{"id":285545,"date":"2017-07-16T07:33:00","date_gmt":"2017-07-16T06:33:00","guid":{"rendered":"https:\/\/ac-franchise.be\/20-mn-pour-tout-savoir-sur-le-marketing-mix-5677"},"modified":"2017-07-16T07:33:00","modified_gmt":"2019-03-07T16:01:09","slug":"20-mn-pour-tout-savoir-sur-le-marketing-mix-5677","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/20-mn-pour-tout-savoir-sur-le-marketing-mix-5677","title":{"rendered":"20 mn pour tout savoir sur le Marketing Mix"},"content":{"rendered":"<div id=\"880417\" class=\"widget full_text row-fluid\" data-name=\"full_text\">\n<div class=\"span12\">\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"880417\" data-url=\"\/crezeo_widgets\/880417\/update_parameter\"          data-name=\"text\">       <span><b>Nathalie Carr\u00e9, CCI Entreprendre<\/b>, livre dans cette vid\u00e9o les points essentiels pour d\u00e9finir votre<b> politique de marketing, <\/b>votre<b> politique de communication <\/b>et votre<b> politique de fid\u00e9lisation. <\/b>Notons que la communication est au service d&rsquo;un objectif marketing.<\/span>     <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div id=\"880426\" class=\"widget html_bloc row-fluid\" data-name=\"html_bloc\">\n<div class=\"span12\">\n<div class=\"center\">       <iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/H5vqiFaU_Z4?rel=0\" frameborder=\"0\" gesture=\"media\" allow=\"encrypted-media\" allowfullscreen><\/iframe>     <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div id=\"880411\" class=\"widget title_text row-fluid\" data-name=\"title_text\">\n<div class=\"span12\">\n<div data-type=\"wysihtml5\">\n<h3 class=\"editable\" data-type=\"text\" data-pk=\"880411\" data-url=\"\/crezeo_widgets\/880411\/update_parameter\" data-name=\"title\">Les objectifs commerciaux<\/h3>\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"880411\" data-url=\"\/crezeo_widgets\/880411\/update_parameter\" data-name=\"text\">\n<p>La r\u00e8gle la plus simple \u00e0 retenir c&rsquo;est que vos\u00a0<b>objectifs commerciaux<\/b>\u00a0doivent \u00eatre\u00a0<b>clairs<\/b>\u00a0(adapt\u00e9s \u00e0 votre activit\u00e9),\u00a0<b>mesurables<\/b>\u00a0(indicateurs que vous \u00eates capable de mesurer) et\u00a0<b>r\u00e9alistes<\/b>\u00a0(ajust\u00e9s \u00e0 la concurrence, ajust\u00e9s au temps de production, objectifs progressifs sur 3 ans).\u00a0<br \/>C&rsquo;est la partie la plus d\u00e9licate de la cr\u00e9ation d&rsquo;entreprise.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div id=\"880414\" class=\"widget right_picture_title_text\" data-name=\"right_picture_title_text\">   <!-- WIDGET CONTENT -->   <\/p>\n<div class=\"row-fluid\">\n<div class=\"span12\">\n<div class=\"thumbnail widget-media-thumbnail span4\" data-name=\"media1\" data-pk=\"880414\">                            <a href=\"https:\/\/ac-franchise.be\/wp-content\/uploads\/2017\/07\/10\/20170710171342-8165f83a40d2d289996607ddf2cf3793.jpg\" data-remote=\"true\">      <img decoding=\"async\" src=\"https:\/\/ac-franchise.be\/wp-content\/uploads\/2017\/07\/10\/20170710171342-8165f83a40d2d289996607ddf2cf3793.jpg\" title=\"Nathalie Carr\u00e9, CCI Entreprendre \"\/>     <\/a>              <\/p>\n<div class=\"image-caption\">         Nathalie Carr\u00e9, CCI Entreprendre       <\/div>\n<\/p><\/div>\n<div class=\"widget-content\">\n<h3 class=\"editable\" data-type=\"text\" data-pk=\"880414\" data-url=\"\/crezeo_widgets\/880414\/update_parameter\"             data-name=\"title\">Le marketing mix<\/h3>\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"880414\" data-url=\"\/crezeo_widgets\/880414\/update_parameter\"              data-name=\"text\"><span>Le marketing mix a quatre composantes initialement auxquelles nous rajoutons un cinqui\u00e8me \u00e9l\u00e9ment depuis quelques ann\u00e9es : <br \/><\/span> <\/p>\n<ul>\n<li><span><b>Votre produit<\/b>: votre proposition de valeur (Product en anglais)<br \/><\/span><\/li>\n<li> <span><b>Votre prix<\/b>: le bon prix est un prix acceptable par votre march\u00e9 &#8211; coh\u00e9rent avec la concurrence &#8211; clair simple et compr\u00e9hensible &#8211; permet de d\u00e9gager des b\u00e9n\u00e9fices\u00a0(Price\u00a0en\u00a0anglais)<\/span> <\/li>\n<li> <span><b>Les canaux de distribution<\/b>: directement \u00e0 votre cible, par un distributeur, multi-canal, cross-canal\u00a0(Place\u00a0est\u00a0le\u00a0mot\u00a0utilis\u00e9\u00a0en\u00a0anglais\u00a0pour\u00a0arriver\u00a0aux\u00a04\u00a0P\u00a0qui\u00a0composent\u00a0le\u00a0marketing\u00a0mix\u00a0depuis\u00a0ds\u00a0d\u00e9cennies)<\/span> <\/li>\n<li> <b>La communication\u00a0<\/b>(Publicity\u00a0en\u00a0anglais) <\/li>\n<li> <b>L&rsquo;exp\u00e9rience client<\/b> \u00a0(nouvel \u00e9l\u00e9ment) <\/li>\n<\/ul>\n<p> <span><br \/>C&rsquo;est ce qu&rsquo;on appelle <b>les 4 ou 5 P.<\/b><\/span> \u00a0<i> (Note AC Franchise : Product, Price, Place, Publicity et j&rsquo;avoue ne pas conna\u00eetre le mot anglais commen\u00e7ant par un P pour Exp\u00e9rience client)<\/i><br \/><b><br \/>Les canaux de distribution<\/b> <br \/>Si vous choisissez la distribution multi-canal, il faudra: <\/p>\n<ul>\n<li><span><b>Retrouver une coh\u00e9rence<\/b> entre les diff\u00e9rents messages distribu\u00e9s<\/span><\/li>\n<li> <span><b>Centraliser<\/b> les contacts g\u00e9n\u00e9r\u00e9s par chacun des canaux<\/span> <\/li>\n<li> <span><b>G\u00e9rer et coordonner<\/b> les diff\u00e9rents canaux<\/span> <\/li>\n<li> <span><b>Choisir rigoureusement ces canaux<\/b> pour qu&rsquo;ils soient en coh\u00e9rence avec les habitudes d&rsquo;achat de vos clients<\/span> <\/li>\n<li> <b>\u00c9ventuellement\u00a0former les acteurs de ces diff\u00e9rents canaux<\/b> \u00a0 <\/li>\n<\/ul>\n<p> <span><br \/>Le <b>cross-canal<\/b>, quant \u00e0 lui, consiste \u00e0 croiser tous les avantages que peuvent pr\u00e9senter les diff\u00e9rents canaux. Le client n&rsquo;aura plus \u00e0 choisir l&rsquo;un d&rsquo;eux.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div id=\"880420\" class=\"widget full_text row-fluid\" data-name=\"full_text\">\n<div class=\"span12\">\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"880420\" data-url=\"\/crezeo_widgets\/880420\/update_parameter\"          data-name=\"text\">       <b>L&rsquo;exp\u00e9rience client<\/b> <br \/><span>L&rsquo;exp\u00e9rience client d\u00e9signe <b>l&rsquo;ensemble des perceptions, des \u00e9motions et des sentiments<\/b> ressentis par un client avant, pendant et apr\u00e8s l&rsquo;achat. C&rsquo;est le moyen le plus important pour se diff\u00e9rencier de vos concurrents.<\/span> \u00a0 <br \/><b><br \/>La communication<\/b> Il n&rsquo;y a pas de bonne ou de mauvaise politique de communication. il y a une politique de communication adapt\u00e9e \u00e0 votre projet. Pour cela, il faut: <\/p>\n<ul>\n<li><span>D\u00e9terminer <b>les cibles<\/b> auxquelles va s&rsquo;adresser la communication<\/span><\/li>\n<li><span>D\u00e9finir <b>l&rsquo;objectif majeur<\/b> de la communication de l&rsquo;entreprise<\/span><\/li>\n<li> <span>D\u00e9finir <b>le message<\/b> qui va \u00eatre transmis \u00e0 la cible<\/span> <\/li>\n<li> <span>Choisir <b>une marque, une enseigne, un nom<\/b><\/span> <\/li>\n<li> <span>Choisir <b>des supports et canaux<\/b> de communication adapt\u00e9s \u00e0 votre objectif et \u00e0 votre cible<\/span> <\/li>\n<li> <span>Organiser <b>votre plan d&rsquo;actions<\/b> de communication et de marketing<\/span> <\/li>\n<li> <span>\u00c9tablir\u00a0<b>un budget de communication<\/b><\/span> \u00a0<\/li>\n<\/ul>\n<p>Pour que votre message soit entendu au milieu de tous les autres, il faut: <\/p>\n<ul>\n<li><b>D\u00e9finir votre cible<\/b><\/li>\n<li> <span><b>D\u00e9finir les objectifs de communication<\/b>: la notori\u00e9t\u00e9, l&rsquo;image, faire agir le consommateur<\/span> <\/li>\n<li> <b>Le message<\/b> <span><b>Choisir les noms et marques<\/b> de votre entreprise et de vos produits<\/span> <\/li>\n<li> <span><b>Choisir les supports de communication<\/b> adapt\u00e9s aux messages que vous voulez passer et donc \u00e0 votre client\u00e8le<\/span> <\/li>\n<li> <span><b>Planifier vos actions de communication<\/b>: id\u00e9alement sur trois ans<\/span> <\/li>\n<li> <span><b>D\u00e9finir le budget<\/b>: plus vous communiquez, plus vous avez des chances d&rsquo;acqu\u00e9rir des clients et donc d&rsquo;avoir le chiffre d&rsquo;affaires dont vous avez besoin pour passer les premi\u00e8res ann\u00e9es d&rsquo;existence de votre entreprise<\/span> <\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div id=\"880423\" class=\"widget title_text row-fluid\" data-name=\"title_text\">\n<div class=\"span12\">\n<div data-type=\"wysihtml5\">\n<h3 class=\"editable\" data-type=\"text\" data-pk=\"880423\" data-url=\"\/crezeo_widgets\/880423\/update_parameter\" data-name=\"title\">La politique de fid\u00e9lisation<\/h3>\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"880423\" data-url=\"\/crezeo_widgets\/880423\/update_parameter\" data-name=\"text\"><span>Garder un client revient <b>5 \u00e0 10 fois moins cher<\/b> que d&rsquo;en acqu\u00e9rir un nouveau. <br \/>La meilleure mani\u00e8re de fid\u00e9liser un client c&rsquo;est de:<\/span> <\/p>\n<ul>\n<li><span><b>Travailler<\/b> sur l&rsquo;exp\u00e9rience client \u00a0<\/span><\/li>\n<li> <span><b>Evaluer<\/b> la satisfaction client<\/span> <\/li>\n<li> <span><b>Donner un r\u00f4le actif<\/b> au client<\/span> <\/li>\n<li> <span><b>Tenir un fichier client<\/b> pour savoir qui sont vos clients<\/span> <\/li>\n<li> <span><b>Garder un lien<\/b> avec vos clients (blog, newsletter&#8230;)<\/span> \u00a0<\/li>\n<\/ul>\n<p> <b><i><br \/>Source: CCI Entreprendre<\/i><\/b><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Nathalie Carr\u00e9, CCI Entreprendre, livre dans cette vid\u00e9o les points essentiels pour d\u00e9finir votre politique de marketing, votre politique de communication et votre politique de fid\u00e9lisation. Notons que la communication est au service d&rsquo;un objectif marketing.<\/p>\n","protected":false},"author":7829,"featured_media":285546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[6],"tags":[148],"class_list":["post-285545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-des-candidats","tag-comment-creer-une-entreprise","entry","has-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>20 mn pour tout savoir sur le Marketing Mix<\/title>\n<meta name=\"description\" content=\"Nathalie Carr\u00e9, CCI Entreprendre, livre dans cette vid\u00e9o les points essentiels pour d\u00e9finir votre politique de marketing, votre politique de communication et votre politique de fid\u00e9lisation. 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