- 1 :

Kotler & Armstrong

Armstrong

&

Kotler

( )
.
.

.
.

:
.

Planning Mode

. .
.

Mode

Evolutionary .

Johonson & Scholes

: Corporate Strategy

Competitive Strategy Or Strategic

Business Unit

: . Operating Strategy

. .
( )

.
- 2 :

(Customer,

)Competitors, Corporation .

Source: R.Wensley, The Basics of Marketing Strategy In M. J. Baker ed., The Marketing Book, 4th ed.
(New Delhi: Viva Books Private Limited, 2000), P. 19.

:
-

)(SWOT

- .

Michel Marchesnay

).(Buts & Objectives

Marchesnay

: .

Goals

( )

Objectives

- 3 / :Corporate Mission

. :

. :

Joe G. Thomas

G. Bosman

: .
"

".

H. Igor Insoff

-1 :

Sharplin

& J. G. Bosman & A. Phatak

()5

.R. A. Comerford & D. W. Callaghan

)(SBUs

A.

()1

George S. Day

Strategic Business Unit

()2

:
- ( ).

( ). - ().

.
.strategique

Macro- segmentation

) .

Domaine dactivit

Segmentation

Abell

: 1 ( 2 : )2006 .
.89

- .

- Solution -Market .

( )

Source: D. F. Abell, Defining the Business: The strategy Point of Strategic Planning (New York: Prentice Hall, 1980). Cit
par Lambin & Chumpitaz, Marketing stratgique et oprationnel, 5 me dition (Paris: DUNOD, 2002), P. 157.

R. Calori et G. Petit

- 1

- 2 ( )
.

- 3
.

- 4

SBU

. .

Zerox

.
.

Synergy

:2 :

)1 ( : )2 (

)3 ( )4 (
)5 (

P. Joffre et G. Koenig

K. Ohmae

( Corporate Customers )Competitors

.

()1

.
11

. :

Matsuchita

. (
) :

.
.

Source: M. E. Porter, Competitive Advantage (New York: McGraw- Hill Book Ltd., 1985), Translated by
P. De Lavergne, LAvantage Concurrentiel (Paris: InterEditions, 1986), P. 15.

.
( ) .

Strategor

) .
( ) .

: 1 ( 2 : )2006 .157 .

: . K. Cool & I. Dierickx

bouche oreille

Le

( )Les facteurs-cls de succs

: .

. .

- .

.
.

.
.

James Moore

( )1996

Leadership & Strategy in the Age of Business Ecosystems

.Co-opetition & Ecosystemes & Co-evolution

Moore

Microsoft

: .

.
.

W. Astley

les communauts stratgiques

Benavent

Disney, McDnald & Coca-Cola

Source: C. Benavent, Les Ntic et le marketing stratgique: les enjeux de la comptition (source lectronique).

. :

. .

" ".

:3 :
.

.Market Segmentation 1923-1920 %55

.%12

Wendell Smith

.
. Micro- segmentation
/ .

.

Y
/

X
X3

X2

X1

X13

X12

X123

X122

X11

X121

Source: Lambin & Chumpitaz, Marketing stratgique et oprationnel, 5 me dtion (Paris: DUNOD, 2002), P.162.

.Attributes

Marketing

:Mass

( ) Pull

.)Push

Mass Selling

:Target Marketing

/ :

/ :

.
.

M. Evans


General Level

Domain-Specific Level

Level

Specific

: (

(
) . .

( )

Shapiro & Bonona .

:

. :
.

:
.

.
.

.
:

Undifferentiated Marketing

Differential Marketing

Concentrated Marketing

).

Hyper Segmentation

contre-

segmentation -.

() .

:
.

A1
A 2
A3
B1
B2

C1

C2
C3

C3

Source: Lambin & Chumpitaz, Marketing stratgique et oprationnel, 5 me dition (Paris: DUNOD, 2002), P. 177.

( ) .

Lambin & Chumpitaz

. :

.
.

Tarring & Pinning

Megamarketing

.
:

- .

. .

H. Takeuchi & M. E. Porter

( ) .

.

Strategic Alternatives

Henry Mintzberg

Ps

Five

Position

Plan

Ploy

Pattern

.Perspective

.
.

.
.

: :

:1:

( )

( )

.
.

. :

. :
.

Bidding

Outsourcing

)Competitive

:2

Diversification

. : .

.
.

Calori & Harvatopoulos

( )
. :
.

Extension

Deployment

Redeployment

Relays

Source: R. Calori & Y. Harvatopoulos, Diversification: les rgles de conduite, Harvard- lExpansion, Vol- 48 ( ) PP. 48-59. Cit par J-J.
Lambin et R. Chumpitaz, Marketing stratgique et oprationnel: du marketing
lorientation march, 5me ed. (Paris: DUNOD, 2002), P. 273.

( )
().

:3:

.
.

.
:

- :

&

Wheelen

Strategies

Growth

Hunger

Retrenchment

- :

Offensive Strategies

Defensive Strategies

Prospective Strategies

Mixed Strategies

Analytical

Strategies

Reactive Strategies
.

: Competitive Strategy
.

Co- Operative Strategy

Strategy

Tranquility

Coalition Strategy

Strategy

Withdrawal

: Business Strategies :Competitive Strategies

( )
.

: .

- :Leader Strategy

. .

. :
.

.
.
- :Challenger Strategy

).

.
.

- :Follower Strategy

. Hamermes & Anderson & Harris

.
.

Pioneer G. S. Carpenter & K. Nakamoto

S. P. Shnaars " "

.Imitate and Improve

- :
.

.
.

.
.

. .

:1 :Lower Cost Strategy

.
.

.
:

Source: G. Marion & D. Michel, Marketing: Mode dEmploi (Paris: Les ditions d'Organisation, 1990), P. 127

:2 :Differentiation
.

. :
.
:3 :Focus

.
.

( )

.
.
/ /

( )

( )

( )

( )

( )

Source: Charles W. L. Hill and Gareth R. Jones, Strategic Management: An Integrated approach (Houghton
Miffin Company, 1998), translated by
: 1 ( 2 : )2006
.309.

: .

.
.

Source: Charles W. L. Hill and Gareth R. Jones, Strategic Management: An Integrated approach (Houghton
Miffin Company, 1998), translated by
: 1 ( 2 : )2006
.196.

: .

Source: Charles W. L. Hill and Gareth R. Jones, Strategic Management: An Integrated approach (Houghton
Miffin Company, 1998), translated by
: 1 ( 2 : )2006
.212.

. :
.

: :Functional Strategies

.

.
.

""

. .

( )

.
)Time

JIT

(Just

.In

.
.

. .

.
.

.
. .

:Strategic Decision Making

.
.

Audit

.Diagnostic .

Martinet

.
.

SWOT

: :

.
.

:1

Stakeholders

. ( (Goals
.

Marchesnay

:
.
.

Stakeholders

. :

.
.

Freeman

:2

Macro-Environment

Hitachi

Texas & Renault- Nissan

.Instruments- :

.
.

IBM

1971 .

Microsoft & Compaq & Dell Computer

& Intel

( ) (

) .

.

( )

: :

.
.

SWOT

:1

( .)Synergies

:1965-1955

LCAG

.Harvard

:1980-1965 BCG I ADL

McKinsey

:1984-1980 .Thomas Peters & Robert Waterman

- -1984 :

McKinsey

PorterBCGII

: .Benchmarking

.
.

.

.

.
:

.
.

Barney

Grant

.1 .

.2 ( )
.
.

.3
.

.4

.5 .

- :Benchmarking

Benchmarking

)(Photocopieurs

Xerox

Rank

1975

Ricoh, Sharp

Canon,

( )1982-1976 %82 .%41

.

( ) 1979
"

The Best Practices

.
.

.
:

. . - .

- .

.
.

:2 :

( )
.

Hamel & Prahalad

. .

.
.

Thompson .

Pearce & Al.

. "

" .

-1 :
.
.

-2 :
.
. .

-3 :
.

:

-1

-2

-3

3 x 2 =4

*
*

*
*

*
*

: ( : )2005 .108 .

:1 .

- :2

100-0

- :3 .

- :4 2 .3

.
:3

Internal Analysis

.
.

/ .

Entrepreneur

Joseph Schumpeter

. David Cowper
:
.

( )

.
.

. .

Mintzberg

Leader

: ( Personal Roles

)Spokes Person ( Entrepreneur

Disturbance

)Liaison (
Handler

Allocator

Figurehead

Monitor Disseminator

Resource .(Negotiator

. Mintzberg

. :

.
:

Mode

:Entrepreneurial

.Prospector

.
.

- :Adaptive Mode
.

.
.

Reactor

- :Planning, Analytical Mode

.
Analyzer

Defenders

. .
.

.
.

Martinet

.
.

II

IV

III

( )

Source: G. Marion & D. Michel, Marketing: Mode Demploi (Paris: Les Editions Dorganisation, 1990), P. 87.

IIIII

III

II

IV

.
.

: :

.
.
.
:1

Analysis Gap

( )
.

. :

. . - .

. - .

.
(

)4=2+2

( .)5=2+2
( )

: : ( : )2004
.286 .

.
.

:2 :

.
:
.

.
.

- .

).

).

).

- 2 .
:

- 1 .

- 1 .

- 2 .

- 1 .
- 2 .
:

- 1 .

- 2 .

: : : ( : )2000 .159 .

:3 :Strategic Choice

( )

Johnson & Scholes

: .

:
.

).

.

.

.

: :

.
.

Out sourcing

Strategic Implementation

Pearce & Robinson

. :

()1

( )2 ()4

()3

: : ( : )2004 .281 .

: ( : )2005 .222 .

T. Peters & R. Waterman

( )
( )

.
.

()

: :

.
.

"

" .

.

& Glueck.

Gauche

.
.
.

:
. :
.

()
.

. .

( )

%5

.%100

:
.

:
.

.
:1 :

G. Bressy & C. Konkuyt

( )

/ .

( )

.
.

. :

( )

: .

: .

:2 :


.

Research

Marketing

.
.

.
.

.
.

599

%78

%47

%23

%61

%46

%68

%39

%76

%67

%76

%87

%89

%80

%87

%65

%91

%83

.
.
.
.
.
.

%68

%49

%97
%97

%65

%76

%78

%71

%97

%92

: ( : )2002 .318 .

.
.

4P

.
Lauternborn

:
Les 4 C

Client

Cout

Commodit

Robert

Communication

Les 4P

Produit

Prix

Mise En Place
Promotion

. :

()2

-1 : :

: ( : ) (
).

: .

: .

: .

-2 : :
.

-3 :

.

.
.

. .

: . .
:

.
.

" " .

Heuristic Base

: .

.
.

: ( )

:
.

: ( )

:3

:
.

: .

: /
( )

.

.

()1

Brian Sternthal and Alice M. Tybout

.
.

.

.

.
.

.
M Tybout and Brian Sternthal

Alice

: .

Dell

IBM

.Compaq

.
.

. .

Michael Treacy & Fred Wiersema

.
.

:
.

/.

.
.

: :

() () .
. McDonald Ansoff

- .
Ansoff

Source: M. McDonald, Marketing Plans, 5th ed. (England: Elsevier Science Ltd., 2002), Translated by P.
Chaix, Les Plans Marketing: comment les tablir? Comment les utiliser? (Paris: DE Boeck, 2004), P. 258.

35 -
.
.

()1

.
.

Brown

R.

.
.

: .

4
5

Source: Cf. R. Brown, Marketing the Product Portfolio a Basic for Action, In Long Range Planning, No
1, 1991, PP. 102-110. Cited By A. Micallef, Le marketing: fondements, techniques, valuation (Paris:
Litec, 1992), P. 67

: :

( )
:
.

:1 :

:2 :

.

:3 :
.

.
.

: : .

.
:

:1 :
.

:2 :
.

:3 : .

:4 :
.

.
.

.
.

( )1776 ( )1890
K. Lancaster
.

() () .
.

() () .
.

: :

.
.

()2

.
.

Engel, Kollat & Blackwell

.
:

. - .

( ).

. -

: :

Attitudes

( )

( ) .

.
.
.

) (Cognitive
. ) (Affective

. ) (Conative
.

.
:
- .

. - .

- .

- .

:
.
.

) (Involvement

.
.
. .

( ) .

.
.

. :

: :

.
. :

- 1 .

- 2 .
- 3 .

T. A. , Murry

& A. ODriscal )1 (: )2 ( )3 (
)4 ( )5 ( .

Howard & Shein

:

: .

: .

: .

Engel, Blackwell & Kollat

.
.

Engel, Blackwell & Kollat

Source: J. F. Engel, R. D. Blackwell & P. W. Minard, Consumer Behavior, 6th ed. (Chicago: The Dryden Press,
1990),P. 536. Cited by R. Ladwein, Le Comportement du consommateur et de l'acheteur (Paris: Economica,
1999), P. 41.

Post -Purchase

.

.

.
. Y. Evrard :
.

. Data Mining Techniques

. Desatnick

Cannie & al.

: .
.

.
. .

S. Gounaris & V. Stathakopoulos

- 1 :Cognitive Loyalty
.

- 2

Loyalty

:Affective

. .
.

- 3 :Conative Loyalty .
.

- 4 :Action Loyalty

()

.
: :

.
.

Proactive

.
.

( ) .

.
.