دراسة مقارنة لأثر المزيج الترويجي على سلوك متلقي الخدمة بمؤسسات الهاتف النقال في الجزائر

Abstract

Promotion is considered as one of the most important element in marketing mix in enterprises providing services, it is composed of collection of variables react with each other to communicate the external environment which is know as promotional mix. The subject thesis aims at knowing to which extent the promotional mix influence the behavior of mobile phone service’s consumer in Algeria, given the fact that consumer is considered as one of the most important variable on which services enterprises depend to design theirs marketing strategy , and the success of these enterprises is depended on how far are able to satisfy the consumer’s needs and desires ,and on which extent can affect them and pushing to take the purchase decision. This thesis is constructed as follows : first chapter is concerned notions of services promotional, personal selling, and direct marketing , second chapter is concerned notions of advertising, sales promotion, publicity and public relations, third chapter is concerned notions of service consumer behavior and it relationship with promotional mix, fourth and fifth chapter are concerned practical part . Through this study we concluded that the mobile phone enterprises in Algeria apply all promotional strategies available: personal selling, advertising, sales promotion, publicity and public relations. on the other hand we concluded that the behavior of mobile phone service's consumer is affected by all the above promotional strategies, however the degree of the affects of this strategies varies from strategy to another, and the extent of customer response to these strategies varies from enterprise to another.