Introduction to marketing

1. 1
1
Introduction to Marketing
‫ﺍﻟﺘﺴـﻭﻴﻕ‬ ‫ﻟﻤﻔﺎﻫﻴـﻡ‬ ‫ﻤﻘـﺩﻤﺔ‬
SME Management Training
‫ﻭﺍﻟﻤﺘﻭﺴﻁﺔ‬ ‫ﺍﻟﺼﻐﻴﺭﺓ‬ ‫ﺍﻟﻤﺸﺭﻭﻋﺎﺕ‬ ‫ﺇﺩﺍﺭﺓ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺩﺭﻴﺏ‬
All Rights Reserved 2003 ©
All Rights Reserved 2003 ©
Rules of the Game
‫ﺍﻟﻠﻌﺒـﺔ‬ ‫ﻗﻭﺍﻋـﺩ‬
Turn off your mobile phone
Keep your time Take notes
Stay involved
Workshop Rules
‫ﺴﺎﻋﺘﻙ‬ ‫ﺍﻀﺒﻁ‬
‫ﺸﺎﺭﻙ‬
‫ﱢ‬‫ﻭ‬‫ﺩ‬‫ﻤﻼﺤﻅﺎﺘﻙ‬ ‫ﻥ‬
‫ﺍﻟﻤﺤﻤﻭل‬ ‫ﺘﻠﻴﻔﻭﻨﻙ‬ ‫ﺃﻏﻠﻕ‬

2. 2
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Opening and Introduction
Customer Satisfaction
The Marketing Plan
Closing
The Marketing Concepts
Content
Overview
Content Overview
‫ﺍﻟﻭﺭﺸﺔ‬ ‫ﻤﻀﻤﻭﻥ‬ ‫ﻋﻥ‬ ‫ﻨﺒﺫﺓ‬
‫ﺃﻋﻤﺎل‬ ‫ﺍﺨﺘﺘﺎﻡ‬
‫ﺍﻟﻭﺭﺸﺔ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺨﻁﺔ‬
‫ﺍﻟﻌﻤﻴل‬ ‫ﺇﺭﻀﺎﺀ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﺎﻫﻴﻡ‬
‫ﻭﻤﻘﺩﻤﺔ‬ ‫ﺍﻟﻭﺭﺸﺔ‬ ‫ﺃﻋﻤﺎل‬ ‫ﺍﻓﺘﺘﺎﺡ‬
‫ﺍﻟﻭﺭﺸﺔ‬ ‫ﻤﻀﻤﻭﻥ‬ ‫ﻋﻥ‬ ‫ﻨﺒﺫﺓ‬
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Topic Relationship
‫ﺍﻟﻤﻭﻀﻭﻋﺎﺕ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻌﻼﻗﺔ‬
TTargetarget MarketsMarkets
‫ﺍﻟﻤﺴﺘﻬﺩﻓﺔ‬ ‫ﺍﻷﺴﻭﺍﻕ‬‫ﺍﻟﻤﺴﺘﻬﺩﻓﺔ‬ ‫ﺍﻷﺴﻭﺍﻕ‬
PPromotionromotion
AndAnd
AAdvertisingdvertising
‫ﺍﻟﺩﻋﺎﻴﺔ‬‫ﺍﻟﺩﻋﺎﻴﺔ‬
‫ﻭﺍﻹﻋﻼﻥ‬‫ﻭﺍﻹﻋﻼﻥ‬ IIntrodutionntrodution toto
MMarketingarketing
CConceptsoncepts
‫ﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﻤﻘﺩﻤﺔ‬‫ﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﻤﻘﺩﻤﺔ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬‫ﺍﻟﺘﺴﻭﻴﻕ‬
PProductroduct PlanningPlanning
AndAnd
DDevelopmentevelopment
‫ﻭﺘﻁﻭﻴﺭ‬ ‫ﺘﺨﻁﻴﻁ‬‫ﻭﺘﻁﻭﻴﺭ‬ ‫ﺘﺨﻁﻴﻁ‬
‫ﺍﻟﻤﻨﺘﺞ‬‫ﺍﻟﻤﻨﺘﺞ‬
PPricingricing andand
PPricingricing StrategyStrategy
‫ﺍﻟﺘﺴﻌﻴﺭ‬‫ﺍﻟﺘﺴﻌﻴﺭ‬
‫ﺍﻟﺘﺴﻌﻴﺭ‬ ‫ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬‫ﺍﻟﺘﺴﻌﻴﺭ‬ ‫ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬
AAboutbout
Customers:Customers:
GGatheringathering
Information &Information &
PurchsingPurchsing
PProcessrocess
‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﻋﻥ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺠﻤﻊ‬‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﻋﻥ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺠﻤﻊ‬
‫ﺍﻟﺸﺭﺍﺌﻴﺔ‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ‬‫ﺍﻟﺸﺭﺍﺌﻴﺔ‬ ‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ‬

3. 3
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Learning Objectives
‫ﺍﻟﺘﻌــﻠﻡ‬ ‫ﺃﻫـﺩﺍﻑ‬
This workshop Introduction to
Marketing has the following
objectives:
Define the marketing concept and
explain how it differs from the
production and selling approaches
to marketing.
Explain the difference between a
customer’s needs, wants, and
demands.
Distinguish the difference between
features and benefits in what is
offered to customers.
Define a marketing plan and
describe how it fits into a
company’s business plan.
‫ﺍﻟﻭﺭﺸﺔ‬ ‫ﻫﺫﻩ‬ ‫ﺘﺴﻌﻰ‬-‫ﻭﻋﻨﻭﺍﻨﻬﺎ‬”‫ﻤﻘﺩﻤﺔ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻟﻤﻔﺎﻫﻴﻡ‬“-‫ﺍﻷﻫﺩﺍﻑ‬ ‫ﻟﺘﺤﻘﻴﻕ‬
‫ﺍﻟﺘﺎﻟﻴﺔ‬:
‫ﻤﺩﻯ‬ ‫ﻭﺘﻭﻀﻴﺢ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﺤﺩﻴﺩ‬
‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬ ‫ﻋﻥ‬ ‫ﺍﺨﺘﻼﻓﻪ‬
‫ﺍﻹ‬‫ﺍﻟﺒﻴﻊ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﻭﺍﻷﺴﻠﻭﺏ‬ ‫ﻨﺘﺎﺝ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬.
‫ﺍﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻔﺭﻕ‬ ‫ﺘﻭﻀﻴﺢ‬
‫ﻭﻁﻠﺒﺎﺘﻪ‬ ،‫ﻭﺭﻏﺒﺎﺘﻪ‬ ،‫ﺍﻟﻌﻤﻴل‬.
‫ﻭﻤﺯﺍﻴﺎ‬ ‫ﺨﻭﺍﺹ‬ ‫ﺒﻴﻥ‬ ‫ﺍﻟﻔﺭﻕ‬ ‫ﺘﻭﻀﻴﺢ‬
‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻤﻌﺭﻭﺽ‬ ‫ﺍﻟﻤﻨﺘﺞ‬.
‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻟﺨﻁﺔ‬ ‫ﻤﻔﻬﻭﻡ‬ ‫ﺘﺤﺩﻴﺩ‬
‫ﻤﻊ‬ ‫ﺘﺘﻤﺎﺸﻰ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬ ‫ﻜﻴﻑ‬ ‫ﻭﺘﻭﻀﻴﺢ‬
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﻋﻤل‬ ‫ﺨﻁﺔ‬.
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Learning Outcomes
‫ﺍﻟﺘﻌــﻠﻡ‬ ‫ﻨﺘـﺎﺌﺞ‬
By the end of the workshop,
you should be able to:
Understand the basics of
marketing
Analyze your current
marketing position
Outlining how you can
build a more
comprehensive
marketing plan
‫ﺃﻥ‬ ‫ﻴﻨﺒﻐﻲ‬ ،‫ﺍﻟﻭﺭﺸﺔ‬ ‫ﻨﻬﺎﻴﺔ‬ ‫ﻓﻲ‬
‫ﺘﺤﻘﻴﻕ‬ ‫ﻋﻠﻰ‬ ‫ﹰ‬‫ﺍ‬‫ﻗﺎﺩﺭ‬ ‫ﺘﻜﻭﻥ‬
‫ﺍﻟﺘﺎﻟﻴﺔ‬ ‫ﺍﻟﻨﺘﺎﺌﺞ‬:
‫ﺍﻷﺴﺎﺴﻴﺔ‬ ‫ﺒﺎﻟﻤﻔﺎﻫﻴﻡ‬ ‫ﺍﻹﻟﻤﺎﻡ‬
‫ﻟﻠﺘﺴﻭﻴﻕ؛‬
‫ﺍﻟﺘﺴﻭﻴﻘﻲ‬ ‫ﻭﻀﻌﻙ‬ ‫ﺘﺤﻠﻴل‬
‫ﺍﻟﺤﺎﻟﻲ؛‬
‫ﻴﻤﻜﻨﻙ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻷﺴﻠﻭﺏ‬ ‫ﺘﺤﺩﻴﺩ‬
‫ﺃﻜﺜﺭ‬ ‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺨﻁﺔ‬ ‫ﻭﻀﻊ‬ ‫ﺒﻪ‬
‫ﹰ‬‫ﻻ‬‫ﺸﻤﻭ‬.

4. 4
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What does it
take Ezzat to
sell his melon?
‫ﻴﺤﺘﺎﺠﻪ‬ ‫ﺍﻟﺫﻱ‬ ‫ﻤﺎ‬‫ﻋﺯﺕ‬
‫ﺒﻴﻊ‬ ‫ﻤﻥ‬ ‫ﻴﺘﻤﻜﻥ‬ ‫ﺤﺘﻰ‬
‫ﻴﺘﺎﺠﺭ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺒﻁﻴﺦ‬
‫ﻓﻴﻪ؟‬
All Rights Reserved 2003 ©
What a business is all about?
‫ﺘﺠﺎﺭﻴﺔ؟‬ ‫ﺸﺭﻜﺔ‬ ‫ﺃﻱ‬ ‫ﻏﺭﺽ‬ ‫ﻤﺎ‬
Making products or
providing service
Selling products or service
‫ﺘﻘﺩﻴﻡ‬ ‫ﺃﻭ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺘﺼﻨﻴﻊ‬
‫ﺍﻟﺨﺩﻤﺎﺕ‬
‫ﺍﻟﺨﺩﻤﺎﺕ‬ ‫ﺃﻭ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺒﻴﻊ‬

5. 5
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Why Marketing?
‫ﺍﻟﺘﺴـﻭﻴﻕ؟‬ ‫ﻟﻤـﺎﺫﺍ‬
Myth: Good
products always
sell
Fact: Customers
do not always
know your
products
‫ﺍﻟﺸﺎﺌﻊ‬ ‫ﺍﻻﻋﺘﻘﺎﺩ‬:
‫ﺍﻟﺠﻭﺩﺓ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬
ً‫ﺎ‬‫داﺋﻤ‬‫ﻨﻔﺴﻬﺎ‬ ‫ﺘﺒﻴﻊ‬.
‫ﺍﻟﺤﻘﻴﻘﺔ‬:‫ﻻ‬ ‫ﺍﻟﻌﻤﻼﺀ‬
‫ﻤﻨﺘﺠﺎﺘﻙ‬ ‫ﹰ‬‫ﺎ‬‫ﺩﺍﺌﻤ‬ ‫ﻴﻌﺭﻓﻭﻥ‬.
All Rights Reserved 2003 ©
Why Marketing?
‫ﺍﻟﺘﺴـﻭﻴﻕ؟‬ ‫ﻟﻤـﺎﺫﺍ‬
Myth: Marketing
are for marketing
experts, or
enterprises that
can hire them
Fact: It can be as
fancy as
marketing a
country for the
Olympics, and it
can be as simple
as marketing for a
watermelon
sellers
‫ﺍﻟﺸﺎﺌﻊ‬ ‫ﺍﻻﻋﺘﻘﺎﺩ‬:‫ﻴﻬﻡ‬ ‫ﻻ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺨﺒﺭﺍﺀ‬ ‫ﺴﻭﻯ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺘﺴﺘﺨﺩﻡ‬ ‫ﻗﺩ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺸﺭﻜﺎﺕ‬ ‫ﺃﻭ‬
‫ﺍﻟﺨﺒﺭﺍﺀ‬ ‫ﻫﺅﻻﺀ‬.
‫ﺍﻟﺤﻘﻴﻘﺔ‬:‫ﻤﺜل‬ ‫ﹰ‬‫ﺍ‬‫ﻤﻌﻘﺩ‬ ‫ﻴﻜﻭﻥ‬ ‫ﻗﺩ‬
‫ﺍﻟﺩﻭل‬ ‫ﺇﺤﺩﻯ‬ ‫ﺘﺴﻭﻴﻕ‬
‫ﹰ‬‫ﺎ‬‫ﺒﺴﻴﻁ‬ ‫ﻴﻜﻭﻥ‬ ‫ﻭﻗﺩ‬ ‫ﻟﻸﻭﻟﻴﻤﺒﻴﺎﺩ‬
‫ﺒﺎﺌﻌﻲ‬ ‫ﺃﺠل‬ ‫ﻤﻥ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﺜل‬
‫ﺍﻟﺒﻁﻴﺦ‬.

6. 6
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Three Marketing Concepts
‫ﺍﻟﺜـﻼﺜﺔ‬ ‫ﺍﻟﺘﺴـﻭﻴﻕ‬ ‫ﻤﻔﺎﻫﻴـﻡ‬
Product approach
Selling approach
Customer approach
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
‫ﺍﻟﺒﻴﻊ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
‫ﺍﻟﻌﻤﻴل‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
All Rights Reserved 2003 ©
Product Approach
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
Focuses on product and
production more than
marketing
Assumes that a good
product will sell itself
Useful when demand
exceeds its supply, and
when product is
expensive to produce
and improved
productivity or greater
volume can bring this
cost down
Often it is not an
effective marketing
approach
‫ﻴﺭﻜﺯ‬‫ﻭﻋﻤﻠﻴﺔ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻋﻠﻰ‬
‫ﻋﻠﻰ‬ ‫ﺘﺭﻜﻴﺯﻩ‬ ‫ﻤﻥ‬ ‫ﺃﻜﺜﺭ‬ ‫ﺍﻹﻨﺘﺎﺝ‬
‫ﺍﻟﺘﺴﻭﻴﻕ؛‬
‫ﻴﻔﺘﺭﺽ‬‫ﺍﻟﺠﻭﺩﺓ‬ ‫ﻋﺎﻟﻲ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﺃﻥ‬
‫ﻨﻔﺴﻪ؛‬ ‫ﻴﺒﻴﻊ‬
‫ﻴﻜﻭﻥ‬‫ﹰ‬‫ﺍ‬‫ﻤﻔﻴﺩ‬‫ﺍﻟﻁﻠﺏ‬ ‫ﻴﺯﻴﺩ‬ ‫ﻋﻨﺩﻤﺎ‬
،‫ﺍﻟﻌﺭﺽ‬ ‫ﻋﻥ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻋﻠﻰ‬
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﺇﻨﺘﺎﺝ‬ ‫ﺘﻜﻠﻔﺔ‬ ‫ﺘﻜﻭﻥ‬ ‫ﻭﻋﻨﺩﻤﺎ‬
‫ﻤﺭﺘﻔﻌﺔ‬‫ﺍﻹﻨﺘﺎﺠﻴﺔ‬ ‫ﺘﺤﺴﻥ‬ ‫ﻭﻴﺅﺩﻱ‬
‫ﺇﻟﻰ‬ ‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﺤﺠﻡ‬ ‫ﺯﻴﺎﺩﺓ‬ ‫ﺃﻭ‬
‫ﺍﻟﺘﻜﻠﻔﺔ‬ ‫ﻫﺫﻩ‬ ‫ﺨﻔﺽ‬‫؛‬
‫ﻟﻡ‬‫ﻴﺜﺒﺕ‬‫ﻓﻲ‬‫ﺍﻟﺤﺎﻻﺕ‬ ‫ﻤﻌﻅﻡ‬
‫ﻓﻲ‬ ‫ﺍﻷﺴﻠﻭﺏ‬ ‫ﻫﺫﺍ‬ ‫ﻨﺠﺎﺡ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬.

7. 7
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Activity 1
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)1(
Please complete
activity 1 in your
workbook
‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬)1(‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.
All Rights Reserved 2003 ©
Selling Approach
‫ﺍﻟﺒﻴﻊ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
Focuses on selling
Assumes that a good
sales team will sell
whatever they produce
Assumes that
customers will like what
they buy (poor
assumption， why?)
Useful for products
customers do not
normally consider buying,
or when produce
exceeds demand
Again it is not an
effective marketing
approach
o‫ﻴﺭﻜﺯ‬‫ﺍﻟﺒﻴﻊ؛‬ ‫ﻋﻠﻰ‬
o‫ﻴﻔﺘﺭﺽ‬‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﻓﺭﻴﻕ‬ ‫ﺃﻥ‬
‫ﻤﻨﺘﺞ‬ ‫ﺃﻱ‬ ‫ﻴﺒﻴﻊ‬ ‫ﺴﻭﻑ‬ ‫ﺍﻟﻨﺎﺠﺢ‬
‫ﺍﻟﺸﺭﻜﺔ؛‬ ‫ﺘﻨﺘﺠﻪ‬
o‫ﻴﻔﺘﺭﺽ‬‫ﺴﻭﻑ‬ ‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﺃﻥ‬
‫ﻤﺸﺘﺭﻴﺎﺘﻬﻡ‬ ‫ﻋﻥ‬ ‫ﺭﺍﻀﻴﻥ‬ ‫ﻴﻜﻭﻨﻭﻥ‬
)‫ﻟﻤﺎﺫﺍ؟‬ ،‫ﻀﻌﻴﻑ‬ ‫ﻓﺭﺽ‬(‫؛‬
o‫ﻴﻜﻭﻥ‬‫ﹰ‬‫ﺍ‬‫ﻤﻔﻴﺩ‬‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺤﺎﻟﺔ‬ ‫ﻓﻲ‬
‫ﻓﻲ‬ ‫ﻋﺎﺩﺓ‬ ‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﻴﻔﻜﺭ‬ ‫ﻻ‬ ‫ﺍﻟﺘﻲ‬
‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﻴﺯﻴﺩ‬ ‫ﻋﻨﺩﻤﺎ‬ ‫ﺃﻭ‬ ،‫ﺸﺭﺍﺌﻬﺎ‬
‫ﺍﻟﻁﻠﺏ؛‬ ‫ﻋﻥ‬
o‫ﻟﻡ‬‫ﻫﺫﺍ‬ ‫ﻨﺠﺎﺡ‬ ‫ﹰ‬‫ﺎ‬‫ﺃﻴﻀ‬ ‫ﻴﺜﺒﺕ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬ ‫ﺍﻷﺴﻠﻭﺏ‬.

8. 8
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Activity 2
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)2(
Please complete
activity 2 in your
workbook
‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬)2(‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.
All Rights Reserved 2003 ©
Customer Approach
‫ﺍﻟﻌﻤﻴل‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
Focuses on fulfilling
customers’ needs
Aligning marketing effort
to satisfy customers
Profit is considered as a
result of customer
satisfaction
Focuses on building
long-term relationships
with customers
Aims at sustainable
growth
‫ﻴﺭﻜﺯ‬‫ﺍﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﺘﻠﺒﻴﺔ‬ ‫ﻋﻠﻰ‬
‫ﺍﻟﻌﻤﻼﺀ؛‬
‫ﻴﻭﺠﻪ‬‫ﻨﺤﻭ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺠﻬﻭﺩ‬
‫ﺍﻟﻌﻤﻼﺀ؛‬ ‫ﺇﺭﻀﺎﺀ‬
‫ﻹﺭﻀﺎﺀ‬ ‫ﻨﺘﻴﺠﺔ‬ ‫ﺍﻟﺭﺒﺢ‬ ‫ﻴﺘﺤﻘﻕ‬
‫ﺍﻟﻌﻤﻴل؛‬
‫ﻴﺭﻜﺯ‬‫ﻋﻼﻗﺎﺕ‬ ‫ﺇﻗﺎﻤﺔ‬ ‫ﻋﻠﻰ‬
‫ﺒﺎﻟﻌﻤﻼﺀ؛‬ ‫ﺍﻟﻤﺩﻯ‬ ‫ﻁﻭﻴﻠﺔ‬
‫ﻴﻬﺩﻑ‬‫ﻨﻤﻭ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﺇﻟﻰ‬
‫ﺍﻷﻋﻤﺎل‬ ‫ﺤﺠﻡ‬ ‫ﻓﻲ‬ ‫ﻤﺘﻭﺍﺼل‬.

9. 9
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Why Satisfying Customer?
‫ﺍﻟﻌﻤـﻴل؟‬ ‫ﺇﺭﻀـﺎﺀ‬ ‫ﻟﻤـﺎﺫﺍ‬
Because satisfied customer
Buys more.
Stays “loyal” longer
Talks favorably to others
Pays less attention to
competing brands and
advertising
Is less "price sensitive“
Costs less to serve than
a first-time customer.
‫ﺇﺭﻀﺎﺅﻩ‬ ‫ﻴﺘﻡ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻌﻤﻴل‬ ‫ﻷﻥ‬:
‫ﺃﻜﺜﺭ؛‬ ‫ﻴﺸﺘﺭﻱ‬
‫ﻴﻅل‬”‫ﹰ‬‫ﺎ‬‫ﻤﻭﺍﻟﻴ‬“‫ﺃﻁﻭل؛‬ ‫ﻓﺘﺭﺓ‬
‫ﺍﻵﺨﺭﻴﻥ‬ ‫ﺇﻟﻰ‬ ‫ﺇﻴﺠﺎﺒﻲ‬ ‫ﺒﺸﻜل‬ ‫ﻴﺘﺤﺩﺙ‬
‫ﺍﻟﻤﻨﺘﺞ؛‬ ‫ﻋﻥ‬
‫ﺍﻟﻌﻼﻤﺎﺕ‬ ‫ﺇﻟﻰ‬ ‫ﻴﺫﻜﺭ‬ ‫ﹰ‬‫ﺎ‬‫ﺍﻫﺘﻤﺎﻤ‬ ‫ﻴﻭﻟﻲ‬ ‫ﻻ‬
‫ﻋﻨﻬﺎ؛‬ ‫ﻭﺍﻹﻋﻼﻨﺎﺕ‬ ‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬ ‫ﺍﻟﺘﺠﺎﺭﻴﺔ‬
‫ﺃﻗل‬”‫ﻟﻠﺴﻌﺭ‬ ‫ﺤﺴﺎﺴﻴﺔ‬“‫؛‬
‫ﺨﺩﻤﺔ‬ ‫ﺘﻜﻠﻔﺔ‬ ‫ﻤﻥ‬ ‫ﺃﻗل‬ ‫ﺨﺩﻤﺘﻪ‬ ‫ﺘﻜﻠﻔﺔ‬
‫ﻤﺭﺓ‬ ‫ﺃﻭل‬ ‫ﻋﻤﻴل‬.
All Rights Reserved 2003 ©
‫ﺍﻟﺘﺴﻭﻴﻕ؟‬ ‫ﻫﻭ‬ ‫ﻤﺎ‬
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻷﺴﻠﻭﺏ‬
‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻟﺭﺒﺢ‬ ‫ﺘﺤﻘﻴﻕ‬
‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺤﺠﻡ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻟﺭﺒﺢ‬ ‫ﺘﺤﻘﻴﻕ‬
‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﺘﻭﻗﻌﺎﺕ‬ ‫ﺘﺤﻘﻴﻕ‬ ‫ﺨﻼل‬ ‫ﻤﻥ‬ ‫ﺍﻟﺭﺒﺢ‬ ‫ﺘﺤﻘﻴﻕ‬
‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﻭﺤﺠﻡ‬ ‫ﻜﻔﺎﺀﺓ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺭﻜﻴﺯ‬
‫ﻭﺍﻟﺒﻴﻊ‬ ‫ﺍﻹﻋﻼﻥ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺭﻜﻴﺯ‬
‫ﻭﺇﺭﻀﺎﺌﻪ‬ ‫ﺍﻟﻌﻤﻴل‬ ‫ﺍﺤﺘﻴﺎﺠﺎﺕ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﺭﻜﻴﺯ‬‫ﺍﻟﻌﻤﻴل‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬
‫اﻟﺒﻴﻊ‬ ‫ﻧﺤﻮ‬ ‫اﻟﻤﻮﺟﻪ‬ ‫اﻷﺳﻠﻮب‬
‫ﺍﻟﻤﻭﺠﻭﺩ‬ ‫ﺍﻟﻤﻨﺘﺞ‬
‫ﺍﻟﻤﻭﺠﻭﺩ‬ ‫ﺍﻟﻤﻨﺘﺞ‬

10. 10
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Activity 3
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)3(
Please complete
activity 3 in your
workbook
‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬)3(‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.
All Rights Reserved 2003 ©
Please complete
self-check 1-4 in
your workbook
Self Check 1-4
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺍﻟﺘﻤﺎﺭﻴﻥ‬)1-4(
‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺎﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﻨﻔﺴﻙ‬)1-4(‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩﺓ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬.

11. 11
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Case Study
‫ﺍﻟﺤـﺎﻟﺔ‬ ‫ﺩﺭﺍﺴـﺔ‬
Would you describe Al
Husseiny Company as a
production-oriented
company? Explain your
answer.
Would you describe it
as a selling-oriented
company? Explain your
answer.
Would you describe it
as a customer-
oriented company?
Explain your answer.
‫ﺸﺭﻜﺔ‬ ‫ﺘﺼﻑ‬ ‫ﻫل‬
‫ﺸﺭﻜﺔ‬ ‫ﺒﺄﻨﻬﺎ‬ ‫ﺍﻟﺤﺴﻴﻨﻲ‬
‫ﺍﻹﻨﺘﺎﺝ‬ ‫ﻨﺤﻭ‬ ‫ﻤﻭﺠﻬﺔ‬‫؟‬
‫ﺇﺠﺎﺒﺘﻙ‬ ‫ﺍﺸﺭﺡ‬.
‫ﺸﺭﻜﺔ‬ ‫ﺒﺄﻨﻬﺎ‬ ‫ﺘﺼﻔﻬﺎ‬ ‫ﻫل‬
‫ﺍﻟﺒﻴﻊ‬ ‫ﻨﺤﻭ‬ ‫ﻤﻭﺠﻬﺔ‬‫؟‬
‫ﺇﺠﺎﺒﺘﻙ‬ ‫ﺍﺸﺭﺡ‬.
‫ﺸﺭﻜﺔ‬ ‫ﺒﺄﻨﻬﺎ‬ ‫ﺘﺼﻔﻬﺎ‬ ‫ﻫل‬
‫ﺍﻟﻌﻤﻴل‬ ‫ﻨﺤﻭ‬ ‫ﻤﻭﺠﻬﺔ‬‫؟‬
‫ﺇﺠﺎﺒﺘﻙ‬ ‫ﺍﺸﺭﺡ‬.
All Rights Reserved 2003 ©
Needs
‫ﺍﻻﺤﺘﻴﺎﺠﺎﺕ‬
Physiological
‫ﻓﺴﻴﻭﻟﻭﺠﻴﺔ‬ ‫ﺍﺤﺘﻴﺎﺠﺎﺕ‬
Safety
‫ﺍﻷﻤﺎﻥ‬
Love
‫ﺍﻟﺤﺏ‬
Esteem
‫و‬ ‫اﻟﺘﻘﺪﻳﺮ‬‫ﺍﻻﺤﺘﺭﺍﻡ‬
Self Actualization
‫ﺍﻟـﺫﺍﺕ‬ ‫ﺘﺤﻘﻴــﻕ‬

12. 12
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Please complete
self-check 5 in
your workbook
Self Check 5
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺭﻗﻡ‬ ‫ﺍﻟﺘﻤﺭﻴﻥ‬)5(
‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﻨﻔﺴﻙ‬‫ﺭﻗﻡ‬)5(‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬.
All Rights Reserved 2003 ©
Wants
‫ﺍﻟﺭﻏﺒـﺎﺕ‬
“Wants” are those
things that people in a
specific region believe
will satisfy a need
”‫ﺍﻟﺭﻏﺒﺎﺕ‬“‫ﺍﻟﺘﻲ‬ ‫ﺍﻷﺸﻴﺎﺀ‬ ‫ﺘﻠﻙ‬ ‫ﻫﻲ‬
‫ﺃﻨﻬﺎ‬ ‫ﻤﻌﻴﻨﺔ‬ ‫ﻤﻨﻁﻘﺔ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻨﺎﺱ‬ ‫ﻴﻌﺘﻘﺩ‬
‫ﻤﻌﻴﻨﺔ‬ ‫ﺤﺎﺠﺔ‬ ‫ﺘﻠﺒﻲ‬ ‫ﺴﻭﻑ‬.
‫ﺍﻟﺠـﻭﻉ‬
Hunger

13. 13
All Rights Reserved 2003 ©
Please complete
self-check 6 in
your workbook
Self Check 6
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺭﻗﻡ‬ ‫ﺍﻟﺘﻤﺭﻴﻥ‬)6(
‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬ ‫ﻨﻔﺴﻙ‬)6(‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬.
All Rights Reserved 2003 ©
Demands
‫ﺍﻟﻁﻠﺒــﺎﺕ‬
Demands are “wants”
backed by buying power
Customers demand
products with benefits
that add up to the most
satisfaction
‫ﻫﻲ‬ ‫ﺍﻟﻁﻠﺒﺎﺕ‬”‫ﺭﻏﺒﺎﺕ‬“‫ﻤﺩﻋﻭﻤﺔ‬
‫ﺸﺭﺍﺌﻴﺔ‬ ‫ﺒﻘﻭﺓ‬.
‫ﺘﺘﻭﺍﻓﺭ‬ ‫ﻤﻨﺘﺠﺎﺕ‬ ‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﻴﻁﻠﺏ‬
‫ﺇﺭﻀﺎﺀ‬ ‫ﺃﻗﺼﻰ‬ ‫ﺘﺤﻘﻕ‬ ‫ﻤﺯﺍﻴﺎ‬ ‫ﻓﻴﻬﺎ‬
‫ﻟﻬﻡ‬.

14. 14
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Please complete
self-check 7 in
your workbook
Self Check 7
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺭﻗﻡ‬ ‫ﺍﻟﺘﻤﺭﻴﻥ‬)7(
‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬ ‫ﻨﻔﺴﻙ‬)7(‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬.
All Rights Reserved 2003 ©
Please complete
the first part of
self-check 8 in
your workbook (tell
whether it is need,
want or demand)
Self Check 8-1
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺭﻗﻡ‬ ‫ﺍﻟﺘﻤﺭﻴﻥ‬)8-1(
‫ﺍﻷﻭل‬ ‫ﺍﻟﺠﺯﺀ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬ ‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﻤﻥ‬
)8(‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬
)‫ﺍﻟﺒﻨﺩ‬ ‫ﻜﺎﻥ‬ ‫ﺇﺫﺍ‬ ‫ﻤﺎ‬ ‫ﺍﺫﻜﺭ‬
‫ﺃﻡ‬ ‫ﺤﺎﺠﺔ‬ ‫ﺃﻨﻪ‬ ‫ﻋﻠﻰ‬ ‫ﻴﺼﻨﻑ‬
‫ﻁﻠﺏ‬ ‫ﺃﻡ‬ ‫ﺭﻏﺒﺔ‬.(

15. 15
All Rights Reserved 2003 ©
Please complete
the second part of
self-check 8 in
your workbook
(match need, want
or demand)
Self Check 8-2
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺭﻗﻡ‬ ‫ﺍﻟﺘﻤﺭﻴﻥ‬)8-2(
‫ﺍﻟﺜﺎﻨﻲ‬ ‫ﺍﻟﺠﺯﺀ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬ ‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﻤﻥ‬
)8(‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬
)‫ﺍﻟﻁﻠﺏ‬ ‫ﺃﻭ‬ ‫ﺍﻟﺭﻏﺒﺔ‬ ‫ﺍﺫﻜﺭ‬
‫ﺤﺎﺠﺔ‬ ‫ﻟﻜل‬ ‫ﺍﻟﻤﻘﺎﺒل‬.(
All Rights Reserved 2003 ©
Activity
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)4(
Please complete
activity 4 in your
workbook
‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬)4(‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.

16. 16
All Rights Reserved 2003 ©
Activity 5
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)5(
Please complete
activity 5 in your
workbook
‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬)5(‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.
All Rights Reserved 2003 ©
Benefits
‫ﺍﻟﻤــﺯﺍﻴﺎ‬
People buy benefits.
The value of a product
to a customer is
determined by the
value they place on
the benefits they
expect to receive.
The benefits of a
product can be actual
or perceived.
Marketers should set
prices according to
consumer perception
of the product’s value.
‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬ ‫ﺍﻟﻨﺎﺱ‬ ‫ﻴﺸﺘﺭﻱ‬
‫ﺒﺴﺒﺏ‬‫ﻤﺯﺍﻴﺎﻫﺎ‬.
‫ﺒﺎﻟﻨﺴﺒﺔ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻗﻴﻤﺔ‬ ‫ﺘﺘﺤﺩﺩ‬
‫ﺍ‬ ‫ﺤﺴﺏ‬ ‫ﻟﻠﻌﻤﻴل‬‫ﺍﻟﺘﻲ‬ ‫ﻷﻫﻤﻴﺔ‬
‫ﺍﻟﻤﺯﺍﻴﺎ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﻌﻤﻴل‬ ‫ﻴﻌﻠﻘﻬﺎ‬
‫ﺍﻟﺤﺼﻭل‬ ‫ﻴﺘﻭﻗﻊ‬ ‫ﺍﻟﺘﻲ‬
‫ﻋﻠﻴﻬﺎ‬.
‫ﺇﻤﺎ‬ ‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻤﺯﺍﻴﺎ‬ ‫ﺘﻜﻭﻥ‬ ‫ﻗﺩ‬
‫ﻤﺯﺍﻴﺎ‬‫ﻓﻌﻠﻴﺔ‬‫ﻤﺯﺍﻴﺎ‬ ‫ﺃﻭ‬
‫ﻤﺤﺴﻭﺴﺔ‬.
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺭﺠﺎل‬ ‫ﻋﻠﻰ‬ ‫ﻴﻨﺒﻐﻲ‬
‫ﻋﻠﻰ‬ ً‫ﺀ‬‫ﺒﻨﺎ‬ ‫ﺍﻷﺴﻌﺎﺭ‬ ‫ﺘﺤﺩﻴﺩ‬
‫ﻟﻘﻴﻤﺔ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻙ‬ ‫ﺇﺩﺭﺍﻙ‬
‫ﺍﻟﻤﻨﺘﺞ‬.

17. 17
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Please complete
the self-check 9 in
your workbook
Self Check 9
‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬-‫ﺭﻗﻡ‬ ‫ﺍﻟﺘﻤﺭﻴﻥ‬)9(
‫ﻓﻲ‬ ‫ﺍﻟﻨﺎﻗﺼﺔ‬ ‫ﺍﻟﺠﻤل‬ ‫ﺃﻜﻤل‬
‫ﺭﻗﻡ‬ ‫ﻨﻔﺴﻙ‬ ‫ﺍﺨﺘﺒﺭ‬ ‫ﺘﻤﺭﻴﻥ‬
)9(‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬ ‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬.
All Rights Reserved 2003 ©
Activity 6
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)6(
Please complete
activity 6 in your
workbook
‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬)6(‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.

18. 18
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Activity 7
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬ ‫ﺘﻤﺭﻴﻥ‬)7(
Please complete
activity 7 in your
workbook
‫ﺘﻤﺭﻴﻥ‬ ‫ﺤل‬ ‫ﺍﻟﺭﺠﺎﺀ‬
‫ﺭﻗﻡ‬ ‫ﺍﻟﻨﺸﺎﻁ‬)7(
‫ﻜﺘﺎﺏ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻭﺍﺭﺩ‬
‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬.
All Rights Reserved 2003 ©
"All strategies and
tactics must be
integrated in a
marketing plan that
can be effectively
executed by the
marketing
organization."
Philip Kotler
”‫ﺠﻤﻴﻊ‬ ‫ﺇﺩﺨﺎل‬ ‫ﻴﺠﺏ‬
‫ﻭﺍﻟﻁﺭﻕ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬
‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺨﻁﺔ‬ ‫ﻀﻤﻥ‬
‫ﺒﺘﻨﻔﻴﺫﻫﺎ‬ ‫ﺘﻘﻭﻡ‬ ‫ﺃﻥ‬ ‫ﻴﻤﻜﻥ‬
‫ﻓﻌﺎل‬ ‫ﻧﺤﻮ‬ ‫ﻋﻠﻰ‬‫ﺷﺮآﺔ‬
‫اﻟﺘﺴﻮﻳﻖ‬.“
‫ﻜﻭﺘﻠﺭ‬ ‫ﻓﻴﻠﻴﺏ‬

19. 19
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Why Marketing Plan
‫ﺍﻟﺘﺴــﻭﻴﻘﻴﺔ؟‬ ‫ﺍﻟﺨﻁـﺔ‬ ‫ﻟﻤﺎﺫﺍ‬
Allows the company
to visualize
Details the important
steps
Identify the time
needed
Identify the resources
‫ﺘﺘﺼﻭﺭ‬ ‫ﺃﻥ‬ ‫ﻤﻥ‬ ‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﱢﻥ‬‫ﻜ‬‫ﺘﻤ‬
‫ﻓﻴﻪ‬ ‫ﺘﺴﻴﺭ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻁﺭﻴﻕ‬ ‫ﺒﻭﻀﻭﺡ‬
‫ﺘﺤﻘﻴﻘﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺘﺭﻏﺏ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻭﺍﻷﻫﺩﺍﻑ‬
‫ﻤﺴﻴﺭﺘﻬﺎ‬ ‫ﻤﺩﻯ‬ ‫ﻋﻠﻰ‬‫؛‬
‫ﺍﻟﻬﺎﻤﺔ‬ ‫ﺍﻟﺨﻁﻭﺍﺕ‬ ‫ﺒﺎﻟﺘﻔﺼﻴل‬ ‫ﺘﺫﻜﺭ‬
‫ﻤﻥ‬ ‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﻻﻨﺘﻘﺎل‬ ‫ﺍﻟﻼﺯﻤﺔ‬
‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﻭﻀﻊ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻟﺭﺍﻫﻥ‬ ‫ﻭﻀﻌﻬﺎ‬
‫ﺇﻟﻴﻪ‬ ‫ﺍﻟﻭﺼﻭل‬ ‫ﻓﻲ‬ ‫ﺘﺭﻏﺏ‬.
‫ﻟﺘﻨﻔﻴﺫ‬ ‫ﺍﻟﻼﺯﻤﺔ‬ ‫ﺍﻟﺯﻤﻨﻴﺔ‬ ‫ﺍﻟﻔﺘﺭﺓ‬ ‫ﺘﺤﺩﺩ‬
‫ﺨﻁﻭﺓ‬ ‫ﻜل‬.
‫ﺍﻟﻤﻭﺍﺭﺩ‬ ‫ﻋﻠﻰ‬ ‫ﺍﻟﺘﻌﺭﻑ‬ ‫ﻓﻲ‬ ‫ﺘﺴﺎﻋﺩ‬
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﻟﺘﺤﻘﻴﻕ‬ ‫ﺍﻟﻼﺯﻤﺔ‬.
All Rights Reserved 2003 ©
Why Marketing Plan
‫ﺍﻟﺘﺴــﻭﻴﻘﻴﺔ؟‬ ‫ﺍﻟﺨﻁـﺔ‬ ‫ﻟﻤﺎﺫﺍ‬
Identifies marketing objectives.
Analyzes competitive situation.
Realistic appraisal of a market’s
potential and uncovers new
opportunities.
Suggests alternative marketing
strategies.
Coordinates marketing activities.
Sets objectives and pinpoints
responsibilities for action.
Establishes activity schedules.
Provides a framework for
establishing a budget.
Keeps everyone focused on the
customer and the marketplace.
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺃﻫﺩﺍﻑ‬ ‫ﺘﺤﺩﺩ‬.
‫ﺍﻟﺘﻨﺎﻓﺴﻲ‬ ‫ﺍﻟﻭﻀﻊ‬ ‫ﺘﺤﻠﻴل‬ ‫ﻋﻠﻰ‬ ‫ﺘﻌﻤل‬
‫ﻟﻠﺸﺭﻜﺔ‬.
‫ﺍﻟﺴﻭﻕ‬ ‫ﻟﺤﺠﻡ‬ ‫ﹰ‬‫ﺎ‬‫ﻭﺍﻗﻌﻴ‬ ‫ﹰ‬‫ﺎ‬‫ﺘﻘﻴﻴﻤ‬ ‫ﺘﻘﺩﻡ‬
‫ﺍﻟﺠﺩﻴﺩﺓ‬ ‫ﺍﻟﻔﺭﺹ‬ ‫ﻋﻥ‬ ‫ﻭﺘﻜﺸﻑ‬
‫ﺍﻟﻤﺘﺎﺤﺔ‬.
‫ﺒﺩﻴﻠﺔ‬ ‫ﺘﺴﻭﻴﻕ‬ ‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬ ‫ﺘﻘﺘﺭﺡ‬.
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﺘﻨﺴﻴﻕ‬ ‫ﻋﻠﻰ‬ ‫ﺘﻌﻤل‬.
‫ﻋﻥ‬ ‫ﻭﺍﻟﻤﺴﺅﻭﻟﻴﺎﺕ‬ ‫ﺍﻷﻫﺩﺍﻑ‬ ‫ﺘﺤﺩﺩ‬
‫ﻋﻤل‬ ‫ﻜل‬.
‫ﺍﻷﻨﺸﻁﺔ‬ ‫ﻟﺘﻨﻔﻴﺫ‬ ‫ﺯﻤﻨﻴﺔ‬ ‫ﺠﺩﺍﻭل‬ ‫ﺘﻀﻊ‬.
‫ﻤﻴﺯﺍﻨﻴﺔ‬ ‫ﻟﻭﻀﻊ‬ ‫ﺍﻟﻼﺯﻡ‬ ‫ﺍﻹﻁﺎﺭ‬ ‫ﺘﻭﻓﺭ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬.
‫ﻴﺭﻜﺯ‬ ‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﻓﻲ‬ ‫ﻓﺭﺩ‬ ‫ﻜل‬ ‫ﺘﺠﻌل‬
‫ﻭﺍﻟﺴﻭﻕ‬ ‫ﺍﻟﻌﻤﻴل‬ ‫ﻋﻠﻰ‬ ‫ﺍﻫﺘﻤﺎﻤﻪ‬.

20. 20
All Rights Reserved 2003 ©
Success Factors for a Marketing Plan
‫ﺍﻟﺘﺴــﻭﻴﻘﻴﺔ‬ ‫ﺍﻟﺨﻁـﺔ‬ ‫ﻨﺠـﺎﺡ‬ ‫ﻋﻭﺍﻤـل‬
Two Success
Factors:
A commitment by
everyone in the
company to the
customer approach of
modern marketing.
A written marketing
plan that outlines how
the company will
achieve its Marketing
objectives.
‫ﻨﺠﺎﺡ‬ ‫ﻟﻀﻤﺎﻥ‬ ‫ﻋﺎﻤﻼﻥ‬ ‫ﻫﻨﺎﻙ‬
‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻟﺨﻁﺔ‬:
‫ﻓﺭﺩ‬ ‫ﻜل‬ ‫ﺍﻟﺘﺯﺍﻡ‬‫ﻓﻲ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺒﺄﺴﻠﻭﺏ‬ ‫ﺍﻟﺸﺭﻜﺔ‬
‫ﻨﺤﻭ‬ ‫ﺍﻟﻤﻭﺠﻪ‬ ‫ﺍﻟﺤﺩﻴﺙ‬
‫ﺍﻟﻌﻤﻴل‬.
‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺨﻁﺔ‬ ‫ﻭﻀﻊ‬
‫ﻜﺘﺎﺒﻴﺔ‬‫ﺍﻷﺴﻠﻭﺏ‬ ‫ﺘﺤﺩﺩ‬
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺒﻪ‬ ‫ﺘﻌﺘﺯﻡ‬ ‫ﺍﻟﺫﻱ‬
‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺃﻫﺩﺍﻓﻬﺎ‬ ‫ﺘﺤﻘﻴﻕ‬.
All Rights Reserved 2003 ©
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺃﻫﺩﺍﻑ‬
‫ﺍﻟﻤﺅﺜﺭﺓ‬ ‫ﺍﻟﺒﻴﺌﺔ‬ ‫ﻋﻨﺎﺼﺭ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻓﻲ‬
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﻤﺯﺍﻴﺎ‬
‫ﻀﻌﻔﻬﺎ‬ ‫ﻭﻨﻘﺎﻁ‬
‫ﺍﻟﻤﺭﻏﻭﺏ‬ ‫ﺍﻟﻭﻀﻊ‬
‫ﻟﻠﺸﺭﻜﺔ‬ ‫ﻓﻴﻪ‬
‫ﺍﻟﺤﺎﻟﻲ‬ ‫ﺍﻟﻭﻀﻊ‬
‫ﻟﻠﺸﺭﻜﺔ‬
‫ﻓﺠﻭﺓ‬
‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬
‫ﺍﻟﻌﻤل‬ ‫ﺨﻁﺔ‬
‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺍﻟﺨﻁﺔ‬
‫ﻟﻠﺸﺭﻜﺔ‬ ‫ﺘﺴﻭﻴﻘﻴﺔ‬ ‫ﺨﻁﺔ‬ ‫ﺇﻟﻰ‬ ‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻷﻫﺩﺍﻑ‬ ‫ﺘﺭﺠﻤﺔ‬

21. 21
All Rights Reserved 2003 ©
执行人
‫ﺍﻟﻤﻬﻤﺔ‬
‫ﺒﻌﺩ‬ ‫ﺍﻷﺴﺎﺒﻴﻊ‬
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺠﻤﻊ‬-‫ﻋﻥ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬
‫ﻭﺍﺘﺠﺎﻫﺎﺘﻬﺎ‬ ‫ﺍﻟﺼﻨﺎﻋﺔ‬
‫ﺍﻟﻤﻨﺎﻓﺴﻴﻥ‬ ‫ﻋﻥ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ‬
‫ﺴﻭﺍﺕ‬ ‫ﺘﺤﻠﻴل‬)‫ﻭﻨﻘﺎﻁ‬ ،‫ﺍﻟﻘﻭﺓ‬ ‫ﻨﻘﺎﻁ‬ ‫ﺘﺤﻠﻴل‬
‫ﻭﺍﻟﺘﻬﺩﻴﺩﺍﺕ‬ ،‫ﺍﻟﻤﺘﺎﺤﺔ‬ ‫ﻭﺍﻟﻔﺭﺹ‬ ،‫ﺍﻟﻀﻌﻑ‬
‫ﺍﻟﺸﺭﻜﺔ‬ ‫ﺘﻭﺍﺠﻪ‬ ‫ﺍﻟﺘﻲ‬(‫ﺍﻷﻫﺩﺍﻑ‬ ‫ﻭﺘﺤﺩﻴﺩ‬
‫ﺍﻟﻌﻤﻼﺀ‬ ‫ﻋﻥ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺠﻤﻊ‬
‫ﺍﻟﻤﺴﺘﻬﺩﻓﺔ‬ ‫ﺍﻷﺴﻭﺍﻕ‬ ‫ﻭﺘﺤﺩﻴﺩ‬
‫ﺍﻟﻤﻨﺘﺞ‬ ‫ﻭﺘﻁﻭﻴﺭ‬ ‫ﺘﺨﻁﻴﻁ‬
‫ﺍﻟﺘﻭﺯﻴﻊ‬
‫ﺍﻟﺘﺴﻌﻴﺭ‬ ‫ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬ ‫ﺍﻟﺘﺴﻌﻴﺭ‬
‫ﺍﻟﻘﺎﺌﻤﺎﻥ‬ ‫ﻭﺍﻟﺨﺩﻤﺔ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺒﺎﻟﻌﻤﻼﺀ‬ ‫ﺍﻟﻌﻼﻗﺔ‬ ‫ﻋﻠﻰ‬
‫ﻭﺍﻹﻋﻼﻥ‬ ‫ﺍﻟﺩﻋﺎﻴﺔ‬
‫ﺍﻟﻤﺒﻴﻌﺎﺕ‬ ‫ﺇﺩﺍﺭﺓ‬
‫ﻋﻥ‬ ‫ﺍﻟﻤﺴﺅﻭل‬
‫ﺍﻹﺠﺭﺍﺀ‬
Sample Marketing Action Plan
Development Schedule
‫ﺘﺴﻭﻴﻘﻴـﺔ‬ ‫ﻋﻤـل‬ ‫ﺨﻁـﺔ‬ ‫ﻟﺘﻁـﻭﺭ‬ ‫ﺯﻤﻨﻲ‬ ‫ﺒﺭﻨﺎﻤﺞ‬ ‫ﻨﻤﻭﺫﺝ‬
All Rights Reserved 2003 ©
Case Study
‫ﺍﻟﺤﺎﻟﺔ‬ ‫ﺩﺭﺍﺴﺔ‬
List at least five ways
in which a marketing
plan will help Al
Husseiny Company
become more
customer focused and
embrace the
marketing concept
Help Al Husseiny to
develop an Action plan
‫ﻁﺭﻕ‬ ‫ﺨﻤﺱ‬ ‫ﺍﻷﻗل‬ ‫ﻋﻠﻰ‬ ‫ﺍﺫﻜﺭ‬
‫ﺍﻟﺨﻁﺔ‬ ‫ﺒﻬﺎ‬ ‫ﺘﺴﺎﻋﺩ‬ ‫ﺴﻭﻑ‬
‫ﺍﻟﺤﺴﻴﻨﻲ‬ ‫ﺸﺭﻜﺔ‬ ‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬
‫ﻤﻥ‬ ‫ﺍﻟﻤﺯﻴﺩ‬ ‫ﺘﻭﺠﻴﻪ‬ ‫ﻋﻠﻰ‬
‫ﻭﺘﺒﻨﻲ‬ ‫ﺍﻟﻌﻤﻴل‬ ‫ﺇﻟﻰ‬ ‫ﺍﻻﻫﺘﻤﺎﻡ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻔﻬﻭﻡ‬.
‫ﻋﻠﻰ‬ ‫ﺍﻟﺤﺴﻴﻨﻲ‬ ‫ﺸﺭﻜﺔ‬ ‫ﺴﺎﻋﺩ‬
‫ﻋﻤل‬ ‫ﺨﻁﺔ‬ ‫ﻭﻀﻊ‬.

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Action Plan
‫ﺍﻟﻌﻤـل‬ ‫ﺨﻁـﺔ‬
Action
Please complete your 7-steps
action plan
‫ﺍﻟﻌﻤل‬ ‫ﺒﻤﻜﺎﻥ‬ ‫ﺍﻟﺨﺎﺼﺔ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺨﻁﺔ‬ ‫ﻫﺩﻑ‬‫ﺍﻟﻌﻤل‬ ‫ﺒﻤﻜﺎﻥ‬ ‫ﺍﻟﺨﺎﺼﺔ‬ ‫ﺍﻟﻌﻤل‬ ‫ﺨﻁﺔ‬ ‫ﻫﺩﻑ‬
‫ﺍﻟﻌﻤل‬ ‫ﻟﺨﻁﺔ‬ ‫ﺍﻟﻤﺤﺩﺩﺓ‬ ‫ﺍﻟﻤﺩﺓ‬
‫ﺸﺭﻜﺘﻲ‬ ‫ﺘﺴﺘﺨﺩﻤﻪ‬ ‫ﺍﻟﺫﻱ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﺃﺴﻠﻭﺏ‬ ‫ﻨﻭﻉ‬ ‫ﻤﺎ‬
‫ﹰ؟‬‫ﺎ‬‫ﺤﺎﻟﻴ‬
‫ﺸﺭﻜﺘﻲ؟‬ ‫ﺘﺘﺒﻌﻬﺎ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺤﺎﻟﻴﺔ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻤﺎﺭﺴﺎﺕ‬ ‫ﻤﺎ‬
‫ﻓﻲ‬ ‫ﺇﺩﺨﺎﻟﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺃﺭﻏﺏ‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﺘﺴﻭﻴﻕ‬ ‫ﻤﻤﺎﺭﺴﺎﺕ‬ ‫ﻤﺎ‬
‫ﺍﻟﺸﺭﻜﺔ؟‬
‫ﺍﻟﻤﻤﺎﺭﺴﺎﺕ‬ ‫ﺇﺩﺨﺎل‬ ‫ﺩﻭﻥ‬ ‫ﺘﺤﻭل‬ ‫ﺍﻟﺘﻲ‬ ‫ﺍﻟﻤﻌﻭﻗﺎﺕ‬ ‫ﻤﺎ‬
‫ﺍﻟﺨﺎﻤﺴﺔ؟‬ ‫ﺍﻟﺨﻁﻭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺫﻜﻭﺭﺓ‬ ‫ﺍﻟﺠﺩﻴﺩﺓ‬
‫ﺨﻼل‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﺍﻟﺘﺭﻜﻴﺯ‬ ‫ﻓﻲ‬ ‫ﺘﺭﻏﺏ‬ ‫ﺃﻨﺸﻁﺔ‬ ‫ﺜﻼﺜﺔ‬ ‫ﺍﺨﺘﺭ‬
‫ﺍﻟﻘﺎﺩﻤﺔ‬ ‫ﺍﻟﺜﻼﺜﺔ‬ ‫ﺍﻟﺸﻬﻭﺭ‬.
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Key Takeaways
‫ﺍﻟﻤﺴﺘﻔﺎﺩﺓ‬ ‫ﺍﻟﺩﺭﻭﺱ‬
Please list three key
takeaways from this
workshop
‫ﺜﻼﺙ‬ ‫ﺍﺫﻜﺭ‬‫ﻨﻘﺎﻁ‬‫ﺭﺌﻴﺴﻴﺔ‬
‫ﺍﻟﻭﺭﺸﺔ‬ ‫ﻫﺫﻩ‬ ‫ﻤﻥ‬ ‫ﺍﺴﺘﻔﺩﺘﻬﺎ‬.

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Thank You!
‫ﹰ‬‫ﺍ‬‫ﺸﻜﺭ‬‫ﻟﻙ‬!