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Produit et information géographique : le géomerchandising

  • Pierre Volle

    ()

    (CLAREE - Centre lillois d'analyse et de recherche sur l'évolution des entreprises - CNRS : UMR8020 - Université des Sciences et Technologies de Lille - Lille I)

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    Concernant la gestion commerciale, la géographie intervient, lorsqu'il s'agit d'adapter le prix aux caractéristiques de la zone de chalandise. Il pourra également s'agir de diffuser des messages (catalogues, prospectus, affichage...) sur certaines aires géographiques plutôt que sur d'autres, en fonction de l'efficacité attendue de la communication.Toutefois, dans ce chapitre, nous ne concentrons pas l'analyse sur la stratégie de localisation ou sur les politiques de prix et de communication, mais sur la politique d'offre, sachant que l'assortiment est une décision pour laquelle la dimension géographique se révèle également fondamentale. Ainsi, dans l'hypothèse où le distributeur constitue son assortiment sans tenir compte des différences climatiques, économiques, démographiques et psycho-sociologiques liées à la géographie, l'offre sera probablement en décalage avec les attentes des clients. Par conséquent, le rendement effectif du point de vente sera inférieur à son rendement potentiel.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/16/51/65/PDF/geomerchandising_hermes_2002_hal.pdf
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    Paper provided by HAL in its series Post-Print with number halshs-00165165.

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    Date of creation: 01 Jan 2002
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    Publication status: Published, Géomarketing, Hermes (Ed.), 2002, 1-27
    Handle: RePEc:hal:journl:halshs-00165165
    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00165165/en/
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    1. Desmet, Pierre & Renaudin, Valérie, 1998. "Estimation of Product Category Sales Responsiveness to Allocated Shelf-Space," Economics Papers from University Paris Dauphine 123456789/1757, Paris Dauphine University.
    2. Yuxin Chen & James D. Hess & Ronald T. Wilcox & Z. John Zhang, 1999. "Accounting Profits Versus Marketing Profits: A Relevant Metric for Category Management," Marketing Science, INFORMS, vol. 18(3), pages 208-229.
    3. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
    4. Stefan W. Schmitz, 2002. "The Effects of E-commerce on the Structure of Intermediation," Industrial Organization 0211002, EconWPA.
    5. Eaton, B Curtis & Lipsey, Richard G, 1982. "An Economic Theory of Central Places," Economic Journal, Royal Economic Society, vol. 92(365), pages 56-72, March.
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