Marly

In: Business and Management

Submitted By FrancJulien
Words 13793
Pages 56
Marketing
Résumé complet des chapitres 1 à 19
Année 2007-2008
Réalisé par Christopher B.
EPHEC (Commerce Extérieur)

2

Marketing

Chapitre 1 : Comprendre le marketing

Notes originales rédigées par
Christopher B.
EPHEC 2007-2008

1. L’importance du marketing.
Les responsables du marketing assument diverses tâches :
- Recherchent et analysent,
- Choisissent (définition des objectifs),
- Agissent (actions sur le terrain),
- Contrôlent (feed back)
2. Le rôle du marketing.
a. Qu’est-ce que le marketing ?
C’est un mécanisme économique et social par lequel individus et groupes vont satisfaire leurs besoins et désirs au moyen de l’échange et de la création de biens et services de valeurs.
Le but du marketing est de rendre la vente superflue. Le client souhaite acheter le produit car il a été conçu pour répondre à ses attentes. Tout ce dont on a alors besoin est de rendre le produit disponible.
b. Les échanges et transactions.
 Échange : transfert d’une chose en contrepartie d’une autre.
 Transaction : échange de valeurs entre au moins deux parties.
On passe du marketing transactionnel au marketing relationnel lorsque les relations sont long termes.
c. Sur quoi porte le marketing ?
 Biens (café, eau -> dispo en magasin donc achat) ;
 Services (coiffeurs, hôtels) ;
 Idées (anti-tabac) ;
 Informations (encyclopédie) ;
 Propriétés (maison -> il y a eu un achat) ;
 Endroits (villes qui font de la publicité pour attirer les touristes) ;
 Personnes (les stars) ;
 Expériences (aller à Eurodisney) ;
 Organisations (lutte contre le sida) ;
 Évènements (J.O.).
d. Qui fait du marketing ?
 Le marketeur cherche à obtenir une réponse des prospects
 Le marketeur analyse l’état de la demande des prospects et élabore des plans d’action pour la rendre optimale.
 Demande négative (le conso ne cherche pas -> soins dentaires)…...

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