Hotel Art Markting

‫א‬
‫א‬‫א‬‫א‬
٢٥٣
 ٢٥٣  ‫א‬
 
 ‫א‬‫א‬‫א‬  
 
 W،،‫א‬‫א‬،‫א‬
  ‫א‬ ‫א‬ ‫א‬ ‫א‬‫א‬  ‫א‬ ‫א‬  ‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
   ‫א‬        ،‫א‬ ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،
‫א‬         ‫א‬   ،‫א‬ ‫א‬‫א‬  
 ‫א‬ ‫א‬ ‫א‬‫א‬  ‫א‬ ‫א‬ ‫א‬  ‫א‬ ‫א‬  ‫א‬ ‫א‬
‫א‬ ‫א‬‫א‬،‫א‬
 K‫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‫א‬
   ‫؛‬    ‫א‬ ‫א‬  ‫א‬    ‫א‬
 K‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 
 ٢٥٣  ‫א‬
 
 ‫א‬‫א‬‫א‬  
 
 
  ‫א‬‫א‬‫א‬      ‫א‬ ‫א‬ ‫א‬  ‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ 
 ‫א‬ ‫א‬ ‫א‬      K‫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
 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‫• א‬
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  
  ‫א‬   ‫א‬       ‫א‬  
  ،‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ،‫א‬‫א‬‫א‬‫א‬
   ‫א‬‫א‬ ‫א‬      ‫א‬ ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ٤٠

‫א‬‫ א‬
‫א‬
١
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬W‫א‬‫א‬
 W‫א‬W‫א‬‫א‬
 K‫א‬
 K‫א‬‫א‬
‫א‬‫א‬
 K
 ٪٨٠‫א‬‫א‬W‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬ J
-١-
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬
 
‫؛‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬    ‫א‬   ‫א‬ ‫א‬ ‫א‬‫א‬ 
‫א‬‫א‬ ‫א‬‫א‬،‫א‬‫א‬‫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   W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬ K١
 K‫א‬‫א‬‫א‬ K٢
 K‫א‬‫א‬ K٣
 KL‫א‬‫א‬‫א‬ K٤
 KE
 F‫א‬‫א‬ K٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬ K٦
 K‫א‬‫א‬‫א‬‫א‬–‫א‬‫א‬‫ א‬K٧
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٨
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫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
 K‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K
 
 ‫א‬‫א‬
 
 ‫א‬K١
 K‫א‬K٢
KK٣
 K‫א‬‫א‬‫א‬K٤
 ‫א‬‫א‬K٥
 ‫א‬‫א‬‫א‬‫א‬‫א‬K٦
 
 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬
     ‫א‬ ‫א‬       ‫א‬ W 
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬ W 

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬      ‫א‬   ‫א‬  – ‫א‬ 
‫א‬   ‫א‬‫א‬
 K‫א‬
 
 K‫א‬‫א‬W 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
K‫א‬‫א‬W‫א‬W ‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬W‫א‬
 K‫א‬‫א‬،‫א‬‫א‬‫א‬،‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
      ‫א‬   ‫א‬   ‫א‬   W 
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
                 ‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬
 K‫א‬‫א‬،‫א‬‫א‬‫א‬‫ א‬K١
 K‫א‬‫א‬‫א‬‫א‬ K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٣
 
-٤-
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 W‫א‬‫א‬‫א‬
 ‫א‬ K١
 ‫א‬‫ א‬K٢
 ‫א‬ K٣
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٤
 K‫א‬‫א‬‫א‬‫א‬ K٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٦
 
 W‫א‬‫א‬
 
‫א‬‫א‬  ?‫א‬‫א‬?‫א‬ EF،‫א‬‫א‬
    EF       ١٦٥٠  ‫א‬    
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K ١٩٥٠‫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‫א‬ ‫א‬‫א‬
   ‫א‬‫א‬    ‫א‬  ،‫א‬  ،‫א‬ 
 K
 
     ‫א‬ ‫א‬  ‫א‬  ‫א‬ ‫א‬  
K‫א‬‫א‬‫א‬‫א‬ EF‫א‬‫א‬
 ‫א‬ ‫א‬   ‫א‬ ‫א‬ ‫א‬  ‫א‬ ‫א‬   ‫א‬ 
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
-٥-
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬         ‫א‬ ‫א‬    ‫א‬ 
‫א‬‫א‬‫א‬،‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
  JW‫א‬‫א‬‫א‬
 ‫א‬‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ J
 
 W‫א‬‫א‬ J
‫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
 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          
 K‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬  ‫א‬  ‫א‬ ‫א‬ ‫א‬  ‫א‬   ‫א‬ ‫א‬ 
 ‫א‬       ‫א‬ ‫א‬‫א‬ ‫א‬ ‫א‬ ‫א‬ ‫א‬ 
 ‫א‬    ‫א‬ ‫א‬‫א‬  ‫א‬ ‫א‬    
 K‫א‬
 
 W‫א‬‫א‬ J
 ١٩٥٠  J١٩٢٠‫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‫א‬‫א‬‫א‬ ‫א‬‫א‬
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 
 W‫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
  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  K‫א‬ ‫א‬ ‫א‬ ‫א‬‫א‬  ‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
   ‫א‬    ‫א‬‫א‬  ‫א‬  ‫א‬   
 ‫א‬ ‫א‬    ‫א‬      ‫א‬ ‫א‬
‫א‬    ‫א‬ ،‫א‬‫א‬     ‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬‫א‬W ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 ،‫א‬
 ‫א‬  ‫א‬  ‫א‬        ‫א‬ W 
‫א‬ ‫א‬  K  ‫א‬     ‫א‬ ‫א‬  ‫א‬ ‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫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‫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  
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬‫א‬‫א‬ J١
 ‫א‬‫א‬‫א‬ J٢
-٨-
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬ J٣
    ‫א‬      ‫א‬     ‫א‬  J٤
 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
 K‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
K‫א‬K١
KK٢
K‫א‬K٣
K‫א‬K٤
 K‫א‬‫א‬‫א‬K٥
‫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K‫א‬E‫א‬F‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ،‫א‬ ،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬E‫א‬F‫א‬‫א‬‫א‬‫א‬K
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬ 
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
-٩-
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 W‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬E‫א‬ ‫א‬ ‫א‬ ‫א‬F‫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
 
W‫א‬‫א‬
  ‫א‬    ‫א‬ ‫א‬  ‫א‬‫א‬   ‫א‬ 
 W(4 P sF
 
 W‫א‬‫א‬
‫א‬ ‫א‬   F      ‫א‬ ‫א‬ ‫א‬ 
‫א‬ ‫א‬‫א‬‫א‬E ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 
  Product-serviceW‫א‬ J١
‫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
 
  Place-distributionW‫א‬ J٢
   ‫א‬ ‫א‬   ‫א‬ ‫א‬ ‫א‬  ‫א‬ ‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
- ١٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬ J١
 ‫א‬‫א‬ J٢
 ‫א‬KKKKKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٣
‫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
 
  Price-rateW‫א‬ J٣
‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬   ‫א‬ ‫א‬     ‫א‬ ‫א‬   ‫א‬ 
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W
 ‫א‬‫א‬
‫א‬‫א‬
‫א‬‫א‬
  Promotion-communicationW‫א‬ J٤
  ‫א‬  ‫א‬ ‫א‬     ‫א‬ ‫א‬  ‫א‬ 
 ‫א‬    ‫א‬   ‫א‬  ‫א‬    
 K
‫א‬‫א‬‫א‬ 
K‫א‬
 W‫א‬
 ‫א‬
‫א‬
- ١١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬
‫א‬‫א‬
‫א‬
   ‫א‬ ‫א‬‫א‬   ‫א‬  ‫א‬ ‫א‬   
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
  ‫א‬         ‫א‬ 
 W‫א‬‫א‬
 
 Product-serviceW‫א‬ J١
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 Place-distributionW‫א‬ J٢
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
 Promotion-communication W‫א‬‫א‬ J٣
‫א‬  ‫א‬ ‫א‬   ‫א‬    ‫א‬  ‫א‬‫א‬ 
 K‫א‬
 
 Price-rateW‫א‬‫א‬ J٤
 ‫א‬  ‫א‬ K            
   ‫א‬   ‫א‬  ‫א‬    ‫א‬    
 ‫א‬  ‫א‬ ‫א‬   ‫א‬  ‫א‬  K‫א‬  
 Kshoulder‫א‬valley‫א‬peak
 
- ١٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
PeopleW‫א‬‫א‬ J٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
ProcessW‫א‬ J٦
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
Physical evidenceW‫א‬‫א‬ J٧
‫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‫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K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬
        ‫א‬ ‫א‬   ،‫א‬ ‫א‬  ‫א‬
- ١٣ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬،‫א‬‫א‬‫א‬
  ‫א‬       ‫א‬    ،  
‫א‬‫א‬‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 
 WPositioning‫א‬‫א‬ J١
‫א‬‫א‬ ‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
    ‫א‬  ?‫א‬    ?   ‫א‬   ‫א‬ 
‫א‬‫א‬ Positioning‫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
 
 W‫א‬‫א‬‫א‬ J٢
  ‫א‬ ‫א‬  ‫א‬ ‫א‬  ‫א‬   ‫א‬    
‫א‬‫א‬‫א‬‫א‬
‫א‬  ،‫א‬
‫א‬‫א‬ ‫א‬K‫א‬‫א‬
 ‫א‬   K ‫א‬‫א‬ ‫א‬     ‫א‬   
- ١٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬     ‫א‬   ‫א‬ ‫א‬  ‫א‬   
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬  ‫א‬ ‫א‬ ‫א‬        ‫א‬  
 K‫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    
 K‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬ J٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
    ‫א‬ ‫א‬   ،      ‫א‬  ‫א‬
‫א‬‫א‬  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬K‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬L‫א‬‫א‬Z٪‫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
 
 W‫א‬‫א‬‫א‬ J٤
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
   ‫א‬ ‫א‬    ‫א‬  ‫א‬ ‫א‬  ‫א‬ ‫א‬ 
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬
 ‫א‬  ‫א‬  ‫א‬   ‫א‬  ‫א‬  ‫א‬‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 
‫א‬‫א‬ W‫א‬‫א‬‫א‬  J١
 ‫א‬     ‫א‬   ‫א‬  ‫א‬   
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E‫א‬F ،  
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬ W‫א‬‫א‬‫א‬  J٢
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
- ١٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬‫א‬‫א‬‫א‬ J٣
‫א‬ ‫א‬   ‫א‬ ‫א‬   ‫א‬ ‫א‬    ‫א‬ ‫א‬ ‫א‬
 K‫א‬
 
    ‫א‬ ‫א‬    W ‫א‬ ‫א‬  ‫א‬ ‫א‬ J٤
‫א‬‫א‬‫א‬‫ א‬ ‫א‬
 K‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬  J١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
‫א‬‫א‬‫א‬W  J٢
 ‫א‬        ‫א‬ ‫א‬  
 K‫א‬‫א‬‫א‬‫א‬
‫א‬ W‫א‬‫א‬  J٣
‫א‬  ‫א‬‫א‬         ‫א‬   ‫א‬
 K‫א‬‫א‬‫א‬
 
 W‫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
- ١٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬ ‫א‬  ‫א‬ ‫א‬  ‫א‬ ‫א‬   ‫א‬   
 K‫א‬‫א‬
 
 W‫א‬‫א‬
 
‫א‬‫א‬‫א‬ ‫א‬‫א‬ 
 ‫א‬ ‫א‬      ‫א‬   ‫א‬  ‫א‬ 
‫א‬K‫א‬‫א‬‫א‬
 ،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬
Economy/limited service hotelsW‫א‬‫א‬‫א‬‫א‬ J١
‫א‬  ‫א‬    ‫א‬ ‫א‬  ‫א‬ ‫א‬   
 ‫א‬      ‫א‬      
‫א‬K‫א‬،‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬K‫א‬ ‫א‬ 
‫א‬‫א‬K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
- ١٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
Mid-range service hotelsW‫א‬‫א‬‫א‬‫א‬ J٢

‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 
World class hotels W‫א‬‫א‬‫א‬‫א‬ J٣
 ‫א‬     ‫א‬       ‫א‬ ‫א‬ ‫א‬ 
‫א‬ ‫א‬ ‫א‬  ‫א‬   K‫א‬  ‫א‬ ‫א‬  ‫א‬  
‫א‬‫א‬‫א‬‫א‬
‫א‬K‫א‬
 K‫א‬
 
- ١٩ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬
Cost vs. Product
Relative Cost
Per Room
Economy
Upscale
Luxury
Budget
Mid-Market
Product Type Service Classifiers

  ‫א‬
 
 
 
 
 
 
 
 
 
 
- ٢٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬
Compression of Demand
Suburban
Airport Demand
Sold Out City Center Demand Resort
(Downtown Location Type)
  Suburban
 
- ٢١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
Economy Budget Mid-Market Upscale  
Luxury
Limited Service Full Service  
 
Economy Market Upscale Examples  
Examples * Omni
* Budgetel Inn * Marriott  
* Fairfield Inn * Hilton  
* Motel 6 * Westin
* Red Roof Inn * Hyatt  
Budget Market
 
Luxury Examples
Examples Mid-Market Examples * Four Seasons  
* Best Western * Courtyard * Intercontinental
* Econolodge * Ritz Carlton
 
* Holiday Inn
* Knights Inn * Howard Johnson  
* Super 8 Motels * Ramada Inn
 
 
 
 
 ‫א‬‫א‬‫א‬‫א‬
- ٢٢ -
 ‫א‬‫א‬  ٢٥٣  ‫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      W ‫א‬ ‫א‬  ‫א‬
 W
 
‫א‬‫א‬‫א‬ ‫א‬‫א‬ W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
 
‫א‬‫א‬‫א‬ ‫א‬ W
‫א‬  ‫א‬ ‫א‬    ‫א‬  ‫א‬   K ‫א‬ 
 K‫א‬‫א‬‫א‬‫א‬
‫א‬   ‫א‬‫א‬  ‫א‬   ‫א‬ ‫א‬  W‫א‬‫א‬  
‫א‬ ‫א‬    ‫א‬       ‫א‬ ‫א‬
   ‫א‬    ‫א‬ ‫א‬     
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
 ‫א‬‫א‬ ‫א‬   ‫א‬ ‫א‬  ‫א‬   ‫א‬‫א‬   
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ W‫א‬
K‫א‬‫א‬
 
- ٢٣ -
 ‫א‬‫א‬  ٢٥٣  ‫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
 K‫א‬‫א‬‫א‬
- ٢٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬EXF‫א‬‫א‬E√FW‫א‬‫א‬‫א‬
 
EF  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J١
EF ‫א‬   ‫א‬ ‫א‬ ‫א‬  ‫א‬   ‫א‬ ‫א‬  J٢
‫א‬‫א‬‫א‬
 ‫א‬
EF ‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬  J٣
 K‫א‬‫א‬‫א‬
EF ‫א‬ ‫א‬  ‫א‬ ‫א‬ ‫א‬  ‫א‬  ‫א‬  J٤
 ‫א‬
EF    ‫א‬ ‫א‬  ‫א‬  ‫א‬   J٥
‫א‬ ‫א‬  ‫א‬   ‫א‬ ‫א‬   ‫א‬  
 K‫א‬
EF ‫א‬‫א‬‫א‬ ‫א‬ J٦
 K‫א‬
EF  ١٦٥٠‫א‬‫א‬‫א‬ J٧
EF ‫א‬ ‫א‬     ‫א‬ ‫א‬ ‫א‬     J٨
 ‫א‬
EF ‫א‬‫א‬‫א‬‫א‬‫א‬ J٩
 ‫א‬‫א‬
EF   ‫א‬ ‫א‬     ‫א‬  ‫א‬  J١٠
 ‫א‬
 
 
 
- ٢٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
W‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKPeopleW‫א‬‫א‬‫א‬‫א‬ J١
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ J٢
‫א‬‫א‬‫א‬‫א‬ J٣
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 ‫א‬‫א‬ J٤
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK J١ 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK J٢
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK J٣
 
W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬
‫א‬
W‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
 ‫א‬
 ‫א‬
W‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬L‫א‬‫א‬Z٪‫א‬
‫א‬‫א‬L‫א‬‫א‬Z٪‫א‬
 ‫א‬‫א‬‫א‬L‫א‬‫א‬Z٪‫א‬
 
 W‫א‬‫א‬
- ٢٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬
 ‫א‬
 ‫א‬
W‫א‬‫א‬
‫א‬
 
  ،
 
 
W‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 
 
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬
- ٢٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ٢٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ٢٩ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
- ٣٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
- ٣١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ٣٢ -
‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
٢
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 ٪٩٠‫א‬‫א‬W‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬–١
 ‫א‬‫א‬‫א‬–٢
 W‫א‬‫א‬
 K‫א‬‫א‬–‫א‬‫א‬‫א‬ J
- ٣٣ -
 ‫א‬‫א‬  ٢٥٣  ‫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K‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬
 
 WStructureFunctional ‫א‬‫א‬K١
‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
   ،         ‫ א‬ W ‫א‬ ‫א‬ 
 ‫א‬    ‫א‬      K ‫א‬  
 K‫א‬‫א‬‫א‬
 
 WStructureDivisional‫א‬‫א‬K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 WStructureMatrix‫א‬‫א‬K٣
  ‫א‬ ‫א‬        ‫א‬  ‫א‬  
 K‫א‬‫א‬‫א‬‫א‬
 
 
- ٣٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬
 
،E‫א‬‫א‬F‫א‬‫א‬‫א‬W
K‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬
 
،E‫א‬‫א‬F‫א‬‫א‬‫א‬W
‫א‬‫א‬‫א‬K‫א‬
K‫א‬‫א‬‫א‬‫א‬
 
K Mechanistic and Organic structuresW‫א‬‫א‬‫א‬
 
‫א‬ ‫א‬ K  ‫א‬   ‫א‬    W E‫א‬F ‫א‬ ‫א‬  J
‫א‬  ،   ‫א‬ ‫א‬   ‫א‬ ‫א‬‫א‬ ‫א‬‫א‬   
 K‫א‬‫א‬‫א‬‫א‬
 
‫א‬‫א‬W E‫א‬F ‫א‬‫א‬  J
‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬K‫א‬
‫א‬  ‫א‬ ‫א‬  K        ‫א‬
 K‫א‬‫א‬
 
  ‫א‬  ‫א‬ ‫א‬ ‫א‬  ‫א‬  ‫א‬ ‫א‬ ‫א‬‫א‬ 
 K‫א‬‫א‬‫א‬
 
- ٣٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬E١F‫א‬
 
 
‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
‫א‬ ‫א‬
 
 
 
 
- ٣٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬ J٢
 
 
 
 W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 W‫א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬
 ‫א‬
 ‫א‬‫א‬
‫א‬
 ‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬ J٢
 
 ‫א‬
 ‫א‬‫א‬‫א‬
- ٣٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬
 ‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬ J٣
 
 ‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬
‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J٤
‫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‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬
- ٣٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬ J٥
‫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  J
 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‫א‬‫א‬‫א‬‫א‬ J
  ‫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
 K‫א‬
- ٣٩ -
‫א‪‬א‪ ‬‬ ‫‪ ٢٥٣‬‬ ‫א‪ ‬‬
‫א‪‬א‪‬א‪‬א‪‬א‪‬‬ ‫‪‬א‪‬א‪‬א‪ ‬‬ ‫‪ ‬‬
‫ﺍﻟﻤﺩﻴﺭ ﺍﻟﻌﺎﻡ‬
‫ﻤﺴﺎﻋﺩ ﺍﻟﻤﺩﻴﺭ ﺍﻟﻌﺎﻡ‬
‫ﻤﺴﺎﻋﺩ ﺍﻟﻤﺩﻴﺭ ﺍﻟﻌﺎﻡ ﻟﻠﺘﺴﻭﻴﻕ ﻭﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﻗﺴﻡ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﻤﺴﺎﻋﺩ ﺭﺌﻴﺱ ﻗﺴﻡ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﻤﺸﺭﻑ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
‫ﻤﻭﻅﻑ ﻤﺒﻴﻌﺎﺕ‬
‫ﻓﺭﻴﻕ ﺍﻟﻤﺴﺎﻨﺩﺓ ﻭﺍﻟﺩﻋﻡ‬
‫ﻗﺴﻡ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺴﺎﻨﺩﺓ‬
‫ﻓﺭﻴﻕ ﺍﻟﺩﻋﻡ‬
‫ﻗﺴﻡ ﺍﻟﺘﺴﻭﻴﻕ ﻋﺒﺭ ﺍﻟﻬﺎﺘﻑ‬
‫ﺍﻟﺴﻜﺭﺘﺎﺭﻴﺔ‬
‫ﻗﺴﻡ ﺍﻹﻋﻼﻥ ﻭﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ‬
‫ﻤﺴﺎﻋﺩ ﺭﺌﻴﺱ ﺍﻟﻘﺴﻡ‬
‫ﺍﻟﺴﻜﺭﺘﺎﺭﻴﺔ‬
‫ﺒﺤﻭﺙ ﺍﻟﺘﺴﻭﻴﻕ ﻭﻨﻅﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬
‫ﻓﺭﻴﻕ ﻤﺴﺎﻨﺩﺓ‬
‫‪ ‬‬
‫‪ ‬‬
‫‪‬א‪‬א‪‬א‪‬א‪‬א‪ ‬‬
‫‪ ‬‬
‫‪- ٤٠ -‬‬
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
 
- ٤١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 Centralization andDecentralization‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
‫א‬    ‫א‬‫א‬‫א‬  ‫א‬      ‫א‬ W ‫א‬
 
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬ W‫א‬
 K‫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 J
‫א‬ ‫א‬‫א‬   ‫א‬   ‫א‬  ‫א‬   
‫א‬‫א‬‫א‬‫א‬‫א‬K ‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 
 ‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬K١
- ٤٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬ ‫א‬ ‫א‬‫א‬   ‫א‬  ‫א‬ ‫א‬    K ٢
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬ ‫א‬K٣
‫א‬  ‫א‬   ‫א‬ ‫א‬   ‫א‬  ‫א‬   K ٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬ J
 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K١
 K‫א‬‫א‬‫א‬‫א‬K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٤
‫א‬‫א‬‫א‬‫א‬‫א‬K ٥
 K‫א‬
  ‫א‬ ‫א‬‫א‬  ‫א‬‫א‬ ‫א‬  ‫א‬  ‫א‬ ‫א‬  ‫א‬ K ٦
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬K٧
 K‫א‬‫א‬‫א‬K٨
 K‫א‬‫א‬‫א‬‫א‬K٩
 K‫א‬‫א‬‫א‬K١٠
 K‫א‬‫א‬‫א‬‫א‬‫א‬K١١
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K ١٢
 K‫א‬
 
 ‫א‬
‫א‬ ‫א‬‫א‬   ‫א‬   ‫א‬  ‫א‬ ‫א‬  
‫א‬‫א‬‫א‬‫א‬ K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬ J
 
 K‫א‬‫א‬K١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٢
  ‫א‬ ‫א‬ ‫א‬ ‫א‬  ‫א‬‫א‬  ‫א‬‫א‬     ‫א‬ K ٣
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٤
 
 ‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬ K١
 K‫א‬‫א‬‫א‬‫א‬‫א‬K٢
 K‫א‬‫א‬،‫א‬،‫א‬‫א‬K٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٤
‫א‬  ‫א‬ ‫א‬    ‫א‬ ‫א‬     ‫א‬  K ٥
 K‫א‬
 K‫א‬‫א‬K٦
 ‫א‬  ‫א‬  ‫א‬ ‫א‬       K ٧
 K
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٨
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬EXF‫א‬‫א‬E√FW‫א‬‫א‬‫א‬
 
EF ‫א‬ F 
  ‫א‬ ‫א‬   ‫א‬  ‫א‬ ‫א‬ ‫א‬
 ‫א‬،E‫א‬
EF  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
EF ‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬ 
 ‫א‬‫א‬
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
EF ‫א‬‫א‬‫א‬
EF ‫א‬‫א‬WStructureDivisional‫א‬‫א‬
 ‫א‬‫א‬‫א‬
EF ‫א‬‫א‬ ‫א‬‫א‬‫א‬ ‫א‬‫א‬  ‫א‬ ‫א‬    ‫א‬ ‫א‬ 
 ‫א‬‫א‬‫א‬
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
EF ‫א‬     ‫א‬  ‫א‬  
 ‫א‬
 
‫؟‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
- ٤٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ٤٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
- ٤٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
- ٤٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
- ٤٩ -
 
 
‫א‬‫א‬
‫א‬‫ א‬‫א‬
‫א‬‫א‬‫א‬
٣
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
 
 W‫א‬W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ K١
 K
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٢
K
 
 ٪٩٠‫א‬‫א‬W‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬
 
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬–١
 ‫א‬‫א‬‫א‬–٢
 W‫א‬‫א‬
 
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
- ٥٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 ‫א‬‫א‬
 Product-serviceW‫א‬‫א‬‫א‬K١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬
 K‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬‫א‬

  ‫א‬‫א‬‫א‬
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬،
 K‫א‬
- ٥١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 K‫א‬
 
 Place-distributionW‫א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬ K‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬K‫א‬‫א‬
 K‫א‬‫א‬K١
 K‫א‬‫א‬‫א‬K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬K٣
 K‫א‬K٤
 
 W‫א‬‫א‬ •
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬K١
 K‫א‬‫א‬‫א‬‫א‬‫א‬K٢
 K‫א‬‫א‬‫א‬‫א‬K٣
 W‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 K‫א‬K١
 K‫א‬‫א‬K٢
 K‫א‬‫א‬K٣
 K‫א‬‫א‬‫א‬K٤
 K‫א‬‫א‬‫א‬W‫א‬‫א‬K٥
 K‫א‬‫א‬K٦
 
 Promotion-communication W‫א‬‫א‬K٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 ‫א‬
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬  ‫א‬K‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K
 ‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬ •
،‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬K١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬K٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 K‫א‬‫א‬K٤
‫א‬‫א‬‫א‬‫א‬K٥
E‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٦
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٧
 K‫א‬‫א‬E‫א‬F
‫א‬‫א‬W ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٨
 K ‫א‬‫א‬‫א‬ ‫א‬
 K‫א‬‫א‬‫א‬K٩
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K١٠
 K‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬K١
 ‫א‬‫א‬‫א‬‫א‬K٢
 ‫א‬‫א‬‫א‬K٣
 ‫א‬‫א‬‫א‬K٤
 ‫א‬‫א‬‫א‬K٥
 ‫א‬‫א‬‫א‬K٦
‫א‬‫א‬‫א‬‫א‬‫א‬K٧
K‫א‬
 K‫א‬K٨
‫א‬‫א‬K٩
 K‫א‬‫א‬
- ٥٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 Price-rateW‫א‬‫א‬K٤
‫א‬‫א‬K 
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K ‫א‬
‫א‬shoulder‫א‬valley‫א‬peak
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K
 ‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬K
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬W‫א‬‫א‬ •
 K‫א‬E‫א‬H‫א‬FW‫א‬‫א‬‫א‬ •
- ٥٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 K‫א‬W‫א‬‫א‬ •
 
 PeopleW‫א‬‫א‬K٥
‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬KKKK‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬KKKK‫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
 
 
 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E‫א‬‫א‬F‫א‬
 ‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬
 
- ٥٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
  JW‫א‬‫א‬‫א‬W
‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬ ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
 W‫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‫א‬‫א‬‫א‬
 ‫א‬
 
 
ProcessW‫א‬K٦
‫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
Physical evidenceW‫א‬‫א‬K٧
- ٥٧ -
 ‫א‬‫א‬  ٢٥٣  ‫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 J‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
- ٥٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬
 W‫א‬‫א‬EXF‫א‬‫א‬E√FW‫א‬‫א‬‫• א‬
 
EF  ‫א‬‫א‬‫א‬ -١
EF  ‫א‬‫א‬‫א‬ -٢
EF  ‫א‬‫א‬‫א‬ -٣
EF  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٤
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٥
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٦
 K‫א‬‫א‬‫א‬‫א‬
 
W‫א‬‫א‬‫א‬W‫א‬‫א‬‫• א‬
 
KKKKKKKKKKKKKKKKKKKKKK‫א‬ E١
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬‫ א‬E٢
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫ א‬E٣
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬ E٤
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬ E٥
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫• א‬
 
W‫א‬‫א‬ J١
   J
   J

   J

- ٥٩ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬ J٢
‫א‬  J
‫א‬  J

 ‫א‬  J

 ‫א‬ J٣
 ‫ א‬ J
 ‫ א‬ J

 ‫א‬‫ א‬ J

 
- ٦٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
- ٦١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
- ٦٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
- ٦٣ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
- ٦٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
- ٦٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
- ٦٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
- ٦٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬
 
 
 
 
 
 
 
 
 
 
 
 
 
 
- ٦٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬
 
 
 
 
 
 
 
 
 
 
 
 
- ٦٩ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬
 
 
 
 
 
- ٧٠ -
 
‫א‬‫א‬
‫א‬‫א‬
‫א‬‫א‬
4
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
 K‫א‬‫א‬
 
 W‫א‬W‫א‬‫א‬
‫א‬‫א‬  J
 K‫א‬
 
 ٪٩٠‫א‬‫א‬W‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬
 
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬–١
 ‫א‬‫א‬‫א‬–٢
 
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J
 
 
 
 
 
 
 
 
 
 
 
- ٧١ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫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K
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬  J

 ‫א‬  J
 ‫א‬  J
 ‫א‬  J
 ‫א‬  J
 E‫א‬‫א‬‫א‬‫א‬‫א‬F‫א‬  J
   J

 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 W‫א‬‫א‬ J
‫א‬‫א‬‫א‬ PERSONAL SELLING‫א‬‫א‬
‫א‬    ‫א‬ ‫א‬    ‫א‬ ‫א‬ ‫א‬  ‫א‬ ‫א‬
‫א‬E‫א‬ ‫א‬ ‫א‬  ‫א‬F‫א‬‫א‬‫א‬‫א‬
 K
 
- ٧٢ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬
 ‫א‬‫ א‬ J
 ‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬‫ א‬ J
 
 W‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬  J
 ‫ א‬ J
 ‫א‬‫א‬‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬‫א‬  J
 ،،‫א‬  J
 ،،‫א‬‫א‬  J
 
 
‫א‬  SALES KIT
 W‫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
- ٧٣ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫• א‬
 ‫א‬‫א‬‫א‬‫א‬‫• א‬
 ‫א‬ •
 ‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬‫א‬
 
 W‫א‬ ‫א‬
 ‫א‬‫א‬ •
 ‫א‬‫א‬ •
 E‫א‬‫א‬‫א‬‫א‬‫א‬F‫א‬‫• א‬
 ‫א‬‫• א‬
 
 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،‫א‬‫א‬‫א‬‫א‬،‫א‬
 W‫א‬،‫א‬‫א‬،‫א‬‫א‬‫א‬
 
 Good Ethics ____ Good Busines
 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
- ٧٤ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬،٣٪٦{١‫א‬٪١١‫א‬‫א‬
 K?‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
- ٧٥ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬
 W
 ‫א‬K  J
 ‫א‬‫א‬‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬  J

 ‫א‬K  J

 ‫א‬‫א‬‫א‬K  J
 ‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬  J
 ‫א‬  J
 
 W ‫א‬
 ‫א‬ •
 ‫א‬‫א‬ •
 ‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬‫• א‬
 ‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬ •
 
 W‫א‬
  −
 ‫א‬ −
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 ‫א‬‫א‬‫א‬  ٢٥٣  ‫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
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫• א‬
 W‫א‬
 COLD OR PROSPECT CALLS‫א‬‫א‬ J١
  P.R. OR SERVICE CALLS‫א‬ J٢
APPOINTEMENT ‫א‬‫א‬‫א‬‫א‬‫א‬ J٣
 CALLS
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
 PRESENTATION CALLSK‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٥
INSIDE CALLS K‫א‬
 W‫א‬ J
 ‫א‬‫א‬‫• א‬
 ‫א‬‫• א‬
- ٧٧ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫• א‬
 
 W‫א‬‫א‬W
 W‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫ א‬-١
 ‫א‬‫א‬ -٢
 ‫א‬‫א‬‫א‬ -٣
 ‫א‬‫א‬ -٤
 ‫א‬‫א‬ -٥
 ‫א‬‫א‬‫א‬ -٦
 ‫א‬‫א‬ -٧
  -٨
 ‫א‬‫א‬‫א‬‫א‬‫א‬ -٩
 ‫א‬‫א‬‫א‬‫א‬ -١٠
 ‫א‬‫א‬‫ א‬-١١
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫ א‬ J
 ‫א‬  J

 ‫א‬‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬‫א‬  J

‫א‬‫ א‬ J
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬-١
 K‫א‬‫א‬‫א‬‫א‬‫ א‬-٢
 K‫א‬ -٣
- ٧٨ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 K‫א‬‫א‬‫א‬ -٤
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٥
 K‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬ •
 ‫א‬‫א‬ •
 W‫א‬‫א‬W
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K‫א‬
 K‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬  J١
‫א‬‫א‬‫א‬‫א‬  J٢
‫א‬‫א‬  J٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J٤
‫א‬‫א‬‫א‬  J٥
‫א‬‫א‬‫א‬  J٦
 
 W‫א‬‫א‬ J
 K‫א‬‫א‬ K١
 K‫א‬‫א‬‫א‬‫ א‬K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٣
 
- ٧٩ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬ J
‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬W‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬
،‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬،‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
، ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬ J١
K‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
 W‫א‬‫א‬
 ‫א‬ •
  •
- ٨٠ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
  •
  •
 K‫א‬‫א‬‫א‬‫א‬ J٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
 K‫א‬‫א‬‫א‬‫א‬ J٥
 K‫א‬‫א‬‫א‬‫א‬ J٦
 
 W‫א‬
 Attention ‫א‬W
Interest‫א‬W
Desire‫א‬‫א‬W
 Conviction‫א‬‫א‬W‫א‬
 Action‫א‬‫א‬W
Memory‫א‬‫א‬‫א‬W
 ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 
- ٨١ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫• א‬
‫א‬‫• א‬
‫א‬‫• א‬
‫א‬‫• א‬
 ‫א‬‫• א‬
 ‫א‬‫• א‬
 
 W‫א‬ J
‫א‬‫א‬‫א‬‫א‬F‫א‬‫ א‬-١
 E‫א‬‫א‬
‫א‬‫א‬‫א‬F -٢
 E‫א‬
٪١٥‫א‬‫א‬‫ א‬-٣
 
 W‫א‬‫א‬ J
 ‫א‬‫א‬‫• א‬
  K •
  •
‫א‬ •
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬  J١
‫א‬‫א‬‫א‬‫א‬  J٢
‫א‬‫א‬‫א‬  J٣
‫א‬‫א‬‫א‬  J٤
‫א‬‫א‬‫א‬‫א‬  J٥
‫א‬‫א‬‫א‬  J٦
- ٨٢ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬‫א‬ J
 ‫א‬ −
 ‫א‬‫א‬ −
 
 W‫א‬‫א‬ J
 W‫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           
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 W‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬ ‫א‬‫א‬  ‫א‬ ‫א‬  ‫א‬      ‫ א‬ J٢
K‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J٣
 
- ٨٣ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 E‫א‬‫א‬F‫א‬W
 W‫א‬In-house promotions‫א‬‫א‬‫א‬‫א‬‫א‬
 
 K ‫א‬‫א‬‫א‬ 
 ‫א‬‫א‬‫ א‬ J
‫א‬‫א‬‫א‬‫א‬  J

K‫א‬‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬‫ א‬ J

 ‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬  J

 
 
‫א‬Outside promotions‫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
 
 W‫א‬‫א‬‫• א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬KK‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫• א‬
 
‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬  J
- ٨٤ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J

‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬  J

‫א‬‫א‬‫א‬‫א‬  J

‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬E‫א‬F
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  J
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J
 K‫א‬‫א‬E‫א‬F
 
 
 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 K‫א‬‫א‬‫א‬  J
 K‫א‬‫א‬  J

 K‫א‬‫א‬  J

 W‫א‬
 K ‫א‬ -١
 K‫א‬‫א‬K -٢
 K‫א‬‫א‬‫א‬‫א‬ -٣
 K‫א‬‫א‬‫א‬K -٤
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K -٥
- ٨٥ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
  W
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫ א‬ J
 ‫א‬‫א‬E‫א‬FK  J

 ‫א‬‫א‬K  J

 ‫א‬  J

 EHF‫א‬‫א‬  J
EF‫א‬‫א‬  J
   J
E‫א‬‫א‬‫א‬‫א‬F‫א‬‫א‬  J
 ‫א‬‫א‬  J
   J
 ‫א‬‫א‬  J
 ‫ א‬ J

 ‫א‬‫ א‬ J

 ‫א‬  J

 ‫א‬‫א‬  J

 ‫א‬‫א‬  J

 ‫א‬  J

 ‫א‬‫א‬  J
 ‫א‬  J
 ‫א‬‫א‬  J

 ‫ א‬ J
 K‫א‬‫ א‬ J

 
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K
 
- ٨٦ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬SALES CALLS‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬FAMILIARIZATION TRIPS
‫א‬‫א‬TRADE SHOWS ‫א‬‫א‬‫א‬
 K
 
 W‫א‬‫א‬ J٢
‫א‬ ‫א‬‫א‬‫א‬‫א‬  ‫א‬
‫א‬ ‫א‬‫א‬  ‫א‬    ‫א‬ ‫א‬   ‫א‬
‫א‬ FAMILIARIZATION TRIPS ‫א‬ ‫א‬‫א‬  SALES CALLS
 KTRADE SHOWS ‫א‬
 
W‫א‬ J٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
W‫א‬ −
 W SALESMANSHIP‫א‬
 ‫א‬‫א‬‫א‬  J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J
 K ‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬
 
- ٨٧ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 K‫א‬‫א‬E‫א‬F‫א‬‫א‬‫ א‬ J
 K‫א‬‫א‬‫א‬‫ א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫ א‬ J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J
‫א‬‫א‬‫א‬‫ א‬ J
 K
 K‫א‬‫א‬‫א‬‫ א‬ J
K‫א‬‫א‬‫א‬‫א‬‫ א‬ J
 
 W‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫؟‬‫א‬‫א‬‫א‬ −
 ‫؟‬‫א‬‫א‬ −
 ‫؟‬‫א‬‫א‬ −
 
 W‫א‬‫א‬ J
E‫א‬‫א‬‫א‬F‫א‬‫ א‬-١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬-٢
 E‫א‬‫א‬‫א‬‫א‬F‫ א‬-٣
E‫א‬‫א‬F‫ א‬-٤
 ‫א‬‫א‬‫א‬ -٥
 W‫א‬‫א‬‫ א‬-٦
 
‫א‬‫א‬‫א‬ F‫א‬‫א‬‫א‬ K
 KE‫א‬‫א‬‫א‬‫א‬‫א‬
- ٨٨ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K

 K‫א‬
 
 W
 ‫א‬‫א‬‫א‬‫א‬K −
 ‫א‬‫א‬‫א‬‫א‬ −
 ‫א‬‫א‬‫א‬‫א‬‫א‬ −
 ‫א‬ −
 W‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬‫א‬‫א‬ -١
 ‫א‬‫א‬‫א‬‫א‬‫ א‬-٢
 ‫א‬‫א‬‫א‬ -٣
 
 W
‫א‬‫א‬‫א‬‫א‬  J
 K
 K‫א‬‫א‬  J

 K‫א‬‫א‬‫א‬‫א‬  J

 K‫א‬‫א‬‫א‬  J

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
 
 ‫א‬‫א‬
‫א‬‫א‬‫א‬
 W
 ‫א‬  J
 ‫א‬  J

- ٨٩ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬ ‫א‬  J

 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J

 
 W‫א‬‫א‬‫א‬‫א‬
 ‫א‬  J
 ‫א‬‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬  J
 K‫א‬‫א‬  J
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫• א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫ א‬-١
 ‫א‬ -٢
‫א‬‫א‬‫א‬‫א‬ -٣
 K‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬  J
 
 W‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬−
 K‫א‬‫א‬
- ٩٠ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫ א‬−

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫ א‬−
 ‫א‬‫א‬K −
 ‫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−
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
 ‫א‬ −
 ‫א‬‫א‬‫א‬ −
 ‫א‬‫א‬‫א‬ −
 ‫א‬‫א‬‫ א‬−
 ‫א‬‫א‬‫א‬‫ א‬−
 
- ٩١ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬
 ‫א‬‫א‬
 ‫א‬ -١
 ‫א‬‫ א‬-٢
 ‫א‬ -٣
 ‫א‬‫א‬‫ א‬-٤
 ‫א‬ -٥
 
 W‫א‬ J
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬ J
 ‫א‬K −
 ‫א‬‫א‬ −
 ‫א‬ −
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ −
 
 W‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬ -١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٣
 
 
- ٩٢ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬
‫א‬W −
 K‫א‬
‫א‬‫א‬‫א‬   ‫א‬  W‫א‬‫א‬‫ א‬−
 ‫א‬‫א‬
 K‫א‬
 
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K ‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫• א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
،‫א‬‫א‬‫א‬
 W‫א‬
 ‫א‬‫א‬٪٧٣  J
 ٤ J٣‫א‬  J
 ‫א‬‫א‬٪١١،‫א‬٪٥٠  J
 
 W‫א‬
 ‫א‬‫ א‬−
  −
  −
 ‫א‬ −
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬−
 
- ٩٣ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 W‫א‬
  −
 ‫א‬‫א‬ −
 ‫א‬ −
 ‫א‬‫א‬ −
 
 W‫א‬
 ‫א‬ -١
‫א‬ -٢
 ‫א‬ -٣
 ‫א‬‫א‬ -٤
 ‫א‬ -٥
‫א‬‫א‬‫א‬‫א‬W  ‫א‬‫א‬ -٦
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬K
 ‫א‬‫א‬
 W‫א‬‫א‬‫א‬K‫א‬
 ‫א‬‫• א‬
 ‫א‬‫א‬‫• א‬
 ‫א‬‫• א‬
 ‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬ •
 
- ٩٤ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 

 ‫א‬ ‫א‬K J
 K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
‫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‫• א‬
 ‫א‬‫א‬‫• א‬
 ‫א‬‫• א‬
 ‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬ •
 W‫א‬‫• א‬
 W‫א‬‫א‬ J
 ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬ J
 ‫א‬
 ‫א‬‫ א‬
 ‫א‬‫ א‬
 W‫א‬
‫א‬‫א‬‫א‬ −
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬ −
 W‫א‬‫א‬
 ‫א‬‫א‬  J
 ‫א‬‫א‬  J

- ٩٥ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
   J

 ‫א‬‫א‬  J

 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬ -١
 ‫א‬‫א‬‫ א‬-٢
 ‫א‬‫א‬ -٣
 ‫א‬‫א‬‫א‬ -٤
 ‫א‬‫א‬‫א‬ -٥
 ‫א‬‫א‬‫א‬ -٦
 ‫א‬‫ א‬-٧
 ‫א‬‫א‬ -٨
 ‫א‬‫א‬‫ א‬-٩
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫• א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫ א‬-١
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬ -٢
 K‫א‬
 K‫א‬‫א‬‫א‬‫ א‬-٣
‫א‬‫א‬‫א‬‫א‬‫ א‬-٤
 K
- ٩٦ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
 
- ٩٧ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬ •
 
 
 
- ٩٨ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
  •
 
 
 
 
 
- ٩٩ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬ •
 
 
 
 
- ١٠٠ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
  •
 
 
 
 
 
- ١٠١ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬ •
 
 
 
 
 
 
 
- ١٠٢ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬ •
 
 
 
 
 
 
- ١٠٣ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬ •
 
 
 
 
 
 
 
- ١٠٤ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬ •
 
 
 
 
 
 
- ١٠٥ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬ •
 
 
 
- ١٠٦ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬‫א‬‫א‬ •
 
 
 
 
- ١٠٧ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬EXF‫א‬‫א‬E√FW‫א‬‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬‫א‬ K١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٢
 ‫א‬‫א‬‫א‬ K٣
   ‫א‬‫א‬   ‫א‬  ‫א‬  ‫א‬‫א‬ ‫א‬ K٤
‫א‬  ‫א‬ ‫א‬ ‫א‬  ‫א‬ ‫א‬ ‫א‬  
 
‫א‬‫א‬ ‫א‬ ‫א‬  ‫א‬       ‫א‬ K٥
 ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٦
 ‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٧
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٨
 SALES KIT‫א‬ K٩
 ‫א‬‫א‬‫א‬ ‫א‬ K١٠
 
W‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
KKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬ J١
 KKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬  J٢
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JSALES KIT J٣
‫א‬‫א‬ ‫א‬ ‫א‬‫א‬ J٤
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
- ١٠٨ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
 ‫א‬‫א‬ J١
 J
 ‫א‬ J
  J
 
 ‫א‬‫א‬‫א‬ J٢
 ‫א‬‫א‬‫א‬  J
 ‫א‬  J

 ‫א‬  J

 
 ‫א‬‫א‬‫א‬‫א‬ J٣
 ‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬  J

  ،  J

 
 ‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
   J
   J

   J

 
 ‫א‬K J٥
 ‫א‬‫א‬  J
 ‫א‬‫א‬  J

 ‫א‬‫א‬  J

- ١٠٩ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١١٠ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١١١ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١١٢ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١١٣ -
 ‫א‬‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 
 
 
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- ١١٤ -
 
‫א‬‫א‬
‫א‬‫א‬
 ‫א‬‫א‬
٥
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 K‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
 
 W‫א‬W‫א‬‫א‬

  ‫א‬‫א‬‫א‬‫א‬ K١
 K
‫א‬‫א‬ K٢
K
 
 ٪٩٠‫א‬‫א‬W‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬
 
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬–١
 ‫א‬‫א‬‫א‬–٢
 
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 
 
- ١١٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬E ‫א‬ ‫א‬‫א‬F
 K‫א‬‫א‬‫א‬‫א‬
 ‫א‬H‫א‬Z‫א‬W‫א‬
،‫א‬
 K ‫א‬‫א‬٪٥٠
 ‫א‬
‫א‬K‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫؟‬ J١
 ‫؟‬‫א‬‫א‬ J٢
 ‫؟‬‫א‬‫א‬‫א‬ J٣
W‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬ K١
 ‫א‬‫א‬ K٢
 ‫א‬ K٣
 ‫א‬‫א‬‫א‬‫א‬‫א‬ K٤
 ‫א‬‫א‬ K٥
 ‫א‬‫א‬‫א‬ K٦
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
 W‫א‬ •
 ‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬ •
‫א‬‫א‬ •
- ١١٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬،‫א‬
 K‫א‬
 
‫א‬‫א‬،?‫?א‬
 W،‫א‬‫א‬،
 K٪٩٠‫א‬‫א‬‫א‬‫א‬E١
 K‫א‬‫א‬‫א‬‫א‬‫א‬E٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E٣
 K
 K‫א‬‫א‬‫א‬‫א‬E٤
 K‫א‬،‫א‬‫א‬E٥
 W‫א‬‫א‬،‫א‬‫א‬‫א‬
 K‫א‬●
 K‫א‬‫א‬‫א‬●
 K‫א‬●
 K‫א‬‫א‬‫א‬●
 K‫א‬●
 K‫א‬●
 W?‫א‬‫?א‬
 K‫א‬‫א‬K٣  ‫א‬L‫א‬K٢  ‫א‬ ١
 K‫א‬K٦   ‫א‬K٥  ‫א‬‫א‬ ٤

 
- ١١٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J‫א‬
 ‫א‬
‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 W‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 
 W‫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
- ١١٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬‫א‬ J‫א‬
‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬
‫א‬   ‫א‬ ‫א‬ ‫א‬‫א‬  ‫א‬ ‫א‬ ‫א‬     J
 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
K ‫א‬ ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬K١
 K‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬،‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 ‫א‬‫א‬‫א‬‫א‬ ‫א‬K٣

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬،FAMILIARIZATION TRIPS‫א‬‫א‬‫א‬SALES CALLS
 KTRADE SHOWS ‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬K٤
‫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٥
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬K١
 ‫א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬K٣
 K‫א‬
 
 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K١
 K‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
- ١٢٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬K١
 ‫א‬‫א‬K٢
 ‫א‬‫א‬‫א‬‫א‬K٣
 ‫א‬‫א‬‫א‬‫א‬K٤
 ‫א‬‫א‬K٥
 
 W‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K١
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬K١
 ‫א‬‫א‬‫א‬K٢
 ‫א‬‫א‬‫א‬K٣
 ‫א‬‫א‬‫א‬K٤
 ‫א‬‫א‬‫א‬‫א‬K٥
 
 
- ١٢١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 W‫א‬‫א‬
 W’‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫؟‬‫؟‬‫א‬‫؟‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬١٩٦٩‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
‫א‬‫א‬
 ‫א‬‫א‬‫א‬١٩٨٩‫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١٩٩٥‫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
 K‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬ J٢
‫א‬‫א‬‫א‬‫א‬  J٣
- ١٢٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
 W‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬
 
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
- ١٢٣ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
 ‫א‬‫א‬  ‫א‬‫א‬‫א‬  
‫א‬‫א‬‫א‬
 W‫א‬‫א‬EXF‫א‬‫א‬E√FW‫א‬‫א‬‫א‬
 
EF ‫א‬‫א‬‫א‬‫א‬ K١
 E‫א‬‫א‬‫א‬F
EF ‫א‬‫א‬‫א‬‫א‬‫א‬ K٢
 
EF ‫א‬‫א‬‫א‬ K٣
 ‫א‬‫א‬
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٤
 ‫א‬‫א‬‫א‬‫א‬‫א‬
EF  ‫א‬‫א‬‫א‬‫א‬‫א‬ K٥
EF  ‫א‬‫א‬٪٥٠ K٦
EF  ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬ K٧
EF   ‫ ﻳﺘﻢ اﻟﺤﺼﻮل ﻋﻠﻰ اﻟﻤﺆﺗﻤﺮات ﻣﻦ ﺧﻼل اﻻﺗﺤﺎدات اﻟﻤﻬﻨﻴﺔ واﻟﺸﺮآﺎت اﻟﺘﺠﺎرﻳﺔ‬. K٨
EF  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٩
EF  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K١٠
 ‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
KKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
KKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
KKKKKKKKKKKKKKKKKKKKKKKK?‫א‬‫?א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
- ١٢٤ -
‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
٦
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 K‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
 
 W‫א‬W‫א‬‫א‬
 K‫א‬‫א‬  J١
K‫א‬‫א‬‫א‬  J٢
‫א‬‫א‬‫א‬‫א‬  J٣
 K
 
 ٪٨٥‫א‬‫א‬W‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬
 
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫ א‬ J١
‫א‬‫א‬‫ א‬ J٢
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 ‫א‬‫א‬
- ١٢٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 ‫א‬‫א‬
 W‫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‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬،
 K‫א‬‫א‬‫א‬‫א‬
K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬‫א‬
 K‫א‬
 
 W‫א‬‫א‬‫א‬
E‫א‬‫א‬‫א‬F‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬
‫א‬ ‫א‬  K   ‫א‬ ‫א‬      ‫א‬
‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬
 W‫א‬‫א‬‫א‬
 KW‫א‬ 
 KW‫א‬‫א‬ 
 K‫א‬‫א‬W‫א‬ 
 K‫א‬W‫א‬ 
- ١٢٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
  ‫א‬  ‫א‬‫א‬   ‫א‬ ‫א‬   W‫א‬ ‫א‬ 
‫א‬‫א‬ ‫א‬ ‫א‬ ‫א‬‫א‬     ‫א‬   ‫א‬  
 K‫א‬
 K‫א‬W‫א‬ 
 
 W‫א‬‫א‬
 
 W‫א‬  J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬ ‫א‬‫א‬
 W
 
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬
 
 
 ‫א‬‫א‬‫א‬‫א‬
 ‫א‬
 ‫א‬‫א‬
 ‫א‬
‫א‬‫א‬‫א‬
‫א‬
 ‫א‬‫א‬    ‫א‬   ‫א‬  ‫א‬   
  ‫א‬ ‫א‬‫א‬ ‫א‬ ‫א‬‫א‬ ‫א‬  ‫א‬ ‫א‬  ‫א‬ ‫א‬ 
- ١٢٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
    ‫א‬ ‫א‬  ‫א‬ ‫א‬ ‫א‬ ‫א‬  ‫א‬ 
 K‫א‬KKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬ J
‫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
 W‫א‬‫א‬‫א‬‫א‬
 
‫ﻤﺼﺎﺩﺭ ﻭﺃﻨﻭﺍﻉ‬
‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
‫ﻤﺼﺎﺩﺭ ﺨﺎﺭﺠﻴﺔ‬ ‫ﻤﺼﺎﺩﺭ ﺩﺍﺨﻠﻴﺔ‬
‫ﻤﻌﻠﻭﻤﺎﺕ ﺜﺎﻨﻭﻴﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ ﺃﻭﻟﻴﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ ﺜﺎﻨﻭﻴﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ ﺃﻭﻟﻴﺔ‬
 
 
 
 W‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 ‫א‬‫א‬‫א‬W 
 
- ١٢٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
‫א‬‫א‬K‫א‬ –‫א‬‫א‬W 

 W‫א‬
 E‫א‬F‫א‬‫א‬ K١
 K‫א‬‫א‬‫א‬ K
K‫א‬ K

 KE‫א‬F‫א‬ K٢
E‫א‬F‫א‬ K٣
 K،‫א‬‫א‬W
 KE‫א‬F‫א‬ K٤
 
 
 
 
 
- ١٢٩ -
 ‫א‬‫א‬  ٢٥٣  ‫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
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 W‫א‬‫א‬‫א‬‫א‬
 
- ١٣٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬‫א‬
 E٢F        E١F
 
‫ﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ‬ ‫ﺩﺭﺍﺴﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬  
 
 
 
 
 ‫א‬
‫ﺍﻟﺘﻘﻴﻴﻡ‬
 
 K‫א‬
 
 
 E٣F         E ٥F
 
‫ﺘﺤﻠﻴل ﺍﻟﺒﻴﺎﻨﺎﺕ‬ ‫ﺴﺭﻴﺎﻥ ﻭﺍﺴﺘﺨﺩﺍﻡ‬
 
‫ﻭﺘﻨﺴﻴﻕ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬ ‫ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
 
 
 
 ‫א‬
 E٤F     ‫א‬
 ‫א‬‫א‬‫א‬
‫ﺤﻔﻅ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ‬
 ‫א‬
 ‫א‬
 
 ‫א‬‫א‬‫א‬
 
- ١٣١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬ K١
KE‫א‬‫א‬‫א‬‫א‬–‫א‬F‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬ K٢
K‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬ K٣
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E١F‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬E٢F‫א‬K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K
 K‫א‬‫א‬‫א‬
- ١٣٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
‫ﺍﻟﺤﺎﺠﺎﺕ‬  
 
 
 
‫ﺍﻟﺘﺨﻁﻴﻁ‬  
 
 
 ‫א‬
 
‫ﻣﺮاﺣﻞ اﻟﺘﺸﻐﻴﻞ‬  
‫ﺍﻟﻨﺘﺎﺌﺞ‬ ‫اﻟﻤﻮارد‬
 
  ‫א‬‫א‬‫א‬      
 ‫א‬‫א‬      
       
 
‫ﺍﻟﺘﻘﻴﻴﻡ‬  
 
 ‫א‬
 
- ١٣٣ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
‫א‬‫א‬
 
 
‫ﺍﻟﺘﺸﻐﻴل‬  
‫ﻧﺘﺎﺋﺞ اﻟﺘﺸﻐﻴﻞ‬ ‫ﻤﺘﻁﻠﺒﺎﺕ ﺍﻟﺘﻨﻔﻴﺫ‬
 
 
 
 
‫ﺠﻬﺎﺯ‬ ‫ﻨﺸﺎﻁﺎﺕ ﺩﺍﺨل‬  
‫ﻭﺨﺎﺭﺝ ﺍﻟﻔﻨﺩﻕ‬
‫دﻋﻢ اﻟﺒﺮﻧﺎﻣﺞ‬  
 
 
 
 
 
 
 
 
 ‫א‬‫א‬‫א‬      ‫א‬
 
 
 
 
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
 
- ١٣٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 ‫א‬‫א‬‫א‬‫א‬
‫א‬K ‫א‬،
 ‫א‬‫א‬
 W‫א‬
 ‫א‬‫א‬‫א‬‫א‬ −
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ −
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬FMARKETING MIX‫א‬‫א‬MARKET MIX
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬E‫א‬‫א‬
 
 W‫א‬‫א‬ •
‫א‬‫א‬‫א‬
،‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫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
 W‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬    ‫א‬        ‫א‬  ‫א‬ 
 K‫א‬‫א‬‫א‬‫א‬
- ١٣٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬
 
 ‫א‬‫א‬K  J١
 ‫א‬‫א‬‫א‬  J٢
 ‫א‬‫א‬‫ א‬ J٣
 
 W‫א‬‫א‬ J
K
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫א‬
‫א‬‫א‬‫א‬K ‫א‬‫א‬
 K‫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‫א‬‫א‬
 K‫א‬‫א‬
 W‫א‬ J
 ‫א‬‫א‬ -١
 ‫א‬‫א‬ -٢
‫א‬‫א‬‫א‬ -٣
 ‫א‬‫א‬‫א‬‫א‬ -٤
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
- ١٣٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 ‫א‬‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 
 ‫א‬‫ א‬ J
 ‫א‬‫א‬‫א‬K  J

 ‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬  J
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬،‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W 
  ‫א‬
 
 
POSITIONING STATEMENTW‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
MISSION STATEMENT‫א‬
 KPOSITIONING STATEMENT
 
 K ‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬
 W
 
 K‫א‬‫א‬‫א‬ J
 K‫א‬‫א‬ J
- ١٣٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫؟‬‫א‬‫؟‬  J
 ‫؟‬‫א‬  J

 ‫؟‬‫א‬‫א‬‫א‬‫א‬‫א‬  J

 ‫؟‬‫א‬  J

 ‫؟‬‫א‬‫א‬‫א‬  J
 ‫؟‬‫א‬  J
 ‫؟‬‫א‬  J
 ‫؟‬‫א‬  J
 
 SITUATION ANALYSIS‫א‬‫א‬‫א‬‫א‬ J٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
COMPARATIVE STATISTICS‫א‬‫א‬ J٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬
 
 
ACTION PLANS‫א‬‫א‬ J٤
‫א‬‫א‬‫א‬
 K
PROMOTIONS SCHEDULE‫א‬‫א‬ J٥
 
- ١٣٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
‫א‬
 K‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
 
 W‫א‬‫א‬ J
‫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‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬K‫א‬‫א‬‫א‬
K
 ‫א‬E
 ‫א‬F‫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 J
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 
 
- ١٣٩ -
 ‫א‬‫א‬  ٢٥٣  ‫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
 K‫א‬
 
 W‫א‬ J
 W‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬K  J
  -١
 ‫א‬ -٢
  -٣
  -٤
 ‫א‬K -٥
 
 W‫א‬  J

 W‫א‬‫א‬  J
‫א‬‫א‬‫א‬‫א‬‫א‬ -١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٢
 W‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬–‫א‬‫א‬‫א‬Z‫א‬
 ‫א‬L‫א‬‫א‬‫א‬Z‫א‬ •
 ‫א‬‫א‬ x ‫א‬Z‫א‬ •
 
- ١٤٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬  J
‫א‬‫א‬W‫א‬‫א‬‫א‬ •
 K‫א‬‫א‬
 W‫א‬??‫א‬ •
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J

‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬   J

 K‫א‬
E٣٦٥X‫א‬F‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J

 K‫א‬‫א‬
 
 
 W‫א‬ •
‫א‬K‫א‬‫א‬‫א‬‫א‬‫א‬
K  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬K‫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
K ‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬‫א‬‫א‬‫א‬
- ١٤١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 K‫א‬W‫א‬‫ א‬ J
 K‫א‬E‫א‬H‫א‬FW‫א‬‫א‬‫ א‬ J
 K‫א‬W‫א‬‫ א‬ J
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬

 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
 W
 ‫؟‬‫א‬ -١
 ‫؟‬‫א‬‫א‬ -٢
 ‫؟‬ -٣
 
‫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
 
 
- ١٤٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬‫א‬ J
 K‫א‬‫א‬ -١
 K‫א‬‫א‬‫א‬ -٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬ -٣
 K‫א‬‫א‬‫א‬ -٤
‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬K -٥
 K‫א‬
 K‫א‬‫א‬ -٦
 K‫א‬‫א‬‫א‬‫א‬‫א‬ -٧
 
 W‫א‬ J
 ‫א‬  J
 ‫א‬  J

 ‫א‬  J

 ‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬‫א‬  J
 ‫א‬  J
K‫א‬‫א‬‫א‬  J
 
 ‫א‬‫א‬‫א‬ J
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 W‫א‬‫א‬
 
- ١٤٣ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
‫א‬‫א‬‫א‬‫א‬‫א‬  J
‫א‬‫א‬‫א‬
K
 
‫א‬‫א‬‫א‬ ‫א‬  J

K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬  J

K‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬  J

K‫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
 K‫א‬
 
 
 
 
 
 
- ١٤٤ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 ‫א‬‫א‬‫א‬‫א‬
 
 
- ١٤٥ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 ‫א‬‫א‬‫א‬ •
 
 
 ‫א‬ •
 
- ١٤٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 ‫א‬‫א‬‫א‬ •
 
 
 
 
 
- ١٤٧ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 
 ‫א‬‫א‬
 
 
 
 
 
 
 
 
- ١٤٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 ‫א‬‫א‬
- ١٤٩ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 W‫א‬‫א‬‫א‬‫א‬
 
ADVANCE DEPOSIT  
ADVERTISING AGENCY  
MARKETING BUDGET  ‫א‬‫א‬
AGENCY COMMISSION  ‫א‬
AGENCY FEE  ‫א‬
AIRLINE TOUR  ‫א‬‫א‬‫א‬
AIRPORT HOTEL  ‫א‬
ALL-SUITE HOTEL  ‫א‬‫א‬
ALTERNATIVE MEDIA  ‫א‬‫א‬‫א‬
ADVERTISING
AMERICAN PLAN  ‫א‬‫א‬‫א‬
BACK OF THE HOUSE  ‫א‬‫א‬
BANQUET EVENT ORDER  
BOOK   
BROADCAST ADVERRTISING  ‫א‬‫א‬‫א‬
BROCHURE  
BUFFET SERVICE  ‫א‬
CALL REPORT  ‫א‬‫א‬
CANCELLATION  
CENTRAL RESERVATIONS SYSTEM  ‫א‬‫א‬
CHANNELS OF DISTRIBUTION  ‫א‬‫א‬
COLLATERAL ADVERTISING  ‫א‬‫א‬‫א‬
COMMERCIAL HOTEL  
COMMERCIAL RATE  ‫א‬
COMPETITION ANALYSIS  ‫א‬

COMPLIMENTARY ROOM  
CONCIERGE  ‫א‬
CONFERENCE CENTER  ‫א‬
- ١٥٠ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
CONFIRMED RESERVATION  

CONTINENTAL BREAKFAST EHHHHF
CONTINENTAL PLAN  ‫א‬‫א‬
COOPERATIVE ADVERTISING 
 ‫א‬
CROSS-SELLING ‫א‬‫א‬
‫א‬
‫א‬‫א‬‫א‬W–
DESTINATION  
DIRECT MAIL ADVERTISING  ‫א‬‫א‬‫א‬
DISCOUNTING  ‫א‬‫א‬
ECOTOURISM ‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
EMPLOYEE EMPOWERMENT  ‫א‬
EUROPEAN PLAN  ‫א‬‫א‬‫א‬
EXECUTIVE FLOOR  ‫א‬‫א‬
FAMILIARIZATION (FAM) TOUR 
FAMILY RATE ‫א‬
FLAT RATE  
FLIER 
FOLIO  
FORECAST  
FOREIGN INDEPENDENT TRAVEL  
(FIT)
FRONT DESK  ‫א‬
FRONT DESK AGENT  ‫א‬
FRONT OF THE HOUSE  ‫א‬‫א‬
FULL- SERVICE AD AGENCY  
FUNCTION BOOK  ‫א‬‫א‬
GLOBALIZATION  ‫א‬
GOVERNMENT RATE  ‫א‬‫א‬
- ١٥١ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
GROUP RATE  ‫א‬

GROUP SALES ALLOTEMENT  ‫א‬‫א‬‫א‬
GURANTEED RESERVATION  
GUEST HISTORY CARD  ‫א‬‫א‬
GUEST PROFILE  ‫א‬
HOTEL REPRESENTATIVE  ‫א‬
INCENTIVE TRAVEL  ‫א‬‫א‬
INCLUSIVE TOUR –‫א‬‫א‬
 ‫א‬‫א‬
INDEPENDENT HOTEL  
IN-HOUSE PROMOTION  ‫א‬‫א‬
IN-ROOM REFRESHMENT CENTER  ‫א‬
INTERNAL MARKETING  ‫א‬
INTERNAL MERCHANDISING  ‫א‬
INTERNAL SALES  ‫א‬
LOGO  ‫א‬
MARKET RESEARCH  
MARKET SEGMENTATION  ‫א‬‫א‬
MARKET SHARE  ‫א‬‫א‬
MARKETING  ‫א‬
MARKETING AUDIT  ‫א‬
MARKETING MIX  ‫א‬‫א‬
MARKETING PLAN  ‫א‬
MARKETPLACE ANALYSIS  ‫א‬‫א‬
NEWS RELEASE ‫א‬
 ‫א‬
NO-SHOW  ‫א‬
OCCUPANCY AND ACITIVITY  ‫א‬‫א‬
ANALYSIS
OUTDOOR ADVERTISING ‫א‬
OVERBOOKING  ‫א‬
- ١٥٢ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
OVERSTAY 
PACKAGE TOUR  
PERSONALL SELLING  ‫א‬‫א‬
POSITIONING  ‫א‬‫א‬
PRINT ADVERTISING  ‫א‬‫א‬‫א‬
PRODUCT SEGMENTATION  ‫א‬‫א‬
PROPERTY ANALYSIS  ‫א‬
PUBLIC RELATIONS  ‫א‬‫א‬
PUBLICITY  ‫א‬
RACK RATE  ‫א‬‫א‬
REACH  ‫א‬‫א‬‫א‬
RELATIONSHIP MARKETING ‫א‬‫א‬‫א‬‫א‬
RELEASE DATE 
RESERVATION  ‫א‬
RESORT HOTEL  
RETAIL TRAVEL AGENT  ‫א‬
ROOM BLOCK  
ROOM RATE  ‫א‬
ROOMING LIST  ‫א‬‫א‬
SALES  ‫א‬
SALES CALL  ‫א‬‫א‬‫א‬
SALES PROMOTIONS  ‫א‬‫א‬
STANDARD OPERATING  ‫א‬‫א‬‫א‬
PROCEDURES (SOPs)
STAYOVER  
SUGGESTIVE SELLING  ‫א‬‫א‬‫א‬‫א‬
SUITE HOTEL  
TARGET MARKETS  ‫א‬‫א‬‫א‬
TELEMARKETING  ‫א‬
TELEPHONE SALES BLITZ ‫א‬‫א‬‫א‬

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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
TENT CARD ‫א‬‫א‬‫א‬

‫א‬‫א‬‫א‬
TICKLER FILE ‫א‬‫א‬
‫א‬‫א‬‫א‬
TIER MARKETING  ‫א‬‫א‬
TOUR  
TOUR BROKER  
TOUR VOUCHER  ‫א‬‫א‬
TOUR WHOLESALER  ‫א‬‫א‬
TRAVEL AGENT COMMISSION  ‫א‬
TRAVEL WRITER  
VALEEY PERIOD  ‫א‬‫א‬
VIDEO BROCHURE  
VIDEO MAGAZINE  ‫א‬
VIDEO NEWS RELEASE ‫א‬
 
 
 
 
 
 
 
 
 
 
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
‫א‬‫א‬‫א‬
 W‫א‬‫א‬EXF‫א‬‫א‬E√FW‫א‬‫א‬‫א‬
 
EF ‫א‬‫א‬‫א‬‫א‬‫א‬ K١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
EF  ‫א‬‫א‬‫א‬ K٢
EF  ‫א‬‫א‬ K٣
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٤
 ‫א‬
EF   K٥
EF ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٦
EF  ‫א‬‫א‬ K٧
EF  ‫א‬ K٨
EF  ‫א‬‫א‬‫א‬‫ א‬K٩
 
W‫א‬‫א‬‫א‬W‫א‬‫א‬‫א‬
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬  J١
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬  J٢
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١٥٦ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  

KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
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 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  
 
 
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١٥٨ -
 ‫א‬‫א‬  ٢٥٣  ‫א‬
‫א‬‫א‬‫א‬‫א‬  ‫א‬‫א‬‫א‬  
  

 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
- ١٥٩ -
 

‫א‬
‫א‬
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬
 ‫א‬‫א‬‫א‬
W‫א‬‫א‬‫א‬ •
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -١
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
‫א‬‫א‬‫א‬
 ‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٣
 K‫א‬‫א‬‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬ J٤
E√F  ‫א‬‫א‬‫א‬‫א‬ J٥
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
EXF ‫א‬‫א‬‫א‬‫א‬ J٦
 ‫א‬
E√F  ١٦٥٠‫א‬‫א‬‫א‬ J٧
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬ J٨
 ‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬ J٩
 ‫א‬‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬10-
 
 
 
- ١٦٠ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬‫א‬ •
 
PeopleW‫א‬‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬
‫א‬‫א‬‫א‬ J٢
K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ J٣
‫א‬‫א‬

 ‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬ J٢
 ‫א‬‫א‬‫א‬‫א‬ J٣
 
 W‫א‬‫א‬‫א‬ •
 ‫א‬‫א‬‫א‬‫א‬‫א‬ -١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٢
W‫א‬‫א‬‫א‬‫א‬ -٣
 ‫א‬‫א‬‫א‬L‫א‬‫א‬Z٪‫א‬
‫א‬‫א‬‫א‬‫א‬ -٤
  ‫א‬‫א‬‫א‬ -٥
 
 
- ١٦١ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬‫א‬‫א‬ •
 W‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J
 ‫א‬‫א‬‫א‬  J
 ‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬‫א‬  J

 ‫א‬‫א‬‫א‬‫ א‬ J

 
 
 W‫א‬‫א‬‫א‬ •
 W‫א‬‫א‬‫א‬‫א‬‫א‬
  ‫א‬‫א‬‫א‬ J١
 ‫א‬‫א‬‫א‬ J٢
 ‫א‬‫א‬‫א‬ J٣
‫א‬‫א‬‫א‬ J٤
 K‫א‬‫א‬‫א‬
 
- ١٦٢ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬
 
W‫א‬‫א‬‫א‬ •
E√F ‫א‬F
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬-١
 ‫א‬،E‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬-٢
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٣
 ‫א‬‫א‬
E√F ‫א‬
 ‫א‬‫א‬‫א‬‫א‬‫א‬ -٤
 ‫א‬‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬-٥
 ‫א‬‫א‬‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬ -٦
E√F ‫א‬ ‫א‬WStructureDivisional‫א‬‫ א‬-٧
 ‫א‬‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٨
 ‫א‬‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬ ‫א‬ -٩
 K‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬ -١٠
 ‫א‬
- ١٦٣ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
W‫א‬‫א‬‫א‬ •
 
 W‫א‬‫א‬‫א‬
 WStructureFunctional ‫א‬‫א‬K١
 WStructureDivisional‫א‬‫א‬K٢
 WStructureMatrix‫א‬‫א‬K٣
W‫א‬‫א‬‫א‬ •
 
 ‫א‬ J‫א‬
 ‫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 J
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬
 ‫א‬
 ‫א‬
 K‫א‬
- ١٦٤ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬
 
 
W‫א‬‫א‬‫א‬ •
 
EXF  ‫א‬‫א‬‫א‬ -١
E√F  ‫א‬‫א‬  ‫א‬‫א‬ -٢
E√F  ‫א‬‫א‬‫א‬ -٣
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٤
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٥
 ‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٦
 K‫א‬‫א‬‫א‬‫א‬
 
 
W‫א‬‫א‬‫א‬ •
 
‫א‬‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
 K‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬
‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٣
 ‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
- ١٦٥ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬‫א‬ J٥
 
 
W‫א‬‫א‬‫א‬ •
W‫א‬‫א‬ J
   J

 ‫א‬ J٢
‫א‬  J

 ‫א‬ J٣
 ‫א‬‫ א‬ J

- ١٦٦ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬‫א‬
 
W‫א‬‫א‬‫א‬ •
E√F  ‫א‬‫א‬‫א‬‫א‬ K١
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٢
E√F  ‫א‬‫א‬‫א‬ K٣
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٤
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫ א‬K٥
EXF
 ‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٦
E√F
 ‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٧
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ K٨
EXF  SALES KIT‫א‬ K٩
E√F  ‫א‬‫א‬‫א‬ ‫א‬ K١٠
W‫א‬‫א‬‫א‬ •
 W‫א‬‫א‬‫א‬ J١
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
‫א‬KK‫א‬‫א‬‫א‬‫א‬
 ‫א‬
 W‫א‬‫א‬‫א‬ J٢
 K‫א‬‫א‬‫א‬‫א‬ J١
- ١٦٧ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
K‫א‬‫א‬‫א‬‫א‬‫א‬ J٢
 W‫א‬‫א‬
 ‫א‬
 
 
 
 K‫א‬‫א‬‫א‬‫א‬ J٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J٤
 K‫א‬‫א‬‫א‬‫א‬ J٥
 K‫א‬‫א‬‫א‬‫א‬ J٦
 
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬SALES KIT -٣
K‫א‬
‫א‬‫א‬‫א‬‫א‬‫א‬ -٤
 W‫א‬
 K‫א‬‫א‬‫א‬  J
 K‫א‬‫א‬  J

 K‫א‬‫א‬  J

 
W‫א‬‫א‬‫א‬ •
 K‫א‬‫ א‬-١
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٢
 K‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ -٣
 K‫א‬‫א‬‫א‬‫א‬‫א‬ -٤
 K‫א‬‫א‬‫א‬K -٥
- ١٦٨ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬
 
W‫א‬‫א‬‫א‬ •
 
E√F  ‫א‬F‫א‬‫א‬‫א‬‫א‬
 E‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬
 
E√F ‫א‬‫א‬‫א‬
 ‫א‬‫א‬
E√F ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬
E√F  ‫א‬‫א‬٪٥٠
E√F  ‫א‬‫א‬‫א‬‫א‬ ‫א‬‫א‬
E√F   ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E√F  ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 ‫א‬‫א‬‫א‬
 
W‫א‬‫א‬‫א‬ •
 W‫א‬‫א‬‫א‬‫ א‬‫א‬‫א‬ J١
 ‫א‬‫א‬‫א‬K١
 ‫א‬K٢
‫א‬‫א‬‫א‬‫א‬K٣
 K‫א‬‫א‬
- ١٦٩ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 W‫א‬‫א‬‫א‬ J٢
 ‫א‬‫א‬‫א‬K١
 ‫א‬‫א‬K٢
 ‫א‬‫א‬‫א‬‫א‬K٣
 ‫א‬‫א‬‫א‬‫א‬K٤
 ‫א‬‫א‬K٥
 
 W?‫א‬‫?א‬ J٣
 K‫א‬‫א‬K٣  ‫א‬L‫א‬K٢   ‫א‬K١
 K‫א‬K٦    ‫א‬K٥   ‫א‬‫א‬K٤
 
 W‫א‬‫א‬‫א‬ J٤
 ‫א‬‫א‬‫א‬‫א‬‫ א‬K١
 ‫א‬‫א‬ K٢
 ‫א‬ K٣
 ‫א‬‫א‬‫א‬‫א‬‫ א‬K٤
 ‫א‬‫ א‬K٥
 ‫א‬‫א‬‫ א‬K٦
 W‫א‬‫א‬ J٥
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬K١
 K‫א‬
‫א‬‫א‬‫א‬ ‫א‬‫א‬‫א‬‫א‬‫א‬K٢
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
 K‫א‬‫א‬
- ١٧٠ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬
E9F ‫א‬‫א‬‫א‬‫א‬‫א‬ K١
 ‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬
E9F  ‫א‬‫א‬‫א‬ K٢
E9F  ‫א‬‫א‬ K٣
E9F ‫א‬‫א‬‫א‬‫א‬‫א‬ K٤
 ‫א‬‫א‬
E9F   K٥
E9F ‫א‬‫א‬‫א‬‫א‬‫א‬ K٦
 ‫א‬
E9F  ‫א‬‫א‬ K٧
E9F  ‫א‬ K٨
E9 F  ‫א‬‫א‬‫א‬‫א‬ K٩
 
 
‫א‬‫א‬‫א‬
 
 W‫א‬‫א‬‫א‬ J١
 KW‫ א‬
 KW‫א‬‫א‬
 K‫א‬‫א‬W‫ א‬
 K‫א‬W‫ א‬
- ١٧١ -
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
  ‫א‬  ‫א‬‫א‬   ‫א‬ ‫א‬   W‫א‬ ‫ א‬
‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬‫א‬ J‫א‬
 K‫א‬
K‫א‬W‫א‬
 
 W‫א‬‫א‬ J٢
  -١
 ‫א‬ -٢
  -٣
  -٤
 ‫א‬K -٥
- ١٧٢ -
 

E‫א‬‫א‬F‫א‬‫א‬
E‫א‬‫א‬F‫א‬‫א‬
١
 ٢٥٣  ‫א‬
E‫א‬‫א‬F‫א‬‫א‬
 ‫א‬‫א‬‫א‬  
 
 E‫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
 
W‫א‬‫א‬‫א‬‫א‬‫א‬
E‫א‬‫א‬F‫א‬‫א‬  
           ‫א‬
   
  – ١
  – ٢
  – ٣
  – ٤
 
‫א‬‫א‬‫א‬E‫א‬F‫א‬‫א‬‫א‬
‫א‬‫א‬‫א‬????‫א‬،
 K‫א‬
 
 
 
 
 
 
 
- ١٧٣ -
 ٢٥٣  ‫א‬
E‫א‬‫א‬F‫א‬‫א‬
 ‫א‬‫א‬‫א‬  
 
 
 E‫א‬‫א‬F‫א‬‫א‬
 
 W‫א‬ KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬‫א‬
 ٤٣٢١W‫א‬ KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬
 
 K١٠
 
 ‫א‬٪٨٠ W‫א‬‫א‬KKKKKKKKW‫א‬
 ‫א‬٪١٠٠ W‫א‬‫א‬

   
 ‫א‬  ‫א‬
  – ١
  – ٢
  – ٣
  – ٤
 
 ٪١٠٠‫א‬‫א‬
 
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
 
 KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKW‫א‬
- ١٧٤ -
 ٢٥٣  ‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬
 K‫א‬،،١KW‫א‬‫א‬KE١٩٩٨F، •
 KE‫א‬‫א‬F‫א‬KE١٩٩٧F،‫א‬،،‫א‬ •
K‫א‬،،١KE،،‫א‬‫א‬F‫א‬KE١٩٩٩F،‫א‬ •
 K‫א‬،‫א‬‫א‬،٣،EF‫א‬KE١٩٩٩F‫א‬،‫א‬ •
 K،‫א‬،٧KE‫א‬‫א‬F‫א‬‫א‬KE١٩٩٧F،‫א‬ •
‫א‬‫א‬‫א‬،E‫א‬‫א‬‫א‬F‫א‬KE٢٠٠١F،‫א‬ •
 
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 ٢٥٣  ‫א‬
 ‫א‬‫א‬
 ‫א‬‫א‬‫א‬  
 
 ‫א‬‫א‬‫א‬
 
1- ABBEY, JAMES R. (1997) HOSPITALITY SALES AND MARKETING,
EDUCATIONAL INSTITUTE OF AMERICAN HOTEL AND LODGING
ASSOCIATION.
2- BROOKS, RICHARD M. (1999) FRONT OFFICE PROCEDURES,

ASSOCIATION.
3- GEE, CHUCK Y. (1996) RESORT DEVELOPMENT & MANAGEMENT,

ASSOCIATION.
4- HART, CHRISTOPHER W.L. AND TROY, DAVID A. (1997) STRATEGIC

HOTEL/MOTEL MARKETING, EDUCATIONAL INSTITUTE OF
AMERICAN HOTEL AND LODGING ASSOCIATION.
5- JACK, D. NINEMEIER (1995) PRINCIPLES OF FOOD AND BEVERAGE

OPERATIONS, EDUCATIONAL INSTITUTE OF AMERICAN HOTEL AND
LODGING ASSOCIATION.
6- NITSCHKE, ALETA AND SCHAPPERT, PATRICIA (1996)

HOUSEKEEPING MANAGEMENT, EDUCATIONAL INSTITUTE OF
AMERICAN HOTEL AND LODGING ASSOCIATION.
7- Mike Oldroyd (2000). Marketing Environment،Butterworth-Heinemann
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 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
‫א‬
 ٦
 ‫א‬‫א‬W‫א‬‫א‬
 ٨  ‫א‬‫א‬
 ١٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
 ١٦  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
 ٢٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٢٤  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
 ٢٥  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
   
 ٣٢  ‫א‬‫א‬‫א‬‫א‬‫א‬W‫א‬‫א‬
 ٣٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
 ٣٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٣٤  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٣٥  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٤٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٤٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٤٢  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
   
 ٤٩  ‫א‬‫א‬‫א‬W‫א‬‫א‬
 ٤٩  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
 ٤٩  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
 ٥٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
 ٥٢  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
 ٥٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٥٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
 ٥٤  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٥٥  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
   
 ٦٧  ‫א‬‫א‬W‫א‬‫א‬‫א‬
 ٦٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٧٢  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٢٥٣  ‫א‬
 ‫א‬
 ‫א‬‫א‬‫א‬  
 
 ٧٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
 ٧٤  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
 ٧٦  ‫א‬
 ٧٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
 ٩٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
   
١٠٥  ‫א‬‫א‬W‫א‬‫א‬
١٠٦  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
١٠٧  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
١٠٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
١٠٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١٠٩  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
١١٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١١٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١١١  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
١١٢  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١١٣  ‫א‬‫א‬W‫א‬‫א‬
١١٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬
١١٣  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١١٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
١٢٠  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
١٢٤  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١٢٥  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬‫א‬
١٢٧  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١٢٧  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬‫א‬
١٣٤  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
١٣٨  KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK‫א‬‫א‬
١٤٤  ‫א‬‫א‬
١٦٢  ‫א‬‫א‬
١٦٥  ‫א‬‫א‬

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‫א‬

‫א‬‫א‬‫א‬ W 

Mid-range service hotelsW‫א‬‫א‬‫א‬‫א‬ J٢

Product Type Service Classifiers

‫ﻤﺴﺎﻋﺩ ﺍﻟﻤﺩﻴﺭ ﺍﻟﻌﺎﻡ‬

‫ﻤﺴﺎﻋﺩ ﺍﻟﻤﺩﻴﺭ ﺍﻟﻌﺎﻡ ﻟﻠﺘﺴﻭﻴﻕ ﻭﺍﻟﻤﺒﻴﻌﺎﺕ‬

‫ﻤﺴﺎﻋﺩ ﺭﺌﻴﺱ ﻗﺴﻡ ﺍﻟﻤﺒﻴﻌﺎﺕ‬

‫ﻓﺭﻴﻕ ﺍﻟﻤﺴﺎﻨﺩﺓ ﻭﺍﻟﺩﻋﻡ‬

‫ﻗﺴﻡ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺴﺎﻨﺩﺓ‬

‫ﻗﺴﻡ ﺍﻟﺘﺴﻭﻴﻕ ﻋﺒﺭ ﺍﻟﻬﺎﺘﻑ‬

‫ﻗﺴﻡ ﺍﻹﻋﻼﻥ ﻭﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻤﺔ‬

‫ﻤﺴﺎﻋﺩ ﺭﺌﻴﺱ ﺍﻟﻘﺴﻡ‬

‫ﺒﺤﻭﺙ ﺍﻟﺘﺴﻭﻴﻕ ﻭﻨﻅﻡ ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﺍﻟﺘﺴﻭﻴﻘﻴﺔ‬

‫ﻤﺼﺎﺩﺭ ﺨﺎﺭﺠﻴﺔ‬ ‫ﻤﺼﺎﺩﺭ ﺩﺍﺨﻠﻴﺔ‬

‫ﻤﻌﻠﻭﻤﺎﺕ ﺜﺎﻨﻭﻴﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ ﺃﻭﻟﻴﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ ﺜﺎﻨﻭﻴﺔ‬ ‫ﻤﻌﻠﻭﻤﺎﺕ ﺃﻭﻟﻴﺔ‬

COMPETITION ANALYSIS  ‫א‬

CONFIRMED RESERVATION  

GROUP RATE  ‫א‬

TENT CARD ‫א‬‫א‬‫א‬

2- BROOKS, RICHARD M. (1999) FRONT OFFICE PROCEDURES,

3- GEE, CHUCK Y. (1996) RESORT DEVELOPMENT & MANAGEMENT,

4- HART, CHRISTOPHER W.L. AND TROY, DAVID A. (1997) STRATEGIC

5- JACK, D. NINEMEIER (1995) PRINCIPLES OF FOOD AND BEVERAGE

6- NITSCHKE, ALETA AND SCHAPPERT, PATRICIA (1996)

7- Mike Oldroyd (2000). Marketing Environment،Butterworth-Heinemann

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