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Module 6 Le marketing - French 2B
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Ingevulde module (Ingevulde module)
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FRENCH 2BModule 6 : le marketing
1
, 1. La démarche mercatique
La démarche mercatique (la mercatique = le marketing) est une démarche globale avec 3 axes
complémentaires et indissociables : (examen : 3 axes de la démarche mercatique !!!) (examen :
synonyme de marketing = la mercatique)
1. ANALYSER
= rechercher de l’information
= étude et connaissance du marché
2. ÉLABORER, RECOMMANDER
= la stratégie de l’entreprise
= mise en place de la politique de marketing
3. METTRE EN ŒUVRE
= phase opérationnelle
2. Le marché
2.1. Définition
Pour les spécialistes du marketing, le marché est constitué par
l’ensemble des personnes ou organisations qui consomment ou
sont susceptibles de consommer le(s) produit(s) fabriqué(s) par
l’entreprise.
2.2. La classification des marchés
Complétez le tableau en utilisant les mots suivants :
biens de consommation, biens de production / local, régional, national, européen, international /
nouveau, en croissance, saturé / saisonnier, permanent
Ensuite, ajoutez quelques exemples.
Critères Exemples Exemples concrets
La destination biens de consommation, biens de Machines, nourriture
production
La périodicité saisonnier, permanent Arbre de Noël
Le degré de développement nouveau, en croissance, saturé Covid mondmaskers (nouveau)
L’étendue géographique local, régional, national, Speculoos (regional) ->
européen, international international
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