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Marketeurs, comment accroître la valeur perçue par le client ?

Author

Listed:
  • Rémi Mencarelli

    (Institut d'Administration des Entreprises (IAE) - Savoie Mont-Blanc)

  • Damien Chaney

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Renaud Lunardo

    (Kedge BS - Kedge Business School)

Abstract

Créer de la valeur. Tel devrait être ce qui occupe une place centrale dans les activités du marketing, du moins si l'on en croit les définitions de la discipline données par l'Association Française du Marketing ou l'American Marketing Association. Le client effectuera de fait ses choix en fonction de la « valeur perçue » d'une offre, résultat d'un ratio entre les bénéfices associés à cette offre (ce qu'il obtient) et les sacrifices qu'il consent pour y accéder (prix ou effort par exemple). La valeur perçue est ainsi une mesure essentielle pour toutes les organisations qui souhaitent apprécier l'efficacité de leur politique marketing.

Suggested Citation

  • Rémi Mencarelli & Damien Chaney & Renaud Lunardo, 2024. "Marketeurs, comment accroître la valeur perçue par le client ?," Post-Print hal-05620871, HAL.
    • Handle: RePEc:hal:journl:hal-05620871
    DOI: 10.64628/AAK.gncupvdvx
    Note: View the original document on HAL open archive server: https://hal.science/hal-05620871v1
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