{"id":2645,"date":"2022-03-30T08:14:40","date_gmt":"2022-03-30T08:14:40","guid":{"rendered":"https:\/\/blog2.botnation.ai\/?p=2645"},"modified":"2022-03-30T08:14:41","modified_gmt":"2022-03-30T08:14:41","slug":"segment-marketing","status":"publish","type":"post","link":"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/","title":{"rendered":"Qu&rsquo;est-ce que la segmentation en marketing ?"},"content":{"rendered":"\n<p>M\u00eame si nous voudrions nous limiter \u00e0 dire que notre produit ou service convient \u00e0 tout le monde, il est impossible que ce soit le cas. Dans ce cas, qui ach\u00e8te nos produits ? Qui est notre Buyer Persona ?<\/p>\n\n\n\n<p><strong>Notre Buyer Persona est le client id\u00e9al pour notre entreprise<\/strong>, qui poss\u00e8de toutes les caract\u00e9ristiques n\u00e9cessaires pour s&rsquo;int\u00e9resser \u00e0 ce que nous proposons.<\/p>\n\n\n\n<p>Une fois que le client id\u00e9al est d\u00e9fini, nous savons sur quel segment de march\u00e9 nous orienter exactement.<\/p>\n\n\n\n<p>De ce fait, que veut dire <strong>la segmentation en marketing<\/strong> ? Et quelles sont ses strat\u00e9gies ?<\/p>\n\n\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommaire<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/#Segmentation_en_marketing_quest-ce_que_cest\" >Segmentation en marketing : qu&rsquo;est-ce que c&rsquo;est ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/#Methodes_de_segmentation\" >M\u00e9thodes de segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/#De_la_segmentation_a_la_strategie_marketing\" >De la segmentation \u00e0 la strat\u00e9gie marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/#Le_marketing_indifferencie\" >Le marketing indiff\u00e9renci\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/#Le_marketing_differencie\" >Le marketing diff\u00e9renci\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/#Le_marketing_concentre\" >Le marketing concentr\u00e9<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Segmentation_en_marketing_quest-ce_que_cest\"><\/span>Segmentation en marketing : qu&rsquo;est-ce que c&rsquo;est ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La segmentation en marketing est <strong>une subdivision du march\u00e9 en sous-ensembles homog\u00e8nes de consommateurs <\/strong>sur la base de param\u00e8tres sp\u00e9cifiques qui peuvent les unir.<\/p>\n\n\n\n<p>Cette union d\u00e9pend de la fa\u00e7on dont ils r\u00e9pondent \u00e0 une formule d&rsquo;offre particuli\u00e8re ou en raison de la pr\u00e9sence de caract\u00e9ristiques similaires aux finalit\u00e9s des objectifs marketings \u00e9tablis.<\/p>\n\n\n\n<p><strong>Le but de la segmentation est d&rsquo;identifier les parties du potentiel du march\u00e9 <\/strong>qui, en raison de leur homog\u00e9n\u00e9it\u00e9, peuvent \u00eatre consid\u00e9r\u00e9es comme <a href=\"https:\/\/blog2.botnation.ai\/fr\/ciblage-marketing\/\">des objectifs cibles<\/a> pouvant \u00eatre atteints par des combinaisons particuli\u00e8res du marketing mix.<\/p>\n\n\n\n<p>De cette mani\u00e8re, la firme essaie d&rsquo;explorer la demande du march\u00e9 afin d&rsquo;obtenir des informations sur le comportement d&rsquo;achat des consommateurs et d&rsquo;estimer l&rsquo;entit\u00e9 quantitative de chaque segment identifi\u00e9.<\/p>\n\n\n\n<p>Cela vous permet de <strong>choisir des segments cibles<\/strong> et de mettre en \u0153uvre un politique marketing cibl\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Methodes_de_segmentation\"><\/span>M\u00e9thodes de segmentation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le plus gros probl\u00e8me de segmentation r\u00e9side dans l&rsquo;adoption d&rsquo;une politique adapt\u00e9e aux objectifs de l&rsquo;entreprise. Premi\u00e8rement, les param\u00e8tres qui sont importants pour d\u00e9terminer le <strong>comportement des consommateurs <\/strong>doivent \u00eatre identifi\u00e9s.<\/p>\n\n\n\n<p><strong>Les variables sur lesquelles effectuer la segmentation sont quasi infinies<\/strong>. Cependant, parmi ceux-ci, certains sont consid\u00e9r\u00e9s comme les plus g\u00e9n\u00e9ralement significatifs et sont utilis\u00e9s plus souvent :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>variables g\u00e9ographiques : telles que la r\u00e9gion et la taille du centre urbain ;<\/li><li>variables socio-\u00e9conomiques : telles que la classe sociale, le revenu et la profession ;<\/li><li><strong>variables d\u00e9mographiques :<\/strong> telles que les groupes d&rsquo;\u00e2ge, le sexe et la composition de la famille ;<\/li><li>variables psycho graphiques : telles que les traits de personnalit\u00e9, le mode de vie et les valeurs ;<\/li><li>variables de comportement d&rsquo;achat : telles que la fr\u00e9quence, l&rsquo;utilisation finale et la quantit\u00e9.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"De_la_segmentation_a_la_strategie_marketing\"><\/span>De la segmentation \u00e0 la strat\u00e9gie marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Il existe trois strat\u00e9gies marketing <\/strong>g\u00e9n\u00e9ralement li\u00e9es \u00e0 la segmentation : le marketing indiff\u00e9renci\u00e9, le marketing diff\u00e9renci\u00e9 et le marketing concentr\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le_marketing_indifferencie\"><\/span>Le marketing indiff\u00e9renci\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>C\u2019est une strat\u00e9gie qui suppose l&rsquo;absence de segments significatifs de la demande ; le comportement d&rsquo;achat repose sur des \u00e9l\u00e9ments communs \u00e0 tous les individus.<\/p>\n\n\n\n<p><strong>Tout groupe dont le comportement g\u00e9n\u00e9ral n&rsquo;est pas homog\u00e8ne est n\u00e9gligeable<\/strong>.<\/p>\n\n\n\n<p>La strat\u00e9gie indiff\u00e9renci\u00e9e implique une combinaison de facteurs marketing que l&rsquo;on pourrait qualifier de \u00ab\u00a0quantitatifs\u00a0\u00bb. L&rsquo;entreprise a pour objectif de :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>distribuer le produit dans le plus grand nombre de points de vente possible ;<\/li><li>d&rsquo;avoir une pr\u00e9sence massive et continue dans les m\u00e9dias de masse ;<\/li><li>et de <strong>vendre la plus grande quantit\u00e9 <\/strong><strong>de produit<\/strong> .<\/li><\/ul>\n\n\n\n<p>Cette approche du march\u00e9 <strong>est typique des biens de consommation en phase de maturit\u00e9<\/strong> ; ce qui explique leur diffusion universelle et les campagnes publicitaires pilonn\u00e9es.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le_marketing_differencie\"><\/span>Le marketing diff\u00e9renci\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Il se produit lorsque l&rsquo;entreprise, apr\u00e8s avoir identifi\u00e9 des segments significatifs, en choisit certains comme cible, <strong>en adoptant un mix marketing particulier pour chacun d&rsquo;eux<\/strong>.<\/p>\n\n\n\n<p>Ce faisant, l&rsquo;entreprise sera en mesure d\u2019introduire tous les segments qui sont importants pour elle et d&rsquo;atteindre des parts de march\u00e9 plus \u00e9lev\u00e9es.<\/p>\n\n\n\n<p>La pierre angulaire de cette strat\u00e9gie est <strong>la diff\u00e9renciation des produits<\/strong>. Chaque segment se verra proposer un produit aux caract\u00e9ristiques et performances sp\u00e9cifiques (rapport qualit\u00e9\/prix).<\/p>\n\n\n\n<p>Bien entendu, les canaux de communication, de prix et de distribution seront \u00e9galement diff\u00e9rents. La grande difficult\u00e9 de cette strat\u00e9gie consiste \u00e0 <strong>doser efficacement les \u00e9l\u00e9ments de diff\u00e9renciation de l&rsquo;offre avec ceux de l&rsquo;unit\u00e9 <\/strong>de l&rsquo;image de l&rsquo;entreprise.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le_marketing_concentre\"><\/span>Le marketing concentr\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>La strat\u00e9gie concentr\u00e9e se produit lorsque le marketing mix de l&rsquo;entreprise vise un seul segment de march\u00e9. <strong>L&rsquo;entreprise se sp\u00e9cialise donc dans les produits<\/strong>, adopte des politiques de communication orient\u00e9es \u00e9lectivement vers ce segment. Elle peut envisager<strong> des politiques de distribution s\u00e9lective ou exclusive<\/strong>.<\/p>\n\n\n\n<p>En adoptant une strat\u00e9gie concentr\u00e9e, l&rsquo;entreprise doit consid\u00e9rer l&rsquo;objectif d&rsquo;atteindre le leadership de part de march\u00e9 dans son segment, afin d&rsquo;atteindre des quantit\u00e9s vendues int\u00e9ressantes. Cette strat\u00e9gie est <strong>typique des petites entreprises <\/strong>qui trouvent dans la sp\u00e9cialisation un \u00e9l\u00e9ment concurrentiel auquel les grandes entreprises ne savent pas r\u00e9pondre efficacement.<\/p>\n\n\n\n<p>Le marketing concentr\u00e9 est donc synonyme de petites dimensions relatives et non absolues.<\/p>\n\n\n\n<p>La segmentation a, jusqu&rsquo;\u00e0 pr\u00e9sent, \u00e9t\u00e9 r\u00e9f\u00e9r\u00e9e \u00e0 la probl\u00e9matique de la demande et du comportement des consommateurs. Mais il faut noter que ce concept est largement pr\u00e9sent dans la publicit\u00e9, notamment dans la probl\u00e9matique des grands m\u00e9dias.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>M\u00eame si nous voudrions nous limiter \u00e0 dire que notre produit ou service convient \u00e0 tout le monde, il est impossible que ce soit le cas. Dans ce cas, qui &hellip; <\/p>\n","protected":false},"author":1,"featured_media":2643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[],"class_list":["post-2645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segment marketing : d\u00e9finitions et strat\u00e9gie pour segmenter un march\u00e9<\/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:\/\/blog2.botnation.ai\/fr\/segment-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segment marketing : d\u00e9finitions et strat\u00e9gie pour segmenter un march\u00e9\" \/>\n<meta property=\"og:description\" content=\"M\u00eame si nous voudrions nous limiter \u00e0 dire que notre produit ou service convient \u00e0 tout le monde, il est impossible que ce soit le cas. Dans ce cas, qui &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog2.botnation.ai\/fr\/segment-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Actualit\u00e9 Chatbot, IA Conversationnelle &amp; G\u00e9n\u00e9ration d&#039;Images IA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/botnationAI\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-30T08:14:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-30T08:14:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog2.botnation.ai\/wp-content\/uploads\/2022\/03\/segment-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"986\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amandine Carpentier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@l_love_y0u\" \/>\n<meta name=\"twitter:site\" content=\"@botnationai\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amandine Carpentier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/\"},\"author\":{\"name\":\"Amandine Carpentier\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/#\\\/schema\\\/person\\\/2d617349293f41f91c76f9f8b01915da\"},\"headline\":\"Qu&rsquo;est-ce que la segmentation en marketing ?\",\"datePublished\":\"2022-03-30T08:14:40+00:00\",\"dateModified\":\"2022-03-30T08:14:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/\"},\"wordCount\":901,\"publisher\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog2.botnation.ai\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/segment-marketing.jpg\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/\",\"url\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/\",\"name\":\"Segment marketing : d\u00e9finitions et strat\u00e9gie pour segmenter un march\u00e9\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog2.botnation.ai\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/segment-marketing.jpg\",\"datePublished\":\"2022-03-30T08:14:40+00:00\",\"dateModified\":\"2022-03-30T08:14:41+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/blog2.botnation.ai\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/segment-marketing.jpg\",\"contentUrl\":\"https:\\\/\\\/blog2.botnation.ai\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/segment-marketing.jpg\",\"width\":1500,\"height\":986,\"caption\":\"segment marketing\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/segment-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Qu&rsquo;est-ce que la segmentation en marketing ?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/\",\"name\":\"Botnation AI\",\"description\":\"Actualit\u00e9 Chatbot, IA Conversationnelle &amp; 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