Pre-requisites and objectives -Pre-requisites: iutenligne resource nos. 269, 272, 265, 1549. -Objectives: -In terms of content -In terms of methods to.

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Presentation transcript:

Pre-requisites and objectives -Pre-requisites: iutenligne resource nos. 269, 272, 265, Objectives: -In terms of content -In terms of methods to be acquired 1 Laurence Chérel - Catherine Madrid Tech De Co Bordeaux

Presentation of the Marketing Mix -Defining the Marketing Mix - Presenting the guidelines for managing the Mix - Choosing the driving force behind the Mix 2 Laurence Chérel - Catherine Madrid Tech De Co Bordeaux

DEFINITION A set of variables on which the company can act to implement its marketing strategy. A combination of four policies which, together, constitute the global offer to the customer: –the product policy, –the price policy, –the distribution policy, –the communication policy.  Guiding principle: positioning 3 Laurence Chérel - Catherine Madrid Tech De Co Bordeaux

Guidelines for managing the Mix Coherence rule, Budget distribution, Choice of driving force. 4 Laurence Chérel - Catherine Madrid Tech De Co Bordeaux

PULL STRATEGY Attracting the consumer towards the product  Communication: driving force behind the mix Hence: the importance of the brand in the purchasing criteria 5 Laurence Chérel - Catherine Madrid Tech De Co Bordeaux

PUSH STRATEGY Pushing the product towards the consumer  Distribution : driving force behind the mix Hence: the importance of point-of-sale advice in the purchasing criteria Laurence Chérel - Catherine Madrid Tech De Co Bordeaux 6

In the end: -Positioning expressed through the action variables -Coherent choices Laurence Chérel - Catherine Madrid Tech De Co Bordeaux 7

Further reading: Collective work (2012), Le marketing-mix ou mix marketing ; de la stratégie à l’opérationnel, Démos, Collection : le succès en poche, 84 pages. Laurence Chérel - Catherine Madrid Tech De Co Bordeaux 8

Knowledge check quiz Laurence Chérel - Catherine Madrid Tech De Co Bordeaux 9

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