كتابات في الميزان _ التخطيط الاستراتيجي التسويقي وأثره...
TRANSCRIPT
-
/ 5102/7/9
51/1 59345=di?php.tnirp/ofni.tabatik.www//:ptth
:.:.
:.:.
:..
: .
. : 1.
2. 3.
4. 5.
)01-SSPS( .
TCARTSBAsi melborp sihT .ecivreS gniknab fo ytilauq eht no tcapmi sti dna gninnalp cigetartS gnitekraM htiw slaed yduts sihTgniknab fo seitivitca fo noitcuder eht dna sremotsuc eht fo ssenerawa laicnanif dna gniknab fo kcal eht yb detcelferlla taht setacidni hcihw sisehtopyh yramirp a stup yduts sihT .ecremmoc dna tnemtsevni ot detaler era hcihw seitilicafot rieht dna gninnalp gnitekram ecivres gninrecnoc sehcaorppa cigetarts eht gniwollof ton fo tluser eht era selcatsbo ehtot seirt yduts siht ,gnikaeps yllareneG erised rieht dna sremotsuc fo deen eht teem hcihw ecivres eht gnireffo fo erus eb
snoitseuq gniwollof eht ot srewsna eht evig:1- ot dettimbus ecivres knab eht fo ytilauq enif eht no gninnalp gnitekram cigetarts eht fo tcapmi yna ereht sI
sremotsuc ? 2- rof gninnalp cigetarts swollof tnemeganam knab eht nehw ecivres gniknab poleved dna evorpmi ot elbissop ti sI
ecivres gniknab gnitekram?3- sa rof sa tnempoleved rieht ni etubirtnoc ecivres gniknab ot detaler ytilauq eht enimreted hcihw snoitarepo eht oD
sremotsuc eht gniyfsitas fo seitinutroppo eht ecrofnier yeht?4- gniknab rieht ni gninnalP cigetartS gnitekraM eht rof gnitpoda dna sknab deiduts neewteb secnereffid ereht oD
snoitarepo? 5- secivres gniknab eht rof gnitneserp rieht ni sknab deiduts neewteb secnereffid ereht oD ?
:
.
: :
1. 2.
3. 4.
5. : :
1. : .
-
/ 5102/7/9
51/2 59345=di?php.tnirp/ofni.tabatik.www//:ptth
2. : . :
:
1. . 2. .
3. . 4. .
: :
1. .
2. .
3. : .
:
.:
: . .
. . :
:
1102.
)05(
)05( 1102/4/81 1102/5/81 . )69%( . )1-1( :
1. )83%( )26%( .
2. )82-04( )02%( )14-05( )74%( )15-( )33%(
. 3.
)96%( )82%( )3%( . 4.
)12%( )03%( )94
. 5.
)1-1 ( )01-( )8%( ) 01-02( )01%( ) 02-03( )46%( ) 03- ( )81%(
-
/ 5102/7/9
51/3 59345=di?php.tnirp/ofni.tabatik.www//:ptth
. 6.
)1-1( )5- ( )04%( ) 5-01( )22%(
) 01-02( )03%( ) 02- ( )8%(. )1-1(
)(
71 83% 33 26% 05 001%
82-04 14-05 15-
9 %02 52 %74 61 %33 05 %001
03 %66 81 %82 2 %3 05 %001
41 %12 01 %03 62 %94 - - - - 05 %001 01- 01-02 02-03 03
4 %8 5 %01 23 %46 9 %81 05 %001 5- 5-01 01-02 02-
02 %04 11 %22 51 %03 4 %8 05 %001
: ) (
: )( )1-2( )( :
1. )97%( )12%(.
2. )57%( )91%( )6%(.
3. )16%( )93%(.
4. )1-2( )15%( )63%(
)31%(.5.
)5 -( )22%( ) 5 -01( )44%( ) 01 - ( )43%(.
6. )1-2( )86 %( ) ( )( )02%( )21%(
.
-
/ 5102/7/9
51/4 59345=di?php.tnirp/ofni.tabatik.www//:ptth
)1-2( )(
14 %97 9 %12 05 %001
73 %57 11 %91 2 %6 05 %001
41 %71 7 %22 6 %51 21 %42 7 %41 4 %8 05 %001
02 %15 52 %63 5 %31 05 %001
5- 5-01 01-
11 %22 22 %44 71 %43 05 %001
01 %02 6 %21 43 %86 05 %001
: ) (
: :
: :
)naitsirK( 0191 )
2002 19(.
)0002 111(. ) 2002 3( )172:2991,notnatS ( " " ) 4991 69( "
" )78,9991,niffirG( " ". )2002 29( " ".
. " " .)76:2891,nikraM( )66:5991,eevoB.L( "
"
. )8891 725(.
-
/ 5102/7/9
51/5 59345=di?php.tnirp/ofni.tabatik.www//:ptth
: 1. .
2. . 3. .
: :
1. . 2. .
3. . 4. .
5. . 6. .
7. . :
. .
)2002 91( )enuhT ,esuoH( )181 (
. )9991 44( )672 :4002,nilknarF( :
1. . 2. .
3. . 4.
. 5. .
6. . :
)4002 43( : 1. .
2. . 3. .
4. . 5. .
6 . .
7. )( . 8. .
: )2002 02(:
1. - .
2. .
3.
-
/ 5102/7/9
51/6 59345=di?php.tnirp/ofni.tabatik.www//:ptth
.
4. .
5. .
6. .
: :
) 3991 83(
. )816:0891,edirP( . .
:
) ( .
1. . )0002 07( "
". )9991 45(
. . . .
. . . .
: )84:4991,elyoD( . .
. . . .
. . )33,8991,la te yelooH( .
. : . . : .
. : . . : .
. : . 2.
)4002 25(.
-
/ 5102/7/9
51/7 59345=di?php.tnirp/ofni.tabatik.www//:ptth
)052,6991,rotcorP( " " )121,6991,roltoK( " ".
) 9991 33( " ) 3002 13( "
". 3.
) 9991 52(.
) 3991 801( " " ) 0002 514( "
". )8891 965( )( :
. . . .
. . . .
. . . .
. .4.
)3002 6( .
)4991 31( . )4002 04( .
) 4002 831( 5.
. )5991 301
: . : .
. : . . : .
. : . . : .
: ) (
:
:
)1-2( : )2-1(
-
/ 5102/7/9
51/8 59345=di?php.tnirp/ofni.tabatik.www//:ptth
F 2R 5B 4B 3B 2B 1B
908.0*)651.3( 280.0
)913.0( 826.0*)178.1( 946.0*)259.1( 560.0
)763.0( 69.0 113.072 652.2 009.0*
)062.3( 132.0)438.0( 635.0*)807.1( 357.0*)301.2( 901.0
)765.0( 69.0 745.132 652.2 656.0*)403.2( 810.0)460.0( 472.0
)559.0( 376.0*)328.1( 490.0
)774.0( 69.0 334.712 652.2 427.0*
)098.1( 451.0)104.0( 333.0
)468.0( 448.0*)107.1( 121.0
)354.0( 29.0 770.611 652.2 64.0*)157.1( 011.0)214.0( 742.0)129.0( 688*
)365.2( 735.0*)877.1( 69.0 796.842 652.2
44.5(fd P 05=N( ) T( :
)2-1( )F( )113.072( )652.2( )69.0( )2R( )50.0( )44 5
)( )T( )908.0( )T( )651.3( .
) 753991( . )F( )745.132( )69.0( )2R(
)( )T( )09.0( ) )062.3( .
)F( )334.712( ) )69.0( )( )T( )376.0( )T( )
. )F( )770.611( )2R
)29.0( )( )T( )448.0( )T(
-
/ 5102/7/9
51/9 59345=di?php.tnirp/ofni.tabatik.www//:ptth
)107.1( )54.P,0002,snevarG(
. )F( )796.842( )2R
)69.0( )( )T( )688.0( )T( )365.2 )776.1(.
. :
.
)3(. 1.
)2-2( )031( )042.4( )418.0( )061.4( )700.1( )067.3( )902.1( )028.3( )086.3( )378.0
)538.0( . )252( )061.4( )338.0(
)040.4( )288.3( )067.3( )002.3( )428.0( )399.0( )709.0( )414.1( . )4-5( )3( )029.2( )008.2( )3(
. )405( )046.2(
. )001( )040.4( )048.3( )008.3( )067.3( )
)825.0( )763.0( )094.0( )215.0( )686.0( . )278.3( )968.0( )656.3( )827.0( )466.3( )377.0( ) )196.0( )802.3( )599.0( )006.3( )118.0( )
)219.3( )849.0( )3( )840.3( )766.0(. 2.
)2-2( )211( . )025.3( )071.1( )000.3( )948.0(
)046.2( )510.1 ( )061.3( )487.0( ) )619.0( .
)4-5( )851023462 523( )023.4)042.4( )025.4( )766.4( )538.0( )709.0( )046.0( )695.0( )000.4( )
)069.3( )762.4( )847.0( )487.0( )428.0( )321.1( . )352.4( )038.0( )677.3( )058.0( )065.3(
)358.0( )776.3( )908.0( )588.3( )978.0( . )523)042.4( )549.0 ( )211( )
)749.0( )038.3( )448.0( )006.3( )118.0( .
)2-2(
)031( 061.4 700.1 042.4 418.0 086.3 538.0 028.3 378.0 067.3 902.1 219.3 849.0
-
/ 5102/7/9
51/01 59345=di?php.tnirp/ofni.tabatik.www//:ptth
)252( 040.4 428.0 067.3 709.0 061.4 338.0 288.3 399.0 002.3 414.1 808.3 499.0 )3( 004.3 008.0 029.2 697.0 021.3 567.0 000.3 382.0 008.2 396.0 840.3 766.0 )405( 027.3 481.1 025.3 557.0 065.3 149.0 046.3 497.0 046.2 579.0 614.3 039.0 )001( 040.4 825.0 048.3 763.0 008.3 094.0 067.3 215.0 046.3 686.0 618.3 615.0 278.3 968.0 656.3 827.0 466.3 377.0 026.3 196.0 802.3 599.0 006.3 118.0
)211( 025.3 071.1 000.3 948.0 046.2 510.1 061.3 487.0 040.3 619.0 270.3 749.0 )462( 023.4 538.0 029.3 697.0 067.3 585.0 008.3 236.0 00.4 847.0 069.3 917.0
)023( 042.4 709.0 000.4 948.0 088.3 259.0 008.3 498.0 061.4 487.0 610.4 778.0 )851( 025.4 046.0 069.3 266.0 023.3 337.0 065.3 408.0 069.3 428.0 468.3 337.0 )523( 766.4 695.0 000.4 590.1 002.4 089.0 760.4 929.0 762.4 321.1 042.4 549.0
352.4 038.0 677.3 058.0 065.3 358.0 776.3 908.0 588.3 978.0 038.3 448.0: .
)2-3( .
)2-3(
)031( 2 1 5 4 3 )252( 2 4 1 3 5 )3( 1 4 2 3 5 )405( 1 4 3 2 5 )001( 1 2 3 4 5 1 3 2 4 5
)211( 1 4 5 2 3 )462( 1 3 5 4 2 )023( 1 3 4 5 2 )851( 1 3 5 4 2 )523( 1 5 3 4 2
1 3 5 4 2 :
)2-4( )523 ( )3(
.
)2-4(
1 )523( 042.4 549.02 )023( 610.4 778.03 )462( 069.3 917.04 )031( 219.3 849.05 )851( 468.3 337.06 )001( 618.3 615.07 )252( 808.3 499.0
-
/ 5102/7/9
51/11 59345=di?php.tnirp/ofni.tabatik.www//:ptth
8 )211( 270.3 749.09 )405( 614.3 039.0
01 )3( 840.3 766.0 :
)3002,repooC( ) (
. :
.
)3(.
)2-5(
)031( 084.3 009.0 044.3 961.1 002.3 089.0 086.2 873.1 004.3 498.0 042.3 460.1 )252( 002.3 008.0 048.2 429.0 088.2 256.0 088.1 368.0 004.3 236.0 048.2 577.0 )3( 023.3 538.0 061.3 480.1 080.3 198.0 008.2 653.1 002.3 008.0 211.3 399.0 )405( 146.3 497.0 046.3 348.0 086.3 337.0 086.2 840.1 021.4 567.0 255.3 738.0 )001( 082.3 106.0 044.3 357.0 061.3 487.0 008.2 661.1 084.3 557.0 232.3 218.0 483.3 687.0 403.3 459.0 002.3 808.0 865.2 261.1 025.3 967.0 591.3 698.0
)211( 067.3 056.0 084.3 349.0 082.3 411.1 063.2 988.0 029.3 548.0 063.3 888.0 )462( 018.3 236.0 046.3 497.0 006.3 396.0 029.2 262.1 027.3 677.0 635.3 138.0 )023( 069.3 266.0 063.3 988.0 027.3 069.0 067.2 709.0 088.3 259.0 635.3 478.0 )851( 069.3 266.0 008.3 008.0 065.3 736.0 086.2 422.1 046.3 510.1 825.3 868.0 )523( 148.3 763.0 027.3 227.0 048.3 345.0 046.2 247.0 021.4 526.0 236.3 506.0
668.3 595.0 006.3 038.0 006.3 987.0 276.2 500.1 658.3 348.0 815.3 318.0 : .
1. )2-5( )405( )146.3( )497.0 ( )252( )002.3( )008.0( . )405( )046.3( )348.0( )252 ( )048.2( )429.0 ( )031( )001( )044.3(
)3( )061.3( )480.1(. )405( )086.3( )337.0( )252
)088.2( )256.0( . )2-5 ( )001( )008.2( )252( )088.1( . )405( )021.4( )567.0( )3( )002.3( )008.0 ( )031( )252( )004.3(
)498.0( )236.0( . )405( ) )738.0( )252( )048.2( )577.0( . )
-
/ 5102/7/9
51/21 59345=di?php.tnirp/ofni.tabatik.www//:ptth
)698.0(. 2.
)2-5( )851 ( )069.3( )266.0( )211( )067.3( )056.0 ( )851( )008.3( )008.0( )023( )063.3( )988.0(
. )523( )048.3( )345.0( )023( )027.3( )
)462( )006.3( )396.0( )851( )065.3( )736.0( )211( )082.3( )411.1( .
)2-5( .
)523( )021.4( )526.0( )851( )046.3( )510.1(
)523( ) )506.0( )211( )063.3( )888.0( )
)318.0( )591.3( )698.0( . )2-6(
)031( 1 2 4 5 3 )252( 2 5 3 4 1 )3( 1 3 4 5 2 )405( 3 4 2 5 1 )001( 3 2 4 5 1 2 3 4 5 1)211( 2 3 4 5 1)462( 1 3 4 5 2)023( 1 4 3 5 2)851( 1 2 4 5 3)523( 2 4 3 5 1 1 4 3 5 2
: )2-6( .
)2-7( )523 ( )252( .
)2-7(
1 )523( 236.3 506.0
2 )405( 255.3 738.03 )462( 635.3 138.04 )023( 635.3 478.05 )851( 825.3 868.06 )211( 063.3 888.0
7 )031( 042.3 460.18 )001( 232.3 218.0
-
/ 5102/7/9
51/31 59345=di?php.tnirp/ofni.tabatik.www//:ptth
9 )3( 211.3 399.001 )252( 048.2 577.0
: )3002( )3002( ) ( ) (
.
)2-8( . )2-8(
038.3 448.0 815.3 318.0 006.3 118.0 591.3 698.0
:
:
1. .
2 . .
3. ) (
4. . 5.
. 6.
. 7.
. 8.
. 9.
.
: :
1. .
2. .
3.
-
/ 5102/7/9
51/41 59345=di?php.tnirp/ofni.tabatik.www//:ptth
.4.
. 5.
. 6 .
: . .
. .
. ) ( .
:
1. )4991( . 2. )4002 (
. 3. )4002(
. :
1. )3991( " " )( . 2. )0002(" " .
3. )0002( " " 26-22.
4. ) 3002( " " 37 .
5. )3002( " " .
6. )3002 ( " " .
7. )3002( " " - .
8. )2002( ) (, " " 88 42 .
9. ) 3002( " " 29- 52 .
: 1. )8891( ) ( 1 .
2. )4002( ---1 . 3. )0002( 1 .
4. )0002( -- . 5. )4991( : 1 .
6. )9991( 2 . 7. )9991( 1 .
-
9/7/2015 /
http://www.kitabat.info/print.php?id=54395 15/15
. 1 " " (2000) .8. " " (2004) .9
. " " (1997) .10 . 3 (2002) .11
. (1999) . . .12 . 1 (1995) .13
. 2 (2002) .14 . 1 (1995) .15
. 2 (2003). .16 . 1 (1999) .17
REFERENCESA. ARTICLES
Cooper, Lee, (2000), Strategic Marketing Planning for Radically New Products, Journal of Marketing, New .1. York. Jan
Gronroos,C. (1998). A Service Quieted Approach to marketing of Services, European Journal of Marketing, .2. (12(8
B. BOOKS.Doyle, Peter, (1994). Marketing Management and Strategy. Prentice-Hall. USA .1
.Griffin, R.W.(1999). Management, 6th Ed. Boston, Houghton Mifflin .2Hooley, Graham J. Saunders, John A and Pievy, Nigel F. (1998).Marketing Strategy and .3
.Competitive Positioning, 2nd Ed, Prentice-Hall Europe, EnglandKotler, Philip, (2000), Marketing Management, 5th Ed, Prentice-Hall International Inc USA .4
.L. Bovee, Courtland, etal, (1995). Marketing, 2nd Ed. McGraw-Hill. Inc. USA .5Markland, Robert E, (1995). Operations Management: Concepts in Manufacturing and .6
.Services, West Publishing CompanyPride, William, M.&Ferrell. O.C, (2003). Marketing Concepts and Strategies. Houghton Mifflin .7
.Company. USAProcter, T. (1996). Marketing Management Integrating Theory & Practice International, .8
.Thompson Publishing Company, New York
.Stanton, William, J.(1992) . Fundamentals of Marketing, 7th Ed, McGraw-Hill, Inc, USA .9C. INTERNET
.Franklin, Bemjamin, (2004), Writing the Stragic Marketing Plan .1
http://www.kitabat.info/subject.php?id=54395:2014/11/28:
2015/09/7: