:

-43-

:

:


)(1
.
- :
-1

).(2
-2




) .... (3 .
-3
).(4


.



.

M. J. Baker, op.cit., 2000, p.p. 76-77.

S.Schoeffleri; et.al.,op.cit., 1974, p.p. 137-145.
K. Fletcher and S.J. Hart, op.cit., 1989, p.p. 55-67.
H. Wilson and M. McDonald, op.cit., 1994, p.p. 249-269.

)(

)(

)(

)(

-44-

: :

) (1


.


(1) :
) (2 ) (3
) (4 )(5
.

:
-1


.

:

-1/1 :


.

)(

See for example :- L.C. Harris, Initiating planning: The problem of entrenched cultural
values , Long Range Planning, Vol. 32, No. 1, 1999, P. 118.
- V.Gerson, op.cit ., 1998, P.41.

-45-

. ) (3/1
.

)(3/1

.
- 1/1/1 :


...



.





...


).(1
)(

P.Kotler and G. Armstron, Principles of Marketing (Pearson Education,

Inc., 2006), p. 65.

-46-

- 1/1/2 :


).(1




) (2
)( .
- 1/1/3 :

) .(3



).(4




).(5
- 1/1/4 :



)(

)(

Idem.
D.A. Aaker, Strategic Market Management (John Wiley & Sons, Inc.,
2000), p. 42.
3
)(
W.J. Stanton and et. al., op.cit., 1994, p. 46.
)( 4 ) :
(2006 /2005 .52
)(
5
See for example :
M. Yunggar, Environmental scanning for strategic information: Content
analysis for Malaysia, Journal of American Academy of Business, Vol.6,
No.2, 2005, p. 324.
) : (2004/2005 .62 -61

-47-

).(1


.
- 1/1/5
.

...
.

) (3
.
).(4
)(2

-1/1/6 :

.




.
-1/2 :

... .


.
) (3/2
.
)(

)(

P. Kotler & G. Armstrong, op.cit., 2001, p. 89.

W.J. Stanton., op.cit., 1994, p. 53.
)(
P. Kotler, Kotler on Marketing : How to create, Win, and Dominate
Markets (the free press, 1999), p. 194.
)(
& G. Armstrong, op.cit., 2006, p. 182

-48-

)(3/2

-1/2/1

) (


.

).(1
-1/2/2 :


) .(2

) .(3
The quality of life
"
)(

See for example :

- Ibid., p.p. 44-45.
- P. Kotler, op.cit., 1999, p. 193.
)(
W. J. Stanton, op.cit., 1994, p. 47.
)(
Idem.

2
3

-49-

" " "Not more- but butter

).(1
- 1/2/3 :



"
" creative swiping
)(2
.
)(3
)(
.


).(4
-1/2/4
) (
) ( )
( ...
.
.


)- :(3/3

1
)(

Idem.
)(

D. Adcok, Marketing Strategies for Competitive Advantage (John wiley

& Sons, LTD., 2000), p.p. 49-50.
)(
Ibid., p. 50.
)(
P.Kotler, op.cit., 1999, p. 193.

3
4

-50-

)(3/3

-51-

.


.
-2




.

) .(1

.



) (2


.
-2/1

)(3

-:

-2/1/1


.

.
P.Kotler, op.cit., 1999, P.193.
Ibid., P. 36.
Ibid., P.P. 37-41.

)(

)(

)(

-52-

(1) :
(2) (3)
.
-2/1/2


(1) :


(2)


(3)



.
-2/1/3



.
(1) :



...) .
(2



.

-53 -2/2

) (1) - :(1 (2)
(3)
(4)
(5)
(6) (7)
(8) (9)
(10) (11)
(12)
(13) (14)
.....

) ( )
.... (.
- 2/3

):(2
-2/3/1 :

)(
.

.
-2/3/2

)(
.


.
-2/3/3
)(

)(

P.Kotler, Marketing Management(Prentice Hall, 2003), P.P. 115-116

K.H.wathne & J. B. Heide, Opportunism in interfirm relationship:
Forms, Outcomes and Solution, Journal of Marketing, Vol. 64, No.4, 2000,
p. 41

-54-

.

.
-2/3/4




.

:

.


.

-55-

.
)*(.
-3


) .(1
)-:(2
-3/1 Primary objectives


.... .
3/2 Targets of opportunity
objectives

)**( ....
.

3/3 Functional objectives

:
)

*(






)( ) : (2005
.78
2
)(
N.Paley, How to develop a strategic marketing plan : A step-By - step
guide (St.lucie press, 2000), P.P. 54-59.
**(
)
( )
() (59

-56-

3/3/1 Product objectives

)
(

) ( ) (
) ( ...
3/3/2 Nonproduct objectives
(1) : )


.... ( (2) )

.... ( (3) )

((4)
)

( (5) )
24
( (6)
)
( (7) )

( (8)
) ((9)
) (.





.


.

-57-

.
-4 :

.
):(1

) (3/4 :

-1

-1

Market- scope strategy

-2

. strategies

-2

Market Entry strategy

-3

Solutions

Information strategies

-1

Intensive growth strategy

-2
Integrative growth strategy
)(

See for example:

- C.S. Dev and D.E. Schuttz, In the mix, Marketing Management, Jan.,
Feb. 2005, p.p. 20-24.
- P.Kotler & G.Armstrong, op.cit., 2004, P. 574.
- M.R. Solomon & E.W. Stuart , Marketing : Real People, Real Choice
(Prentice- Hall, 2003), P.P. 232-513.
- D.A. Aaker, op.cit., 2001, p.p. 172-180.
- C.Malburg, Competing on costs : Increase value through low cost
leadership. Industry Week, Vol. 249, Issue 17, 2000, P.P. 31-32.
- R. Veliyath & E.Fitzgerald, Firm capabilities, Business strategies, Customer
preferences and Hypercompetitive arenas: The sustainability of competitive
advantages with implication for firm competitiveness, Competitiveness
Review, Vol. 10, Issue 1, 2000, P.P. 56-83.
- S.C. Jain, Marketing Planning and Strategy (south-western pub., 1993), P.P.
357-535.
2005 .86-84 : ) :
(2000 .87-43

-58 -3
Value strategies
-4

Market dilution strategy

Access strategies

)(3/4

:

: ) (SIVA




.



)
(.

.


.


.


).(1

4P's



C.S. Dev and D.E. Schultz, op.cit., 2005, p. 20.

)(

-59-

"
"P
people process physical
facilities

).(1



.


.

).(2

" " " "
. ""



) (3
) (4 )- :(3/5

/
/

)(3/5

) (3/5

.
)(

See for example :

- Idem
=
) : (2006 /2005 .196 -195
2
)(
C.S. Dev and D.E. Schcltz, op.cit., 2005, p. 20.
3
)(
Ibid., pp. 20-21.
4
)(
Ibid., p. 21.
1

-60-

.



.
" "
"
"
) (1
) (2 ) (3/6
:

- :

)(3/6

) (3/6


/

Ibid., p.p. 20-21.
Ibid., p. 21.

)(

)(

-61-

/ ).(1




)(2
.



: solutions Information
value Access
".(3) "SIVA
-:
-1 Solutions
:

/

.







).(4

)(

Idem.
Ibid., p. 20.
)(
Ibid., 21.
)(
See for example :
- Ibid., 21-22.
- G.A. Churchill & J. P.Peter, op.cit., p.276.
)(

1
2
3

-62-

Mckinsey Quarterly

.%7- %3



. IBM
"
" " " ).(1




.
-2 :
:


.
) ...
( .


) (


)(2
.







C.S. Dev and D.E. Schcltz, Op.cit., 2005, p.p. 21-22.
Idem.

)(

)(

-63-

Word of Mouth
) Marketing (


Chat Rooms

).(1

) (

.SIVA
-3 :
:






%20-%15





)
.... ( )
...(


).(2


Ibid., p.p. 22-23.
Ibid., p. 23.

)(

)(

-64-

) (1

).(2


.

)
(.
-4
:


) (3
.





) (4
)- :(5
: .
.
) (6 )3
(/7 SIVA :

) (2

2005/2006 .256-254
2
)(
C.S. Dev and D.E. Schcltz, Op.cit., 2005, p. 23.
3
)(
Ibid., p.24.
4
)(
Idem.
5
)(
Idem.
6
)(
Ibid., p. 23.

-65-

)(3/7

:

) (3/7






.

-66-

:
-1 Solution strategies
)- : (1
-1/1 Solution-positioning strategy

.


.



.


.
-1/2 Solution- Repositioning
Strategy


.



.
:
.
. .
)(

See for example :

- C. Malburg, op.cit., 2000, p.p.31-32.
- R.Veliyath & E. Fitzgerald, op.cit., 2000, p.p.56-83.
- S.C. Jain, op.cit., 1993, p.p. 381-535.

-67-

-1/3 A multiple solution strategy

.


.
-1/4 Customized solution
strategy


.
.

.
-1/5 Differentiation strategy

.



.
:


.
-1/6 New solution strategy

Solution
improvement strategy solution
imitation strategy solution innovation
.strategy
.

-68-

.
.
-1/7 Diversification strategy

)) :(1(
) Concentric diversification strategy
(
)( Horizontal diversification
) strategy
() (
) Conglomerate diversification strategy
(.
:
/



.

)(

.
-1/8 Value marketing strategy


... .




...
.
:

1

)( 2005 .86-85

-69-

.
-2 :

.
/


:
).(1

:




).(2



:
-2/1
High involvement communications strategy






)(

)(

B.A. Weitz & R. Wensley, Handbook of Marketing (SAGE Pub. Ltd., 2002), p.
283.

See for example :

- P.J. Kitchen, Marketing Communication: Principles and Practice
(International thomson business press, 1999), p. 253.
- G.A. Churchill and J.P. Peter, Op.cit , 1998, p.p. 444-447.

-70-

).(1
(1) :



(2)

) ( .

. Two-way


Chat Rooms ..).(2
-2/2
Low Involvement communications strategy



.


).(3

.
one-way

).(4
-2/3
)Integrated Marketing communication (IMC
)(

P. Doyle, Value-Based Marketing (John Wiley & Sons, Ltd., 2000),

p.p. 303-315.
)(
Idem.
)(
Idem.
)(
Idem.

2
3
4

-71-

:


) .(1
(1) :

) (2
(3) (4) .


).(2
)
(





).(3
-3



) .(4

:


).(5

P.J.Kichen, op.cit., 1999, p. 256.

Ibid., p. 452.
)( 2005 /2004 .419 -395
G.A.Churchill and J.P. Peter, op.cit., 1998, p.334.
Idem.

)(

)(

)(

)(

-72-

.
:
-3/1
New- solution valuating strategies
:
-3/1/1 Skimming valuating
strategy



.
)(1
:
.

.
.
:

.
-3/1/2 Penetration valuating
strategy

.
)- :(2
. .
W.J. Stanton and et.al., op.cit., 1994, p. 335.
Idem.

)(

)(

-73-

.
.

.
-3/1/3 Trial valuating
strategy

.

).(1
-3/1/4
Value valuating strategy
)(


)
(
) (2 ) .(3



) (


) .(4


) .(5
.
)(

)(

M.R. Solomon & E.W. Stuart, Op.cit., 2003, p. 380.

G.E. Smith and T. T. Nagle, How much are customers willing to
pay?, Marketing Research, Vol.14, No.4, 2002, p. 22.
)(
C. Stedman, Value-Based Pricing, Computer World, Vol.34, No. 11,
2000, p.58.
)(
Idem.
)(
Idem.

4
5

-74)(1

-3/2
Established-solution valuating strategies
-3/2/1 Maintaining the value

) ... (


.

.
-3/2/2 Reducing the value



.

.
-3/2/3 Increasing the value

.

.

.
-4





:
S.C. Jain, Op.cit., 1993, p. 466.

)(

-75-

) .(1
:
-4/1 )Vending Machines (2



... .



....
-4/2 Direct Marketing



.
):(3
-4/2/1 Direct selling


.



.

17
.
-4/2/2 Direct Mail



)(

G.A. Churchill and J.P. Peter, op.cit., 1998, p.p. 376-378.

Ibid., p.p. 418-419.
)(
See example :
- Ibid., p.p. 378-422.
) ( ) :
(2005 .359-358
)(

1
2
3

-76-

.



12 .
-4/2/3 Mail order





. Mail order pharmacies
-4/2/4 Telemarketing



.

.


.
-4/2/5 Direct- Action Advertising




.

-4/2/6 On-line marketing

)(

-77-

.







) (1




.


750 2005
276 2001
250000


2000 1999 45

171 2002
1.5
2005 %25
2005

) .(2

):(3
1

)(

2004 .156
)(

2005 .177-176
)( ):
(2005 /2004 .470-467

-78-

-1 %9


.
-2


95
.
%23 %26 %33
.
-3
%48 : %28
%26 %11
) ( %7 %5
%4
%1 .

-79-

.
-4


%82 %18

.
-5 :
%80 %11
%9 %3


.
-6
)(1 )3
.(/1

)( .470

-80 )(3/1

-1
-2
-3
-4
-5

91%
78%
70%
50%
5%

9%
22%
30%
50%
95%

-7
) (1 )- :(3/1

-1
-2
-3
-4
-5
-6

)(3/1

www.Amazon.com

www.Sakhr.com

www.neelwafurat.com

www.14m.com

www.music.master.com
Music master

www.abcsupermarkets.com
ABC

-4/2/7 ... .

-4/2/8 Integrated Direct

Marketing



).(2
1

)(
G.A.Churchill and J. P. Peter, op.cit., 1998, p.p. 421-422.

)(

-81-

)
(
).(1

: :



.

.

P.Kotler & G. Armstrong, op.cit, 2006, p.504.

)(

-82-

):(1
-1 :

.
:
-1/1 )( Total -market
strategy

.

.

.

. ) (3/8
-:

) + + +
(

)(3/8
)(

) (3/8

.

-1/2 )( Multi-market
strategy


)(

See for example :- P. Kotler & G. Armstrong, op.cit., 2004, p. 574.

- M.R. Solomon & E.W. Stuart, op.cit., 2003, p.p. 232-234.
- S.C. Jain, op.cit., 1993, p.p. 357-380.

-83-

.


.


. ) (3/9
-:

)(

)(

)(

)(3/9
)(

) (3/9


.
-1/3 )( Single- Market
Strategy

.
.






)( . )(3/10
-:

-84
)(

)(3/10
)(

) (3/10

.
-1/4 Custom market
strategy





:
.
) (3/11 -:

)(

)(

)(

)(3/11

) (3/11

.
-2 :
)(
.
:
-2/1 First -in strategy

-85-

:

.
-2/2 Early-Entry strategy

.



.

-86-

2/3 Laggard -Entry

strategy

.
.


.
-3 Market dilution strategy

.
:
-3/1 Demarketing
strategy






.
- 3/2
Pruning of marginal markets strategy




.
-3/3 Key- markets
strategy

-87-

.


.
-3/4 Harvesting strategy


.

.
.
.

:

.

.

-88-

):(1
-1
:
-1/1 Market penetration
strategy

.

.
:

)(

.
-1/2 Market development strategy

.



.

-1/3 Solution development strategy

.. .
1

)(
2005 .85-84 - 2000 .50-43

-89-

-2
:
-2/1 Vertical integrative
strategy
:
Backward
) %50
(


.


.
.

forward


.


.

-90-

-2/2 Horizontal integration

strategy


.


.


.
.
-5






)(1
.
:
-5/1


.



.
)(

See for example:- J.M., Pearce & R.B.Robinson, Strategic Management: Formulation,
Implementation and Control (McGraw-Hill, 2000), P.P. 341-346.
- A.A. Thompson and et.al., op.cit., 2005, P.P. 283-304.

-91-

-5/2

) (
.






.
-5/3

.


.
-5/4 :




.

-92-

-5/5 :



) (


.
-5/6

.

)( )(
)(

)
(.
-5/7

) .(1

) (1) :(2

(2)



.


)(3
:
Ibid., P.283.
Ibid., P. 298.
Ibid., P. 295.

)(

)(

)(

-93-

) (1 The unconcerned or non

.issue approach
) (2 The damage control
.approach
) (3 The compliance
. approach
) (4 .The Ethical culture approach
) (3/2
)-:(1
)(3/2

-1

-2

.



"

".

.



.



)
.

.
.

:
) (1

(2)


.

.





.

Ibid., P.P.295-298.

)(

-94-

-3

-4

.




.

.
.
-

.
.

- .

-


.

.





.
- -

.





-
.
.
.
-

-95

: .

) (3/2


.


.
Bribery


/
.


) (1 ) :(3/2
)(3/2

-1
-2
-3
-4
-5 forestry
-6
-7
-8
-9 /
-10
-11

10
)= = 10
(
5.9
5.9
5.9
5.1
5.1
4.9
4.7
4.5
4.3
4.3
4
Ibid., P. 294.

)(

-96-12
-13
-14
-15
-16
-17

3.7
3.7
3.5
2.7
1.9
1.3

) (3/2



1.3
1.9


.5.9


4.3 .
-5/8

.


) .(1



)- :(2
-1

.
-2

.
Ibid., P. 301.
Ibid., P.P. 302-304.

)(

)(

-97-

-3
.
-4
.
-5
... .



.


.

:





) (1
) .(2

.

)(

M.Valos and P.Fitzroy, Strategy implementation for superior marketing

performance, ANZMAC, 2000, P.P. 57-73.
)(
C.H. Noble & M.P. Mokwa, Implementing marketing strategies:
developing and testing a managerial theory, Journal of Marketing, Vol. 63,
No.4, 1999, P.P. 57-73.

-98-

-1 ):(1


(1) :

) (2


.


.






.
" "
).(2


.

(1) :
(2)
(3)
)(

See for example

- Ibid., P.P. 57.
- G.L. Frankwich and et. al., Evolving patterns of organizational beliefs in
the formation of strategy, Journal of Marketing, Vol. 58, No.2, 1994, P.P.
96-110.
- R. Drazin and P.Howard, Strategy implementation : A technique for
organizational design, Columbia Journal of World Business, Vol. 19,
No.2, 1984, P.P. 40-46.
)(
M.D. Hutt and T.W. Speh, The marketing strategy center: Diagnosing
the industrial marketers interdisciplinary role, Journal of Marketing, Vol.
48, No. 4, 1984, P.P. 53-61.

-99-

.




.


.


). (1
- Structural / Organizational
views




.
- Interpersonal process views


.

C.H. Noble & M. P.Mokwa, op.cit., 1999, P. 58.

)(

-100-

.
- Individual level processes


.


.



)-: (1
) (1 .
) (2

) (.
) (3
.
-2

.

) (2
) .(3


:
:
)(

)(

Ibid., p. 58.
C.B. Dobni and G. luffman, Implementating marketing strategy
through a market orientation, Journal of Marketing Management, Vol. 16,
2000, P. 896.
)(
C.H. Noble & M. P.Mokwa, op.cit., 1999, P.57.

-101-

-1 :







).(1






).(2

)( The wall street
"
" .
" " "
" ).(3

)(4

) (3/12 :

)(

C.S. Dev and D.E. Schultz, Simply SIVA, Marketing Management,

Mar., Apr., 2005, p.p. 38-39.
)(
Idem.
)(
Ibid., p.38.
)(
Ibid., p39.

2
3
4

-102-

)(3/12
)(

) (3/12

)- :(1
-1


.
-2

.
-3

.
-4

.



-2 ):(2
-2/1 :

-:
-2/1/1 :




.
Idem.
A.A. Thompson and et.al., op.cit., 2005, p.p. 318-343.

)(

)(

-103-

-2/1/2


....


.
-2/1/3


.
-2/2



.



) .(1
) .(2
:

) .(3

) (1) -:(4 (2)
)( (3)

(4)
M.A. Hitt; et.al., Strategic Management: Competitiveness and
Golobalization (south-western college pub., 2001), P. 106.
)(
S.V. Auken, Resources and relationship: New drivers of marketing
thought, Journal of Economic and Social Research, Vol. 3, No.1, 2001,
P.P. 29-41.
)(
T.L. Wheelen and J.D. Hunger, Concepts in Strategic Management and
Business Policy (Prentice Hall, 2004), P.P. 82-83.
)(
C. Gidley, Seven considerations for building an efficient, effective
marketing budget, Of Counsel, Vol.23, No.2, 2004, P.P.12-14.
)(

-104-

(5)
(6)

(7) .
-2/3


:


.
.
.
-2/4


.
" "
) .(1
: Business Process Reengineering
Total Quality Management
Quality Function Deployment
.(2) Competitive Benchmarking
-2/5


.
(1) :

)(

A.A. Thompson and et .al., op.cit, 2005, P. 349.

see for example :- Ibid., P. 351.
- J.N., Pearce & R.B. Robinson, op.cit., 2000, P.P. 359-431.
)(

1
2

-105-

.

(2)





.
-2/6


.

(1) :
(2)

(3)

(4)

(5)

(6)
(7)


... (8) .
-2/7



) .(1


A.A. Thompson and et.al., op.cit., 2005, P.369.

)(

-106-

) .(1



.

) (

).(2

)-:(3
-2/7/1


.
-2/7/2
.
-2/7/3

.
-2/7/4

.
:







).(4
)(

)(

D.A. Aaker, op.cit., 2001, P. 299.

K.Mc Manus, The Challenge of changing culture , Industrial
Engineer, Vol.35, Issue 1, 2003, P.P. 18-19.
)(
A.A. Thompson and et al., op.cit., 2005, P.P. 379-380.

-107-

- 2/8
)
)*((
) (1
) - :(2


.

)(

T.Charlton, To fix a business, change the culture, Business Week

Online, 2002, P.N. PAG.
) *(




.
1
)(
W.M.Guillot, Strategic Leadership, Air & Space Power Journal, Vol.
17, issue 4, 2003, P.P. 67-75.
)(
2
A.A. Thompson and et.al., op.cit., 2005, P. 391.

-108-

) (1) - :(1


(2)



(3)




(4)

(5)

(6)
.




.

:





) .(2
Ibid., P.P. 391-398.
P.Kotler, op.cit., 2003, P.P. 684-685.

)(

)(

-109-

) (1
- :
-1 Premise control


.
.


.
-2 Strategic surveillance

.




.
-3 Implementation control

.
:
-3/1


-3/2

:


)(

S.D. Julian; E. Scifres, An interpretive on the role of strategic control

in triggering strategic change, Journal of Business Strategies, Vol.19,
No.2, 2002, P.P. 141-146.

-110-

..... .
-3/3


).(1
-3/4

.
-3/5




.....
-3/6





......

M.R.Solomon & E.W. Stuart, op.cit., 2003, P.P.51-52.

)(

-111-

:
-1 :




:
)
(
.

.
-2 :

:
:

:



.
-3 :
:
.