{"id":24315,"date":"2018-09-21T00:30:37","date_gmt":"2018-09-20T22:30:37","guid":{"rendered":"https:\/\/valoxy.org\/blog\/?p=24315"},"modified":"2024-07-13T18:11:27","modified_gmt":"2024-07-13T16:11:27","slug":"marketing-mix","status":"publish","type":"post","link":"https:\/\/valoxy.org\/blog\/marketing-mix\/","title":{"rendered":"Marketing mix et strat\u00e9gie des 4P"},"content":{"rendered":"<p>Lorsque vous cr\u00e9ez votre entreprise, vous devez r\u00e9fl\u00e9chir \u00e0 la <strong>mise en place d&rsquo;une strat\u00e9gie commerciale efficace<\/strong> en vue d&rsquo;acqu\u00e9rir de nouveaux clients de fa\u00e7on r\u00e9p\u00e9t\u00e9e et durable. L\u2019ensemble des diff\u00e9rents domaines dans lesquels vous \u00e9laborerez vos strat\u00e9gies est appel\u00e9 le <strong>marketing mix<\/strong>, ou le mix marketing. Pour r\u00e9aliser l\u2019analyse la plus compl\u00e8te possible de votre strat\u00e9gie marketing, la \u00ab\u00a0<strong>m\u00e9thode des 4 P<\/strong>\u00a0\u00bb fournira <strong>un cadre id\u00e9al et complet<\/strong>.<\/p>\n<p>Valoxy, cabinet d\u2019expertise comptable dans les Hauts de France explique ce que sont le marketing mix et la strat\u00e9gie des 4P et vous donne les pistes pour mettre ces concepts en application au sein de votre entreprise.<\/p>\n<h2><strong>La th<\/strong><strong>\u00e9orie des 4P<\/strong><strong>\u00a0:<\/strong><\/h2>\n<p>Les 4 P constituent <strong>\u00ab\u00a0<\/strong><strong>l\u2019<\/strong><strong>arme absolue\u00a0\u00bb<\/strong> pour vous d\u00e9velopper ! M\u00eame en travaillant sur un seul des 4 \u00e9l\u00e9ments, vous arriverez d\u00e9j\u00e0 \u00e0 des r\u00e9sultats probants\u00a0:<\/p>\n<ul>\n<li><u>le Produit<\/u>, qu\u2019il s\u2019agisse de lui m\u00eame ou de son adaptation pour r\u00e9pondre aux besoins des clients,<\/li>\n<li><u>le Prix<\/u>, pour positionner le produit face aux produits concurrents<\/li>\n<li><u>la Place<\/u>, \u00e0 savoir votre mani\u00e8re de distribuer et de mettre en avant votre produit ou service<\/li>\n<li><u>la Promotion<\/u> (ou la Publicit\u00e9) pour accro\u00eetre le \u00ab\u00a0d\u00e9sir de produit\u00a0\u00bb de la part des clients<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Les nouveaux mod\u00e8les du marketing mix<\/strong><strong>\u00a0:<\/strong><\/h2>\n<h4>Les nouveaux \u00e9l\u00e9ments<\/h4>\n<p>Trois nouveaux \u00e9l\u00e9ments, <strong>tous interd\u00e9pendants<\/strong>, sont venus progressivement compl\u00e9ter l\u2019approche du marketing mix des 4P, qui est trop ax\u00e9 sur des march\u00e9s toujours croissants, et d\u00e9laisse l\u2019aspect opinion et satisfaction des clients (le retour\u00a0d\u2019exp\u00e9rience), puisque, in fine, seul le client prend la d\u00e9cision d\u2019acheter :<\/p>\n<ul>\n<li><u>l<\/u><u>e<\/u><u> P<\/u><u>ersonnel<\/u> (ou People) de la marque, en relation directe avec le consommateur, est le v\u00e9ritable atout et le reflet de l\u2019entreprise, et doit faire en sorte de maintenir une relation client favorable.<\/li>\n<li>l<u>e Process<\/u>, repr\u00e9sent\u00e9 par tous les \u00e9l\u00e9ments qui vont intervenir dans le cycle d\u2019achat ou de consommation du client. Son exp\u00e9rience d\u2019achat va \u00eatre affect\u00e9e (positivement ou n\u00e9gativement !) par chacun de ces \u00e9l\u00e9<\/li>\n<li>l<u>\u2019<\/u><u>Evidence<\/u><u> Physique<\/u> (ou l\u2019Environment). S\u2019agissant d\u2019un magasin vendant le produit en vitrine, il s\u2019agira de l\u2019emplacement de la vitrine, du rangement des rayons. S\u2019il s\u2019agit d\u2019une entreprise de services, le client doit \u00eatre rassur\u00e9 sur le service consomm\u00e9 gr\u00e2ce \u00e0 une preuve mat\u00e9rielle. Il va donc pr\u00eater attention \u00e0 l\u2019environnement physique de l\u2019entreprise, ou encore des \u00e9l\u00e9ments tangibles de la satisfaction client (t\u00e9moignages, qualit\u00e9 des intervenants, etc.)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4>Les trois derniers \u00e9l\u00e9ments<\/h4>\n<p>Enfin, les trois derniers \u00e9l\u00e9ments de cette \u00ab\u00a0\u00e9volution\u00a0\u00bb du marketing mix sont :<\/p>\n<ul>\n<li><u>le Partenariat<\/u>, quand vous vous associez \u00e0 des partenaires pour unir vos comp\u00e9tences aux leurs, peut vous permettre de cr\u00e9er une offre originale, de gagner en notori\u00e9t\u00e9 et de toucher une cible plus large.<\/li>\n<li><u>l<\/u><u>e Permission Marketing<\/u>, popularis\u00e9 par Seth Godin, salari\u00e9 de Yahoo dans les ann\u00e9es 2000, consiste \u00e0 demander \u00e0 un internaute son autorisation avant de le solliciter commercialement par e-mail. La m\u00e9thode pr\u00f4ne la mise en place d\u2019une <strong>relation de qualit\u00e9<\/strong> et de confiance avec le prospect.<\/li>\n<li><u>la Vache Pourpre<\/u>, concept \u00e9galement d\u00e9velopp\u00e9 par Seth Godin, repr\u00e9sente l\u2019innovation. Pourquoi \u00ab\u00a0vache pourpre\u00a0\u00bb ? \u00c0 l\u2019exemple de quelqu\u2019un qui voit des vaches dans une p\u00e2ture pour la premi\u00e8re fois, et qui serait subjugu\u00e9 \u00e0 leur vue, puis se serait d\u00e9j\u00e0 habitu\u00e9 \u00e0 les voir \u00e0 la seconde visite, et \u00ab\u00a0blas\u00e9\u00a0\u00bb ensuite (puisque toutes les vaches se ressemblent !), l\u2019entreprise doit sans cesse attirer l\u2019attention en peignant une vache en pourpre,\u2026 c\u2019est \u00e0 dire en innovant, pour se d\u00e9marquer au milieu d\u2019une offre pl\u00e9thorique.<\/li>\n<\/ul>\n<p><strong>\u00a0<\/strong>Quel que soit le nombre de P que l\u2019on choisisse, 4, 7 ou 10,\u00a0<strong>c\u2019<\/strong><strong>est la coh\u00e9rence<\/strong> qui importe afin de cr\u00e9er une <strong>offre globale<\/strong> en lien avec l\u2019image de la marque. Le mod\u00e8le des 4P n\u2019a pas fini d\u2019\u00e9voluer en raison de l\u2019\u00e9volution du march\u00e9 et du comportement du consommateur.<\/p>\n<h2><strong>\u00a0<\/strong><strong>Une strat\u00e9gie en ligne<\/strong><strong>\u00a0:<\/strong><\/h2>\n<p>Penser votre marketing mix en ligne devient peu \u00e0 peu le passage oblig\u00e9. Est-ce la m\u00eame chose que dans le monde r\u00e9el\u00a0? Oui et non. <strong><u>Oui<\/u><\/strong> car le principe marketing des\u00a0 \u00a0\u00ab\u00a04P\u00a0\u00bb reste le m\u00eame. <strong><u>N<\/u><\/strong><strong><u>on<\/u><\/strong>, car le web r\u00e9pond \u00e0 ses r\u00e8gles propres. C\u2019est pourquoi il est recommand\u00e9 de partir de son mix \u00ab\u00a0hors ligne\u00a0\u00bb puis de r\u00e9fl\u00e9chir \u00e0 comment l\u2019adapter \u00ab\u00a0en ligne\u00a0\u00bb. Le but \u00e9tant d\u2019harmoniser les deux approches pour que votre strat\u00e9gie paraisse unifi\u00e9e et que vous fassiez \u00ab\u00a0mouche\u00a0\u00bb sur tous les terrains vis-\u00e0-vis de votre public cible. (Voir notre article <a href=\"https:\/\/valoxy.org\/blog\/dirigeants-pme-adopter-strategie-web\/\">Dirigeants PME : Pourquoi adopter une strat\u00e9gie web ?<\/a>)<\/p>\n<h2><strong>Le plan marketing :<\/strong><\/h2>\n<p>Le plan marketing est l&rsquo;aboutissement de votre r\u00e9flexion sur le mix marketing et les \u00ab\u00a04P\u00a0\u00bb (ou 7, ou 10). Il va synth\u00e9tiser votre strat\u00e9gie commerciale et pr\u00e9senter l&rsquo;ensemble des actions \u00e0 mettre en place en prenant en compte chacun des ingr\u00e9dients des \u00ab\u00a04P\u00a0\u00bb.<\/p>\n<p>Le plan marketing est \u00e9tabli sur une dur\u00e9e d\u00e9termin\u00e9e (6 mois, 1 an, 3ans, 5ans) en d\u00e9taillant les produits commercialis\u00e9s, les canaux de distribution, les prix pratiqu\u00e9s, les segments de client\u00e8les vis\u00e9s, les actions \u00e0 mettre en place et les r\u00e9sultats chiffr\u00e9s attendus.<\/p>\n<p>Et, tout comme le business plan, le plan marketing n&rsquo;est pas un document fig\u00e9. Et vous quelles sont les variables qui constituent votre marketing mix ?<\/p>\n<p>&nbsp;<\/p>\n<p>Pour plus d\u2019informations sur votre plan marketing, retrouvez nos articles sur le blog de Valoxy :<\/p>\n<ul>\n<li>Marketing\u00a0: (Re) Positionner sa marque, un booster de prospection et fid\u00e9lisation<\/li>\n<li><a href=\"https:\/\/valoxy.org\/blog\/experience-client-moteur-de-croissance\/\">Faites de l\u2019exp\u00e9rience client votre moteur de croissance !<\/a><\/li>\n<li><a href=\"https:\/\/valoxy.org\/blog\/susciter-lattention-des-clients-sur-sollicites\/\">Susciter l\u2019attention des clients sur-sollicit\u00e9s<\/a><\/li>\n<li><a href=\"https:\/\/valoxy.org\/blog\/tpe-pme-strategie-de-communication-adopter\/\">TPE\/PME : quelle strat\u00e9gie de communication adopter ?<\/a><\/li>\n<li><a href=\"https:\/\/valoxy.org\/blog\/strategies-generiques-porter\/\">Les strat\u00e9gies g\u00e9n\u00e9riques de M Porter<\/a><\/li>\n<li><a class=\"mkd-pt-link\" href=\"https:\/\/valoxy.org\/blog\/tiktok-le-nouvel-outil-dinfluence-marketing\/\" target=\"_self\" rel=\"noopener\">TikTok, le nouvel outil d\u2019influence marketing ?<\/a><\/li>\n<li><a class=\"mkd-pt-link\" href=\"https:\/\/valoxy.org\/blog\/le-community-led-growth\/\" target=\"_self\" rel=\"noopener\">Le Community Led Growth<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Lorsque vous cr\u00e9ez votre entreprise, vous devez r\u00e9fl\u00e9chir \u00e0 la mise en place d&rsquo;une strat\u00e9gie commerciale efficace en vue d&rsquo;acqu\u00e9rir de nouveaux clients de fa\u00e7on r\u00e9p\u00e9t\u00e9e et durable. L\u2019ensemble des diff\u00e9rents domaines dans lesquels vous \u00e9laborerez vos strat\u00e9gies est appel\u00e9&#8230;<\/p>\n","protected":false},"author":1,"featured_media":24316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-24315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing mix et strat\u00e9gie des 4P | Blog Valoxy - Expertise comptable<\/title>\n<meta name=\"description\" content=\"Marketing mix et strat\u00e9gie des 4P, des concepts \u00e0 mettre en application au sein de l&#039;entreprise pour la d\u00e9velopper\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/valoxy.org\/blog\/marketing-mix\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing mix et strat\u00e9gie des 4P | Blog Valoxy - 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