journée d'initiation au marketing - csnsm.in2p3.fr · université paris sud master 2 et...
TRANSCRIPT
Université Paris Sud
Master 2 et Magistère en physique fondamentale, chimie et environnement
UE Gestion de projet et d'entreprises
Journée d'initiation au marketing
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
8 Customer experience blueprintExemple 1
Awareness Education Transaction NurturingTransaction
AdLook for info
Test the product Buys
Satisfactionsurvey
Announcements
Invitation Buys
Quality criteria
# clickthru # visits % purchase % date % sale % sale
TV x x Supplier site x x risk x Facebook x x x x x riskYou tube channel x x e-commerce site x risk Mail x Shop x x x
User &buyer x x x x
Sales person x x x x x
Exemple 2
In which business arewe?
Who are our
customers?
Who are we?
What benefits do
we propose?
9 Synthesis with the positioning claim with the brand square
Examples
Conclusion : marketing activities and models1. Business model synthesis (Tool : Canvas)2. Business model mix (Tool : Demil)3. Actors, targets, partners (Tool : Business field)4. Purchase motivations5. Strategy (Tool : 6P)6. Services (Tool : Flower)7. Medias choice8. Customer experience (Tool : Blueprint)9. Positioning claim (Tool: Brand square)