{"id":11009,"date":"2022-06-27T11:07:47","date_gmt":"2022-06-27T09:07:47","guid":{"rendered":"https:\/\/ipaidthat.io\/mag\/?p=11009"},"modified":"2022-06-27T11:07:47","modified_gmt":"2022-06-27T09:07:47","slug":"quest-ce-quun-plan-marcheage","status":"publish","type":"post","link":"https:\/\/app.ipaidthat.io\/mag\/entrepreneur\/quest-ce-quun-plan-marcheage\/","title":{"rendered":"Qu’est-ce qu’un plan march\u00e9age ?"},"content":{"rendered":"\n

Le plan de march\u00e9age ou \u00ab marketing mix \u00bb en anglais fait r\u00e9f\u00e9rence \u00e0 un ensemble de d\u00e9cisions et d\u2019actions prises afin d\u2019assurer le succ\u00e8s d\u2019un produit, d\u2019une campagne, d\u2019une marque ou d\u2019un service sur le march\u00e9. <\/p>\n\n\n\n

D\u00e9finition d\u2019un plan de march\u00e9age<\/span><\/h2>\n\n\n\n

Le plan de march\u00e9age, appel\u00e9 aussi la m\u00e9thode des 4P<\/strong> se d\u00e9finit comme un ensemble d\u2019actions commerciales qui permettent \u00e0 l\u2019entreprise de vendre ses produits<\/strong>. Le plan de march\u00e9age peut \u00eatre aussi d\u00e9fini comme un ensemble de d\u00e9cisions li\u00e9es \u00e0 quatre variables du marketing, \u00e0 savoir le produit, le prix, la distribution et la communication. En anglais, on obtient la m\u00e9thode des 4P avec product, price, place, publicity. Il s\u2019agit ainsi d\u2019un \u00e9l\u00e9ment indispensable du marketing op\u00e9rationnel <\/strong>de l\u2019entreprise, ayant pour r\u00f4le de faciliter l\u2019atteinte des objectifs du marketing strat\u00e9gique. <\/p>\n\n\n\n

Le mod\u00e8le d\u2019un plan de march\u00e9age<\/span><\/h2>\n\n\n\n
\"\"
Image modifi\u00e9e issue de : storyset.com<\/a><\/em><\/figcaption><\/figure>\n\n\n\n

Le plan de march\u00e9age peut \u00eatre g\u00e9n\u00e9ralement li\u00e9 aux 4P. Cependant, lorsqu\u2019il s\u2019agit de services, on utilise plut\u00f4t le mod\u00e8le 7P<\/strong>. En plus des 4P originaux, on peut ainsi inclure les personnes, les processus, ainsi que les preuves physiques. Ce sont les employ\u00e9s qui sont les facteurs qui prennent en compte les aspects humains de la culture d\u2019entreprise. La qualit\u00e9 du service d\u00e9pend ainsi des collaborateurs de l\u2019entreprise et de leur culture. En outre, l\u2019identification de la fa\u00e7on dont un service est consomm\u00e9 ou utilis\u00e9 permet aussi \u00e0 l\u2019entreprise de d\u00e9terminer si le processus de prestation de services convient au plan de march\u00e9age.<\/p>\n\n\n\n

Comment \u00e9tablir un bon plan de march\u00e9age ?<\/span><\/h2>\n\n\n\n

Un plan de march\u00e9age bien construit<\/a> doit \u00eatre coh\u00e9rent<\/strong>. Cela signifie qu\u2019il doit \u00eatre en accord avec les politiques op\u00e9rationnelles de l\u2019entreprise. C\u2019est la raison pour laquelle il faut toujours proc\u00e9der \u00e0 des v\u00e9rifications<\/strong>, afin de savoir si les quatre variables mercatiques qui composent le plan sont coh\u00e9rentes entre elles. Pour qu\u2019un plan de march\u00e9age soit vraiment efficace, il faut qu\u2019il offre une r\u00e9elle sup\u00e9riorit\u00e9.<\/strong> En effet, la mise en place d\u2019un plan de march\u00e9age a pour objectif d’accro\u00eetre le chiffre d\u2019affaires de l\u2019entreprise. Par cons\u00e9quent, il faut qu\u2019il soit \u00e9tabli de mani\u00e8re \u00e0 offrir \u00e0 l\u2019entreprise, une certaine sup\u00e9riorit\u00e9 par rapport \u00e0 ses concurrents sur le march\u00e9. Ainsi, pour cr\u00e9er un bon plan de march\u00e9age, vous devez passer \u00e0 quatre \u00e9tapes pr\u00e9cises.<\/p>\n\n\n\n

La politique produit<\/span><\/h2>\n\n\n\n

Cette \u00e9tape prend en compte toutes les variables<\/strong> concernant le produit lui-m\u00eame, c\u2019est-\u00e0-dire sa conception, sa fabrication, son d\u00e9veloppement ainsi que sa pr\u00e9sentation. Dans ce niveau, on retrouve diff\u00e9rents points essentiels tels que les caract\u00e9ristiques techniques du produit, sa forme et sa couleur, son positionnement sur le march\u00e9, sa gamme, son conditionnement et son emballage, et bien d\u2019autres. Il est alors essentiel de d\u00e9terminer le produit et la politique du produit durant cette \u00e9tape du plan de march\u00e9age.<\/p>\n\n\n\n

La politique du prix<\/span><\/h2>\n\n\n\n

Lorsque vous mettez en place la politique produit de votre plan de march\u00e9age, il faut \u00e9galement \u00e9tablir le prix du produit concern\u00e9<\/strong>. En effet, le prix du produit ne doit pas \u00eatre choisi au hasard. Il faut en effet prendre en compte les contraintes juridiques et commerciales auxquelles l\u2019entreprise doit faire face. En d\u2019autres termes, vous devez d\u00e9terminer le prix en fonction du statut du client, l\u2019interdiction de revendre \u00e0 perte ainsi que le montant de la commande pass\u00e9e.<\/p>\n\n\n\n

La politique de distribution<\/span><\/h2>\n\n\n\n

La politique de distribution a pour principe de regrouper le choix de la strat\u00e9gie commerciale efficace et des canaux de distribution \u00e0 utiliser. Elle constitue ainsi les actions marketing et commerciales de l\u2019entreprise telles qu\u2019un plan de communication et marketing digital, un plan d\u2019actions commerciales pour une animation, le merchandising fabricant, et bien d\u2019autres. Elle contribue \u00e9galement \u00e0 des actions commerciales<\/strong> comme le r\u00e9f\u00e9rencement central ou les pratiques tarifaires.<\/p>\n\n\n\n

La politique de communication<\/span><\/h2>\n\n\n\n

Cette \u00e9tape regroupe les actions de publicit\u00e9s, de marketing direct et de promotion des ventes. Elle peut prendre un contenu plus \u00e9triqu\u00e9<\/strong> au point de d\u00e9signer uniquement la politique de communication publicitaire ou la communication institutionnelle.<\/p>\n\n\n\n

iPaidThat peut aussi vous aider !<\/h2>\n\n\n\n

La suite d’outils iPaidThat<\/a> peut soutenir la strat\u00e9gie de n’importe quelle entreprise. En effet, 5 outils sont \u00e0 votre disposition afin d’appuyer pr\u00e9cis\u00e9ment vos d\u00e9cisions et vous aider \u00e0 \u00e9tablir un plan d’action de tr\u00e9sorerie stable et viable. <\/p>\n\n\n\n

Comment nous faisons ?<\/h3>\n\n\n\n

Le logiciel de tr\u00e9sorerie <\/a>\u00e9labor\u00e9 par iPaidThat vous aide \u00e0 construire un suivi de tr\u00e9sorerie facile et serein ! Gr\u00e2ce \u00e0 un tableau de tr\u00e9sorerie synchronis\u00e9 en temps r\u00e9el et \u00e0 une pr\u00e9visualisation de vos d\u00e9penses bas\u00e9e sur des sc\u00e9narios illimit\u00e9s, nos utilisateurs peuvent observer leur tr\u00e9sorerie \u00e0 l’instant T et pr\u00e9voir leurs actions \u00e0 l’avance.<\/p>\n\n\n\n

Essayez Tr\u00e9so gratuitement<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Le plan de march\u00e9age ou \u00ab marketing mix \u00bb en anglais fait r\u00e9f\u00e9rence \u00e0 un ensemble de d\u00e9cisions et d\u2019actions prises afin d\u2019assurer le succ\u00e8s d\u2019un produit, d\u2019une campagne, d\u2019une marque ou d\u2019un service sur le march\u00e9.  D\u00e9finition d\u2019un plan de march\u00e9age Le plan de march\u00e9age, appel\u00e9 aussi la m\u00e9thode des 4P se d\u00e9finit comme […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-11009","post","type-post","status-publish","format-standard","hentry","category-entrepreneur"],"yoast_head":"\nQu'est-ce qu'un plan march\u00e9age ?<\/title>\n<meta name=\"description\" content=\"Le plan de march\u00e9age ou \u00ab marketing mix \u00bb en anglais fait r\u00e9f\u00e9rence \u00e0 un ensemble de d\u00e9cisions et d\u2019actions 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