Marketing
Permanent URI for this collectionhttps://dspace.esm-tlemcen.dz/handle/123456789/2
Le master marketing forme des professionnels capables de mettre en œuvre une stratégie marketing et un plan d’actions marketing par rapport à un produit, un service, une ligne de produits ou de services et de réaliser ensuite des études pour analyser le résultat des actions menées. Grace à cette formation, notre école vous préparez à une insertion rapide sur le marché du travail.
Browse
Item أثر التسويق الالكتروني في تحسين جودة الخدمات المصرفية دارسة حالة البنك الوطني الجازئري(المدرسة العليا للإدارة الاعمال تلمسان, 2020) فقاوني امينةThis study aims to research .the impact of electronic marketing on improving the quality of banking services provided by the nationale bank of Algeria Where the study was based on following the analytical approach whit regard to the application side ?where we used a case study method by dropping the study one the Algerian national bank which is an evaluation study that relied one the technique of questionnaire directed to clines and dumped into a program spss as a statistical tool for testing hypotheses to measure the impact of electronic marketing on the quality of banking services in addition to analyzing the study and providing appropriate suggestionsItem الإبداعّ التسويقي وّالمؤسساتّ الناشئة - تيبازة– دراسةّحالة5ّمؤسسةّخيروطاكسيّ(المدرسة العليا للإدارة الاعمال تلمسان, 2020) عيسوّيونسّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّّDue to the profound changes and competition in global and national markets, it has become imperative that startups find ways and methods to help them continue and achieve success. Likewise, marketing creativity is an essential strategic method that ensures that startups can face difficulties, adapt to contemporary developments and changes, and create better value-added than their competitors. It guarantees her to be distinguished in customers' minds by increasing their satisfaction and earning their loyalty. Non the less this study came with the target of revealing the impact of marketing creativity on the success of investment projects. As an illustration, we have the Case study of the KhieroTaxi Foundation as a model. Where a questionnaire has been addressed to 50 participants (clients). After analyzing the data, the results showed that Khierotaxi Corporation did not apply creativity marketing in its activity, and also showed a positive relationship between marketing creativity and the success of investment projects. Based on those results, the study presented a set of recommendations that contribute to the development of startups by increasing their quality and excellence of their services and increasing the fast response to its customers, enhancing her chances of future success.Item l’impact de la qualité des services sur le deux variables satisfaction et engagement des clients(école superieure de managment tlemcen, 2020) TaghiRayeneLe but de nos travaux de recherche est de résumer l'effet de la qualité de service sur la satisfaction et l'engagement client. Pour cette raison, lors de mon stage sur les stands de la Banque Nationale d'Algérie BNA, nous avons pu mettre en évidence un certain nombre d'observations qui se résument dans les suggestions suivantes: En ce qui concerne la qualité des services, la BNA propose des services de basse pour assurer la satisfaction de ses clients. L'engagement client est bien associé à la satisfaction des consommateurs. Pour qu'un consommateur reste fidèle à la marque, il doit d'abord être satisfait. Les véritables ambassadeurs d'une marque sont à la base de consommateurs satisfaits, et l'interaction client va loin dans la satisfaction. La satisfaction est un état d'esprit passif, alors que l'interaction nécessite une approche consommateur actif. Pour être compétitives, les banques algériennes seraient obligées de mettre en place une politique de commercialisation pertinente pour conserver leur part. De plus, la mise en place du marketing dans les services bancaires nécessite un toboggan ou un mécanisme pour proposer une livraison dans les meilleures conditions possibles. Un des principes du marketing bancaire est de délivrer un service de qualité personnalisé à chaque client. Chercher à évaluer la qualité de service, c'est constamment essayer d'améliorer la qualité perçue par le consommateur. En d'autres termes, la satisfaction perçue par le consommateur par rapport au service proposé par le prestataire de services bancaires. Le marketing permet de commercialiser des produits de santé sains. La banque recueille de l'argent qu'elle réinjecte dans l'économie d'entreprise. Le but du marketing est donc le développement économique. Si le paiement, en revanche, est courant dans les pays développés, il n'en est pas encore à ses débuts en Algérie. Ce nouveau mode de paiement reste à la traîne à l'école en raison de l'absence de toute dynamique stratégique, cette absence d'action stratégique trouve sa raison dans l'essence du système bancaire algérien, qui a longtemps été un environnementItem أداء اﻟﺨﺪﻣﺎت اﻟﺴﻴﺎﺣﻴﺔ دراﺳﺔ ﺣﺎﻟﺔ - اﻟﻮﻛﺎﻻت اﻟﺴﻴﺎﺣﻴﺔ ﺑﺎﻟﺠﺰاﺋﺮ(المدرسة العليا للإدارة الاعمال تلمسان, 2020) ﺑﻮﻋﺼﻴﺪة ﻧﻮ راﻟﻬﺪىCette étude vise à mettre en évidence le rôle que joue la communication marketing dans l'amélioration de la performance des services touristiques au niveau des agences de tourisme en Algérie, en déterminant dans quelle mesure les agences de tourisme en Algérie s'appuient sur la communication marketing et en déterminant l'impact de la publicité, de la vente personnelle, de la promotion des ventes et des relations publiques. Sur le client (le touriste). Pour atteindre les objectifs de l'étude, un questionnaire a été distribué pour collecter les données primaires nécessaires pour mesurer la validité des hypothèses sur un échantillon intentionnel composé de (102) clients d'agences de tourisme (touristes), et les données collectées ont été analysées à l'aide du programme "Statistical Package for Social Sciences" (SPSS), et l'étude a conclu À un ensemble de résultats, dont les plus importants étaient: -Les agences de tourisme en Algérie adoptent la communication marketing comme un outil pour améliorer la performance de leurs services. -Les formes de communication marketing approuvées ont un effet positif sur le public externe, c'est pourquoi la communication marketing joue un rôle important dans l'amélioration de la performance des services touristiques et l'élément le plus influent est les relations publiques, car le facteur psychologique et le souci des clients et de leurs besoins attirent les touristes. -Plus les éléments de communication marketing sont efficaces et intégrés, plus cela conduit à la supériorité et à la distinction de l'agenceItem Les effets de la publicité électronique sur l'orientation du consommateur : étude sur le cas de l'entreprise Mobilis Oran(école superieure de managment tlemcen, 2020) YACHBA WafaThe objective of this research to clarify and measure the effect of electronic advertising on consumer behavior. To do this, we have conducted a quantitative study on a sample of 105 people of Mobilis. Results indicate that the effects of the Mobilis company's advertisements differ from one individual people to another depending on their individual characteristics. They show also that the advertising campaign developed by the company has a real influence on consumer behaviorItem التسوق عبر الانترنت وأثره على سلوك المستهلك دراسة حالة موقع "جوميا" الجزائر للتسوق(المدرسة العليا للإدارة الاعمال تلمسان, 2020) قانة رابحThis study aims to know the effect of electronic shopping on consumer behaviour in the "Jumia" Algeria shopping site, as the study targeted a sample of the community represented by students and workers of the Higher School of Management .Here is a sample in Tlemcen-, where their number reached 113. Use an electronic questionnaire that was published on the special page to collect data In the school on Facebook, the research method used is the descriptive and analytical approach, depending on the Statistical Package for Social Sciences program (SSPS v25). The study aimed that there is a positive impact of the dimensions of electronic shopping, represented in (expected performance, expected effort, and social impact) on the intention to use online shopping behaviorally, so as to give and show a set of recommendations to improve and develop this kind of shoping in Algeria in order to influence the way of buying and to facilitate it to the consumer in the near future.Item The Impact of Marketing Innovation on The Competitive Advantage Case study: Algeria Telecom(école superieure de managment tlemcen, 2020) MENNICHE Amira Chaimaobjective of gaining market share is the objective of a tiny part of large companies; the others aim rather to safeguard the shares already acquired ➢ Achieving the competitive advantage in the organization is based on several dimensions, including quality, differentiation, customer responsiveness and cost. And Sustaining and developing competitive advantages enables the organization to occupy a good competitive position in the market ➢ Productive innovation aims to improve the company's competitive position, since the most important method used by the company to achieve and improve quality is to adopt it to develop products by working on the development of periodic programs to reform quality levels competitively, rationalizing the production process and adjusting the share of purchases and creating a distinct value that satisfies the consumer. ➢ Price innovation arises by impacting on the development of the institution's competitive advantage through differentiation and building a good reputation among customers for the level of product prices to obtain more profits, taking into account the conditions of competition. ➢ Promotional innovation is considered a mechanism of achieving, developing and maintaining competitive advantage, by veheculating the wanted information to customers and build notoriety, also seek to achieve and embodying the implicit desires of potential customers ➢ Distribution innovation seek to find the best new ways to deliver the products to customers in limited time Practical results: ➢ The results showed that the study sample's evaluation of the marketing innovation with its four dimensions: product/service marketing innovation, price marketing innovation, promotion marketing innovation, distribution marketing innovation, weren’t positive and showed a medium close to low score Through arithmetic mean and standard deviation. Through this result, the first hypothesis “There is a of availability of marketing innovation dimensions in Algeria telecom” is invalidated and hence rejectedItem A Study of factors influencing the purchase decision of a decision-making member within the Algerian family: the Local electrical appliance as a case(école superieure de managment tlemcen, 2020) Mostefaoui OumeimaIn our study, we will deal with understanding and identifying the factors affecting the purchase decision for the decision maker, we took as a case study of the Algerian family, as for the product, it was the local electrical appliances. To obtain this study, we prepared a questionnaire and published it on social media. As for the sample, it included 172 individuals, and by using the linear regression function, we were able to determine the most important factors. Those factors are consumer’s family and groups influence his buying decision, in addition to his job, his educational level, and his civil status. In addition to other factors in the purchasing phase, we mention: after-sales services, warranty and workers.Item - " تأثـيـر الـتعبئة و الـتغليف على الـقرار الـشرائي للمستـهلك الجـزائري دراسة حالة منتج "العطر(المدرسة العليا للإدارة الاعمال تلمسان, 2020) حوريــة لمحــالPackaging is a very effective way to attract the final consumer towards buying a product, as institutions have become dependent on them for success and penetration into the local and global markets. This study deals with the issue of the impact of the packaging strategy on the buying decision of the Algerian consumer, as its importance is evidenced by the effective role that pachaking plays as one of the marketing factors in influencing the decision to buy the Algerian consumer In this regard, and in order to address the existing problem, the study was dropped on the frensh Scandal perfume as a product available in the national market in order to identify the extent contributes to the infleuce of the Algerian consumer purchase decision, by analyzing the results of the questionnaire directed to a sample of the consumres of this parfume are using the SPSS model as a statistical tool to analyze the study dataItem ﺘﺄﺜﻴر ﻋﻤﻠﻴﺔ التروﻴـــﺞ ﻋﻠﻰ ﺴﻠوك المﺴﺘﻬﻠك دارﺴﺔ ﺤﺎلة اﺘﺼﺎﻻت اﻝجزاﺌر- المدﻴﺔ(المدرسة العليا للإدارة الاعمال تلمسان, 2020) ﺒن ﻤزﻴﺎن ﻫﺎﺠرThis study aimed to clarify the extent of the influence of the promotion process on consumer behavior in addition to clarifying the elements of promotion and their role in influencing consumer behavior, and the importance of this study is in an attempt to highlight the benefits of promotion and its position in the organization and the many advantages it achieves. In order to achieve the objectives of this study, it was divided into three chapters, the first and the second are theoretical, following the descriptive analytical approach. The random sample, the analysis was based on statistical treatments using spss program . This study found that the promotion process affects consumer behavior through the elements of advertising, personal selling, sales activation, and public relations, which in turn contribute to the organization's communication with consumersItem Le Marketing Territorial Au Service Du Développement Local Durable Cas du Projet DevLoc(école superieure de managment tlemcen, 2020) BENHAMED Mohamed Nadir RiadLe marketing territorial et le développement local durable constituent un axe de recherche intéressant et complexe à la fois. En effet, dans ce mémoire nous avons essayé d’abord d’analyser individuellement chaque concept en profondeur pour en comprendre le sens, ensuite, nous avons essayé de voir les différents outils et applications de chacune des variables de notre thème de recherche. Ce travail a été conclu par une étude pratique des principaux outils de marketing au niveau de deux territoires de la wilaya de Tlemcen, à savoir « Azail-Beni Bahdel et Sidi Djilali », où les différents acteurs faisant l’objet de cette étude, même si motivés pour la construction et le développement du terroir, manquent d’une approche globale, d’une vision claire et unanime, de formation adéquate et surtout des connaissances requises pour une véritable démarche de développement local durable. D’un autre côté, ces mêmes acteurs du développement, rencontrés pendant ce projet, nous semblent chacun à leur échèles, conscients des enjeux environnementaux, sociaux, et économiques.Item Analyse de la politique de distribution au sein de l’entreprise NAFTAL(école superieure de managment tlemcen, 2020) BAROUR ILYASLa stratégie de distribution est également l'une des stratégies les plus importantes du mix marketing En tant que stratégie de produit, stratégie de prix et promotion. Les éléments de distribution peuvent être divisés en deux éléments principaux : les canaux de distribution et la distribution physique. De nos jours, les produits pétroliers sont également considérés comme des produits en croissance pour les consommateurs car ils représentent des produits stratégiques, d'autant plus que l'environnement technologique et le développement mécanique évoluent, conduisant les entreprises industrielles à produire des moteurs automobiles plus modernes et complexes, qui nécessitent Un lubrifiant de haute qualité adapté à tous les types de ces moteurs. Par conséquent, les entreprises intéressées par la vente et la distribution de ces produits devraient considérer les éléments de distribution et s'efforcer de trouver la stratégie appropriée et la plus efficace pour distribuer des produits avec l'efficacité requise. En effet, elles sont très actives dans un environnement concurrentiel, notamment après l'ouverture des marchés nationaux, devant les pétrolières ou non pétrolières et autres sociétés expérimentées. Par conséquent, cette recherche se concentre sur l'analyse de la stratégie de distribution interne de lubrifiant de NAFTAL et la mesure de l'efficacité de ces canaux de distribution. À travers ces canaux, nous pouvons réaliser que cette stratégie de distribution joue un rôle important dans l'atteinte de l'excellenceItem The impact of digital communication on the performance of a company Case study: Topper Expansion(école superieure de managment tlemcen, 2020) KADRI SaraThe world has changed, society has evolved, and the advent of digital has changed our habits and our way of life; this evolution has brought critical changes to the notions of traditional marketing, therefore today we no longer talk about traditional communication where companies advertise through traditional media, like television channels or through newspapers and urban advertising. We have entered a whole new dimension where companies manage to reach a very large number of listeners in a very short period of time. In today’s market everything is fast, and most importantly everything is measurable, and so many communication opportunities are offered to companies thanks to the web and its functionalities. In this Master’s dissertation we discuss the concept of digital communication, and its impact on performance of ENDIWO company; we use a descriptive study to explain the link between these two elements, we proceeded our practical study by using two different tools: the first one is the analysis of data on the search ad campaigns and the company's website; and the second one is an interview with the Project Manager of the host company ENDIWO. Through which we were able to conclude that digital communication has a positive impact on the visibility of the company on the web by increasing traffic to the website and spreading brand awareness amongst internet users as well as on the conversion of customersItem L’impact de l’image de marque sur le comportement et l’attitude des individus (cas d’OPPO(école superieure de managment tlemcen, 2020) Lacheheb ImeneThe electronics sector in Algeria has made considerable progress and is growing year by year. With the increase in the offers available in the market, consumer behavior has changed dramatically, there is indeed a link between consumers and brands. By asking individuals about the brand of electronics OPPO we tried to understand the influence of this one on their purchase intention and after an analysis of the results we found that the brand image had a positive influence on purchasing decisions of individuals.Item The Role of Relationship Marketing in building customer loyalty CASE STUDY: OXXO SPA ALGERIE(école superieure de managment tlemcen, 2020) MANSOURI MalakIn a constantly changing market, and in the face of competitors, the use of relationship marketing by companies, is more than ever essential, in order to establish a good relationship with its customers in the long term as possible and to try to follow them and seek their needs and desires so that they feel precious and valuable and also to satisfy them constantly in order to create "trust and to obtain a commitment with, and therefore to retain them. The aim of this research is to find out the role played by relational marketing on customer loyalty within the “OXXO SPA Algeria” company. This objective is achieved first of all through a literature review of the key concepts related to relational marketing and satisfaction and loyalty. Afterwards, a field study, Thus, a questionnaire was designed for this purpose and sent to a random sample of 60 customers, to evaluate the relationship marketing approach and the quality of the relationship that connects them with the company. The results of the research will be analyzed. These results allow us to confirm or infirm our hypothesesItem The Impact of Marketing Innovation on The Competitive Advantage Case study: Algeria Telecom(école superieure de managment tlemcen, 2020) MENNICHE Amira ChaimaChanges in the environment surrounding the businesses have placed before it opportunities and threats that have forced them to adapt with the changing situation and seek to find ways to solve its problems in order to continue and grow, but more than that, to achieve the ability to respond to the changing tastes of consumers by gain their satisfaction and loyalty. And this can only be achieved by distinguishing from the competition, and achieving a sustainable competitive advantage has become the new direction in the company's business To ensure a high level of competitiveness and performance, companies must adopt new practices to adapt to the new context, that of the transition to a market economy. It is in this context that marketing has emerged as an alternative that allows for companies to be competitive and make themselves known in the market. The companies preferred in the contemporary economic conditions are the ones managing to link innovation and marketing successfully. Innovation can be seen as an asset of the company, which is directly related to the feedback of marketing. Innovation is the main driver of competitiveness. Marketing innovation is the implementation of new or significantly modified concepts or sales methods to facilitate product access to the market, such as changes in design or packaging. It is one of the most important pillars for building and strengthening the competitiveness and allows differentiating from the competitors, as it enables the organization to produce new high-quality products at the right price, and deliver them in the specified deadlines by developing means, mechanisms and systems for production characterized by speed, flexibility, abundance of production and high quality, which gives the institution the possibility of progress more with lower costs, faster delivery of products in less time, gaining a good reputation and other competitive advantages, thus strengthening its competitive position and gain market shareItem دور جودة الخدمات في تحقيق رضا الزبائن - وكالة البيض –دراسة حالة مؤسسة موبيليس(المدرسة العليا للإدارة الاعمال تلمسان, 2020-06-24) خولة بردانThis study represents to highlight each dimension of the quality of services provided and to determine which dimensions have an impact on achieving customer satisfaction. We divided our study into two parts, a theoretical part consisting of two chapters, containing all concepts related to the quality of services and customer satisfaction and the relationship between them. And a practical part related to the field study, our selection of Mobilis as the place for our study as the first distributor of the mobile network in Algeria, so that we distributed a questionnaire to a sample of Mobilis customers at El Bayadh Agency in order to collect and analyze data and know the results. Finally, we concluded that the customers of Mobilis Mobile Network Agent are satisfied with the services provided to them, rate their quality highly, and attach great importance to security and trust.Item L’impact du personnel en contact sur le comportement de fidélité des clients dans le secteur des services, Cas : D’Hôtellerie en Algérie(école superieure de managment tlemcen, 2020-08-30) TOUAMI NihadThe interpersonal relationship between the personnel in contact and the client, which is based on relational benefits, is a very important means of providing quality service. The main objective of this study is to present the concepts related to the personnel in contact, the perceived quality of the service and the relationship marketing variables theoretically. To answer the problematic and the research hypotheses on the impact of the personnel in contact on the perceived quality, satisfaction and loyalty of customers, we started an online survey with 153 respondents, only 121 were selected because they fit the standard (loyalty to the luxury hotel in Algeria). Following an exploratory and confirmatory factor analysis and a reliability test, we validated the reliability of the survey. Using structural equation modeling we were able to confirm our hypotheses, and determine that there is a significant positive linear relationship between each variable, and therefore conclude the existence of a positive influence of each variable on the otherItem L’impact de l’environnement physique d’un lieu de service sur le comportement de fidélité des clients Application au secteur de l’hôtellerie en Algérie(école superieure de managment tlemcen, 2020-08-30) Sadouki Hidayet KhadidjaIn the field of servicing, the company's offer is based on services of an intangible nature, where the physical environment provides a set of elements on which consumers rely to assess the quality of the services offered. It constitutes the core of the service offering through its substantial effect on customer satisfaction and its important role in strengthening customer loyalty. The objective of this study is to identify the impact of the physical environment of a service location on customer loyalty, from which we chose the hotel sector as a research field. We distributed an online questionnaire to 166 people, where the selection of our sample focused on Algerian and foreign tourists having stayed in a luxury hotel in Algeria. After performing an exploratory and confirmatory factor analysis using SPSS software, we were able to confirm the hypotheses of our research, which led us to answer our problematic that : the physical environment of a place of service (hotel) has a positive impact on the loyalty of customers.Item Impact de la diversité culturelle sur les pratiques managériales au sein des entreprises « Cas d’Ooredoo »(école superieure de managment tlemcen, 2020-09) AOULA RahimaIn the field of trade, nothing is the same as before, trade between countries, foreign investments, international recruitments; it is the globalization of business that has opened its doors to them. Suddenly, the presence of multicultural teams requires a certain management logic known as intercultural management, which takes into account cultural differentiations during managerial practices within companies, in order to reduce the losses and damage that can appear if we neglects them. Our research focuses on the impact of this diversity of culture on managerial practices within companies. To do this, we carried out a practical study within the multinational Ooredoo where we proved through the answers obtained by the regional chief and the civil servants that the multicultural context plays a significant role in daily operations as well as in management and decision price, and that these influences, changes and adaptations present a richness that allows a good improvement of the business in the organization