{"id":640,"date":"2008-06-20T05:51:43","date_gmt":"2008-06-20T05:51:43","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=640"},"modified":"2020-09-17T19:04:52","modified_gmt":"2020-09-17T17:04:52","slug":"differenciation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2008\/06\/20\/differenciation\/","title":{"rendered":"Strat\u00e9gie marketing : la valeur ajout\u00e9e d&rsquo;une strat\u00e9gie de diff\u00e9renciation"},"content":{"rendered":"<p>Et oui, tout le monde peut vous vendre des lunettes, un ballon de foot, une assurance voiture, un paquet de chewing-gum, un lecteur MP3, une veste d&rsquo;hiver ou un caf\u00e9 double cr\u00e8me.<\/p>\n<h2>Strat\u00e9gie marketing : la valeur ajout\u00e9e d&rsquo;une strat\u00e9gie de diff\u00e9renciation<\/h2>\n<figure id=\"attachment_56839\" aria-describedby=\"caption-attachment-56839\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/06\/jumpstory-download20200917-170230.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-56839 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/06\/jumpstory-download20200917-170230.jpg\" alt=\"Diff\u00e9renciation\" width=\"520\" height=\"346\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/06\/jumpstory-download20200917-170230.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/06\/jumpstory-download20200917-170230-451x300.jpg 451w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-56839\" class=\"wp-caption-text\">Strat\u00e9gie marketing : la valeur ajout\u00e9e d&rsquo;une strat\u00e9gie de diff\u00e9renciation<\/figcaption><\/figure>\n<p>Qu&rsquo;est-ce qui fera donc qu&rsquo;un client viendra chez vous plut\u00f4t que chez votre concurrent, juste de l&rsquo;autre c\u00f4t\u00e9 de la rue ? Le prix ? Le prix peut \u00eatre un facteur de choix, mais pas uniquement. D&rsquo;autant plus que nous avons toujours le r\u00e9flexe de penser que le prix est un gage de qualit\u00e9.<!--more--><\/p>\n<p>Il y a donc d&rsquo;autres pistes \u00e0 explorer. Et ces pistes ne sont rien d&rsquo;autres que le mix de prestations annexes. Imaginons un opticien qui, outre les montures et les verres, offrira un mix de prestations accompagnant le produit de base (que tout opticien peut r\u00e9aliser sans trop de difficult\u00e9s) :<\/p>\n<ul>\n<li>abonnement pour l&rsquo;envoi par <a href=\"https:\/\/laposte.fr\" target=\"_blank\" rel=\"noopener noreferrer\">la Poste<\/a> de produits d&rsquo;entretien sur lunettes ou verres de contact \u00e0 intervalles r\u00e9guliers,<\/li>\n<li>r\u00e9glages des lunettes,<\/li>\n<li>assurances pour casse de lunettes<\/li>\n<li>proposition pour prolongation de garantie \u00e0 la fin de la p\u00e9riode officielle de garantie (ceci se fait par un envoi postal 1-2 mois avant la fin de la garantie)<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Ces prestations suppl\u00e9mentaires, c&rsquo;est offrir du confort au client.<\/p>\n<p>Chacun de ces contacts repr\u00e9sente en fait une possibilit\u00e9 pour le vendeur de montrer au client ce qu&rsquo;il sait faire et ce qu&rsquo;il peut faire pour lui. Pourquoi ne pas mettre, dans le paquet contenant les produits d&rsquo;entretien, 1-2 fois par ann\u00e9e, un prospectus avec une offre sur une paire de lunettes de soleil ou un bon de 50% de r\u00e9duction pour un ami (recommandation) ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Et oui, tout le monde peut vous vendre des lunettes, un ballon de foot, une assurance voiture, un paquet de chewing-gum, un lecteur MP3, une veste d&rsquo;hiver ou un caf\u00e9 double cr\u00e8me. Strat\u00e9gie marketing : la valeur ajout\u00e9e d&rsquo;une strat\u00e9gie de diff\u00e9renciation Qu&rsquo;est-ce qui fera donc qu&rsquo;un client viendra chez vous plut\u00f4t que chez votre &hellip;<\/p>\n","protected":false},"author":14,"featured_media":56839,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4057],"tags":[],"class_list":["post-640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vente"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strat\u00e9gie marketing : la valeur ajout\u00e9e d&#039;une strat\u00e9gie de diff\u00e9renciation<\/title>\n<meta name=\"description\" content=\"Et oui, tout le monde peut vous vendre des lunettes, un ballon de foot, une assurance voiture, un paquet de chewing-gum, un lecteur MP3, une veste d&#039;hiver\" \/>\n<meta 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