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Management > VENTE > NEGOCIATION COMMERCIALE > TECHNIQUE DE VENTE > MARKETING DIRECT
MARKETING DIRECTSynonyme(s)Marketing relationnel ;Marketing one to one Marketing interactifVoir aussi |
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How is COVID-19 crisis impacting consumer behaviour in the adoption of online food shopping? / Nolwenn BIORET / 2021
Titre : How is COVID-19 crisis impacting consumer behaviour in the adoption of online food shopping? Type de document : Mémoire Auteurs : Nolwenn BIORET, Auteur Année de publication : 2021 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
ALIMENTATION ; COMMERCE ELECTRONIQUE ; EMBALLAGE ; VENTE A DISTANCE ; GESTION DE CRISERésumé : COVID-19 and lockdown has shaken up consumers’ purchasing habits and accelerated the use of online commerce, including for food, which is however one of the industries that has the most difficulty developing online. The goal of this study is to understand how the pandemic has impacted the adoption of online food shopping - both for online grocery shopping and online food delivery. To answer this research question, this paper uses a qualitative method and in-depth interviews. The
results show that COVID-19 acted as a trigger for late adopters to try online grocery shopping, and encouraged users of online food delivery to order more on these applications. However, most online food shopping new users have the intention to go back to their old habits when the pandemic ends and buy less their food online either because they have been disappointed or because the governmental restrictions will also allow them to go more outside. Online shopping stores and food
delivery platforms can take advantage of this study to improve their service in order to retain these new consumers in the long term.Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538527 How to market butter in the french agri-business? Is the PDO or the artisanal know-how a better way to market a butter? / Pauline GIVERNE / 2021
Titre : How to market butter in the french agri-business? Is the PDO or the artisanal know-how a better way to market a butter? Type de document : Mémoire Auteurs : Pauline GIVERNE, Auteur Année de publication : 2021 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
AGROALIMENTAIRE SECTEUR ; BEURRE SECTEUR ; ENTREPRISE ARTISANALE ; TECHNIQUE DE VENTERésumé : The PDO is an emblem that is part of the daily life of consumers, in the same way as organic certifications, for example, designations are now prominent on the packaging of all products, especially in the food aisles of supermarkets. Consumers rely on these certifications for many of their purchasing choices, thus creating a parallel between designation, sought-after quality, expected taste, or perceived authenticity of the product.The purpose of this paper is to propose a framework that analyzes this relationship between perceived quality and appellation, in this case, the choice was directed towards the PDO. A European appellation that guarantees an origin and a know-how. The goal was to analyze the effects of the presence of this acronym on the consumer: is the product more qualitative? Thanks to the authenticity that the PDO conveys? A qualitative survey was conducted to answer the question, is it the PDO or the know-how that must be put forward to sell butter in France and therefore will be chosen by consumer. The participants were confronted with two different designs of French butter packages from Savoy. The respondents then answered questions about the quality of the product, the authenticity that emanates from it, or how they defined this authenticity.The statistical analysis showed a significant correlation between the presence of the PDO logo on the product and the quality given to the product by the respondents. Moreover, a link between the PDO product perceived as qualitative and the degree of authenticity attributed to it was put forward. Furthermore, this link does not depend on the gastronomic knowledge, nor on the nationality or consumption habits of the target groups interviewed, but it allows to highlight that age can make this relationship fluctuate in a positive way.This result leads to the conclusion that potential consumers value the PDO, and therefore the certification on the product packaging. As quality is one of the primary motivations for purchasing in the butter category, a causal link was put forward between PDO and quality and authenticity. The conclusions allow managers to have indications on the elements to put forward on their packaging to transmit quality and especially authenticity to consumers. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538580 Online grocery shopping : understand customers' expectations to improve the online shopping experience / Noémie VALLEE / 2021
Titre : Online grocery shopping : understand customers' expectations to improve the online shopping experience Type de document : Mémoire Auteurs : Noémie VALLEE, Auteur Année de publication : 2021 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
MARKETING EXPERIENTIEL ; CONSOMMATEUR ; VENTE A DISTANCERésumé : The online channel is taking an increasingly important place in the habits of the French. Faced with the increase of meals at home and more frequent food shopping, boosted by the Covid-19 crisis, the online channel emerges as the big winner in the French retail sector. This paper proposes to understand customer’s expectations regarding online grocery shopping, to improve the online shopping experience.
A quantitative study was conducted to research the relationship between customer’s expectations and online shopping experience, in order to determine means to improve customer’s loyalty, satisfaction and purchase intention in online grocery stores. The online questionnaire was structured with closed questions about customer’s expectations and attitudes towards online shopping experience components.
The statistical analysis showed a significant impact of customer’s expectations on the perception of the online shopping experience. Several components of the online shopping experience, such as e-merchandising, marketing and promotions, were analyzed to determine concrete expectations of online consumers.
These results lead to the conclusion that consumer’s expectations are to gain time, have a wide choice of products and a pleasant experience in online stores. To improve the online shopping experience, retailers and brands have several levers at their disposal, such as marketing, e-merchandising, or product offering. These disposals clearly have an impact on consumer’s intent to buy, satisfaction and loyalty.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538495 Relationship marketing and digitalization. How relationship marketing can adapt to the digital age? / Céline RENNARD / 2021
Titre : Relationship marketing and digitalization. How relationship marketing can adapt to the digital age? Type de document : Mémoire Auteurs : Céline RENNARD, Auteur Année de publication : 2021 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
MARKETING DIRECT ; INDUSTRIE DU LUXE SECTEUR ; WEBMARKETING ; INTELLIGENCE ARTIFICIELLE
Entreprise
DIGITALRésumé : All marketing activities are impacted by the rise of digitalization and need to adapt. Customer relationship is particularly affected by digital innovations and online technologies as it totally reshaped the way of communicating and interacting between brands and consumers. That is why this dissertation focuses on customer relationship at the age of digitalization, and more precisely on the impact on relationship marketing and ways to adapt. Communication and customer experience are the two main domains influencing relationship marketing that are impacted. However, digitalization represents not only a scary novelty but mostly new opportunities for relationship marketing to take. Indeed, the literature review shows that it has unlocked countless new tools to better understand and satisfy consumers’ needs. Therefore, customer relationship marketing can adapt by focusing on communication and customer experience, which represent key factors of differentiation for companies nowadays. To this end, marketers can rely on efficient digital tools to communicate and provide customers with improved personalization and exclusive experience in-store and online in order to strengthen their relationship. The business case of Sephora validates these theories as the company has turned them into actions for years. Indeed, Sephora shows how companies can not only adapt, but take advantage of the digital age. With a strong focus on customers through an efficient omnichannel strategy and a smart use of digital tools, Sephora leads the beauty retailing market. Its best-in-class customer experience is particularly enhanced thanks to stores designed as digital playgrounds and efficient online features. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538265 Sourcing complexity in the second-hand market in France / Anaëlle BOUVIER / 2021
Titre : Sourcing complexity in the second-hand market in France Type de document : Mémoire Auteurs : Anaëlle BOUVIER, Auteur Année de publication : 2021 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
TECHNIQUE DE VENTE ; MARCHE INTERIEUR ; FRANCERésumé : The second-hand market is significantly growing and has become more and more relevant. It offers great opportunities for companies to thrive by selling second-hand products. Indeed, the enthusiasm for Circular Economy, the evolving purchase motivations and the capabilities of companies makes the second-hand market very attractive. However, there are substantial supply chain challenges that stem from sourcing complexity. Therefore, this paper addresses the question How does the valuation of sourced second-hand goods help to derive value from the second-hand market in France despite the complexity of sourcing? To provide answers to this question, the opportunities and sourcing complexity are approached through a literature review and examples. The sourcing complexity is due to uncertainties in supply chain such as arrival time, quantity, and quality of the acquired product but also whether the company is actively acquiring products or not. Nevertheless, by estimating accurately the sourced products, companies make their sourcing strategy cost-efficient in terms of recovery and thus can face the supply chain challenges. Identified through a literature review, the main elements to be considered are the potential of appropriability of the product, the brand and the model, the condition, the risk of long storage, the transportation cost and finally the competitiveness in the collection process Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538119 The role of cognitive biases in negotiation, using and managing cognitive biases to obtain the best possible agreement / Marc ELRIZ / 2021PermalinkTo what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? / Matthieu MARLIN / 2021PermalinkPermalinkDoes stating that a product is made from specific terroir enhance existancial authenticity ? / Celia PUCCI / 2020PermalinkPermalinkOnline visual merchandising and its impact on consumer purchase intent / Khaoula ZOUAOUI / 2020PermalinkPermalinkThe Four Steps to the Epiphany : Successful Strategies for Products That Win / Steve BLANK / Chichester (GB) : JOHN WILEY & SONS (2020)PermalinkPermalinkPermalinkE-Commerce 2019 / Kenneth C. LAUDON / Pearson (2019)PermalinkPermalinkNégociation et vente B to B / Joaquim VENTURA / VUIBERT (2019)PermalinkPhygital within the Luxury Cosmetics Industry Luxury cosmetics brands integrating digital in-store: what fallouts for customers and corporations? / Caroline ANHALT / 2019PermalinkSelling and Sales Management / Pearson (2019)PermalinkPermalinkCustomer Relationship Management / V. KUMAR / SPRINGER-VERLAG BERLIN AND HEIDELBERG GMBH & CO (2018)PermalinkDans le secteur des produits laitiers, comment les enfants, âgés de 8 à 12 ans, sont-ils fidélisés à la marque ? / Laura-Victoria CASTEL / 2018PermalinkDisruptive selling / Patrick MAES / Kogan Page (2018)PermalinkLes enjeux de l'utilisation de la musique en publicité pour une entreprise vis-a-vis des consommateurs ? / Killian PERROT / 2018Permalink
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