PDF Les différents types de Marketing .com
10/06/2014
Cours de marketing
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
Les contrastes entre le marketing op?rationnel et strat?gique
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
1
10/06/2014
1. Le Marketing strat?gique 2. Le Mix Marketing 3. La Segmentation 4. Les diff?rents types de Marketing
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
Le Marketing strat?gique
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
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10/06/2014
DETERMINATION DE LA STRATEGIE
1 - d?finition de la strat?gie 2 - principes fondamentaux
adaptation ? la firme adaptation au march? sup?riorit? partielle s?curit? coh?rence interne 3 - fixation du programme marketing - le mix
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
LE DIAGNOSTIC
1 - externe march?s actuels - taille, structure - taux de croissance, ?volution de productivit?,
... - opportunit?, menace
march?s potentiels 2 - interne
forces faiblesses 3 - les m?thodes d'analyse strat?gique
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
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MATRICE D'ANALYSE DU PORTEFEUILLE PRODUITS METHODE BCG
Taux ?lev?
BCG - Boston Consulting Group
Taux de croissance du march? (%)
? DILEMMES ?
? VEDETTES ?
D
? POIDS MORTS ?
C ? VACHES A LAIT ?
faible
A Part de march? (relative)
B forte
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
MATRICE D'ANALYSE DU PORTEFEUILLE PRODUITS METHODE BCG
Taux ?lev?
BCG - Boston Consulting Group
? DILEMMES ?
? VEDETTES ? D
Taux de croissance du march? (%)
faible
Part de march? (relative)
forte
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
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10/06/2014
MATRICE ARTHUR D.LITTLE MATURITE DU METIER
POSITION DEMARRAGE CROISSANCE MATURITE VIEILLISSEMENT-
+
COMPETITIVE
R I
DOMINANTE
S
R
Q
U
E
E
N
FORTE FAVORABLE DEFAVORABLE MARGINALE
DEVELOPPEMENT NATUREL
C
T
O
A
N
C
B
DEVELOPPEMENT
U
I
SELECTIF
R
R
L
REORIENTATION
E
I
N
T
T
I
E
E
ABANDON + L
-
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
Les strat?gies du Marketing
Marketing : Cours de Marketing - Vincent BOGAERS ? v.bogaers@
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