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‫أﺳﺎﺳﯿﺎت اﻟﺘﺴـﻮﯾـﻖ اﻟﻔﻨـﺪﻗﻰ‬
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‫ﻓﺎﻟﺘﺴ ﻮﯾﻖ اﻟﻔﻨ ﺪﻗﻰ ﻛ ﺎن اﺳ ﺘﺠﺎﺑﺔ اﺳ ﺘﺮاﺗﯿﺠﯿﺔ ﻣ ﻦ ﺟﺎﻧ ﺐ اﻟﻤﺆﺳﺴ ﺎت‬
‫ﻟﻤﻘﺘﻀ ﯿﺎت اﻟﺘﻐﯿﯿ ﺮ دﻋﻤ ﺎ ﻟﺒﻘﺎﺋﮭ ﺎ واﺳ ﺘﻤﺮارھﺎ‪ .‬وﯾﻌﺮﻓ ﮫ اﻟ ﺒﻌﺾ ﻋﻠ ﻰ اﻧ ﮫ ﻧﻈ ﺎم‬
‫ﻋﻠ ﻰ اﻧﺸ ﻄﺔ اﻻﻋﻤ ﺎل ﻣﺼ ﻤﻢ ﻟﺘﺨﻄ ﯿﻂ وﺗﺴ ﻌﯿﺮ وﺗ ﺮوﯾﺞ وﺗﻮزﯾ ﻊ اﻟﻤﻨﺘﺠ ﺎت‬
‫اﻟﻤﺸﺒﻌﺔ ﻟﻠﺤﺎﺟ ﺔ ﻓ ﻰ اﻻﺳ ﻮاق اﻟﻤﺴ ﺘﮭﺪﻓﺔ‪ .‬وﯾﻤﺜ ﻞ اﻟﺘﺴ ﻮﯾﻖ اﻟﻔﻨ ﺪﻗﻰ ﺗﻠ ﻚ اﻟﺠﮭ ﻮد‬
‫اﻟﺘﻰ ﺗﺒﺬﻟﮭﺎ اﻟﻤﻨﺸﺄت اﻟﻔﻨﺪﻗﯿﺔ ﻣﻦ أﺟﻞ اﻟﺘﻌ ﺮف ﻋﻠ ﻰ اﻻﺳ ﻮاق اﻟﺴ ﯿﺎﺣﯿﺔ اﻟﺪاﺧﻠﯿ ﺔ‬
‫واﻟﺨﺎرﺟﯿﺔ واﻟﺘﺄﺛﯿﺮ ﻓﯿﮭ ﺎ ﺑﮭ ﺪف زﯾ ﺎدة اﻟﺤﺮﻛ ﺔ اﻟﻔﻨﺪﻗﯿ ﺔ وارﺗﻔ ﺎع ﻧﺴ ﺐ اﻻﺷ ﻐﺎل‬

‫اﻟﻔﻨﺪﻗﻰ ﻓﯿﮭﺎ‪ .‬ﻓﺎﻟﻌﻤﻠﯿﺔ اﻟﺘﺴﻮﯾﻘﯿﺔ اﻟﻔﻨﺪﻗﯿﺔ ﺗﺒﻨﻰ ﻋﻠﻰ اﻟﺘﺎﻟﻰ‪:‬‬
‫‪ ‬ﺗﺤﺪﯾ ﺪ اﻻﺳ ﻮاق اﻟﻤﺴ ﺘﮭﺪﻓﺔ ﺑﺼ ﻮرة اﺳ ﺘﺮاﺗﯿﺠﯿﺔ ﻓﺎﻟﻌﻤﯿ ﻞ ھ ﻮ ﻧﻘﻄ ﺔ‬

‫اﻻرﺗﻜﺎز‪.‬‬
‫‪ ‬اﻟﺘﻌﺮف ﻋﻠﻰ اﺣﺘﯿﺎﺟﺎﺗﮭﻢ ورﻏﺒﺎﺗﮭﻢ ﺑﺪﻗﺔ‪.‬‬
‫‪ ‬ﺗﺨﻄ ﯿﻂ وﺗﺼ ﻤﯿﻢ اﻟﻤﻨﺘﺠ ﺎت واﻟﺨ ﺪﻣﺎت اﻟﻔﻨﺪﻗﯿ ﺔ اﻟﺘ ﻰ ﺗﺸ ﺒﻊ ھ ﺬه‬
‫اﻻﺣﺘﯿﺎﺟ ﺎت واﻟﺮﻏﺒ ﺎت وﺑ ﺎﻟﺠﻮدة اﻟﺘ ﻰ ﺗﺮﻗ ﻰ اﻟ ﻰ ﻣﺴ ﺘﻮى ﺗﻮﻗﻌ ﺎت‬

‫اﻟﻌﻤﻼء‪.‬‬
‫‪ ‬ﺗﺴﻌﯿﺮ وﺗﺮوﯾﺞ اﻟﻤﻨﺘﺠﺎت واﻟﺨﺪﻣﺎت اﻟﻔﻨﺪﻗﯿ ﺔ ﺑﻄﺮﯾﻘ ﺔ ﺻ ﺤﯿﺤﺔ ﺗﺠ ﺬب‬

‫اﻟﻌﻤﻼء وﺗﺤﺜﮭﻢ ﻋﻠﻰ اﻟﺸﺮاء‪.‬‬

‫وﺗﺄﺳﯿﺴ ﺎ ﻋﻠ ﻰ ﻣ ﺎ ﺳ ﺒﻖ ﻓ ﺄن ﻣﻔﮭ ﻮم اﻟﺘﺴ ﻮﯾﻖ اﻟﻔﻨ ﺪﻗﻰ ﯾﺘﻀ ﻤﻦ ﺧﻤﺴ ﺔ‬
‫أﺳﺲ رﺋﯿﺴﯿﺔ ھﻰ‪:‬‬

‫‪ .1‬اﻟﻌﻤﻼء ھﻮ ﻧﻘﻄﺔ اﻟﺒﺪاﯾﺔ واﻟﻨﮭﺎﯾﺔ ﻓﻰ اﻟﻨﺸﺎط اﻟﺘﺴﻮﯾﻘﻰ اﻟﻔﻨﺪﻗﻰ‪.‬‬
‫‪ .2‬رﺑﺤﯿﺔ اﻟﻔﻨﺪق ﺗﺘﻮﻟﺪ ﻣﻦ ارﺿﺎء اﻟﻌﻤﻼء‪.‬‬

‫‪ .3‬اﻻﺳ ﺘﻤﺮارﯾﺔ ﻓ ﻰ اﺟ ﺮاء اﻟﺪراﺳ ﺎت واﻟﺒﺤ ﻮث اﻟﺘﺴ ﻮﯾﻘﯿﺔ ﻟﻠﺘﻌ ﺮف اﻛﺜ ﺮ‬
‫ﻋﻠﻰ اﻟﻌﻤ ﻼء واﻻﺳ ﻮاق واﻟﺨ ﺪﻣﺎت واﻟﺒﯿﺌ ﺔ اﻟﻤﺤﯿﻄ ﺔ ﻟﻼﻧﺘ ﺎج اﻟﺨ ﺪﻣﺎت‬

‫واﻟﻤﻨﺘﺠﺎت اﻟﻔﻨﺪﻗﯿﺔ ﺑﺎﻟﺠﻮدة اﻟﻤﻄﻠﻮﺑﺔ اﻟﺘﻰ ﺗﺤﻘﻖ ارﺿﺎء اﻟﻌﻤﻼء‪.‬‬

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