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Triple Marketing For Professional
1.
Triple Marketing Proficiency )1(-
: •ققققققققMarketingققققققققققققققق قققققق 1-Mercatusققققققققق.ققققق 2-Ingققققق.ققق •قققققققققققققققققققققققققققق ققق1985قققققققققققققققققققققققق قققققققققققققققققققققق " :ققققققق ققققققققققققققققققققققققققققق قققققققققققققققققققققققق قققققققققققققققققققققققققققققق قققققققققققققققققققققققققققق قققققققققققققققققققققققققققققق قققققققققققققق "ققققققققققققق قققققققققققققققققققققققققققققق قققققققق.قققققق )2(-: ققققققققققققققققققققققققققق ققققققققققققققققققققق.ققققققق قققققققققققققققققققق.ققققق ققققققققققققققق.ققققق قققققققققق.ققققققق )3(-: 1.قققققققققققق ()قققققققققق :ققققققققق–قققققق–ققققققققققق–
2.
قققققققققققققققق–ققققققققققق قققققققققققققققققققققق 2.ققققققققققققققققققق: 3.قققققققققققققققققققققققققق:)ققق قققققق–قققق–قققققققققققققق ققققققق–قققققققق(قق 4.ققققققققققققققققققق:)قققققققققق ق-قققققققققققققققق( 5.قققققققققققق.ققققققق )4(-: •قققققققققققققق–Direct Marketing:ققققققق ققققققققققققققققققققققققققق ققققققققققققققققققققققققققق قققققققققققق.قققققققققققققققققق ققققققققققققققققق)قققققق قققققققققققققققققققققققق ققققققققققققق (قققققققققققققققق قق.ققققققق ققققققققققققققققققققققققققققق ققققققققققق
.ققققققققققققققققققق ققققققققققققققققققققققققق ققققققققققققققق .ققققققققققققققق ققققققققققققققققققققققققق ققققققققققققققققققققققققققققق قققققققققققققققققققققققققققق ققققققققققققققققق .ققققققققققق قققققققققققققققققققققققققق قققققققققققققققققققققق .قققققققق قققققققققققققققققققققققققققق قققققققققققققققققققققققققق ققققققققققققققققققققققق ققققققققققققققققققققققققققققق
3.
قققققققققققققققققققققققققققق :قققققققق قققققققققققق.ققققققق ققققققققققققققق.ققق ققققق)قققققققققققققققققق ققققققققق.(قققققق قققققققققققققققققققققق قققققق.ققققققققققق قققققققققققققق.قققققققق قققققققققق.ققققققق •ققققققققققققققق–Interactive Marketing: ققققققققققققققققققققققققققق ققققققققققققققققققققققققققققق ققققققققققققققققققققققققق ققققق .ققققققققققققققققققققق ققققققققققققققققققققققققققققق ققققققققققققققققققققققققققق ققققققققققققققققققققققققققققق ققققققققققققققققققققققققققق ققققققققققققققققققققققققققققق .قققققق •ققققققققققققققققق–Electronic
Marketing:ققق ققققققققققققققققققققققققققق قققققققققققققققققققققققققققق ققققققققققققققققققققققققققققق قققققققققققققققققققققققق ققققققققققققققققق,قققققققققق ققققققققققققققق ,ققققققققققق ققققققق ,قققققققققققق ,قققققققققق قققققققققققققققققققققققققق ققققققققققققققققققققققققققققق ققققققققققققققققققققققBusiness-to-Business Model - Business-to-Consumer Model- Peer-to-Peer Model. )5(
4.
" ققققققققق "ق "قققققق
"قق "ققققق ققققققققققققققققققققق .قققققق قققققققققققققققققققققققققق قققققققققققق ,ققققققققققققق ققققققققققققققققققققق ,قق قققققققققققق: 1.قققققققققققققققققققققق. 2.ققققققققققققققققققققققق ققققققققققققققققققق. ققققققققققققققق :قققققق قققققققققققققققققققق ) .ققققق قققققققققققققققققققققق قققققققققققققققق( قققققققققققققققققققققققققققق ققققققققققق ,ققققققققققققق قققققققققققققققققققق ,ققققققق CO-OPETITIONقققققققققققققق.ققق : قققققققققققققققققققققققققققققق ققققققققققققPARTSققققققققققققق , قققققققق:قققققق 1قققققققق -–ققققققققققق ققققققPLAYERS
5.
2ققققق -ققققققق–قققققققققق قققققققققققققققققققققققق Added Values 3ققققق
-–قققققققققققققققق ققققققققققققRules 4ققققققققق -–ققققققققققق قققققققققققققققققققق قققققققققققققTactics 5قققققق -–ققققققققققScope
6.
اااا:ااااااااااااااااااااااااا , ااااااااااااااااااااااااا ااااااااااااااااااااااااااااا ااااااااااااااااااا ,اااااااااا ااااااااااااااااااااااااا
, ااااااااااااااااااا ,اااااااااا اااااااااااااااااااااااااااا اااااااااااااااااااا. ااااا:اااااااااااااااااااااا اااااااااااااااااااااااااااااا اااااااااااااااااااااااااا , اااااااااااااااااااا ,اااااااااا اااااااااااااااااااااااااااا اااا. ااااا:ااااااااااااااااااا ااااااااااااااااااااااااااااا ااااااااااااااا ,اااAPPLEااااااا ااااااااااااااااااااااااا ااااااااااااااااااااااااااااا اااااا. اااا:اااااااNINTENDOااااااااااا ااااااااااااااااااااااااااا ااااااااااااااااااااااااا ااااااااااااااااااااااااااا , اااااااااااااااااااااااااا ااااااااااااا ,ااااHARLEY DAVISIONاااا اااااااااااااااااااااا.
7.
ااااا:اااااااTrans World Airlines
– TWAاااااااااا ااااااااااااااااااااااااا ااااااااااااااااااااااااا ااااااااااااا ,ااااااااااااااا ااااااااااااااااااااااااا" ," ااااااااااااااا "اا "ااا1اااااااااااااااااااااااااااااااااااااا2ااااااااا , اااااااااااااااااااااا1.5ااا $ اااااااااااا ,ااااااااااا ااااا2اااااا $ااااااااااا اااااااااااااااا1ااا $اااااااا ااااا ,اااااااااااا ,اااااااااا اااااا1.5ااا $ااااااااااااااا , اااااااااااااااااااااااا اااااااااا.اااااا ااااا:ااااااااااااااااااااااااااا اااااااااااااااااااااااااااا ااااااااااااااااااااااا. ااااااااااااااااااااااااا, اااااااااا ,ااااااااااااا اااااااااااااااااااااااااا اااااااااااااااااااااااااا ,اااا اااااااااااااااااااااااا اااااااااااااااااااااااااااااا اااااااااااااااااااااا ,اااا, ااااااااااااااااااااااااااا ااااااااااااااااااا ,اااااااااا ااااااااااااااااا.
8.
ااااااااااااااااااااااااااا , ااااااااااااااااااااااااااااا ااااااااااااااااااااااااااا اااااااااااااااااااااااا. اااااااااا ,ااااااااااااااااا:. ااااااااااااااااااااااااااااا ااااااااااااااااااااااااااااا اااااااااااااااااااااااااااا
" اااااااااااااااااااااااااااا ااااااااااااااا" ااااااااااااااااااااااااااااا اااااااااااااااااااااااااا , ااااااااااااااااااااااااااا, اااااااااااااااااااااااااااااا ااااااااااااااااااااااااا. ااااااااااااااااااااااااااااا اااااااااااااااااااااااااااا , ااااااااااااااااااااااااااا اااااااااااااااااااااااااااااا ااااااا–ااااااااااااااااا - اااااااااااااااا ,ااااااااSEGAااا ااااNINTENDOااااااااااااااااا اااااااااااااااا ,NINTENDOاااااااا ااااااااااااااااااااااBitاااااا اااااااااااااااااااااااا ,SEGA اااااااااااااااااااااااااا ااااااااااااااااااااااااااا اااااااااا ,اااااااااااااااااااا
9.
ااا ,اااااا1988اااااااااااا16bit ااااااااااااااااااااااااا, ااااااااااااااااااااااااااااا اااااااااا16bitااا ,اااااااااااا ااااااااااااااااااااااSonicاااااا اااااااااااااااااااااااااااااا ااااا. اااااااااااااااااااااااااااا ااااااااااااااااااااااااا ااااااااااااااااااااااااااااا
, اااااااااااااااااااااااااااااا ااا8bitااا ,ااااااااااااااااااااا ااااا16bitااااااااااااا8bitاااا ااااااااااااااا ,ااااااااااا ااااااااااااااااااااااااااا , ااااااااااااااااااااااااااااا, اااا–اااااااااااااا–اااااااااا اااااااااااااااا. 1-ااااااااااااا: اااااااااااااا)اااااااااااا اااااااااااااااااااااااااا اااااااااا (اااااااااااااا ااااااااا ,اااااااااااااااااااا , ااااا)اااااااااااااا (ااااااااا اااااااااااااااااااااااااا ااااااااااااااااااااااااااااا ااااااااااااااااا ,اااا "ااااااا " اا .اااااا .ااا "اااااااااااااااا اااااااااا ,ااااااااااااااااااا اا:
10.
2-ااااااا: ااااااااااااااااااااااااااااا ااااااااااااا ,ااااااااااااا اااااا ,ااااااااااااااااااااا اااااااااااااااااااااااااااا ااااااااااااااااااااااااااا اااااااااا 3-ااااااااااااااااا: ااااااااااااااااااااااااااا ااااااااااااااااااااااااااااا ااااااااااااا
,ااااااااااااا اااااااااااااااااااااااااااااا ااااااااااااااااااااااااا, 4-ااااااااااااااااااا: ااااااااااااااااااااااااااا اااااااااااا ,اااااااااااااا اااااااااااااااااا ,ااااااااااا ااااااااااااااااااااااااااااا ااااااااااااااااااااااااااااا. Gary Hamel)اااااااااااااااااااااااااا (اااا اااااااااااااااااااااااااااا اااااااااااااااااااااااااااا اااااااااااااااااا.اااا 5-اااااااااااااااا: اااااااااااااااااااااااااااا ااااااااااااااااااااااااا ااااااااااااااااااااااااا اااااااااااا ,ااااااااااااااا اااااااااااااااااااااااااا
11.
ممممممممممممم ,مممممممممممممم مممممممممممممممممممممممممممم ممممممممممممممممممم ,مممممم مممممممممممممممممممممممممممممم مممممممممممممممممممممممممممم ممممممممممممممممممممممم ممممممممممممممممممممممممم
,مم ممممممممممممممممممممممممممممم ممممممممممممممممممممممممممم مممم. 6-ممممممممممممممم: ممممممممممممممممممممممممممممم مممممممممممممممممممممممممم .مممم ممممممممممممممممممممممممم, ممممممممممممممممممممممممممم ممممممممممممممممممممممممممم, ممممممممممممممممممممممممممممم مممممممممممممممممممممممممممم. __________________
12.
)6(-: )ممممممممممممم–ممممممم مممممم–ممممممم(مممممم 1-ممممممممممممم–Demarketing-:مممممممم ممممممممممممممممممممممممممممم مممممممممممممممممممم ,مممممم ممممممممممممممممم ,مممممممممممم مممممم"ممممممممم
"مممممم"ممممممم مم "ممممممممممممممممممممممم مممممممممممممممممممممممممممممم ممممممممممممممممممممممممم,ممممم مممممممممممممممممممممممممممم مممممممممممممممممممممممممممممم مممممم.ممممممم •مممممممممممم:مممممم oممممممممممممم.ممممم oممممممممممممم.ممممممممم •ممممممممممممممممممممممممم :مممممم oممممم.مممممممممممممممم ممممم.مممممم oمممممممممم.ممممممممم oمممممممممممممممممممم ممممممممممممممممممممممم ممممممم.مممممممم 2-ممممممممممممم–Targeted-:مممممممممم ممممممممممممممممممممممممممم ممممممممممممممممممممممممم مممممممممممممممممممممممممممم
13.
مممممممممممممم .مممممممممممممممم ممممممممممممممممم"" ممممم ""ممممممممممممممممممم ممممممممممممممممممممممممممم ممممممممممممممممممممممممممم ممممممممممم
,مممممممممممم مممممممممممممم ,مممممممممممم ممممممممممممممممممممممم ممممممممممممممممممممممممممم ممم""ممممممم ممممممممممم:مممممم oممممممممممممممممممممممممم ممممممممممم.ممممم oمممممممممممممممممممم )مممم .. مممممممم .مممممممممممم . ممممممم...ممم oممممممم.مممممممممم 1.ممممممممممممممممممممممم ) ممممممممممممممممممممم . ممممم.( 2.ممممممممممممممممممممم ) . ممممممم–ممممممممممم–مممم ممممممممممم–ممممممممممم ممممممم( oممممممممممممممممممممم ) مممممم–ممممممممممممممممممم– مممممممممممممممممممم ممممممم–ممممممممممم.( 3-ممممممممممممم–Exclusive-:ممممممممم ممممممممممممممممممممممممممم ممممممممممممممممممممممممممم
14.
مممممممممممممممم ,ممممممم,مممممم مممممممممممممممممممممممممممممم مممممممممممممممممممممممممممممم مممممممممممم.مممممممممم مممممممممممممممممممم مممممممم)ممممممممممممم (مممممم. ممممممممممممممممممممم ممممممم)ممممممممممم مممممممممممممم(مممممممم. مممممممممممممممممممم ممممممم)مممممممممممممم مممم(مممم. oممممممممممممممممممممم مممممممممممممممممممممم ممممممم.مممممم oممممممممممممممممممممممممم ممممممممممممممممممممم ممممممم ,مممممممممممممممم مممممممممم.مممم oمممممممممممممممممممممممم مممممممممممممممممممممممم مممممممممممممممم.ممممممممم oممممممممممممممممممممممممم مممم
,مممممممممممممممممم ممممم.ممممم )7(-:
15.
(*) ممممممممممممممممممم مممممم:“ممممممممممممم ممممممممممممممممممممم مممممممممممممممممم ممممممممممممممممممممم مممممممممممممممممممم”. •ممممم:مممممممم 1.مممممممممممممممممم)مممم مممممممممممممممممممممم ممممممممم.(مممممم 2.مممممممممممممممم)مممم ممممممممممممممم مممممممممممممممممممممم ممممم.(مممم •ممممممممممم)ممممممممممم ممم:( 1.مممممممممممممممممممممممم مممممممم /ممم/مممممم ممممممممممم 2.مممممممممممممممممممممم ممممممممممممممم ممممممممممم 3.ممممممممممممممممممممم ممممممممممممممممممممم ممممم
16.
4.ففففففففففففففففففف ففففففففففففففففف 5.فففففففففففففففف,ففففف فففففففففف 6.ففففففففف/ففففففففففففف ففففففففف 7.فففففففففففففففففففف فففففففففففففف 8.فففففففففففففففففففففففف فففففففففففف 9.فففففففففففففففففففففففف ففففففففف 10.فففففففففففففففففففف فففففففففففففف •فففففففف:ففففففففف
17.
(*)ففففففففففففففففف:“فففففف فففففففففففففففففففف ففففففففففففففففففففف
18.
ففففففففففففففففففففف ففففففففففففففففففففف فففف”.
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