

‫א‬
١١١
 ١١١ ‫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   ‫؛‬‫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  
 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
   ‫؛‬    ‫א‬ ‫א‬  ‫א‬    ‫א‬ 
 K‫א‬
 
‫א‬‫א‬‫א‬‫א‬
 
 ١١١ ‫א‬

‫א‬ 

 
   ،‫א‬ ‫א‬   ‫א‬ ‫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 
 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   
 K‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬      ?‫א‬ ? ‫א‬  
‫?א‬ W‫א‬ ‫א‬ ‫א‬ ،?‫א‬   ? W‫א‬ ‫א‬ ‫א‬ W ‫א‬
،?‫א‬‫א‬‫?א‬W‫א‬‫א‬‫א‬‫א‬ ،?‫א‬‫?א‬W‫א‬ ‫א‬ ‫א‬?‫א‬
W‫א‬ ‫א‬ ‫א‬ ،?‫?א‬ W‫א‬ ‫א‬ ‫א‬ ،?‫?א‬ W‫א‬ ‫א‬ ‫א‬
‫א‬‫א‬?‫א‬‫א‬?W‫א‬‫א‬‫א‬ ،?‫?א‬W‫א‬‫א‬‫א‬?‫?א‬
‫א‬ ‫א‬ ‫א‬ ?‫א‬ ? W‫א‬ ‫א‬ ‫א‬ ،?‫א‬ ? W‫א‬
 ?‫א‬?W‫א‬‫א‬‫א‬،?‫א‬‫א‬‫א‬‫?א‬W
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬
 
 
 ‫א‬
 ‫א‬
 ‫א‬

١
 ‫א‬‫א‬ ١١١ ‫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
 W‫א‬

‫א‬ •
‫א‬ •
‫א‬‫א‬ •
‫א‬‫• א‬
 ‫א‬ •
 
 ٦W‫א‬‫א‬

-١-
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬

 W‫א‬

‫א‬ •
‫א‬ •
‫א‬‫א‬ •
‫א‬‫• א‬
 ‫א‬ •
 

 ‫א‬ J 

 ‫؟‬‫א‬‫؟‬‫א‬KK‫א‬

K
 ‫א‬‫א‬‫א‬‫א‬‫א‬market‫א‬
‫א‬،  ،
، ‫א‬‫א‬‫א‬،‫א‬
‫א‬K ‫א‬‫א‬‫א‬
‫א‬‫א‬E ‫א‬F‫א‬‫א‬‫א‬
 KEF

 Wmarketing‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬:Kotler •
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬W
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫• א‬
‫א‬‫א‬‫א‬‫א‬W
‫א‬‫א‬E ‫א‬، ‫א‬،‫א‬،‫א‬F‫א‬‫א‬‫א‬‫א‬
F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬E
 

 ‫א‬‫א‬‫א‬
wants‫א‬needs‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬.demands‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ،‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬K ‫א‬
 W‫א‬
 

  K‫א‬‫א‬ J
  K‫א‬‫א‬ J
  K‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬ J
 

E F‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬KE F‫א‬EF‫א‬EF‫א‬‫א‬
E‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬E‫א‬F‫א‬،purchasing power
E‫א‬F‫א‬‫א‬‫א‬‫א‬،  ‫א‬‫א‬
K ‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬ J

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬

 ‫א‬E١F
 

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 ‫א‬
 K‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬ J

 ‫א‬E٢F
 

 W‫א‬‫א‬‫א‬ 
 

K ‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ J

K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 

‫א‬K ‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ J

‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 K‫א‬

-٤-
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬K ‫א‬ ‫א‬‫א‬ W‫א‬ J

 K‫א‬‫א‬‫א‬‫א‬‫א‬

K
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬

 ‫א‬E٣F
 

 W‫א‬‫א‬‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬ W‫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E‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬
 KE‫א‬F

‫א‬‫א‬‫א‬ W‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 KKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬ J
E  ‫א‬‫א‬F‫א‬‫א‬K‫א‬‫א‬
 K‫א‬‫א‬،‫א‬‫א‬
 

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ J 

‫א‬‫א‬ ‫א‬‫א‬
K  ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 W‫א‬‫א‬‫א‬

production orientation ‫א‬E١F

‫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E ‫א‬‫א‬F‫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‫א‬ ‫א‬‫א‬‫א‬K‫א‬
 K‫א‬‫א‬

sales orientation ‫א‬E٢F

‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 KE‫א‬‫א‬F

marketing orientation ‫א‬E٣F
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬E‫א‬‫א‬‫א‬F‫א‬‫א‬
 K‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫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
 K‫א‬‫א‬‫א‬

 ‫א‬‫א‬
 W‫א‬‫א‬
‫א‬W
 ‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬W  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬W‫א‬‫א‬‫א‬‫א‬ J
 ‫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‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬K  ‫א‬‫א‬
‫א‬‫א‬ E
 ‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬ ‫א‬F‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬ J
 

-٧-
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ J ‫א‬

 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬marketing mix‫א‬‫א‬W
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 product‫א‬ J
 price‫א‬ J
 distribution or place‫א‬ J
 promotion‫א‬ J
4P'S‫א‬‫א‬P‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،
 KE١F‫א‬–‫א‬

 

‫א‬ ‫א‬
‫א‬

‫א‬

‫א‬ ‫א‬

 
 
 
 

 E١F‫א‬

-٨-
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 
 

 W‫א‬‫א‬
 K‫א‬‫א‬W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬ 

 KE‫א‬‫א‬F‫א‬
 K‫א‬E‫א‬F‫א‬E‫א‬F‫א‬‫א‬‫א‬W‫א‬
‫א‬‫א‬‫א‬W‫א‬ 

 W‫א‬‫א‬
K‫א‬ J
K‫א‬ J
K‫א‬ J
K‫א‬‫א‬ J
K‫א‬ J
 ‫א‬ J  

 

‫א‬‫א‬ ‫א‬‫א‬W ‫א‬‫א‬

‫א‬E F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬ K‫א‬‫א‬
 W
 W‫א‬ J
‫א‬‫א‬ •
‫א‬ •
W‫א‬‫א‬ J
‫א‬ •
‫א‬ •
W‫א‬‫א‬ J
‫א‬ •
‫א‬ •
-٩-
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬ •
‫א‬ •
‫א‬ •

- ١٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 ‫؟‬‫א‬‫א‬‫א‬W١
 
 ‫؟‬‫א‬W٢
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬W٣
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬W٤
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬W٥
 
 ‫؟‬‫א‬‫א‬‫א‬W٦
 
 ‫؟‬‫א‬‫א‬‫א‬W٧
 
 ‫؟‬‫א‬‫א‬‫א‬W٨
 
 ‫؟‬‫א‬‫א‬W٩
 
 
 
 
 

- ١١ -
 ‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬

٢
 ‫א‬‫א‬ ١١١ ‫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 •
K‫א‬‫א‬‫א‬ •
 
 ‫א‬
 W‫א‬
 

 ‫א‬‫א‬ •
 ‫א‬‫א‬‫• א‬
‫א‬‫א‬‫• א‬
 
 ٣W‫א‬‫א‬
 
 
 
 
 

- ١٢ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬‫א‬

 W‫א‬
 ‫א‬‫א‬ •
 ‫א‬‫א‬‫• א‬
‫א‬‫א‬‫א‬ •

‫א‬‫א‬ J 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫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‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 

،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬

‫א‬F‫א‬‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬
‫א‬E٢F‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

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 ‫א‬‫א‬ ١١١ ‫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
 
 E٢F‫א‬
 ‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬ J 

 

‫א‬‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬
‫א‬K
 ‫א‬ ‫א‬‫א‬‫א‬، ‫א‬‫א‬
 W
 

‫א‬‫א‬‫א‬‫א‬W‫א‬E١F
 KE‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬، ‫א‬‫א‬‫א‬‫א‬W ‫א‬E٢F
‫א‬F‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬E‫א‬
 K‫א‬‫א‬‫א‬‫א‬E‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬E٣F
 K‫א‬‫א‬
‫א‬‫א‬‫א‬، ‫א‬‫א‬‫א‬‫א‬، ‫א‬‫א‬، ‫א‬‫א‬‫א‬، ‫א‬‫א‬‫א‬E٤F
 K‫א‬
 

 ‫א‬‫א‬‫א‬ J 

 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬K

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬E١F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬E٢F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 KEF‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬E٣F
‫א‬E  F‫א‬‫א‬‫א‬،
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬، ‫א‬‫א‬‫א‬W‫א‬‫א‬E٤F
‫א‬‫א‬ ‫א‬‫א‬‫א‬،‫א‬‫א‬
 KE‫؟‬‫א‬‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬F

‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬E٥F
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬ ‫א‬،‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬E٦F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،
 W
K‫א‬‫• א‬
K‫א‬‫• א‬
K‫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K
 ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬KEF‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬
‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬

- ١٦ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 ‫؟‬‫א‬‫א‬W١
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬ W٢
 
 ‫؟‬‫א‬‫א‬‫א‬ W٣
 
 WW٤
 

K‫א‬‫• א‬

K‫א‬‫• א‬

K‫א‬‫• א‬

K‫א‬‫• א‬
 
 
 
 
 
 
 
 

- ١٧ -
 ‫א‬
‫א‬‫א‬
 ‫א‬‫א‬

٣
 ‫א‬‫א‬ ١١١ ‫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
 W‫א‬

‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬ •
 
 ٣W‫א‬‫א‬
 
 
 
 
 
- ١٨ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

‫א‬‫א‬

 W‫א‬

‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬ •

 ‫א‬‫א‬ J 

‫א‬‫א‬‫א‬K
 ‫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
 

marketing information system (MIS)‫א‬‫א‬W

‫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
 K‫א‬‫א‬‫א‬‫א‬‫א‬

- ١٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬ J 

 

 W‫א‬‫א‬‫א‬‫א‬ 

E ‫א‬‫א‬F‫א‬W
 ‫א‬‫א‬‫א‬‫א‬E١F
‫א‬W K
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫؟‬‫א‬‫؟‬‫؟‬‫א‬‫א‬


‫א‬‫א‬ ،
 ‫א‬‫א‬W‫א‬E٢F
‫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E٣F
‫א‬‫א‬‫א‬K
 ‫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E٤F
‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬EF
 E
 F‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬E٥F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
- ٢٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬ J 

 W‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬WInternal Reports‫א‬‫א‬‫א‬ J١

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬WMarketing Decision Support Analysis‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
‫א‬،
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬WMarketing Intelligence‫א‬‫א‬‫א‬ J٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬WMarketing Research‫א‬ J٤
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 

K
 ‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬
K‫א‬‫א‬ •
K‫א‬‫א‬ •
K‫א‬‫א‬ •
 W‫א‬

‫א‬‫א‬ E١F
K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬ J
 K‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬
‫א‬‫א‬‫א‬primary data‫א‬‫• א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬secondary data‫א‬‫• א‬
W
 ‫א‬ J
‫א‬‫א‬ J
‫א‬‫א‬‫א‬ J
‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬‫א‬ J
 

‫א‬‫א‬ E٢F

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫ﺇﻥ‬
‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
KAccess ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 K‫א‬
 

 ‫א‬‫א‬ E٣F
‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬information
 W‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬ WE١ J٣F

‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

- ٢٢ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ WE٢ J٣F

‫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‫א‬‫א‬E٣ J٣F

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬ J ‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W
‫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
 K‫א‬

 ‫א‬‫א‬‫א‬E١F
 

‫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
 K‫א‬٦‫א‬١٠‫א‬

- ٢٣ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬E٢F
  

 W‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 W،‫א‬E١ J٢F
‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫• א‬
‫א‬‫א‬ •
‫א‬ •
 W،‫א‬E٢ J٢F
 ‫א‬‫א‬ •
 ‫א‬‫א‬ •
‫א‬‫א‬ •
 W،‫א‬E٣ J٢F
‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
 W،‫א‬E٤ J٢F
‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •
 W،‫א‬E٥ J٢F
‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬ •

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 W،‫א‬E٦ J٢F
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
 

 W،‫א‬E٧ J٢F
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬ •
 W،‫א‬‫א‬‫א‬E٨ J٢F
‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬ •

 ‫א‬‫א‬‫א‬E٣F

 W‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬ ƒ
 ‫א‬ ƒ
 ‫א‬‫א‬ ƒ
 ‫א‬ ƒ
 ‫א‬ ƒ
 ‫א‬‫א‬ ƒ
 ‫א‬ ƒ
 ‫א‬‫א‬ ƒ
 

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
‫؟‬‫א‬‫א‬W١
 
K‫א‬KK‫א‬‫א‬W٢
 
 ‫؟‬‫א‬‫א‬W٣
 
‫؟‬‫א‬‫א‬‫א‬‫א‬W٤
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬W٥
 
 ‫א‬‫א‬‫א‬W٦
 
 ‫؟‬‫א‬‫א‬‫א‬W٧
 
 ‫؟‬‫א‬‫א‬‫א‬W٨
 
 ‫א‬‫א‬‫א‬W٩
 
 ‫א‬‫א‬‫א‬W١٠

 
 
 
- ٢٦ -
 ‫א‬
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬

٤
 ‫א‬‫א‬‫א‬ ١١١ ‫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
K‫א‬‫א‬‫א‬ •
K‫א‬‫א‬‫א‬ •
 
 ‫א‬
 W‫א‬

‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬ •
 
 ٣W‫א‬‫א‬
 
 
 
 
 
 
 
 
 
 
 
 

- ٢٧ -
 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬
 

 W‫א‬
 ‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬ •

 ‫א‬‫א‬ J 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K  ‫א‬‫א‬
 ‫א‬
K ‫א‬‫א‬‫א‬‫א‬، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
‫א‬‫א‬‫א‬Kcustomer‫א‬consumer‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
‫א‬
 ‫א‬،‫א‬‫א‬
 K
 
 

 ‫א‬‫א‬ J 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬
EF‫א‬‫א‬E‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

- ٢٨ -
 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬‫א‬EF
 

 W‫א‬‫א‬‫א‬‫א‬
 

 WK‫א‬‫א‬‫א‬‫א‬E١F
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬ ƒ
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬ ƒ
K‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K  ‫א‬‫א‬‫א‬E٢F
 K‫א‬
 

‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬K‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬E٣F
 K‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K ‫א‬‫א‬‫א‬E٤F
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 W‫א‬‫א‬K‫א‬‫א‬‫א‬E٥F
K‫א‬‫א‬‫א‬‫א‬‫ƒ א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ƒ א‬
K‫א‬‫א‬‫ƒ א‬
K‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫ƒ א‬
 K‫א‬‫א‬‫ƒ א‬
 

 WK‫א‬‫א‬‫א‬‫א‬E٦F
‫א‬‫א‬‫א‬‫א‬ W‫א‬E١ J٦F

 ‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

- ٢٩ -
 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
١٤٢٨‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬E٢ J٦F

 W‫א‬


‫א‬‫א‬‫א‬‫א‬ W‫ƒ א‬
‫א‬‫א‬، ، ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E ‫א‬‫א‬‫א‬‫א‬F‫א‬
 KE‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬ W‫ƒ א‬
EF‫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
 K‫א‬‫א‬‫א‬‫א‬
 

‫א‬ ‫א‬‫א‬K‫א‬‫א‬‫א‬ W‫ƒ א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬ W‫ƒ 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
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬F‫א‬‫א‬‫א‬  W ‫א‬‫ƒ א‬

‫א‬‫א‬‫א‬K
 ‫א‬‫א‬E  ‫א‬
‫א‬K
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K
 ‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬W‫א‬‫א‬‫ƒ 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
K ‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫؟‬‫א‬
- ٣١ -
 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

 

‫א‬، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫ƒ א‬

K ‫א‬‫א‬E ‫א‬F‫א‬‫א‬
‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K‫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W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬E ‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
 K?‫א‬?‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬‫א‬EF

 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬W‫• א‬
‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬ •
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ •
K‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬،  ‫א‬ •
 ‫א‬‫א‬W
 K‫؟‬
 

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 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬ J 

  

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W
K‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
F‫א‬E ‫א‬F‫א‬‫א‬‫א‬‫א‬
 KE‫א‬‫א‬‫א‬

 ‫א‬‫א‬E١F

 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬ W‫א‬‫א‬ J 

 F‫א‬‫א‬
 ‫א‬‫א‬‫א‬
  ‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬E

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬ W ‫א‬ J
K‫א‬
‫א‬ ‫א‬‫א‬‫א‬ W ‫א‬ J
‫א‬K  ‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ J
‫א‬‫א‬، ‫א‬
K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ J
‫א‬‫א‬، ‫א‬‫א‬
K‫א‬

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 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ 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‫א‬‫א‬ W‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

 ‫א‬‫א‬‫א‬‫א‬E٢F

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬،‫א‬ •
K‫א‬‫א‬‫א‬،‫• א‬
K‫א‬‫א‬‫א‬،‫• א‬
K‫א‬‫א‬‫א‬،‫• א‬
 K‫א‬‫א‬‫א‬‫א‬،‫א‬ •

 ‫א‬‫א‬‫א‬‫א‬E٣F

 K‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬‫א‬ •
 K‫א‬‫• א‬
 K‫א‬–‫א‬‫א‬‫• א‬
 ‫א‬‫א‬‫א‬‫א‬ •
 K‫א‬‫• א‬
 KE‫א‬‫א‬F‫א‬ •
 KE‫א‬‫א‬F‫א‬‫א‬‫א‬ •

- ٣٤ -
 ‫א‬‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬
 
 ‫א‬W١
 
 ‫؟‬‫א‬‫א‬W٢
 
 KK‫א‬‫א‬W٣
 
 ‫؟‬‫א‬‫א‬W٤
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W٥
 
 ‫؟‬‫א‬‫א‬‫א‬W٦
 
 ‫؟‬‫א‬KK‫א‬‫א‬‫א‬‫א‬W٧
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬W٨
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬W٩
 
 
 
 
 
 

- ٣٥ -
 ‫א‬
 ‫א‬
 ‫א‬

٥
‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 ‫א‬
 

 ‫א‬‫א‬
 KE‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬
K‫א‬ •
K‫א‬ •
‫א‬‫• א‬
‫א‬‫א‬‫א‬‫• א‬

 ‫א‬
 W‫א‬

 ‫א‬ •
‫א‬ •
‫א‬ •
‫א‬‫א‬‫• א‬

 ٣W‫א‬‫א‬
 
 
 

 
 
 
 
- ٣٦ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬
 

 W‫א‬

 ‫א‬ •
‫א‬ •
‫א‬ •
‫א‬‫א‬‫• א‬

‫א‬‫א‬‫א‬‫א‬marketing mix‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬K‫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‫א‬‫א‬‫א‬ product ‫א‬
‫א‬ ‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
 K‫א‬

‫א‬‫א‬KE ‫א‬F‫א‬‫א‬‫א‬ goods ‫א‬

E ‫א‬‫א‬‫א‬‫א‬F‫א‬،‫א‬‫א‬
،
 ‫א‬‫א‬‫א‬‫א‬
 KE‫א‬‫א‬‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬
، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

،‫א‬‫א‬‫א‬product line
 ‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬K ‫א‬‫א‬‫א‬، ‫א‬‫א‬‫א‬
‫א‬‫א‬، ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

K‫א‬‫א‬‫א‬product mix‫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 J 

 

 W‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬E١F
‫א‬K ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬E٢F
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬،‫א‬
‫א‬‫א‬‫א‬K‫א‬
  K
 ‫א‬‫א‬‫א‬‫א‬
 

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬E٣F
‫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E٤F
‫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E٥F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 K‫א‬
 

 ‫א‬ J 

 W‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬E١F
‫א‬‫א‬‫א‬W •
 K‫א‬‫א‬ J‫א‬ J‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬‫א‬W •
KE‫א‬ J‫א‬‫א‬ J‫א‬F‫א‬‫א‬‫א‬

- ٣٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬E٢F
‫א‬‫א‬‫א‬W  •
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W •
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬E٣F
 K‫א‬EF‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬ •
‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬W‫א‬‫ƒ א‬
  ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬ ƒ
‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬‫ƒ א‬
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬  ‫א‬‫א‬W‫א‬‫ƒ א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬ W  ‫א‬‫א‬‫• א‬

E
 ‫א‬‫א‬‫א‬‫א‬F
‫א‬‫א‬‫א‬‫א‬‫א‬ K‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫ƒ א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬ ƒ
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬ ƒ
K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬W‫א‬‫ƒ א‬
K‫א‬‫א‬
‫א‬‫א‬W  ‫א‬‫ƒ א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬ J ‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K
 ‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K 
‫א‬‫א‬ ‫א‬‫א‬،
 W‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬E١F
‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬E
 FK‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K ‫א‬‫א‬
 K‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
- ٤١ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬ J‫א‬ J‫א‬

K‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬E٢F
K‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫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‫ א‬E٣F
‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬،
 K‫א‬

 ‫א‬‫א‬‫ א‬E٤F
، ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
KE‫א‬‫א‬F‫א‬

 ‫א‬‫א‬‫ א‬E٥F
K ‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬

 K‫א‬ •
K‫א‬ •
K‫א‬‫א‬ •
K‫א‬ •
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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬E٦F
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬،

K‫א‬‫א‬‫א‬ •

K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
KE‫א‬F‫א‬E‫א‬F‫א‬

 ‫א‬‫א‬‫ א‬E٧F
‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬

 ‫א‬ ‫א‬‫א‬trade name‫א‬‫• א‬

 ‫א‬
Kn٩٥n٨٠n٧٣n٧٠‫א‬‫א‬
 

‫א‬‫א‬ brand name‫א‬‫• א‬

K‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬H‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬
 

E ‫א‬F‫א‬trade mark‫א‬‫• א‬

K‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬
 K‫א‬‫א‬
 

- ٤٣ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 W‫א‬‫א‬‫א‬
 

 K‫א‬‫א‬ J
 K‫א‬‫א‬ J
 K‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬ J
K‫א‬‫א‬ J

 ‫א‬‫א‬‫ א‬E٨F

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬،
 K‫א‬

W‫א‬‫א‬‫א‬‫א‬

 W •
 K‫א‬‫א‬‫א‬‫א‬ J

 K‫א‬‫א‬ ‫א‬‫א‬‫א‬ J
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬ J

W •
 K‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬ J
.‫א‬‫א‬ J

- ٤٤ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫ א‬E٩F
 

F‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬E 
‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬،
 ‫א‬‫א‬‫א‬
 KE F‫א‬‫א‬‫א‬

W‫א‬‫א‬
 K‫א‬ J
K‫א‬‫א‬‫א‬‫א‬‫א‬  J
K‫א‬ J
‫א‬‫א‬F‫א‬‫א‬ J
KE‫א‬‫א‬

 ‫א‬‫א‬‫ א‬E١٠F

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬ J
K‫א‬ J
K‫א‬‫א‬‫א‬ J
.‫ ﺍﻟﻤﺭﺘﺠﻌﺎﺕ ﻭﺍﻻﺌﺘﻤﺎﻥ‬‫א‬‫א‬‫א‬ J

- ٤٥ -
‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 WW١
 ‫א‬ J
 ‫א‬ J
 ‫א‬ J
 ‫א‬ J
 ‫א‬ J
 
 ‫א‬W٢
 
 ‫א‬‫א‬W٣
 
 W‫א‬‫א‬‫א‬W٤
 
 ‫א‬ J‫א‬ J
 ‫א‬ J‫א‬ J
 ‫א‬‫א‬ J‫א‬ J
 ‫א‬‫א‬ J ‫א‬ J
 ‫א‬‫א‬ J‫א‬ J
 ‫א‬ J ‫א‬ J
 ‫א‬ J ‫א‬ J
 ‫א‬ J ‫א‬ J
 

- ٤٦ -
 ‫א‬
 ‫א‬
 ‫א‬

٦
‫א‬‫א‬ ١١١ ‫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 •

 ٣W‫א‬‫א‬

 
 
 
- ٤٧ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬

 W‫א‬

 ‫א‬ •
‫א‬‫א‬ •
 ‫א‬‫א‬‫• א‬
 ‫א‬ •
‫א‬‫א‬ •

 ‫א‬ J
‫א‬K‫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
 K
 

‫א‬‫א‬ J
 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬ J
 K‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬ J
 K‫א‬ J
 K‫א‬‫א‬ J

- ٤٨ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬ J
 

‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
 ‫א‬‫א‬‫א‬
 W،‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬E١F
‫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K ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
 W‫א‬‫א‬‫א‬K‫א‬
K‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫א‬ ‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬ ƒ
K‫א‬ ƒ
  

 ‫א‬E‫א‬‫א‬F‫א‬‫א‬‫א‬E٢F
‫א‬‫א‬‫א‬‫א‬  
 W‫א‬‫א‬‫א‬‫א‬K‫א‬
K‫א‬‫א‬ ƒ
K‫א‬‫א‬ ƒ
K‫א‬ ‫א‬ ƒ
K‫א‬‫א‬‫א‬ ƒ
K ƒ
 K‫א‬‫א‬
 ‫א‬ ƒ

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬ J‫א‬
  

 W‫א‬
 ‫א‬‫א‬E١F
 W‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬EF
‫א‬F‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K ‫א‬E‫א‬‫א‬H‫א‬‫א‬
 K‫א‬‫א‬‫א‬markup pricing‫א‬
 WE١F
‫א‬،٪٢٥‫א‬‫א‬١٠٠‫א‬
 ‫؟‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 E‫א‬C‫א‬FH‫א‬Z‫א‬
 E١٠٠C٪٢٥FH١٠٠Z
 ٢٥H١٠٠Z
 ١٢٥Z
WE٢F
٪٢٠ ٨٠‫א‬
 ‫؟‬‫א‬‫א‬،‫א‬
 W‫א‬
 E‫א‬‫א‬C٪٢٠FH‫א‬Z‫א‬
 Z‫א‬
 EC٪٢٠FH٨٠Z
 ٨٠Z.٢٠ J
 ٨٠Z.٨٠
 .٨٠D٨٠Z
 ١٠٠Z

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬EF
K‫א‬‫א‬‫א‬‫א‬‫א‬ 

 WE٣F
‫א‬‫א‬٥٠٠٠٠٠٠‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬٤٠٠٠٠٠٠
‫؟‬‫א‬‫א‬‫א‬‫א‬K٪٢٥
 W‫א‬
 

 ‫א‬‫א‬C‫א‬‫א‬Z‫א‬‫א‬
 ٪٢٥C٤٠٠٠٠٠٠Z
 ١٠٠٠٠٠٠Z
 ‫א‬H‫א‬‫א‬Z‫א‬‫א‬‫א‬
 ١٠٠٠٠٠٠H٤٠٠٠٠٠٠Z
 ٥٠٠٠٠٠٠Z
 ‫א‬‫א‬D‫א‬‫א‬‫א‬Z‫א‬
 ٥٠٠٠٠٠٠D٥٠٠٠٠٠٠Z
 KE‫א‬F١Z
 

 ‫א‬‫א‬E٢F
 

‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 

 ‫א‬‫א‬E٣F
 

‫א‬K
 ‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬

- ٥١ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ J

K‫א‬‫א‬
 W‫א‬‫א‬
‫א‬ •
‫א‬‫א‬‫א‬EF‫א‬‫א‬
‫א‬٪٢‫א‬K 
 K١٥٠٠‫א‬٪٣ ،١٠٠٠

 ‫א‬‫• א‬
K ‫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
KE٣٠L١٠L٢F
 W‫א‬‫א‬K‫א‬‫א‬
‫א‬‫א‬١٠‫א‬‫א‬٪٢‫א‬
 K‫א‬٣٠‫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
K‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫؟‬‫א‬W١
 

 ‫א‬‫א‬W٢
 

 ‫؟‬‫א‬‫א‬‫א‬‫א‬W٣
 

 ‫؟‬‫א‬W٤
 

‫א‬‫א‬،٪٢٠‫א‬‫א‬ ٥٠‫א‬W٥
 ‫؟‬‫א‬‫א‬‫א‬
 

، ‫א‬٪١٥ ٢٠‫א‬W٧

 ‫؟‬‫א‬‫א‬
 

‫א‬‫א‬١٠٠٠٠٠٠‫א‬‫א‬‫א‬‫א‬‫א‬ W٨
‫א‬K٪٢٥‫א‬‫א‬‫א‬٨٠٠٠٠٠٠
 ‫؟‬‫א‬‫א‬‫א‬
 

 W‫א‬‫א‬‫א‬W٩
 

 ‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬ J

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 ‫א‬
‫א‬
‫א‬

٧
 ‫א‬‫א‬ ١١١ ‫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
 W‫א‬

 ‫א‬ •
 ‫א‬‫א‬‫• א‬
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬ •

 ٣W‫א‬‫א‬

 
 
 
 
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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

‫א‬

 W‫א‬

 ‫א‬ •
 ‫א‬‫א‬‫• א‬
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬ •

‫א‬ J 

‫א‬KE ‫א‬، ‫א‬، ‫א‬،‫א‬F‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬ J‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ J‫א‬
 K‫א‬‫א‬،‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬
E ‫א‬‫א‬F‫א‬، ‫א‬‫א‬‫א‬‫א‬،
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
‫א‬، ‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬ J 

‫א‬‫א‬‫א‬‫א‬E F‫א‬‫א‬‫א‬‫א‬
K‫א‬EF‫א‬‫א‬
 W‫א‬
 ‫א‬‫א‬E١F
‫א‬‫א‬‫א‬
E-Commerce ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬E٢F

K ‫א‬‫א‬‫א‬‫א‬‫א‬
 W،‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬EF

 W‫א‬ ‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬

W‫א‬‫א‬‫א‬EF

 W‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬

 W‫א‬‫א‬‫א‬EF

‫א‬‫א‬‫א‬‫א‬‫א‬
 W

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
- ٥٦ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬ J 

W‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬E١F
‫א‬K ‫א‬‫א‬‫א‬،‫א‬‫א‬
 K‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬‫א‬E٢F
‫א‬‫א‬‫א‬‫א‬‫א‬
 K

‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬E٣F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬
 K‫א‬‫א‬

،‫א‬‫א‬W‫א‬E٤F
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬
 ‫א‬ W‫א‬‫א‬E٥F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬K ‫א‬‫א‬
 K‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬ W  ‫א‬‫א‬‫א‬E٦F

‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ J ‫א‬

 W‫א‬‫א‬
   ‫א‬ •
   ‫א‬ •
‫• א‬

 ‫א‬E١F
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬،‫א‬‫א‬‫א‬‫א‬retailers‫א‬
 K‫א‬‫א‬‫א‬‫א‬ J
K‫א‬‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬  J
K‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
K‫א‬
 W‫א‬‫א‬

W‫א‬‫א‬‫א‬ J‫א‬ ‫א‬ •

 

 K‫א‬‫א‬‫א‬‫א‬K‫א‬ J
 K،‫א‬،‫א‬،‫א‬ J
 KAvon،‫א‬ J
 K‫א‬‫א‬‫א‬K‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬K‫א‬‫א‬ J
 K،‫א‬ J
 

- ٥٨ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

W‫א‬‫א‬‫א‬ J‫א‬ •

 K،‫א‬‫א‬ J
 K‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬،‫א‬‫א‬ J
 K‫א‬‫א‬،E‫א‬F‫א‬‫א‬ J
 K‫א‬،‫א‬ J

W‫א‬‫א‬‫א‬ J‫א‬ •
 

‫א‬‫א‬‫א‬، ‫א‬‫א‬‫א‬ J
 K
‫א‬‫א‬ ،
 ‫א‬ J 
 K‫א‬

 ‫א‬E٢F

K‫א‬‫א‬‫א‬
 ‫א‬F  ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬KE‫א‬
 K‫א‬‫א‬‫א‬

 W‫א‬

 K‫א‬‫א‬‫א‬ J
K‫א‬‫א‬ J
K‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬ J
 
 

- ٥٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 ‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ‫א‬K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬ •
‫א‬‫א‬‫א‬
 K
 ‫א‬‫א‬ •
 K‫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
 K‫א‬‫א‬‫א‬،‫א‬

 ‫א‬E٣F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E F‫א‬‫א‬K‫א‬
 K‫א‬‫א‬

- ٦٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
:‫ﻴﻨﻘﺴﻡ ﺍﻟﻭﻜﻼﺀ ﺇﻟﻰ ﻤﺎ ﻴﻠﻲ‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫• א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬

‫א‬‫א‬‫א‬ W‫א‬ •
K‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬

E
 F‫א‬ W‫א‬ •
‫א‬K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬EF

E‫א‬F‫א‬‫א‬ W‫• א‬
، ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬

،E ‫א‬‫א‬‫א‬‫א‬F‫א‬ W ‫א‬‫א‬ •

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K

- ٦١ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 WW١
 

 ‫א‬ J
 ‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ J
 

 ‫א‬‫א‬‫א‬‫א‬W٢
 

 ‫؟‬‫א‬‫א‬‫א‬W٣
 

 ‫؟‬‫א‬‫א‬‫א‬W٤
 

 ‫؟‬‫א‬‫א‬‫א‬W٥
 

 ‫؟‬‫א‬‫א‬‫א‬W٦
 

 WW١
 

 ‫א‬ J
 ‫א‬ J
 ‫א‬ J
 ‫א‬ J
 ‫א‬ J
 ‫א‬‫א‬ J
 

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 ‫א‬
 ‫א‬
 ‫א‬

٨
 ‫א‬‫א‬ ١١١ ‫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
 W‫א‬

 ‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬‫• א‬

 ٣W‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬
 
 W‫א‬

 ‫א‬ •
‫א‬‫א‬ •
 ‫א‬‫א‬‫• א‬

 ‫א‬ J 
KE‫א‬،‫א‬،‫א‬،‫א‬F‫א‬‫א‬promotion‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬promotion mix‫א‬‫א‬K‫א‬‫א‬
‫א‬‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
KE‫؟‬ ‫א‬KKKK‫א‬‫א‬‫א‬‫א‬‫א‬FK‫א‬
 W‫א‬‫א‬
 

  ‫א‬‫א‬‫א‬Wadvertising‫א‬E١F
 W‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
K‫א‬‫ƒ א‬
K‫א‬‫ƒ א‬
K‫א‬‫ƒ א‬
K‫א‬‫ƒ א‬
K‫א‬‫ƒ א‬
K‫א‬‫ƒ א‬

‫א‬‫א‬WpublicityE ‫א‬F‫א‬E٣F
 K‫א‬‫א‬‫א‬
 

- ٦٤ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 KE١-٨F‫א‬‫א‬‫א‬‫א‬‫א‬
 
 

 ‫א‬  ‫א‬  

     ١
 ‫א‬  ‫א‬  ٢
 ‫א‬  ‫א‬  ٣
 ‫א‬  ‫א‬  ٤
 ‫א‬ ‫א‬‫א‬  ٥
 E١-٨F‫א‬
 ‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬Wpersonal selling‫א‬‫א‬E٢F
 K‫א‬‫א‬‫א‬‫א‬
  

‫א‬ ‫א‬‫א‬Wsales promotion‫א‬E٤F

،‫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Wpublic relations ‫א‬‫א‬E٥F

KE‫א‬F‫א‬E‫א‬F‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬W‫ƒ א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫ƒ א‬
K‫א‬‫א‬‫א‬W‫ƒ א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬ ƒ
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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ J 

 

KE
 ‫א‬‫א‬F‫א‬E ‫א‬F‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬W‫• א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬W‫• א‬
K‫א‬‫א‬‫א‬‫א‬W‫• א‬

‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 KE١ J٨F‫א‬،‫א‬‫א‬
 

‫א‬ ‫א‬ ‫א‬ ‫א‬

 ‫أهﺪاف‬

 
 E١ J٨F
 ‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬E١F
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬E٢F
 K‫א‬E‫א‬F‫א‬
،‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬ W‫א‬E٣F
 K‫א‬،‫א‬،‫א‬

- ٦٦ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬ ‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬E٤F

 K‫א‬
  W‫א‬E٥F
 ‫א‬‫א‬W ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬ J 

 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E١F
K‫א‬‫א‬‫א‬ push strategy‫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
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬pull strategy‫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‫א‬E٢F
‫א‬‫א‬hard sell strategy‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬K‫א‬‫א‬
 K،‫א‬‫א‬،‫א‬‫א‬،‫א‬
 ‫א‬W‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬soft sell strategy‫א‬‫א‬‫א‬

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

- ٦٧ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 ‫؟‬‫א‬‫א‬‫؟‬‫א‬W١
 
 ‫א‬‫א‬‫א‬ W٢
 
 ‫א‬‫א‬‫א‬W٢
 
 WW٣
 

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 

 
 
 
 
 
 
 
 
 
 
 

- ٦٨ -
 ‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬

٩
‫א‬‫א‬ ١١١ ‫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
 W‫א‬

 ‫א‬ •
‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •

 ٣W‫א‬‫א‬
 
 
 
 
 
 

- ٦٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬‫א‬

 W‫א‬
 

 ‫א‬ •
‫א‬‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •
‫א‬‫א‬ •

 ‫א‬ J 
 

‫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
 K،‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

E‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬

 KE F‫א‬
 KE،،F
 

E‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬
E‫א‬‫א‬‫א‬F‫א‬‫א‬K‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬K‫א‬
 

 ‫א‬–E‫א‬‫א‬‫א‬F‫א‬ZE‫א‬F‫א‬
 

- ٧٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬ J 

 

K ‫א‬ ‫א‬‫א‬  ‫א‬‫א‬‫א‬

W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  

 KE‫א‬F‫א‬ ƒ
K‫א‬‫א‬‫ƒ א‬
K‫ƒ א‬
K‫א‬‫א‬‫ƒ א‬
K‫א‬‫א‬ ƒ
K‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
 

 ‫א‬‫א‬ J 

‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
، ‫א‬
 K‫א‬
 K‫א‬،‫א‬،‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  
 

 W‫א‬‫א‬‫א‬E١F
 

W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬E٢F
 

 ‫א‬‫א‬‫א‬‫א‬
 W‫א‬
  


 K‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬ J
‫א‬ ‫א‬
‫א‬،،‫א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬ J
 ‫א‬،،‫א‬‫א‬‫א‬‫א‬
 ،‫א‬
E F‫א‬‫א‬‫א‬‫א‬K‫א‬ J
،
 ‫א‬EF
 K
‫א‬ ‫א‬‫א‬
 K‫א‬،‫א‬
‫א‬‫א‬‫א‬‫א‬K‫א‬ J
 ‫א‬‫א‬٢٥ K‫א‬‫א‬‫א‬
 KEF١٠٠٠٠٠EF١٠٠٠‫א‬

 ‫א‬‫א‬‫א‬KE‫א‬F‫א‬‫א‬ J
٢٠٠٠١٠٠٠‫א‬ ٥٠
  ‫א‬K‫א‬
 K
 

 ‫א‬‫א‬ J ‫א‬

 

 ‫א‬‫א‬E١F

 ‫א‬‫א‬‫א‬‫א‬‫א‬
EF‫א‬‫א‬، ‫א‬
 K JE‫א‬F

- ٧٢ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬E٢F
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬ -
K -
KEF‫א‬‫א‬‫א‬‫א‬ -
KEF‫א‬‫א‬‫ א‬-
K -
K -

‫א‬‫א‬E٣F
 W‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
٪٤٠٪٣٠٪٢٥F،E
 ‫א‬‫א‬، ‫א‬‫א‬F‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬KE
 
 ‫א‬‫א‬ •
‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
KE ‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K ‫א‬ ‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬ J 

K ‫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‫א‬ ƒ

K‫א‬‫א‬‫א‬‫א‬ ƒ

- ٧٣ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ

K‫א‬‫א‬‫א‬‫א‬‫א‬ ƒ
 

 ‫א‬‫א‬‫א‬E١F
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬ J
‫א‬‫א‬ J
‫א‬ J
‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬ J

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬

 K‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬E٢F
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬‫א‬‫• א‬
‫א‬‫א‬‫א‬K ‫א‬‫א‬‫א‬
‫א‬‫א‬
 ‫א‬‫א‬
 K‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬ W‫א‬‫• א‬
 ‫א‬‫א‬‫א‬ ‫א‬‫א‬
K
‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫• א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬
 
- ٧٤ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٣F
‫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
 W‫א‬‫א‬‫א‬
.‫ ﻜﻔﺎﺀﺓ ﺭﺠل ﺍﻟﺒﻴﻊ‬ •
K‫א‬ •
K‫א‬‫א‬ •
K‫א‬‫א‬ •

 ‫א‬‫א‬‫א‬‫א‬‫א‬E٤F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
  J‫א‬
‫א‬‫א‬‫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‫א‬‫א‬‫א‬‫א‬

- ٧٥ -
‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 ‫؟‬‫א‬W١
 
 ‫؟‬‫א‬‫א‬‫א‬W٢

 ‫א‬‫א‬‫א‬‫א‬W٣
 
 ‫א‬‫א‬‫א‬W٤

 ‫א‬‫א‬W٥
 
‫؟‬‫א‬‫א‬‫א‬W٦

 
 
 
 
 
 
 
 
 
 
 

- ٧٦ -
 ‫א‬
 ‫א‬
 ‫א‬

١٠
‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 ‫א‬
 ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬
 ‫א‬‫• א‬
‫א‬‫א‬‫• א‬

 ‫א‬
 W‫א‬
 

 ‫א‬ •
‫א‬‫א‬ •

 ٦W‫א‬‫א‬

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

- ٧٧ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬
 

 W‫א‬
 ‫א‬ •
‫א‬‫א‬ •

 ‫א‬ J 
 

‫א‬‫א‬‫א‬‫א‬‫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‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K‫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K‫א‬
  K‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬ J 

 

‫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
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

- ٧٨ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬‫א‬E١F
‫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
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬‫א‬SWOT‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬

،opportunities‫א‬،weakness‫א‬‫א‬،strong‫א‬
 ‫א‬‫א‬‫א‬
 .threats ‫א‬‫א‬

 ‫א‬‫א‬E٢F
‫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
 K‫א‬‫א‬‫א‬ -
K‫א‬‫א‬‫א‬ -
K‫א‬‫א‬‫א‬  -
K‫א‬‫א‬ -
K‫א‬‫א‬ -

 ‫א‬‫א‬‫א‬‫א‬‫א‬E٣F
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 

 ‫א‬‫א‬E١ J٣F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 KE١ J١٠F

- ٧٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬  
       
 
 ‫א‬  ‫א‬‫א‬  
 ‫א‬
 ‫א‬  ‫א‬    
 E١ J١٠F
 ‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬

‫א‬‫א‬‫א‬Kmarket penetration ‫א‬‫ƒ א‬


 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬market development‫א‬ ƒ
K‫א‬‫א‬
 Kproduct development ‫א‬ ƒ
‫א‬
‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬
K‫א‬Kdiversification‫ƒ א‬
 

‫א‬‫א‬E٢ J٣F
‫א‬‫א‬‫א‬integration growth‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 ‫א‬
 W‫א‬‫א‬K‫א‬
 

- ٨٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬‫א‬.backward integration‫א‬‫ƒ א‬
‫א‬‫א‬‫א‬
 K ‫א‬‫א‬
K‫א‬‫א‬
 ‫א‬‫א‬.forward integration ‫א‬‫ƒ א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬.horizontal integration‫א‬‫ƒ א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬E٤F
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬K
 

‫א‬‫א‬‫א‬W‫א‬ ƒ
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬ ƒ
‫א‬‫א‬،‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬ J
K‫א‬‫א‬ J
K‫א‬ J
K‫א‬‫א‬ J
 K‫א‬ ‫א‬ J

 ‫א‬‫א‬‫א‬E٥F
، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ J
  J ‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

- ٨١ -
 ‫א‬‫א‬ ١١١ ‫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K‫א‬‫א‬
 W
 

 ‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬KKK‫א‬‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
  

 ‫א‬ •
‫א‬‫א‬K ‫א‬ ‫א‬‫א‬
 W‫א‬
 K‫א‬ -
K‫א‬ -
K‫א‬‫א‬‫א‬ -
K‫א‬‫א‬‫א‬ -
K‫א‬‫א‬‫א‬‫א‬‫א‬ -
‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬ ƒ
‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬
 ‫א‬‫א‬
 K‫א‬‫א‬ ‫א‬
- ٨٢ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 


 K
 ‫א‬‫א‬
 ‫א‬W‫א‬‫א‬ ƒ
 ‫א‬‫א‬‫א‬٪١٠٪٥‫א‬‫א‬

K٪٢٠‫א‬‫א‬
 


 ‫א‬‫א‬‫א‬W‫א‬‫א‬ ƒ
‫؟‬‫א‬،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬W‫א‬‫ƒ א‬
‫א‬ ‫א‬ ‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬E٦F
‫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 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬،
 ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 

 W
 

 ٪١٠‫א‬W‫א‬
 ‫א‬W‫א‬
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬ J
 ‫א‬ J
‫א‬ J
 K‫א‬‫א‬W‫א‬‫א‬‫א‬‫א‬
٪٨٠ ‫א‬
 ‫א‬ ‫א‬W‫א‬
 K٪٢٠‫א‬
 

- ٨٣ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 W‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫ƒ א‬
K‫א‬‫א‬‫ƒ א‬
K‫א‬‫א‬‫א‬‫ƒ א‬

 W‫א‬
 

 ‫א‬‫א‬EF
‫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
K ‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬
 ‫א‬K
 ‫א‬‫א‬ ‫א‬
 W‫א‬‫א‬‫א‬‫א‬ 
 

‫א‬  ‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬ J

 K‫א‬
K‫א‬‫א‬‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J

 ‫א‬‫א‬‫א‬EF
 

K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
- ٨٤ -
 ‫א‬‫א‬ ١١١ ‫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‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬EF
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ 

‫א‬‫א‬‫א‬ K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K
 

 ‫א‬‫• א‬
K ‫א‬‫א‬leader firm ‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 W،‫א‬ ƒ
 K‫א‬ J
 K‫א‬‫א‬‫א‬ J
:‫א‬‫א‬‫א‬ J‫א‬‫א‬ ƒ
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J

 ‫א‬‫א‬،‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

،
 ‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬ J
 W‫א‬
  

 K‫א‬‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬ J
‫א‬ ‫א‬
 ‫א‬‫א‬ J
 K‫א‬
‫א‬ F‫א‬‫א‬‫א‬ J
 KE‫א‬‫א‬‫א‬
 

 ‫א‬‫• א‬
K ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
 K‫א‬‫א‬‫א‬ J
K‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬ J
 K‫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K  ‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫• א‬
 ‫א‬E
 F‫א‬
‫א‬‫א‬،‫א‬
- ٨٦ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬  ‫א‬‫א‬‫א‬

 K‫א‬
 

 ‫א‬‫א‬‫א‬E٧F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K

 K‫א‬‫א‬ J
K‫א‬‫א‬‫א‬ J
K‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬ J

‫א‬‫א‬E٨F
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫ﺘﻘﻭﻡ‬
‫א‬ KE ‫א‬،‫א‬، ‫א‬‫א‬،
 ‫א‬F‫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
 K
 

 
‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬

 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

٨٠٠٠٠٠
 ‫א‬‫א‬‫א‬، ‫א‬‫א‬ ‫א‬
 ‫؟‬‫א‬K‫א‬‫א‬٤
 

 ‫א‬
 W‫א‬‫א‬

 ٣C١٠٠٠٠٠٠Z‫א‬‫א‬

 ٣٠٠٠٠٠٠Z   

 ٤C٨٠٠٠٠٠Z‫א‬‫א‬

 ٣٢٠٠٠٠٠Z

 ٢٠٠٠٠٠Z٣٠٠٠٠٠٠–٣٢٠٠٠٠٠ZE‫א‬F‫א‬‫א‬‫א‬
 

 W‫א‬‫א‬‫א‬

 ‫א‬‫א‬CE‫א‬‫א‬–‫א‬‫א‬FZ‫א‬‫א‬‫א‬EF 

 ٨٠٠٠٠٠Z٨٠٠٠٠٠C١Z٨٠٠٠٠٠CE٣ J٤FZ

 E‫א‬‫א‬–‫א‬‫א‬FC‫א‬‫א‬Z‫א‬‫א‬‫א‬EF

 ٨٠٠٠٠٠Z٢٠٠٠٠٠C٤ZE٨٠٠٠٠٠–١٠٠٠٠٠٠FC٤Z

 K‫א‬‫א‬ ‫א‬‫א‬‫א‬

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 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬

 ‫א‬‫א‬W١
 
 ‫א‬‫א‬‫א‬W٢
 
 ‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬W٣
 
 W‫א‬W٤
 ‫א‬‫א‬‫א‬ J

 ‫א‬‫א‬‫א‬ J

 ‫א‬‫א‬ J

‫א‬‫א‬ J

‫א‬‫א‬‫א‬‫א‬
  ‫א‬‫א‬W٥

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 ٨٠٠٠٠٠‫א‬‫א‬‫א‬١٥‫א‬‫א‬‫א‬

 ‫؟‬‫א‬K‫א‬‫א‬

 
 

 
 
 

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 ‫א‬
 ‫א‬
 ‫א‬

١١
‫א‬‫א‬ ١١١ ‫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 •

 ٣W‫א‬‫א‬

 
 
 
 
 
 
 
 
 
 
 

- ٩٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬
 

 W‫א‬
 

‫א‬ •
 ‫א‬‫א‬‫א‬‫• א‬
‫א‬ •


‫א‬ J 
  

 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
‫א‬
 ‫א‬‫א‬‫א‬K‫א‬ 
 K‫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‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 

- ٩١ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬ J 

 

‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 ‫א‬E١F
K ‫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E٢F
‫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E٣F
‫א‬K ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 

 ‫א‬E٤F
 ‫א‬‫א‬‫א‬، ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

- ٩٢ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬ J 

 

W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬E١F
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬E١ J١١FK‫א‬
 K‫א‬‫א‬

‫א‬

     

‫א‬ ‫א‬ ‫א‬ ‫א‬
 

 E١ J١١F‫א‬
 ‫א‬‫א‬
 
 

 ‫א‬‫א‬E٢F
 

 ‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬ 

‫א‬‫א‬
 K‫א‬‫א‬
‫א‬‫א‬‫א‬E٢ J١١FK‫א‬‫א‬
 K‫א‬‫א‬

- ٩٣ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

‫א‬

   

‫א‬ ‫א‬‫א‬ ‫א‬ ‫א‬

 E٢ J١١F
 ‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬E٣F
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 ،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬E٣ J١١F‫א‬،‫א‬‫א‬
 K‫א‬
 

‫א‬

‫א‬ ‫א‬ ‫א‬ ‫א‬

‫א‬ ‫א‬ ‫א‬ ‫א‬
 
 E٣ J١١F‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 
 

- ٩٤ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬E٤F
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K
 ،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬E٤ J١١F
 
 

‫א‬

   

‫א‬‫א‬ ‫א‬ ‫א‬ ‫א‬
 
 E٣ J١١F
‫א‬‫א‬‫א‬

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬

- ٩٥ -
‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 ‫؟‬‫א‬‫א‬‫א‬‫א‬W١
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W٢
 

 ‫א‬‫א‬ J

 ‫א‬‫א‬ J

 ‫א‬‫א‬‫א‬‫א‬ J

 ‫א‬‫א‬ J
  

 ‫؟‬‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬W٣

- ٩٦ -
 ‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬

١٢
 ‫א‬‫א‬ ١١١ ‫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
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫• א‬

 ‫א‬
 W‫א‬

 ‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬‫א‬ •
 
 ٣W‫א‬‫א‬

 
 
 
 
 
 
 
 
 
 
 

- ٩٧ -
 ‫א‬‫א‬ ١١١ ‫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 J 

‫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K
 ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 

‫א‬‫א‬‫א‬‫א‬‫א‬ J 

 

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  

 ‫א‬‫א‬‫א‬E١F
  

‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬K‫א‬

 K  ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ١٠٠‫א‬
 K‫א‬‫א‬٪١٥‫א‬
 

- ٩٨ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬‫א‬E٢F
 

K ‫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  
 K‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬‫א‬E٣F
 

‫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
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ٢٨٠‫א‬‫א‬
٢٥٠‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
 KE٣٠ JZ٢٨٠ J٢٥٠F‫א‬ ‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬‫א‬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 ‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
:
 ‫א‬ ƒ
‫א‬‫א‬ ƒ
‫א‬ ƒ
‫א‬ ƒ
‫א‬ ƒ
- ٩٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬‫ƒ א‬
‫א‬‫ƒ א‬
‫א‬‫א‬ ƒ
 

 ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬ J 
 

 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬ J
:‫א‬‫א‬
 

‫א‬‫א‬‫א‬E١F
 

‫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marketing audit‫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

 

- ١٠٠ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬‫א‬E٢F
 

 W‫א‬‫א‬‫א‬
‫א‬E١ J٢F
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬ 

K
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K
 ‫א‬‫א‬‫א‬E
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬E 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 


‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  ٢٥٠، ٤٠٠، ٦٠٠E‫א‬ ‫א‬‫א‬‫א‬‫א‬

٥٠٠،٤٥٠‫א‬‫א‬‫א‬ ‫א‬K‫א‬
 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬٢٥٠،
‫א‬
 KE١ J١٢F‫א‬‫א‬‫א‬
 

 ‫א‬‫א‬ ‫א‬‫א‬

E٢FDE١F  ‫א‬
‫א‬‫א‬  E٢F  E١F
%٢٥- %٧٥ ٦٠٠٠٠٠ ٤٥٠٠٠٠  ‫א‬
%٢٥+ %١٢٥ ٤٠٠٠٠٠ ٥٠٠٠٠٠  ‫א‬
%٠٠ %١٠٠ ٢٥٠٠٠٠ ٢٥٠٠٠٠ ‫א‬
%٤- %٩٦ ١٢٥٠٠٠٠ ١٢٠٠٠٠٠  ‫א‬
 E١ J١٢F
 ‫א‬‫א‬‫א‬

- ١٠١ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬ 

 W‫א‬‫א‬‫א‬‫א‬‫א‬
 ١٢٥٠٠٠٠–١٢٠٠٠٠٠Z‫א‬‫א‬‫א‬
 ٥٠٠٠٠ JZ
 

 K%٤‫א‬‫א‬
 

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،%٢٥+   ‫א‬‫א‬‫א‬‫א‬‫א‬، %٢٥- 
 K‫א‬‫א‬
 

‫א‬‫א‬E١ J٢F
K ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬EF‫א‬
 K
 
‫א‬‫א‬‫א‬‫א‬‫א‬E٢ J١٢F
 K‫א‬‫א‬‫א‬
 
 

‫א‬‫א‬  ‫א‬  ‫א‬

%٣٠ ٣٠٠  

%٢٨ ٢٨٠  ‫א‬

%٤٠ ٤٠٠  ‫א‬‫א‬

 %١٢  ١٢٠ ‫א‬

 %١٠٠  ١٠٠٠  ‫א‬

 E٢ J١٢F‫א‬
 ‫א‬‫א‬‫א‬‫א‬

- ١٠٢ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬E٣F
 

‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬K
 ‫א‬‫א‬‫א‬‫א‬
‫א‬K 
  ‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬
 
 

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
K‫א‬‫א‬ J
K‫א‬‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬ J
 

‫א‬‫א‬E٤F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W،‫א‬
 

 ‫א‬ J‫א‬‫א‬‫א‬ZE‫א‬F‫א‬
 
 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
EF‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
 
 
 
 
 
 
- ١٠٣ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬ 

 ‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W١
 

 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬W٢
 

 ‫א‬‫א‬W٣
 

‫א‬‫א‬‫א‬‫א‬‫א‬E٣ J١٢FW٤
 K‫א‬‫א‬
 
 

‫א‬‫א‬  ‫א‬  ‫א‬

٣٠٠٠٠٠٠٠٠٠  ‫א‬

٢٨٠٠٠٠٠٠٠٠  ‫א‬

٤٠٠٠٠٠٠٠٠٠  ‫א‬

   ١٢٠٠٠٠٠٠٠٠  ‫א‬

     ‫א‬
 E٣ J١٢F‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 

 W‫א‬ J‫א‬
 ‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ J
 
 

- ١٠٤ -
 ‫א‬
 ‫א‬
 ‫א‬

١٣
‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 ‫א‬
 ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬
‫א‬ •
‫א‬‫• א‬
‫א‬‫• א‬

 ‫א‬
 W‫א‬

 ‫א‬ •
‫א‬ •
‫א‬ •

 ٣W‫א‬‫א‬

 
 
 
 
 
 
 
 
 
 

 

- ١٠٥ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬
 

 ‫א‬
 

 W‫א‬
 ‫א‬ •
‫א‬ •
‫א‬ •

‫א‬ J 
 

 ‫א‬E١F
‫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 K‫א‬
‫א‬Kotler‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
‫א‬‫א‬K ‫א‬،
،‫א‬‫א‬‫א‬
 W‫א‬K‫א‬‫א‬‫א‬
  

 ‫א‬ J
‫א‬‫א‬ J
 ‫א‬‫א‬ J
‫א‬ J
 ‫א‬‫א‬ J
‫א‬ J
 
- ١٠٦ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬E١F
‫א‬‫א‬ E‫א‬KF‫א‬
 W
K‫ƒ א‬
K‫ƒ א‬
K‫ƒ א‬
K‫ƒ א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬F‫א‬‫ƒ א‬
KE‫א‬‫א‬‫א‬
KE‫א‬‫א‬F‫ƒ א‬
 KE‫א‬‫א‬‫א‬‫א‬F‫א‬ ƒ
 

 ‫א‬ J 

  

 W،‫א‬‫א‬‫א‬
 

 ‫א‬E١F

  ،‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬E٢F
‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 ‫א‬E٣F
KEF‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
،‫א‬
 ‫א‬‫א‬
- ١٠٧ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 

 ‫א‬E٤F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬،‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬
 K
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 

 E‫א‬F‫א‬E٥F
‫א‬‫א‬K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ ،‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬ ،‫א‬
 ‫א‬E٦F
 ‫א‬‫א‬‫א‬‫א‬‫א‬
، ‫א‬‫א‬‫א‬
 K‫א‬
 

 ‫א‬ J 

 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W،‫א‬
 

 ‫א‬‫א‬‫א‬E١F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K
‫א‬‫א‬ K‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬

- ١٠٨ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬E٢F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬ ‫א‬
‫א‬‫א‬
 ‫א‬ 
 K‫א‬
 

 ‫א‬E٣F
K‫א‬‫א‬‫א‬ ‫א‬ 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬
 K‫א‬‫א‬‫א‬
‫א‬ K‫א‬
‫א‬‫א‬E
 ١٠F‫א‬
 K
 

 ‫א‬E٤F
‫א‬‫א‬‫א‬،
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K
 ‫א‬‫א‬
 K
 K‫א‬ 
 
 
 
 
 
 
 
 
- ١٠٩ -
 ‫א‬‫א‬ ١١١ ‫א‬
‫א‬ ‫א‬ 

 ‫א‬‫א‬

 ‫א‬W١
 
 ‫؟‬‫א‬‫א‬‫א‬‫؟‬‫א‬‫א‬W٢
 
 ‫؟‬‫א‬KK‫א‬‫א‬‫א‬W٣
 
K ‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬W٤

 ‫א‬

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
- ١١٠ -
 ١١١ ‫א‬
‫א‬‫א‬
‫א‬ 

 ‫א‬‫א‬
 

 K٢٠٠٥،‫א‬،‫א‬،‫א‬،‫א‬ ƒ
 

 K٢٠٠٠،‫א‬‫א‬‫א‬،‫א‬،‫א‬‫א‬‫א‬، ƒ
 

 K٢٠٠٦،‫א‬،،W‫א‬،‫א‬ ƒ
 

 K١٩٨٠،‫א‬‫א‬‫א‬،‫א‬،‫א‬‫א‬، ƒ
 

 K١٩٩٦،،‫א‬،‫א‬،‫א‬ ƒ
 

 K٢٠٠٧،‫א‬،،‫א‬‫א‬‫א‬،،‫א‬ ƒ
 

 K٢٠٠٧،‫א‬‫א‬،‫א‬،‫א‬،، ƒ
 

 K٢٠٠٥،‫א‬،‫א‬،‫א‬‫א‬،‫א‬ ƒ
 

 K١٩٨١،‫א‬‫א‬‫א‬،‫א‬،‫א‬‫א‬،‫א‬ ƒ
 

 K١٩٩٩،‫א‬‫א‬،‫א‬،‫א‬‫א‬،‫א‬‫א‬ ƒ
 

 K١٩٨٤،‫א‬،‫א‬،‫א‬‫א‬،‫א‬ ƒ
 

 K٢٠٠٧،‫א‬،‫א‬،‫א‬‫א‬،،‫א‬ ƒ
 

 K٢٠٠٢،‫א‬،‫א‬،‫א‬‫א‬،‫א‬ ƒ
 

 K٢٠٠١،‫א‬‫א‬،،‫א‬‫א‬‫א‬،،‫א‬ ƒ
 

 K٢٠٠٧،‫א‬،‫א‬،‫א‬‫א‬، ƒ
 

 K٢٠٠٥،‫א‬‫א‬،،‫א‬،‫א‬، ƒ
 

K١٩٩٩،‫א‬‫א‬،،‫א‬‫א‬، ƒ
 

ƒ Kotler, Philip, Marketing management, New York, Prentice Hall, 2004.

ƒ Bennett, Peter, Marketing, New York, McGraw Hill, 2004.
ƒ Rom, Markin, Marketing: Strategy and Management, New York, John Willey & Sons,
2003.
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‫א‬ 

 ‫א‬
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 ٤KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ J‫א‬‫א‬
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 ١٥KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬ J‫א‬‫א‬
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٢٢KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬‫א‬ J‫א‬‫א‬

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 ٣٢KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬ J‫א‬‫א‬‫א‬
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 ٤٢KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬ J‫א‬‫א‬

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 ٥٤KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬ J‫א‬‫א‬

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 ٦٢KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬ J‫א‬‫א‬

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 ٧٢KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬ J‫א‬‫א‬

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 ٧٩KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬‫א‬ J‫א‬‫א‬

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 ٨٨KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬ J‫א‬‫א‬

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 ١٠٢KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ J‫א‬‫א‬
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 ١١٠KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬ J‫א‬‫א‬
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 ١١٩KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ J‫א‬‫א‬
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 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ‫א‬‫א‬