:

/ .

:":
.1
.2
.3



:":



:":
:":":

:

":
.
":
":
":
.


.

.

 ":
.1 :
":
1994
.
1996
500 700
": .. ":
.
1997 ...

*1 ": ":

.



.


.

.

*1

2004 53-52

 .2
:

*.2


.
)
(*3
:
.1 .
.2 .
.3
.4 .
.5


:
.1 )
(*4
.2

( *5
.3 )


( *6
.4 ) ( *7
*Kotler, Ph.and Levy, S.": Broadening the concept of marketing ": Journal of Marketing, January 2
1969pp.10-15
*American Marketing Association Approves New Marketing Definition, Marketing News, March, 3
1, (1985), p.1
*Stanton,W.J.and Futrell c. Fundamentals of Marketing McGrow-Hill Book Co.,N.Y,(1987).P.4 4
*Kotler, Ph. Marketing Management: Analysis, Planning and Control, 5th ed: prentice-Hall, New 5
Jersey, (1985), P.4
*.American Marketing Association, op-cit 6
* 7azur, P., ":Does Distribution Cost Ennough":?, Fortune, November,(1974),p.138

 :

(*8
": ":":

.


.





.

:
.1 .
.2
.3

.4

.

.
":

_________________________________________________-
* 8 1985 21


(Procter and Gamble (P&G

:
.1
.2
.3
.4
.5
.6
.7
.8

.


.

.3
-
": 300 2000
1300 2003
":


":
7


9*":
":

:

":

": ..
":

2000 22
178 2003



.
:
.1


.2
.3
.4

.5
.
.6
.7

.8
.9

________________________________________
*9 -

-
":
.
,
.


) (.

.


.
.

.

,


%20
.
.
.


, )
(
,

.



10*.":
* 10 . www.rezgar.com 2/8/2003

.


.


.

:
.1



.
-1
1
6 2
.2
6 1 1 2
.3 ":
":":
10

 4 1 2 2 1
.4
2 %25-20
%100 1
4
.5
":":
3 1 3
.6


5

1
1

.2

.


, , 47








,



11




%9
74 2001
























.

12









:


.

-3





















13






















.




.
": ":





. 7
2,520
.

14

900 .

12*": %30
www.ramworld.net
www.alalamalumlat.com
www.bdawiah.com
www.shahrazad.4t.com

---------------------------------------------------* 12 24/11/1424

.1
.2
.3
.4
.5
.6

.




.

.1

.2

15

.3
.4
.5
.6

":

.


.

": ":
.

16