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Marketing

Démarche Marketing

Étude des étapes et des approches de la démarche marketing permettant d'analyser les besoins des consommateurs et d'adapter la stratégie de l'entreprise.

Seconde · 2 units · 7 concepts · Shared by Sophie

  1. Unit 1

    Les étapes de la démarche marketing

    Comprendre les quatre étapes clés du processus marketing cyclique, de l'analyse du marché au contrôle des résultats.

    • Analyse du marché

      Étudier le marché, les besoins des consommateurs, la concurrence et les tendances.

    • Marketing stratégique

      Définir les objectifs, choisir les segments cibles et positionner l'offre sur le marché.

    • Marketing opérationnel

      Mettre en œuvre les actions concrètes : produit, prix, distribution et communication.

    • Contrôle des résultats

      Mesurer l'efficacité des actions et ajuster la stratégie en fonction des résultats obtenus.

  2. Unit 2

    Les approches marketing

    Distinguer les approches réactive, anticipatrice et créative selon la manière de répondre aux besoins des consommateurs.

    • Approche réactive

      Répondre aux besoins exprimés des consommateurs en adaptant l'offre.

    • Approche anticipatrice

      Anticiper les besoins non exprimés ou futurs et proposer une offre adaptée.

    • Approche créative

      Créer un nouveau marché avec un produit ou service innovant.

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