Marketing des services Flashcards
(23 cards)
What are the key components of the course plan?
Fundamentals of B to B marketing, Key concepts of service marketing, Business models, Digital platforms
What pedagogical methods are used in this course?
Lectures, information research, case studies, self-assessment quizzes
What percentage of the final grade is based on continuous assessment?
50%
What is the weight of the quiz on key concepts in service marketing?
20%
What is the weight of the group project on a case study?
60% (50% collective, 50% individual)
What constitutes the final exam in the course?
Case study (50% of final grade)
What is an anomaly in the context of this course?
An irregularity, a deviation from a norm or benchmark
What are some causes of anomalies?
- Variations naturelles
- Évènements imprévus
- Processus inattendus
- Dysfonctionnements
What does V.U.C.A stand for?
Volatility, Uncertainty, Complexity, Ambiguity
How does volatility affect organizations?
It alters stability and disrupts habits
How does uncertainty affect organizations?
It prevents forecasting of future events and control of situations
How does complexity impact organizations?
It makes understanding difficult and can undermine self-confidence
What does ambiguity challenge in an organization?
It questions logic and disrupts certainties
What is the objective of the B to B marketing activity?
Creation of value for the triad: producer, distributors, clients
What are the strategic choices in B to B marketing?
- Customer-centered
- Technology-centered
- Profitability-centered
- Client performance-centered
- Price-centered
- Global presence strategy
What are the phases of the product life cycle?
- Definition
- Prototype development
- Production
- Launch
- Optimization
- Withdrawal
What are the specificities of B to B marketing communication?
It can target the buyer, decision-maker, prescriber, opinion leaders
What is the importance of digital marketing in B to B?
It includes micro-segmentation, higher acquisition costs, and complex sales strategies
Fill in the blank: The _______ is considered the nerve of the war in B to B marketing.
product
What is the role of technology in B to B marketing?
Evaluate technologies from a marketing perspective including integrated and service-providing technologies
What does the term ‘social selling’ refer to?
Exploiting expert blogs and social networks for sales
What is the significance of customer journey in digital marketing?
All fundamental aspects of digital marketing apply, including persona and omnichannel distribution
What are the three levels of customer involvement?
- Transactional
- Dynamic
- Participative
