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الصفحة الرئيسية تسويق

مقدمة عن البيئة التسويقية

23 ديسمبر 2020

جلال الوجيه

خط المقالة

مقدمة عن البيئة التسويقية

ماهي البيئه التسويقيه

تعتبر معرفة البيئة التسويقية المحيطة بالمنظمة من الأمور الواجب معرفتها لتحقيق الأهداف.

تعريف البيئه التسويقيه

البيئه التسويقيه : هي كافة القوى الموجوده بالمحيط الخارجي الذي تعمل فيه المنظمه وتأثر على قدرة إداره التسويق فيها على بناء وتطوير علاقات تبادل ناجحه مع عملائها .

مكونات البيئة التسويقية

1-البيئة الداخلية(محكومة) :-وتعني سياسة المؤسسة الداخلية وأنظمتها.

2-البيئة الخارجية(حاكمة) :-وهي العوامل التي تحيط بالمؤسسة ويجب أن تتكيف المؤسسة معها.

عوامل البيئة الخارجية

أولاً : العوامل الإقتصادية :-
أ- معدل النمو الإقتصادي.(القدرة الشرائية).
ب- التضخم:وهو الإرتفاع المستمر في الأسعارمع ثبوت القدرة الشرائية.
ج- نمط الإستهلاك.(دراسة السوق).
ثانياً : العوامل السياسية والتشريعية :-
·سياسة دعم وحماية الصناعة الوطنية.
.سياسة دعم الصادرات.
.تشريعات المواصفات والمقاييس.
ثالثاً : العوامل الإجتماعية :-
وهي تنقسم إلى قسمين:-
القسم الأول/حماية المجتمع(كلكم راعٍ وكلكم مسؤول عن رعيته)
القسم الثاني/تنمية المجتمع(المساهمة في بناء المجتمع دون شرط أو قيد)
رابعاً : العوامل التنافسية :-
-أتغدى به قبل أن يتعشى بك-كن ذئباً وإلا أكلتك الذئاب
(خطير جداً,جداً,جداً).

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