‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫ א‬‫א‬‫ א‬‫א‬‫א‬‫א‬‫א‬

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  ‫א‬‫א‬  ١١٣  ‫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‫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‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫• א‬
 
 ٩W‫א‬‫א‬
 
 
 

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  ‫א‬‫א‬  ١١٣  ‫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‫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‫א‬‫א‬
 
W‫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K‫א‬‫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
‫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W،‫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‫א‬
 W‫א‬
- ٧٢ -
  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

‫؟‬‫א‬‫א‬‫א‬‫א‬E١
‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٢
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬E٣
‫؟‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬WUsers‫א‬
‫א‬K‫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WInfluencers‫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
‫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WBuyers‫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L‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬ ‫א‬
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  ‫א‬‫א‬  ١١٣  ‫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‫א‬‫א‬‫א‬،Deciders‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬،
‫א‬‫א‬‫א‬،GateKeepers‫א‬‫א‬‫א‬
‫א‬،‫א‬ ،‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬ 
‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 K‫א‬KKK‫א‬

 W‫א‬‫א‬‫א‬‫א‬W
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  W‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
 
 K‫א‬ J١
 K‫א‬ J٢
 K‫א‬‫א‬‫א‬ J٣
، ‫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

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  ‫א‬‫א‬  ١١٣  ‫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Value Analysis‫א‬‫א‬‫א‬‫א‬
Gap Analysis ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬
‫א‬
‫א‬‫א‬،  ‫א‬‫א‬
F‫א‬‫א‬‫א‬
‫א‬،E‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K
‫א‬‫א‬ETQMF‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬Dependability‫א‬‫א‬
 K‫א‬‫א‬ 
W
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W
 W‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬

 E٣F ‫א‬E٢F  E١F

E٦F  E٥F  E٤F
 E٩F E٨F  ‫א‬E٧F

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  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
K J

 ‫א‬
 ‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ J
‫א‬‫א‬
 K‫א‬

  JW
‫א‬‫א‬K‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬‫א‬ J١
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬  J٣
‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
 KKKKK‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬ J‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬

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  ‫א‬‫א‬  ١١٣  ‫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
 W‫א‬‫א‬‫א‬
، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫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‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
 K‫א‬‫א‬ J٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
 ‫א‬ J٥
 K‫א‬‫א‬
 W‫א‬‫א‬‫א‬ J‫א‬‫א‬‫א‬
  JW‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬ J١
 ‫א‬ J٢
 ‫א‬‫א‬ J٣
- ٧٧ -
  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

 ‫א‬ J٤
 ‫א‬ J٥
 ‫א‬ J٦
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬E١
E‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٢
‫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E٣
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬E٤
‫א‬‫א‬‫א‬‫א‬E٥
 K‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬ J‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬،‫א‬‫א‬
 K
 
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬

- ٧٨ -
  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

‫ج‬ ‫ب‬ ‫أ‬  ‫א‬‫א‬

 ‫א‬‫א‬‫א‬
 ‫א‬
 ‫א‬
 ‫א‬
 ‫א‬
 ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬G
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬G

 ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬‫א‬
 ‫א‬E١
 ‫א‬‫א‬‫א‬‫א‬E٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٤
‫א‬‫א‬‫א‬،
 ‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬E٥
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬E٦
 W‫א‬‫א‬‫א‬ J‫א‬‫א‬
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

- ٧٩ -
  ‫א‬‫א‬  ١١٣  ‫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‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬E١
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬E٢
 W‫א‬‫א‬‫א‬ J‫א‬‫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‫א‬
‫א‬‫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
 K‫א‬‫א‬

- ٨٠ -
  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

 W‫א‬‫א‬‫א‬‫א‬‫א‬W
 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 New Task Buying SituationsW‫א‬‫א‬‫א‬‫א‬‫א‬ J١
‫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
Straight Rebuy SituationsW‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
‫א‬،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
  K‫א‬‫א‬‫א‬
 Modified Rebuy SituationsW‫א‬‫א‬‫א‬‫א‬‫א‬ J٣
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬ ،‫א‬‫א‬
 K‫א‬KKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 

- ٨١ -
  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

 
 ‫א‬‫א‬

 ،‫א‬KK‫א‬
‫א‬KKKK‫א‬‫א‬
K‫א‬
KK‫א‬
 ‫א‬KK
 KK‫א‬KK‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬BLACK & DECKER 
KK‫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KKE‫א‬F
 W‫א‬‫א‬BLACK & DECKER
‫א‬،‫א‬E‫א‬F‫א‬،‫א‬ J١
‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬  
 ‫א‬‫א‬
 K‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬ J٢
،‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬ J٣
 K‫א‬
‫א‬‫א‬٪١٠‫א‬،‫א‬‫א‬ J٤
  .Price Denotes Quality‫א‬‫א‬

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  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

،‫א‬‫א‬‫א‬‫א‬،‫א‬ J٥
،‫א‬،‫א‬‫א‬‫א‬E‫א‬F‫א‬
 K‫א‬‫א‬‫א‬

 W‫א‬
Black & Decker ‫א‬‫א‬ ‫א‬‫א‬
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬
 AMACOM, MARKETING NEWS, DEC, 1994. P. 4.W‫א‬

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  ‫א‬‫א‬  ١١٣  ‫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‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬
 K‫א‬
 W‫א‬‫א‬
‫א‬E‫א‬F
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
 K
 W‫א‬‫א‬
F‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
EKK‫א‬،‫א‬F‫א‬‫א‬‫א‬‫א‬E
 W‫א‬‫א‬‫א‬،‫א‬،‫א‬‫א‬
 K‫א‬‫א‬ J
 K‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬W‫א‬‫א‬

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  ‫א‬‫א‬  ١١٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬  ‫א‬

 
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J١
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٣

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