‫ﺍﻟﺘﺴﻮﻳﻖ ﰲ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻟﻮﻗﻔﻴﺔ‬

‫ﻭﺍﻹﺟﺮﺍءﺍﺕ‬
‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻹ ﺍ ﺍ‬
‫ﺍﳌﻨﻬﺞ ﺍﻟ ﻠ ﺎ‬
‫ﺍﳌﻨﻬ‬

‫ﻣﻲ ﺍﻟﺼﻼﺣﺎﺕ‬
‫ﺩ‪ .‬ﺳﺎﻣﻲ‬
‫ﺍﺳﺘﺸﺎﺭﻱ ﺍﻟﺪﺭﺍﺳﺎﺕ ﻭﺍﻟﻌﻼﻗﺎﺕ ﺍﳌﺆﺳﺴﻴﺔ‬
‫ﻣﺆﺳﺴﺔ ﺍﻷﻭﻗﺎﻑ‪ ،‬ﺣﻜﻮﻣﺔ ﺩﺑﻲ‬
‫ﻣﺪﺧﻞ ﺇﱃ ﺍﻟﺘﺴﻮﻳﻖ ﺍﳌﻨﺘﻮﺟﺎﺕ ﺍﻟﻮﻗﻔﻴﺔ‬

‫؟‬ ‫א‬ ‫‰‬

‫؟‬ ‫א‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫‰‬
 ‫ﳏﺘﻮﻳﺎﺕ ﻫﺬﺍ ﺍﻟﻌﺮﺽ‬

‫א‬ ‫א‬ ‫‰‬

‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰‬
 ‫ﻳﻘﻮﻝ ﺟﻮﻥ ﻟﻴﻔﺘﻮﻳﺘﺶ‬
‫ﻋﻦ ﺃﻋﻈﻢ ﻣﺎ ﰲ ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﺃﻧﻪ ﺷﻲء ﻳﺴﺘﻐﺮﻕ ﺳﺎﻋﺔ ﰲ‬
‫ﻻﺣﱰﺍﻓﻪ‬
‫ﺑﺄﺳﺮﻩ ﱰ‬
‫ﺮﻕ ﺍﻟﻌﻤﺮﺮ ﺑ ﺮ‬
‫ﻭﻳﺴﺘﻐﺮﻕ‬
‫ﺗﻌﻠﻤﻪ‪ ،‬ﻭﻳ‬
 ‫ﺗﻌﺮﻳﻒ ﺍﻟﺘﺴﻮﻳﻖ‬

‫‪،‬‬ ‫א‬ ‫א‬ ‫"‬

‫‪ ،‬א‬ ‫א‬ ‫א‬ ‫א‬
‫""‪.‬‬ ‫א‬
‫א‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬
‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬
‫؟‪.‬‬
‫א‬ ‫א‬
‫א‬ ‫‪،‬‬
 ‫ﻣﺎ ﻫﻮ ﺍﻟﻔﺮﻕ ﺑﲔ ﺍﻟﺒﻴﻊ ﻭﺍﻟﺘﺴﻮﻳﻖ ؟‬

‫ﺍﻟﺒﻴﻊ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬

‫א‬ ‫א‬ ‫א‬ ‫א‬

‫א‬ ‫א‬ ‫א‬

‫א‬ ‫א‬

‫א‬ ‫א‬ ‫א‬ ‫א‬

 Marketing Mix
Marketing Mix ‫ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
Product  ‫ א‬.1
Price  ‫ א‬.2
Promotion
Promotion  ‫ א‬.3 3
Place   ‫ א‬.4
Politics  ‫ א‬.5
Public Opinion 
bli i i ‫א‬ ‫ א‬.6
:‫ﺍﳌﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻟﻸﻭﻗﺎﻑ ﻳﻘﻮﻡ ﻋﻠﻰ ﺛﻼﺙ ﻣﻬﺎﻣﻪ‬
. ‫א‬ ‫א‬ ‫( א‬1
. ‫א‬ ‫א‬/ ‫א‬ (2
. ‫א‬ ‫א‬ ‫א אא א‬ (3
 ‫ﻣﻬﺎﻡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻮﻗﻔﻲ‬

‫‪.[...‬‬
‫‪[ ،‬‬ ‫‪،‬‬ ‫‪،‬‬ ‫‪،‬‬ ‫‪]،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪........‬א (‪.‬‬ ‫‪،‬א‬ ‫‪،‬א‬ ‫א ‪،‬א‬ ‫א‬ ‫)‬ ‫א‬ ‫א‬ ‫‰‬
‫‪،‬‬ ‫א‬ ‫)‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫(‪.‬‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א א‬ ‫‰‬
‫א ‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫(‪.‬‬ ‫)‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫((‪.‬‬ ‫א‬ ‫‪،‬‬ ‫‪،‬א‬ ‫א‬ ‫)א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫‪/‬‬ ‫א‬
‫א‬ ‫א‬ ‫א‬
 ‫ﺩﺭﺍﺳﺔ ﻣﺎﻫﻴﺔ ﺍﻟﺴﻮﻕ ﺍﳌﺴﺘﻬﺪﻑ ﻟﻠﻤﻨﺘﺠﺎﺕ ﺍﻟﻮﻗﻔﻴﺔ‪:‬‬

‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪ −1‬א‬

‫(‪.‬‬ ‫)‬
‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‪ −2‬א‬
‫‪.‬‬ ‫א‬ ‫א‬
‫)‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪−3‬‬
‫‪،‬‬ ‫‪،‬א‬ ‫א ‪،‬א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫‪،‬‬ ‫‪،‬‬ ‫‪،‬‬ ‫א‬
‫‪.(..‬‬ ‫א‬
 ‫ﻣﺮﺍﺣﻞ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﻮﻗﻔﻴﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﳌﺮﺍﺣﻞ ﻋﻤﻠﻴﺎﺕ ﺍﻷﻭﻗﺎﻑ ﻭﺇﺟﺮﺍءﺍﺗﻬﺎ‬
‫ﺍﻟﻔﺌﺎﺕ ﺍﳌﺴﺘﻬﺪﻓﺔ‬ ‫ﺍﺳﻢ ﺍﻟﻌﻤﻠﻴﺔ‬
‫א‬ ‫‪/‬‬ ‫א א‬ ‫א‬
‫א‬ ‫‪/‬‬ ‫א א‬ ‫א א‬ ‫‪ .2‬א‬
‫א‬ ‫‪/‬‬ ‫א א‬ ‫א‬ ‫א‬ ‫‪.3‬א‬
‫‪/‬‬ ‫‪/‬א א‬ ‫א א‬ ‫‪ .4‬א‬
‫א‬

‫א‬ ‫‪/‬‬ ‫א א‬ ‫א‬ ‫‪.5‬א‬

‫א‬ ‫‪/‬‬ ‫א א‬ ‫א‬ ‫‪.6‬‬
‫א‬
 ‫ﻣﺎ ﺍﻟﺬﻱ ﳝﻜﻦ ﺃﻥ ﺗﺼﺪﺭﻩ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻟﻮﻗﻔﻴﺔ ﻟﻠﺠﻤﻬﻮﺭ‪:‬‬
‫‪،‬‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫‰‬
‫‪.‬‬ ‫‪ ،‬א‬ ‫‪،‬‬ ‫א‬
‫א‬ ‫א‬ ‫‪،‬‬ ‫‪،‬‬ ‫‰‬
‫א ‪.‬‬
‫[‪،‬‬ ‫]‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫‰‬
‫[‪.‬‬ ‫]‬
‫ﻣﻌﺎﻳﲑ ﺍﳌﻨﺘﺠﺎﺕ ﺃﻭ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻮﻗﻔﻴﺔ‪:‬‬
‫א [‪.‬‬ ‫א א‬ ‫]‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‪،‬‬ ‫א א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫א א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬
‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
 ‫ﺩﺭﺍﺳﺔ ﺍﻟﺴﻮﻕ‪:‬‬

‫؟‬ ‫א‬ ‫א‬

‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‪ .1‬א‬
‫א‬ ‫‪،‬‬ ‫‪،‬‬ ‫‪ .2‬א א א‬
‫א‬ ‫‪.‬‬ ‫א‬ ‫א‬ ‫‪،‬‬
‫؟‬
‫‪:‬‬ ‫א‬
‫א‬ ‫א‬ ‫]א‬ ‫א‬ ‫‰‬
‫[‪.‬‬ ‫א‬
‫א א‬ ‫‰א‬
‫א א‬ ‫‰א‬
‫ﺍﻷﻭﻗﺎﻑ‬
‫ﻛﻴﻔﻴﺔ ﺗﻮﻇﻴﻒ ﻣﺜﻠﺚ ﻣﺎﺳﻠﻮ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﻋﻤﻼء ﻷ‬
 ‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ[‬
‫ﻘ ﺔ‬ ‫ﺍﻻﺳﺘﺨﺒﺎﺭﺍﺕ ﺍﻟ‬
‫ﻣﻔﻬﻮﻡ ﺍﻻ ﺨ ﺎ ﺍ‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺃﺃﻭ ] ﻔ‬
‫ﻖ‬ ‫ﲝﻮﺙ ﺍﻟ‬
‫ﺙ‬

‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬

‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א אא‬ ‫א‬ ‫א‬
‫‪:‬‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬
 ‫ﺃﺃﺳﺎﻟﻴﺐ ﺍﳌﻨﻬﺞ ﺍﻟﻌﻠﻤﻰ ﻓﻰ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ‬

‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬

‫א‬ ‫( א‬ ‫)‬
‫[‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫]‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫(‬ ‫)‬
‫[‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א ]‬ ‫‪،‬‬ ‫א‬
 ‫ﺍﻟﺘﺨﻄﻴﻂ ﺍﻟﺘﺴﻮﻳﻘﻲ‬

‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬

‫א ‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫‪:‬‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫‰‬
‫א ‪.‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰ א‬
 ‫ﻟﻠﻤﺆﺳﺴﺔ ﺍﻟ ﻗﻔ ﺔ‬
‫ﺍﻟﻮﻗﻔﻴﺔ‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻠ ﺆ ﺔ‬
‫ﻘ ﺔ‬ ‫ﺍﻋﺪﺍﺩ ﺍﳋﻄﺔ ﺍﻟ‬
‫ﳕﻮﺫﺝ ﺍ ﺍ‬
‫ﺫ‬
‫)‪(1‬‬
‫ﺣﺪد رﺳﺎﻟﺔ اﻟﻤﺆﺳﺴﺔ اﻟﻮﻗﻔﻴﺔ وأهﺪاﻓﻬﺎ اﻟﺮﺋﻴﺴﻴﺔ‬

‫)‪(2‬‬
‫ﺣﻠﻞ ﻣﻮﻗﻒ اﻟﻤﺆﺳﺴﺔ‬

‫ﺣﻠﻞ اﻟﺒﻴﺌﺔ اﻟﺨﺎرﺟﻴﺔ ﻟﻠﻤﺆﺳﺴﺔ‬ ‫ﺣﻠﻞ ﻗﺪرات اﻟﻤﺆﺳﺴﺔ‬ ‫ﺣﺪد ﻣﻄﺎﻟﺐ أﺻﺤﺎب اﻟﻤﺼﺎﻟﺢ اﻟﺮﺋﻴﺴﻴﺔ‬

‫أﻋﺪ ﻗﺎﺋﻤﺔ‬ ‫أﻋﺪ ﻗﺎﺋﻤﺔ‬ ‫ﺑﻤﻮاﻃﻦ‬

‫ﻦ‬ ‫أﻋﺪ ﻗﺎﺋﻤﺔ ﻮ‬ ‫اﻟﻤﺆﺳﺴﺔ‬
‫رج ﺆ‬ ‫ﺧﺎرج‬ ‫داﺧﻞ‬
‫اﻟﻘﻮة‬
‫ﺑﻤﻮاﻃﻦ اﻟﻘ ة‬
‫ﻗﺎﺋﻤﺔ اﻃﻦ‬
‫أﻋﺪ ﻗﺎﺋ ﺔ‬
‫أ ﺪ‬
‫ﺑﺎﻟﺘﻬﺪﻳﺪات‬ ‫ﺑﺎﻟﻔﺮص‬ ‫اﻟﻀﻌﻒ‬ ‫واﻗﻔﻴﻦ‬ ‫اﻟﻤﺆﺳﺴﺔ ﻣﻮﻇﻔﻴﻦ‬

‫ﺣﺪد أهﺪاﻓﻚ اﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫)‪(3‬‬

‫)‪(4‬‬
‫ﺔ‬
‫اﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﻚ اﻟ‬
‫اﺳﺘﺮاﺗﻴﺠﻴﺘﻚ‬
‫ﺻﻤﻢ ا ا‬

‫ﺻﻤﻢ اﺳﺘﺮاﺗﻴﺠﻴﺎت ﻋﻨﺎﺻﺮ اﻟﺘﺮﺑﺢ اﻟﺘﺴﻮﻳﻘﻲ‬ ‫ﺣﺪد اﻷﺳﻮاق اﻟﻤﺴﺘﻬﺪﻓﺔ‬

‫)‪(5‬‬
‫ﺑﺮاﻣﺞ اﻟ ﻞ‬
‫اﻟﻌﻤﻞ‬ ‫أأﻋﺪ ا‬
‫)‪(6‬‬
‫أﻋﺪ اﻟﻤﻮازﻧﺎت‬
 ‫ﺣﺪﺩ ﺭﺳﺎﻟﺔ ﺍﳌﺆﺳﺴﺔ ﺍﻟﻮﻗﻔﻴﺔ‬

‫א‬ ‫‪.‬‬ ‫‪:‬‬ ‫א‬ ‫‰ א‬

‫‪،‬‬ ‫א‬ ‫‪ ،‬א‬ ‫א‬ ‫‰ א‬
‫‪.‬‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א א‬ ‫‰‬
‫؟‬ ‫א‬ ‫א‬ ‫א א‬ ‫א‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫[‬ ‫‪/‬‬ ‫؟] א‬ ‫א‬ ‫‰‬
‫؟‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫؟‪.‬‬ ‫א‬ ‫‰‬
 ‫ﺣﻠﻞ ﻣﻮﻗﻒ ﺍﳌﺆﺳﺴﺔ ﺍﻟﻮﻗﻔﻴﺔ‬

‫ﺧﻄﻮات ﺗﺤﻠﻴﻞ اﻟﻤﻮﻗﻒ‬

‫א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬
‫א‬ ‫א‬
‫א‬ ‫א‬
‫א‬ ‫א‬

‫א א‬ ‫א‬
‫א‬ ‫א‬
‫א א‬ ‫א‬ ‫א‬
‫א‬
‫א‬ ‫א‬

‫א א‬ ‫א‬
‫א א‬ ‫א‬
‫א‬ ‫א‬
‫‪..‬‬ ‫‪/‬‬ ‫‪ /‬א‬
 ‫ﺣﺪﺩ ﻣﻄﺎﻟﺐ ﺃﺻﺤﺎﺏ ﺍﳌﺼﺎﱀ ﺍﻟﺮﺋﻴﺴﻴﺔ‬
‫ﰲ ﺍﳌﺆﺳﺴﺔ ﺍﻟﻮﻗﻔﻴﺔ‬

‫א‬
‫א‬

‫א‬ ‫‪/‬‬

‫א‬ ‫א‬ ‫ﻣﻦ א‬

‫‪.‬‬ ‫‪−‬א‬ ‫‪.‬‬ ‫א‬ ‫א‬ ‫‪−‬א‬

‫א‬
‫‪:‬‬ ‫ﳝﻜﻨﻚ ﺃﺃﻥ ﺗﺒﺤﺚ ﻋﻦ ﺍﻟﻔﺮﺻﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﰲ ﺍﳌﻮﺍﻃﻦ ﺍﻵﺗﻴﺔ‬

‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰ א‬

‫‪.‬‬ ‫א‬ ‫‰ א א א‬
‫‪.‬‬ ‫‪/‬‬ ‫א‬ ‫‰‬
‫[‪.‬‬ ‫‪/‬‬ ‫‪/‬‬ ‫]‬ ‫א‬ ‫א‬ ‫‰‬
‫[‪.‬‬ ‫]‬ ‫א‬ ‫א‬ ‫א‬ ‫‰ א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰ א‬
‫[‬ ‫‪]،‬‬ ‫א‬ ‫‰ א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰ א‬
 ‫ﺍﻟﺘﻬﺪﻳﺪﺍﺕ ﺍﻟﺘﻲ ﺗﻮﺍﺟﻪ ﺍﳊﻤﻠﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻟﻸﻭﻗﺎﻑ‪:‬‬

‫א ‪.‬‬ ‫א‬ ‫‰‬

‫‪.‬‬ ‫א‬ ‫‰ א‬
‫א‬ ‫א‬ ‫א‬ ‫‰ א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
 ‫ﻘ ﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺃﻫﺪﺍﻓﻚ ﺍﻟ‬
‫ﺣﺪﺩ ﺃ ﺍﻓﻚ‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪ “:‬א‬ ‫א‬ ‫א‬ ‫א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫“‪.‬‬ ‫א‬
‫‪:‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬
‫) א؟(‬ ‫א‬ ‫א‬ ‫א‬
‫) ؟(‬ ‫א‬ ‫א‬ ‫‪٪25‬‬
‫؟(‬ ‫)‬ ‫‪2010‬‬
‫ﻣﺎذا × آﻢ × ﻣـﺘﻰ ؟‬

‫اﻟﻨﻮع × اﻟﻜﻢ × اﻟﺰﻣﻦ‬ ‫اﻟﻬــﺪف‬

‫ﻣﺘﻰ ﻳﺠﺐ‬ ‫ﻣﺎ ﺣﺠﻢ اﻟﻤﻄﻠﻮب‬ ‫ﻣﺎﻟﻤﻄﻠﻮب‬
‫×‬ ‫×‬
‫اﻟﻮﺻﻮل اﻟﻴﻪ ؟‬ ‫اﻟﻮﺻﻮل اﻟﻴﻪ؟‬ ‫اﻟﻮﺻﻮل اﻟﻴﻪ؟‬
 ‫ﺗﺮﲨﺔ ﺍﻹﺳﱰﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺇﱃ ﺑﺮﺍﻣﺞ ﻋﻤﻞ‬
‫‪.‬‬ ‫א א‬ ‫‰ א א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫‰ א א‬
‫؟‬ ‫א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫‰ א‬
‫‪.‬‬ ‫א‬ ‫א‬
‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬
‫א‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬
 ‫ً‬
‫‪ -‬ﻛﻴﻒ ﺗﻌﺪ ﺇﻋﻼﻧﺎ ﳊﻤﻠﺔ ﻭﻗﻔﻴﺔ ؟‬
‫((‪:‬‬ ‫)‬
‫‪/‬א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪/‬א‬
‫‪.‬‬ ‫א‬ ‫‪/‬א‬ ‫א‬ ‫א‬ ‫‪ /.‬א‬
‫‪،‬‬ ‫א‬ ‫‪،‬‬ ‫‪،‬‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫א‬ ‫א‬
‫‪. ....‬‬ ‫‪،‬א‬ ‫א‬ ‫א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫[[‪.‬‬ ‫א‬ ‫א‬ ‫‪/‬‬ ‫א‬ ‫‪]،‬‬
 ‫ﺗﻌﻠﻴﻢ ﻭﲤﻴﺰ ﺍﻟﺴﻠﻌﺔ‬
‫؟‬ ‫א‬ ‫א‬ ‫א‬
‫[‬ ‫א‬ ‫א‬ ‫]‬
‫(‪.‬‬ ‫)‬ ‫‪،‬‬ ‫‪،‬‬ ‫‰‬
‫‪.‬‬ ‫(‪،‬‬ ‫)א‬ ‫‪،‬‬ ‫‰א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫‰א‬
‫ﺇﺧﺮﺍﺝ ﺍﳌﻨﺘﺞ ﺑﻄﺮﻳﻘﺔ ﻭﺍﺿﺤﺔ‬
‫‪.‬‬ ‫(‬ ‫)א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰א‬
‫‰א‬
 ‫ﺗﺴﻌﲑ ﺍﳌﻨﺘﺞ ﺍﻟﻮﻗﻔﻲ‪ ،‬ﻣﻬﻢ ﳌﺎﺫﺍ؟‬

‫[‪.‬‬ ‫א‬ ‫]א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪−1‬‬

‫‪.‬‬ ‫א‬ ‫‪−2‬‬
‫[[‪.‬‬ ‫]‬ ‫א‬ ‫–א‬ ‫‪−3‬‬
‫‪.‬‬ ‫אא‬ ‫א‬ ‫א א‬ ‫א‬ ‫‪−4‬‬
‫؟‪.‬‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫‪ ...‬א ‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬ ‫א‬
‫‪ ....‬א ‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬
 ‫ﺍﻷﻭﻗﺎﻑ‬
‫ﺍﺧﺘﻴﺎﺭ ﻗﻨﺎﺓ ﺍﻟﺘﻮﺯﻳﻊ ﳌﻨﺘﻮﺟﺎﺕ ﻷ‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬
‫א‬ ‫א‬ ‫א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫א‬
‫א ‪ ...‬א ‪.‬‬ ‫א‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‪:‬‬ ‫‪/‬‬ ‫א‬ ‫‰‬
‫‪،‬‬ ‫א‬ ‫‪:‬‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬
‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‪،‬‬ ‫א‬ ‫א‬
 ‫ﺍﻟﺮﻗﺎﺑﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﳋﻄﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻮﻗﻔﻲ‪:‬‬

‫א‬ ‫א‬ ‫א‬

‫א א‬ ‫א‬
‫א א‬ ‫א‬ ‫א‬ ‫א‬

‫א‬ ‫א א‬ ‫א‬

‫א‬ ‫א‬

‫א‬ ‫א א‬ ‫א‬ ‫א‬

‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﳌﺒﺎﺷﺮ ﻋﱪ ﺍﻻﻧﱰﻧﺖ‬

‫‪Active Marketing‬‬ ‫א‬ ‫‰א‬

‫א‬ ‫א‬ ‫א‬ ‫א‬
‫א‬ ‫א‬ ‫א‬
‫‪..‬‬ ‫א‬ ‫א‬
‫‪Passive Marketing‬‬ ‫א‬ ‫‰א‬
‫א‬ ‫א‬
‫‪.‬‬ ‫א‬ ‫א‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﳌﺒﺎﺷﺮ ﻋﱪ ﺍﻻﻧﱰﻧﺖ‬

‫א‬ ‫‰א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰א‬
‫‰א‬
‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰‬
‫‪.‬‬
‫‪.‬‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫‰‬
‫ﻣﺰﺍﻳﺎ ﺍﻟﺘﻌﺎﻣﻞ ﻋﻠﻰ ﺍﻹﻧﱰﻧﺖ‬
‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫‰‬
‫‪ ،‬א‬ ‫א‬ ‫‰‬
‫‰‬
‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫‰א‬
‫‰‬
‫‰‬
‫‰‬
‫‰‬
‫א‬ ‫‰ א‬
‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫‰‬
‫‰‬
‫ﻋﻴﻮﺏ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻻﻧﱰﻧﻴﺖ‬

‫א‬ ‫‰‬
‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫‰א‬
‫א‬ ‫‰‬
‫א‬ ‫א‬ ‫א‬ ‫‰א‬
‫‰א‬
‫א‬ ‫א‬ ‫א‬ ‫‰א‬
‫א‬ ‫א‬ ‫‰א‬
‫א‬ ‫א‬ ‫א‬ ‫‰א‬
‫‰א‬
‫ﻛﻴﻔﻴﺔ ﺟﺬﺏ ﺍﻟﻌﻤﻼء ﻋﱪ ﺷﺒﻜﺔ ﺍﻻﻧﱰﻧﻴﺖ‬

‫(‬ ‫‪/‬א‬ ‫)א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰א‬

‫‪.‬‬ ‫א‬ ‫א‬ ‫‰א‬
‫א‬ ‫א‬ ‫א‬ ‫‪ ،‬א‬ ‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫א‬ ‫‰א‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰א‬
‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫‰‬
‫א‬ ‫‰‬
‫‪.‬‬ ‫א‬ ‫א‬ ‫‰‬
‫واﻟﺴﻼم ﻋﻠﻴﻜﻢ ورﺣﻤﺔ اﷲ وﺑﺮآﺎﺗﻪ‪،،،،،،‬‬