Marketing skills Marketing, as suggested by the American Marketing Association, is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders"

1. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﻨﺘﺠﺎت‬–‫اﻟﺨﺪﻣﺎت‬-‫اﻟﻤﺸﺎرﯾﻊ‬

2. ‫ﺍﻟﻨﻴل‬ ‫ﺃﺒﻭ‬ ‫ﻤﺤﻤﻭﺩ‬ ‫ﺤﺎﺯﻡ‬
hazemaboelnil@alexcont.com

3. ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻬﺎﺭﺍﺕ‬
١-‫و‬ ‫ﺗﺎرﯾﺨﯿﺔ‬ ‫ﻣﻘﺪﻣﺔ‬‫ﻧﺸﺄة‬‫اﻷﺳﻮاق‬
٢-‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
٣-‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
٤-‫اﻟﺨﺪﻣﺎت‬ ‫ﺗﺴﻮﯾﻖ‬

4. ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻬﺎﺭﺍﺕ‬
٥-‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
٦-‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
٧-‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬

5. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻷﺳﻮاق‬ ‫ﻧﺸﻮء‬ ‫و‬ ‫ﺗﺎرﯾﺨﯿﺔ‬ ‫ﻣﻘﺪﻣﺔ‬
•‫اﻟﻤﻘﺎﯾﻀﺔ‬ ‫اﻟﺘﺎرﯾﺦ‬ ‫ﻗﺒﻞ‬ ‫اﻷﺳﻮاق‬‫اﻟﻌﻤﻠﺔ‬ ‫ﻇﮭﻮر‬
•‫اﻟﻘﺮار‬ ‫وﺻﺎﻧﻊ‬ ‫ﺑﺎﻟﺴﻮق‬ ‫ارﺗﺒﺎﻃﮭﺎ‬ ‫و‬ ‫اﻹﻗﺘﺼﺎدﯾﺔ‬ ‫اﻷﻧﻈﻤﺔ‬‫اﻟﺸﺮاء‬ ‫ﻟﻌﻤﻠﯿﺔ‬
•‫اﻟﻤﺆﺳﺴﺎت‬ ‫أﻧﻮاع‬:‫رﺑﺤﯿﺔ‬ ‫ﻏﯿﺮ‬ ‫رﺑﺤﯿﺔ‬

6. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫اﻟﻤﺠﺘﻤﻊ‬ ‫ﻓﻲ‬ ‫اﻟﻘﻮى‬ ‫ﻣﺤﺎور‬‫اﻟﻌﺮﺑﯿﺔ‬)‫اﻻﺳﻼﻣﯿﺔ‬(‫ﻓﻲ‬ ‫ﻧﻈﯿﺮھﺎ‬ ‫و‬
‫اﻟﻐﺮﺑﻲ‬ ‫اﻟﻤﺠﺘﻤﻊ‬
‫اﻹﺳﻼﻣﯿﺔ‬ ‫اﻟﻤﺠﺘﻤﻌﺎت‬‫اﻟﻐﺮﺑﯿﺔ‬ ‫اﻟﻤﺠﺘﻤﻌﺎت‬
١-‫اﻟﺪﯾﻨﻲ‬ ‫اﻟﻮازع‬١-‫اﻟﻤﺎدي‬ ‫اﻟﻤﺮدود‬
٢-‫اﻻﺳﺮي‬ ‫اﻟﺮاﺑﻂ‬٢-‫اﻷﺳﺮي‬ ‫اﻟﺮاﺑﻂ‬
٣-‫اﻟﻤﺎدي‬ ‫اﻟﻤﺮدود‬٣-‫اﻟﺪﯾﻨﻲ‬ ‫اﻟﻮازع‬

7. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫ﻛﻨﻈﺎم‬ ‫اﻟﺘﺴﻮﯾﻖ‬
‫ﻣﺪﺧﻼت‬‫ﻧﻈﺎم‬‫ﻣﺨﺮﺟﺎت‬
‫ﻣﻮارد‬
‫أوﻟﯿﺔ‬
‫ﻣﺎﻟﯿﺔ‬
‫ﺑﺸﺮﯾﺔ‬
‫ﻣﻌﻠﻮﻣﺎﺗﯿﺔ‬
‫ﺗﺼﻨﯿﻊ‬
‫ﺗﻮزﯾﻊ‬
‫ﺗﺮوﯾﺞ‬
‫ﺗﺴﻌﯿﺮ‬
‫ﻣﻨﺘﺞ‬
‫ﺧﺪﻣﺔ‬
‫اﻟﻔﺎﺋﺾ‬
‫أﻓﻜﺎر‬

8. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫اﻟﻤﻨﻔﻌﺔ‬ ‫ﺗﺒﺎدل‬ ‫ﻋﻤﻠﯿﺔ‬ ‫ﻓﻲ‬ ‫ﯾﺴﮭﻢ‬ ‫اﻟﺘﺴﻮﯾﻖ‬
‫ﻣﻨﻔﻌﺔ‬ ‫ﺗﺒﺎدل‬‫ﻣﺸﺘﺮي‬ ‫ﺑﺎﺋﻊ‬
‫ﻗــ‬‫ﯿﻤﺔ‬
‫ﺳ‬‫ــ‬‫ﻌﺮ‬

9. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫ﻣﺪﺧﻼت‬‫ﻧﻈﺎم‬‫ﻣﺨﺮﺟﺎت‬
‫ﻣﻮارد‬
‫أوﻟﯿﺔ‬
‫ﺑﺸﺮﯾﺔ‬
‫ﻣﺎﻟﯿﺔ‬
‫ﻣﻌﻠﻮﻣﺎﺗﯿﺔ‬
‫إدارة‬
‫اﻟﻌﻤﻞ‬
‫ﻣﻨﺘﺞ‬
‫ﺧﺪﻣﺔ‬
‫أﺧﺮى‬
‫ب‬
‫ﺗﻜﻨﻮﻟﻮﺟﯿﺔ‬
‫ب‬
‫ﻗﺎﻧﻮﻧﯿﺔ‬
‫ب‬
‫اﺟﺘﻤﺎﻋﯿﺔ‬
‫ب‬
‫ﺗﻨﺎﻓﺴﯿﺔ‬
‫ب‬
‫اﻗﺘﺼﺎدﯾﺔ‬
‫ب‬
‫ﺳﯿﺎﺳﯿﺔ‬
‫اﻟﺒﯿﺌﺔ‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫اﻟﺘﺴﻮﯾﻖ‬

10. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫اﻟﻌﻤﯿﻞ‬ ‫ھﻮ‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﻌﻤﻠﯿﺔ‬ ‫ﻓﻲ‬ ‫اﻹھﺘﻤﺎم‬ ‫ﺑﺆرة‬
‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺨﻠﻄﺔ‬) :٤‫ت‬(
١-‫اﻟﺘﺴﻌﯿﺮة‬
٢-‫اﻟﺘﺮوﯾﺞ‬
٣-‫اﻟﺘﻮزﯾﻊ‬
٤-‫اﻟﻤﻨﺘﺞ‬ ‫ﺗﺼﻨﯿﻊ‬
‫اﻟﺨﺪﻣﺔ‬ ‫أو‬
‫اﻟﺘﺴﻌﯿﺮة‬‫اﻟﺘﺮوﯾﺞ‬
‫اﻟﺘﻮزﯾﻊ‬‫اﻟﺘﺼﻨﯿﻊ‬
‫اﻟﻌﻤﯿﻞ‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬

11. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫اﻟﻌﻤﯿﻞ‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫ق‬
‫اﻟﺘﺴﻌﯿﺮ‬
•‫اﻟﻤﻨﺎﻓﺲ‬ ‫اﻟﺴﻌﺮ‬
•‫اﻟﻨﻔﺴﻲ‬ ‫اﻟﺴﻌﺮ‬
•‫اﻟﺘﺼﻨﯿﻔﻲ‬ ‫اﻟﺴﻌﺮ‬
‫اﻟﺘﻮزﯾﻊ‬
•‫اﻟﺴﻮق‬ ‫ﺗﻐﻄﯿﺔ‬
•‫اﻟﻘﻨﻮات‬
‫اﻟﺘﺮوﯾﺞ‬
‫اﻟﺠﻤﮭﻮر‬ ‫وﻋﻼﻗﺎت‬ ‫اﻟﻌﺎﻣﺔ‬ ‫اﻟﻌﻼﻗﺎت‬
،‫اﻟﺘﺮوﯾﺠﯿﺔ‬ ‫اﻟﻤﺒﯿﻌﺎت‬
‫اﻟﺸﺨﺼﻲ‬ ‫اﻟﺒﯿﻊ‬ ،‫اﻹﻋﻼن‬.
‫اﻟﺘﺼﻨﯿﻊ‬
•‫واﻟﺘﻄﻮﯾﺮ‬ ‫اﻟﺘﺼﻤﯿﻢ‬
•‫اﻟﻤﺎرﻛﺔ‬
•‫اﻟﻌﻠﺒﺔ‬)‫اﻟﺘﻐﻠﯿﻒ‬(

12. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫ﺧﻼل‬ ‫اﻟﺮﺑﺤﯿﺔ‬ ‫ﺗﺤﻘﯿﻖ‬ ‫و‬ ‫اﻟﻌﻤﯿﻞ‬ ‫رﺿﺎ‬ ‫ﺣﻮل‬ ‫ﺗﺪور‬ ‫ﻓﻠﺴﻔﺔ‬ ‫ﻋﻦ‬ ‫ﻋﺒﺎرة‬ ‫اﻟﺘﺴﻮﯾﻖ‬‫ذﻟﻚ‬.
‫ﻣﺜﺎل‬:‫ﻟﻠﻜﻤﺒﯿﻮﺗﺮ‬ ‫ﻛﻮﻣﺒﺎك‬ ‫ﺷﺮﻛﺔ‬.

13. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺒﯿﺌﺔ‬
‫اﻟﻐﺮﺑﯿﺔ‬ ‫اﻷﺳﻮاق‬ ‫ﻓﻲ‬ ‫اﻟﻤﺮاﺣﻞ‬ ‫ﺗﻄﻮر‬
١٨٥٠٠
‫ﻣﺮﺣﻠﺔ‬
‫اﻹﻧﺘﺎج‬
‫ﻣﺮﺣﻠﺔ‬
‫اﻟﻤﺒﯿﻌﺎت‬
‫ﻣﺮﺣﻠﺔ‬
‫اﻟﺘﺴﻮﯾﻖ‬
‫اﺳﺘﮭﻼك‬ ‫ﻣﺮﺣﻠﺔ‬
١٩٠٠
٢٠٠٠
١٩٥٠

14. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻟﻐﺮﺑﯿﺔ‬ ‫ﻟﻸﺳﻮاق‬ ‫اﻟﺘﺎرﯾﺨﻲ‬ ‫اﻟﺘﻄﻮر‬
١٩٨٠
١٩١٠
١٩٥٥
١٩٧٠
١٩٩٠
‫ﻋﺎﻣﺔ‬ ‫ﻣﺘﺎﺟﺮ‬
‫ﺻﻐﯿﺮة‬ ‫ﺗﺠﺰﺋﺔ‬ ‫ﻣﺤﻼت‬
‫ﻣﺤﺪودة‬ ‫ﺗﺠﺎرﯾﺔ‬ ‫ﻣﺨﺎزن‬
‫ﻣﺎرﻛﺖ‬ ‫ﺳﻮﺑﺮ‬
‫ﺗﺨﻔﯿﻀﺎت‬ ‫ﻣﺤﻼت‬
‫ﻛﺒﯿﺮة‬ ‫ﺗﺠﺎرﯾﺔ‬ ‫ﻣﺨﺎزن‬
‫ﺗﺠﺎرﯾﺔ‬ ‫أﺳﻮاق‬
‫ﻣﺼﺎﻧﻊ‬ ‫و‬ ‫ﻣﺤﻼت‬
‫ﻛﺒﺮى‬ ‫ﻣﺨﺎزن‬)‫ﺑﺎﻟﻌﻀﻮﯾﺔ‬(
‫ﻣﺎرﻛﺖ‬ ‫ھﺎﺑﯿﺮ‬
‫اﻟﻜﺘﺮوﻧﯿﺔ‬ ‫ﺗﺠﺎرة‬

15. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻟﻌﺎﻟﻢ‬ ‫ﻓﻲ‬ ‫ﺗﺠﺎري‬ ‫ﻣﺠﻤﻊ‬ ‫أﻛﺒﺮ‬
)‫ﻣﻮل‬ ‫أدﻣﻨﺘﻮن‬ ‫وﺳﺖ‬(‫ﻛﻨﺪا‬ ‫ﻓﻲ‬.
‫ﻋﻠﻰ‬ ‫ﯾﺤﺘﻮي‬
٨٠٠‫اﻟﺘﺠﺰﺋﺔ‬ ‫ﻟﺒﯿﻊ‬ ‫ﻣﺘﺠﺮ‬
٨‫ﺿﺨﻤﺔ‬ ‫ﺗﺠﺎرﯾﺔ‬ ‫ﻣﺠﻤﻌﺎت‬
١١٠‫ﻟﻸﻛﻞ‬ ‫ﻣﺤﻼت‬
‫ﻋﺎﻟﻤﻲ‬ ‫ﻓﻨﺪق‬
٢٦‫ﺳﯿﻨﻤﺎﺋﻲ‬ ‫ﻋﺮض‬ ‫ﺻﺎﻟﺔ‬
‫ﺳﺒﺎﺣﺔ‬ ‫ﺑﺮﻛﺔ‬
‫ﻣﺎﺋﻲ‬ ‫ﻣﻨﺘﺠﻊ‬
‫ﺗﺰﻟﺞ‬ ‫ﺻﺎﻟﺔ‬
‫اﻟﻤﺴﺎﺣﺔ‬:٤٩٣‫ﻣﺮﺑﻊ‬ ‫ﻣﺘﺮ‬ ‫أﻟﻒ‬
‫اﻟﺰوار‬:٢٠ً‫ﺎ‬‫ﺳﻨﻮﯾ‬ ‫زاﺋﺮ‬ ‫ﻣﻠﯿﻮن‬

16. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻷﺳﻮاق‬
‫ﺧﺪ‬ ‫أو‬ ‫ﻟﻤﻨﺘﺞ‬ ‫اﺣﺘﯿﺎج‬ ‫ﻟﮭﺎ‬ ‫ﻣﺆﺳﺴﺎت‬ ‫أو‬ ‫أﻓﺮاد‬ ‫ﺷﻜﻞ‬ ‫ﻋﻠﻰ‬ ‫اﻷﺷﺨﺎص‬ ‫ﻣﻦ‬ ‫ﻣﺠﻤﻮﻋﺔ‬‫ﻟﺪﯾﮭﺎ‬ ‫و‬ ‫ﻣﮫ‬
‫اﻟﺨﺪﻣﺔ‬ ‫أو‬ ‫اﻟﻤﻨﺘﺞ‬ ‫ذﻟﻚ‬ ‫ﻟﺸﺮاء‬ ‫اﻟﺼﻼﺣﯿﺔ‬ ‫و‬ ‫اﻟﺮﻏﺒﺔ‬ ‫و‬ ‫اﻟﻘﺪرة‬.

17. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻷﺳﻮاق‬ ‫أﻧﻮاع‬
‫اﺳﺘﮭﻼﻛﻲ‬ ‫ﺳﻮق‬)‫أﻓﺮاد‬(
‫ﺗﺠﺎري‬ ‫ﺳﻮق‬–‫ﻣﺆﺳﺴﺎﺗﻲ‬-)‫ﻣﺆﺳﺴﺎت‬(

18. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻟﻤﺴﺘﮭﺪﻓﺔ‬ ‫اﻟﺸﺮاﺋﺢ‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫اﺧﺘﯿﺎر‬
‫ﺗﺤﺪﯾﺪ‬
‫ھﺪف‬
‫اﺳﺘﺮاﺗﯿﺠﻲ‬
‫ﺗﺤﺪﯾﺪ‬
‫ﺷﺮﯾﺤﺔ‬
‫ﻣﺴﺘﮭﺪﻓﺔ‬
‫ﺗﻄﻮﯾﺮ‬
‫ﺑﺮﻧﺎﻣﺞ‬
‫ﺗﺴﻮﯾﻘﻲ‬
‫ﺷﺮاﺋﺢ‬ ‫ﺗﻘﯿﯿﻢ‬
‫ذات‬ ‫اﻟﺴﻮق‬
‫اﻟﻌﻼﻗﺔ‬
‫اﺧﺘﯿﺎر‬
‫اﻟﺸﺮﯾﺤﺔ‬
‫اﻟﻤﻨﺎﺳﺒﺔ‬

19. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻟﻤﺆﺳﺴﺎﺗﻲ‬ ‫اﻟﺴﻮق‬ ‫أﻗﺴﺎم‬) :‫أرﺑﻌﺔ‬(
١-‫اﻹﻧﺘﺎﺟﻲ‬ ‫اﻟﺴﻮق‬
٢-‫اﻟﺘﺠﺰﺋﺔ‬ ‫ﺑﯿﻊ‬ ‫اﻟﺴﻮق‬

20. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻟﻤﺆﺳﺴﺎﺗﻲ‬ ‫اﻟﺴﻮق‬ ‫أﻗﺴﺎم‬) :‫أرﺑﻌﺔ‬(
٣-‫اﻟﺤﻜﻮﻣﻲ‬ ‫اﻟﺴﻮق‬
٤-‫اﻟﺮﺑﺤﻲ‬ ‫ﻏﯿﺮ‬ ‫اﻟﺴﻮق‬

21. ‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻹﺳﺘﮭﻼﻛﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬ ‫ﺗﺼﻨﯿﻒ‬:
‫اﻟﻄﻘﺲ‬
‫ﻣﺜﺎل‬:‫ﻓﻲ‬ ‫اﻟﻌﻤﻞ‬ ‫ﺳﺎﻋﺎت‬
‫اﻟﺘﺠﺎرﯾﺔ‬ ‫اﻟﻤﺠﻤﻌﺎت‬.
‫اﻟﻤﻨﺎخ‬
‫اﻟﺴﻜﺎﻧﯿﺔ‬ ‫اﻟﻜﺜﺎﻓﺔ‬
‫اﻟﻤﺪﯾﻨﺔ‬ ‫ﺣﺠﻢ‬
‫اﻟﻤﻨﻄﻘﺔ‬ ‫ﺣﺠﻢ‬
‫اﻟﺠﻐﺮاﻓﯿﺔ‬ ‫اﻟﺘﺮﻛﯿﺒﺔ‬
‫اﻟﺠﻨﺴﯿﺔ‬-
‫ﻣﺜﺎل‬:‫اﻟﻌﻤﺮﯾﺔ‬ ‫اﻟﻔﺌﺔ‬‫اﻟﻤﻨﻄﻘﺔ‬ ‫ﻟﺴﻜﺎن‬
‫اﻟﺘﻌﻠﯿﻢ‬‫اﻟﻌﺮق‬
‫اﻟﺪﺧﻞ‬‫اﻟﻤﮭﻨﺔ‬
‫اﻟﻌﺎﺋﻠﺔ‬ ‫أﻓﺮاد‬ ‫ﻋﺪد‬‫اﻟﻌﻤﺮﯾﺔ‬ ‫اﻟﻔﺌﺔ‬
‫اﻟﻌﻤﺮ‬‫اﻟﺠﻨﺲ‬
‫اﻟﺴﻜﺎﻧﯿﺔ‬ ‫اﻟﺘﺮﻛﯿﺒﺔ‬

22. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺳﻠﻮك‬ ‫و‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬
‫اﻹﺳﺘﮭﻼﻛﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺷﺮاﺋﺢ‬ ‫ﺗﺼﻨﯿﻒ‬:
‫ﻣﺜﺎل‬:‫اﻟﺘﻠﯿﻔﻮن‬
‫اﻟﻤﺤﻤﻮل‬‫اﻟﺴﺎﻋﺔ‬ ‫و‬‫و‬
‫اﻟﺴﯿﺎرة‬‫ﺗﻌﻜﺲ‬
‫اﻟﺸﺨﺼﯿﺔ‬.
‫اﻟﺸﺨﺼﯿﺔ‬
‫اﻟﻤﻌﯿﺸﺔ‬ ‫أﺳﻠﻮب‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﻄﺒﻘﺔ‬
‫اﻹﺟﺘﻤﺎﻋﯿﺔ‬ ‫اﻟﺘﺮﻛﯿﺒﺔ‬
‫ﻣﺜﺎل‬:”‫أﺣﺘﺎج‬ ‫ﯾﻤﻜﻦ‬“
‫ﻣﻦ‬ ‫اﻟﻤﻮﻗﻒ‬
‫اﻟﻤﻨﺘﺞ‬
-
‫ﻟﻠﻤﻨﺘﺞ‬ ‫اﻟﻮﻓﺎء‬‫و‬ ‫اﻹﺳﺘﻌﺪاد‬
‫اﻟﺸﺮاء‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﺣﺎﺟﺔ‬‫اﻹﺳﺘﮭﻼك‬ ‫ﺗﻜﺮار‬
‫اﻟﺸﺮاﺋﯿﺔ‬ ‫اﻟﻌﺎدات‬‫اﻟﻤﺮﺟﻮة‬ ‫اﻟﻔﺎﺋﺪة‬
‫اﻟﺴﻠﻮﻛﯿﺔ‬ ‫اﻟﺘﺮﻛﯿﺒﺔ‬

23. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺨﺪﻣﺎت‬ ‫ﺗﺴﻮﯾﻖ‬
‫اﻟﺨﺪﻣﺔ‬:‫ﻓﻘﻂ‬ ‫ﺑﺘﺄﺛﯿﺮه‬ ‫ﻧﺸﻌﺮ‬ ‫أﻧﻨﺎ‬ ‫إﻻ‬ ‫ﻣﻠﻤﻮس‬ ‫ﻏﯿﺮ‬ ‫ﻣﻨﺘﺞ‬ ‫ﻋﻦ‬ ‫ﻋﺒﺎرة‬.
‫اﻟﺨﺪﻣﺔ‬ ‫ﺻﻔﺎت‬:
.١‫ﻣﻠﻤﻮﺳﺔ‬ ‫ﻏﯿﺮ‬:‫ﻣﺜﺎل‬:‫اﻟﺘﺒﺮﻋﺎت‬ ‫ﺟﻤﻊ‬.
.٢‫اﻟﻮﻗﺖ‬ ‫ﻧﻔﺲ‬ ‫ﻓﻲ‬ ‫ﺗﺴﺘﮭﻠﻚ‬ ‫و‬ ‫ﺗﻨﺘﺞ‬:‫ﻣﺜﺎل‬:‫ﻣﻜﯿﻒ‬ ‫اﺻﻼح‬.
.٣‫ﺗﺨﺰﯾﻨﮭﺎ‬ ‫ﻧﺴﺘﻄﯿﻊ‬ ‫ﻻ‬:‫ﻣﺜﺎل‬:‫اﻟﺠﻮال‬ ‫اﻟﮭﺎﺗﻒ‬ ‫ﺧﺪﻣﺔ‬.

24. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺨﺪﻣﺎت‬ ‫ﺗﺴﻮﯾﻖ‬
‫اﻟﺨﺪﻣﺔ‬:‫ﻓﻘﻂ‬ ‫ﺑﺘﺄﺛﯿﺮه‬ ‫ﻧﺸﻌﺮ‬ ‫أﻧﻨﺎ‬ ‫إﻻ‬ ‫ﻣﻠﻤﻮس‬ ‫ﻏﯿﺮ‬ ‫ﻣﻨﺘﺞ‬ ‫ﻋﻦ‬ ‫ﻋﺒﺎرة‬
‫اﻟﺨﺪﻣﺔ‬ ‫ﺻﻔﺎت‬:
٤.‫اﻟﺠﻮدة‬ ‫ﻣﺴﺘﻮى‬ ‫ﻓﻲ‬ ‫اﻟﺘﻔﺎوت‬:‫ﻣﺜﺎل‬:‫اﻟﺴﯿﺎرات‬ ‫إﺻﻼح‬.
٥.‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫أو‬ ‫ﺑﺎﻟﻌﻤﯿﻞ‬ ‫اﻟﻌﻼﻗﺔ‬ ‫ﻋﻠﻰ‬ ‫اﻷوﻟﻰ‬ ‫ﺑﺎﻟﺪرﺟﺔ‬ ‫ﺗﻌﺘﻤﺪ‬
‫ﻣﺜﺎل‬ ‫ﻟﻠﺨﺪﻣﺔ‬:‫ﺗﻮﯾﻮﺗﺎ‬ ‫ﺷﺮﻛﺔ‬ ‫ﺧﺪﻣﺔ‬.
٦.‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫أو‬ ‫اﻟﻌﻤﯿﻞ‬ ‫ﻣﻊ‬ ‫وﺳﯿﻂ‬ ‫دون‬ ‫اﻟﻤﺒﺎﺷﺮ‬ ‫اﻹﺗﺼﺎل‬.
‫ﻣﺜﺎل‬:‫اﻟﺴﻌﻮدﯾﺔ‬ ‫اﻟﺨﻄﻮط‬.

25. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺨﺪﻣﺎت‬ ‫ﺗﺴﻮﯾﻖ‬
‫اﻟﺨﺪﻣﺎت‬ ‫ﻓﻲ‬ ‫اﻟﺠﻮدة‬ ‫ﻣﺴﺘﻮى‬
‫اﻟﺨﺪﻣﺔ‬ ‫ﺟﻮدة‬:‫ﻟﺘﻄﻠﻌﺎت‬ ‫اﻟﺨﺪﻣﺔ‬ ‫ﻣﺴﺘﻮى‬ ‫ﺗﻮاﻓﻖ‬ ‫ﻣﺪى‬‫ﺗﺠﺎوزھﺎ‬ ‫ﺣﺘﻰ‬ ‫أو‬ ‫اﻟﻌﻤﯿﻞ‬ ‫اﻟﻌﻤﯿﻞ‬.
‫اﻟﺠﻮدة‬ ‫ﻋﻦ‬ ‫اﻟﺒﺤﺚ‬:‫اﻟﻤﺴﺒﻖ‬ ‫ﺣﻜﻤﮫ‬ ‫و‬ ‫اﻟﻌﻤﯿﻞ‬ ‫ﺑﺤﺚ‬ ‫ﻣﺪى‬‫اﻟﻤﻨﺘﺞ‬ ‫أو‬ ‫اﻟﺨﺪﻣﺔ‬ ‫ﺷﺮاء‬ ‫ﻗﺒﻞ‬.
‫ﺑﺎﻟﺠﻮدة‬ ‫اﻟﻤﺴﺒﻘﺔ‬ ‫اﻟﺨﺒﺮة‬:‫ﺷﺮاء‬ ‫ﻋﻨﺪ‬ ‫اﻟﻤﺘﻮﻟﺪة‬ ‫اﻟﺨﺒﺮة‬‫اﻟﺨﺪﻣﺔ‬ ‫اﺳﺘﮭﻼك‬ ‫و‬.
‫اﻟﺠﻮدة‬ ‫ﺗﻘﯿﯿﻢ‬ ‫ﻋﻠﻰ‬ ‫اﻟﻘﺪرة‬ ‫ﻋﺪم‬:‫اﻟﻌﻤﯿﻞ‬ ‫اﺳﺘﻄﺎﻋﺔ‬ ‫ﻋﺪم‬‫و‬ ‫ﺷﺮاﺋﮭﺎ‬ ‫ﺑﻌﺪ‬ ‫ﺣﺘﻰ‬ ‫اﻟﺨﺪﻣﺔ‬ ‫ﺗﻘﯿﯿﻢ‬
‫اﺳﺘﮭﻼﻛﮭﺎ‬.

26. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺨﺪﻣﺎت‬ ‫ﺗﺴﻮﯾﻖ‬
‫اﻟﺨﺪﻣﺎت‬ ‫ﻟﺘﺴﻮﯾﻖ‬ ‫اﻟﻨﺠﺎح‬ ‫ﺳﺮ‬
"‫اﻟﻤﻨﺎﺳﺒﺔ‬ ‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫اﻟﺨﻠﻄﺔ‬ ‫إﯾﺠﺎد‬"

27. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬:
‫ﻣﺼﺪ‬ ‫ﻣﻦ‬ ‫اﻟﺨﺪﻣﺔ‬ ‫أو‬ ‫اﻟﻤﻨﺘﺞ‬ ‫ﺑﺘﻮﺟﯿﮫ‬ ‫ﺗﻘﻮم‬ ‫اﻟﻤﺆﺳﺴﺎت‬ ‫و‬ ‫اﻷﺷﺨﺎص‬ ‫ﻣﻦ‬ ‫ﻣﺠﻤﻮﻋﺔ‬‫إﻟﻰ‬ ‫رھﺎ‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬.

28. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻟﺘﻮزﯾﻊ‬ ‫ﻗﻨﻮات‬:
‫ﻟﻠﻤﺴﺘﮭ‬ ‫اﻟﺨﺪﻣﺔ‬ ‫أو‬ ‫ﻟﻠﻤﻨﺘﺞ‬ ‫ﱢم‬‫ﺪ‬‫اﻟﻤﻘ‬ ‫أو‬ ‫اﻟﻤﺼﻨﻊ‬ ‫وﺟﻮد‬ ‫ﯾﻀﻤﻦ‬ ‫اﻟﺬي‬ ‫اﻟﻨﺸﺎط‬‫و‬ ‫اﻟﻤﻜﺎن‬ ‫ﻓﻲ‬ ‫ﻠﻚ‬
‫اﻟﺸﺮاء‬ ‫ﻓﯿﮫ‬ ‫ﯾﺮﻏﺐ‬ ‫اﻟﺬي‬ ‫اﻟﺰﻣﺎن‬.

29. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬:
‫اﻟﺘﺴﻮﯾﻘﯿﺔ‬ ‫ﻟﻠﺘﻐﻄﯿﺔ‬ ‫اﻟﺘﺮﻛﯿﺰ‬ ‫ﻣﺴﺘﻮﯾﺎت‬:
•‫وﻓﯿﺮ‬ ‫ﺗﺮﻛﯿﺰ‬:‫اﻟﻤﺘﺎﺣﺔ‬ ‫اﻟﺘﻮزﯾﻊ‬ ‫ﻧﻘﺎط‬ ‫ﺟﻤﯿﻊ‬ ‫اﺳﺘﺨﺪام‬.
•‫ﻋﺸﻮاﺋﻲ‬ ‫ﺗﺮﻛﯿﺰ‬:‫اﻟﻤﺘﺎﺣﺔ‬ ‫اﻟﺘﻮزﯾﻊ‬ ‫ﻧﻘﺎط‬ ‫ﺑﻌﺾ‬ ‫اﺳﺘﺨﺪام‬.
•‫ﺣﺼﺮي‬ ‫ﺗﺮﻛﯿﺰ‬:‫ﺣﺼﺮي‬ ‫ﺑﺸﻜﻞ‬ ‫اﻟﺘﻮزﯾﻊ‬ ‫ﻧﻘﺎط‬ ‫ﻣﻦ‬ ‫واﺣﺪ‬ ‫اﺳﺘﺨﺪام‬

30. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻹﺳﺘﮭﻼﻛﯿﺔ‬ ‫ﻟﻠﻤﻮاد‬ ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫أ‬
‫ﻣﺼﻨﻊ‬
‫ﻣﺴﺘﮭﻠﻚ‬
‫ب‬
‫ﻣﺼﻨﻊ‬
‫ﺗﺠﺰﺋﺔ‬
‫ﻣﺴﺘﮭﻠﻚ‬
‫ج‬
‫ﻣﺼﻨﻊ‬
‫ﺟﻤﻠﺔ‬
‫ﺗﺠﺰﺋﺔ‬
‫ﻣﺴﺘﮭﻠﻚ‬
‫د‬
‫ﻣﺼﻨﻊ‬
‫وﺳﯿﻂ‬
‫ﺟﻤﻠﺔ‬
‫ﺗﺠﺰﺋﺔ‬
‫ﻣﺴﺘﮭﻠﻚ‬

31. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻟﻤﺆﺳﺴﺎﺗﯿﺔ‬ ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫ھ‬‫ـ‬‫و‬‫ز‬‫ح‬
‫ﻣﺼﻨﻊ‬‫ﻣﺼﻨﻊ‬‫ﻣﺼﻨﻊ‬
‫ﻣﺼﻨﻊ‬
‫وﻛﯿﻞ‬
‫ﻣﺸﺘﺮي‬
‫ﻣﺆﺳﺴﻲ‬
‫ﻣﻮزع‬
‫وﻛﯿﻞ‬
‫ﻣﻮزع‬
‫ﻣﺸﺘﺮي‬
‫ﻣﺆﺳﺴﻲ‬
‫ﻣﺸﺘﺮي‬
‫ﻣﺆﺳﺴﻲ‬
‫ﻣﺸﺘﺮي‬
‫ﻣﺆﺳﺴﻲ‬

32. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫ﻟﻠﺨﺪﻣﺎت‬ ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻟﻤﺼﻨﻊ‬
‫اﻟﻤﻘﺪم‬
‫ﻟﻠﺨﺪﻣﺔ‬
‫وﺳﯿﻂ‬
)‫ﻧﺠﺎح‬ ‫ﻋﺎﻣﻞ‬(
‫اﻟﻤﺴﺘﻔﯿﺪ‬
‫ﻣﻦ‬
‫اﻟﺨﺪﻣﺔ‬

33. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﻋﻠﻰ‬ ‫اﻟﺘﻜﻠﻔﺔ‬ ‫زادت‬ ‫ﻛﻠﻤﺎ‬ ،‫اﻟﻘﻨﻮات‬ ‫ﻛﺜﺮت‬ ‫ﻛﻠﻤﺎ‬
‫اﻟﻤﺴﺘﻔﯿﺪ‬ ‫أو‬

34. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫اﻹﻋﻼن‬
‫اﻟﻤﺆﺳﺴﺔ‬ ‫ﻋﻦ‬ ‫اﻷﺟﺮ‬ ‫ﻣﺪﻓﻮﻋﺔ‬ ‫ﻣﻄﺒﻮﻋﺔ‬ ‫أو‬ ‫ﻣﺼﻮرة‬ ‫أو‬ ‫ﻣﺴﻤﻮﻋﺔ‬ ‫أو‬ ‫ﻣﻜﺘﻮﺑﺔ‬ ‫ﻣﺎدة‬‫ﻣﻨﺘﺠﮭﺎ‬ ‫و‬
‫اﻹﻋﻼم‬ ‫وﺳﺎﺋﻞ‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫اﻟﺠﻤﮭﻮر‬ ‫إﻟﻰ‬ ‫ﻣﻨﻘﻮﻟﺔ‬ ‫ﺧﺪﻣﺘﮭﺎ‬ ‫أو‬.

35. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫اﻹﻋﻼن‬ ‫أﻧﻮاع‬:
‫ﻣﺆﺳﺴﻲ‬ ‫إﻋﻼن‬:‫ﺳﯿﺎﺳﺘﮭﺎ‬ ‫أو‬ ‫أﻓﻜﺎرھﺎ‬ ‫أو‬ ‫اﻟﻤﺆﺳﺴﺔ‬ ‫ﺻﻮرة‬ ‫ﻟﺪﻋﻢ‬.
‫ﻣﺜﺎل‬/‫اﻟﺤﺎوﯾﺎت‬ ‫ﺷﺮﻛﺎت‬ ‫و‬ ‫اﻟﺒﺘﺮول‬ ‫ﺷﺮﻛﺎت‬.
‫ﺗﻮﻋﻮي‬ ‫إﻋﻼن‬:‫ﻋﻼﻗﺔ‬ ‫ذات‬ ‫ﻋﺎﻣﺔ‬ ‫ﻗﻀﯿﺔ‬ ‫ﻓﻲ‬ ‫اﻟﻤﺆﺳﺴﺔ‬ ‫ﻣﻮﻗﻒ‬ ‫ﻟﺪﻋﻢ‬
‫ﺑﺎﻟﺠﻤﮭﻮر‬.
‫ﻣﺜﺎل‬/‫اﻟﻤﺮور‬ ‫إﻋﻼﻧﺎت‬.
‫ﻣﻨﺘﺞ‬ ‫إﻋﻼن‬:‫ﻓﻮاﺋﺪه‬ ‫و‬ ‫وﺧﺼﺎﺋﺼﮫ‬ ‫اﺳﺘﺨﺪاﻣﮫ‬ ‫و‬ ‫ﻣﻨﺘﺞ‬ ‫ﻋﻦ‬ ‫ﻟﻠﺘﺮوﯾﺞ‬
‫ﻣﺜﺎل‬/‫اﻟﺸﺎي‬-‫اﻟﺨﻔﯿﻔﺔ‬ ‫اﻟﻤﺎﻛﻮﻻت‬-‫اﻟﻨﺴﻜﺎﻓﯿﺔ‬.
‫اﻧﺘﺎﺟﻲ‬ ‫ﻗﻄﺎع‬ ‫ﻋﻦ‬ ‫إﻋﻼن‬:‫ﻟﻠﺘﺮوﯾﺞ‬‫ﻟﻘﻄﺎع‬ ‫ﻣﺤﺘﻤﻠﯿﻦ‬ ‫زﺑﺎﺋﻦ‬ ‫اﺳﺘﻤﺎﻟﺔ‬ ‫و‬‫ﻣﻦ‬ ً‫ﻻ‬‫ﺑﺪ‬ ‫ﻣﺘﻜﺎﻣﻞ‬ ‫إﻧﺘﺎﺟﻲ‬
‫ﻣﻌﯿﻦ‬ ‫ﻣﻨﺘﺞ‬.
‫ﻣﺜﺎل‬/‫اﻟﺘﺠﻤﯿﻞ‬ ‫ﻗﻄﺎع‬.

36. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫ﺗﻨﺎﻓﺴﻲ‬ ‫إﻋﻼن‬:‫اﻵﺧﺮ‬ ‫اﻟﻤﻨﺘﺞ‬ ‫ﻓﻲ‬ ‫ﻣﺘﻮﻓﺮة‬ ‫ﻏﯿﺮ‬ ‫ﻣﻌﯿﻦ‬ ‫ﻣﻨﺘﺞ‬ ‫ﻣﻮاﺻﻔﺎت‬ ‫ﻋﻠﻰ‬ ‫اﻟﺘﺮﻛﯿﺰ‬.
‫ﻣﺜﺎل‬/‫اﻟﻐﺴﯿﻞ‬ ‫ﻣﺴﺎﺣﯿﻖ‬
‫اﻟﺰﯾﻮت‬ ‫اﻧﻮاع‬

37. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫ﻣﻘﺎرن‬ ‫إﻋﻼن‬
‫ﻧﺎﺣﯿﺔاﻟﺨﺼﺎﺋﺺ‬ ‫ﻣﻦ‬ ‫أﻛﺜﺮ‬ ‫أو‬ ‫ﻣﻨﺘﺠﯿﻦ‬ ‫ﺑﯿﻦ‬ ‫ﻣﻘﺎرﻧﺔ‬.
‫ﻣﺜﺎل‬/‫ا‬‫ﻟﺴﯿﺎرات‬

38. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫ﺗﺮﻛﯿﺰي‬ ‫إﻋﻼن‬:‫ﻣﻮﺟﻮد‬ ‫ﺑﻤﻨﺘﺞ‬ ‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫ﯾﺬﻛﺮ‬
‫ﻓﻮاﺋﺪه‬ ‫و‬ ‫ﺧﺼﺎﺋﺼﮫ‬ ‫و‬ ‫اﺳﺘﺨﺪاﻣﺎﺗﮫ‬ ‫و‬.
‫ﻣﺜﺎل‬/‫اﻟﺒﻮﺗﺠﺎزات‬
‫ﺗﺄﻛﯿﺪي‬ ‫إﻋﻼن‬:‫اﻟﻤﻨﺘﺞ‬ ‫أﺧﺬ‬ ‫أﻧﮫ‬ ‫ﻟﻠﻤﺴﺘﮭﻠﻚ‬ ‫ﯾﺬﻛﺮ‬
‫اﻟﻤﻨﺘﺞ‬ ‫ﺑﺬﻟﻚ‬ ‫اﻹﺳﺘﻤﺘﺎع‬ ‫ﻛﯿﻔﯿﺔ‬ ‫و‬ ‫اﻷﻓﻀﻞ‬.
‫ﻣﺜﺎل‬/‫ﺳﻮﻧﻲ‬.

39. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫اﻟﺨﻄﺔ‬:٨‫ﺧﻄﻮات‬.
‫ﺣﻠﻞ‬ ‫و‬ ‫ﺣﺪد‬
‫اﻟﺸﺮﯾﺤﺔ‬
‫اﻟﻤﺴﺘﮭﺪﻓﺔ‬
‫اﻟﮭﺪف‬ ‫ﺣﺪد‬
‫ﻣﻦ‬
‫اﻹﻋﻼن‬
‫ﻗﺎﻋﺪة‬ ‫ﺿﻊ‬
‫ارﺗﻜﺎز‬
‫ﻟﻺﻋﻼن‬
‫ﺣﺪد‬
‫إﻋﻼن‬
‫ﺗﺮوﯾﺠﻲ‬
‫ﺣﺪد‬
‫وﺳﯿﻠﺔ‬
‫اﻹﻋﻼن‬
‫ﺿﻊ‬
‫رﺳﺎﻟﺔ‬
‫واﺿﺤﺔ‬
‫ﻧﻔﺬ‬
‫اﻟﺒﺮﻧﺎﻣﺞ‬
‫اﻹﻋﻼﻧﻲ‬
‫ّﻢ‬‫ﯿ‬‫ﻗ‬
‫ﻓﺎﻋﻠﯿﺔ‬ ‫ﻣﺪى‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫اﻟﺤﻤﻠﺔ‬

40. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫اﻟﺨﻄﺔ‬:٨‫ﺧﻄﻮات‬.
‫ا‬ ‫ﺑﻤﻼﯾﯿﻦ‬ ‫اﻟﺴﻨﻮﯾﺔ‬ ‫ﺑﺎﻟﻤﺒﯿﻌﺎت‬ ‫ﻣﻘﺎرﻧﺔ‬ ‫اﻹﻋﻼﻧﻲ‬ ‫اﻹﻧﻔﺎق‬ ‫ﺣﺠﻢ‬ ‫ﻣﻦ‬ ‫أﻣﺜﻠﺔ‬‫ﻟﻌﺎم‬ ‫ﻟﺪوﻻرات‬
١٩٨٨‫م‬.
‫ﺳﻮﻧﻲ‬١٦٠٫٨٥٪
‫ﺗﻮﯾﻮﺗﺎ‬٣١٫٦٠٫٩٣٪
‫ﻣﻜﺪوﻧﺎﻟﺪز‬٤٫٦١٫١٢٣٪
‫ﺑﯿﺒﺴﻲ‬١٣٫٩١٫٢٩٪
‫اﻟﺸﺮﻛﺔ‬‫اﻟﻤﺒﯿﻌﺎت‬‫اﻹﻋﻼن‬‫اﻟﻨﺴﺒﺔ‬

41. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
•‫إﻋ‬ ‫و‬ ‫دﻋﺎﯾﺔ‬ ‫وﻛﺎﻟﺔ‬ ‫أو‬ ‫ﻣﺆﺳﺴﺔ‬ ‫أو‬ ‫ﺷﺨﺺ‬ ‫ﺑﮫ‬ ‫ﯾﻘﻮم‬ ‫اﻹﻋﻼﻧﯿﺔ‬ ‫اﻟﺤﻤﻼت‬ ‫ﺗﻄﻮﯾﺮ‬‫ﻼن‬.

42. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
•‫اﻹﻋﻼن‬ ‫وﺳﺎﺋﻞ‬:
‫اﻟﺒﺮﯾﺪ‬ ‫اﻟﺼﺤﻒ‬ ‫اﻟﺮادﯾﻮ‬
‫اﻟﺘﻠﻔﺰﯾﻮن‬‫اﻟﮭﺎﺗﻔﻲ‬ ‫اﻹﺗﺼﺎل‬ ‫اﻟﻤﺤﻼت‬
‫اﻟﺴﯿﻨﻤﺎ‬‫اﻹﻧﺘﺮﻧﺖ‬ ‫اﻟﻄﺮق‬
•‫ﺷﻌﻮر‬ ‫اﻟﻼ‬ ‫ﻓﻲ‬ ‫اﻹﻋﻼن‬ ‫ﺗﺎﺛﯿﺮ‬
•‫اﻟﻤﺒﺎﺷﺮ‬ ‫ﻏﯿﺮ‬ ‫اﻹﻋﻼن‬ ‫و‬ ‫اﻟﻤﺒﺎﺷﺮ‬ ‫اﻹﻋﻼن‬
•‫ﺳﺆال‬:‫ﻓﻲ‬ ‫إﻋﻼن‬ ‫وﺳﯿﻠﺔ‬ ‫أﺟﺪى‬ ‫ھﻲ‬ ‫ﻣﺎ‬‫ﻣﺼﺮ‬‫؟‬

43. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻹﻋﻼﻧﯿﺔ‬ ‫و‬ ‫اﻟﺪﻋﺎﺋﯿﺔ‬ ‫اﻟﺤﻤﻼت‬
‫ﻗﯿﻤﺔ‬
‫اﻟﻤﺎرﻛﺎت‬
‫اﻟﺘﺠﺎرﯾﺔ‬
‫ﻓﻲ‬
‫اﻟﺴﻮق‬
‫ﺣﺎﻟﯿﺎ‬
ً‫ﺑﺒﻼﯾﯿﻦ‬
‫اﻟﺪوﻻرات‬
‫ﺑﺎﻛﺮد‬ ‫ھﯿﻠﻮﯾﺖ‬٧
‫اﻟﺴﻌﻮدﯾﺔ‬ ‫أراﻣﻜﻮ‬١١
‫إﻟﻜﺘﺮﯾﻚ‬ ‫ﺟﻨﺮال‬١٢
‫ﻣﺎﯾﻜﺮوﺳﻮﻓﺖ‬١٥
‫ﻛﻮﻻ‬ ‫ﺑﯿﺒﺴﻲ‬١٥
‫ﻣﺎﻛﺪوﻧﺎﻟﺪز‬٢٢
‫أم‬ ‫ﺑﻲ‬ ‫آي‬٢٤
‫ﻛﻮﻻ‬ ‫ﻛﻮﻛﺎ‬٥٨

44. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻤﺨﺘﻠﻔﺔ‬ ‫ﻣﺮاﺣﻠﮭﺎ‬ ‫و‬ ‫اﻟﺘﺴﻮﯾﻖ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬:
‫ﻣﺤﻠﻲ‬ ‫ﺳﻮق‬
‫ﻣﺤﺪود‬ ‫ﺗﺼﺪﯾﺮ‬
‫دوﻟﻲ‬ ‫ﺗﺴﻮﯾﻖ‬
‫ﻋﺎﻟﻤﻲ‬ ‫ﺗﺴﻮﯾﻖ‬
‫ﻓﻘﻂ‬ ‫اﻟﻤﺤﻠﻲ‬ ‫ﻟﻠﺴﻮق‬ ‫إﻧﺘﺎج‬
‫ﻟﻠﺘﺼﺪﯾﺮ‬ ‫اﻟﻔﺎﺋﺾ‬ ‫و‬ ‫اﻟﻤﺤﻠﻲ‬ ‫ﻟﻠﺴﻮق‬ ‫إﻧﺘﺎج‬
‫ﻟﻠﺘﺼﺪﯾﺮ‬ ‫آﺧﺮ‬ ‫و‬ ‫اﻟﻤﺤﻠﻲ‬ ‫ﻟﻠﺴﻮق‬ ‫ﻣﻨﺘﺞ‬
‫اﻟﻤﺤﻠﻲ‬ ‫اﻟﺴﻮق‬ ‫أن‬ ‫اﻋﺘﺒﺎر‬ ‫ﻣﻊ‬ ‫اﻟﻌﺎﻟﻤﻲ‬ ‫ﻟﻠﺴﻮق‬ ‫ﻣﻨﺘﺞ‬
‫اﻟﻌﺎﻟﻤﻲ‬ ‫اﻟﺴﻮق‬ ‫ﻣﻦ‬ ‫ﺟﺰء‬

45. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻌﻠﯿﺎ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬.
‫اﻟﻮﺳﻄﻰ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬.
‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﺘﻨﺎﻓﺲ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬

46. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻌﻠﯿﺎ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬‫اﻟﻌﻠﯿﺎ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬..
‫اﻷﻣﺎم‬ ‫إﻟﻰ‬ ‫اﻟﻨﻔﺎذ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
‫اﻟﺨﻠﻒ‬ ‫إﻟﻰ‬ ‫اﻟﺘﺮاﺟﻊ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
‫اﻟﻸﻓﻘﻲ‬ ‫اﻹﺳﺘﯿﻌﺎب‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
‫ﻣﻮرد‬
‫ﻣﺴﺘﮭﻠﻚ‬
‫أ‬ ‫ﻣﺆﺳﺴﺔ‬
‫ب‬ ‫ﻣﺆﺳﺴﺔ‬
‫ﻧﻔﺎذ‬
‫أﻣﺎﻣﻲ‬
‫ﻧﻔﺎذ‬
‫ﺧﻠﻔﻲ‬
‫أﻓﻘﻲ‬ ‫اﺳﺘﯿﻌﺎب‬
‫ج‬ ‫ﻣﺆﺳﺴﺔ‬

47. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻷﻣﺎم‬ ‫إﻟﻰ‬ ‫اﻟﻨﻔﺎذ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫ﺑﺎﻟﺪﺧﻮل‬ ‫ﺷﺮﻛﺔ‬ ‫ﺗﻘﻮم‬ ‫ﻋﻨﺪﻣﺎ‬ ‫ﯾﺤﺪث‬
‫ﺑﯿﻦ‬ ‫و‬ ‫ﺑﯿﻨﮭﺎ‬ ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻗﻨﻮات‬ ‫ﻓﻲ‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬.
‫ﻣﺜﺎل‬/‫ھﻲ‬ ً‫ﻼ‬‫أﺻ‬ ‫اﻟﻜﺒﺮى‬ ‫اﻟﻤﺨﺎزن‬
‫دﺧﻠﺖ‬ ‫ﺛﻢ‬ ‫ﺑﺎﻟﺠﻤﻠﺔ‬ ‫ﻟﻠﺒﯿﻊ‬ ‫ﻣﺤﻼت‬
‫ﻟﻠﺘﻌﺎﻣﻞ‬ ‫اﻟﺘﺠﺰﺋﺔ‬ ‫ﺳﻮق‬
‫اﻟﻤﺴﺘﮭﻠﻚ‬ ‫اﻟﻤﺒﺎﺷﺮﻣﻊ‬.
‫أ‬ ‫ﻣﺆﺳﺴﺔ‬
‫د‬ ‫ﻣﺆﺳﺴﺔ‬
‫ج‬ ‫ﻣﺆﺳﺴﺔ‬
‫ھـ‬ ‫ﻣﺆﺳﺴﺔ‬
‫ﻧﻔﺎذ‬
‫أﻣﺎﻣﻲ‬

48. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﺨﻠﻒ‬ ‫إﻟﻰ‬ ‫اﻟﺘﺮاﺟﻊ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫ﺑﺎﻟﺪﺧﻮل‬ ‫ﺷﺮﻛﺔ‬ ‫ﺗﻘﻮم‬ ‫ﻋﻨﺪﻣﺎ‬ ‫ﯾﺤﺪث‬
‫اﻟﻤﻮرد‬ ‫ﻋﻤﻞ‬ ‫ﻧﻔﺲ‬ ‫ﻓﻲ‬.
‫ﻣﺜﺎل‬/‫ﺗﻘﻮم‬ ‫ﻋﻨﺪﻣﺎ‬ ‫اﻟﺘﻤﯿﻤﻲ‬ ‫أﺳﻮاق‬
‫ﻧﻔﺲ‬ ‫ﺗﺤﻤﻞ‬ ‫ﻏﺬاﺋﯿﺔ‬ ‫ﻣﻨﺘﺠﺎت‬ ‫ﺑﺘﺼﻨﯿﻊ‬
‫اﻟﺸﺎي‬ ‫و‬ ‫ﻛﺎﻷﻟﺒﺎن‬ ‫اﻻﺳﻢ‬.
‫أ‬ ‫ﻣﺆﺳﺴﺔ‬
‫و‬ ‫ﻣﺆﺳﺴﺔ‬
‫ب‬ ‫ﻣﺆﺳﺴﺔ‬
‫ز‬ ‫ﻣﺆﺳﺴﺔ‬
‫ﻧﻔﺎذ‬
‫ﺧﻠﻔﻲ‬

49. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻷﻓﻘﻲ‬ ‫اﻹﺳﺘﯿﻌﺎب‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫ﻓﻲ‬ ‫ﺣﺼﺘﮭﺎ‬ ‫اﺗﺰﯾﺪ‬ ‫ﻣﻨﺎﻓﺴﯿﮭﺎ‬ ‫ﺷﺮاء‬ ‫أو‬ ‫ﺑﺎﻹﺳﺘﺤﻮاذ‬ ‫ﺷﺮﻛﺔ‬ ‫ﺗﻘﻮم‬ ‫ﻋﻨﺪﻣﺎ‬ ‫ﯾﺤﺪث‬
‫اﻟﺴﻮق‬.
‫ﻣﺜﺎل‬/‫ﻣﺪن‬ ‫ﺟﻤﯿﻊ‬ ‫ﻓﻲ‬ ‫ﻣﻨﺎﻓﺴﺔ‬ ‫أﺧﺮى‬ ‫ﻟﻤﺤﻄﺎت‬ ‫ﻟﻠﺒﻨﺰﯾﻦ‬ ‫ﻧﻔﻂ‬ ‫ﻣﺤﻄﺔ‬ ‫ﺷﺮاء‬
‫اﻟﻤﻤﻠﻜﺔ‬.
‫ب‬ ‫ﻣﺆﺳﺴﺔ‬‫ج‬ ‫ﻣﺆﺳﺴﺔ‬
‫أﻓﻘﻲ‬ ‫اﺳﺘﯿﻌﺎب‬
‫ﻣﺜﺎل‬/‫ﻣﺤﻄﺎت‬
‫اﻟﺒﻨﺰﯾﻦ‬

50. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻮﺳﻄﻰ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
.١‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﺘﻮﻏﻞ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
.٢‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﺘﻄﻮﯾﺮ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
.٣‫اﻟﻤﻨﺘﺞ‬ ‫ﻓﻲ‬ ‫اﻟﺘﻄﻮﯾﺮ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬

51. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻮﺳﻄﻰ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
.١‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﺘﻮﻏﻞ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
‫اﻟﻤﻨﺘﺞ‬ ‫ﺑﻨﻔﺲ‬ ‫اﻟﺤﺎﻟﻲ‬ ‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﺘﻮﺳﻊ‬
‫ﻣﺜﺎل‬:‫اﻟﺠﺒﻦ‬ ‫اﻧﻮاع‬‫ﻋﺪة‬ ‫وﺟﻮد‬ ‫و‬‫اﺻﻨﺎف‬‫ﻣﻨﮫ‬
‫ﻣﺜﺎل‬:......

52. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻮﺳﻄﻰ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
٢.‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﺘﻄﻮﯾﺮ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫اﻟﻤﻨﺘﺞ‬ ‫ﻟﻨﻔﺲ‬ ‫ﺟﺪﯾﺪ‬ ‫ﺳﻮق‬ ‫إﯾﺠﺎد‬
‫ﻣﺜﺎل‬:‫ھﺖ‬ ‫اﻟﺒﯿﺘﺰا‬ ‫دﺧﻮل‬..‫ﻓﻲ‬ ‫اﻟﻄﺎﺋﺮات‬ ‫وﺟﺒﺎت‬ ‫ﺿﻤﻦ‬ ‫اﻟﻤﺎﻛﺪوﻧﺎﻟﺪز‬ ‫و‬
‫أﻣﺮﯾﻜﺎ‬

53. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﻮﺳﻄﻰ‬ ‫اﻹدارة‬ ‫ﻓﻲ‬ ‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
٣.‫اﻟﻤﻨﺘﺞ‬ ‫ﺗﻄﻮﯾﺮ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﻣﻮﺟﻮد‬ ‫ﻟﻤﻨﺘﺞ‬ ‫ﺗﻄﻮﯾﺮ‬ ‫أو‬ ‫ﺟﺪﯾﺪ‬ ‫ﻣﻨﺘﺞ‬ ‫ﺗﺼﻨﯿﻊ‬
‫ﻣﺜﺎل‬..‫اﻟﻤﺤﻤﻮﻟﺔ‬ ‫اﻟﺘﻠﯿﻔﻮاﻧﺎت‬-‫اﻟﺘﻠﻔﺰﯾﻮﻧﺎت‬-‫اﻟﻤﻨﺰل‬ ‫ادوات‬..

54. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬‫ﺘﻨ‬‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﺎﻓﺲ‬:
.١‫اﻟﻤﻨﺨﻔﻀﺔ‬ ‫اﻟﺘﻜﻠﻔﺔ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
.٢‫اﻟﺘﻔﺎﺿﻞ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
.٣‫اﻟﺘﺮﻛﯿﺰ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬

55. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬‫ﺘﻨ‬‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﺎﻓﺲ‬:
.١‫اﻟﺘﻔﺎﺿﻞ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬
‫اﻟﻌﻤﯿ‬ ‫إﻟﯿﮫ‬ ‫ﯾﻨﻈﺮ‬ ‫ﺑﺤﯿﺚ‬ ‫ﻣﻨﺘﺞ‬ ‫ﺑﺘﻘﺪﯾﻢ‬ ‫ﺑﺎﻟﺘﻨﺎﻓﺲ‬ ‫اﻟﺸﺮﻛﺔ‬ ‫أو‬ ‫اﻟﻤﺆﺳﺴﺔ‬ ‫ﺗﻘﻮم‬‫ﻞ‬
‫اﻷﺧﺮى‬ ‫اﻟﻤﻨﺎﻓﺴﺔ‬ ‫اﻟﻤﻨﺘﺠﺎت‬ ‫ﻋﻦ‬ ‫ﻣﺨﺘﻠﻒ‬ ‫و‬ ‫ﻣﻤﯿﺰ‬ ‫و‬ ‫ﻓﺮﯾﺪ‬ ‫ﺑﺸﻜﻞ‬
‫ﻣﺜﺎل‬:‫اﻟﺴﯿﺎرات‬ ‫ﻣﻮدﯾﻼت‬ ‫اﺧﺘﻼف‬..‫ﻣﺨﺘﻠﻔﺔ‬ ‫ﻣﻮدﯾﻼت‬ ‫ﺑﻌﺪة‬ ‫اﻟﻤﺎرﻛﺔ‬ ‫ﻧﻔﺲ‬

56. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫ا‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬‫ﻟﺘﻨﺎ‬‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﻓﺲ‬:
٢.‫اﻟﺘﻜﻠﻔﺔ‬ ‫ﺧﻔﺾ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫ﻣﻨﺘﺞ‬ ‫ﺗﻘﺪﯾﻢ‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫ﺑﺎﻟﺘﻨﺎﻓﺲ‬ ‫اﻟﺸﺮﻛﺔ‬ ‫أو‬ ‫اﻟﻤﺆﺳﺴﺔ‬ ‫ﺗﻘﻮم‬‫ﻣﻘﺎرﻧﺔ‬ ‫اﻟﺘﻜﻠﻔﺔ‬ ‫ﻣﻨﺨﻔﺾ‬
‫ﺑﺎﻟﻤﻨﺎﻓﺲ‬
‫ﻣﺜﺎل‬:‫ﺑﺎﻟﻔﻨﺎدق‬ ‫ﻣﻘﺎرﻧﺔ‬ ‫اﻟﻔﻨﺪﻗﯿﺔ‬ ‫اﻟﺸﻘﻖ‬،‫ﺳﻤﺎء‬ ‫ﻣﺜﻞ‬ ‫ﻣﺤﻼت‬،‫ﻓﺮﺻﺔ‬ ‫آﺧﺮ‬
،‫اﻟﺮاﺷﺪ‬ ‫ﻣﺠﻤﻊ‬ ‫ﻓﻲ‬ ‫ﺑﺎﻟﻤﺘﺎﺟﺮ‬ ‫ﻣﻘﺎرﻧﺔ‬ ‫راﻣﺰ‬

57. ‫اﻟﺘﺴﻮﯾﻖ‬ ‫ﻣﮭﺎرات‬
‫اﻟﺴﻮق‬ ‫ﺗﻄﻮر‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬
‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫اﻟﻨﺘﺎﻓﺲ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺎت‬:
٣.‫اﻟﺘﺮﻛﯿﺰ‬ ‫اﺳﺘﺮاﺗﯿﺠﯿﺔ‬:
‫ﺑﺎﻟﺘﻨﺎﻓﺲ‬ ‫اﻟﺸﺮﻛﺔ‬ ‫أو‬ ‫اﻟﻤﺆﺳﺴﺔ‬ ‫ﺗﻘﻮم‬
‫ﻓﻲ‬ ‫ﺿﯿﻘﺔ‬ ‫و‬ ‫ﻣﺤﺪدة‬ ‫زاوﯾﺔ‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬
‫ﻟﺸﺮﯾﺤﺔ‬ ‫ﻣﺤﺪد‬ ‫إﺣﺘﯿﺎج‬ ‫ﺑﺘﻠﺒﯿﺔ‬ ‫اﻟﺴﻮق‬
‫اﻟﺴﻮق‬ ‫ﻓﻲ‬ ‫ﻣﺴﺘﮭﺪﻓﺔ‬ ‫و‬ ‫ﺿﯿﻘﺔ‬
‫ﻣﺜﺎل‬:‫اﻟﺮوﻟﻜﺲ‬ ‫ﺳﺎﻋﺎت‬،‫ﺑﻮﻟﻮ‬

58. hazemaboelnil@alexcont.comhazemaboelnil@alexcont.com