Marketing B To B To C

A/ Basic Tasks of Marketing Management What kinds of tasks the marketing managers do toward building profitable long-term relationship with the customers? Task 1: Capturing Marketing Insights from the Changing Environment. • The detailed tasks are : 1. Make surveys 2. See famous blogs (on internet) made by usual people 3. Make loyalty cards by knowing how customer buy 4. Analysis of sales Task 2: ConnectingwithCustomers. • The detailedtasks are : 1. To offer promotion on some

1 LE MARKETING DES SERVICES AUTEURS Plusieurs auteurs coordonnés par Philippe Callot : responsable du département marketing/vente de l’ESCEM (Ecole Supérieure de Commerce Et de Management) de Tours-Poitiers et professeur de marketing, auteur de nombreux ouvrages et articles sur les thèmes du marketing du tourisme et des services. DATE DE PARUTION : SEPTEMBRE 2007 VOLUME : 146 PAGES EDITEUR : Vuibert INTERET DE L’OUVRAGE Les métiers de services sont au cœur d’un environnement de plus en

| | |Product |Products are relatively diversified. |Adidas favors design rather than quality of products. | |Strategy and communication |Marketing is based on sponsoring and promotion of |It often targets high-level athletes. | | |sport stars: |It has a positioning as a leisure brand and less as,

PARTIE 1 : INTRODUCTION AU MARKETING / FONDAMENTAUX 1) Origine et évolution du marketing Avant 1850 : économie de subsistance Forte dominante agricole, fabrications localisées, échanges limités Fin 19ème : révolution industrielle La production domine OFFRE < DEMANDE 1900 – 1960 : croissance économique La croissance s’installe malgré de graves crises OFFRE = DEMANDE 1960 – années 80 – 90 : croissance économique, économie d’abondance Développement de la production de masse

|Vendeur ambulant | | |professionnels (B to C, Business to consumer |Porte a porte | | |- B to B, Business to Business). | | |Marketing |Le marketing (appelé aussi par le néologisme | | |

strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. in addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding. JeL-Classification: M10, M31, M37. Keywords: Co-branding; Spill-over effects; Success Factors of Co-brands

CM1FONDAMENTAUX DU MARKETING ET COMPORTEMENT DU CONSOMMATEURMots clés partie 1  : Démarche marketing, marché, analyse de marché, comportement du consommateur Qu’est-ce que le marketing ?Définitions :To market : mettre sur le marché, commercialiser Le marketing répond au besoin du consommateur de façon rentable (notion de valeur)Le marketing permet, à travers la commercialisation de biens et de services créant de la valeur pour le consommateur, de répondre aux besoins et désirs

at the heart of marketing strategy. The main process of it is identifying the consumer target. Brand positioning also supposes to market segmentation by dividing the market into distinct groups of homogenous consumers. Furthermore it is important to define the nature of competition. Brand positioning consists in “designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind”. In other word the aim of a good positioning is to convince consumers

spécifiques au Marketing industriel Utiliser des opérationnel outils de marketing industriel Bâtir un plan marketing et commercial infocontact@marjolainematray.com 06 – 11 – 69 – 91 – 70 -1 S O M M A I R E infocontact@marjolainematray.com 06 – 11 – 69 – 91 – 70 -2 I. Introduction infocontact@marjolainematray.com 06 – 11 – 69 – 91 – 70 -3 LE MARKETING INTER-ENTREPRISES LES SPÉCIFICITÉS DU MARKETING B TO B Définitions du marketing industriel Le marketing d’entreprise

States was up 1.6% in 2008 from 2007, but a er adjustment for in ation, “real growth” was -2.2%, the rst such downturn in more than 20 years. Real Spending Turned Negative ■ % REVENUE GROWTH YEAR TO YEAR RIGHT SCALE ■ NUMBER OF RESEARCH FIRMS LEFT SCALE 13 marketingnews Spending for marketing/advertising/public 06.30.09 REPORT ■ % REAL GROWTH (AFTER ADJUSTMENT FOR INFLATION) RIGHT SCALE 15% 200 12% 150 9% GROWTH RATE 6% 100 3% 50 0% honomichl top 50