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
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
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
Video You tube
Web site of manufacturer
e-commerce site
Blog
Forum
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)