ﺗﺪﺭﺝ ﺍﻻﺳﺘﺠﺎﺑﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ‬
or applicable copyright law.

.368 .‫ ﺹ‬،‫ ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‬،‫ ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‬،‫ ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‬-1
- 84 -

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‪ :‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(6‬‬

‫ﺍﻻﺳﺘﺠﺎﺑﺔ‬
‫*‬
‫‪F‬‬ ‫‪14‬‬ ‫ﻳﻮﺿﺢ ﺑﻌﺾ ﻧﻤﺎﺫﺝ ﺗﺪﺭﺝ‬
‫‪ROGERS‬‬ ‫‪LAVIDGE‬‬ ‫‪D.A.G.M.A.R‬‬ ‫‪AIDA‬‬ ‫ﺍﻟﻨﻤﺎﺫﺝ‬
‫ﻧﻤﻮﺫﺝ ﻗﺒﻮﻝ‬ ‫‪ET‬‬ ‫ﻧﻤﻮﺫﺝ ﺍﻻﺗﺼﺎﻻﺕ‬ ‫‪1898‬‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫‪STEMER‬‬ ‫∗ ∗‪1961‬‬
‫ﻧﻤﻮﺫﺝ ﺍﻟﺘﺄﺛﻴﺮ‬
‫‪142F‬‬

‫ﺍﻟﺠﺪﻳﺪﺓ‬ ‫ﺍﻟﻤﺠﺎﻻﺕ‬
‫‪1962‬‬ ‫ﺍﻟﻤﺘﺪﺭﺝ‬
‫‪1961‬‬
‫ﺍﻹﺩﺭﺍﻙ‬ ‫ﺍﻹﺩﺭﺍﻙ‬ ‫ﺍﻹﺩﺭﺍﻙ‬ ‫ﺍﻻﻧﺘﺒﺎﻩ‬ ‫ﺍﻹﺩﺭﺍﻛﻲ ‪:‬‬
‫‪ -‬ﺇﺩﺍﺭﺓ ﻭﻣﻌﺮﻓﺔ‬
‫ﺍﻟﻌﻼﻣﺔ‪.‬‬
‫ﺍﻟﻤﻌﺮﻓﺔ‬ ‫ﺍﻟﻔﻬﻢ‬ ‫‪ -‬ﻭﻋﻲ ﺑﻮﺟﻮﺩ‬
‫ﻣﻨﺘﺠﺎﺕ‪.‬‬
‫‪ -‬ﻣﻌﺮﻓﺔ ﺍﻟﻤﻨﺘﺞ‪.‬‬
‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﺍﻹﻏﺮﺍء‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﺍﻟﺸﻌﻮﺭﻱ ‪:‬‬
‫)ﺍﻟﻤﻴﻞ(‬ ‫‪ -‬ﺍﻟﻤﻴﻞ ﺇﻟﻰ ﻣﻨﺘﺞ ﺃﻭ‬
‫ﻋﻼﻣﺔ‪.‬‬
‫‪ -‬ﺁﺛﺎﺭ ﺍﻟﻌﻼﻣﺔ‪.‬‬
‫ﺍﻟﺘﻘﻴﻴﻢ‬ ‫ﺍﻟﺮﻏﺒﺔ‬ ‫‪ -‬ﺗﻔﻀﻴﻞ ﺍﻟﻤﻨﺘﺞ‪.‬‬

‫ﺍﻟﺘﺠﺮﺑﺔ‬ ‫ﺍﻻﻗﺘﻨﺎﻉ‬ ‫ﺍﻻﻗﺘﻨﺎﻉ‬ ‫ﺍﻹﺭﺍﺩﻱ ﺍﻟﺴﻠﻮﻛﻲ‪:‬‬

‫)ﺃﻭﻝ ﺍﻟﺸﺮﺍء(‬ ‫‪ -‬ﺍﻗﺘﻨﺎﻉ ) ﺭﻏﺒﺔ(‬
‫ﺍﻟﺸﺮﺍء‬ ‫‪ -‬ﺷﺮﺍء‬
‫ﺍﻟﺸﺮﺍء‬
‫ﺍﻟﺘﺒﻨﻲ‬

‫ﺍﻟﻤﺼﺪﺭ‪Jacques. Lendrevie, Denis Lindon , Op. Cit, p.525:‬‬

‫‪or applicable copyright law.‬‬

‫*‪ -‬ﻟﻤﺰﻳﺪ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺣﻮﻝ ﻫﺬﻩ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﺮﺟﻮﻉ ﺇﻟﻰ ﺍﻟﻤﺮﺍﺟﻊ ﺍﻟﻤﺘﺨﺼﺼﺔ ﻓﻲ ﺳﻠﻮﻙ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ‪.‬‬
‫∗∗‬
‫‪- D.A.G.M.A.R : Defining Adverting Goals For Measured Adverting Results‬‬
‫‪- 85 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻔﺻﻝ ﺍﻟﺭﺍﺑﻊ‬
‫ﻋﻣﻠﻳﺎﺕ ﺍﻹﺳﺗﺭﺍﺗﻳﺟﻳﺔ ﺍﻟﺗﺳﻭﻳﻘﻳﺔ‬
‫ﻳﺘﻔﻖ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﻛﺘﺎﺏ ﺍﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ ﺃﻥ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﺘﻜﻮﻥ‬
‫ﺃﺳﺎﺳﺎ ﻣﻦ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺜﻼﺙ )ﺍﻟﺘﺠﺰﺋﺔ‪ ،‬ﺍﻻﺳﺘﻬﺪﺍﻑ‪ ،‬ﺍﻟﺘﻤﻮﺿﻊ(‪ .‬ﻓﺎﻟﻤﺆﺳﺴﺔ ﺍﻟﻨﺎﺟﺤﺔ‬
‫ﻫﻲ ﺍﻟﺘﻲ ﺗﻘﻮﻡ ﺑﺎﺧﺘﻴﺎﺭ ﺍﻷﺟﺰﺍء ﺍﻟﺴﻮﻗﻴﺔ ﺑﻌﺪ ﻋﻤﻠﻴﺔ ﺗﺠﺰﺋﺔ ﻟﻠﺴﻮﻕ ﺍﻟﻜﻠﻲ ﻭﻓﻘﺎ‬
‫ﻟﻤﺘﻐﻴﺮﺍﺕ ﻋﺪﻳﺪﺓ ‪،‬ﻭﺍﺳﺘﻬﺪﺍﻑ ﻫﺬﻩ ﺍﻷﺟﺰﺍء ﺑﻤﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻳﻼءﻡ ﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ‬
‫ﻣﺴﺘﻬﻠﻚ ﺫﻟﻚ ﺍﻟﺠﺰء‪ ،‬ﻭﻫﺬﺍ ﻭﻓﻘﺎ ﻟﻤﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺃﻫﺪﺍﻓﻬﺎ‪ .‬ﻭﻓﻲ ﻋﻤﻠﻴﺔ ﻣﻜﻤﻠﺔ ﻗﺪ‬
‫ﺗﻌﻤﻞ ﻋﻠﻰ ﺧﻠﻖ ﻣﻮﺿﻊ ﺳﻮﻗﻲ ﻟﻤﻨﺘﺠﺎﺗـﻬﺎ ﻭﺧﻠﻖ ﺍﻧﻄﺒﺎﻉ ﻭﺇﺩﺭﺍﻛﺎ ﺩﺍﺋ ًﻤﺎ ﻓﻲ ﺫﻫﻦ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﻛﻞ ﺫﻟﻚ ﺑﺼﻔﺔ ﺃﻓﻀﻞ ﻣﻦ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪ ،‬ﻭﺑﻐﻴﺔ ﺍﻟﻮﻗﻮﻑ ﻋﻠﻰ ﺫﻟﻚ ﺳﻨﻘﻮﻡ‬
‫ﺑﺸﻲء ﻣﻦ ﺍﻟﺘﻔﺼﻴﻞ ﻓﻲ ﺍﻟﺘﻄﺮﻕ ﺇﻟﻰ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺎﺕﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪.‬‬
‫ﺍﻟﻤﺒﺤﺚ ﺍﻷﻭﻝ‪ :‬ﻋﻤﻠﻴﺔ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺇﻥ ﺍﻟﺴﺒﺐ ﺍﻟﺮﺋﻴﺴﻲ ﻟﻨﺠﺎﺡ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻫﻮ ﺃﻧﻬﺎ ﺍﺳﺘﻄﺎﻋﺖ‬
‫ﺗﺤﺪﻳﺪ ﺍﺣﺘﻴﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ ﻷﻓﺮﺍﺩ ﺍﻟﻤﺨﺘﻠﻔﻴﻦ ﻓﻲ ﺍﻟﺴﻮﻕ ﺍﻟﺬﻱ ﻳﺘﻮﺍﺟﺪ ﺑﻬﺎ ﺫﻭﻭ‬
‫ﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ ﻣﺨﺘﻠﻔﺔ ﻭﻟﻬﻢ ﺧﺼﺎﺋﺺ ﻣﺘﺒﺎﻳﻨﺔ ‪ ،‬ﻭﺫﻟﻚ ﺑﺘﻘﺪﻳﻢ ﺧﺪﻣﺎﺕ ﻭﺳﻠﻊ‬
‫ﻣﻮﺍﻓﻘﺔ ﻟﻬﻢ ‪ ،‬ﻭﻫﺬﺍ ﻣﺎ ﺗﻌﻨﻰ ﺑﻪ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻓﻤﺎ ﻣﻔﻬﻮﻣﻬﺎ؟ ﻭﻣﺎ‬
‫ﻣﺘﻐﻴﺮﺍﺗﻬﺎ ﻭﺣﺪﻭﺩﻫﺎ؟‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺗﻌﺘﺒﺮ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻷﻫﻢ ﺍﻟﺘﻲ ﺗﺨﺘﺺ ﺑﻬﺎ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻭﻋﻠﻴﻪ ﺗﺤﺪﻳﺪ ﺳﻮﻕ‬
‫ﻣﻨﺘﺠﺎﺗﻬﺎ ﻓﻴﻌﺮﻑ ﺍﻟﺴﻮﻕ ﻋﻠﻰ ﺍﻧﻪ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻳﻦ ﺗﺘﻮﺍﻓﺮ ﻟﺪﻳﻬﻢ ﺷﺮﻭﻁ‬
‫ﻭﻫﻲ ﺍﻟﺤﺎﺟﺔ ﺃﻭ ﺍﻟﺮﻏﺒﺔ ﺃﻭ ﺍﻻﻫﺘﻤﺎﻡ ﺑﺎﻟﻤﻨﺘﺞ ﻭﺍﻟﺪﺧﻞ ﺍﻟﺤﺎﻟﻲ ﻭﺍﻟﻤﺴﺘﻘﺒﻠﻲ‬
‫ﻭﺍﻻﺳﺘﻌﺪﺍﺩ ﻟﻠﺸﺮﺍء‪.1 " .‬‬ ‫‪F143‬‬

‫ﻭﻳﻌﺮﻑ ﻋﻠﻰ ﺃﻧﻪ‪ " :‬ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻷﻓﺮﺍﺩ ﺍﻟﻤﻌﻠﻮﻣﻴﻦ ﺍﻟﺬﻳﻦ ﻟﺪﻳﻬﻢ ﺣﺎﺟﺎﺕ‬
‫ﻭﺭﻏﺒﺎﺕ ﻣﻌﻴﻨﺔ ﻭﻗﺪﺭﺓ ﺷﺮﺍﺋﻴﺔ ﻣﻌﻠﻮﻣﺔ ﻭﺳﻠﻮﻙ ﺷﺮﺍﺋﻲ ﻣﻌﻠﻮﻡ ‪."2‬‬
‫‪F14‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪199.‬‬

‫‪ -2‬ﺭﺩﻳﻨﻪ ﻋﺜﻤﺎﻥ ﻳﻮﺳﻒ‪ ،‬ﺍﻻﺗﺠﺎﻫﺎﺕ ﺍﻟﻜﻤﻴﺔ ﻭﺍﻟﺤﺪﻳﺜﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺩﺍﺭ ﺯﻫﺮﺍﻥ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪،‬‬
‫‪ ،2000‬ﺹ ‪.145.‬‬
‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻓﻤﻦ ﺧﻼﻝ ﻫﺬﻳﻦ ﺍﻟﺘﻌﺮﻳﻔﻴﻦ ﻧﺠﺪ ﺃﻧﻨﺎ ﻻ ﻳﻤﻜﻦ ﺍﻋﺘﺒﺎﺭ ﺍﻟﺴﻮﻕ ﻣﺠﺮﺩ ﻣﻜﺎﻥ‬
‫ﺃﻭ ﺃﻓﺮﺍﺩ ﻣﺘﻮﺍﺟﺪﻳﻦ ﻓﻲ ﻣﻨﻄﻘﺔ ﻣﺤﺪﺩﺓ ﻭﺇﻧﻤﺎ ﻫﻨﺎﻙ ﻋﻮﺍﻣﻞ ﻋﺪﻳﺪﺓ ﻳﺠﺐ ﺗﺤﻘﻘﻬﺎ ﻟﻜﻲ‬
‫‪1‬‬
‫ﻳﻠﻲ‪:‬‬ ‫ﻧﻀﻤﻦ ﺭﺿﺎﻫﻢ ﻭﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ ﻫﻲ ﻛﻤﺎ‬
‫‪F145‬‬

‫‪ -‬ﺗﻘﺪﻳﻢ ﺍﻟﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﺘﻲ ﻳﻄﻠﺒﻬﺎ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺎﻟﻜﻤﻴﺎﺕ ﻭﺍﻟﺠﻮﺩﺓ ﺍﻟﻤﻄﻠﻮﺑﺔ؛‬

‫‪ -‬ﺗﻮﻓﻴﺮ ﺍﻟﺴﻠﻊ ﻓﻲ ﺍﻟﺰﻣﺎﻥ ﻭﺍﻟﻤﻜﺎﻥ ﺍﻟﻤﻨﺎﺳﺒﻴﻦ؛‬
‫‪ -‬ﺇﺷﻌﺎﺭ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺑﺄﻧﻪ ﻳﺪﻓﻊ ﺳﻌﺮﺍ ﻟﻘﺎء ﺳﻠﻌﺔ ﺫﺍﺕ ﺟﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﺘﻨﺎﺳﺒﺔ ﻭﺍﻟﺴﻌﺮ‬
‫ﺍﻟﻤﺪﻓﻮﻉ ﻭﻣﻦ ﻫﻨﺎ ﻓﺈﻥ ﺍﻟﺴﻮﻕ ﺣﺎﻟﺔ ﻣﺘﻐﻴﺮﺓ ﻭﻏﻴﺮ ﻣﺴﺘﻘﺮﺓ ﻭﻫﺬﺍ ﻣﺎ ﻳﺘﻮﺟﺐ‬
‫ﺍﻟﻘﻴﺎﻡ ﺑﺎﻟﺘﺠﺰﺋﺔ ﺍﻟﺴﻮﻗﻴﺔ ﻭﺍﻟﺘﻲ ﺗﻘﻮﻡ ﻋﻠﻰ ﻓﻠﺴﻔﺔ ‪ " :‬ﺇﺫﺍ ﻛﺎﻥ ﻣﻦ ﺍﻟﻤﻤﻜﻦ‬
‫ﺇﺭﺿﺎء ﻛﻞ ﺍﻟﻨﺎﺱ ﺑﻌﺾ ﺍﻟﻮﻗﺖ ﺃﻭ ﺇﺭﺿﺎء ﺑﻌﺾ ﺍﻟﻨﺎﺱ ﻁﻮﻝ ﺍﻟﻮﻗﺖ ﻓﺈﻥ‬
‫ﻣﻦ ﺍﻟﺼﻌﺐ ﺇﺭﺿﺎء ﻛﻞ ﺍﻟﻨﺎﺱ ﻁﻮﻝ ﺍﻟﻮﻗﺖ" ‪.2‬‬
‫‪F146‬‬

‫ﻭﻋﻠﻴﻪ ﻳﻤﻜﻦ ﺗﻘﺪﻳﻢ ﺑﻌﺾ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺨﺎﺻﺔ ﺑﺘﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ ﻛﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﺗﻌﺮﻑ ﺍﻟﻌﻤﻠﻴﺔ ﻋﻠﻰ ﺃﻧﻬﺎ‪ ":‬ﺗﻘﺴﻴﻢ ﺍﻟﺴﻮﻕ ﺍﻟﻜﻠﻲ )ﻏﻴﺮ ﺍﻟﻤﺘﺠﺎﻧﺲ ( ﺇﻟﻰ ﻗﻄﺎﻋﺎﺕ‬
‫ﻭ ﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺗﻠﺒﻴﺔ‬ ‫ﺳﻮﻗﻴﺔ ﻣﺘﺠﺎﻧﺴﺔ‪ ،‬ﺑﻘﺼﺪ ﺇﺷﺒﺎﻉ ﺣﺎﺟﺎﺕ‬
‫ﻣﺘﻄﻠﺒﺎﺗﻬﻢ ﺑﺸﻜﻞ ﺃﻓﻀﻞ ﻣﻦ ﺧﻼﻝ ﺗﻘﺪﻳﻢ ﺑﺮﻧﺎﻣﺞ ﺗﺴﻮﻳﻖ ﻟﻜﻞ ﻗﻄﺎﻉ ﻣﻦ ﻫﺬﻩ‬
‫ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﺴﻮﻗﻴﺔ‪.3" .‬‬ ‫‪F147‬‬

‫‪ -‬ﻭﺗُﻌﺮﻑ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺠﺰﺋﺔ ﻋﻠﻰ ‪:‬‬

‫ﺃﻧﻬﺎ " ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻲ ﺗﺘﻀﻤﻦ ﺗﻘﺴﻴﻢ ﺍﻷﺳﻮﺍﻕ‬
‫ﺍﻟﻜﺒﻴﺮﺓ ﻭﺍﻟﻤﺨﺘﻠﻔﺔ ﺇﻟﻰ ﺃﺳﻮﺍﻕ ﻓﺮﻋﻴﺔ ﻭﺻﻐﻴﺮﺓ ﻭﺃﻛﺜﺮ ﺗﺠﺎﻧﺴﺎ ﻭﺫﻟﻚ ﻟﺨﺪﻣﺔ‬
‫ﺗﻠﻚ ﺍﻷﺳﻮﺍﻕ ﻣﻦ ﺧﻼﻝ ﻣﺎ ﻳﻌﺮﺽ ﻣﻦ ﻣﻨﺘﺠﺎﺕ‪. "4 .‬‬
‫‪F148‬‬

‫‪ -‬ﻭﺗُﻌﺮﻑ ﻛﺬﻟﻚ ﻋﻠﻰ ﺃﻧﻬﺎ‪ " :‬ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻷﺟﻞ ﺍﺧﺘﻴﺎﺭ ﺍﻟﺰﺑﺎﺋﻦ ﻭﺗﻤﻴﻴﺰﻫﻢ ﺗﺒﻌﺎ‬
‫ﻻﺧﺘﻼﻑ ﺍﺳﺘﺠﺎﺑﺘﻬﻢ ﻟﻠﺠﻬﺪ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﺍﻻﺧﺘﻴﺎﺭ ﺑﻴﻦ ﺑﺪﺍﺋﻞ ﺍﻟﻔﺮﺹ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﻭﺗﻜﻴﻴﻒ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﺘﻠﻚ ﺍﻟﻔﺮﺹ ﺍﻟﻤﻔﻀﻠﺔ ‪"1‬‬
‫‪F149‬‬

‫‪ -1‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ ‪.145 .‬‬

‫‪or applicable copyright law.‬‬

‫‪،2002‬‬ ‫‪ -2‬ﻣﺤﻤﺪ ﺻﺎﻟﺢ ﺍﻟﻤﺆﺫﻥ‪ ،‬ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺩﺍﺭ ﺍﻟﺜﻘﺎﻓﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪،‬‬
‫ﺹ‪.283 .‬‬
‫‪ -3‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ‪.283 .‬‬
‫‪ -4‬ﻧﻈﺎﻡ ﻣﻮﺳﻰ ﺳﻮﻳﺪﺍﻥ‪ ،‬ﺳﻤﻴﺮ ﻋﺰﻳﺰ ﺍﻟﻌﺒﺎﺩﻱ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺼﻨﺎﻋﻲ‪ ،‬ﺩﺍﺭ ﻭﻣﻜﺘﺒﺔ ﺍﻟﺤﺎﻣﺪ ﻟﻠﻨﺶ ﺭ‪،‬‬
‫ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪ ،1999 ،‬ﺹ‪.78 .‬‬
‫‪- 87 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺇﻥ ﻣﺠﻤﻞ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺘﻲ ﺗﻄﺮﻗﻨﺎ ﺇﻟﻴﻬﺎ ﺗﺸﺘﺮﻙ ﻓﻲ ﺃﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺗﺘﻢ ﻣﻦ ﺧﻼﻝ ﺗﻘﺴﻴﻢ ﻣﺠﻤﻮﻋﺎﺕ ﺍﻷﻓﺮﺍﺩ ﺇﻟﻰ ﻣﺠﻤﻮﻋﺎﺕ ﺍﻗﻞ ﻭﺗﻮﺟﻪ ﻟﻬﻢ ﻣﺰﻳﺠﺎ َ‬
‫ﺗﺴﻮﻳﻘﻴﺄ َ ﻳﺘﻜﻴﻒ ﻭﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ ﻫﺬﻩ ﺍﻟﻤﺠﻤﻮﻋﺎﺕ ﺍﻟﺼﻐﻴﺮﺓ )ﺍﻷﺟﺰﺍء‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ( ‪ .‬ﺇﺫﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻫﻲﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺃﺳﻠﻮﺏ ﻋﻤﻠﻲ ﻳﺘﻀﻤﻦ ﺗﻘﺴﻴﻢ‬
‫ﺍﻷﺳﻮﺍﻕ ﺍﻟﻜﺒﻴﺮﺓ ﺇﻟﻰ ﺃﺳﻮﺍﻕ ﺻﻐﻴﺮﺓ ﺃﻛﺜﺮ ﺗﺠﺎﻧﺴﺎ ‪ ،‬ﻭﻫﺬﺍ ﻟﺨﺪﻣﺘﻪ ﺑﺘﻘﺪﻳﻢ ﻣﻨﺘﺞ‬
‫ﻳﺘﻜﻴﻒ ﻣﻊ ﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ ﺃﻓﺮﺍﺩ ﻫﺬﻩ ﺍﻷﺟﺰﺍء ﺃﻭ ﺍﻷﺳﻮﺍﻕ ﺍﻟﺼﻐﻴﺮﺓ ‪.‬‬
‫ﻭﻟﻠﺘﻮﺻﻞ ﺇﻟﻰ ﺗﺠﺰﺋﺔ ﺗﺴﻮﻳﻘﻴﺔ ﻛﻔﺆﺓ ﻭﻧﺎﺟﺤﺔ ﻭﺫﺍﺕ ﻛﻔﺎءﺓ ﻓﺈﻥ ﻫﻨﺎﻙ‬
‫ﻣﺠﻤﻮﻋﺔ ﻣﺘﻄﻠﺒﺎﺕ ﺃﺳﺎﺳﻴﺔ ﻳﺠﺐ ﺍﻷﺧﺬ ﺑﻬﺎ‪:2‬‬
‫‪F150‬‬

‫‪ -1‬ﺇﻣﻜﺎﻧﻴﺔ ﺍﻟﻘﻴﺎﺱ ‪ :‬ﺑﻤﻌﻨﻰ ﻭﺟﻮﺏ ﺗﻮﻓﺮ ﻣﻌﻠﻮﻣﺎﺕ ﺣﻮﻝ ﺃﻫﻢ ﺧﺼﺎﺋﺺ‬

‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﻫﺬﺍ ﻣﺎ ﻳﻤﻜﻨﻨﺎ ﻣﻦ ﻗﻴﺎﺱ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ؛‬
‫‪ -2‬ﺍﻟﺤﺠﻢ ﻭﺍﻷﻫﻤﻴﺔ‪:‬ﺃﻱ ﺿﺮﻭﺭﺓ ﺇﻋﺪﺍﺩ ﺃﺟﺰﺍء ﻭﺍﺳﻌﺔ ﻭﺗﻜﻮﻥ ﻛﺎﻓﻴﺔ ﺟﺪﺍ ﻭ‪ /‬ﺃﻭ‬
‫ﻭﺩﻱ ﻟﺘﺒﺮﻳﺮ ﺇﻋﺪﺍﺩﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻘﻴﺔ ﺧﺎﺻﺔ؛‬
‫ﺫﺍﺕ ﻣﺮﺩ ﺓ‬
‫‪ -3‬ﺇﻣﻜﺎﻧﻴﺔ ﺍﻟﻨﻔﻮﺫ ﻭﺍﻟﻮﺻﻮﻝ ‪:‬ﺃﻱ ﻗﺪﺭﺓ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻠﻰ ﺍﻻﻣﺘﻼﻙ ﺍﻟﻔﻌﻠﻲ ﻟﻌﺮﻭﺽ‬
‫ﺗﺠﺎﺭﻳﺔ ﺑﺎﺗﺠﺎﻩ ﺍﻷﺟﺰﺍء ﺍﻟﻤﺨﺘﺎﺭﺓ ؛‬
‫‪ -4‬ﺍﻟﺘﺒﺎﻳﻦ ﻭﺍﻻﺧﺘﻼﻑ ‪ :‬ﺃﻱ ﺃﻥ ﺍﻷﺟﺰﺍء ﻫﻲ ﻓﻌﻼ ﻣﺨﺘﻠﻔﺔ ﻣﻦ ﻭﺍﺣﺪ ﻷﺧﺮ ﻣﻦ‬
‫ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﺨﺘﺎﺭﺓ‪.‬‬
‫ﺇﻥ ﻣﻔﻬﻮﻡ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻳﺘﺪﺍﺧﻞ ﻣﻊ ﻣﻔﻬﻮﻡ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺍﻟﺘﻲ ﺗﻌﺮﻑ ﻋﻠﻰ ﺃﻧﻬﺎ ‪:‬‬
‫" ﺗﻘﺴﻴﻢ ﺃﻧﺸﻄﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﻣﺠﻤﻮﻋﺎﺕ ﻣﺘﺠﺎﻧﺴﺔ ﺗﻄﺒﻖ ﻧﻔﺲ‬
‫‪3‬‬
‫ﺍﻟﺰﺑﺎﺋﻦ‪".‬‬ ‫ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﻟﻨﻔﺲ ﺍﻷﺳﻮﺍﻕ‪ ،‬ﻭﻧﻔﺲ‬
‫‪F15‬‬

‫ﻭﺗﻌﺮﻑ ﻛﺬﻟﻚ ﻋﻠﻰ ﺃﻧﻬﺎ ‪ " :‬ﺗﻘﺴﻴﻢ ﻣﺠﻤﻞ ﻧﺸﺎﻁﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﺇﻟﻰ ﻣﻴﺎﺩﻳﻦ‬
‫ﻧﺸﺎﻁ ﻣﺘﺠﺎﻧﺴﺔ ﻣﻦ ﺃﺟﻞ ﺗﺤﺪﻳﺪ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺧﺎﺻﺔ ﺑﻜﻞ ﻧﺸﺎﻁ ﻭﺍﻟﺘﻲ ﻣﻦ ﺃﺟﻠﻬﺎ‬
‫ﺗﺨﺼﺺ ﻣﺨﺘﻠﻒ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻤﺎﻟﻴﺔ‪ ،‬ﺍﻟﺒﺸﺮﻳﺔ‪ ،‬ﺍﻟﺘﻘﻨﻴﺔ‪"4 ... ،‬‬
‫‪F152‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻧﻔﺲ ﺍﻟﻤﺮﺟﻊ‪ ،‬ﺹ‪.78.‬‬

‫‪2- P.Kotler, B. Dubois, Op.Cit, p 300.‬‬
‫‪3- Mohamed Seghir Djetli, Marketing Stratégique, Op.Cit, p.29.‬‬
‫‪4-Yaves Chirouse, le marketing stratégique, marketing édition, Paris, France, 1995,‬‬
‫‪p.17.‬‬
‫‪- 88 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﺆﺳﺴﺔﻭﻫﺬﺍ ﻟﻴﺲ‬
‫‪،‬‬ ‫ﻓﺎﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻫﻲ ﺇﺫﻥ ﺍﻟﻔﺼﻞ ﺑﻴﻦ ﺃﺳﻮﺍﻕ‬
‫ﺑﻬﺪﻑ ﻣﻼءﻣﺔ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻟﻜﻞ ﺗﺠﺰﺋﺔ‪ ،‬ﺑﻞ ﻛﺬﻟﻚ ﻳﺴﺘﻔﻴﺪ ﻛﻞ ﻣﻨﺘﺞ ﻳﻨﺘﻤﻲ ﺇﻟﻰ‬
‫ﻧﻔﺲ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﻦ ﻧﻔﺲ ﺍﻟﻜﻔﺎءﺍﺕ ﻭﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﻤﺘﺸﺎﺑﻬﻴﻦ ﻭﺗﺮﻛﻴﺒﺔ‬
‫ﻋﻮﺍﻣﻞ ﺍﻟﻨﺠﺎﺡ ﺍﻟﺘﻲ ﻫﻲ ﻓﻲ ﺣﺎﺟﺔ ﺇﻟﻴﻬﺎ ﻭﺑﺎﻟﺘﺎﻟﻲ ﻛﻼ ﺍﻟﺘﺠﺰﺋﺘﻴﻦ ﻻ ﺗﺘﻀﺎﺭﺑﺎﻥ‬
‫ﻭﺫﻟﻚ ﻟﻄﺒﻴﻌﺘﻬﻤﺎ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻓﻬﻤﺎ ﻳﺘﻜﺎﻣﻼﻥ ﺑﺤﻴﺚ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺴﺒﻖ‬
‫ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻣﻨﻪ ﻓﻬﻲ ﺗﻌﻤﻞ ﻋﻠﻰ ﺗﻮﺳﻴﻊ ﺍﻟﺘﻔﻜﻴﺮ ﺇﻟﻰ ﻣﻴﺎﺩﻳﻦ ﻣﺨﺘﻠﻔﺔ‬
‫ﻛﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻹﻧﺘﺎﺝ‪ ،‬ﺍﻟﺒﺤﺚ‪ ،‬ﻭﺍﻟﺘﻄﻮﻳﺮ ‪ ...‬ﻭﺗﻘﺒﻞ ﺍﻟﺘﻄﻮﺭ ﻛﻤﺒﺪﺃ ﻟﻠﺘﻔﻜﻴﺮ ﻭﺗﺤﺚ‬
‫‪1‬‬
‫ﺍﻟﻨﺠﺎﺡ‪.‬‬ ‫ﻋﻠﻰ ﺍﻟﺴﻬﺮ ﺍﻟﺪﺍﺋﻢ ﻟﺬﻟﻚ ﻭﺗﺮﻛﺰ ﻋﻠﻰ ﻋﻮﺍﻣﻞ‬
‫‪F153‬‬

‫ﻛﻤﺎ ﺃﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﺴﻤﺢ ﺑﺘﻜﻴﻴﻒ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺍﺧﺘﻴﺎﺭ‬

‫ﺃﻫﺪﺍﻑ ﻣﻔﻀﻠﺔ ﻭﺗﺤﺪﻳﺪ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻤﻨﺎﺳﺐ ‪ ،‬ﺃﻣﺎ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﻓﺘﺴﻤﺢ ﺑﺈﻧﺸﺎء ﺃﻭ ﺍﻛﺘﺴﺎﺏ ﺃﻧﺸﻄﺔ ﺟﺪﻳﺪﺓ ﻓﻬﻲ ﺿﺮﻭﺭﻳﺔ ﻟﺘﻨﻤﻴﺔ ﺃﻭ ﺍﻟﺘﺨﻠﻲ ﻋﻦ‬
‫ﺍﻷﻧﺸﻄﺔ ﺍﻟﺠﺪﻳﺪﺓ‪. 2‬‬ ‫‪F154‬‬

‫)ﺳﻮﻕﻣﻨﺘﺞ( ﺃﻣﺎ‬
‫‪/‬‬ ‫ﺇﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﺮﻛﺰ ﻋﻠﻰ ﺍﻟﺰﻭﺝ‬
‫ﻭﺍﻟﺠﺪﻭﻝ‬
‫ﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﺘﺴﺘﺨﺪﻡ ﺍﻟﺜﻼﺛﻴﺔ )ﻣﻨﺎﻓﺴﻴﻦ ‪ /‬ﺃﺳﻮﺍﻕ ‪ /‬ﺗﻜﻨﻮﻟﻮﺟﻴﺎ(‪.‬‬
‫ﺍﻟﺘﺎﻟﻲ ﻳﻮﺿﺢ ﺍﻻﺧﺘﻼﻑ ﺑﻴﻦ ﺍﻟﻤﻔﻬﻮﻣﻴﻦ‪.‬‬
‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(7‬‬
‫ﻳﻮﺿﺢ ﺍﻻﺧﺘﻼﻑ ﺑﻴﻦ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪.‬‬

‫ﺍﻟﺘﺠﺰﺋﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻳﺮﻛﺰ ﻋﻠﻰ ﻗﻄﺎﻋﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﺑﻮﺟﻪ ﻛﺎﻣﻞ‬ ‫ﺗﺮﻛﺰ ﻋﻠﻰ ﻗﻄﺎﻉ ﺃﻋﻤﺎﻝ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﻳﻌﻤﻞ ﻋﻠﻰ ﺗﻘﺴﻴﻢ ﺍﻷﻧﺸﻄﺔ ﺇﻟﻰ ﻣﺠﻤﻮﻋﺎﺕ ﻣﺘﺠﺎﻧﺴﺔ‬ ‫ﻳﻌﻤﻞ ﻋﻠﻰ ﺗﻘﺴﻴﻢ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺇﻟﻰ ﻣﺘﻐﻴﺮﺍﺕ‬
‫ﺑـ‪:‬‬ ‫ﻟﻨﻔﺲ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ‪ ،‬ﻧﻔﺲ ﺍﻟﺴﻠﻮﻛﻴﺎﺕ‪.‬‬
‫‪ -‬ﻧﻔﺲ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ‪.‬‬
‫‪ -‬ﻧﻔﺲ ﺍﻷﺳﻮﺍﻕ‪.‬‬
‫‪ -‬ﻧﻔﺲ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪.‬‬
‫ﻳﺴﻤﺢ ﺑﺘﻜﻴﻴﻒ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻊ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ‪ ،‬ﻳﺴﻤﺢ ﺑﺎﻟﻜﺸﻒ ﻋﻦ‪:‬‬
‫‪ -‬ﻓﺮﺹ ﺧﻠﻖ ﺃﻭ ﺍﻛﺘﺴﺎﺏ ﺃﻧﺸﻄﺔ ﺟﺪﻳﺪﺓ‪.‬‬ ‫ﺍﺧﺘﻴﺎﺭ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻤﻴﺰﺓ ﻭﺗﻌﺮﻳﻒ ﺍﻟﻤﺰﻳﺞ‬
‫‪ -‬ﺿﺮﻭﺭﺍﺕ ﺍﻟﺘﻨﻤﻴﺔ ﺃﻭ ﺍﻟﺘﺨﻠﻲ ﻋﻦ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺤﺎﻟﻴﺔ‬ ‫ﺍﻟﻤﻼﺋﻢ‬
‫‪.‬‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫‪or applicable copyright law.‬‬

‫‪1- Ibid , p.19.‬‬

‫‪2- Mohamed Seghir Djetli, Marketing Stratégique, Op.Cit, p .29.‬‬
‫‪- 89 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬

.‫ﻣﺘﺎﺑﻌﺔ ﺍﻟﺘﻐﻴﺮﺍﺕ ﻓﻲ ﺍﻵﺟﺎﻝ ﺍﻟﻤﺘﻮﺳﻄﺔ ﻭﺍﻟﻄﻮﻳﻠﺔ‬ ‫ﻣﺘﺎﺑﻌﺔ ﻭﺗﺤﺪﻱ ﺍﻟﺘﻐﻴﺮﺍﺕ ﻓﻲ ﺍﻵﺟﺎﻝ ﺍﻟﻘﺼﻴﺮﺓ‬
.‫ﺃﻭ ﺍﻟﻤﺘﻮﺳﻄﺔ‬

Mohamed Seghir. Djetli, Marketing Stratégique, p.30.:‫ﺍﻟﻤﺼﺪﺭ‬

or applicable copyright law.

- 90 -

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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ‪ :‬ﻣﺮﺍﺣﻞ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻣﺘﻐﻴﺮﺍﺗﻬﺎ‬

‫ﺇﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﻤﺮ ﻋﺒﺮ ﻣﺮﺍﺣﻞ ﻭﻫﻲ ﻣﻮﺿﺤﺔ ﺑﺎﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ ‪:‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (13‬ﻳﻮﺿﺢ ﻣﺮﺍﺣﻞ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬

‫‪ -1‬ﺗﺤﻠﻴﻞ ﻫﻴﻜﻞ اﻟﺴﻮق وﻓﻬﻢ اﻟﺴﻮق‬

‫‪ -2‬ﺗﻌﺮﻳﻒ ﻣﺘﻐﻴﺮات اﻟﺘﺠﺰﺋﺔ وﺗﻘﺴﻴﻢ اﻟﺴﻮق إﻟﻰ أﺟﺰاء‬

‫ﺣﺴﺐ ﻫﺬﻩ اﻟﻤﺘﻐﻴﺮات‪.‬‬

‫‪ -3‬ﺗﻘﻴﻴﻢ ﻧﺘﺎﺋﺞ اﻟﺘﻘﺴﻴﻢ واﻟﺘﺄﻛﻴﺪ ﻋﻠﻰ ﻋﻤﻠﻴﺔ اﻟﺘﺠﺰﺋﺔ ﻣﻦ‬

‫وﺟﻬﺔ ﻧﻈﺮ ﻋﻤﻠﻴﺔ‬

‫ﺍﻟﻤﺼﺪﺭ‪Guy Audgier, Marketing pour l'entreprise, Gualino édition, Paris, France, 2003, p. :‬‬
‫‪126‬‬
‫‪1‬‬
‫ﻛﺎﻵﺗﻲ‪:‬‬
‫‪F15‬‬‫ﻋﻤﻮﻣﺎ ﻫﻨﺎﻙ ﺛﻼﺙ ﺧﻄﻮﺍﺕ ﺗﺠﺮﻱ ﻟﻠﻘﻴﺎﻡ ﺑﻌﻤﻠﻴﺔ ﺍﻟﺘﺠﺰﺋﺔ ﻭﻫﻲ‬
‫‪ -1‬ﻣﺮﺣﻠﺔ ﺍﻟﺒﺤﺚ ‪ :‬ﻭﺗﺘﻢ ﻣﻦ ﺧﻼﻝ ﻣﻘﺎﺑﻼﺕ ﻭﺍﺟﺘﻤﺎﻋﺎﺕ ﻣﻊ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻟﻔﻬﻢ‬
‫ﺃﺣﺴﻦ ﻟﻤﺤﻔﺰﺍﺗﻬﻢ‪ ،‬ﻗﺪﺭﺍﺗﻬﻢ ﻭﺳﻠﻮﻛﻴﺎﺗﻬﻢ ﻣﻦ ﺧﻼﻝ ﺍﻟﻤﻌﻄﻴﺎﺕ ﺍﻟﺘﻲ ﺟﻤﻌﺖ‬
‫ﻭﻫﺬﺍ ﺑﺎﻻﺳﺘﻌﺎﻧﺔ ﺑﺈﻋﺪﺍﺩ ﺍﺳﺘﺒﻴﺎﻥ ﺣﻮﻝ ﻗﺪﺭﺍﺕ ﻫﺆﻻء ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺧﻮﺍﺹ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺃﻫﻤﻴﺘﻬﺎ ﺍﻟﻨﺴﺒﻴﺔ‪ ،‬ﺍﻟﺸﻬﺮﺓ‪ ،‬ﻗﺪﺭﺍﺕ ﺍﻻﺳﺘﻐﻼﻝ ﻟﻠﻤﻨﺘﺞ‪ ،‬ﺍﻟﻌﺎﺩﺍﺕ‬
‫ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﺄﺻﻨﺎﻑ ﺍﻟﻤﻨﺘﺠﺎﺕ‪ ،‬ﺍﻷﺻﻨﺎﻑ ﺍﻟﺴﻮﺳﻴﻮ ﺩﻳﻤﻐﺮﺍﻓﻴﺔ ﻭﺍﻟﺨﺼﺎﺋﺺ‬
‫ﺍﻷﺧﺮﻯ؛‬
‫‪ -2‬ﻣﺮﺣﻠﺔ ﺍﻟﺘﺤﻠﻴﻞ‪ :‬ﻓﺎﻟﻤﻌﻄﻴﺎﺕ ﺗﺨﻀﻊ ﻟﺘﺤﻠﻴﻞ ﻣﺘﻐﻴﺮﺍﺗﻬﺎ ﻭﺍﻟﻘﻴﺎﻡ ﺑﻌﻤﻠﻴﺔ ﺇﻧﻘﺎﺻﻬﺎ‬
‫ﺇﻟﻰ ﺃﻗﺼﻰ ﺩﺭﺟﺔ ﺃﻭ ﺗﺤﻠﻴﻞ ﺍﻟﺘﺼﻨﻴﻔﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻸﺟﺰﺍء ﻭﺍﻟﺬﻱ ﻳﺴﻤﺢ‬
‫‪or applicable copyright law.‬‬

‫ﺑﻜﺸﻒ ﻣﺨﺘﻠﻒ ﺍﻷﺟﺰﺍء ﺍﻟﺤﺎﻟﻴﺔ ﺃﻭ ﺍﻟﻤﺤﺘﻤﻠﺔ ﻭﺇﻅﻬﺎﺭ ﺍﻟﺘﺒﺎﻳﻦ ﺑﻴﻦ ﻣﺨﺘﻠﻒ ﻫﺬﻩ‬
‫ﺍﻷﺟﺰﺍء؛‬
‫‪1- P.Kotler, B. Dubois, Op.Cit, p p. 287- 288.‬‬
‫‪- 91 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -3‬ﻣﺮﺣﻠﺔ ﺗﻌﺮﻳﻒ ﺍﻷﺟﺰﺍء ‪ :‬ﻓﺘﻌﺮﻑ ﺍﻷﺟﺰﺍء ﻣﻦ ﺧﻼﻝ ﺍﻟﻘﺪﺭﺍﺕ ﻭﺍﻟﺴﻠﻮﻛﻴﺎﺕ‬

‫ﻭﺍﻟﺨﺼﺎﺋﺺ ﺍﻷﺧﺮﻯ ﻭﻫﻜﺬﺍ ﻳﺤﺪﺩ ﻛﻞ ﺟﺰء ﻋﻠﻰ ﺣﺪﺓ ﻭﻣﺨﺘﻠﻒ ﺍﻟﺨﺼﺎﺋﺺ‬
‫ﻭﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﻜﻮﻧﺔ ﻟﻪ‪.‬‬
‫ﺗﺘﻮﺍﺟﺪ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺃﻭﺟﻪ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺴﻮﻗﻴﺔ ﺗﺒﻌﺎ ﻟﻠﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻫﺬﻩ‬
‫‪1‬‬
‫ﻫﺎﻣﺔ‪:‬‬ ‫ﺍﻷﺧﻴﺮﺓ ﺗﺼﻨﻒ ﺇﻟﻰ ﺃﺭﺑﻌﺔ ﺃﺻﻨﺎﻑ ﺭﺋﻴﺴﻴﺔ‬
‫‪F156‬‬

‫‪ -‬ﻣﺘﻐﻴﺮﺍﺕ ﺳﻮﺳﻴﻮ ﺩﻳﻤﻐﺮﺍﻓﻴﺔ )ﺍﻟﻤﻨﻄﻘﺔ‪ ،‬ﻧﻤﻂ ﺍﻟﺸﺮﺍء‪ ،‬ﺍﻟﺴﻦ‪(...‬؛‬

‫‪ -‬ﻣﺘﻐﻴﺮﺍﺕ ﺍﻟﺸﺨﺼﻴﺔ ﻭﻧﻤﻂ ﺍﻟﺤﻴﺎﺓ؛‬
‫‪ -‬ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺴﻠﻮﻛﻴﺔ؛‬
‫‪ -‬ﻣﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﻴﺰﺓ ﺍﻟﻤﺒﺤﻮﺙ ﻋﻨﻬﺎ )ﻛﺘﻨﻮﻉ ﻣﻨﺘﺞ ﻣﻌﺠﻮﻥ ﺍﻷﺳﻨﺎﻥ(‪.‬‬
‫ﺇﻥ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻷﻭﻟﻰ ﻭﺍﻟﺜﺎﻧﻴﺔ ﻫﻲ ﻣﺘﻐﻴﺮﺍﺕ ﻋﺎﻣﺔ ﺗﺨﺺ ﺍﻷﻓﺮﺍﺩ ‪ ،‬ﺃﻣﺎ‬
‫ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺜﺎﻟﺜﺔ ﻭﺍﻟﺮﺍﺑﻌﺔ ﻓﻬﻲ ﻣﺘﻐﻴﺮﺍﺕ ﺧﺎﺻﺔ ﺑﺎﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺤﺎﺟﺎﺕ‪.‬‬
‫ﻭﺍﻟﺠﺪﻭﻝ ﺍﻟﺘﺎﻟﻲ ﻳﻮﺿﺢ ﺑﻌﺾ ﺃﻫﻢ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺪﻳﻤﻐﺮﺍﻓﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪1- Jacques lendrevie, Denis lindon, Op.Cit, p. 693.‬‬

‫‪- 92 -‬‬

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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺠﺪﻭﻝ ﺭﻗﻢ )‪(8‬‬

‫ﻳﻮﺿﺢ ﺑﻌﺾ ﺃﻫﻢ ﺍﻟﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﺘﺪﺧﻠﺔ ﻓﻲ ﺗﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ‪.‬‬
‫ﺃﻣﺜﻠﺔ‬ ‫ﺃﺻﻨﺎﻑ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ‬
‫ﻧﺴﺎء‪ ،‬ﺭﺟﺎﻝ؛‬ ‫‪-‬‬ ‫ﺍﻟﺪﻳﻤﻐﺮﺍﻓﻴﺔ‪:‬‬
‫ﺃﻗﻞ ﻣﻦ ﺳﻨﺔ‪ ،‬ﻣﻦ ﺳﻨﺔ ﺇﻟﻰ ‪ 5‬ﺳﻨﻮﺍﺕ‪ ،‬ﻣﻦ ‪ 5‬ﺳﻨﻮﺍﺕ ﺇﻟﻰ ‪15‬‬ ‫‪-‬‬ ‫‪ -‬ﺍﻟﺠﻨﺲ؛‬
‫ﺳﻨﺔ‪ ،‬ﺃﻛﺜﺮ ﻣﻦ‪ 15‬ﺳﻨﺔ؛‬ ‫‪ -‬ﺍﻟﻌﻤﺮ؛‬
‫ﻟﻮﻥ ﺍﻟﺸﻌﺮ ﻭﺍﻟﺠﻠﺪ‪...‬ﺇﻟﺦ؛‬ ‫‪-‬‬ ‫‪ -‬ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﻌﻀﻮﻳﺔ؛‬
‫‪ 4-3-2-1‬ﻭﺃﻛﺜﺮ؛‬ ‫‪-‬‬ ‫‪ -‬ﺣﺠﻢ ﺍﻷﺳﺮﺓ؛‬
‫ﺃﻋﺰﺏ‪ ،‬ﺯﻭﺝ‪ ،‬ﺯﻭﺝ ﺑﺄﻁﻔﺎﻝ‪،‬ﺯﻭﺝ ﺑﺪﻭﻥ ﺃﻁﻔﺎﻝ‪...،‬‬ ‫‪-‬‬ ‫‪ -‬ﺗﺮﻛﻴﺒﺔ ﺍﻟﻌﺎﺋﻠﺔ‪.‬‬
‫ﺍﻟﺸﻤﺎﻝ‪ ،‬ﺍﻟﺠﻨﻮﺏ‪...‬ﺇﻟﺦ‪.‬‬ ‫‪-‬‬ ‫ﺍﻟﺠﻐﺮﺍﻓﻴﺔ‪:‬‬
‫ﺗﻀﻢ ﺃﻗﻞ ﻣﻦ‪ 10.000‬ﻣﻮﺍﻁﻦ‪ ،‬ﺃﻛﺜﺮ ﻣﻦ ﻣﻠﻴﻮﻥ ﺳﺎﻛﻦ‪...‬‬ ‫‪-‬‬ ‫‪ -‬ﻁﺒﻴﻌﺔ ﺍﻟﺴﻜﻦ‪.‬‬
‫ﺑﺎﺭﺩ‪ ،‬ﺣﺎﺭ‪ ،‬ﻣﻌﺘﺪﻝ‪...‬‬ ‫‪-‬‬ ‫‪ -‬ﺻﻨﻒ ﺍﻟﻤﺪﻳﻨﺔ‪ ،‬ﺍﻟﻤﺴﻜﻦ‪.‬‬
‫‪ -‬ﺍﻟﻤﻨﺎﺥ‪.‬‬
‫‪ -‬ﺃﻗﻞ ﻣﻦ‪ 10.000‬ﺩﺝ ‪ /‬ﻣﻦ ‪ 1000‬ﺇﻟﻰ ‪10.000‬ﺩﺝ‪ /‬ﺃﻛﺜﺮ ﻣﻦ‬ ‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪:‬‬
‫‪10.000‬ﺩﺝ‪.‬‬ ‫‪ -‬ﺍﻟﺪﺧﻞ‪.‬‬
‫‪ -‬ﺍﺑﺘﺪﺍﺋﻲ‪ ،‬ﻣﺘﻮﺳﻂ‪ ،‬ﺛﺎﻧﻮﻱ‪ ،‬ﺟﺎﻣﻌﻲ‪...‬‬ ‫‪ -‬ﻣﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻢ‪.‬‬
‫‪ -‬ﺍﻹﺳﻼﻣﻴﺔ‪ ،‬ﺍﻟﻤﺴﻴﺤﻴﺔ‪ ،‬ﺍﻟﻴﻬﻮﺩﻳﺔ‪...‬‬ ‫‪ -‬ﺍﻟﺪﻳﺎﻧﺎﺕ‪.‬‬
‫ﺍﻟﻤﺼﺪﺭ‪Jacques Lendrevie ,.Denis Lindon, p.694.:‬‬

‫ﺇﻥ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺴﻮﻗﻴﺔ ﻟﻢ ﺗﺒﻖ ﺳﺎﻛﻨﺔ ﺑﻞ ﻫﻲ ﻋﻤﻠﻴﺔ ﻓﻲ ﺗﻄﻮﺭ ﻣﺴﺘﻤﺮ‬

‫ﻭﺗﺄﺧﺬ ﺃﺑﻌﺎﺩﺍَ ﻣﺨﺘﻠﻔﺔ ﻭﺩﺭﺍﺳﺎﺕ ﻋﺪﻳﺪﺓ ﻟﻌﻞ ﺃﻫﻤﻬﺎ ﻣﺎ ﻳﻄﻠﻖ ﻋﻠﻴﻪ ﺑﺎﻟﺠﻴﻮ ﺗﺴﻮﻳﻖ‬
‫‪ -GEOMARKETING-‬ﺍﻟﺬﻱ ﻅﻬﺮ ﻓﻲ ﺳﻨﻮﺍﺕ ﺍﻟﺘﺴﻌﻴﻨﺎﺕ ﻛﺄﺩﺍﺓ ﺗﺤﻠﻴﻞ ﺳﻮﻕ‬
‫ﻭﺍﻟﺬﻱ ﻳﺘﺄﻟﻒ ﻣﻦ ﺧﺮﺍﺋﻂ ﺟﻐﺮﺍﻓﻴﺔ ﻟﻤﺘﻐﻴﺮﺍﺕ ﺳﻠﻮﻛﻴﺔ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ ﺗﺒﻌﺎ ﻟﻤﻜﺎﻥ‬
‫ﺍﻟﺴﻜﻦ ﺃﻭ ﺍﻟﻌﻤﻞ ﻭﺃﺧﺬ ﺟﻤﻴﻊ ﺍﻟﻤﻌﻄﻴﺎﺕ ﻋﻦ ﺫﺍﻙ ﺍﻟﻤﻮﺿﻊ ﺃﻭ ﺍﻟﻤﻜﺎﻥ ﻭﺗﻮﺿﻴﺤﻬﺎ‬
‫ﻋﻠﻰ ﺗﻠﻚ ﺍﻟﺨﺮﺍﺋﻂ‪.1.‬‬ ‫‪F157‬‬

‫ﻟﻠﺘﻤﻜﻦ ﻣﻦ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺘﺠﺰﺋﺔ ﻳﻨﺒﻐﻲ ﺗﻮﻓﺮ ﻧﻈﺎﻡ ﻣﻌﻠﻮﻣﺎﺗﻲ‬

‫ﺟﻐﺮﺍﻓﻲ *‪ SIG‬ﻭﺍﻟﺬﻱ ﻳﺴﺘﻌﻤﻞ ﺑﺮﺍﻣﺞ ﺗﺸﻐﻴﻞ ‪ logiciels‬ﺗﺴﻤﺢ ﺑﺘﻘﺪﻳﻢ ﻣﻌﻄﻴﺎﺕ‬
‫ﻣﻌﻴﻨﺔ ﻭﺗﻘﺪﻡ ﻣﺸﺘﻤﻼﺗﻬﺎ ﻭﺗﺤﻠﻠﻬﺎ‪ ،‬ﻭﻫﻲ ﻣﺮﺗﺒﻄﺔ ﻭﻣﺘﻌﻠﻘﺔ ﺣﻮﻝ ﺧﺎﺻﻴﺔ ﺍﻟﻤﻜﺎﻥ‬
‫ﻭﻣﺜﺎﻟﻬﺎ )ﺩﺧﻞ ﺃﻓﺮﺍﺩ ﻫﺬﺍ ﺍﻟﻤﻜﺎﻥ‪ ،‬ﺃﻣﺎﻛﻦ ﺗﻤﻮﺿﻊ ﺍﻟﺒﻴﻊ ﻟﻠﻤﻨﺎﻓﺴﻴﻦ‪ ،‬ﺃﻣﺎﻛﻦ ﺍﻟﻌﺠﺰ‬
‫ﻭﺍﻟﻘﻮﺓ ﻟﻠﻤﺆﺳﺴﺔ ﻭﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪ ...‬ﺍﻟﺦ(‪ .‬ﻭﺗﻜﻤﻦ ﺃﻫﻤﻴﺔ ﺗﻄﺒﻴﻖ ﺍﻟﺠﻴﻮ ﺗﺴﻮﻳﻖ ‪:2‬ﻓﻲ‬
‫‪or applicable copyright law.‬‬

‫‪F158‬‬

‫‪1- Guy. Audigier, Op.Cit, p.130.‬‬

‫‪*- S.I.G: System Information Géographique.‬‬
‫‪2- Ibid, p. 131.‬‬
‫‪- 93 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺇﻋﺪﺍﺩ ﺗﺸﺨﻴﺺ ﺍﻟﻮﺿﻌﻴﺔ ﻟﻠﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺠﻐﺮﺍﻓﻴﺔ ﺍﻟﻤﻌﻄﺎﺓ ﺃﻱ ﺇﻋﻄﺎء ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ‬

‫ﻭﺍﻟﻀﻌﻒ ﻣﻦ ﻣﻨﻄﻘﺔ ﻷﺧﺮﻯ ؛‬
‫ﺍﻟﺒﻴﻊ ﻓﻤﺜﻼ ﻟﻠﻤﻮﺯﻋﻴﻦ )ﺗﻌﺮﻳﻒ ﻭﻭﺿﻊ ﺍﻟﻤﺨﺎﺯﻥ‬
‫‪ -‬ﺗﻘﺪﻳﻢ ﺍﻟﻮﺿﻌﻴﺔ ﺍﻟﻤﺜﻠﻰ ﻟﻨﻘﺎﻁ ‪،‬‬
‫ﺑﺼﻮﺭﺓ ﺣﺴﻨﺔ‪ (...‬؛‬
‫ﺍﻟﺠﻐﺮﺍﻓﻴﺔ ﻭﻫﺬﺍ ﺗﺒﻌﺎ ﻟﻠﻔﺮﺹ ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫‪،‬‬ ‫‪ -‬ﺍﺳﺘﻬﺪﺍﻑ ﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺎﻟﻤﻨﺎﻁﻖ‬
‫ﻓﻤﺜﻼ ﻛﺎﻟﺘﻨﻤﻴﺔ ﻓﻲ ﺍﻟﻤﻨﺎﻁﻖ ﺫﺍﺕ ﺍﻟﻜﺜﺎﻓﺔ ﺍﻟﺴﻜﺎﻧﻴﺔ ﺍﻟﻤﺮﺗﻔﻌﺔ ؛‬
‫‪ -‬ﺇﻋﺎﺩﺓ ﺗﻌﺮﻳﻒ ﻗﻄﺎﻋﺎﺕ ﺍﻟﺒﻴﻊ‪ :‬ﻭﻫﺬﺍ ﻷﻣﺜﻠﺔ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺍﻟﺮﻓﻊ ﻣﻦ ﻓﻌﺎﻟﻴﺘﻬﺎ‬
‫ﻛﻤﺎ ﺃﻥ ﺍﻟﺠﻴﻮﺗﺴﻮﻳﻖ ﻳﺴﻤﺢ ﻛﺬﻟﻚ ﺑﺎﻟﻤﻌﺮﻓﺔ ﺍﻟﺠﻴﺪﺓ ﻟﺘﻮﺍﺯﻥ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺬﻱ ﺗﻌﻤﻞ‬
‫ﺑﻪ ﺍﻟﻤﺆﺳﺴﺔ ﻭﺿﻤﺎﻥ ﺗﻮﺯﻳﻊ ﻋﺎﺩﻝ ﻟﻨﻘﺎﻁ ﺍﻟﺒﻴﻊ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻟﺚ‪ :‬ﺃﺳﺒﺎﺏ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺃﻫﺪﺍﻓﻬﺎ‬

‫ﻫﻨﺎﻙ ﺃﺳﺒﺎﺏ ﻋﺪﻳﺪﺓ ﺩﻓﻌﺖ ﺑﺎﻟﻤﺆﺳﺴﺎﺕ ﺇﻟﻰ ﺗﺒﻨﻲ ﺃﺳﻠﻮﺏ ﺗﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ‬
‫‪1‬‬
‫ﻭﺇﺗﺒﺎﻋﻬﺎ ﻭﻣﻨﻬﺎ‪:‬‬ ‫‪F159‬‬

‫‪ -‬ﺻﻌﻮﺑﺔ ﻭﺿﻊ ﻭﺗﺼﻤﻴﻢ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺑﺮﺍﻣﺞ ﺗﺴﻮﻳﻘﻴﺔ ﺗﻄﺎﺑﻖ ﺭﻏﺒﺎﺕ‬

‫ﻭﺣﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺗﻄﺎﺑﻘﺎ ﻛﺎﻣﻼ ؛‬
‫‪-‬ﻳﺘﻮﺟﺐ ﻋﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻥ ﺗﻮﺟﺪ ﺑﻌﺾ ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﺴﻠﻌﻴﺔ ﻛﻲ ﺗﺴﺘﻔﻴﺪ ﻣﻦ‬
‫ﻣﺰﺍﻳﺎ ﺍﻟﺤﺠﻢ ﺍﻟﻜﺒﻴﺮ ﻓﻲ ﻛﻞ ﻣﻦ ﺍﻹﻧﺘﺎﺝ ﻭﺍﻟﺘﺴﻮﻳﻖ؛‬
‫‪-‬ﻣﻼﺣﻘﺔ ﻭﻣﺘﺎﺑﻌﺔ ﺍﻟﺘﻄﻮﺭﺍﺕ ﻓﻲ ﺗﺼﺮﻓﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺳﻠﻮﻛﻬﻢ؛‬
‫‪.2‬‬
‫ﺍﻟﺘﻨﺎﻓﺴﻲ‬
‫‪F160‬‬ ‫‪-‬ﺇﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻫﻲ ﻧﺘﺎﺝ ﺍﻟﻀﻐﻂ‬
‫‪3‬‬
‫ﺑﻴﻨﻬﺎ‪:‬‬
‫‪F16‬‬ ‫ﻓﻌﻤﻠﻴﺔ ﺍﻟﺘﺠﺰﺋﺔ ﺗﺤﻘﻖ ﺟﻤﻠﺔ ﻣﻦ ﺍﻟﻔﻮﺍﺋﺪ ﻭﺍﻟﻤﺰﺍﻳﺎ ﻭﻣﻦ‬
‫‪-‬ﺗﺠﺒﺮ ﺭﺟﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻷﻥ ﻳﻜﻮﻥ ﺃﻛﺜﺮ ﺗﻼﺣﻤﺎ ﻭﻓﻬﻤﺎ ﻟﺤﺎﺟﺎﺕ ﺯﺑﺎﺋﻦ ﻫﺬﺍ ﺍﻟﻘﻄﺎﻉ؛‬
‫‪-‬ﺗﺴﺎﻋﺪﻧﺎ ﺍﻟﻌﻤﻠﻴﺔ ﻋﻠﻰ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺟﻬﻮﺩ ﺗﻄﻮﻳﺮ ﺍﻟﻤﻨﺘﺞ ﻭﺗﻄﻮﻳﺮ ﻋﻨﺎﺻﺮ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻷﺧﺮﻯ؛‬

‫‪1 -‬ﻣﺤﻤﺪ ﺻﺎﻟﺢ ﺍﻟﻤﺆﺫﻥ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.294 .‬‬

‫‪2- Jacques. Lendrevie, Denis lindon, Op.Cit, p .686.‬‬
‫‪3 -‬ﻧﻈﺎﻡ ﻣﻮﺳﻰ ﺳﻮﻳﺪﺍﻥ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪.83 -82 .‬‬
‫‪- 94 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪-‬ﺗﺰﻭﺩﻧﺎ ﺑﺎﻷﻁﺮ ﺍﻹﺭﺷﺎﺩﻳﺔ ﺫﺍﺕ ﺍﻟﻘﻴﻤﺔ ﺍﻟﻬﺎﻣﺔ ﻓﻲ ﺗﺨﺼﻴﺺ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ؛‬

‫‪-‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺗﻌﺮﻳﻒ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻮﻗﻲ ﺍﻟﺬﻱ ﻳﺘﻮﺟﻬﻮﻥ ﺇﻟﻴﻪ ﺑﻤﻨﺘﺠﺎﺗﻬﻢ ﻣﻤﺎ‬
‫ﻳﺘﻴﺢ ﻟﺮﺟﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﺧﺪﻣﺔ ﺍﻷﺳﻮﺍﻕ ﺍﻷﻛﺜﺮ ﻣﻼﺋﻤﺔ ﻭﻣﻨﻪ ﺗﺤﻘﻴﻖ ﻧﺘﺎﺋﺞ ﺃﻋﻠﻰ‬
‫‪1‬‬
‫ﺑﻜﻔﺎءﺓ ؛‬ ‫ﺇﺫ ﻣﺎ ﻁﺒﻘﺖ ﺳﻴﺎﺳﺔ ﺗﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ‬
‫‪F162‬‬

‫‪-‬ﺇﻥ ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻫﻲ ﺳﻼﺡ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﺫﻟﻚ ﺑﻔﻬﻢ ﺍﺣﺘﻴﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ‬

‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺍﺳﺘﻐﻼﻝ ﺍﻟﻔﺮﺹ ﺍﻟﺠﺪﻳﺪﺓ ﻓﻲ ﺍﻟﺴﻮﻕ ﻭﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻴﻬﺎ ﻭﻫﺬﺍ‬
‫ﺑﺎﺧﺘﻴﺎﺭ ﺃﻣﺎﻛﻦ ﺍﻟﺘﻨﺎﻓﺲ‪.2‬‬ ‫‪F163‬‬

‫ﻭﺗﻬﺪﻑ ﺍﻟﻌﻤﻠﻴﺔ ﺃﺳﺎﺳﺎ ﺇﻟﻰ ‪:3‬‬

‫‪F164‬‬

‫‪ -‬ﺗﺴﻬﻴﻞ ﺗﺤﻠﻴﻞ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﻌﻘﺪﺓ ﻭﻏﻴﺮ ﺍﻟﻤﺘﺠﺎﻧﺴﺔ ؛‬

‫‪ -‬ﺍﻟﻤﺴﺎﻋﺪﺓ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﺍﻟﺘﻮﺍﻓﻖ ﺑﻴﻦ ﻛﻞ ﻣﻦ ﺍﻟﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ ﻭﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﻣﻨﻬﺎ ﺍﺧﺘﻴﺎﺭ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ؛‬
‫‪ -‬ﺍﻟﻤﺴﺎﻋﺪﺓ ﻋﻠﻰ ﺍﻟﺘﺪﻓﻖ ﺍﻷﻓﻀﻞ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ ﻭﺫﻟﻚ ﺑﺎﻟﺮﻓﻊ ﻣﻦ ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻣﻨﻪ ﺻﻴﺎﻏﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺗﺴﻮﻳﻘﻴﺔ ﻧﺎﺟﺤﺔ؛‬
‫‪-‬ﺗﻤﻜﻴﻦ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﺗﻘﻴﻴﻢ ﺍﻷﺩﺍء ﻭﻫﺬﺍ ﺑﺎﻟﺘﻮﺟﻪ ﺇﻟﻰ‬
‫ﺧﺪﻣﺘﻪ‬
‫‪.‬‬ ‫ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﻤﺮﺑﺤﺔ ﻭﺗﻮﻅﻴﻒ ﺍﻟﺠﻬﻮﺩ ﻓﻲ‬
‫ﺍﻟﻤﺒﺤﺚ ﺍﻟﺜﺎﻧﻲ‪ :‬ﻋﻤﻠﻴﺔ ﺍﻻﺳﺘﻬﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫ﺑﻌﺪ ﺗﻌﺮﻳﻒ ﺍﻟﻤﺠﻤﻮﻋﺎﺕ ﺍﻟﻤﺘﺠﺎﻧﺴﺔ ﻣﻦ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻣﻦ ﺧﻼﻝ ﻋﻤﻠﻴﺔ‬
‫ﺍﻟﺘﺠﺰﺋﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﻌﺘﺒﺮ ﻗﺎﻋﺪﻳﺔ ﻟﻠﻌﻤﻠﻴﺎﺕ ﺍﻟﻼﺣﻘﺔ ﻓﻌﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ ﺗﺤﺪﻳﺪ‬
‫ﻭﺍﺧﺘﻴﺎﺭ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﻭﺇﻋﺪﺍﺩ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻣﻼﺋﻢ ﻟﺬﻟﻚ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ‪ :‬ﺧﻄﻮﺍﺕ ﻋﻤﻠﻴﺔ ﺍﻻﺳﺘﻬﺪﺍﻑ ﻭﻣﺘﻐﻴﺮﺍﺗﻪ‬

‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺻﺎﻟﺢ ﺍﻟﻤﺆﺫﻥ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.292 .‬‬

‫‪2- Jacques. Lendrevie , Denis lindon, Op.Cit, p. 688.‬‬
‫‪ -3‬ﺭﺩﻳﻨﻪ ﻋﺜﻤﺎﻥ ﻳﻮﺳﻒ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ ﺹ‪. 148 -147 .‬‬
‫‪- 95 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬

‫ﺇﻥ ﺃﻫﻢ ﺷﻲء ﺗﻌﻨﻰ ﺑﻪ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻫﻮ ﺗﺤﺪﻳﺪ ﺍﻟﻘﻄﺎﻋﺎﺕ‬

‫ ﻭﺣﺘﻤﺎ ﻫﺬﺍ ﺍﻷﺧﻴﺮ ﻳﻤﺮ ﻣﻦ ﺧﻼﻝ ﻣﺠﻤﻮﻋﺔ ﺧﻄﻮﺍﺕ‬، ‫ﺍﻟﻤﻤﻜﻨﺔ ﻟﻼﺳﺘﻬﺪﺍﻑ‬
:‫ﻣﻮﺿﺤﺔ ﺑﺎﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ‬
or applicable copyright law.

- 96 -

EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION
NATIONALE, DE LA FORMATION PROFESSIONNELLE
AN: 924151 ; .;
Account: ns063387
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ ( 14‬ﻳﻮﺿﺢ ﺧﻄﻮﺍﺕ ﺇﺧﺘﻴﺎﺭ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺴﺘﻬﺪﻑ‬

‫‪ -3‬ﺗﺣﺩﻳﺩ‬ ‫‪ -2‬ﺍﺧﺗﻳﺎﺭ ﺃﺳﺱ‬ ‫‪ -1‬ﺗﺣﺩﻳﺩ‬

‫ﺍﻟﻘﻁﺎﻋﺎﺕ‬ ‫ﺗﻘﻳﻳﻡ ﺍﻟﺳﻭﻕ‬ ‫ﺍﻟﻧﻁﺎﻕ ﺍﻟﺳﻠﻌﻲ‬
‫ﺍﻟﺳﻭﻗﻳﺔ ﺍﻟﻣﻣﻛﻧﺔ‬

‫‪ -4‬ﺍﻟﺗﻧﺑﺅ ﺑﺣﺟﻡ‬ ‫‪ -5‬ﺍﻟﺗﻧﺑﺅ ﺑﻧﺻﻳﺏ‬ ‫‪ -6‬ﺗﻘﺩﻳﺭ‬

‫ﺍﻟﻁﻠﺏ ﻓﻲ ﻛﻝ‬ ‫ﺍﻟﻣﺅﺳﺳﺔ ﻓﻲ ﻛﻝ‬ ‫ﺍﻟﺗﻛﺎﻟﻳﻑ ﻭﺍﻟﻌﺎﺋﺩ‬
‫ﺟﺯء‬ ‫ﺟﺯء‬ ‫ﻟﻛﻝ ﺟﺯء‬

‫‪ -8‬ﺍﺧﺗﻳﺎﺭ‬ ‫‪ -7‬ﺗﻘﻳﻳﻡ ﻣﺩﻯ‬

‫ﺍﻟﻘﻁﺎﻋﺎﺕ‬ ‫ﻣﻼﺋﻣﺔ ﻛﻝ ﻗﻁﺎﻉ‬
‫ﺍﻟﺳﻭﻗﻳﺔ‬ ‫ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﺹ‪.‬‬
‫‪.93‬‬ ‫ﺍﻟﻤﺼﺪﺭ‪ :‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﻷﻫﺩﺍﻑ‬
‫ﺍﻟﻣﺳﺗﻬﺩﻓﺔ‬ ‫ﺍﻟﻣﺅﺳﺳﺔ‬
‫ﻓﺘﺒﺪﺃ ﺍﻟﻌﻤﻠﻴﺔ ﺑﺎﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺣﺎﺟﺎﺕ ﺍﻟﺴﻮﻕ ﻛﺨﻄﻮﺓ ﺃﻭﻟﻰ‪ ،‬ﺃﻣﺎ ﺍﻟﺨﻄﻮﺓ‬
‫ﺍﻟﺜﺎﻧﻴﺔ ﻓﻬﻲ ﺍﺧﺘﻴﺎﺭ ﺃﺳﺲ ﺗﻘﻴﻴﻢ ﺍﻟﺴﻮﻕ ﺣﻴﺚ ﻳﻤﻜﻦ ﺫﻟﻚ ﺇﻟﻰ ﺗﻘﺴﻴﻢ ﺍﻟﺴﻮﻕ ﺇﻟﻰ‬
‫ﻗﻄﺎﻋﺎﺕ ﺣﺴﺐ ﺃﺳﺲ ﻣﺨﺘﻠﻔﺔ ﻣﺜﻞ ﺍﻷﺳﺲ ﺍﻟﺪﻳﻤﻐﺮﺍﻓﻴﺔ ﺃﻭ ﺍﻟﺠﻐﺮﺍﻓﻴﺔ ﺃﻭ ﺃﻱ ﺃﺳﺲ‬
‫ﺃﺧﺮﻯ‪.‬‬
‫ﺃﻣﺎ ﺍﻟﺨﻄﻮﺓ ﺍﻟﺜﺎﻟﺜﺔ ﻓﻬﻲ ﺗﺤﺪﻳﺪ ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﺴﻮﻗﻴﺔ ﺍﻟﻤﻤﻜﻨﺔ ‪ ،‬ﻭﻳﺠﺐ ﻫﻨﺎ‬
‫ﻣﺮﺍﻋﺎﺓ ﺣﺎﻟﺔ ﻣﻬﻤﺔ ﻋﻨﺪ ﺍﺧﺘﻴﺎﺭ ﺃﺳﺲ ﺗﻘﺴﻴﻢ ﺍﻟﺴﻮﻕ ﺍﻟﺬﻱ ﻳﺆﺩﻱ ﺗﻄﺒﻴﻘﻬﺎ ﻓﻲ ﻧﻬﺎﻳﺔ‬
‫ﺍﻷﻣﺮ ﺇﻟﻰ ﺗﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ ﺇﻟﻰ ﻗﻄﺎﻋﺎﺕ ﺑﺤﻴﺚ ﻳﺘﻜﻮﻥ ﻛﻞ ﻗﻄﺎﻉ ﻣﻦ ﻣﺠﻤﻮﻋﺔ ﻣﻦ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﺬﻳﻦ ﻳﺴﺘﺠﻴﺒﻮﻥ ﻟﻠﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺑﻨﻔﺲ ﺍﻟﻄﺮﻳﻘﺔ ‪.‬‬
‫ﻭﺃﻣﺎ ﻣﺎ ﻳﺘﻌﻠﻖ ﺑﺎﻟﺨﻄﻮﺓ ﺍﻟﺮﺍﺑﻌﺔ ﻓﻬﻮ ﺍﻟﺘﻨﺒﺆ ﺑﺤﺠﻢ ﺍﻟﻄﻠﺐ ﻓﻲ ﻛﻞ ﻗﻄﺎﻉ ‪،‬‬
‫ﺣﻴﺚ ﻳﺘﻢ ﺗﺤﺪﻳﺪ ﺍﺣﺘﻤﺎﻻﺕ ﻓﺮﺹ ﺍﻟﺒﻴﻊ ﺃﻣﺎﻡ ﺟﻤﻴﻊ ﺍﻟﺒﺎﺋﻌﻴﻦ ﻟﺬﻟﻚ ﺍﻟﻤﻨﺘﺞ‪.‬‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﺨﻄﻮﺓ ﺍﻟﺨﺎﻣﺴﺔ ﻫﻲ ﺍﻟﺘﻨﺒﺆ ﺑﻨﺼﻴﺐ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﻛﻞ ﻗﻄﺎﻉ ﺑﺘﺤﺪﻳﺪ‬

‫ﻧﺼﻴﺐ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻦ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻓﻲ ﻛﻞ ﻗﻄﺎﻉ ﻣﻦ ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﺴﻮﻗﻴﺔ ﺍﻟﺘﻲ ﻳﺘﻢ‬
‫ﺗﺤﺪﻳﺪﻫﺎ ‪ ،‬ﻭﺗﺄﺗﻲ ﺑﻌﺪ ﺫﻟﻚ ﺧﻄﻮﺓ ﺗﺤﺪﻳﺪ ﺃﻭ ﺗﻘﺮﻳﺮ ﺍﻟﺘﻜﻠﻔﺔ ﻭﺍﻟﻌﺎﺋﺪ ﻣﻦ ﺧﺪﻣﺔ ﻛﻞ‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:09 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫;‪AN: 924151 ; .‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻗﻄﺎﻉ‪ ،‬ﺣﻴﺚ ﺇﻥ ﺍﻟﻤﻘﺎﺭﻧﺔ ﻣﺎ ﺑﻴﻦ ﺍﻟﺘﻜﻠﻔﺔ ﻭﺍﻟﻌﺎﺋﺪ ﻟﻜﻞ ﻗﻄﺎﻉ ﻣﻦ ﺗﻠﻚ ﺍﻟﻘﻄﺎﻋﺎﺕ ﻫﻲ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺃﻥ ﺗﺤﻘﻖ ﺑﻬﺎ ﺍﻟﻨﺠﺎﺡ ﺃﻭ ﻋﺪﻡ ﺍﻟﻨﺠﺎﺡ ﻓﻲ ﺫﻟﻚ ﺍﻟﻘﻄﺎﻉ ‪.‬‬
‫ﺛﻢ ﺑﻌﺪ ﺫﻟﻚ ﻣﺪﻯ ﻣﻼءﻣﺔ ﻛﻞ ﻗﻄﺎﻉ ﻣﻦ ﺍﻟﻘﻄﺎﻋﺎﺕ ﻷﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺣﻴﺚ ﻳﺠﺐ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺃﻥ ﺍﻟﺪﺧﻮﻝ ﻓﻲ ﺳﻮﻕ ﺟﺪﻳﺪ ﻻ ﻳﺆﺩﻱ ﺇﻟﻰ ﺍﻟﻀﺮﺭ ﺑﺄﻫﺪﺍﻑ‬
‫‪1‬‬
‫ﺍﻟﺴﻮﻗﻲ ‪.‬‬ ‫ﺍﻟﻤﺆﺳﺴﺔ ﻭﻣﻦ ﺛﻢ ﺍﺧﺘﻴﺎﺭ ﺍﻟﻬﺪﻑ‬
‫‪F165‬‬

‫ﻛﻤﺎ ﺃﻥ ﺍﺧﺘﻴﺎﺭ ﻫﺬﺍ ﺍﻟﺠﺰء ﺍﻟﺴﻮﻗﻲ ﺃﻭ ﺍﻷﺟﺰﺍء ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﻻ ﻳﺘﻢ ﺇﻻ ﻣﻦ‬

‫ﺧﻼﻝ ﺗﻮﻓﺮ ﻣﺘﻐﻴﺮﺍﺕ ﺃﻫﻤﻬﺎ‪: 2‬‬
‫‪F16‬‬

‫‪ - 1‬ﺗﻮﺍﻓﻘﻪ ﻣﻊ ﺃﻫﺪﺍﻑ ﺍﻟﻤﺆﺳﺴﺔ ‪ :‬ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﻨﻄﻮﻱ ﻓﻲ ﺇﻁﺎﺭ‬

‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﻌﺎﻣﺔ‪ ،‬ﺍﻟﻬﺪﻑ ﺍﻟﻤﺤﺪﺩ ﻳﺠﺐ ﺃﻥ ﻳﺘﻮﺍﻓﻖ ﻣﻊ ﺍﻟﺘﻮﺟﻬﺎﺕ ﺍﻟﻜﺒﺮﻯ‬
‫ﻟﻠﺴﻴﺎﺳﺔ ﺍﻟﻌﺎﻣﺔ ﺍﻟﻤﺤﺪﺩﺓ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺴﻴﺮﻳﻦ؛‬
‫‪ -2‬ﺍﻟﻤﻼءﻣﺔ ﻣﻊ ﺻﻮﺭﺓ ﺍﻟﻤﺆﺳﺴﺔ ‪ :‬ﻓﺎﻻﺧﺘﻴﺎﺭ ﻳﻘﻊ ﻋﻠﻰ ﺍﻷﺟﺰﺍء ﺍﻟﺘﻲ ﺗﻤﺘﻠﻚ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﺍﻧﻄﺒﺎﻋﺎ ﺣﺴﻨﺎ ﺃﻭ ﻣﺘﻤﻴﺰﺍ ﻟﺼﻮﺭﺗﻬﺎ ﺍﻟﺘﻲ ﺗﺘﻢ ﺑﻌﻤﻠﻴﺔ ﻣﻄﻮﻟﺔ ﻣﻦ‬
‫ﺍﻷﻋﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺍﻻﺗﺼﺎﻟﻴﺔ ﻭﻫﺬﺍ ﻣﺎ ﻳﺠﺐ ﺗﻘﻮﻳﺘﻪ؛‬
‫‪ -3‬ﺟﺎﺫﺑﻴﺔ ﺍﻟﺠﺰء ﺍﻟﻤﺤﺪﺩ ﻭﺍﻟﻤﺨﺎﻁﺮ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﻪ ‪ :‬ﻓﻜﻞ ﺟﺰء ﻳﺘﻢ ﻣﻦ ﺧﻼﻝ‬
‫ﺗﺤﻠﻴﻞ ﻓﺮﺻﻪ ﻭﻣﺨﺎﻁﺮﻩ ﺃﻭ ﺗﻬﺪﻳﺪﺍﺗﻪ ﻭﻫﺬﺍ ﺍﻟﺘﺤﻠﻴﻞ ﻳﺮﺗﻜﺰ ﻋﻠﻰ ﻣﻔﻬﻮﻡ‬
‫‪ porter‬؛‬
‫ﺍﻟﻤﺰﺍﺣﻤﺔ ﻟﻜﻞ ﻗﻄﺎﻉ ﺃﻭ ﺟﺰء ﺣﺴﺐ ﻧﻤﻮﺫﺝ ﺑﻮﺭﺗﺮ‬
‫‪ -4‬ﺣﺠﻢ ﻭﻧﻤﻮ ﺍﻟﺠﺰء )ﺍﻟﻬﺪﻑ(‪:‬ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺔ ﺗﻜﻮﻥ ﻛﻘﻴﺪ ﻁﺒﻴﻌﻲ ﻓﻲ ﺍﺧﺘﻴﺎﺭ‬
‫ﺍﻟﻬﺪﻑ ﻭﻛﺬﻟﻚ ﻳﺠﺐ ﺃﻥ ﻳﺘﻮﺍﻓﻖ ﻣﻊ ﻗﺪﺭﺍﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻭﻫﺬﺍ ﻣﺎ ﻳﻔﺴﺮ ﺍﻗﺘﺤﺎﻡ‬
‫ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻤﺘﻮﺳﻄﺔ ﻭﺍﻟﺼﻐﻴﺮﺓ ﻟﻸﺟﺰﺍء ﺍﻟﺼﻐﻴﺮﺓ ﻟﺘﺠﻨﺐ ﺍﻟﻤﺠﺎﺑﻬﺔ‬
‫ﺍﻟﺸﺮﺳﺔ ﻣﻊ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻜﺒﻴﺮﺓ ﻋﻠﻰ ﻋﻜﺲ ﻫﺬﻩ ﺍﻷﺧﻴﺮﺓ ﺫﺍﺕ ﺍﻟﻤﻮﺍﺭﺩ‬
‫ﺍﻟﻀﺨﻤﺔ ﻭﺍﻟﺘﻲ ﺑﺎﺳﺘﻄﺎﻋﺘﻬﺎ ﺍﺳﺘﻬﺪﺍﻑ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻮﻁﻨﻴﺔ ﻭﺣﺘﻰ ﺍﻟﺪﻭﻟﻴﺔ ؛‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻭﻫﻮ ﻣﺮﺗﺒﻂ ﺑﻤﺠﻤﻮﻋﺘﻴﻦ ﻣﻦ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﺘﺪﺍﺧﻠﺔ‪:‬‬
‫‪:‬‬ ‫‪ -5‬ﺍﺣﺘﻤﺎﻝ ﻧﺠﺎﺡ‬
‫‪ -‬ﻋﻮﺍﻣﻞ ﺍﻟﻘﻮﻯ ﻭﺍﻟﻀﻌﻒ ﻟﻠﻤﺆﺳﺴﺔ ﻭﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻌﺮﻭﺽ؛‬
‫‪ -‬ﺍﻟﺘﻘﺒﻞ ﺍﻟﻤﺤﺘﻤﻞ ﻟﻠﺠﺰء ﺍﻟﺴﻮﻗﻲ ﺍﻟﻤﺪﺭﻭﺱ ﻟﻬﺬﺍ ﺍﻟﻤﻨﺘﺞ ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.93 .‬‬

‫‪2- Guy. Audigier, Op.Cit, p .133.‬‬
‫‪- 98 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻭﻫﺬﺍ ﻣﺎ ﻳﺆﺩﻱ ﺑﻨﺎ ﺇﻟﻰ ﺗﻌﺮﻳﻒ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﺘﻲ ﻳﺮﻳﺪﻫﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻤﺤﺘﻤﻞ‬
‫ﻋﻨﺪ ﺃﺧﺬ ﺍﻟﻘﺮﺍﺭ ﺍﻟﺸﺮﺍﺋﻲ ﻣﻦ ﺑﻴﻦ ﻫﺬﻩ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ )ﺍﻻﺧﺘﻼﻑ ﺣﺴﺐ ﺍﻟﻤﻨﺘﺞ‬
‫ﺍﻟﻤﺪﺭﻭﺱ( ﻣﻨﻬﺎ ﺍﻟﺴﻌﺮ‪ ،‬ﺍﻟﺠﻮﺩﺓ ‪،‬ﺍﻷﺩﺍء‪ ،‬ﺍﻟﺼﻮﺭﺓ‪ ،‬ﺟﻮﺩﺓ ﺍﻟﺨﺪﻣﺎﺕ‪...‬ﺇﻟﺦ‪.‬‬
‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ‪ :‬ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻟﻼﺳﺘﻬﺪﺍﻑ ﻭﺑﺪﺍﺋﻞ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﺴﻮﻗﻴﺔ‬
‫ﺗﻮﺟﺪ ﻋﺪﺓ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻟﻼﺳﺘﻬﺪﺍﻑ ﻭﻫﻲ ﻓﻲ ﺣﺎﻟﺔ ﻁﺮﺩﻳﺔ ﻣﻊ ﻋﺪﺩ‬
‫ﺍﻟﺘﺎﻟﻲ‬
‫ﺍﻷﻓﺮﺍﺩ ﺍﻟﻤﺴﺘﻬﺪﻓﻴﻦ‪ ،‬ﻭﻳﻤﻜﻦ ﺗﻮﺿﻴﺢ ﺫﻟﻚ ﺑﺎﻟﺸﻜﻞ ‪.‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ ( 15‬ﻳﻮﺿﺢ ﺗﺪﺭﺝ ﻋﻤﻠﻴﺔ ﺍﻻﺳﺘﻬﺪﺍﻑ‬

‫اﻟﺲوق‬
‫ـ‬
‫اﻷﻓﺮاد‬
‫ﺇ‪ .‬ﺍﻟﺗﺳﻭﻳﻕ ﺇ‪ .‬ﺍﻟﺗﺳﻭﻳﻕ ﻭﺍﺣﺩ‬ ‫ﺇ‪ .‬ﺍﻟﺗﺳﻭﻳﻕ‬ ‫ﺍ‪ .‬ﺍﻟﺗﺳﻭﻳﻕ‬
‫ﻟﻭﺍﺣﺩ‬ ‫ﺍﻟﻣﺭﻛﺯ‬ ‫ﺍﻟﻣﺧﺗﻠﻑ‬ ‫ا ﻟﻼﻣﺧﺗﻠﻑ‬
‫‪One to one‬‬
‫ﺍﻟﻤﺼﺪﺭ‪Jacques. Lendrevie , Denis Lindon , p.720:‬‬

‫‪ -1‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺘﺠﺎﻧﺲ‪ :‬ﻭﻣﻌﻨﺎﻩ ﺗﺠﺎﻫﻞ ﺍﻟﻤﺆﺳﺴﺔ ﻷﻱ ﻓﺮﻭﻗﺎﺕ ﺑﻴﻦ‬

‫ﻓﺌﺎﺕ ﺍﻟﺴﻮﻕ ﺍﻟﻤﺮﺍﺩ ﺗﻐﻄﻴﺘﻪ ﻭﻳﺘﻢ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺸﺎﺑﻪ ﺃﻛﺜﺮ ﻣﻨﻪ ﻋﻠﻰ‬
‫ﻋﻨﺎﺻﺮ ﺍﻻﺧﺘﻼﻑ ﻓﻲ ﺍﻟﺴﻮﻕ ﺃﻱ ﺑﻮﺿﻊ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻭﺍﺣﺪ ﻭﻣﺘﺸﺎﺑﻪ ﻳﻮﺟﻪ‬
‫ﺇﻟﻰ ﺟﻤﻴﻊ ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﺴﻮﻗﻴﺔ‪ ،‬ﻭﻣﺜﻞ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻫﻮ ﻣﺎ ﺍﺗﺒﻌﺘﻪ ﺷﺮﻛﺎﺕ‬
‫ﺍﻟﻤﺸﺮﻭﺑﺎﺕ ﺍﻟﻐﺎﺯﻳﺔ ﻭﺷﺮﻛﺎﺕ ﺍﻟﺴﻴﺎﺭﺍﺕ ﻓﻲ ﺑﺪﺍﻳﺔ ﻧﺸﺄﺗﻬﺎ ﺑﺘﻘﺪﻳﻢ ﻣﻨﺘﺞ ﻭﺍﺣﺪ‬
‫ﻣﺘﻤﺎﺛﻞ‪ ،‬ﻭﻟﻌﻞ ﺃﻫﻢ ﻣﻴﺰﺓ ﻟﻬﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻫﻲ ﺍﻟﻮﻓﺮﺓ ﺍﻟﻤﺘﺄﺗﻴﺔ ﻣﻦ ﺗﻜﺎﻟﻴﻒ‬
‫ﺍﻹﻧﺘﺎﺝ ﻭﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻭﻣﺎ ﻳﻌﺎﺏ ﻋﻠﻴﻪ ﺍﻧﻪ ﻻ ﻳﺼﻤﺪ ﻛﺜﻴﺮﺍ ﻓﻲ ﻭﺟﻪ ﺍﻟﻤﻨﺎﻓﺴﺔ‬
‫‪1‬‬
‫ﺍﻟﺸﺪﻳﺪﺓ ‪.‬‬ ‫‪F167‬‬

‫ﻭﻟﻌﻞ ﺃﻫﻢ ﺃﺳﺒﺎﺏ ﺇﺗﺒﺎﻉ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻳﻌﻮﺩ ﺇﻟﻰ ﻋﺪﺓ ﺃﺳﺒﺎﺏ ﻟﻌﻞ‬
‫ﺃﻫﻤﻬﺎ ﻭﺃﺑﺮﺯﻫﺎ ﺍﻟﻀﻐﻂ ﺍﻟﺘﻨﺎﻓﺴﻲ ﺍﻟﻀﻌﻴﻒ ﻓﻲ ﺍﻷﺳﻮﺍﻕ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﻤﺘﺎﺯ ﺑﺘﻨﺎﻓﺲ‬
‫‪2‬‬
‫ﺍﻟﻤﺘﻨﺎﻓﺴﻴﻦ‬
‫‪.‬‬ ‫ﺿﻌﻴﻒ ﺃﻭ ﻋﺪﺩ ﻗﻠﻴﻞ ﻣﻦ‬
‫‪168F‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.44.‬‬

‫‪2- Jacques Lendrevie, .Denis Lindon, Op.Cit, p .721.‬‬
‫‪- 99 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻼﻣﺘﺠﺎﻧﺲ ﻭﻫﻮ ﺗﻔﻀﻴﻞ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﺘﻮﺟﻪ ﺑﻤﻨﺘﺠﺎﺗﻬﺎ‬

‫‪:‬‬ ‫‪ -2‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺇﻟﻰ ﺃﺳﻮﺍﻕ ﻓﺮﻋﻴﺔ ﻭﻋﻠﻰ ﻓﺌﺎﺕ ﻣﻌﻴﻨﺔ ﺩﺍﺧﻞ ﺍﻟﺴﻮﻕ ﺍﻟﻜﺒﻴﺮﺓ‪ ،‬ﻭﻫﺬﺍ ﺑﻮﺿﻊ‬
‫ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﺧﺎﺹ ﺑﻜﻞ ﻗﻄﺎﻉ ﺑﻤﺎ ﻳﺘﻨﺎﺳﺐ ﻣﻌﻪ‪ ،‬ﻭﺗﺴﺘﺨﺪﻡ ﻓﻲ ﺣﺎﻟﺔ ﺗﻌﺪﺩ‬
‫ﻣﻨﺘﺠﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻭﺗﻜﻮﻥ ﻣﺒﻴﻌﺎﺕ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺿﻞ ﺍﺷﺘﺪﺍﺩ ﺍﻟﻤﻨﺎﻓﺴﺔ‬
‫ﺃﻓﻀﻞ ﻓﻲ ﺿﻞ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﻭﻣﺎ ﻳﻌﺎﺏ ﻋﻠﻴﻬﺎ ﻫﻮ ﺍﺭﺗﻔﺎﻉ ﺍﻟﺘﻜﺎﻟﻴﻒ‬
‫‪1‬‬
‫ﻭﻏﻴﺮﻫﺎ‪.‬‬ ‫ﺍﻟﻤﺨﺘﻠﻔﺔ ﻣﻦ ﺇﻧﺘﺎﺝ ﻭﺗﺨﺰﻳﻦ ﻭﺗﺮﻭﻳﺞ‬
‫‪F169‬‬

‫‪2‬‬
‫ﻳﻠﻲ‪:‬‬ ‫ﻭﺍﻫﻢ ﻫﺬﻩ ﺍﻟﺘﻜﺎﻟﻴﻒ ﻣﺎ‬
‫‪F170‬‬

‫‪ -‬ﺗﻜﺎﻟﻴﻒ ﺍﻹﻧﺘﺎﺝ ‪ :‬ﺑﺼﻔﺔ ﻋﺎﻣﺔ ﻓﺈﻧﻪ ﻣﻦ ﺍﻟﻤﻜﻠﻒ ﺟﺪﺍ ﺇﻧﺘﺎﺝ ‪ 10‬ﻭﺣﺪﺍﺕ ﻝـ ‪10‬‬
‫ﻣﻨﺘﺠﺎﺕ ﻣﺨﺘﻠﻔﺔ ﻋﻠﻰ ﻋﻜﺲ ﺇﻧﺘﺎﺝ‪ 100‬ﻭﺣﺪﺓ ﻣﻦ ﻧﻔﺲ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻭﻛﺬﻟﻚ ﻓﺈﻥ‬
‫ﻭﻗﺖ ﺇﻧﺘﺎﺟﻬﺎ ﺳﻴﻜﻮﻥ ﺃﻗﻞ ﻣﻦ ﺃﻝ ‪ 10‬ﻭﺣﺪﺍﺕ ﺍﻷﻭﻟﻰ ﻭﻫﺬﺍ ﻓﻲ ﻅﺮﻭﻑ‬
‫ﺳﻠﺴﻠﺔ ﺍﻹﻧﺘﺎﺝ ﺍﻟﻤﺤﺪﻭﺩﺓ؛‬
‫‪ -‬ﺗﻜﺎﻟﻴﻒ ﺗﻌﺪﻳﻞ ﺍﻟﻤﻨﺘﺞ ‪ :‬ﻭﻫﺬﺍ ﺑﻤﺠﺮﺩ ﺗﻔﺴﻴﺮ ﻣﺎﺩﺓ ﻭﺍﺣﺪﺓ ﻟﻼﺳﺘﺠﺎﺑﺔ ﻟﻤﺘﻄﻠﺒﺎﺕ‬
‫ﺍﻟﺘﺼﻤﻴﻢ‪..‬؛‬
‫ﺍﻷﺟﺰﺍء ﻭﻋﻤﻮﻣﺎ ﻫﻲ ﺗﻜﺎﻟﻴﻒ ﺍﻟﺒﺤﺚ ﻭﺍﻟﺘﻄﻮﻳﺮ‪ ،‬ﺍﻟﻬﻨﺪﺳﺔ‪،‬‬
‫‪ -‬ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻹﺩﺍﺭﻳﺔ‪ :‬ﻓﻌﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ ﺗﺴﻄﻴﺮ ﺑﺮﺍﻣﺞ ﻣﻮﺟﻬﺔ ﻟﻜﻞ ﺟﺰء ﺳﻮﻗﻲ؛‬
‫‪ -‬ﺗﻜﺎﻟﻴﻒ ﺍﻟﺘﺨﺰﻳﻦ‪ :‬ﻓﻬﻮ ﻋﻤﻮﻣﺎ ﺟﺪ ﻣﻜﻠﻒ ﻟﺤﺠﻢ ﻣﺜﺎﻟﻲ ﻭﻟﺘﺴﻴﻴﺮ ﺍﻟﻤﺨﺰﻭﻥ ﻟﻌﺪﺓ‬
‫ﻣﻨﺘﺠﺎﺕ ﻋﻠﻰ ﻋﻜﺲ ﺗﺴﻴﻴﺮ ﻣﺨﺰﻭﻥﻭﺍﺣﺪ؛‬
‫‪ -‬ﺗﻜﺎﻟﻴﻒ ﺍﻟﺘﺮﻭﻳﺞ‪ :‬ﻓﺘﻄﺒﻴﻖ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻼﻣﺘﺠﺎﻧﺲ ﺗﻘﻮﺩ ﺍﻟﻤﺆﺳﺴﺔ ﺇﻟﻰ‬
‫ﺍﺳﺘﻌﻤﺎﻝ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺗﺒﻌﺎ ﻟﻜﻞ ﺟﺰء ﺳﻮﻗﻲ‪ ،‬ﻭﻫﺬﺍ ﺑﺘﺸﻜﻴﻞ‬
‫ﺭﺳﺎﻟﺔ ﺇﻋﻼﻧﻴﺔ ﺧﺎﺻﺔ ﺑﻪ ﺃﻭ ﺗﺮﻭﻳﺞ ﺧﺎﺹ ‪.‬‬
‫ﻭﻳﻤﻜﻦ ﺍﻟﺘﻤﻴﻴﺰ ﺑﻴﻦ ﻧﻮﻋﻴﻦ ﻣﻦ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪: 3‬‬
‫‪F17‬‬

‫‪ -‬ﺗﻐﻄﻴﺔ ﻣﺠﻤﻮﻉ ﺍﻷﺳﻮﺍﻕ ﻣﻦ ﺧﻼﻝ ﺳﻴﺎﺳﺔ ﺗﺸﻜﻴﻠﺔ ﻣﺘﻜﻴﻔﺔ ‪ :‬ﻭﻫﻲ ﻣﺴﺘﺨﺪﻣﺔ‬

‫ﻣﻦ ﻁﺮﻑ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻣﺜﻞ ﺷﺮﻛﺔ ‪ P.G‬ﻟﻠﺘﺠﻤﻴﻞ ﻭﻫﺬﺍ ﺑﻌﺮﺽ‬
‫ﺍﻟﻌﻼﻣﺔ ﻓﻲ ﺍﻟﻤﺴﺘﻮﻳﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﻠﺘﺸﻜﻴﻠﺔ ؛‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.45.‬‬

‫‪2- P.Kotler , B. Dubois, Op.Cit, p.302.‬‬
‫‪3- Jacques Lendrevie , Denis Lindon, Op.Cit, p .723.‬‬
‫‪- 100 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺗﻐﻄﻴﺔ ﺑﻌﺾ ﺍﻷﺟﺰﺍء ﺍﻟﺴﻮﻗﻴﺔ‪:‬ﺃﺣﻴﺎﻧﺎ ﺗﺮﻛﺰ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻜﺒﻴﺮﺓ ﻋﻠﻰ ﺍﻷﺟﺰﺍء‬

‫ﺟﺪ ﺍﻟﻤﻬﻤﺔ ﻭﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ ﻭﺗﺮﻙ ﺍﻷﺟﺰﺍء ﺍﻟﺼﻐﻴﺮﺓ ﻟﻠﻤﺆﺳﺴﺎﺕ ﺍﻟﺼﻐﻴﺮﺓ‪.‬‬
‫‪ -3‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺮﻛﺰ‪ :‬ﻭﻓﻘﺎ ﻟﻬﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﺈﻧﻪ ﻳﺘﻢ ﺗﺮﻛﻴﺰ ﺍﻟﺠﻬﻮﺩ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻠﻰ ﻓﺌﺔ ﻣﻌﻴﻨﺔ ﺩﺍﺧﻞ ﻋﺪﺓ ﺃﺳﻮﺍﻕ ﻓﺮﻋﻴﺔ ﺑﺪﻻ ﻣﻦ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ‬
‫ﺍﻷﺳﻮﺍﻕ ﻛﻠﻬﺎ‪ .‬ﻭﻣﻦ ﺃﻣﺜﻠﺔ ﺫﻟﻚ ﺇﻗﻨﺎﻉ ﺷﺮﻛﺔ ﻓﻮﻟﻜﺲ ﻓﺎﻗﻦ ﺍﻷﻟﻤﺎﻧﻴﺔ ﺍﻟﺘﺮﻛﻴﺰ‬
‫ﻋﻠﻰ ﺳﻮﻕ ﺍﻟﺴﻴﺎﺭﺍﺕ ﺍﻟﺼﻐﻴﺮﺓ ﺧﻼﻝ ﻓﺘﺮﺓ ﻁﻮﻳﻠﺔ‪ ،‬ﻭﺃﻫﻢ ﺧﻄﺮ ﻗﺪ ﻳﻬﺪﺩ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﻅﻞ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻫﻮ ﺩﺧﻮﻝ ﻣﻨﺎﻓﺲ ﻗﻮﻱ ﺇﻟﻰ ﻫﺬﺍ ﺍﻟﺠﺰء‬
‫ﻭﺇﺧﺮﺍﺝ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻨﻪ‪.1‬‬ ‫‪F172‬‬

‫ﻳﻤﻜﻦ ﺍﻟﺘﻤﻴﻴﺰ ﺑﻴﻦ ﻧﻮﻋﻴﻦ ﻣﻦ ﺍﻟﺴﻴﺎﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻓﻲ ﻫﺬﺍ ‪:2‬‬

‫ﺍﻟﻘﺼﺪ‬
‫‪F173‬‬

‫‪ -‬ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺃﺟﺰﺍء ﺻﻐﻴﺮﺓ ﻣﻦ ﺍﻟﺴﻮﻕ ﺃﻭ ﻫﻮ ﺍﻟﺠﺰء ﺍﻟﻀﻴﻖ ﻣﻦ ﺍﻟﺴﻮﻕ ﻭﻏﻴﺮ‬

‫ﺍﻟﻤﺴﺘﻬﺪﻑ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻜﺒﻴﺮﺓ‪ ،‬ﻭﻳﻌﺘﺒﺮ ﻛﺒﺪﻳﻞ ﻛﺎﻑ ﻟﻠﻤﺆﺳﺴﺎﺕ‬
‫ﺍﻟﺼﻐﻴﺮﺓ‪.‬‬
‫‪ -‬ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﻟﺠﺰء ﺍﻷﺳﺎﺳﻲ‪:‬ﻓﺒﻌﺾ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﺮﻛﺰ ﻋﻠﻰ ﻗﻠﺐ ﺍﻟﺴﻮﻕ ﻭﻫﺬﺍ‬
‫ﺑﺘﻨﻤﻴﺔ ﻣﻨﺘﺠﺎﺕ ﻣﻮﺟﻬﺔ ﺇﻟﻰ ﺍﻟﺴﻮﻕ ﺍﻷﺳﺎﺳﻲ‪.‬‬
‫ﺇﻥ ﺍﻟﻤﺆﺳﺴﺎﺕ ‪ -‬ﺧﺎﺻﺔ ﺍﻟﻤﺘﻮﺳﻄﺔ ﻭﺍﻟﺼﻐﻴﺮﺓ ﻣﻨﻬﺎ‪ -‬ﻗﺪ ﺗﻨﺘﻘﻞ ﻣﻦ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺮﻛﺰ ﺇﻟﻰ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺘﺠﺎﻧﺲ‪ ،‬ﺍﻟﺬﻱ ﻳﺘﻮﻗﻒ‬
‫ﻋﻠﻰ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﻤﺎﻟﻴﺔ ﺃﻭ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ ﻣﻦ ﺍﻻﺳﺘﺜﻤﺎﺭﺍﺕ ﻓﻲ ﺍﻷﺟﺰﺍء ﺍﻟﺼﻐﻴﺮﺓ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﻛﻤﺎ ﻫﻮ ﻣﻮﺿﺢ ﺑﺎﻟﺨﻄﻮﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ ‪:3‬‬
‫‪174F‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.45.‬‬

‫‪2- Jacques Lendrevie , Denis lindon, Op.Cit, p .725.‬‬
‫‪3- y.chirouse, Op.Cit, p .315.‬‬
‫‪- 101 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (16‬ﻳﻮﺿﺢ ﺧﻄﻮﺍﺕ ﺍﻻﻧﺘﻘﺎﻝ ﻣﻦﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺮﻛﺰ ﺇﻟﻰ‬

‫ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﺘﺠﺎﻧﺲ‬

‫ﺇﺳﺗﺭﺍﺗﻳﺟﻳﺔ‬
‫ﺍﻟﺗﺳﻭﻳﻕ‬ ‫ﻣﺭﺩ ﻭﺩﻳﺔ ﺍﻻﺳﺗﺛﻣﺎﺭﺍﺕ ﻓﻲ ﺍﻟﺟﺯء ﺍﻟﺳﻭﻗﻲ‬
‫ﺍﻟﻣﺭﻛﺯ‬

‫ﺗﺣﺳﻳﻥ ﺍﻟﻭﺿﻌﻳﺔ ﺍﻟﺗﻧﺎﻓﺳﻳﺔ ﻣﻥ ﺧﻼﻝ‬

‫ﺇﻋﺎﺩﺓ ﺍﻻﺳﺗﺛﻣﺎﺭ ﻟﻸﺭﺑﺎﺡ‬

‫ﺗﺷﺑﻊ ﺍﻟﺟﺯء‬

‫ﺇﺳﺗﺭﺍﺗﻳﺟﻳﺔ‬
‫ﺍﻟﺗﺳﻭﻳﻕ‬ ‫ﺍﺧﺗﻳﺎﺭ ﺟﺯء ﺃﻭ ﺃﺟﺯﺍء ﺟﺩﻳﺩﺓ‬
‫ﺍﻟﻣﺗﺟﺎﻧﺱ‬
‫ﺍﻟﻤﺼﺪﺭ‪Y.Chirouse, p.316.:‬‬

‫ﻭﻋﻤﻮﻣﺎ ﻳﻤﻜﻦ ﺗﻮﺿﻴﺢ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺜﻼﺛﺔ ﻓﻲ ﻫﺬﺍ ﺍﻟﺸﻜﻞ‪.‬‬

‫‪or applicable copyright law.‬‬

‫‪- 102 -‬‬

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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬

‫ ( ﻳﻮﺿﺢ ﺃﻫﻢ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻻﺳﺘﻬﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﻤﺨﺘﻠﻔﺔ‬17) ‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‬

.46.‫ ﺹ‬،‫ ﺍﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﺓ‬:‫ﺍﻟﻤﺼﺪﺭ‬

or applicable copyright law.

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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬

‫ﺇﻥ ﺍﺧﺘﻴﺎﺭ ﺇﺣﺪﻯ ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻳﺘﻮﻗﻒ ﻋﻠﻰ ﺟﻤﻠﺔ ﻋﻮﺍﻣﻞ ﻣﺆﺛﺮﺓ‬
: ‫ﻣﺒﻴﻨﺔ ﻓﻲ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ‬
‫( ﻳﻮﺿﺢ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤﺆﺛﺮﺓ ﻋﻠﻰ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻻﺳﺘﻬﺪﺍﻑ‬18 ) ‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ‬

.‫ ﺹ‬،‫ ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‬: ‫ﺍﻟﻤﺼﺪﺭ‬

.97
or applicable copyright law.

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‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -4‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺍﺣﺪ ﻟﻮﺍﺣﺪ ‪ :one to one :‬ﻭﻫﻮ ﺍﻻﻗﺘﺮﺍﺏ ﺃﻭ ﺍﻟﻮﺟﻪ‬

‫ﺍﻟﻌﻜﺴﻲ ﻟﻠﺘﺴﻮﻳﻖ ﺍﻟﻼﻣﺨﺘﻠﻒ‪ ،‬ﺣﻴﺚ ﻳﺘﻀﻤﻦ ﻣﺤﺎﻭﻟﺔ ﺇﻋﻄﺎء ﺧﺼﻮﺻﻴﺔ ﻟﻜﻞ ﻓﺮﺩ‬
‫ﺩﺍﺧﻞ ﺍﻟﺴﻮﻕ ﻣﻦ ﺧﻼﻝ ﺳﻴﺎﺳﺔ " ﻋﻠﻰ ﺍﻟﻤﻘﺎﺱ " ‪ .‬ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻳﺘﻢ ﺗﺒﻨﻴﻪ ﺧﺎﺻﺔ ﻓﻲ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺼﻨﺎﻋﻲ ﺫﺍﺕ ﺍﻟﻌﺪﺩ ﺍﻟﻘﻠﻴﻞ ﻣﻦ ﺍﻟﻌﻤﻼء ﻭﺑﻤﺒﻴﻌﺎﺕ ﻣﻦ ﺍﻟﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺫﺍﺕ ﺍﻟﻘﻴﻤﺔ ﺍﻟﻤﺮﺗﻔﻌﺔ ﻭﻣﻦ ﺃﻣﺜﻠﺘﻬﺎ‪ ،‬ﻭﻛﺎﻻﺕ ﺍﻹﻋﻼﻥ‪ ،‬ﻣﺆﺳﺴﺎﺕ ﺇﻧﺠﺎﺯ ﺍﻷﺷﻐﺎﻝ‬
‫ﺍﻟﻌﻤﻮﻣﻴﺔ ﺍﻟﻜﺒﻴﺮﺓ ‪.‬‬
‫ﻭﻷﺟﻞ ﺫﻟﻚ ﻗﺪ ﺗﻄﺒﻖ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻓﻲ ﺍﻻﻗﺘﺼﺎﺩﻳﺎﺕ ﺍﻟﺤﺪﻳﺜﺔ‬
‫ﺍﻟﻴﻮﻡ ﺳﻴﺎﺳﺔ ﻋﻠﻰ ﺍﻟﻤﻘﺎﺱ ﺑﺎﻟﺘﻜﻴﻴﻒ ﺍﻟﺪﻗﻴﻖ ﻭﺍﻟﺘﺨﺼﻴﺺ ﺍﻟﻔﺮﺩﻱ ﻟﻠﻤﻨﺘﺠﺎﺕ‪،‬‬
‫ﺍﻷﺳﻌﺎﺭ ﻭﻧﻤﻂ ﺍﻟﺘﻮﺯﻳﻊ ﻭﺑﺈﻗﻨﺎﻉ ﺑﻴﻌﻲ ﺫﻱ ﺧﺼﻮﺻﻴﺔ ﻟﻜﻞ ﺳﻮﻕ ﻣﻦ ﺍﻷﺳﻮﺍ ﻕ‬
‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ‪. 1‬‬ ‫‪F175‬‬

‫ﺇﻥ ﻣﺠﻤﻞ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ ﻟﻼﺳﺘﻬﺪﺍﻑ ﺗﺆﺩﻱ ﺑﺎﻟﻤﺆﺳﺴﺔ ﺇﻟﻰ ﺗﺒﻨﻲ‬

‫ﺇﺣﺪﻯ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺗﻐﻄﻴﺔ ﺍﻟﺴﻮﻕ ﻭﻫﻨﺎﻙ ﺧﻤﺴﺔ ﺑﺪﺍﺋﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﻤﻜﻨﺔ ﻭﻫﻲ‬
‫‪2‬‬
‫ﺍﻵﺗﻲ ‪:‬‬ ‫‪F176‬‬

‫‪ -1‬ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺯﻭﺝ ﻣﻨﺘﺞ ‪ /‬ﺳﻮﻕ ‪ :‬ﻓﺎﻟﻤﺆﺳﺴﺔ ﺗﻘﺮﺭ ﺑﻴﻊ ﻣﻨﺘﺠﺎﺗﻬﺎ ﻓﻲ ﺳﻮﻕ‬
‫ﻣﻌﻴﻨﺔ ) ﻛﺎﺧﺘﻴﺎﺭ ﻫﻮﺍﺓ ﺍﻟﺴﻴﺎﺭﺍﺕ ﺍﻟﺮﻳﺎﺿﻴﺔ (‪ ،‬ﻭﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﻨﺎﺳﺐ‬
‫ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﻔﻨﻴﺔ ﻭﺍﻟﺘﻲ ﺗﺮﻏﺐ ﻓﻲ ﺍﺧﺘﻴﺎﺭ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺗﻬﺎ ﻓﻲ ﺟﺰء ﺧﺎﺹ ‪،‬‬
‫ﻭﻗﺒﻞ ﺍﻟﺘﻮﺟﻪ ﺇﻟﻰ ﺃﺟﺰﺍء ﺃﺧﺮﻯ ﻓﺈﻧﻬﺎ ﺗﺨﺘﺒﺮ ﻫﺬﺍ ﺍﻟﺠﺰء ﺍﻟﺴﻮﻗﻲ ﻭﺗﻌﺘﺒﺮﻩ ﻗﺎﻋﺪﺓ‬
‫ﻣﺴﺘﻘﺒﻠﻴﺔ ﻟﻸﺟﺰﺍء ﻏﻴﺮ ﺍﻟﻤﺴﺘﻐﻠﺔ ؛‬
‫ﺍﻟﻤﻨﺘﺞ ﻓﺎﻟﻤﺆﺳﺴﺔ ﺗﺨﺘﺺ ﻓﻲ ﻧﻮﻉ ﻭﺣﻴﺪ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻟﻌﺪﺓ‬
‫‪:‬‬ ‫‪ -2‬ﺍﻟﺘﺨﺼﺺ ﻓﻲ‬
‫ﺃﺳﻮﺍﻕ‪ ،‬ﻭﺗﻮﺍﺟﺪ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﻫﺬﻩ ﺍﻷﺳﻮﺍﻕ ﻫﻨﺎ ﻳﺮﺗﺒﻂ ﺑﺪﻭﺭﺓ ﺣﻴﺎﺓ ﺍﻟﻤﻨﺘﺞ؛‬
‫‪ -3‬ﺍﻟﺘﺨﺼﺺ ﻓﻲ ﺍﻟﺴﻮﻕ ‪ :‬ﻓﺎﻟﻤﺆﺳﺴﺔ ﺗﺘﺨﺼﺺ ﻓﻲ ﻧﻮﻉ ﻭﺣﻴﺪ ﻣﻦ ﺍﻷﺳﻮﺍﻕ‪،‬‬
‫ﻭﻫﺬﺍ ﺑﻌﺮﺽ ﻋﺪﺓ ﻣﻨﺘﺠﺎﺕ‪ ،‬ﻭﺑﻘﺎء ﺍﻟﻤﺆﺳﺴﺔ ﻣﺮﺗﺒﻂ ﺑﺎﻟﺠﺪﻭﻯ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﻟﻠﺴﻮﻕ؛‬
‫‪ -4‬ﺍﻟﺘﺨﺼﺺ ﺍﻻﺧﺘﻴﺎﺭﻱ ‪ :‬ﻓﻤﺮﺍﺭﺍ ﻗﺪ ﺗﺘﺒﻊ ﺍﻟﻤﺆﺳﺴﺔ ﺇﻧﺘﺎﺝ ﻋﺪﺓ ﻣﻨﺘﺠﺎﺕ‬
‫‪or applicable copyright law.‬‬

‫ﻭﺗﻮﺟﻴﻬﺎﺕ ﻟﺒﻌﺾ ﺃﻭ ﻋﺪﺓ ﺃﺟﺰﺍء ﺃﺳﻮﺍﻕ‪ ،‬ﻭﻳﺘﻮﻗﻒ ﻋﻠﻰ ﺍﻟﻔﺮﺹ ﺍﻟﻤﺘﻮﺍﺟﺪﺓ‬

‫‪1- Jacques. Lendrevie, Denis lindon , Op.Cit, p.727.‬‬

‫‪2- Marc Vandercammen, Op.Cit, p p. 342- 344.‬‬
‫‪- 105 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
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Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.

‫ ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬

‫ ﻭﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺤﺪ ﻣﻦ ﺍﻟﻤﺨﺎﻁﺮ ﺍﻟﻤﻮﺟﻮﺩﺓ ﻓﻲ‬،‫ﻟﻜﻞ ﺟﺰء ﺳﻮﻗﻲ‬

‫ﺍﻟﺒﺪﻳﻠﻴﻦ ﺍﻟﺴﺎﺑﻘﻴﻦ ؛‬
‫ ﻭﻫﺬﺍ ﺑﻌﺮﺽ ﻣﻨﺘﺠﺎﺗﻬﺎ ﻭﺧﺪﻣﺎﺗﻬﺎ ﻟﻤﺠﻤﻞ ﺍﻟﺴﻮﻕ ﻭﻫﺬﺍ‬:‫ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﺸﺎﻣﻠﺔ‬-5
‫ ﻭﺍﻟﻤﺆﺳﺴﺔ ﺗﺒﻌﺎ‬.‫ﺑﺘﻨﻤﻴﺔ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻣﺨﺘﻠﻒ ﺃﻭ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻻ ﻣﺨﺘﻠﻒ‬
. ‫ﻟﻠﺘﻐﻄﻴﺔ ﺍﻟﻤﺨﺘﺎﺭﺓ ﺗﻨﻤﻲ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﺘﻜﻴﻔﺔ‬
:‫ﻭﺍﻟﺒﺪﺍﺋﻞ ﺍﻟﺴﺎﺑﻘﺔ ﻣﻮﺿﺤﺔ ﺑﺎﻟﺸﻜﻞ‬
or applicable copyright law.

- 106 -

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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ ) ‪ (19‬ﻳﻮﺿﺢ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﺴﻮﻗﻴﺔ‬

‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬
‫ﻕﻥ‬ ‫ﻕ‪2‬‬ ‫ﻕ‬ ‫ﻕﻥ‬ ‫ﻕ‪2‬‬ ‫ﻕ‬
‫ﺍﻟﻤﻨﺖ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺝ‬
‫ﺍﻟﻤﻨﺖ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺝ‬
‫ﺍﻟﻤﻨﺖ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺝ‬
‫‪ -2‬ﺍﻟﺘﺨﺼﺺ ﻓﻲ ﺍﻟﻤﻨﺘﻮﺝ‬ ‫‪ -1‬ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺯﻭﺝ ﻣﻨﺘﺞ‪ /‬ﺳﻮﻕ‬

‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬ ‫ﺍﻟﺴﻮ‬

‫ﻕﻥ‬ ‫ﻕ‪2‬‬ ‫ﻕ‬ ‫ﻕﻥ‬ ‫ﻕ‪2‬‬ ‫ﻕ‬
‫ﺍﻟﻤﻨﺖ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺝ‬
‫ﺍﻟﻤﻨﺖ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺝ‬
‫ﺍﻟﻤﻨﺖ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺝ‬
‫‪-4‬ﺍﻟﺘﺨﺼﺺ ﺍﻹﺧﺘﻴﺎﺭﻱ‬ ‫‪ -3‬ﺍﻟﺘﺨﺼﺺ ﻓﻲ ﺍﻟﺴﻮﻕ‬

‫ﺍﻟﺴﻮﻕ ﻥ‬ ‫ﺍﻟﺴﻮﻕ ‪2‬‬ ‫ﺍﻟﺴﻮﻕ‬

‫ﺍﻟﻤﻨﺘﺞ‬

‫ﺍﻟﻤﻨﺘﺞ‬

‫ﺍﻟﻤﻨﺘﺞ‬

‫‪ -5‬ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﺸﺎﻣﻠﺔ‬
‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺼﺪﺭ‪Marc Vandercammen, p .345.:‬‬

‫‪- 107 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﺒﺤﺚ ﺍﻟﺜﺎﻟﺚ ‪ :‬ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫ﺑﻌﺪ ﺃﻥ ﺗﻘﻮﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﺧﺘﻴﺎﺭ ﺍﻟﻬﺪﻑ ﺍﻟﺴﻮﻗﻲ‪ ،‬ﻓﺈﻧﻪ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺃﻥ ﺗﺨﻠﻖ ﺍﻧﻄﺒﺎﻋﺎ َ ﻣﺤﺪﺩﺍَ ﻋﻦ ﻣﻨﺘﺠﺎﺗﻬﺎ ﻓﻲ ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﻳﻄﻠﻖ ﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ‬
‫ﺑﺎﻟﺘﻤﻮﺿﻊ ‪.Positionnement‬‬
‫ﺍﻟﻤﻄﻠﺐ ﺍﻷﻭﻝ ‪ :‬ﻣﻔﻬﻮﻡ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ‬
‫ﺗﻌﺮﻑ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻋﻠﻰ ﺃﻧﻬﺎ ‪ " :‬ﻛﻴﻔﻴﺔ ﺇﺩﺭﺍﻙ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﻤﺴﺘﻬﺪﻓﻴﻦ‬
‫‪.1‬‬
‫ﻣﻨﺎﻓﺴﻴﻬﺎ‬ ‫ﻟﻠﻤﺆﺳﺴﺔ ﻟﻤﺎ ﺗﻘﺪﻣﻪ ﻣﻦ ﻣﻨﺘﺠﺎﺕ ﻭﺫﻟﻚ ﻣﻘﺎﺭﻧﺔ ﺑﻤﺎ ﻳﻘﺪﻡ‬
‫‪F17‬‬

‫ﺗﻌﺮﻑ ﻛﺬﻟﻚ ﺑﺄﻧﻬﺎ ‪ " :‬ﺗﻔﻜﻴﺮ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ ﻓﻲ ﺯﺣﻤﺔ ﺍﻷﺳﻮﺍﻕ ﺍﻟﺬﻱ‬

‫ﻳﻌﻤﻞ ﻋﻠﻰ ﺇﻋﻄﺎء ﺍﻟﻤﻨﺘﺞ ﻭﺿﻌﻴﺔ ﺧﺎﺻﺔ ﻓﻲ ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺘﻤﻴﻴﺰ ﻋﻦ‬
‫ﺍﻟﻤﻨﺎﻓﺴﻴﻦ"‪.2‬‬ ‫‪F178‬‬

‫ﻳﻌﺮﻑ ﺍﻟﺘﻤﻮﺿﻊ ﻋﻠﻰ ﺃﻧﻪ ‪ " :‬ﺧﻴﺎﺭ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ ﻳﺒﺤﺚ ﻋﻦ ﺇﻋﻄﺎء ﻋﺮﺽ‬
‫) ﻣﻨﺘﺞ‪ ،‬ﻋﻼﻣﺔ ﺃﻭ ﻣﺆﺳﺴﺔ ( ﻭﺿﻌﻴﺔ ﺻﺎﺩﻗﺔ‪ ،‬ﻣﺨﺘﻠﻔﺔ ﻭﺟﺬﺍﺑﺔ ﻓﻲ ﻗﻠﺐ ﺍﻟﺴﻮﻕ‬
‫ﻭﺫﻫﻨﻴﺔ ﺍﻟﻌﻤﻼء "‪.3‬‬ ‫‪F179‬‬

‫ﻓﺎﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺴﺎﺑﻘﺔ ﻭﻏﻴﺮﻫﺎ ﺗﺮﺗﻜﺰ ﻋﻠﻰ ﺃﻥ ﺍﻟﺘﻤﻮﺿﻊ ﻫﻮ ‪:‬‬

‫‪ -‬ﺳﻴﺎﺳﺔ ﻭﻟﻴﺲ ﻧﺘﺎﺝ ﺣﺎﻟﺔ‪ ،‬ﻓﻜﻞ ﻋﺮﺽ ﻳﺸﻐﻞ ﻭﺿﻌﻴﺔ ﻓﻲ ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ‪،‬‬
‫ﺑﺤﻴﺚ ﺃﻧﻪ ﺳﻴﺎﺳﺔ ﺗﺒﺤﺚ ﻋﻦ ﺍﻟﺘﺄﺛﻴﺮ ﻋﻠﻰ ﻫﺬﺍ ﺍﻹﺩﺭﺍﻙ ﻭﺍﻻﻧﻄﺒﺎﻉ ؛‬
‫‪-‬ﺍﻟﺘﻤﻮﺿﻊ ﻫﻮ ﺧﻴﺎﺭ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ ﻋﺎﻡ ﻭﻟﻴﺲ ﻋﻨﺼﺮ ﺩﺍﺧﻞ ﺳﻴﺎﺳﺔ ﺍﻟﺘﺮﻭﻳﺞ‪ ،‬ﻓﻬﻮ‬
‫ﻳﺘﺮﺟﻢ ﻣﻦ ﺧﻼﻟﻬﺎ ؛ﻏﺎﻳﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻫﻲ ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ ﺍﻟﺮﻓﻊ ﻣﻦ ﺍﻹﺩﺭﺍﻙ ‪.‬‬
‫ﺇﺫﻥ ﺍﻟﺘﻤﻮﺿﻊ ﺳﻴﺎﺳﺔ ﻭﺧﻴﺎﺭ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ ﺗﻨﺘﻬﺠﻪ ﺍﻟﻤﺆﺳﺴﺔ ﻟﺸﻐﻞ ﻭﺿﻌﻴﺔ‬
‫ﺧﺎﺻﺔ ﺑﻤﻨﺘﺠﺎﺗﻬﺎ ﺃﻭ ﻋﻼﻣﺘﻬﺎ ﻓﻲ ﺍﻟﺴﻮﻕ) ﺗﻤﻮﺿﻊ ﻣﻜﺎﻧﻲ (‪ ،‬ﻭﻓﻲ ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ‬
‫) ﺗﻤﻮﺿﻊ ﺇﺩﺭﺍﻛﻲ (‪ ،‬ﺃﻓﻀﻞ ﻣﻦ ﺑﺎﻕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.119 .‬‬

‫‪2- Yaves chirouse, Le marketing ( études et stratégies) ,é llipses édition, Paris, France,‬‬
‫‪2003, p .319.‬‬
‫‪3- Jacques lendrevie , Denis lindon, Op.Cit, p.731.‬‬
‫‪- 108 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﻭﺗﺒﺤﺚ ﺍﻟﻤﺆﺳﺴﺔ ﻟﻠﻘﻴﺎﻡ ﺑﻌﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻭﺍﻟﺘﺤﻜﻢ ﻓﻴﻬﺎ‪ ،‬ﻭﻻ ﺗﺘﺮﻙ ﻣﺠﺎﻻ‬
‫ﻟﻠﻤﻨﺎﻓﺴﺔ ﺃﻭ ﺍﻟﺴﻮﻕ ﻳﻌﻤﻞ ﻋﻠﻰ ﻓﺸﻞ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻫﺬﺍ ﻷﻥ ﺍﻟﺘﻤﻮﺿﻊ‬
‫‪1‬‬
‫ﺍﻟﻤﺆﺳﺴﺔ‪:‬‬ ‫ﻧﻮﻋﻴﻦ ﻣﻦ ﺣﻴﺚ ﺗﺪﺧﻞ‬
‫‪F180‬‬

‫‪ -‬ﺗﻤﻮﺿﻊ ﻻ ﺇﺭﺍﺩﻱ ‪ :‬ﻭﻫﻮ ﺍﻟﻮﺿﻌﻴﺔ ﺍﻟﺘﻲ ﻳﺸﻐﻠﻬﺎ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻌﻼﻣﺔ ﻓﻲ ﺫﻫﻦ‬

‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻟﻤﻨﺎﻓﺴﻴﻦ ﺩﻭﻥ ﺗﺪﺧﻞ ﻋﻤﻠﻲ ﺃﻭ ﺟﻬﺪ ﺧﺎﺹ ﺑﺎﻟﻤﺆﺳﺴﺔ‬
‫ﻟﻠﺘﺄﺛﻴﺮ ﻋﻠﻴﻪ‪ ،‬ﻓﻬﻮ ﻋﻔﻮﻱ ﻭﻏﻴﺮ ﻣﺮﺍﻗﺐ ﻭﺍﻟﻨﺎﺗﺞ ﻋﻦ ﺍﻟﻤﻘﺎﺭﻧﺔ ﺑﺎﻟﻤﻨﺘﺠﺎﺕ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺑﺪﻭﻥ ﺇﺭﺍﺩﺓ ﺍﻟﻤﺆﺳﺴﺔ‪.‬‬
‫‪ -‬ﺗﻤﻮﺿﻊ ﺇﺭﺍﺩﻱ ‪ :‬ﻫﻮ ﺑﺈﻅﻬﺎﺭ ﺍﻟﻤﺴﺆﻭﻟﻴﻦ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﻀﻊ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﻭﺿﻌﻴﺔ‬
‫ﺭﺑﺤﻴﺔ‪ ،‬ﻭﻫﺬﺍ ﻟﺘﺠﻨﺐ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻼﺇﺭﺍﺩﻱ ‪.‬‬
‫ﻭﻷﺟﻞ ﺫﻟﻚ ﻗﺪ ﺗﺴﺘﺨﺪﻡ ﺍﻟﻤﺆﺳﺴﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﻪ ﺃﻭ ﺗﻘﻮﻡ ﺑﺎﻟﺘﺨﻄﻴﻂ ﻟﺠﻌﻞ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ ﻳﺴﺘﺠﻴﺐ ﺇﻟﻰ ﻫﺬﺍ ﺍﻟﻤﻨﺘﺞ ﻭﻳﻨﻈﺮ ﺇﻟﻴﻪ ﺑﺎﻟﻄﺮﻳﻘﺔ ﺍﻟﺘﻲ ﺗﺮﻳﺪﻫﺎ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﻭﻟﻴﺲ ﺑﺎﻟﻄﺮﻳﻘﺔ ﺍﻟﺘﻲ ﻳﺮﻳﺪﻫﺎ ﺍﻟﻤﻨﺎﻓﺴﻮﻥ ﻟﻪ ﺃﻭ ﻳﺴﺤﺒﻮﻩ ﺇﻟﻴﻬﺎ‪ ،‬ﺇﻥ ﺗﺤﻘﻴﻖ ﺫﻟﻚ ﻳﻤﻜﻦ‬
‫‪2‬‬
‫ﺑﻴﻨﻬﻤﺎ‪.‬‬ ‫ﺃﻥ ﻳﺄﺗﻲ ﺑﺈﺣﺪﻯ ﻣﺪﺧﻠﻴﻦ ﺃﻭ ﻧﻮﻋﻴﻦ ﺃﻭ ﺍﻟﺠﻤﻊ‬
‫‪F18‬‬

‫‪ -‬ﻣﺪﺧﻞ ﺍﻟﻤﻨﺘﺞ ﻧﻔﺴﻪ‪ :‬ﻭﻳﺮﻛﺰ ﻋﻠﻰ ﻣﻈﻬﺮ ﻭﻣﻮﺍﺻﻔﺎﺕ ﺍﻟﻤﻨﺘﺞ ‪،‬‬

‫ﻧﻔﺴﻪﻭﺍﻟﺘﻲ ﻳﻤﻜﻦ‬
‫ﺃﻥ ﺗﺠﺬﺏ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﻫﻲ ﻛﺜﻴﺮﺓ ﻭﺗﺠﻌﻠﻪ ﻳﻔﻀﻞ ﻫﺬﺍ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺗﺠﻌﻞ ﺩﺍﺋﺮﺓ‬
‫ﻣﻘﺎﺭﻧﺘﻪ ﻣﻘﺼﻮﺭﺓ ﻋﻠﻰ ﻋﺪﺩ ﻣﺤﺪﻭﺩ ﺃﻭ ﻣﻌﻴﻦ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ‪ ،‬ﻟﻜﻦ ﺍﻋﺘﻤﺎﺩ ﻫﺬﺍ‬
‫ﺍﻷﺳﻠﻮﺏ ﻓﻲ ﺍﻟﻈﺮﻭﻑ ﻭﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﻜﺒﻴﺮﺓ ﻭﺍﻟﻤﺘﺰﺍﻳﺪﺓ ﻳﻌﺪ ﻣﻦ ﺍﻷﻣﻮﺭ‬
‫ﺍﻟﺼﻌﺒﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ؛‬
‫‪-‬ﺍﻟﻤﺪﺧﻞ ﺍﻟﺘﺮﻭﻳﺠﻲ‪ :‬ﻭﻫﻮ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺘﻤﻮﻗﻊ ﺍﻟﻤﻄﻠﻮﺏ ﻋﻦ ﻁﺮﻳﻖ ﺍﻷﺳﺎﻟﻴﺐ‬
‫ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ ﻭﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﺍﻟﻤﺨﻄﻄﺔ ﻭﺍﻟﻤﻜﺜﻔﺔ ﻧﺤﻮ ﻫﺬﺍ ﺍﻟﻬﺪﻑ‬
‫ﻭﺗﺜﺒﻴﺖ ﻫﺬﺍ ﺍﻟﻤﻮﻗﻊ ﺍﻟﻤﺴﺘﻬﺪﻑ‪ ،‬ﻓﺎﻟﻤﺆﺳﺴﺔ ﺃﻣﺎﻡ ﺗﻤﻮﺿﻊ ﻣﻄﻠﻮﺏ ﻭﺁﺧﺮ‬
‫‪3‬‬
‫ﻣﺮﻏﻮﺏ‪.‬‬ ‫‪F182‬‬

‫‪ -‬ﻓﺎﻟﺘﻤﻮﺿﻊ ﺍﻟﻤﻄﻠﻮﺏ ‪ :‬ﻫﻮ ﺍﻟﻤﻜﺎﻥ ﺍﻟﻤﺤﺠﻮﺯ ﻟﻠﻤﻨﺘﺞ ﻓﻲ ﺍﻟﺴﻮﻕ ﻭﺍﻟﻤﻨﺎﺳﺐ‬

‫ﻟﺮﻏﺒﺔ ﺍﻟﺰﺑﻮﻥ ﺍﻧﻄﻼﻗﺎ ﻣﻦ ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﻤﺸﺘﺮﻛﺔ ﺑﻴﻦ ﻋﺪﺓ ﻣﻨﺘﺠﺎﺕ ‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪1- P. Amerein et autres, Marketing (stratégies et pratiques), Natan édition, Paris, France,‬‬
‫‪1997, p. 154.‬‬
‫‪ -2‬ﻣﺤﻲ ﺍﻟﺪﻳﻦ ﺍﻷﺯﻫﺮﻱ‪ ،‬ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ) ﻣﺪﺧﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ(‪ ،‬ﺍﻟﺠﺰء ﺍﻷﻭﻝ‪ ،‬ﺩﺍﺭ ﺍﻟﻔﻜﺮ‬
‫ﺍﻟﻌﺮﺑﻲ‪ ،‬ﺍﻟﻘﺎﻫﺮﺓ‪ ،‬ﻣﺼﺮ‪ ،1988 ،‬ﺹ‪ .‬ﺹ ‪.624 -622‬‬
‫‪3- J.P. védrine , M. sylvie, Op.Cit, p.177.‬‬
‫‪- 109 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺃﻣﺎ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻤﺮﻏﻮﺏ ‪ :‬ﻭﻫﻮ ﺗﺤﻘﻴﻖ ﺭﻏﺒﺔ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﺍﻟﻤﻴﺪﺍﻥ ﻭﺇﻋﻄﺎء‬

‫ﺻﻮﺭﺓ ﻣﻌﻴﻨﺔ ﻟﻠﻤﻨﺘﺞ ﻓﻲ ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺗﻤﻴﺰﻫﺎ ﻋﻦ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪.‬‬
‫ﺇﻥ ﺳﻴﺎﺳﺔ ﺍﻟﺘﻤﻮﺿﻊ ﺗﺤﺘﻮﻱ ﻋﻠﻰ ﻣﻔﻬﻮﻣﻴﻦ ‪:‬‬
‫‪ -‬ﺍﻟﺘﻌﺮﻳﻒ‪ :‬ﺃﻱ ﺗﻌﻴﻴﻦ ﺻﻨﻒ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﺗﺮﺗﺒﻂ ﺑﻬﺎﺍﻟﻌﻼﻣﺔ؛‬
‫‪ -‬ﺍﻟﺘﻤﻴﻴﺰ ‪ :‬ﺃﻱ ﺍﻟﺨﺎﺻﻴﺔ ﺍﻟﻤﻤﻴﺰﺓ ﺍﻟﺘﻲ ﺗﺮﻳﺪ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻥ ﻳﻜﺘﺸﻔﻬﺎ ﺍﻟﺰﺑﻮﻥ ﻓﻲ‬
‫ﻣﻨﺘﺠﺎﺗﻬﺎ ‪.‬‬
‫ﻓﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﻤﻮﺿﻊ ﺗﺘﻌﻠﻖ ﺑﻌﺪﺓ ﻣﺘﻐﻴﺮﺍﺕ ﻣﺜﻞ ﺃﻫﻤﻴﺔ ﺍﻟﻬﺪﻑ ﺍﻟﺴﻮﻗﻲ‪،‬‬
‫ﺗﻮﻗﻌﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻤﻄﻠﻮﺏ ﻣﻦ ﻁﺮﻑ ﻣﻨﺘﺠﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‬
‫ﻭﺧﺼﺎﺋﺺ ﺍﻟﻤﻨﺘﺞ‪ ،‬ﻭﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﻤﻔﻬﻮﻣﻴﻦ ﺍﻟﺴﺎﺑﻘﻴﻦ ﻋﻠﻰ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﻘﻴﺎﻡ‬
‫ﺑﺪﺭﺍﺳﺎﺕ ﻛﻤﻴﺔ ﻭﻧﻮﻋﻴﺔ ﻟﻔﻬﻢ ﺍﻟﺨﺼﺎﺋﺺ ﺟﺪ ﺍﻟﺒﺎﺭﺯﺓ ﻓﻲ ﺫﻫﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ‪ ،‬ﻭﻛﻴﻒ‬
‫ﻳﻘﻴﻢ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺃﺩﺍء ﻣﻨﺘﺠﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ‪ ،‬ﻭﻷﺟﻞ ﺫﻟﻚ ﺗﻮﺟﺪ ﻋﺪﺓ ﺗﻘﻨﻴﺎﺕ ﻣﻨﻬﺎ‬
‫ﺍﻻﺳﺘﺒﻴﺎﻧﺎﺕ‪ ،‬ﺗﺤﻠﻴﻞ ﺍﻟﻤﻌﻄﻴﺎﺕ‪...‬ﺇﻟﺦ‪.1‬‬
‫‪F183‬‬

‫ﺇﻥ ﻣﻦ ﺑﻴﻦ ﺃﻫﻢ ﺍﻷﺳﺒﺎﺏ ﺍﻟﺘﻲ ﺗﺪﻋﻮ ﺇﻟﻰ ﺳﻴﺎﺳﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻫﻲ ‪ :‬ﺗﺸﺒﻊ‬
‫ﺍﻷﺳﻮﺍﻕ ﻭﺗﺒﺎﻁﺆ ﻧﻤﻮﻩ‪ ،‬ﺗﻌﺪﺩ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻘﻠﺪﺓ‪ ،‬ﺍﻟﺘﺸﺒﻊ ﺍﻹﻋﻼﻧﻲ‪ ،‬ﺍﺗﺠﺎﻩ ﺍﻟﻤﻨﺎﻓﺴﺔ‬
‫‪2‬‬
‫ﺩﻭﺩﻳﺔ‪...‬ﺇﻟﺦ‪.‬‬ ‫ﺇﻟﻰ ﺍﻟﺴﻌﺮ ﻭﻫﻮ ﻣﺎ ﻣﻦ ﺷﺄﻧﻪ ﺃﻥ ﻳﺆﺩﻱ ﺇﻟﻰ ﺍﻟﻤﺮ‬
‫‪F184‬‬

‫‪3‬‬
‫ﺇﻟﻰ‪:‬‬ ‫ﻭﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻫﻲ ﻋﻤﻠﻴﺔ ﺗﺴﻮﻳﻘﻴﺔ ﺗﻬﺪﻑ ﺃﺳﺎﺳﺎ‬
‫‪F185‬‬

‫‪-‬ﺇﻋﻄﺎء ﺻﻮﺭﺓ ﻣﻘﺒﻮﻟﺔ ﻟﻠﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻌﻼﻣﺔ؛‬

‫‪-‬ﺗﺠﻨﺐ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ؛‬
‫‪-‬ﺗﻘﻮﻳﺔ ﺍﻟﻮﻻء ﻟﻠﻌﻼﻣﺔ ﺃﻭ ﺍﻟﻤﻨﺘﺞ؛‬
‫‪-‬ﺍﻹﺣﺎﻁﺔ ﺑﺘﻄﻮﺭ ﺍﻹﺩﺭﺍﻛﺎﺕ ﺍﻟﺬﻫﻨﻴﺔ ﻓﻲ ﺍﻟﺴﻮﻕ ﻟﻠﻌﻤﻼء‪.‬‬
‫ﻭﻗﺪ ﺗﻔﻘﺪ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻓﻌﺎﻟﻴﺘﻬﺎ ﺑﻤﺮﻭﺭ ﺍﻟﻮﻗﺖ ﻭﻳﺘﻮﺟﺐ ﺇﻋﺎﺩﺓ ﺍﻟﻌﻤﻠﻴﺔ‬
‫ﻭﺍﻟﺘﻲ ﺗﻌﻮﺩ ﺇﻟﻰ ﺃﺳﺒﺎﺏ ﻟﻌﻞ ﺃﻫﻤﻬﺎ ‪:4‬‬
‫‪F186‬‬
‫‪or applicable copyright law.‬‬

‫‪1- Ibid, p .178.‬‬

‫‪2- y.chirouse , le Marketing ( études et stratégies ) , Op.Cit, p. 321.‬‬
‫‪3- P. Amerein et les autres, Op.Cit, p.14.‬‬
‫‪4- Michon .christian , Le marketeur, Pearson édition, Paris, France, 2003, p p. 34- 35.‬‬
‫‪- 110 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺗﻄﻮﺭ ﺭﻏﺒﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ‪ :‬ﻭﻫﻮ ﻣﺎ ﻳﺆﺩﻱ ﺇﻟﻰ ﺗﻠﻒ ﺑﻌﺾ ﺍﻟﻘﺪﺭﺍﺕ ﻟﺪﻳﻬﻢ‬ ‫‪-‬‬
‫ﻭﻓﻘﺪ ﺃﻣﻜﻨﺔ ﻭﻣﻮﺍﻗﻊ ﻓﻲ ﺍﻟﺴﻮﻕ؛‬
‫ﺗﻤﻮﺿﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﺔ ‪ :‬ﻭﺍﻟﺘﻲ ﺗُﻘﻮﻡ ﻋﻠﻰ ﺗﻌﺪﻳﻞ ﺍﻟﻮﺿﻌﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ‬ ‫‪-‬‬
‫ﻟﻠﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺘﻮﺍﺟﺪﺓ ‪.‬‬
‫ﻭﻹﻋﺪﺍﺩ ﺗﻤﻮﺿﻊ ﺃﻭ ﺍﻟﻮﺻﻮﻝ ﺑﻪ ﺇﻟﻰ ﺃﻫﺪﺍﻓﻪ ﻗﺪ ﺗﻠﺠﺄ ﺍﻟﻤﺆﺳﺴﺔ ﺇﻟﻰ‬
‫‪1‬‬
‫ﺍﻟﺨﻴﺎﺭﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫‪F187‬‬

‫ﺇﻅﻬﺎﺭ ﺧﺼﺎﺋﺺ ﺍﻟﻤﻨﺘﺞ‪ :‬ﻭﻫﺬﺍ ﺑﺈﻅﻬﺎﺭ ﺧﺼﺎﺋﺺ ﺧﺎﺻﺔ ﺃﻭ ﺧﺪﻣﺎﺕ‬ ‫‪-‬‬

‫ﺇﺿﺎﻓﻴﺔ ﻭﺣﻴﺪﺓ ﻣﺜﻞ ﺍﻟﺼﺎﻧﻊ ﺍﻷﻭﻝ ﻷﺟﻬﺰﺓ ﺍﻟﺤﺎﺳﻮﺏ ‪ IBM‬ﺍﻟﻤﻨﺘﺞ ﺍﻷﻭﻝ‬
‫ﻟﻤﺸﺮﻭﺑﺎﺕ ﺍﻟﻜﻮﻻ‪ Coca-Cola‬؛‬
‫‪ -‬ﺇﻅﻬﺎﺭ ﺍﻟﺤﻠﻮﻝ ﺍﻟﺘﻲ ﺗﺴﺘﺠﻴﺐ ﻟﻤﺸﺎﻛﻞ ﺍﻟﻌﻤﻼء ‪ :‬ﻓﺎﻟﻤﻨﺘﺞ ﻳﺠﻴﺐ ﻋﻠﻰ ﺣﺎﺟﺎﺕ‬
‫ﻧﻮﻋﻴﺔ ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ؛‬
‫ﺍﻻﺳﺘﺨﺪﺍﻡ ﻣﺜﻼ ﺃﺣﺬﻳﺔ ﺗﺘﻜﻴﻒ ﻣﻊ ﺭﻳﺎﺿﺔ ﺧﺎﺻﺔ؛‬
‫‪:‬‬ ‫‪ -‬ﺇﻅﻬﺎﺭ ﺷﺮﻭﻁ‬
‫‪ -‬ﺗﻌﺮﻳﻒ ﺃﺟﺰﺍء ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ‪ :‬ﻣﺜﺎﻝ ﺫﻟﻚ ﻳﺎﻏﻮﺭﺕ ﺑﺪﻭﻥ ﺳﻜﺮ‪ ،‬ﻣﺸﺮﻭﺑﺎﺕ‬
‫ﻏﺎﺯﻳﺔ ﺑﺪﻭﻥ ﺳﻜﺮ ‪..‬؛‬
‫‪ -‬ﺗﻤﻮﺿﻊ ﻛﻤﺮﺟﻊ ﻓﻲ ﺍﻟﺴﻮﻕ ‪ :‬ﺍﻟﻤﻨﺘﺞ ﻳﻌﺮﻑ ﻛﻤﺮﺟﻊ ﺍﻗﻞ ﻓﻲ ﺳﻌﺮ‪ ،‬ﺫﻭ‬
‫ﺟﺪﻭﻯ‪ ،‬ﺟﺪﻭﻯ ﺃﻋﻠﻰ‪ ...‬ﻣﺜﻼ ﺳﻴﺎﺭﺓ ﻣﺮﺳﻴﺪﺱ ﻣﺪﺭﻛﺔ ﺫﺍﺕ ﺟﺪﻭﻯ‪ ،‬ﺳﻴﺎﺭﺓ‬
‫ﺗﻴﻮﻭﺗﺎ ‪TOYATA‬ﻋﻼﻣﺔ ﺃﻗﻞ ﺃﻋﻄﺎﻝ ؛‬
‫‪ -‬ﺗﻤﻮﺿﻊ ﻣﻦ ﺧﻼﻝ ﺻﻨﻒ ﺍﻟﻤﻨﺘﺞ ‪ :‬ﻭﺧﻴﺮ ﻣﺜﺎﻝ ﺷﺮﻛﺔ ‪ Xerox‬ﻓﻲ ﻣﺠﺎﻝ‬
‫ﺍﻟﻨﺎﺳﺨﺎﺕ؛‬
‫‪ -‬ﺧﻠﻖ ﺻﻨﻒ ﺟﺪﻳﺪ‪ :‬ﻓﺎﻟﻤﻨﺘﻮﺝ ﻳﺘﻤﻮﺿﻊ ﻛﺼﻨﻒ ﺟﺪﻳﺪ ‪ :‬ﺍﻟﻐﺴﻮﻝ )ﺱ( ﺍﻟﺴﺎﺋﻞ‬
‫ﺍﻷﻭﻝ‪ ...‬ﺍﻟﻘﻨﺎﺓ ﺍﻷﻭﻟﻰ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﻌﻘﺎﺭﺍﺕ‪..‬؛‬
‫ﻗﺪ ﺗﻨﺤﺮﻑ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻋﻦ ﻫﺪﻓﻬﺎ ﻭﺳﺒﺒﻪ ﻭﺟﻮﺩ ﺃﺧﻄﺎء ﻓﻲ‬
‫‪2‬‬
‫ﺍﻟﺘﻤﻮﺿﻊ ﻛﺎﻟﺘﺎﻟﻲ‪:‬‬ ‫‪F18‬‬

‫‪ -‬ﺗﺤﺖ ﺍﻟﺘﻤﻮﺿﻊ‪ :‬ﺑﻌﺾ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺗﻜﺘﺸﻒ ﺑﺎﻥ ﺍﻟﻌﻤﻼء ﻟﻢ ﻳﻔﻬﻤﻮﺍ ﻣﺎ ﺗﺮﻏﺐ‬

‫‪or applicable copyright law.‬‬

‫ﺍﻟﻤﺆﺳﺴﺔ ﺇﻋﻼﻣﻬﻢ ﺃﻱ ﺃﻧﻬﺎ ﻟﻢ ﺗﻘﻢ ﺑﺈﻳﺼﺎﻝ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺃﻭ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ؛‬

‫‪1- Marc Vandercammen, Op.Cit, p p. 233- 234.‬‬

‫‪2- P.Kotler, B. Dubois, Op.Cit, p.327.‬‬
‫‪- 111 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪ -‬ﺗﻤﻮﺿﻊ ﺃﻗﻞ ﻣﺼﺪﺍﻗﻴﺔ ‪ :‬ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻌﻤﻼء ﻳﺸﻜﻜﻮﻥ ﻓﻲ ﺍﻻﺩﺍءﺍﺕ ﺍﻟﻤﻤﻜﻨﺔ‬

‫ﻟﻠﻤﻨﺘﺞ ﻓﻲ ﺣﺎﻟﺔ ﺍﻟﻤﺒﺎﻟﻐﺔ؛‬
‫‪ -‬ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻀﻴﻖ ‪ :‬ﺑﻌﺾ ﺍﻟﻤﺸﺘﺮﻳﻦ ﻳﺒﺪﻭﻥ ﺗﺼﻮﺭﺍ ﺟﺪ ﺿﻴﻖ ﻟﺘﺨﺼﺺ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻭﻣﺜﺎﻟﻪ ﺍﻋﺘﻘﺎﺩ ﺑﺄﻥ ﺷﺮﻛﺔ ‪ FIAT‬ﺗﺼﻨﻊ ﺍﻟﺴﻴﺎﺭﺍﺕ ﺫﺍﺕ ﺍﻟﺘﺸﻜﻴﻠﺔ‬
‫ﺍﻟﻤﻨﺨﻔﻀﺔ؛‬
‫‪ -‬ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻐﺎﻣﺾ ﺃﻭ ﺍﻟﻤﺒﻬﻢ‪ :‬ﻭﻫﻮ ﻧﺎﺗﺞ ﻏﺎﻟﺒﺎ ﻋﻦ ﻋﺪﻡ ﺗﻨﺎﺳﻖ ﻓﻲ ﺍﻟﻤﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ‪.‬‬
‫‪1‬‬
‫ﺃﻫﻤﻬﺎ‪:‬‬ ‫ﻭ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺗﻤﻮﺿﻊ ﺟﻴﺪ ﻭﺟﺐ ﺍﻻﻟﺘﺰﺍﻡ ﺑﺸﺮﻭﻁ‬
‫‪F189‬‬

‫ﺍﻟﺒﺴﺎﻁﺔ‪ ،‬ﺍﻷﺻﺎﻟﺔ‪ ،‬ﺍﻟﻤﺼﺪﺍﻗﻴﺔ ‪،‬ﺍﻻﻧﺠﺎﺯ‪ ،‬ﺍﻟﺤﺠﻢ‪ ،‬ﺍﻟﺪﻳﻤﻮﻣﺔ‪ ،‬ﺍﻟﻘﺒﻮﻝ‬

‫ﻭﺍﻟﻘﺒﻮﻝ ﺍﻟﺪﺍﺧﻠﻲ ﻣﻦ ﻁﺮﻑ ﺍﻟﻌﻤﺎﻝ ‪...‬ﺍﻟﺦ‪.‬‬

‫ﺍﻟﻤﻄﻠﺐ ﺍﻝﺛﺎﻧﻲ‪ :‬ﺧﻄﻮﺍﺕ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﻭﻣﻔﻬﻮﻡ ﺍﻟﺨﺮﻳﻄﺔ ﺍﻹﺩﺭﺍﻛﻴﺔ‬

‫ﺗﻤﺮ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﺑﻌﺪﺓ ﺧﻄﻮﺍﺕ ﻳﻤﻜﻦ ﺗﻠﺨﻴﺼﻬﺎ ﻛﺎﻵﺗﻲ‪: 2‬‬
‫‪F190‬‬

‫ﻭﺍﻟﺘﺸﺨﻴﺺﻭﻫﻲ ﺗﺘﻌﻠﻖ ﺑﺎﻹﺟﺎﺑﺔ ﻋﻠﻰ ﻋﺪﺓ‬

‫‪:‬‬ ‫* ﺍﻟﺨﻄﻮﺓ ﺍﻷﻭﻟﻰ‪ :‬ﻣﻼﺣﻈﺔ ﺍﻟﺴﻮﻕ‬
‫ﺃﺳﺌﻠﺔ‪:‬‬
‫‪ -‬ﻫﻞ ﺍﻟﺴﻮﻕ ﺗﺰﺩﺣﻢ ﺑﺎﻟﻤﻨﺎﻓﺴﻴﻦ؟‬
‫‪ -‬ﻣﻦ ﻫﻢ ﺍﻟﻤﻨﺎﻓﺴﻮﻥ )ﺍﻟﺸﻬﺮﺓ‪ ،‬ﺗﻌﺪﺍﺩ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﻤﻔﻀﻠﺔ ﻟﻠﻤﺴﺘﻬﻠﻜﻴﻦ‪ ،‬ﻭﺇﻣﻜﺎﻧﻴﺔ‬
‫ﺍﻹﺣﻼﻝ( ؟‪.‬‬
‫‪ -‬ﻛﻴﻒ ﻳﺤﺪﺩ ﺍﻟﻤﺸﺘﺮﻱ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﻤﺘﻨﺎﻓﺴﺔ ﻣﻦ ﻭﺍﺣﺪﺓ ﻷﺧﺮﻯ؟‬
‫‪ -‬ﻫﻞ ﺍﻹﺩﺭﺍﻙ ﺃﻭ ﺍﻻﻧﻄﺒﺎﻉ ﻫﻮ ﻧﻔﺴﻪ ﻟﺪﻯ ﻛﻞ ﺍﻟﻤﺸﺘﺮﻳﻦ؟‬
‫‪ -‬ﻫﻞ ﺍﻟﻤﺆﺳﺴﺔ ﻓﻲ ﻭﺿﻌﻴﺔ ﻣﺴﻴﻄﺮﺓ؟ )ﻣﺎ ﻣﻮﻗﻒ ﺍﻟﻤﺆﺳﺴﺔ( ؟‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺍﻟﻮﺿﻌﻴﺎﺕ ﺍﻟﺸﺎﻏﺮﺓ ﻓﻲ ﺍﻟﺴﻮﻕ؟ ﻭﺃﻳﻦ ﺗﻐﻴﺐ ﺍﻟﻤﻨﺎﻓﺴﺔ؟‬
‫‪ -‬ﻋﻠﻰ ﺃﻱ ﺃﺳﺎﺱ ﻳﻘﻴﻢ ﺍﻟﻤﺸﺘﺮﻭﻥ ﺍﻟﻌﻼﻣﺎﺕ )ﺟﻮﺩﺓ‪ ،‬ﺳﻌﺮ‪(...‬؟‬
‫‪or applicable copyright law.‬‬

‫‪1- Guy.Audigier, Op.Cit, p.335.‬‬

‫‪2- P. Amerein et les autres, Op.Cit, p p. 154- 155.‬‬
‫‪- 112 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫* ﺍﻟﺨﻄﻮﺓ ﺍﻟﺜﺎﻧﻴﺔ‪ :‬ﺍﺧﺘﻴﺎﺭ ﻣﻔﻬﻮﻡ ﺍﻟﻤﻨﺘﺞ‪:‬ﺇﺫﺍ ﻛﺎﻥ ﻣﻔﻬﻮﻡ ﺍﻟﻤﻨﺘﺞ ﻫﻮ ﺍﻟﺬﻱ ﻳﺤﺪﺩ‬
‫ﺍﻟﺘﻤﻮﺿﻊ ﺃﻱ ﺍﻧﻪ ﺗﻮﻓﻴﻘﻪ ﺍﻟﻤﻨﺘﺞ ﻭﻣﻀﻤﻮﻧﻪ ﻭﺍﻟﺬﻱ ﻳﺪﺭﻙ ﻣﻦ ﻁﺮﻑ ﺍﻟﻤﺸﺘﺮﻱ‬
‫ﻭﻫﻮ ﻧﺎﺗﺞ ﻋﻦ ﻭﻅﺎﺋﻔﻪ ﺍﻟﺘﻘﻨﻴﺔ ﻭﺍﻟﻨﻔﺴﻴﺔ ﻓﺎﻟﻤﺆﺳﺴﺔ ﺗﺒﺤﺚ ﻋﻦ ﺃﺣﺴﻦ ﻣﻼﺋﻤﺔ‬
‫ﺑﻴﻦ ﺍﻟﻤﻔﻬﻮﻡ‪ ،‬ﺍﻟﻬﺪﻑ ﺍﻟﻤﺤﺪﺩ‪ ،‬ﺍﻷﻫﺪﺍﻑ ﻭﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﻤﻤﻜﻨﺔ‪.‬‬
‫ﻭﻟﻬﺬﺍ ﻭﺟﺐ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺃﺳﺌﻠﺔ ﻋﺪﻳﺪﺓ ﻣﻨﻬﺎ‪:‬‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺃﺑﻌﺎﺩ ﺗﻤﻮﺿﻊ ﺍﻟﻤﻨﺘﺞ؟‬
‫‪ -‬ﻫﻞ ﺣﺠﻢ ﺍﻟﺴﻮﻕ ﻛﺎﻑ ﻟﻀﻤﺎﻥ ﺍﻟﻤﺮ ﺩﻭﺩﻳﺔ ؟‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺍﻳﺠﺎﺑﻴﺎﺕ ﺍﻟﺘﻤﻮﺿﻊ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻟﻤﻨﺎﻓﺴﻴﻦ؟‬
‫* ﺍﻟﺨﻄﻮﺓ ﺍﻟﺜﺎﻟﺜﺔ‪ :‬ﺍﻟﻌﻤﻞ ﺍﻟﺘﺠﺎﺭﻱ ‪ :‬ﺑﻤﺠﺮﺩ ﺗﺒﻨﻲ ﺍﻟﻤﻔﻬﻮﻡ ﻭﺍﻟﺘﻤﻮﺿﻊ ﻋﻠﻴﻨﺎ‬
‫ﺑﻤﺮﺍﻓﻘﺘﻪ ﺑﻤﺰﻳﺞ ﻣﺘﻜﻴﻒ ﺇﻥ ﺍﻟﺘﻤﻮﺿﻊ ﻫﻮ ﻣﻔﺘﺎﺡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﻤﻠﻲ ﺍﻟﺬﻱ ﻳﺮﺗﻜﺰ‬
‫ﻋﻠﻰ ﻗﺮﺍﺭﺍﺕ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‪.‬‬
‫ﺇﻥ ﺍﻟﺨﻄﻮﺍﺕ ﺍﻟﺴﺎﺑﻘﺔ ﺗﻤﺮ ﻣﻦ ﺧﻼﻝ ﺍﻟﻤﺮﺍﺣﻞ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫ﺗﺤﻠﻴﻞ ﺳﻴﻨﺎﺭﻳﻮﻫﺎﺕ ﺍﻟﺸﺮﺍء ‪ :‬ﺃﻱ ﻣﺨﺘﻠﻒ ﻓﺮﺿﻴﺎﺕ ﺍﻟﺸﺮﺍء ﻭﺍﺳﺘﺨﺪﺍﻣﺎﺕ‬ ‫‪-1‬‬
‫ﺍﻟﻤﻨﺘﺞ ﻭﻫﺬﺍ ﺑﺪﺭﺍﺳﺔ ﺍﻟﻨﻮﻋﻴﺔ )ﻣﻘﺎﺑﻼﺕ ﺣﺮﺓ‪ ،‬ﺍﺟﺘﻤﺎﻋﺎﺕ ﻣﻊ ﻣﺴﺘﻬﻠﻜﻴﻦ(؛‬
‫ﺗﺤﺪﻳﺪ ﺍﻟﻤﺠﻤﻮﻉ ﺍﻟﻤﺪﺭﻙ ﺃﻭ ﺍﻟﺤﻘﻞ ﺍﻟﺘﻨﺎﻓﺴﻲ ‪) :‬ﺃﻱ ﺟﻤﻴﻊ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﻲ‬ ‫‪-2‬‬
‫ﺗﺄﺗﻲ ﻓﻲ ﺫﻩ ﻥ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻋﻨﺪ ﻗﺮﺍﺭ ﺍﻟﺸﺮﺍء ﻭﺗﺘﻢ ﺑﺈﺟﺮﺍء ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻨﻮﻋﻴﺔ(‬
‫)ﻣﻘﺎﺑﻼﺕ ﺣﺮﺓ‪ ،‬ﻣﺒﺎﺷﺮﺓ‪ ،‬ﺍﺟﺘﻤﺎﻋﺎﺕ ﻣﻊ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‪(...‬؛‬
‫؛‬
‫ﺍﻟﺴﺎﺑﻘﺔ‬ ‫ﺗﻌﺪﺍﺩ ﺟﻤﻴﻊ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﻻﺧﺘﻴﺎﺭ ﺍﻟﻤﻨﺘﺞ‪:‬ﻭﻫﺬﺍ ﺑﻨﻔﺲ ﺍﻟﺪﺭﺍﺳﺎﺕ‬ ‫‪-3‬‬
‫ﻋﺰﻝ ﺍﻟﻤﻌﺘﻘﺪﺍﺕ ﺍﻟﻤﺤﺪﺩﺓ ‪ :‬ﺃﻱ ﺍﻟﻤﺘﻐﻴﺮﺍﺕ ﺍﻟﻤﻬﻤﺔ ﺍﻟﺒﺎﺭﺯﺓ ﻭﻏﻴﺮ ﺍﻟﺮﺋﻴﺴﻴﺔ‬ ‫‪-4‬‬
‫ﺍﻟﻤﻌﻄﻴﺎﺕ ؛‬‫ﻓﻲ ﺍﻋﺘﻘﺎﺩ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺗﺘﻢ ﺑﻤﻌﻄﻴﺎﺕ ﻋﺪﺓ ﻣﻨﻬﺎ ﺗﺤﻠﻴﻞ‬
‫ﺩﺭﺍﺳﺔ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺎﺕ ﻟﻠﻤﺠﻤﻮﻉ ﺍﻟﻤﺪﺭﻙ ﺍﻭ ﻟﻠﺤﻘﻞ ﺍﻟﺘﻨﺎﻓﺴﻲ ‪ :‬ﻟﻜﻞ‬ ‫‪-5‬‬
‫ﺧﺎﺻﻴﺔ ﻣﺤﺪﺩﺓ ﻭﺗﺘﻢ ﺑﺪﺭﺍﺳﺎﺕ ﻧﻮﻋﻴﺔ ﻭﻛﻤﻴﺔ؛‬
‫ﺗﺤﻠﻴﻞ ﺗﻔﻀﻴﻼﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻟﻜﻞ ﺧﺎﺻﻴﺔ ﻣﺤﺪﺩﺓ ﻟﻠﻄﻠﺐ ‪ :‬ﻭﻫﺬﺍ ﺑﺘﺮﺗﻴﺐ‬ ‫‪-6‬‬
‫ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﻤﻔﻀﻠﺔ ﻟﻜﻞ ﻣﺘﻐﻴﺮ ﻣﺨﺘﺎﺭ )ﻭﺗﺘﻢ ﺑﺪﺭﺍﺳﺎﺕ ﻧﻮﻋﻴﺔ ﻭﻛﻤﻴﺔ(؛‬
‫‪or applicable copyright law.‬‬

‫ﻣﻘﺎﺭﺑﺔ ﺍﻟﺼﻮﺭ ﺍﻟﻤﺮﻏﻮﺑﺔ ﻟﻜﻞ ﻋﻼﻣﺔ ﻓﻲ ﺍﻟﻤﺠﻤﻞ ﺍﻟﻤﺪﺭﻙ ﻣﻊ ﺍﻟﺘﻔﺼﻴﻼﺕ‬ ‫‪-7‬‬

‫ﺍﻟﻤﻨﺘﻈﺮﺓ؛‬
‫ﻋﺰﻝ ﻣﺠﻤﻮﻉ ﺍﻷﻓﺮﺍﺩ ﻏﻴﺮ ﺍﻟﺮﺍﺿﻴﻦ ﻋﻦ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺤﺎﻟﻴﺔ؛‬ ‫‪-8‬‬
‫‪- 113 -‬‬

‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺟﺪﻳﺪ ﺛﻢ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺍﻟﺠﺪﻭﻯ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻤﺎﻟﻴﺔ‬

‫‪ - 9‬ﺍﻗﺘﺮﺍﺡ ﻋﺮﺽ ﺟﺪﻳﺪ ﺗﻤﻮﺿﻊ ‪:‬‬
‫ﺍﻟﺘﻘﻨﻴﺔ )ﻭ ﺗﺘﻢ ﻣﻦ ﺧﻼﻝ ﺗﺸﺨﻴﺺ ﺩﺍﺧﻠﻲ ﻟﻠﻤﺆﺳﺴﺔ‪ ،‬ﺩﺭﺍﺳﺔ ﺍﻟﻤﻮﺍﺭﺩ‪،‬‬
‫ﺍﻟﻤﺪﺭﻛﺔ ﻭﺍﻟﻀﺮﻭﺭﻳﺔ (؛‬
‫ﺍﻟﺘﻤﻮﺿﻊ ﻭﺫﻟﻚ ﺑﺈﻋﺪﺍﺩ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻣﻼﺋﻢ ﻭﺇﻋﺪﺍﺩ‬
‫‪:‬‬ ‫‪- 10‬ﺍﻟﻘﻴﺎﻡ ﺑﺎﻟﻌﻤﻞ ﻭﻣﺮﺍﻗﺒﺔ‬
‫ﻣﺨﻄﻂ ﺗﺴﻮﻳﻘﻲ ﺛﻢ ﺩﺭﺍﺳﺔ ﺍﻟﻌﻼﻣﺔ‪ ،‬ﺗﺸﺨﻴﺺ ﻭﺇﻋﺪﺍﺩ ﺍﻟﻔﺮﻭﻗﺎﺕ‪ ،‬ﺍﻷﻫﺪﺍﻑ‬
‫ﻭﺍﻻﻧﺠﺎﺯﺍﺕ؛‬
‫‪ - 11‬ﺇﻋﺎﺩﺓ ﺍﻟﺘﻤﻮﺿﻊ‪) :‬ﻭﻫﺬﺍ ﺑﺎﻟﺮﺟﻮﻉ ﺇﻟﻰ ﺍﻟﻤﺮﺣﻠﺔ ﺍﻷﻭﻟﻰ(‪.‬‬
‫ﺇﻥ ﺍﻟﻤﺮﺍﺣﻞ ﺍﻟﺴﺎﺑﻘﺔ ﺗﺴﺎﻋﺪﻧﺎ ﻋﻠﻰ ﺇﻧﺸﺎء ﻣﺎ ﻳﺴﻤﻰ ﺑﺎﻟﺨﺮﻳﻄﺔ ﺍﻹﺩﺭﺍﻛﻴﺔ‬
‫ﻭﺍﻟﺘﻲ ﺗﻌﺮﻑ ﻋﻠﻰ ﺃﻧﻬﺎ ﺭﺳﻢ ﺑﻴﺎﻧﻲ ﻻﺩﺭﺍﻛﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻟﺒﻌﺾ ﻣﻼﻣﺢ ﺃﻭ‬
‫‪.1‬‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚ‬
‫‪F19‬‬‫ﺧﺼﺎﺋﺺ ﺍﻟﻤﻨﺘﺞ ﻣﻘﺎﺭﻧﺔ ﺑﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺃﻭ ﻣﻘﺎﺭﻧﺔ ﺑﻤﺎ ﻳﻄﻠﺒﻪ‬
‫ﻓﻔﻜﺮﺓ ﺍﻟﺨﺮﻳﻄﺔ ﺍﻹﺩﺭﺍﻛﻴﺔ ﺣﺪﻳﺜﺔ ﺻﻤﻤﺖ ﻟﻠﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺩﺭﺍﺳﺔ ﻭﺗﺤﻠﻴﻞ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬
‫‪،‬‬ ‫ﻣﻮﺍﻗﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺍﻟﻤﺘﻨﺎﻓﺴﺔ ﻓﻲ ﺍﻟﺴﻮﻕ ﺃﻳﺎ ﻛﺎﻧﺖ ﺩﺭﺟﺔ ﺃﻭ ﻣﻮﻗﻊ‬
‫ﻭﻣﻦ ﺛﻢ ﻳﻤﻜﻦ ﻣﻌﺮﻓﺔ ﺃﻳﻦ ﻳﻘﻊ ﻣﻨﺘﺞ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻭ ﺗﺤﺪﻳﺪ ﻭﺍﺧﺘﻴﺎﺭ ﺍﻟﻤﻮﻗﻊ ﺍﻟﺬﻱ ﺗﺮﻳﺪﻩ‬
‫ﺫﻟﻚ ﻛﻤﺎ ﻳﻤﻜﻦ ﺍﻟﺨﺮﻭﺝ ﻣﻦ ﻫﺬﻩ ﺍﻟﺨﺮﻳﻄﺔ ﺑﻌﺪﺓ‬
‫ﺍﻟﻤﺆﺳﺴﺔ ﻟﻤﻨﺘﺠﻬﺎ ﺇﺫﺍ ﺍﺳﺘﻄﺎﻋﺖ ‪،‬‬
‫ﻧﺘﺎﺋﺞ ﻭﻣﻌﻠﻮﻣﺎﺕ ﻣﻔﻴﺪﺓ ﻭﺃﻫﻤﻴﺘﻬﺎ ﻓﻲ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻬﺎ ‪ ،‬ﻭﻳﺘﻮﻗﻒ ﺫﻟﻚ ﻋﻠﻰ ﺗﺤﺪﻳﺪ‬
‫ﺍﻷﺑﻌﺎﺩ ﺫﺍﺕ ﺍﻟﻌﻼﻗﺔ ﻭﺍﻷﻫﻤﻴﺔ ﻓﻲ ﺍﻟﺘﺄﺛﻴﺮ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺣﺎﺟﺎﺗﻪ ﻭﺍﻟﺘﺄﺛﻴﺮ ﻋﻠﻰ‬
‫ﺻﻮﺭﺓ ﻭﻣﻮﻗﻒ ﺍﻟﻤﻨﺘﺞ ﻓﻲ ﺍﻟﺴﻮﻕ ﻫﺬﺍ ﻣﻦ ﻧﺎﺣﻴﺔ‪.‬‬
‫ﻭﻳﺘﻮﻗﻒ ﻣﻦ ﻧﺎﺣﻴﺔ ﺃﺧﺮﻯ ﻋﻞ ﻯ ﺇﻣﻜﺎﻧﻴﺔ ﺗﺠﻤﻴﻊ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺼﺤﻴﺤﺔ‬
‫ﻭﺍﻟﺪﻗﻴﻘﺔ ﻣﻦ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺍﻟﺴﻮﻕ ﺣﻮﻝ ﻫﺬﻩ ﺍﻷﺑﻌﺎﺩ ﻭﻣﻮﻗﻒ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻣﻨﻬﺎ ﻓﻴﻤﺎ‬
‫‪2‬‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ‪.‬‬ ‫ﻳﺘﻌﻠﻖ ﺑﻜﺎﻓﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ‬
‫‪F192‬‬

‫ﻭﻳﻤﻜﻦ ﺃﻥ ﻧﻘﻮﻡ ﺑﺈﻋﺪﺍﺩ ﺍﻟﺨﺮﻳﻄﺔ ﺍﻹﺩﺭﺍﻛﻴﺔ– ﻧﻤﻮﺫﺟﻴﺔ – ﻛﻤﺎ ﻫﻮ ﻣﻮﺿﺢ‬

‫ﻓﻲ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﻟﻲ ﻭﺑﺎﻋﺘﻤﺎﺩ ﻣﺘﻐﻴﺮﻳﻦﻫﻤﺎ ﺳﻬﻮﻟﺔ ﺍﻻﺳﺘﺨﺪﺍﻡ ﻭﺍﻟﺴﻌﺮ‪.‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ (20‬ﻳﻮﺿﺢ ﻣﺜﺎﻝ ﺍﻟﺨﺮﻳﻄﺔ ﺍﻹﺩﺭﺍﻛﻴﺔ ‪.‬‬
‫ﺳﻬﻮﻟﺔ اﻻﺳﺘﺨﺪام ‪+‬‬
‫‪or applicable copyright law.‬‬

‫‪7‬‬ ‫ﺫﻛﺮﻩ‪ ،‬ﺹ‪120.‬‬

‫‪8.‬‬ ‫‪ -1‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ‬
‫‪1.‬‬ ‫‪.‬‬ ‫‪ -2‬ﻣﺤﻲ ﺍﻟﺪﻳﻦ ﺍﻷﺯﻫﺮﻱ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.6242. .‬‬
‫‪- 114 -‬‬
‫‪-‬‬ ‫‪9.‬‬ ‫‪3.‬‬ ‫‪6.‬‬
‫اﻟﺴﻌﺮ ‪+‬‬
‫‪4.‬‬ ‫‪10.‬‬
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‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‪ :‬ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫ﺍﻟﻤﺼﺪﺭ ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩ ﺍﻟﻜﺎﺗﺐ‬

‫ﻓﻤﻦ ﻫﺬﻩ ﺍﻟﺨﺮﻳﻄﺔ ﻳﺘﻀﺢ ﺃﻥ ﺍﻟﻌﻼﻣﺎﺕ )ﺍﻟﻤﺎﺭﻛﺎﺕ( )‪1‬ﻭ‪ (7‬ﺗﻘﻊ ﻓﻲ ﻧﻔﺲ‬

‫ﺍﻟﻤﺮﺗﺒﺔ ﻭﻧﻔﺲ ﺍﻟﻨﻈﺮﺓ ﻣﻦ ﺟﺎﻧﺐ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻭﺍﻟﺴﻮﻕ ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ‪ ،‬ﻭﻫﻮ ﻣﺨﺘﻠﻒ‬
‫ﻧﺴﺒﻴﺎ ﻋﻦ ‪ 9، 3،4‬ﻭﻛﻠﻴﺔَ ﻋﻦ ‪ ،6،10‬ﻛﻤﺎ ﺃﻥ ﺍﻟﻤﻨﺎﻓﺴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﺑﻴﻦ ﻣﻮﺍﻗﻊ ﻫﺬﻩ‬
‫ﺍﻟﻌﻼﻣﺎﺕ ﻫﻲ ﺍﻟﺘﻲ ﺗﺤﺪﺩ ﻣﺪﻯ ﺍﻻﺷﺘﺮﺍﻙ ﺃﻭ ﻣﺪﻯ ﺍﻻﺧﺘﻼﻑ ﻭﻣﻨﻪ ﻣﺪﻯ ﺩﺭﺟﺔ ﺃﻭ‬
‫ﺣﺪﺓ ﺍﻟﻤﻨﺎﻓﺴﺔ ﺑﻴﻦ ﻛﻞ ﻣﻨﻬﺎ ﻭﻣﺪﻯ ﺇﻣﻜﺎﻧﻴﺔ ﻭﺳﻬﻮﻟﺔ ﺍﻟﺘﺤﻮﻝ ﻣﻦ ﻣﻨﺘﺞ‬
‫ﻵﺧﺮ‪.‬‬
‫ﻭﻧﺸﻴﺮ ﺇﻟﻰ ﺃﻧﻪ ﻻ ﻳﻤﻜﻦ ﺍﺧﺘﻴﺎﺭ ﺗﻤﻮﺿﻊ ﻋﻠﻰ ﺃﺳﺎﺱ ﺧﺮﻳﻄﺔ ﺇﺩﺭﺍﻛﻴﺔ‬
‫ﻭﺍﺣﺪﺓ ‪ ،‬ﻭﻫﺬﺍ ﻷﻥ ﺍﺧﺘﻴﺎﺭ ﺑﻌﺪﻳﻦ ﻻ ﻳﺴﻤﺢ ﻟﻨﺎ ﺑﺎﻟﻀﺮﻭﺭﺓ ﺑﺘﻠﺨﻴﺺ ﻣﺠﻤﻞ‬
‫ﺍﻻﺩﺭﺍﻛﺎﺕ ﻟﻠﻌﻤﻼء‪ ،‬ﻭﻛﺬﻟﻚ ﻓﺈﻧﻬﺎ ﺗﺤﺪﺩ ﺍﻟﻌﺮﻭﺽ ﻭﻟﻴﺴﺖ ﺍﻟﻮﺿﻌﻴﺎﺕ ﺍﻟﻤﺮﻏﻮﺑﺔ‬
‫‪1‬‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﻪ‪.‬‬ ‫ﻓﺎﻟﺨﺮﻳﻄﺔ ﺍﻹﺩﺭﺍﻛﻴﺔ ﻫﻲ ﺃﺩﺍﺓ ﺗﺤﻠﻴﻞ ﻭﻟﻴﺴﺖ‬
‫‪F193‬‬

‫ﺇﻥ ﻫﻨﺎﻙ ﺑﻌﺾ ﺍﻟﻘﻮﺍﻋﺪ ﺍﻟﻌﺎﻣﺔ ﺍﻟﺘﻲ ﻳﺠﺐ ﺃﻥ ﻧﺘﺬﻛﺮﻫﺎ ﻭﻧﺴﺘﻔﻴﺪ ﻣﻨﻬﺎ ﻋﻨﺪ‬
‫‪2‬‬
‫ﻭﻫﻲ‪:‬‬ ‫ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺨﺮﺍﺋﻂ‬
‫‪F194‬‬

‫‪ -‬ﺇﻧﻪ ﻛﻠﻤﺎ ﻗﺼﺮﺕ ﺍﻟﻤﺴﺎﻓﺔ ﺑﻴﻦ ﻋﻼﻣﺘﻴﻦ )ﻣﺎﺭﻛﺘﻴﻦ( ﺯﺍﺩ ﺍﺣﺘﻤﺎﻝ ﺍﻹﺣﻼﻝ ﺑﻴﻨﻬﻤﺎ؛‬
‫‪ -‬ﺍﻧﻪ ﻛﻞ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻤﺎﺭﻛﺎﺕ ﺑﻴﻨﻬﺎ ﻣﺮﻛﺰ ﺟﺎﺫﺑﻴﺔ ﻫﻲ ﻓﻲ ﺍﻟﻐﺎﻟﺐ ﺍﻟﻤﻌﺮﺿﺔ‬
‫ﺃﻛﺜﺮ ﻻﺣﺘﻤﺎﻻﺕ ﺍﻟﺘﺤﻮﻝ ﻓﻴﻤﺎ ﺑﻴﻨﻬﺎ ﻭﺭﺑﻤﺎ ﺁﺟﻼ ﺃﻭ ﻋﺎﺟﻼ ﺗﻜﻮﻥ ﻣﻌﺮﺿﺔ‬
‫ﻟﻠﺨﺮﻭﺝ ﻣﻦ ﺍﻟﺴﻮﻕ؛‬
‫‪ -‬ﺃﻧﻪ ﻛﻠﻤﺎ ﺑﻌﺪ ﺍﻟﻤﻨﺘﺞ ﺃﻭ ﺍﻟﻌﻼﻣﺔ ﻋﻦ ﻣﺮﻛﺰ ﺍﻟﺠﺎﺫﺑﻴﺔ ﻛﺎﻥ ﺃﻛﺜﺮ ﺍﺳﺘﻘﺮﺍﺭﺍ ﻭﺃﻣﺎﻧﺎ؛‪.‬‬
‫‪or applicable copyright law.‬‬

‫‪1- Jacques Lendrevie , .Denis Lindon, Op.Cit, p.747.‬‬

‫‪ -2‬ﻣﺤﻲ ﺍﻟﺪﻳﻦ ﺍﻟﺰﻫﺮﻱ‪ ،‬ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ‪ ،‬ﺹ‪.626.‬‬
‫‪- 115 -‬‬

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‫ ﻋﻤﻠﻴﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬:‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬

‫ ﻭﻗﺪ ﻳﻀﺮ ﺃﻛﺜﺮ ﻣﻤﺎ‬،‫ ﺇﻥ ﺍﻟﺘﻌﺪﻳﻞ ﺍﻟﻜﺜﻴﺮ ﻓﻲ ﻣﻮﻗﻊ ﺍﻟﻤﻨﺘﺞ ﺃﻣﺮ ﻏﻴﺮ ﻣﺮﻏﻮﺏ ﻓﻴﻪ‬-
‫ ﻛﻤﺎ ﻳﺆﺩﻱ ﺇﻟﻰ‬،‫ ﺣﻴﺚ ﻳﺆﺩﻱ ﺫﻟﻚ ﺇﻟﻰ ﺇﺭﺑﺎﻙ ﺍﻟﺘﻔﻜﻴﺮ ﻭﺍﻟﺴﻠﻮﻙ ﺍﻟﺸﺮﺍﺋﻲ‬،‫ﻳﻔﻴﺪ‬
.‫ﻓﻘﺪ ﺍﻟﺜﻘﺔ ﻟﺪﻯ ﺍﻟﻤﺸﺘﺮﻱ ﺗﺠﺎﻩ ﻫﺬﺍ ﺍﻟﻤﻨﺘﺞ‬
or applicable copyright law.

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 Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.
or applicable copyright law.

AN: 924151 ; .;
Account: ns063387
NATIONALE, DE LA FORMATION PROFESSIONNELLE
- 117 -

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‫ﺍﻟﺧـﺎﺗﻣــﺔ‬
‫ﺗﻌﻤﻞ ﺍﻟﻤﺆﺳﺴﺔ ﻋﻠﻰ ﺗﻄﺒﻴﻖ ﺍﻟﺘﻮﺟﻪ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﺠﻞ ﻭﻅﺎﺋﻔﻬﺎ ﻭﺧﺎﺻﺔ‬
‫ﻭﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻫﺬﻩ ﺍﻷﺧﻴﺮﺓ ﺍﻟﺘﻲ ﺃﺧﺬﺕ ﺗﻄﻮﺭﺍﺕ ﻫﺎﻣﺔ ﻓﻲ ﺍﻟﻤﻔﻬﻮﻡ ﻭﺍﻟﺘﻌﺮﻳﻒ‬
‫ﺇﺑﺘﺪﺍءﺍ ﻣﻦ ﺍﻟﻤﻔﻬﻮﻡ ﺍﻟﺒﻴﻌﻲ ﺇﻟﻰ ﻣﻔﻬﻮﻡ ﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ ﻣﺮﻭﺭﺍ ﺑﻤﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﺑﺮﺑﻂ ﺍﻟﻮﻅﻴﻔﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺎﻟﺒﻴﺌﺔ ﺍﻟﺨﺎﺭﺟﻴﺔ ﻭﺧﺎﺻﺔ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻣﻨﻬﺎ‬
‫ﻟﻴﻌﻄﻲ ﻣﻔﻬﻮﻡ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﻌﺒﺮ ﻋﻦ ﺗﻠﻚ ﺍﻟﺨﻄﺔ ﺍﻟﻄﻮﻳﻠﺔ ﺍﻷﺟﻞ‬
‫ﺍﻟﺘﻲ ﺗﺒﺪﺃ ﺑﺘﺤﻠﻴﻞ ﺍﻟﻔﺮﺹ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﻭﻣﻨﻪ ﺇﻋﺪﺍﺩ ﺧﻄﺔ ﻟﺒﻠﻮﻍ ﺗﻠﻚ‬
‫ﺍﻷﻫﺪﺍﻑ ﻭﻓﻘﺎ ﻟﻠﻤﻮﺍﺭﺩ ﺍﻟﻤﺘﺎﺣﺔ ﻟﻠﻤﺆﺳﺴﺔ ﻭﻳﺴﺎﻋﺪﻫﺎ ﻓﻲ ﺫﻟﻚ ﻭﺟﻮﺩ ﻧﻈﺎﻡ ﻣﻌﻠﻮﻣﺎﺕ‬
‫ﺗﺴﻮﻳﻘﻲ ﻓﻌﺎﻝ ﻹﻣﺪﺍﺩﻫﺎ ﺑﺎﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻼﺯﻣﺔ ﻋﻦ ﺗﻠﻚ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻲ ﺗﻌﻤﻞ ﺑﻬﺎ‪.‬‬
‫ﻣﻬﻤﺎ ﻛﺎﻧﺖ ﺍﻟﻤﺆﺳﺴﺔ ﻓﺈﻧﻪ ﻳﺘﻮﺟﺐ ﻋﻠﻴﻬﺎ ﺇﻋﺪﺍﺩ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺗﺴﻮﻳﻘﻴﺔ‬
‫ﺍﻟﻤﺘﻤﺜﻠﺔ ﺃﺳﺎﺳﺎ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﺘﺴﻮﻳﻖ ﻓﺘﺒﺪﺃ ﺑﺘﺤﻠﻴﻞ ﻣﻌﻤﻖ‬
‫ﻟﻤﻜﺎﻧﺔ ﺍﻟﻤﺆﺳﺴﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻧﻤﻮﺫﺝ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﺜﻨﺎﺋﻲ‪ SOWT‬ﻭﺑﺸﻜﻞ ﻣﻘﺎﺭﻥ ﺑﻤﺨﺘﻠﻒ‬
‫ﺍﻟﻤﻨﺎﻓﺴﻴﻦ ﺍﻟﻌﺎﻣﻠﻴﻦ ﺑﺎﻟﻘﻄﺎﻉ‪ .‬ﻭﺑﻌﺪ ﺫﻟﻚ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺎﻟﻴﺔ ﻭﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺑﻄﺒﻴﻌﺔ‬
‫ﺍﻟﺤﺎﻝ ﻟﻦ ﺗﺴﺘﻄﻴﻊ ﺍﻟﻤﺆﺳﺴﺔ ﺗﺤﻘﻴﻖ ﺫﻟﻚ ﺑﺪﻭﻥ ﺗﻔﻌﻴﻞ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻷﺭﺑﻌﺔ ﻭﻫﺬﺍ ﻣﻦ ﺧﻼﻝ ﻣﺨﻄﻄﺎﺕ ﺃﻋﻤﺎﻝ ﻟﻜﻞ ﻋﻨﺼﺮ ﺑﻐﻴﺔ ﺗﺤﻘﻴﻖ‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺴﻄﺮﺓ ﻓﻲ ﺍﻟﺨﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺘﻲ ﺗﺘﻄﻠﺐ ﻓﻲ ﺍﻟﻨﻬﺎﻳﺔ ﻋﻤﻠﻴﺔ ﺍﻟﺮﻗﺎﺑﺔ‬
‫ﻭﺍﻟﻤﺮﺍﺟﻌﺔ ﻋﻠﻰ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺎﻟﺘﺄﻛﺪ ﻣﻦ ﺗﻄﺎﺑﻖ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺴﻄﺮﺓ ﻣﻊ‬
‫ﺍﻹﻧﺠﺎﺯﺍﺕ ﺍﻟﻌﻤﻠﻴﺔ ﻭﺍﻟﻮﺍﻗﻌﻴﺔ ﺍﻟﻤﺤﻘﻘﺔ‪.‬‬
‫ﺇﻥ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺗﺘﻤﺤﻮﺭ ﺣﻮﻝ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺜﻼﺙ ﻭﻫﺬﺍ ﺑﺘﺠﺰﺋﺔ‬
‫ﺍﻟﺴﻮﻕ ﺍﻟﻜﻠﻲ ﺇﻟﻰ ﺃﺳﻮﺍﻕ ﺟﺰﺋﻴﺔ ﺗﺴﺘﻄﻴﻊ ﺧﺪﻣﺘﻬﺎ ﺑﻜﻔﺎءﺓ ﻋﺎﻟﻴﺔ ﺑﻤﺎ ﻳﺴﻤﺢ ﻟﻬﺎ‬
‫ﺑﺈﺷﺒﺎﻉ ﺭﻏﺒﺔ ﻭﺣﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﻌﻤﻠﻴﺔ ﺍﺳﺘﻬﺪﺍﻑ ﻫﺬﺍ ﺍﻟﺠﺰء ﺑﻤﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ‬
‫ﻣﻼﺋﻢ ﻭﺍﻟﻘﻴﺎﻡ ﺑﻌﻤﻠﻴﺔ ﺍﻟﺘﻤﻮﺿﻊ ﺍﻟﻤﻜﺎﻧﻲ ﻭﺍﻹﺩﺭﺍﻛﻲ ﺑﺄﻓﻀﻞ ﻣﻦ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‪ .‬ﻭﺑﻄﺒﻴﻌﺔ‬
‫ﺍﻟﺤﺎﻝ ﺗﺘﻮﻗﻒ ﻛﻔﺎءﺓ ﻭﻧﺠﺎﺡ ﺇﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﻋﻤﻠﻴﺎﺗﻬﺎ ﻋﻠﻰ ﺍﻟﻘﻴﺎﻡ‬
‫ﺍﻟﺘﻨﺎﻓﺴﻲ‬
‫‪.‬‬ ‫ﺑﺘﺤﻠﻴﻞ ﻣﻌﻤﻖ ﻟﻠﻮﺿﻌﻴﺔ‬
‫ﺗُﻌﺒﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻋﻦ ﻣﺠﻤﻮﻋﺔ ﻋﻤﻠﻴﺎﺕ‪ ،‬ﻭﻣﺮﺍﺣﻞ ﻣﺘﺘﺎﻟﻴﺔ‬
‫‪or applicable copyright law.‬‬

‫‪،‬ﻓﻨﺠﺪ ﺃﻧﻬﺎ ﻣﺠﻤﻮﻋﺔ ﺍﻟﻤﺮﺍﺣﻞ ﺍﻟﺘﻲ ﺗﺒﺪﺃ ﺑﺎﻟﺘﺤﻠﻴﻞ ﺍﻟﺒﻴﺌﻲ ﺃﻱ ﻛﺸﻒ ﺍﻟﻔﺮﺹ‬
‫ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ‪ ،‬ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ ﻟﻠﻤﺆﺳﺴﺔ ﻭﻟﻠﻤﻨﺎﻓﺲ‪ ،‬ﻭﻫﺬﺍ ﻟﺘﺤﺪﻳﺪ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺍﻟﻮﺍﺟﺐ ﺇﺗﺒﺎﻋﻬﺎ ﻭﺫﻟﻚ ﺑﻤﻮﺍﺋﻤﺔ ﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﻟﻨﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ‪ ،‬ﻭ ﻫﻲ‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
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‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﻣﺮﺣﻠﺔ ﻓﻲ ﻏﺎﻳﺔ ﺍﻷﻫﻤﻴﺔ ﻟﻜﻞ ﺍﻟﻤﺮﺍﺣﻞ ﺍﻟﻘﺎﺩﻣﺔ‪ ،‬ﺇﺫ ﺗﺘﻀﻤﻦ ﺗﺤﻠﻴﻞ ﺍﻟﻤﺤﻴﻂ‪ ،‬ﺗﺤﻠﻴﻞ‬
‫ﺍﻟﺴﻮﻕ ﻭﺗﻮﺟﻬﺎﺗﻬﺎ‪ ،‬ﺗﺤﻠﻴﻞ ﺃﺩﺍءﺍﺕ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻭﺍﻷﻫﻢ ﻣﻦ ﺫﻟﻚ ﺗﺤﻠﻴﻞ ﺍﻟﻤﻨﺎﻓﺴﺔ‪.‬‬
‫ﻭﺍﻟﻤﺮﺣﻠﺔ ﺍﻟﺜﺎﻧﻴﺔ ﻫﻲ ﺗﺤﺪﻳﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻮﺍﺟﺒﺔ ﺍﻟﺘﺤﻘﻴﻖ ﺳﻮﺍء ﻣﺎ ﺗﻌﻠﻖ ﺑﺄﻫﺪﺍﻑ‬
‫ﺍﻟﻤﺮﺩﻭﺩﻳﺔ‪ ،‬ﺍﻟﻌﺎﺋﺪ ﻋﻠﻰ ﺍﻻﺳﺘﺜﻤﺎﺭ‪ ،‬ﺃﻫﺪﺍﻑ ﺍﻟﺤﺠﻢ ﺃﻭ ﺣﺼﺔ ﺍﻟﺴﻮﻕ‪ .‬ﻭﻳﻌﺘﺒﺮ ﺇﻋﺪﺍﺩ‬
‫ﻣﺨﻄﻄﺎﺕ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺨﺎﺻﺔ ﺑﻌﻨﺎﺻﺮ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺑﻤﺜﺎﺑﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬
‫ﺃﺳﺎﺳﻴﺔ ﻓﻲ ﺇﻋﺪﺍﺩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻟﻜﻲ ﻧﺼﻞ ﺇﻟﻰ ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﺴﻄﺮﺓ ﻓﻲ‬
‫ﻫﺬﻩ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺟﺐّ ﺍﻟﻘﻴﺎﻡ ﺑﺮﻗﺎﺑﺘﻬﺎ ﻭﻣﺮﺍﺟﻌﺘﻬﺎ ﻣﻦ ﺣﻴﻦ ﻵﺧﺮ‪.‬‬
‫ﻭﺗُﻌﺒﺮ ﻫﺬﻩ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻛﺬﻟﻚ ﻋﻦ ﻣﺠﻤﻮﻋﺔ ﻋﻤﻠﻴﺎﺕ ﺗﺒﺪﺃ ﺑﺘﺠﺰﺋﺔ ﺍﻟﺴﻮﻕ‬
‫ﺇﻟﻰ ﺃﺳﻮﺍﻕ ﻓﺮﻋﻴﺔ ﺗﺴﺘﻄﻴﻊ ﺧﺪﻣﺘﻬﺎ ﻭﺗﻐﻄﻴﺘﻬﺎ ﻭﺿﻤﺎﻥ ﺍﻟﺘﻨﺎﻓﺲ ﺑﺪﺍﺧﻠﻬﺎ‪ ،‬ﻭﻫﺬﺍ ﻣﻦ‬
‫ﺧﻼﻝ ﺍﺳﺘﻬﺪﺍﻓﻬﺎ ﺑﻤﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﻣﻼﺋﻢ ﻣﻨﺎﺳﺐ ﻟﻜﻞ ﺟﺰء ﺳﻮﻗﻲ ﺑﻐﻴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ‬
‫ﻣﻮﻗﻊ ﻣﺘﻤﻴﺰ ﺩﺍﺧﻞ ﻫﺬﻩ ﺍﻷﺟﺰﺍء ﺍﻟﺴﻮﻗﻴﺔ‪ ،‬ﻭﻧﺠﺪ ﺃﻥ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻫﻲ ﺻﻠﺐ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪.‬‬
‫‪or applicable copyright law.‬‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫ﺍﻟﻣﺭﺍﺟﻊ ﺍﻟﻣﻌﺗﻣﺩﺓ‬
‫ﺃﻭﻻ‪:‬ﺑﺎﻟﻌﺮﺑﻴﺔ‪:‬‬
‫‪ -I‬ﺍﻟﻜﺘــﺐ‪:‬‬
‫ﺃﺑﻮ ﺑﻜﺮ ﺑﻌﻴﺮﻩ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﻭﺩﻭﺭﻩ ﻓﻲ ﺍﻟﺘﻨﻤﻴﺔ‪ ،‬ﻣﻨﺸﻮﺭﺍﺕ ﺟﺎﻣﻌﺔ ﻗﺎﺭ ﻳﻮﻧﺲ‪،‬‬ ‫‪.1‬‬
‫ﺑﻨﻐﺎﺯﻱ‪ ،‬ﻟﻴﺒﻴﺎ‪.1993،‬‬
‫ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻄﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪،‬‬ ‫‪.2‬‬
‫ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪.1999،‬‬
‫ﺗﻮﻓﻴﻖ ﻣﺤﻤﺪ ﻋﺒﺪ ﺍﻟﻤﺤﺴﻦ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻣﺪﺧﻞ ﺗﺪﻋﻴﻢ ﺍﻟﻘﺪﺭﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ‬ ‫‪.3‬‬
‫‪.1996‬‬ ‫ﺍﻷﺳﻮﺍﻕ ﺍﻟﺪﻭﻟﻴﺔ‪ ،‬ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ ﺍﻟﻌﺮﺑﻴﺔ‪ ،‬ﺍﻟﻘﺎﻫﺮﺓ‪ ،‬ﻣﺼﺮ‪،‬‬
‫ﺣﺴﻴﻦ ﻋﻠﻲ‪ ،‬ﺍﻷﺳﺎﻟﻴﺐ ﺍﻟﺤﺪﻳﺜﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ) ﺍﻟﺪﻟﻴﻞ ﺍﻟﻌﻤﻠﻲ ﻟﻺﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬ ‫‪.4‬‬
‫ﻭﺍﻟﺨﻄﻂ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ(‪ ،‬ﺩﺍﺭ ﺍﻟﺮﺿﺎ ﻟﻠﻨﺸﺮ‪ ،‬ﺩﻣﺸﻖ‪ ،‬ﺳﻮﺭﻳﺎ‪،‬‬
‫‪.2000‬‬
‫ﺭﺩﻳﻨﻪ ﻋﺜﻤﺎﻥ ﻳﻮﺳﻒ‪ ،‬ﺍﻻﺗﺠﺎﻫﺎﺕ ﺍﻟﻜﻤﻴﺔ ﻭﺍﻟﺤﺪﻳﺜﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺩﺍﺭ‬ ‫‪.5‬‬
‫ﺯﻫﺮﺍﻥ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪.2000،‬‬
‫ﻁﻠﻌﺖ ﺃﺳﻌﺪ ﻋﺒﺪ ﺍﻟﺤﻤﻴﺪ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﻌﺎﻝ )ﺍﻷﺳﺎﺳﻴﺎﺕ ﻭﺍﻟﺘﻄﺒﻴﻖ(‪ ،‬ﻣﻜﺘﺒﺔ‬ ‫‪.6‬‬
‫ﻋﻴﻦ ﺷﻤﺲ‪ ،‬ﺍﻟﻘﺎﻫﺮﺓ‪ ،‬ﻣﺼﺮ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻟﺴﺎﺑﻌﺔ‪.1997،‬‬
‫ﻋﺒﺪ ﺍﻟﺮﺣﻤﻦ ﺗﻮﻓﻴﻖ‪ ،‬ﺍﻟﻤﻨﺎﻫﺞ ﺍﻟﺘﺪﺭﻳﺒﻴﺔ ﺍﻟﻤﺘﻜﺎﻣﻠﺔ )ﻭﺿﻊ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫‪.7‬‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ(‪ ،‬ﻣﺮﻛﺰ ﺑﻤﻴﻚ ﻟﻠﺨﺒﺮﺍﺕ ﺍﻟﻤﻬﻨﻴﺔ‪ ،‬ﺍﻟﺠﻴﺰﺓ‪ ،‬ﻣﺼﺮ‪،‬‬
‫‪.2003‬‬
‫ﻋﺼﺎﻡ ﺍﻟﺪﻳﻦ ﺃﻣﻴﻦ ﺍﺑﻮﻋﻘﻠﺔ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ )ﺍﻟﻤﻔﺎﻫﻴﻢ ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‪ ،‬ﺍﻟﻨﻈﺮﻳﺔ‬ ‫‪.8‬‬
‫ﻭﺍﻟﺘﻄﺒﻴﻖ(‪ ،‬ﺍﻟﺠﺰء ﺍﻷﻭﻝ‪ ،‬ﻣﺆﺳﺴﺔ ﺣﻮﺭﺱ ﺍﻟﺪﻭﻟﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪،‬‬
‫ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪.2002،‬‬
‫‪or applicable copyright law.‬‬

‫ﻓﺮﻳﺪ ﺍﻟﻨﺠﺎﺭ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺘﺠﺮﻳﺒﻲ ) ﺗﻨﻤﻴﺔ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺍﻟﺒﻴﻌﻴﺔ(‪،‬‬ ‫‪.9‬‬

‫ﻣﺆﺳﺴﺔ ﺷﺒﺎﺏ ﺍﻟﺠﺎﻣﻌﺔ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪ ،1999،‬ﺹ‪. 203.‬‬

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‫‪EBSCO Publishing : eBook Arabic Collection Trial - printed on 4/6/2020 2:10 AM via MINISTÈRE DE L''EDUCATION‬‬
‫‪NATIONALE, DE LA FORMATION PROFESSIONNELLE‬‬
‫;‪AN: 924151 ; .‬‬
‫‪Account: ns063387‬‬
‫‪Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.‬‬

‫‪ .10‬ﻣﺤﻤﺪ ﺇﺑﺮﺍﻫﻴﻢ ﻋﺒﻴﺪﺍﺕ‪ ،‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﺳﻠﻮﻛﻲ (‪ ،‬ﺩﺍﺭ ﻭﺍﺋﻞ‬

‫ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪،‬ﺍﻟﻄﺒﻌﺔ ﺍﻟﺜﺎﻟﺜﺔ‪.2002،‬‬
‫‪ .11‬ﻣﺤﻤﺪ ﺃﺣﻤﺪ ﻋﻮﺽ‪ ،‬ﺍﻹﺩﺍﺭﺓﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻄﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺮ‬
‫ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪.2001،‬‬
‫‪ .12‬ﻣﺤﻤﺪ ﺍﻟﺼﻴﺮﻓﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻣﺆﺳﺴﺔ ﺣﻮﺭﺱ ﺍﻟﺪﻭﻟﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪،‬‬
‫ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪.2005،‬‬
‫)ﻣﺪﺧﻞ ﻛﻤﻲ ﻭﺗﺤﻠﻴﻠﻲ( ‪ ،‬ﺩﺍﺭ‬
‫‪ .13‬ﻣﺤﻤﺪ ﺟﺎﺳﻢ ﺍﻟﺼﻤﻴﺪﻋﻲ‪ ،‬ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﻭﻣﻜﺘﺒﺔ ﺍﻟﺤﺎﻣﺪ ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪،‬‬
‫‪.2000‬‬
‫‪ .14‬ﻣﺤﻤﺪ ﺳﻌﻴﺪ ﻋﺒﺪ ﺍﻟﻔﺘﺎﺡ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ ﺍﻟﻌﺮﺑﻴﺔ‪ ،‬ﻣﺼﺮ‪،‬‬
‫ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪.1984،‬‬
‫‪ .15‬ﻣﺤﻤﺪ ﺻﺎﻟﺢ ﺍﻟﻤﺆﺫﻥ‪ ،‬ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺩﺍﺭ ﺍﻟﺜﻘﺎﻓﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﻋﻤﺎﻥ‪،‬‬
‫ﺍﻷﺭﺩﻥ‪.2002 ،‬‬
‫‪ .16‬ﻣﺤﻤﺪ ﻓﺮﻳﺪ ﺍﻟﺼﺤﻦ‪ ،‬ﺇﺳﻤﺎﻋﻴﻞ ﺍﻟﺴﻴﺪ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ )ﻣﻔﺎﻫﻴﻢ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ(‪،‬‬
‫‪.1998‬‬‫ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻄﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪،‬‬
‫‪ .17‬ﻣﺤﻲ ﺍﻟﺪﻳﻦ ﺍﻷﺯﻫﺮﻱ‪ ،‬ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺴﻮﻳﻘﻲ) ﻣﺪﺧﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ(‪ ،‬ﺍﻟﺠﺰء‬
‫ﺍﻷﻭﻝ‪ ،‬ﺩﺍﺭ ﺍﻟﻔﻜﺮ ﺍﻟﻌﺮﺑﻲ‪ ،‬ﺍﻟﻘﺎﻫﺮﺓ‪ ،‬ﻣﺼﺮ‪.1988،‬‬
‫‪ .18‬ﻣﺼﻄﻔﻰ ﻣﺤﻤﻮﺩ ﺃﺑﻮ ﺑﻜﺮ‪ ،‬ﺍﻟﻤﺮﺟﻊ ﻓﻲ ﺍﻟﺘﻔﻜﻴﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﺍﻹﺩﺍﺭﺓ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‪ ،‬ﺍﻟﺪﺍﺭ ﺍﻟﺠﺎﻣﻌﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،‬ﻣﺼﺮ‪،‬‬
‫‪.2004‬‬
‫‪ .19‬ﻧﺎﺟﻲ ﺍﻟﻤﻌﻼ‪ ،‬ﺭﺍﺋﻒ ﺗﻮﻓﻴﻖ‪ ،‬ﺃﺻﻮﻝ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ(‪ ،‬ﺩﺍﺭ‬
‫ﻭﺍﺋﻞ ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪.2005،‬‬
‫‪ .20‬ﻧﻈﺎﻡ ﻣﻮﺳﻰ ﺳﻮﻳﺪﺍﻥ‪ ،‬ﺳﻤﻴﺮ ﻋﺰﻳﺰ ﺍﻟﻌﺒﺎﺩﻱ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺼﻨﺎﻋﻲ‪ ،‬ﺩﺍﺭ‬
‫‪or applicable copyright law.‬‬

‫ﻟﻠﻨﺶ‪ ،‬ﻋﻤﺎﻥ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪.1999،‬‬

‫ﻭﻣﻜﺘﺒﺔ ﺍﻟﺤﺎﻣﺪ ﺭ‬

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‫‪ .21‬ﻫﺎﻧﻲ ﺣﺎﻣﺪ ﺍﻟﻀﻤﻮﺭ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻮﺯﻳﻌﻴﺔ‪ ،‬ﺩﺍﺭ ﻭﺍﺋﻞ ﻟﻠﻨﺸﺮ‪ ،‬ﻋﻤﺎﻥ‪،‬‬
‫ﺍﻷﺭﺩﻥ‪ ،‬ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﻟﻰ‪.1999،‬‬
‫‪ -II‬ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺠﺎﻣﻌﻴﺔ‪:‬‬
‫‪ .22‬ﻣﺒﺎﺭﻛﺔ ﺳﻮﺍﻛﺮﻱ‪ ،‬ﻭﺿﻌﻴﺔ ﺍﻟﺘﺴﻴﻴﺮ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﺑﺎﻟﻤﺆﺳﺴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪،‬‬
‫ﺭﺳﺎﻟﺔ ﻣﺎﺟﺴﺘﻴﺮ ﻏﻴﺮ ﻣﻨﺸﻮﺭﺓ‪ ،‬ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭ ﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﻴﺮ‪،‬‬
‫ﺟﺎﻣﻌﺔ ﺍﻟﺠﺰﺍﺋﺮ‪.1995،‬‬
‫‪ -III‬ﺍﻟﻤﻠﺘﻘﻴﺎﺕ‪:‬‬
‫‪ .23‬ﺇﺳﻤﺎﻋﻴﻞ ﺑﻮﺧﺎﻭﺓ ﻭﻋﺒﺪ ﺍﻟﻘﺎﺩﺭ ﻋﻄﻮﻱ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ ﻛﺄﺩﺍﺓ ﻟﻠﻤﻘﺎﺭﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﻟﺮﻓﻊ ﺗﻨﺎﻓﺴﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻣﻄﺒﻮﻋﺔ ﺍﻟﻤﻠﺘﻘﻰ ﺍﻟﺪﻭﻟﻲ ﺣﻮﻝ ﺗﻨﺎﻓﺴﻴﺔ ﺍﻟﻤﺆﺳﺴﺔ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺗﺤﻮﻻﺕ ﺍﻟﻤﺤﻴﻂ‪ ،‬ﺟﺎﻣﻌﺔ ﻣﺤﻤﺪ ﺧﻴﻀﺮ –ﺑﺴﻜﺮﺓ‪ -‬ﺍﻟﺠﺰﺍﺋﺮ‬
‫‪ 30/29،‬ﺃﻛﺘﻮﺑﺮ ‪.2002‬‬
‫‪or applicable copyright law.‬‬

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:‫ﺑﺎﻷﺟﻨﺒﻴﺔ‬:‫ﺛﺎﻧﻴﺎ‬
I- OUVRAGES:
24. André Boyer et Autres, Panorama de la gestion, Edition Organisation,
Paris, France, 1997.

25. Claude Demeure, Marketing, Sirey Edition, Paris, France, 2 eme édition
, 2000.

26. D.Pettigrew , Normand Turgeon, Marketing, Chenelière / MacGraw Hill

édition, Montèral, Kanada, 3 eme édition, 1996 .

27. Jacques Lendrevie, Denis Lindon, Mercator, Dalloz édition, Paris,

France, 7 eme édition, 2003.

28. Jean Pierre Helfer, Jacques Orsoni, Michael Kalika, Management

(Stratégie et organisation), Vuibert édition, Paris, France, 1996.

29. Jean Pierre Védrine, Martin Sylvie, marketing (les concepts clés),
Chihab édition, Alger, Algérie, 1996.

30. Marc Vandercammen, Marketing (L'esseentiel pour comprendre, décide,

agir), Deboeck édition, Bruxelles, Belgique, 2002.

31. Michon .Christian, Le marketeur, Pearson édition, Paris, France, 2003.

32. Mohamed Seghir Djetli, Marketing Stratégique, Ibn Sina édition, Alger,
2001.
or applicable copyright law.

33. Mohamed seghir Djetli, Marketing, Berti édition, Alger, Algérie, 1998 .

34. P. Amerein et autres, Marketing (stratégies et pratiques), Natan édition,

Paris, France, 1997.
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35. Philip kotler , Bernard Dubois, Marketing Management, Publi Union

édition, Paris, France , 10 eme édition, 2002.

36. Raymand. Alain thieatart, la stratégie d'entreprise, Ediscience

international édition, Paris, France, 1996.

37. Yaves Chirouse, Le marketing (Etudes et Stratégies),éllipses édition,

Paris, France, 2003.

38. Yaves Chirouse, le marketing stratégique, Marketing édition, Paris,

France, 1995.

II- REVUES

39. B. Wierenge et G.H. Van Bruggen, The integration of Marketing

problem- solving Modes and Marketing Management support systems,
Journal of Marketing, vol. 61, July, 1997.

:‫ ﻣﻮﺍﻗﻊ ﻣﻦ ﺍﻻﻧﺘﺮﻧﺖ‬:‫ﺛﺎﻟﺜﺎ‬
،‫ ﻣﺮﻛﺰ ﺍﻟﺘﻨﻤﻴﺔ ﻟﻠﻤﻨﻈﻤﺎﺕ ﻏﻴﺮ ﺍﻟﺤﻜﻮﻣﻴﺔ‬.40
WWW .NGOCE .ORG Page Consulter le 21/12/2005.
or applicable copyright law.

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or applicable copyright law.

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NATIONALE, DE LA FORMATION PROFESSIONNELLE
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 Copyright © 2013. dar al-yazori. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S.
or applicable copyright law.

AN: 924151 ; .;
Account: ns063387
NATIONALE, DE LA FORMATION PROFESSIONNELLE
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