Definitions of Marketing

"Marketing is the economic and social mechanism by which individuals and groups satisfy their needs and wants through the creation and exchange with others of valuable products and services."- KOTLER ET DUBOIS

Le Marketing Direct (Direct Marketing)

The theory of relational marketing, called « marketing one-to-one », places the user at the heart of the relationship: the « consumer marketing ».

"Marketing is the economic and social mechanism by which individuals and groups satisfy their needs and wants through the creation and exchange with others of valuable products and services." »

Votre Marketing-Mix (Your Marketing-Mix)

Your strategy for success: position yourself in the market with yourproducts and/or services!

VOTRE PRODUIT/SERVICE

Your « solution »! Or how you distinguish yourself from the competition.

PRIX

Your pricing policy or how to achieve thehighest possible profit while remaining competitive.

PROMOTION

Your communication strategy or how to attract customer attention to the product/service.

PLACE

Your distribution policy or how the product/service reaches the customer?

Entre Stratégie et Opérationnel (Between Strategy and Operations)

Marketing stratégique (Strategic Marketing)

Sets marketing objectives (products, markets) for the company's market development, based on study and analysis results. Focuses on long-term orientations and decisions.

Marketing opérationnel (Operational Marketing)

Refers to all marketing techniques implemented in the short/medium term to achieve strategic marketing objectives. Includes promotional, advertising, and direct marketing actions.

Votre Stratégie Marketing BTB (Your B2B Marketing Strategy)

«B2B marketing strategy encompasses the commercial and strategic actions a company takes to sell products or services to a business client. The goal of B2B marketing is to develop a partnership-based business relationship between companies, suppliers, distributors, or business partners. The sales process is an integral part of B2B marketing..»

• Economic stakes are increasing, leading to professional buyers rationalizing costs and ensuring product quality.

• A client representing a very significant part of a B2B company's revenue is called a "key account".

• In communication, B2B strategy involves the communication means used by employees of various companies (social networks, omnichannel strategy, etc.) for professional targets.

• B2B marketing communication techniques are therefore specific.

Deux Approches Stratégiques Distinctes Entre BTB Et BTC (Two Distinct Strategic Approaches Between B2B and B2C)

Differences Entre BTB Et BTC Cible (Target Differences)

Differences Communication

Differences Gestion De La Relation Client (Customer Relationship Management Differences)

Je Comprends Les Enjeux De La Digitalisation (Understandingthe Challenges of Digitalization)

Votre Stratégie Marketing Digital (Your Digital Marketing Strategy)

"Digital marketing strategy covers all marketing activities deployed online to connect with customers or prospects; the goals are to sell a product or promote a brand to a target audience; by increasing website visits, converting these visits into purchases, and building customer loyalty through regular interaction. This customer relationship management follows a different customer journey in B2C and B2B."

Votre Stratégie Marketing Mobile (Your Mobile Marketing Strategy)

"It encompasses all marketing techniques based on the use of mobile devices (primarily smartphones) and targeting individuals on the go. It's called mobile marketing or m-marketing.". »

Accompagnement Processus d'Achat Clientèle B2C (Supporting the B2C Customer Purchase Process)

• Digital marketing strategy = Optimization of an accelerated buying journey.

• Attract suspects.

• Convert the most qualified leads without sales intervention (depending on offer positioning).

Accompagnement Processus d'Achat Clientèle B2B (Supporting theB2B Customer Purchase Process)

• Digital marketing strategy = Lead generation destined to be connected with a sales representative « lead generation ».

• Attract suspects.

• Convert the most qualified leads « lead nurturing ».

• Hand over to the sales team.

Je Comprends Les Enjeux Des Parties Prenantes (Understanding Stakeholder Challenges)

Optimisez Vos Réseaux (Optimize Your Networks)

The Stakeholder Theory by Freeman challenges Milton Friedman's view that acompany's sole purpose is profit for shareholders. Freeman argues that profit is a consequence, not a cause, and companies should focus on ALL people impacted by their activities (customers, employees, suppliers) to meet the needs of « stakeholders ».

Modèle Des Parties Prenantes (StakeholderModel)

The « CSR » model by Ed Freeman emphasizes responsibility to all stakeholders.

Principales Parties Prenantes Dans Le Secteur Du Sport (Main Stakeholders in the Sports Sector)

Any organization must determine how to best work with and satisfy stakeholders.Stakeholder analysis identifies and groups key stakeholders by levels of involvement, interest, and influence.

Key Actors in the Global Sports Industry:

• Collectivities, Institutions, and Public Services

• Members, Shareholders, Employees, Collaborators

• Players, Participants, Personnel, Volunteers

• Boards, Fans, Supporters

• Communication and/or Event Agencies

• Associations, Federations, and Unions

• Suppliers (SMEs)

• Funding Organizations

• Commercial Partners

• Press and Media

Additional Key Actors:

• Private and non-profit sector services.

• Public sector services.

• Suppliers: equipment, transport, accommodation, food & beverage services, attractions, and events.

• Intermediaries and clients: fans/spectators/participants themselves.