{"id":53340,"date":"2020-05-26T18:08:00","date_gmt":"2020-05-26T16:08:00","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&#038;p=53340"},"modified":"2023-05-26T07:59:02","modified_gmt":"2023-05-26T05:59:02","slug":"marketing-mix","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/fr\/glossaire\/marketing-mix\/","title":{"rendered":"Marketing Mix en B2B"},"content":{"rendered":"<p><span style=\"color: #000080;\"><em><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">En B2B et en B2C, le marketing mix est l&rsquo;ensemble des domaines op\u00e9rationnels dans lesquels il faut \u00e9laborer\u00a0<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">une\u00a0<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">strat\u00e9gie.<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">\u00a0En B2C, le marketing mix initial (dit des <a href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/plan-marketing-b2b\/\">4P<\/a>), s\u2019est progressivement \u00e9tendu\u00a0<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">\u00e0 9 ou 10 P. En\u00a0<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW214938365 BCX0\">B2B<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">, il se\u00a0<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW214938365 BCX0\">cantonne, dans l&rsquo;\u00e9tat actuel des connaissances,\u00a0<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">\u00e0 3 P, m\u00eame si cette vision est assez discutable et r\u00e9ductrice.<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">\u00a0<\/span><\/span><\/em><\/span><\/p>\n<h1>D\u00e9finition du Marketing Mix en B2B<\/h1>\n<figure id=\"attachment_65747\" aria-describedby=\"caption-attachment-65747\" style=\"width: 755px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-65747 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2021\/11\/jumpstory-download20211118-155941-e1648911281198.jpg\" alt=\"D\u00e9finition du marketing Mix en B2B\" width=\"755\" height=\"500\" \/><figcaption id=\"caption-attachment-65747\" class=\"wp-caption-text\">D\u00e9finition du marketing Mix en B2B<\/figcaption><\/figure>\n<p><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">En 1964,\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">l\u2019universitaire am\u00e9ricain\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">Neil H. Borden\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">invente le terme \u201cMarketing Mix\u201d dans<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">\u00a0un article intitul\u00e9 \u00ab\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">L<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">e concept de Marketing<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">ix \u00bb<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">et publi\u00e9\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">dans le\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">Journal of Advertising\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW246184313 BCX0\">Research<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">. Le\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">arketing\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">ix consiste \u00e0 d\u00e9finir de mani\u00e8re op\u00e9rationnelle sa strat\u00e9gie marketing.<\/span><\/span><br \/>\n<!--more--><\/p>\n<p><span data-contrast=\"auto\">Dans les ann\u00e9es 1960, le M<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">rketing Mix repose sur 4 domaines<\/span><span data-contrast=\"auto\">\u00a0(les \u201c4P\u201d)<\/span><span data-contrast=\"auto\">\u00a0:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Product\u00a0<\/span><\/b><span data-contrast=\"auto\">:\u00a0<\/span><span data-contrast=\"auto\">la<\/span><span data-contrast=\"auto\">\u00a0politique de produit : quelle<\/span><span data-contrast=\"auto\">\u00a0gamme de produits<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">quel\u00a0<\/span><span data-contrast=\"auto\">emballage,\u00a0<\/span><span data-contrast=\"auto\">quels\u00a0<\/span><span data-contrast=\"auto\">services associ\u00e9s.<\/span><span data-contrast=\"auto\">..<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:720,&quot;335559737&quot;:0,&quot;335559740&quot;:259,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Price\u00a0<\/span><\/b><span data-contrast=\"auto\">: la politique de prix<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:720,&quot;335559737&quot;:0,&quot;335559740&quot;:259,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Place\u00a0<\/span><\/b><span data-contrast=\"auto\">: la politique de distribution\u00a0<\/span><span data-contrast=\"auto\">: quel r<\/span><span data-contrast=\"auto\">\u00e9seau\u00a0<\/span><span data-contrast=\"auto\">de distribution quelles\u00a0<\/span><span data-contrast=\"auto\">force<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0de vente,\u00a0<\/span><span data-contrast=\"auto\">le\u00a0<\/span><span data-contrast=\"auto\">commerce \u00e9lectronique.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:720,&quot;335559737&quot;:0,&quot;335559740&quot;:259,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Promotion\u00a0<\/span><\/b><span data-contrast=\"auto\">: la politique de communication\u00a0<\/span><span data-contrast=\"auto\">: quelles actions de marketing, quelles campagnes, quelles\u00a0<\/span><span data-contrast=\"auto\">relations\u00a0<\/span><span data-contrast=\"auto\">presse \/\u00a0<\/span><span data-contrast=\"auto\">publiques<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:720,&quot;335559737&quot;:0,&quot;335559740&quot;:259,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2>Le marketing mix en B2B<\/h2>\n<p>En B2B, le marketing mix se d\u00e9cline selon les 3 P suivants : Prix \/ Performance \/ Proximit\u00e9.<\/p>\n<ul>\n<li><strong>Le prix :<\/strong> les produits en BtoB sont le plus souvent des produits complexes (biens physiques ou prestations de service). Le prix en est un \u00e9l\u00e9ment essentiel. Il se calcule selon de nombreux crit\u00e8res : les quantit\u00e9s achet\u00e9es, les clauses contractuelles (les retards de livraison peuvent par exemple entrainer des p\u00e9nalit\u00e9s pour le fournisseur), l\u2019ant\u00e9riorit\u00e9 de la relation (fid\u00e9lit\u00e9 de l\u2019acheteur), les modalit\u00e9s de paiement&#8230; Le prix est la r\u00e9sultante d\u2019une solution globale personnalis\u00e9e pour un client donn\u00e9. Il est unique et impacte directement le retour sur investissement (ROI) de l\u2019acheteur, d\u2019o\u00f9 son caract\u00e8re tr\u00e8s sensible.<\/li>\n<li><strong>La performance :<\/strong> dans une relation BtoB, on parle g\u00e9n\u00e9ralement de biens ou d\u2019\u00e9quipements (industriels ou non) assortis de services (maintenance, supervision, s\u00e9curit\u00e9&#8230;). Il s\u2019agit donc dans la plupart des cas d\u2019un package. La qualit\u00e9 intrins\u00e8que du produit mais aussi des services associ\u00e9s d\u00e9termine directement ou indirectement la qualit\u00e9 des prestations que l\u2019acheteur va lui-m\u00eame d\u00e9livrer \u00e0 ses clients. La notion de ROI est, une fois encore, tr\u00e8s pr\u00e9sente.<\/li>\n<li><strong>La proximit\u00e9 :<\/strong> les relations interentreprises cr\u00e9ent des relations \u00e9troites entre un acheteur et son fournisseur. Le conseil, l\u2019accompagnement sont d\u00e9terminants dans le choix d\u2019une entreprise partenaire. Le fournisseur se doit donc, s\u2019il veut \u00eatre retenu par l\u2019un de ses prospects, de mettre en place des \u00e9quipes d\u00e9di\u00e9es \u00e0 la relation, au suivi avec son futur client.<\/li>\n<\/ul>\n<h3>Les limites des approches th\u00e9oriques du Marketing Mix<\/h3>\n<p><span data-contrast=\"auto\">Une des premi\u00e8res critiques que l\u2019on peut faire au Marketing Mix \u201c4P\u201d est que, dans la grande distribution, ce sont avant tout les grandes surfaces qui fixent les prix. Les producteurs<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">ont donc de moins en moins le contr\u00f4le sur la variable \u201cPrix\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Qui plus est, l<\/span><span data-contrast=\"auto\">e Marketing Mix con\u00e7u pendant les trente glorieuses\u00a0<\/span><span data-contrast=\"auto\">a beaucoup \u00e9volu\u00e9 depuis son invention.\u00a0<\/span><span data-contrast=\"auto\">Dans les ann\u00e9es 1990, c<\/span><span data-contrast=\"auto\">ertains experts du marketing ont voulu renommer le Marketing Mix \u201c4P\u201d en Marketing Mix \u201c4C\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Le \u201cP\u201d de Product est devenu le \u201cC\u201d de <strong>Consumer<\/strong> (consommateur) car c\u2019est bien lui qui doit \u00eatre au centre des pr\u00e9occupations marketing. <\/span><\/p>\n<p><span data-contrast=\"auto\">Le \u201cP\u201d de Price\u201d est devenu le \u201cC\u201d de\u00a0<\/span><strong>Cost<\/strong><span data-contrast=\"auto\">\u00a0(co\u00fbt). Cette variable co\u00fbt peut avoir deux acceptions :\u00a0<\/span><span data-contrast=\"auto\">c<\/span><span data-contrast=\"auto\">elle du co\u00fbt total du produit ou du service (au-del\u00e0 de son simple prix f<\/span><span data-contrast=\"auto\">acial) mais aussi le co\u00fbt que repr\u00e9sente &#8211; pour le consommateur \u2013 le fait d\u2019acheter un produit ou un service chez tel ou tel fabricant ou fournisseur<\/span><span data-contrast=\"auto\">\u00a0: le co\u00fbt en termes de temps pass\u00e9 pour r\u00e9aliser l\u2019achat, ou le co\u00fbt psychologique et\/ou moral si vous achetez un produit que vous jugez\u00a0<\/span><span data-contrast=\"auto\">plus ou moins en phase avec vos valeurs (commerce \u00e9quitable, produit bio&#8230;).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Le \u201cP\u201d de\u00a0<\/span><span data-contrast=\"auto\">\u201c<\/span><span data-contrast=\"auto\">P<\/span><span data-contrast=\"auto\">lace<\/span><span data-contrast=\"auto\">\u201d<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">est devenu le \u201cC\u201d<\/span><span data-contrast=\"auto\">\u00a0de \u201c<strong>Commodit\u00e9<\/strong>\u201d (commodit\u00e9 d\u2019achat).<\/span><span data-contrast=\"auto\">\u00a0Le point de vente est important, mais la commodit\u00e9 d\u2019achat l\u2019est encore plus<\/span><span data-contrast=\"auto\">\u00a0: le consommateur peut-il acheter par t\u00e9l\u00e9phone, par correspondance<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">? <\/span><\/p>\n<p><span data-contrast=\"auto\">Enfin, l<\/span><span data-contrast=\"auto\">e \u201cP\u201d de Pro<\/span><span data-contrast=\"auto\">motion\u00a0<\/span><span data-contrast=\"auto\">est devenu le \u201cC\u201d<\/span><span data-contrast=\"auto\">\u00a0de <strong>Communication<\/strong><\/span><span data-contrast=\"auto\">\u00a0qui tient, elle aussi, beaucoup plus comptes des inputs du consommateurs et ne se con\u00e7oit plus comme un message uniquement descendant.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>Dans les\u00a0ann\u00e9es\u00a02000, un Marketing Mix \u201c5P<\/strong><span data-contrast=\"auto\"><strong>\u201d a vu le jour.<\/strong> Selon les sources, le cinqui\u00e8me P peut avoir plusieurs<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">significations. Pour certains, il signifie \u201cPersonnes\u201d, c\u2019est-\u00e0-dire\u00a0<\/span><span data-contrast=\"auto\">les personnes que vous employez et qui vont assurer la qualit\u00e9 de\u00a0<\/span><span data-contrast=\"auto\">votre<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">relation client<\/span><span data-contrast=\"auto\">\u00a0et de votre\u00a0<\/span><span data-contrast=\"auto\">image de la marque<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">Les \u201cPersonnes\u201d peuvent \u00e9galement d\u00e9signer les clients de votre entreprise avec lesquels vous devez interagir avec un niveau de qualit\u00e9 optimal.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour certains autres, le cinqui\u00e8me P signifie\u00a0<\/span><span data-contrast=\"auto\">tout simplement\u00a0<\/span><span data-contrast=\"auto\">\u201c<strong>Paiement<\/strong>\u201d, afin de prendre en compte toutes les probl\u00e9matiques li\u00e9es au paiement, n<\/span><span data-contrast=\"auto\">otamment sur les sites e-commerce.<\/span><span data-contrast=\"auto\">\u00a0Mais l\u2019acception la plus commun\u00e9ment admise pour le cinqui\u00e8me \u201cP\u201d est de celle de \u201c<strong>Personnes<\/strong>\u201d.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Les tendances et innovations<\/h3>\n<p><span data-contrast=\"auto\">En 2009, le\u00a0<\/span><span data-contrast=\"auto\">Chartered<\/span><span data-contrast=\"auto\">\u00a0Institute of Marketing a valid\u00e9 le concept d\u2019un Marketing Mix \u201c7P\u201d. Outre les \u201cPersonnes\u201d, d\u00e9j\u00e0 pr\u00e9sentes dans le \u201c5P\u201d, se sont ajout\u00e9s le <strong>Process<\/strong> (le processus d\u2019achat, les processus au sein de l\u2019entreprise) et la \u201c<strong>Physical Evidence<\/strong>\u201d (les preuves mat\u00e9rielles).<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><strong>Le \u201cP\u201d de Process concerne\u00a0tout d\u2019abord\u00a0l\u2019\u00e9tude du processus d\u2019achat des\u00a0<\/strong><span data-contrast=\"auto\"><strong>consommateurs.<\/strong> Il peut aussi d\u00e9signer les processus internes de l\u2019entreprise permettant de proposer un niveau de qualit\u00e9 \u00e9quivalent quel<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0que soi<\/span><span data-contrast=\"auto\">en<\/span><span data-contrast=\"auto\">t les\u00a0<\/span><span data-contrast=\"auto\">points de contact entre l\u2019entreprise et ses prospects \/\u00a0<\/span><span data-contrast=\"auto\">clients.<\/span><span data-contrast=\"auto\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>Le \u201cP\u201d de \u201cPhysical Evidence\u201d consiste \u00e0 rassurer clients et prospects<\/strong> et leur donnant des preuves relatives \u00e0 la l\u00e9gitimit\u00e9 de l\u2019offre propos\u00e9e : t\u00e9moignages et avis clients,\u00a0<\/span><span data-contrast=\"auto\">zoom sur les produits (sur un site e-commerce) ou, pour les services, publication d\u2019\u00e9tudes ou de rapport<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0contribuant \u00e0 donner des preuves tangibles de la\u00a0<\/span><span data-contrast=\"auto\">qualit\u00e9 des prestations propos\u00e9es.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En\u00a0<\/span><span data-contrast=\"auto\">2009 \u00e9galement<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">Brian\u00a0<\/span><span data-contrast=\"auto\">Fetherstonhaugh<\/span><span data-contrast=\"auto\">, le CEO de\u00a0<\/span><span data-contrast=\"auto\">l\u2019agence Ogil<\/span><span data-contrast=\"auto\">v<\/span><span data-contrast=\"auto\">y &amp; Mather<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0a lanc\u00e9 le <strong>Marketing Mix \u201c4E\u201d<\/strong> pour :\u00a0<\/span><strong>Emotion,\u00a0Exp\u00e9rience,\u00a0Exclusivit\u00e9 et\u00a0E<\/strong><span data-contrast=\"auto\"><strong>ngagement<\/strong>.\u00a0<\/span><span data-contrast=\"auto\">Ces \u201c4E\u201d remettent, eux aussi, le consommateur au centre de la d\u00e9marche marketing : <\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Le \u201cE\u201d de Emotion fait r\u00e9f\u00e9rence aux motivations qui poussent un consommateur \u00e0 acheter, au sens\u00a0<\/span><span data-contrast=\"auto\">de son acte, \u00e0 l\u2019\u00e9motion qu\u2019il ressent au-del\u00e0 du produit ou service en tant que tel ;<\/span><\/li>\n<li><span data-contrast=\"auto\">Le \u201cE\u201d de Exp\u00e9rience\u00a0<\/span><span data-contrast=\"auto\">concerne, lui, ce que le client va retenir de son achat :\u00a0<\/span><span data-contrast=\"auto\">ce qu&rsquo;il a appris, ce qui l\u2019a diverti, ce qui l\u2019a\u00a0<\/span><span data-contrast=\"auto\">\u00e9merveill<\/span><span data-contrast=\"auto\">\u00e9<\/span><span data-contrast=\"auto\">\u00a0et\u00a0<\/span><span data-contrast=\"auto\">ce qui lui a permis de s\u2019\u00e9vader ;<\/span><\/li>\n<li><span data-contrast=\"auto\">Le \u201cE\u201d de Exclusivit\u00e9 traduit la volont\u00e9 des consommateurs de se sentir uniques<\/span><span data-contrast=\"auto\">\u00a0dans leur relation avec une marque : personnalisation des messages mais aussi des produits,\u00a0<\/span><span data-contrast=\"auto\">d\u00e9marche \u201c<\/span><span data-contrast=\"auto\">one-to-one<\/span><span data-contrast=\"auto\">\u00ab\u00a0<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">relation client sur-mesure ;<\/span><\/li>\n<li><span data-contrast=\"auto\">En<\/span><span data-contrast=\"auto\">fin, le \u201cE\u201d d\u2019engagement\u00a0<\/span><span data-contrast=\"auto\">touche \u00e0 la notion de sens<\/span><span data-contrast=\"auto\">\u00a0et d\u2019utilit\u00e9<\/span><span data-contrast=\"auto\">\u00a0pour les clients, \u00e0 leur souhait de pouvoir exprimer leur cr\u00e9ativit\u00e9 pour\u00a0<\/span><span data-contrast=\"auto\">co-construire<\/span><span data-contrast=\"auto\">\u00a0une marqu<\/span><span data-contrast=\"auto\">e, en contribuant \u00e0 certains projets avec elle<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">D\u2019autres \u201cP\u201d sont venus s\u2019ajouter au fil des ann\u00e9es. On trouve ainsi le huiti\u00e8me \u201cP\u201d de <strong>Partenariat<\/strong><\/span><span data-contrast=\"auto\">\u00a0qui englobe toutes les entreprises avec lesquelles on noue des relations \u00e9troites qui permettent d\u2019enrichir une offre particuli\u00e8re. Le neuvi\u00e8me \u201cP\u201d correspond au \u201c<strong>Permission Marketing<\/strong>\u201d. Dans cette d\u00e9marche, il s\u2019agit de s\u2019assurer que les consommateurs ont donn\u00e9 leur consentement \u00e0 recevoir des mails, des SMS, des sollicitations commerciales.\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Enfin le dixi\u00e8me \u201cP\u201d est celui de la vache \u201c<strong>Pourpre<\/strong>\u201d. Cette expression, invent\u00e9e par Seth\u00a0<\/span><span data-contrast=\"auto\">Godin<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">\u00a0auteur, conf\u00e9rencier et ancien responsable du marketing direct de Yahoo, met l\u2019accent sur le fait qu\u2019il est n\u00e9cessaire de <strong>sortir du lot<\/strong>, de se faire remarquer dans un oc<\/span><span data-contrast=\"auto\">\u00e9an de propositions plus all\u00e9chantes les unes que les autres.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/p>\n<h3>Outils et m\u00e9thodes<\/h3>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">Pour chacun des \u201cP\u201d de votre marketing mix, d\u00e9crivez pr\u00e9cis\u00e9ment les actions que vous comptez mettre en \u0153uvre. Cela permettra\u00a0<\/span><span data-contrast=\"auto\">d<\/span><span data-contrast=\"auto\">e\u00a0<\/span><span data-contrast=\"auto\">structurer votre strat\u00e9gie<\/span><span data-contrast=\"auto\">, d\u2019en faire un tout coh\u00e9rent et performant.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><\/blockquote>\n<h3>Les liens Marketing Mix<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.cim.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Chartered<\/span><span data-contrast=\"none\">\u00a0Institute of Marketing<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.linkedin.com\/pulse\/du-4p-au-5p-comment-la-technologie-vient-red%C3%A9finir-une-koltchakian\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"auto\">Du 4P au 5P : comment la technologie vient red\u00e9finir une des fondations historiques du marketing ?<\/span><\/a><span data-contrast=\"none\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Patrice\u00a0<\/span><span data-contrast=\"auto\">Laubignat<\/span><span data-contrast=\"auto\">\u00a0: \u201c<\/span><a href=\"http:\/\/www.editions-kawa.com\/home\/62-tout-savoir-sur-le-marketing-emotionnel.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Tout Savoir sur le Marketing \u00c9motionnel<\/span><\/a><span data-contrast=\"auto\">\u201c (Editions Kawa)<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.etudes-et-analyses.com\/blog\/decryptage-economique\/marketing-mix-coca-cola-29-11-2016.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Le marketing mix de Coca-Cola<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>En\u00a0B2B, il se\u00a0cantonne, dans l&rsquo;\u00e9tat actuel des connaissances,\u00a0\u00e0 3 P, m\u00eame si cette vision est assez discutable et r\u00e9ductrice.\u00a0<\/p>\n","protected":false},"author":101,"featured_media":65747,"parent":0,"template":"","glossary-cat":[],"class_list":["post-53340","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Mix B2B - d\u00e9finition par Marketing and Innovation<\/title>\n<meta name=\"description\" content=\"Le marketing mix B2B recouvre les domaines op\u00e9rationnels dans lesquels il faut \u00e9laborer une strat\u00e9gie. 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