le marketing stratégique dans les sociétés financières

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  • 8/14/2019 le marketing stratgique dans les socits financires

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    Gii` piot`}{ougo}` 6 =221(=22>

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    Rjgi e j`~rh{ 6

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    OIU]HEPKUOHI 6

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    KNGROU]@ R]@LO@] 6 A@I@]GJOU@[ EP LG]C@UOIA

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    Gkkoe`iu{ kh}rh}`j{ .lgjgeo`{* lgu`}iou* nh{rougjo{guohi* oikgrgkou*oitgjoeou* oieotoep`j gkkoe`iu/* gpu}` wp` k`p~ jo{ jgpuhlhmoj` wpo{hiu khpt}`iu egi{ j` kge}`e`{ g{{p}gik`{ e` ehllga`{

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    7) J` ehlgoi` `u j`{ `if`p~ ep lg}c`uoia {u}guaowp` 6

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    J` lg}c`uoia {u}guaowp` .{u}guao` khll`}kogj`/ `{u jg elg}kn` egigjy{` `u e`}dj`~ohi rhp} }gjo{`} jgewpguohi hdd}`,e`lgie` wpo {!oi{k}ou egi{ jg {u}guao` e`j!`iu}`r}o{`) Oj {!gaou e!pi u}gtgoj wpo to{` gpal`iu`} j` knodd}` e!gddgo}`{* j`{ rg}u{ e`lg}kn `u jg doejou e`{ kjo`iu{ rg}eodd}`ikoguohi* lhuotguohi hp gegruguohi e` j!hdd}`

    {hjtgmj` gpal`iugiu goi{o j`{ khihlo`{ e!kn`jj`)

    Jg {u}guao` lg}c`uoia g rhp} hmf`u e!g{{p}`} {p} j` jhia u`}l` j` et`jhrr`l`iu e`{t`iu`{ }`iugmj`{ .{guo{dgo{giu goi{o j`{ grrh}u`p}{ e` kgrougp~/ `u e` khpt}o} gp lo`p~j`{ d}go{ do~`{ e` j!`iu}`r}o{` r`}l`uugiu goi{o e` ai}`} e`{ khihlo`{ e!kn`jj`)H}o`iu` t`iu`* k`uu` {u}guao` dhiegl`iugj` rhp} j!`iu}`r}o{` {!oi{}` gp{{o egi{ jgrhjouowp` ai}gj` e` j!`iu}`r}o{` wpo r}`ie gp{{o khlru` e` j!h}agio{guohi ai}giue`{ {yi`}ao`{ hp e` jg dj`~omojou)

    =) Jg elg}kn` ep lg}c`uoia {u}guaowp` 6

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    J!gigjy{` {u}guaowp` khll`ik` egi{ pi r}`lo`} u`lr{ rg} pi` gigjy{`oiu`}i` .kgrgkou{ e` j!`iu}`r}o{` 6 lhy`i{ nplgoi{ `u doigiko`}{* olga` e`lg}wp`/ `u `~u`}i` .}`{{hp}k`{ }`wpo{`{ rg} kngwp` {`al`iu* }`iugmojou e`kngwp` {`al`iu* dh}k` e` jg khikp}}`ik`* jao{jguohi)))/ e` j!`iu}`r}o{`) Oj {`}gik`{{go}` e!puojo{`} pi` jo{u` e!oieokgu`p}{ hmf`kuod{ `u r`}uoi`iu{ jh}{ e` k`uu`gigjy{` r}gjgmj`) Oj {`}g gjh}{ rh{{omj` e` }gjo{`} pi r}`lo`} eogaih{uok wpor`pu {` r}{`iu`} rg} `~`lrj` {hp{ jg dh}l` e!pi` lgu}ok` [QHU* r`}l`uugiugoi{o e` do~`} j`{ a}gie{ hmf`kuod{) G ihu`} wp` k` khik`ru e!hmf`kuod .e!hruohi{/`{u rjp{ hp lhoi{ jg}a` `i dhikuohi e`{ gpu`p}{) K`}ugoi{ }epo{`iu jg rng{`e` {yiun{` gtgiu j`{ 5R pi` rng{` .j` rh{ouohii`l`iu/* k` wpo g j` l}ou`e` jg {olrjokou* lgo{ r`pu }epo}` j` knglr e`{ rh{{omj`{ gp doigj)

    Egi{ pi {`khie u`lr{* oj dgpu ehik eu`}loi`} k`{ hmf`kuod{* j`{ hruohi{{u}guaowp`{ dhiegl`iugj`{* wp` {hiu e!gmh}e pi` {`al`iuguohi ep lg}kn.pi` komj`/) Oj {!gaou e!oe`iuodo`} {p} j` lg}kn e`{ a}hpr`{ e` khi{hllgu`p}{gygiu j`{ ll`{ guu`iu`{ to{,,to{ ep r}hepou `u e`tgiu ehik }gao} e` jgll` lgio}` pi` ll` {uolpjguohi lg}c`uoia) Goi{o wp! pi

    rh{ouohii`l`iu eu`}loi rg} k`komjga`) Oj {!gaou* rg}lo j`{ {`al`iu{ edoio{e!`i knho{o} pi hp rjp{o`p}{ wp` j!`iu}`r}o{` tg u`iu`} e` {guo{dgo}` rg} jgk}eomojou e!pi` dh}lpj` e` j!hdd}`) @idoi* gp{{o j!olga` e` lg}wp` to{` `u j`{{hp}k`{ e` thjpl` e` t`iu` wpo `~rjowp`iu g wpho tg {!guugwp`} jg {u}guao`.pi khikp}}`iu eo}`ku* pi r}hepou e` {pm{uoupuohi)))/)

    K`{ eot`}{`{ hruohi{ ehot`iu dh}l`} pi `i{`lmj` khn}`iu `u r`}l`uu}` e`eu`}loi`} j` knho~ e`{ r}oh}ou{ .lg}kn* r}hepou{ `u {hp}k` e` thjpl`/ `u e`{j`to`}{ e!gkuohi e` jg {u}guao`)

    K`{ j`to`}{ dh}lpj`} kjgo}`l`iu rhp} j` lg}c`uoia hr}guohii`j {hiu j`{ 5 g~`{ ep

    lo~,lg}c`uoia6 r}o~* r}hepou* rjgk` .eo{u}ompuohi/* r}hlhuohi .khllpiokguohi/) K` {hiue`{ a}gie{ g~`{ {pot}` edoio{ e` lgio}` g}mou}go}` `u ehiu j!oit`{uo{{`l`iu r`pu

    4

    http://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprisehttp://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprisehttp://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprisehttp://fr.wikipedia.org/wiki/Diff%C3%A9renciation_comp%C3%A9titivehttp://fr.wikipedia.org/wiki/Diff%C3%A9renciation_comp%C3%A9titivehttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Marketinghttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Synergiehttp://fr.wikipedia.org/wiki/SWOThttp://fr.wikipedia.org/wiki/Segmentation_(sciences_humaines)http://fr.wikipedia.org/wiki/Positionnementhttp://fr.wikipedia.org/wiki/Ciblagehttp://fr.wikipedia.org/wiki/Ciblagehttp://fr.wikipedia.org/wiki/Image_de_marquehttp://fr.wikipedia.org/wiki/Mix-marketinghttp://fr.wikipedia.org/wiki/Mix-marketinghttp://fr.wikipedia.org/wiki/Prixhttp://fr.wikipedia.org/wiki/Produit_(%C3%A9conomie)http://fr.wikipedia.org/wiki/Distribution_(commerce)http://fr.wikipedia.org/wiki/Strat%C3%A9gie_de_communicationhttp://fr.wikipedia.org/wiki/Diff%C3%A9renciation_comp%C3%A9titivehttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Marketinghttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Synergiehttp://fr.wikipedia.org/wiki/SWOThttp://fr.wikipedia.org/wiki/Segmentation_(sciences_humaines)http://fr.wikipedia.org/wiki/Positionnementhttp://fr.wikipedia.org/wiki/Ciblagehttp://fr.wikipedia.org/wiki/Image_de_marquehttp://fr.wikipedia.org/wiki/Mix-marketinghttp://fr.wikipedia.org/wiki/Prixhttp://fr.wikipedia.org/wiki/Produit_(%C3%A9conomie)http://fr.wikipedia.org/wiki/Distribution_(commerce)http://fr.wikipedia.org/wiki/Strat%C3%A9gie_de_communicationhttp://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprisehttp://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprise
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    u}` oiagj) Oit`{uo} `i khllpiokguohi olrjowp` e` i` rg{ eoloip`} rg} `~`lrj``~ga}l`iu j`{ r}o~ rhp} }`{u`} `ddoko`iu) K`{ j`to`}{ ehot`iu u}` ehik ajhmgj`l`iukhn}`iu{) Oj{ ehot`iu {!gegru`} gp lg}kn `u j!`iu}`r}o{`) Oj{ ehot`iu uhpfhp}{kn`}kn`} r`}l`uu}` j! iu}`r}o{` e!hmu`io} pi` {pr}oh}ou .pi gtgiuga`khikp}}`iuo`j/ `u pi` khn}`ik` gt`k j` rh{ouohii`l`iu) Jg dh}lpjguohi e` k`uu`

    {u}guao` ehou gp{{o kn`}kn`} gtho} khll` wpgjou e!u}` {p}` `i u`}l` e` r}to{ohi)

    J`{ gkuohi{ ep lg}c`uoia {u}guaowp` r`pt`iu ehik {` eoto{ } `i u}ho{ rng{`{*r}{`iu`{ khik`rup`jj`l`iu khll` e`{ rng{`{ {pkk`{{ot`{* lgo{ rg{ dh}kl`iukhi{kpuot`{ egi{ jg r}guowp` .oj y g {hpt`iu e`{ kn`tgpkn`l`iu{ hp e`{ }`uhp}{ `ig}}o}`/)

    KNGROU]@ = 6 J@[ @UPE@[ KHLL@]KOGJ@[ EGI[ J@[ [HKO@U@[

    DOIGIKO@]@[ 6

    [`kuohi 7) J` khlrh}u`l`iu e`{ kjo`iu{ e` jg mgiwp` `u e`{g{{p}gik`{ 6

    7) J` khlrh}u`l`iu ep khi{hllgu`p} e`{ r}hepou{ mgikgo}`{ `u e`{

    r}hepou{ eg{{p}gik`)

    J` lg}c`uoia {u}guaowp` e`{ {`}tok`{ grrh}u` e`{ {hjpuohi{ egi{ j` mpu e!tou`} wp`e`{ eko{ohi{ hr}guohii`jj`{ {ho iu r}o{`{ nuot`l`iu {gi{ }dj`~ohi r}gjgmj`

    {pddo{giu` khik`}igiu j`p} mo`i dhie `u j`{ khi{wp`ik`{ wp!`jj`{ }o{wp`iu e!gtho} khp}u* lhy`i `u jhia u`}l` gp iot`gp e`{ lg}kn{)

    G, J` khlrh}u`l`iu ep khi{hllgu`p} mgikgo}`)

    J` khi{hllgu`p} mgikgo}` r}{`iu` pi` rg}uokpjg}ou* {hi khlrh}u`l`iu to{,,to{e` jg mgiwp` rg{{` rg} u}ho{ ugr`{ 6

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    K!`{u pi` ugr` e` r}rg}guohi e` j!gku` e!hpt`}up}` e!pi khlru`* `jj` hmou j` rjp{{hpt`iu pi m`{hoi wpo eodd}` e!pi` r`}{hii` pi` gpu}` `u ep rg}uokpjo`} j!`iu}`r}o{`) K` m`{hoi r`pu r}`ie}` rjp{o`p}{ dh}l`{ 6

    , Jg }`kn`}kn` e` jg {kp}ou 6 K!`{u j` kg{ rhp} pi oieotoep wpo {hpngou`{kp}o{`} {hi g}a`iu `i jg u}gi{dh}lgiu e` j!`{rk` `i lhiigo` {k}orup}gj`)

    , Jg }`kn`}kn` e` j!`{uol` e` {ho6 @i `dd`u hpt}o} pi khlru` mgikgo}` `u u}`

    eu`iu`p} e!pi` kg}u` e` apokn`u }`r}{`iu` pi rjp{ egi{ jg r`}k`ruohi e`{a`i{* {p}uhpu gp Lg}hk h jg mgigjo{guohi ep r}hepou mgikgo}` }`{u` jhoi `ikh}`gt`k {`pj`l`iu =2% e` jg rhrpjguohi mgikg}o{`)

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    , Pi` ik`{{ou 6 K!`{u pi m`{hoi wpo lgi` e!pi {uolpjp{ oieotoep`j `u {hkogj)@i `dd`u* j!hpt`}up}` e!pi khlru` mgikgo}` `{u e`t`ip` pi` ik`{{ou rhp} j`{kougeoi{ eu`iu`p}{ `u* e` rjp{ `i rjp{ agj`l`iu* ihi,eu`iu`p}{ e` }`t`ip{)K`uu` ik`{{ou r`pu grrg}gu}` gp{{o kn`v j` dpup} gkwp}`p} e!pi jha`l`iu*thoup}` hp {olrj` k}eou e` khi{hllguohi `i wpu` e` doigik`l`iu)

    , Pi` `~oa`ik` 6 Rhp} j`{ `iu}`r}o{`{* k!`{u pi` `~oa`ik` e!gtho} pi khlru`khp}giu* tho} rjp{o`p}{* rhp} jg mhii` khiepou` e`{ hr}guohi{ khll`}kogj`{`u j` doigik`l`iu e` j!gkuotou) J!hpt`}up}` e!pi khlru` r`pu u}` agj`l`iupi` `~oa`ik` rhp} j`{ rg}uokpjo`}{* k!`{u j` kg{ e`{ e`lgie`p}{ e` to{g{ rhp}j!u}gia } hp `ikh}` uhpu {olrj`l`iu rhp} pi gmhii`l`iu e` ujrnhiolhmoj`* oko j` khlru` mgikgo}` `{u khi{oe} khll` pi` ag}giuo`)

    , Pi oit`{uo{{`l`iu6 K!`{u j` kg{ e`{ kjo`iu{* rg}uokpjo`}{ hp `iu}`r}o{`{* wpoe{o}`iu dgo}` d}pkuodo`} j`p} kgrougj jowpoe` `i j` erh{giu egi{ e`{ khlru`{mjhwp{ .rg}ai` hp eru u`}l`/ `i khiu}`rg}uo` e!pi oiu}u gr}{ pi`ep}` eu`}loi`)

    m) J` knho~ e!pi` mgiwp` 6

    Gr}{ jg }`khiigo{{gik` ep m`{hoi* j` khi{hllgu`p} r`pu {!`iaga`} egi{ jg}`kn`}kn` e!oidh}lguohi{ {p} j`{ lhy`i{ e` {guo{dgo}` k` m`{hoi* k`uu` }`kn`}kn`r`pu u}` oiu`}i` `u(hp `~u`}i`)

    , Jg }`kn`}kn` oiu`}i` 6 @jj` `{u gkuot` `i r}`lo`} jo`p* fp{u` gr}{ jg}`khiigo{{gik` ep m`{hoi) K`jg er`ie e`{ wpgjou{ e` j!oieotoep `u j` kplpje!oidh}lguohi{ `u e!`~r}o`ik`{ eu`ip`{ `i lguo}` e`{ {`}tok`{ mgikgo}`{*e`{ `i{`oai`{* e`{ rpmjokou{* e` j!olga` e` lg}wp` e`{ mgiwp`{* )))[hpt`iu*k`uu` }`kn`}kn` oiu`}i` h}o`iu`}g j` khi{hllgu`p} t`}{ jg mgiwp` jg rjp{r}hkn` egi{ {g llho}` `it`}{ jgwp`jj` oj eaga` pi` {ylrguno` {rkogj`* `uoj tou`}g j`{ mgiwp`{ {kgiegj`{ doigiko`}{ hp m`gpkhpr u}hr r}`{uoao`p{`{hp `ikh}` ehiu j!gt`io} `{u oik`}ugoi {hi rhoiu e` tp`)

    , Jg }`kn`}kn` `~u`}i` 6 K!`{u pi` }`kn`}kn` r}gjgmj` j!gkngu* `jj` }{pju`e!pi e{o} e!`dd`kup`} j`{ l`ojj`p}{ knho~ e` khi{hllguohi) K`uu` }`kn`}kn``{u tg}ogmj` `u khieouohii` rg} jg r`}{hiigjou ep khi{hllgu`p}* jg igup}` epr}hepou e{o}* j` khu e` j!oidh}lguohi* j!gtgiuga` r}hkp} `u j` }o{wp` `ikhp}p)J` khi{hllgu`p} g u`iegik` thpjho} r}hdou } e` j! ~r}o ik` e` {hi`iuhp}ga` tho} ll` e`{ {rkogjo{u`{ .e`{ `lrjhy{ e` mgiwp`{/) J`khi{hllgu`p} r`pu gjj`} ll` egi{ pi` ga`ik` rhp} pi` khjj ku`e!oidh}lguohi{ khlrjl`iugo}`{ u e!`~rjokguohi{)

    Gr}{ jg }`kn`}kn` e` j!oidh}lguohi* j` khi{hllgu`p} rg{{` pi` ugr` e!tgjpguohi

    e`{ {hjpuohi{ r}gjgmj`{ j!gkngu)

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    k) J` knho~ e`{ r}hepou{ `u {`}tok`{ {hp{k}o}` 6

    Rhp} r}ko{`} j` kge}` ai}gj e` edoiouohi e`{ khlrh}u`l`iu{ e`{ kjo`iu{mgikgo}`{* {p}uhpu rg}uokpjo`}{* oj dgpu oiu}hepo}` j`{ eodd}`iu`{ eol`i{ohi{ u`igiu j!gku` e!gkngu hp gp~ lpjuorj`{ dgk`uu`{ ep kjo`iu mgikgo}` 6

    J!gkngu uhugj`l`iu r}ha}gll 6 oj {gaou e` edoio} j` uyr` e` r}hepou `u j`jo`p e!gkngu* rg} `~`lrj` rhp} j!hpt`}up}` e!pi uyr` e` khlru` edoio egi{ pi`mgiwp` knho{o`)

    J!gkngu rg}uo`jj`l`iu r}ha}gll 6 wpo khi{o{u` edoio} jg mgiwp` hp j`{`}tok` {hpngou `u knho{o} `i{pou` j!gpu}` khlrh{giu`) Rg} `~`lrj`* j`uhp}o{u` wpo {hpngou` khit`}uo} {`{ e`to{`{ r`pu knho{o} pi` mgiwp` gp ng{g}e)

    @i `dd`u* uhpu`{ j`{ eko{ohi{ e!gkngu i` khlrh}u`iu rg{ j`{ ll`{ e`a}{ e`khlrj`~ou) J` kjo`iu `~r}ol`}g pi` r}ohe` gjguho}` r}rg}guho}` e` j!gku` e!gkngu)Rg} `~`lrj`* pi kjo`iu gkkh}e`}g rjp{ e!oiu}u `u khi{gk} }g m`gpkhpr e` u`lr{ `ue!i`}ao` jg r}rg}guohi e` {hi gkngu rhp} pi r}hepou wpo r}{`iu` pi a}gie }o{wp`e!`}}`p} khll` pi k}eou ollhmojo`}) Gp khiu}go}`* oj khi{oe}`}g khll` }hpuoio`} jge`lgie` e!pi r}u khp}u u`}l` khll` pi k}eou e` khi{hllguohi)

    @idoi j` khi{hllgu`p}* rg}uokpjo`} hp `iu}`r}o{`* {` khlrh}u` dgk` j!hdd}` wpo jpo `{ue`{uoi` e` dghi guu`iuot`* oj kn`}kn` gtho} j` rjp{ e!oidh}lguohi{ {p} j`{ eodd}`iu{r}hepou{* lgo{ {hi knho~ {` d`}g `i dhikuohi e` {`{ m`{hoi{)

    M , J` khlrh}u`l`iu ep khi{hllgu`p} e`{ r}hepou{ eg{{p}gik`{ 6

    g) ekoe`} eu}` g{{p} 6

    J!gku` e` {hp{k}o}` pi khiu}gu eg{{p}gik` hmou j` rjp{ {hpt`iu pi m`{hoi wpoeodd}` e!pi` r`}{hii` pi` gpu}` `u ep rg}uokpjo`} j!`iu}`r}o{`) K` m`{hoi r`pur}`ie}` rjp{o`p}{ dh}l`{ 6

    , Jg }`kn`}kn` e` jg {kp}ou 6 K! {u j` kg{ rhp} pi oieotoep hp pi``iu}`r}o{` wpo {hpngou` {` khpt}o} khiu}` j` }o{wp` eau{ lgu}o`j{ khll`joik`ieo` hp j` thj)

    , Pi` ik`{{ou 6 K!`{u pi m`{hoi e` r}t`iuohi wpo khi{o{u` dgo}` dgk` gp~}o{wp`{ `u gjg{ t`iup`j{ wpo r`pt`iu `ia`ie}`} e`{ r`}u`{ wpo {`}hiuidg{u`{ rhp} jg r}`iiou e` j`iu}`r}o{`) Rg} `~`lrj`* joik`ieo`* eau{ e`{`gp~* }o{wp`{ kngiuo`}{)

    , Pi` `~oa`ik` 6 K`{u j` kg{ e`{ g{{p}gik`{ hmjoaguho}`{ oi{uoup`{ rg} j`{rhptho}{ rpmjok{) Oj {gaou e` jg{{p}gik` khiu}` j`{ gkkoe`iu{ e` u}gtgoj* jg}`{rhi{gmojou kotoj` gpuhlhmoj` `u jg{{p}gik` rhp} jg kng{{`) Lgo{ gp{{o*

    k`}ugoi{ khi{pjgu{ `~oa`iu jh}{ e` jg ejot}gik` e`{ to{g{ pi` g{{p}gik`thyga` ju}gia`})

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    , Pi oit`{uo{{`l`iu6 K!`{u j` kg{ e`{ kjo`iu{* rg}uokpjo`}{ hp `iu}`r}o{`{* wpoe{o}`iu dgo}` d}pkuodo`} j`p} kgrougj egi{ e`{ r}hepou{ e` kgrougjo{guohi khll`jg{{p}gik` to` hp erg}ai` khll` j`{ rjgi{ e` }`u}gou`)

    m) J` knho~ e!pi` khlrgaio` eg{{p}gik` 6

    Gr}{ jg }`khiigo{{gik` ep m`{hoi* j` khi{hllgu`p} r`pu {!`iaga`} egi{ jg}`kn`}kn` e!oidh}lguohi{ {p} j`{ lhy`i{ e` {guo{dgo}` k` m`{hoi) K`jg er`ie e`j!oieotoep `u ep kplpj e!oidh}lguohi{ `u e!`~r}o`ik`{ eu ip`{ `i lguo}` e`r}hepou{ eg{{p}gik`* e`{ `i{`oai`{ .j` ihl khll`}kogj e` j`iu}`r}o{ /* e`{rpmjokou{* e` j!olga` e` lg}wp` e`{ khlrgaio`{ eg{{p}gik`)

    K`uu` }`kn`}kn` r}gjgmj` j!gkngu }{pju` e!pi e{o} e!`dd`kup`} j` l`ojj`p} knho~ e`khi{hllguohi) J` khi{hllgu`p} g u`iegik` thpjho} r}hdou`} e` e`{ `~r}o`ik`{

    e`{ gpu}`{ khi{hllgu`p}{ `u ll` e` k`jj`{ e`{ {rkogjo{u`{ 6 j` khi{hllgu`p}r`pu gjj`} ll` egi{ pi kgmoi`u ega`iu ai}gj rhp} pi` khjj`ku` e!oidh}lguohi{khlrjl`iugo}`{ u e!`~rjokguohi{)

    k) J` knho~ e`{ r}hepou{ `u {`}tok`{ {hp{k}o}` 6

    @i ai}gj* j`{ eko{ohi{ e!gkngu e` r}hepou{ eg{{p}gik`{ ik`{{ou`iu pi` r}ohe`e` r}rg}guohi {p}uhpu rhp} j`{ khiu}gu{ eg{{p}gik` ehllga`{) J`{ `iu}`r}o{`{gkkh}e`iu pi` guu`iuohi rg}uokpjo}` k` uyr` e` khiu}gu `i {hjjokougiu jgto{ e`{`~r`}u{ fp}oeowp`{ `u j`{ {rkogjo{u`{ `i lguo}` e` lgiga`l`iu e`{ }o{wp`{)

    I)M 6 Oj dgpu ihu`} egi{ j` kge}` e`{ khiu}gu{ hmjoaguho}`{ .kg{ e` jg{{p}gik`gpuhlhmoj`/ wp` j` khi{hllgu`p} i rg{ t}gol`iu j` knho~ kg} j`{ r}o~ {hiu}aj`l`iu{)

    =) Jg {guo{dgkuohi ep khi{hllgu p} e`{ r}hepou{ mgikgo}`{ `u e`{r}hepou{ eg{{p}gik` 6

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    g) J`{ guu`iu`{* jg wpgjou `u jg {guo{dgkuohi `i lguo}` e` {`}tok`{)

    J`{ guu`iu`{ ep khi{hllgu`p} {hiu e`{ k}hygik`{ }`jguot`{ pi r}hepou* gtgiuj!gkngu* wpo { }t`iu e` {ugieg}e{ hp e` rhoiu{ e` }d}`ik` gp~wp j{ j`{r`}dh}lgik`{ ep r}hepou {hiu khlrg}`{) J` fpa`l`iu e` jg wpgjou ep r}hepou}{pju` e!pi` khlrg}go{hi e`{ guu`iu`{ e` {`}tok` jg r`}dh}lgik` gkup`jj`)

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    72

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    J`{ guu`iu`{ ep jgik`l`iu e` ihpt`gp~ r}hepou{)

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    J`{ mhpj t`}{`l`iu{ grrh}u{ rg} j`{ ihpt`gp~ kgigp~ e` eo{u}ompuohi `u jge}aj`l`iuguohi hiu khiu}omp pi` r}o{` e` khi{ko`ik` e` jg rjgk` ep kjo`iu egi{j`{ {u}guao`{ lg}c`uoia e`{ {`}tok`{) Jg jhiap` r}ohe` e!gp{u}ou `u jg lhmojougkk}p` hiu lheodo j` kykj e` to ep kjo`iu 6 knlga`* }prup}` e` kg}}o}`*kngia`l`iu{ {hkogp~ hp dglojogp~* {fhp}{ j!u}gia`} {hiu e`t`ip{ gpugiue!hkkg{ohi{ e` ihp}}o} jg e,doejo{guohi)

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    J`{ kjo`iu{ e` mgiwp`{ {` ekjg}`iu* `i ai}gj* doej`{ j`p} ugmjo{{`l`iu) Rhp}gpugiu* j`{ rg}uokpjo`}{ hl`uu`iu e` r}ko{`} wp!oj{ khiu}gku`iu e`{ k}eou{ egi{ pia}gie lgag{oi* gknu`iu j`p} gpuhlhmoj k}eou gpr}{ e!pi` {hkou e`doigik`l`iu `u khiu}gku`iu e`{ g{{p}gik`{ gpr}{ e` {hkou{ e!g{{p}gik`)J`{ {u}guao`{ lg}c`uoia lo{`{ `i h`pt}` rg} j`{ ugmjo{{`l`iu{ rhp} }rhie}` k`{ `if`p~ {hiu e` u}ho{ h}e}`{ 6

    , R }d`kuohii`l`iu ep komjga` `u et jhrr`l`iu ep lg}c`uoia}`jguohii`j 6

    Oj {gaou e`{ hpuoj{ {potgiu{ 6 Egugloioia .Mg{` e` ehii`{ e`{ oidh}lguohi{ {p} j`{kjo iu{ rhp} khiigu}` `u giuokor`} j`p}{ m`{hoi{/ `u j` bhi` uh hi !.Lg}c`uoia}`jguohii`j* kngwp` kjo`iu `{u u}gou e!pi` dghi {rkodowp` `u oieotoepgjo{ /* j` }j` epkhi{`oj gkk}p rhp} j`{ kng}a{ e` kjo`iuj` `i ga`ik` `u j` }{`gp ega`iu{ rhp} j`{g{{p}gik`{ `u `idoi j`{ kglrgai`{ e` khllpiokguohi h}o`iu`{ kjo`iuj`)

    Et`jhrr`l`iu `u `i}okno{{`l`iu e!pi` agll` e` r}hepou{ `ue` {`}tok`{doejo{giu6

    77

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    T`iu` e` rgkcga` e` khiu}gu{ e!g{{p}gik`{* k}eou }`thjtoia .`it`jhrr` e` k}eouwpo {` }`khi{uoup`gp dp} `u l`{p}` e`{ }`lmhp}{`l`iu{/ `u k}eou ollhmojo`})

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    J`{ ga`ik`{* j` }{`gp ega`iu{ `u e` khp}uo`}{* k`iu}`{ e!grr`j{* {`}t`p}{ thkgp~*Oiu`}i`u* `uk)

    [`kuohi = 6 J`{ upe`{ ep lg}kn egi{ j`{ {hkou{ doigiko}`{ 6

    7) J`{ hmf`kuod{ e!pi` upe` e` lg}kn 6

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    J`{ upe`{ {`kuh}o`jj`{ {hiu pi kg{ rg}u 6 oj {!gaou e!upe`{ ehkpl`iugo}`{ wpo i`ik`{{ou`iu rg{ e` {hie`} jg rhrpjguohi)

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    http://www.etudesdemarche.net/articles/etudes-sectorielles.htmlhttp://www.etudesdemarche.net/articles/panels.htmlhttp://www.etudesdemarche.net/articles/etudes-quantitatives.htmlhttp://www.etudesdemarche.net/articles/enquetes-en-ligne.htmlhttp://www.etudesdemarche.net/articles/etudes-satisfaction.htmlhttp://www.etudesdemarche.net/articles/etudes-qualitatives.htmlhttp://www.etudesdemarche.net/articles/etudes-sectorielles.htmlhttp://www.etudesdemarche.net/articles/panels.htmlhttp://www.etudesdemarche.net/articles/etudes-quantitatives.htmlhttp://www.etudesdemarche.net/articles/enquetes-en-ligne.htmlhttp://www.etudesdemarche.net/articles/etudes-satisfaction.htmlhttp://www.etudesdemarche.net/articles/etudes-qualitatives.html
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    {hiega` 6 khik`}i` rjpuu j`{ `iwpu`{ e!hroiohi .rhjouowp` rg} `~`lrj`/ gjh}{wp` j!upe` wpgiuouguot` {` dgou rjpuu egi{ pi` hruowp` Lg}c`uoia)

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    Jg lg}a` e! }}`p} i!gpal`iu` rg{ r}hrh}uohii jj l`iu jg ugojj` e`j!kngiuojjhi)

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    G thp{ e` knho{o} jg rjp{ r`}uoi`iu` rhp} kngwp` wp`{uohi r}ko{` `u e!gju`}i`} rhp}lgoiu`io} j!oiu}u e` jg r`}{hii` oiu`}to`q`)

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    J`{ upe`{ wpgjouguot`{ {hiu l`i`{ rg} e`{ {rkogjo{u`{ gygiu e` mhii`{khiigo{{gik`{ `i r{yknhjhao` `u e` k` dgou kgrgmj`{ ihi {`pj`l`iu e` l`uu}` jgo{` `u dgo}` rg}j } j`{ r }{hii`{ oiu`}}ha`{* lgo{ gp{{o egigjy{`} j`{khlrh}u`l`iu{ ihi t`}mgp~)

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    7) J` khik`ru e` jg {`al`iuguohi 6

    J` lg}c uoia e`{ {`}tok`{* ll` {!oj r}{`iu` e`{ {rkodokou{ mo`i ugmjo {*`lr}piu` pi mhi ihlm}` e!hpuoj{ `u e` {knlg{ e!gigjy{` e` rh}u` rjp{ ai}gj`*ehik e` unh}o` ep lg}c`uoia dhiegl`iugj* uhp{ k`{ jl`iu{ thiu e` rgo} 6 Jg{gup}guohi ep lg}kn `~oa` pi` eot`}{odokguohi `u pi` {`al`iuguohi)

    Jg {`al`iuguohi `{u j!g}u `u jg {ko`ik` e` eoto{`} j`{ rhrpjguohi{ `i a}hpr`{ eo{uoiku{)J!oegj `{u wp` kngwp` a}hpr` {` eodd}`iko e`{ gpu}`{ `u wp` uhp{ {ho`iu}`r}{`iu{) J`{ a}hpr`{ ehot`iu u}` nhlhai`{* j`{ oieotoep{ {hiu rjp{ hp lhoi{{olojgo}`{ egi{ kngwp` a}hpr`* `u j!oit`}{` oj{ {` elg}wp`iu kjgo}`l`iu e` k`p~e`{ gpu}`{ {hp{,`i{`lmj`{)

    Jg {`al`iuguohi r`pu u}` ugmjo` rg}uo} ep khlrh}u`l`iu e`{ khi{hllgu`p}{* ep

    r}hdoj e!puojo{gu`p}{ uyr`{* e` m`{hoi{* e` r}hmjl` }{hpe}`)))

    J`{ {`al`iu{ r`pt`iu u}` khlrh{{ e!oieotoep{* e` dhy`}{* e!`iu}`r}o{`{* e` tojj`{*e` }aohi{)))

    Jg eoddokpju `{u e` rhptho} {`al`iu`} e` jg lgio}` jg rjp{ r`}uoi`iu`* kngwp`a}hpr` ehou u}` gddoi j` rjp{ rh{{omj` rhp} k}`} pi` gewpguohi `iu}` j!hdd}` `u j`{guu`iu`{* lgo{ gp{{o e` r}tho} j`{ ihpt`jj`{ hdd}`{)

    7?

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    =) J`{ k}ou}`{ e` {`al`iuguohi 6

    Hi r`pu r`}k`tho} rjp{o`p}{ uyr`{ e` {`al`iuguohi{* lgo{ jg {`al`iuguohi jg rjp{grrg}`iu` `{u k`jj`{ e!pi kjg{{`l`iu rg} u}gikn`{ e` }`t`ip{ hp uyr`{ e!gkuotou)

    K`uu` {`al`iuguohi ihp{ khiepou eodd}`iko`} `iu}` 6 Rg}uokpjo`}{* RL@* A}gie`{`iu}`r}o{`{)))

    J! ~rjokguohi e`{ lhuotguohi{ `u ep khlrh}u`l`iu ep khi{hllgu p} dgk` gp~r}hepou{ `u {`}tok`{ }{oe`* khll` rhp} uhpu gpu}` r}hepou* egi{ e`p~ uyr`{ e`dgku`p}{ 6 wpgiuouguod{ `u wpgjouguod{) J`{ r}`lo }{ {hiu l`{p}gmj`{ `u kjgo}`l`iuoe`iuodogmj`{* rg} `~`lrj`* j` }`t`ip* j!a`* `uk)

    J`{ {`khie{* wpgjouguod{* {hiu eu`ku{ rg} j!gigjy{` r{yknhjhaowp` hp {hkohjhaowp`)K`{ tg}ogmj`{ oieotoep`jj`{ {hiu {hp}k`{ e` eodd}`ikoguohi e`{ guuoupe`{ `u ehik e`{`al`iuguohi e`{ guu`iu`{ ep lg}kn) K`jg {!oiu}`{{` gp~ dgku`p}{ e!oidjp`ik`{hkogp~* no{uh}owp`{ `u kpjup}`j{ {p} j` khlrh}u`l`iu) Jg r`}k`ruohi e` j!g}a`iu u}gt`}{ e`{ }`jguohi{ lh}gj`{ `u r{yknhjhaowp`{ `{u dh}u`l`iu eodd}`iko` {`jhi jgkpjup}` e!grrg}u`igik` e` j!oieotoep)

    ;) @upe` e` kg{ 6 {`al`iuguohi 6

    Jg [ALM 6 [hkou Ai}gj` Lg}hkgoi` e` Mgiwp`{)

    Jg [ALM gehru` k`uu` ll` {`al`iuguohi kjg{{owp`* k`ko {` lgiod`{u` egi{ {hihdd}` e` r}hepou{)

    A}k` e`{ `iu}`uo`i{ }gjo{{ gt`k e`{ kge}`{ e` jg mgiwp`* ihp{ gthi{ rp dgo}`j` khi{ugu wp` jg [ALM `{u pi` mgiwp` u}{ {j`kuot` `i lguo}` e` kjo`iu{* jgmgiwp` {!oiu}`{{` gp~ rg}uokpjo`}{ dh}upi{ `u gt`k pi }`t`ip rjp{ hp lhoi{ j`t.9 0222 En{/* gp~ f`pi`{ {rkogj`l`iu `idgiu{ e`{ kjo`iu{* gp~ `iu}`r}o{`{* {hp{khiu}goiu` ep khiu}j` ep }o{wp`* jg mgiwp` r}otojao` j`{ RL@)

    E!gr}{ pi` hm{`}tguohi e`{ e`p~ r}hepou{ j`{ rjp{ leoguo{{ gkup`jj`l`iu gpiot`gp e` k`uu` mgiwp`* hi r`pu {!gr`}k`tho} wp` jg [ALM {!oiu}`{{` gp~ 6

    , F`pi`{ 6 u}gt`}{ j!hdd}` MGIC_7;. &/) K`uu` hdd}` ihp{ r`}l`u e` dgo}` pi`eo{uoikuohi `iu}` e`p~ {hp{,a}hpr`{ gp {`oi ep {`al`iu F`pi`* {gtho} pi

    `i{`lmj` wpo khlr}`ie j`{ F`pi`{ {gi{}`t`ip e` 70 =2 gi{ 6 Jyk`i{*@upeogiu{ 3 `u pi gpu}` `i{`lmj` wpo }`a}hpr` j`{ F`pi`{ rjp{ a{ `ull` gkuod{ e` =7 =? gi{)

    , Rg}uokpjo`}{ 6 `u rjp{ r}ko{l`iu jg dglojj`* u}gt`}{ j!hdd}` TOUGJ75. &/* wpo`{u pi` agll` e` r}hepou{ e!g{{p}gik`) Hi }`lg}wp` ehik wp` jg mgiwp`r}`ie `i khlru` jg dglojj` khll` pi {`al`iu `iuo`}) @i `dd`u j`{ r}hepou{hdd`}u{ rhp} k` {`al`iu* rg}u j`{ r}hepou{ kjg{{owp`{* {hiu h}o`iu{ t`}{ j`{m`{hoi{ e` jg dglojj` 6 k}eou jha`l`iu* k}eou gpuhlhmoj` `u g{{p}gik`{)

    , L]@ 6 Jg [ALM ugiu pi` dojogj` ep A}hpr` [hkou Ai}gj` e` D}gik`*komj` `i r}`lo`} jo`p j`{ L]@ `i D}gik` `u rjp{ {rkogj`l`iu k`p~ kjo`iu{ e`

    =2

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    [hkou Ai}gj`) Jg [ALM `{u r}{`iu` `i D}gik` u}gt`}{ 0 ga`ik`{.Rg}o{* Jyhi* Lg}{`ojj`* Igiu`}}` `u Tojj`lhlmj`/) J!hdd}` eeo` gp~ L]@oiu}`{{` `i rg}uokpjo`} j`{ r}hepou{ e` u}gi{d`}u{ e` e`to{`{ khll` j` {`}tok`Q`{u`}i Piohi `u Kg{n,Hi`)

    , @iu}`r}o{`{* jg [ALM {!oiu}`{{` rjp{ rg}uokpjo}`l`iu gp~ RL@,RLO `u j`{a}gie`{ `iu}`r}o{`{ r`}dh}lgiu`{) @i dgou* jg [ALM {` t`pu pi` mgiwp` wpot`ie {`{ {`}tok`{ k`uu` kjo`iuj` {gi{ rhp} gpugiu {!ollo{k`} egi{ j`p}a`{uohi* k` khi{ugu `{u khido}l rg} j` thjpl` e` r}u{ gkkh}e{ gp~`iu}`r}o{`{)

    , Oi{uoupuohii`j{* jg [ALM u}gt`}{ k`{ dojogj { komj k uu kguah}o`e!oi{uoupuohi{ rpmjowp`{* k!`{u goi{o wp` {pou` pi grr`j e!hdd}` jgik rg} jgKOL]70. &/* jg dojogj` A@[UG] g u {j`kuohii` rhp} g{{p}`}* rhp} j` khlru`e` jg KOL]* jg a`{uohi e!pi dhie{ hmjoagugo}` e` rjp{ e` 022 lojjohi{ e`Eo}ngl{) J` khiu}gu {oai khid}` A@[UG] jg a`{uohi doigiko}` khlrju`

    e` k` dhie{)

    Gpu}` grr}hkn` kn`v jg dojogj` e` [hkou Ai}gj ) J` r}otoja` gkkh}e e` rjp{ `irjp{ jg {oaigup}` e` khit`iuohi{ gt`k j`{ `iu}`r}o{`{) J`{ {gjg}o{ e` k`{e`}io}`{ r}hdou`iu ihi {`pj`l`iu e`{ lpjuorj`{ r}hepou{ e` jg mgiwp`* lgo{ gp{{o e`k`p~ e` k`{ dojogj`{* {rkogj`l`iu @WEHL `u jg LG]HKGOI@,TO@) K!`{u goi{o wp`j`{ {gjg}o{ e!pi` {hkou wpo {oai` k`uu` khit`iuohi* r}hdou`iu e!pi ugp~ r}d}`iuo`jrhp} j`{ k}eou{ jg khi{hllguohi) K!`{u pi ugp~ e` >% gpwp`j oj j`p} `{u gkkh}e pik}eou khiu}` pi ugp~ `dd`kuod ajhmgj e` 70*55% grrjokgmj` jg kjo`iuj` ih}lgj`) K`ugp~ {` t`pu gp{{o oid}o`p} gp~ ugp~ e` mg{` mgikgo}` uhpfhp}{ r}guowp{ rg} jgkhikp}}`ik`)

    &7; Jg kg}u` MGIC_ 6 Kg}u` r}rgy` `u }`kng}a`gmj`* }{`}t` gp~ f`pi`{ e`70 =2)

    &75 Hdd}` Tougj [kp}ou 6 G{{p}gik` wpo khpt}` j`{ gkkoe`iu{ e` jg to 6gkkoe`iu{ e` jg ko}kpjguohi* e` jg }p`* jg lgo{hi hp j!khj`)

    &70 KOL] 6 jg kgo{{` lg}hkgoi` e` jg }`u}gou`)

    M) Jgigjy{` {u}guaowp` e`{ ehlgoi`{ 6

    J` lg}c`uoia khiu}omp` gkuot`l`iu l`{p}`} jguu}gou e`{ lg}kn{ .ugojj`* k}ho{{gik`*m`{hoi{/ oe`iuodo`} j`p}{ dgku`p}{ kj{ e` {pkk{ .`~) jg kgrgkou u}hpt`} e`{r}hepou{ mg{ r}o~ rhp} pi ng}e eo{khpiu`}/ `u tgjp`} jg rh{ouohi khikp}}`iuo`jj`e` j`iu}`r}o{` `u e`{ gpu}`{ khlruou`p}{)

    R}{`iuguohi e` Rh}u`} 6

    Rh}u`} egi{ {hi hpt}ga` knho~ {u}guaowp` `u khikp}}`ik` .@khihlokg* 7?>=/*ek}ou j`{ jl`iu{ r}`ie}` `i khlru` rhp} fpa`} j` khiu`~u` khikp}}`iuo`j epi{`ku`p}) Rhp} jpo* jugu e` jg khikp}}`ik` er`ie e` koiw dh}k`{ dhiegl`iugj`{ wpo

    eu`}loi`iu khifhoiu`l`iu joiu`i{ou e` jg khikp}}`ik` `u jg }`iugmojou egi{ pi{`ku`p})

    =7

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    Egi{ j`{ gii`{ 42* u}ho{ a}gie{ kgmoi`u{ e` khi{`oj `i {u}guao` hiu ehii pi`r}{`iuguohi to{p`jj` e` jgigjy{` {u}guaowp`)

    R}{`iuguohi e` Mh{uhi Khi{pjuoia A}hpr .MKA/

    Jg lgu}ok` ep MKA {` khi{u}pou gpuhp} e` e`p~ g~`{ knodd}{ 6

    , Nh}ovhiugj 6 jg rh{ouohi khikp}}`iuo jj`* l`{p}` rg} jg rg}u e` lg}kn }`jguot`.lg}kn e` j`iu}`r}o{`(lg}kn ep r}oikorgj khikp}}`iu/

    , T`}uokgj 6 jguu}gou ep lg}kn* l`{p} rg} {hi ugp~ e` k}ho{{gik`)

    Jgm{ko{{` `u jh}ehii` epi` gkuotou eu }loi`iu j` k`iu}` epi k`}kj` wpo jg}`r}{`iu * k`}kj` ehiu jgo}` `{u jgpugiu rjp{ a}gie` wp` jgkuotou }gjo{ rhp}j`iu}`r}o{` pi dh}u KG)

    Pi rh}u`d`pojj` wpojom} khlr}`ie e`{ gkuotou{ egi{ kngwp` wpge}giu e` dghi k`wp` j`{ ehlgoi`{ ai}gu`p}{ e` jowpoeou{ doigik`iu j`{ ehlgoi`{ ai}gu`p}{ e`k}ho{{gik`)

    R}{`iuguohi e` LkCoi{`y `u G}unp{ Ehh Jouuj` 6

    J`{ gigjy{`{ pju}o`p}`{ i` {hiu rg{ eodd}`iu`{ egi{ jg elg}kn` lgo{ hiu }`f`ujg{r`ku wpgiuouguod e` tgjpguohi e`{ g~`{)

    K) J`{ knho~ {u}guaowp`{ e`{ ehlgoi`{ 6

    J` eogaih{uok rh}u {p} kngwp` ehlgoi` egkuotou {u}guaowp` khiepou gp~ knho~{u}guaowp`{ {potgiu{ 6

    [rkogjo{guohi 6 rhp}{pou` e` j ~rjhouguohi epi {gtho} dgo}` rg}riu}guohi ep lg}kn u}geouohii j .ll` r}hepou(ll` kjo`iu/*et`jhrr`l`iu rg} j` lg}kn .ll` r}hepou(ihpt`gp~ kjo iu{/ hpet`jhrr`l`iu rg} j` r}hepou .ihpt`gp~ r}hepou{(ll` kjo`iu/ 3

    Oiua}guohi t`}uokgj` 6 gfhpu egkuotou{ `i glhiu hp `i gtgj egi{ jgdojo}` 3

    Eot`}{odokguohi 6 puojo{guohi e`{ khlru`ik`{ ihpt`jj`{* uhpu`dho{*j`iu}`r}o{` r}`ie `i ai}gj* grrpo {p} pi {gtho} dgo}` .rothu e`eot`}{odokguohi/ 6 jg u`knihjhao`* jg eo{u}ompuohi hp jg kjo`iuj` 3

    ]`u}gou 6 j`iu}`r}o{` {` e{`iaga` ep {`ku`p})

    [`kuohi =) J`{ {u}guao`{ khikp}}`iuo`jj`{ `u rh{ouohii`l`iu 6

    ==

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    J`{ {u}guao`{ khikp}}`iuo`jj`{ khlrju`iu j`{ {u}guao`{ e` ehlgoi`{ `i r}ko{giurhp} kngwp` ehlgoi` egkuotou {u}guaowp` {p} wp`j u`}}goi gdd}hiu`} j` khikp}}`ik`gt`k pi` {pr}oh}ou ep}gmj`)

    G) J`{ {u}guao`{ ai}owp`{ e` Rh}u`} 6

    [`jhi wp` j`iu}`r}o{` to{` uhpu j` lg}kn rhu`iuo`j hp rg{* {`jhi wp` jgtgiuga` lo{`i gtgiu `{u j` khu hp rg{* Rh}u`} eo{uoiap` u}ho{ {u}guao`{)

    Kg}gku}` piowp` r`}p rg} j`kjo`iu

    Khu dgomj`

    @i{`lmj` ep{`ku`p}

    Eodd}`iuoguohi Ehloiguohi rg} j`{khu{

    [`al`iu rg}uokpjo`} khik`iu}guohi

    Rg}lo j`{ gtgiuga`{ wppi` `iu}`r}o{` r`pu l`uu}` `i gtgiu rhp} u}` r`}p` khll`piowp`* kouhi{ jg u`knihjhao`* jolga`* jg dogmojou* j` }{`gp e` eo{u}ompuohi* `uk)

    M) J`{ {u}guao`{ ap`}}o}`{ 6

    Jgigjhao` `iu}` jg t`iu` `u jg ap`}}` .[qoi`}{ rg}j` e` qg}c`uoia g ehii jo`p pi` r}{`iuguohi e`{ {u}guao`{ ehloi` rg} j` thkgmpjgo}` lojougo}`)

    7) J`{ {u}guao`{ hdd`i{ot`{ 6

    Jguugwp` d}hiugj` 6 kn`}kn`} khiwp}o} jg ll` komj wp` jgkhikp}}`ik` gt`k j`{ ll`{ g}apl`iu{)

    Jguugwp` d}hiugj` jolou` 6 to{`} pi guu}ompu eoddokoj` khro`} hp pir}hepou rg}uokpjo`})

    Jguugwp` jgu}gj` 6 khiwp}o} pi` }aohi aha}grnowp` ejgo{{` hppi {`al`iu lgj khpt`}u)

    Jg ap}ojjg 6 tou`} jgdd}hiu`l`iu `u kn`}kn`} {gr`} j` rh{ouohii`l`iue` {hi khikp}}`iu 3 k`{u pi` gkuohi jhia u`}l`)

    =) J`{ {u}guao`{ ed`i{ot`{ 6

    Jg ed`i{` e` rh{ouohi 6 khi{hjoe`} j` rh{ouohii`l`iu e`{ r}hepou{ e`lg}wp`{)

    =;

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    Jg ed`i{` r}t`iuot` 6 giuokor`}* guugwp`} j` khikp}}`iu gtgiu wpoj i`ekj`ikn` j`{ nh{uojou{)

    Jg khiu}` hdd`i{ot` 6 }gao} jga}`{{ohi epi khikp}}`iu `i r}`igiuro`e {p} {`{ rh{ouohi{ dh}u`{)

    K) J` rh{ouohii`l`iu {p} j` lg}kn 6

    Rhp} Chuj`}* jg {u}guao` {pot}` er`ie egmh}e e` jg rh{ouohi wp` j`iu}`r}o{`hkkpr` {p} j` lg}kn)

    Jg {u}guao` ep j`ge`} 6 j` j`ge`} `{u j`iu}`r}o{` wpo* {p} j` lg}kn*hkkpr` pi` rh{ouohi ehloigiu wp jj` kn`}kn` khi{`}t`} `u et`jhrr`} `i 6

    , gkk}ho{{giu jg e`lgie` r}olgo}` 3

    , et jhrr`} e`{ {hp{ lg}wp`{ 3

    , oiihtgiu)

    Jg {u}guao` ep kngjj`ia`} 6 j` kngjj`ia`} i`{u rg{ j`ge`} lgo{ gjglmouohi e` j` e`t`io}) Oj knho{ou {hi get`}{go}` .rg{ dh}k`l`iu j`j`ge`}/ `u p{` e`{ {u}guao`{ hdd`i{ot`{ tp`{ r}ke`ll`iu)

    Jg {u}guao` e` {pot`p} 6 rjpuu wp` egdd}hiu`} j` j`ge`}* j` kngjj`ia`}

    knho{ou e` tot}` egi{ {hi {ojjga`* e` fhp`} j` khlrjl`iug}ou)

    Jg {u}guao` ep {rkogjo{u` 6 j` {rkogjo{u` {ge}`{{` pi` iokn`* pik}i`gp ai}gu`p} e` thjpl`{ }epou{ lgo{ e`lgie`} epi` hdd}` ihi{ugieg}eo{`)

    =5

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    KHIKJP[OHI 6

    J` lg}c`uoia {u}guaowp` `{u jg elg}kn` egigjy{` `u e` }dj`~ohi rhp} }gjo{`}jgewpguohi hdd}`,e`lgie` wpo {!oi{k}ou egi{ jg {u}guao` e` j!`iu}`r}o{`) Oj {!gaou e!piu}gtgoj wpo to{` gpal`iu`} j` knodd}` e!gddgo}`{* j`{ rg}u{ e` lg}kn `u jg doejou e`{kjo`iu{ rg} eodd}`ikoguohi* lhuotguohi hp gegruguohi e` j!hdd}` {hjtgmj` gpal`iugiugoi{o j`{ khihlo`{ e!kn`jj`)

    J` lg}c`uoia {u}guaowp` `{u kh,}`{rhi{gmj` gpr}{ e` jg a`{uohi e` jg wpgjou.jhao{uowp`* oidh}lguowp` eko{ohii`jj`* a`{uohi e`{ }`{{hp}k`{ nplgoi`{/ e` jgdgo{gmojou e` j!hdd}`) Jg {u}guao` lg}c`uoia r`pu {`}to} e` {u}guao` e!`iu}`r}o{` egi{j`{ h}agio{guohi{ dgo{giu grr`j pi ihlm}` }`{u} oiu e` luo`}{ .e` EG[/ `uiahko } goi{o eo}`ku l`iu j!hruolo{guohi e`{ {yi`}ao`{ .hp dj ~omojou/ e`j!h}agio{guohi`u jg }`iugmojou guu`iep` rg} j` {`}tok` doigiko`})

    Jg {u}guao` lg}c`uoia g rhp} hmf`u e!g{{p}`} {p} j` jhia u`}l` j` et`jhrr`l`iue`{ t`iu`{ }`iugmj`{ .{guo{dgo{giu goi{o j`{ grrh}u`p}{ e` kgrougp~/ `u e` khpt}o} gplo`p~ j`{ d}go{ do~`{ e` j!`iu}`r}o{` r`}l`uugiu goi{o e` ai}`} e`{ khihlo`{e!kn`jj`) H}o iu` t`iu`* k`uu` {u}guao` dhiegl`iugj` rhp} j!`iu}`r}o{` {!oi{}`

    gp{{o egi{ jg rhjouowp` ai}gj` e` j! iu}`r}o{` wpo r} ie gp{{o khlru` e`j!h}agio{guohiai}giu e`{ {yi`}ao`{ hp e` jg dj`~omojou)

    =0

    http://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprisehttp://fr.wikipedia.org/wiki/Diff%C3%A9renciation_comp%C3%A9titivehttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Gestion_de_la_qualit%C3%A9http://fr.wikipedia.org/wiki/Logistiquehttp://fr.wikipedia.org/wiki/Informatique_d%C3%A9cisionnellehttp://fr.wikipedia.org/wiki/Gestion_des_ressources_humaineshttp://fr.wikipedia.org/wiki/Gestion_des_ressources_humaineshttp://fr.wikipedia.org/wiki/Domaine_d'activit%C3%A9_strat%C3%A9giquehttp://fr.wikipedia.org/wiki/Synergiehttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Rentabilit%C3%A9http://fr.wikipedia.org/wiki/Marketinghttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Synergiehttp://fr.wikipedia.org/wiki/Strat%C3%A9gie_d'entreprisehttp://fr.wikipedia.org/wiki/Diff%C3%A9renciation_comp%C3%A9titivehttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Gestion_de_la_qualit%C3%A9http://fr.wikipedia.org/wiki/Logistiquehttp://fr.wikipedia.org/wiki/Informatique_d%C3%A9cisionnellehttp://fr.wikipedia.org/wiki/Gestion_des_ressources_humaineshttp://fr.wikipedia.org/wiki/Domaine_d'activit%C3%A9_strat%C3%A9giquehttp://fr.wikipedia.org/wiki/Synergiehttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Rentabilit%C3%A9http://fr.wikipedia.org/wiki/Marketinghttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Rendements_d'%C3%A9chellehttp://fr.wikipedia.org/wiki/Organisationhttp://fr.wikipedia.org/wiki/Synergie
  • 8/14/2019 le marketing stratgique dans les socits financires

    26/26

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    , @}ok T`}i`uu`* J!`{{`iuo`j ep lg}c`uoia* eouohi e!H}agio{guohi* =22= 3

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