Analyse de marchés

Analyse de marchés
La donnée secondaire
interne et l’analyse de la
demande d’un marché
SÉANCE 5

Plan de la séance
Introduction
Définition du fichier-clients
Utilité du fichier-clients
Structure d’informations du
fichier-clients
Exemple d’application du
fichier-clients
Conclusion

Le chiffre d’affaires d’une société,
ses bénéfices, sa part de marché et
le salaire de ses employés
proviennent tous d’une seule et
même source :
ses clients !

FUTURE MARKETERS WILL
FOCUS ON CUSTOMER DATABASE TO
COMPETE GLOBALLY (KOTLER, 1994)
« In the future marketing
organization, such marketing
methods will be centered on the
customer database, from which
the different functional groups,
including salespeople with laptop
computers, will draw their
information to compete in the
gobal market. »

FUTURE MARKETERS WILL
FOCUS ON CUSTOMER DATABASE TO
COMPETE GLOBALLY (KOTLER, 1994)
« Customer databases are needed
to make relationship marketing
really work. »
Now, …, is the time for really
remembering those customers of
yours, the nuances, what and when
they bought, what they’re interested
in, and keeping up with their needs,
and showing your continuing
interest in them. »