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‫أﺳﺎﺳﯿﺎت اﻟﺘﺴـﻮﯾـﻖ اﻟﻔﻨـﺪﻗﻰ‬
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‫‪ ‬اﻟﻄﺮﯾﻘﺔ اﻟﺜﺎﻧﯿﺔ‪ :‬اﻻﻧﻤﺎط اﻟﺴﻠﻮﻛﯿﺔ ﻣﻦ ﺧﻼل ‪DISC‬‬
‫اﻟﻨﻤﻂ اﻟﺴﻠﻮﻛﻲ اﻷول ‪D -Demanding customer‬‬
‫وھﻢ اﻟﻌﻤﻼء ﻛﺜﯿﺮو اﻟﻤﻄﺎﻟﺐ وﻻ ﯾﮭﺘﻤﻮن ﺑﺎﻟﺘﻔﺎﺻﯿﻞ‪.‬‬
‫اﻟﻨﻤﻂ اﻟﺴﻠﻮﻛﻲ اﻟﺜﺎﻧﻲ ‪I -Influential customer‬‬

‫وھﻢ أﺷﺨﺎص ﻟﺪﯾﮭﻢ ﻗﺪرات ﻋﻠﻰ اﻻﺗﺼﺎل‪ ،‬اﺟﺘﻤﺎﻋﯿﯿﻦ ﺑﻄﺒﻌﮭﻢ‪.‬‬
‫اﻟﻨﻤﻂ اﻟﺴﻠﻮﻛﻲ اﻟﺜﺎﻟﺚ ‪S -Steady customer‬‬

‫وھﻮ ﻋﻤﯿﻞ ﯾﻔﻀﻞ ﻣﻌﺮﻓﺔ اﻟﺘﻔﺎﺻﯿﻞ اﻟﺪﻗﯿﻘﺔ‪ ،‬ﻻﯾﺤﺐ اﻟﺘﻐﯿﯿﺮ‪.‬‬
‫اﻟﻨﻤﻂ اﻟﺴﻠﻮﻛﻲ اﻟﺮاﺑﻊ ‪C -complaint customer‬‬

‫ﯾﮭﺘﻢ ھﺬا اﻟﻨﻮع ﻣﻦ اﻟﻌﻤﻼء ﺑﻤﻌﺮﻓﺔ اﻟﻨﻮﻋﯿﺎت اﻟﻤﺘﺎﺣﺔ ﻣﻦ اﻟﺴﻠﻊ‪ ،‬وﻛﺬﻟﻚ اﻟﻘﻮاﻧﯿﻦ‬
‫واﻷﻧﻈﻤﺔ اﻟﻤﺮﺗﺒﻄﺔ‪ ،.‬ﻓﻤﻌﺮﻓﺘﻚ ﺑﺎﻟﻨﻤﻂ اﻟﺴﻠﻮﻛﻲ ﻟﻌﻤﯿﻠﻚ ﺣﺘﻤﺎ ﺳﯿﺴﺎﻋﺪك ذﻟﻚ ﻓﻲ‬

‫اﻟﺘﻌﺎﻣﻞ ﻣﻌﮫ وﻛﺴﺒﮫ أﯾﻀﺎ‪.‬‬

‫أدوار اﻟﺸﺮاء‬
‫ﺗ ﻢ ﺗﺤﺪﯾ ﺪ ﺧﻤﺴ ﺔ ادوار ﯾﻤﻜ ﻦ ان ﯾﻠﻌﺒﮭ ﺎ اﻻﺷ ﺨﺎص ﻓ ﻲ ﻗ ﺮار اﻟﺸ ﺮاء‬

‫وھﻢ‪:‬‬
‫‪ .1‬اﻟﻤﺒﺎدر ‪:‬ھﻮ اﻟﺸﺨﺺ اﻟﺬي ﯾﻘﺘﺮح أوﻻ ﻓﻜﺮة ﺷﺮاء ﺳﻠﻌﺔ او ﺧﺪﻣﺔ ﻣﺎ‪.‬‬
‫‪ .2‬اﻟﻤﺆﺛﺮ ‪:‬ھﻮ اﻟﺸﺨﺺ اﻟﺬي ﺗﺆﺛﺮ وﺟﮭﺔ ﻧﻈﺮه او ﻧﺼﯿﺤﺘﮫ ﻓﻲ اﻟﻘﺮار‪.‬‬
‫‪ .3‬اﻟﻤﻘﺮر ‪:‬ھﻮ اﻟﺸﺨﺺ اﻟﺬي ﯾﻘﺮر ﺣﻮل اي ﺟﺰء ﻣﻦ ﻗ ﺮار اﻟﺸ ﺮاء ﻓﯿﻤ ﺎ‬

‫اذا ﺳﯿﺘﻢ اﻟﺸﺮاء وﻣﺘﻰ وﻟﻤﺎذا وﻛﯿﻒ؟‬
‫‪ .4‬اﻟﻤﺸﺘﺮي ‪:‬ھﻮ اﻟﺸﺨﺺ اﻟﺬي ﯾﻘﻮم ﻓﻌﻼ ﺑﺎﻟﺸﺮاء‪.‬‬
‫‪ .5‬اﻟﻤﺴﺘﺨﺪم ‪:‬ھﻮ اﻟﺸﺨﺺ اﻟﺬي ﯾﺴﺘﮭﻠﻚ او ﯾﺴﺘﺨﺪم اﻟﺴﻠﻌﺔ او اﻟﺨﺪﻣﺔ‪.‬‬

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