Professional Documents
Culture Documents
2008-2007
1
PDF created with pdfFactory Pro trial version www.pdffactory.com
2
PDF created with pdfFactory Pro trial version www.pdffactory.com
2
:
:1
: 2
12
:3
16
19
:1
19
:2
21
:3
24
26
28
29
:1
29
:2
32
:3
:
35
40
3
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1
40
:2
42
:3
49
52
56
:1
57
:2
58
:3
58
:4
59
61
:
62
63
63
64
:1
66
:2
69
:3
74
80
:1
80
:2
96
101
:1
101
:2
106
:3
106
:
:
106
107
:1
108
:2
116
118
:1
118
:2
121
:3
122
123
4
PDF created with pdfFactory Pro trial version www.pdffactory.com
125
126
126
128
:1
129
:2
129
131
:1
131
:2
132
:3
134
136
:1
138
:2
147
:3
156
:4
158
160
:1
161
:2
163
:3
165
:4
166
:
:
167
170
:1
170
:2
173
:3
180
182
:1
182
:2
183
:3
185
:4
188
191
:1
192
:2
195
199
5
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1
199
:2
201
207
209
210
210
211
:1
211
:2
216
:3
219
:4
219
:5
222
222
:1
223
:2
233
:3
234
:4
238
:5
239
: :
239
240
243
:1
243
:2
244
:3
245
247
:1
248
:2
252
:3
253
:4
255
:5
257
:6
259
:7
259
260
261
6
PDF created with pdfFactory Pro trial version www.pdffactory.com
262
: :
264
265
:
266
267
267
268
272
:1
272
:2
279
:3
280
:4
284
284
:1
284
:2
287
:3
290
292
Porter
293
:1
293
:2
299
:3
301
:4
302
305
:1
305
:2
305
306
306
:1
306
:2
307
308
7
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1
309
:2
314
:3
323
:4
326
327
329
330
330
330
:1
330
:2
331
:3
332
335
:1
335
:2
338
:3
338
:
:
:
340
342
342
:1
342
:2
344
:3
348
:4
351
360
:1
360
:2
362
368
370
371
371
372
373
8
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1
373
:2
377
: Porter
378
381
381
:1
381
:2
385
:3
:
403
407
:1
407
:2
409
:3
410
:
:
412
414
415
417
420
428
431
433
9
PDF created with pdfFactory Pro trial version www.pdffactory.com
10
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
.
:
.
.
"" .
.
.
.
11
.
.
.
.
.
.
:
.
.
.
12
PDF created with pdfFactory Pro trial version www.pdffactory.com
) ( .
.
.
. .
. .
. .
.
.
13
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
) ( .
.
.
.
.
.
.
.
.
:
.
:
:1
:2
:3
:4
:5
14
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
:
:1 .
:2
.
:3 .
:
.
.
.
.
.
: .
:
.
.
.
15
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
600
.
.
.
.
:
. :
:1 .
:2
:3 .
:4 .
:5 .
:6 .
16
PDF created with pdfFactory Pro trial version www.pdffactory.com
:7
.
:10
:
.
.
:
2006-2002
.
.
:
.
.
.Porter
:
.
17
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
. )(
Porter
. )(
.
.
.
18
PDF created with pdfFactory Pro trial version www.pdffactory.com
19
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
.
.
.
.
.
.
.
.
.
.
20
PDF created with pdfFactory Pro trial version www.pdffactory.com
21
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
.
.
.
.
.
:
22
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
: 1
.
)(
. .
)(1
""
:
)
(
.
)(2
.
.
- .
- 1 : ) :
(2004 .11
2
- .
. :
) (
. :
- : ) : .(1998
: ) : .(2005 - Gatan Couture, Marketing : Une approche intgre, (Qubec : Gatan Morin, 1978).
23
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
)(2
.
"production
)(
"
loptique
1920
.
.
.
. )
( ) (
. : ) : (2001 .48-47.
2
. : )
(1993 .27-36.
24
PDF created with pdfFactory Pro trial version www.pdffactory.com
- -
.
)(1
)(2
. "
"
" "
. " " " " 1776
)(3
)(4
)(5
) (1
)(
- J-J. Lambin et R. Chumpitaz, Marketing stratgique et oprationnel: du marketing lorientationmarch, 5me ed. (Paris: DUNOD, 2002), pp. 12.13.
- 1925 1950
.
? - Malcolm MacDonald, Les plan marketing comment les tablir ? comment les utiliser
(BRUXELLES : ED : de Bck, 2004), P. 20.
- 4 .12.
5
- P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000), Translated
by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 2004), PP. 26-33.
3
25
PDF created with pdfFactory Pro trial version www.pdffactory.com
" " " "
.
)(2
.
.
.
.
)(3
:la rentabilit
""
""
) ( .
. )
( ) ( ) .(NITRAM IBM
.
.
) ( ) ( ) (
) ( .
.
2
) ( ) (
.
.
3
marketing interne
le
.
.
26
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
) ( .
.
.
.
.
.
.
)(1
.
" "
)(
)(2
27
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
)(1
)(
.
) (01
: - -- ) :
(2004 .61 .
)
(
.
)(2
) ( )
( ) ( .
.
1
- ) : (2005
- Kotler .
.48.
2
- .73 .
28
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (01
.
.
.
)(1
.
) (02
) (
) (
) (
) (
.
.
.
)(2
- Jean-Pierre Helfer & Jacques Orsoni, Marketing, 4e dition (Paris : Vuibert, 1995), p. 10.
- P. Kotler & G. Armstrong, Principles of Marketing, 11th ed. (New Jersey: Pearson Prentice Hall, 2005), P. 545.
1
2
29
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
:
)(1
" "
) (.
:2
)(2
) ( )
( ) (.
:
) : (2001 .35 .- Jacques Lendrevie & Denis Lindon, Mercator, 6e Edition (Paris : DALLOZ, 2000), P. 2.
30
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (03
) (
) (
.
.
- .
)(1
. -
.
)(2
- Sylvie Martin & Jean-Pierre Vdrine, Marketing : Les concepts-cls (Paris : ED : Dorganisation, 1993), p.
13.
2
- J-J. Lambin et R. Chumpitaz, op. cit., P. 8.
31
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
: ) (
.
.
)(2
.
.
)(3
.
) (
) ( . .
2
- : ) : (1995
.214-189 .
Meta marketing
Marketing generic
. :
) : (2004 .32 .
32
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (01
) (
) (
:
(...
.
Source : - Jacques Lendrevie & Denis Lindon, Mercator, 6e Edition (Paris : DALLOZ, 2000), P.2.
)(1
)(2
)(3
)(4
- .
"
"
"
"Les clients
" "vendre
33
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
50 1975
. :
"
and selling
"telling
Kotler
)(
Kotler
)(3
.
:
.
:3
.
1
Kotler
(
Broadening the Marketing Scope
") (1969
"Journal of marketing
Sidney Levey
. 1971
Gerald Zaltman
34
PDF created with pdfFactory Pro trial version www.pdffactory.com
) ( ) (
) (
)(1
)(2
)(3
.
durable
)(4
.Dveloppement
)(5
- : :
- ..26-25 .
) ( .154-142 .
3
- " "
- 1987
) 3 .(2004 .6 .
) (
. : ) :
(2005 .133-130 .
- F. Archibugi Rchibugi, Economy and Ecology Towards Sustainable Development (London: Academic
Publishers, 1989), P. 49.
35
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
. "
" "
)(1
)(2
.
.
)(3
)(4
.
1
2
- .59 .
- :
...
... :
: ) : ( .207-203 .
- J-J. Lambin et R. Chumpitaz, op. cit., P. 31.
- 4 : ) : (2004 .25 .
5
- Lambin & Chumpitaz, op. cit., P.10.
3
36
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
"et OBrien
"Robinson
)(2
...
.
:
.
:1
.
1
)(
- .
: ) (
) ( .
...
. : .28-22 . :
) : ( .14-13 .
2
- : .55 .
- Sony
37
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
)(1
bit
)(2
- :Lexplosion de lInternet
""
.
:
" " - " "Amazon.com" "Expedia" "eBay
)
(
.
)(3
Internet )(
les
bits . : :
) : (2004 ..41-39 .
- 3 :
- P. Kotler, Kotler On Marketing: How To Create, Win. And Dominate Markets (N. J: The Free Press,
1999), translated by
: ) 3 . : (2004
.244-240 .
38
PDF created with pdfFactory Pro trial version www.pdffactory.com
:Customisation
.
.
.
)
e-Marketing
.
e-purchasing
)(1
(e-procurement
:2
.
)(2
)(3
)(4
: : :
: :
"
1
: .52-23 .- Gilles Marion & autres, Antimanuel de Marketing (Paris : Ed : Dorganisation, 2003), p. 72.
- Claude Demeure, Marketing (Paris : DALLOZ, 2001), p. 5.
- Alain Bienaym, Principes de concurrence (Paris : Economica, 1998), pp. 35-42.
2
3
4
39
PDF created with pdfFactory Pro trial version www.pdffactory.com
"quota "
"embargo
"
controls
"exchange
.
" :"(GATT) General Agreement on Tariffs and Trade " "Uruguay Round
"
WTO
GATT
"
GATT
) (
.
)(1
)
(
.
- -:
) : (2005 .38-29 .
40
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(EU
.
)(1
- : )
( ) (
)(2
:
.
:
. :
:Lexportation )
(
)
(.
)(3
- 448 %20 . :
.48-39 .
-2 : ) : (2002
.71-24
- Charles W.L. HILL & Gareth R. JONES, Strategic Management: An integrated approach, ED:
Houghton Miffin Company, 1998. translated by:
: ) : 3
(1998.430 .
41
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(savoir-faire
)
(.
)(1
:La Franchisage . ) (
) (
... .
.
.
- :Le Partenariat
)(2
:Linvestissement direct .
) (
.
)(3
:
.
- 1 ) : (2002 .379-376 .
- pour plus dinformation, voir : B. Garrette & P. Dussage, Les stratgie dalliance (Paris : ED :
Dorganisation, 1995), pp. 25-28.
- 3 ... .364-357 .
42
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
:3
.
"
" .
.
. .
)(2
.
" " .
)(3
) (.
)(4
" "GATT
.
""
Business to Business
.Business to Customer
1
2
- -: ... .306-255 .
- ) : (2003 .5 .
) 75 (1997.6 .
43
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
Intranet
.Extranet
"" .
)(
)(
.
.
:
. " "
1
.
. -: .27-13 .
.
.
- .
44
PDF created with pdfFactory Pro trial version www.pdffactory.com
" " .
. .
.
)(1
Prime a la transvalit croissante des marchs Prime croissante au court-circuitage des circuit classiques -
) (
I : Innovation
"
Ps
Intgration
Competition Management
.Immortalit
"
)(2
45
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
" "
"
"
)(1
.
.
.
.
.
. .
WILSON
)(2
)(
.
1
2
- ) : (2001 .108 .
: ) : (2004 .152 .
- .
46
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
:1
" " ) (1776
.
""
)(1
"
David
)(2
""
.
-1
. :
- Jean-Philippe Platteau, Les conomistes classiques et le sous dveloppement, Tome 1 (Belgique : Presses
universitaires de NAMUR, 1978), pp. 62-65.
-2 : .215-214 .
47
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
)
( )
(.
)(1
""
Ricardo
-
Hechsher-Ohlin
1933 .
)(2
"" ""
" "
)(3
.
.
. . :
- Pierre Salles, Problme conomiques gnraux, 6e dition (Paris : DUNOD, 1986), p.p. 213-215.
- Alain Samuelson, Les grands courants de la pense conomique : concept de base et question essentielles
(Alger : OPU, 1993), PP. 112-116.
2
- Pierre Salles, op. cit., p. 218.
-3 : ) : (2001 .148-145 .
48
PDF created with pdfFactory Pro trial version www.pdffactory.com
-
.
.
.
)(1
Paul Samuelson
1966
)(2
Vanek
1968 -
-
.
)(3
-2 : .154-152 .
-3 : : ) :
(1998 .57 .:
- ) (1990 ..74-72 .
49
PDF created with pdfFactory Pro trial version www.pdffactory.com
)
( .
.
.
:2
)
Posner
)(1
.
-1 : : ) : (2001
. .265-260 .:
- .73-72 .
50
PDF created with pdfFactory Pro trial version www.pdffactory.com
)
( .
Linder
.
.
.
.
.
)(1
)(
) (1983
)(2
-1 : .244 .:
- ..81-80 .
-2 .
51
PDF created with pdfFactory Pro trial version www.pdffactory.com
(1) .
Cartels
.
1983
Paul Krugman
1986 "
Export
. : ..246-244 .
-1 ) (
.
.
. :
..253-251 .
52
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (.
)(1
.
.
:3
.
.
" " " ".
()Porter
) (
.
H-O
-1
) (1996.8 .
Michael Porter
Harvard
Porter
53
PDF created with pdfFactory Pro trial version www.pdffactory.com
Porter
.
) (
.
Porter
comptitive
)(1
Porter
Porter
"
"Avantage
.
.
) (
Porter
Porter
Porter
- M. Porter, The Competitive Advantage of Open Nations: A New Introduction (New York: Mac Mallin,
the Free Press, 1998), pp. 1-17.
54
PDF created with pdfFactory Pro trial version www.pdffactory.com
Porter
)(1
Porter
.
.
)(2
Porter
Porter
)(3
.
1
- Michael Porter, La concurrence selon Porter (Paris : Ed village mondial, 1999), pp. 167-169.
- M. Porter, The Competitive Advantage of Open Nations, op. cit., pp. 29-32.
3
- Ibid., pp. 20-30.
2
55
PDF created with pdfFactory Pro trial version www.pdffactory.com
Porter :
)(1
Porter
Porter
Porter
Waverman
Harris
1993 .
Waverman
)(2
-1
Porter
Porter
.
2
Porter
.
) (
. Lall
. :
- L. Waverman, A critical Analysis of Porters Framework of Competitive Advantage of Nations, Beyond
the Diamond, Research In : Global Strategic Management, Vol. 5, Greenwich, Conn and London: JAI Press
(1995), p. 56.
- S. Lall, Foreign Direct Investment, Technology and Competitiveness, Trend and Challenges, In:
Background paper for World Bank Seminar (1999), p. 91.
56
PDF created with pdfFactory Pro trial version www.pdffactory.com
Porter
Porter
Waverman
1995
Grant
1991
)(1
)(2
Porter
().
1998
Brown
.
.
Brown
)(3
-1 :
) (2002.33 .
57
PDF created with pdfFactory Pro trial version www.pdffactory.com
- Porter
Brown
PorterBrown
) (
) (
PorterBrown
Brown
Porter
Porter
Brown
Brown
Brown
Porter
:
-
Brown
PorterBrown
Brown
.
:
Porter
(Brown
.
. .
58
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1
.
)(1
" "
) (
.
)(2
.
.
)(3
.
:
)(5
)(4
Bienaym
) (.
"accourir ensemble .
. :
- : - - ) :
(1994..9-7 .
-2 .54 .
-3 .7 .
4
59
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
. .
:
.
.
.
" " .
/
. :
)(1
. .
.
-
" ".
60
PDF created with pdfFactory Pro trial version www.pdffactory.com
:2
.
.
. .
:
.
.
.
)(1
1987-1981
)(2
)(3
61
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(
Prestowitz
1994
)(2
.
)(WEF
)(
)(3
)(
.
.
)(
)(OCDE
)(4
-1 .13 .
.
2
- .
62
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
.
(2).
.
)
Porter
)(3
.3
- pour plus dinformation, voir : - Michael Porter, La concurrence selon Porter, op. cit., pp. 167-169.
63
PDF created with pdfFactory Pro trial version www.pdffactory.com
WEF
(1).Management Development
.
:
.
.
Porter
)(2
)(3
Porter
.
.
Porter
- :
) 24 .(2003:
- " _ "
.1999:
- :
21-19) .(2000
-Ibid., p. 193.
-3
- ).(2000
64
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
:
GATT
.
.
)
(
.
Porter
)(2
) (
.
) (
.
" "
/ / /
.
)(3
-1 : ..12-11 .
2
- .2 .
-3 : ) : (2003 .15 .
65
PDF created with pdfFactory Pro trial version www.pdffactory.com
""
.
.
)(1
.
.
)(2
Ingham
)(3
)(4
""
Tarondeau
)(5
" "
- ... .101 .
- R. Lecoint & C. Bia, Mutation des entreprises et environnement conomique, Acte du Colloque :
Mutation de lenvironnement et comptitivit des entreprises, Facult de droit et des sciences conomiques,
Universit De Biskra, (29-30 Octobre 2002), p. 146.
3
- M. Ingham, Management stratgique et comptitivit (Bruxelles : De Boeck Universit, 1995) p. 1.
- 4
2
) ( .
.
.
. : ..11-9 .
- J.C. Tarondeau, Le management des savoirs, 2e dition (Paris : PUF, 2002), p. 20.
66
PDF created with pdfFactory Pro trial version www.pdffactory.com
routines
) (
)( .
)(1
)(2
(
)
(
.
.
)(3
) (
- ) : (1996 .33 .
67
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:3
Lambin
)(1
" "
)(2
Porter
.
.
)(3
""
.
) (4
.
.
-Jean Jacques Lambin, Le marketing stratgique ( Paris: dition- Paris, 1993), p. 209.
- .37
... .8 .
68
PDF created with pdfFactory Pro trial version www.pdffactory.com
""
(
:
.
) (1
) (04 :
.
) (4
...
.
- G.GARIBALDI. Stratgie concurrentielle: choisir et gagner (Paris : ed. dorganisation, 1994), pp. 95-96.
69
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(2
)(1
: ) : (1996 .86
Porter
)(
: .
)(1
70
PDF created with pdfFactory Pro trial version www.pdffactory.com
) :(Diffrentiation
) (.
. .
.
:
Porter 10
)(
Porter
Porter
)(
.
) (5
- : .
Porter
Porter
"Diamant
"
71
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source: Michael E. Porter, The Competitive Advance of Nations (New York: Free Press, 1990), P. 127.
:
.
: .
)(1
: .
- :
Porter
.
: .
.
.
.
72
PDF created with pdfFactory Pro trial version www.pdffactory.com
Porter
)(1
: ) (
:
.
.
- :
Porter
)(
Porter
) (...
1
- .
. Porter
73
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(
Porter
74
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
.
)(
.
.
:
1
)(2
- .
:
.(1999) :
) .(2003
.
. :
- A. Desreumaux, Introduction a la gestion des entreprises (Paris: Armand Colin, 1992), pp. 135-136.
75
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1 :
.
.
. :
)(1
:
)(
" "TOBINS /
. .
)(2
)(3
) (
- pour plus dinformation, voir: Michael Armstrong, a hand book of: Management Techniques, the bestselling guide to modern management methods (Kogan Pag), translated by:
: ) : (2004 ..383-379 .
- pour plus dinformation, voir : D. G. McFridge, La comptitivit : Notions et mesures (Canada : Ottawa,
1995).
- 3 .41 .
2
76
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
:2 :
:3 :
.
:
)(2
- -
(3). :
)(4
: .
: .
.
1
2
: .43 . - : ) :
(2004 .23-21 .
3
4
- : .339-321 .
- . :
77
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
.
.
:4 :
.
.
.
)(1
.
.
)(2
.
.
)(3
)(4
1
2
3
4
- .290 .
) 24 (2003.12 . - .
- ) : (1998 .144 .
78
PDF created with pdfFactory Pro trial version www.pdffactory.com
- .
)(1
.
:
WEF
(2).Management Development
.
.
.
.
1
2
- : .339-321 .
- : .:
.: - .
79
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
Brown
Porter
Porter
Brown
.
.
80
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
.
)(
.
.
.
81
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
:
.
" "
.
) (
.
.
.
)(1
BROK
GLUCK
)(2
KOTLER
)(3
-1 60.
- ... .149.
2
3
- .149.
82
PDF created with pdfFactory Pro trial version www.pdffactory.com
MacDONALD
)(1
)(2
:
.
)(3
.
.
""Mission
)(4
)( " "Vision
)(5
)(6
.
.
1
2
-3 .95 .
-4 ) : (2004 .
.284
-5 .46 .
83
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
""Le devenir
)(1
.
" : " " " "
" " ".
)(2
)(3
" "Mtier
.
)(4
.
"
" (5). .
) (06
.89 .
-1 ...
2
: : (2004 .-181 .
: )
.194
)" "(
-3 :
- H . Koontz, C. Odonnell, G. Ducharme, M. Poirier, Management : principes et mthodes de gestion,
(Canada : McGRAW-HILL, 1980), p.p. 91-110
4
- A. Dayan & al. Manuel de gestion,
T1,
op. cit., p. 144.
5
-Michel Marchesney, Management Stratgique, ED : Eyrolles, Paris, 1995, P. 79.
84
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "
)
( . .
.
:1
...
.
:
USB
)(
McKINSEY
DAS
)(
BCG
)(
CAS
85
PDF created with pdfFactory Pro trial version www.pdffactory.com
ADL
)(1
) (07
Source : A. Dayan & al., Manuel de Gestion, T1, 2me ed. (Paris: Ellipses, 2004), P.144.
ABELL
" " :
)(2
)( - ) ( )(
- ) ( )(
1
2
86
PDF created with pdfFactory Pro trial version www.pdffactory.com
. " "
.
)(1
)(2
)(3
.
.
24 :
.
. .
) (08
.
.
.
87
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source: G. Marion et D. Michel, Marketing; mode demploi, (Paris: les editions dorganisation, 1990), P. 104.
) (24=4.3.2
. 24
DAS
)(1
:2
.
.
.
.
.
)(2
) (... ) (...
) (
.
)(3
. .
- G. Marion et D. Michel, Marketing; mode demploi, (Paris: les editions dorganisation, 1990), P.196.
-Claude Demeure, Marketing, 2e dition (Paris : DALLOZ, 1999), P. 29.
3
- J. Lendrevie & D. Lindon, op. cit., PP. 39. 44.
88
PDF created with pdfFactory Pro trial version www.pdffactory.com
Kotler
)(1
"" "" .
)(2
) (
) (
mta march
)(3
)( )
.(...
) (
) ( ) ( )
( .
:
) (09
Source : P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000),
Translated by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 2004), p. 15.
89
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (...
.
.
)(1
:
: Mass Marketing
.
.
)(2
)(.
: Segment Marketing
.
)(
)(3
-1 ) : (2000 .19 .
2
- Malcolm MacDonald, op.cit. p. 121.
- ) Procter & Gamble (P&G
....
3
- ... .3534 .
90
PDF created with pdfFactory Pro trial version www.pdffactory.com
: niche
. :
)(1
)( : :
" "
Supplier of choice
.
:
.
/ : :
NICHES
)(2
:
)
(Ferrari
) (Porches ) (BMW
).(Ford Mustangs
-1 .231.
-2 .34 .
91
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
" " .
)(1
170 .
.
" " . 5
50 5000 .
.
:
customized marketing
to one marketing
.one
)(2
mass
customized marketing
.
:3
Porter
-1 .36 .
92
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
. )
(
)(2
.
:
)(3
. .
:
.
.
:
.
-2 Filire Branches
""
- .
.Holding Porter
. ) (
)
( . . :
- Jean- pierre Angelier, Economie Industrielle : lment de mthode, (Alger : OPU, 1993), p. 36-46.
-3 : ) : (2005 ..101-100 .
93
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
: .
.
.
:
)(1
. - .
. .
Hunt
Porter
.
.
)(2
-1 : ) : (2001-2000 ..68-67 .
-Daniel Michel ,Robert Salle & Jean-paul Valla, Marketing Industriel : Stratgie et mise en uvre, 2e
dition, (Paris : Economica, 2000), p.170.
2
94
PDF created with pdfFactory Pro trial version www.pdffactory.com
)
(.
)(1
.
.
.
.
.
)(2
) (
) (10
- pour plus dinformation, voir : Stratgor, Politique gnrale de lentreprise, 4 (Paris : Dunod, 2005), pp.
47-48.
-2 .158 .
95
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source: Charles W. L. Hill and Gareth R. Jones, Strategic Management: An Integrated approach (Houghton
Miffin Company, 1998), translated by
: 1 ) 2 : (2006
.157 .
(1).
)(2
)
( .
)(3
)(4
-4 : ) : (2002 .176 .
96
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
. - .
. . - .
) ( ) ( .
. ) (1 )(5
. ) (5
) ( ) (4 ) ( ) (3 )
( ) (2 ) ( ) (1 )
( . "" )(
Le Profil
Concurrentiel .
) (02
)(1
0.20
)(2
1
0.10
0.40
0.10
0.30
0.10
0.15
)(2) x (1
0.20
)(4
3
)(4) x (1
0.60
0.40
0.30
0.30
0.40
0.30
0.30
)(3
4
)(3) x (1
0.80
0.40
0.60
0.45
0.45
0.10
0.40
0.40
0.20
0.20
0.80
0.40
0.40
0.05
0.05
0.20
0.15
1.00
3.15
3.25
2.80
: : ) : (2002 .
.168
) (0.20
AB
97
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (4 A
).(2.80
:
) (11
5-
3
210 -
FCS
:
) (03
.
.
Lhyper-comptition
FCS
:
98
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
.
:1
" "
.
.
Kotler
)(2
(3).
.
.
)(4
Macdonald
.
-S. Jonson & H. Scholes, Stratgique, (Paris : Publi-union, 2000), p. 34.
-Gilles Bressey & Christian Konkuyt, Economie dentreprise, (Paris : Dunod, 1991), P. 164.
-4 ... .203 .
1
2
3
99
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
(2).
.
Kotler
. .
)(3
.
:
.
.
)(4
:
.
)(5
:
. :
: .
-2 ... .149 .
-4 .89 .
-5 : .28 .:
- Porter, Lavantage, op. cit., P. 203.
100
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
: .
.
.
- :
.
.
: .
.
) ( .
)
( .
)(2
:
.
-Roger Perrotin, Le marketing achats : stratgie et tactique (Paris : ED : dorganisation, 1999), P. 23-24.
- : ) : (2004 .191 .
101
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
Porter
)(1
"".
)(
Porter
.
) (12 .
) (12
)(
VP
GM
VP
GM
GM
VP
GM
GM
GM
)(
: ...
VP
VP
VP
VP
VP
-1 .577 .
- .
VP
)(
102
VP
Source : Scott M. Shafer & Jack R. Meredith, Operations Management A Process Approach with
Speadsheets , translated by :
: ) : (2005 ..53
VP
GM
.Manager of Processes
.
.
(1).
Gibson
)(2
-1 :
- R. John & Al, Basic organizational behaviour (Canada: Von Hoffman press, 1998), p. 267-268.
-2 : ... .398 .
103
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "
.
)(1
.
)( .
Porter
)(2
.
" "RBV
.
)(3
-1 :
2002 ..144-142 .
-2 .213 .
Diereickx . :
104
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "RBV
.
RBV
)(2
)(1
& Prahalad
Hamel
... .
.
)(
.
.
...
)(3
RBV
-J L. Arregle & B. Quelin, Lapproche fonde sur les ressources in : Stratgie, actualit et futur de la
recherche, (Paris : ED Vuibert-fnege, 2001), p.p. 273-274.
1
- R. Durand, Un test rpt de la contribution du courant des ressources lexplication de la performance
des entreprises in : Perspectives en Management Stratgique, (Paris : EMS, 2000), p. 99.
2
-G. Hamel & C K Prahalad, La conqute du futur, (Paris : Dunod, 1999), p p. 196-197.
- J. C. Tarondeau, Les stratgies fonde sur le savoir. In : Lart de la stratgie, (Paris : ED : Pearson
ducation et village mondial, 2000), P. 347.
105
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
)(1
: - :
: :
.
.
.
v
. .
.
)(2
Porter
.
Porter
-1 .115 .
- A. Dayan & al., op. cit., p. 147.
106
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
) (13
Porter
)(
BCG II
1980
.
-Boston Consulting Group
107
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
. .
BCG
)(1
. ) ( )
(.
- : .
BCG II
:
) (14 BCG II
Source : Alain- Charles. Martinet, Diagnostic stratgique, (Paris : vuibert, 1990), p. 74.
: .
Niches
.
-Francis J. Gouillart, Stratgie pour une entreprise comptitive, (Paris : Economica, 1989), p.p. 128-129
108
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "
-
)(1
:
) (
.
-
:
.
.
.
BCG
. .
) (15 BCG II
........................
..........................
Source : Gilles Marion & Daniel Michel, Marketing mode demploi, (Paris : Organisation Ed, 1995), p. 141.
-Patrick Joffre & Grard Koenig, Stratgie dentreprise, (Paris : Economica, 1985), p. 17.
109
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
.
Benchmarking
.
.Benchmarking
)(
)(1
. :
)(2
- : :
) .(...
: :
.
: :
. :
- :
...
-1 ) : (2002 .281 .
-2 ... ..46-43 .
110
PDF created with pdfFactory Pro trial version www.pdffactory.com
: :
. :
. :
: : ) (
... .
)(1
.
.
.
v
-
-J. Bondu, Le Benchmarking des pratiques dintelligence conomique, Framatome, ANP, Groupe ESIEE,
p.p. 11-12.
1
111
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
.Mc KINSEY ADL BCGI :
/
. :
) (Boston Consulting Group (Arthur. D. Little) ADL ).(Mc KINSEY
DAS
...
...
)(1
Porter
Porter
Porter
)(2
:
) (16 Porter
112
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
)(1
Porter
:
.
)(2
1
2
113
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
:
( ) (
.
Reengineering
" " .
)(1
) (...
- cit par : F. Ostroff, Lentreprise horizontale, (Paris : Dunod, 2000), p. 72.
114
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
-
.
:
)(1
.
: 2
)(2
LCAG
)(3
- .311 .
-2 ... .247 .
115
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
) (17 LCAG
:
-
SWOT
SWOT
.
.
) (04 SWOT
)(
5 10
)(
5 10
)(
5 10
)(
5 10
-Stratgor, op. cit., p.p. 12-13.
116
PDF created with pdfFactory Pro trial version www.pdffactory.com
: ) : (2005 .143 .
. ) 1 (1
) (
) ( )/(
. ) (
) (
)/( .
v *SPACE
)(
) (x,y :
) (18
.
:
) (05 :SPACE
117
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
-
cash-flow
(
Source : Graham J. HOOLEY & John SAUNDERS, Competitive Positioning: The key to market success,
(London: prentice hall international, 1993), P. 76.
.
:
)(1
. ) : : ( ).(x, y
: :
) (18
-1 ... .253 .
118
PDF created with pdfFactory Pro trial version www.pdffactory.com
+6
6-
6+
Source : Graham J. HOOLEY & John SAUNDERS, Competitive Positioning: The key to market success,
(London: prentice hall international, 1993), P. 77.
) (18
.
.
.
:
.
:
.
.
:
Thompson
119
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
Mc Glashan
)(1
.
.
)(2
)
(
.
:
:1
Ansoff
)(3
" " .
-J. Thompson, Strategies management concepts pratice and cases, (Harper & Row publish, 1994), p. 3.
-2 ... .207 .
- A. Dayan & al , op. cit., p. 197.
120
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
/ ) (19
)(1
Ansoff
.
) (19
/
Source : Michel Weill, Le management stratgique, (Paris : Armand colin, 1992), p. 120.
"" .
.
)(2
. " "Michelin
)(3
)(4
1
2
-3 ) : (2001 34 .
4
- A. Dayan & al, op. cit., p. 197.
121
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
) /(
)(2
.
:
)(3
.
.
)(4
)(5
.
-pour plus dinformation, voir : J. Lambin & chumpitaz, op. cit., p.p. 267-273.
3
- .237 .
1
2
4
5
122
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
.
""
Synergie
)(2
)(3
Abell
: .
.
.
-2 ) ( Economie of scale
) (Economie of scope
. : .121.
-3 ..177-175 .
123
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
Stratgor
)(2
.
.
)(3
:2
.
.
.
1
2
-3 : .239-238 .:
- A. Dayan & al , op. cit., p.p. 207-213.
124
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
)(1
.
:3
)(2
:
.
)(3
:
.
.
:
.
)(4
)(5
-1 :
- ... ..289-287 .
-3 : .242-239 .
- 4 ... .8 .
- 5 .150 .
125
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
)(
)(1
Marketing Flexible
:1
- .
- J-F. Boss, Les nouveaux visages du marketing, In : Revue franaise du marketing, Adatem, N
164,1997/4, P.41.
126
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
)(3
)(4
)(5
.
.
)(6
/
.
)(7
)(8
Kotler
-2 ... .411 .
-3 .412 .
- Ibid.
-5 ... .140 .
- Jean-Franois Boss, Les nouveaux visages du marketing, In : Revue Franaise du Marketing, N 1671997/4, p. 34.
7
" " : -
6
: (2002) .236.
127
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (20
Source : P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000),
Translated by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 2004), P. 69.
.
)(1
:
) (21
- : 20 14
6 14 20 .
14 20 .
19
5 .
. .
128
PDF created with pdfFactory Pro trial version www.pdffactory.com
: : :
) : (2002 .237.
.
.
.
(.
:
: : . ) (.
. .
) (22
)
) (
: ) : (2003 .242 .
129
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
:
) (23
Source : Jacques Lendrevie & Denis Lindon, Mercator, (Paris : DALLOZ, 2000), P. 26.
. "
"
).(23
.
) (24
-
-
-1 ) : (2003 .243 .
130
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source : P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000),
Translated by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 2004), P.124.
.
.
.
.
.
.
.
)(1
.
.
Kotler
)(2
.
.
-1 : ) : (2006
.275 .
131
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
" "
.
"" :
)(.
)(2
.
)(3
: " "
.
: "" .
.
: .
-cit par : Richard. L. Oliver, Measurement and Evaluation of Satisfaction Processes in Retail Setting, In
Journal of Retailing, Vol. 57 NO. 3 (1981) p. 25.
-2 : ) : (1998 .125 .
1
-3
(1993) 1 .156-155 .
132
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
" ".
: ) ( /
.
.
.
)
( .
)(1
)(
.
- pour plus dinformation, voir : Kotler & Dubois, op. cit., p.p. 80-82.
133
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
.
.
-
.
)(2
.
-1 " "
) ( )( .
) ( ) (
)( ) ( .
)( ) (
)( . )
( .
.
.
. :
..622-591 .
-2 : ) : .(2003
134
PDF created with pdfFactory Pro trial version www.pdffactory.com
)
(
" ".
)(1
Knowledge Workers
Druker
David Packard
Hewlett-Packard
.
.
)(2
.
.
.
.
.
.
)(3
-1 " " .
: .
- M. Porter; LAvantage, op. cit., p.p. 49-80.
-2 ... .26 .
- Kotler & Armstrong, op. cit., p. 18.
135
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
" "
.
:
.
:1
136
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
valeur exceptionnelle
)(3
.
) (25
: : ) :
(2005 .51 .
:
- G. Marion & D. Michel, op. cit., p. 48.
- D. Michel, R. Salle, J.P. Valla, op. cit., p. 387.
-3 ... ..51-50 .
1
2
137
PDF created with pdfFactory Pro trial version www.pdffactory.com
% 20-12
:
:
.
)(1
.
.
. .
. .
.
)(2
Lifelong customer
138
PDF created with pdfFactory Pro trial version www.pdffactory.com
retention
.
)(1
" ."Customer lifetime value
8000 ""332
"" 5000 .
)(2
.
:2
.
.
.
)(3
" " .
""share of customer
)(4
-1 ... .255 .
-2 ... .52 .
-3 ) : (2005 .68 .
139
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
) (06
: :
- Jill Griffin, Customer loyalty : how to earn it, how to keep it, (USA: Lexington Books, 1997), p. 6.
cross-selling
upsell
.
:3
)(1
. .
.
Pareto
20/80 % 80 % 20
% 20
% 80 % 20 .
)(2
- Ibid, p. 21.
-2 .62 .
140
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(26
.
) (26
)(True Freinds
) (Butterflies
)(Barnacles
)(Strangers
Source : Werner Relnartz & V. Kumar, The Management of Customer Loyalty, In : Harvard Business
Review, (July 2002), p. 93.
right relationship
customers
right
""
" "
"
"true believers
""
. ""
141
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
.
.
.
.
:
- :
.495-473 .
142
PDF created with pdfFactory Pro trial version www.pdffactory.com
143
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
.
.
.
144
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
) (
) ( )
( .
Competition
3Cs
Customer
Corporation
) (27
) (1
) (2
) (3
Source : Michael J. BAKER, The Marketing Book, fourth edition, ED : Butterworth-Heinemann, OXFORD,
P.21.
) (27
.
.
.
1
- .144 .
145
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
. - .
3Cs
: ) ( )
( ) ( .
.
)(3
.
.
:
Windel SMITH
.
.
)(4
.
.
1
2
3
- ... .133.
- .150.
- .145.
- Alain Smadja, Segmenter ses marchs : Application pratique dans les techniques de segmentation dans
le marketing, (Suisse : Presses Polytechniques Romandes, 1988), p. 21.
4
146
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
- .
.
- .
.
- .
:1
.
.
:2
.
1
)(2
- 55. :
- .229 .
147
PDF created with pdfFactory Pro trial version www.pdffactory.com
: :
.
.
: :
.
)(1
.
) .(...
.MANOVA
Indpendant Variables
Dpendent Variable
) (
) (...
.
)
(
.
)(2
- Multivariate Analysis :
.
: : ) :
.(2003
- Y.EVARD, B.PRAS, E.ROUX, MARKET : tudes et recherches en marketing, (Paris : ED : DUNOD,
2000).
- 2 : .
148
PDF created with pdfFactory Pro trial version www.pdffactory.com
: :
.
.
: :
)(1
. - .
. .
.
:
.
:1
)(2
- . : :
) : (2005 .142 .
149
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
: :
:
- :
. .
)(1
)(2
: . .
- : .
: .
.
: :
)(3
2
3
- .96 .
- Ibid.
- .
150
PDF created with pdfFactory Pro trial version www.pdffactory.com
:2
:
) (28
Source : Graham J. HOOLEY & John SAUNDERS, Competitive Positioning: The key to market success
(London: ED: prentice hall international, 1993), P.205.
)(1
: .
.
.
.
- :
.
.
- :
: .
.
1
- Graham J. HOOLEY & John SAUNDERS, Competitive Positioning: The key to market success (London:
ED: prentice hall international, 1993), P. 204.
151
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
:3
:
) (29
)(1
)( 1
)( 2
)( 2
)( 3
)( 3
- . - .
)( 1
)( 2
)( 3
- .
: : ) : (1998 .230 .
.
.
:
.
)(1
152
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
)(1
- .
)(2
.
: Differentiated Marketing Strategy
.
.
)(3
)(4
1
2
3
4
153
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
.
: Concentrated Marketing Strategy
.
.
)(2
- Ibid., P. 211.
- Lambin & Chumpitaz, OP. CIT., P. 176.
1
2
154
PDF created with pdfFactory Pro trial version www.pdffactory.com
. .
:
" "Positioning
. :
"
."Le Positionnement
.
.
)(1
KOTLER
)(2
)(3
(
.
: )
(Market Positioning ) (Product Positioning
) .(Brand Positioning
)(4
- .159 .
1
2
155
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
)
(.
) ( ) (
) (.
:1
" "PORTER
)(2
PORTER
. " "PORTER
PORTER
)(3
.
.
)(4
.
- P.KOTLER & G.ARMSTRONG, op. cit., P. 218.
- Ibid., P. 534.
3
1
2
156
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (1
) (30 PORTER
-1
-2
-B.3
-A.3
.
.
- -
MURRAY
1988
PORTER
MURRAY
PORTER
.
:
- D. Miller, 'Relating Porter business strategies to environment and structure: analysis and performance
implications' In:. Academy of Management Journal, 31 (2), (1988 ), pp. 280-308.
157
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
"."KAY
)(1
"
" ) (
" ".
)(
: La diffrenciation
.
.
.
)(
- J. Kay, Foundations of corporate success (Oxford: Oxford University Press, 1993), p. 33.
- " " PORTER
. " "
) :
( )
( . .
-
PORTER
.
PORTER
American Airlines
. ) (
) " " (
.
158
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
.
.
.
.
.
Lindon BROWN
PORTER
) (
:
)(1
- :
.
.
.
- :
- :
159
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
L.BROWN
PORTER
Brown
BROWN
: )
(
PORTER
. " "
:
)(1
PORTER
. " "
) (31 : .
: .
:
.PORTER . ) (31
(" :
)
"
) ( (2002) .10 .
160
PDF created with pdfFactory Pro trial version www.pdffactory.com
: " ) (" :
) ( (2002) .10 .
" "
PORTER
PORTER
" " .
:
)(1
.(31
.
.
.
" "MURRAY
)( .
.
. "
" .
.
1
- ..15 -11 .
161
PDF created with pdfFactory Pro trial version www.pdffactory.com
) ( .
:
.
. " "
" " .
. :
" ".
) 1 (4 ) .(31
.
.
.
: )Differentiation (DIF
) 3 (4
.
162
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
. .
)(1
: )Imitation (IMT
) 2 (3 ) .(31
" "
.
Freeman
" ".
)(2
" "
70
" "Ghemawat
.
)(3
" "
.
Freeman
2
3
163
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(
Product Leader
Value
) (
disciplines
)(1
) (
) (
) (.
.
.
"" " "
.
.
.
TREACY & WIERSEMA
)(2
. - .
. -
) Just-In-Time (JIT
. "
" .
1
2
: .. .65 . - .66 .
164
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:2
.
: best quality best performance
reliable
durable
most
best
most
.convebtient
" "
BMW
" "
MERCEDES
" "
VOLVO
Hyundai
" ".
. .
:
)(1
.
.
- 1 .196 .
165
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
. )(
.
)(1
PORTER
Competitive Priorities
) (
"
".
)(2
)(3
)(4
VOLVO
""
" "niche
VOLVO
VOLVO
)(
.
Aqua-Fresh
- .52 .
- P. Baranger & J. Chen, Management de la production et des oprations (Paris: Litec, 1994), p. 23.
- .56 .
- 2 .57-56 .
166
PDF created with pdfFactory Pro trial version www.pdffactory.com
Beecham
Aqua-Fresh
counter-segment .
)(
)(1
.
.
.
"" "" .
.
:
)( .
)(2
. :
.
)(3
) (32 ) (
) ( .
.
1
81.
2
3
- .
- .196 .
167
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source : Charles W.L. HILL & Gareth R. JONES, Strategic Management: An integrated approach, ED:
Houghton Miffin Company, 1998. translated by:
: ) : (1998.196 .
( ) ( .
. = /.
.
)(1
168
PDF created with pdfFactory Pro trial version www.pdffactory.com
Reeves
)(1
.
.
)(2
:
.
.
) (1 ) (10
.
.
)(3
/
.
.
- for more detail, see : Carol A. Reeves & David A. Bernard, Defining Quality : Alternatives and
Implications, Academy of Management Review, Vol. 19 (No. 3, 1994), p.p. 117-132.
2
- Edward U. Bond & Ross L. Fink, Meeting the customer satisfaction challenge, Industrial Management,
Vol. 43 (Aug, 2001), p.p. 26-31.
3
- Jean-Claude Koskas, Les liaisons entre qualit- satisfaction- fidlit, In : Revue Franaise du Marketing,
N 164-1997/4, pp. 99-100.
1
169
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
.
.
.
.
.
) (33
Source : Charles W.L. HILL & Gareth R. JONES, Strategic Management: An integrated approach, ED:
Houghton Miffin Company, 1998. translated by:
: ) : (1998.200 .
-1 ... .156 .
170
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
" "Hyper-competition
)(
)(
)(1
.
.
.
) (34
- .
- .
1
- J. R. Evans, Applied Production
Operation Management, 4th ed.(N. Y : West Publishing
Co, 1993), P. 44.
171
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source : Charles W.L. HILL & Gareth R. JONES, Strategic Management: An integrated
approach, ED: Houghton Miffin Company, 1998. translated by:
: ) : (1998.205 .
.
.
) (
.
)(1
.
"
"
1
order qualifiers
- .87 .
172
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
order
winner .
) ( "
".
)(2
)(3
:attribute positioning
.
.
.
:benefit positioning
Crest
Signal
/ :use/application positioning
.
.
Nike
:user positioning
.
Sun Microsystems
:competitor positioning
.
7UP
- Ibid.
2
3
173
PDF created with pdfFactory Pro trial version www.pdffactory.com
Pepsi cola
Uncola
.Coca cola
:category positioning
18 34
.
/ :quality/price positioning
Channel N.5
7UP
.
.
)(1
:underpositioning .
- :overpositioning
.
- :confusing positioning
:irrelevant positioning .
positioning
:doubtful
- ... .69 .
174
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:3
.
.
.
.
)(1
: = /.
)(2
" : "
.
)(3
Evian
)(4
Starbucks
)(5
V2
V1V2
V1/V2 :
V1
. .
- 3 ... .164 .
4
- Malcom Baker, Greet Sterenberg & Earl Taylor, Comment grer les marques mondiales pour satisfaire les
attentes du consommateur, In : Revue Franaise du Marketing, N 199-4/5 (Octobre 2004), PP. 69-70.
5
- Kotler & Dubpis, op. cit., p.16.
175
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
)(1
) (35
Source : P. Kotler & G. Armstrong, Principles of Marketing, 11th ed. (New Jersey: Pearson Prentice Hall, 2005), p. 221.
. " "
.
: :More for the Same
" "
" " .
176
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "
Mart
Wal-
Wal-
Mart .
.
" "
" " .
:4
.
.
"Analyse de Positionnement
)(1
"Cartes Perceptuelles
"Les "
)(2
.
.
- .162.
177
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
)(
.
.
)(3
) (36
) (3
0,5
Colgate-bmg .
.
Signal
0,8
Signal +
.
Colgate-bf
Prodent . .
) (1
Fluocaryl
0.25
-0,4
0,4
Blendamed .
.
Pepsodent
Macleans
.
Ultrabrite
) (2
-0,8
-0,25
Tonigencil
-0,5
Thermed .
) (36
.
- 1 ... .120.:
- Aubrey Wilson, New direction in marketing, translated by :
) : (2000 .46-39 .
2
3
- : ) : (2000 .60-56 .
- ) ( ) : (2001 .62 .
178
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
) ( ) (
Repositionnement
.
:
.
)(Strategic Moves
)(1
)(2
:1
1
2
179
PDF created with pdfFactory Pro trial version www.pdffactory.com
"Stratgie
"Premptive
)(1
40-30
)(
)( :
)(2
.
:
. .-
KOTLER
) (37
) (2
) (6
) (1
) (3
) (4
) (5
) : (2003 .30 .
- :
40 30
20 10.
180
PDF created with pdfFactory Pro trial version www.pdffactory.com
Source : P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000),
Translated by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 2004), P. 283.
Kotler :
-
)(1
.
-
)(la contre-offensive
.
-
) (.
-
.
: Lextension de la part de march
- Ibid., p. 284-286.
181
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:2
.
.
)(1
.
.
) (38
) (4
) (2
) (1
) (3
) (5
Source : P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000),
Translated by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 200)4, P. 289.
: )( Lattaque frontale
- Lambin & Chumpitaz, op. cit., p. 276.
182
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
: Lattaque de cot
. :
.
: Lencerclement
.
: Lcart
:
.
: La gurilla
.
:3
183
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
. :
: :
.cloner
.
: :suiveur a distance
.Imitateur
: :
.adaptateur
.
:4
.
)(niches
.
:
)(1
)(2
. - .
. . . :
.
- G.Mrion & autres, Antimanuel de MARKETING, op. cit., P. 865.
- Kotler & Dubois, op. cit., P. 295.
1
2
184
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "
.
)(1
.
.
.
.
.
1
Porter
)(2
- .33 .
-2 .213 .
185
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(
.
)(2
)(3
/
/
)(4
- ) (
. : ):
(2006 .126-124 .
2
3
- .274 .
- :
....
. : ... .86-84 .
- Lambin & Champitaz, op. cit., p. 8.
186
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
)(3
Neil Borden
1948 Mc Carthy
)(
Place
.Promotion
4P
)(4
Product Price
4P
) ( .
Lauternborn
)(5
. :4C
4P
4C
Customer value
Cost to the customer
. : ..192 .191.
- Kotler & Dubois, op. cit., p. 20.
- 3 .152 .
4
Mc Carthy
Borden
4P
Processes
.People .7P
6P
Politics
... .113-112
5
mix
Kotler
.marketing
Phisycal Evidence
.Public opinion .: :
- : .114 .
187
PDF created with pdfFactory Pro trial version www.pdffactory.com
Cenvenience
Communication
.
.
4C
4P
.
.
:
.
.
:1
.
.
)(1
) ( .
)(2
)(3
- .136 .
- ) : (2001 .183 .
188
PDF created with pdfFactory Pro trial version www.pdffactory.com
. )
( ) (
.
)(1
)(2
.
) (39
) (
Source: Philip Kotler & Gary Armstrong, Principles of Marketing, 11 Edition (New Jersey : Pearson Prentice
Hall, 2005), P. 234.
:
-
)(3
:
.
.
.
)(4
:
.
1
- .236 .
. :
189
PDF created with pdfFactory Pro trial version www.pdffactory.com
: .
.
.
:
: .
: :
.
) (
)
( )
.
)(1
.
Organisation Marketing
) (
. : ... .271-262 . :
: ) : ( .61-52 .
190
PDF created with pdfFactory Pro trial version www.pdffactory.com
Person Marketing
.
.
Place Marketing
Ideas Marketing
Crest
.
.
)(1
:2
:
.
:
.
:
) (40
Source: Philip Kotler & Gary Armstrong, Principles of Marketing, 11 Edition (New Jersey :Pearson Prentice
Hall, 2005), P. 239.
:
Product attributes
.
) ( .
- :
191
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(
Features
)(
)(1
Branding
.
.
Brand
)(2
.
:
)(3
)(4
:Brand ) .(7UP
:Brand Mark .
:Trademark .
3
4
- .
- .
- ... .264 .
- Ibid., p. 241.
- Kotler & Dubois, op. cit., p. 455.
1
2
- .
192
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:Trade Name .
.
)(1
:
.
)(2
.
.
)(3
. :
)(4
:Attributes .
- :Benefits .
:Organisation Value
Mercedes
:Personality
Mercedes
- :Users .
- .123 .
: .163-162 .:- Sylvie Martin & Jean-Pierre Vdrine, op. cit., pp. 79-80.
3
- Malcom Baker, Greet Sterenberg & Earl Taylor, op. cit., pp. 73-74.
- ... .77.
193
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
. :
: .
Volvo
.Safety
: .
General Electric
" ".
: .
Caterpillar
: ) ( .
.
)(1
)(2
)(3
- 1 : ) : (2005 .33 .
- Kotler & Armstrong, op. cit., p. 248.
- 3 67 61 54
.IBM
. :
Ibid.
194
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
.
:
) (41
Source: Philip Kotler & Gary Armstrong, Principles of Marketing, 11 Edition (New Jersey :Pearson Prentice
Hall, 2005), P. 255.
:Individual Brands
.
.
:Family Name .
:Product-Line Branding
.
.
1
2
- .
- : ) : (2005 .217 .
195
PDF created with pdfFactory Pro trial version www.pdffactory.com
/ : .
.
.
.Strong Image
.
)(1
.
.
.
Packaging
. .
.
.
:
.
)(2
Labelling
)(3
- Siegfried Hogl & Olivier Hupp, Une nouvelle gnration dinstruments de pilotage de la marque :
Comment valuer lefficacit et le rendement de lensemble du marketing-mix, In : Revue Franaise du
marketing, N 199-4/5 (Octobre 2004), p. 52-53.
2
- pour plus dinformation, voir : J. Lendrevie & D. Lindon, op. cit., pp. 223-233. et : Gilles Marion et autres,
op. cit., pp. 495-498.
3
- Kotler & Armstrong, op. cit., p. 245.
196
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
. .
Kotler
)(2
.
.
)(3
.
: .
.
: Product Line Decisions
.
.
)(4
- .281 .
197
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
)(3
- .
.
:3
.
.
.
)(4
) (42
3
4
1
2
- .172 .
198
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
:
) (07
- pour plus dinformation, voir : Kotler & Dubois, op. cit., pp. 352-354.
199
PDF created with pdfFactory Pro trial version www.pdffactory.com
: : :
) ( .312-301 .:
- J. Lendrevie & D. Lindon, Mercator (Paris : Dalloz, 2000), p. 238.
)(1
:
.
.
)(2
: ... .49-46 .:- : J. Lendrevie & D. Lindon, op. cit., pp. 238-239.
2
- Sylvie Martin & Jean-Pierre Vdrine, op. cit., p. 97.
200
PDF created with pdfFactory Pro trial version www.pdffactory.com
:1
.
.
.
)(1
)(2
)(3
- .
( . )
(
... .
. :
) : .36-31 (2003 :
201
PDF created with pdfFactory Pro trial version www.pdffactory.com
:2
:
.
:
.
:
.
.
)(1
: .
)(2
:
.
)(3
: .
- ... .216.
- : :
... .437-431 .
202
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
)(2
.
.
1
2
)(3
- .146 .
- : .388-375 .:
: ) :
(2005 .34-20 .
3
.
.
. :
: ... .450-443 .
203
PDF created with pdfFactory Pro trial version www.pdffactory.com
)
( ) (.
)(1
.
.
.
:3
.
.
.
: .
:
.
.
.
1
- : .
.220-216:
204
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
.
.
)(2
.
:
.
:
) (44
Source: Philip Kotler & Gary Armstrong, Principles of Marketing, 11 Edition (New Jersey :Pearson Prentice
Hall, 2005), P. 322.
.
1
205
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
. .
)(1
.
.
)(2
:
.
.
.
.
)(3
:4
.
.
:
- .228 .
206
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
:
.
.
.
)(1
:
.
.
.
.
:
.
.
:
. .
207
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
) (
.
.
:
.
:
.
.
:
.
:
. :
)(1
:
.
.
1
- :
208
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
:
.
.
.
)
"" "" " " " "(
9
)(1
:
.
.
)(2
:
)(
FOB-origin pricing
.
.
.
:
.
- for more details, see: Kotler & Armstrong, op. cit., pp. 337-341.
-Lambin & Chumpitaz, op. cit., p. 409.
209
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
:1
. ) (
.
.
. " "Upstream
."Downstream
)(1
)(2
.
.
)(
)(3
.
- Kotler & Armstrong, op. cit., p. 361.
2
3
- .241 .
- ... .305 .
- ""
210
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
.
.
)(3
)(4
Level
.Channel
1
2
3
4
- .374 .
- .169 .
- .245-244 .
- : .202 .
211
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (45
: ) : (2005 .321 .
) (46
Source: Philip Kotler & Gary Armstrong, Principles of Marketing, 11 Edition (New Jersey :Pearson Prentice
Hall, 2005), P. 364.
212
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
)(3
: .
: .
.
: . : .
: . : . - : .
- 1 : ) : (2005 .356-320 .:
- Marc Filser, La stratgie de la distribution : Des interrogations managriales aux contributions
acadmiques, In : Revue Franaise du Marketing, N 198-3/5 (Juillet 2004), pp. 8-16.
- 2 ""
. : .251 .
3
- : ... .323-316 .:
- ... .252 .
213
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
:2
)(1
.
:
- :
.
.
: .
. .
: .
. :
)(2
:
- Kotler & Dubois, op. cit., pp. 550-551.
- Kotler & Armstrong, op. cit., pp. 375-376.
1
2
214
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
:Push Politic . :
... .
:Pull Politic .
.
.
:
.
.
:
) (47
: : ) : (2004 .256 .
: .
215
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
.
: .
: .
: .
.
)(1
Kotler
.
.
.
)(2
:
.
.
.
)(3
- ... .256-254 .
- 213 .
216
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
.
.
.
:
)(1
: .
.
: .
) (
.
.
:
.
.
.
:1
1
- : .263-254 .:
- ... .345-339 .
217
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
.
.
.
.
)(4
)(3
.
:
...
- .336 .
- .253 .
218
PDF created with pdfFactory Pro trial version www.pdffactory.com
: :
: .
.
.
)(1
)(2
)(3
- .
...
IMC
219
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
) (5=2+2
.
)(2
.
:2
Promotion Mix
)(3
: La publicit
.
.
)(4
.
: .
.
- " "
- .101 .
- .... .354 .
. : ... .355-354 .
220
PDF created with pdfFactory Pro trial version www.pdffactory.com
. )
(
)(1
: :
.
)(2
: .
.
:
)(3
: .
)(4
- .203-201 .:
- pour plus dinformation, voir : G. Marion & D. Michel, op. cit., pp. 290-292.
- pour plus dinformation, voir : Kotler & Dubois, op. cit., pp. 640-652.
4
- pour plus dinformation, voir : G. Marion & D. Michel, op. cit., pp. 302-305.
3
221
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
)(1
)(2
: .
.
: .
) (
) (
- Kotler & Dubois, op. cit., p. 659.
2
- ... .355 .
222
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
)(1
: .
:
.
.
.
: Les relations publique
)(2
)(3
223
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
:
)(3
... . .
:
)(4
)(5
- .286 .
- .354 .
- .269 .
224
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
: Le marketing direct
)(3
.
) (
1
.328 .- pour plus dinformation, voir : Kotler & Armstrong, op. cit., pp. 487-500.
- : .308-306 .
225
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
) (
.
.
.
.
.
226
PDF created with pdfFactory Pro trial version www.pdffactory.com
227
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
"
"
.
.
:
228
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
.
.
:1
)(1
)(
.
)(
.
)(improvement
)(2
Crativit, innovation
.
.
)(3
- .
) (Invention
.
) (
.
. : .18-17.
- 2 .
3
- Jean BRILMAN, Les meilleures pratiques de management dans le nouveau contexte conomique
mondial (Paris : ed. Dorganisation, 2003), p.193.
229
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
.
""J.R.SCHERMERHORN
)( )(.
)(2
.
.
)(
( .
)(
- ) : (1992 .175 .
- Starbucks
-2 .20
"" . ) (
Starbucks .
230
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
)(1
.
- :
.
""
: .
)(2
1
2
- ) : (2002 .230228.
.3029.
231
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
)(3
" " :
)(4
)(5
:Technologie-push stratgie
"" R .M.PRICE
- :Market-Pull stratgie
) (
) ( . ) (
.
4
5
- .36-35 .
232
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:Interfunctional view : ....
.
.
.
.
)(
)(
-
.
)(1
)(.
:2
.
- pour plus dinformations voir : Delphine MONCEAU Faut-il tre le premier innover ? in revue : lart du
management (Paris : VILLAGE MONDIAL, 2001) PP. 29-32.
1
233
PDF created with pdfFactory Pro trial version www.pdffactory.com
Drucker
.
: .
)(1
.
:
)(2
:marketing ractif . -
:marketing anticipatif
:marketing cratif
.
.
)(
)(niche
. - .
- .
234
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (48 ) (
: : ) : (2003 .196.
.
. .
)(1
.
.
)(2
)(3
1
2
3
- ... .20 .
235
PDF created with pdfFactory Pro trial version www.pdffactory.com
" "
Visionaries
Marketing .
:
.
. .
)(1
)(2
)(3
: " :"fluency
" "flexibility
" "originality
- 30 ) (1999 .124 .
- 2 .
- Eric SCHULZ, The marketing game , how the worlds best companies play to win, translated by
: ) : (
3
.21.
236
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
:3
. :
)(2
- :
.
.
- :
.
.
.
- :
. .
)(reactive
) .(proactive
.
: )(
)(.
1
- .7 6 .
2003 .21.
237
PDF created with pdfFactory Pro trial version www.pdffactory.com
:4
:
)(1
.
.
)(2
. .
)(3
.
1
2
- .43 31.
.31 .- pour plus dinformations voir : Kotler & Dubois, op.cit., p. 28.
238
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)
( )
.
.
: :
.
.
.
.
:
.
239
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:5
. :
) (49
-6
-1
-2 )(
-5
-4
-3
: : ) :
(2004.54.
.
.
)(1
- :
.74-62.
240
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
:1
)(1
)(2
1
2
- .111 .
- : ) :
(2004.94.
241
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
)(1
.
.
.
.
) (
.
. .
.
:
.
)(2
1
2
- .95 .
- ) : (1991 .433 .
242
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
.
.
) (50
:
:
.
:
.
-
/
:
.
Source : Therin, Crer une orientation dans les entreprises High-Tech, In : Gestion 2000, N 6 (Nov, Dec
1998), p. 226.
- 1 : .
2
- Therin, Crer une orientation dans les entreprises High-Tech, In : Gestion 2000, N 6 (Nov, Dec 1998), p.
226.
243
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
)(3
.
-
.
) (51
- .
1990 .7 .
- Pierre CASPAR & C. AFRIAT, LInvestissement intellectuel: Essai sur lconomie de limmatriel.
(Paris: ed. ECONOMICA, 1988), p.p. 33-34.
244
PDF created with pdfFactory Pro trial version www.pdffactory.com
: :
) : (2004 .115.
)(1
)(
. .
)(2
.
:
.
)(3
- ....241 .
.
2
: .70-58 .- pour plus dinformation, voir : Kotler & Dubois, op. cit., pp. 386 387.
245
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
10 7 .% 70
.
:
)(1
: .
: .
: . .
) (52
: : ) :
(2004.188 .
( .
.
1
2
)(2
- .189 .
- ... .248 .
246
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
. .
)(
)
( .
. :
- :
)(1
- :
.
.
- ) ( ) (
- : ... 285 .
. .
.356
247
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
.
.
.
)(1
.
.
)(2
.
.
)(3
1
2
3
- .332 .
.253 . - .244 .
248
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
)(2
- ) (
- .
. .
) (...
)
(
.
)(3
)(
""Everett ROGERS
- :
. .423-413 .:
- .412 .
- .151 .
249
PDF created with pdfFactory Pro trial version www.pdffactory.com
"ROGERS
)(1
"
)(2.5%
)(13.5%
)(34%
).(16%
)(2
.
:
)(3
.
:
)(4
1
2
.453 . - .
250
PDF created with pdfFactory Pro trial version www.pdffactory.com
. .
:2
-
.
.
.
.
.
)(1
- .181 .
251
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(.
.
:3
.
.
.
:
252
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
)(2
)(3
)(4
.
.
)
(
)(5
1
2
.150 .
- .549 .
- 3 : ... .387 .
- Jean-Pierre Bernadette, Antoine Bouchez & Stphane Pihier, Prcis de marketing (Paris : NATHAN, 1996),
p. 118.
- 5 .222-221 .
4
253
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
. .
.
)(1
.
:
)(2
.
.
.
.
- .
254
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
.
.
:
- .
.
-
.
.
.
:
.
.
255
PDF created with pdfFactory Pro trial version www.pdffactory.com
: .
.
)(1
:4
. /
)(2
. .
. :
.
Hypermarket .
. -
.
-
1
2
- : .178-165 .
- :
: ) : .(1993
256
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
- .
:5
)(1
.
.
-
.
.
: :
.
.
.
)(
. .
.
.
.
- : ... .337 .
257
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
.
.
Volatiles
" "Hypercompetition
.
)(1
.
)(2
)
(
.
)(3
Game
.
:
)(4
258
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
)(1
dirty game
the
the crisis game .
the litigation game -
brand .
) (
. .Knowing :
259
PDF created with pdfFactory Pro trial version www.pdffactory.com
S. Gregory, Carpenter, Rashi Glazer & Kent Nakamoto
" ".
)(1
.
.
. )( .
.
:
)(
) (08
-
-
-
-
: :
: 2002 .199 .
- : :
... .189 .
Cisco
GE
Wal-Mart
. Disney
Amazon . .
260
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
" Coca
.
:1
)(1
)(2
- :
. : ... .15 .
2
. : ) :
.(2006
261
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
" "E.MAYO
1924
. " "MASLOW
1943 ) (
.
)(2
:2
.
)(3
)
( .
.
... ) ( .
.
)(4
"
Boite
"Noir .
2
3
)(5
- .110 .
- : ) : (2001 .261.
- ... .125 .
262
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
.
.
.
:3
. .
) (53
:
-
: : : ) :
(1998.174 .
- : .136 .
263
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
.
.
.
.
.
.
.
.
" " (). .
- "" ""
. ""
. .
Starbucks
.
264
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
) (
.
)(1
.
.
)(2
. .
.
.
.
) (54
1
.
:
- J. C. Tarendeau, Le management des savoirs, 2me dition (Paris : PUF, 2002), p. 32.
- 2 : :
... .195 .
265
PDF created with pdfFactory Pro trial version www.pdffactory.com
: :
: 2002 .197 .
.
.
)(1
( .
)(
:1 Reconnaissance du problme
.
.
)(2
- .190 .
.
2
- .. .76 .
266
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
) (55
: ) : (2006 .106 .
.
.
:
)(1
)(2
.
.
- .190 .
267
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
" "Maslow
:
)(2
) (
) (
) (
) (.
Maslow
.
.
VROOM
.
.
.
.
:
)(3
)(4
.
- ... .143 .
- cite par : J.E.Mc CARTHY & W.D.PERREAULT, Le Marketing : Une Approche Managriale, 8ed,
(Collection Gestion, 1987), p. 205.
3
- Fred. LUTHANS, op. cit., p. 180.
2
- Victor M. VROOM, Work and Motivation (New York : Wiley, 1964), pp .14-15.
268
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
:)( .
.
.
) (
) ( .
)(1
)(
""
) (
.
)(2
.
.
:2 Recherche dinformation
- ) ( .
- .
- Ibid.
- : :
... .192 .
269
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
.
)(1
. :
)(2
- ) (.
) (. ) (. - ) (
.
.
KOTLER
)(3
.
:3 Evaluation des alternatives
.
.
.
.
)(4
270
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
.
.
:
)(2
.
.
.
.
- ) : (1984 .296 .
- Frank R. KARDES & Gurumurthy KALYANARAM, Order-of-Entry Effects on Consumer Memory and
Judgment : An Information Integration Perspective, Journal of Marketing Research, vol. 29 (1992), pp. 343357.
2
271
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)(1
BMW
BMW
.BMW
)(2
. ""
. ""
)(3
.
.
.
.
"
".
)(4
)(5
: .
- 1 : ) : (2000 .53 .
- pour plus dinformation, voir: Malcom Baker, Greet Sterenberg & Earl Taylor, op. cit. pp. 70-72.
- - 3 : :
2
... .204 .
- Gregory S. Carpenter, Rashi GLAZER, & Kent NAKAMOTO, Meaningful Brands from Meaningless
Differentiation : Dependence on an Irrelevant Attribute, Journal of Marketing Research, vol. 31 (August
1994), pp. 339-350.
5
- Ibid.
4
272
PDF created with pdfFactory Pro trial version www.pdffactory.com
. .
.
: .
- :
.
.
:4
" "
.
.
VoLvo
VoLvo
.VoLvo
.
) (56
volvo
: :
.
: 2002 .208 .
273
PDF created with pdfFactory Pro trial version www.pdffactory.com
Volvo
: .
Volvo
) (.
Volvo
Volvo
.
Volvo
Volvo
)(1
Volvo
.
.
.
)
( .
.
1
- : : ...
.206 .
274
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
)(1
- :
)
Pepsi
(.
Coca-Cola
: .
:
.
.
:5
.
.
) ( .
"
".
.
-Peter N. GOLDER & Grard J. TELLIS, Pioneering Advantage : Marketing Logic or Marketing Legend,
Journal of Marketing Research, vol. 30 ( May 1993), pp. 158-170
1
275
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(
)(
.
.
.
:6 Dcision dachat
.
:
) (57
Source : P. Kotler et B. Dubois, Marketing management, eleventh dition (N.J.: Prentice-Hall, Inc., 2000),
Translated by D. Manceau, Marketing management, 11me ed. (Paris: Pearson Education, 2004), P. 230.
- )(
BMW
.
276
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
:7 Comportement post-achat
)(2
.
- Kotler & Dubois, op. cit., p. 231.
- Ibid., P. 232.
277
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.being first in the market
)(1
)(2
.
first mover
the
.
.
)(3
)
(
.
.
.
.
) ( .
.
1
.167 .- J. L. Brown & Alii, La gestion par anticipation, In : H.B.R. La stratgie de lincertain (Paris : Les
organisation, 2000), p. 76.
- .168 .
278
PDF created with pdfFactory Pro trial version www.pdffactory.com
""
. .
.
)(1
.
.
.
.
.
.
.
.
- E. BERNARDT, L.T. BUI, D.H. REILEY, & Glen L. URBAN, Information Marketing and Pricing in
the U.S. Anti-Ulcer Drug Industry, American Economic Review, Papers and Proceedings, vol.85, no. 2
(1994), pp. 203-223
1
279
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
.
.
.
280
PDF created with pdfFactory Pro trial version www.pdffactory.com
281
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
.
.
282
PDF created with pdfFactory Pro trial version www.pdffactory.com
283
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
:
. .
Porter
. .
:
.
.
.
284
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
.
) (
)(1
.
)(2
....
.
1
)(3
.
.
. : .
- Recherche historique sur lindustrie pharmaceutique, Source lectronique.
- 2
.
.
. ) 876( )1599(
) 994( . ) 1037(
) 1599( .
: ) :
( .14-12 .
- Larousse Mdical, Paris 2005, p. 639.
285
PDF created with pdfFactory Pro trial version www.pdffactory.com
piqre
)(1
Doliprane, Panadol
Paractamol,
Gnrique
(OMS Organisation
)Mondiale de la Sant
10 99
)(2
:
.
25%
.
)(3
286
PDF created with pdfFactory Pro trial version www.pdffactory.com
. :
.
)(1
.
.
. .
)(2
:
.
.
.
- Ibid.
287
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
)(1
.
:
)(2
- : :
- .
288
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
:1
. 337 1999
354 . 2000
.
2 4 20
%1.5 . % 30
.
)(1
) (58
492 .2003
2003
4%
8%
11%
49%
28%
.
% 15 % 79 .
) (59 .
15.7
5.3
43.2
14.5
21.3
- : 23 ) .(2005 .
290
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
. ) (60
.2006-2002
2006-2002
700
643
601
600
559
492
400.6
400
300
500
200
100
0
2006
2005
2004
2003
2002
322 1999 643 2006 % 100.
2003/2002 % 23
) (2006-2002 .
Molcules
Biogntique
Blockbusters
IMS Health
291
PDF created with pdfFactory Pro trial version www.pdffactory.com
.2009
)(1
% 07
2006 % 45.1 .
1976
1985
(
7.90
18.4
2000
(
26.45
28.1
(
149.5
52.9
4.02
9.3
14.04
14.9
51.5
18.2
3.41
7.9
6.00
6.4
16.7
5.9
2.70
6.3
4.70
5.0
16.2
5.7
2.60
6.0
4.47
4.8
11.1
3.9
1.90
4.4
3.67
3.9
10.9
3.9
1.32
3.1
2.35
2.5
7.1
2.5
1.21
2.8
1.78
1.9
6.2
2.2
1.03
2.4
1.69
1.8
5.2
1.8
10
0.77
1.8
1.41
1.5
4.9
1.7
26.86
62.4
66.56
70.7
279.3
82.2
43.05
100
94.10
100
340
100
1975 . 43.05
1976 340 2000 643
.2006 2005
:
292
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (10 2005
DCI
(
01
LIPANOR
CIPROFIBRATE
Hypolipmiant
02
PLAVIX
*CLAPIDOGREL
Antiagrgant pl
03
INEXIUM
EZOMEPRAZOLE
Antiulcreux
SANOFI
AVENTIS
BMS
ASTRA
ZENECA
04
SERETIDE
Antiasthmatique
GSK
05,6
05
ZOCOR
06
AMLOR
AMLODIPINE
Hypolipmiant
Inhibiteur
calcique
MSD
05,3
09
PFIZER
05,0
09
07
ZYPREXA
OLANZAPINE
Neuroleptique
04,7
08
08
RISPERDAL
RISPERIDONE
Neuroleptique
04,0
07
09
10
OGASTORO
EFFEXOR
LANSOPRAZOLE
VENLAFAXINE
Antiulcreux
Antidpresseur
04,0
03,8
56,9
07
07
100
FLUTICASONE /
SALMETROL
**SIMVASTATINE
ELI
LILLY
JANSSEN
CILAG
TAKEDA
WYETH
12,9
23
05,9
10
05,7
10
10
**
... .
. 10
% 10 .2005
Stalinon
Thalidomide
Bio quivalence
.
.
. "
1989 .
Le Prix de Rfrence
)(1
293
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.super gnrique
40 2000
% 5 .
3%
15%
29%
18%
20%
5%
10%
2/3 .
. 2005 20 ) 15
% ( .
.
2005 55 .% 11
IMS Health
2008 100 % 14
.%17 2009 .%18
294
PDF created with pdfFactory Pro trial version www.pdffactory.com
Droit de
.substitution
.
Gnrique
. 724
. .
92-284 06
.1992
)(1
1.5%
8
1.5 .
230 .
% 90
. .
)(2
:
-
% 85 % 50 % 35 - % 10
% 15 ) ( % 90 -
- Ibid.
- : ) :
.(2005
295
PDF created with pdfFactory Pro trial version www.pdffactory.com
2/3 2/3 % 60
.
:2
28 % .
.acquisitions
1999
% 17 :
NOVARTIS
)(1
Pfizer
SmithKlin
. ) (11
- 1999 :
) : (2005
.66-65 .
296
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
) (11 2005-1999
1999
2000
) Astra(
Sanofi
Rhone Poulenc Riper
)(
) Zeneca(
Synthelabo
Hostehst
Marion
) Roussel(
(USA) Abott
) Knoll(
Smith Kline Beecham
)(
Warner-Lambert
)(USA
) Glaxo-wellcome(
(USA) Pfizer
Pharmacia & Upjohn
)(USA
2001
) Pierre Fabre(
2002
(USA) Amgen
Biogen
(USA) Pfizer
Sanofi-Synthelabo
)(
) VCB Pharma(
) Boiron(
) Fujesawa(
) Solvay(
) Dailchi(
) Sandoz(
) Teva(
) Novartis(
2003
2004
2005
/USA) Monsanto(
Biomrieu
Alliance
)(
Astra-Zeneca
Sanofi-Synthelabo
Aventus
Abott
Glaxo SmithKline
Pfizer
Pharmacia Corporation
Pierre
Fabre
Biomrieu
) Immunex(
Idec Pharmaceuticals
) Pharmacia(
) Aventis(
) Celltech(
) Dolisos(
Sanofi-Aventis
VCB Pharma
Bioron
) Yamanouchi(
) Fournier(
) Sankyo(
) Hexal(
) Ivax(
) Chiron(
Astelias-Pharma
Solvay
Dailchi-Sankyo
Sandoz
Teva
Novartis
Amgen
Biogen Idec Inc
Pfizer
:3
""
% 90 .
research-based industry
.
297
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
)(1
. ) (
.
)(2
)(3
.
1
)(
15 1994.410 .2
- 15
2000
.
. : .
3
- 22 2002
1 2002 .
- -
298
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
28
.
05 10
.
)(1
45
46 .
)(2
.
) (
.
.
.
.
.
2002
.
: www.Wto.org/
- ) (
) (
.
1
2
- .414 .
- .
299
PDF created with pdfFactory Pro trial version www.pdffactory.com
% 20 .
.
TRIPS :
TRIPS
)(1
.
.
)(2
) 1000(
10
.
)(3
.
.
1
18
. . :
.
- pour plus dinformation, voir : Proprit intellectuelle (ADPIC)- Les brevets pharmaceutiques et laccord sur
les ADPIC, www.OMC.org/ Aot 2007.
- 3 .415 .
2
300
PDF created with pdfFactory Pro trial version www.pdffactory.com
07 .
.
)(1
:4
) (...
.
International Congress of
.Harmonization Process
.
.
:
.
:1
.
.
.
- .
301
PDF created with pdfFactory Pro trial version www.pdffactory.com
.1990
. :
:
.PCA
1969
.
1971 :
Pharmal
Toraude
Labaz
.Biotic
: :
:
ENPP
161/82 .1982
:
ENAPHARM
ENOPHARM
ENCOPHARM
- .ENEMEDI
.
.
)(1
.
:
) 1990 (1990
.
- Lorganisation du march national des mdicaments, Source lectronique.
302
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
)(1
1995
. :
)(2
- .
.
....
-
60
400 .
-Ibid.
- Ibid.
1
2
303
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
:2
.
.
:
.
.
. :
)(1
. :
Nomenclature
La
Domiciliation
) (PPA- Prix Public en Algrie
- Ministre de la sant, de la population et de la rforme hospitalire, Direction de la Pharmacie.
304
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
.
.
)(CNAS Caisse Nationale dAssurances Sociales
.
.
.
.
PME
) (
.
.
... .
:
)(1
Digromed
1997
) (Enapharm, Encopharm, Enopharm
Endimed
- Ibid.
305
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
46 07 1998
.
2006 55 130 2003
.
% 90 15 .
.
44 14
.
Conditionneurs
23.
.
469
. 59/MSP 20 1995
.
. 1936
306
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
50 63 .
.
.2006-2002
) (12 2006-2002
2002
2003
2004
2005
2006
)(10 uv
454.43
494.96
484.08
489.54
566.4
) 10
59320.47
70103.64
75968.98
84655.99
102597.75
35592.28
43043.63
51666.50
56211.58
71818.43
% 60
61.40 %
68.01 %
66.40 %
% 65
)(1
6
( )(2
)(3
)(%
---
+ 20.9 %
+ 20 %
+ 08.8 %
+ 27.8 %
23728.19
27060.01
24302.48
28444.41
30779.33
% 40
38.66%
31.99 %
33.60 %
% 35
)(4
)(%
------
- 10.2 %
+ 14 %
+ 17 %
+ 08.2 %
: :
(1) (2) Office national des statistiques (ONS) ; www.algex.dz / (Agence tatique pour la promotion de
lexportation) ; www.cnis.dz ; Groupe Saidal, Rapports de gestion, 2002-2006.
(3) (4) Mdicament gnrique en Algrie, Source lectronique, (Octobre 2007).
454.43
.
. 2006 % 27.8
.2005
2004 . ) (62
:2006-2002
10 : (
) (
2006
566.4
2005
489.54
2004
484.08
2003
494.96
2002
454.43
. ) (63
.2006-2002
10 : (
) .2006-2002
120000
100000
80000
60000
40000
20000
0
2006
2005
2003
2004
2002
308
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
. 07 2003
.
:
)(1
Commune Internationale
DCI Dnomination
% 25
) (12 % 40 2002 % 35
.2006
.
.
CNAS
:
Porter
Porter
309
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
:
.
)(1
:1
Porter
.
.
.
.
%76
)(UNOP
2004
4512 . 8755.
310
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
2003
.Pentacle
de Fabrication
BPF Bonnes
Pratiques ...
LISGO,
)(1
% 01.8
. )
(% 10
)(2
)(3
.
.
.
. :
)(4
- ) (
311
PDF created with pdfFactory Pro trial version www.pdffactory.com
. % 20 500
800 % 30 :
%30 %5 %35
. 2006 420-360 .
7000.
...
. .
14
)(1
) (
) (
.
.
Porter
.
.
.
Pasteur
- ) (19 .
312
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
.
.
.
)(1
2006 228 % 80
)(2
22167 .2003
)(3
.
.
%46.7 277.8 .
)(4
313
PDF created with pdfFactory Pro trial version www.pdffactory.com
% 17.3 .
.2003
) (13 .2003
23930
6747
20495
3820
3951
812
4684
1030
2297
% du
CA
14.7%
8.0%
12.9%
11.9%
8.7%
3.3%
13.8%
12.3%
10.1%
.
.
:
)(1
% 51 % 34 % 15 - .
%99
300 .
)(2
) (66
.
) (
. : .
- .2007
314
PDF created with pdfFactory Pro trial version www.pdffactory.com
1996
124.
) (64
)(1
High-throughput screening
Combinatorial chemistry
.
.
- :
2000 .
. .
Chirality
% 40
- .2007
315
PDF created with pdfFactory Pro trial version www.pdffactory.com
Enantiomers
.
) (... .New delivery systems
%01.5 2006
.Gnriques 5
Proprit Intellectuelle
06 .2006
)(1
.
.
.
.
:2
Porter
.
."Home
Porter
Porter
"
Early Demand at
)(2
1
2
316
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.2000-1962
. 72.4 69.8
.
.
% 20 ) (% 80 .
)(1
01.15 2000 01.8 .2005
)(2
) ( = +
.
)(
1.45 1.72.
)(3
2006-2002
:
317
PDF created with pdfFactory Pro trial version www.pdffactory.com
2002
2003
2004
2005
2006
5692.41
6003.66
6466.19
6596.27
6942.75
**
6369.86
6723.81
7328
7760.63
7907
10062.27
12727.47
13794.19
14356.9
14849.75
17490.29
18454.83
20001.58
20817.51
21532.14
) 1.45( )(1
***
47258.2
57376.17
62174.79
70299.09
87750
81284.10
98687.01
106940.64
120914.43
150930
) 1.72( )(2
)****(3
17.12
75.18
60.17
56.18
54.93
1102
1300
1998
1850
2361
97655.27
115766.66
124884.04
139825.76
172462.14
)*****(4
)-(3)-(2)+(1)=(5
)(4
%
-----
%18.55
% 07.88
11.96 %
23.34 %
: :
(*)(****) (*****) Groupe Saidal, Rapports de gestion, 2002-2006.
(**) IMS Health 2002-2006 ; www.snapo.org ; UNION NATIONALE DES OPERATEURS DE LA
PHARMACIE (UNOP).
(***) Office national des statistiques (ONS) ; www.algex.dz / (Agence tatique pour la promotion de
lexportation) ; www.cnis.dz .
2006-2002
.
:3
.
.
.
318
PDF created with pdfFactory Pro trial version www.pdffactory.com
.% 74
)(1
.
:4
.
.
)(
44
.
.
""
.
.
" "ISO 9000 .
.
ISO 14001
ISO 9002
. .
) (
)( .
- .
319
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
. ) (2003
. % 60
.
:
% 80 .
)(1
26 1995
:
-
% 20
% 15
% 33
.
- Le guide de la mdecine et de la sant en Algrie, source lectronique.
320
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
03 19 2003
.
.
% 25 .
.
.
) (15
:1
:2
-
:3
:4
321
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
:1
.
.
.
:2
Porter
)(
Porter
:
) (65
.
.
:
)
(
:
.
.
.
.
.
:
) ...
(
- .
322
PDF created with pdfFactory Pro trial version www.pdffactory.com
: .
.
.
.
.
Threats
Strengths
Weaknesses
.Opportunities
. SWOT
:1
.
: : :
)( . : : :
%65
)(1
323
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
% 80
- .
:2
.
.
: :
.
:
) %3.6 %4 %5.9 (
- 5154 29 .2007
324
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (. : :
:
) 600 ( -
.
.
:
.
325
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
:
.
:1
. .
)(1
- Michael Porter, La concurrence selon porter, op. cit., p.p. 193-199.
326
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
1997
.
.
)(1
. 1990
.
...
.
) (
.
327
PDF created with pdfFactory Pro trial version www.pdffactory.com
) 285-92 06 1992
114-93 12 (1993
.
.
.
140-93
1993 :
)(1
.
.
.
.
) 1980 142-80 17
.(1980
) 47 10 .(1995 1992
. 284-92 06 1992
)(2
05 : - 120
- Ibid.
- Ibid.
1
2
328
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
1995 .
2001 .
)(1
1994
.
: 700
)(2
1998 88 176
105.
)(3
2004 138 ) 24 (
660
347
307
263
258
212
185
179
180
1109
3705
%
17,81
09,36
08,28
07,99
06,96
05,72
04,99
04,83
04,85
29,21
100
329
PDF created with pdfFactory Pro trial version www.pdffactory.com
2006 .
867 2006
.% 23
.
.
1999
.2004
.
.
)(exercice dactivit
) 46 07 .(1998
.
. :
)(1
) (DCI ..
- .
- Ibid.
330
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
) (.
.
) 2005 (
)(
128
.2003 2004
.
)(1
) EU(OMC
. )
(
) (.
:2
- 2005
. .
331
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
:
.
)(
.
: .
:
) :
( .
:
.
)(2
.
).(17
) (17
.
.
.
.
1
2
- 2003.12 .
- 2003.27 .
332
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (17 ) (
0.70
0.68
0.73
0.72
01
0.60
0.67
0.64
0.53
02
0.55
0.58
0.54
0.52
03
0.53
0.59
0.57
0.47
04
0.50
0.47
0.39
0.53
05
0.48
0.48
0.45
0.47
06
0.44
0.51
0.45
0.38
07
0.43
0.53
0.47
0.33
08
0.42
0.49
0.43
0.34
09
0.42
0.49
0.42
0.34
10
0.40
0.53
0.45
0.27
11
0.40
0.42
0.34
0.41
12
0.37
0.48
0.44
0.25
13
0.37
0.43
0.34
0.30
14
0.34
0.46
0.42
0.23
15
0.34
0.43
0.33
0.24
16
0.28
0.46
0.34
0.11
17
0.25
0.36
0.18
0.15
18
0.23
0.31
0.11
0.15
19
: 2003.148 .
.
12
) (18
0.85
.0.74 :
333
PDF created with pdfFactory Pro trial version www.pdffactory.com
16 .0.43
.
) (18 .
2005 12 .2002
) ( 12 103
. 4.23
.
12 .2.67
)(1
:
) (18
.
.
2003
"" "".
- 2005..10-9 .
334
PDF created with pdfFactory Pro trial version www.pdffactory.com
) :(18 2003
0.37
14
0.43
16
0.62
15
-1
-2
0.34
15
0.31
16
0.49
0.14
17
0.31
14
0.22
14
0.14
-
*
*
0.65
11
0.37
16
* ) (
0.002
15
* ) (
0.13
* ) (
0.23
* ) (
0.27
* ) (
0.06
0.27
0.04
15
0.33
15
* ) (
0.06
12
0.10
16
0.49
15
0.44
17
0.11
19
0.81
0.51
0.55
0.71
* ) / (
0.46
0.42
13
-3
0.37
14
-4
0.19
18
0.30
12
-1
0.39
-2
0.49
10
-3
0.03
16
: 2003.201-200 .
335
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
15 0.34
.
.16 " "
2006 2.6 2.8
10 .
)(1
. 100
.
.
14
) (
) (
.
.
.
.
.0.51
1
- ) 4 (2006 .4825
336
PDF created with pdfFactory Pro trial version www.pdffactory.com
. "
" .
.
0.71
.
.
WEF
2005
71 104
89 . 2007 81
134 2006 12
.
)(1
:2005
) :(19 2004
28
32
40
43
46
66
- .
337
PDF created with pdfFactory Pro trial version www.pdffactory.com
89
: .1294
.
.
.
.
:
.
.
)(1
: .
.
.
.
.
.
: .
1
- 2003..43-42 .
338
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
: .
.
.
- :
.
.
.
.
.
: .
.
.
: .
.
.
339
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:3
OMC
.
.
Dveloppement industriel
1995
.
.
.
.
)(1
01 .2005
2017
.1996
. .
)(2
340
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
)(1
.
.
)(2
:
.
1
2
341
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
-
: 2000
.
) ( )
( .
)(1
.
).(68
2004 191 .
. 64
.
) (2007
342
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (66
Source : Ministre de lindustrie et de la restructuration, Dispositif de mise a niveau des entreprises, 2006, p.
13.
:4
:
-
343
PDF created with pdfFactory Pro trial version www.pdffactory.com
...
.
.
.
.
.
.
.
Porter
.
.
.
.
344
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
.
.
.
Porter
345
PDF created with pdfFactory Pro trial version www.pdffactory.com
346
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:
.
.
.
.
.
:
.
.
.
:
.
:1
)(1
ENPP
(Socit Nationale des industries Chimiques) SNIC . 1984
" ."SAIDAL
1989
.
. 1993
.
1997
1998/02/02 97/085
- www.Saidalgroup.com.
347
PDF created with pdfFactory Pro trial version www.pdffactory.com
" " .
. :
PharmalAntibiotical
Pfizer
Biotic
1999 % 20
800
.
.
2006/03/12 54 145
)(1
:2
2500000000 .
.
)(2
""
.
)(3
. :
1
2
3
.2006/03/13 .2007 - .
348
PDF created with pdfFactory Pro trial version www.pdffactory.com
) " "Faonnage(. .
:
)(1
""Assurance mdicale -
600 - .
)(2
- 2004-2003
2006-2004 - .2011-2006
:3
) (67
1
2
- .
(2003.1 .
) 06
349
: .
)(1
:
. .
: .
: :
:
.
Info
- .2007
350
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
:
.
: .
:Biotechnologie 27
2006 .
.
: 1975
.
: .
1996
.
.DMIM
) (68
)
(
107
: .
351
PDF created with pdfFactory Pro trial version www.pdffactory.com
: .
: .
: .
. .
: .
:
-
. :
:
Biotic PharmalAntibiotical
. :
)(1
:1
: Antibiotical
Antibiotical
80 . 950
25 19 . 1988
Penicilliniques
- .2007
352
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
. :
- :
1200 3 750 .
: . 60
% 50 : % 30
) ( % 5 % 15 .
04 100
.
- : 80 140
Antibiotical
% 100 % 30 .
: Pharmal
200
. "" 1999
:
)(1
: 1958 "" .
" ."Les Accords de Faonnage
)
( 40 .
: 05 .
- : 07
- .
353
PDF created with pdfFactory Pro trial version www.pdffactory.com
: . :
25 / .
3.5 .
: Biotic
""
.1998 250
"" :
)(1
1971 :
20
.
-
20
.
:
.
.
-
- .
354
PDF created with pdfFactory Pro trial version www.pdffactory.com
3120 . 3
:
.
.
-
.
:2
""
UCC
1996
) 300 ( .
1999 50
UCO
UCE
2000 40.
.
:3
. 24 1999
. :
-
Gnrique
)(1
- .2007
355
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
-
. :
:
) (.
SIDA
:
.
.
356
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
. ""
.
)
(
) (.
:
:Joint venture .
.
08 1998
23 2002
14 1998
23 2002
17 1998
16
2002
357
PDF created with pdfFactory Pro trial version www.pdffactory.com
1999
29 2002
1999/05/26
2004
2002
2004
SAIDAL-Ram Pharm
2002
2004
SAIDAL-Abolmed
)(Russie
SAIDAL-Solupharm
Pharmaceutique
SAIDAL-Biotechnica
)(Tunisie
SAIDAL-Mepha
)(Suisse
SAIDAL-Taphco
28 2004
2004
09 2004
2004
22 2004
2004
2004
2004
SAIDAL DAR AL
)DAWA (Jordanie
SAIDALACDIMASPIMACO- JPMDIGROMED(Pays
Arabes).
SAIDAL-Hayat Pharm
2006
12 2006 ""
.
Cphalosporine
"".
)(1
08 2007
" " .
)(2
:
. .
:
1
2
) 26 (2006.06 . - ) 27 (2007.01 .
358
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
: .
)(1
) 58 14 (.
:1
2006-2002
: .
) (21 2006-2002
106
2002
2003
2004
2005
2006
)(1
187.34
482.29
456.23
430.56
547.48
)(2
2500
2500
2500
2500
2500
)(3
5396.90
5455.51
5665.06
5771.99
5906.74
5265.14
5407.77
5989.32
5871.23
6156.49
)(4
1
.
. :
- A. Desreumaux, Introduction a la gestion des entreprises (Paris: Armand Colin, 1992), pp. 135-136.
359
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(5
5820.81
6129.51
6578.62
6720.84
7222.36
0.07
0.19
0.18
0.17
0.22
)(2)/(1)=(6
----
- 0.05
+ 01.74
- 0.06
+ 0.29
0.03
0.08
0.09
0.07
0.09
)(3)/(1)=(7
----
+ 02
- 0.11
- 0.13
+ 0.29
0.04
0.09
0.08
0.07
0.09
)(4)/(1)=(8
---
+ 01.25
- 0.11
- 0.13
+ 0.29
0.03
0.08
0.07
0.06
0.08
)(5)/(1)=(8
- 0.13
+ 01.67
- 0.14
+ 0.33
2006-2002
.
2002 0.07
)( % 03 2002
% 09 2006 .% 200
% 04
.2002 2005-2004 % 09
.2006
. 2003 % 08
% 03 2002 2004 2005
2003 .2006
2003 .
2004 2005
360
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
2005-2004 .
2003 128
. 2006 .
.
.
:2
.
.
.
.
)(1
)(2
: )(61
) (66 ) .(68
.2006-2002
106 :
) (22 2006-2002
2002
2003
2004
2005
2006
)(61
2627.58
2750.46
2829.80
2527
2563.99
18.64
26.63
22.01
26.76
22.44
1151.26
740.78
1156.62
736.44
1087.09
825.46
780.16
825.90
733.80
825.84
Antibiotical
Pharmal
1
2
) 24 (2003.11 . - 2003.61 .
361
PDF created with pdfFactory Pro trial version www.pdffactory.com
Biotic
)(62
771.34
295.91
903.16
310.98
934.38
367.37
917.79
397.80
1008.97
465.81
Antibiotical
Pharmal
Biotic
142.18
143.93
144.76
154.00
157.89
85.61
102.77
114.06
1429.42
83.78
91.56
126.08
1498.09
37.71
132.41
103.29
1801.49
41.75
141.46
147.49
1995.05
43.84
148.90
207.89
2122.15
)(63
Antibiotical
Pharmal
Biotic
233.33
249.93
296.28
331.31
372.35
595.36
282.54
318.19
181.95
621.77
290.27
336.11
193.21
735.20
327.13
442.88
194.3
750.94
399.63
513.17
199.61
728.95
420.55
600.29
175.47
68.73
77.34
81.50
90.07
91.58
52.94
37.67
22.61
283.68
51.57
35.14
29.16
267.95
44.10
31.87
36.83
379.89
37.85
31.26
40.43
255.01
29.36
19.33
35.20
223.70
)(64
Antibiotical
Pharmal
Biotic
)(65
Antibiotical
Pharmal
Biotic
78.40
42.28
52.85
44.74
33.12
49.09
82.17
74.03
46.93
61.88
70.84
92.96
36.67
95.42
148.91
82.71
30.56
79.41
81.44
49.43
56.74
51.83
67.07
71.68
68.18
)(66
Antibiotical
Pharmal
Biotic
22.40
7.40
3.10
15.44
11.23
15.37
31.55
6.64
402.67
13.56
7.87
7.84
350.41
12.20
7.34
7.92
385.91
14.81
11.19
15.30
440.02
15.33
28.74
12.89
537.19
)(68
Antibiotical
Pharmal
Biotic
51.33
54.10
62.14
56.91
55.99
168.68
78.36
104.29
5265.14
85.74
78.13
132.44
5407.77
91.72
89.85
142.21
5989.32
114.24
126.65
142.21
5871.23
118.47
204.13
158.60
6156.49
2005
10% .
.
2627.58
2002 2006 2563.99
362
PDF created with pdfFactory Pro trial version www.pdffactory.com
Biotic
33432.03 2002 41679.43 2006
.% 24
2006-2002 :
) (23 2006-2002
2002
2003
2004
2005
2006
106
5265.14
5407.77
5989.32
5871.23
6156.49
)(2
121111
126517
124371
115897
122344
)(1) (1000uv
43.47
45.34
43.48
50.66
50.32
)(2)/(1)=(3
----
+ 0.04
+ 0.0002
+ 0.12
- 0.007
: .2006-2002
43.47
) (
363
PDF created with pdfFactory Pro trial version www.pdffactory.com
.2006-2002
)
1995 (
% 30 .
44-98 01
1998 .% 20
.1998-1991
.1998
) (24
20 %
20 %
)(
50 %
70.01 110
20 %
15 %
33 %
110.01 150
20 %
12 %
25 %
150
20 %
10 %
22 %
70
)( .
)(1
. ) (69
.
364
PDF created with pdfFactory Pro trial version www.pdffactory.com
) ( 2006-2002
:(
)
250
225
223.45
203.74
180.95
200
124
123
122.7
122.5
121.1
61.63
55.87
54.24
48.99
46.28
100
169.49
150
50
0
2006
2005
2004
2003
2002
: :
- (Importation) Office national des statistiques (ONS) ; www.algex.dz/ ; www.cnis.dz
- (Saidal) Groupe Saidal, Rapports de gestion, 2002-2006.
- (Secteur Priv) IMS Health 2002-2006 ; www.snapo.org ; UNION NATIONALE DES OPERATEURS DE LA
PHARMACIE (UNOP).
% 70 .
)(
.
:3
: /
.
.2006-2002
) (25 2006-2002
106:
2002
2003
2004
2005
2006
)106
2837.23
3339.16
3979.03
3707.64
4279.44
365
PDF created with pdfFactory Pro trial version www.pdffactory.com
( )(1
5265.14
5989.32
5407.77
5871.23
6156.49
) 106( )(2
0.54
0.66
0.62
0.63
0.70
)(3
=) (2)/(1/
----
+ 0.15
+ 0.06
- 0.05
+ 0.11
2627.58
2750.46
2829.80
2527
2563.99
)(4
1.08
1.41
1.21
1.46
1.67
)( 4)/(1)=(5
/
)(6
1429.42
1498.09
1801.49
1995.05
2122.15
1.98
2.23
2.21
1.86
2.02
)(6)/1)=(7
/
)(8
3563
3706
3917
4104
4243
0.80
0.90
1.02
0.90
1.01
)(8)/(1)=(9
/
)(10
402.67
350.41
385.91
440.02
537.19
07.05
09.53
10.31
08.42
07.97
)(10)/(1)=(11
/
: .2006-2002
0.54
1.98 2002 2003 2.23 2.21 2004
1.86 .2005
2002 0.80 2006
01.01 .
366
PDF created with pdfFactory Pro trial version www.pdffactory.com
.2006
. ) (70
.
2006-2002
0.7
0.6
0.5
0.4
0.3
Srie1
0.2
0.1
0
2006
2005
2003
2004
2002
.
.
.
) (.
2002
.
:
:
= )/(2002 ) 42.8 = (2002 ) (26 2006-2002
367
PDF created with pdfFactory Pro trial version www.pdffactory.com
2002
2003
2004
2005
2006
2837.23
2830.67
2753.52
2588.12
2602.2
) 106( )(1
5265.14
5101.76
5244.71
4821.42
4795.31
) 106( )(2
0.54
0.54
0.54
0.54
0.54
)(3
=) (2)/(1/
: .2006-2002
.2002
.
:4
) 2006-2005
( :
) (27 20052006
368
PDF created with pdfFactory Pro trial version www.pdffactory.com
2005
)(2005
1
2
3
4
Pfizer
GlaxoSmithkline
Sanofi Aventis
& Johnson
Johnson
Merck & Co
6
7
Novartis
ASTRA Zeneca
8
9
10
11
12
)(2005
2006
)(2006
(
46
37
31
30
7.6
6.1
5.2
5.1
27
4.5
4.4
4.1
)(USA
)(
)(
)(USA
(
50.9
32.7
27.1
24.6
9.8
6.3
5.2
4.7
PFIZER
GLAXOSMITHKLINE
NOVARTIS
SANOFI AVENTIS
)(USA
23.9
4.6
26
25
Roche
Britol-Myers
Squibb
Wyeth
Abbott
)(
(G.B. /
)Sude
)(
)(USA
22.7
21.6
4.4
4.2
JOHNSON
JOHNSON
ASTRA ZENECA
MERCK CO
17.7
15.5
3.4
3.0
ROCHE
ABBOTT
23
17
3.8
2.9
)(USA
)(USA
14.2
14.24
2.7
2.7
AMGEN
16
---
2.7
---
Lilly
)(USA
12.68
2.4
---
--% 46.4
-----
% 49
Pfizer
(% 7.6) 2006
.2006-2005
% 36.6 2006
Novartis
GLAXOSMITHKLINE
. % 50 39
. % 46
% 26 1970
. 2006
) (28
274
+8
64
-6
34
+5
32
+3
369
PDF created with pdfFactory Pro trial version www.pdffactory.com
149.8 1996 274
.2006
2006 2005 . % 06
.
2006-2002
:
) (29 2006-2002
2002
2003
2004
2005
2006
400.6
492
559
601
643
)(1
)(
0.0714
0.0897
0.0776
0.0897
0.0956
)(2
0.018 %
0.016 %
0.014 %
0.015 %
0.015 %
)(%
----
----
----
50.9
46
)(Pfizer
-----
----
---
% 0.18
% 0.21
)(Pfizer
: :
(1) World reveiw 2007.
(2) Groupe Saidal, Rapports de gestion, 2002-2006.
2006-2003 % 0.018 2002
% 0.015 .2006
2005
.
)(Pfizer
2005 .2006
370
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
:
.
.Conditionnement )(30
) (30
2002 .2006
.2004 .
% 61.4 2002
% 68.9 .2006 2004
.
.
) (30
2002
2004
2003
2005
106 :
2006
371
PDF created with pdfFactory Pro trial version www.pdffactory.com
454.43
484.08
494.96
489.54
566.4
---
+ 08.9%
- 02.2 %
+ 01.1 %
+ 15.7 %
)(1
278.83
317.08
305.16
314.61
390.00
% 61.4
% 64.1
% 63.0
% 64.3
% 68.9
---
+ 04 %
- 01.7%
+ 02.1%
+ 07.2%
52.6
55.34
59.72
62.89
63.75
)14
23+
(Conditionneurs
)(2
%11.6
% 12.3
%11.2
%12.8
%11.3
---
+ 09.8%
- 03.4%
+ 04.1%
- 11.7%
123.00
119.20
122.54
112.04
112.65
)(3
% 27.1
% 24.6
% 24.8
% 22.9
% 19.9
---
- 0.8%
- 08.5%
- 06.9%
- 13.1%
: :
(1) Office national des statistiques (ONS) ; www.algex.dz/ ; www.cnis.dz
(2) IMS Health 2002-2006 ; www.snapo.org ; UNION NATIONALE DES OPERATEURS DE LA
PHARMACIE (UNOP).
(3) Groupe Saidal, Rapports de gestion, 2002-2006.
% 27.1 2002 % 19.9 .2006
) 2005 (
128
.
372
PDF created with pdfFactory Pro trial version www.pdffactory.com
(
) ( )
400
350
300
250
200
150
100
50
0
2006
2005
2004
2003
2002
) (71
.
% 70
% 5.7 % 03 .% 2.7
)(1
) (31
.
) (31 .
2006-2003 % 11.96 % 07.88 % 18.55 :
% 23.34 .
.
- Le mdicament en Algrie, source lectronique.
373
PDF created with pdfFactory Pro trial version www.pdffactory.com
2002 % 09.6
% 06.8 .2006 .
) (31
106) :(
2002
2003
2004
2005
2006
59320.47
70103.64
75968.98
84655.99
102597.75
)(1
)*(
--47258.2
:
1$=79.68DA
%79.7
--6369.86
+ 18.2 %
+ 08.4 %
+ 11.4 %
+ 21.2 %
57376.17
62174.79
:
1$=72.07DA
70299.09
87750
:
1$=77.39DA
%81.8
+ 02.6 %
6723.81
%81.8
00
7328
:
1$=73.56DA
% 83
+ 01.5 %
7760.63
:
1$=72.65DA
85.5 %
+ 03 %
7907
) 1423+
(2) (Conditionneurs
%10.7
%09.6
%09.6
%09.2
%07.7
00
- 04.2 %
- 16.3 %
----
- 10.3 %
)(3
5692.41
6003.66
6466.19
6596.27
6942.75
%09.6
%08.6
%08.5
%07.8
06.8 %
---
- 10.4 %
- 01.2 %
- 08.2 %
- 12.8 %
: :
(1) Office national des statistiques (ONS) ; www.algex.dz / (Agence tatique pour la promotion de
lexportation) ; www.cnis.dz
(*) Banque dAlgrie et ONS
(2) IMS Health 2002-2006 ; www.snapo.org ; UNION NATIONALE DES OPERATEURS DE LA
)PHARMACIE (UNOP
(3) Groupe Saidal, Rapports de gestion, 2002-2006.
) (
)(
. ) (72 .
374
PDF created with pdfFactory Pro trial version www.pdffactory.com
) ( )(
100000
80000
60000
40000
20000
0
2006
2005
2004
2003
2002
2007 120
7200
. 2007 1.39
104250 .
.
) (73 .
) ( )(
100000
80000
30712.5
23620.49
60000
19889.72
22147.2
18903.28
57037.5
46678.59
42285.07
35228.97
28354.92
2005
2004
2003
2002
40000
20000
0
2006
375
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
% 31.87 .% 29.93
.
.
.2006-1990
) (74 2006-1990
15 ) 249
( % 13.7 1990
% 44.5 .2006
.
2006-1990 .
.
.% 76
.
376
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
. .
:
.
.
.
:1
) (
.
. OMS
)(1
. :
)(2
Fernando S. Antezana, & German Velasquez, Drugs and Health Sector Reform, IN: Action Program on
essential Drugs, Document WHO/TFHE/96-2 (December 1996), cf. PP 17-18
2
- Lorganisation du march national des mdicaments, Source lectronique.
377
PDF created with pdfFactory Pro trial version www.pdffactory.com
440
)(1
.
.
:
) (2003
... .
-
.
- Le mdicament en Algrie, source lectronique.
378
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
)(
OMCUE
OMCUE
.
.
:2
.
:
.
.
. .
)(1
:
- : 06
OMC
. 24
GATT
379
PDF created with pdfFactory Pro trial version www.pdffactory.com
: 17 .
.
- :
.
% 05
) 03 (.
: 41 43
.
: 44 .
)droits de la proprits intellectuelle lis au commerce
: 32-b
.
.
24
)(1
: :
..
380
PDF created with pdfFactory Pro trial version www.pdffactory.com
: .
- :
OMC
.
) 2001 (DOHA
: .
OMC
.
.
.
:
24
. :
)LAccord sur les Obstacles Techniques au Commerce
(OTC
)(1
OTCSPS
) ( .
..
.
- Les accords de lOMC et la sant publique (Etude conjointe OMS-OMC), (2002), Source lectronique.
381
PDF created with pdfFactory Pro trial version www.pdffactory.com
ADPIC
OMC
. 19 2003
.
20.
.
.
ADPIC
% 80 .
100 200
.
382
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
. )
(
.
.
.
.
383
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
.
:
.
.
.
....
.
.
. .
. ) (
OMCUE
.
. .
384
PDF created with pdfFactory Pro trial version www.pdffactory.com
PharmalAntibiotical
Biotic
10
.
UCC
UCE
.UCO
.
.
. .
.
.
OMCUE
.
)( .
SPS
OTC
.
.
385
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
386
PDF created with pdfFactory Pro trial version www.pdffactory.com
387
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
.
) (
Porter
.
.
.
.
:
.
) % 20 % 09( .
.
.
388
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (
) ( ) (.
:
.
.
.
Classes
.Thrapeutique
Forme Galniques
.
21 ) 27
( . :
% 80 " "Digromed % 08
% 05 % 01
Cnas
% 01 .% 05 .
( .
).(32
) (32
) (32 .
Classe thrapeutique /
)SAIDAL (DAS
389
PDF created with pdfFactory Pro trial version www.pdffactory.com
Infectiologie
Mtabolisme./Nutri./Diabte
Dermatologie
Pneumologie
Gastro-Entrologie
Psychiatrie
Antalgique
Anti-Inflammatoires
Rhinologie
Divers
Hmatologie et Hmostase
Cardiologie
Allergologie
Rhumatologie
Ophtalmologie
Endocrino/Hormones
Stomatologie
Neurologie
Urologie et Nphrologie
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
: .2006
.
)( .
) ( )
(... .
.
)(.
:1
.
:
: :
:
390
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (33 .2006-1997
)(
05
05 19
20 44
45 59
60
1997
29,2
3.13
10.93
10.94
02.59
01.93
2001
(%) 100
10.7
37.4
37.5
08.9
06.6
31,4
02.98
10.30
12.38
03.19
02.56
2006
(%) 100
09.5
32.8
39.4
10.2
08.2
33,5
02.92
09.32
14.08
03.96
03.22
(%) 100
08.7
27.8
42
11.8
09.6
2006-1997 . 25 50
% % 67 .1977 1998
25 .
10.94 1997 14.08 .2006
.
:
) (34 2006
4 0
9- 5
14- 10
19- 15
24- 20
29- 25
34- 30
39- 35
44- 40
49- 45
54- 50
59- 55
64- 60
69- 65
74- 70
79- 75
84- 80
89- 85
90
1 425 128
1 413 941
1 469 965
1 666 915
1767 786
1 635 626
1 365 444
1 181 247
990 407
783 503
658 407
520 933
372 965
333 507
306 311
248 296
160 572
106 187
116 937
16 531 060
1 498 286
1 486 525
1 543 792
1 739 808
1 836 963
1 700 707
1 402 018
1 197 227
1 004 540
796 638
662 012
542 278
352 774
331 358
286 045
241593
156 121
101 176
103 028
16 988 702
2 923 414
2 900 466
3 013 757
3 406 723
3 604 749
3 336 333
2 767 462
2 378 474
1 994 947
1 580 141
1 320 419
1 063 211
725 739
664 865
592 356
489 889
316 693
207 363
219 965
33 519 762
2006 .
35 0.7 49-35
65-50
391
PDF created with pdfFactory Pro trial version www.pdffactory.com
3.7 .
)(1
:2006
) (75 2006
2011 35.47
.1.16
) 7%
(2003 ...
2011-1998
:
) (76 2011-1998
25
20
TBN
15
TBM
10
TAN
5
0
2009 2010 2011
392
PDF created with pdfFactory Pro trial version www.pdffactory.com
1998 17 .2011
)Taux Brut de Mortalit
(TBM
( 5.8 .1998
2011 05 .
: :
.
. 25 .
.
.
) (35 .2005-1971
(%) 1971
(%) 2005
80
30
15
60
10
100
100
.
1971
% 80 2005 % 30
% 60 25 .
.
.
) (36
Prvalence %
HTA
26.1
%
22.5
%
29.8
07.3
07.1
07.6
393
PDF created with pdfFactory Pro trial version www.pdffactory.com
02.6
03.1
02.9
Syndrome mtabolique
03.1
01.9
02.5
Maladie
Cardiovasculaire
01.9
01.3
01.6
Asthme
00.4
00.7
01.0
Dyslipmies
00.4
00.5
00.5
03.7
03.1
25 % 26.1
% 07.3 . " "IMS Health
. .
:2
:
Dyslipmies
.
) ( .
).(37
) (37
.
.
) (37
) (
)(1
25
02.02
) (
04.62
394
PDF created with pdfFactory Pro trial version www.pdffactory.com
HTA
)(2
Diabte
)(3
Maladies
Respiratoires
Syndrome
Mtabolique
)(5
Cardiovasculaire
25
)(6
Asthme
)(7
25
)(8
Cancer
)(9
)(4
Dyslipmie
02.59
01.21
01.26
0.53
0.61
0.53
0.43
0.17
0.27
0.22
0.31
0.06
0.04
0.08
0.07
02.45
01.14
0.97
0.44
0.53
0.10
0.15
-
.
.
: Porter
.
.
.
)(
- .
395
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
:
.
. .
:
. :
.
) (77 Porter
) (
100
200
.
. )
396
PDF created with pdfFactory Pro trial version www.pdffactory.com
( .
.
Sanofi-Anventis
.% 70
( .
.
.
)
.(70%
)(
.
.
.
.
. ) (
.
)(
. - " ".
397
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(1
.
:
:1
: ... .
)
.(...
) (
.
.
.2006
) (38 .2006
Classe
thrapeutique / SAIDAL
)(DAS
) 10
6
)%
398
PDF created with pdfFactory Pro trial version www.pdffactory.com
)102667.47
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
Infectiologie
Mtabolisme./Nutri./Diabte
Dermatologie
Pneumologie
Gastro-Entrologie
Psychiatrie
Antalgique
Anti-Inflammatoires
Rhinologie
Divers
Hmatologie et Hmostase
Cardiologie
Allergologie
Rhumatologie
Ophtalmologie
Endocrino/Hormones
Stomatologie
Neurologie
Urologie et Nphrologie
1666.08
842.59
804.74
559.49
426.90
335.29
304.50
293.86
251.28
207.33
195.01
188.82
179.66
166.48
165.73
117.26
110.99
77.58
1.42
48.75
% 24
% 12
% 12
% 08
% 06
% 05
% 04
% 04
% 04
% 03
% 02.8
% 02.7
% 02.6
% 02.4
% 02.4
% 01.7
% 01.6
% 01.1
% 0.028
% 0.070
(
1.6 %
0.82 %
0.78 %
0.54 %
0.42 %
0.33 %
0.3 %
0.29 %
0.24 %
0.2 %
0.19 %
0.18 %
0.18 %
0.16 %
0.16 %
0.11 %
0.11 %
0.1 %
0.019 %
0.05 %
6942.75
% 100
% 06.77
: .2006
% 24
2006 1.67 1.7 2005 .% 08
)(Doxycycline et Oxyttracycline
Molcules
Cyclines
Pnicilliniques
2005
" "Mtabolique
"
minraux
Antidiabtiques
"Elments
399
PDF created with pdfFactory Pro trial version www.pdffactory.com
2006
.
) (39 .2006
) 10(
01
02
03
04
05
06
07
08
09
10
Infectiologie
Cardiologie
Gastro-Entrologie
Endocrino/Hormones
Antalgique
Psychiatrie
Anti-Inflammatoires
Mtabolisme/Nutrition/Diabte
Dermatologie
Otologie
21930.95
14906.75
6726.78
6198.6
6188.56
5622.07
5338.37
4510.07
4136.96
4092.26
1666.08
188.82
426.90
117.26
304.50
335.29
293.86
842.59
804.74
07.5 %
01.27 %
06.3 %
01.89 %
04.92 %
06 %
05.5 %
18.68 %
19.45 %
11
Gyncologie
4046.65
12
13
Ophtalmologie
Autres
3538.54
15397.16
102667.47
165.73
1796.98
6942.75
04.68 %
11.7
06.8
) %
Otologie
Gyncologie
10 11 .
.
Endocrino/Hormones
Cardiologies
Gastro-Entrologie
12 05
.
.
2006
400
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (40 2006
106 UV
) %
(
)%
)566.4
(
01
INFECTIOLOGIE
104.32
26,75 %
02
GASTRO-ENTEROLOGIE
45.63
11,79 %
03
ANTI-INFLAMMATOIRES
34.71
8,99 %
04
ANTALGIQUES
34.32
8,86 %
05
METABOLISMENUTRITION-DIABETE
24.45
6.27 %
23.13
5,93 %
20.98
5,38 %
20.86
5,35 %
% 03.7
% 03.7
12.75
11.93
09.86
05.58
135.14
390
3,27 %
3,06 %
2,53 %
1,43 %
10.39 %
% 100
% 02.2
% 02.1
% 01.7
% 01
% 23.8
% 68.9
06
07
08
09
10
11
12
13
ENDOCRINOLOGIE ET
HORMONES
OPHTALMOLOGIE
CARDIOLOGIE ET
ANGEIOLOGIE
PSYCHIATRIE
GYNECOLOGIE
DERMATOLOGIE
PNEUMOLOGIE
)Autres (06 classes
% 18.4
% 08
% 06.1
% 06
% 04.3
% 04
: PROMEX 2007:
) (
. % 50
.
-
.
:2
401
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
: Porter
.
.
Porter
. .
Porter
- :
55 % 85 44 23
.Conditionneurs
)(
: .
% 85 .
.
.
: .
. .
)( .
.
- .
402
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
80 ) (.
- :
PhytothrapieAlicaments
Porter
) (78
80 -
55
44
469
6500
45000
Alicaments
.
.
403
PDF created with pdfFactory Pro trial version www.pdffactory.com
) (41
- )(.
- OMC UE
- .
.
.
- .
- .
- .
- .
. : .
: Porter
.
Porter
.
.
: :
.
. :
. .
.
-
.
:
.
404
PDF created with pdfFactory Pro trial version www.pdffactory.com
17
:
)(1
) (42 .
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
36
02
17
Antibiotiques
Antiviraux
Anti-Inflammatoires non
strodiens
Antihypertenseurs,
Diurtiques, Antiangineux.
Anti-Inflammatoires
)(corticodes
Antitussifs, Mucolytiques,
Antiseptiques Pulmonaires.
Antihistaminiques,
Antiallergiques, bronchodilatateurs
Neuroleptiques, Sdatifs
Antipyrtiques, Antalgiques
Antifongiques
Vitamines, Antianmiques
Hypoglycmiants
Antispasmodiques, Antiacides
Antiseptiques, Lotions
dermiques, Cicatrisants
Divers et autres
Soluts Massifs
Laxatifs
15
03
18
12
14
14
10
10
12
10
14
10
10
05
212
: .
212
2006 17 .
Antibiotiques
36
05 . :
.
)(
.
.2006-2002
) (43 .2006-2002
2002
2003
2004
2005
2006
10
)UV
121.11
124.37
126.52
115.90
122.34
- ).(01
405
PDF created with pdfFactory Pro trial version www.pdffactory.com
Biotic
--
37.23
--
39.63
49.09
Pharmal
--
43.07
--
43.56
38.71
Antibiotical
-4827.11
44.07
-6152.46
32.71
34.55
5514.75
6096.96
)106(
Biotic
5230.66
--
1771.05
--
2025.19
2465.66
Pharmal
--
1674.65
--
1884.67
1993.6
Antibiotical
--
1784.96
-Source : Groupe Saidal, Rapports de gestion, 2002-2006.
1604.89
1637.7
2004 126.52 ) (128
2003 2006-2005 115.90 122.34
. .2005
% 10 2005
38 2004/12/31 35 .
:
) (44 2006-2002
2002
2003
2004
2005
2006
128.28
134.57
136.33
125.52
125.15
106 UV
UV
106
%
121.11
124.37
126.52
115.90
122.34
94
5633.79
92
6039.14
93
6593.08
92
6474.95
98
6420.38
106
106
%
4827.11
5230.66
6152.46
5514.75
6096.96
85
93
87
86
: .2006-2002
95
.
.2004
2006 .
:
) (45 .2006
406
PDF created with pdfFactory Pro trial version www.pdffactory.com
/
UV 1000
/
UV 106
2002
2003
2004
2005
2006
SIROP
180
39
18.79
48.2
22.7
58.2
20.99
53.8
20.32
52.1
COMPRIME
240
53
31.43
59.3
34.3
64.7
32.24
60.8
37.89
71.5
POMMADE
80
27.6
17.92
64.9
13.5
48.9
16.09
58.3
19.54
70.8
POUDRE
29
6.3
2.73
43.3
0.2
03.2
03
47.6
SOLUTE
MASSIF
GELULE
40
8.8
5.89
66.9
0.08
0.9
9.54
108
10.17
116
95
20
8.01
40
9.09
45.5
8.68
43.4
6.98
34.9
INJECTABLES
180
39.6
23.07
58.3
4.50
11.4
14.94
37.7
15.51
39.2
INSULINE
0.2
3.3
SOLUTION
1.3
32.5
0.46
11.5
0.7
17.5
2.30
57.5
SUPPOSITOIRE
5.50
68.8
6.61
82.6
8.7
108
6.43
80.4
06.47
32.93
04.01
121.11
57.1
124.37
58.7
126.52
59.6
115.9
54.7
122.34
57.7
212
: .
. 2004
%59.6 2005 .2006
SOLUTE MASSIF
2006-2005
SUPPOSITOIRE
2005 % 100
. .
. ISO :
ISO
9001
ISO 9001
ISO 9002
Antibiotical
.Biotic
407
PDF created with pdfFactory Pro trial version www.pdffactory.com
""Le Faonnage
.
.
. Antibiotiques
.
.
. :
.
.
.
106 :
) (46 2006-2002
Pharmal
Antibiotical
2002/12/31
09
05
2003/12/31
10
05
2004/12/31
11
09
2005/12/31
10
06
2006/12/31
09
06
Biotic
05
05
09
08
10
07
10
09
11
10
26
30
38
35
35
1102
1300
1998
1850
2361
)(
: .
2006
. 2003 26
30
Les Comprims
408
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
-
.
.
. :
) (47 .2006-2002
)(10 uv
123
122.54
2002
2003
100
- 0.004
)106
(
5692.41
6003.66
100
+0.05
46.28
48.99
2004
119.20
- 0.03
6466.19
+ 0.14
54.23
2005
112.04
- 0.09
6596.27
+ 0.14
58.87
2006
112.65
- 0.08
6942.75
+ 0.22
61.63
: .
2002
.
% 22 2006
61.63 .
:
) (48 2006-2002
2002
2003
2004
2005
2006
130.2
129.52
123
129.52
115.49
106 UV
123.00
122.54
119.20
112.04
112.65
10 UV
6
%/
94
95
97
87
98
6231.39
6655.05
7263.09
6834.54
6894.14
106
5692.41
6003.66
6466.19
6596.27
6942.75
409
PDF created with pdfFactory Pro trial version www.pdffactory.com
106
%/
91
89
90
101
97
: .
% 95
. .
.
:
) (49 2006-2002
2002
2003
2004
2005
2006
123.00
122.54
119.20
112.04
112.65
(106uv:
64.6
51.56
48.64
) (
21.81
----
20.77
30.44
----
----
26.19
----
30.53
22.03
-----
112.60
----
99.94
104.03
----
9.94
----
12.10
8.62
5692.41
6003.66
6466.19
6596.27
6942.75
) (
)(
)106( :
3117.36
3222.57
2960.60
) (
----
1049.05
----
1245.55
1867.74
----
1279.62
----
1832.47
1328.58
----
4888.69
5449.83
6038.61
6418.90
1114.98
1016.36
557.67
523.86
) (
)(
----
: .
90
% . %45
.
.
2002
2004
2003
2006
2005
) 10(
---
--
) 10(
4697.12
78.2
) 10(
5221.73
80.8
) 10(
5462.40
82.8
) 10(
5533.88
79.7
---
--
1131.38
18.8
545.43
08.4
867.57
13.2
1248.08
18
410
PDF created with pdfFactory Pro trial version www.pdffactory.com
EPE
DigomedCnas
---
--
99.79
01.7
638.86
09.9
210.13
03.2
105.87
01.5
17.12
0.30
75.37
01.3
60.17
0.90
56.18
0.85
54.93
0.79
5692.41
100
6003.66
100
6466.19
100
6596.27
100
6942.75
100
: .
% 80
.
. % 01
.
Pareto
20 .2006 )(51
:Pareto
) (51
20 55
. .
) (51 Pareto
01
.1976
07.36 %
%
07.36 %
DENfLUOR 1mg
Comprims
04.52 %
11.88 %
02
PARALGAN 500
B/20
Comprims
03
ORAPEN 1MUI
Comprims
Sachets et Injectable
.
03.72 %
15.60 %
04
AMOXYPEN 1 g
P/DRE Sol.
Inject
03.29 %
18.88 %
05
SULPUREN 50 mg
Glules
03.18 %
22.07 %
1958 .
(1979) .
411
PDF created with pdfFactory Pro trial version www.pdffactory.com
(1969) .
06
MYCOCYDE
Pommades
Dermiques
07
CLOFENAL 100
mg
Suppositoires
08
RUMAFED
Comprims
09
DUSPATALIN 100
mg
OXACILINE 1 g
03.17 %
25.23 %
02.89 %
28.12 %
(1962)
).(1979
02.65 %
30.77 %
10
Comprims
(1986)
02.59 %
33.35 %
P/DRE Sol.
Inject
02.42 %
35.77 %
).(1963
11
OXALINE 500 mg
Glules
.(1963)
02.18 %
37.96 %
12
NEUROVIT
B1/B6 250 mg B/20
AMOXYPEN 500
mg B/12
Comprims
.(1960)
02.07 %
40.03 %
Glules
02.07 %
42.10 %
14
DIAPHAG 80 mg
Comprims
15
DENORAL
ADULTE
Sirops
16
GECTAPEN
1000000 UI
P/DRE Sol.
Inject
17
HEPTAGYL
Sirops
18
NATRIBIFLUOR
PATE 100 g
AMPILINE 1 g
20
CLOMICYNE 1%
13
).(1974
02.05 %
44.15 %
02.02 %
46.17 %
).(1972
.(1966)
01.95 %
48.13 %
01.76 %
49.88 %
Pates
01.75 %
51.63 %
P/DRE Sol.
Inject
01.60 %
53.23 %
Pommades
Ophtalmiques
01.45 %
54.67 %
).(1952
).(1952
19
).(1965
).(1952
: .
:Pareto
84 % 80/20 % 06 .2005 -
PARALGAN
2006
DENFLUOR
.2005
412
PDF created with pdfFactory Pro trial version www.pdffactory.com
PARALGAN
.% 04.52
47 % 80 19
Pareto
.2005 19
.2005
- 47 33 .
:
) (52 2006
08
) 20(
) 20(
139
04
25
24
: .
% 50 20
08 20 25
. 24 04
.
:
) (79
61 %
08 %
14 %
17 %
413
PDF created with pdfFactory Pro trial version www.pdffactory.com
% 60
. % 17 % 08
.
) 20 12
81 212 (
.
24 .
. .
.
.
:
Porter
.
. .
) (53 2006-2002
106 :
2002
2004
2005
2006
204.3
182.23
223.18
179.32
- 0.20
512.96
503.94
399.70
364.28
- 0.09
22.16
28.50
99.77
109.24
+ 0.09
2006/2005
414
PDF created with pdfFactory Pro trial version www.pdffactory.com
32.57
772
--714.87
--722.65
--652.84
% 24.32
% 22
%24
%26
---
1257.73
1246.29
885.28
1002.16
+ 0.13
636.45
760.40
590.09
699.53
+ 0.19
290.26
521.42
760.00
183.90
- 0.75
217.43
2401.86
---2528.10
--2235.37
--1885.59
---
% 75.68
% 78
% 76
% 74
---
3173.86
3242.97
2958.02
2538.43
- 0.14
--- 0.10
- 0.16
: .
75
%
.
.
2006 2005 % 13
% 75 .2005
2006 % 14 .2005
.
.
.
%01.5
) % 10 ( .
415
INAPI
.
:
) (54
2002
2003
5692.41
6003.66
%
)
:
(2002
100
+05
2837.23
3339.16
%
)
:
(2002
100
+ 18
106 :
566.39
1032.40
:
(2002
100
+ 82
187.34
482.29
%
)
:
(2002
100
+ 157
2004
6466.19
+ 14
3979.03
+ 40
1311.45
+ 132
456.23
+ 144
2005
6596.27
+ 14
3707.64
+ 31
864.95
+ 53
430.56
+ 130
2006
6942.75
+ 22
4279.44
+ 51
1219.67
+115
547.48
+ 192
: ) .(1
.2002
% 22 % 51
% 115 %192 .
.
.
) (55 2006-2002
10 :
6
2002
2003
2004
2005
2006
) 10(
5396.89
5455.50
5665.06
5771.99
5906.74
1847.59
2170.23
2595.15
3086.96
2712.31
)(1
)(2
)(3
4734.1
4878.4
5503.09
6158.3
5914.4
)(4
6369.82
7248.12
7493.93
8128.12
8381.46
01.14
01.12
01.03
0.94
01
)(3)/(1)=(5
02.92
02.18
02.51
01.87
02.18
416
PDF created with pdfFactory Pro trial version www.pdffactory.com
)(2)/(1)=(6
0.48
0.45
0.44
0.40
0.41
662.79
577.1
161.97
- 386.3
- 07.66
)/(1)=(7
)-(1)=(8
)(3
0.10
0.08
0.02
0.05
- 0.001
)(10
402.67
350.41
385.91
440.02
537.19
)(11
187.34
482.29
456.23
430.56
547.48
590.01
832.7
842.14
870.57
1084.67
)(11
469
1036.77
534.95
1020.63
742.13
)(12
1340.7
1367.79
1550.80
1785.92
1856.01
)(12)-(11)=(13
- 871.7
10
- 331.02
09.76
- 1015.85
10.2
- 765.29
11.2
- 1113.88
10.25
)(4)/(8)=(9
)(11)+(10)=(12
=
)/12/ (
: ) . (02
. 2006 .
.
.
2005
.
.
2004 2002 .2006
:
) (56 2006-2002
2002
2004
2003
2005
2006
417
PDF created with pdfFactory Pro trial version www.pdffactory.com
1241
1355
1484
1627
1737
1562
1604
1733
1808
1821
760
747
700
669
685
3563
3706
3917
4104
4243
37
22
46
32
40
) 106(
) 10
6
1429.42
1801.49
1498.09
1995.05
2122.15
)106
0.40
0.46
0.40
0.49
0.50
(
:
. 15
% 4243 .2006 43%
.
.
.
. 4243
2006 1542 .% 36
% 2.7 2002
2006 .0.01
.
.
.
-
) 1995 120
06 (
1998 :
418
PDF created with pdfFactory Pro trial version www.pdffactory.com
% 30
.
. .
.
) (
).(57
) (57
.
.
% 61 .
% 25
.
) (57
) (
*
*
419
PDF created with pdfFactory Pro trial version www.pdffactory.com
*
*
*
*
% 25
.
.
.
:3
.
.
. 200
) (...
.
.
420
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
) (
:
Cardiologie
Gastro-Entrologie
Endocrino/Hormones Antalgique
Psychiatrie
Anti-Inflammatoires
.
.
)(
Gyncologie
Otologie
.
Antibiotiques de troisimes gnration
""Antalgique
""Antipyrtiques
""Sachet
Comprims effervescents
. Vitamine c et lAspirine
) 17( )% 5.1
.(2006
effervescente
La forme
% 9.4 2006
20 % 80 :
MICOCIDE Pommade
.HEPTALGYL sirop .
421
PDF created with pdfFactory Pro trial version www.pdffactory.com
CAMPHOBIOTIC suppositoire
. 25
20 50
) (AMPICILLINE : 1952 ) (% 14
.2006 12 )
CEVLODIL
(2006 .
:
) (58 ) (
-
) (
) (
: .
) (80
: HTA
Diabte Maladies
) Antalgique et Antipyrtiques(
) (.
Respiratoires
Cardiovasculaire Asthme
.Cancer
: Cardiologie
Endocrino/Hormones
Psychiatrie Anti-
Otologie
/Gyncologie
Antibiotiques de troisimes
Alicaments,
Les
Mdicaments,
Gastro-entrologie
Antalgique
.Inflammatoires
. Les Phytomdicaments
422
PDF created with pdfFactory Pro trial version www.pdffactory.com
HTA Diabte Maladies Respiratoires
Cardiovasculaire Asthme Cancer
.
.
.
.
: les alicaments les bios mdicaments
produits cosmtiques dorigine vgtale
les
phytomdicaments
).(CRD
.les
.
.
:
423
PDF created with pdfFactory Pro trial version www.pdffactory.com
.Le Positionnement
.
:1
: HTA Diabte Maladies Respiratoires
Cardiovasculaire Asthme Cancer
.
:
Infectiologie
Gastro-
Psychiatrie Anti-Inflammatoires
Ophtalmologie
Dermatologie
.
:
) (81
--------
424
)( : .
.
.
)(
.
.
:2
425
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
:
.
.
200
) (
) ( .
" "
.
.
:3
426
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
) ( ) (.
.
.
.
.83-82
)
( :
) (82
:
(.
427
:
www.pdffactory.com:
PDF created with pdfFactory Pro trial version
: .
) (.
)(
) (83
:
(.
) ( .
-
- .
:
)(
)(
) (
428
PDF created with pdfFactory Pro trial version www.pdffactory.com
: .
) (
.
:
) (
.
.
.
.
:
.
.
.
) (...
Digromed
)(
.
429
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
)
(
.
.
)(
) (
.
.
.
.
.
.
.
.
.
. .
:
430
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
les Molcules
. )
(
.
.
.
.
)(.
: Stylos insuline
)(LP
Mono Prises
prolonge
Suppositoires
de courtes dures
Formes inhaler
traitement
formes libration
.Patch
10.
intra-muros
.
431
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
21 26 .
09 .
.
Porter
. :
. .
.
.
Porter
Porter
.
.
.
432
PDF created with pdfFactory Pro trial version www.pdffactory.com
Les Bios
.
) (
bios mdicaments
les
alicaments
les
les
).(CRD
phytomdicaments
.les
.
.
.
. " "
.
) ( .
:
) (
.
433
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
. .
.
.
.
.
.
. .
OMCUE
OTCSPS
.
434
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
. "
" .
) ( .
)
( .
.
435
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
.
.
.
:
.
.
436
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
. ) 45 28
58 ( 200
) % 20 % 07(
. .
.
:
. :
437
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
. .
.
.
.
.
.
-
.
-
438
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
.
.
.
.
OMCUE
OTCSPS
.
.
:
-
.
.
439
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
" " .
.
.
:
.
:
440
PDF created with pdfFactory Pro trial version www.pdffactory.com
. .
- .
441
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
.
442
PDF created with pdfFactory Pro trial version www.pdffactory.com
.
.
443
PDF created with pdfFactory Pro trial version www.pdffactory.com
10
11
13
51
53
66
67
69
71
10
77
11
79
12
84
13
88
14
BCG II
90
15
BCG II
91
16
Porter
94
17
LCAG
97
18
100
19
102
20
109
21
110
22
111
23
111
24
112
25
119
26
122
27
127
28
133
29
134
30
PORTER
139
31
142
32
) (
149
33
152
444
PDF created with pdfFactory Pro trial version www.pdffactory.com
34
153
35
157
36
160
37
162
38
164
39
171
40
173
41
177
42
180
43
187
44
193
45
194
46
197
47
) (
217
48
222
49
225
50
226
51
228
52
246
53
248
54
249
55
256
56
259
57
2003
273
58
273
59
2006-2002
274
60
277
61
2006-2002
291
62
2006-2002
291
63
298
64
305
65
326
66
333
67
334
68
2006- 2002
348
69
2006-2002
350
70
356
71
358
72
358
73
2006-1990
359
445
PDF created with pdfFactory Pro trial version www.pdffactory.com
74
2006
375
75
2011-1998
375
76
Porter
379
77
386
78
397
79
406
80
) (PORTER
408
81
411
82
412
446
PDF created with pdfFactory Pro trial version www.pdffactory.com
14
79
80
SWOT
98
:SPACE
99
121
181
243
2000-1976
275
10
2005
276
11
2005-1999
280
12
2006-2002
290
13
.2003
297
14
2006-2002
301
15
304
16
)(2006-03-31
312
17
) (
316
18
2003
318
19
2004
321
20
341
21
2006-2002
343
22
2006-2002
345
23
2006-2002
346
24
347
25
2006-2002
349
26
2006-2002
351
27
20052006
352
28
352
29
2006-2002
353
30
355
31
357
32
373
447
PDF created with pdfFactory Pro trial version www.pdffactory.com
33
.2006- 1997
374
34
2006
374
35
.2005- 1971
376
36
377
37
378
38
.2006
382
39
383
40
2006
384
41
387
42
388
43
.2006- 2002
389
44
2006-2002
389
45
.2006
390
46
2006- 2002
391
47
.2006-2002
392
48
393
49
2006-2002
.2006
2006- 2002
50
2006- 2002
393
394
51
Pareto
395
52
2006
396
53
2006- 2002
398
54
399
55
2006-2002
400
56
2006-2002
401
57
403
) (
405
58
448
PDF created with pdfFactory Pro trial version www.pdffactory.com
:
:1
.1 . . : .(1993) .
.2 . . : .(2004) .
.3 . . : .(2004/2003) .
.4 . . : .(2004) .
.5 . . : .(2004) .
.6
. : . : .(2004) .
.7 . . . : .(1995) .
.8 . . : .(2001) .
.9 . . : .(2002) .
.10 . . : .(2002) .
.11 . : . : .(2001) .
.12 . : . : .(2003) .
.13 . : . : .
).(2004
.14 . . : .(1994) .
.15 . : . : .(1993) .
.16 . : . : .(2002) .
.17 . : ) : .(2003) .
.18 . . : .(2005) .
.19 . :- - . : .
).(2004
.20 . : . : .(2004) .
.21 . . : .(2002) .
.22 . . : .(2006) .
.23 . . : .(2006) .
.24 . . : .(1992) .
.25 . . : .(1998) .
.27 . : . : .(1998) .
.28 . . .(1984) .
.29 . . : .(2001) .
449
PDF created with pdfFactory Pro trial version www.pdffactory.com
.30 30 . . .(1999) .
.31 . : . : .(2005) .
.32 . : . : .(2001) .
.33 . . : .(1996) .
.34 . . : .(2001) .
.35 . : . : .(1995) .
.36 . : . : .(2004) .
.37 . . : .(2001) .
.38 . . : .(2001) .
.39 . . : .(2005) .
.40 . : . : .(2000) .
.41 . . : .(2004) .
.42 . : 1 . 2
: .(2006) .
.43 . : . : .
).(2005
.44 . . : .(2005) .
.45 . . : .(1991) .
.46 ) .. .( : .
: .
.47 : . . : .(2003) .
.48 : . : .(2005) .
.49 . : . : .
).(1998
.50 . : .
.51 . : . : .(1998) .
.52 . . : .(2000) .
.53 . : . : .(2004) .
.54 . . : .(2001) .
.55 . : . : .(2000) .
.56 . . : .(2002) .
.57 . . : .(2004) .
.58 . : . : .
).(2006
.59 . : . : .
.60 . ) ( . : .(2001) .
.61 . :
. :.(2005) .
.62 . . : .(2000) .
.63 . : . : .(2005) .
.64 . : . : .
450
PDF created with pdfFactory Pro trial version www.pdffactory.com
.65 . : . :
.(2005) .
.66 . : . : .
).(2004
.67 . . : .
.68 . . : .(2006) .
.69 . . :
.(2005) .
.70 . . : .
.71 . : .3:
.(2004) .
.72 . . : .(2003) .
.73 . : . : .(2004) .
.74 . : - - . :
.(1994) .
.75 . . : .(2004) .
.76 . . : .(2002) .
.77 . : . : .(2005) .
.78 . : . : .(2003) .
.79 . . : .(2005) .
.80 . : . : .(1998) .
.81 . . : .(1990) .
.82 . . : .(2005) .
.83 . . : .(2003) .
.84 . . : .(2000) .
:2
.1 " . "
) 75 .(1997
.2 " . "
) .(1996
.4 " . "
.5
.6
) 24 .(2003
" . "
) 3 .(2004
:3
.1 . .
. : .(2002) .
451
PDF created with pdfFactory Pro trial version www.pdffactory.com
.3
. " .
.4
. " . "
" . : .(2002) .
. : .(2002) .
.5 " . " .
) .(2002
.6 " . - "
" "
. .(1999) .
.7 " . "
" " .(1999) .
.8 " . "
. : .(2002) .
.9
. .
. : .(2002) .
.11 . .
. : .(2002) .
:4
.1 " . "
.(2003) .
.2 " . . :
"1993- 1988 .(1996) .
.3 " .
" .(2002) .
452
PDF created with pdfFactory Pro trial version www.pdffactory.com
" " . .4
.(1990) .
:5
.(2003 : ) .1
2005 .2
.(2005 /3 : )2005
.(1994 15 : ) 1994 .3
.(2007 29) 5154 .4
.(2006 4) 4825 .5
.(2006) 1294 .6
.(2003 )06 .7
.(2007) .8
. .9
1 : Ouvrages
1. Angelier, J-P. Economie Industrielle : lment de mthode. Alger : OPU. (1993).
2.
3. Bara, C. & Brady, T. Rules of the game business : a players guide. London:
Prentice Hall. (2000).
4. Baranger, P. & Chen, J. Management de la production et des oprations. Paris:
Litec. (1994).
5. Barou, Y. & Keizer, B. Les grandes conomie. Paris : Du Seuil. (1988).
6. Bernadette, J. P. Bouchez, A & Stphane Pihier, Prcis de marketing . Paris :
NATHAN. (1996).
7. Bienaym, A. Principe de concurrence. Paris: Economica. (1998).
8. Bressey, G. & Christian, K. Economie dentreprise. Paris : Dunod. (1991).
9. BRILMAN, J. Les meilleures pratiques de management dans le nouveau contexte
conomique mondial . Paris : Les ditions dorganisation. (2003).
10. BROWN, L. & McDonald, M. Competitive Marketing Strategy For European
Developing, Maintaining and Defending Competitive Advantage. New York:
Macmillan. (1998).
11. carlof, B. La stratgie des affaires. Alger : O.P.U. (1994).
12. CASPAR, P. & AFRIAT, C. LInvestissement intellectuel: Essai sur lconomie de
limmatriel. Paris: ECONOMICA. (1988).
13. Dayan, A. & et al. Manuel de gestion, T 1 , 2me ed. Paris: Ellipses. (2004).
14. Demeure, C. Marketing. Paris : DALLOZ. (2001).
453
PDF created with pdfFactory Pro trial version www.pdffactory.com
21. Gatan, C. Marketing : Une approche intgre. Qubec : Gatan Morin. (1978).
22. Garrette, B. & Dussage, P. Les stratgie dalliance. Paris : Les ditions
dorganisation. (1995).
23. GARIBALDI, G. Stratgie concurrentielle: choisir et gagner. Paris : Les ditions
dorganisation. (1994).
24. Giget, M. La dynamique stratgique de lentreprise. Paris : DUNOD. (1998).
25. Griffin, J. Customer loyalty : how to earn it, how to keep it. USA: Lexington Books.
(1997).
26. Hamadouche, A. Mthodes et outils danalyse stratgique,. Alger : chihab. (1997).
27. Hamel, G. & Prahalad, C. K. La conqute du futur. Paris : Dunod. (1999).
28. HOOLEY, G- J. & SAUNDERS, J. Competitive Positioning: The key to market
success. London: prentice hall international. (1993).
29. Ingham, M. Management stratgique et comptitivit. Bruxelles : De Boeck
Universit. (1995).
30. John, R.& Al. Basic organizational behaviour. Canada: Von Hoffman press. (1998).
31. Joffre, P. & Koenig, G. Stratgie dentreprise ; Paris : Economica. (1985).
32. Jonson, S. & Scholes, H. Stratgique. Paris : Publi-union. (2000).
33. Kay, J. Foundations of corporate success. Oxford: Oxford University Press. (1993).
34. Kotler, P. & Armstrong, G. Principles of Marketing, 11thed. New Jersey: Pearson Prentice Hall.
(2005).
35. Kotler, P. & Dubois, B. Marketing management, eleventh edition. N.J.: Prentice-Hall, Inc. Translated
by Manceau, D. (2004), Marketing management, 11me ed. Paris: Pearson Education. (2000).
36. Koontz, H. & Autres. Management : principes et mthodes de gestion. Canada : McGRAWHILL. (1980).
37. Lambin, J-J. et Chumpitaz, R. Marketing stratgique et oprationnel: du marketing
lorientation march, 5me ed. Paris: DUNOD. (2002).
38. Ladwein, R. Le Comportement du consommateur et de l'acheteur. Paris: Economica. (1999).
39. Lancaster, G. & Reynolds, P. Marketing. Macmillan Business Masters. (1998).
40. Lendrevie, J. & Lindon, D. Mercator, 6 me edition. Paris: Dalloz. (2000).
41. Lambin, J-J. Le marketing stratgique. Paris: dition- Paris. (1993).
454
PDF created with pdfFactory Pro trial version www.pdffactory.com
60. Smadja, A. Segmenter ses marchs : Application pratique dans les techniques de
segmentation dans le marketing. Suisse : Presses Polytechniques Romandes. (1988).
61. Strategor Politique Gnrale de lentreprise. Paris: Dunod. (2005).
62. Tarendeau, J. C. Le management des savoirs , 2me ed. Paris : PUF. (2002).
63. Thompson, J. Strategies management concepts pratice and cases. Harper & Row publish. (1994).
64. Vernette, E. Lessentiel du marketing : Marketing fondamental. Paris : Les ditions dorganisation.
(2001).
65. VROOM, V. M. Work and Motivation. New York : Wiley. (1964).
66. Weill, M. Le management stratgique. Paris : Armand colin. (1992).
2 : Priodiques
1.
2.
3.
4.
5.
6.
7.
8.
455
PDF created with pdfFactory Pro trial version www.pdffactory.com
Antezana, F. S. & Velasquez, G., Drugs and Health Sector Reform, IN: Action Program on
essential Drugs, Document WHO/TFHE/96-2 (December 1996).
456
PDF created with pdfFactory Pro trial version www.pdffactory.com
2.
3.
4.
5.
6.
7.
Pharmaceutiques,
457
PDF created with pdfFactory Pro trial version www.pdffactory.com
Pharmaceutiques,
29. www.Saidalgroup.Com.
30. www.algex.dz / (Agence tatique pour la promotion de lexportation).
31. www.cnis.dz.
32. www.snapo.org.
33. www.ONS.dz. (Office national des statistiques).
34. www.IMSHealth.org. (Organisme International des Statistiques du Mdicament).
35. www.unop.dz.
PHARMACIE).
(UNION
NATIONALE
DES
OPERATEURS
DE
LA
458
PDF created with pdfFactory Pro trial version www.pdffactory.com
459
PDF created with pdfFactory Pro trial version www.pdffactory.com