Université Paris Sud

Master 2 et Magistère en physique fondamentale, chimie et environnement

UE Gestion de projet et d'entreprises

Journée d'initiation au marketing

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 Synthèse du business modèle (Canvass or OsterwalderModel)

2 Business model mix example

3 Choice of targets, partners, communication targets example

4 Purchase motivations examples

5 Strategy 6P

6 Flower of services example

7 Media choice

8 Customer experience blueprintExemple 1

Awareness Education Transaction NurturingTransaction

AdLook for info

Test the product Buys

Satisfactionsurvey

Announcements

Invitation Buys

Quality criteria

# clickthru # visits % purchase % date % sale % sale

TV x x Supplier site x x risk x Facebook x x x x x riskYou tube channel x x e-commerce site x risk Mail x Shop x x x

User &buyer x x x x

Sales person x x x x x

Exemple 2

In which business arewe?

Who are our

customers?

Who are we?

What benefits do

we propose?

9 Synthesis with the positioning claim with the brand square

Examples

Conclusion : marketing activities and models1. Business model synthesis (Tool : Canvas)2. Business model mix (Tool : Demil)3. Actors, targets, partners (Tool : Business field)4. Purchase motivations5. Strategy (Tool : 6P)6. Services (Tool : Flower)7. Medias choice8. Customer experience (Tool : Blueprint)9. Positioning claim (Tool: Brand square)