رسالة ماجستير تخصص تسويق جاهزة باللغة العربية، عن أهمية نظام المعلومات التسويقي في اتخاذ القرارات التسويقية، عدد صفحاتها 209، مع استبيان وتحليل دقيق.

1. ‫ﺍﻝﺸﻌﺒﻴﺔ‬ ‫ﺍﻝﺩﻴﻤﻘﺭﺍﻁﻴﺔ‬ ‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬ ‫ﺍﻝﺠﻤﻬﻭﺭﻴﺔ‬
‫ﺍﻝﻌﺎﻝﻲ‬ ‫ﺍﻝﺘﻌﻠﻴﻡ‬ ‫ﻭﺯﺍﺭﺓ‬‫ﺍﻝﻌﻠﻤﻲ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻭ‬
‫ﺨﺩﺓ‬ ‫ﺒﻥ‬ ‫ﻴﻭﺴﻑ‬ ‫ﺒﻥ‬ ‫ﺠﺎﻤﻌﺔ‬–‫ﺍﻝﺠﺯﺍﺌﺭ‬-
‫ﺍﻝﺘﺴﻴﻴﺭ‬ ‫ﻋﻠﻭﻡ‬ ‫ﻭ‬ ‫ﺍﻹﻗﺘﺼﺎﺩﻴﺔ‬ ‫ﺍﻝﻌﻠﻭﻡ‬ ‫ﻜﻠﻴﺔ‬
‫ﺍﻝﻤﺎﺠﺴﺘﻴﺭ‬ ‫ﺸﻬﺎﺩﺓ‬ ‫ﻨﻴل‬ ‫ﻤﺘﻁﻠﺒﺎﺕ‬ ‫ﻀﻤﻥ‬ ‫ﻤﻘﺩﻤﺔ‬ ‫ﺭﺴﺎﻝﺔ‬
‫ﺍﻹﻗﺘﺼﺎﺩﻴﺔ‬ ‫ﺍﻝﻌﻠﻭﻡ‬ ‫ﻓﻲ‬
‫ﺍﻝﺘﺴﻴﻴﺭ‬ ‫ﻓﺭﻉ‬
‫ﺘ‬‫ﺍﻝﻁﺎﻝﺏ‬ ‫ﻘﺩﻴﻡ‬‫ﺍﻷﺴﺘﺎﺫ‬ ‫ﺇﺸﺭﺍﻑ‬ ‫ﺘﺤﺕ‬
‫ﺩ‬ ‫ﻝﺯﻫﺭ‬ ‫ﻋﻠﻤﻲ‬.‫ﻗﺩﻭﺭ‬ ‫ﺒﻭﺯﻴﺩﻱ‬
‫ﺍﻝﻤﻨﺎﻗﺸﺔ‬ ‫ﻝﺠﻨﺔ‬
‫ﺩ‬.‫ﺭﺌﻴﺴﺎ‬ ‫ﺴﻌﺩﻭﻥ‬ ‫ﺒﻭﻜﺒﻭﺱ‬
‫ﺩ‬.‫ﻤﻘﺭﺭ‬ ‫ﻗﺩﻭﺭ‬ ‫ﺒﻭﺯﻴﺩﻱ‬‫ﺍ‬
‫ﺩ‬.‫ﻋﻀﻭﺍ‬ ‫ﺇﺒﺭﺍﻫﻴﻡ‬ ‫ﺒﻠﺤﻤﻴﺭ‬
‫ﺩ‬.‫ﻋﻀﻭﺍ‬ ‫ﻋﺜﻤﺎﻥ‬ ‫ﻝﺨﻠﻑ‬
‫ﻴﻭﻡ‬ ‫ﻨﻘﺸﺕ‬:٠١‫ﻤﺎﺭﺱ‬٢٠٠٦
‫ﺍﻝﺠﺎﻤﻌﻴﺔ‬ ‫ﺍﻝﺴﻨﺔ‬٢٠٠٥/٢٠٠٦
‫ﺇﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺃﻫﻤﻴﺔ‬‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬
‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬
‫ﺍﻝﻤﻭﻀﻭﻉ‬

2. ‫ﺷﻜـــﺮ‬ ‫ﻛﻠﻤـــﺔ‬
‫ﺃﺴﺘﺎﺫ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﻌﻤﻴﻕ‬ ‫ﻭﺍﻝﺘﻘﺩﻴﺭ‬ ‫ﺍﻝﻌﻅﻴﻡ‬ ‫ﺍﻻﻤﺘﻨﺎﻥ‬ ‫ﻭ‬ ‫ﺍﻝﺸﻜﺭ‬ ‫ﺒﺠﺯﻴل‬ ‫ﺃﺘﻘﺩﻡ‬
‫ﺍﻝﻤﺸﺭﻑ‬‫ﺘﻭﺠﻴﻪ‬ ‫ﻭ‬ ‫ﻭﺠﻬﺩ‬ ‫ﻭﻗﺕ‬ ‫ﻤﻥ‬ ‫ﻝﻲ‬ ‫ﻤﻨﺤﻪ‬ ‫ﻝﻤﺎ‬ ‫ﻗﺩﻭﺭ‬ ‫ﺒﻭﺯﻴﺩﻱ‬ ‫ﺍﻝﺩﻜﺘﻭﺭ‬
‫ﺘﺸﺠﻴﻊ‬ ‫ﻭ‬ ‫ﺇﺭﺸﺎﺩ‬ ‫ﻭ‬.‫ﺍﻝﻜﺭﺍﻡ‬ ‫ﺃﺴﺎﺘﺫﺘﻲ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﺸﻜﺭ‬ ‫ﺒﺠﺯﻴل‬ ‫ﺃﺘﻘﺩﻡ‬ ‫ﻜﺫﻝﻙ‬
◘‫ﺘﻌﻠﻴﻤﻲ‬ ‫ﻓﻲ‬ ‫ﺴﺎﻫﻡ‬ ‫ﻤﻥ‬ ‫ﻜل‬ ‫ﻭ‬.
◘‫ﺘﻭﺠﻴﻬﺎﺘﻪ‬ ‫ﻭ‬ ‫ﻨﺼﺎﺌﺤﻪ‬ ‫ﻋﻠﻰ‬ ‫ﺠﻼﻝﻲ‬ ‫ﺠﻼﻁﻭ‬ ‫ﺍﻷﺴﺘﺎﺫ‬ ‫ﺇﻝﻰ‬ ‫ﺸﻜﺭﻱ‬ ‫ﺃﻗﺩﻡ‬ ‫ﻭ‬
‫ﻝﻲ‬ ‫ﻗﺩﻤﻬﺎ‬ ‫ﺍﻝﺘﻲ‬.
◘‫ﻤ‬ ‫ﺒﺭﺍﻫﻴﻡ‬ ‫ﺍﻝﺴﻴﺩ‬ ‫ﻨﻨﺴﻰ‬ ‫ﻻ‬ ‫ﻜﻤﺎ‬‫ﺴﺌﻭل‬‫ﺍﻝﺴﻴﺩ‬ ‫ﻭ‬ ‫ﺒﺎﻝﻜﻠﻴﺔ‬ ‫ﺍﻝﺘﺴﺠﻴﻼﺕ‬
‫ﺍﻝﻤﻜﺘﺒﺔ‬ ‫ﻤﺴﺌﻭل‬ ‫ﺒﻭﺠﻤﻌﺔ‬‫ﺍﻷﺼﺩﻗﺎﺀ‬ ‫ﻜل‬ ‫ﻭ‬:،‫ﺴﻤﻴﺭ‬ ‫ﻋﻴﻭﻥ‬ ،‫ﻓﺎﺘﺢ‬ ‫ﻤﻁﺎﻋﻲ‬
‫ﻴﺎﺴﻴﻥ‬ ‫ﻜﺫﻝﻙ‬ ‫ﻭ‬ ‫ﻤﺤﻤﺩ‬ ‫ﺯﻤﻴﺕ‬.
◘‫ﺃﻭ‬ ‫ﺒﻜﻠﻤﺔ‬ ‫ﻝﻭ‬ ‫ﻭ‬ ‫ﺒﻌﻴﺩ‬ ‫ﻤﻥ‬ ‫ﺃﻭ‬ ‫ﻗﺭﻴﺏ‬ ‫ﻤﻥ‬ ‫ﻨﺎ‬ ‫ﺴﺎﻋﺩ‬ ‫ﻤﻥ‬ ‫ﻜل‬ ‫ﻨﺸﻜﺭ‬ ‫ﻜﻤﺎ‬
‫ﺼﺎﻝﺤﺔ‬ ‫ﺩﻋﻭﺓ‬.

3. ‫ﺇﻫـــــﺪﺍﺀ‬
‫ﺍﻫﺩﻱ‬‫ﺍﻝﻤﺘﻭﺍﻀﻊ‬ ‫ﺍﻝﻌﻤل‬ ‫ﻫﺫﺍ‬
‫ﺇﱃ‬:
◊‫ﺍﷲ‬ ‫ﺣﻔﻈﻬﻤﺎ‬ ‫ﺍﻟﻜﺮﳝﲔ‬ ‫ﺍﻟﻮﺍﻟﺪﻳﻦ‬
◊‫ﺃﺳﺮﰐ‬ ‫ﺃﻓﺮﺍﺩ‬ ‫ﻛﻞ‬ ‫ﺇﱃ‬ ‫ﻭ‬
◊‫ﺍﷲ‬ ‫ﺭﲪﻬﻤﺎ‬ ‫ﺟﺪﰐ‬ ‫ﻭ‬ ‫ﺟﺪﻱ‬ ‫ﺭﻭﺡ‬ ‫ﺇﱃ‬ ‫ﻭ‬
◊‫ﺃﺛﻨﺎﺀ‬ ‫ﻣﺼﺎﺣﺒﱵ‬ ‫ﻭ‬ ‫ﺑﺮﻓﻘﱵ‬ ‫ﻛﺎﻧﻮﺍ‬ ‫ﻣﻦ‬ ‫ﻭ‬ ،‫ﺍﻷﺻﺪﻗﺎﺀ‬ ‫ﻛﻞ‬ ‫ﺇﱃ‬
‫ﺍﳉﺎﻣﻌﺔ‬ ‫ﰲ‬ ‫ﺩﺭﺍﺳﱵ‬
◊‫ﻣﺴﺎﻋﺪﰐ‬ ‫ﰲ‬ ‫ﺟﻬﺪﺍ‬ ‫ﻳﺪﺧﺮ‬ ‫ﱂ‬ ‫ﻣﻦ‬ ‫ﻛﻞ‬ ‫ﺇﱃ‬ ‫ﻭ‬
◊‫ﺳ‬ ‫ﻣﻦ‬ ‫ﻛﻞ‬ ‫ﺇﱃ‬ ‫ﻭ‬‫ﺍﻟﺪﺭﺍﺳﻴﺔ‬ ‫ﺣﻴﺎﰐ‬ ‫ﰲ‬ ‫ﲝﺮﻑ‬ ‫ﻭﻟﻮ‬ ‫ﺗﻠﻘﻴﲏ‬ ‫ﰲ‬ ‫ﺎﻫﻢ‬.

4. ‫ﺍﻝﺘﺸﻜﺭﺍﺕ‬.............................................................................................‫ﺃ‬
‫ﺍﻹﻫﺩﺍﺀ‬...............................................................................................‫ﺏ‬
‫ﻓﻬﺭﺱ‬‫ﺍﻝﻤﺤﺘﻭﻴﺎﺕ‬...................................................................................‫ﺕ‬
‫ﻗﺎﺌﻤﺔ‬‫ﺍﻹﺸﻜﺎل‬.........................................................................................‫ﺡ‬
‫ﺍﻝﺠﺩﺍﻭل‬ ‫ﻗﺎﺌﻤﺔ‬.........................................................................................‫ﺩ‬
‫ﺍﻝﻌﺎﻤﺔ‬ ‫ﺍﻝﻤﻘﺩﻤﺔ‬.............................................................................................‫ﺫ‬
‫ﺍﻷﻭل‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﻁﻭﺭ‬.
‫ﺘﻤﻬﻴﺩ‬......................................................................................................٠١
I-١-‫ﺍﻝﺘﻌﺎﺭ‬ ‫ﺒﻌﺽ‬ ‫ﻭﻤﻨﺎﻗﺸﺔ‬ ‫ﻋﺭﺽ‬‫ﻝﻠﺘﺴ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﻭﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﻴﻑ‬‫ﻭﻴﻕ‬.........................................٠١
I-١-١-‫ﻭﻤﻨ‬ ‫ﺍﺴﺘﻌﺭﺍﺽ‬‫ﺍﻝﺘﻌﺎﺭ‬ ‫ﺒﻌﺽ‬ ‫ﺎﻗﺸﺔ‬‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﻴﻑ‬....................................................٠١
I-١-٢-‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﻋﺭﺽ‬...............................................................٠٥
I-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻭﻅﺎﺌﻑ‬ ‫ﻤﻔﻬﻭﻡ‬............................................................................10
I-٢-١-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﻁﻭﺭ‬...........................................................................10
I-٢-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻅﺎﺌﻑ‬................................................................................١٦
I-٣-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻤﻜﺎﻨﺔ‬ ‫ﺇﺩﺍﺭﺓ‬...............................................................................٢١
I-٣-١-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺇﺩﺍﺭﺓ‬...................................................................................٢١
I-٣-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻜﺎﻨﺔ‬..................................................................................٢٣
I-٤-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﺃﻫﻤﻴﺔ‬ ‫ﺃﻫﺩﺍﻑ‬.............................................................................٢٧
I-٤-١-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻫﺩﺍﻑ‬.................................................................................٢٧
I-٤-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻫﻤﻴﺔ‬..................................................................................٢٧
‫ﺍﻝﻔﺼل‬ ‫ﺨﻼﺼﺔ‬...........................................................................................٣٠
‫ﺍﻝﺜﺎﻨﻲ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﻤﻌﻠﻭ‬ ‫ﻨﻅﺎﻡ‬‫ﻤﺎﺕ‬.
‫ﺘﻤﻬﻴﺩ‬......................................................................................................٣٢
II-١-‫ﻭﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬ ‫ﻋﻥ‬ ‫ﻤﻔﺎﻫﻴﻡ‬ ‫ﻋﺭﺽ‬............................................................33
II-١-١-‫ﻭﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬ ‫ﻋﻥ‬ ‫ﻋﺎﻤﺔ‬ ‫ﻤﻔﺎﻫﻴﻡ‬..........................................................33
II-١-٢-‫ﻝﻠﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﺘﺎﺭﻴﺨﻲ‬ ‫ﺍﻝﺘﻁﻭﺭ‬....................................................................36
II-٢-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﺩﻭﺭ‬ ‫ﺃﻨﻭﺍﻉ‬ ،‫ﻤﺼﺎﺩﺭ‬ ،‫ﺨﺼﺎﺌﺹ‬......................................................37
II-٢-١-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻤﺼﺎﺩﺭ‬ ‫ﺨﺼﺎﺌﺹ‬.................................................................37
II-٢-٢-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﺃﻫﻤﻴﺔ‬ ‫ﻭﺩﻭﺭ‬ ‫ﺃﻨﻭﺍﻉ‬.................................................................٤4
II-٣-‫ﺍﻝﻨﻅﻡ‬ ‫ﻭﺃﻨﻭﺍﻉ‬ ،‫ﺨﺼﺎﺌﺹ‬ ،‫ﻋﻨﺎﺼﺭ‬ ،‫ﻤﻔﻬﻭﻡ‬..........................................................49
II-٣-١-‫ﺍﻝﻨﻅﺎﻡ‬ ‫ﻭﻋﻨﺎﺼﺭ‬ ‫ﻤﻔﻬﻭﻡ‬.........................................................................49
II-٣-٢-‫ﺍﻝﻨﻅﻡ‬ ‫ﻭﺃﻨﻭﺍﻉ‬ ‫ﺨﺼﺎﺌﺹ‬........................................................................52
II-٤-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬...................................................................................58
II-٤-١-‫ﻨ‬ ‫ﻤﻔﻬﻭﻡ‬‫ﻭﻤﺒﺭﺭﺍﺘﻪ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻅﺎﻡ‬..............................................................58
II-٤-٢-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﻭﺃﻨﻭﺍﻉ‬ ‫ﻋﻨﺎﺼﺭ‬.................................................................64

5. II-٤-٣-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺃﻫﺩﺍﻑ‬ ‫ﺨﺼﺎﺌﺹ‬ ،‫ﻭﻅﺎﺌﻑ‬....................................................67
II-٤-٤-‫ﺘﺤﺩﻴﺎﺘﻪ‬ ‫ﻭﺃﻫﻡ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺘﺼﻤﻴﻡ‬ ‫ﻭﺃﻁﺭﺍﻑ‬ ‫ﻤﻨﻬﺠﻴﺔ‬.........................................74
‫ﺍﻝﻔﺼل‬ ‫ﺨﻼﺼﺔ‬............................................................................................79
‫ﺍﻝﺜﺎﻝﺙ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬
‫ﺘﻤﻬﻴﺩ‬......................................................................................................81
III-١-‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬.........................................................................81
III-١-١-‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﻨﻅﺎﻡ‬ ‫ﻭﺍﻝﺤﺎﺠﺔ‬ ‫ﻤﻔﻬﻭﻡ‬.....................................................81
III-١-٢-‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﻤﻜﻭﻨﺎﺕ‬ ‫ﺨﺼﺎﺌﺹ‬.................................................86
III-١-٣-‫ﺍﻝﺘﺴﻭﻴﻘ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺃﻫﻤﻴﺔ‬ ‫ﻭﻤﻘﻭﻤﺎﺕ‬ ‫ﻭﻅﺎﺌﻑ‬‫ﻴﺔ‬...........................................91
III-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬...................................................................................94
III-٢-١-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﻭﺨﻁﻭﺍﺕ‬ ‫ﻤﻔﻬﻭﻡ‬...............................................................94
III-٢-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﻭﻤﺠﺎﻻﺕ‬ ‫ﺃﻫﻤﻴﺔ‬...............................................................104
III-٢-٣-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﺒﺤﻭﺙ‬ ‫ﺃﻨﻭﺍﻉ‬.........................................................................110
‫ﺍﻝﻔﺼل‬ ‫ﺨﻼﺼﺔ‬............................................................................................118
‫ﺍﻝﺭﺍﺒﻊ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻨﻅﺭﻴﺎﺕ‬.
‫ﺘﻤﻬﻴﺩ‬......................................................................................................120
IV-١-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻨﻅﺭﻴﺔ‬.............................................................................120
IV-١-١-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻭﻋﻤﻠﻴﺔ‬ ‫ﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﺍﻝﻤﺩﺍﺭﺱ‬ ‫ﻤﺨﺘﻠﻑ‬ ‫ﻋﺭﺽ‬........................................120
IV-١-٢-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻨﻅﺭﻴﺔ‬................................................................................128
IV-٢-‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻭﺃﻨﻭﺍﻉ‬ ‫ﺃﻫﻤﻴﺔ‬ ،‫ﻤﻔﻬﻭﻡ‬...................................................................130
IV-٢-١-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻤﻔﻬﻭﻡ‬............................................................................130
IV-٢-٢-‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻭﺃﻨﻭﺍﻉ‬ ‫ﺃﻫﻤﻴﺔ‬.......................................................................132
IV-٣-‫ﻭﺼﻌﻭﺒﺎﺘﻪ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺜﺭﺓ‬ ‫ﻭﺍﻝﻌﻭﺍﻤل‬ ‫ﻤﺭﺍﺤل‬..........................................140
IV-٣-١-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻤﺭﺍﺤل‬..........................................................................140
IV-٣-٢-‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺜﺭﺓ‬ ‫ﺍﻝﻌﻭﺍﻤل‬...........................................................148
IV-٣-٣-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺘﻌﺘﺭﺽ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺼﻌﻭﺒﺎﺕ‬........................................................152
IV-٣-٤-‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﺎﻋﺩﺓ‬ ‫ﺍﻝﺘﺤﻠﻴﻠﻴﺔ‬ ‫ﺍﻝﻁﺭﻕ‬....................................................153
‫ﺍﻝﻔﺼل‬ ‫ﺨﻼﺼﺔ‬...........................................................................................160
‫ﺍﻝﺨﺎﻤﺱ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺍﻗﻊ‬‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬
‫ﺘﻤﻬﻴﺩ‬..............................................................................................163
V–١-‫ﺍﻝﺩﺭﺍﺴﺔ‬ ‫ﻤﻨﻬﺠﻴﺔ‬‫ﺍﻝﻤﻴﺩﺍﻨﻴ‬‫ﺔ‬.................................................................163
V–١-١-‫ﺍﻝﺩﺭﺍﺴﺔ‬ ‫ﻭﺴﺎﺌل‬....................................................................164
V–١-٢-‫ﺍﻝﻌﻴﻨﺔ‬ ‫ﺘﻘﺩﻴﻡ‬........................................................................165
V–٢-‫ﺘﺤﻠﻴل‬
‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬.....................................................................166

6. V–٢-1-‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬
..........................................166
V–٢-٢-‫ﻭ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬‫ﺃﻨﻭﺍﻋﻬﺎ‬‫ﻁﺭﻕ‬‫ﺘﺠﻤﻴﻌﻬﺎ‬..............................................171
V–٢-٣-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬
‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬.........................................177
‫ﺍﻝﻔﺼل‬ ‫ﺨﻼﺼﺔ‬....................................................................................187
‫ﺨﺎﺘﻤﺔ‬‫ﺍﻝﻌﺎﻤﺔ‬.......................................................................................189
‫ﺍﻝﻤﺭﺍﺠﻊ‬ ‫ﻗﺎﺌﻤﺔ‬....................................................................................191
‫ﺍﻝﻤﻠﺤﻘﺎﺕ‬..........................................................................................195

7. ‫ﻭﺍﻝﺠﺩﺍﻭل‬ ‫ﺍﻷﺸﻜﺎل‬ ‫ﻗﺎﺌﻤﺔ‬.
‫ﺃ‬-‫ﺍﻷﺸﻜﺎل‬ ‫ﻗﺎﺌﻤﺔ‬:
‫ﺍﻝﺸﻜل‬ ‫ﺭﻗﻡ‬‫ﺍﻝﺸﻜل‬ ‫ﻋﻨﻭﺍﻥ‬‫ﺍﻝﺼﻔﺤﺔ‬ ‫ﺭﻗﻡ‬
٠١‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻤﻜﻭﻨﺎﺕ‬٠٣
٠٢‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻁﺭﻓﻲ‬ ‫ﺘﻭﻗﻌﺎﺕ‬٠٧
٠٣‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﻋﻨﺎﺼﺭ‬٠٨
٠٤‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬٠٩
٠٥‫ﺍﻹﻨﺘﺎﺠﻲ‬ ‫ﻤﻔﻬﻭﻡ‬١١
٠٦‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﻴﻘﺩﻤﻬﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﻨﺎﻓﻊ‬١٥
٠٧‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻅﺎﺌﻑ‬١٧
٠٨‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﺯﻴﺞ‬ ‫ﻋﻨﺎﺼﺭ‬ ‫ﻤﺨﺘﻠﻑ‬١٩
٠٩‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻹﺩﺍﺭﺓ‬ ‫ﺍﻝﺭﺃﺴﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬٢٢
١٠‫ﻜﻌﻤﻠﻴﺔ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺇﺩﺍﺭﺓ‬٢٣
١١‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻝﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻝﻨﻅﺭ‬ ‫ﻭﺠﻬﺎﺕ‬٢٥
١٢‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﺴﺒﺎﻗﻴﺔ‬٢٦
١٣‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺤﻭل‬ ‫ﺃﺴﺎﺴﻴﺔ‬ ‫ﻤﻔﺎﻫﻴﻡ‬٣٤
١٤‫ﺘﺤﻭﻴل‬ ‫ﻜﻴﻔﻴﺔ‬ ‫ﻴﺒﻴﻥ‬ ‫ﻤﺨﻁﻁ‬‫ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬٣٥
١٥‫ﺍﻝﻤﺘﺘﺎﺒﻌﺔ‬ ‫ﺍﻝﻤﺩﺨﻼﺕ‬٥١
١٦‫ﺍﻝﻌﺸﻭﺍﺌﻴﺔ‬ ‫ﺍﻝﻤﺩﺨﻼﺕ‬٥١
١٧‫ﺍﻝﻌﻜﺴﻴﺔ‬ ‫ﺍﻝﺘﻐﺫﻴﺔ‬ ‫ﻁﺭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﻤﺩﺨﻼﺕ‬٥٢
١٨‫ﺒﺎﻝﻤﺅﺴﺴﺔ‬ ‫ﺍﻝﻨﻅﻡ‬ ‫ﻤﻜﺎﻨﺔ‬٥٧
١٩‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺘﺸﻐﻴل‬٥٩
٢٠‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬٦٠
٢١‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﻨﻅﻡ‬ ‫ﻭﺍﻻﺠﺘﻤﺎﻋﻲ‬ ‫ﺍﻝﻔﻨﻲ‬ ‫ﺍﻝﻤﺩﺨل‬٦١
٢٢‫ﺍﻝﻤﻌﺎﺼﺭ‬ ‫ﺍﻝﻤﺩﺨل‬‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﻨﻅﻡ‬٦٢
٢٣‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻋﻥ‬ ‫ﻨﻤﻭﺫﺝ‬٦٣
٢٤‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﻤﻬﺎﻡ‬ ‫ﻭﻅﺎﺌﻑ‬٦٩
٢٥‫ﺍﻝﻭﻅﻴﻔﻴﺔ‬ ‫ﺍﻝﻨﻅﻡ‬ ‫ﺃﻨﻭﺍﻉ‬٧٠
٢٦‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬٧٠
٢٧‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬٧١
٢٨‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬٨٣
٢٩‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﻜﻭﻨﺎﺕ‬٨٧
٣٠‫ﺒﻴﻥ‬ ‫ﻋﻼﻗﺔ‬‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬٩٠
٣١‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﻥ‬ ‫ﺍﻻﺴﺘﻔﺎﺩﺓ‬٩٤
٣٢‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻤﺭﺍﺤل‬٩٧
٣٣‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﺃﻨﻭﺍﻉ‬١١١
٣٤‫ﺍﻝﺭﺸﺩ‬ ‫ﺃﻨﻭﺍﻉ‬١٢٨
٣٥‫ﺍﻷﺨﺭﻯ‬ ‫ﺍﻝﻭﻅﺎﺌﻑ‬ ‫ﻭ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬١٣٣
٣٦‫ﺍﻝﺒﺩﺍﺌل‬ ‫ﺘﻘﻴﻴﻡ‬ ‫ﺠﺩﻭل‬١٤٤
٣٧‫ﺍﻝﻤﺅﺜﺭ‬ ‫ﺍﻝﻌﻭﺍﻤل‬‫ﺓ‬‫ﺍﺘ‬ ‫ﻓﻲ‬‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺨﺎﺫ‬١٤٩
٣٨‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺩﻗﺔ‬ ‫ﺩﺭﺠﺔ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺘﺎﺡ‬ ‫ﺍﻝﺯﻤﻥ‬ ‫ﺒﻴﻥ‬ ‫ﻋﻼﻗﺔ‬١٥١
٣٩‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻝﺸﺠﺭﺓ‬ ‫ﺍﻝﻌﺎﻡ‬ ‫ﺍﻝﻬﻴﻜل‬١٥٨

8. ‫ﺍﻝﺸﻜل‬ ‫ﺭﻗﻡ‬‫ﺍﻝﺸﻜل‬ ‫ﻋﻨﻭﺍﻥ‬‫ﺍﻝﺼﻔﺤﺔ‬ ‫ﺭﻗﻡ‬
٤٠‫ﺍﻝﺘﻨﻅﻴﻤﻲ‬ ‫ﻭﺍﻝﻬﻴﻜل‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬١٦٧
٤١‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺒﺎﻝﻨﺸﺎﻁﺎﺕ‬ ‫ﺍﻝﻘﺎﺌﻤﺔ‬ ‫ﺍﻝﺠﻬﺔ‬ ‫ﻴﺒﻴﻥ‬١٦٨
٤٢‫ﺍ‬ ‫ﻝﻠﻨﺸﺎﻁ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻝﺠﻭﺀ‬ ‫ﻋﻭﺍﻤل‬‫ﻝﺘﺴﻭﻴﻘﻲ‬١٦٩
٤٣‫ﺍﻝﻤﻌﻠﻭﻤﺔ‬ ‫ﻤﻔﻬﻭﻡ‬١٧٢
٤٤‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬ ‫ﺃﻨﻭﺍﻉ‬١٧٤
٤٥‫ﺍﻝﻤﺤﻴﻁ‬ ‫ﻋﻥ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﺠﻤﻴﻊ‬ ‫ﻨﺴﺏ‬١٧٥
٤٦‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﺎﻋﺩﺓ‬ ‫ﺍﻝﻭﺴﺎﺌل‬١٧٨
٤٧‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﻔﻬﻭﻡ‬١٨٠
‫ﺏ‬-‫ﺍﻝﺠﺩﺍل‬ ‫ﻗﺎﺌﻤﺔ‬
‫ﺍ‬ ‫ﺭﻗﻡ‬‫ﻝﺠﺩﻭل‬‫ﻋﻨﻭﺍﻥ‬‫ﺍﻝﺠﺩﻭل‬‫ﺍﻝﺼﻔﺤﺔ‬ ‫ﺭﻗﻡ‬
٠١‫ﺍﻝﺘﺒ‬ ‫ﻋﻤﻠﻴﺎﺕ‬‫ﺎﺩل‬٠٦
٠٢‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻭﺍﻝﻤﻔﻬﻭﻡ‬ ‫ﺍﻝﺴﻠﻌﻲ‬ ‫ﺍﻝﻤﻔﻬﻭﻡ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻝﻔﺭﻕ‬١٣
٠٣‫ﻝﻠﻤﻨﺎﻓﻊ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺍﻷﺭﺒﻌﺔ‬ ‫ﺃﻨﻭﺍﻉ‬١٦
٠٤‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻁﻭﺭ‬ ‫ﻤﺭﺍﺤل‬٣٧
٠٥‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬ ‫ﻤﺼﺎﺩﺭ‬٤٣
٠٦‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺃﻨﻭﺍﻉ‬ ‫ﺒﻴﻥ‬ ‫ﻤﻘﺎﺭﻨﺔ‬٤٣
٠٧‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﺒﺤﻭﺙ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺒﻴﻥ‬ ‫ﻤﻘﺎﺭﻨﺔ‬٨٤
٠٨‫ﺍﻹﺩﺍﺭﻴ‬ ‫ﺍﻝﻌﻤﻠﻴﺎﺕ‬‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺔ‬١٣١
٠٩‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻭﻤﺴﺘﻭﻴﺎﺕ‬ ‫ﺨﺼﺎﺌﺹ‬١٣٦
١٠‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺼﻨﻊ‬ ‫ﻤﺭﺍﺤل‬١٤٨
١١‫ﺍﻝﻨﺸﺎﻁ‬‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬‫ﻭﺍﻝﻬﻴﻜل‬‫ﺍﻝﺘﻨﻅﻴﻤﻲ‬١٦٧
١٢‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺒﺎﻝﻨﺸﺎﻁﺎﺕ‬ ‫ﺍﻝﻘﺎﺌﻤﺔ‬ ‫ﺍﻝﺠﻬﺔ‬١٦٨
١٣‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻝﻠﻨﺸﺎﻁ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻝﺠﻭﺀ‬ ‫ﻋﻭﺍﻤل‬١٦٩
١٤‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻓﻌﺎﻝﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﺩﻭﺭ‬١٧٠
١٥‫ﻨ‬‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﻤﻴﺯﺍﻨﻴﺔ‬ ‫ﺼﻴﺏ‬١٧١
١٦‫ﺍﻝﻤﻌﻠﻭﻤﺔ‬ ‫ﻤﻔﻬﻭﻡ‬١٧٢
١٧‫ﺍﻝﻤﺴﺘﻌﻤﻠﺔ‬ ‫ﺍﻝﺒﻴﺎﻨﺎﺕ‬ ‫ﺃﻨﻭﺍﻉ‬١٧٣
١٨‫ﺍﻝﻤﺤﻴﻁ‬ ‫ﻋﻥ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﺠﻤﻴﻊ‬ ‫ﻨﺴﺏ‬١٧٥
١٩‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﺠﻤﻴﻊ‬ ‫ﻤﺼﺎﺩﺭ‬١٧٦
٢٠‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﺎﻋﺩﺓ‬ ‫ﺍﻝﻭﺴﺎﺌل‬١٧٨
٢١‫ﺍﻝﻤﺘﺨﺫﺓ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺃﻨﻭﺍﻉ‬١٧٩
٢٢‫ﺍ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﻔﻬﻭﻡ‬‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻝﻤﻌﻠﻭﻤﺎﺕ‬١٨٠
٢٣‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺩﻭﺭ‬١٨١
٢٤‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻋﻥ‬ ‫ﺍﻝﻤﺴﺌﻭﻝﺔ‬ ‫ﺍﻝﺠﻬﺔ‬١٨٢
٢٥‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻴﻭﻀﺢ‬١٨٣
٢٦‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻝﻔﺭﻕ‬١٨٤
٢٧‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﺍﺴﺘﻌﻤﺎل‬١٨٤
٢٨‫ﺒ‬ ‫ﺒﻬﺎ‬ ‫ﺃﺘﺕ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﻐﻴﺭ‬ ‫ﺩﺭﺠﺔ‬‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺤﻭﺙ‬١٨٥
٢٩‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺒﺤﻭﺙ‬ ‫ﺍﻝﻘﻴﺎﻡ‬ ‫ﻋﺩﻡ‬ ‫ﺃﺴﺒﺎﺏ‬١٨٦

9. -‫ﺍﻝﺒﺤـﺙ‬ ‫ﺇﺸﻜﺎﻝﻴـﺔ‬:
‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬ ‫ﻓﺎﻝﻤﺅﺴﺴﺔ‬ ،‫ﺍﻝﺴﻭﻕ‬ ‫ﺍﻗﺘﺼﺎﺩ‬ ‫ﻅل‬ ‫ﻭﻓﻲ‬ ‫ﺍﻝﻭﻁﻨﻴﺔ‬ ‫ﺍﻝﺴﺎﺤﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﻤﺘﺘﺎﻝﻴﺔ‬ ‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‬ ‫ﺍﻝﺘﻐﻴﺭﺍﺕ‬ ‫ﻅل‬ ‫ﻓﻲ‬
‫ﺃﺭ‬ ‫ﺇﻥ‬ ‫ﺍﻝﺘﻐﻴﺭﺍﺕ‬ ‫ﻫﺫﻩ‬ ‫ﻤﻊ‬ ‫ﺘﺘﻔﺎﻋل‬ ‫ﻭﺃﻥ‬ ‫ﻤﺤﻴﻁﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺤﺎﺼﻠﺔ‬ ‫ﺍﻝﺘﻐﻴﺭﺍﺕ‬ ‫ﻫﺫﻩ‬ ‫ﺘﺭﺍﻋﻲ‬ ‫ﺃﻥ‬ ‫ﻋﻠﻰ‬ ‫ﻤﺠﺒﺭﺓ‬‫ﺍﻝﺒﻘﺎﺀ‬ ‫ﺍﺩﺕ‬.
‫ﺨﺒﺭﺓ‬ ‫ﻝﻬﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﺠﻨﺒﻴﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻭﻜﺫﻝﻙ‬ ‫ﺍﻷﺠﺎﻨﺏ‬ ‫ﺍﻝﻤﺴﺘﺜﻤﺭﻴﻥ‬ ‫ﺩﺨﻭل‬ ‫ﻤﻊ‬ ‫ﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺃﻜﺜﺭ‬ ‫ﺃﺼﺒﺢ‬ ‫ﻓﻤﺤﻴﻁﻬﺎ‬
‫ﻤﻨﺎﺴﺒﺔ‬ ‫ﻭﻨﻭﻋﻴﺔ‬ ‫ﻋﺎﻝﻴﺔ‬ ‫ﺠﻭﺩﺓ‬ ‫ﺫﺍﺕ‬ ‫ﺒﺴﻠﻊ‬ ‫ﺍﻝﻭﻁﻨﻴﺔ‬ ‫ﺍﻝﺴﻭﻕ‬ ‫ﺘﻜﺘﺴﺢ‬ ‫ﺃﻥ‬ ‫ﻴﺅﻫﻠﻬﺎ‬ ‫ﻤﺎ‬ ‫ﻫﺫﺍ‬ ،‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﺠﺎل‬ ‫ﻓﻲ‬ ‫ﻜﺒﻴﺭﺓ‬
‫ﻤﻨﺨﻔﻀﺔ‬ ‫ﺒﺄﺴﻌﺎﺭ‬.
‫ﺍﻝﻤﺸﻜ‬ ‫ﻫﺫﺍ‬ ‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺘﻭﺍﺠﻪ‬ ‫ﻭﺤﺘﻰ‬‫ﺘﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻓﻴﺠﺏ‬ ،‫ﺍﻝﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﻗﺩﺭﺍﺘﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺘﻁﻭﺭ‬ ‫ﺃﻥ‬ ‫ﻓﻌﻠﻴﻬﺎ‬ ‫ل‬
‫ﺍﻝﺠﺩﻴﺩﺓ‬ ‫ﻭﻅﺎﺌﻔﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺘﻁﻭﺭ‬ ‫ﺃﻥ‬ ‫ﻴﻌﻨﻲ‬ ‫ﻤﺎ‬ ‫ﻭﻫﺫﺍ‬ ‫ﻤﺴﺘﻤﺭﺓ‬ ‫ﺒﺼﻔﺔ‬ ‫ﺍﻝﺴﻭﻕ‬ ‫ﺩﺭﺍﺴﺔ‬ ‫ﻭﺨﺎﺼﺔ‬ ‫ﻝﻤﺤﻴﻁﻬﺎ‬ ‫ﺼﺎﻏﻴﺔ‬
‫ﻝﻬﺫﻩ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﻴﻌﻁﻲ‬ ‫ﻻ‬ ‫ﺍﻝﺫﻱ‬ ‫ﺍﻝﻤﺨﻁﻁ‬ ‫ﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﻝﻅﺭﻑ‬ ‫ﻨﻅﺭﺍ‬ ‫ﻋﻨﻬﺎ‬ ‫ﻏﺎﻓﻠﺔ‬ ‫ﻜﺎﻨﺕ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻅﻴﻔﺔ‬ ‫ﻭﺨﺎﺼﺔ‬
‫ﻭﻅﻴﻔﺔ‬ ‫ﻋﻥ‬ ‫ﻋﺒﺎﺭﺓ‬ ‫ﻭﻜﺎﻨﺕ‬ ‫ﺍﻝﻭﻅﻴﻔﺔ‬‫ﻜﺎﻓﺔ‬ ‫ﻭﺩﺭﺍﺴﺔ‬ ‫ﻭﺤﺎﺠﺎﺘﻬﻡ‬ ‫ﺍﻝﺯﺒﺎﺌﻥ‬ ‫ﻝﺭﻏﺒﺎﺕ‬ ‫ﺍﻝﺭﺠﻭﻉ‬ ‫ﺩﻭﻥ‬ ‫ﺃﻨﺘﺞ‬ ‫ﻤﺎ‬ ‫ﺒﻴﻊ‬
‫ﺍﻝﺴﻭﻕ‬ ‫ﻤﺘﻐﻴﺭﺍﺕ‬.
‫ﻭﻤﻥ‬ ‫ﺍﻝﺤﺩﻴﺙ‬ ‫ﺍﻻﻗﺘﺼﺎﺩ‬ ‫ﺍﻝﺘﺴﻴﻴﺭ‬ ‫ﻝﺘﻘﻨﻴﺎﺕ‬ ‫ﺍﻝﻤﺎﺴﺔ‬ ‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﻅﻬﺭﺕ‬ ‫ﺍﻝﺴﻭﻕ‬ ‫ﺍﻗﺘﺼﺎﺩ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺨﻠﺕ‬ ‫ﺃﻥ‬ ‫ﻭﺒﻌﺩ‬
‫ﻜل‬ ‫ﺒﺩﺭﺍﺴﺔ‬ ‫ﺘﺴﻤﺢ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻭﻅﻴﻔﺔ‬ ‫ﻫﺫﻩ‬ ،‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺍﺨل‬ ‫ﻫﺎﻤﺔ‬ ‫ﺒﻤﻜﺎﻨﺔ‬ ‫ﺤﻅﻴﺕ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻅﻴﻔﺔ‬ ‫ﺃﻫﻤﻬﺎ‬
‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻤﺤﻴﻁ‬ ‫ﺤﻭل‬ ‫ﺘﺘﻭﻓﺭ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﻌﻁﻴﺎﺕ‬.
‫ﻭﺠﻭﺩﺘﻬﺎ‬ ‫ﺍﻝﺴﻠﻌﺔ‬ ‫ﺍﺘﺠﺎﻩ‬ ‫ﺍﻝﺸﺭﺍﺌﻴﺔ‬ ‫ﻭﺩﻭﺍﻓﻌﻪ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻭﺃﺫﻭﺍﻕ‬ ‫ﻭﺍﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﺭﻏﺒﺎﺕ‬ ‫ﻤﻌﺭﻓﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻓﻌﻠﻰ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺴﻠﻭﻙ‬ ‫ﻤﺘﺎﺒﻌﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﻭﺍﺠﺏ‬ ‫ﻤﻥ‬ ‫ﻝﻬﺫﺍ‬ ،‫ﺍﻝﻤﻨﺎﻓﺴﺔ‬ ‫ﺴﻭﻕ‬ ‫ﻭﻤﻌﺭﻓﺔ‬ ‫ﻭﺴﻌﺭﻫﺎ‬ ‫ﻭﻤﻭﺍﺼﻔﺎﺘﻬﺎ‬
‫ﺍﻝﺴﻭﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻜﺒﻴﺭﺓ‬ ‫ﻝﻠﺘﻁﻭﺭﺍﺕ‬ ‫ﻨﻅﺭﺍ‬ ‫ﺒﺎﺴﺘﻤﺭﺍﺭ‬‫ﺃﻭ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺃﺫﻭﺍﻕ‬ ‫ﺘﻐﻴﺭ‬ ‫ﺃﻭ‬ ،‫ﺠﺩﻴﺩﺓ‬ ‫ﻤﻨﺘﻭﺠﺎﺕ‬ ‫ﺩﺨﻭل‬ ‫ﺤﻴﺙ‬ ‫ﻤﻥ‬
‫ﺍﻵﺨﺭﻴﻥ‬ ‫ﺍﻝﻤﻨﺘﺠﻴﻥ‬ ‫ﺴﻠﻭﻙ‬ ‫ﻭﻜﺫﺍ‬ ‫ﺍﻝﺘﺸﺭﻴﻌﺎﺕ‬.
‫ﻜل‬ ‫ﺒﻤﺘﺎﺒﻌﺔ‬ ‫ﺘﺴﻤﺢ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻭﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﻤﻌﻁﻴﺎﺕ‬ ‫ﻜل‬ ‫ﺠﻤﻊ‬ ‫ﻁﺭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺒﻤﺤﻴﻁ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﻓﻬﺫﺍ‬
‫ﺇﻴﺠﺎ‬ ‫ﺍﻨﻌﻜﺎﺱ‬ ‫ﻝﻬﺎ‬ ‫ﺤﻘﺎﺌﻕ‬ ‫ﻋﺩﺓ‬ ‫ﻋﻠﻰ‬ ‫ﻝﻬﺎ‬ ‫ﻴﻜﺸﻑ‬ ‫ﻤﺎ‬ ‫ﻭﻫﺫﺍ‬ ‫ﺍﻝﺴﻭﻕ‬ ‫ﻓﻲ‬ ‫ﺘﺤﺩﺙ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﺤﻭﻻﺕ‬‫ﻗﺩﺭﺓ‬ ‫ﺤﻭل‬ ‫ﺒﻲ‬
‫ﻓﻲ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺍﻝﺭﻜﻴﺯﺓ‬ ‫ﻫﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻓﻬﺫﻩ‬ ،‫ﺍﻝﺘﻨﺎﻓﺴﻴﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬
‫ﻓﺈﻥ‬ ‫ﻭﺒﻬﺫﺍ‬
‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﺒﺎﺘﺨﺎﺫ‬ ‫ﻝﻪ‬ ‫ﺘﺴﻤﺢ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﻝﻠﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﺎﺴﺔ‬ ‫ﺤﺎﺠﺔ‬ ‫ﻓﻲ‬ ‫ﻨﻔﺴﻪ‬ ‫ﻴﺠﺩ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻤﺘﺨﺫ‬
‫ﻤﻨﺎﺴﺒﺔ‬.
‫ﻭﺘﺸﻤل‬
‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻝﻭﺍﺴﻌﺔ‬ ‫ﺍﻝﻤﺠﺎﻻﺕ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻫﺫﻩ‬‫ﺒﻌﻨﺎﺼﺭ‬ ‫ﻤﺭﻭﺭﺍ‬ ‫ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‬ ‫ﺍﻝﺴﻭﻕ‬ ‫ﻭﻗﻁﺎﻋﺎﺕ‬ ‫ﺒﺎﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺒﺩﺀﺍ‬
‫ﺘﻠﻙ‬ ‫ﺴﻭﺍﺀ‬ ‫ﺍﻝﺤﺴﺒﺎﻥ‬ ‫ﻓﻲ‬ ‫ﺁﺨﺫﻫﺎ‬ ‫ﻴﺠﺏ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﺘﻐﻴﺭﺍﺕ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻌﺩﻴﺩ‬ ‫ﻴﻅﻬﺭ‬ ‫ﻤﺎ‬ ‫ﻭﻫﺫﺍ‬ ،‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﺯﻴﺞ‬
‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺘﺤﺩﺙ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺘﻠﻙ‬ ‫ﺃﻭ‬ ‫ﻓﻴﻬﺎ‬ ‫ﺍﻝﺘﺤﻜﻡ‬ ‫ﻴﺼﻌﺏ‬ ‫ﻭﺍﻝﺘﻲ‬ ‫ﻝﻠﻤﺅﺴﺴﺔ‬ ‫ﺍﻝﺨﺎﺭﺠﻴﺔ‬ ‫ﺍﻝﺒﻴﺌﺔ‬ ‫ﻓﻲ‬ ‫ﺘﺤﺩﺙ‬ ‫ﺍﻝﺘﻲ‬.
‫ﺘﺤﺘ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻭﻫﺫﻩ‬‫ﺍﻝﺴﻭﻗﻴﺔ‬ ‫ﻭﺍﻝﻘﻁﺎﻋﺎﺕ‬ ‫ﻭﺍﻷﺴﻭﺍﻕ‬ ‫ﺍﻝﺒﻴﺌﺔ‬ ‫ﻋﻥ‬ ‫ﻤﺘﻌﺩﺩﺓ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺠﻤﻊ‬ ‫ﺇﻝﻰ‬ ‫ﺎﺝ‬
‫ﺍﻝﻤﺴﺘﻬﺩﻓﺔ‬.

10. ‫ﻤﻌﻴﻨﺔ‬ ‫ﻤﺸﻜﻠﺔ‬ ‫ﺘﻅﻬﺭ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﺇﻝﻴﻪ‬ ‫ﺘﺤﺘﺎﺝ‬ ‫ﻤﺎ‬ ‫ﻭﻤﻨﻬﺎ‬ ‫ﺩﻭﺭﻴﺔ‬ ‫ﺒﺼﻔﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺘﺤﺘﺎﺠﻬﺎ‬ ‫ﻗﺩ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻫﺫﻩ‬
‫ﺘﺴﻭﻴﻘﻲ‬ ‫ﻗﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﺇﻝﻰ‬ ‫ﺘﺤﺘﺎﺝ‬ ‫ﺃﻭ‬.
‫ﺍﻝﻘﺭﺍ‬ ‫ﻤﺘﺨﺫ‬ ‫ﻓﺈﻥ‬ ‫ﺒﺎﻻﺴﺘﻤﺭﺍﺭﻴﺔ‬ ‫ﺘﺘﺴﻡ‬ ‫ﻭﺍﻝﻤﺘﻐﻴﺭﺍﺕ‬ ‫ﺍﻝﻤﺸﺎﻜل‬ ‫ﻝﻜﻭﻥ‬ ‫ﻭﻨﻅﺭﺍ‬‫ﺍﻝﻌﺩﻴﺩ‬ ‫ﺇﻝﻰ‬ ‫ﻴﺤﺘﺎﺝ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺭ‬
‫ﺃﻥ‬ ‫ﻴﻨﺒﻐﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺠﻤﻊ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﺈﻥ‬ ‫ﺜﻡ‬ ‫ﻭﻤﻥ‬ ،‫ﻓﻴﻬﺎ‬ ‫ﻴﻌﻤل‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺒﻴﺌﺔ‬ ‫ﻋﻥ‬ ‫ﻭﺍﻝﻤﺘﺠﺩﺩﺓ‬ ‫ﺍﻝﺸﺎﻤﻠﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻤﻥ‬
‫ﻤﻌﻴﻥ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﻓﻕ‬ ‫ﻤﺴﺘﻤﺭﺓ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺘﻜﻭﻥ‬.
‫ﺒﺼﻔﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﻬﻡ‬ ‫ﻴﻭﻓﺭ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﺩﺭﺍﺀ‬ ‫ﻝﺤﺎﺠﻴﺎﺕ‬ ‫ﺍﻹﺠﺎﺒﺔ‬ ‫ﻫﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻓﻨﻅﺎﻡ‬
‫ﻻﺘﺨﺎ‬ ‫ﻤﺴﺘﻤﺭﺓ‬‫ﺍﻝﻔﻌﺎﻝﺔ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺫ‬.‫ﻻﺘﺨﺎﺫ‬ ‫ﻜﺄﺴﺎﺱ‬ ‫ﺒﺎﻝﻐﺔ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺫﻭ‬ ‫ﻤﻭﺭﺩﺍ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﺃﺼﺒﺤﺕ‬
‫ﺍﻝﺨﺼﻭﺹ‬ ‫ﻭﺠﻪ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﻭﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻋﺎﻤﺔ‬ ‫ﺒﺼﻔﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻜﺎﻓﺔ‬.
‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺇﺒﺭﺍﺯ‬ ‫ﺴﻨﺤﺎﻭل‬ ‫ﺤﻴﺙ‬ ،‫ﻝﻤﻌﺎﻝﺠﺘﻪ‬ ‫ﻤﺒﺭﺭ‬ ‫ﺒﺤﺜﻨﺎ‬ ‫ﻤﻭﻀﻭﻉ‬ ‫ﻴﺠﺩ‬ ‫ﺍﻻﺘﺠﺎﻩ‬ ‫ﻫﺫﺍ‬ ‫ﻓﻲ‬
‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺍﻝﻌﻼﻗﺎﺕ‬ ‫ﻋﺭﺽ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻭﺫﻝﻙ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬
‫ﻝﻠﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﻤﺴﺘﻤﺭ‬ ‫ﺩﺍﺌﻡ‬ ‫ﻜﺈﻁﺎﺭ‬ ‫ﺤﺎﺠﺎﺘﻪ‬ ‫ﻭﻤﺩﻯ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻭﻓﻌﺎﻝﻴﺔ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺸﺭﺡ‬ ‫ﻤﻊ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻭﺍﺘﺨﺎﺫ‬
‫ﻓﻌﺎﻝﺔ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻷﻤﻭﺍل‬ ‫ﺍﻝﻭﻗﺕ‬ ‫ﻻﻗﺘﺼﺎﺩ‬ ‫ﻭﻫﺫﺍ‬.
‫ﺍﻹ‬ ‫ﻨﺤﺎﻭل‬ ‫ﺍﻝﺫﻱ‬ ‫ﺍﻷﺴﺎﺴﻲ‬ ‫ﺍﻝﺘﺴﺎﺅل‬ ‫ﻓﺈﻥ‬ ‫ﻝﺫﻝﻙ‬‫ﻫﻭ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻫﺫﺍ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻋﻠﻴﻪ‬ ‫ﺠﺎﺒﺔ‬:
‫ﺒﺎﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﺘﺴﻭﻴـﻕ‬ ‫ﻤـﺩﺭﺍﺀ‬ ‫ﺘﺯﻭﻴﺩ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴـﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤـﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﺴﺎﻫﻤـﺔ‬ ‫ﻤـﺩﻯ‬ ‫ﻤﺎ‬
‫ﺍﻝﻔﻌﺎﻝـﺔ؟‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘـﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨـﺎﺫ‬ ‫ﻤﻥ‬ ‫ﻝﺘﻤﻜﻨﻬـﻡ‬
‫ﺃﻫﻤﻬﺎ‬ ‫ﺍﻝﻔﺭﻋﻴﺔ‬ ‫ﺍﻷﺴﺌﻠﺔ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﻁﺭﺡ‬ ‫ﺇﻝﻰ‬ ‫ﻴﻘﻭﺩﻨﺎ‬ ‫ﺍﻝﺘﺴﺎﺅل‬ ‫ﻭﻫﺫﺍ‬:
-‫ﻭﻝﻤﺎﺫﺍ‬ ‫ﺒﺎﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﻤﻘﺼﻭﺩ‬ ‫ﻤﺎ‬‫ﺒﻬﺎ؟‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬ ‫ﻫﺫﺍ‬
-‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ؟‬ ‫ﺒﻨﻅﻡ‬ ‫ﺍﻝﻤﻘﺼﻭﺩ‬ ‫ﻤﺎ‬
-‫ﺍﻝﺘﺴﻭﻴﻘﻲ؟‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻁﺒﻴﻌﺔ‬ ‫ﻫﻲ‬ ‫ﻤﺎ‬
-‫ﺍﻝﻔﻌﺎل؟‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﻴﺴﺎﻫﻡ‬ ‫ﺃﻥ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﻨﻅﺎﻡ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻜﻴﻑ‬
‫ﺍﻵﺘﻴﺔ‬ ‫ﺒﺎﻝﻔﺭﻀﻴﺎﺕ‬ ‫ﺍﻻﺴﺘﻌﺎﻨﺔ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺍﻝﻤﻁﺭﻭﺤﺔ‬ ‫ﺍﻷﺴﺌﻠﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﻼﺯﻤﺔ‬ ‫ﺍﻹﺠﺎﺒﺎﺕ‬ ‫ﻭﻝﺘﻘﺩﻴﻡ‬:
-‫ﺍﻝﺒﺤـﺙ‬ ‫ﻓﺭﻀﻴـﺎﺕ‬:
-‫ﻝﻠﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﺍﺴﺘﺨﺩﺍﻤﻪ‬ ‫ﺤﺼﻭﻝﻪ‬ ‫ﻋﻠﻰ‬ ‫ﺘﺘﻭﻗﻑ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﺩﻴﺭ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﻭﻓﻌﺎﻝﻴﺔ‬ ‫ﺠﻭﺩﺓ‬.
-‫ﻤﺤﻴﻁﻬﺎ‬ ‫ﻤﻊ‬ ‫ﻭﺍﻝﺘﻜﻴﻑ‬ ‫ﺍﻝﺒﻘﺎﺀ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻭﻗﺩﺭﺓ‬ ‫ﺩﺭﺠﺔ‬ ‫ﻴﺤﺩﺩ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻭﻓﺭ‬.
-‫ﻭﺍﻝﺼﺤﻴﺤﺔ‬ ‫ﺍﻝﻔﻌﺎﻝﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺃﺴﺎﺱ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻝﻤﺩﻴﺭ‬ ‫ﻤﺴﺘﻤﺭﺓ‬ ‫ﺒﺼﻔﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﺘﻭﻓﻴﺭ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺠﻭﺩ‬.
-‫ﺍﻝﻤﻌﻠﻭ‬ ‫ﻨﻅﺎﻡ‬‫ﻤﻥ‬ ‫ﻤﺭﺤﻠﺔ‬ ‫ﺃﻱ‬ ‫ﻓﻲ‬ ‫ﺒﺎﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻤﺘﺨﺫ‬ ‫ﺘﺯﻭﻴﺩ‬ ‫ﻋﻠﻰ‬ ‫ﻴﻌﻤل‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻤﺎﺕ‬
‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺘﻜﻭﻴﻥ‬ ‫ﻤﺭﺍﺤل‬.
-‫ﺍﻝﺒﺤـﺙ‬ ‫ﺇﻁـﺎﺭ‬ ‫ﺘﺤﺩﻴـﺩ‬:
‫ﻋﺭﺽ‬ ‫ﻴﻠﻲ‬ ‫ﻭﻓﻴﻤﺎ‬ ‫ﺍﻝﺩﺭﺍﺴﺔ‬ ‫ﻫﺫﻩ‬ ‫ﺇﻁﺎﺭﻫﺎ‬ ‫ﻓﻲ‬ ‫ﺘﺩﻭﺭ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﺤﺩﺩﺍﺕ‬ ‫ﺒﻭﻀﻊ‬ ‫ﻗﻤﻨﺎ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻤﺤل‬ ‫ﺇﺸﻜﺎﻝﻴﺔ‬ ‫ﻝﻤﻌﺎﻝﺠﺔ‬
‫ﺍﻝﻤﺤﺩﺩﺍﺕ‬ ‫ﻝﻬﺫﻩ‬:

11. ‫ﺍ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺤﻭل‬ ‫ﺩﺭﺍﺴﺘﻨﺎ‬ ‫ﺘﺩﻭﺭ‬‫ﺘﺩﻓﻕ‬ ‫ﺩﻭﺭﺓ‬ ‫ﻓﻲ‬ ‫ﻭﺍﻝﺘﺤﻜﻡ‬ ‫ﺘﻨﻅﻴﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺩﻭﺭ‬ ،‫ﻝﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬.
‫ﻭﺼﺤﻴﺢ‬ ‫ﻓﻌﺎل‬ ‫ﻗﺭﺍﺭ‬ ‫ﺇﻝﻰ‬ ‫ﻝﻠﻭﺼﻭل‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻤﺘﺨﺫ‬ ‫ﻤﺴﺎﻋﺩﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺃﻫﻤﻴﺔ‬.
‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﻤﺴﺎﻫﻤﺘﻪ‬ ‫ﻭﻤﺩﻯ‬ ‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺍﻗﻊ‬ ‫ﺩﺭﺍﺴﺔ‬
‫ﺍﻝ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬‫ﻔﻌﺎﻝﺔ‬.
‫ﺍﻝﻤﻭﻀـﻭﻉ‬ ‫ﺍﺨﺘﻴـﺎﺭ‬ ‫ﺩﻭﺍﻓـﻊ‬:
‫ﺒﺈﻴﺠﺎﺯ‬ ‫ﻝﻬﺎ‬ ‫ﻨﺘﻌﺭﺽ‬ ‫ﻏﻴﺭﻩ‬ ‫ﺩﻭﻥ‬ ‫ﺍﻝﻤﻭﻀﻭﻉ‬ ‫ﻫﺫﺍ‬ ‫ﻻﺨﺘﻴﺎﺭ‬ ‫ﺩﻓﻌﺘﻨﺎ‬ ‫ﻋﺩﻴﺩﺓ‬ ‫ﺃﺴﺒﺎﺏ‬ ‫ﻫﻨﺎﻙ‬.
-‫ﺍﻝﺩﻭﺭ‬ ‫ﻷﻫﻤﻴﺔ‬ ‫ﻨﻅﺭﺍ‬ ،‫ﺒﺎﻝﺘﺴﻭﻴﻕ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻗﺒل‬ ‫ﻤﻥ‬ ‫ﺍﻷﺨﻴﺭ‬ ‫ﺍﻵﻭﻨﺔ‬ ‫ﻓﻲ‬ ‫ﻭﺨﺎﺼﺔ‬ ‫ﺍﻝﻤﺘﺯﺍﻴﺩ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬
‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺘﻁﻭﻴﺭ‬ ‫ﻓﻲ‬ ‫ﻴﻠﻌﺒﻪ‬ ‫ﺍﻝﺫﻱ‬.
-‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﻤﻊ‬ ‫ﺨﺎﺼﺔ‬ ‫ﺒﺄﻫﻤﻴﺔ‬ ‫ﺸﻌﻭﺭﻨﺎ‬‫ﻜﻐﻴﺭﻫﺎ‬ ‫ﺴﻠﻌﺔ‬ ‫ﺃﺼﺒﺤﺕ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻜﺘﺴﺒﺘﻬﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺠﺩﻴﺩﺓ‬
‫ﻭﺍﻝﻴﺩ‬ ‫ﻭﺍﻵﻻﺕ‬ ‫ﺍﻝﻤﻭﺍﺩ‬ ،‫ﺍﻷﻤﻭﺍل‬ ‫ﻤﺜل‬ ‫ﺍﻷﺨﺭﻯ‬ ‫ﻜﺎﻝﻤﻭﺍﺭﺩ‬ ‫ﺍﺴﺘﺭﺍﺘﻴﺠﻲ‬ ‫ﻤﻭﺭﺩ‬ ‫ﻭﺘﻌﺘﺒﺭ‬ ،‫ﺴﻭﻗﻴﺔ‬ ‫ﻗﻴﻤﺔ‬ ‫ﻝﻬﺎ‬ ،‫ﺍﻝﺴﻠﻊ‬ ‫ﻤﻥ‬
‫ﺍﻝﻌﺎﻤﻠﺔ‬.
-‫ﻓﻲ‬ ‫ﺍﻝﺩﺭﺍﺴﺎﺕ‬ ‫ﻏﺎﻝﺒﻴﺔ‬ ‫ﺇﺫ‬ ‫ﺍﻝﻭﺍﻓﻴﺔ‬ ‫ﺒﺎﻝﺩﺭﺍﺴﺔ‬ ‫ﻴﺤﻅﻰ‬ ‫ﻝﻡ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﻭﺨﺎﺼﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﻤﻭﻀﻭﻉ‬ ‫ﺇﻥ‬
‫ﺍ‬ ‫ﻫﺫﺍ‬‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﻨﻅﺎﻡ‬ ‫ﻜﻤﻔﻬﻭﻡ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺒﺤﻭﺙ‬ ‫ﺘﻨﺎﻭل‬ ‫ﺇﻁﻼﻋﻲ‬ ‫ﺤﺴﺏ‬ ‫ﻝﻤﻭﻀﻭﻉ‬.
-‫ﺍﺘﺨﺎﺫﻫﺎ‬ ‫ﺤﻴﻥ‬ ‫ﺘﻌﺘﻤﺩ‬ ‫ﻻ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﻭﻅﻴﻔﺔ‬ ‫ﺍﻝﻤﺘﻌﻠﻘﺔ‬ ‫ﻭﺨﺎﺼﺔ‬ ‫ﻤﺅﺴﺴﺎﺘﻨﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺘﺨﺫﺓ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻜﻭﻥ‬
‫ﺍﻝﻌﻠﻤﻲ‬ ‫ﺍﻝﻤﻨﻬﺞ‬ ‫ﻭﻓﻕ‬ ‫ﻭﺒﺤﻭﺙ‬ ‫ﺩﺭﺍﺴﺎﺕ‬ ‫ﻋﻠﻰ‬.
‫ﺍﻝﺒﺤـﺙ‬ ‫ﺃﻫﻤﻴـﺔ‬:
‫ﺍﻝﺘﺎﻝﻴﺔ‬ ‫ﺍﻻﻋﺘﺒﺎﺭﺍﺕ‬ ‫ﻤﻥ‬ ‫ﺃﻫﻤﻴﺘﻪ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻫﺫﺍ‬ ‫ﻴﺴﺘﻤﺩ‬:
-‫ﺃﻫﻤﻴ‬‫ﻓﻲ‬ ‫ﻴﻭﻓﺭﻫﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻭﺍﻝﺘﺴﻬﻴﻼﺕ‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﻝﻤﺘﺨﺫ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻝﺘﺩﻓﻕ‬ ‫ﻜﺘﻨﻅﻴﻡ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺔ‬
‫ﻭﺍﻝﺼﺤﻴﺤﺔ‬ ‫ﺍﻝﻔﻌﺎﻝﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻤﻌﺎﻝﺠﺔ‬.
-‫ﺍﻝﻤﺸﺎﻜل‬ ‫ﻭﻤﻌﺎﻝﺠﺔ‬ ‫ﺍﻝﺘﺄﻜﺩ‬ ‫ﻋﺩﻡ‬ ‫ﺤﺎﻻﺕ‬ ‫ﻤﻭﺍﺠﻬﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺃﻫﻤﻴﺔ‬
‫ﺍﻝﻭﻗﻭﻉ‬ ‫ﻤﺤﺘﻤﻠﺔ‬ ‫ﻝﻠﻤﺸﺎﻜل‬ ‫ﺍﻝﻭﻗﺎﺌﻲ‬ ‫ﺍﻝﻌﻼﺝ‬ ‫ﻭﻤﺤﺎﻭﻝﺔ‬ ‫ﺍﻝﺤﺎﻝﻴﺔ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬.
-‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﻭﻁﺭﻕ‬ ‫ﻋﻠﻤﻴﺔ‬ ‫ﺃﺴﺎﻝﻴﺏ‬ ‫ﻭﺠﻭﺩ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﻴﺭﻴﻥ‬ ‫ﺍﻨﺘﺒﺎﻩ‬ ‫ﻝﻔﺕ‬
‫ﺍﻝﺘﺄﻜﺩ‬ ‫ﻋﺩﻡ‬ ‫ﺤﺎﻝﺔ‬ ‫ﻤﻥ‬ ‫ﻭﺘﻘﻠﻴل‬ ‫ﺍﻝﻘﺭﺍﺭ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻤﺸﻜﻠﺔ‬ ‫ﻝﻤﻌﺎﻝﺠﺔ‬.
‫ﺍﻝﺒﺤـﺙ‬ ‫ﺃﻫـﺩﺍﻑ‬:
‫ﺇﻝﻰ‬ ‫ﺒﺎﻹﻀﺎﻓﺔ‬ ‫ﺍﻹﺸﻜﺎﻝﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺘﻀﻤﻨﺔ‬ ‫ﺍﻝﺘﺴﺎﺅﻻﺕ‬ ‫ﻋﻠﻰ‬ ‫ﻹﺠﺎﺒﺔ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻫﺫﺍ‬ ‫ﻴﺭﻤﻲ‬:
-‫ﻋﺼﺭﻨﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺇﺒﺭﺍﺯ‬‫ﺍﻝﺘﺩﻓﻕ‬ ‫ﺘﻔﻌﻴل‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﻭﺩﻭﺭ‬ ‫ﺍﻝﺤﺎﻀﺭ‬.
-‫ﺍﻝﻔﻌﺎﻝﻴﺔ‬ ‫ﺼﻔﺔ‬ ‫ﻴﻜﺘﺴﻲ‬ ‫ﺤﺘﻰ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺒﻨﺎﺀ‬ ‫ﺃﺴﺱ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺘﻌﺭﻑ‬.
-‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﻤﺠﺎﻻﺕ‬ ‫ﺒﻤﺨﺘﻠﻑ‬ ‫ﺍﻝﺘﻌﺭﻑ‬.
-‫ﺍﻝﺠﺎﻨﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻝﻬﺎ‬ ‫ﺘﺘﻌﺭﺽ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﺸﻜﻼﺕ‬ ‫ﺤل‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺃﻫﻤﻴﺔ‬ ‫ﺇﺒﺭﺍﺯ‬
‫ﻭﻤﺩﻯ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬‫ﺍﻝﻼﺯﻤﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺘﻭﻓﻴﺭ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻤﺴﺎﻫﻤﺔ‬.

12. ‫ﺍﻝﺒﺤـﺙ‬ ‫ﻤﻨﻬـﺞ‬:
‫ﻓﻘﺩ‬ ،‫ﻋﺎﻤﺔ‬ ‫ﺒﺼﻔﺔ‬ ‫ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﺍﻻﻗﺘﺼﺎﺩﻴﺔ‬ ‫ﺍﻝﺒﺤﻭﺙ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﻌﺘﻤﺩﺓ‬ ‫ﺍﻝﻤﻨﺎﻫﺞ‬ ‫ﺍﺴﺘﺨﺩﻤﻨﺎ‬ ،‫ﺍﻝﺒﺤﺙ‬ ‫ﻤﻭﻀﻭﻉ‬ ‫ﻝﺩﺭﺍﺴﺔ‬
‫ﺒﻨﻅﻡ‬ ‫ﺍﻝﻤﺘﻌﻠﻘﺔ‬ ‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﻋﺭﺽ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻭﺫﻝﻙ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﺒﺩﺍﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻻﺴﺘﻨﺒﺎﻁﻲ‬ ‫ﺍﻝﻤﻨﻬﺞ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻋﺘﻤﺩﻨﺎ‬‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﻡ‬ ‫ﻋﻠﻰ‬ ‫ﻹﺴﻘﺎﻁﻬﺎ‬ ‫ﻋﺎﻤﺔ‬ ‫ﺒﺼﻔﺔ‬.
‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻓﻲ‬ ‫ﻭﺃﻫﻤﻴﺘﻪ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭﺼﻑ‬ ‫ﻗﺼﺩ‬ ‫ﻭﺍﻝﺘﺤﻠﻴﻠﻲ‬ ‫ﺍﻝﻭﺼﻔﻲ‬ ‫ﺍﻝﻤﻨﻬﺞ‬ ‫ﻭﻋﻠﻰ‬.
‫ﺍﻝﻤﺩﺭﻭﺴﺔ‬ ‫ﺍﻝﻅﺎﻫﺭﺓ‬ ‫ﻝﺘﻔﺴﻴﺭ‬ ‫ﺍﻝﺘﻁﺒﻴﻘﻲ‬ ‫ﺍﻝﺠﺯﺀ‬ ‫ﻓﻲ‬ ‫ﺤﺎﻝﺔ‬ ‫ﺩﺭﺍﺴﺔ‬ ‫ﻤﻨﻬﺞ‬ ‫ﺍﺴﺘﺨﺩﻤﻨﺎ‬ ‫ﺜﻡ‬.
‫ﺍﻝﺒﺤـﺙ‬ ‫ﺨﻁـﺔ‬:
‫ﺘﻐ‬ ‫ﺃﺠل‬ ‫ﻭﻤﻥ‬‫ﻁﻴﺔ‬‫ﺠﺯﺌﻴ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﻗﺴﻤﻨﺎ‬ ‫ﺍﻝﻤﻭﻀﻭﻉ‬‫ﺘﻁﺒﻴﻘﻲ‬ ‫ﻭﺁﺨﺭ‬ ‫ﻨﻅﺭﻱ‬ ‫ﺠﺯﺀ‬ ،‫ﻥ‬:
‫ﺃﺭﺒﻌﺔ‬ ‫ﻤﻥ‬ ‫ﻴﺘﻜﻭﻥ‬ ‫ﺍﻷﻭل‬ ‫ﺍﻝﺠﺯﺀ‬‫ﻓﺼﻭل‬:
‫ﺍﻷﻭل‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﺍﻝﻌﺎﻤﺔ‬ ‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﺘﻨﺎﻭﻝﻨﺎ‬.
‫ﺍﻝﺜﺎﻨﻲ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻓﻴﻪ‬ ‫ﺘﻨﺎﻭﻝﻨﺎ‬.
‫ﺍﻝﺜﺎﻝﺙ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻓﻴﻪ‬ ‫ﺘﻨﺎﻭﻝﻨﺎ‬.
‫ﺍﻝﺭﺍﺒﻊ‬ ‫ﺍﻝﻔﺼل‬:‫ﻓ‬ ‫ﺘﻨﺎﻭﻝﻨﺎ‬‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﺍﺘﺨﺎﺫ‬ ‫ﻴﻪ‬
‫ﻭﺍﺤﺩ‬ ‫ﻓﺼل‬ ‫ﻤﻥ‬ ‫ﻴﺘﻜﻭﻥ‬ ‫ﺍﻝﺜﺎﻨﻲ‬ ‫ﺍﻝﺠﺯﺀ‬
‫ﺍﻝﺨﺎﻤﺱ‬ ‫ﺍﻝﻔﺼل‬:‫ﺍﻝﺠﺯﺍﺌﺭﻴﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻨﻅﺎﻡ‬ ‫ﻭﺍﻗﻊ‬

13. ‫ﺍﻷﻭﻝ‬ ‫ﺍﻟﻔﺼﻞ‬.
‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﻣﻔﻬﻮﻡ‬ ‫ﺗﻄﻮﺭ‬.

14. 1
‫ﺘﻤﻬﻴﺩ‬:
‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴ‬ ‫ﻤﺤﻭﺭﺍ‬ ‫ﻴﻌﺩ‬ ‫ﻜﻤﺎ‬ ،‫ﺍﻝﺤﺩﻴﺜﺔ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺒﻬﺎ‬ ‫ﺘﻘﻭﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﺃﺤﺩ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻴﻌﺘﺒﺭ‬‫ﺎ‬
‫ﺍﻝﻤﺤﻴ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺒﻴﻥ‬ ‫ﻤﻭﺍﺠﻬﺔ‬ ‫ﻷﻴﺔ‬‫ﻓﻴﻪ‬ ‫ﺘﻭﺠﺩ‬ ‫ﺍﻝﺫﻱ‬ ‫ﻁ‬،‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺍﺴﺘﻴﻌﺎﺏ‬ ‫ﻭ‬ ‫ﻓﻬﻡ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻓﻨﺠﺎﺡ‬
‫ﻋﻤﻠﻴﺎﺘﻪ‬ ‫ﻤﺨﺘﻠﻑ‬ ‫ﺘﻁﺒﻴﻕ‬ ‫ﻋﻨﻪ‬ ‫ﻴﺴﻔﺭ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺍﻝﺫﻱ‬ ‫ﻨﺠﺎﺡ‬ ‫ﻤﺩﻯ‬ ‫ﻜﺒﻴﺭﺓ‬ ‫ﺩﺭﺠﺔ‬ ‫ﺇﻝﻰ‬ ‫ﻴﺤﺩﺩ‬.
‫ﻭﺭﻏﺒﺎﺕ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺇﻝﻰ‬ ‫ﺇﻨﻤﺎ‬ ‫ﻭ‬ ‫ﺍﻝﺒﻴﻊ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺇﻝﻰ‬ ‫ﻴﺸﻴﺭ‬ ‫ﻴﻌﺩ‬ ‫ﻝﻡ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻓﻤﺼﻁﻠﺢ‬
‫ﻓﺎﻝﻤﺅﺴﺴﺔ‬ ‫ﺍﻝﺸﺩﻴﺩﺓ‬ ‫ﺍﻝﻤﻨﺎﻓﺴﺔ‬ ‫ﻅل‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬‫ﻭﺭﻏﺒﺎﺕ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﻤﻌﺭﻓﺔ‬ ‫ﻭ‬ ‫ﻓﻬﻡ‬ ‫ﺘﺴﺘﻁﻴﻊ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻫﻲ‬ ‫ﺍﻝﻘﻭﻴﺔ‬
‫ﻤﻤﻜﻥ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺃﻗﺼﻰ‬ ‫ﻝﻬﻡ‬ ‫ﺘﺤﻘﻕ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺒﺎﻝﻤﻨﺘﺠﺎﺕ‬ ‫ﺘﺯﻭﻴﺩﻫﻡ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬.
‫ﻻﺘﺴﺎﻉ‬ ‫ﻨﻅﺭﺍ‬ ‫ﻭ‬ ‫ﺘﺼﻤﻴﻤﺎﺘﻬﺎ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺘﻁﻭﺭ‬ ‫ﻤﺭﺍﺤل‬ ‫ﺤﺴﺏ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﻁﻭﺭ‬ ‫ﻝﻘﺩ‬ ‫ﻭ‬‫ﻭﺘﻨﻭﻉ‬
‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻋﻠﻴﻪ‬ ‫ﻴﻨﻁﻭﻱ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﻨﺸﻁﺔ‬.
‫ﻭﺍﺤﺩ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﻭﻀﻊ‬ ‫ﺍﻝﺼﻌﻭﺒﺔ‬ ‫ﻓﻤﻥ‬،‫ﻴ‬ ‫ﺘﻌﺎﺭ‬ ‫ﻋﺩﺓ‬ ‫ﻝﻪ‬ ‫ﻭﺠﺩ‬ ‫ﻝﻬﺫﺍ‬‫ﻑ‬.‫ﺍﻝﻨﻅﺭ‬ ‫ﻭﺠﻬﺎﺕ‬ ‫ﻻﺨﺘﻼﻑ‬ ‫ﺭﺍﺠﻊ‬ ‫ﻭﻫﺫﺍ‬
‫ﺍﻝﻤﻔﻜﺭﻴﻥ‬ ‫ﻝﺒﻌﺽ‬ ‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﺒﻌﺽ‬ ‫ﺃﺨﺫﻨﺎ‬ ‫ﻝﻬﺫﺍ‬ ‫ﻭ‬ ‫ﺍﻝﺒﺎﺤﺜﻭﻥ‬ ‫ﺇﻝﻴﻬﺎ‬ ‫ﻴﻨﻅﺭ‬ ‫ﺍﻝﺫﻱ‬.
I-١-‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﻭﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﺒﻌﺽ‬ ‫ﻭﻤﻨﺎﻗﺸﺔ‬ ‫ﻋﺭﺽ‬.
I-١-١-‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﺒﻌﺽ‬ ‫ﻭﻤﻨﺎﻗﺸﺔ‬ ‫ﺍﺴﺘﻌﺭﺍﺽ‬
‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺘﻌﺭﻴﻑ‬:
‫ﺍﻝﻤﺠﺘﻤﻊ‬ ‫ﺃﻓﺭﺍﺩ‬ ‫ﺃﻏﻠﺒﻴﺔ‬ ‫ﻜﻭﻥ‬ ‫ﻓﺭﻏﻡ‬‫ﺒﻴﻨﻬﺎ‬ ‫ﻓﻴﻤﺎ‬ ‫ﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﻫﺫﻩ‬ ‫ﺃﻥ‬ ‫ﺇﻻ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﺃﻓﻜﺎﺭ‬ ‫ﻝﺩﻴﻬﻡ‬
‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻝﺤﻘﻴﻘﻲ‬ ‫ﺍﻝﻤﻀﻤﻭﻥ‬ ‫ﻋﻥ‬ ‫ﻜﺒﻴﺭﺍ‬ ‫ﺍﺨﺘﻼﻓﺎ‬ ‫ﻭﺘﺨﺘﻠﻑ‬.
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻝﺘﻌﺭﺽ‬ ‫ﺭﺍﺠﻊ‬ ‫ﺍﻝﺴﺒﺏ‬ ‫ﻭ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﻭ‬ ‫ﺍﻝﺒﻴﻊ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﻴﻥ‬ ‫ﺘﺭﺒﻁ‬ ‫ﻷﻓﻜﺎﺭ‬ ‫ﻫﺫﻩ‬ ‫ﻤﻌﻅﻡ‬ ‫ﻭ‬
‫ﻏﻴﺭﻫﺎ‬ ‫ﻭ‬ ‫ﺼﺤﻑ‬ ،‫ﺘﻠﻔﺯﻴﻭﻥ‬ ‫ﺇﺫﺍﻋﺔ‬ ‫ﺍﻝﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻝﻨﺸﺭ‬ ‫ﻭﺴﺎﺌل‬ ‫ﻭ‬ ‫ﻝﻺﻋﻼﻥ‬ ‫ﺍﻝﻤﺴﺘﻤﺭ‬.
‫ﻭﺍﺤﺩ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺘﻔﻘﻭﺍ‬ ‫ﻓﻠﻡ‬ ‫ﺍﻝﺒﺎﺤﺜﻭﻥ‬ ‫ﺃﻤﺎ‬ ‫ﻝﻠﻤﺸﺘﺭﻴﻥ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺘﻭﻓﻴﺭ‬ ‫ﺃﻨﻪ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻵﺨﺭ‬ ‫ﺍﻝﺒﻌﺽ‬ ‫ﻴﻔﻬﻤﻪ‬ ‫ﻜﻤﺎ‬
‫ﻝﻠﺘﻁﻭﺭ‬ ‫ﺨﺎﻀﻌﺔ‬ ‫ﻤﺎﺯﺍﻝﺕ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻌﻠﻭﻡ‬ ‫ﻤﻥ‬ ‫ﺍﻵﻥ‬ ‫ﺤﺘﻰ‬ ‫ﻴﻌﺘﺒﺭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻝﻜﻭﻥ‬ ‫ﺫﻝﻙ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺴﺒﺏ‬ ‫ﻴﻌﻭﺩ‬ ‫ﻗﺩ‬ ‫ﻭ‬ ‫ﻝﻠﺘﺴﻭﻴﻕ‬
‫ﺍﻝﺴﺭﻴﻊ‬.
‫ﺒ‬ ‫ﻗﻤﻨﺎ‬ ‫ﻝﻬﺫﺍ‬‫ﻌ‬‫ﻤﻨﺎﻗﺸﺘﻬﺎ‬ ‫ﺤﺎﻭﻝﻨﺎ‬ ‫ﻭ‬ ‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﺒﻌﺽ‬ ‫ﺭﺽ‬.

15. 2
•‫ﺍﻝﺠﻤﻌﻴﺔ‬ ‫ﺘﻌﺭﻴﻑ‬‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻷﻤﺭﻴﻜﻴﺔ‬AMA١٩٦٠.
)‫ﺍﻝﺘﺴﻭﻴﻕ‬:‫ﺇﻝﻰ‬ ‫ﺍﻝﻤﻨﺘﺞ‬ ‫ﻤﻥ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺍﻨﺴﻴﺎﺏ‬ ‫ﻴﻭﺠﻪ‬ ‫ﺍﻝﺫﻱ‬ ‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﻭ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻭ‬ ‫ﻨﺸﺎﻁ‬ ‫ﻫﻭ‬
‫ﺍﻝﻤﺴﺘﻌﻤل‬ ‫ﺃﻭ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬(.١
‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻤﻥ‬ ‫ﻴﺘﻀﺢ‬
-‫ﻭ‬ ‫ﺍﻝﺒﻴﻊ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺭﻜﺯ‬ ‫ﺃﻱ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﻤﻨﺘﺞ‬ ‫ﻤﻥ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺇﻨﺴﺒﺎﺏ‬ ‫ﻜﻴﻔﻴﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺭﻜﺯ‬ ‫ﺃﻨﻪ‬
‫ﺍﻝﺘﻭﺯﻴﻊ‬‫ﻤﺜل‬ ‫ﺍﻝﻌﻤﻠﻴﺔ‬ ‫ﻫﺫﻩ‬ ‫ﺇﺘﻤﺎﻡ‬ ‫ﻓﻲ‬ ‫ﺘﺴﺎﻫﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﺃﻫﻤل‬ ‫ﻭ‬)‫ﺍﻝﺘﺭﻭﻴﺞ‬ ،‫ﺍﻝﺘﻐﻠﻴﻑ‬ ،‫ﺍﻹﻋﻼﻥ‬.(...
-‫ﺘﺩﻓﻕ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺭﻜﺯ‬ ‫ﻓﻬﻭ‬ ‫ﺍﻹﻨﺘﺎﺠﻴﺔ‬ ‫ﺍﻝﻌﻤﻠﻴﺔ‬ ‫ﻤﻥ‬ ‫ﺍﻻﻨﺘﻬﺎﺀ‬ ‫ﺒﻌﺩ‬ ‫ﻴﺒﺩﺃ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﺒﺄﻥ‬ ‫ﺃﻻﻨﻁﺒﺎﻉ‬ ‫ﻴﻌﻁﻰ‬
‫ﺍﻝ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺘﺤﻠﻴل‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺩﻭﺭ‬ ‫ﻴﻬﻤل‬ ‫ﺒﺫﻝﻙ‬ ‫ﻓﻬﻭ‬ ‫ﺇﻨﺘﺎﺠﻬﺎ‬ ‫ﺘﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺒﺈﻨﺘﺎﺝ‬ ‫ﻤﺴﺘﻬﻠﻙ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺭﻏﺒﺎﺕ‬ ‫ﻤﻊ‬ ‫ﺘﺘﻭﺍﻓﻕ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬.
-‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻤﻥ‬ ‫ﺒﺎﻝﻌﺩﻴﺩ‬ ‫ﺃﻴﻀﺎ‬ ‫ﺘﻘﻭﻡ‬ ‫ﻭﺍﻝﺘﻲ‬ ‫ﻝﻠﺭﺒﺢ‬ ‫ﺘﻬﺩﻑ‬ ‫ﻻ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻝﻠﻤﻨﺸﺂﺕ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﺘﺠﺎﻫل‬.
•‫ﺴﺘﺎﺘﻭﻥ‬ ‫ﺘﻌﺭﻴﻑ‬STATON
‫ﺘﻭﺯﻴﻊ‬ ‫ﻭ‬ ‫ﺘﺭﻭﻴﺞ‬ ‫ﻭ‬ ‫ﺘﺴﻌﻴﺭ‬ ‫ﻭ‬ ‫ﺘﺨﻁﻴﻁ‬ ‫ﺇﻝﻰ‬ ‫ﺘﻬﺩﻑ‬ ‫ﺍﻝﻤﺘﺩﺍﺨﻠﺔ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻤﻥ‬ ‫ﻜﻠﻲ‬ ‫ﻨﻅﺎﻡ‬ ‫ﺒﺄﻨﻪ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻴﻌﺭﻑ‬
‫ﺴ‬‫ﺍﻝﻤﺴﺘﻌﻤﻠﻴﻥ‬ ‫ﻭ‬ ‫ﺍﻝﻨﻬﺎﺌﻴﻴﻥ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻤﺭﺘﻘﺒﻴﻥ‬ ‫ﻭ‬ ‫ﺍﻝﺤﺎﻝﻴﻴﻥ‬ ‫ﺍﻝﻌﻤﻼﺀ‬ ‫ﻝﺤﺎﺠﺎﺕ‬ ‫ﻤﺭﻀﻴﺔ‬ ‫ﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﻠﻊ‬
‫ﺍﻝﺼﻨﺎﻋﻴﻴﻥ‬(٢
.
‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﻼﺤﻅ‬
-‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺭﻏﺒﺎﺕ‬ ‫ﺘﻠﺒﻲ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻋﻥ‬ ‫ﺍﻝﺼﺎﺩﺭﺓ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻜل‬ ‫ﺃﻥ‬.
-‫ﺍﻝﻭﻅﺎﺌ‬ ‫ﻤﻥ‬ ‫ﻤﻨﻔﺼﻠﺔ‬ ‫ﺘﺸﻜﻴﻠﺔ‬ ‫ﻝﻴﺱ‬ ‫ﻭ‬ ‫ﻤﺘﻜﺎﻤﻠﺔ‬ ‫ﻜﻠﻴﺔ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻥ‬ ‫ﻜﺫﻝﻙ‬ ‫ﻴﺸﻴﺭ‬‫ﻝﻴﺱ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻥ‬ ‫ﺃﻱ‬ ‫ﻑ‬
‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻌﺩﻴﺩ‬ ‫ﺘﻔﺎﻋل‬ ‫ﻭ‬ ‫ﻝﺘﺩﺍﺨل‬ ‫ﻨﺘﻴﺠﺔ‬ ‫ﺃﻨﻪ‬ ‫ﺒل‬ ‫ﻭﺍﺤﺩ‬ ‫ﻨﺸﺎﻁ‬ ‫ﺤﺼﻴﻠﺔ‬
-‫ﻭﻻ‬ ،‫ﻤﺎ‬ ‫ﺴﻠﻌﺔ‬ ‫ﻋﻥ‬ ‫ﺒﻔﻜﺭﺓ‬ ‫ﻴﺒﺩﺃ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﺒﺭﻨﺎﻤﺞ‬‫ﻭ‬ ‫ﻤﻁﺎﻝﺏ‬ ‫ﺘﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﺒﻌﺩ‬ ‫ﺇﻻ‬ ‫ﻴﻨﺘﻬﻲ‬‫ﺍﻝﻌﻤﻼﺀ‬ ‫ﺭﻏﺒﺎﺕ‬
‫ﺃﺸﺒﻌﺕ‬ ‫ﻗﺩ‬.
•‫ﻜﺎﺭﺘﻲ‬ ‫ﻤﺎﻙ‬ ‫ﺘﻌﺭﻴﻑ‬Mc CARTHY
)‫ﺘﻭﺠ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﻨﻅﻴﻡ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﺘﻨﻔﻴﺫ‬ ‫ﻫﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺇﻝﻰ‬ ‫ﺍﻝﻤﻨﺘﺞ‬ ‫ﻤﻥ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺘﺩﻓﻕ‬ ‫ﻪ‬
‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﻭ‬ ‫ﺍﻝﻌﻤﻼﺀ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺒﻐﺭﺽ‬ ‫ﺍﻝﻨﻬﺎﺌﻲ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻭ‬ ‫ﺍﻝﺼﻨﺎﻋﻲ‬(٣
١
‫د‬-‫ت‬ ‫ا‬ ‫ا‬ ‫و‬ ‫ه‬ ‫،ا‬ ‫ا‬ ، ‫ا‬ ‫و‬،، ،‫ة‬ ‫ه‬ ‫ا‬ ،١٩٩٧‫ص‬ ،٢٦.
٢
‫د‬-، ‫ا‬ ‫ب‬ ‫ا‬ ، ‫ا‬ ‫ا‬ ‫إدارة‬ ، ‫ا‬ ‫ا‬ ‫ح‬١٩٩٧‫ص‬ ،١٥.
٣
‫ﺩ‬.‫ﺍﻝﻤﺼﺭﻴﺔ‬ ‫ﺍﻝﺠﺎﻤﻌﺎﺕ‬ ‫ﺩﺍﺭ‬ ‫ﻤﻁﺒﻌﺔ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﺍﻝﺤﻨﺎﻭﻱ‬ ‫ﻤﺤﻤﺩ‬.‫ﻤﺼﺭ‬١٩٧٦‫ﺹ‬١٩

16. 3
-‫ﻤﺤل‬ ‫ﻴﺤل‬ ‫ﺴﻭﻑ‬ ‫ﺃﻨﻪ‬ ‫ﻴﻌﻨﻲ‬ ‫ﻻ‬ ‫ﻫﺫﺍ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﻜل‬ ‫ﻋﻠﻰ‬ ‫ﻴﻬﻴﻤﻥ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻥ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻤﻥ‬ ‫ﻨﻼﺤﻅ‬
‫ﺇﻨﻤﺎ‬ ‫ﻭ‬ ‫ﺍﻝﺘﻤﻭﻴل‬ ‫ﻭ‬ ‫ﻜﺎﻹﻨﺘﺎﺝ‬ ‫ﺍﻝﻤﻌﺘﺎﺩﺓ‬ ‫ﺍﻷﻨﺸﻁﺔ‬‫ﺘﻬﺩﻑ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺒﺎﻝﺘﻭﺠﻴﻬﺎﺕ‬ ‫ﺍﻝﻌﻤﻠﻴﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﻴﻤﺩ‬ ‫ﻜﻨﺸﺎﻁ‬ ‫ﺘﻅﻬﺭ‬ ‫ﺃﻫﻤﻴﺘﻪ‬
‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻤﺼﻠﺤﺔ‬ ‫ﻤﻨﻬﺎ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻤﺼﻠﺤﺔ‬ ‫ﻝﺘﺤﻘﻴﻕ‬.
-‫ﻀﻭﺀ‬ ‫ﻋﻠﻰ‬ ‫ﻭ‬ ‫ﺤﺎﺠﺎﺘﻪ‬ ‫ﻝﻤﻌﺭﻓﺔ‬ ‫ﺒﺎﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻴﺒﺩﺃ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻥ‬ ‫ﻴﻌﻨﻲ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺘﺩﻓﻕ‬ ‫ﺘﻭﺠﻴﻪ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﻬﻨﺎ‬
‫ﺍﻝﺘﺼﻤﻴﻡ‬ ‫ﻗﺭﺍﺭﺍﺕ‬ ‫ﻓﻲ‬ ‫ﺸﺭﻴﻙ‬ ‫ﻓﺎﻝﺘﺴﻭﻴﻕ‬ ‫ﻴﻨﺘﺞ‬ ‫ﻤﺎ‬ ‫ﺘﺤﺩﻴﺩ‬ ‫ﻴﺘﻡ‬ ‫ﺍﻝﺤﺠﺎﺕ‬ ‫ﻫﺫﻩ‬.
•‫ﺘ‬‫ﻌﺭﻴﻑ‬:‫ﺩﻓﻴﺩ‬David jobber
‫ﻴﻌﻨﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺇﻥ‬)‫ﺒﻁﺭﻴﻘﺔ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺘﻭﻗﻌﺎﺕ‬ ‫ﻭ‬ ‫ﺍﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﻤﻘﺎﺒﻠﺔ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻷﻫﺩﺍﻓﻬﺎ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺘﺤﻘﻴﻕ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ‬ ‫ﻅل‬ ‫ﻓﻲ‬ ‫ﺃﻓﻀل‬(١
‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺭﻏﺒﺎﺕ‬ ‫ﻭ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﻝﻤﻭﻀﻭﻉ‬ ‫ﺍﻝﺴﺎﺒﻘﺔ‬ ‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﻋﻥ‬ ‫ﻴﺯﻴﺩ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﺃﻥ‬ ‫ﻨﺭﻯ‬
‫ﺃﻨﻪ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻷﺨﺭﻯ‬ ‫ﺍﻝﺸﺭﻜﺎﺕ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻤﻨﺎﻓﺴﺔ‬ ‫ﻅل‬‫ﻻﺒﺩ‬ ‫ﺃﻫﺩﺍﻓﻬﺎ‬ ‫ﻭﺘﺤﻘﻴﻕ‬ ‫ﺍﻝﻌﻤﻼﺀ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﺘﺸﺒﻊ‬ ‫ﻝﻜﻲ‬ ‫ﻴﺭﻯ‬
‫ﺍﻝﺴﻭﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﻨﺎﻓﺴﻴﻥ‬ ‫ﺤﺴﺒﺎﻨﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺘﺄﺨﺫ‬ ‫ﺃﻥ‬.
‫ﻴﻠﻲ‬ ‫ﻤﺎ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻓﻲ‬ ‫ﻴﻼﺤﻅ‬ ‫ﻭ‬:
-‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻨﺤﻭ‬ ‫ﺘﻭﺠﻪ‬:‫ﺍ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺤﺎﺠﻴﺎﺕ‬ ‫ﻹﺸﺒﺎﻉ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﻜل‬ ‫ﺘﺭﻜﺯ‬ ‫ﺒﻪ‬ ‫ﻴﻘﺼﺩ‬‫ﻝﺴﻠﻊ‬
‫ﻭ‬‫ﺍﻝﺨﺩﻤﺎﺕ‬.
-‫ﺍﻝﺠﻬﻭﺩ‬ ‫ﺘﻜﺎﻤل‬:‫ﺇﺸﺒ‬ ‫ﻤﺴﺅﻭﻝﻴﺔ‬ ‫ﺃﻥ‬ ‫ﻴﻌﻨﻲ‬ ‫ﻫﺫﺍ‬‫ﺍﻝﻤﺴ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺎﻉ‬‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻗﺴﻡ‬ ‫ﻤﺴﺅﻭﻝﻴﺔ‬ ‫ﻝﻴﺴﺕ‬ ‫ﺘﻬﻠﻙ‬‫ﺇﻨﻤﺎ‬
‫ﻤﺴﺅﻭﻝﻴ‬ ‫ﻫﻲ‬‫ﺔ‬‫ﻝﺘﺤﻘﻴﻕ‬ ‫ﺍﻝﺠﻬﻭﺩ‬ ‫ﺘﺘﻀﺎﻓﺭ‬ ‫ﻝﺫﺍ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺃﻗﺴﺎﻡ‬ ‫ﻜل‬
‫ﺍﻹﺸﺒﺎ‬ ‫ﻫﺫﺍ‬‫ﻉ‬‫ﺍﻝﻬﻨﺩﺴﺔ‬ ‫ﻭ‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﻗﺴﻡ‬ ‫ﻭ‬ ‫ﺍﻝﺒﺤﻭﺙ‬ ‫ﻗﺴﻡ‬ ‫ﻭ‬ ‫ﺍﻝﺘﻤﻭﻴل‬ ‫ﻗﺴﻡ‬ ‫ﻭ‬ ‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﻗﺴﻡ‬ ‫ﻁﺭﻑ‬ ‫ﻤﻥ‬.
-‫ﺤﺎﺠ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺇﻻ‬ ‫ﺘﺘﺤﻘﻕ‬ ‫ﻝﻥ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﺃﻥ‬ ‫ﻫﻲ‬ ‫ﻭ‬ ‫ﻓﻠﺴﻔﺔ‬ ‫ﺘﺴﻭﺩ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺎﺕ‬
‫ﺍﻵﺨﺭﻴﻥ‬ ‫ﻤﻥ‬ ‫ﻤﻨﺎﻓﺴﺔ‬ ‫ﻅل‬ ‫ﻓﻲ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﻤﻥ‬.
‫ﺭﻗﻡ‬ ‫ﺍﻝﺸﻜل‬ ‫ﻭﻴﻭﻀﺢ‬١‫ﺠﻭﺒﺭ‬ ‫ﺘﻌﺭﻴﻑ‬ ‫ﺤﺴﺏ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻔﻬﻭﻡ‬ ‫ﻤﻜﻭﻨﺎﺕ‬ ‫ﺃﻫﻤﻴﺔ‬
١
David Jobber Principals and practices of MARKETING MAGRAN-HILL. Publishing. Company 98 P4

17. 4
‫ﺍﻝﺸﻜل‬١:‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻤﻜﻭﻨﺎﺕ‬.
•‫ﻜﻭﺘﻠﺭ‬ ‫ﺘﻌﺭﻴﻑ‬:KOTLER
)‫ﺍﻷ‬ ‫ﻴﺴﺘﻁﻴﻊ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﻭ‬ ‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﺍﻝﻌﻤﻠﻴﺔ‬ ‫ﺒﺄﻨﻪ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻴﻌﺭﻑ‬‫ﺨﻼﻝﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺍﻝﺠﻤﺎﻋﺎﺕ‬ ‫ﻭ‬ ‫ﻓﺭﺍﺩ‬
‫ﺒﻴﻨﻬﻡ‬ ‫ﻓﻴﻤﺎ‬ ‫ﺘﻘﺴﻴﻤﻬﺎ‬ ‫ﻭ‬ ‫ﺘﺒﺎﺩﻝﻬﺎ‬ ‫ﻭ‬ ‫ﺇﻨﺘﺎﺠﻬﺎ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻝﻤﻨﺘﺠﺎﺕ‬ ‫ﻤﻥ‬ ‫ﻓﻴﻪ‬ ‫ﻴﺭﻏﺒﻭﻥ‬ ‫ﻭ‬ ‫ﻴﺤﺘﺎﺠﻭﻨﻪ‬ ‫ﻤﺎ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺤﺼﻭل‬(١
‫ﺍﻝﺤﺩﻴﺜﺔ‬ ‫ﺍﻝﻤﺩﺭﺴﺔ‬ ‫ﺭﺍﺌﺩ‬ ‫ﻜﻭﺘﻠﺭ‬ ‫ﻴﻌﺘﺒﺭ‬ ‫ﻭ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﺭﺠﺎل‬ ‫ﺒﻴﻥ‬ ‫ﻗﺒﻭﻻ‬ ‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﺃﻜﺜﺭ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻴﻌﺘﺒﺭ‬ ‫ﻭ‬
‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬٢
‫ﺍﻝﺘﺎﻝﻴ‬ ‫ﺍﻝﻌﻨﺎﺼﺭ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﺤﺩﺩ‬ ‫ﻭ‬‫ﺔ‬:
١-‫ﺇﻻ‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﻤﺨﺘﻠﻑ‬ ‫ﺒﻴﻥ‬ ‫ﻤﺸﺘﺭﻜﺔ‬ ‫ﻫﻲ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺭﻏﺒﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺤﺎﺠﺎﺕ‬ ‫ﻫﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻌﻤﻠﻴﺔ‬ ‫ﺒﺩﺍﻴﺔ‬ ‫ﻨﻘﻁﺔ‬
‫ﻵﺨﺭ‬ ‫ﻤﺠﺘﻤﻊ‬ ‫ﻤﻥ‬ ‫ﻭ‬ ‫ﻵﺨﺭ‬ ‫ﻓﺭﺩ‬ ‫ﻤﻥ‬ ‫ﻴﺨﺘﻠﻑ‬ ‫ﻤﺴﺘﻭﺍﻫﺎ‬ ‫ﻭ‬ ‫ﻤﻀﻤﻭﻨﻬﺎ‬ ‫ﺃﻥ‬.
٢-‫ﺍﻝﺨﺩﻤﺔ‬ ‫ﺃﻭ‬ ‫ﺍﻝﺴﻠﻌﺔ‬ ‫ﻫﻭ‬ ‫ﻭ‬ ‫ﺤﺎﺠﺎﺘﻪ‬ ‫ﻴﺸﺒﻊ‬ ‫ﺍﻝﺫﻱ‬ ‫ﺍﻝﺸﻲﺀ‬ ‫ﻭﺭﺍﺀ‬ ‫ﻴﻨﺴﺎﻕ‬ ‫ﺍﻝﻔﺭﺩ‬ ‫ﺃﻥ‬ ‫ﻭ‬.
‫ﺍﻝ‬ ‫ﻋﻠﻰ‬‫ﻤﺸﺒ‬ ‫ﻏﻴﺭ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﻭﺠﻭﺩ‬ ‫ﻤﻥ‬ ‫ﺭﻏﻡ‬‫ﻭ‬ ‫ﻌﺔ‬‫ﻜﺎﻑ‬ ‫ﻏﻴﺭ‬ ‫ﻓﻬﺫﺍ‬ ‫ﺍﻝﺤﺠﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﺘﺸﺒﻊ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺴﻠﻊ‬
‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻀﻤﻭﻥ‬ ‫ﻋﻠﻰ‬ ‫ﻝﻠﺘﻌﺒﻴﺭ‬.
‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻁﺭﻴﻕ‬ ‫ﻋﻥ‬ ‫ﻴﺘﻡ‬ ‫ﻭ‬ ‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﻫﺫﻩ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻴﻘﺭﺭ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻴﻭﺠﺩ‬ ‫ﺇﺫ‬.
١
‫ﺩ‬.‫ﺩ‬ ‫ﻭ‬ ‫ﻤﻌﻼ‬ ‫ﻨﺎﺠﻲ‬.‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺍﺼﻭل‬ ‫ﺘﻭﻓﻴﻕ‬ ‫ﺭﺍﺌﺩ‬.‫ﺍﻷﺭﺩﻥ‬ ‫ﻝﻠﻨﺸﺭ‬ ‫ﻭﺍﺌل‬ ‫ﺩﺍﺭ‬٢٠٠٢‫ﺹ‬٥
٢
‫ﻤﺼﺭ‬ ‫ﺍﻝﻘﺎﻫﺭﺓ‬ ‫ﺍﻝﻨﺸﺭ‬ ‫ﻭ‬ ‫ﻝﻠﻁﺒﻊ‬ ‫ﻗﺒﺎﺀ‬ ‫ﺩﺍﺭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬ ،‫ﺤﺴﻥ‬ ‫ﺍﻝﻌﺯﻴﺯ‬ ‫ﻋﺒﺩ‬ ‫ﺃﻤﻴﻥ‬٢٠٠١‫ﺹ‬١٣
‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻔﻬﻭﻡ‬
‫ﺍﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﻤﻘﺎﺒﻠﺔ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﺘﺤﻘﻴﻕ‬‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬
‫ﺍﻝﻤﻨﺎﻓﺴﺔ‬ ‫ﻅل‬ ‫ﻓﻲ‬ ‫ﺃﻓﻀل‬ ‫ﺒﻁﺭﻴﻘﺔ‬
‫ﺍﻝﻬﺩﻑ‬ ‫ﺘﺤﻘﻴﻕ‬
‫ﺍﻝﻌﻤﻴل‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺃﻭ‬
‫ﺍﻝﺠﻬﻭﺩ‬ ‫ﺘﻜﺎﻤل‬
‫ﻨﺤﻭ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﺍﻝﺠﻬﻭﺩ‬ ‫ﻜل‬ ‫ﺘﻭﺠﻪ‬
‫ﺍﻝﺠﻤﻴﻊ‬ ‫ﻤﺴﺅﻭﻝﻴﺔ‬ ‫ﺘﻌﺘﺒﺭ‬ ‫ﻭ‬ ‫ﺍﻝﻌﻤﻴل‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻝﺘﻭﺠﻪ‬
‫ﺇﺸﺒﺎﻉ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﺘﺭﻜﺯ‬
‫ﺍﺤﺘﻴﺎﺠﺎﺘﻪ‬.
‫ﺼﺩﺭ‬:‫ﺩ‬-‫ﺍﺴﺘﺭﺍﺘﻴ‬ ،‫ﺤﺴﻥ‬ ‫ﺍﻝﻌﺯﻴﺯ‬ ‫ﻋﺒﺩ‬ ‫ﺃﻤﻴﻥ‬‫ﻤﺼﺭ‬ ،‫ﺍﻝﻘﺎﻫﺭﺓ‬ ‫ﺘﻭﺯﻴﻊ‬ ‫ﻭ‬ ‫ﺍﻝﻨﺸﺭ‬ ‫ﻭ‬ ‫ﻝﻠﻁﺒﺎﻋﺔ‬ ‫ﻗﺒﺎﺀ‬ ‫ﺩﺍﺭ‬ ،‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺠﻴﺎﺕ‬٢٠٠١‫ﺹ‬ ،١٦.

18. 5
-‫ﺍﻝﺘﺎﻝﻴﺔ‬ ‫ﺍﻝﺸﺭﻭﻁ‬ ‫ﺘﻭﻓﺭ‬ ‫ﻴﺠﺏ‬ ‫ﺘﺘﻡ‬ ‫ﺤﺘﻰ‬ ‫ﻭ‬ ‫ﺒﺎﻝﺴﻭﻕ‬ ‫ﻴﻌﺭﻑ‬ ‫ﺒﻤﺎ‬ ‫ﺘﺘﻡ‬ ‫ﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺇﻥ‬.
‫ﺃ‬-‫ﻁﺭﻓﻴﻥ‬ ‫ﻭﺠﻭﺩ‬.
‫ﺏ‬-‫ﺸ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬ ‫ﻝﺩﻯ‬ ‫ﻴﻜﻭﻥ‬ ‫ﺃﻥ‬‫ﺍﻵﺨﺭ‬ ‫ﻝﻠﻁﺭﻑ‬ ‫ﻗﻴﻤﺔ‬ ‫ﻤﺎﺫﻭ‬ ‫ﻲﺀ‬.
‫ﺝ‬-‫ﺒﻴﻨﻬﻤﺎ‬ ‫ﺍﻻﺘﺼﺎل‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﻘﺩﺭﺓ‬.
‫ﺩ‬-‫ﺍﻵﺨﺭ‬ ‫ﺍﻝﻁﺭﻑ‬ ‫ﻋﺭﺽ‬ ‫ﺭﻓﺽ‬ ‫ﺃﻭ‬ ‫ﻗﺒﻭل‬ ‫ﻓﻲ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬ ‫ﺤﺭﻴﺔ‬.
•‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻷﻤﺭﻴﻜﻴﺔ‬ ‫ﺍﻝﺠﻤﻌﻴﺔ‬ ‫ﺘﻌﺭﻴﻑ‬AMA١٩٨٥
‫ﺘﻌﺭﻑ‬)‫ﺍﻝﺨﺎﺼﺔ‬ ‫ﺍﻝﺘﺼﻭﺭﺍﺕ‬ ‫ﻭ‬ ‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﺘﻨﻔﻴﺫ‬ ‫ﻭ‬ ‫ﺘﺨﻁﻴﻁ‬ ‫ﻋﻠﻰ‬ ‫ﺘﻨﻁﻭﻱ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻌﻤﻠﻴﺔ‬ ‫ﺒﺄﻨﻪ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬
‫ﺘﺴ‬ ‫ﻭ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﻭ‬ ‫ﺒﺎﻷﻓﻜﺎﺭ‬‫ﺘﻭﺯﻴﻌﻬﺎ‬ ‫ﻭ‬ ،‫ﺘﺭﻭﻴﺠﻬﺎ‬ ‫ﻭ‬ ،‫ﻌﻴﺭﻫﺎ‬.
‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﻋﻠﻰ‬ ‫ﻗﺎﺩﺭﺓ‬ ‫ﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺎﺕ‬ ‫ﻝﺘﺤﻘﻴﻕ‬(١
-‫ﻝﻠﻌﻨﺎﺼﺭ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺘﻘﺭﺭﻫﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺘﻭﻝﻴﻔﺔ‬ ‫ﻫﻲ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﺯﻴﺞ‬ ‫ﺃﻱ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻤﺘﻐﻴﺭﺍﺕ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻴﺤﺩﺩ‬
‫ﺇﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﻝﺘﻜﻭﻴﻥ‬ ‫ﺘﻭﺯﻴﻌﻬﺎ‬ ‫ﻭ‬ ‫ﺘﺭﻭﻴﺠﻬﺎ‬ ،‫ﺴﻌﺭﻫﺎ‬ ،‫ﺍﻝﺴﻠﻌﺔ‬ ،‫ﺭﺌﻴﺴﻴﺔ‬ ‫ﺍﻷﺭﺒﻌﺔ‬‫ﺇﺸﺒﺎﻉ‬ ‫ﺇﻝﻰ‬ ‫ﺘﻨﻔﻴﺫﻫﺎ‬ ‫ﻴﺅﺩﻱ‬ ‫ﺘﺴﻭﻴﻘﻴﺔ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺤﺎﺠﺎﺕ‬.
-‫ﺍﻝﺭﺒﺢ‬ ‫ﺇﻝﻰ‬ ‫ﺘﻬﺩﻑ‬ ‫ﻻ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻭ‬ ‫ﺍﻝﺭﺒﺢ‬ ‫ﺇﻝﻰ‬ ‫ﺘﻬﺩﻑ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬ ‫ﻜل‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﺎﻫﻴﻡ‬ ‫ﻨﻁﺒﻕ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬.
-‫ﺘﺒﺎﺩل‬ ‫ﺒﺩﻭﻥ‬ ‫ﺘﺴﻭﻴﻕ‬ ‫ﻴﻭﺠﺩ‬ ‫ﻻ‬ ‫ﺒﻤﻌﻨﻰ‬ ‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻫﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﻌﻤﻠﻴﺔ‬ ‫ﺠﻭﻫﺭ‬ ‫ﺃﻥ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻴﺅﻜﺩ‬.‫ﻴﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻭ‬
‫ﻫﻭ‬ ‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻨﺎﺘﺞ‬‫ﺍﻝﻤﻨﻅﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﺇﺸﺒﺎﻉ‬.
‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻋﻴﻭﺏ‬ ‫ﻤﻥ‬ ‫ﻭ‬.
-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺒﺤﻭﺙ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺼﻤﻴﻡ‬ ‫ﻤﺜل‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺒﻬﺎ‬ ‫ﺘﻘﻭﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﻋﻤﺎل‬ ‫ﻭ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻝﺒﻌﺽ‬ ‫ﺇﻫﻤﺎﻝﻪ‬.
I-١-٢-‫ﺍﻝ‬ ‫ﻋﺭﺽ‬‫ﻤﻔﺎﻫﻴﻡ‬‫ﺍﻷ‬‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺴﺎﺴﻴﺔ‬.
‫ﻋﻨﺎﺼ‬ ‫ﺘﺤﺩﺩ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻌﺩﻴﺩ‬ ‫ﻫﻨﺎﻙ‬ ‫ﺃﻥ‬ ‫ﻨﺠﺩ‬ ‫ﻝﻠﺘﺴﻭﻴﻕ‬ ‫ﺍﻝﺴﺎﺒﻘﺔ‬ ‫ﺍﻝﺘﻌﺎﺭﻴﻑ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﺭ‬
‫ﻫﻲ‬ ‫ﺍﻝﻤﻔﺎﻫﻴﻡ‬ ‫ﻫﺫﻩ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﻴﺭﺘﻜﺯ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺃﺴﺎﺴﻴﺎﺕ‬ ‫ﻤﻥ‬ ‫ﺘﻌﺘﺒﺭ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬.‫ﺍﻝﺤﺎﺠﺎﺕ‬،
‫ﺍﻝﺭﻏﺒﺎﺕ‬،‫ﺍﻝﻁﻠﺏ‬،‫ﺍﻝﻤﻨﺘﺠﺎﺕ‬،‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﺍﻝﺘﺒﺎﺩل‬،‫ﺍﻷﺴﻭﺍﻕ‬.
١-‫ﺍﻝﺤﺎﺠﺔ‬:
‫ﻤﺎﺩﻴﺔ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺘﺘﻀﻤﻥ‬ ‫ﻫﻲ‬ ‫ﻭ‬ ‫ﺍﻹﺸﺒﺎﻉ‬ ‫ﺒﻌﺽ‬ ‫ﻤﻥ‬ ‫ﺍﻝﻨﻘﺹ‬ ‫ﺃﻭ‬ ‫ﺒﺎﻝﺤﺭﻤﺎﻥ‬ ‫ﺍﻝﺸﻌﻭﺭ‬ ‫ﻤﻥ‬ ‫ﺤﺎﻝﺔ‬ ‫ﻫﻲ‬ ‫ﺍﻝﺤﺎﺠﺔ‬
‫ﺍﻝﻁ‬ ‫ﻤﺜل‬‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﻤﺜل‬ ‫ﻓﺭﺩﻴﺔ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﻭ‬ ‫ﻭﺍﻝﺘﻌﺎﻁﻑ‬ ‫ﺒﺎﻻﻨﺘﻤﺎﺀ‬ ‫ﺍﻝﺸﻌﻭﺭ‬ ‫ﻤﺜل‬ ‫ﺍﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺸﺭﺍﺏ‬ ‫ﻭ‬ ‫ﻌﺎﻡ‬
‫ﺍﻝﻨﻔﺱ‬ ‫ﻋﻥ‬ ‫ﺍﻝﺘﻌﺒﻴﺭ‬ ‫ﻭ‬ ‫ﻝﻠﻤﻌﺭﻓﺔ‬.
‫ﻤﺎ‬ ‫ﻨﻭﻋﺎ‬ ‫ﻤﺤﺩﻭﺩﺓ‬ ‫ﻓﻬﻲ‬ ‫ﺍﻝﻤﺤﻴﻁ‬ ‫ﺃﻭ‬ ‫ﺍﻝﺒﻴﺌﺔ‬ ‫ﻭﻝﻴﺩﺓ‬ ‫ﻝﻴﺴﺕ‬ ‫ﻫﻲ‬ ‫ﻭ‬ ‫ﺍﻹﻨﺴﺎﻥ‬ ‫ﺩﺍﺨل‬ ‫ﻤﻭﺠﻭﺩﺓ‬ ‫ﺍﻝﺤﺎﺠﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﻭ‬.
١
‫ﺩ‬.‫ﺘﻭﻓﻴﻕ‬ ‫ﺭﺍﺌﺩ‬ ‫ﺩ‬ ‫ﻭ‬ ‫ﻤﻌﻼ‬ ‫ﻨﺎﺠﻰ‬.‫ﺴﺒﻕ‬ ‫ﻤﺭﺠﻊ‬‫ﻜﺭﻩ‬

19. 6
‫ﻋﻥ‬ ‫ﺍﻝﺒﺤﺙ‬ ‫ﺇﻝﻰ‬ ‫ﻴﺴﻌﻰ‬ ‫ﺍﻝﻔﺭﺩ‬ ‫ﻓﺈﻥ‬ ‫ﻤﺸﺒﻌﺔ‬ ‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﺘﻜﻭﻥ‬ ‫ﻻ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﻭ‬‫ﻹﺸﺒﺎﻋﻬﺎ‬ ‫ﻤﻌﻴﻥ‬ ‫ﻫﺩﻑ‬.
٢-‫ﺍﻝﺭﻏﺒﺔ‬:
‫ﻴﺸﺒﻊ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺒﺎﻝﺠﻭﻉ‬ ‫ﻴﺸﻌﺭ‬ ‫ﺍﻝﺫﻱ‬ ‫ﻓﺎﻝﻔﺭﺩ‬ ‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺨﻼﻝﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺘﺘﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻭﺴﻴﻠﺔ‬ ‫ﻫﻲ‬ ‫ﺍﻝﺭﻏﺒﺔ‬
‫ﺠﺒﻨﻪ‬ ‫ﺃﻭ‬ ‫ﻫﻤﺒﺭﻗﺎﺭ‬ ‫ﺘﻨﺎﻭﻝﻪ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺤﺎﺠﺘﻪ‬.
‫ﻤﺨﺘﻠﻔﺔ‬ ‫ﺒﻁﺭﻕ‬ ‫ﺇﺸﺒﺎﻋﻬﺎ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻓﺎﻝﺤﺎﺠﺔ‬)‫ﺍﻝﺭﻏﺒﺔ‬ ‫ﺤﺴﺏ‬(‫ﺘﺘﺸﻜل‬ ‫ﻓﻬﻲ‬ ‫ﻤﺤﺩﻭﺩﺓ‬ ‫ﻏﻴﺭ‬ ‫ﻓﺎﻝﺭﻏﺒﺎﺕ‬ ‫ﻝﺫﻝﻙ‬
‫ﻗﻭ‬ ‫ﺒﻭﺍﺴﻁﺔ‬ ‫ﺒﺎﺴﺘﻤﺭﺍﺭ‬‫ﻯ‬‫ﺍﻝﻤﺩﺭﺴﺔ‬ ‫ﻭ‬ ‫ﺍﻝﻌﺎﺌﻠﺔ‬ ‫ﻤﺜل‬ ‫ﺍﻝﻤﺤﻴﻁ‬ ‫ﻭ‬ ‫ﺍﻝﺒﻴﺌﺔ‬.
‫ﻴﻔﺴﺭ‬ ‫ﻤﺎ‬ ‫ﻫﺫﺍ‬ ‫ﻭ‬‫ﺍ‬‫ﺴﺘﻤﺭﺍ‬‫ﺭ‬‫ﻤﺘﺠﺩﺩﺓ‬ ‫ﺭﻏﺒﺎﺕ‬ ‫ﻹﺸﺒﺎﻉ‬ ‫ﺫﻝﻙ‬ ‫ﻭ‬ ‫ﺍﻝﺠﺩﻴﺩﺓ‬ ‫ﺍﻝﻤﻨﺘﺠﺎﺕ‬ ‫ﺒﺘﻘﺩﻴﻡ‬ ‫ﺍﻝﺸﺭﻜﺎﺕ‬.
٣-‫ﺍﻝﻁﻠﺏ‬:
‫ﺍﻝﺸﺭﺍﺌﻴﺔ‬ ‫ﺒﺎﻝﻘﺩﺭﺓ‬ ‫ﻭ‬ ‫ﺒﺎﻻﺴﺘﻌﺩﺍﺩ‬ ‫ﻤﻌﺯﺯﺓ‬ ‫ﻤﺤﺩﺩ‬ ‫ﻤﻨﺘﺞ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺤﺼﻭل‬ ‫ﻓﻲ‬ ‫ﺍﻝﺭﻏﺒﺔ‬ ‫ﻫﻭ‬ ‫ﻭ‬.
‫ﻝﻜﻥ‬ ‫ﻤﺭﺴﻴﺩﺱ‬ ‫ﺴﻴﺎﺭﺓ‬ ‫ﺒﺸﺭﺍﺀ‬ ‫ﻴﺭﻏﺒﻭﻥ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﻤﻥ‬ ‫ﻓﺎﻝﻌﺩﻴﺩ‬‫ﺍﻻﺴﺘﻌﺩﺍﺩ‬ ‫ﻭ‬ ‫ﺍﻝﻘﺩﺭﺓ‬ ‫ﻝﺩﻴﻪ‬ ‫ﻤﻨﻬﻡ‬ ‫ﺍﻝﻘﻠﻴل‬
‫ﺍﻝﺫﻴﻥ‬ ‫ﺃﻴﻀﺎ‬ ‫ﺒل‬ ‫ﺍﻝﻤﻨﺘﺞ‬ ‫ﺸﺭﺍﺀ‬ ‫ﻓﻲ‬ ‫ﻴﺭﻏﺒﻭﻥ‬ ‫ﺍﻝﺫﻴﻥ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﻋﻥ‬ ‫ﻓﻘﻁ‬ ‫ﺘﺒﺤﺙ‬ ‫ﻻ‬ ‫ﺃﻥ‬ ‫ﺍﻝﺸﺭﻜﺎﺕ‬ ‫ﻓﻌﻠﻰ‬ ‫ﻝﺸﺭﺍﺌﻬﺎ‬
‫ﺍﻝﺸﺭﺍﺀ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﻘﺩﺭﺓ‬ ‫ﻭ‬ ‫ﺍﻻﺴﺘﻌﺩﺍﺩ‬ ‫ﻝﺩﻴﻬﻡ‬.
٤-‫ﺍﻝﻤﻨﺘﺞ‬:
‫ﻝﻼﻤﺘﻼﻙ‬ ‫ﺍﻨﺘﺒﺎﻫﻪ‬ ‫ﻝﺠﺫﺏ‬ ‫ﻝﻠﻤﺴﺘﻬﻠﻙ‬ ‫ﺘﻘﺩﻴﻤﻪ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺸﻲﺀ‬ ‫ﺃﻱ‬ ‫ﻫﻭ‬ ‫ﺍﻝﻤﻨﺘﺞ‬،،‫ﺍﻻﺴﺘﺨﺩﺍﻡ‬ ‫ﺃﻭ‬‫ﺍﻻ‬ ‫ﺃﻭ‬‫ﺴﺘﻬﻼﻙ‬
‫ﻭ‬‫ﺍﻝﺭﻏﺒﺔ‬ ‫ﺃﻭ‬ ‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﻴﺸﺒﻊ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬ ‫ﺍﻝﺫﻱ‬.
‫ﻴﻤﻜﻥ‬ ‫ﺍﻝﺤﺎﺠﺔ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﻴﺴﺘﻁﻴﻊ‬ ‫ﺸﻲﺀ‬ ‫ﻓﺄﻱ‬ ‫ﻓﻘﻁ‬ ‫ﺍﻝﻤﻠﻤﻭﺴﺔ‬ ‫ﺍﻝﻤﺎﺩﻴﺔ‬ ‫ﺒﺎﻝﻤﻨﺘﺠﺎﺕ‬ ‫ﻴﻨﺤﺼﺭ‬ ‫ﻻ‬ ‫ﺍﻝﻤﻨﺘﺞ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﻭ‬
‫ﻤﻨﺘﺞ‬ ‫ﺍﻋﺘﺒﺎﺭﻩ‬.
‫ﺍﻝﺭﺤﻠﺔ‬ ‫ﻓﻲ‬ ‫ﺇﻝﻴﻬﺎ‬ ‫ﻴﺫﻫﺏ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﻤﺎﻜﻥ‬ ،‫ﺍﻝﺘﻠﻔﺯﻴﻭﻥ‬ ‫ﻓﻲ‬ ‫ﻴﺸﺎﻫﺩﻫﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺒﺭﺍﻤﺞ‬ ‫ﺃﻱ‬ ‫ﻴﻘﺭﺭ‬ ‫ﻓﺎﻝﻤﺴﺘﻬﻠﻙ‬،
‫ﺴﻴﺴﺎﻫ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺎﺕ‬‫ﺴﻴﻌﺘﻨﻘﻬﺎ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﺤﺘﻰ‬ ‫ﻭ‬ ‫ﻓﻴﻬﺎ‬ ‫ﻡ‬.
٥-‫ﺍﻝﺘﺒﺎﺩل‬
‫ﻤ‬ ‫ﻤﺎ‬ ‫ﺸﺨﺹ‬ ‫ﻤﻥ‬ ‫ﻤﺭﻏﻭﺏ‬ ‫ﻫﺩﻑ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺤﺼﻭل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻫﻲ‬ ‫ﻭ‬‫ﺍﻝﺸﺨﺹ‬ ‫ﻝﻬﺫﺍ‬ ‫ﺁﺨﺭ‬ ‫ﺸﻲﺀ‬ ‫ﺘﻘﺩﻴﻡ‬ ‫ﻘﺎﺒل‬
‫ﻭ‬‫ﺍﻷﻫﺩﺍﻑ‬ ‫ﻋﻠﻰ‬ ‫ﻝﻠﺤﺼﻭل‬ ‫ﺍﻝﻌﺩﻴﺩﺓ‬ ‫ﺍﻝﻁﺭﻕ‬ ‫ﺇﺤﺩﻯ‬ ‫ﻴﻤﺜل‬ ‫ﺍﻝﺘﺒﺎﺩل‬.
‫ﺍﻝﺘﺴﻭل‬ ‫ﺃﻭ‬ ‫ﺍﻝﺴﺭﻗﺔ‬ ‫ﺃﻭ‬ ‫ﺍﻝﺼﻴﺩ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻝﻁﻌﺎﻡ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻝﺤﺼﻭل‬ ‫ﻴﺴﺘﻁﻴﻊ‬ ‫ﺍﻝﺠﺎﺌﻊ‬ ‫ﻓﺎﻝﺸﺨﺹ‬.
‫ﻓﺎﻝﺘﺒﺎﺩل‬‫ﺍﻝﺸﺭﻭﻁ‬ ‫ﺒﻌﺽ‬ ‫ﺘﻭﻓﺭ‬ ‫ﻴﺠﺏ‬ ‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻴﺘﻡ‬ ‫ﺤﺘﻰ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺠﻭﻫﺭ‬ ‫ﻫﻭ‬.
‫ﺃ‬-‫ﺍﻷﻗل‬ ‫ﻋﻠﻰ‬ ‫ﻁﺭﻓﻴﻥ‬ ‫ﻭﺠﻭﺩ‬.
‫ﺏ‬-‫ﺍﻵﺨﺭ‬ ‫ﻝﻠﻁﺭﻑ‬ ‫ﺒﺎﻝﻨﺴﺒﺔ‬ ‫ﻗﻴﻤﺔ‬ ‫ﻝﻪ‬ ‫ﺸﻲﺀ‬ ‫ﻴﻤﻠﻙ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬.
‫ﺝ‬-‫ﺍﻵﺨﺭ‬ ‫ﻝﻠﻁﺭﻑ‬ ‫ﺍﻝﻤﻠﻜﻴﺔ‬ ‫ﺘﺤﻭﻴل‬ ‫ﻭ‬ ‫ﺍﻻﺘﺼﺎل‬ ‫ﻋﻠﻰ‬ ‫ﻗﺎﺩﺭ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬.
‫ﺩ‬-‫ﺍﻝﻌﺭﺽ‬ ‫ﺭﻓﺽ‬ ‫ﺃﻭ‬ ‫ﻗﺒﻭل‬ ‫ﻓﻲ‬ ‫ﺤﺭ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬.
‫ﻩ‬-‫ﻤﻊ‬ ‫ﺍﻝﺘﻌﺎﻤل‬ ‫ﺍﻝﻤﻨﺎﺴﺏ‬ ‫ﻤﻥ‬ ‫ﺃﻨﻪ‬ ‫ﻴﻌﺘﻘﺩ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬‫ﺍﻵﺨﺭ‬ ‫ﺍﻝﻁﺭﻑ‬.
‫ﻤﺠﺎل‬ ‫ﻓﻲ‬ ‫ﻓﻘﻁ‬ ‫ﻝﻴﺱ‬ ‫ﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺃﻱ‬ ‫ﻝﻴﺸﻤل‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﺘﻁﺒﻴﻕ‬ ‫ﻤﺠﺎﻻﺕ‬ ‫ﺍﺘﺴﺎﻉ‬ ‫ﻴﻅﻬﺭ‬ ‫ﻫﻨﺎ‬ ‫ﻤﻥ‬ ‫ﻭ‬
‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬
‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﻭ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬ ‫ﺒﻨﺠﺎﺡ‬ ‫ﺍﻝﻴﻭﻡ‬ ‫ﺘﻁﺒﻕ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﺎﻫﻴﻡ‬ ‫ﻭ‬ ‫ﻓﻤﺒﺎﺩﺉ‬.

20. 7
‫ﻤﺜل‬ ‫ﻝﻸﻓﻜﺎﺭ‬ ‫ﺃﻴﻀﺎ‬ ‫ﻭ‬ ‫ﺍﻝﻔﻨﺩﻗﻴﺔ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻴﺎﺤﻴﺔ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺼﺭﻓﻴﺔ‬ ‫ﻝﻠﺨﺩﻤﺎﺕ‬ ‫ﺘﺴﻭﻴﻕ‬ ‫ﻓﻬﻨﺎﻙ‬‫ﺍﻷﺴﺭﺓ‬ ‫ﺘﻨﻅﻴﻡ‬‫ﻭ‬‫ﻤﺤﺎﺭﺒﺔ‬
‫ﺘﺴﻭﻴﻘ‬ ‫ﻫﻨﺎﻙ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺩﺨﻴﻥ‬‫ﺎ‬‫ﻝﻠﺭﺌﺎﺴﺔ‬ ‫ﺍﻝﻤﺭﺸﺤﻴﻥ‬ ‫ﻤﺜل‬ ‫ﻝﻸﺸﺨﺎﺹ‬.
‫ﺭﻗﻡ‬ ‫ﻭﺠﺩﻭل‬١:‫ﺍﻝﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺎﺕ‬ ‫ﻴﻭﻀﺢ‬.
‫ﺍﻝﻤﻨﻅﻤﺔ‬)‫ﺒﺎﻝﺘﺴﻭﻴﻕ‬ ‫ﺍﻝﻘﺎﺌﻤﺔ‬(‫ﺍﻝﻌﻤﻼﺀ‬)‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬(‫ﺍﻝﻤﻨﺘﺠﺎﺕ‬)‫ﺴﻠﻌﺔ‬(
‫ﺍﻷﺴﺭﻯ‬ ‫ﺘﻨﻅﻴﻡ‬ ‫ﻫﻴﺌﺔ‬‫ﺍﻝﻤﺘﺯﻭﺠﻭﻥ‬‫ﺍﻝﻨﺴل‬ ‫ﺘﻨﻅﻴﻡ‬
‫ﺍﻝﺠﺎﻤﻌﺔ‬‫ﺍﻝﻁﻼﺏ‬‫ﺍﻝﺘﻌﻠﻴﻡ‬
‫ﺍﻝﻤﺴﺘﺸﻔﻴﺎ‬‫ﺕ‬‫ﺍﻝﻤﺭﻀﻰ‬‫ﺍﻝﻁﺒﻴﺔ‬ ‫ﺍﻝﺨﺩﻤﺔ‬
‫ﺍﻝﺸﺭﻁﺔ‬‫ﺍﻷﻓﺭﺍﺩ‬ ‫ﺠﻤﻴﻊ‬‫ﺍﻷﻤﻥ‬
‫ﺍﻝﻤﺘﺎﺤﻑ‬‫ﺍﻝﻤﻬﺘﻤﻴﻥ‬ ‫ﺍﻷﻓﺭﺍﺩ‬‫ﺍﻝﺜﻘﺎﻓﺔ‬
‫ﺍﻝﻤﺼﺩﺭ‬:‫ﺩ‬-‫ﻤﺼﺭ‬ ،‫ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‬ ‫ﺍﻝﺘﻭﺯﻴﻊ‬ ‫ﻭ‬ ‫ﺍﻝﻨﺸﺭ‬ ‫ﻭ‬ ‫ﻝﻠﻁﺒﻊ‬ ‫ﺍﻝﺠﺎﻤﻌﺔ‬ ‫ﺩﺍﺭ‬ ،‫ﺍﻝﺘﺴﻭﻴﻕ‬ ،‫ﺍﻝﺼﺤﻥ‬ ‫ﻓﺭﻴﺩ‬ ‫ﻤﺤﻤﺩ‬
١٩٩٩‫،ﺹ‬٢١.
٦-‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬:‫ﺍﻝﻁﺭﻓﺎﻥ‬ ‫ﻴﺘﻔﻕ‬ ‫ﻓﻌﻨﺩﻤﺎ‬ ‫ﻝﻠﺘﺒﺎﺩل‬ ‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺍﻝﻭﺤﺩﺓ‬ ‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﺘﻌﺘﺒﺭ‬‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻋﻠﻰ‬
‫ﺘﻤﺕ‬ ‫ﻗﺩ‬ ‫ﻤﻌﺎﻤﻠﺔ‬ ‫ﻫﻨﺎﻙ‬ ‫ﺒﺄﻥ‬ ‫ﺤﻴﻨﺌﺫ‬ ‫ﺍﻝﻘﻭل‬ ‫ﻴﻤﻜﻥ‬
‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﺃﺴﺎﺱ‬:‫ﺍﻝﻁﺭﻓﺎﻥ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﻴﺤﺼل‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻘﻴﻤﺔ‬ ‫ﻫﻲ‬.
‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﻤﻥ‬ ‫ﻨﻭﻋﺎﻥ‬ ‫ﻫﻨﺎﻙ‬.
-‫ﺍﻝﻤﺎﻝﻴﺔ‬ ‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬:‫ﻤﻌﻴﻨﺔ‬ ‫ﺨﺩﻤﺔ‬ ‫ﺃﻭ‬ ‫ﺴﻠﻌﺔ‬ ‫ﻋﻠﻰ‬ ‫ﺤﺼﻭﻝﻪ‬ ‫ﻤﻘﺎﺒل‬ ‫ﻓﻲ‬ ‫ﺒﺩﻓﻌﻪ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻴﻘﻭﻡ‬ ‫ﻤﺎ‬ ‫ﻫﻲ‬ ‫ﻭ‬
‫ﻨﻘﺩﻴﺔ‬ ‫ﻭﺤﺩﺍﺕ‬ ‫ﺼﻭﺭﺓ‬ ‫ﻓﻲ‬.
‫ﻤﻌﺎﻤﻼﺕ‬ ‫ﻜﺎﻨﺕ‬‫ﺒﺎﻝﺴﻠﻊ‬ ‫ﻅﻬﻭﺭﻩ‬ ‫ﻤﻨﺫ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺍﺭﺘﺒﻁ‬ ‫ﺤﻴﺙ‬ ‫ﺍﻝﻤﺎﻝﻴﺔ‬ ‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﻋﻠﻰ‬ ‫ﻤﻘﺘﺼﺭﺓ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬
‫ﺍﻝﺼﻨﺎﻋﻴﺔ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﺜﻡ‬ ‫ﺍﻻﺴﺘﻬﻼﻜﻴﺔ‬.
‫ﺍﻝﺜﺎﻨﻲ‬ ‫ﺍﻝﻨﻭﻉ‬ ‫ﻅﻬﺭ‬ ‫ﺜﻡ‬ ‫ﺘﺒﺎﺩﻝﻴﺔ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺃﻱ‬ ‫ﻴﺸﻤل‬ ‫ﺃﺼﺒﺢ‬ ‫ﺤﺘﻰ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻨﻁﺎﻕ‬ ‫ﺒﺘﻭﺴﻊ‬.
‫ﺍﻝﻤﺎﻝﻴﺔ‬ ‫ﻏﻴﺭ‬ ‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬:‫ﻻ‬ ‫ﺍﻝﺘﻲ‬ ‫ﻓﺎﻝﻤﻌﺎﻤﻼﺕ‬ ‫ﺍﻝﻤﺎﺩﻱ‬ ‫ﺍﻝﻤﺎﻝﻲ‬ ‫ﺍﻝﺠﺎﻨﺏ‬ ‫ﻓﻴﻬﺎ‬ ‫ﻴﻅﻬﺭ‬ ‫ﻻ‬ ‫ﺤﻴﺙ‬‫ﺇﻝﻰ‬ ‫ﺘﻬﺩﻑ‬
‫ﺭﺒﺢ‬.
‫ﺍﻝﺩﻴﻨﻴﺔ‬ ‫ﻭ‬ ‫ﺍﻻﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﺍﻝﻤﻨﻅﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻻﻨﺘﺨﺎﺒﻲ‬ ‫ﺍﻝﺼﻭﺕ‬ ‫ﻤﻘﺎﺒل‬ ‫ﻓﻲ‬ ‫ﺒﺭﻨﺎﻤﺠﻪ‬ ‫ﻴﻘﺩﻡ‬ ‫ﻓﺎﻝﻤﺭﺸﺢ‬
‫ﺍﻷﻋﻀﺎﺀ‬ ‫ﻤﺸﺎﺭﻜﺔ‬ ‫ﻫﻭ‬ ‫ﻭ‬ ‫ﺍﻝﻤﻘﺎﺒل‬ ‫ﻋﻠﻰ‬ ‫ﺘﺤﺼل‬،‫ﺍﻝﻔﻜﺭﺓ‬ ‫ﺘﺄﻴﻴﺩ‬ ‫ﻋﻠﻰ‬ ‫ﺘﺤﺼل‬ ‫ﺍﻷﻓﻜﺎﺭ‬ ‫ﺴﻭﻕ‬ ‫ﻭ‬.
‫ﻤﺎﻝﻲ‬ ‫ﻏﻴﺭ‬ ‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻴﺩﻓﻌﻪ‬ ‫ﺍﻝﺫﻱ‬ ‫ﺍﻝﻤﻘﺎﺒل‬ ‫ﻫﻨﺎ‬.
‫ﺒ‬ ‫ﻴﻘﻭﻤﻭﺍ‬ ‫ﺃﻥ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺭﺠﺎل‬ ‫ﻋﻠﻰ‬‫ﻗﺎﺌﻤﺔ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﻴﻁﻠﻕ‬ ‫ﻭ‬ ‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﻁﺭﻑ‬ ‫ﻜل‬ ‫ﺘﻭﻗﻌﺎﺕ‬ ‫ﺘﺤﻠﻴل‬
‫ﺍﻝﻤﺸﺘﺭﻱ‬ ‫ﺭﻏﺒﺎﺕ‬.
‫ﺍﻝﺜﻘﻴﻠﺔ‬ ‫ﻝﻠﻤﻌﺩﺍﺕ‬ ‫ﻜﺎﺘﺭﺒﻴﻠﺭ‬ ‫ﺸﺭﻜﺔ‬ ‫ﻭ‬ ‫ﺍﻝﺒﻨﺎﺀ‬ ‫ﻤﻘﺎﻭﻝﺔ‬ ‫ﻤﺅﺴﺴﺎﺕ‬ ‫ﺒﻴﻥ‬ ‫ﺘﺒﺎﺩل‬ ‫ﺍﻝﺘﺎﻝﻲ‬ ‫ﺍﻝﻤﺜﺎل‬ ‫ﻴﻭﻀﺢ‬.
‫ﻁﺭﻑ‬ ‫ﻜل‬ ‫ﻴﺘﻭﻗﻌﻪ‬ ‫ﻤﺎ‬.

21. 8
-‫ﺍﻝﺒﻨﺎﺀ‬ ‫ﻤﻘﺎﻭﻝﺔ‬ ‫ﻤﺅﺴﺴﺎﺕ‬:‫ﻴﻠﻲ‬ ‫ﻤﺎ‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﻫﺫﻩ‬ ‫ﻤﻥ‬ ‫ﻤﻌﺩﺍﺕ‬ ‫ﺘﺸﺘﺭﻱ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﺘﺘﻭﻗﻊ‬
‫ﺍ‬ ‫ﻋﺎﻝﻴﺔ‬ ‫ﻤﻌﺩﺍﺕ‬‫ﻗﻁﻊ‬ ،‫ﺍﻝﺒﻴﻊ‬ ‫ﺒﻌﺩ‬ ‫ﻤﺎ‬ ‫ﺨﺩﻤﺎﺕ‬ ‫ﻋﻠﻴﻪ‬ ‫ﺍﻝﻤﺘﻔﻕ‬ ‫ﺍﻝﻭﻗﺕ‬ ‫ﻓﻲ‬ ‫ﺘﺴﻠﻴﻡ‬ ‫ﻤﻭﺍﻋﻴﺩ‬ ،‫ﺠﻴﺩ‬ ‫ﺴﻌﺭ‬ ،‫ﻝﺠﻭﺩﺓ‬
‫ﻏﻴﺎﺭ‬.
-‫ﻜﺎﺘﺭﺒﻴﻠﺭ‬ ‫ﺸﺭﻜﺔ‬:‫ﻋﻤﻼﺌﻬﺎ‬ ‫ﻤﻥ‬ ‫ﺘﺘﻭﻗﻊ‬
-:‫ﺍﻻﻝﺘﺯﺍﻡ‬‫ﺒ‬‫ﺍﻝﻌﻤﻼﺀ‬ ‫ﺒﻴﻥ‬ ‫ﺠﻴﺩ‬ ‫ﺒﺸﻜل‬ ‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﻋﻥ‬ ‫ﺍﻝﺘﺤﺩﺙ‬ ‫ﻋﺎﺩل‬ ‫ﺴﻌﺭ‬ ،‫ﻋﻠﻴﻪ‬ ‫ﺍﻝﻤﺘﻔﻕ‬ ‫ﺍﻝﻭﻗﺕ‬ ‫ﻓﻲ‬ ‫ﺩﻓﻊ‬
‫ﻵﺨﺭﻴﻥ‬.
‫ﺍﻝﺸﻜل‬٢:‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻁﺭﻓﻲ‬ ‫ﺘﻭﻗﻌﺎﺕ‬.
‫ﺩ‬-،‫ﺍﻝﺼﺤﻥ‬ ‫ﻓﺭﻴﺩ‬ ‫ﻤﺤﻤﺩ‬‫ﻤﺼﺭ‬ ،‫ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‬ ،‫ﺍﻝﺠﺎﻤﻌﺔ‬ ‫ﺩﺍﺭ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬١٩٩٩‫ﺹ‬ ،٢٢.
٧-‫ﺍﻝﺴﻭﻕ‬:‫ﻓﻲ‬ ‫ﻴﺸﺘﺭﻜﻭﻥ‬ ‫ﺍﻝﺫﻴﻥ‬ ‫ﻝﻠﻤﻨﺘﺞ‬ ‫ﺍﻝﻤﺤﺘﻤﻠﻴﻥ‬ ‫ﻭ‬ ‫ﺍﻝﻔﻌﻠﻴﻴﻥ‬ ‫ﺍﻝﻤﺸﺘﺭﻴﻥ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﻴﻤﺜل‬ ‫ﺍﻝﺴﻭﻕ‬
‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﻝﻠﺩﺨﻭل‬ ‫ﺍﻝﻘﺩﺭﺓ‬ ‫ﻭ‬ ‫ﻻﺴﺘﻌﺩﺍﺩ‬ ‫ﻝﺩﻴﻬﻡ‬ ‫ﻭ‬ ‫ﻤﺎ‬ ‫ﺭﻏﺒﺔ‬ ‫ﺃﻭ‬ ‫ﺤﺎﺠﺔ‬،‫ﺤﺎﺠﺎﺘﻬﻡ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﺃﺠل‬ ‫ﻤﻥ‬
‫ﻭ‬‫ﻋﺩ‬ ‫ﻋﻠﻰ‬ ‫ﻴﻌﺘﻤﺩ‬ ‫ﺍﻝﺴﻭﻕ‬ ‫ﺤﺠﻡ‬ ‫ﻭ‬ ‫ﺭﻏﺒﺎﺘﻬﻡ‬‫ﺒﺤﻭﺯﺘﻬﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﺸﺭﺍﺌﻴﺔ‬ ‫ﺍﻝﻘﻭﺓ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺤﺘﻤﻠﻴﻥ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﺩ‬.
‫ﺃﻤﺎ‬ ‫ﺃﻫﺩﺍﻓﻬﻡ‬ ‫ﻝﺘﺤﻘﻴﻕ‬ ‫ﺍﻻﺘﺼﺎﻻﺕ‬ ‫ﻴﺴﺘﺨﺩﻤﻭﻥ‬ ‫ﻭ‬ ‫ﻝﻠﻤﺸﺘﺭﻴﻥ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺍﻝﺴﻠﻊ‬ ‫ﻴﻘﺩﻤﻭﻥ‬ ‫ﺍﻝﺒﺎﺌﻌﻴﻥ‬
‫ﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﻭ‬ ‫ﻤﺎﺩﻱ‬ ‫ﻤﻘﺎﺒل‬ ‫ﻓﻴﻘﺩﻤﻭﻥ‬ ‫ﺍﻝﻤﺸﺘﺭﻴﻥ‬.
‫ﺍﻝﺴﻭﻕ‬ ‫ﻝﺘﺤﺩﻴﺩ‬ ‫ﺍﻷﺴﺱ‬ ‫ﻤﻥ‬ ‫ﻋﺩﺩ‬ ‫ﻫﻨﺎﻙ‬.
-‫ﺍﻻﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﺃﺴﻭﺍﻕ‬)‫ﺍﻝﺘﺴﻠﻴﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺭﺍﻏﺒﻴﻥ‬ ‫ﺴﻭﻕ‬(
-‫ﺍ‬ ‫ﺃﺴﻭﺍﻕ‬‫ﻝﺩﻴﻤﻐﺭﺍﻓﻴﺔ‬)‫ﺸﺒﺎﺏ‬ ‫ﺴﻭﻕ‬(
-‫ﺍﻝﺴﻠﻊ‬ ‫ﺃﺴﻭﻕ‬)‫ﺍﻝﺴﺎﻋﺎﺕ‬ ‫ﺴﻭﻕ‬(
-‫ﺍﻝﺠﻐﺭﺍﻓﻴﺔ‬ ‫ﺃﺴﻭﺍﻕ‬)‫ﺴﻌﻭﺩﻱ‬ ‫ﺴﻭﻕ‬-‫ﺠﺯﺍﺌﺭﻱ‬ ‫ﺴﻭﻕ‬(
‫ﻜﺎﺘﺭﺒﻠﺭ‬‫ﺍﻝﻤﻘﺎﻭﻻﺕ‬ ‫ﺸﺭﻜﺎﺕ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬
‫ﺍﻝﺸﺭﻜﺔ‬ ‫ﻋﻥ‬ ‫ﺠﻴﺩ‬ ‫ﺘﺤﺩﺙ‬ ،‫ﺒﺩﻓﻊ‬ ‫ﺍﻝﺘﺯﺍﻡ‬ ،‫ﺠﻴﺩ‬ ‫ﺴﻌﺭ‬
‫ﺨﺩﻤﺎﺕ‬ ،‫ﺍﻝﻭﻗﺕ‬ ‫ﻓﻲ‬ ‫ﺘﺴﻠﻴﻡ‬ ،‫ﻋﺎﺩل‬ ‫ﺴﻌﺭ‬ ،‫ﻋﺎﻝﻴﺔ‬ ‫ﺠﻭﺩﺓ‬

22. 9
‫ﺭﻗﻡ‬ ‫ﺸﻜل‬٣:‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﻋﻨﺎﺼﺭ‬.
‫ﺭﻗﻡ‬ ‫ﺍﻝﺸﻜل‬٤:‫ﺍﻝﺘﺒﺎﺩل‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻴﻤﺜل‬.
،‫ﺍﻷﺭﺩﻥ‬ ‫ﺍﻝﺘﻭﺯﻴﻊ‬ ‫ﻭ‬٢٠٠٢‫ﺹ‬ ،٥.
‫ﺍﻝﺤﺎﺠﺎﺕ‬
‫ﺍﻝﺭﻏﺒﺎﺕ‬‫ﺍﻷﺴﻭﺍﻕ‬
‫ﺍﻝﻁﻠﺏ‬
‫ﺍﻝﻤﻌﺎﻤﻼﺕ‬
‫ﺍﻝﺤﺎﺠﺎﺕ‬
‫ﺍﻝﺘﺒﺎﺩ‬‫ل‬
‫ﻤﺼﺩﺭ‬:‫ﺩ‬-‫ﻤﺼﺭ‬ ،‫ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‬ ،‫ﺍﻝﺘﻭﺯﻴﻊ‬ ‫ﻭ‬ ‫ﻨﺸﺭ‬ ‫ﻭ‬ ‫ﻝﻠﻁﺒﻊ‬ ‫ﺍﻝﺠﺎﻤﻌﺔ‬ ‫ﺩﺍﺭ‬ ،‫ﺍﻝﺘﺴﻭﻴﻕ‬ ،‫ﺍﻝﺼﺤﻥ‬ ‫ﻓﺭﻴﺩ‬ ‫ﻤﺤﻤﺩ‬١٩٩٩‫ﺹ‬ ،١٦.
‫ﺍﻻﺘﺼﺎل‬
‫ﺍﻝﺒﺎﺌﻊ‬‫ﺍﻝﻤﺸﺘﺭﻱ‬
‫ﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺴﻠﻊ‬
‫ﺃﻤﻭﺍل‬
‫ﺍﻝﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺍﻝﻤﺼﺩﺭ‬:‫ﺩ‬-‫ﺍﻝﻨﺸﺭ‬ ‫ﻭ‬ ‫ﻝﻠﻁﺒﺎﻋﺔ‬ ‫ﺍﻝﻔﻜﺭ‬ ‫ﺩﺍﺭ‬ ،‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﺒﺎﺩﺉ‬ ،‫ﻋﻭﺍﺩ‬ ‫ﺴﻠﻴﻤﺎﻥ‬ ‫ﻤﺤﻤﺩ‬ ،‫ﺨﻁﻴﺏ‬ ‫ﻓﻬﺩ‬

23. 10
‫ﺍﻝﻤﺨﺘﻠﻔﺔ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﺨﻼﺼﺔ‬
‫ﻤﻥ‬ ‫ﻝﻠﻌﺩﻴﺩ‬ ‫ﺍﺴﺘﻌﺭﺍﺽ‬ ‫ﺒﻌﺩ‬‫ﻴ‬ ‫ﺘﻌﺎﺭ‬‫ﻑ‬‫ﺃﻫﻤﻴﺔ‬ ‫ﻤﻊ‬ ‫ﻴﺘﻤﺎﺸﻰ‬ ‫ﺍﻝﺫﻱ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻨﻀﻊ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻨﻨﺎ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬
‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻝﺨﺩﻤﺔ‬ ‫ﻭﺠﺩ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﺃﻥ‬ ‫ﺍﻋﺘﺒﺎﺭ‬ ‫ﻤﻊ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻤﺭﻜﺯ‬.
‫ﺍﻝﺘﺴﻭﻴﻕ‬:‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻤﻁﺎﻝﺏ‬ ‫ﻻﻜﺘﺸﺎﻑ‬ ‫ﺒﻴﻨﻬﺎ‬ ‫ﻓﻴﻤﺎ‬ ‫ﺍﻝﻤﺘﻨﺎﺴﻘﺔ‬ ‫ﺍﻝﻭﻅﺎﺌﻑ‬ ‫ﻭ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﻫﻭ‬
‫ﺠﻌﻠ‬ ‫ﻭ‬ ‫ﺍﻝﺨﺩﻤﺎﺕ‬ ‫ﻭ‬ ‫ﺒﺎﻝﺴﻠﻊ‬ ‫ﺨﺎﺼﺔ‬ ‫ﻤﻭﺼﻔﺎﺕ‬ ‫ﺇﻝﻰ‬ ‫ﺘﺭﺠﻤﺘﻬﺎ‬ ‫ﻭ‬‫ﺇﺭﻀﺎﺀ‬ ‫ﺒﻬﺩﻑ‬ ‫ﻜﻠﻪ‬ ‫ﻫﺫﺍ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﻤﺘﻨﺎﻭل‬ ‫ﻓﻲ‬ ‫ﻬﺎ‬
‫ﺭﻏﺒﺎﺕ‬،‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺭﺒﺢ‬ ‫ﺘﻌﻅﻴﻡ‬ ‫ﻴﻀﻤﻥ‬ ‫ﺒﻤﺎ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻙ‬ ‫ﺤﺎﺠﺎﺕ‬ ‫ﺇﺸﺒﺎﻉ‬ ‫ﻭ‬
‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﻤﻥ‬ ‫ﻴﻠﻲ‬ ‫ﻤﺎ‬ ‫ﺍﺴﺘﺨﻼﺹ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻭ‬.
-‫ﺍﻝﺘﺴﻭﻴﻕ‬‫ﻤﻌﻴﻨﺔ‬ ‫ﻨﻬﺎﻴﺔ‬ ‫ﺇﻝﻰ‬ ‫ﻝﻠﻭﺼﻭل‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﺨﻼﻝﻪ‬ ‫ﻤﻥ‬ ‫ﺘﺘﻔﺎﻋل‬ ‫ﻤﺘﻜﺎﻤل‬ ‫ﻨﻅﺎﻡ‬ ‫ﻫﻭ‬.
-‫ﻤ‬ ‫ﻤﺼﻤﻤﺔ‬ ‫ﻭ‬ ‫ﻤﻭﺠﻬﺔ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﻴﻤﺜل‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬‫ﺴﺒﻘﺎ‬،‫ﻝﻠﻤﻨﻬﺞ‬ ‫ﺨﺎﻀﻌﻴﻥ‬ ‫ﺇﻋﺩﺍﺩ‬ ‫ﻭ‬ ‫ﺘﺨﻁﻴﻁ‬ ‫ﻫﻨﺎﻙ‬ ‫ﻴﻌﻨﻲ‬ ‫ﻫﺫﺍ‬
‫ﺍﻝﻌﻠﻤﻲ‬.
-‫ﻴﻜﻭﻥ‬ ‫ﻗﺩ‬ ‫ﻓﺎﻝﺭﺒﺢ‬ ‫ﺍﻝﻤﺎﺩﻱ‬ ‫ﺍﻝﺭﺒﺢ‬ ‫ﻤﺠﺭﺩ‬ ‫ﻤﻥ‬ ‫ﺃﺒﻌﺩ‬ ‫ﺇﻝﻰ‬ ‫ﻴﻤﺘﺩ‬ ‫ﺍﻝﺘﻌﺭﻴﻑ‬ ‫ﻫﺫﺍ‬ ‫ﺴﻴﺎﻕ‬ ‫ﻀﻤﻥ‬ ‫ﺍﻝﺭﺒﺢ‬ ‫ﻤﻔﻬﻭﻡ‬
‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﺘﺒﻨﻰ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﺠﺘﻤﺎﻋﻴﺔ‬ ‫ﻝﻠﻤﺅﺴﺴﺔ‬ ‫ﺍﺠﺘﻤﺎﻋﻲ‬.
I-٢-‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻭﻭﻅﺎﺌﻑ‬ ‫ﻤﻔﻬﻭﻡ‬
I-٢-١-‫ﺘﻁﻭﺭ‬‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬:
‫ﻨ‬ ‫ﺍﻝﻭﺍﻗﻊ‬ ‫ﻓﻲ‬‫ﻋﻤل‬ ‫ﻴﺤﻜﻡ‬ ‫ﻤﻌﻴﻥ‬ ‫ﺘﻭﺠﻪ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﻴﺘﻡ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻨﺸﺎﻁ‬ ‫ﻤﻤﺎﺭﺴﺎﺕ‬ ‫ﺃﻥ‬ ‫ﺠﺩ‬
‫ﺒﻴﻥ‬ ‫ﻓﺭﻗﺎ‬ ‫ﻫﻨﺎﻙ‬ ‫ﺃﻥ‬ ‫ﺫﻝﻙ‬ ‫ﻴﻌﻨﻲ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻝﻤﺘﺨﺫﺓ‬ ‫ﺍﻹﺩﺍﺭﻴﺔ‬ ‫ﻝﻘﺭﺍﺭﺍﺘﻬﺎ‬ ‫ﻤﺭﺸﺩﺍ‬ ‫ﺒﻤﺜﺎﺒﺔ‬ ‫ﻴﻜﻭﻥ‬ ‫ﻭ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬
‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻔﻬﻭﻡ‬ ‫ﻭ‬ ‫ﺫﺍﺘﻪ‬ ‫ﺤﺩ‬ ‫ﻓﻲ‬ ‫ﺍﻝﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬.
‫ﻓﺎﻷﻭل‬:‫ﺍﻷﻨﺸﻁ‬ ‫ﻤﻥ‬ ‫ﻤﺠﻤﻭﻋﺔ‬ ‫ﺘﻨﻔﻴﺫ‬ ‫ﻭ‬ ‫ﺘﺨﻁﻴﻁ‬ ‫ﻋﻠﻰ‬ ‫ﻴﻘﻭﻡ‬‫ﻝﻔﺌﺎﺕ‬ ‫ﺍﻝﻤﻭﺠﻬﺔ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻝﺠﻬﻭﺩ‬ ‫ﻭ‬ ‫ﺔ‬
‫ﺍﻝﻤﻁﻠﻭﺏ‬ ‫ﺍﻹﺸﺒﺎﻉ‬ ‫ﺘﺤﻘﻕ‬ ‫ﻤﻨﺘﺠﺎﺕ‬ ‫ﺘﻘﺩﻴﻡ‬ ‫ﺒﻐﺭﺽ‬ ‫ﺍﻝﻤﺴﺘﻬﻠﻜﻴﻥ‬ ‫ﻤﻥ‬ ‫ﻤﺴﺘﻬﺩﻓﺔ‬.
‫ﺍﻷﻋﻤﺎل‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﻤﻴﺩﺍﻥ‬ ‫ﻓﻲ‬ ‫ﺘﺼﺭﻑ‬ ‫ﺃﻭ‬ ‫ﻓﻌل‬ ‫ﻫﻭ‬ ‫ﺃﻱ‬.
‫ﻝﻠﺘﻔﻜﻴﺭ‬ ‫ﻁﺭﻴﻘﺔ‬ ‫ﺃﻭ‬ ‫ﺍﺘﺠﺎﻫﺎﺕ‬ ‫ﺃﻭ‬ ‫ﻓﻠﺴﻔﺔ‬ ‫ﻓﻬﻭ‬ ‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﺍﻝﻤﻔﻬﻭﻡ‬ ‫ﺃﻤﺎ‬،‫ﺍﻝﺘﻔﻜﻴﺭ‬ ‫ﻁﺭﻴﻘﺔ‬ ‫ﻓﺎﻥ‬ ‫ﺍﻝﺤﺎل‬ ‫ﻭﺒﻁﺒﻴﻌﺔ‬
‫ﺘﺤﺩ‬‫ﺩ‬‫ﺍﻝﻤﻌﻴ‬ ‫ﺍﻻﺩﺍﺭﻯ‬ ‫ﺍﻝﺘﺼﺭﻑ‬‫ﻥ‬،‫ﺍ‬ ‫ﺘﻌﻜﺱ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻜل‬ ‫ﺘﻜﻭﻥ‬ ‫ﺃﻥ‬ ‫ﻴﺠﺏ‬ ‫ﺃﻱ‬‫ﺍﻝﺴﺎﺌﺩ‬ ‫ﻝﺘﻭﺠﻪ‬
‫ﻭ‬‫ﺍﻝﻘﺎﺌﻤ‬ ‫ﺍﻝﻔﻠﺴﻔﺔ‬‫ﺔ‬‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﻋﻠﻴﻬﺎ‬.
‫ﻴﻤﻜﻥ‬ ‫ﻭ‬‫ﻷﺴﻭﺍﻗﻬﺎ‬ ‫ﺍﻝﻨﻅﺭ‬ ‫ﻓﻲ‬ ‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﻋﻤل‬ ‫ﺘﺤﻜﻡ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻝﻔﻠﺴﻔﺎﺕ‬ ‫ﻤﻥ‬ ‫ﺃﻨﻭﺍﻉ‬ ‫ﺨﻤﺴﺔ‬ ‫ﺒﻴﻥ‬ ‫ﺘﻔﺭﻗﺔ‬‫ﺍﻝﺘﻲ‬ ‫ﻭ‬
‫ﺍﻝﻤﺅﺴﺴﺔ‬ ‫ﺩﺍﺨل‬ ‫ﺘﺘﺨﺫ‬ ‫ﺍﻝﺘﻲ‬ ‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻭ‬ ‫ﺍﻝﻘﺭﺍﺭﺍﺕ‬ ‫ﻜﺎﻓﺔ‬ ‫ﺘﻌﻜﺱ‬.
‫ﺍﻝﻔﻠﺴﻔﺎﺕ‬ ‫ﻫﺫﻩ‬ ‫ﻭ‬‫ﺍﻝﺘﺴﻭﻴﻘﻲ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﻁﻭﺭ‬ ‫ﻤﺭﺍﺤل‬ ‫ﺘﻌﺘﺒﺭ‬.