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 ‫א‬‫א‬‫א‬
ã¹]<gè…‚jÖ]æ<ËÖ]<Üé×Ãj×Ö<íÚ^ÃÖ]<í‰‰ö¹]
‫א‬‫א‬‫א‬‫א‬

‫א‬
٢٥٣
٢٥٣ ‫א‬
‫א‬
‫א‬ 
 W،،‫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
W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K ‫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   
 K‫א‬‫א‬،‫א‬‫א‬

‫א‬???‫א‬?‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬،‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬

   W    ‫א‬ ‫א‬  ‫א‬    ‫א‬
 K‫א‬

 ‫א‬‫א‬‫א‬‫א‬      
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
١
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-١
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٣
 KE‫א‬F‫א‬‫א‬‫א‬-٤
 KE‫א‬F‫א‬‫א‬‫א‬‫א‬-٥
 ٤W‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬-١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬-٣
 K‫א‬‫א‬-٤
 K-٥
 W‫א‬
 
 K‫א‬‫א‬‫א‬ W 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W 
 KE‫א‬F‫א‬‫א‬ W 
 K‫א‬‫א‬‫א‬ W ‫א‬
-١-
‫א‬‫א‬ ٢٥٣ ‫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E
 ‫א‬‫א‬F
 KE‫א‬‫א‬F‫א‬‫א‬E‫א‬‫א‬F‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 W‫א‬‫א‬‫א‬ W 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
EF‫א‬‫א‬‫א‬،E،F‫א‬
 KKKK E‫א‬F‫א‬‫א‬
‫א‬‫א‬Marketing Mix‫א‬‫א‬‫א‬
 W‫א‬4Ps
 Product EJ F‫א‬J ١
 Price ‫א‬J ٢
 Promotion ‫א‬J ٣
 Place‫א‬J ٤
 WE١F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬ K١
 K‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬J 
K‫א‬‫א‬‫א‬J 
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‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

، ‫א‬،‫א‬F‫א‬‫א‬‫א‬‫א‬ K٢
 W‫א‬‫א‬E‫א‬
EF‫א‬‫א‬
 ‫א‬‫א‬‫א‬ J 
،‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬J 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬
 K‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬J 
‫א‬‫א‬‫א‬‫א‬E  ‫א‬‫א‬F‫א‬
 K
‫א‬E ‫א‬F‫א‬‫א‬‫א‬ K٣
،‫א‬‫א‬‫א‬‫א‬Producer‫א‬
J J ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 KE١F
 W٣‫א‬‫א‬‫א‬ K٤
 K‫א‬‫א‬G
 KEJ F‫א‬G
 K‫א‬‫א‬G
.٣٠٨ ‫ ﺹ‬،(١٩٩٩ ،‫ ﺩﺍﺭ ﺍﻟﻨﺸﺭ ﻟﻠﺘﻭﺯﻴﻊ‬:‫ )ﺩﺒﻲ‬،‫ ﺍﻟﻁﺒﻌﺔ ﺍﻷﻭﻟﻰ‬،‫ ﺃﺴﺎﺴﻴﺎﺕ ﻭﺇﺩﺍﺭﺓ ﺍﻟﺘﺴﻭﻴﻕ‬:‫ ﻨﻌﻴﻡ ﺤﺎﻓﻅ ﺃﺒﻭﺠﻤﻌﻪ‬/‫ﺩ‬ (١)
-٣-
‫א‬‫א‬ ٢٥٣ ‫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E١F
 WMiddlemen‫א‬‫א‬
Final Buyers‫א‬‫א‬Producer‫א‬EF‫א‬
‫א‬OrganizationsEFConsumers‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
 K‫א‬‫א‬
  ‫א‬‫א‬‫א‬
‫א‬‫א‬ ،‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬W ‫א‬‫א‬
 KMerchants‫א‬
F‫א‬‫א‬ ‫א‬‫א‬‫א‬ W
 ‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬ ‫א‬KE
 ‫א‬‫א‬
Agents‫א‬ ‫א‬‫א‬
 KBrokers
-٤-
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬
 Relailer‫א‬J
 Wholesaler‫א‬J
EF‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬،‫א‬‫א‬
 KE‫א‬‫א‬‫א‬F‫א‬‫א‬
 ‫א‬
      
     
 ‫א‬‫א‬E٢F
 W‫א‬‫א‬‫א‬
K
 ‫א‬‫א‬‫א‬‫א‬
 WE١F‫א‬
‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 KEF‫א‬‫ א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
‫א‬‫א‬‫א‬٪٣٠W٢٥‫א‬K‫א‬
 K‫א‬٪١٥W١٠
 ‫א‬‫א‬‫א‬J ٤
K‫א‬‫א‬‫א‬
(١) D.A. Lewison and MW. Delozier, Retailing, third edition (London, Merrill Publishing Co. 1989) pp.5-6.
-٥-
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬ ‫א‬‫א‬‫א‬
 ‫א‬J ٥
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
‫א‬J J   ‫א‬ ‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬EF
 KKKK‫א‬،‫א‬
 W‫א‬‫א‬‫א‬
‫א‬‫؟‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬
 K‫א‬available
 EBF  
EAF
    
    
    
 ‫א‬‫א‬ ‫א‬‫א‬
 ‫א‬C‫א‬Z ‫א‬C‫א‬Z
 ٦Z٣H٣Z    ٩Z٣C٣Z
 ‫א‬E٣F
 K‫א‬‫א‬‫ א‬‫א‬‫א‬‫א‬‫א‬
٣EF٣EAF‫א‬
‫א‬‫א‬K‫א‬‫א‬ ٩‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬EBF
-٦-
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬‫א‬ ٩‫א‬٦
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬E‫א‬F‫א‬
‫א‬‫א‬KE ‫א‬F‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K  ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬

 ‫א‬،‫א‬‫א‬
 ‫א‬‫א‬
 K
 W
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫ א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٨
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‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
 W‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬J 

 J ٣  J ١
 J ٤  J ٢
 ‫א‬‫א‬
 W‫א‬‫א‬‫א‬J 
‫א‬‫א‬‫א‬‫א‬KKKKKKK‫א‬‫א‬J ١
 KE‫א‬F
‫א‬‫א‬
 ‫א‬‫א‬KKKKKKKKK‫א‬‫א‬J ٢
 KE‫א‬F
 KKKKKKKKE‫א‬،‫א‬،‫א‬F‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬KKKKKKKK‫א‬J ٤
 K‫א‬‫א‬‫א‬KKKKKKKKK‫א‬‫א‬‫א‬J ٥
 KKKKKKKKK‫א‬‫א‬‫א‬‫א‬J ٦
 KKKK‫א‬‫א‬‫ א‬E‫א‬F‫א‬J ٧
 K‫א‬‫א‬KKKKKKJ ٨
 K‫א‬ KKKKKKKJ ٩
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
-٨-
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
 W‫א‬
  ‫א‬J ١
  ‫א‬J ٢
  J ٣
 J ٤
 J ٥
  J ٦
 J ٧
   ‫א‬J ٨
 KE‫א‬F‫א‬J ٩
‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬
-٩-
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
 K‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 E‫א‬‫א‬F‫א‬‫א‬  ‫א‬‫א‬
      

    ‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬
‫א‬‫א‬ ‫א‬ ‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬J ٨
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
- ١٠ -
‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬ ١٠
 ‫א‬٪١٠٠‫א‬‫א‬   
 ‫א‬  E‫א‬F‫א‬
 ‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬J ٨
  ‫א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW
 W‫א‬KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
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 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬
 ‫א‬
٢
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬E‫א‬F‫א‬-١
 K‫א‬E‫א‬F‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬-٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٥
 K‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬-٦
 K‫א‬‫א‬‫א‬-٧
 ٤W‫א‬‫א‬
 W‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 
 K‫א‬ W 
 K‫א‬ W 
 K‫א‬‫א‬ W 
 K‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬ W ‫א‬
- ١٢ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 
‫א‬‫א‬‫א‬
‫א‬‫א‬K ‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬
  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬ W 
K‫א‬‫א‬‫א‬E
 J F‫א‬
‫א‬‫א‬
 K
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬ 
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
F‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬
LevelsChannel‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬ 
  ‫א‬K
 K‫א‬E‫א‬F‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬← ‫א‬  ١
 ‫א‬←‫א‬← ‫א‬  ٢
 ‫א‬←‫א‬←‫א‬← ‫א‬  ٣
‫א‬←‫א‬←←‫א‬←‫א‬ ٤
- ١٣ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 ‫א‬‫א‬E٤F
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 Direct Channel‫א‬‫א‬‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬E١F‫א‬‫א‬K‫א‬‫א‬‫א‬
 Indirect Channel‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
E٣F‫א‬‫א‬،‫א‬E٢F‫א‬KE٢،٣،٤F ‫א‬‫א‬‫א‬
‫א‬‫א‬ K‫א‬E٤F
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬
 Distribution Channel Functions‫א‬ W 

‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬ ‫א‬
 W‫א‬‫א‬E‫א‬F‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬Information
 ‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬Promotion ‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬Contact‫א‬J ٣
‫א‬‫א‬‫א‬ Matching
 ‫א‬‫א‬‫א‬J ٤
J F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬KKK
K‫א‬
- ١٤ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬Negotiation‫א‬J ٥
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬KE‫א‬F‫א‬
 K‫א‬Physical distribution‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬Finance‫א‬J ٧
‫א‬‫א‬‫א‬Risk taking‫א‬J ٨
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 Types of Channels‫א‬‫א‬‫א‬ W 

‫א‬‫א‬‫א‬W
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K  ‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 E‫א‬F‫א‬   ‫א‬
‫א‬E ‫א‬F‫א‬ ‫א‬‫א‬
‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬KE‫א‬F
 W‫א‬
 ‫א‬   ‫א‬   ‫א‬  
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬J 
 W‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬←‫א‬ ١ 
 ‫א‬←‫א‬←‫א‬ ٢ 
 ‫א‬←‫א‬←‫א‬←‫א‬ ٣ 
 ‫א‬←‫א‬←‫א‬←← ‫א‬ ٤ 
 ‫א‬‫א‬‫א‬E٥F
 W‫א‬‫א‬‫א‬‫א‬ 
 W‫א‬‫א‬W‫א‬‫ א‬K١
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬K ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬W‫א‬‫ א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K
- ١٦ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬‫א‬ W‫א‬‫ א‬K٣

‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬KK
  ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬ W‫א‬‫ א‬K٤

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
- ١٧ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬
 WE٦F‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬      ‫א‬J ١ 
 ‫א‬‫א‬  ‫א‬   ‫א‬J ٢ 
 ‫א‬‫א‬  ‫א‬    ‫א‬J ٣ 
 ‫א‬‫א‬ ‫א‬‫א‬   ‫א‬J ٤ 
 ‫א‬‫א‬‫א‬E٦F
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬W‫א‬‫ א‬K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K
 ‫א‬‫א‬‫א‬

 ‫א‬‫א‬ ‫א‬‫א‬
 KBusiness-to-business marketing
 K‫א‬‫א‬‫א‬W‫א‬‫ א‬K
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬W‫א‬‫ א‬K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬E
 ‫א‬‫א‬J ‫א‬F‫א‬
K‫א‬‫א‬
- ١٨ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫ א‬K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬G
 Vertical Marketing SystemEVMSF‫א‬‫א‬J
EVMSF‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬J
 K‫א‬‫א‬‫א‬J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J
    ١     ١ 
 ٢      
     
   ٣     ٢ 

         
      
 ‫א‬‫א‬    ‫א‬‫א‬
 ‫א‬‫א‬‫א‬E٧F

 WEVMSF‫א‬‫א‬‫א‬
- ١٩ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 Corporate VMS‫א‬‫א‬J 
‫א‬‫א‬‫א‬
 
F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
KE‫א‬
- ٢٠ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬‫א‬Sears
‫א‬‫א‬‫א‬٪٥٠
 J J
 K
 Contractual VMS‫א‬‫א‬J 
‫א‬ 
K 
 ‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 W‫א‬‫א‬J ١
 Wholesaler-Sponsored Voluntary Chains   
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 Retailer Cooperatives‫א‬‫א‬‫א‬‫א‬J ٢
‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ،‫א‬‫א‬‫א‬
 K
 Franchize organizationsJ ٣
E ‫א‬FE‫א‬ F
‫א‬‫א‬‫א‬
 ،‫א‬ ‫א‬K‫א‬ 
 K‫א‬‫א‬‫א‬
Hertz ‫א‬‫א‬،‫א‬‫א‬ 
KEJ J F‫א‬& Avis
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 Administrated VMS‫א‬‫א‬‫א‬‫א‬J 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬
General ElectricK‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬Procter & Gamble
‫א‬‫א‬ ‫א‬‫א‬‫א‬
 ‫א‬ Wal-Mart،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 Horizontal Marketing System (HMS)‫א‬‫א‬
‫א‬‫א‬EHMSF‫א‬  ‫א‬
J ‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬J ‫א‬‫א‬‫א‬
E
 F‫א‬‫א‬KE٨F
‫א‬‫א‬‫א‬K  ‫א‬‫א‬
‫א‬‫א‬
 KNescafe, Nestea‫א‬
‫א‬‫א‬ ‫א‬J ‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬
 K
 Hybrid (Multichannel) Marketing SystemW‫א‬‫א‬

 ‫א‬‫א‬ ‫א‬
‫א‬  ‫א‬  ‫א‬
 ‫א‬،‫א‬
E ‫א‬F‫א‬ EF‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
- ٢٢ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

 E١F   ‫א‬‫א‬   
 E٢F     ‫א‬  
 E١F      
 E٢F     ‫א‬  
 K‫א‬‫א‬E٨F
 W‫א‬
‫א‬KE٢F،E١F‫א‬‫א‬J ١
K ‫א‬‫א‬E١F‫א‬‫א‬
 K‫א‬E٢F‫א‬‫א‬‫א‬
KE٢F،E١FE‫א‬F‫א‬‫א‬J ٢
‫א‬‫א‬E١F‫א‬
 K‫א‬‫א‬E٢F‫א‬
IBM‫א‬‫ א‬E‫א‬F‫א‬
‫א‬E‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
- ٢٣ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬ W ‫א‬

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫ א‬K
 K‫א‬‫א‬‫ א‬K
 K‫א‬‫א‬‫א‬‫ א‬K
 K‫א‬‫א‬‫ א‬K
 KE٣F‫א‬‫א‬
 Market ConsiderationsW‫א‬‫א‬‫א‬ K 
 ‫א‬‫א‬‫א‬ K١
‫א‬‫א‬
 ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 KE‫א‬‫א‬F‫א‬
 WE‫א‬F‫א‬ K٢
E
 ‫א‬‫א‬‫א‬F‫א‬‫א‬
F‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬
 W‫א‬‫א‬‫ א‬K٣
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬ ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬E
 F
K
،(٢٠٠١ ،‫ ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ‬:‫ )ﺍﻟﻘﺎﻫﺭﺓ‬،‫ ﺍﻟﻁﺒﻌﺔ ﺍﻷﻭﻟﻰ‬،‫ ﺍﻻﺴﺘﺭﺍﺘﻴﺠﻴﺎﺕ‬- ‫ ﺍﻟﻁﺭﻕ‬- ‫ ﺍﻟﻤﺒﺎﺩﺉ‬:‫ ﺍﻟﺘﻭﺯﻴﻊ‬،‫ ﻤﺼﻁﻔﻰ ﻜﻤﺎل ﻭﻫﺒﻪ‬/‫ﺩ‬ (٣)
.٢٠-١٧ ‫ﺹ ﺹ‬
- ٢٤ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬ K٤
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K ‫א‬‫א‬  ‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬ K٥
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K
 Product ConsiderationsW‫א‬‫א‬‫א‬ W 

 W‫א‬ K١
‫א‬E
 ‫א‬‫א‬‫א‬F ‫א‬ ‫א‬‫א‬
F ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬،E‫א‬
 W‫א‬ K٢
E ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬
‫א‬E ‫א‬F‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬ K٣
KKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
- ٢٥ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬ K٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ 
 K‫א‬‫א‬
 W‫א‬ K٥
‫א‬‫א‬‫א‬‫א‬E ‫א‬‫א‬F‫א‬
‫א‬‫א‬K 
 K‫א‬
 Producer ConsiderationsW‫א‬‫א‬‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K١
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬E ‫א‬‫א‬‫א‬F‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬ K٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 W‫א‬‫ א‬K٣
‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬
K‫א‬
- ٢٦ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 Middlemen ConsiderationsW‫א‬‫א‬‫א‬ W ‫א‬

 W‫א‬‫א‬‫א‬ K١
‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬F‫א‬
 KEF‫א‬‫א‬EKKK‫א‬
 W‫א‬ K٢
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬ K٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K
 ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬ K٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬KKK‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬ 
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬‫א‬
- ٢٧ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 ‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬W ‫א‬ ‫א‬‫א‬‫א‬W  ‫א‬‫א‬‫א‬W   ‫א‬‫א‬‫א‬W 
   ‫א‬  
‫א‬‫א‬J ١ ‫א‬‫א‬‫א‬‫א‬J ١  K‫א‬J ١  K‫א‬‫א‬‫א‬J ١
 K‫א‬  K‫א‬‫א‬  K‫א‬J ٢  KE‫א‬F‫א‬J ٢
 K‫א‬J ٢  K‫א‬‫א‬J ٢  K‫א‬‫א‬J ٣  K‫א‬‫א‬‫א‬J ٣
‫א‬J ٣  K‫א‬‫א‬J ٣  K‫א‬J ٤ ‫א‬‫א‬J ٤
 K‫א‬ J ٥  K‫א‬
 K‫א‬  K‫א‬J ٥
 K‫א‬‫א‬‫א‬E٩F
 W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬EF
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
‫א‬J ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ ،‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
 K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٨
K‫א‬‫א‬‫א‬‫א‬‫א‬J ٩
- ٢٨ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 K‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬EF‫א‬‫א‬‫א‬J ١١
 W
 W‫א‬‫א‬‫א‬‫א‬‫א‬ W 
 EF K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 EF   K‫א‬‫א‬‫א‬‫א‬ K٢
 EFK‫א‬‫א‬‫א‬ K٣
 EF  K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٤
 EF‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٥
 EF K‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٦
‫א‬ ‫א‬‫א‬‫א‬ K٧
 EF K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬
 ‫א‬‫א‬ K٨
 EF ‫א‬‫א‬‫א‬‫א‬‫א‬
 EF  W‫א‬ K٩
 ‫א‬‫א‬ K١٠
 EF K‫א‬‫א‬‫א‬‫א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ٢٩ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 K W 

 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬ K١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬ K٢
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ K٣
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬ K٤
 W‫א‬
 K‫א‬‫א‬‫א‬‫א‬ W 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J EFJ ١
 K‫א‬‫א‬‫א‬‫א‬J EFJ ٢
 K‫א‬‫א‬J EFJ ٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J EFJ ٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J EFJ ٥
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬EFJ ٦
 K‫א‬‫א‬J EFJ ٧
 K‫א‬‫א‬J EFJ ٨
 KW‫א‬J EFJ ٩
‫א‬ ‫א‬‫א‬‫א‬‫א‬J EFJ ١٠
 K‫א‬
  W 

 ‫א‬‫א‬ K١
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
- ٣٠ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

‫א‬ ‫א‬  ‫א‬‫א‬ K٢
K‫א‬‫א‬،‫א‬‫א‬‫א‬
   ‫א‬ K٣
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬ K٤
 K
- ٣١ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
 K‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 E‫א‬‫א‬F‫א‬‫א‬
 ‫א‬‫א‬
      
     K‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 K‫א‬‫א‬J ٣
 K‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
‫א‬ ‫א‬‫א‬J ٨
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬J ١١
 K‫א‬‫א‬‫א‬‫א‬J ١٢
 K‫א‬‫א‬‫א‬J ١٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬
 ‫א‬٪١٠٠‫א‬‫א‬ ١٠
 ‫א‬  E‫א‬F‫א‬
  K‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 K‫א‬‫א‬J ٣
 K‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬J ١١
 K‫א‬‫א‬‫א‬‫א‬J ١٢
 K‫א‬‫א‬‫א‬J ١٣
  ‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 W‫א‬
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 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬
٣
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬-١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٦
 K‫א‬‫א‬‫א‬-٧
 W‫א‬‫א‬
 W‫א‬
 W
 K‫א‬‫א‬ W 
 K‫א‬‫א‬ W 
 K‫א‬‫א‬ W 
 K‫א‬‫א‬‫א‬‫א‬‫א‬ W ‫א‬
- ٣٤ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
W
 ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬،‫א‬،‫א‬‫א‬
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬ W 
 W‫א‬
 K‫א‬‫א‬‫א‬-١
 K‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬-٣
 E‫א‬‫א‬F
 ‫א‬‫א‬ W 

 W‫א‬
 KEVMS‫א‬‫א‬F‫א‬‫א‬-١
 KEHMS‫א‬‫א‬F‫א‬‫א‬-٢
 E‫א‬‫א‬F
 E‫א‬F‫א‬ W 
 W‫א‬
 Intensive  ‫א‬‫א‬J ١
 Selective  ‫א‬‫א‬J ٢
 Exclusive  ‫א‬‫א‬J ٣
W‫א‬
- ٣٥ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 Intensive Distribution‫א‬‫א‬ W 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
Exposure‫א‬J ‫א‬
 ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 Exclusive Distribution‫א‬‫א‬ W 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬
 K‫א‬
E ‫א‬‫א‬F
 ‫א‬
 KE‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،KKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
  ‫א‬،‫א‬‫א‬J ٥
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬J ٨
K‫א‬EF‫א‬‫א‬‫א‬J ٩
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 K‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬J ١١
 W‫א‬‫א‬
‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬Exposure
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 ‫א‬‫א‬‫א‬‫א‬  ‫א‬ ‫א‬‫א‬‫א‬‫א‬J ٤
 ‫א‬‫א‬K ‫א‬‫א‬
 K‫א‬‫א‬
 WSelective Distribution‫א‬‫א‬ W 

‫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EF‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E١٠F
 ‫א‬‫א‬  ‫א‬‫א‬  ‫א‬‫א‬  ‫א‬
   
    ‫א‬
‫א‬W‫א‬ ‫א‬W  ‫א‬
   ‫א‬
       ‫א‬‫א‬
 ‫א‬       ‫א‬
‫א‬J ‫א‬‫א‬J ‫א‬J 
 K‫א‬  K    ‫א‬‫א‬
 KJ ‫א‬‫א‬J
 K‫א‬
‫א‬J  ‫א‬J  KJ 
 K‫א‬  K‫א‬J  ‫א‬‫א‬
 ‫א‬‫א‬ ‫א‬‫א‬  ‫א‬‫א‬  ‫א‬‫א‬
 ‫א‬
‫א‬J ‫א‬‫ א‬‫א‬‫א‬‫א‬J ‫א‬ ‫א‬‫א‬J ‫א‬J 
 ‫א‬J ‫א‬‫א‬J ‫א‬J  K‫א‬  ‫א‬
 ‫א‬
 W‫א‬
 K٣٧٠،E١٩٩٨،‫א‬W‫א‬F،‫א‬،K J ١
،W‫א‬F‫א‬‫א‬،‫א‬‫א‬W‫א‬‫א‬،‫א‬K J ٢
 K٤٣٨،E١٩٩٧
 W‫א‬‫א‬‫א‬‫א‬‫א‬ W ‫א‬

،‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣
 KE‫א‬F‫א‬‫א‬‫א‬J ٤
E‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬F
- ٣٨ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬J ٥
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬J ٦
‫א‬‫א‬K  ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
- ٣٩ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬
‫א‬ ‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬ K ‫א‬ ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 W
‫א‬‫א‬‫א‬ 
 ‫א‬‫א‬-١
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٦
- ٤٠ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W
  W 
‫א‬‫ א‬.١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
‫א‬‫א‬ .٢
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK…KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
‫א‬‫ א‬.٣
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 W‫א‬‫א‬‫א‬‫א‬‫א‬ W 
 EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ .١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 EF K‫א‬‫א‬‫א‬‫א‬‫א‬ .٢
 EF  K‫א‬‫א‬‫א‬ .٣
‫א‬‫א‬‫א‬‫ א‬.٤
 EFK‫א‬
 EFK‫א‬‫א‬‫א‬‫א‬ .٥
 EFK‫א‬‫א‬‫א‬‫א‬‫א‬ .٦
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫ א‬.٧
 EFK
- ٤١ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬
F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-١
 KE‫א‬
 KE‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٥
 K‫א‬‫א‬-٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٨
 K‫א‬EF‫א‬‫א‬‫א‬‫א‬-٩
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-١٠
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
 K‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 E‫א‬‫א‬F‫א‬‫א‬
        ‫א‬‫א‬

     K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
 ‫א‬‫א‬‫א‬J ٧
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬   
 ‫א‬٪١٠٠‫א‬‫א‬ ١٠
 ‫א‬  E‫א‬F‫א‬
  K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
 ‫א‬‫א‬‫א‬J ٧
  ‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 W‫א‬
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 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬ 
 ‫א‬
٤
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬EF‫א‬‫א‬‫א‬-١
 K‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬-٣
 K‫א‬‫א‬‫א‬-٤
 K‫א‬-٥
 K‫א‬-٦
 K٦W‫א‬‫א‬

 W‫א‬
 W
 K‫א‬‫א‬W 
 K‫א‬‫א‬W 
 K‫א‬EF‫א‬‫א‬W 
 K‫א‬J 
 K‫א‬J 
 K‫א‬‫א‬‫א‬J 
 K‫א‬EF‫א‬‫א‬ W ‫א‬
 K‫א‬W 
 K‫א‬W 
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫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
 K
 ‫א‬‫א‬ W 
E ‫א‬FE‫א‬‫א‬‫א‬‫א‬‫א‬F‫א‬‫א‬
‫א‬  ‫א‬‫א‬E
 ‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬EF‫א‬
 W‫א‬
‫א‬ ‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬ ‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
 K
E ‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
- ٤٦ -
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 ‫א‬‫א‬ W 

‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬ 
 W‫א‬‫א‬K‫א‬‫א‬E‫א‬‫א‬F‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫ א‬J 
 K‫א‬‫א‬‫א‬‫א‬W‫ א‬J 
‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬ J 
 K‫א‬‫א‬‫א‬
‫א‬‫א‬E‫א‬F‫א‬W ‫א‬‫ א‬J 
 K‫א‬
 K‫א‬‫א‬W‫א‬‫ א‬J 
‫א‬‫א‬?‫א‬‫א‬
 K?
 W‫א‬EF‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬ J 
 K‫א‬ J 
 K‫א‬‫ א‬J 
 W‫א‬J 
J ‫א‬J ‫א‬‫א‬J ‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬F‫א‬‫א‬،EKKK‫א‬J 
 ‫א‬
K‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬،EKKK‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
- ٤٧ -
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬ •
 E‫א‬FW‫א‬J 
‫א‬F‫א‬‫א‬
 KE‫א‬‫א‬‫א‬‫א‬
 W‫א‬E‫א‬F‫א‬‫א‬J 
‫א‬‫א‬K  ‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬E‫א‬F‫א‬‫א‬
 K‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬J ٣
 W‫א‬‫א‬
 W‫א‬‫א‬ J 
 E٤F‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬∗
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
‫א‬‫א‬، ‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬W ‫א‬‫∗א‬
K‫א‬

‫ ﺹ‬،(١٩٩٧ ،‫ ﻤﻜﺘﺒﺔ ﻋﻴﻥ ﺸﻤﺱ‬:‫ )ﺍﻟﻘﺎﻫﺭﺓ‬،‫ ﺍﻟﻁﺒﻌﺔ ﺍﻟﺴﺎﺒﻌﺔ‬،‫ ﺍﻷﺴﺎﺴﻴﺎﺕ ﻭﺍﻟﺘﻁﺒﻴﻕ‬،‫ ﺍﻟﺘﺴﻭﻴﻕ ﺍﻟﻔﻌﺎل‬،‫ ﻁﻠﻌﺕ ﺃﺴﻌﺩ ﻋﺒﺩﺍﻟﺤﻤﻴﺩ‬/‫ﺩ‬ (٤)
.٤٤٣-٤٤٢ ‫ﺹ‬
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
‫א‬F‫א‬‫א‬  ‫א‬W ‫א‬‫א‬‫∗א‬

 K‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬

  ‫א‬‫א‬ ‫א‬W‫∗א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬W‫∗א‬
‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 KKKK‫א‬‫א‬‫א‬‫א‬‫א‬W∗
 W‫א‬‫א‬‫א‬ J 
‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬K ‫א‬K ‫א‬
 E٥F
 K‫א‬J ١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬
‫א‬‫א‬‫א‬‫א‬J ٤
‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬‫א‬‫א‬‫א‬J ٥
K‫א‬‫א‬‫א‬‫א‬J ٦
P. Kotler and G. Armstrong, .٣٧٨‫ ﺹ‬،(١٩٩٣ ،‫ ﺍﻟﻨﺎﺸﺭ ﻏﻴﺭ ﻤﺤـﺩﺩ‬:‫ )ﺍﻟﻘﺎﻫﺭﺓ‬،‫ ﺃﺴﺎﺴﻴﺎﺕ ﺍﻟﺘﺴﻭﻴﻕ‬،‫ ﻋﺒﺩﺍﻟﻔﺘﺎﺡ ﺍﻟﺸﺭﺒﻴﻨﻲ‬/‫ﺩ‬ (٥)
Op.Cit., p.407.
- ٤٩ -
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 

 K‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬‫א‬J ١١
 W‫א‬‫א‬‫ א‬J 
‫א‬‫א‬‫א‬‫א‬E
 ‫א‬F‫א‬‫א‬ 
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬
 ‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬،‫א‬،‫א‬
 W‫א‬‫א‬‫א‬
‫א‬ ‫א‬ ‫א‬  ‫א‬
 ‫א‬
    ‫א‬  K‫א‬J ١
    ‫א‬  K‫א‬J ٢
‫א‬     K‫א‬J ٣
‫א‬ ‫א‬    K‫א‬J ٤
     K‫א‬J ٥
      K‫א‬J ٦
 
- ٥٠ -
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬

 ‫א‬  ‫א‬ 
  ٠   
 ١  
 ٢  
 ٣  ‫א‬
 ٤  
 ‫א‬‫א‬‫א‬W‫א‬
 W‫א‬‫א‬
 E‫א‬‫א‬J ‫א‬J ‫א‬F‫א‬‫א‬‫א‬‫א‬
 W٦‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬J ١
 K‫א‬J ٢
 K‫א‬J ٣
 K‫א‬J ٤
 K‫א‬J ٥
 K‫א‬J ٦
- ٥١ -
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
‫א‬ ‫א‬ ‫א‬  ‫א‬
 ‫א‬
٢ ٤ ٣‫א‬  K‫א‬J ١
٢ ٢ ٣‫א‬  K‫א‬J ٢
٣‫א‬ ٢ ٢ K‫א‬J ٣
٣‫א‬ ٣‫א‬ ١  K‫א‬J ٤
٠ ١ ٤  K‫א‬J ٥
١ ٠ ٢  K‫א‬J ٦
١١ ١٢ ١٥  ‫א‬
 KE١٥F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬EF‫א‬‫א‬ J 
‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫ א‬J 
 K‫א‬‫ א‬J 
 K‫א‬ J 
 W‫א‬‫ א‬J 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
- ٥٢ -
 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 E‫א‬‫א‬F
 ‫א‬‫א‬  ‫א‬‫א‬
 ‫א‬  ‫א‬  ‫א‬  ‫א‬
٩٥ ٩٠ ٩٥ ٩٠ ٩٥ ٩٠ ٩٥ ٩٠
٤٠٠٠ ٢٥٠٠ ١٥٠٠٠ ١٠٠٠٠ ٣٥٠٠ ٣٠٠٠ ١٥٠٠٠ ١٠٠٠٠

 K‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬        
 ‫א‬‫א‬ 

       
 ‫א‬‫א‬  
،‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫ א‬J 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬−
 K‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬−
K‫א‬‫א‬
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬ J 
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬٥
 ‫א‬‫א‬K
 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬W 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬،‫א‬،‫א‬‫א‬
 K‫א‬K
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬EFW 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 K‫א‬‫ א‬J 
 K‫א‬‫ א‬J 
‫א‬‫א‬‫א‬J ‫א‬W ‫א‬‫א‬‫א‬
 KKKK‫א‬‫א‬‫א‬‫א‬J ‫א‬‫א‬‫א‬J
‫א‬J ‫א‬J ‫א‬‫א‬W ‫א‬‫א‬‫א‬
 KKKK‫א‬‫א‬
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 WE‫א‬F‫א‬J ٧
 KE‫א‬F
 ‫א‬‫א‬  ١‫א‬ 
 ‫א‬‫א‬  ٢‫א‬ 
 ‫א‬‫א‬‫א‬  ٣‫א‬ 
 ‫א‬‫א‬‫א‬      
 ‫א‬     
 ‫א‬ ‫א‬     
 ‫א‬‫א‬‫א‬‫א‬‫א‬   
 ‫א‬       
 ٣   ٢ ١    
 ‫א‬‫א‬‫א‬  ٤‫א‬ 
 ‫א‬  ٥‫א‬ 
 ‫א‬  ٦‫א‬ 
 ‫א‬  ٧‫א‬ 
 ‫א‬‫א‬E١١F
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

 W
 K‫א‬‫א‬  ‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬‫א‬‫ א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ١١
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W
  W 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ K١
 K‫א‬‫א‬‫א‬‫א‬KKKKKKK،KKKKKK K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬KKKKKK،KKKKKKK K٣
 W‫א‬‫א‬‫א‬‫א‬‫א‬ W 

 EFK‫א‬‫א‬‫א‬‫א‬ K١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٢
 EFK
 EFK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٤
 EF K‫א‬
‫א‬‫א‬EF‫א‬‫א‬‫א‬‫א‬ K٥
 EF  K‫א‬‫א‬‫א‬‫א‬
 EFK‫א‬‫א‬‫א‬ K٦
 EFK‫א‬‫א‬‫א‬‫א‬ K٧
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬
‫א‬‫א‬‫א‬‫א‬J ١
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬EFJ ٤
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬EFJ ٥
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬EFJ ٦
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬EFJ ٧
 K‫א‬
‫א‬‫א‬E F‫א‬‫א‬‫א‬‫א‬‫א‬EFJ ٨
 K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬EFJ ٩
 W‫א‬‫א‬EFJ ١٠
 KEF‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬‫א‬J 
  W 

‫א‬‫א‬
 ‫א‬‫א‬
‫א‬‫א‬ ‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫ א‬‫א‬ ‫א‬  ‫א‬
 ‫א‬ ‫א‬    K‫א‬J ١
       K‫א‬J ٢
     ‫א‬ K‫א‬J ٣
      K‫א‬J ٤
       K‫א‬J ٥
      K‫א‬J ٦
 ‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬‫א‬J ١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬‫א‬J ٢
 W‫א‬‫א‬J ٣
‫א‬‫א‬  ‫א‬  ‫א‬
 ‫א‬
    J ١
 J ٢
 J ٣
 J ٤
 J ٥
 J ٦
    ‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
 K‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 E‫א‬‫א‬F‫א‬‫א‬ 
‫اﻟﻨﺸﺎط أو اﻟﻌﻨﺼﺮ‬
       

     K‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 K‫א‬EJ F‫א‬J ٣
 K‫א‬‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬J ١٠
 K‫א‬J ١١

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬   
 ‫א‬٪١٠٠‫א‬‫א‬ ١٠
 ‫א‬  E‫א‬F‫א‬
  K‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 K‫א‬EJ F‫א‬J ٣
 K‫א‬‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬J ١٠
 K‫א‬J ١١
  ‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 W‫א‬
- ٦١ -
 ‫א‬‫א‬‫א‬
3
‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬‫א‬
 ‫א‬‫א‬
٥
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-١
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٣

 KW‫א‬‫א‬

 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬

 W‫א‬
 
 K‫א‬‫א‬‫א‬‫א‬ W 
 K‫א‬‫א‬ W 
- ٦٢ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬ W 
‫א‬ ‫א‬‫א‬EF‫א‬
 W‫א‬
 W‫א‬ K١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬Purchase Requisition‫א‬‫א‬‫א‬
‫א‬‫א‬K ‫א‬‫א‬‫א‬‫א‬ ‫א‬
 KKKK‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 E٧١‫א‬‫א‬‫א‬FK‫א‬
 W‫א‬‫א‬ K٢
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
Request for Quotation‫א‬‫א‬ ‫א‬E‫א‬F
 K‫א‬‫א‬
 W‫א‬ K٣
‫א‬J ‫א‬‫א‬WOrder‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬J ‫א‬J ‫א‬‫א‬J E‫א‬F‫א‬‫א‬J
 E٧٢‫א‬‫א‬FKKKK‫א‬‫א‬‫א‬J ‫א‬J
- ٦٣ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 WOrder‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬−
 K−
 K‫א‬‫א‬‫א‬−
‫א‬‫א‬J  J  W ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 KOn line computer‫א‬‫א‬

 KKKKKKKKKKKKKKKKKKW‫א‬‫א‬J 
 KKKKKKKKKKKKKKKKKKKKKKKKW‫א‬J ‫א‬‫א‬‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬J ‫א‬‫א‬
 ‫א‬‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬  ‫א‬
 ‫א‬‫א‬
     




 ‫א‬‫א‬‫א‬  KKKKKKKKKKKKKK‫א‬J
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK  W‫א‬‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK  W‫א‬
 W‫א‬
 ‫א‬‫א‬E١٢F
- ٦٤ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 


 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKWKKKKKKKKKKKKKKKKKKKKKKKKKKW
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKWW‫א‬‫א‬
 KKKKKKKKKKKKKKKKKKKKW‫א‬
 ‫א‬  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬‫א‬W
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬‫א‬
 W‫א‬  W‫א‬  W‫א‬


 W
E‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬F
 W‫א‬  W‫א‬
E‫א‬‫א‬F‫א‬E١٣F

 WE‫א‬F‫א‬‫א‬ K٤
E ‫א‬F‫א‬‫א‬Order‫א‬‫א‬E
 ‫א‬F
‫א‬‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬
 K‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬‫א‬F‫א‬
 W‫א‬ K٥
‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬ ‫א‬ ‫א‬
 ‫א‬‫א‬E
 ‫א‬F‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
 K
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬ K٦
‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬E‫א‬‫א‬F‫א‬‫א‬EF‫א‬‫א‬
 K‫א‬
 W‫א‬‫א‬ K٧
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬K‫א‬
 W‫א‬ K٨
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬ K٩
‫א‬‫א‬‫א‬‫א‬K
 ‫א‬‫א‬‫א‬‫א‬EF
K‫א‬ ‫א‬
‫א‬‫א‬E ‫א‬‫א‬‫א‬F‫א‬
 K‫א‬
 W‫ א‬K١٠
‫א‬‫א‬E
 ‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬ 
K‫א‬‫א‬‫א‬
 W‫ א‬K١١
 K‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬E١٤F‫א‬
- ٦٦ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 ‫א‬‫א‬     ‫א‬  
      ‫א‬ 
 ‫א‬‫א‬     ‫א‬ 
 E‫א‬F‫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  

 E‫א‬F‫א‬‫א‬
 ‫א‬‫א‬‫א‬E١٤F
- ٦٧ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬ W 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬ K١
،،‫א‬‫א‬‫א‬
?‫?א‬? ‫א‬?
 K ‫א‬‫א‬‫א‬
 W‫א‬‫א‬ K٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،
 W‫א‬‫א‬J ٣
‫א‬‫א‬‫א‬‫א‬‫א‬
 
 K
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬‫א‬J ٥
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬J ٦
  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 KKKK‫א‬‫א‬‫א‬‫א‬
- ٦٨ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K ‫א‬‫א‬‫א‬E‫א‬F‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 W
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ١
 KE‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
- ٦٩ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
 K‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 E‫א‬‫א‬F‫א‬‫א‬ 
‫اﻟﻨﺸﺎط أو اﻟﻌﻨﺼﺮ‬
       

    ‫א‬‫א‬‫א‬‫א‬‫א‬J ١
  K
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣
‫א‬‫א‬ ‫א‬J ٤
 K‫א‬
‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

- ٧٠ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬   
 ‫א‬٪١٠٠‫א‬‫א‬ ١٠
 ‫א‬  E‫א‬F‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬J ١
 K
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣

 ‫א‬‫א‬‫א‬J ٤
 K‫א‬
‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬
  ‫א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 ‫א‬
- ٧١ -
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬‫א‬
 ‫א‬‫א‬
٦
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬-١
 K‫א‬‫א‬-٢
 K‫א‬‫א‬-٣
 K‫א‬‫א‬‫א‬-٤
 K‫א‬‫א‬‫א‬-٥
 K‫א‬‫א‬‫א‬‫א‬-٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٨
 K‫א‬‫א‬‫א‬-٩
 K٨W‫א‬‫א‬
 W‫א‬
 
 K‫א‬‫א‬‫א‬W 
 K‫א‬‫א‬W 
 K‫א‬J 
 K‫א‬J 
 K‫א‬‫א‬J 
 K‫א‬J 
 K‫א‬‫א‬W 
 K‫א‬‫א‬J 
 KABC‫א‬‫א‬J 
K‫א‬‫א‬J 
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬ ‫א‬
 ‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬ W 
K ‫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
 K‫א‬‫א‬٪٩٠‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬F ‫א‬‫א‬K
‫א‬‫א‬‫א‬KE
K ‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E٦FWInventory Management‫א‬‫א‬
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K  ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬
 K‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
 Safety Stock‫א‬ J ١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 E‫א‬F‫א‬ J ٢
‫א‬‫א‬E
 ‫א‬‫א‬F‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬
.٩٩-٩٥ ‫ ﺹ ﺹ‬،‫ ﻤﺼﺩﺭ ﺴﺎﺒﻕ‬،‫ ﻤﺼﻁﻔﻰ ﻜﻤﺎل ﻭﻫﺒﻪ‬/‫ﺩ‬ (٦)

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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
‫א‬K ‫א‬‫א‬‫א‬W
 ‫א‬
‫א‬٥‫א‬ ٥٠‫א‬‫א‬٢٠٠‫א‬
 W

 K‫א‬H‫א‬Z‫א‬
 ‫א‬C‫א‬H‫א‬Z‫א‬‫א‬
 ٥C٥٠H٢٠٠Z 
 ٤٥٠Z٢٥٠H٢٠٠Z 
E ‫א‬‫א‬‫א‬‫א‬F‫א‬‫א‬
 K٤٥٠‫א‬‫א‬‫א‬
 Economic Order Quantity‫א‬‫א‬ J ٣

‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬E‫א‬F ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
J ١W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬J ٢ K‫א‬
‫א‬‫א‬Carrying Cost‫א‬•
‫א‬‫א‬‫א‬‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 KE‫א‬‫א‬‫א‬F‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬Ordering Cost‫א‬‫א‬‫א‬•
‫א‬‫א‬  ‫א‬‫א‬ ‫א‬
‫א‬١٠‫א‬K‫א‬‫א‬
KKKK٣٠٠٠٢٠٠٠١٠٠٠‫א‬‫א‬‫א‬
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
،‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬





 ‫א‬‫א‬   
 ‫א‬      ‫א‬


 ‫א‬‫א‬‫א‬

 
 ‫א‬‫א‬    ‫א‬
 ‫א‬‫א‬E١٥F
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W‫א‬‫א‬
 K‫א‬‫א‬J ١
 ‫א‬‫א‬‫א‬‫א‬EFJ ٢
 W‫א‬‫א‬‫א‬‫א‬
 ٢  
 Z
   
 K‫א‬‫א‬‫א‬Z W
 K‫א‬‫א‬‫א‬Z
 K‫א‬‫א‬‫א‬‫א‬Z
 K‫א‬‫א‬‫א‬ Z
E‫א‬‫א‬F‫א‬‫א‬١٠‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬٢٠‫א‬١٠٠٠{٠٠٠‫א‬
 ١٠٠٠٠٠٠C١٠C٢  
 ١٠٠٠Z    Z 
 ٢٠   
 W‫א‬ J ٤
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬


 ‫א‬‫א‬H‫א‬‫א‬Z‫א‬‫א‬
 ٤٥٠‫א‬١٠٠٠‫א‬‫א‬
 K١٤٥٠Z٤٥٠H١٠٠٠Z‫א‬‫א‬‫א‬
E
 ‫א‬F‫א‬E ‫א‬F‫א‬‫א‬W
 ‫א‬‫א‬
 K‫א‬،‫א‬‫א‬،‫א‬‫א‬
-٧٧-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬     ‫א‬‫א‬

 ‫א‬         ‫א‬
 ‫א‬         
          
 ‫א‬‫א‬
 
 ‫א‬     ‫א‬
 ‫א‬E١٦F
 W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ 
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬
 K‫א‬‫א‬J ٤
‫א‬
 ‫א‬  ‫א‬‫א‬
 ‫א‬ 
 W
 K‫א‬‫א‬‫א‬‫א‬J ١
‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
K‫א‬‫א‬‫א‬‫א‬J ٤
-٧٨-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬
 W
 K‫א‬‫א‬E‫א‬F‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬J ١
 KE‫א‬‫א‬J ‫א‬‫א‬J ‫א‬F‫א‬J ٢
 KABC‫א‬‫א‬J ٣
 K‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬
 E،،F‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬? ?‫א‬K    ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬K
 W‫א‬EF‫א‬
 K٪١٠‫א‬‫א‬٪٧٠‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬EF‫א‬
 K٪٢٠‫א‬٪٢٠‫א‬‫א‬
 W‫א‬‫א‬EF‫א‬
٪٧٠‫א‬‫א‬‫א‬٪١٠‫א‬‫א‬
 K
-٧٩-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 ١٠٠ 
 ٩٠
 ٨٠
 ٧٠ 
 ٦٠
 ٥٠
   ٤٠ ‫א‬
 ٣٠
 ٢٠ 
   ١٠ 
       ٠ 
 ١٠٠٩٠٨٠٧٠ ٦٠٥٠٤٠ ٣٠٢٠١٠   
 ‫א‬    
EF‫א‬EF  ‫א‬EF‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬ WEF‫א‬
‫א‬‫א‬،‫א‬E‫א‬F
 K‫א‬‫א‬،‫א‬‫א‬
،  ‫א‬‫א‬‫א‬‫א‬WEF‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬WEF‫א‬
 K‫א‬
 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬C‫א‬‫א‬‫א‬Z‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬J ٢
K‫א‬‫א‬J ٣
-٨٠-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 K‫א‬‫א‬
 KEF‫א‬،EF‫א‬،EF‫א‬J ٤

 ،،٣‫א‬‫א‬‫א‬
EF‫א‬ EF‫א‬‫א‬‫א‬ ‫א‬‫א‬
 
 ٠{١١  ٢٥٠٠٠  ٤٠١
 ٠{١٤  ٢٧٥٠٠٠  ٤٠٢
 ٠{٠٩  ٣٠٠٠  ٤٠٣
 ٠{٠٤  ١٠٧٠٠٠  ٤٠٤
 ٠{٠٥  ٤٠٠٠  ٤٠٥
 ٠{٩٥  ٢٣٢٠٠٠  ٤٠٦
 ٠{٠٧  ١٤٠٠٠  ٤٠٧
 ٠{٠٨  ٧٨٠٠٠  ٤٠٨
 ٠{٢٥  ٦٣٠٠٠  ٤٠٩
 ٠{١٢  ٧٠٠٠  ٤١٠
 ‫א‬‫א‬  
 W١
 W‫א‬‫א‬‫א‬
 ‫א‬C‫א‬‫א‬‫א‬Z‫א‬‫א‬‫א‬ 
 W٢
 W‫א‬‫א‬‫א‬‫א‬
-٨١-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
  E١F   
 ‫א‬
‫א‬  ‫א‬‫א‬ ‫א‬‫א‬
 ‫א‬ ‫א‬
‫א‬  EF‫א‬  EF‫א‬
 EF 
 ٠{١١  ٢٥٠٠٠ ٤٠١
 ٠{١٤  ٢٧٥٠٠٠ ٤٠٢
 ٠{٠٩  ٣٠٠٠ ٤٠٣
 ٠{٠٤  ١٠٧٠٠٠ ٤٠٤
 ٠{٠٥  ٤٠٠٠ ٤٠٥

 ٠{٩٥  ٢٣٢٠٠٠ ٤٠٦
 ٠{٠٧  ١٤٠٠٠ ٤٠٧
 ٠{٠٨  ٧٨٠٠٠ ٤٠٨
 ٠{٢٥  ٦٣٠٠٠ ٤٠٩
 ٠{١٢  ٧٠٠٠ ٤١٠
  ‫א‬‫א‬‫א‬
-٨٢-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W٣
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 E٥F  E٤F  E٣F 
 ‫א‬  ‫א‬ ‫א‬‫א‬ ‫א‬‫א‬
 ‫א‬  ‫א‬  ‫א‬
   
   
   
   
   
   
   
   
   
    ‫א‬
 W٤
 WE٣F‫א‬‫א‬‫א‬ 
 ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬H‫א‬‫א‬‫א‬Z
 W٥
  ‫א‬‫א‬‫א‬‫א‬‫ א‬‫א‬
 WE٤F‫א‬
‫א‬‫א‬‫א‬   
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 ١٠٠CE‫א‬‫א‬‫א‬D‫א‬‫א‬‫א‬‫א‬FZ
 W‫א‬W٦
 WE‫א‬‫א‬FEF‫א‬
 ٪٢٠Z‫א‬•
  Z C٠{٢Z  ‫א‬•
 ، W‫א‬•
  Z   ‫א‬‫א‬‫א‬•
 ٪ Z  ‫א‬‫א‬‫א‬•
 WE‫א‬FEF‫א‬
 ٪٣٠Z‫א‬•
  Z C٠{٣Z   ‫א‬•
 ، ، W‫א‬•
  Z J  Z ‫א‬‫א‬‫א‬•
 ٪ Z J Z‫א‬‫א‬‫א‬•
 WE‫א‬‫א‬FEF‫א‬
 ٪٥٠Z‫א‬•
  Z C٠{٥Z  ‫א‬•
 ، ، ، ، W‫א‬•
  Z J  Z ‫א‬‫א‬‫א‬•
 ٪ Z J Z‫א‬‫א‬‫א‬•
-٨٤-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 


 ٪١٠٠  ٪١{٧      
 ٪٩٠  ٪٩{١      
 ٪٨٠ ٪٨٩{٢      
 ‫א‬ ٪٧٠     ٥٠Z
 ‫א‬ ٪٦٠  ٣٠Z     
 ٪٥٠ ٪٢٠Z      
 ٪٤٠        
 ٪٣٠        
 ٪٢٠        
 ٪١٠        
         
 ٤٠٦٤٠٢٤٠٩٤٠٨٤٠٤٤٠١٤٠٧٤١٠٤٠٣٤٠٥
 ‫א‬‫א‬E١٧F
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 ‫א‬‫א‬J ٣
 W
 ‫א‬‫א‬‫א‬J ‫א‬J ‫א‬‫א‬J ‫א‬‫א‬J ‫א‬
 W‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬J ١
 K‫א‬‫א‬E‫א‬‫א‬F‫א‬J ٢
 K‫א‬‫א‬‫א‬J ٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬F‫א‬‫א‬J ٤
 K‫א‬
 W‫א‬‫א‬
 KE‫א‬‫א‬F‫א‬WJ ١
 K‫א‬‫א‬‫א‬WJ ٢
 K
 ‫א‬‫א‬‫א‬
 W‫א‬
 K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
،‫א‬‫א‬‫א‬‫א‬J ٥
K‫א‬
-٨٦-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ٧
F‫א‬‫א‬‫א‬‫א‬J ٨
 KE‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬J ٩
‫א‬،‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬،‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬،‫א‬‫א‬J ١١
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬J ١٢
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬،‫א‬J ١٣
 K‫א‬‫א‬‫א‬‫א‬J ١٤
 W‫א‬‫א‬‫א‬
J ‫א‬‫א‬W‫א‬‫א‬‫א‬‫א‬J ١
‫א‬‫א‬J ‫א‬J ‫א‬‫א‬J ‫א‬J ‫א‬
J ‫א‬J ‫א‬‫א‬J ‫א‬J ‫א‬‫א‬J
 K‫א‬‫א‬J
 K‫א‬‫א‬‫א‬‫א‬J ٢
‫א‬F‫א‬E
 ‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬J ٣
 KE‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
K‫א‬‫א‬‫א‬‫א‬
-٨٧-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 ‫א‬‫א‬J ٥
 W‫א‬‫א‬‫א‬

 KKKKKKKKK
 KKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬KKKKKKKKKKKKKKKKK
 KKKKKKKKK‫א‬KKKKKKKKKKK‫א‬
     ‫א‬ ‫א‬  ‫א‬  ‫א‬‫א‬ ‫א‬  ‫א‬  ‫א‬
  ‫א‬ ‫א‬ ‫א‬‫ א‬ ‫ א‬         
 
           

 ‫א‬‫א‬
 KKKKKKKKK‫א‬KKKKKKKKK
 KKKKKKKKKKK
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 KKKKKKKKKKKKKKK

 KKKKKKKKKK‫א‬EFKKKKKKKK‫א‬
 KKKKKKKKKKKKK‫א‬EFKKKKKKK‫א‬‫א‬
‫א‬E١٨F
-٨٨-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W
K ‫א‬‫א‬‫א‬‫א‬
‫א‬J ‫א‬‫א‬‫א‬‫א‬ J ‫א‬
‫א‬‫א‬ ‫א‬‫א‬K‫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EABCF‫א‬‫א‬‫א‬
 K‫א‬


 W
‫א‬‫א‬،‫א‬‫א‬J ١
 K‫א‬
 K E‫א‬F‫א‬‫א‬J ٢
 K E‫א‬F‫א‬‫א‬J ٣
 K E‫א‬F‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬J ٧
 K‫א‬
 K‫א‬‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ١٠
-٨٩-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W
٩‫א‬٩٠٠٠EF‫א‬‫א‬E‫א‬F‫א‬‫א‬W 
١٠E ‫א‬‫א‬F‫א‬٣٠٠‫א‬‫א‬‫א‬‫א‬
 WK‫א‬‫א‬‫א‬٪٥E‫א‬F‫א‬
 ‫؟‬E‫א‬F‫א‬J ١
 ‫؟‬‫א‬‫א‬‫א‬J ٢
 ‫؟‬E‫א‬‫א‬F‫א‬J ٣
 K‫א‬‫א‬J ٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W
 ‫א‬J ٥
 K‫א‬
‫א‬ ‫א‬،١٠{٠٠٠EF ‫א‬E‫א‬F‫א‬‫א‬ W 
،‫א‬٪١٠‫א‬،١٠‫א‬١٥EF‫א‬
 W‫א‬‫א‬٥‫א‬E‫א‬‫א‬F‫א‬‫א‬
 K‫א‬‫א‬J ٣  K‫א‬J ٢ K‫א‬J ١
 W‫א‬
 K‫א‬‫א‬D‫א‬E‫א‬F‫א‬Z‫א‬‫א‬‫א‬ J ١
 Z‫א‬DZ 
 ٠{١٠C‫א‬Z‫א‬ J ٢
 ZCZ
 E‫א‬‫א‬C‫א‬FH‫א‬Z‫א‬ J ٣
 ECFHZ
 HZ
 Z
 ‫א‬H‫א‬Z‫א‬‫ א‬J ٤
 HZ  
Z
-٩٠-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
،٦٠٠٠EF‫א‬‫א‬E
 ‫א‬F‫א‬‫א‬ W 
١٠‫א‬١٠‫א‬‫א‬‫א‬،‫א‬١٠‫א‬
‫א‬،٢٠EF‫א‬‫א‬‫א‬،١٥E‫א‬‫א‬F‫א‬،
‫א‬‫א‬‫א‬‫א‬، ‫א‬‫א‬ ‫א‬٪٥E‫א‬F‫א‬
 W
 ‫א‬‫א‬‫א‬J ٣ ‫א‬‫א‬J ٢ K‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٥K‫א‬J ٤
 K‫א‬‫א‬J ٧  ‫א‬J ٦
 W‫א‬
 ‫א‬‫א‬D‫א‬E‫א‬F‫א‬Z‫א‬‫א‬‫א‬ J ١
   D Z‫א‬‫א‬‫א‬
  Z  
 ٠{٠٥C‫א‬Z‫א‬‫ א‬J ٢
 ٠{٠٥C Z  
  Z  
 K‫א‬C‫א‬‫א‬‫א‬Z‫א‬‫א‬‫א‬‫א‬ J ٣
  C‫א‬ Z   
    Z   
 ‫א‬ C٢D‫א‬Z‫א‬ J ٤
 Z C٢DZ 
 K‫א‬H‫א‬‫א‬‫א‬Z‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬J ٥
 E‫א‬‫א‬C‫א‬FHE‫א‬F‫א‬‫א‬Z‫א‬ J ٦
 E C FHZ
 H Z
  Z
-٩١-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 K‫א‬HE‫א‬F‫א‬‫א‬Z‫א‬‫ א‬J ٧
  H Z  
  Z  
  W ‫א‬

 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫ א‬J ١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ J ٢
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKE‫א‬F‫א‬ J ٣
‫א‬KKKKKK‫א‬‫א‬‫א‬ ‫א‬‫א‬ ‫א‬‫ א‬J ٤
 KKKKKKKKK‫א‬‫א‬‫א‬‫א‬

 W‫א‬‫א‬‫א‬ J ٥
 KKKKKKKKKKKKKKKKKKKKKKKKKKJ 
 KKKKKKKKKKKKKKKKKKKKKKKKKKJ 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬‫א‬‫א‬ J ٦
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬ J ٧
 W‫א‬
 ‫א‬٪٥Z‫א‬ J ١
 ‫א‬‫א‬‫א‬D‫א‬‫א‬‫א‬Z‫א‬ 
 ‫א‬‫א‬٩D٩٠٠٠Z  
 ١٠٠٠Z  
 ٪٥C‫א‬Z ‫א‬‫א‬
 ٪٥C١٠٠٠Z  
 ٥٠Z  
 K١٠٠٠Z ‫א‬ J ٢
 K‫א‬‫א‬D‫א‬‫א‬Z‫א‬‫א‬ J ٣
٣٠٠D٩٠٠٠Z  
-٩٢-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
  ٣٠Z  
 E‫א‬‫א‬C‫א‬FH‫א‬Z‫א‬
 E٣٠C١٠FH٥٠Z 
 K٣٥٠Z٣٠٠H٥٠Z 
 ‫א‬HE‫א‬F‫א‬Z‫א‬‫ א‬J ٤
 ١٠٥٠Z١٠٠٠H٥٠Z  
 ‫א‬‫א‬     ‫א‬‫א‬ 
 ١٠٥٠         
 ‫א‬         ‫א‬
 ‫א‬         
          
 ٥٠      ‫א‬‫א‬ 
          
 ‫א‬     ‫א‬
 ‫א‬‫א‬‫א‬
 ٢٠٠٠Z‫א‬‫א‬‫א‬ W 

 ٢٠٠Z‫א‬ J ١
 ٣٥٠Z‫א‬ J ٢
 K٢٢٠٠Z‫א‬‫ א‬J ٣
  W 
 ٦٠٠Z‫א‬‫א‬‫א‬ K١
 ٣٠Z‫א‬‫ א‬K٢
 ١٠٠Z‫א‬‫א‬‫א‬ K٣
 ٣٠Z‫א‬ K٤
 ١٣٠Z‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٥
 ٣٣٠Z‫א‬ K٦
 K٦٣٠Z‫א‬‫ א‬K٧
-٩٣-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 W ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K١
‫א‬E‫א‬F‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬ K٢
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬E ‫א‬F‫א‬‫א‬E‫א‬F‫א‬ K٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 ‫א‬‫א‬،‫א‬‫א‬‫א‬ ‫א‬‫א‬ ‫ א‬K٤
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬ K٥
 K‫א‬‫א‬‫א‬‫א‬ J 
 K‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬ J 
 W‫א‬‫א‬ K٦
 ‫א‬‫א‬‫א‬C‫א‬‫א‬Z‫א‬‫א‬‫א‬
 W‫א‬ K٧
 K‫א‬C٢D‫א‬Z‫א‬
-٩٤-
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
K‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 E‫א‬‫א‬F‫א‬‫א‬
        ‫א‬‫א‬

     K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 KE‫א‬F‫א‬‫א‬J ٣
 KE‫א‬F‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K ‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬‫א‬J ١١
 K‫א‬‫א‬‫א‬J ١٢
 K‫א‬‫א‬‫א‬J ١٣
 K‫א‬‫א‬J ١٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ١٥
 K‫א‬‫א‬J ١٦
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬   
 ‫א‬٪١٠٠‫א‬‫א‬ ١٠
 ‫א‬  E‫א‬F‫א‬
  K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 KE‫א‬F‫א‬‫א‬J ٣
 KE‫א‬F‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬J ٦
 K‫א‬‫א‬‫א‬J ٧
 K‫א‬‫א‬J ٨
 K‫א‬‫א‬‫א‬J ٩
 K‫א‬‫א‬‫א‬‫א‬J ١٠
 K‫א‬‫א‬‫א‬‫א‬J ١١
 K‫א‬‫א‬‫א‬J ١٢
 K‫א‬‫א‬‫א‬J ١٣
 K‫א‬‫א‬J ١٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ١٥
 K‫א‬‫א‬J ١٦
  ‫א‬
‫א‬
-٩٦-
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
E‫א‬F ‫א‬
 E‫א‬F‫א‬
٧
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 W‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 KE‫א‬F‫א‬‫א‬‫א‬-١
 KE‫א‬F‫א‬-٢
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬-٣

 ٤W‫א‬‫א‬

 W‫א‬‫א‬
 K‫א‬‫א‬‫ א‬.١
K‫א‬‫ א‬.٢

 W‫א‬
 
 KE‫א‬F‫א‬ W 
 KE‫א‬F‫א‬‫א‬‫א‬‫א‬ W 
 KE‫א‬F‫א‬ W 
- ٩٨ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 
‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 WE‫א‬F‫א‬ W
 W‫א‬‫א‬‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬J ٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬J ٨
 K‫א‬‫א‬‫א‬J ٩
 WE‫א‬F‫א‬ W
 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬J ١
‫א‬‫א‬W ‫א‬‫א‬‫א‬J ٢
 K١٠٠‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬J ٣
 K
KE٣C٢FW‫א‬‫א‬‫א‬J ٤
- ٩٩ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 K٤W‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬


 ‫א‬‫א‬  ‫א‬
   ٥٠
   ٦٠٥٠
   ٧٥٦٠
 ‫א‬  ٨٥٧٥
   ٨٥
 W
 W‫א‬‫א‬
 K‫א‬‫א‬J ٣ ‫א‬‫א‬J ٢ ‫א‬J ١
 W‫א‬‫א‬‫א‬‫א‬ ‫א‬
 ٤٠   ‫א‬‫א‬‫א‬J ١
 ١٥ ‫א‬‫א‬J ٢
 ١٠ ‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 ١٠   ‫א‬‫א‬‫א‬J ٤
 ١٥ ‫א‬‫א‬‫א‬‫א‬J ٥
 ١٠    ‫א‬J ٦
 ________      
 ١٠٠      
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬‫א‬
- ١٠٠ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫ א‬‫א‬  ‫א‬‫א‬
 ‫א‬
 ٪٧٠  ٪٨٠  ٪٩٠  ‫א‬‫א‬J ١
 ٪٩٠  ٪٩٠  ٪٨٠  ‫א‬J ٢
 ٪٦٠  ٪٦٠  ٪٦٠ ‫א‬‫א‬‫א‬J ٣
 ٪٨٠  ٪٥٠  ٪٦٠  ‫א‬J ٤
 ٪٥٠  ٪٦٠  ٪٦٠  ‫א‬‫א‬J ٥
 ٪٥٠  ٪٨٠  ٪٨٠  ‫א‬J ٦
 W‫א‬‫א‬‫א‬W‫א‬
 W‫א‬
 KEF‫א‬ K١
 KEF‫א‬‫א‬‫א‬ K٢
 KE‫א‬‫א‬F‫א‬‫א‬‫א‬ K٣
 KE٣C٢F‫א‬‫א‬‫א‬ K٤

 ‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬ ‫א‬‫א‬
‫א‬ ‫א‬  ‫א‬
 ٢٨Z٪٧٠C°٤٠  ٣٢Z٪٨٠C°٤٠  ٣٦Z٪٩٠C°٤٠  ٤٠‫א‬‫א‬
 ١٤Z٪٩٠C°١٥  ١٤Z٪٩٠C°١٥  ١٢Z٪٨٠C°١٥  ١٥‫א‬‫א‬
 ٦Z٪٦٠C°١٠  ٦Z٪٦٠C°١٠  ٦Z٪٦٠C°١٠  ١٠‫א‬‫א‬
 ٨Z٪٨٠C°١٠  ٥Z٪٥٠C°١٠  ٦Z٪٦٠C°١٠  ١٠‫א‬‫א‬‫א‬
 ٨Z٪٥٠C°١٥  ٩Z٪٦٠C°١٥  ٩Z٪٦٠C°١٥  ١٥‫א‬‫א‬
 ٥Z٪٥٠C°١٠  ٨Z٪٨٠C°١٠  ٨Z٪٨٠C°١٠  ١٠‫א‬‫א‬
 ٦٩  ٧٤  ٧٧  ‫א‬

 K‫א‬Z٧٧ ‫א‬‫א‬ ∴
 KZ٧٤ ‫א‬‫א‬‫א‬
KZ٦٩ ‫א‬‫א‬‫א‬
- ١٠١ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 ‫א‬ W
‫א‬‫א‬‫א‬‫א‬‫א‬
KKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬E‫א‬F‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬J ٧
 K‫א‬‫א‬J ٨
 W
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ، ‫א‬‫א‬ ‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
 K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬J ٥
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
- ١٠٢ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 W
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬J ٣ ‫א‬‫א‬J ٢‫א‬‫א‬J ١
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬٦‫א‬
 ٣٠  ‫א‬‫א‬J ١
 ١٥   ‫א‬J ٢
 ١٥ ‫א‬‫א‬‫א‬J ٣
 ٢٠  ‫א‬J ٤
 ١٠  ‫א‬‫א‬J ٥
 ١٠   ‫א‬J ٦
      
 ١٠٠   ‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬ ‫א‬‫א‬
 ٪٦٠  ٪٧٠  ٪٨٠  ‫א‬‫א‬J ١
 ٪٥٠  ٪٦٠  ٪٧٠  ‫א‬J ٢
 ٪٧٠  ٪٧٠  ٪٧٠  ‫א‬‫א‬J ٣
 ٪٦٠  ٪٦٠  ٪٦٠  ‫א‬J ٤
 ٪٧٠  ٪٨٠  ٪٧٠  ‫א‬‫א‬J ٥
 ٪٧٠  ٪٦٠  ٪٦٠  ‫א‬J ٦

- ١٠٣ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 W‫א‬‫א‬‫א‬W‫א‬
 W‫א‬
 EF  ‫א‬‫ א‬K١
 EF  ‫א‬‫ א‬K٢
 E‫א‬‫א‬F   ‫א‬‫ א‬K٣
 EKKKCKKKF  ‫א‬‫א‬‫ א‬K٤


 W‫א‬‫א‬‫א‬
 EKKKCKKKF    
‫א‬‫א‬ ‫א‬‫א‬ ‫א‬‫א‬ 
 KKZKKKCKKK  KKZKKKCKKK  KKZKKKCKKK ‫א‬‫א‬J ١
 °٣٠
 KKZKKKCKKK  KKZKKKCKKK  KKZKKKCKKK  J ٢
 KKZKKKCKKK  KKZKKKCKKK  KKZKKKCKKK  J ٣
 KKZKKKCKKK  KKZKKKCKKK  KKZKKKCKKK  J ٤
 KKZKKKCKKK  KKZKKKCKKK  KKZKKKCKKK  J ٥
 KKZKKKCKKK  KKZKKKCKKK  KKZKKKCKKK  J ٦
     ‫א‬
 W‫א‬
 W‫א‬‫א‬   ٧١‫א‬‫א‬
 W‫א‬‫א‬   ٦٦‫א‬‫א‬
 W‫א‬‫א‬   ٦٤‫א‬‫א‬
 KE‫א‬F‫א‬‫א‬‫א‬‫א‬
- ١٠٤ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 E‫א‬‫א‬F  ‫א‬‫א‬
 
‫א‬‫א‬‫א‬√‫א‬‫א‬‫א‬
 K
 E‫א‬‫א‬F‫א‬‫א‬
        ‫א‬‫א‬

     K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬J ٧
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ٢٥٣ ‫א‬
E‫א‬F‫א‬ ‫א‬ 
 E‫א‬‫א‬F   ‫א‬‫א‬
 ‫א‬    L‫א‬‫א‬
 ٤٣ ٢١W‫א‬    L‫א‬
 ‫א‬٪٨٠‫א‬‫א‬   
 ‫א‬٪١٠٠‫א‬‫א‬ ١٠
 ‫א‬  E‫א‬F‫א‬
  K‫א‬‫א‬‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬J ٤
 K‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬J ٦
 K‫א‬‫א‬‫א‬‫א‬J ٧
  ‫א‬
‫א‬
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 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬ W
 ‫א‬W
٨
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 W‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬
 K٨W٦‫א‬-١
 KEF-٢
 KE‫א‬F‫א‬‫א‬-٣
 K‫א‬-٤
 K?‫א‬?‫א‬‫א‬‫א‬‫א‬-٥
 K?‫א‬?‫א‬‫א‬‫א‬-٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬-٧
 K-٨
 W‫א‬‫א‬
‫א‬‫א‬E‫א‬F‫א‬‫א‬ K١
 K‫א‬‫א‬
 W
 K‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬F •
 K‫א‬ •
 K‫א‬‫א‬‫א‬ •
 W‫א‬‫א‬‫א‬ •
 K‫א‬J 
 K‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬‫א‬‫א‬J 
 K‫א‬‫א‬‫א‬J 
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 K‫א‬‫א‬‫א‬ K٢
‫א‬‫א‬Presentation K٣
 K‫א‬
‫א‬‫א‬‫א‬‫א‬ K٤
 K‫א‬
 K‫א‬‫א‬‫א‬ K٥
 K‫א‬‫א‬ K٦
 W
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 W‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ٣
 W‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬E‫א‬F‫א‬‫א‬J ١
 KE‫א‬F‫א‬‫א‬‫א‬J ٢
 KE‫א‬F‫א‬‫א‬J ٣
 KE‫א‬F‫א‬‫א‬J ٤
 KE‫א‬F‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬J ٦
 W‫א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬J ١
 KEFJ ٢
J ‫א‬‫א‬J ‫א‬W J ٣
 KE‫א‬‫א‬J ‫א‬‫א‬‫א‬‫א‬
 K‫א‬J ٤
 K?‫א‬‫?א‬‫א‬‫א‬‫א‬‫א‬J ٥
 K?‫א‬‫?א‬‫א‬‫א‬‫א‬J ٦
 K?‫א‬‫?א‬‫א‬‫א‬‫א‬‫א‬J ٧
 KJ ٨
 W‫א‬‫א‬
‫א‬E‫א‬F‫א‬‫א‬ K١
 K‫א‬‫א‬‫א‬
 W K٢
J ‫א‬  ‫א‬F‫א‬‫א‬‫א‬‫א‬ •
 KEKK‫א‬J ‫א‬J ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫• א‬
K‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫• א‬
‫א‬‫א‬J ‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
 KEKKKK‫א‬‫א‬J ‫א‬‫א‬‫א‬J ‫א‬J ‫א‬
J J ‫א‬J ‫א‬W
 ‫א‬‫א‬‫א‬‫• א‬
 KEKKK‫א‬J ‫א‬‫א‬
?‫א‬‫א‬‫א‬ K٣
 K?‫א‬
‫א‬‫א‬Presentation  K٤
 K‫א‬
‫א‬‫א‬‫א‬‫א‬ K٥
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬ K٦
 K‫א‬‫א‬ K٧
 W
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬J ١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٢
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬J ٣
 W‫א‬‫א‬
 W‫א‬‫א‬ K١
 KE‫א‬‫א‬F‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬‫• א‬
 K‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬ •
 KKKK‫א‬‫א‬ •
 W‫א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
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 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 W‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K٤ W‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬J ١
 K‫א‬J ٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٣
 K‫א‬‫א‬‫א‬
 K‫א‬EF‫א‬J ٤
 K‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٦

 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬J ٧
 K‫א‬
 KJ ٨
 W‫א‬‫א‬
‫א‬‫א‬‫א‬E‫א‬F‫א‬
 W‫א‬‫א‬
 K‫א‬J ١
 K‫א‬‫א‬‫א‬J ٢
 K‫א‬J ٣
 K‫א‬‫א‬‫א‬‫א‬J ٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٥
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬J ٦
K‫א‬‫א‬‫א‬‫א‬‫א‬J ٧
- ١١٣ -
 ‫א‬‫א‬ ٢٥٣ ‫א‬
‫א‬W ‫א‬ 
 K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬J ٨
 W
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١١٤ -
‫א‬ ٢٥٣ ‫א‬
‫א‬ 
 ‫א‬
 ‫א‬‫א‬W 
 ‫א‬           
 ١       ‫א‬‫א‬‫א‬W ‫א‬‫א‬
 ١٢        ‫א‬W ‫א‬‫א‬
 ٣٤       ‫א‬‫א‬W ‫א‬‫א‬
 ٤٥       ‫א‬W‫א‬‫א‬‫א‬
 ٦٢     ‫א‬‫א‬W‫א‬‫א‬
 ٧٢       ‫א‬‫א‬W‫א‬‫א‬
 ٩٨        ‫א‬W‫א‬‫א‬
 ‫א‬‫א‬W 
 ١٠٧     ‫א‬W ‫א‬‫א‬‫א‬
 ١٢١     ‫א‬‫א‬W ‫א‬‫א‬‫א‬
 ١٢٤    ‫א‬W ‫א‬‫א‬‫א‬
 ١٢٨     ‫א‬W ‫א‬‫א‬‫א‬‫א‬
 ١٣١    ‫א‬W ‫א‬‫א‬‫א‬
‫א‬ ٢٥٣ ‫א‬
‫א‬ 
 ‫א‬
 ‫א‬  ‫א‬‫א‬  ‫א‬
 ٤  ‫א‬‫א‬‫א‬‫ א‬ ١
 ٥  ‫א‬‫א‬  ٢
 ٦  ‫א‬  ٣
 ١٤  ‫א‬‫א‬  ٤
 ١٦  ‫א‬‫א‬‫א‬  ٥
 ١٨  ‫א‬‫א‬‫א‬  ٦
 ١٩  ‫א‬‫א‬‫א‬  ٧
 ٢٣  ‫א‬‫א‬‫א‬  ٨
 ٢٨  ‫א‬‫א‬‫א‬  ٩
 ٣٨ ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ ١٠
 ٥٥  ‫א‬‫א‬  ١١
 ٦٤  ‫א‬‫א‬  ١٢
 ٦٥  ‫א‬  ١٣
 ٦٧  ‫א‬‫א‬‫א‬  ١٤
 ٧٦  ‫א‬‫א‬  ١٥
 ٧٨  ‫א‬  ١٦
 ٨٦  ‫א‬‫ א‬ ١٧
 ٨٩  ‫א‬  ١٨

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬E‫א‬F‫א‬‫א‬
GOTEVOT appreciates the financial support provided by BAE SYSTEMS

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 ‫א‬‫א‬‫א‬

 ‫א‬‫א‬ ‫א‬‫א‬‫א‬ ‫א‬‫א‬ 

     

 Distribution Channel Functions‫א‬ W 

 Types of Channels‫א‬‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬‫א‬ W‫א‬‫ א‬K٣

 W‫א‬‫א‬ W‫א‬‫ א‬K٤

    ١     ١ 

     

   ٣     ٢ 

 Horizontal Marketing System (HMS)‫א‬‫א‬

 Hybrid (Multichannel) Marketing SystemW‫א‬‫א‬

 E٢F     ‫א‬  

 E١F      

 E٢F     ‫א‬  

 W‫א‬‫א‬‫א‬ W ‫א‬

 Product ConsiderationsW‫א‬‫א‬‫א‬ W 

 Producer ConsiderationsW‫א‬‫א‬‫א‬‫א‬ W 

 Middlemen ConsiderationsW‫א‬‫א‬‫א‬ W ‫א‬

 K W 

  W 

 ‫א‬‫א‬ W 

 Intensive Distribution‫א‬‫א‬ W 

 Exclusive Distribution‫א‬‫א‬ W 

 WSelective Distribution‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬‫א‬‫א‬ W ‫א‬

 ‫א‬‫א‬ W 

 W‫א‬EF‫א‬‫א‬ W 

 W‫א‬‫א‬‫א‬‫א‬‫א‬ W 

  W 

 W‫א‬‫א‬ W 

.٩٩-٩٥ ‫ ﺹ ﺹ‬،‫ ﻤﺼﺩﺭ ﺴﺎﺒﻕ‬،‫ ﻤﺼﻁﻔﻰ ﻜﻤﺎل ﻭﻫﺒﻪ‬/‫ﺩ‬ (٦)

 Economic Order Quantity‫א‬‫א‬ J ٣

  W ‫א‬

 ٢٠٠٠Z‫א‬‫א‬‫א‬ W 

GOTEVOT appreciates the financial support provided by BAE SYSTEMS

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