Introduction to Marketing
‫ﻤﻘـﺩﻤﺔ ﻟﻤﻔﺎﻫﻴـﻡ ﺍﻟﺘﺴـﻭﻴﻕ‬
All Rights Reserved 2003 ©
SME Management Training
‫ﺍﻟﺘﺩﺭﻴﺏ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﻟﻤﺸﺭﻭﻋﺎﺕ ﺍﻟﺼﻐﻴﺭﺓ ﻭﺍﻟﻤﺘﻭﺴﻁﺔ‬
1
Rules of the Game
‫ﻗﻭﺍﻋـﺩ ﺍﻟﻠﻌﺒـﺔ‬
Take notes
‫ﺩ ﱢﻭﻥ ﻤﻼﺤﻅﺎﺘﻙ‬
Keep your time
‫ﺍﻀﺒﻁ ﺴﺎﻋﺘﻙ‬
Workshop Rules
Stay involved
‫ﺸﺎﺭﻙ‬
Turn off your mobile phone
‫ﺃﻏﻠﻕ ﺘﻠﻴﻔﻭﻨﻙ ﺍﻟﻤﺤﻤﻭل‬
All Rights Reserved 2003 ©
1
Content Overview
‫ﻨﺒﺫﺓ ﻋﻥ ﻤﻀﻤﻭﻥ ﺍﻟﻭﺭﺸﺔ‬
Opening and Introduction
‫ﺍﻓﺘﺘﺎﺡ ﺃﻋﻤﺎل ﺍﻟﻭﺭﺸﺔ ﻭﻤﻘﺩﻤﺔ‬
The Marketing Concepts
‫ﻤﻔﺎﻫﻴﻡ ﺍﻟﺘﺴﻭﻴﻕ‬
Content
Overview
Customer Satisfaction
‫ﺇﺭﻀﺎﺀ ﺍﻟﻌﻤﻴل‬
‫ﻨﺒﺫﺓ ﻋﻥ ﻤﻀﻤﻭﻥ ﺍﻟﻭﺭﺸﺔ‬
The Marketing Plan
‫ﺨﻁﺔ ﺍﻟﺘﺴﻭﻴﻕ‬
Closing
‫ﺍﺨﺘﺘﺎﻡ ﺃﻋﻤﺎل‬
‫ﺍﻟﻭﺭﺸﺔ‬
All Rights Reserved 2003 ©
Topic Relationship
‫ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﻤﻭﻀﻭﻋﺎﺕ‬
Promotion
And
Advertising
‫ﺍﻟﺩﻋﺎﻴﺔ‬
‫ﻭﺍﻹﻋﻼﻥ‬
About
Customers:
Gathering
Information &
Purchsing
Process
‫ﺠﻤﻊ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻟﻌﻤﻼﺀ‬
‫ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺸﺭﺍﺌﻴﺔ‬
Introdution to
Marketing
Concepts
‫ﻤﻘﺩﻤﺔ ﻟﻤﻔﺎﻫﻴﻡ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‬
Product Planning
And
Development
‫ﺘﺨﻁﻴﻁ ﻭﺘﻁﻭﻴﺭ‬
‫ﺍﻟﻤﻨﺘﺞ‬
Target Markets
‫ﺍﻷﺴﻭﺍﻕ ﺍﻟﻤﺴﺘﻬﺩﻓﺔ‬
Pricing and
Pricing Strategy
‫ﺍﻟﺘﺴﻌﻴﺭ‬
‫ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺴﻌﻴﺭ‬
All Rights Reserved 2003 ©
2
Learning Objectives
‫ﺃﻫـﺩﺍﻑ ﺍﻟﺘﻌــﻠﻡ‬
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.
‫ﻭﻋﻨﻭﺍﻨﻬﺎ ”ﻤﻘﺩﻤﺔ‬-‫ﺘﺴﻌﻰ ﻫﺫﻩ ﺍﻟﻭﺭﺸﺔ‬
‫ ﻟﺘﺤﻘﻴﻕ ﺍﻷﻫﺩﺍﻑ‬-“‫ﻟﻤﻔﺎﻫﻴﻡ ﺍﻟﺘﺴﻭﻴﻕ‬
:‫ﺍﻟﺘﺎﻟﻴﺔ‬
‫ ﺘﺤﺩﻴﺩ ﻤﻔﻬﻭﻡ ﺍﻟﺘﺴﻭﻴﻕ ﻭﺘﻭﻀﻴﺢ ﻤﺩﻯ‬z
‫ﺍﺨﺘﻼﻓﻪ ﻋﻥ ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ‬
‫ﺍﻹﻨﺘﺎﺝ ﻭﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﺒﻴﻊ‬
.‫ﻓﻲ ﺍﻟﺘﺴﻭﻴﻕ‬
‫ ﺘﻭﻀﻴﺢ ﺍﻟﻔﺭﻕ ﺒﻴﻥ ﺍﺤﺘﻴﺎﺠﺎﺕ‬z
.‫ ﻭﻁﻠﺒﺎﺘﻪ‬،‫ ﻭﺭﻏﺒﺎﺘﻪ‬،‫ﺍﻟﻌﻤﻴل‬
‫ ﺘﻭﻀﻴﺢ ﺍﻟﻔﺭﻕ ﺒﻴﻥ ﺨﻭﺍﺹ ﻭﻤﺯﺍﻴﺎ‬z
.‫ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻌﺭﻭﺽ ﻋﻠﻰ ﺍﻟﻌﻤﻼﺀ‬
‫ ﺘﺤﺩﻴﺩ ﻤﻔﻬﻭﻡ ﺍﻟﺨﻁﺔ ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬z
‫ﻭﺘﻭﻀﻴﺢ ﻜﻴﻑ ﻴﻤﻜﻥ ﺃﻥ ﺘﺘﻤﺎﺸﻰ ﻤﻊ‬
.‫ﺨﻁﺔ ﻋﻤل ﺍﻟﺸﺭﻜﺔ‬
All Rights Reserved 2003 ©
Learning Outcomes
‫ﻨﺘـﺎﺌﺞ ﺍﻟﺘﻌــﻠﻡ‬
{
By the end of the workshop,
you should be able to:
z Understand the basics of
marketing
z Analyze your current
marketing position
z Outlining how you can
build a more
comprehensive
marketing plan
‫ ﻴﻨﺒﻐﻲ ﺃﻥ‬،‫ﻓﻲ ﻨﻬﺎﻴﺔ ﺍﻟﻭﺭﺸﺔ‬
‫ﺘﻜﻭﻥ ﻗﺎﺩﺭﹰﺍ ﻋﻠﻰ ﺘﺤﻘﻴﻕ‬
:‫ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﺘﺎﻟﻴﺔ‬
‫ ﺍﻹﻟﻤﺎﻡ ﺒﺎﻟﻤﻔﺎﻫﻴﻡ ﺍﻷﺴﺎﺴﻴﺔ‬z
‫ﻟﻠﺘﺴﻭﻴﻕ؛‬
‫ ﺘﺤﻠﻴل ﻭﻀﻌﻙ ﺍﻟﺘﺴﻭﻴﻘﻲ‬z
‫ﺍﻟﺤﺎﻟﻲ؛‬
‫ ﺘﺤﺩﻴﺩ ﺍﻷﺴﻠﻭﺏ ﺍﻟﺫﻱ ﻴﻤﻜﻨﻙ‬z
‫ﺒﻪ ﻭﻀﻊ ﺨﻁﺔ ﺘﺴﻭﻴﻘﻴﺔ ﺃﻜﺜﺭ‬
.‫ﻻ‬
‫ﺸﻤﻭ ﹰ‬
All Rights Reserved 2003 ©
3
What does it
take Ezzat to
sell his melon?
‫ﻤﺎ ﺍﻟﺫﻱ ﻴﺤﺘﺎﺠﻪ ﻋﺯﺕ‬
‫ﺤﺘﻰ ﻴﺘﻤﻜﻥ ﻤﻥ ﺒﻴﻊ‬
‫ﺍﻟﺒﻁﻴﺦ ﺍﻟﺫﻱ ﻴﺘﺎﺠﺭ‬
‫ﻓﻴﻪ؟‬
All Rights Reserved 2003 ©
What a business is all about?
‫ﻤﺎ ﻏﺭﺽ ﺃﻱ ﺸﺭﻜﺔ ﺘﺠﺎﺭﻴﺔ؟‬
{
Making products or
providing service
{
Selling products or service
‫ﺘﺼﻨﻴﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺘﻘﺩﻴﻡ‬
‫ﺍﻟﺨﺩﻤﺎﺕ‬
‫ﺒﻴﻊ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺃﻭ ﺍﻟﺨﺩﻤﺎﺕ‬
{
{
All Rights Reserved 2003 ©
4
Why Marketing?
‫ﻟﻤـﺎﺫﺍ ﺍﻟﺘﺴـﻭﻴﻕ؟‬
{
{
Myth: Good
products always
sell
Fact: Customers
do not always
know your
products
:‫ﺍﻻﻋﺘﻘﺎﺩ ﺍﻟﺸﺎﺌﻊ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻋﺎﻟﻴﺔ ﺍﻟﺠﻭﺩﺓ‬
.‫داﺋﻤًﺎ ﺘﺒﻴﻊ ﻨﻔﺴﻬﺎ‬
‫ ﺍﻟﻌﻤﻼﺀ ﻻ‬:‫ﺍﻟﺤﻘﻴﻘﺔ‬
.‫ﻴﻌﺭﻓﻭﻥ ﺩﺍﺌﻤﹰﺎ ﻤﻨﺘﺠﺎﺘﻙ‬
{
{
All Rights Reserved 2003 ©
Why Marketing?
‫ﻟﻤـﺎﺫﺍ ﺍﻟﺘﺴـﻭﻴﻕ؟‬
{
{
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
‫ ﻻ ﻴﻬﻡ‬:‫ﺍﻻﻋﺘﻘﺎﺩ ﺍﻟﺸﺎﺌﻊ‬
‫ﺍﻟﺘﺴﻭﻴﻕ ﺴﻭﻯ ﺨﺒﺭﺍﺀ ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺃﻭ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺘﻲ ﻗﺩ ﺘﺴﺘﺨﺩﻡ‬
.‫ﻫﺅﻻﺀ ﺍﻟﺨﺒﺭﺍﺀ‬
‫ ﻗﺩ ﻴﻜﻭﻥ ﻤﻌﻘﺩﹰﺍ ﻤﺜل‬:‫ﺍﻟﺤﻘﻴﻘﺔ‬
‫ﺘﺴﻭﻴﻕ ﺇﺤﺩﻯ ﺍﻟﺩﻭل‬
‫ﻟﻸﻭﻟﻴﻤﺒﻴﺎﺩ ﻭﻗﺩ ﻴﻜﻭﻥ ﺒﺴﻴﻁﹰﺎ‬
‫ﻤﺜل ﺍﻟﺘﺴﻭﻴﻕ ﻤﻥ ﺃﺠل ﺒﺎﺌﻌﻲ‬
.‫ﺍﻟﺒﻁﻴﺦ‬
{
{
All Rights Reserved 2003 ©
5
Three Marketing Concepts
‫ﻤﻔﺎﻫﻴـﻡ ﺍﻟﺘﺴـﻭﻴﻕ ﺍﻟﺜـﻼﺜﺔ‬
{
Product approach
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﻤﻨﺘﺞ‬
{
{
Selling approach
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﺒﻴﻊ‬
{
{
Customer approach
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﻌﻤﻴل‬
{
All Rights Reserved 2003 ©
Product Approach
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﻤﻨﺘﺞ‬
{
{
{
{
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
‫ﻴﺭﻜﺯ ﻋﻠﻰ ﺍﻟﻤﻨﺘﺞ ﻭﻋﻤﻠﻴﺔ‬
‫ﺍﻹﻨﺘﺎﺝ ﺃﻜﺜﺭ ﻤﻥ ﺘﺭﻜﻴﺯﻩ ﻋﻠﻰ‬
‫ﺍﻟﺘﺴﻭﻴﻕ؛‬
‫ﻴﻔﺘﺭﺽ ﺃﻥ ﺍﻟﻤﻨﺘﺞ ﻋﺎﻟﻲ ﺍﻟﺠﻭﺩﺓ‬
‫ﻴﺒﻴﻊ ﻨﻔﺴﻪ؛‬
‫ﻴﻜﻭﻥ ﻤﻔﻴﺩﹰﺍ ﻋﻨﺩﻤﺎ ﻴﺯﻴﺩ ﺍﻟﻁﻠﺏ‬
،‫ﻋﻠﻰ ﺍﻟﻤﻨﺘﺞ ﻋﻥ ﺍﻟﻌﺭﺽ‬
‫ﻭﻋﻨﺩﻤﺎ ﺘﻜﻭﻥ ﺘﻜﻠﻔﺔ ﺇﻨﺘﺎﺝ ﺍﻟﻤﻨﺘﺞ‬
‫ﻤﺭﺘﻔﻌﺔ ﻭﻴﺅﺩﻱ ﺘﺤﺴﻥ ﺍﻹﻨﺘﺎﺠﻴﺔ‬
‫ﺃﻭ ﺯﻴﺎﺩﺓ ﺤﺠﻡ ﺍﻹﻨﺘﺎﺝ ﺇﻟﻰ‬
‫ﺨﻔﺽ ﻫﺫﻩ ﺍﻟﺘﻜﻠﻔﺔ؛‬
‫ﻟﻡ ﻴﺜﺒﺕ ﻓﻲ ﻤﻌﻅﻡ ﺍﻟﺤﺎﻻﺕ‬
‫ﻨﺠﺎﺡ ﻫﺫﺍ ﺍﻷﺴﻠﻭﺏ ﻓﻲ‬
.‫ﺍﻟﺘﺴﻭﻴﻕ‬
{
{
{
{
All Rights Reserved 2003 ©
6
Activity 1
(1) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 1 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬1) ‫ﺭﻗﻡ‬
.‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
Selling Approach
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﺒﻴﻊ‬
{
{
{
{
{
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
‫ﻴﺭﻜﺯ ﻋﻠﻰ ﺍﻟﺒﻴﻊ؛‬
‫ﻴﻔﺘﺭﺽ ﺃﻥ ﻓﺭﻴﻕ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﺍﻟﻨﺎﺠﺢ ﺴﻭﻑ ﻴﺒﻴﻊ ﺃﻱ ﻤﻨﺘﺞ‬
‫ﺘﻨﺘﺠﻪ ﺍﻟﺸﺭﻜﺔ؛‬
‫ﻴﻔﺘﺭﺽ ﺃﻥ ﺍﻟﻌﻤﻼﺀ ﺴﻭﻑ‬
‫ﻴﻜﻭﻨﻭﻥ ﺭﺍﻀﻴﻥ ﻋﻥ ﻤﺸﺘﺭﻴﺎﺘﻬﻡ‬
‫ ﻟﻤﺎﺫﺍ؟(؛‬،‫)ﻓﺭﺽ ﻀﻌﻴﻑ‬
‫ﻴﻜﻭﻥ ﻤﻔﻴﺩﹰﺍ ﻓﻲ ﺤﺎﻟﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ‬
‫ﺍﻟﺘﻲ ﻻ ﻴﻔﻜﺭ ﺍﻟﻌﻤﻼﺀ ﻋﺎﺩﺓ ﻓﻲ‬
‫ ﺃﻭ ﻋﻨﺩﻤﺎ ﻴﺯﻴﺩ ﺍﻹﻨﺘﺎﺝ‬،‫ﺸﺭﺍﺌﻬﺎ‬
‫ﻋﻥ ﺍﻟﻁﻠﺏ؛‬
‫ﻟﻡ ﻴﺜﺒﺕ ﺃﻴﻀﹰﺎ ﻨﺠﺎﺡ ﻫﺫﺍ‬
.‫ﺍﻷﺴﻠﻭﺏ ﻓﻲ ﺍﻟﺘﺴﻭﻴﻕ‬
o
o
o
o
o
All Rights Reserved 2003 ©
7
Activity 2
(2) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 2 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬2) ‫ﺭﻗﻡ‬
.‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
Customer Approach
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﻌﻤﻴل‬
{
{
{
{
{
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
‫ﻴﺭﻜﺯ ﻋﻠﻰ ﺘﻠﺒﻴﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ‬
‫ﺍﻟﻌﻤﻼﺀ؛‬
‫ﻴﻭﺠﻪ ﺠﻬﻭﺩ ﺍﻟﺘﺴﻭﻴﻕ ﻨﺤﻭ‬
‫ﺇﺭﻀﺎﺀ ﺍﻟﻌﻤﻼﺀ؛‬
‫ﻴﺘﺤﻘﻕ ﺍﻟﺭﺒﺢ ﻨﺘﻴﺠﺔ ﻹﺭﻀﺎﺀ‬
‫ﺍﻟﻌﻤﻴل؛‬
‫ﻴﺭﻜﺯ ﻋﻠﻰ ﺇﻗﺎﻤﺔ ﻋﻼﻗﺎﺕ‬
‫ﻁﻭﻴﻠﺔ ﺍﻟﻤﺩﻯ ﺒﺎﻟﻌﻤﻼﺀ؛‬
‫ﻴﻬﺩﻑ ﺇﻟﻰ ﺘﺤﻘﻴﻕ ﻨﻤﻭ‬
.‫ﻤﺘﻭﺍﺼل ﻓﻲ ﺤﺠﻡ ﺍﻷﻋﻤﺎل‬
{
{
{
{
{
All Rights Reserved 2003 ©
8
‫?‪Why Satisfying Customer‬‬
‫ﻟﻤـﺎﺫﺍ ﺇﺭﻀـﺎﺀ ﺍﻟﻌﻤـﻴل؟‬
‫ﻷﻥ ﺍﻟﻌﻤﻴل ﺍﻟﺫﻱ ﻴﺘﻡ ﺇﺭﻀﺎﺅﻩ‪:‬‬
‫{ ﻴﺸﺘﺭﻱ ﺃﻜﺜﺭ؛‬
‫{ ﻴﻅل ”ﻤﻭﺍﻟﻴﹰﺎ“ ﻓﺘﺭﺓ ﺃﻁﻭل؛‬
‫{ ﻴﺘﺤﺩﺙ ﺒﺸﻜل ﺇﻴﺠﺎﺒﻲ ﺇﻟﻰ ﺍﻵﺨﺭﻴﻥ‬
‫ﻋﻥ ﺍﻟﻤﻨﺘﺞ؛‬
‫{ ﻻ ﻴﻭﻟﻲ ﺍﻫﺘﻤﺎﻤﹰﺎ ﻴﺫﻜﺭ ﺇﻟﻰ ﺍﻟﻌﻼﻤﺎﺕ‬
‫ﺍﻟﺘﺠﺎﺭﻴﺔ ﺍﻟﻤﻨﺎﻓﺴﺔ ﻭﺍﻹﻋﻼﻨﺎﺕ ﻋﻨﻬﺎ؛‬
‫{ ﺃﻗل ”ﺤﺴﺎﺴﻴﺔ ﻟﻠﺴﻌﺭ“؛‬
‫{ ﺘﻜﻠﻔﺔ ﺨﺩﻤﺘﻪ ﺃﻗل ﻤﻥ ﺘﻜﻠﻔﺔ ﺨﺩﻤﺔ‬
‫ﻋﻤﻴل ﺃﻭل ﻤﺭﺓ‪.‬‬
‫‪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.‬‬
‫© ‪All Rights Reserved 2003‬‬
‫ﻤﺎ ﻫﻭ ﺍﻟﺘﺴﻭﻴﻕ؟‬
‫ﺍﻷﺴﻠﻭﺏ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ ﺍﻟﻤﻨﺘﺞ‬
‫ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﻜﻔﺎﺀﺓ ﻭﺤﺠﻡ ﺍﻹﻨﺘﺎﺝ‬
‫ﺘﺤﻘﻴﻕ ﺍﻟﺭﺒﺢ ﻤﻥ ﺨﻼل ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻭﺠﻭﺩ‬
‫اﻷﺳﻠﻮب اﻟﻤﻮﺟﻪ ﻧﺤﻮ اﻟﺒﻴﻊ‬
‫ﺘﺤﻘﻴﻕ ﺍﻟﺭﺒﺢ ﻤﻥ ﺨﻼل ﺤﺠﻡ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻭﺍﻟﺒﻴﻊ‬
‫ﺍﻟﻤﻨﺘﺞ ﺍﻟﻤﻭﺠﻭﺩ‬
‫ﻤﻔﻬﻭﻡ ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺘﺤﻘﻴﻕ ﺍﻟﺭﺒﺢ ﻤﻥ ﺨﻼل ﺘﺤﻘﻴﻕ ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ‬
‫© ‪All Rights Reserved 2003‬‬
‫‪9‬‬
‫ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻴل ﻭﺇﺭﻀﺎﺌﻪ‬
‫ﺍﻟﻌﻤﻴل‬
Activity 3
(3) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 3 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬3) ‫ﺭﻗﻡ‬
.‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
Self Check 1-4
(4-1) ‫ ﺍﻟﺘﻤﺎﺭﻴﻥ‬-‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‬
Please complete
self-check 1-4 in
your workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺎﺭﻴﻥ ﺍﺨﺘﺒﺭ‬
‫( ﺍﻟﻭﺍﺭﺩﺓ ﻓﻲ‬4-1) ‫ﻨﻔﺴﻙ‬
.‫ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
10
Case Study
‫ﺩﺭﺍﺴـﺔ ﺍﻟﺤـﺎﻟﺔ‬
{
{
{
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 customeroriented company?
Explain your answer.
‫ﻫل ﺘﺼﻑ ﺸﺭﻜﺔ‬
‫ﺍﻟﺤﺴﻴﻨﻲ ﺒﺄﻨﻬﺎ ﺸﺭﻜﺔ‬
‫ﻤﻭﺠﻬﺔ ﻨﺤﻭ ﺍﻹﻨﺘﺎﺝ؟‬
.‫ﺍﺸﺭﺡ ﺇﺠﺎﺒﺘﻙ‬
‫ﻫل ﺘﺼﻔﻬﺎ ﺒﺄﻨﻬﺎ ﺸﺭﻜﺔ‬
‫ﻤﻭﺠﻬﺔ ﻨﺤﻭ ﺍﻟﺒﻴﻊ؟‬
.‫ﺍﺸﺭﺡ ﺇﺠﺎﺒﺘﻙ‬
‫ﻫل ﺘﺼﻔﻬﺎ ﺒﺄﻨﻬﺎ ﺸﺭﻜﺔ‬
‫ﻤﻭﺠﻬﺔ ﻨﺤﻭ ﺍﻟﻌﻤﻴل؟‬
.‫ﺍﺸﺭﺡ ﺇﺠﺎﺒﺘﻙ‬
{
{
{
All Rights Reserved 2003 ©
Needs
‫ﺍﻻﺤﺘﻴﺎﺠﺎﺕ‬
Self Actualization
‫ﺘﺤﻘﻴــﻕ ﺍﻟـﺫﺍﺕ‬
Esteem
‫اﻟﺘﻘﺪﻳﺮ وﺍﻻﺤﺘﺭﺍﻡ‬
Love
‫ﺍﻟﺤﺏ‬
Safety
‫ﺍﻷﻤﺎﻥ‬
Physiological
‫ﺍﺤﺘﻴﺎﺠﺎﺕ ﻓﺴﻴﻭﻟﻭﺠﻴﺔ‬
All Rights Reserved 2003 ©
11
Self Check 5
(5) ‫ﺍﻟﺘﻤﺭﻴﻥ ﺭﻗﻡ‬-‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‬
Please complete
self-check 5 in
your workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﺨﺘﺒﺭ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ‬5) ‫ﻨﻔﺴﻙ ﺭﻗﻡ‬
.‫ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
Wants
‫ﺍﻟﺭﻏﺒـﺎﺕ‬
{
“Wants” are those
things that people in a
specific region believe
will satisfy a need
‫”ﺍﻟﺭﻏﺒﺎﺕ“ ﻫﻲ ﺘﻠﻙ ﺍﻷﺸﻴﺎﺀ ﺍﻟﺘﻲ‬
‫ﻴﻌﺘﻘﺩ ﺍﻟﻨﺎﺱ ﻓﻲ ﻤﻨﻁﻘﺔ ﻤﻌﻴﻨﺔ ﺃﻨﻬﺎ‬
.‫ﺴﻭﻑ ﺘﻠﺒﻲ ﺤﺎﺠﺔ ﻤﻌﻴﻨﺔ‬
{
‫ﺍﻟﺠـﻭﻉ‬
Hunger
All Rights Reserved 2003 ©
12
Self Check 6
(6) ‫ ﺍﻟﺘﻤﺭﻴﻥ ﺭﻗﻡ‬-‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‬
Please complete
self-check 6 in
your workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﺨﺘﺒﺭ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ‬6) ‫ﻨﻔﺴﻙ ﺭﻗﻡ‬
.‫ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
Demands
‫ﺍﻟﻁﻠﺒــﺎﺕ‬
{
{
Demands are “wants”
backed by buying power
‫ﺍﻟﻁﻠﺒﺎﺕ ﻫﻲ ”ﺭﻏﺒﺎﺕ“ ﻤﺩﻋﻭﻤﺔ‬
.‫ﺒﻘﻭﺓ ﺸﺭﺍﺌﻴﺔ‬
Customers demand
products with benefits
that add up to the most
satisfaction
‫ﻴﻁﻠﺏ ﺍﻟﻌﻤﻼﺀ ﻤﻨﺘﺠﺎﺕ ﺘﺘﻭﺍﻓﺭ‬
‫ﻓﻴﻬﺎ ﻤﺯﺍﻴﺎ ﺘﺤﻘﻕ ﺃﻗﺼﻰ ﺇﺭﻀﺎﺀ‬
.‫ﻟﻬﻡ‬
{
{
All Rights Reserved 2003 ©
13
‫‪Self Check 7‬‬
‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‪-‬ﺍﻟﺘﻤﺭﻴﻥ ﺭﻗﻡ )‪(7‬‬
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﺨﺘﺒﺭ‬
‫ﻨﻔﺴﻙ ﺭﻗﻡ )‪ (7‬ﺍﻟﻭﺍﺭﺩ ﻓﻲ‬
‫ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‪.‬‬
‫‪Please complete‬‬
‫‪self-check 7 in‬‬
‫‪your workbook‬‬
‫© ‪All Rights Reserved 2003‬‬
‫‪Self Check 8-1‬‬
‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‪-‬ﺍﻟﺘﻤﺭﻴﻥ ﺭﻗﻡ )‪(1-8‬‬
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺍﻟﺠﺯﺀ ﺍﻷﻭل‬
‫ﻤﻥ ﺘﻤﺭﻴﻥ ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ ﺭﻗﻡ‬
‫)‪ (8‬ﻓﻲ ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
‫)ﺍﺫﻜﺭ ﻤﺎ ﺇﺫﺍ ﻜﺎﻥ ﺍﻟﺒﻨﺩ‬
‫ﻴﺼﻨﻑ ﻋﻠﻰ ﺃﻨﻪ ﺤﺎﺠﺔ ﺃﻡ‬
‫ﺭﻏﺒﺔ ﺃﻡ ﻁﻠﺏ(‪.‬‬
‫© ‪All Rights Reserved 2003‬‬
‫‪14‬‬
‫‪Please complete‬‬
‫‪the first part of‬‬
‫‪self-check 8 in‬‬
‫‪your workbook (tell‬‬
‫‪whether it is need,‬‬
‫)‪want or demand‬‬
Self Check 8-2
(2-8) ‫ﺍﻟﺘﻤﺭﻴﻥ ﺭﻗﻡ‬-‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‬
Please complete
the second part of
self-check 8 in
your workbook
(match need, want
or demand)
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺍﻟﺠﺯﺀ ﺍﻟﺜﺎﻨﻲ‬
‫ﻤﻥ ﺘﻤﺭﻴﻥ ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ ﺭﻗﻡ‬
‫( ﻓﻲ ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬8)
‫)ﺍﺫﻜﺭ ﺍﻟﺭﻏﺒﺔ ﺃﻭ ﺍﻟﻁﻠﺏ‬
.(‫ﺍﻟﻤﻘﺎﺒل ﻟﻜل ﺤﺎﺠﺔ‬
All Rights Reserved 2003 ©
Activity
(4) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 4 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬4) ‫ﺭﻗﻡ‬
.‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
15
Activity 5
(5) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 5 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬5) ‫ﺭﻗﻡ‬
.‫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.
‫ﻴﺸﺘﺭﻱ ﺍﻟﻨﺎﺱ ﺍﻟﻤﻨﺘﺠﺎﺕ‬
.‫ﺒﺴﺒﺏ ﻤﺯﺍﻴﺎﻫﺎ‬
‫ﺘﺘﺤﺩﺩ ﻗﻴﻤﺔ ﺍﻟﻤﻨﺘﺞ ﺒﺎﻟﻨﺴﺒﺔ‬
‫ﻟﻠﻌﻤﻴل ﺤﺴﺏ ﺍﻷﻫﻤﻴﺔ ﺍﻟﺘﻲ‬
‫ﻴﻌﻠﻘﻬﺎ ﺍﻟﻌﻤﻴل ﻋﻠﻰ ﺍﻟﻤﺯﺍﻴﺎ‬
‫ﺍﻟﺘﻲ ﻴﺘﻭﻗﻊ ﺍﻟﺤﺼﻭل‬
.‫ﻋﻠﻴﻬﺎ‬
‫ﻗﺩ ﺘﻜﻭﻥ ﻤﺯﺍﻴﺎ ﺍﻟﻤﻨﺘﺞ ﺇﻤﺎ‬
‫ﻤﺯﺍﻴﺎ ﻓﻌﻠﻴﺔ ﺃﻭ ﻤﺯﺍﻴﺎ‬
.‫ﻤﺤﺴﻭﺴﺔ‬
‫ﻴﻨﺒﻐﻲ ﻋﻠﻰ ﺭﺠﺎل ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺘﺤﺩﻴﺩ ﺍﻷﺴﻌﺎﺭ ﺒﻨﺎ ًﺀ ﻋﻠﻰ‬
‫ﺇﺩﺭﺍﻙ ﺍﻟﻤﺴﺘﻬﻠﻙ ﻟﻘﻴﻤﺔ‬
.‫ﺍﻟﻤﻨﺘﺞ‬
{
{
{
{
All Rights Reserved 2003 ©
16
Self Check 9
(9) ‫ﺍﻟﺘﻤﺭﻴﻥ ﺭﻗﻡ‬-‫ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ‬
Please complete
the self-check 9 in
your workbook
‫ﺃﻜﻤل ﺍﻟﺠﻤل ﺍﻟﻨﺎﻗﺼﺔ ﻓﻲ‬
‫ﺘﻤﺭﻴﻥ ﺍﺨﺘﺒﺭ ﻨﻔﺴﻙ ﺭﻗﻡ‬
.‫( ﻓﻲ ﻜﺘﺎﺏ ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬9)
All Rights Reserved 2003 ©
Activity 6
(6) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 6 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ‬
‫( ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬6) ‫ﺭﻗﻡ‬
.‫ﺍﻟﺘﻁﺒﻴﻘﺎﺕ‬
All Rights Reserved 2003 ©
17
Activity 7
(7) ‫ﺘﻤﺭﻴﻥ ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
Please complete
activity 7 in your
workbook
‫ﺍﻟﺭﺠﺎﺀ ﺤل ﺘﻤﺭﻴﻥ‬
(7) ‫ﺍﻟﻨﺸﺎﻁ ﺭﻗﻡ‬
‫ﺍﻟﻭﺍﺭﺩ ﻓﻲ ﻜﺘﺎﺏ‬
.‫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
‫”ﻴﺠﺏ ﺇﺩﺨﺎل ﺠﻤﻴﻊ‬
‫ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﻭﺍﻟﻁﺭﻕ‬
‫ﻀﻤﻥ ﺨﻁﺔ ﺘﺴﻭﻴﻘﻴﺔ‬
‫ﻴﻤﻜﻥ ﺃﻥ ﺘﻘﻭﻡ ﺒﺘﻨﻔﻴﺫﻫﺎ‬
‫ﻋﻠﻰ ﻧﺤﻮ ﻓﻌﺎل ﺷﺮآﺔ‬
“.‫اﻟﺘﺴﻮﻳﻖ‬
{
‫ﻓﻴﻠﻴﺏ ﻜﻭﺘﻠﺭ‬
All Rights Reserved 2003 ©
18
‫‪Why Marketing Plan‬‬
‫ﻟﻤﺎﺫﺍ ﺍﻟﺨﻁـﺔ ﺍﻟﺘﺴــﻭﻴﻘﻴﺔ؟‬
‫{‬
‫{‬
‫{‬
‫{‬
‫ﺘﻤﻜﱢﻥ ﺍﻟﺸﺭﻜﺔ ﻤﻥ ﺃﻥ ﺘﺘﺼﻭﺭ‬
‫ﺒﻭﻀﻭﺡ ﺍﻟﻁﺭﻴﻕ ﺍﻟﺫﻱ ﺘﺴﻴﺭ ﻓﻴﻪ‬
‫ﻭﺍﻷﻫﺩﺍﻑ ﺍﻟﺘﻲ ﺘﺭﻏﺏ ﻓﻲ ﺘﺤﻘﻴﻘﻬﺎ‬
‫ﻋﻠﻰ ﻤﺩﻯ ﻤﺴﻴﺭﺘﻬﺎ؛‬
‫ﺘﺫﻜﺭ ﺒﺎﻟﺘﻔﺼﻴل ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﻬﺎﻤﺔ‬
‫ﺍﻟﻼﺯﻤﺔ ﻻﻨﺘﻘﺎل ﺍﻟﺸﺭﻜﺔ ﻤﻥ‬
‫ﻭﻀﻌﻬﺎ ﺍﻟﺭﺍﻫﻥ ﺇﻟﻰ ﺍﻟﻭﻀﻊ ﺍﻟﺫﻱ‬
‫ﺘﺭﻏﺏ ﻓﻲ ﺍﻟﻭﺼﻭل ﺇﻟﻴﻪ‪.‬‬
‫ﺘﺤﺩﺩ ﺍﻟﻔﺘﺭﺓ ﺍﻟﺯﻤﻨﻴﺔ ﺍﻟﻼﺯﻤﺔ ﻟﺘﻨﻔﻴﺫ‬
‫ﻜل ﺨﻁﻭﺓ‪.‬‬
‫ﺘﺴﺎﻋﺩ ﻓﻲ ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﺍﻟﻤﻭﺍﺭﺩ‬
‫ﺍﻟﻼﺯﻤﺔ ﻟﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻑ ﺍﻟﺸﺭﻜﺔ‪.‬‬
‫‪Allows the company‬‬
‫‪to visualize‬‬
‫‪Details the important‬‬
‫‪steps‬‬
‫‪Identify the time‬‬
‫‪needed‬‬
‫‪Identify the resources‬‬
‫{‬
‫{‬
‫{‬
‫{‬
‫© ‪All Rights Reserved 2003‬‬
‫{ ﺘﺤﺩﺩ ﺃﻫﺩﺍﻑ ﺍﻟﺘﺴﻭﻴﻕ‪.‬‬
‫{ ﺘﻌﻤل ﻋﻠﻰ ﺘﺤﻠﻴل ﺍﻟﻭﻀﻊ ﺍﻟﺘﻨﺎﻓﺴﻲ‬
‫ﻟﻠﺸﺭﻜﺔ‪.‬‬
‫{ ﺘﻘﺩﻡ ﺘﻘﻴﻴﻤﹰﺎ ﻭﺍﻗﻌﻴﹰﺎ ﻟﺤﺠﻡ ﺍﻟﺴﻭﻕ‬
‫ﻭﺘﻜﺸﻑ ﻋﻥ ﺍﻟﻔﺭﺹ ﺍﻟﺠﺩﻴﺩﺓ‬
‫ﺍﻟﻤﺘﺎﺤﺔ‪.‬‬
‫{ ﺘﻘﺘﺭﺡ ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ ﺘﺴﻭﻴﻕ ﺒﺩﻴﻠﺔ‪.‬‬
‫{ ﺘﻌﻤل ﻋﻠﻰ ﺘﻨﺴﻴﻕ ﺃﻨﺸﻁﺔ ﺍﻟﺘﺴﻭﻴﻕ‪.‬‬
‫{ ﺘﺤﺩﺩ ﺍﻷﻫﺩﺍﻑ ﻭﺍﻟﻤﺴﺅﻭﻟﻴﺎﺕ ﻋﻥ‬
‫ﻜل ﻋﻤل‪.‬‬
‫{ ﺘﻀﻊ ﺠﺩﺍﻭل ﺯﻤﻨﻴﺔ ﻟﺘﻨﻔﻴﺫ ﺍﻷﻨﺸﻁﺔ‪.‬‬
‫{ ﺘﻭﻓﺭ ﺍﻹﻁﺎﺭ ﺍﻟﻼﺯﻡ ﻟﻭﻀﻊ ﻤﻴﺯﺍﻨﻴﺔ‬
‫ﺍﻟﺘﺴﻭﻴﻕ‪.‬‬
‫{ ﺘﺠﻌل ﻜل ﻓﺭﺩ ﻓﻲ ﺍﻟﺸﺭﻜﺔ ﻴﺭﻜﺯ‬
‫ﺍﻫﺘﻤﺎﻤﻪ ﻋﻠﻰ ﺍﻟﻌﻤﻴل ﻭﺍﻟﺴﻭﻕ‪.‬‬
‫© ‪All Rights Reserved 2003‬‬
‫‪19‬‬
‫‪Why Marketing Plan‬‬
‫ﻟﻤﺎﺫﺍ ﺍﻟﺨﻁـﺔ ﺍﻟﺘﺴــﻭﻴﻘﻴﺔ؟‬
‫‪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.‬‬
‫{‬
‫{‬
‫{‬
‫{‬
‫{‬
‫{‬
‫{‬
‫{‬
‫{‬
‫‪Success Factors for a Marketing Plan‬‬
‫ﻋﻭﺍﻤـل ﻨﺠـﺎﺡ ﺍﻟﺨﻁـﺔ ﺍﻟﺘﺴــﻭﻴﻘﻴﺔ‬
‫ﻫﻨﺎﻙ ﻋﺎﻤﻼﻥ ﻟﻀﻤﺎﻥ ﻨﺠﺎﺡ‬
‫ﺍﻟﺨﻁﺔ ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‪:‬‬
‫{ ﺍﻟﺘﺯﺍﻡ ﻜل ﻓﺭﺩ ﻓﻲ‬
‫ﺍﻟﺸﺭﻜﺔ ﺒﺄﺴﻠﻭﺏ ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺍﻟﺤﺩﻴﺙ ﺍﻟﻤﻭﺠﻪ ﻨﺤﻭ‬
‫ﺍﻟﻌﻤﻴل‪.‬‬
‫{ ﻭﻀﻊ ﺨﻁﺔ ﺘﺴﻭﻴﻘﻴﺔ‬
‫ﻜﺘﺎﺒﻴﺔ ﺘﺤﺩﺩ ﺍﻷﺴﻠﻭﺏ‬
‫ﺍﻟﺫﻱ ﺘﻌﺘﺯﻡ ﺒﻪ ﺍﻟﺸﺭﻜﺔ‬
‫ﺘﺤﻘﻴﻕ ﺃﻫﺩﺍﻓﻬﺎ ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‪.‬‬
‫‪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.‬‬
‫{‬
‫{‬
‫{‬
‫© ‪All Rights Reserved 2003‬‬
‫ﺘﺭﺠﻤﺔ ﺍﻷﻫﺩﺍﻑ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺇﻟﻰ ﺨﻁﺔ ﺘﺴﻭﻴﻘﻴﺔ ﻟﻠﺸﺭﻜﺔ‬
‫ﺍﻟﺨﻁﺔ ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬
‫ﺃﻫﺩﺍﻑ ﺍﻟﺸﺭﻜﺔ‬
‫ﺨﻁﺔ ﺍﻟﻌﻤل‬
‫ﻓﺠﻭﺓ‬
‫ﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ‬
‫ﺍﻟﻭﻀﻊ ﺍﻟﻤﺭﻏﻭﺏ‬
‫ﻓﻴﻪ ﻟﻠﺸﺭﻜﺔ‬
‫ﻋﻨﺎﺼﺭ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻤﺅﺜﺭﺓ‬
‫ﻓﻲ ﺍﻟﺘﺴﻭﻴﻕ‬
‫ﺍﻟﻭﻀﻊ ﺍﻟﺤﺎﻟﻲ‬
‫ﻟﻠﺸﺭﻜﺔ‬
‫ﻤﺯﺍﻴﺎ ﺍﻟﺸﺭﻜﺔ‬
‫ﻭﻨﻘﺎﻁ ﻀﻌﻔﻬﺎ‬
‫© ‪All Rights Reserved 2003‬‬
‫‪20‬‬
‫‪Sample Marketing Action Plan‬‬
‫‪Development Schedule‬‬
‫ﻨﻤﻭﺫﺝ ﺒﺭﻨﺎﻤﺞ ﺯﻤﻨﻲ ﻟﺘﻁـﻭﺭ ﺨﻁـﺔ ﻋﻤـل ﺘﺴﻭﻴﻘﻴـﺔ‬
‫ﺍﻷﺴﺎﺒﻴﻊ ﺒﻌﺩ‬
‫ﺍﻟﻤﺴﺅﻭل ﻋﻥ‬
‫ﺍﻹﺠﺭﺍﺀ‬
‫ﺍﻟﻤﻬﻤﺔ‬
‫‪执行人‬‬
‫ﺠﻤﻊ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‪ -‬ﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ‬
‫ﺍﻟﺼﻨﺎﻋﺔ ﻭﺍﺘﺠﺎﻫﺎﺘﻬﺎ‬
‫ﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻟﻤﻨﺎﻓﺴﻴﻥ‬
‫ﺘﺤﻠﻴل ﺴﻭﺍﺕ )ﺘﺤﻠﻴل ﻨﻘﺎﻁ ﺍﻟﻘﻭﺓ‪ ،‬ﻭﻨﻘﺎﻁ‬
‫ﺍﻟﻀﻌﻑ‪ ،‬ﻭﺍﻟﻔﺭﺹ ﺍﻟﻤﺘﺎﺤﺔ‪ ،‬ﻭﺍﻟﺘﻬﺩﻴﺩﺍﺕ‬
‫ﺍﻟﺘﻲ ﺘﻭﺍﺠﻪ ﺍﻟﺸﺭﻜﺔ( ﻭﺘﺤﺩﻴﺩ ﺍﻷﻫﺩﺍﻑ‬
‫ﺠﻤﻊ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻋﻥ ﺍﻟﻌﻤﻼﺀ‬
‫ﻭﺘﺤﺩﻴﺩ ﺍﻷﺴﻭﺍﻕ ﺍﻟﻤﺴﺘﻬﺩﻓﺔ‬
‫ﺘﺨﻁﻴﻁ ﻭﺘﻁﻭﻴﺭ ﺍﻟﻤﻨﺘﺞ‬
‫ﺍﻟﺘﻭﺯﻴﻊ‬
‫ﺍﻟﺘﺴﻌﻴﺭ ﻭﺍﺴﺘﺭﺍﺘﻴﺠﻴﺔ ﺍﻟﺘﺴﻌﻴﺭ‬
‫ﺍﻟﺘﺴﻭﻴﻕ ﻭﺍﻟﺨﺩﻤﺔ ﺍﻟﻘﺎﺌﻤﺎﻥ‬
‫ﻋﻠﻰ ﺍﻟﻌﻼﻗﺔ ﺒﺎﻟﻌﻤﻼﺀ‬
‫ﺍﻟﺩﻋﺎﻴﺔ ﻭﺍﻹﻋﻼﻥ‬
‫ﺇﺩﺍﺭﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫© ‪All Rights Reserved 2003‬‬
‫‪Case Study‬‬
‫ﺩﺭﺍﺴﺔ ﺍﻟﺤﺎﻟﺔ‬
‫{‬
‫{‬
‫ﺍﺫﻜﺭ ﻋﻠﻰ ﺍﻷﻗل ﺨﻤﺱ ﻁﺭﻕ‬
‫ﺴﻭﻑ ﺘﺴﺎﻋﺩ ﺒﻬﺎ ﺍﻟﺨﻁﺔ‬
‫ﺍﻟﺘﺴﻭﻴﻘﻴﺔ ﺸﺭﻜﺔ ﺍﻟﺤﺴﻴﻨﻲ‬
‫ﻋﻠﻰ ﺘﻭﺠﻴﻪ ﺍﻟﻤﺯﻴﺩ ﻤﻥ‬
‫ﺍﻻﻫﺘﻤﺎﻡ ﺇﻟﻰ ﺍﻟﻌﻤﻴل ﻭﺘﺒﻨﻲ‬
‫ﻤﻔﻬﻭﻡ ﺍﻟﺘﺴﻭﻴﻕ‪.‬‬
‫ﺴﺎﻋﺩ ﺸﺭﻜﺔ ﺍﻟﺤﺴﻴﻨﻲ ﻋﻠﻰ‬
‫ﻭﻀﻊ ﺨﻁﺔ ﻋﻤل‪.‬‬
‫© ‪All Rights Reserved 2003‬‬
‫‪21‬‬
‫‪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
‫{‬
‫{‬
‫‪Action Plan‬‬
‫ﺨﻁـﺔ ﺍﻟﻌﻤـل‬
‫ﻫﺩﻑ ﺨﻁﺔ ﺍﻟﻌﻤل ﺍﻟﺨﺎﺼﺔ ﺒﻤﻜﺎﻥ ﺍﻟﻌﻤل‬
‫ﺍﻟﻤﺩﺓ ﺍﻟﻤﺤﺩﺩﺓ ﻟﺨﻁﺔ ﺍﻟﻌﻤل‬
‫ﻤﺎ ﻨﻭﻉ ﺃﺴﻠﻭﺏ ﺍﻟﺘﺴﻭﻴﻕ ﺍﻟﺫﻱ ﺘﺴﺘﺨﺩﻤﻪ ﺸﺭﻜﺘﻲ‬
‫ﺤﺎﻟﻴﺎﹰ؟‬
‫ﻤﺎ ﻤﻤﺎﺭﺴﺎﺕ ﺍﻟﺘﺴﻭﻴﻕ ﺍﻟﺤﺎﻟﻴﺔ ﺍﻟﺘﻲ ﺘﺘﺒﻌﻬﺎ ﺸﺭﻜﺘﻲ؟‬
‫ﻤﺎ ﻤﻤﺎﺭﺴﺎﺕ ﺍﻟﺘﺴﻭﻴﻕ ﺍﻟﺘﻲ ﺃﺭﻏﺏ ﻓﻲ ﺇﺩﺨﺎﻟﻬﺎ ﻓﻲ‬
‫ﺍﻟﺸﺭﻜﺔ؟‬
‫ﻤﺎ ﺍﻟﻤﻌﻭﻗﺎﺕ ﺍﻟﺘﻲ ﺘﺤﻭل ﺩﻭﻥ ﺇﺩﺨﺎل ﺍﻟﻤﻤﺎﺭﺴﺎﺕ‬
‫ﺍﻟﺠﺩﻴﺩﺓ ﺍﻟﻤﺫﻜﻭﺭﺓ ﻓﻲ ﺍﻟﺨﻁﻭﺓ ﺍﻟﺨﺎﻤﺴﺔ؟‬
‫ﺍﺨﺘﺭ ﺜﻼﺜﺔ ﺃﻨﺸﻁﺔ ﺘﺭﻏﺏ ﻓﻲ ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻴﻬﺎ ﺨﻼل‬
‫ﺍﻟﺸﻬﻭﺭ ﺍﻟﺜﻼﺜﺔ ﺍﻟﻘﺎﺩﻤﺔ‪.‬‬
‫‪Please complete your 7-steps‬‬
‫‪action plan‬‬
‫‪Action‬‬
‫© ‪All Rights Reserved 2003‬‬
‫‪Key Takeaways‬‬
‫ﺍﻟﺩﺭﻭﺱ ﺍﻟﻤﺴﺘﻔﺎﺩﺓ‬
‫{‬
‫ﺍﺫﻜﺭ ﺜﻼﺙ ﻨﻘﺎﻁ ﺭﺌﻴﺴﻴﺔ‬
‫ﺍﺴﺘﻔﺩﺘﻬﺎ ﻤﻥ ﻫﺫﻩ ﺍﻟﻭﺭﺸﺔ‪.‬‬
‫© ‪All Rights Reserved 2003‬‬
‫‪22‬‬
‫‪Please list three key‬‬
‫‪takeaways from this‬‬
‫‪workshop‬‬
‫{‬
Thank You!
!‫ﺸﻜﺭﹰﺍ ﻟﻙ‬
All Rights Reserved 2003 ©
23