Podcast
Questions and Answers
Quel est le premier élément du modèle PESTEL utilisé pour analyser le macro-environnement d'une entreprise?
Quel est le premier élément du modèle PESTEL utilisé pour analyser le macro-environnement d'une entreprise?
Politique
Quelle est la différence entre la culture produit et la culture vente dans le contexte du marketing?
Quelle est la différence entre la culture produit et la culture vente dans le contexte du marketing?
Le modèle SWOT est un outil de diagnostic stratégique qui permet d'analyser les forces et les faiblesses internes d'une entreprise, mais pas ses opportunités et ses menaces externes.
Le modèle SWOT est un outil de diagnostic stratégique qui permet d'analyser les forces et les faiblesses internes d'une entreprise, mais pas ses opportunités et ses menaces externes.
False
Quelle est la principale différence entre la concurrence inter-produits , la concurrence inter-segments et la concurrence générique?
Quelle est la principale différence entre la concurrence inter-produits , la concurrence inter-segments et la concurrence générique?
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Lequel des éléments suivants est considéré comme un "non-consommateur absolu"?
Lequel des éléments suivants est considéré comme un "non-consommateur absolu"?
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Quelle est la principale différence entre le marketing de masse et le marketing différencié ?
Quelle est la principale différence entre le marketing de masse et le marketing différencié ?
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Quel est l'objectif principal du positionnement dans le contexte du marketing?
Quel est l'objectif principal du positionnement dans le contexte du marketing?
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La segmentation est un processus qui divise un marché en sous-groupes homogènes, tandis que le ciblage consiste à sélectionner les segments les plus rentables pour une entreprise.
La segmentation est un processus qui divise un marché en sous-groupes homogènes, tandis que le ciblage consiste à sélectionner les segments les plus rentables pour une entreprise.
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Quels sont les trois principaux types de circuits de distribution?
Quels sont les trois principaux types de circuits de distribution?
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Qu'est-ce que le marketing sensoriel et pourquoi les entreprises l'utilisent-elles?
Qu'est-ce que le marketing sensoriel et pourquoi les entreprises l'utilisent-elles?
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Quels sont les quatre principaux objectifs d'une action de communication marketing?
Quels sont les quatre principaux objectifs d'une action de communication marketing?
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Expliquez la différence entre le positionnement perçu et le positionnement voulu.
Expliquez la différence entre le positionnement perçu et le positionnement voulu.
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Study Notes
Marketing Introduction and Definition
- Marketing is a process, not just a final step in communication.
- Marketing is a series of steps implemented by a company to promote and sell its products.
- Definition 1 of marketing: "The set of means an enterprise uses to profitably sell its products to its customers." (Mercator, 2000)
- Marketing is like a toolkit for businesses to sell more efficiently.
- Newer definition (2003): Marketing is the process used by organisations (or other social entities) to understand and influence exchanges with other organisations, individuals, groups or entities.
Marketing Conceptions
- Product-oriented culture (production-oriented): Focuses on industrial development in the "30 Glorieuses" era, assuming consumer demand is already present and waiting to be met.
- Sales-oriented culture: Focuses on stimulating consumer demand using marketing strategies during the 1970s and early 2000s, as competition increased and purchasing power decreased.
- Relationship-oriented culture: Focuses on long-term consumer relationships, building loyalty and encouraging advocacy.
Marketing Today
- Globalization of the Economy: Interconnectedness of global economies and markets.
- Increased Consumer Power: Consumers are now more informed and demanding.
- Impact of Internet and Social Media: The internet and social media have revolutionized how companies interact with customers.
- Transformation of Business-Consumer Relationship: Businesses need to manage interactions with stakeholders.
Marketing Today: Relationship
- Businesses need to create interactive communication with their consumers and listen to their feedback.
- Consumer feedback is important and often taken into account in product development.
- Consumers are now more connected with other consumers, creating a market that fosters social media engagement with product interaction.
The Marketing Approach
- Analysis: Analyze the macro and micro environments, including consumer behaviour.
- Strategy: Segmentation, targeting, and positioning decisions.
- Marketing Mix (4P): Product, Price, Place (Distribution), Promotion.
Market Analysis
- Market is a place where supply and demand meet for a specific product or service.
- Quantitative definition of market: total volume (or consumption rate of a given product or service).
- Different market definitions exist, with varying degrees of detail and focus (economic vs. conceptual).
The Cycle of Product Life Expectancy.
- Product life cycle typically includes stages such as launch, growth, maturity, and decline.
- Exceptions exist where a product may experience resurgence in popularity.
- Products such as household essentials will show consistent performance curves.
- Exceptions exist as some products experience extreme spikes in consumer demand, or failure of consumer demand.
Notoriety
- Top-of-mind awareness: recall of a brand/product without any prompting from external agents
- Spontaneous awareness: quick assessment of brand/product awareness using an internal agent.
- Assisted awareness : the assessment of brand/product using an external agent.
The Macro-Environment
- Political: Government stability, laws, regulations, taxes.
- Economic: Economic growth, inflation, interest rates, unemployment rate.
- Sociocultural: Population demographics, lifestyle trends.
- Technological: Technological advancements, innovation, level of development.
- Legal: Laws and regulations, consumer rights, environmental regulations.
- Ecological: Environmental concerns, sustainability, global warming.
The Micro-Environment
- Key aspects which affect an organisation's performance.
- Market analysis: Analyse of the competition of a specific sector.
- Analyse of consumer buying behaviour and expectations.
- Analyse of client and public behaviours: analyse of the clients/customers and other stakeholders.
Competitor Analysis
- Competitor analysis: Understanding other organisations, with a similar product or service offering.
- Competitive strategies : types of competition that exist.
- Identification of competitors, and their strategies to evaluate performance.
Notion of Demand and Need
- Need: A discrepancy between a person's current state and desired state.
- Demand: The expressed willingness of a person to buy (including the characteristics and behaviours of the buyers).
Segmentation
- Dividing a market into subgroups of similar consumers who share similar needs, wants, and/or demographics.
- Various factors are used for segmentation (demographic, psychographic, geographic, behavioral).
- Segmentation allows companies to tailor marketing efforts with different segments.
Marketing Strategy General Overview
- Business-to-business (B2B) vs business-to-consumer (B2C) : defining clients and consumers to target.
- Cost leadership: Low-cost strategy to dominate the market by reducing production costs.
- Differentiation: Develop a unique product or service and market it to emphasize its unique qualities and benefits to attract customers.
- Focus: Concentrate on a particular niche within target market : targeting a specific segment.
Marketing Mix
- Product: Goods or services characteristics and features, related to the client.
- Price: Based on cost analysis, cost per unit and profit margins.
- Place: Distribution channels and points of sale.
- Promotion: Strategies to communicate and promote the brand and its products.
Marketing Mix - Product
- The core product
- Benefits/advantages of products.
- Additional benefits/advantages related to production and/or service.
- Differentiating elements from competing products of competing organisations
- Tangibility (tangible products) versus Intangibility (service)
- Characteristics (features, colour, design)
- Packaging (primary, secondary, tertiary)
SWOT Analysis
- Strengths: Internal positive factors.
- Weaknesses: Internal negative factors.
- Opportunities: External positive factors.
- Threats: External negative factors. A framework for evaluating an organisation's position relative to its goals.
The Porter Model
- Threat of new entrants: Barriers to entry into a market
- Buyer power: The ability of consumers to influence prices and demand
- Supplier power: The ability of suppliers to influence prices and supply.
- Threat of substitutes: The availability of alternative products or services.
- Rivalry among existing competitors: The intensity of competition in the market
- Five forces that affect the profitability of an industry in the market
- A framework for analysing the competitive intensity and attractiveness of an industry
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