{"id":1625,"date":"2020-08-10T15:09:44","date_gmt":"2020-08-10T15:09:44","guid":{"rendered":"https:\/\/www.lareussiteinfo.com\/?p=1625"},"modified":"2020-08-10T15:09:44","modified_gmt":"2020-08-10T15:09:44","slug":"la-segmentation-marketing-une-etape-incontournable-pour-une-entreprise","status":"publish","type":"post","link":"https:\/\/www.reussiteinfo.com\/index.php\/2020\/08\/10\/la-segmentation-marketing-une-etape-incontournable-pour-une-entreprise\/","title":{"rendered":"La segmentation marketing: Une \u00e9tape incontournable pour une entreprise"},"content":{"rendered":"\n<p>La <strong>segmentation marketing<\/strong> est une \u00e9tape strat\u00e9gique incontournable pour une entreprise. C\u2019est un processus qui vise \u00e0 d\u00e9couper le march\u00e9 cibl\u00e9 en <strong>diff\u00e9rents segments de clients ou prospects<\/strong> afin d\u2019\u00eatre plus performant et pertinent dans ses actions marketing. Les segments sont des groupes homog\u00e8nes de personnes pr\u00eates \u00e0 utiliser un produit ou un service. Ils doivent \u00eatre attractifs en termes de chiffre d\u2019affaires. Il est donc n\u00e9cessaire de chercher des caract\u00e9ristiques partag\u00e9es par un nombre suffisant de personnes. Ces caract\u00e9ristiques sont appel\u00e9es <strong>crit\u00e8res de segmentation.<\/strong><\/p>\n\n\n\n<p>Les entreprises qui r\u00e9alisent une <strong>segmentation de march\u00e9<\/strong> obtiendront un r\u00e9el avantage comp\u00e9titif par rapport \u00e0 leurs concurrents car elles seront en mesure d\u2019adapter leur offre et leur communication en fonction des groupes identifi\u00e9s. Une <strong>segmentation marketing r\u00e9ussie<\/strong> permet d\u2019optimiser les efforts marketing \u00e0 fournir, de mieux satisfaire se client\u00e8le et donc <strong>d\u2019accro\u00eetre sa rentabilit\u00e9<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les diff\u00e9rents crit\u00e8res de segmentation de march\u00e9<\/h2>\n\n\n\n<p>Les <strong>crit\u00e8res de segmentation<\/strong> peuvent \u00eatre de plusieurs types et seront diff\u00e9rents en fonction de chaque entreprise. Les diff\u00e9rents crit\u00e8res permettant de segmenter les consommateurs pr\u00e9sents sur un march\u00e9 peuvent \u00eatre :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Les crit\u00e8res socio-\u00e9conomiques :<\/strong> cat\u00e9gorie socio-professionnelle (CSP), niveau de revenus, niveau d\u2019\u00e9ducation<\/li><li><strong>Les crit\u00e8res psychologiques :<\/strong> centres d\u2019int\u00e9r\u00eat, mode de vie, personnalit\u00e9, valeurs, maturit\u00e9 technologique<\/li><li><strong>Les crit\u00e8res li\u00e9s au comportement d\u2019achat :<\/strong> fr\u00e9quence d\u2019achat, habitudes d\u2019achat, utilisation des produits<\/li><\/ul>\n\n\n\n<p>Ces trois crit\u00e8res s\u2019appliquent aussi bien \u00e0 une entreprise qui propose des offres orient\u00e9es BtoB ou BtoC.<\/p>\n\n\n\n<p>Une entreprise orient\u00e9e BtoC pourra \u00e9galement se servir des crit\u00e8res socio-d\u00e9mographiques de ses clients potentiels :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Les crit\u00e8res socio-d\u00e9mographiques :<\/strong> \u00e2ge, sexe, taille, lieu de r\u00e9sidence, situation familiale<\/li><\/ul>\n\n\n\n<p>A l\u2019inverse, une entreprise orient\u00e9e BtoB aura plut\u00f4t int\u00e9r\u00eat \u00e0 se pencher sur les crit\u00e8res organisationnels pour r\u00e9aliser son ciblage :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Les crit\u00e8res organisationnels :<\/strong> attributs de l\u2019entreprise, localisation, niveau de chiffre d\u2019affaire, taille, anciennet\u00e9<\/li><\/ul>\n\n\n\n<p>Chaque type de crit\u00e8re doit \u00eatre d\u00e9fini pr\u00e9cis\u00e9ment pour pouvoir segmenter les consommateurs en groupes repr\u00e9sentatifs et r\u00e9alistes. Cette d\u00e9marche d\u2019analyse et de ciblage est une \u00e9tape essentielle du processus de segmentation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Identifier les segments correspondant aux objectifs<\/h2>\n\n\n\n<p>Afin <strong>d\u2019identifier ces segments<\/strong>, deux m\u00e9thodes s\u2019offrent \u00e0 l\u2019entreprise : r\u00e9aliser une \u00e9tude de march\u00e9 et cr\u00e9er des personas. Combin\u00e9es, ces deux techniques permettent une identification plus pr\u00e9cise des segments, une meilleure connaissance des cibles de l\u2019entreprise et donc une optimisation des campagnes et actions marketing \u00e0 mettre en \u0153uvre.<\/p>\n\n\n\n<p><strong>La R\u00e9ussite Mali<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La segmentation marketing est une \u00e9tape strat\u00e9gique incontournable pour une entreprise. C\u2019est un processus qui vise \u00e0 d\u00e9couper le march\u00e9<\/p>\n","protected":false},"author":1,"featured_media":1626,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contribution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La segmentation marketing: Une \u00e9tape incontournable pour une entreprise - REUSSITE INFO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.reussiteinfo.com\/index.php\/2020\/08\/10\/la-segmentation-marketing-une-etape-incontournable-pour-une-entreprise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La segmentation marketing: Une \u00e9tape incontournable pour une entreprise - REUSSITE INFO\" \/>\n<meta property=\"og:description\" content=\"La segmentation marketing est une \u00e9tape strat\u00e9gique incontournable pour une entreprise. 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