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Marketing in-small-projects-04
1.
Arab British Academy for Higher Education. www.abahe.co.uk 1 ﺗﺴﻮﻳﻖاﻟﺨﺪﻣﺔ ﻣﺎ ﻫﻲاﻟﺨﺪﻣﺔ...؟؟ ﻫﻲﺟﻬﺪﻣﺒﺬولﻟﺘﺰوﻳﺪﻳﻦﺮاﻵﺧﲟﻨﺎﻓﻊﻏﲑﻣﺎدﻳﺔ)ﻏﲑﻣﻠﻤﻮﺳﺔ.( ﻫﻲأﻓﻜﺎر...ﻫﻲﻣﻌﻠﻮﻣﺎت..ﻫﻲﻣﻨﺎﻓﻊﻧﺴﺘﻔﻴﺪﻣﻨﻬﺎﻋﻨﺪاﺳﺘﺨﺪاﻣﻬﺎوﺗﻨﺘﻬﻲﳊﻈﺔاﺳﺘﻬﻼﻛﻬﺎ....ﻛﻴﻒ؟؟ ـاﻹﻗﺎﻣﺔﰲﻓﻨﺪق:ﺗﺘﻢاﻻﺳﺘﻔﺎدةﻣﻦﻣﻨﺎﻓﻊاﳋﺪﻣﺔﻋﻨﺪاﻹﻗﺎﻣﺔوﺗﻨﺘﻬﻲاﳋﺪﻣﺔﺑﻌﺪاﳌﻐﺎدرةﻣﺒﺎﺷﺮةً. ـﻛﺔاﳌﺸﺎرﰲاﳌﻌﺮض:ﺗﺘﻢاﻻﺳﺘﻔﺎدةﻣﻦﻛﺔاﳌﺸﺎرﻃﻴﻠﺔﻓﱰةاﳌﻌﺮضوﺗﻨﺘﻬﻲاﳋﺪﻣﺎتﺑﻌﺪاﻧﺘﻬﺎءﻣﺪةاﳌﻌﺮض. ﻣﺜﺎل)1:( ـﺎﻣﻋﻨﺪأﲢﺪثـﻚﻌﻣـﻚﻋﻹﻗﻨﺎـﻚﺋـﺎﻨﺑﺎﻗﺘ)ﻟﻴﺼﺔﻮﺑـﻦﻴﺗﺄﻣﻋﻠﻰﺣﻴﺎة(،ﺳﺄﲢﺪثﻋﻦﻣﻨﺎﻓﻊاﻳﺎﺰوﻣ،اﻟﺘﺎﻣﲔأياﻳﺎﺰﻣ ،ﺧﺪﻣﺔوﺳﺘﻮﻗﻊﻣﻌﻲاﻟﻌﻘﺪ)أﻧﺖوﱂﺗﻘﺒﺾﻣﲏﺷﻲءارﻓﻮً(،وﺳﺘﺪﻓﻊﱄﻣﺒﻠﻎﻣﻌﲔ)دﻓﻌﺔ(ﻣﺒﻠﻎﻣﻦاﻟﻌﻘﺪدون أنﺗﺄﺧﺬﻣﲏﺳﻮىﻛﻼمﻋﻠﻰورق.ﻟﻜﻦوﺳﺘﺴﺘﻔﻴﺪﻻﺣﻘﺎًﻣﻦاﻳﺎﺰﻣاﻟﺘﺄﻣﲔاردةﻮاﻟﰲاﻟﻌﻘﺪ. إذن..ـﻤﺖﻗـﻖﻳﺑﺘﺴﻮـﺮةﻜاﻟﻔ)ـﻼمﻛـﻂﻘﻓ(ـﺪونﺑـﻲءﺷـﺎديﻣ)ﻛﻼمأرﻗﺎموﻓﻘﻂ...( وﺳﺘﺴﺘﻔﻴﺪﻣﻦاﻳﺎﺰﻣاﻟﻌﻘﺪوﺗﻨﺘﻬﻲاﳋﺪﻣﺔﺑﺎﻧﺘﻬﺎءاﻟﻌﻘﺪ. ﻣﺜﺎل)2:( ﻋﻨﺪﻣﺎأﻗﻮمﺑﺘﺴﻮﻳﻖﺳﻴﺎﺣﻲ)ﻓﻨﺪقاﺗﻮنﲑاﻟﺸ..( ﻓﺄﻧﺎﺳﺄﻗﻮمﺑﻌﺮضاﻳﺎﺰﻣاﻹﻗﺎﻣﺔﰲاﻟﻔﻨﺪق)ﻧﺸﺎﻃﺎتـﺣﻔﻼتـأﻃﻌﻤﺔـﺧﺪﻣﺔرﺟﺎلأﻋﻤﺎلـاﺟﺪﻮﺗﻣﻘﻴﻤﲔﻣﻬﻤﲔ ـﺣﺴﻢﺧﺎصـ...اﱁ) (ﻋﺮضﺧﺪﻣﺎت(،ﻟﻦوﺗﻘﺒﺾﻣﲏﺳﻮى)ﻛﻼموﺑﺮوﺷﻮرﻓﻘﻂ.( وﲟﺠﺮداﻗﺘﻨﺎﻋﻚ،ﺑﺎﳋﺪﻣﺎتﺳﺘﻘﺘﻨﻊﺑﺎﻹﻗﺎﻣﺔﰲاﻟﻔﻨﺪق. وﺗﺴﺘﻔﻴﺪﻣﻦاﳋﺪﻣﺎتاﻟﱵﺳﻴﻘﺪﻣﻬﺎاﻟﻔﻨﺪقوﺗﻨﺘﻬﻲﻫﺬﻩاﳋﺪﻣﺎتاﻳﺎﺰاﳌوﻋﻨﺪﺗﻚرﻣﻐﺎداﻟﻔﻨﺪق.
2.
Arab British Academy for Higher Education. www.abahe.co.uk 2 ﻣﺜﺎل)3:( ﻋﻨﺪﻣﺎأﻗﻮمﺑﺘﺴﻮﻳﻖ)ﻣﻌﺮض..(ﻓﺄﻧﺎﺳﺄﻗﻮمﺑﻌﺮضاﳌﻨﺎﻓﻊاﻳﺎﺰاﳌواﻟﱵﺳﺘﺤﺼﻞﻋﻠﻴﻬﺎﻋﻨﺪاﻛﻚﱰاﺷﰲ،اﳌﻌﺮضﻣﻦ اﳊﻤﻼتاﻹﻋﻼﻧﻴﺔوﻋﺪدارواﻟﺰوﻣﺴﺘﻮىﻛﲔاﳌﺸﺎروﻓﺮﺻﺔﻟﺘﺤﻘﻴﻖﺻﻔﻘﺎت.... وﺑﻌﺪ،اﻗﺘﻨﺎﻋﻚﺳﺘﻮﻗﻊﻣﻌﻲﻋﻘﺪ،ﻛﺔﻣﺸﺎروﺗﺪﻓﻊﱄﻣﺒﻠﻎوأﻧﺖﱂﺗﻘﺒﺾﻣﲏﺳﻮى)ﻓﻜﺮةﻛﻼمووﻣﻌﻄﻴﺎت...( وﺳﺘﺤﺼﻞﻋﻠﻰاﳌﻨﺎﻓﻊﻻﺣﻘﺎًﰲاﳌﻌﺮضوﺗﻨﺘﻬﻲﻫﺬﻩاﳋﺪﻣﺎتﺑﻌﺪاﻧﺘﻬﺎءاﳌﻌﺮض. ﻣﺜﺎل)4: ( ﻋﻨﺪﻣﺎأﻗﻮمﺑﺘﺴﻮﻳﻖ)ﺧﺪﻣﺔاﳊﺼﻮلﻋﻠﻰاﻟﻘﺮضﻣﻦﻫﻴﺌﺔﻣﻜﺎﻓﺤﺔاﻟﺒﻄﺎﻟﺔإﱃﻣﺴﺘﻔﻴﺪ(،ﺳﺄﻗﻮمﺑﻌﺮضاﻳﺎﺰﻣ اﳋﺪﻣﺎتاﳌﻘﺪﻣﺔﻣﻦاﳍﻴﺌﺔﻟﻠﻤﺴﺘﻔﻴﺪﻣﻦاﻟﻘﺮضﻣﻦ)اتردووﺷﺮوطﻣﻴﺴﺮةاﺳﺔرود،اﳉﺪوىوإﻗﻨﺎﻋﻪﲜﺪوىاﳌﺸﺮوع اﻧﻌﻜﺎﺳﺎﺗﻪوﻋﻠﻰﺣﻴﺎﺗﻪوﻣﺴﺘﻘﺒﻠﻪ(،أيﺗﻘﺪﱘ)أﻓﻜﺎروﻣﻌﻠﻮﻣﺎت( إذن..اﳍﺪفإﻗﻨﺎﻋﻪﺑﺎﳋﺪﻣﺔأواﻟﻔﻜﺮة.وﺳﻴﺴﺘﻔﻴﺪﻣﻨﻬﺎﻣﺎدﻳﺎًﻻﺣﻘﺎًﻋﻨﺪﺗﻘﺪﳝﻪﻃﻠﺐاﳊﺼﻮلﻋﻠﻰاﻟﻘﺮض وﺗﺎﺳﻴﺲاﳌﺸﺮوعوﺑﻌﺪاﻋﺎدﺗﻪاﻟﻘﺮضﺳﺘﻜﻮنﺧﺪﻣﺔاﳍﻴﺌﺔﻗﺪﲢﻘﻘﺖ. ﻛﻴﻒﺗﺴﻮقاﻟﺨﺪﻣﺔ؟؟ إﻋﻄﺎءاﻻﻧﻄﺒﺎعاﻷوﱄﻋﻦاﳌﺆﺳﺴﺔاﳋﺪﻣﺔو)(First Impressionإﻇﻬﺎراﻟﺮﺳﺎﻟﺔاﻻﻧﺴﺎﻧﻴﺔ اﻻﺟﺘﻤﺎﻋﻴﺔواﻻﻗﺘﺼﺎدﻳﺔوﺑﻮنﺰﻟﻠ)ﺪفإﺛﺎرةاﻫﺘﻤﺎﻣﻪﺑﺎﻟﺘﻌﺎﻣﻞﻣﻊاﳋﺪﻣﺔ)ﻟﻠﺘﺄﺛﲑاذﻮاﻻﺳﺘﺤوﻋﻠﻰ ﻣﺸﺎﻋﺮﻩ.( ادﻋﻢﺣﺪﻳﺜﻚاﻫﲔﱪﺑﺎﻟاﻹﺛﺒﺎﺗﺎتو)ﻟﻠﺘﺄﺛﲑﰲﻋﻘﻠﻪوﻗﻨﺎﻋﺘﻪ.( ـﺮﻌأﺷﺑﻮﻧﻚزـﻊﻓﺑﺎﳌﻨﺎاﻟﱵﺳﻴﺤﺼﻞﻋﻠﻴﻬﺎﻣﻦاﳋﺪﻣﺔ. )ﻹﻳﻘﺎظاﻟﺮﻏﺒﺔﻟﺪﻳﻪ(،)أيـﺎذاﻣﺳﻴﺤﻘﻖﻟﻪـﺮوعﺸاﳌـﺮﻴاﻟﺼﻐﻣﺜﻼً.( ﻛﺰرﻋﻠﻰاﺻﻔﺎتﻮﻣاﳋﺪﻣﺔ,ﺗﻨﻮﻋﻬﺎاﺋﺪﻫﺎﻮوﻓ)اتردو/اﺳﺔردﺟﺪوى/اﺋﺪﻮﻓﺑﺴﻴﻄﺔ) .(ﳌﺴﺎﻋﺪﺗﻪﰲ اﲣﺎذارﺮاﻟﻘ(.
3.
Arab British Academy for Higher Education. www.abahe.co.uk 3 ﺗﻌﺎﻣﻞﻣﻌﻪﺑﺎﻫﺘﻤﺎمامﱰاﺣوﻣﻄﻠﻖ) .ﲢﻘﻴﻖاﻟﺪﻋﻢاﳌﻌﻨﻮي( ﲨﻴﻊاﳊﻘﻮقﳏﻔﻮﻇﺔ©اﻷﻛﺎدﳝﻴﺔﺑﻴﺔﺮاﻟﻌﻳﻄﺎﻧﻴﺔﱪاﻟﻟﻠﺘﻌﻠﻴﻢاﻟﻌﺎﱄ
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