Download Le concept marketing

THE MARKETING
CONCEPT
Changes in commercial function
Definitions of the concept and key principles
Dynamics of the marketing approach
Ethics of the concept
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
The birth of commercial function
(late 19th century - 1914)
•Large companies cross a
threshold
•The growth of commercial
function comes up against
two hurdles
According to Meuleau M. (1988), “The introduction of marketing in France:
1880 –1973” Revue French Management Review, September – October
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
General
management
Accounting
Production
PurchasingManufacturing Sales
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
The conditions for the advent of marketing
coincide (1918-1939)
•The roaring twenties: the
start of mass consumption
•The crisis of 1929: a trigger
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
General
management
Accounting
Production
Purchasing
Manufacturing
Sales & mktg
Sales
Sales
preparation
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
Marketing is established in France
(1950 -1970)
•A very different economic
setting
•From the client to the
anonymous consumer
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
General
management
Research
Human
resources
Finances
Marketing
Production
Sales & Mktg
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
ONE OF THE DEFINITIONS OF MARKETING
in the context of companies
• ALL COMPANY ACTIVITIES FOR CREATING,
PROMOTING AND DISTRIBUTING PRODUCTS
AND SERVICES IN A COST-EFFECTIVE WAY
WITH A VIEW TO MEETING THE PRESENT OR
FUTURE DEMANDS OF CONSUMERS.
A MORE GENERAL
DEFINITION:
The management of
commercial exchange in a
competitive environment
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
The supply/demand system
Gathering and analysing the information
Describing current and potential customers as well as the competition
Information
A set of vendors
Goods/services
A set of buyers
Money
Commercial activity
Developing an appropriate offer
Establishing a marketing approach
According to Marion,2005
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
THE KEY PRINCIPLES for managing the supply system:
• A rationale for analysing the environment
• demand: a central concept
• A rationale for strategic action: forewarning rather
than suffering the consequences.
• avoid "marketing myopia"
• create and maintain a differential advantage
• spread the marketing mindset throughout the company.
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
THE DYNAMICS OF THE MARKETING APPROACH
3
1
Marketing strategy:
Choice of supply/market duo
Competitive positioning
Knowledge of the
environment:
gathering of
• l
information
6
4
2
Understanding of the
environment:
Analysis of the
information
Overall design of
supply:
product,
price,
Choice of
distribution chains
communication:
publicity,
sponsorship
Marketing and analysis of the
environment
Commercial activity:
product,
price,
distribution (point-ofsale management)
promotion, POP, fairs,
Direct marketing
5
Operational
Incorporation of decisions into the company
Marketing and competitive strategy
marketing
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
OUTSIDE THE CONTEXT
OF THE COMPANY
Marketing can also be applied
Laurence ChérelCatherine Madrid
MARKETING TECHNIQUES Bordeaux
The three-way EVOLUTION OF MARKETING
Setting
To
Consumers
economic environment
Professionals
Children
Product
Goal
Services
Associations
Cultural projects
Humanitarian projects
Political projects
Public services
High tech,
Fashion,
Luxury
Laurence ChérelCatherine Madrid
MARKETING TECHNIQUES Bordeaux
A more general definition can be applied to all of the
areas of application: generic marketing
• The process by which the stakeholders - those who
supply and those who demand - get what they want
through an act of exchange where a value is expressed
• This is not necessarily a monetary value
• The concept of exchange is central to this definition
•
For further details, refer to the bibliography, or contact your
tutorial leader when considering your career project,
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
Limitations to the traditional definition of marketing
• The constraint of the customer as king,
• The need/product relationship may be
interactive
• Requirements expressed in anticipation of
latent needs
• The question of innovations
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
Ethical limitations
• In the implementation of the marketing
strategy
• For example, the abuse of documents
• In the design of the product offer
• Inducement toward impulse buying
• Positioning on suggestive topics
• “Opportunistic” product without added quality
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
For example…
• products presented in a circular at an attractive price for
a period of a week, which rapidly become unavailable for
sale;
• an offer of free credit whereas the consumer is locked into
revolving credit;
The rental company UCAR chose to be
provocative in leading the charge to make
the government institute a scrapping
incentive to promote the replacement of old
cars. May 2008
http://auto.rtl.fr/article/une-publicite-tres-provocatrice-autour-de-la-voiture-propre-106544
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
What arbiter(s) should one use?
• The consumer,
• The marketing manager
• Value creation,
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
The value associated with the offer:
• From marketing focused on the consumer and on
personal satisfaction
• To marketing aiming simultaneously to provide personal
satisfaction by way of an appropriate solution for the
entire company
• The mission of the brand: to chart the way
Marketing 3.0 Philip Kotler, Ed de Boeck 2012
Publication may be included as reading matter
http://www.altereco.com/
Laurence Chérel
Catherine Madrid
BORDEAUX IUT MARKETING TECHNIQUES
Is the company I am analysing pursuing a
marketing strategy?
yes
Is there a
marketing
department
?
no
Does the
company stay
up-to-date on
customer
expectations
Does the
company
stay up-todate on the
competition
Is the
company
designing
products
suited to the
markets
Existence
of a
marketing
strategy
YES