{"id":4173,"date":"2025-06-04T06:15:38","date_gmt":"2025-06-04T05:15:38","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=4173"},"modified":"2025-06-04T07:01:59","modified_gmt":"2025-06-04T06:01:59","slug":"%d9%85%d8%af%d8%ae%d9%84-%d8%a5%d9%84%d9%89-%d8%b9%d8%a7%d9%84%d9%85-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%af%d9%88%d9%84%d9%8a-%d8%a7%d9%84%d9%85%d9%81%d8%a7%d9%87%d9%8a%d9%85","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d9%85%d8%af%d8%ae%d9%84-%d8%a5%d9%84%d9%89-%d8%b9%d8%a7%d9%84%d9%85-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%af%d9%88%d9%84%d9%8a-%d8%a7%d9%84%d9%85%d9%81%d8%a7%d9%87%d9%8a%d9%85\/","title":{"rendered":"\u0645\u062f\u062e\u0644 \u0625\u0644\u0649 \u0639\u0627\u0644\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a: \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645\u060c \u0627\u0644\u0623\u0647\u0645\u064a\u0629\u060c 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\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0627\u0644\u0641\u0639\u0627\u0644\u0629\u061f<\/strong><\/li>\n\n\n\n<li><strong>\u0648\u0644\u0645\u0627\u0630\u0627 \u0623\u0635\u0628\u062d \u0641\u0647\u0645 \u0627\u0633\u0627\u0633\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0636\u0631\u0648\u0631\u0629 \u062d\u062a\u0645\u064a\u0629 \u0648\u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u062e\u064a\u0627\u0631 \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u064a\u0648\u0645 \u0627\u0644\u0630\u064a \u064a\u062a\u0633\u0645 \u0628\u0627\u0644\u062a\u0631\u0627\u0628\u0637 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a \u0627\u0644\u0634\u062f\u064a\u062f \u0648\u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0627\u0644\u0645\u062a\u0628\u0627\u062f\u0644 \u0628\u064a\u0646 \u0627\u0644\u062f\u0648\u0644\u061f<\/strong> \u0641\u0643\u0645\u0627 \u064a\u0634\u064a\u0631 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u062e\u0628\u0631\u0627\u0621\u060c &#8220;\u0644\u0645 \u064a\u0639\u062f \u0628\u0625\u0645\u0643\u0627\u0646 \u0623\u064a \u0634\u0631\u0643\u0629 \u062a\u0642\u0631\u064a\u0628\u064b\u0627 \u0627\u0644\u0627\u062f\u0639\u0627\u0621 \u0628\u0623\u0646\u0647\u0627 \u0645\u062d\u0644\u064a\u0629 \u0628\u062d\u062a\u0629&#8221; (Ghauri and Cateora, n.d., Module 1, p. 5)\u060c \u0641\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0648\u0627\u0644\u062a\u0623\u062b\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u062a\u0637\u0627\u0644 \u0627\u0644\u062c\u0645\u064a\u0639.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>\u062c\u062f\u0648\u0644 \u0627\u0644\u0645\u062d\u062a\u0648\u064a\u0627\u062a<\/h2><nav><ul><li class=\"\"><a href=\"#\u0623\u0648\u0644\u0627-\u062a\u0639\u0631\u064a\u0641-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0645\u0641\u0627\u0647\u064a\u0645\u0647-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\">\u0623\u0648\u0644\u0627: \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0645\u0641\u0627\u0647\u064a\u0645\u0647 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629<\/a><\/li><li class=\"\"><a href=\"#\u062b\u0627\u0646\u064a\u0627-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-\u062e\u0635\u0627\u0626\u0635\u0647-\u0648\u0645\u0628\u0627\u062f\u0626\u0647-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\">\u062b\u0627\u0646\u064a\u0627: \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u060c \u062e\u0635\u0627\u0626\u0635\u0647\u060c \u0648\u0645\u0628\u0627\u062f\u0626\u0647 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629<\/a><\/li><li class=\"\"><a href=\"#\u062b\u0627\u0644\u062b\u0627-\u0623\u0647\u062f\u0627\u0641-\u0648\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-\u0648\u062f\u0648\u0627\u0641\u0639\u0647\">\u062b\u0627\u0644\u062b\u0627: \u0623\u0647\u062f\u0627\u0641 \u0648\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0648\u062f\u0648\u0627\u0641\u0639\u0647<\/a><\/li><li class=\"\"><a href=\"#\u0631\u0627\u0628\u0639\u0627-\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u062f\u062e\u0648\u0644-\u0627\u0644\u0623\u0633\u0648\u0627\u0642-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0623\u0648\u0644\u064a\u0629\">\u0631\u0627\u0628\u0639\u0627: \u0645\u0631\u0627\u062d\u0644 \u062a\u0637\u0648\u0631 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a (\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062f\u062e\u0648\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0627\u0644\u0623\u0648\u0644\u064a\u0629)<\/a><\/li><li class=\"\"><a href=\"#\u062e\u0627\u0645\u0633\u0627-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0646\u0638\u0631\u0629-\u0639\u0627\u0645\u0629\">\u062e\u0627\u0645\u0633\u0627: \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 (\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629): \u0646\u0638\u0631\u0629 \u0639\u0627\u0645\u0629<\/a><\/li><li class=\"\"><a href=\"#\u0633\u0627\u062f\u0633\u0627-\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a\">\u0633\u0627\u062f\u0633\u0627: \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/a><\/li><li class=\"\"><a href=\"#\u0633\u0627\u0628\u0639\u0627-\u062e\u0627\u062a\u0645\u0629-\u0648\u0645\u0633\u062a\u062e\u0644\u0635\">\u0633\u0627\u0628\u0639\u0627: \u062e\u0627\u062a\u0645\u0629 \u0648\u0645\u0633\u062a\u062e\u0644\u0635<\/a><\/li><li class=\"\"><a href=\"#\u0642\u0627\u0626\u0645\u0629-\u0627\u0644\u0645\u0631\u0627\u062c\u0639\">\u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0623\u0648\u0644\u0627-\u062a\u0639\u0631\u064a\u0641-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0645\u0641\u0627\u0647\u064a\u0645\u0647-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\"><strong>\u0623\u0648\u0644\u0627: \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0645\u0641\u0627\u0647\u064a\u0645\u0647 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629<\/strong><\/h3>\n\n\n\n<p>\u0642\u0628\u0644 \u0623\u0646 \u0646\u062e\u0648\u0636 \u0641\u064a \u063a\u0645\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u060c \u0645\u0646 \u0627\u0644\u0636\u0631\u0648\u0631\u064a \u0623\u0646 \u0646\u0633\u062a\u0631\u062c\u0639 \u0645\u0639\u064b\u0627 \u0628\u0639\u0636 \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062a\u064a \u064a\u0641\u062a\u0631\u0636 \u0623\u0646\u0643\u0645 \u0642\u062f \u062a\u0637\u0631\u0642\u062a\u0645 \u0625\u0644\u064a\u0647\u0627 \u0641\u064a \u062f\u0631\u0627\u0633\u0627\u062a\u0643\u0645 \u0627\u0644\u0633\u0627\u0628\u0642\u0629. \u0648\u0644\u0646\u0628\u062f\u0623 \u0628\u0645\u0631\u0627\u062c\u0639\u0629 \u0633\u0631\u064a\u0639\u0629 \u0644\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0645\u0631\u0627\u062c\u0639\u0629 \u0633\u0631\u064a\u0639\u0629 \u0644\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642:<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0628\u064a\u0639 \u0623\u0648 \u0625\u0639\u0644\u0627\u0646\u060c \u0628\u0644 \u0647\u0648 <strong>\u0639\u0645\u0644\u064a\u0629 \u0625\u062f\u0627\u0631\u064a\u0629 \u0648\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629<\/strong> \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0644\u0628\u064a\u0629 \u062d\u0627\u062c\u0627\u062a \u0648\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0648\u0627\u0644\u062c\u0645\u0627\u0639\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u062e\u0644\u0642 \u0648\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0645\u0639 \u0627\u0644\u0622\u062e\u0631\u064a\u0646. \u064a\u0631\u0649 Philip Kotler \u0623\u0646 &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0627\u0644\u062a\u064a \u064a\u062d\u0635\u0644 \u0645\u0646 \u062e\u0644\u0627\u0644\u0647\u0627 \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0648\u0627\u0644\u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0639\u0644\u0649 \u0645\u0627 \u064a\u062d\u062a\u0627\u062c\u0648\u0646\u0647 \u0648\u064a\u0631\u063a\u0628\u0648\u0646\u0647 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062e\u0644\u0642 \u0648\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0645\u0639 \u0627\u0644\u0622\u062e\u0631\u064a\u0646&#8221; (Kozak and Smyczek, 2015, p. 11).<\/li>\n\n\n\n<li>\u0644\u0641\u0647\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0639\u0645\u0642\u060c \u0644\u0627\u0628\u062f \u0645\u0646 \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0645\u0641\u0627\u0647\u064a\u0645\u0647 \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 (Kozak and Smyczek, 2015, pp. 11-12)\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0634\u0645\u0644:\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062d\u0627\u062c\u0627\u062a (Needs):<\/strong> \u0648\u0647\u064a \u0634\u0639\u0648\u0631 \u0628\u0627\u0644\u0646\u0642\u0635 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0644\u062f\u0649 \u0627\u0644\u0625\u0646\u0633\u0627\u0646.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0631\u063a\u0628\u0627\u062a (Wants):<\/strong> \u0648\u0647\u064a \u0627\u0644\u0634\u0643\u0644 \u0627\u0644\u0630\u064a \u062a\u062a\u062e\u0630\u0647 \u0627\u0644\u062d\u0627\u062c\u0627\u062a \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a\u0629 \u062a\u0628\u0639\u064b\u0627 \u0644\u0644\u062b\u0642\u0627\u0641\u0629 \u0648\u0627\u0644\u0634\u062e\u0635\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0637\u0644\u0628 (Demands):<\/strong> \u0648\u0647\u0648 \u0627\u0644\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a\u0629 \u0627\u0644\u0645\u062f\u0639\u0648\u0645\u0629 \u0628\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0627\u0626\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Products):<\/strong> \u0623\u064a \u0634\u064a\u0621 \u064a\u0645\u0643\u0646 \u062a\u0642\u062f\u064a\u0645\u0647 \u0644\u0644\u0633\u0648\u0642 \u0644\u0625\u0634\u0628\u0627\u0639 \u062d\u0627\u062c\u0629 \u0623\u0648 \u0631\u063a\u0628\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u064a\u0645\u0629 (Value):<\/strong> \u062a\u0642\u062f\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0644\u0645\u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0639\u0644\u0649 \u0625\u0634\u0628\u0627\u0639 \u062d\u0627\u062c\u0627\u062a\u0647.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0625\u0634\u0628\u0627\u0639 (Satisfaction):<\/strong> \u0645\u062f\u0649 \u062a\u0637\u0627\u0628\u0642 \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u062a\u062c \u0645\u0639 \u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0645\u0634\u062a\u0631\u064a.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0628\u0627\u062f\u0644 (Exchange):<\/strong> \u062c\u0648\u0647\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0648\u064a\u0639\u0646\u064a \u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0634\u064a\u0621 \u0645\u0642\u0627\u0628\u0644 \u0634\u064a\u0621 \u0622\u062e\u0631.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0627\u062a (Transactions):<\/strong> \u0648\u062d\u062f\u0629 \u0627\u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0628\u0627\u062f\u0644.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a (Relationships):<\/strong> \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0633\u0648\u0627\u0642 (Markets):<\/strong> \u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646 \u0627\u0644\u0641\u0639\u0644\u064a\u064a\u0646 \u0648\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u062d\u062f\u064a\u062b\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642:<\/strong> \u0648\u0645\u0639 \u062a\u0637\u0648\u0631 \u0627\u0644\u0641\u0643\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u0638\u0647\u0631\u062a \u062a\u0639\u0631\u064a\u0641\u0627\u062a \u062d\u062f\u064a\u062b\u0629 \u062a\u0639\u0643\u0633 \u0647\u0630\u0627 \u0627\u0644\u062a\u0637\u0648\u0631. \u0645\u0646 \u0623\u0628\u0631\u0632 \u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a:\n<ul class=\"wp-block-list\">\n<li>\u062a\u0642\u062f\u0645 <strong>\u062c\u0645\u0639\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u0645\u0631\u064a\u0643\u064a\u0629 (AMA)<\/strong> \u062a\u0639\u0631\u064a\u0641\u064b\u0627 \u0634\u0627\u0645\u0644\u0627\u064b \u0648\u0645\u062d\u062f\u062b\u064b\u0627 (2013) \u064a\u0646\u0635 \u0639\u0644\u0649 \u0623\u0646 &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u0627\u0644\u0646\u0634\u0627\u0637\u060c \u0648\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a\u060c \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u062e\u0644\u0642 \u0627\u0644\u0639\u0631\u0648\u0636 \u0627\u0644\u062a\u064a \u0644\u0647\u0627 \u0642\u064a\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0632\u0628\u0627\u0626\u0646 \u0648\u0627\u0644\u0634\u0631\u0643\u0627\u0621 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0643\u0643\u0644\u060c \u0648\u062a\u0648\u0635\u064a\u0644\u0647\u0627 \u0648\u062a\u0642\u062f\u064a\u0645\u0647\u0627 \u0648\u062a\u0628\u0627\u062f\u0644\u0647\u0627&#8221; (Cateora et al., 2016, p. 6). \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u064a\u0624\u0643\u062f \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0648\u0638\u064a\u0641\u0629 \u0628\u0644 \u0647\u0648 \u062a\u0648\u062c\u0647 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a.<\/li>\n\n\n\n<li>\u064a\u0624\u0643\u062f Cateora et al. (2016, p. 7) \u0639\u0644\u0649 \u0623\u0646 &#8220;\u0647\u062f\u0641 \u0627\u0644\u0639\u0645\u0644 \u0647\u0648 \u062a\u062d\u0642\u064a\u0642 \u0631\u0628\u062d \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0648\u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0648\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0648\u062c\u062f \u0644\u0647\u0627 \u0633\u0648\u0642&#8221;.<\/li>\n\n\n\n<li>\u064a\u0634\u062f\u062f \u0627\u0644\u0641\u0643\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062d\u062f\u064a\u062b \u0639\u0644\u0649 <strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0628\u0627\u0644\u0639\u0645\u064a\u0644 (Customer Orientation)<\/strong> \u0648<strong>\u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f (Long-term Relationships)<\/strong> \u0643\u0641\u0644\u0633\u0641\u0629 \u0623\u0633\u0627\u0633\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a \u0644\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 (\u0628\u0625\u064a\u062c\u0627\u0632 \u0634\u062f\u064a\u062f):<\/strong> \u0625\u0646 \u0641\u0647\u0645\u0646\u0627 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u0643\u062a\u0645\u0644 \u0628\u0627\u0644\u0646\u0638\u0631 \u0625\u0644\u0649 \u062a\u0637\u0648\u0631\u0647 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u060c \u0648\u0627\u0644\u0630\u064a \u0645\u0631 \u0628\u0645\u0631\u0627\u062d\u0644 \u0645\u062e\u062a\u0644\u0641\u0629 \u064a\u0645\u0643\u0646 \u0625\u064a\u062c\u0627\u0632\u0647\u0627 \u0643\u0627\u0644\u062a\u0627\u0644\u064a (Kozak and Smyczek, 2015, pp. 12-13; Cateora et al., 2016, pp. 6-7):\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a (Production Orientation):<\/strong> \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0648\u062a\u0648\u0641\u0631 \u0627\u0644\u0645\u0646\u062a\u062c.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0628\u064a\u0639\u064a (Selling Orientation):<\/strong> \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0639 \u0648\u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0627\u0644\u0645\u0643\u062b\u0641 \u0644\u0625\u0642\u0646\u0627\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0627\u0644\u0634\u0631\u0627\u0621.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Orientation):<\/strong> \u0627\u0644\u062a\u062d\u0648\u0644 \u0646\u062d\u0648 \u0641\u0647\u0645 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641 \u0648\u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0623\u0641\u0636\u0644 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. &#8220;\u064a\u062a\u0636\u0645\u0646 (\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a) \u062a\u0646\u0641\u064a\u0630 \u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0648\u062c\u0647\u0629 \u0646\u062d\u0648 \u062a\u062f\u0641\u0642 \u0627\u0644\u0633\u0644\u0639 \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0623\u0648 \u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u0642\u0648\u0645 \u0628\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0644\u0627\u0631\u062a\u0628\u0627\u0637 \u0628\u0634\u0643\u0644 \u0645\u0631\u0628\u062d \u0628\u0633\u0648\u0642\u0647\u0627&#8221; (Charles and Anderson, 2016, p. 3).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\/\u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 (Societal\/Sustainable Marketing Orientation):<\/strong> \u0645\u0631\u0627\u0639\u0627\u0629 \u0645\u0635\u0627\u0644\u062d \u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0643\u0643\u0644 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0625\u0634\u0628\u0627\u0639 \u062d\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u062d\u0642\u064a\u0642 \u0623\u0631\u0628\u0627\u062d \u0627\u0644\u0634\u0631\u0643\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062b\u0627\u0646\u064a\u0627-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-\u062e\u0635\u0627\u0626\u0635\u0647-\u0648\u0645\u0628\u0627\u062f\u0626\u0647-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\"><strong>\u062b\u0627\u0646\u064a\u0627: \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u060c \u062e\u0635\u0627\u0626\u0635\u0647\u060c \u0648\u0645\u0628\u0627\u062f\u0626\u0647 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629<\/strong><\/h3>\n\n\n\n<p>\u0628\u0639\u062f \u0623\u0646 \u0627\u0633\u062a\u0639\u0631\u0636\u0646\u0627 \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0646\u0646\u062a\u0642\u0644 \u0627\u0644\u0622\u0646 \u0625\u0644\u0649 \u0635\u0644\u0628 \u0645\u0648\u0636\u0648\u0639\u0646\u0627 \u0648\u0647\u0648 <strong><a href=\"https:\/\/advertising.amazon.com\/ar-ae\/library\/guides\/international-marketing\" target=\"_blank\" rel=\"noopener\">\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/a><\/strong>. \u0625\u0646 \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0645\u0646 \u0627\u0644\u0639\u0645\u0644 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a \u0625\u0644\u0649 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u064a\u0645\u062b\u0644 \u062a\u062d\u062f\u064a\u064b\u0627 \u0648\u0641\u0631\u0635\u0629 \u0641\u064a \u0622\u0646 \u0648\u0627\u062d\u062f\u060c \u0648\u064a\u062a\u0637\u0644\u0628 \u0641\u0647\u0645\u064b\u0627 \u0623\u0639\u0645\u0642 \u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629. \u0641\u0643\u064a\u0641 \u064a\u0645\u0643\u0646\u0646\u0627 \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0648\u0645\u0627 \u0647\u064a \u0623\u0628\u0631\u0632 \u062e\u0635\u0627\u0626\u0635\u0647 \u0648\u0645\u0628\u0627\u062f\u0626\u0647\u061f<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a:<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u064a\u0645\u0643\u0646 \u062a\u0639\u0631\u064a\u0641 <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a (International Marketing)<\/strong> \u0628\u0623\u0646\u0647 &#8220;\u0623\u062f\u0627\u0621 \u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062a\u064a \u062a\u0648\u062c\u0647 \u062a\u062f\u0641\u0642 \u0633\u0644\u0639 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u062e\u062f\u0645\u0627\u062a\u0647\u0627 \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0623\u0648 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u064a\u0646 \u0641\u064a \u0623\u0643\u062b\u0631 \u0645\u0646 \u062f\u0648\u0644\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0631\u0628\u062d&#8221; (Cateora et al., 2016, p. 7).<\/li>\n\n\n\n<li>\u0648\u064a\u0639\u0631\u0641\u0647 Lewis and Housden (1998, p. 1) \u0628\u0623\u0646\u0647 &#8220;\u0639\u0645\u0644\u064a\u0629 \u062a\u062e\u0637\u064a\u0637 \u0648\u062a\u0646\u0641\u064a\u0630 \u0648\u062a\u0648\u062c\u064a\u0647 \u0648\u0631\u0642\u0627\u0628\u0629 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629&#8221;.<\/li>\n\n\n\n<li>\u0648\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0645\u0627 \u0633\u0628\u0642\u060c \u064a\u0645\u0643\u0646\u0646\u0627 \u062a\u0642\u062f\u064a\u0645 \u062a\u0639\u0631\u064a\u0641 \u0623\u0643\u062b\u0631 \u0634\u0645\u0648\u0644\u0627\u064b \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0628\u0623\u0646\u0647 \u0639\u0645\u0644\u064a\u0629 \u062a\u062d\u062f\u064a\u062f \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629\u060c \u0648\u062a\u0637\u0648\u064a\u0631 \u0648\u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0634\u0628\u0639 \u0647\u0630\u0647 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u0631\u063a\u0628\u0627\u062a \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0645\u0639 \u0645\u0631\u0627\u0639\u0627\u0629 \u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0641\u064a <strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629<\/strong> (\u062b\u0642\u0627\u0641\u064a\u0629\u060c \u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c \u0642\u0627\u0646\u0648\u0646\u064a\u0629)\u060c \u0648\u0630\u0644\u0643 \u0628\u0647\u062f\u0641 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629.<\/li>\n\n\n\n<li>\u0627\u0644\u0646\u0642\u0637\u0629 \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 \u0647\u0646\u0627 \u0647\u064a \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0627\u0645\u062a\u062f\u0627\u062f \u062c\u063a\u0631\u0627\u0641\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u060c \u0628\u0644 \u0647\u0648 \u062a\u0637\u0628\u064a\u0642 <strong>\u0645\u0628\u0627\u062f\u0626 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0648\u0623\u062f\u0648\u0627\u062a\u0647 \u0641\u064a \u0633\u064a\u0627\u0642 \u0639\u0627\u0644\u0645\u064a \u064a\u062a\u0633\u0645 \u0628\u0627\u0644\u062a\u0646\u0648\u0639 \u0648\u0627\u0644\u062a\u0639\u0642\u064a\u062f. \u0648\u0643\u0645\u0627 \u064a\u0634\u064a\u0631 Charles and Anderson (2016, p. 4)\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a &#8220;\u064a\u062a\u0636\u0645\u0646 \u062a\u0646\u0641\u064a\u0630 \u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0648\u062c\u0647\u0629 \u0646\u062d\u0648 \u062a\u062f\u0641\u0642 \u0627\u0644\u0633\u0644\u0639 \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0623\u0648 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u064a\u0646 \u0641\u064a \u0623\u0643\u062b\u0631 \u0645\u0646 \u062f\u0648\u0644\u0629 \u0648\u0627\u062d\u062f\u0629&#8221;.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 (\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a):<\/strong> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a\u060c \u064a\u0645\u0643\u0646\u0646\u0627 \u0627\u0633\u062a\u062e\u0644\u0627\u0635 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0623\u0648 <strong>\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632\u0647 (Kozak, Gribincea et al., 2016, p.7):\n<ul class=\"wp-block-list\">\n<li><strong>\u0639\u0628\u0648\u0631 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0648\u0637\u0646\u064a\u0629:<\/strong> \u0647\u0630\u0627 \u0647\u0648 \u0627\u0644\u0639\u0646\u0635\u0631 \u0627\u0644\u0645\u0645\u064a\u0632 \u0627\u0644\u0623\u0633\u0627\u0633\u064a.<\/li>\n\n\n\n<li><strong>\u0648\u062c\u0648\u062f \u0623\u0633\u0648\u0627\u0642 \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u0645\u062e\u062a\u0644\u0641\u0629:<\/strong> \u0627\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0623\u0633\u0648\u0627\u0642 \u062a\u062a\u0645\u064a\u0632 \u0628\u062e\u0635\u0627\u0626\u0635 \u0645\u062a\u0628\u0627\u064a\u0646\u0629.<\/li>\n\n\n\n<li><strong>\u0636\u0631\u0648\u0631\u0629 \u062a\u0643\u064a\u064a\u0641 \u0623\u0648 \u062a\u0648\u062d\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a:<\/strong> \u0642\u0631\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0647\u0627\u0645 \u064a\u062a\u0639\u0644\u0642 \u0628\u0645\u062f\u0649 \u062a\u0643\u064a\u064a\u0641 (Adaptation) \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0623\u0648 \u062a\u0648\u062d\u064a\u062f\u0647 (Standardization).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u062d\u0644\u064a \u0648\u0627\u0644\u062f\u0648\u0644\u064a (\u0625\u0628\u0631\u0627\u0632 \u0625\u0636\u0627\u0641\u064a \u0644\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a):<\/strong> \u0648\u0644\u0643\u064a \u062a\u062a\u0636\u062d \u0627\u0644\u0635\u0648\u0631\u0629 \u0628\u0634\u0643\u0644 \u0623\u0643\u0628\u0631\u060c \u0645\u0646 \u0627\u0644\u0645\u0647\u0645 \u0625\u0628\u0631\u0627\u0632 \u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u062d\u0644\u064a \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a. \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u062a\u0627\u0644\u064a \u064a\u0648\u0636\u062d \u0623\u0628\u0631\u0632 \u0647\u0630\u0647 \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0639\u0643\u0633 \u0628\u062f\u0648\u0631\u0647\u0627 <strong>\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629:| <strong>\u0648\u062c\u0647 \u0627\u0644\u0645\u0642\u0627\u0631\u0646\u0629<\/strong> | <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u062d\u0644\u064a (Domestic Marketing)<\/strong> | <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a (International Marketing)<\/strong> | | <strong>\u0646\u0637\u0627\u0642 \u0627\u0644\u0633\u0648\u0642<\/strong> | \u0633\u0648\u0642 \u0648\u0627\u062d\u062f\u0629 (\u062f\u0627\u062e\u0644 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0648\u0637\u0646\u064a\u0629) | \u0623\u0633\u0648\u0627\u0642 \u0645\u062a\u0639\u062f\u062f\u0629 (\u0639\u0628\u0631 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0648\u0637\u0646\u064a\u0629) | | <strong>\u0627\u0644\u0628\u064a\u0626\u0629 (\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629)<\/strong> | \u0628\u064a\u0626\u0629 \u0648\u0627\u062d\u062f\u0629 \u0646\u0633\u0628\u064a\u0627\u064b \u0648\u0645\u062a\u062c\u0627\u0646\u0633\u0629 (Ghauri and Cateora, n.d., Module 1, p. 6) | \u0628\u064a\u0626\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u0645\u062a\u0628\u0627\u064a\u0646\u0629 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 (\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c \u062b\u0642\u0627\u0641\u064a\u0629\u060c \u0642\u0627\u0646\u0648\u0646\u064a\u0629\u060c \u0633\u064a\u0627\u0633\u064a\u0629\u060c \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629) (Cateora et al., 2016, p. 8) | | <strong>\u062f\u0631\u062c\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631\u0629<\/strong> | \u0623\u0642\u0644 \u0646\u0633\u0628\u064a\u0627\u064b | \u0623\u0639\u0644\u0649 \u0648\u0623\u0643\u062b\u0631 \u062a\u0639\u0642\u064a\u062f\u0627\u064b (\u0645\u062e\u0627\u0637\u0631 \u0633\u064a\u0627\u0633\u064a\u0629\u060c \u0633\u0639\u0631 \u0627\u0644\u0635\u0631\u0641\u060c \u062b\u0642\u0627\u0641\u064a\u0629) (Lewis and Housden, 1998, p. 2) | | <strong>\u0627\u0644\u0639\u0645\u0644\u0629<\/strong> | \u0639\u0645\u0644\u0629 \u0648\u0627\u062d\u062f\u0629 | \u0639\u0645\u0644\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u062a\u0642\u0644\u0628\u0627\u062a \u0623\u0633\u0639\u0627\u0631 \u0627\u0644\u0635\u0631\u0641 | | <strong>\u0627\u0644\u062b\u0642\u0627\u0641\u0629<\/strong> | \u062b\u0642\u0627\u0641\u0629 \u0648\u0637\u0646\u064a\u0629 \u0648\u0627\u062d\u062f\u0629 \u0623\u0648 \u062b\u0642\u0627\u0641\u0627\u062a \u0641\u0631\u0639\u064a\u0629 \u0645\u062d\u062f\u0648\u062f\u0629 | \u062b\u0642\u0627\u0641\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u0645\u062a\u0646\u0648\u0639\u0629\u060c \u062a\u062a\u0637\u0644\u0628 \u0641\u0647\u0645\u0627\u064b \u0639\u0645\u064a\u0642\u0627\u064b | | <strong>\u0627\u0644\u0642\u0648\u0627\u0646\u064a\u0646 \u0648\u0627\u0644\u0623\u0646\u0638\u0645\u0629<\/strong> | \u0646\u0638\u0627\u0645 \u0642\u0627\u0646\u0648\u0646\u064a \u0648\u0627\u062d\u062f \u0648\u0645\u0623\u0644\u0648\u0641 | \u0623\u0646\u0638\u0645\u0629 \u0642\u0627\u0646\u0648\u0646\u064a\u0629 \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u0645\u062e\u062a\u0644\u0641\u0629 | | <strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong> | \u0645\u062d\u0644\u064a\u0629 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a | \u0645\u062d\u0644\u064a\u0629 \u0648\u062f\u0648\u0644\u064a\u0629 \u0648\u0634\u0631\u0643\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0627\u0644\u062c\u0646\u0633\u064a\u0627\u062a | | <strong>\u0627\u0644\u0628\u062d\u0648\u062b \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/strong> | \u0623\u0633\u0647\u0644 \u0646\u0633\u0628\u064a\u0627\u064b \u0648\u0623\u0642\u0644 \u062a\u0643\u0644\u0641\u0629 | \u0623\u0635\u0639\u0628 \u0648\u0623\u0643\u062b\u0631 \u062a\u0643\u0644\u0641\u0629 \u0648\u062a\u0639\u0642\u064a\u062f\u0627\u064b | | <strong>\u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a\u0627\u062a<\/strong> | \u0623\u0628\u0633\u0637 \u0648\u0623\u0642\u0635\u0631 | \u0623\u0643\u062b\u0631 \u062a\u0639\u0642\u064a\u062f\u0627\u064b \u0648\u0623\u0637\u0648\u0644 | | <strong>\u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a (\u0627\u0644\u0633\u064a\u0637\u0631\u0629 \u0648\u0627\u0644\u0631\u0642\u0627\u0628\u0629)<\/strong> | \u0623\u0633\u0647\u0644 \u0641\u064a \u0645\u0645\u0627\u0631\u0633\u0629 \u0627\u0644\u0633\u064a\u0637\u0631\u0629 \u0648\u0627\u0644\u0631\u0642\u0627\u0628\u0629 | \u0623\u0643\u062b\u0631 \u0635\u0639\u0648\u0628\u0629 \u0628\u0633\u0628\u0628 \u0627\u0644\u0645\u0633\u0627\u0641\u0627\u062a \u0648\u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a |<\/li>\n\n\n\n<li><strong>\u0645\u0641\u0627\u0647\u064a\u0645 \u0630\u0627\u062a \u0635\u0644\u0629 \u0628\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a:<\/strong> \u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0645\u0627 \u0633\u0628\u0642\u060c \u0648\u0644\u0632\u064a\u0627\u062f\u0629 \u062f\u0642\u0629 \u0641\u0647\u0645\u0646\u0627\u060c \u0645\u0646 \u0627\u0644\u0645\u0647\u0645 \u0627\u0644\u062a\u0645\u064a\u064a\u0632 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0648\u0628\u0639\u0636 \u0627\u0644\u0645\u0635\u0637\u0644\u062d\u0627\u062a \u0627\u0644\u0623\u062e\u0631\u0649 \u0630\u0627\u062a \u0627\u0644\u0635\u0644\u0629. \u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645:\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0642\u0627\u0631\u0646 (Comparative Marketing):<\/strong> \u062f\u0631\u0627\u0633\u0629 \u0648\u0645\u0642\u0627\u0631\u0646\u0629 \u0627\u0644\u0646\u0638\u0645 \u0648\u0627\u0644\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u062c\u0646\u0628\u064a (Foreign Marketing):<\/strong> \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062f\u0627\u062e\u0644 \u0623\u0633\u0648\u0627\u0642 \u0623\u062c\u0646\u0628\u064a\u0629 \u0645\u062d\u062f\u062f\u0629\u060c \u0645\u0639 \u062a\u0643\u064a\u064a\u0641 \u0627\u0644\u0623\u0646\u0634\u0637\u0629. &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u062c\u0646\u0628\u064a \u064a\u0639\u0646\u064a \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u062a\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0643\u0644 \u0633\u0648\u0642 \u0623\u062c\u0646\u0628\u064a \u0639\u0644\u0649 \u0623\u0646\u0647 \u0645\u0646\u0641\u0635\u0644 \u0648\u0645\u062e\u062a\u0644\u0641&#8221; (Kozak, Gribincea et al., 2016, p. 8).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u062a\u0639\u062f\u062f \u0627\u0644\u062c\u0646\u0633\u064a\u0627\u062a (Multinational Marketing):<\/strong> \u0625\u062f\u0631\u0627\u0643 \u0623\u0648\u062c\u0647 \u0627\u0644\u062a\u0634\u0627\u0628\u0647 \u0648\u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641 \u0628\u064a\u0646 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0625\u0642\u0644\u064a\u0645\u064a\u0629 \u0623\u0648 \u0639\u0627\u0644\u0645\u064a\u0629 (Cateora et al., 2016, p. 28).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\/\u0627\u0644\u0643\u0648\u0643\u0628\u064a (Global Marketing):<\/strong> \u064a\u0645\u062b\u0644 \u0647\u0630\u0627 \u0627\u0644\u0645\u0641\u0647\u0648\u0645\u060c \u0627\u0644\u0630\u064a \u0634\u0627\u0639\u0647 Theodore Levitt \u0641\u064a \u0645\u0642\u0627\u0644\u062a\u0647 \u0627\u0644\u0634\u0647\u064a\u0631\u0629 &#8220;\u0639\u0648\u0644\u0645\u0629 \u0627\u0644\u0623\u0633\u0648\u0627\u0642&#8221; \u0639\u0627\u0645 1983 (Levitt, 1983, pp. 92-102)\u060c \u062a\u0648\u062c\u0647\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u062d\u064a\u062b \u062a\u0646\u0638\u0631 \u0627\u0644\u0634\u0631\u0643\u0629 \u0625\u0644\u0649 \u0627\u0644\u0639\u0627\u0644\u0645 \u0643\u0633\u0648\u0642 \u0648\u0627\u062d\u062f\u0629 \u0645\u062a\u0643\u0627\u0645\u0644\u0629. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0648<strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642 \u062f\u0648\u0644\u064a<\/strong> \u0645\u0648\u062d\u062f\u0629 \u0642\u062f\u0631 \u0627\u0644\u0625\u0645\u0643\u0627\u0646. \u064a\u0624\u0643\u062f Kotabe and Helsen (2009, p. 4) \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 &#8220;\u062a\u0646\u0633\u064a\u0642 \u0648\u062a\u0643\u0627\u0645\u0644 \u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0648\u0637\u0646\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629&#8221;.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p>\u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0648\u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 <strong>\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0648<strong>\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong>\u060c \u064a\u0645\u0647\u062f \u0627\u0644\u0637\u0631\u064a\u0642 \u0644\u0641\u0647\u0645 \u0623\u0639\u0645\u0642 \u0644\u0643\u064a\u0641\u064a\u0629 \u062a\u0637\u0648\u0631 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u062a\u0639\u0627\u0645\u0644\u0647\u0627 \u0645\u0639 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062b\u0627\u0644\u062b\u0627-\u0623\u0647\u062f\u0627\u0641-\u0648\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-\u0648\u062f\u0648\u0627\u0641\u0639\u0647\"><strong>\u062b\u0627\u0644\u062b\u0627: \u0623\u0647\u062f\u0627\u0641 \u0648\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0648\u062f\u0648\u0627\u0641\u0639\u0647<\/strong><\/h3>\n\n\n\n<p>\u0628\u0639\u062f \u0623\u0646 \u062a\u0639\u0631\u0641\u0646\u0627 \u0639\u0644\u0649 <strong>\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0648<strong>\u062e\u0635\u0627\u0626\u0635\u0647<\/strong> \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\u060c \u0642\u062f \u064a\u062a\u0633\u0627\u0621\u0644 \u0627\u0644\u0628\u0639\u0636: \u0645\u0627 \u0627\u0644\u0630\u064a \u064a\u062f\u0641\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u062a\u062d\u0645\u0644 \u0643\u0644 \u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0642\u064a\u062f\u0627\u062a \u0648\u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0625\u0636\u0627\u0641\u064a\u0629 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u0644\u0639\u0645\u0644 \u0639\u0628\u0631 \u0627\u0644\u062d\u062f\u0648\u062f\u061f \u0648\u0645\u0627 \u0647\u064a <strong>\u0623\u0647\u062f\u0627\u0641 \u0648\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0627\u0644\u0641\u0639\u0644\u064a\u0629 \u0633\u0648\u0627\u0621 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0648 \u0644\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0643\u0643\u0644\u061f \u064a\u0643\u0645\u0646 \u0627\u0644\u062c\u0648\u0627\u0628 \u0641\u064a \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0641\u0648\u0627\u0626\u062f \u0648\u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u062c\u0639\u0644 \u0645\u0646 \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u062f\u0648\u0644\u064a \u062e\u064a\u0627\u0631\u064b\u0627 \u062c\u0630\u0627\u0628\u064b\u0627\u060c \u0628\u0644 \u0648\u0636\u0631\u0648\u0631\u064a\u064b\u0627 \u0641\u064a \u0643\u062b\u064a\u0631 \u0645\u0646 \u0627\u0644\u0623\u062d\u064a\u0627\u0646.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0644\u0644\u0634\u0631\u0643\u0627\u062a (\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0634\u0631\u0643\u0629):<\/strong> \u064a\u0645\u062b\u0644 \u0627\u0644\u062a\u0648\u062c\u0647 \u0646\u062d\u0648 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0641\u0631\u0635\u0629 \u062d\u0642\u064a\u0642\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0647\u0627\u0645\u0629\u060c \u0646\u0630\u0643\u0631 \u0645\u0646 \u0623\u0628\u0631\u0632\u0647\u0627:\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0645\u0648 \u0648\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0648\u0627\u0644\u0623\u0631\u0628\u0627\u062d:<\/strong> \u0648\u0647\u0648 \u0631\u0628\u0645\u0627 \u0627\u0644\u062f\u0627\u0641\u0639 \u0627\u0644\u0623\u0643\u062b\u0631 \u0634\u064a\u0648\u0639\u064b\u0627. \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u062a\u0648\u0641\u0631 \u0642\u0627\u0639\u062f\u0629 \u0639\u0645\u0644\u0627\u0621 \u0623\u0648\u0633\u0639 \u0628\u0643\u062b\u064a\u0631 \u0645\u0646 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a \u0627\u0644\u0645\u062d\u062f\u0648\u062f\u060c \u0645\u0645\u0627 \u064a\u0641\u062a\u062d \u0622\u0641\u0627\u0642\u064b\u0627 \u0644\u0632\u064a\u0627\u062f\u0629 \u062d\u062c\u0645 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u0627\u0644\u0623\u0631\u0628\u0627\u062d (Cateora et al., 2016, p. 10).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0648\u0641\u0648\u0631\u0627\u062a \u0627\u0644\u062d\u062c\u0645 (Economies of Scale):<\/strong> \u0645\u0639 \u0632\u064a\u0627\u062f\u0629 \u062d\u062c\u0645 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u0644\u0637\u0644\u0628 \u0645\u0646 \u0623\u0633\u0648\u0627\u0642 \u0645\u062a\u0639\u062f\u062f\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0648\u0632\u064a\u0639 \u062a\u0643\u0627\u0644\u064a\u0641\u0647\u0627 \u0627\u0644\u062b\u0627\u0628\u062a\u0629 \u0639\u0644\u0649 \u0639\u062f\u062f \u0623\u0643\u0628\u0631 \u0645\u0646 \u0627\u0644\u0648\u062d\u062f\u0627\u062a\u060c \u0645\u0645\u0627 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u062e\u0641\u0636 \u0645\u062a\u0648\u0633\u0637 \u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0648\u062d\u062f\u0629 \u0648\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629 (Lewis and Housden, 1998, p. 4).<\/li>\n\n\n\n<li><strong>\u062a\u0646\u0648\u064a\u0639 \u0627\u0644\u0645\u062e\u0627\u0637\u0631:<\/strong> \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0633\u0648\u0642 \u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u062d\u062f\u0629 \u064a\u062c\u0639\u0644 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0631\u0636\u0629 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0644\u0644\u062a\u0642\u0644\u0628\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0623\u0648 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0623\u0630\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0623\u0648 \u062d\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0641\u064a \u0630\u0644\u0643 \u0627\u0644\u0633\u0648\u0642. \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u062f\u0648\u0644\u064a \u064a\u0648\u0632\u0639 \u0647\u0630\u0647 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0639\u0628\u0631 \u0623\u0633\u0648\u0627\u0642 \u0645\u062a\u0639\u062f\u062f\u0629 (Charles and Anderson, 2016, p. 6).<\/li>\n\n\n\n<li><strong>\u0625\u0637\u0627\u0644\u0629 \u062f\u0648\u0631\u0629 \u062d\u064a\u0627\u0629 \u0627\u0644\u0645\u0646\u062a\u062c:<\/strong> \u064a\u0645\u0643\u0646 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0623\u0646 \u064a\u0645\u0646\u062d \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u0648\u0635\u0644\u062a \u0644\u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0646\u0636\u062c \u0645\u062d\u0644\u064a\u064b\u0627 &#8220;\u062d\u064a\u0627\u0629 \u062c\u062f\u064a\u062f\u0629&#8221; \u0641\u064a \u0623\u0633\u0648\u0627\u0642 \u0623\u062c\u0646\u0628\u064a\u0629 (Lewis and Housden, 1998, p. 4).<\/li>\n\n\n\n<li><strong>\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0627\u0644\u0634\u062f\u064a\u062f\u0629 \u0623\u0648 \u062a\u0634\u0628\u0639 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a:<\/strong> \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u062a\u0645\u062b\u0644 \u0645\u062a\u0646\u0641\u0633\u0627\u064b \u0648\u0641\u0631\u0635\u0629 \u0644\u0644\u0628\u062d\u062b \u0639\u0646 \u0628\u064a\u0626\u0627\u062a \u0623\u0642\u0644 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Cateora et al., 2016, p. 13).<\/li>\n\n\n\n<li><strong>\u0627\u0643\u062a\u0633\u0627\u0628 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0639\u0627\u0644\u0645\u064a\u0629 \u0648\u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0642\u0648\u064a\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0641\u0631\u0648\u0642 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0641\u064a \u0645\u062f\u062e\u0644\u0627\u062a \u0627\u0644\u0625\u0646\u062a\u0627\u062c.<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0645\u0646 \u0623\u0633\u0648\u0627\u0642 \u0645\u062e\u062a\u0644\u0641\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062f\u0648\u0644\u064a\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u064a\u062a\u0648\u0633\u0639\u0648\u0646 \u0639\u0627\u0644\u0645\u064a\u064b\u0627.<\/strong><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0644\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0627\u0644\u0648\u0637\u0646\u064a\u0629 (\u0627\u0644\u062f\u0648\u0644):<\/strong> \u0644\u0627 \u062a\u0642\u062a\u0635\u0631 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u062d\u0633\u0628\u060c \u0628\u0644 \u062a\u0645\u062a\u062f \u0644\u062a\u0634\u0645\u0644 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0627\u0644\u0648\u0637\u0646\u064a\u0629 \u0643\u0643\u0644\u060c \u062d\u064a\u062b \u064a\u0633\u0627\u0647\u0645 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0641\u064a (Lewis and Housden, 1998, p. 5).  :\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u064a\u0632\u0627\u0646 \u0627\u0644\u062a\u062c\u0627\u0631\u064a \u0648\u0645\u064a\u0632\u0627\u0646 \u0627\u0644\u0645\u062f\u0641\u0648\u0639\u0627\u062a:<\/strong> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0635\u0627\u062f\u0631\u0627\u062a <\/li>\n\n\n\n<li><strong>\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a:<\/strong> \u0648\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0646\u0627\u062a\u062c \u0627\u0644\u0645\u062d\u0644\u064a \u0627\u0644\u0625\u062c\u0645\u0627\u0644\u064a <\/li>\n\n\n\n<li><strong>\u062e\u0644\u0642 \u0641\u0631\u0635 \u0639\u0645\u0644:<\/strong> \u0641\u064a \u0642\u0637\u0627\u0639\u0627\u062a \u0627\u0644\u062a\u0635\u062f\u064a\u0631 \u0648\u0627\u0644\u0635\u0646\u0627\u0639\u0627\u062a \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u062c\u0630\u0628 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0623\u062c\u0646\u0628\u064a \u0627\u0644\u0645\u0628\u0627\u0634\u0631 (FDI):<\/strong> <\/li>\n\n\n\n<li><strong>\u0646\u0642\u0644 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0644\u0641\u0646\u064a\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0644\u0644\u0627\u0642\u062a\u0635\u0627\u062f.<\/strong><\/li>\n\n\n\n<li><strong>\u062a\u0648\u0641\u064a\u0631 \u0633\u0644\u0639 \u0648\u062e\u062f\u0645\u0627\u062a \u0645\u062a\u0646\u0648\u0639\u0629 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0645\u062d\u0644\u064a\u064a\u0646 \u0648\u0631\u0641\u0639 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0645\u0639\u064a\u0634\u0629<\/strong> (Charles and Anderson, 2016, p. 6).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u0644\u062a\u0648\u062c\u0647 \u0646\u062d\u0648 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629:<\/strong> \u064a\u0645\u0643\u0646 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u062a\u064a \u062a\u062d\u062b \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0627\u0646\u062e\u0631\u0627\u0637 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0625\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u062a\u064a\u0646 \u0631\u0626\u064a\u0633\u064a\u062a\u064a\u0646: \u062f\u0648\u0627\u0641\u0639 \u0627\u0633\u062a\u0628\u0627\u0642\u064a\u0629 (\u062a\u0646\u0628\u0624\u064a\u0629) \u0648\u062f\u0648\u0627\u0641\u0639 \u0631\u062f \u0641\u0639\u0644 (\u062a\u0641\u0627\u0639\u0644\u064a\u0629) (Cateora et al., 2016, p. 13; Lewis and Housden, 1998, p.4):\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0642\u064a\u0629 (Proactive Motives):<\/strong> \u062a\u0646\u0634\u0623 \u0645\u0646 \u0645\u0628\u0627\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0631\u063a\u0628\u062a\u0647\u0627 \u0641\u064a \u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0627\u0644\u0641\u0631\u0635. \u0645\u0646 \u0623\u0645\u062b\u0644\u062a\u0647\u0627:\n<ul class=\"wp-block-list\">\n<li><strong>\u0641\u0631\u0635 \u0627\u0644\u0631\u0628\u062d \u0627\u0644\u062c\u0630\u0627\u0628\u0629 (Profit Advantage)<\/strong> <\/li>\n\n\n\n<li><strong>\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0646\u0645\u0648 \u0648\u0627\u0644\u062a\u0648\u0633\u0639 (Growth and Market Size)<\/strong>.<\/li>\n\n\n\n<li><strong>\u062a\u0641\u0648\u0642 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 (Unique Products\/Technological Advantage)<\/strong>.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062d\u0635\u0631\u064a\u0629 \u062d\u0648\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0648\u0641\u0648\u0631\u0627\u062a \u0627\u0644\u062d\u062c\u0645 (Economies of Scale).<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062d\u0648\u0627\u0641\u0632 \u0627\u0644\u062d\u0643\u0648\u0645\u064a\u0629 \u0644\u0644\u062a\u0635\u062f\u064a\u0631<\/strong> .<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u062f\u0648\u0627\u0641\u0639 \u0631\u062f \u0627\u0644\u0641\u0639\u0644 (Reactive Motives):<\/strong> \u062a\u0646\u0634\u0623 \u0643\u0631\u062f \u0641\u0639\u0644 \u0644\u0636\u063a\u0648\u0637 \u0623\u0648 \u0645\u062a\u063a\u064a\u0631\u0627\u062a. \u0645\u0646 \u0623\u0645\u062b\u0644\u062a\u0647\u0627:\n<ul class=\"wp-block-list\">\n<li><strong>\u0636\u063a\u0648\u0637 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a (Competitive Pressures)<\/strong>.<\/li>\n\n\n\n<li><strong>\u062a\u0634\u0628\u0639 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a \u0623\u0648 \u0627\u0646\u0643\u0645\u0627\u0634\u0647 (Saturated or Declining Domestic Markets)<\/strong>.<\/li>\n\n\n\n<li><strong>\u0641\u0627\u0626\u0636 \u0627\u0644\u0637\u0627\u0642\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629 (Overproduction\/Excess Capacity)<\/strong> .<\/li>\n\n\n\n<li><strong>\u0627\u0646\u062e\u0641\u0627\u0636 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0623\u0648 \u0627\u0644\u0623\u0631\u0628\u0627\u062d \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a.<\/strong><\/li>\n\n\n\n<li><strong>\u0637\u0644\u0628\u0627\u062a \u063a\u064a\u0631 \u0645\u062a\u0648\u0642\u0639\u0629 \u0645\u0646 \u0639\u0645\u0644\u0627\u0621 \u0623\u062c\u0627\u0646\u0628 (Unsolicited Orders)<\/strong>.<\/li>\n\n\n\n<li><strong>\u0642\u0631\u0628 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a\u0629 \u0623\u0648 \u0627\u0644\u0646\u0641\u0633\u064a\u0629 (Psychological Proximity)<\/strong> .<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p>\u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0623\u0647\u0645\u064a\u0627\u062a \u0648\u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u064a\u0628\u0631\u0632 \u0644\u0645\u0627\u0630\u0627 \u0623\u0635\u0628\u062d \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u062c\u0632\u0621\u064b\u0627 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u0627\u0644\u064a\u0648\u0645.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0634\u0631\u0643\u0627\u062a-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-2.webp\" alt=\"\u0645\u0631\u0627\u062d\u0644 \u062a\u0637\u0648\u0631 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0645\u0646 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0625\u0644\u0649 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629\" class=\"wp-image-4184\" style=\"width:945px\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0634\u0631\u0643\u0627\u062a-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-2.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0634\u0631\u0643\u0627\u062a-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-2-300x169.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0634\u0631\u0643\u0627\u062a-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-2-768x432.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0634\u0631\u0643\u0627\u062a-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-2-18x10.webp 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0645\u0631\u0627\u062d\u0644 \u062a\u0637\u0648\u0631 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a <\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0631\u0627\u0628\u0639\u0627-\u0645\u0631\u0627\u062d\u0644-\u062a\u0637\u0648\u0631-\u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u062f\u062e\u0648\u0644-\u0627\u0644\u0623\u0633\u0648\u0627\u0642-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0623\u0648\u0644\u064a\u0629\"><strong>\u0631\u0627\u0628\u0639\u0627: \u0645\u0631\u0627\u062d\u0644 \u062a\u0637\u0648\u0631 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a (\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062f\u062e\u0648\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0627\u0644\u0623\u0648\u0644\u064a\u0629)<\/strong><\/h3>\n\n\n\n<p>\u0628\u0639\u062f \u0623\u0646 \u0627\u0633\u062a\u0639\u0631\u0636\u0646\u0627 \u0623\u0647\u0645\u064a\u0629 \u0648\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u062a\u0648\u062c\u0647 \u0646\u062d\u0648 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629\u060c \u0645\u0646 \u0627\u0644\u0645\u0647\u0645 \u0623\u0646 \u0646\u062f\u0631\u0643 \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u0627 \u062a\u0646\u062a\u0642\u0644 \u062c\u0645\u064a\u0639\u0647\u0627 \u0625\u0644\u0649 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u062f\u0641\u0639\u0629 \u0648\u0627\u062d\u062f\u0629 \u0623\u0648 \u0628\u0646\u0641\u0633 \u0627\u0644\u062f\u0631\u062c\u0629 \u0645\u0646 \u0627\u0644\u0627\u0644\u062a\u0632\u0627\u0645. \u0625\u0646 \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u062f\u0648\u064a\u0644 \u0647\u064a \u0639\u0645\u0644\u064a\u0629 \u062a\u062f\u0631\u064a\u062c\u064a\u0629 \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0645\u0631 \u0639\u0628\u0631 \u0645\u0631\u0627\u062d\u0644 \u0645\u062e\u062a\u0644\u0641\u0629\u060c \u064a\u0639\u0643\u0633 \u0643\u0644 \u0645\u0646\u0647\u0627 \u0645\u0633\u062a\u0648\u0649 \u0645\u062e\u062a\u0644\u0641\u064b\u0627 \u0645\u0646 \u0627\u0644\u062e\u0628\u0631\u0629 \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0645\u062e\u0627\u0637\u0631\u0629 \u0627\u0644\u062a\u064a \u062a\u0643\u0648\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0633\u062a\u0639\u062f\u0629 \u0644\u062a\u062d\u0645\u0644\u0647\u0627. \u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u064a\u0633\u0627\u0639\u062f\u0646\u0627 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0643\u064a\u0641 \u062a\u062a\u0637\u0648\u0631 <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0627\u0644\u0623\u0648\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0645\u0642\u062f\u0645\u0629: \u0627\u0644\u062a\u062f\u0631\u062c \u0641\u064a \u0627\u0644\u0627\u0644\u062a\u0632\u0627\u0645 \u0627\u0644\u062f\u0648\u0644\u064a:<\/strong> \u0646\u0627\u062f\u0631\u0627\u064b \u0645\u0627 \u062a\u0642\u0641\u0632 \u0634\u0631\u0643\u0629 \u0645\u062d\u0644\u064a\u0629 \u0635\u063a\u064a\u0631\u0629 \u0623\u0648 \u0645\u062a\u0648\u0633\u0637\u0629 \u0627\u0644\u062d\u062c\u0645 \u0645\u0628\u0627\u0634\u0631\u0629 \u0625\u0644\u0649 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u0627\u0644\u0643\u0627\u0645\u0644. \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0630\u0644\u0643\u060c \u0639\u0627\u062f\u0629\u064b \u0645\u0627 \u064a\u0643\u0648\u0646 \u0647\u0646\u0627\u0643 \u062a\u0637\u0648\u0631 \u062a\u062f\u0631\u064a\u062c\u064a \u0641\u064a \u0645\u0634\u0627\u0631\u0643\u062a\u0647\u0627 \u0627\u0644\u062f\u0648\u0644\u064a\u0629. \u0647\u0630\u0627 \u0627\u0644\u062a\u0637\u0648\u0631 \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u0643\u0648\u0646 \u0645\u062f\u0641\u0648\u0639\u064b\u0627 \u0628\u062a\u0631\u0627\u0643\u0645 \u0627\u0644\u062e\u0628\u0631\u0629\u060c \u0648\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u062b\u0642\u0629\u060c \u0648\u062a\u0648\u0641\u0631 \u0627\u0644\u0645\u0648\u0627\u0631\u062f\u060c \u0648\u0625\u062f\u0631\u0627\u0643 \u0627\u0644\u0641\u0631\u0635 \u0628\u0634\u0643\u0644 \u0623\u0648\u0636\u062d.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0646\u0645\u0648\u0630\u062c\u064a\u0629 \u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629:<\/strong> \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0623\u0646 \u0645\u0633\u0627\u0631 \u0643\u0644 \u0634\u0631\u0643\u0629 \u0642\u062f \u064a\u062e\u062a\u0644\u0641\u060c \u0625\u0644\u0627 \u0623\u0646\u0647 \u064a\u0645\u0643\u0646 \u062a\u062d\u062f\u064a\u062f \u0628\u0639\u0636 \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0646\u0645\u0648\u0630\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u0631 \u0628\u0647\u0627 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0631\u062d\u0644\u062a\u0647\u0627 \u0646\u062d\u0648 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 (Cateora et al., 2016, pp. 27-29; Ghauri and Cateora, n.d., Module 1, pp. 12-14):\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u0631\u062d\u0644\u0629 \u0639\u062f\u0645 \u0627\u0644\u062a\u0635\u062f\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 \u0623\u0648 \u0627\u0644\u062a\u0635\u062f\u064a\u0631 \u0627\u0644\u0639\u0631\u0636\u064a\/\u063a\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u0638\u0645 (No Direct Foreign Marketing \/ Infrequent Foreign Marketing):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u0631\u0643\u064a\u0632 \u0643\u0627\u0645\u0644 \u062a\u0642\u0631\u064a\u0628\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a. \u0642\u062f \u062a\u062d\u062f\u062b \u0645\u0628\u064a\u0639\u0627\u062a \u062f\u0648\u0644\u064a\u0629 \u0628\u0634\u0643\u0644 \u0639\u0631\u0636\u064a. \u0644\u0627 \u064a\u0648\u062c\u062f \u0627\u0644\u062a\u0632\u0627\u0645 \u062d\u0642\u064a\u0642\u064a \u0628\u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0635\u062f\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u0638\u0645 (Regular Foreign Marketing):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u062e\u0635\u064a\u0635 \u062c\u0632\u0621 \u0645\u0646 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0644\u0644\u062a\u0635\u062f\u064a\u0631 \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u0627\u0646\u062a\u0638\u0627\u0645\u064b\u0627. \u0642\u062f \u064a\u0648\u062c\u062f \u0642\u0633\u0645 \u062a\u0635\u062f\u064a\u0631 \u0635\u063a\u064a\u0631. \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0644\u0627 \u064a\u0632\u0627\u0644 \u0645\u062d\u0644\u064a\u064b\u0627.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a (International Marketing):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u0635\u0628\u062d \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u062c\u0632\u0621\u064b\u0627 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0634\u0631\u0643\u0629. \u0627\u0644\u062a\u0632\u0627\u0645 \u0643\u0628\u064a\u0631 \u0628\u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0648\u0627\u0633\u062a\u062b\u0645\u0627\u0631\u0627\u062a \u0641\u064a\u0647\u0627. \u062a\u0643\u064a\u064a\u0641 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\/\u0627\u0644\u0643\u0648\u0643\u0628\u064a (Global Marketing):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0623\u0639\u0644\u0649 \u062f\u0631\u062c\u0627\u062a \u0627\u0644\u0627\u0644\u062a\u0632\u0627\u0645. \u0627\u0644\u0634\u0631\u0643\u0629 \u062a\u0646\u0638\u0631 \u0625\u0644\u0649 \u0627\u0644\u0639\u0627\u0644\u0645 \u0643\u0633\u0648\u0642 \u0648\u0627\u062d\u062f\u0629 \u0645\u062a\u0643\u0627\u0645\u0644\u0629. \u062a\u0633\u0639\u0649 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0639\u0627\u0644\u0645\u064a\u0629 \u0645\u0648\u062d\u062f\u0629 \u0642\u062f\u0631 \u0627\u0644\u0625\u0645\u0643\u0627\u0646 \u0645\u0639 \u062a\u0643\u064a\u064a\u0641\u0627\u062a \u0645\u062d\u0644\u064a\u0629 \u0636\u0631\u0648\u0631\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0641\u064a \u0627\u062e\u062a\u064a\u0627\u0631 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062f\u062e\u0648\u0644 \u0623\u0648 \u0627\u0644\u062a\u0637\u0648\u0631:<\/strong> \u0625\u0646 \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0643\u0629 \u0628\u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0645\u0646 \u0645\u0631\u062d\u0644\u0629 \u0625\u0644\u0649 \u0623\u062e\u0631\u0649 \u064a\u062a\u0623\u062b\u0631 \u0628\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 (Lewis and Housden, 1998, pp. 18-20):\n<ul class=\"wp-block-list\">\n<li><strong>\u062d\u062c\u0645 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0645\u0648\u0627\u0631\u062f\u0647\u0627.<\/strong><\/li>\n\n\n\n<li><strong>\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u0635\u0646\u0627\u0639\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0645\u062e\u0627\u0637\u0631\u0629 \u0627\u0644\u0645\u0642\u0628\u0648\u0644 \u0644\u062f\u0649 \u0627\u0644\u0625\u062f\u0627\u0631\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u062e\u0628\u0631\u0629 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0641\u064a \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062f\u0648\u0644\u064a\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0636\u063a\u0648\u0637 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p>\u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u062a\u0642\u064a\u064a\u0645 \u0645\u0648\u0642\u0639\u0647\u0627 \u0627\u0644\u062d\u0627\u0644\u064a \u0648\u062a\u062e\u0637\u064a\u0637 \u062e\u0637\u0648\u0627\u062a\u0647\u0627 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0641\u064a \u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u062f\u0648\u0644\u064a.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643-\u064a\u0648\u0636\u062d-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-\u0648\u0623\u062b\u0631\u0647\u0627-\u0639\u0644\u0649-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a.jpeg\" alt=\"\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643 \u064a\u0648\u0636\u062d \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629 \u0648\u0623\u062b\u0631\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\" class=\"wp-image-4183\" style=\"width:945px\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643-\u064a\u0648\u0636\u062d-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-\u0648\u0623\u062b\u0631\u0647\u0627-\u0639\u0644\u0649-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a.jpeg 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643-\u064a\u0648\u0636\u062d-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-\u0648\u0623\u062b\u0631\u0647\u0627-\u0639\u0644\u0649-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-300x169.jpeg 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643-\u064a\u0648\u0636\u062d-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-\u0648\u0623\u062b\u0631\u0647\u0627-\u0639\u0644\u0649-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-768x432.jpeg 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643-\u064a\u0648\u0636\u062d-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-\u0648\u0623\u062b\u0631\u0647\u0627-\u0639\u0644\u0649-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-18x10.jpeg 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062e\u0627\u0645\u0633\u0627-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0627\u0644\u062f\u0648\u0644\u064a\u0629-\u0646\u0638\u0631\u0629-\u0639\u0627\u0645\u0629\"><strong>\u062e\u0627\u0645\u0633\u0627: \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 (\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629): \u0646\u0638\u0631\u0629 \u0639\u0627\u0645\u0629<\/strong><\/h3>\n\n\n\n<p>\u0628\u0639\u062f \u0623\u0646 \u0641\u0647\u0645\u0646\u0627 \u0643\u064a\u0641 \u062a\u062a\u0637\u0648\u0631 \u0645\u0634\u0627\u0631\u0643\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629\u060c \u0645\u0646 \u0627\u0644\u0636\u0631\u0648\u0631\u064a \u0627\u0644\u0622\u0646 \u0623\u0646 \u0646\u0644\u0642\u064a \u0646\u0638\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u0633\u0627\u062d\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u0645 \u0641\u064a\u0647\u0627 \u0647\u0630\u0647 \u0627\u0644\u0623\u0646\u0634\u0637\u0629\u060c \u0648\u0647\u064a <strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629<\/strong>. \u0625\u0646 \u0646\u062c\u0627\u062d \u0623\u064a <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0648\u064a\u0642 \u062f\u0648\u0644\u064a<\/strong> \u064a\u0639\u062a\u0645\u062f \u0628\u0634\u0643\u0644 \u062d\u0627\u0633\u0645 \u0639\u0644\u0649 \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 <a href=\"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d8%a8%d9%8a%d8%a6%d8%a9-%d8%a7%d9%84%d8%ae%d8%a7%d8%b1%d8%ac%d9%8a%d8%a9-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9\/\">\u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0648\u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0648\u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639\u0647\u0627<\/a>. \u062a\u062a\u0643\u0648\u0646 \u0647\u0630\u0647 \u0627\u0644\u0628\u064a\u0626\u0629 \u0645\u0646 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u062d\u0643\u0645 (\u062a\u062a\u0639\u0644\u0642 \u0628\u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0642\u0631\u0627\u0631\u0627\u062a\u0647\u0627) \u0648\u0639\u0648\u0627\u0645\u0644 \u0623\u062e\u0631\u0649 \u062e\u0627\u0631\u062c\u0629 \u0639\u0646 \u0633\u064a\u0637\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0644\u0643\u0646\u0647\u0627 \u062a\u0624\u062b\u0631 \u0641\u064a\u0647\u0627 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631. \u0633\u0646\u0631\u0643\u0632 \u0647\u0646\u0627 \u0639\u0644\u0649 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u063a\u064a\u0631 \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u062d\u0643\u0645 (Cateora et al., 2016, pp. 8-9; Kozak and Smyczek, 2015, p. 21).<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0645\u0642\u062f\u0645\u0629: \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629:<\/strong> \u062a\u062e\u062a\u0644\u0641 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0639\u0646 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0641\u064a \u062f\u0631\u062c\u0629 \u062a\u0639\u0642\u064a\u062f\u0647\u0627 \u0648\u062a\u0646\u0648\u0639\u0647\u0627. \u0641\u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0627\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0645\u062c\u0645\u0648\u0639\u0629 \u0648\u0627\u062d\u062f\u0629 \u0645\u0646 \u0627\u0644\u0638\u0631\u0648\u0641\u060c \u064a\u062c\u062f \u0627\u0644\u0645\u0633\u0648\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0646\u0641\u0633\u0647 \u0641\u064a \u0645\u0648\u0627\u062c\u0647\u0629 \u0628\u064a\u0626\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u0645\u062a\u0628\u0627\u064a\u0646\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u063a\u064a\u0631 \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u062d\u0643\u0645 (Uncontrollable Elements) \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629:<\/strong> \u0647\u0630\u0647 \u0647\u064a \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u062a\u0643\u064a\u0641 \u0645\u0639\u0647\u0627\u060c \u0648\u062a\u0634\u0645\u0644 \u0628\u0634\u0643\u0644 \u0631\u0626\u064a\u0633\u064a:\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 (Economic Environment):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0646\u0645\u064a\u0629\u060c \u0627\u0644\u062f\u062e\u0644\u060c \u0627\u0644\u062a\u0636\u062e\u0645\u060c \u0623\u0633\u0639\u0627\u0631 \u0627\u0644\u0635\u0631\u0641\u060c \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 .<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629 \u0648\u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629 (Political\/Legal Environment):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0627\u0644\u0627\u0633\u062a\u0642\u0631\u0627\u0631 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u060c \u0627\u0644\u062a\u0634\u0631\u064a\u0639\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0627\u0644\u0642\u064a\u0648\u062f \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 (Cultural\/Social Environment):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0627\u0644\u0644\u063a\u0629\u060c \u0627\u0644\u062f\u064a\u0646\u060c \u0627\u0644\u0642\u064a\u0645\u060c \u0627\u0644\u0639\u0627\u062f\u0627\u062a\u060c \u0627\u0644\u062a\u0639\u0644\u064a\u0645\u060c \u0623\u0646\u0645\u0627\u0637 \u0627\u0644\u062d\u064a\u0627\u0629 .).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Competitive Environment):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0648\u0647\u064a\u0643\u0644\u0647\u0627\u060c \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0648\u0646 \u0627\u0644\u0645\u062d\u0644\u064a\u0648\u0646 \u0648\u0627\u0644\u062f\u0648\u0644\u064a\u0648\u0646.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 (Technological Environment):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u060c \u0645\u0639\u062f\u0644 \u062a\u0628\u0646\u064a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627\u060c \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0645\u0646\u0627\u062e\u064a\u0629 (Geographical and Climatic Environment):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0627\u0644\u0645\u0648\u0642\u0639\u060c \u0627\u0644\u062a\u0636\u0627\u0631\u064a\u0633\u060c \u0627\u0644\u0645\u0646\u0627\u062e\u060c \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u062d\u0643\u0645 (Controllable Elements) &#8211; \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062f\u0648\u0644\u064a:<\/strong> \u0641\u064a \u0645\u0648\u0627\u062c\u0647\u0629 \u0647\u0630\u0647 \u0627\u0644\u0628\u064a\u0626\u0627\u062a\u060c \u062a\u0645\u062a\u0644\u0643 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0644\u062a\u062d\u0643\u0645 \u0641\u064a\u0647\u0627 \u0648\u062a\u0643\u064a\u064a\u0641\u0647\u0627\u060c \u0648\u0647\u064a \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062f\u0648\u0644\u064a:<ul><li><strong>\u0627\u0644\u0645\u0646\u062a\u062c (Product):<\/strong> \u062a\u0635\u0645\u064a\u0645\u060c \u062c\u0648\u062f\u0629\u060c \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629\u060c \u062a\u0643\u064a\u064a\u0641 \u0623\u0645 \u062a\u0648\u062d\u064a\u062f .<strong>\u0627\u0644\u0633\u0639\u0631 (Price):<\/strong> \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0639\u064a\u0631\u060c \u062a\u0643\u0627\u0644\u064a\u0641\u060c \u0623\u0633\u0639\u0627\u0631 \u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0642\u0648\u0629 \u0634\u0631\u0627\u0626\u064a\u0629.<strong>\u0627\u0644\u062a\u0648\u0632\u064a\u0639 (Place\/Distribution):<\/strong> \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639\u060c \u0648\u0633\u0637\u0627\u0621\u060c \u0646\u0642\u0644\u060c \u062a\u062e\u0632\u064a\u0646 .<strong>\u0627\u0644\u062a\u0631\u0648\u064a\u062c (Promotion):<\/strong> \u0627\u062a\u0635\u0627\u0644\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u0625\u0639\u0644\u0627\u0646\u060c \u062a\u0631\u0648\u064a\u062c \u0645\u0628\u064a\u0639\u0627\u062a\u060c \u062a\u0643\u064a\u064a\u0641 \u0623\u0645 \u062a\u0648\u062d\u064a\u062f .<\/li><\/ul>\u0633\u064a\u062a\u0645 \u062a\u0646\u0627\u0648\u0644 \u0643\u0644 \u0639\u0646\u0635\u0631 \u0645\u0646 \u0639\u0646\u0627\u0635\u0631 <strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629<\/strong> \u0648\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062f\u0648\u0644\u064a \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u062a\u0641\u0635\u064a\u0644\u0627\u064b \u0641\u064a \u0645\u062d\u0627\u0636\u0631\u0627\u062a \u0644\u0627\u062d\u0642\u0629.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0633\u0627\u062f\u0633\u0627-\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a\"><strong>\u0633\u0627\u062f\u0633\u0627: \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong><\/h3>\n\n\n\n<p>\u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0627\u0644\u062a\u064a \u064a\u0648\u0641\u0631\u0647\u0627 \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u062f\u0648\u0644\u064a\u060c \u0625\u0644\u0627 \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u0631\u0631 \u0627\u0644\u0639\u0645\u0644 \u062e\u0627\u0631\u062c \u062d\u062f\u0648\u062f\u0647\u0627 \u0627\u0644\u0648\u0637\u0646\u064a\u0629 \u062a\u0648\u0627\u062c\u0647 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0648\u0627\u0644\u0645\u0639\u0642\u062f\u0629. \u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u0627\u0644\u0627\u0633\u062a\u0639\u062f\u0627\u062f \u0644\u0647\u0627 \u0647\u0648 \u062c\u0632\u0621 \u0623\u0633\u0627\u0633\u064a \u0645\u0646 <strong>\u0627\u0633\u0627\u0633\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0627\u0644\u0646\u0627\u062c\u062d. \u0648\u064a\u0645\u0643\u0646 \u062a\u0644\u062e\u064a\u0635 \u0623\u0628\u0631\u0632 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0641\u064a\u0645\u0627 \u064a\u0644\u064a:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0631\u062c\u0644-\u0623\u0639\u0645\u0627\u0644-\u064a\u0648\u0627\u062c\u0647-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a.webp\" alt=\"\u0631\u062c\u0644 \u0623\u0639\u0645\u0627\u0644 \u064a\u0648\u0627\u062c\u0647 \u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0627\u0644\u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u064a\u0633\u0639\u0649 \u0644\u062a\u062c\u0627\u0648\u0632\u0647\u0627\" class=\"wp-image-4177\" style=\"width:945px\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0631\u062c\u0644-\u0623\u0639\u0645\u0627\u0644-\u064a\u0648\u0627\u062c\u0647-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0631\u062c\u0644-\u0623\u0639\u0645\u0627\u0644-\u064a\u0648\u0627\u062c\u0647-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-300x169.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0631\u062c\u0644-\u0623\u0639\u0645\u0627\u0644-\u064a\u0648\u0627\u062c\u0647-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-768x432.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/06\/\u0631\u062c\u0644-\u0623\u0639\u0645\u0627\u0644-\u064a\u0648\u0627\u062c\u0647-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u062f\u0648\u0644\u064a-18x10.webp 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0631\u062c\u0644 \u0623\u0639\u0645\u0627\u0644 \u064a\u0648\u0627\u062c\u0647 \u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0627\u0644\u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u064a\u0633\u0639\u0649 \u0644\u062a\u062c\u0627\u0648\u0632\u0647\u0627<\/figcaption><\/figure>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u062f\u064a \u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629 (The Cultural Challenge) \u0648\u0645\u0639\u064a\u0627\u0631 \u0627\u0644\u0625\u0634\u0627\u0631\u0629 \u0627\u0644\u0630\u0627\u062a\u064a\u0629 \u0648\u0627\u0644\u062a\u0639\u0635\u0628 \u0627\u0644\u0639\u0631\u0642\u064a:<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u064a\u0639\u062a\u0628\u0631 \u0647\u0630\u0627 \u0645\u0646 \u0623\u0628\u0631\u0632 \u0648\u0623\u062e\u0637\u0631 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a. \u0641\u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0641\u064a \u0627\u0644\u0644\u063a\u0627\u062a\u060c \u0627\u0644\u0642\u064a\u0645\u060c \u0627\u0644\u0639\u0627\u062f\u0627\u062a\u060c \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0624\u062f\u064a \u0625\u0644\u0649 \u0633\u0648\u0621 \u0641\u0647\u0645 \u0643\u0628\u064a\u0631.<\/li>\n\n\n\n<li><strong>\u0645\u0639\u064a\u0627\u0631 \u0627\u0644\u0625\u0634\u0627\u0631\u0629 \u0627\u0644\u0630\u0627\u062a\u064a\u0629 (Self-Reference Criterion &#8211; SRC):<\/strong> \u0645\u064a\u0644 \u0627\u0644\u0641\u0631\u062f \u0627\u0644\u0644\u0627\u0648\u0627\u0639\u064a \u0644\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0642\u064a\u0645\u0647 \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629 \u0643\u0645\u0639\u064a\u0627\u0631 .<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0639\u0635\u0628 \u0627\u0644\u0639\u0631\u0642\u064a (Ethnocentrism):<\/strong> \u0627\u0644\u0627\u0639\u062a\u0642\u0627\u062f \u0628\u0623\u0646 \u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u0641\u0631\u062f \u0647\u064a \u0627\u0644\u0623\u0641\u0636\u0644.<\/li>\n\n\n\n<li>\u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a \u064a\u062a\u0637\u0644\u0628 \u0648\u0639\u064a\u064b\u0627 \u062b\u0642\u0627\u0641\u064a\u064b\u0627 \u0648\u0628\u062d\u0648\u062b\u064b\u0627 \u0645\u0639\u0645\u0642\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629 \u0648\u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629 (Political and Legal Risks):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0639\u062f\u0645 \u0627\u0644\u0627\u0633\u062a\u0642\u0631\u0627\u0631 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u060c \u0627\u0644\u062a\u063a\u064a\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u0641\u0627\u062c\u0626\u0629 \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0633\u0627\u062a\u060c \u0642\u0648\u0627\u0646\u064a\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0645\u0642\u064a\u062f\u0629\u060c \u0627\u0644\u0642\u064a\u0648\u062f \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 .<\/li>\n\n\n\n<li>\u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0641\u064a \u0623\u0646\u0638\u0645\u0629 \u062d\u0645\u0627\u064a\u0629 \u0627\u0644\u0645\u0644\u0643\u064a\u0629 \u0627\u0644\u0641\u0643\u0631\u064a\u0629 \u0648\u0642\u0648\u0627\u0646\u064a\u0646 \u0627\u0644\u0639\u0642\u0648\u062f.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u062a\u0642\u0644\u0628\u0627\u062a \u0623\u0633\u0639\u0627\u0631 \u0627\u0644\u0635\u0631\u0641 \u0648\u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 (Exchange Rate Fluctuations and Economic Risks):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0645\u062a\u0648\u0642\u0639\u0629 \u0641\u064a \u0623\u0633\u0639\u0627\u0631 \u0635\u0631\u0641 \u0627\u0644\u0639\u0645\u0644\u0627\u062a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0648\u0627\u0644\u0631\u0628\u062d\u064a\u0629.<\/li>\n\n\n\n<li>\u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0627\u0644\u0623\u062e\u0631\u0649 \u062a\u0634\u0645\u0644 \u0627\u0644\u062a\u0636\u062e\u0645 \u0648\u0627\u0644\u0631\u0643\u0648\u062f.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0635\u0639\u0648\u0628\u0629 \u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062f\u0642\u064a\u0642\u0629 \u0648\u0645\u0648\u062b\u0648\u0642\u0629 \u0639\u0646 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0623\u062c\u0646\u0628\u064a\u0629:<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0641\u064a \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0623\u0633\u0648\u0627\u0642\u060c \u062e\u0627\u0635\u0629 \u0627\u0644\u0646\u0627\u0645\u064a\u0629\u060c \u0642\u062f \u062a\u0643\u0648\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0646\u0627\u062f\u0631\u0629 \u0623\u0648 \u063a\u064a\u0631 \u062f\u0642\u064a\u0642\u0629 (Lewis and Housden, 1998, p. 52).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u062a\u0639\u0642\u064a\u062f\u0627\u062a \u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a\u0627\u062a \u0648\u0627\u0644\u0646\u0642\u0644 \u0648\u0627\u0644\u062a\u062e\u0632\u064a\u0646 \u0639\u0628\u0631 \u0627\u0644\u062d\u062f\u0648\u062f:<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0625\u062f\u0627\u0631\u0629 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u0625\u0645\u062f\u0627\u062f \u0627\u0644\u062f\u0648\u0644\u064a\u0629\u060c \u0627\u0644\u0634\u062d\u0646\u060c \u0627\u0644\u062a\u062e\u0644\u064a\u0635 \u0627\u0644\u062c\u0645\u0631\u0643\u064a\u060c \u064a\u0645\u062b\u0644 \u062a\u062d\u062f\u064a\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 .<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0625\u062f\u0627\u0631\u0629 \u0648\u062a\u0646\u0633\u064a\u0642 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0639\u0628\u0631 \u0645\u0646\u0627\u0637\u0642 \u0632\u0645\u0646\u064a\u0629 \u0648\u0644\u063a\u0627\u062a \u0648\u062b\u0642\u0627\u0641\u0627\u062a \u0645\u062e\u062a\u0644\u0641\u0629.<\/strong><\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0634\u062f\u064a\u062f\u0629 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0627\u0644\u0623\u062e\u0631\u0649<\/strong> (Stone and McCall, 2004, p. 10).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u0636\u0627\u064a\u0627 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a:<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u062a\u0648\u0638\u064a\u0641\u060c \u0627\u0644\u0633\u0644\u0627\u0645\u0629\u060c \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0628\u064a\u0626\u064a\u060c \u0627\u0644\u0631\u0634\u0648\u0629 .<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p>\u0625\u0646 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u064a\u062a\u0637\u0644\u0628 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0637\u0648\u064a\u0631 \u0642\u062f\u0631\u0627\u062a \u062e\u0627\u0635\u0629\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0641\u0647\u0645 \u0627\u0644\u0623\u0633\u0648\u0627\u0642\u060c \u0648\u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0642\u0648\u064a\u0629\u060c \u0648\u0627\u0644\u062a\u062d\u0644\u064a \u0628\u0627\u0644\u0645\u0631\u0648\u0646\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0633\u0627\u0628\u0639\u0627-\u062e\u0627\u062a\u0645\u0629-\u0648\u0645\u0633\u062a\u062e\u0644\u0635\"><strong>\u0633\u0627\u0628\u0639\u0627: \u062e\u0627\u062a\u0645\u0629 \u0648\u0645\u0633\u062a\u062e\u0644\u0635<\/strong><\/h3>\n\n\n\n<p>\u0641\u064a \u062e\u062a\u0627\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u062d\u0627\u0636\u0631\u0629 \u0627\u0644\u062a\u0645\u0647\u064a\u062f\u064a\u0629\u060c \u0646\u0623\u0645\u0644 \u0623\u0646 \u0646\u0643\u0648\u0646 \u0642\u062f \u0648\u0636\u0639\u0646\u0627 \u0628\u064a\u0646 \u0623\u064a\u062f\u064a\u0643\u0645 \u0627\u0644\u0644\u0628\u0646\u0627\u062a \u0627\u0644\u0623\u0648\u0644\u0649 \u0644\u0641\u0647\u0645 \u0639\u0627\u0644\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0627\u0644\u0645\u062b\u064a\u0631 \u0648\u0627\u0644\u0645\u0639\u0642\u062f. \u0644\u0642\u062f \u0627\u0633\u062a\u0639\u0631\u0636\u0646\u0627 \u0645\u0639\u064b\u0627 <strong>\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0648\u0623\u0628\u0631\u0632\u0646\u0627 <strong>\u062e\u0635\u0627\u0626\u0635\u0647<\/strong> \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632\u0647 \u0639\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u060c \u0648\u062a\u0637\u0631\u0642\u0646\u0627 \u0625\u0644\u0649 <strong>\u0623\u0647\u062f\u0627\u0641 \u0648\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong> \u0633\u0648\u0627\u0621 \u0628\u0627\u0644\u0646\u0633\u0628\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0633\u0627\u0639\u064a\u0629 \u0644\u0644\u0646\u0645\u0648 \u0623\u0648 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<strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629<\/strong> \u0628\u0639\u0646\u0627\u0635\u0631\u0647\u0627 \u0627\u0644\u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u063a\u064a\u0631 \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u062d\u0643\u0645\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0634\u0643\u0644 \u0627\u0644\u0633\u0627\u062d\u0629 \u0627\u0644\u062a\u064a \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0627\u0644\u062f\u0648\u0644\u064a\u064a\u0646 \u0623\u0646 \u064a\u0639\u0645\u0644\u0648\u0627 \u0636\u0645\u0646\u0647\u0627 \u0648\u064a\u062a\u0643\u064a\u0641\u0648\u0627 \u0645\u0639\u0647\u0627. \u0648\u0623\u062e\u064a\u0631\u064b\u0627\u060c \u0633\u0644\u0637\u0646\u0627 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0639\u062a\u0631\u0636 \u0637\u0631\u064a\u0642 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0646\u062f \u062a\u0637\u0628\u064a\u0642 <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a<\/strong>.<\/p>\n\n\n\n<p>\u064a\u062a\u0636\u062d \u0644\u0646\u0627 \u0645\u0646 \u0643\u0644 \u0645\u0627 \u0633\u0628\u0642 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0644\u0645 \u064a\u0639\u062f \u062a\u0631\u0641\u064b\u0627 \u0623\u0648 \u062e\u064a\u0627\u0631\u064b\u0627 \u062b\u0627\u0646\u0648\u064a\u064b\u0627\u060c \u0628\u0644 \u0623\u0635\u0628\u062d \u0641\u064a \u0643\u062b\u064a\u0631 \u0645\u0646 \u0627\u0644\u062d\u0627\u0644\u0627\u062a \u0636\u0631\u0648\u0631\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 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\u0639\u0644\u0649 \u062d\u0633\u0646 \u0627\u0633\u062a\u0645\u0627\u0639\u0643\u0645\u060c \u0648\u0646\u0641\u062a\u062d \u0627\u0644\u0622\u0646 \u0628\u0627\u0628 \u0627\u0644\u0623\u0633\u0626\u0644\u0629 \u0648\u0627\u0644\u0645\u0646\u0627\u0642\u0634\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0642\u0627\u0626\u0645\u0629-\u0627\u0644\u0645\u0631\u0627\u062c\u0639\"><strong>\u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cateora, P. R., Gilly, M. C., Graham, J. L., &amp; Money, R. B. (2016). <em>International Marketing<\/em> (17th ed.). McGraw-Hill Education.<\/li>\n\n\n\n<li>Charles, G., &amp; Anderson, W. (2016). <em>International Marketing: Theory and Practice from Developing Countries<\/em>. Cambridge Scholars Publishing.<\/li>\n\n\n\n<li>Ghauri, P., &amp; Cateora, P. (n.d.). <em>International Marketing Course Taster<\/em>. Edinburgh Business School Heriot-Watt University.<\/li>\n\n\n\n<li>Kotabe, M., &amp; Helsen, K. (Eds.). (2009). <em>The SAGE Handbook of International Marketing<\/em>. SAGE Publications.<\/li>\n\n\n\n<li>Kozak, Y., &amp; Smyczek, S. (Eds.). (2015). <em>International Marketing<\/em>. CUL.<\/li>\n\n\n\n<li>Kozak, Y., Gribincea, A., et al. (Eds.). (2016). <em>Introduction to International Marketing: Questions &amp; Answers<\/em>. Print-Caro.<\/li>\n\n\n\n<li>Levitt, T. (1983). The Globalization of Markets. <em>Harvard Business Review<\/em>, May-June, 92-102.<\/li>\n\n\n\n<li>Lewis, K., &amp; Housden, M. (1998). <em>An Introduction to International Marketing: A Guide to Going Global<\/em>. Kogan Page.<\/li>\n\n\n\n<li>Stone, M. A., &amp; McCall, J. (2004). <em>International Strategic Marketing: A European Perspective<\/em>. Routledge.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>\u0623\u0647\u0644\u0627\u064b \u0648\u0633\u0647\u0644\u0627\u064b \u0628\u0643\u0645 \u0623\u064a\u0647\u0627 \u0627\u0644\u0637\u0644\u0627\u0628 \u0627\u0644\u0623\u0639\u0632\u0627\u0621 \u0641\u064a \u0631\u062d\u0627\u0628 \u0645\u0642\u064a\u0627\u0633 &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a&#8221;. \u064a\u0647\u062f\u0641 \u0647\u0630\u0627 \u0627\u0644\u0645\u0642\u064a\u0627\u0633 \u0628\u0634\u0643\u0644 \u0639\u0627\u0645 \u0625\u0644\u0649 \u062a\u0632\u0648\u064a\u062f\u0643\u0645 \u0628\u0627\u0644\u0645\u0639\u0627\u0631\u0641 \u0648\u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0643\u064a\u0641\u064a\u0629 \u0642\u064a\u0627\u0645 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u062a\u0633\u0648\u064a\u0642 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