Université Paris Sud

Master 2 et Magistère en physique fondamentale,

chimie et environnement

UE Gestion de projet et d'entreprises

Journé é d'initiation au markéting

Marc Diviné

Découverte d'outils d'analyse et d'opération

Références

English EBook or Printed book

"B2B Marketing: 16 decisions, 86 tools"; Marc Diviné, 2015, Editor A2Z-Innovation

French printed book

"Marketing B2B: Principes et outils, de la stratégie à la vente"; Marc Diviné, 2016, Deuxième édition,

Vuibert

1 Synthé sé du businéss modé lé par lé Canvas Modél

2 Businéss modé lé mix. Exémplé.

3 Modé lé dé filié ré ét choix dé ciblés dé

communication

4 Motivations d'achat. Exémplés

5 Stratégié 6P

COMPANY•Size•Tenure•References•Market share•Profitability•R&D capacity•Responsibility•Values•Image

PROPOSITION•Range heigth, depth, depth•Product specifications•Performance•Design•Quality•Service•Support

CUSTOMER•Satisfaction score•Customization•Co-creation•Brand engagement•Awareness•Dependance•Flexibility•Expertise•Community

DELIVERY•Purchase means•Coverage•Deployment•Delivery time•Response time•Project•Engineering assistance

FINANCE•Price•Terms•Cost of change•TCO•Flexibility•Discounts•Packages•Financing•ROI

!

!

!

COMPANY: PERSON:

PULL

PUSH

PLACE

PERFORMANCE PRICE

PROFIT

6 Fléur dés sérvicés. Examplé

7 Choix dé Média

Simple or cheap product

LNA SME SoHo Consumer LNA SME SoHo ConsumerSalesperson at customer

TV

Radio

Billboard

Cinema

Telemarketing

Press

Shop

Exhibitions

Search

Linked In

Facebook

Video You tube

Web site of manufacturer

e-commerce site

Blog

Forum

Email

Banner

Microblogging

Newsletter

SMS

Off line

Inbound

Outbound

Complex or expensive product

8 Customér éxpériéncé bluéprint. Exémplé.

Awareness Education Transaction Nurturing Transaction

Ad, search, WOM Look for info Test the product Buys

Satisfaction survey Announcements Invitation Buys

Quality criteria # click thru # visits % purchase % date % sale % sale

Google x TV x x

Supplier site x x risk x

Facebook x x x x x risk

You tube channel x x

e-commerce site x risk

e-Mail x

Shop x x x x

Call x Buyer x x x x x x

User x x x x x x Sales person x x x x x

9 Synthé sé par lé positionnémént dé

marqué "Brand squaré".

Exemples de bénéfices

In which business are

we?

Who are our customers?

Who are we?What benefits

do we propose?

Conclusion : marketing activities and models 1. Business model synthesis (Tool : Canvas)

2. Business model mix (Tool : Demil)

3. Actors, targets, partners (Tool : Business field)

4. Purchase motivations

5. Strategy (Tool : 6P)

6. Services (Tool : Flower)

7. Medias choice

8. Customer experience (Tool : Blueprint)

9. Positioning claim (Tool: Brand square)