واقع إدارة المخاطر التسويقية في قطاع صناعة الحجر والرخام محافظة بيت لحم– أنموذجا
نداء محمد محمود حسين
Nida’ Mohammad Mahmoud Hussein
The stone and marble sector is one of the important sectors in the Palestinian market, and this sector contributes to increasing the domestic product, and provides a high level of employment with the presence of many machines working in the field of stone, and despite the importance of the above, this sector suffers from neglect, both at the level of Marketing, pricing, product quality, fluctuations in market prices, or the level of product promotion for this sector and the competing imported product. This study aimed to identify the marketing risks faced by the stone and marble sector in the Bethlehem Governorate. and analyzed qualitatively. The study reached the most important results, the most important of which is that the Israeli market is one of the most important export markets targeted to work within the marketing of stone and marble companies because of the ease of exporting to this market and because of the increasing demand from this market for these products, which increased the dependence on the Israeli export market and created opportunities for many exporters when export them to the regional and international market, The rise in local prices of stone and marble products led to the reluctance of local consumers from it in favor of the importer, which reduced the chances of marketing the Palestinian stone in the local market versus the importer. The results indicated that the weak government funding by the Palestinian Authority for the stone and marble sector contributed to the emergence of special problems. production and pricing, thus exposing this sector to various marketing risks. The results also indicated the strengths in this sector, which is the demand for it in the local Palestinian and Israeli market, but there is a need to reduce the price, and the results indicated that the productivity of the stone is high, and the need for continuity of production through the support of companies operating in the sector by the competent authorities. The study recommends that the government pay attention to the Palestinian stone and marble sector by supporting this sector and providing all basic needs such as electricity and water, as it constitutes 20% of the Palestinian domestic export abroad, and the need to ح reduce the price of stone in the local market in order to enable the Palestinian customer to Buying the local product and not going to the importer, as it is cheaper. As well as working to educate workers in the industrial and commercial establishment on an ongoing basis the instructions and procedures for work to manage risks. And work to establish the required culture among employees about the concepts of risk and its management. Also, the marketing strategy must be based on objective, balanced decisions, based on accurate financial information, and directly related to the stone and marble market, and the need to develop a model for the process of measuring risks and then developing special strategies to manage these risks on an ongoing basis so that they can be controlled as much as possible. Specifically, the company's internal risks.