LE MARCHÉ ET LES CONSOMMATEURS

Introduction

• Marketing is the industrial process of considering consumer desires.
• It starts with market analysis and ends with consumer need identification.
• Several disciplines such as statistics and sociology support this approach.

Market-Product Relationship

• The market, in marketing terms, encompasses current and potential consumer desires, and their purchasing power.
• Understanding the market's quantity and quality aspects is crucial for businesses.
• Insufficient consumer numbers can lead to product non-production.

Consumer Types

• Absolute non-consumer: A person who will never buy the product.
• Relative non-consumer: A person who may become a consumer in the future, but isn't currently.
• Current customers: People who use the company's products and services.
• Competitor's customers: Individuals who buy from rival businesses.

Market Segmentation

• Businesses can segment broad markets into smaller, homogeneous and profitable groups called segments.
• This allows for a targeted approach to marketing efforts.
• Factors for segmentation include sex, age, family lifecycle, socioeconomic status, location, education, and income.

Lifestyle Analysis

• Socio-styles are another way to categorize consumers based on their thinking and actions.
• These groups are expected to behave consistently.

Document 1: Production Era and Marketing Era

• The production era focused on mass production, with the market absorbing the output.
• The marketing era focuses on understanding consumer desires and fitting production to target consumers.

Document 2: Market Influence Factors

• Economic power of distributors: Their influence on product placement.
• Innovations: The necessity to match competitor advancements.
• Legislation: Laws and regulations that affect business practices (e.g., taxes, consumer rights).

Document 3: Market Segmentation Criteria

• Businesses segment markets into profitable groups called segments.
• Specific criteria for segmenting markets are included, such as gender, age, family life cycle, socioeconomic group, location, education, and income.

Document 4: Panel Automobiles Objectives

• Understanding consumer purchases of automotive products (fuels and lubricants).
• Quantifying product purchases, market share, mileage covered, and other key statistics.

Document 5: French Lifestyle Trends

• Trends in French consumer behavior and the changing nature of hedonism.
• Consumer attitudes shift from ostentatious display of wealth to more pragmatic and cautious approaches.

Document 6: Socio-styles

• A 15-category system for classifying consumer behaviors is shown.

Document 7: Marketing Mix

• The four Ps (Product, Price, Place, Promotion) form the basis of a marketing plan.
• A marketing plan is designed to communicate with the market and meet consumer needs within a defined budget.

Document 8: Product Policy

• Products fulfill both technical and symbolic functions.
• Key product elements, such as design, color, packaging, and the brand, require detailed analysis for a successful consumer experience.
• Products have a cycle of life.

Document 9: Pricing Policy

• Pricing strategies need to consider various company-related and market-related variables, including profitability, market penetration/skimming strategies, and relationships with distributors.
• Pricing is also affected by factors outside the company, such as government restrictions, competition, and consumer groups.

Document 10: Distribution Policy

• Distribution involves the activities to make goods and services available to consumers.
• It includes transportation, packaging, sales, and after-sales service.
• There are different distribution channels (direct, short, long).

Document 11 and 12: Communication Policy

• Marketing strategies include multiple communication channels, both media-based and non-media-based, such as advertising (TV, radio, print, etc.), promotions, public relations, and direct marketing.
• These are crucial for brand visibility, communicating with customers and potential customers, and building brand value.

Document 13: Investment Allocation Over Time

• The allocation of marketing budget across different media (e.g., print, television, etc) changes as the product progresses through its life cycle.

Document 14 and 15: Hygiene-beauty

• A case study of a successful French cosmetics business, Darphin, highlighting their niche market approach and successful marketing strategies.
• They focus on a specific distribution channel (pharmacies) and target premium consumers.

Document 16: Professional Trade Shows

• Shows and markets for professionals within specific industries.

Document 17: Practical Marketing Applications

• Identifying the target market for a product and determining the marketing strategies (price, product, place, promotion) to use.
• Classifying products into categories such as leaders, followers, etc., and relating their respective strategies.

Ce quiz explore les concepts fondamentaux du marketing, y compris l'analyse du marché, le type de consommateurs et la segmentation de marché. Les participants testeront leurs connaissances sur la relation entre les produits et le marché, ainsi que sur les différentes catégories de consommateurs. Préparez-vous à approfondir votre compréhension du marketing.