رسالة ماجستير تسويق: أهمية نظام المعلومات التسويقي في اتخاذ القرارات التسويقية
- 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
- 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
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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.